"Look forward to of 70 thousand tea pauses than standing nevertheless " , this is to come for years the outside evaluation to Chinese tea industry, lacking strong brand is the one big factor that restricts industry development from beginning to end.
"Caddy tea " was born to turn round this evaluation it seems that, its author Du Guoying also character of a person of extraordinary powers " the Chinese tea that should make the world " . Advertising bombs wantonly, elegant caddy is packed, brand image of high end, caddy tea is peremptory the Xin Jin that made Chinese tea trade " the net is red " .
However, resemble great majority " the net is red " the product is same, since caddy tea is born oneself wide get dispute.
By the sale of doubt
According to Chinese industry the data of current association shows, 2017, domestic tea year consumption achieves 1.9 million tons, market sale achieves 235.3 billion yuan; In the meantime, our country tea exports gross to amount to 355 thousand tons, exit forehead amounts to 1.61 billion dollar.
And big data shows, occupy only related word of brand of Baidu search tea in recent years 32% , occupy related to brand word more tremendous than be as high as the gap of mobile phone trade of 70% , far even under each industry average level.
To this, bright red Dan Peng says news analyst of Chinese food industry, develop through thousands of years, chinese tea lacks brand effect and brand to differentiate from beginning to end degree, this is the distress of Chinese tea industry. Set out from this one angle, caddy tea is active to the influence of the industry.
But subsequently and those who come is, caddy tea also is evaluated to be by the outside " excessive sale " .
As we have learned, it is good that Du Guoying of caddy tea author once had been engineered write down E of person of star, beautiful back a back, E this, the case such as 8848 mobile phones. Media evaluates him to be good at using mad advertisement bomb, let a brand be inside very short time by the user hep, acquire considerable sales volume next.
Look in trade public figure, the advertisement offensive of caddy tea high strenth, in order to locate high end, price is high the sale shift that is a characteristic, it seems that with in those days be exactly the same of 8848 mobile phones.
To this, plum river accepts general manager of center of caddy tea market " weekly of country of finance and economics " the response when the reporter is interviewed says, the sale investment of caddy tea is occupied than probably 12% the left and right sides, far what imagine without the outside is so much, caddy tea checks level to be able to decide what media is mixed in early days product putting in content is effective, undertake putting in effectively on this foundation. Current, caddy tea basically is not gold channel in flight magazine and CCTV two channel undertake putting in.
To this, bright red Dan Peng expresses doubt, "The sale investment of beverage industry is more than 12% , it is caddy tea what is more,the rather that more this kind of tall consumer goods. It is caddy tea what is more,the rather that more this kind of tall consumer goods..
To it associated is, the price with caddy high tea is pointed to " empty is tall " . Make public information to show, caddy tea rolled out a variety of oolong tea of west lake Dragon Well tea, yellow Shan Maofeng, Fu Dingbai tea, jasmine flower tea, Anxi (faint scent and aroma) , Wu Yi is bright red gown, another name for Yunnan Province red, Pu'er tea (unripe tea and ripe tea) in all, with caddy outfit, every canister 4 grams namely the quantity of one bubble, price 50 yuan, amount to 6250 yuan a jin.
A lot of consumer buy caddy tea to basically be used at sending a person. To this, plum Jiang Yetan old, "In the sale of caddy tea 60% for gift, 40% for from drink. 40% for from drink..
The outside evaluates a standard to be limitted very hard to tea property value, but the to caddy tea price inside course of study also has hear of more. A tea business that does not wish to sign tells " weekly of country of finance and economics " reporter, according to the price of caddy tea, character has difference with the bulk tea that waits for price relatively.
In Zhu Dan bitter fleabane looks, with Gao Zhizhong valence serves customer, be helpful for an enterprise developing for a long time; If rely on advertisement bomb only, it is not long certainly.
Need checking of outstanding achievement false or true
Except be oppugned " excessive sale " , the battalion of caddy tea receives data to also cause controversy.
Caddy tea respect expresses, the caddy tea that appeared on the market in July 2016 in those days total battalion receives 100 million yuan; Caddy tea had realized gain 2017, sale is controlled 1.1 billion yuan.
"We answered money specified amount last year 680 million yuan, because we controlled shipment amount by 2017, so terminal can appear goods phenomenon, if unlock, actual turnover is even a few bigger. " Mei Jiang thinks, 1.1 billion yuan figure is relatively conservative still.
