Papers on problems and countermeasures in brand marketing of tea enterprises

Paper on Problems and Countermeasures of Brand Marketing of Tea Enterprises

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Abstract: This article introduces the current situation of Chinese tea brand marketing, analyzes the root causes of the current Chinese tea brand marketing problems, and proposes the following countermeasures to solve the problem: change concepts and joint development; Improve product quality; increase investment in brand; create corporate culture.

Keywords: Chinese tea enterprises; brand marketing; problems and countermeasures

"Burning" is a traditional industry technique widely used in animal husbandry from ancient times to the present - burning a metal symbol that is hot enough to be burned is branded on the skin of the livestock to confirm that the livestock belongs to the xx person. This is actually a common practice for dividing property. Therefore, when society develops to the stage of handicraft industry, similar symbols or words will appear on the products produced in handicraft workshops. For example, ancient Chinese porcelain craftsmen often marked porcelain with The bottom is engraved with patterns such as "Jiangxi Jingdezhen" or "xx system". Philip Kotler (American marketing expert) defines "brand" as "the so-called brand is a title, name, symbol, design, etc., or a collection of the above." The purpose of making a brand is to distinguish the products you produce from others. homogeneous competitors.

1 Current situation of tea brand marketing in China

1.1 Although there are many brands, they are not big enough

As the original origin of tea, China not only has almost all the tea brands known in the world There are many tea varieties, and the annual tea output is nearly a quarter of the world. It has the advantage of being one of the "Top Ten Famous Teas". The tea types include white tea, green tea, scented tea, black tea, green tea, yellow tea, dark tea, etc. . However, China's annual tea exports have remained at about 10% in the world all year round, even lagging behind Kenya in Africa and Sri Lanka in Southeast Asia. Not only that, the sales price of Chinese tea in the world tea product market is also extremely inconsistent with the status of the world's second largest economy. The average price of Chinese tea in the international market is only half of the average price of Kenyan tea products, which is higher than that of tea from India and Sri Lanka. Two-thirds of the average product price. There are so many domestic tea product brands in China. The "Longjing" brand alone has derived several branches such as "West Lake Longjing", "Shifeng Longjing", "Hangzhou Longjing", etc. At present, the number of domestic tea product brands in China has exceeded one thousand. , it can be regarded as "blooming flowers". However, in such an array of tea brands that are becoming more and more charming, it is difficult to suddenly emerge a sufficient number of international brands that can set off China's strong economic strength. For example, when it comes to black tea brands, the "Lipton" brand always pops up first in the minds of both Chinese and foreign consumers. However, this brand was founded by the United Kingdom, which does not produce its own tea in China. It cannot but be said that it is a tribute to China. A great irony of the "ancestor" of tea.

1.2 Ineffective brand marketing measures

Domestic tea product brands obviously lack a strategic and coordinating vision when promoting and marketing. Each tea company’s promotion strategy for its own tea brand is almost without exception. Both have a "long history and long-standing" tea culture. However, among so many homogeneous brand marketing methods, it is rare to see a brand connotation that is obviously different from other similar products. When faced with a large number of specious tea product brands, consumers are like seeing flowers in a fog, wishing they could not "borrow" them. A pair of discerning eyes can help you see these stacked tea brands clearly and clearly.

Over time, after being unable to clearly distinguish the essential dividing lines of each brand, domestic consumers can only abandon the brand and turn to the physical product. According to statistics by researchers, currently, domestic tea product consumers choose a certain type or brand of tea in nearly half of the ways. Forty percent is through introductions from relatives and friends, and the remaining channels are shopping mall promotions or various advertisements. Comprehensive and systematic brand marketing by tea companies is ranked lower.

