Foreword

China is the hometown of tea, and the tea ceremony culture has a long history.

From West Lake Longjing to Yunnan Pu'er, they are all famous tea varieties, but it is difficult to talk about many famous tea brands. This situation of strong categories and weak brands has existed in China for a long time.

In 2008, Xinhua News Agency caused an uproar by publishing an article titled "70,000 Chinese Tea Companies Can't Beat One Lipton."

At that time, even though the market value of China's milk tea market exceeded 100 billion yuan, the company was small and fragmented, and its low level of standardization restricted its development, making it impossible to create a truly key enterprise. Nowadays, new tea brands are becoming popular.

Young people also love to drink tea

In 2017, many milk tea brands continued to emerge in the market, from Heytea to Nayuki’s Tea, more and more Chinese milk tea brands With the rise, they have solved the dull image of traditional milk tea and approached consumers in a younger way.

Different from offline promotional beverage stores, CHALI Tea, a well-known high-end milk tea brand founded in 2013, uses "BEATEAFAN (this generation is obsessed with this bag)" as its brand culture.

Mainly promote tea bag products that comply with the eating habits of young people entering the workplace.

Its core value is to make young people obsessed with milk tea. As tea drinking gradually becomes more lifestyle, leisure and entertainment, and younger, CHALI Tea has seen the gap in my country's new tea drinks into tea bags. , use successful positioning to achieve diversification.

In just eight years, this well-known brand, which specializes in teabags, has gained thousands of fans. Its sales volume on Tmall has exceeded 600,000,000 bags, with an average daily sales volume of 800,000 bags. , with an average of 9 packages sold per second.

In the past, Lipton and Dayi Tea had exclusive access to the teabag market, but now Chali has also successfully occupied the market share, becoming the top three most frequently purchased by Chinese consumers.

In CHALI tea, what kind of magic does this young well-known brand have? How does it attract fans and promote its marketing? How does it bring new ideas to tea ceremony culture? How does it make young people fall in love with it?

·Precise positioning to find diversification·

There are many milk tea franchise stores, but there are very few teabags.

The development potential of the tea culture sales market has always been praised by entrepreneurs.

According to data, as of 2019, China’s tea online market capacity has reached 23.6 billion yuan, while the teabag online market capacity has reached 5.03 billion yuan, accounting for 21.4% of the total business scale.

With the diversified consumption scenarios and changes in the consumer market, it is expected to exceed 10 billion yuan in 2020, and the online teabag market has great prospects.

CHALI Tea, which is deeply loved by young people, has long become a benchmark company for teabags in my country.

CHALI Tea focuses on consumer scenarios, manages consumer scenarios in a refined manner, and actively matches products with consumer scenarios.

In 2019, CHALI Tea released daily tea online, which was divided into "Breakfast Original", "After-dinner Flavor" and "Noon Refreshment" according to different situations. There are three sub-series of products, which is a category customized according to the actual situation.

In 2020, CHALI Tea took advantage of the sleep economy and launched Good Night Good Dream Tea for the scene before going to bed, which can calm the nerves and help sleep quality.

On the basis of traditional milk tea, CHALI tea combines new tea drinks, adds dried fruits to the milk tea, and launches a series of fruit tea products with stronger taste that are favored by young women, such as Peach oolong tea, osmanthus oolong tea, wolfberry oolong tea, etc.

On this basis, CHALI tea also actively breaks the old and establishes the new.

Based on young people’s love for healthy drinks in milk tea shops, we have launched a series of milk teas made from tea leaves and charcoal roasted, such as the fun and interesting Bangbang milk tea product.

Using new technology to shrink the milk tea in the milk tea shop, it looks like a cone. Chali Tea calls it a milk tea stick that can be chewed.

It solves the problem that the taste of traditional bagged creamer is easy to evaporate and is unstable. At the same time, it also actively caters to the curiosity of young people nowadays who love new products.

