At the same time of brand upgrading, Diancao Shuye also launched plant-based products under the guidance of the new concept of "Cao Xian's plant-based freshness and low burden", taking the lead in cutting into the "plant-based new tea" track and seeking more breakthroughs in the increasingly homogeneous new tea industry.
Brand-new store upgrade debut focuses on nature
Compared with the previous store, the newly upgraded store changed the previous logo“Book "into red" Bunny "and the font was updated. Along with the change, there is also the color matching of the new store. In the past, the store was dominated by red and white, while the new store was dominated by fresh green.
Books also burn grass. Brand-new upgraded shop. Photo courtesy of enterprises
According to the person in charge of the book Burning Grass, the book also selected the cultural allusion of "Jade Rabbit Mashing Medicine" which is well known to Chinese people from the national tide culture, and combined with the characteristics of grass, extended the concept to "making grass with fairy rabbits". The "fairy" in Sandy stands for "fairy grass", which is the long-term foundation of the book and also represents the "fairy culture" in the national tide. "Red was chosen as the color of Sandy because it has a history of 15 years since its establishment in 2007. Red is the brand color of Shucao, which has already had a strong emotional connection with consumers. "
The brand-new store is obviously different from before. According to the above-mentioned person in charge, the design concept of Shuye Caoxian's brand-new store is "healthy, ecological and environmentally friendly vegetarian space". In addition to the fresh and tender grass green as the main color, natural stone, grain without texture and tender grass green are used more, creating a kind new space and spreading the concept of natural health to the public.
The brand-new image store of Diancao Shuye has been upgraded, surpassing 100 stores nationwide, involving Sichuan, Hunan, Henan and other provinces.
The relevant person in charge of the creative designer of this brand upgrade said that after 90 s and 00 s, it is becoming the main consumer. They not only demand a more personalized dining experience, but also hope to have a * * * sound on the spiritual level. Drinking milk tea has become an experience integrating social, entertainment and "self-love" functions for them.
"The book also takes the consumption concept of young people as the starting point, positioning the Xiancao plant base and providing unburdened natural products, which undoubtedly captures the core pain point of contemporary young people's consumption psychology. Therefore, in terms of design, we hope that consumers will begin to recognize the unique and refreshing personalized brand image of the book, and then enter the consumption space with Cao Xian plant style to complete the whole consumption closed loop. " The person in charge said.
Pushing plant products to highlight "low burden"
After several upgrades, the new tea industry is now more mature, but the increase in entrants has also brought the problem of homogenization. A tea industry practitioner once said that there is no secret about new tea products, and the so-called "explosive products" will soon be imitated by peers. It is imperative to stand out from the fierce competition and break the problem of homogenization.
The epidemic situation in COVID-19 has brought great challenges to the development of new tea. Choosing to upgrade the brand of books at this time is also burning grass and has its own considerations.
The person in charge of the book also said that due to the epidemic, consumers are paying more and more attention to health, which directly leads to changes in consumer consumption structure and consumption concept, and natural and healthy products are more favored by consumers. Refined to the tea industry, China Beverage Industry Product Report 2022 shows that refreshment, lightness and regression have become the new trend of tea products. After experiencing rich and exciting taste bombing, consumers hope to drink simpler, healthier and unburdened products.
In line with this trend, at the beginning of 2022, the book also put forward a brand-new brand concept-"Cao Xian is refreshing and low-burden", and launched a series of new plant teas such as orange camellias.
This book also burns grass, a new plant-based tea product, orange camellia. Photo courtesy of enterprises
This book also introduces a new kind of plant tea, which is made of herbs and woody plants with natural health properties, such as Xiancao, and can be used directly or extracted and purified. The concept of "Cao Xian's botanical refreshment and low burden" and the positioning of "botanical new tea" can be said to be an extended iteration of healthy drinks represented by Cao Xian.
China Chain Store & Franchise Association's "202 1 New Tea Research Report" shows that the new tea supply chain will determine how far the brand goes. At present, the supply chain capabilities of brands are quite different, and the level of supply chain management plays a decisive role in brand expansion, innovation ability and profit space. Judging from the fact that books also burn grass, its supply chain is at the forefront of the industry. In the fierce competition of new tea, the book also took the lead in cutting into the track of "plant-type new tea", which brought new development ideas to the new tea industry with serious homogenization and involution.
"Through the comprehensive improvement and promotion of brand, R&D, marketing and other sectors, we will take this opportunity to show the development achievements of calligraphy and grass, give full play to core competitiveness and promote brand development." The person in charge of the book also burned grass.
Text/Wang Ziyang
Editor Li Yan
Proofread Chen Biyan