2 The root causes of the current tea brand marketing problems in China

2.1 The quality of tea products themselves

The prerequisite for creating a well-known brand is the reliability of product quality and stability, such as "Coca-Cola". Although almost everyone now classifies it as an unhealthy drink, it is undeniable that Coca-Cola has remained the same since its birth with its mysterious formula and consistent quality control system. It has maintained the same quality and taste and has become a well-known beverage brand that is still difficult to shake in the international beverage market. However, the characteristics of tea as an agricultural product determines that the quality is difficult to guarantee. From an objective condition, the temperature, precipitation, sunshine, soil nutrients, acid-base ratio, types of pests and diseases, and essential differences in tea tree varieties in different regions all determine As an agricultural product, it is difficult for tea to maintain a relatively constant quality standard; from a subjective point of view, my country's thousands of years of tea growing and tea making traditions have largely determined the small-scale and small workshops for the production of tea products. , uncertain standards and other models also allow most domestic tea producers to maintain a family-style and small-group style. Such limitations of subjective and objective conditions have determined that there are various improper links that affect the quality and quality of my country's tea products, which has created an insurmountable gap between my country's tea and the world's advanced tea production standardization requirements, affecting the The establishment of a well-known domestic tea product brand.

2.2 Problems with producers and operators

From the aforementioned problem of several branch brands under the "Longjing" brand, it is not difficult to see that domestic tea companies also often Falling into a strange cycle similar to brand building in other industries - serious "infighting". The competition among Chinese companies with similar products is very fierce. They only think about how to kill their opponents, and it is difficult to consider cooperating with competitors to make the brand bigger and stronger. There are also tea companies that lack awareness of brand investment and believe that the domestic tea consumption market is already a large enough market, and their own tea products can occupy a small share of it and survive. As a result, "a small amount of money is enough", and then they stopped making progress. They were satisfied with stabilizing a small number of consumer groups in a small area, and lacked the ambition and courage to create a global brand and expand into the international market. On the other hand, the process of establishing, developing and becoming famous for a product brand is a real problem with high investment and high risks. At present, many tea companies in China are far from being able to maintain an international level in terms of scale, capital, people, finances and materials. Well-known brands need to have strong strength, so many tea companies are in the dilemma of being "powerless" and unable to carry out effective brand marketing strategies.

2.3 Problems of tea consumers

The objective and realistic problems of domestic tea product brands and the current tea product consumption experience of most consumers in our country remain in the primary stage, just like two sides of a leaf. Consumers have been in the "realm" of "not knowing the true face of Mount Lu, just because they are in this mountain" when it comes to the traditional beverages that have been passed down in their country for thousands of years. Because they are too accustomed and familiar with it, it is difficult to break out of their thinking inertia and form an impression on tea products. Brand awareness. The vast majority of domestic consumers who are accustomed to drinking tea basically maintain a cycle of "going to a place they are used to and buying the tea they are used to drinking" when purchasing tea products. For older consumers, it is difficult to change decades of experience in drinking tea. Young consumers are often influenced by their elders in the family and continue the older generation’s habit of buying and selecting tea. Therefore, the brand of tea products Marketing also often finds itself in a difficult situation in a market where consumer inertia is too strong.

3 Countermeasures to Solve the Problem

3.1 Change Concepts and Joint Development

The prerequisite for marketing a brand should first be that tea product producers and operators can recognize it from the depths of their consciousness. The importance and role of brand value, especially the decisive impact of creating a well-known brand with international influence on the sustainable development of an enterprise. Domestic tea enterprises should have the courage to break through the status quo and take the initiative to break the negative business thinking of being conservative and adapting to the situation. What a market-oriented economy welcomes is international competition and pioneering progress, rather than contentment and accepting good things. Domestic tea companies should stand at the height of historical development in brand marketing, unite all possible forces, and follow a big brand marketing path of "no internal friction and common development".