On the basis of each traditional type of tea, the tea also actively innovates to improve the taste, such as the Palace Peony Tea that combines peony and white peony tea, Oolong and Jinjun Tea. Brow blend tea bags.

CHALI tea uses innovative gameplay to provide multi-scenario consumer products, which on the one hand meets the diversified requirements of customers.

On the other hand, it also attracts the younger generation with new tea drinks, continues to adapt and build young people's awareness of new tea drinks, improves customer satisfaction, and makes tea drinking a favorite of young people. New lifestyle habits.

CHALI Tea not only sells tea, but also sells a high-quality life.

·WeChat Moments ferment social marketing·

In addition to relying on excellent products, a good brand cannot do without good marketing operations.

Chali also has excellent ways of marketing and promotion. For the Bangbang milk tea that is so good-looking and easy to bring, Chali invites the most popular and popular young people in the contemporary era to actively endorse it. Use celebrity popularity to drive traffic.

CHAL Tea also proactively launched the slogan “Freedom of milk tea anytime, anywhere”.

For cross-border co-branded shoes with various brands, CHALI has its own public account, with a clear page and brisk interaction.

CHALI focuses on the precise customers with high traffic on the WeChat official account and takes joint actions.

By producing popular WeChat Moments ads and actively carrying out offline marketing plans, CHALI can quickly find accurate customers, discover market entry points, and achieve efficient conversion of target customers.

In advertising, CHALI carries out customized compositions for different regions, ages, hobbies and behaviors to comprehensively outline the customer image.

The target is precisely positioned at urban white-collar workers and mothers aged 18 to 35, and targeted promotion is carried out.

In the early days, CHALI Tea carried out small-batch promotion experiments based on the positioning of different groups. Finally, through product selection and diversified materials, it carried out product promotion tests to accurately gather people of different ages and backgrounds. types of potential customers.

For moms, take the initiative to relax with fruit tea and fall asleep.

For the portable tea that Baoma mainly promotes to lower blood sugar and lose weight, the product features are highlighted through creative copywriting, such as low calorie, easy to carry, and zero trans fat to attract consumers.

For young groups such as students, we mainly promote unique, fashionable and interesting products with great looks, such as Bangbang milk tea series products.

Attracting fans through celebrity spokespersons, whose appearance is stunning, combined with special offers at low prices to increase fans, the effect is remarkable, which not only strengthens the new brand image of the brand, but also highlights the diversification of the brand. .

Complete the matching of customers and products.

The accurate advertising effect of WeChat Moments not only improves brand awareness and image, but also uses interactive communication methods to arouse customers’ buzz points and create explosive products in WeChat Moments.

As for other brands, Chali actively interacts through user attention, likes, and sharing, successfully increasing product conversion rates and allowing new tea brands to successfully break through the circle. ·WeChat mini program creates public domain to private domain·

In terms of digital marketing, CHALI also has its own set of methods

1. Use coupons to convert to private domain< /p>

In addition to having platforms such as Tmall and Taobao, CHALI also actively diverts traffic from the public domain to the private domain, sets up WeChat mini-programs for shopping, and gathers dispersed customers.

For example, by scanning the QR code on the package of the purchased product, you can get VIP membership discounts, free gifts and other activities, attracting customers to pay attention to the official account and continue to purchase on the WeChat mini program.

Through this method, CHALI tea increases customer stickiness.

Give the product the role of secondary communication and purchase, and at the same time use data collection methods to actively analyze the disruptive innovation of the product, and finally carry out countermeasures and adjustments based on the data.

2. Try the method of attracting traffic through the video_account + mini-program mall system

CHALI invites Internet celebrities to conduct evaluations based on short video apps such as Douyin and Weibo. The shortcoming of well-known brand sharing videos in the past is that it is difficult to transfer data from the public domain to the private domain.

CHALI tea itself contains strong online sales genes.

The effect of attracting followers through video_sharing is mainly due to the fact that, first, the milk tea is an extremely attractive product and the brand’s high-quality positioning.

