Tea Market and Marketing Scheme Marketing Scheme of Fast-moving Consumer Goods

Shanghai Tea Market Report and Marketing Plan

China is the birthplace of tea. The Chinese nation was the first country to discover, plant, process and utilize tea. With a long history of tea production, vast tea planting area, superior natural conditions and exquisite picking technology, China famous tea with a long history, dazzling array and various forms has been formed. China has a history of tea culture of more than 4,000 years. Because tea has natural, attractive and unique colors, tastes and shapes, tea has a unique effect on human body.

I > classification of tea:

1. Green tea (oolong tea): Tieguanyin tea, Wuyi rock tea (including Dahongpao, Shuijinggui, Bletilla striata, Tiearhat, wuyi cinnamon, Wuyi Narcissus), Zhangping Narcissus, Zhangzhou Yellow Bud Lan Qi, Yongchun bergamot, Taiwan Province Frozen Top Oolong Tea, Guangdong Phoenix Narcissus, Fenghuang Danzong, etc.

2. Black tea: Zhengshan, Jin Junmei, Yin Junmei, Tan Yang Kung Fu, Qimen Kung Fu, Ninghong, etc.

3. Green tea: Longjing, Birouchun, Huangshan Mao Feng, Nanjing Yuhua Tea, Xinyang Maojian Tea, Lushan Yunwu Tea, etc. 4. White tea: Junshan Silver Needle, Bai Hao Silver Needle, Bai Mudan, Gongmei and Shoumei. five

Black tea: Pu 'er tea, Fuzhuan tea and Liubao tea.

6, yellow tea: Huoshan yellow bud, Mengshan yellow bud and so on.

Second, the sales volume and sales channels of Shanghai oolong tea.

The good oolong tea sold in Shanghai is mainly Tieguanyin, and now drinking Tieguanyin in Shanghai has occupied 20% of the market. Wuyi rock tea sales have not been very good, while Shanghai's black tea and Pu 'er tea sales have been very good. Personally, I think the company can focus on the promotion and development of Tieguanyin and Zhengshan Competition. Many merchants let consumers choose their own tea and then help them pack the gift boxes. In Shanghai, the average Tieguanyin is around 1000 yuan, the average is around 500-600 yuan, and almost above 100 yuan. Tea shops in Shanghai are generally sold individually. Brand agent sales and brand direct sales stores are more common in personal non-brand sales, and their purchases generally come from trading companies or manufacturers. Merchants selling personal non-brand sales can enter through three channels:

1. Sell loose tea to yourself at a low price.

Let them put some of our brand gift tea.

The most important thing is to make them our agents.

Third, the development trend of Zhuzi cultural tea.

In Shanghai, tea, like other commodities, has obvious brand consumption consciousness. Shanghai has gathered many famous teas from all over the world, but the lack of famous brands and strong brands has become an obstacle to the development of Shanghai tea industry. Therefore, our company takes advantage of Shanghai's position as a gathering base of China tea market transactions, its economic advantages and high-tech tea research capabilities, and its vast market, relying on tea culture, to cultivate well-known brands. With the help of Shanghai International Tea Culture Festival, various tea exhibitions, expositions, appraisals, tea performances and other activities, the connotation of tea is excavated and released, and the image and status of Shanghai tea in domestic and foreign markets are enhanced.

Nowadays, the tea drinkers in Shanghai have gradually evolved into a younger generation, and as a young region, we are more likely to accept cultural marketing, brand marketing, green marketing and online marketing. Companies should pay more attention to brands, because in the near future, brands will definitely be the real sales force. It is understood that there are more than 1 000 tea enterprises in China, but the annual sales of the largest one is only several hundred million, which is less than 1% of Lipton tea. The traditional store sales model of tea enterprises is challenged, and the industrial development faces many bottlenecks. There are many kinds of tea in China with a long history, which can be described as the birthplace of tea. But at present, although there are famous products such as Tieguanyin and Oolong tea in China tea industry, none of them can enjoy world-famous brands. Moreover, the tea sold in China is more expensive than that sold abroad.

Expensive, because there is no tea brand in China that can really go abroad. Our Zhuzi culture tea will not only become the first gift tea in China, but also become the first brand of China culture tea abroad.

Fourthly, the way of selling tea in Zhuzi.

We mainly focus on selling several products. 80% of the sales of real enterprises or company stores come from 20% of the products, which really compound the Valledo 28 Law. Therefore, the main products I recommend are Invisible Cup, Zhuzi Culture Tea and Zhuzixi Tea.

(1) Invisible Cup:

Mainly in major banks, real estate companies, major enterprises, various exhibitions, large supermarkets promotion.

1. Major banks: If there is an opportunity to directly connect with the Shanghai Head Office, the Head Office will introduce them to branches one by one. Banks receive individual customers, generally without glasses, and the number of customers is huge.

2. If there are real estate companies, there are countless real estate companies in Shanghai now, which will increase in the future, and the usage of disposable cups is also huge.

3. Major enterprises and exhibitions: Although the utilization rate of disposable cups is not very high, there are strong enterprise groups and high exhibition frequency. Just like a job fair, there may be only 50 exhibitors. Even if there are two exhibitors in each enterprise, they can spend more than 100 once, basically twice a week, and spend more than 100 a year. This is just one of them.

4. There are also large supermarkets: 90% of disposable cups for family use is bought from shopping malls. Although it is rarely used for home use, it is conceivable that there are so many people in China.

(2) Zhuzi Culture Tea:

Zhuzi cultural tea can be mainly promoted in large shopping malls, gift shops and shops in tea city. Zhuzi culture tea is mainly classified as a gift, which is mainly based on filial piety and kindness, so that parents and elders can send Zhuzi culture tea if they want.

③ Zhu likes drinking tea;

The main promotion of hi-tea is concentrated in wedding dress shops. As we all know, tea is essential when getting married. Tea should be used regardless of the custom of offering tea. Many guests send a cup of tea to their guests and tea on their heads. This is a happy thing. In Shanghai, there is also tea exchange, which is an indispensable process in traditional weddings in China. Although there are not so many rules in the wedding ceremony now, newlyweds always change their mouths to offer tea to their parents.

Whether it is today or in the future, the continuous progress of information and network. Network marketing is an indispensable and inevitable development trend, so the company must strengthen network sales and brand promotion. At present, China's e-commerce transaction volume can reach 7 trillion, while Taobao's annual sales of 20 12 reach 1 trillion, and it will grow steadily in the future. At least half of the transaction volume will be reached in the future, so online sales are essential.

While increasing the number of franchisees, I want to develop the company's own direct stores as much as possible and give the profits of wholesalers directly to customers. This is also a trend in the future, that is, the direct selling model.

Foreign trade is also essential. We really should take China's tea culture brand abroad and let China have its own tea culture brand.

Five, the company's long-term goals

Company objectives:

1. With an annual income of more than 100 million yuan, the company is the first brand of commercial gifts in China and the first brand of tea culture in the world.

2. There are more than 1000 franchisees in China.

3. There are more than 100 direct stores in China.

Planner: Fang Xiaodi 2065438+August 29, 2003