3.2 Improve product quality

Quality is the foundation for a brand to settle down. The starting point for brand marketing is still quality. The current shortcomings of domestic tea product quality that cannot adapt to international standards also make it difficult for big brands to market. One of the limitations. Decentralized, small collective production and operation and relatively backward and outdated production techniques and facilities and equipment have resulted in a considerable gap between the quality of my country's tea products and those produced by foreign large-scale, group-based enterprises. Take Indonesia, a developing country in Southeast Asia, as an example. A domestic tea company with an annual production of 1,500 tons of tea employs only 26 people, while the number of employees in the same type of tea company in my country is three times that in Indonesia. This illustrates a very real problem - a small number of workers means the popularization of mechanization and procedures, the application of standardized and modern production methods, and the stability and reliability of product quality. Therefore, improving the quality of tea products is the fundamental concept of production and management that domestic tea companies should always keep in mind. Accelerating the modernization and standardization of tea production is the prerequisite and prerequisite for marketing brands.

3.3 Increase investment in the brand

“Take a long-term view and catch the big fish” is both a common saying and a process that must be experienced in marketing a brand. There is a long and arduous road from brand establishment to consumers forming a solid memory, and tea companies need to have sufficient investment and patient management for it. Eager for quick success and quick profit is not applicable to the creation and maintenance of an internationally renowned brand. Looking at the growth paths of today's major international brand products, they have all gone through the process of "accumulating a little makes a lot, and every drop of water wears away the stone". Persistent investment and management are like " "Spring is born" and "summer grows". Only through hard work can we obtain "autumn harvest" and "winter storage". For tea production enterprises, especially many private enterprises, the traditional concept of "good wine is not afraid of deep alleys" has become outdated in modern market economy marketing. No matter how good the "wine" is, it needs to be publicized with great fanfare to let others know about it. As the saying goes, "If you give up, you will gain." Without input, there will be no output. Without input, it will be impossible to market a big or good brand with sufficient influence. While tea enterprises continue to improve their brand awareness and product quality, they must also have a keen eye for the market, observe opportunities and gaps in the market at any time, seize every favorable opportunity to publicize and promote their own brands, innovate marketing channels and methods, and constantly Strengthen the exchanges and communication between enterprises and consumers, and deepen their consumption memory of the enterprise brand through continuous strengthening stimulation of consumers. When the brand memory is relatively solidified in the consumer group, that is, a well-known brand will become a well-known brand from now on. When the world is watching.

3.4 Creating corporate culture

On the surface, the concept of "culture" seems to have nothing to do with advocating actual production and management, but even if an enterprise without "culture" can There may be prosperity for a while, but it will eventually come to an end due to the looseness of the core. On the contrary, an enterprise with "culture" is an enterprise with centripetal force. Even if it encounters setbacks on the way forward, it will still gain because of such inner "power". Opportunities to regroup and revitalize, such as the innovation of "Apple" and the rigor of "Public", etc. Culture is the soil that can continuously nourish the "big tree" of the enterprise. As spiritual nourishment, culture has a subtle impact on people's creativity and motivation, and people are the most dynamic capital of modern enterprises.

Excellent corporate culture not only unites people's hearts, but also acts as a beacon to illuminate the direction of the brand's progress, enabling the company's "internal strength" to develop sustainably while allowing the brand to thrive, realizing the coexistence and growth of the company and the brand.

4 Conclusion

There is a certain gap between the brand marketing of Chinese tea companies and their international counterparts in the modern market economy. This is the influence of the inertia of traditional production and management for many years. When commodity consumption has shifted to the category of "brand", strengthening brand marketing will not simply promote tea sales, but will have a decisive impact on the future sustainable development of tea companies. This should arouse the attention of all domestic tea companies. Producers and operators attach great importance to it.

Author: Jiang Si

Unit: Weifang University of Science and Technology

References:

[1] Gong Yongxin. Promote tea culture and promote Construction of tea culture industry [J]. Journal of Hubei Radio and Television University, 2006 (4): 97-99

[2] Fan Zengping. The status and significance of tea culture in tea economic activities [J]. Agricultural Archeology, 2006(2):22-25;