Tea and coffee, "Tycoon of category of two big drink " , often be taken make analogy.
Astral Buck interlinks the head card that the advantage has extremely in coffee market as the whole nation, there has been store of nearly 21300 doors inside global limits. Among them, there is 3600 doors store in China only, spread all over 150 many cities.
Website of government of STARBUCKS of △ star Buck
This coffee upsurge from 1971 up to now, let coffee not only those who walked into people " drink chooses cavalcade " , more made a kind of way of life -- go to work daily, small endowment emotional appeal, communal sitting room.
Same, "Standardization, chain, convenient, space " , can be tea industry done?
Can, and ground of in full swing is being done.
HEYTEA of tea of △ happy event door inn / come from official website
Now, walk into popular business division, can see many tea water brands -- the tea because of snow of flavour tea, happy event tea, Nai, tea that boil... and standing by the fastfood street near the school to go up, the shop of tea with milk with a few smaller the facade of a shop is more concentrated. Occasionally, the street does not cross 100 meters, tea drink inn reachs tens of homes.
Inn of various tea drink, force of different style, different hair is nodded, tea industry is exploring the new form of tea in actively.
But lay the view when us astral Buck people mode, the hope comes with tea coruscate new Yan Shi, do not have however so simple.
New-style tea drink, either in tea of the mount in coffee cup
Coffee beans and tea, it is a plant together, and have life-giving wake the function such as the head, in two kinds completely different culture setting falls, formed disparate style.
No matter be to be in fast dissolve coffee, high-quality goods coffee, in still interlinking cafes, coffee more is to serve as a kind " product " the form exists.
Talk a function, a cup of coffee is drunk in daily life, qing Dynasty of god of OK and life-giving, open enrages a day of bright; Talk flavor, can judge chart to experience its fragrant change according to producing area, gust, careful.
Tea, be in " product " besides, rear huge culture system is made prop up. Even if should get used to the market, or it is to present new form, cannot the culture connotation that one pace jumps over it. Make new tea drink, also want to manage the property that knows tea.
Tea culture, not be to point to, be familiar with us " first phase a little while " , " buddhist tea blindly " the vocabulary that waits for the surface mounts a picture rise to be hanged in inn or be hanged in mouth edge, not be the word art that shows big and empty, Yao cannot be reached more, it is however in system of this kind of culture, outspread come out, can regard new product as the concept when hatch, aesthetic guidance.
Of the be particular about in with tea " tea is banquet advocate, make the best use of everything " for exemple. Between tea banquet, it is core with tea, do not install trash, do not add redundant measure, make a heart truly at tea. The mood when this asks we are drinking tea needs gentle, dedicated, also reflect somewhat on the character of tea, environment that tastes tea at the same time.
And when people a few modern elements in anxious will contemporary cafes are moved into tea drink inn, whether can we hold question, changed besides the thing of cup traditional Chinese clothes, what still changes? Besides, when still maintaining Ba Keli of certain dependence, star to just do not sell coffee again to coffee when consumer, inn of new tea drink people where is appeal again?
It is tea drink card of the representing in order to be fond of tea, product itself had gotten the test and verify with very good market. But jump out product itself, the tea of their sale, it is too much and worth while to still have by the mining, thing that is handed.
"The 3rd space " this cake, taste is OK different
Buck is in the star at the beginning of entering China, emphasize make " the 3rd space " .
"The 3rd space " one of management philosophy that the father Shu Erci that is astral Buck emphasizes, the concept originates the monograph of American sociologist Ray Oldenburg: The Great Place.
"The 3rd space " , those who point to is the first vacuum that distinction makes at family and yard place and existence of the 2nd space, the individual can be depended on, the place that finishs lifestyle.
Buck makes △ star mainly " the 3rd space " / come from square website of astral Ba Keguan
Below this space, coffee is not the key that people pays close attention to, and the lubricant in making people socialization process. People can be used " about one cup of coffee " will point to era " take out proper time to undertake relaxed talk each other " , also can turn cafe into mobile office.
Apparent, the chain cafes that with the star Buck is a delegate people had completed a part " the 3rd space " notional education.
△ is revealed because of inn of flavour tea door / because of,come from website of flavour tea government
Then, in inn of new-style tea drink, "Space " more and more become mark to match. No matter was to make a variety of happy event that decorate style door inn tea, with the star Ba Kezhi receives pair of bid because of flavour tea, still emphasize the boiling tea of Chinese style aesthetic, pay attention to very much " space " build.
But notable is, "The 3rd space " it is with western idea rely on, those who reflect is open atmosphere, relaxed experience. A cup of coffee from the dot odd, strong bubble, in one's hand, very convenient. Do not have relaxed and partition, lively environment so, with Hesperian get along position of mode, thinking is relative.
The setting just meets on the west difference graphic representation in △ / come from Yang Liu
And the tea space that arises from inside Chinese traditional culture, it is opposite mostly secret, quiet. Below this kind of atmosphere, people passes make tea, taste tea, complete relatively slow gregarious process.
This kind of idea is not contrary, interweave each other however. But how be together both confluence, it is a difficulty however.
Inspect wine to be like us enthusiastic, inspect tea to be elegant, so of tea wine allocate, it is taste not simply those who go up is balanced, also be the neutralization of both property.
Epilogue
So, "Standardization, chain, convenient, space " , is tea industry necessary to copy?
Be necessary, depend on complying with a trend, it is a of tea industry transition big the main chance;
Completely not necessary, depend on tea serving as a kind of produce and culture develop source of student, do not answer apply mechanically, fall in its setting however, grow new bud, also want to pay attention to precipitation.
New-style tea drink, be the market is oriented, also be the domain that people pays close attention to tea very much.
The standardization of tea drink is made, rich, taste takes class rank, perfect in half step in. But fall in contemporary mode, ought to slow come down to think, how to blend in the connotation of tea among them, had held delicate sense of property even at the same time.
Only such, the rise of tea drink just can drive the progress of tea industry, about the story of tea, just can write in add in, more show value.
