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Tieguanyin Tea commodities properties
Tie guan yin Tea as a commodity, first with a general commodity marketing aspects of generality, secondly, it has its own some characteristics of the. The hobby product characteristics. Tea Tea to average consumer, it with alcohol and tobacco, is a hobby like the taste, people were told it to its utility consumption depends on the extent of understanding and recognition. Tea as a drink, and coffee, coke, milk and other competition and has certain alternative role. At this time, tea demand elasticity is larger, but must degree is not high, annual per capita tea consumption level is low, at more than 1, the demand elasticity of demand change tremendously tea. Our frontier minority areas, tea is the staff of life. Due to climate environment, religious belief, diet and lifestyle habits and other reasons, people cannot live without tea, known as the “would rather not without food, three days without tea,” said one day, this time, tea become people daily necessities, similar to the grain, oil, salt, meat food, demand elasticity is lesser, necessary degree is high, tea years per capita consumption is very big, at this time of demand elasticity of less than 1, tea needs relatively stable. Tea cultural features of goods. Tea with cultural characteristics in consumption, this endows tea commodities deeper significance and value. For example, China’s zhejiang hangzhou area 18, annual production of tea tree gilles 1000g around, but at auction to 100,000 yuan. China hangzhou west lake longjing tea, was awarded the state gifts each year, listed season upon level west lake dragon well market price for 4,000 to 5,000 yuan / 500g, tea commodity prices have already far dozens, hundreds of times higher than the production cost, at this time, tea commodities has given the cultural profound, enhance the value, tea demand elasticity into infinity. China tea market supply and demand elasticity
At the end of 1990s, the rapid rise of China excellent tea, make domestic tea market products structure undergone a fundamental change: the big tea occupied 95% of leading tea with excellent tea structure into a 60 per cent market structure, China tea market supply and demand elasticity change. Famous tea becomes market dominant, to average consumer, tea hobby product characteristics, made in people with lower incomes, tea for prices and consumer demand for the change performance income elasticity; When consumers’ income reaches a certain level, consumer demand will lack of flexibility in tea consumption, because consumers are limited. Therefore, in accordance with the demand elasticity of tea tea category, grade, consumers’ income, district preferences and drinks such as the change of the different alternatives. Famous tea in high-grade tea prices continue to rise, shows that our high-grade excellent tea market demand affected by price is lesser, have certain rigidity. From supply perspective, the tea price rise, stimulate the agreementtea farmer enthusiasm, tea garden area expanded rapidly, indicating that the supply of larger. Tea elastic And the excellent tea in the tea and low-grade than demand elasticity, the high-grade tea small less elasticity of supply. At present, the bulk of tea in the tea, except export domestic market is mainly edge pin market and low-income markets, its domestic sales, sales amount about 40% about 15%. In addition to edge pin market more stable outside, the rural market needs further development. China tea market product diversification, tea product differentiation is remarkable
Our tea area is wide, tea germplasm resources abundant, production of dragon well Tea into black tea, green tea, oolong tea, yellow tea, black tea, white tea six tea kind. Various kinds of tea, and further into many small classes, for example, black tea: time black tea, small kind of black tea, red broken tea, etc. Green tea, so tea market category more product is extremely rich diversity. Our tea products powerfully exists not only shows that the differences in tea products itself characteristic difference, such as: the shape of tea, color, taste and quality rating, still behave in tea packaging, brand, services, and products with different consumption areas such as consumer groups, so our tea product differentiation very significant, causing market subdivision and all kinds of tea products market share different.

Nanjing biggest Tie guan yin Tea wholesale market shimonoseki settled

Yesterday, the day peng market brand tea city holds its opening ceremony, the nanjing’s largest wholesale market XiaGuanOu hot tea in henan road, covers an area of 290 number nearly 8,000 square meters, with annual sales of 3 billion yuan, which can solve the employment of 400 people.

Brand dragon well Tea town XiaGuanOu days the predecessor is the fruit market, with original peng located in nanjing’s sancha river fruit wholesale market for farm center only a street away. As fruit center after relocating to the jiangning district, originally old market closed, XiaGuanOu federations, nanjing brand tea chamber of commerce to days transformation and upgrading of the fruit market peng. After 2 years of efforts, the investment is 10 million yuan finish day peng market mention gear upgraded. As we have learned, in zhuhai eight seats in the wholesale market, days tea peng, and not only the largest mainly manages brand tea mainly in the market, home to more than 80 merchants, all with independent brands and agent brand, including many international brand and well-known trademark, covers tieguanyin, longjing, unopened bud, DaGongPao, pu-erh tea, China top 10 tea and local famous teas.