The second is that in the social marketing that keeps pace with the times, CHALI tea has a proper understanding of customers and achieves the effect of quickly converting purchase rates through accurate push. ·Social marketing, increase followers and become popular·

Social marketing is a new way for new brands to attract followers and become popular in 2020.

Not only can it improve the new brand image of well-known brands, but it is also conducive to dissemination.

Compared with the well-known tea bag brand Lipton, CHALI tea may seem too young as a new local brand.

At a time when domestic products are gaining popularity, building reputation is also a problem that CHALI Tea must solve.

In 2020, my country's daily necessities industry will usher in a new explosion of well-known brand concentration. With the demand of new markets, market competition has also entered an increasingly fierce stage.

CHALI tea can quickly break through and become one of the representative brands in the field of bag tea. This not only relies on solid product strength, but also depends on the comprehensive layout of young consumers. Contact points to carry out in-depth communication and create wealth recognition.

Cross-border co-branded shoes are the new business opportunities that CHALI thought of for its own brand. The scenarios range from beauty to movies, clothing, fashion, shampoo, and even comic characters.

CHALI actively covers new scenes that young people love in order to find potential users. ▲Chali Forbidden City co-branded gift box

At first, it was co-branded with the Forbidden City. The collision of milk tea and Forbidden City culture gave CHALI Chali a high-end and elegant brand image.

For holiday consumption scenarios.

CHALI teamed up with the well-known domestic brand Hsu Fu Chi to release a _ceremony box set of joint shoes with Hsu Fu Chi during the Dragon Boat Festival. scene, and attract fans through excellent design.

For young ladies sales market.

CHALI Tea found Marumi, the skin care brand that women love. Based on the high overlap in product positioning and customer base, they pursue women's fashionable beauty and pay attention to the needs of health and wellness. World marketing joint shoes.

For Generation Z.

CHALI grasps the new generation's love for movies and entertainment variety shows. CHALI also cooperates in many aspects in the film industry, including co-branded shoes "Young You", "Red Fox Scholar", etc. During the release of "Three Lives, Three Worlds, Ten Miles of Peach Blossom" and "Young You", limited gift box sets were specially released.

Relying on the popularity of celebrities, it has successfully attracted a large number of young people. This kind of social marketing has laid the foundation for CHALI Tea to gain many loyal young consumers.

CHALI Chali also takes the initiative to cooperate with new brands of shoes, such as for the one-person food market and the Internet celebrity ramen brand, Haohuanluo co-branded shoes, relying on each other's traffic to expand their reputation.

To sum up, the concept of CHALI’s co-branded shoes is to carry out relevant brand co-branding on the basis of overlapping fans and consumer groups.

CHALI tea tends to be a younger brand, a top brand that can generate large traffic.

Give your own brand new value through cross-border marketing, and then use brand and IP Meiqiang co-branded shoes that are consistent with your own characteristics to create subversive innovations for younger brands.

Focus on the emotional mark, allowing customers to have a new understanding of the brand, and ultimately attract fans to make purchases.

At this stage, Chazhong has developed into the largest tea bag brand enterprise in China, selling a total of nearly 600 million tea bags, and its annual sales are expected to exceed 350 million yuan.

On Double Eleven in 2020, the official flagship stores of Chazhong respectively obtained the third place in Tmall tea field and the first place in scented tea.

Chazhong’s development potential has also been favored by the financial market, and it recently completed a RMB 100 million Series B equity financing.

According to iiMedia data, Chazhong’s market share in B-end formats such as hotels, offices and restaurants has reached 24%, and it is expected to soon surpass Lipton in all aspects.

Tea CMO Lin Chuan said:

“The market space for tea culture is huge. How to gain customer trust and establish the shortest distance to reach customers will be the key to FMCG tea brands. The key to management.

In the tea category in my country, everyone is on the same starting line.

The goal of Chali is to create a global Chali tea based on Chinese tea ceremony. Chinese version of Lipton.

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