background

China tea has been innovated and recreated from the cups of the older generation, and has become a "new" hobby of young people after the milk tea era.

In the past, limited by the conceptual framework of "traditional tea culture", tea consumption was not so grounded for a long time.

The appearance of new Chinese tea has changed people's stereotype of "tea", made "tea" younger, integrated with health, quality and fashion elements, and constantly developed and improved.

Product standardization and convenience

Infiltrate the upstream and participate in tea planting.

Sign an exclusive agreement with upstream tea gardens and tea farmers to invest in improving soil and improving planting and tea-making technology. This can effectively improve the planting quality of soil, reduce pesticide residues and metal residues, and ensure the quality is controllable.

Do subtraction on traditional ancient tea and add on new tea.

Based on tea, the fusion of water, milk, wine, fruit and coffee, and the innovative combination of food and tea with the same origin of medicine and food make the taste of new Chinese tea more diverse.

Standardized brewing process makes drinking tea easier and faster.

There are standard operating procedures for making tea and making tea. Tea makers know tea culture and brewing skills, and consumers can drink a cup of tea just by ordering food.

Service specialization and systematization

High-knowledge export and specialization of bartending make the employment threshold higher.

Practitioners of new Chinese tea are innovators in product research and development and disseminators of tea culture. At the same time, when serving guests, it is necessary to explain the knowledge of raw materials and production methods.

Training mechanism: standardized and systematic learning methods.

There are new tea training institutions recognized by the state and the association. The training teachers are all national intermediate tea appraisers or national senior tea appraisers and above, and the overall training is more professional.

Experience lightness, immersion and sociality.

Pay attention to space experience.

Different from the traditional teahouse, the new Chinese teahouse is exquisite, simple and Zen, which is more in line with the space demand of modern people for tea shops.

Emphasize cultural attributes.

Traditional ancient tea ware will be displayed, and tea will be displayed in the form of natural history. New China tea has obvious China imprint on tea making tools and tea tasting instruments.

Create a new social space for young people.

The new Chinese tea takes the tea culture as the core, creates a unique artistic atmosphere, and allows consumers to "punch cards with concave shapes".

Young brand marketing, graphic rate, broken circle

User portraits are younger.

Tea is breaking the circle from tea lovers and gradually infiltrating into the Z generation group. Like coffee and milk tea, go to the desks of workers in the workplace.

Promote the aesthetics of new pure tea, and let young people love tea and bask in it.

Taking tea culture as the breakthrough point, it is very important to publicize the knowledge of tea, tea art and space environment and to be able to punch in and take pictures.

Brand cooperation * * * creates IP and reaches users through multiple channels.

Cooperate with new brands that young people like, launch joint products and joint activities, seize the communication contact, and better reach young people.

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Product research and development permeates upstream, and the degree of standardization is getting higher and higher.

New China Tea pays attention to tea quality, and realizes quality control by cooperating with tea gardens and participating in the planting process. In research and development, the health attribute of beverages is biased towards the production process, and guidelines are formulated to realize standardized production.

Systematic personnel training and professional services.

New China Tea requires employees' knowledge reserve and operational skills, and has a certain employment threshold. The existing professional training institutions provide assistance to the practitioners of new tea in China.

Pay attention to the social attribute of space and emphasize the cultural attribute.

The space design of new Chinese tea is exquisite, simple and classical, enjoying life and social gatherings in an environment full of tea culture.

Brand marketing is aimed at young people, drinking and playing.

New China Tea talks with young people, co-marketing, content planting, reaching young audiences through multiple channels, and cultivating people who love tea.