However, comparative tea industry appears on the market company, 1.1 billion yuan figure is not conservative. Country's biggest tea look forward to, the day blessing that appears on the market in harbor (HK6868) turnover was 1.577 billion yuan about 2017. Up to on December 31, 2017, blessing group shares the day inside to have door store oneself 323, jobber 200.
Additional, in new 3 board the Xie Yu that hang out one's shingle is big (430370) announce the report showed 2017, did business 2017 income is 177 million yuan, net profit is 9.236 million yuan; Course of study of 8 horses tea (834754) year report showed 2016, did business 2016 income is 462 million yuan, net profit is thirty-nine million seven hundred and forty-six thousand eight hundred yuan.
Mei Jiang tells " weekly of country of finance and economics " reporter, up to May 2018, caddy tea has many 600 in domestic shop, below the circumstance that does not have straight battalion inn, with " agential brand shop + cent sells channel " mode, realized the gain 2017.
However, the caddy tea agent that does not wish to sign discloses, he its ever had acted as agent before this caddy tea, in city of a gleam of many bazaar had done caddy tea shop, be being managed is not very good, at present already all evacuate, turn to do other business all right. Additionally tea business thinks, price of caddy tea stock is higher, profit space is limited, so he abandoned the representative of caddy tea.
A controller of inn of caddy tea door of Beijing area expresses, appear on the market violently in offensive of caddy tea advertisement earlier, management situation is opposite better, but the effect is general now, this inn has prepared to remove inn at present.
Mei Jiang says to this explanation, the grade of channel is different, enjoy different discount, tea course of study serves as a large category, the element of achievement has a lot of, have compensate earning is very normal thing, caddy tea also is such in agency system. Same, the position of inn also can have very big effect, because of high end of caddy tea fixed position, it is a lot of better that common market should be compared in the circumstance of high-end bazaar.
Look in many personage inside course of study, the drinkable setting of caddy tea and scene of traditional drink tea plantation have differ certainly.
Afore-mentioned caddy tea agents say, make drink tea to be spent again personage, he is not drinkable also caddy tea, as a result of caddy tea advocate hit convenient, use morely at business affairs utility so.
"Great Master " the mystery of the identity
" weekly of country of finance and economics " the reporter discovers in survey, caddy tea place hits " the Great Master is made " have facts one wishes to hide additionally also.
"Basically these Great Masters that caddy tea cooperates, respective enterprise is the platoon is advanced inside each category 3. " introduce according to Mei Jiang, caddy tea and 8 " Great Master " cooperative mode is establish joint-stock company jointly, hold the share of 51% by caddy tea, supply caddy tea raw material by joint-stock company.
In fact, "Great Master " the supplier that is caddy tea raw material on one hand, still be business operator at the same time. To 8 " Great Master " industry position, the personage inside a lot of course of study also expressed doubt.
Bright red Dan Peng thinks, from the point of industrial end, "Great Master " exaggerated; In consumption end also does not have any authoritative attestation, so called " Great Master " no matter be kongfu, technology, cannot saying is be agreed with generally.
"Xie Si 10 (note: Peak of Yan Huangshan wool takes the place of in caddy tea advertisement ' Great Master ' ) be expert at inside have proper name, but do not represent top level. " superintendency bureau personage tells a yellow hill market that does not wish to sign " weekly of country of finance and economics " reporter, no matter be yellow,other tea produces a division, person of the inheritance that be not involuntary discharge of urine is very much, but cannot represent character completely, because be not person of inheritance of involuntary discharge of urine,be a delegate the inheritance to traditional industry and craft, unwarrantable to modern technology perfectness.
This market superintends bureau personage to think, the development of Chinese tea industry wants from 3 respects have sth in mind, it is to should hold good source; 2 it is to should accomplish certain dimensions, build the entire industry chain that sells to treatment from grow seedlings; The 3rd it is to should establish brand consciousness.
Afore-mentioned caddy tea agents also express, caddy tea had established a brand for Chinese tea industry, if future can hold good source, also was to rise to draw lessons from a meaning very well to tea industry.
As we have learned, factory of caddy tea yellow mountain always invests 1.5 billion, first phase project invests 500 million yuan, will 2019 second half of the year is finishing. Mei Jiang expresses, caddy tea has appear on the market plan, but specific time is uncertain.
Suffer controversy, also be expressed great expectations, in numerous " the net is red " experienced from " extremely arrogant " to " disappear from the scene " later, can the future of caddy tea be how? Time is met test and verify everything.
(Via: Weekly of country of finance and economics)
