The Secret of Richard Fire

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

From West Lake Longjing to Yunnan Pu 'er, there are famous tea varieties, but many famous tea brands are hard to tell. This situation of strong category and weak brand has existed in China for a long time.

In 2008, an article by Xinhua News Agency entitled "70,000 China tea enterprises can't beat a Lipton" caused a scandal.

At that time, even though the total market value of China milk tea sales market exceeded 1000 billion yuan, its development trend was restricted by the small scale and low standardization level of the company, and it could not produce a real backbone enterprise. Nowadays, the famous brand of new tea is very popular.

Young people also love tea.

In 20 17, many famous brands of milk tea emerged in the sales market, and more and more famous brands of milk tea in China rose. They solved the rigid brand image of traditional milk tea and went to customers in a younger way.

Different from the offline promotion of beverage stores, Richard Tea, a famous brand of high-grade milk tea, was founded on 20 13, with "BEATEAFAN (this generation is obsessed with this bag)" as its brand culture.

The main push is to obey the habit of young people entering the workplace to eat teabags.

Its core value is to make young people love milk tea. With the gradual inclination of drinking tea to life, recreation and aging, Richard Tea has seen the gap between new teas in China and successfully positioned itself to get rid of diversification.

This well-known brand, which focuses on teabags, took only eight years to seize the dry powder. The cumulative sales volume in Tmall Mall exceeded 600 million packs, with an average daily sales volume of 800,000 packs and an average of 9 packs per second.

In the past, Lipton and Dayi Tea exclusively enjoyed the sales market of teabags, but now, tea has also successfully occupied the market share, becoming the top three most frequently purchased by customers in China.

What is the magic of this famous young brand in Richard tea? How does it absorb powder and promote marketing? How does it make the tea ceremony culture innovative and how does it make young people love it?

Accurately locate and find diversity.

There are many milk tea franchisees, but few teabags.

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

According to the data, as of 20 19, the online market capacity of tea in China has reached 23.6 billion RMB, while the online market capacity of teabags has reached 5.03 billion RMB, accounting for 2 1.4% of the total business scale.

With the diversification of consumer scenes and the transformation of consumer market, it is expected to exceed 654.38 billion yuan in 2020, and the online market prospect of teabags is huge.

Richa Tea, which is deeply loved by young people, has already become a benchmark enterprise for teabags in China.

Richard Tea sees the consumption scene accurately, manages the consumption scene attentively and actively matches the consumption scene.

In 20 19, Richard Tea released daily tea online, which was subdivided into three sub-series products according to different scenes: original taste for breakfast, taste improvement after meal and refreshing at noon. It is a category customized according to different scenes.

In 2020, Richard tea industry seized the benefits of sleep economy and released good night sweet dream tea for bedtime scenes, which was used to soothe the nerves and help sleep.

On the basis of traditional milk tea, a series of fruit tea products with stronger taste, such as Taooolong tea, osmanthus oolong tea and Lycium barbarum oolong tea, were introduced by combining Richard tea with new tea and adding dried fruit to milk tea.

On this basis, Richard Tea also took the initiative to break the old and establish new ones.

According to the young people's love for healthy drinks in tea shops, a series of products, such as roasted tea with charcoal, have been released, such as big tea products that are accurately positioned as fun and interesting.

Using the new technology, the milk tea in the milk tea shop is shrunk and made into a cone-shaped appearance. Richard tea is called a chewable milk tea stick.

It solves the problem that the taste of traditional bagged creamer is volatile and unstable, and also actively obeys the curiosity of young people who like new products.

On the basis of traditional teas, we also actively and independently innovate teas to improve the taste, such as the Palace Peony Tea, which combines peony flowers and Bai Mudan tea, and the mixed tea bag, which combines oolong tea and Jin Junmei.

Richard Tea endows multi-scene consumer goods with the gameplay composed of independent innovation, which meets the diversified requirements of customers on the one hand.

On the other hand, attracting the younger generation with new tea, constantly obeying and creating young people's cognitive ability to new tea, improving customer satisfaction, and making tea drinking a new way of life for young people.

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

WeChat friends circle fermented social marketing

A good well-known brand, in addition to good goods, is also inseparable from good marketing operations.

Tea also has excellent gameplay in marketing promotion. For milk tea with ridiculously high value, Richard milk tea invited the most popular and popular minority students to actively endorse it, driving the total flow with the popularity of stars.

CHAL Tea also took the initiative to come up with the slogan "milk tea is free anytime, anywhere".

Co-branded shoes with well-known brands in cross-border marketing, Richard Cha has his own official WeChat account, which is refreshing and interactive.

Richard Tea targeted the high-flow and accurate customers in the official account of WeChat, and made joint actions.

According to the production of explosive WeChat friends circle advertisements and the active offline promotion marketing scheme, Richard Tea can quickly find accurate customers, find the breakthrough point in the sales market and realize the efficient transformation of target customers.

In the advertising marketing of Richard Tea, the individual behaviors of different regions, different ages and different hobbies are defined, and the brand image of customers is outlined in all directions.

Accurately target the overall goal at 18 to 35-year-old urban white-collar workers and treasure mothers, and promote them purposefully.

In the early days, Richard tea was produced and promoted in small batches according to the precise positioning of different groups of people, and finally the product promotion test was carried out according to the selected money and diversified material pictures, so as to accurately gather different types of potential customers of different ages.

For Ma Bao's active leisure, the quality of relaxing fruit tea and falling asleep is poor.

For Ma Bao's portable tea, which focuses on reducing blood sugar and losing weight, according to the precise positioning of creative copy, the product features such as low calorie, easy to take and zero trans fat are highlighted accurately to attract consumers.

For young teams such as students, we mainly promote off-charts products with unique fashion trends and interesting values, such as great milk tea series products.

According to the situation of celebrity spokespersons' powder absorption, it is effective to increase the powder by taking off the list value and cheap ingredients, which not only strengthens the brand image of well-known brands, but also highlights the diversification of well-known brands.

Completed the matching of customers and goods.

The actual effect of precise advertising marketing in WeChat circle of friends not only improves brand awareness and image, but also uses interactive communication to arouse customers' buzz in WeChat circle of friends and order explosive products.

Among other brands, tea enjoys active interactive communication according to customer's attention, which successfully improves the commodity conversion rate and makes the famous brand of new tea break the circle successfully.

Wechat applet to create public domain to private domain Richard tea also has its own set of gameplay in digital marketing.

1. Use coupons to become private.

In addition to service platforms such as Tmall Taobao, Richard Tea also actively leads the total traffic from the public domain to the private domain, builds WeChat applets to buy things, and gathers decentralized customers.

For example, scanning the QR code on the packaging of purchased goods can get vip members' special offers, full gifts and other theme activities, which will attract customers to pay attention to the official WeChat account and cancel the purchase again on the WeChat applet.

In this way, Richard tea enhances the stickiness of customers.

Give the product the function of secondary dissemination and purchase, actively analyze the subversive innovation of goods by means of data collection, and finally adjust the countermeasures according to the data information.

2. Try the drainage mode of _+applet mall system.

Richard Tea invited network celebrities to evaluate and select according to Tik Tok, Weibo and other short video apps. In the past, it was difficult for well-known brands to share videos from the public domain to the private domain.

Richard tea itself contains powerful online sales genes.

The actual effect of video _ sharing powder absorption is excellent, and the key reasons are as follows: First, the product positioning of off the charts milk tea is accurate, and the famous brand has a high-quality life.

Secondly, in the social marketing that keeps pace with the times, Richard Tea has appropriate cognitive ability to customers, and achieves the actual effect of rapidly changing the purchase rate according to accurate push.

Social marketing is a new way of playing for new famous brands in 2020.

It can not only improve the brand image of well-known brands, but also help to spread.

Compared with the famous brand Lipton, as a new local famous brand, Richard Tea may seem too young.

At the moment of the rise of domestic products, this is also a difficult problem that Richard tea must deal with.

In 2020, the daily necessities industry in China has entered a new era of centralization of well-known brands, and the demand of new markets and market competition have also entered an increasingly fierce link.

Richard Tea can quickly break through and become one of the well-known brands in the field of teabag drinking, which depends not only on the solid overall strength of the goods, but also on the reasonable distribution of young consumers' multi-directional contact points and the deep communication to create wealth recognition.

Cross-border marketing of co-branded shoes is a new business opportunity that Richard Tea thinks of for his famous brand. Scenes range from beauty and skin care to movies, clothing, fashion trends, shampoo and even comic images.

Richard Tea actively covers new scenes that young people like and easily finds potential users.

▲ Richard's joint gift box of the Forbidden City signed a joint contract with the Forbidden City for the first time. Milk tea collided with the Forbidden City culture, giving Richard a high-end and elegant brand image.

For holiday consumption scenarios.

Xu Fuji, a well-known brand of Richard Tea Co., Ltd. in the United Nations, released the gift box of articulated shoes during the Dragon Boat Festival, which not only meets the requirements of Chinese New Year gifts, but also conforms to the new situation of current national brands, attracting customers with excellent design schemes.

Sales market for young women.

In Richard Tea, we found Marubi, a well-known skin care brand that women like. On the basis of overlapping product positioning and customer height-width ratio, we pursue the perfection of women's fashion and attach importance to the requirements of health preservation, and jointly market shoes.

For the z generation.

Richard tea has captured the love of a new generation for movies and entertainment programs. Richard Tea has also cooperated in many aspects of the film industry, including co-branding Shoes for Better Days and Red Fox Scholars. During the release of "to the sky kingdom in Better Days", a limited gift box set was specially launched.

Relying on the popularity of stars, a large number of young people have successfully sucked powder. This social marketing has laid the foundation for Richard Tea to gain many loyal young consumers.

Richard Tea also actively cooperates with new well-known brands of shoes. For example, aiming at the one-person food sales market and online celebrity brand Lamian Noodles and Haohuan Snail co-branded shoes, we rely on each other's total flow to expand word of mouth.

To sum up, the idea of Richard Tea co-branded shoes is to develop co-branded shoes of related brands on the basis of overlapping fans and consumers.

Richard tea tends to be younger and branded, and can produce a large number of top brands.

According to the way of cross-border marketing, we will give our own well-known brands new use value, and then carry out subversive innovation on well-known brands according to their own characteristics and IP Meiqiang co-branded shoes.

Pay attention to complex labels, let customers have new cognitive ability to well-known brands, and finally buy powder.

At present, Chazhong has developed into the largest brand enterprise of teabags in China, with a total sales volume of nearly 600 million bags, and the annual sales volume is expected to exceed 350 million yuan.

In 2020, the official flagship store of tea won the third place in the tea field of Tmall Mall and the first place in scented tea.

The development potential of tea has also been valued by the financial market. Recently, the B round of equity financing of 1 100 million RMB was completed.

According to the data of Ai Media, the market share of tea in B-end modes such as hotel restaurants, offices and restaurants has already reached 24%, and it is estimated that it can quickly surpass Lipton in all directions.

CMO's "Tea Forest Biography" shows that:

"The indoor space of the tea culture sales market is huge. How to gain the trust of customers and establish the shortest distance to reach customers will be the key to the brand management of fast-moving tea.

In tea in China, everyone is on the same starting line.

The goal of tea is to make global Richard tea according to the China tea ceremony, not the China version of Lipton. "