Any business, no matter size, should have certain strategic thinking. Based on many years to join the tea summarizes research some experiences on how to investment, joining chain operation in selecting tie guan yin tea and operations be cautious.the paper, hope to prepare to enter and enters chain management investors help. Whether transparent, equipment procurement work price is transparent, whether to have complete logistics distribution system, whether to have overall marketing project planning.
The proper tea in selected after joining brands, do not mean that the joining trader can secure, joining trader need to voluntarily inn, running a tea in the concrete operation, and general set up shop and no two business. In how to run, this paper focuses on the following aspects of chain three points:
A, location to have the right
Many joining trader complain, say they chose good tea brand to join in, but didn’t receive imagined returns. Problems in mostly out of tea shops on improper selection store location. Different products and brands, to store the same. The address of requirements Look for brand is very important, find the brand’s address set up shop, also indispensable.
As the joining trader, choose to address is an important step of success. In fact, in this respect, enterprise also have the same principle. For example, in the whole nation has nearly hundred chain stores clustering ChunMing tea set of auspicious success rate reached 95%, poly auspicious spring headquarters have a selection of rigorous procedures, including: standard
1, the target consumers whose business characteristics, do? What are the fixed residents around? What are the customers and flow?
2, the income level of consumer groups from customer’s consumption level, judgment and predict future half a year’s consumption trend.
3, consider the rent factors, should be comprehensive consideration of the sales forecast, Maori sent, cost level, decided to click on trade-offs.
Second, purchase to real
Stock is the center of the whole business chain. Generally speaking, chain enterprise according to the characteristics of its product line to put forward the request. Our restocking The purpose of the enterprise shall clearly, hope members much stock. But then consider themselves as members of the market and capital situation, carefully study the local market consumer demand, abide by the principle of gradual, in constant operation practice pinpoint consumer habits, find the missing into line.
Because each district development is not balanced, consumption level, consumer consciousness and customs each are not identical, the recommended products chain enterprises in other places, not necessarily in locally sold sell. Many joining trader in open a shop early restocking will inevitably have not marketable, slow-moving, backlog wait for a phenomenon. In order to avoid these problems, the joining trader in early now many species and should follow the principle of small number in understanding the local consumer preferences, then restocked. In addition, as members do not want credulous manufacturers can return commitment. Want to know restocked easy, return difficult. The joining trader and chain between enterprise due to the return of disputes than common occurance, from the beginning, avoid restocking businessmen in later needless trouble.
Three, seek common ground while reserving differences
Chains and chain between enterprise’s seek common ground while reserving differences, is joining trader needs to pay attention. For example, in Beijing open a poly auspicious spring dragon well tea shops and open a gather in xiamen, cheung spring tea shop in the variety of products, there are certain differences, more suitable for beijingers tasting tea kind of maybe just corresponding ChunMing tea and get more auspicious according to headquarters franchisees need to develop some suitable for beijingers taste of tea products. In addition, such as promotional activities such will also according to regional differences and different.
Can see from this, for your speaking, in specific business, with one hand in brand, management way to maintain a high level of consistency; on On the other hand, also cannot hidebound, combined with the local market environment and consumer habits to planning his career. Everything in fact as the core, do it in two. Some of the rules in and enterprises, to the conflict, and truthfully report and enterprise fully consultation, try to get enterprise understanding and support. The market is changing, the most important is flexible switch.
In addition, in the chain management, the specific franchisees still need to pay attention in the following issues:
1, personnel management. Chain business, and there is a very clear management standard, chain employee wants to master those norms as soon as possible, staff training from reception on etiquette and product knowledge, tea join store management, financial knowledge, regulate the aspects of reception behavior.
2, the store layout. Tieguanyin Tea with chain stores style first keep highly consistent headquarters of circumstance, proper combination of local folk, into local characteristics.
3 and marketing strategies. Internal and external market through tea franchisees, not just waiting for customs door, sit shop, but through the store business sales, establishing various interests channels.
4, cost control. According to own actual situation rationally spending, do not want credulous Tieguanyin Tea chain-like management “first scale” view. After profit

Traditional Tieguanyin Tea industry development mode

And its characteristics

The development of traditional Chinese tea industry, can be divided into three main ways of development:

1, continually expand the scale of production. Tea mainly embodied in the development of the plantation scale development scale and production processing scale. The former mainly government behavior, and the latter is mainly based on the enterprise operation the government behavior. So, basically,tie guan yin tea production organization behavior mainly produce government action. All learned, the south has accelerated in developing various high quality tea garden. Meanwhile, local government established the leading enterprise in driven, government projects continue to support, production enterprise scale is more and more big, the introduction of production line more and more modern. The introduction of modern production line, improve the production efficiency, but, at the same time, it increased agricultural production costs. Because tea raw material request processing near the seasonally strong ones, production, many modern equipment in visiting with BanTingChan shut-down or state.

2, constantly expand traditional tea and all kinds of tea wholesale market scale. Across the country, all kinds of tea emerge in endlessly. In the supermarket, there are on the street, most of the distribution in various wholesale market. According to not complete count, the kinds of different kinds of tea were more than 800 home wholesale market. Including origin wholesale market, XiaoDe wholesale market, tea distributed market various county and municipal: there, there’s also like guangdong fangcun, Beijing maliandao. Provinces city or larger cities will have, medium cities also in intensify planning. Wholesale market fast development, on the one hand pushed tea production, on the other hand, increased sales of fierce competition, promoted the rapid development of tea commercial real estate.

3, changing the shape of Tieguanyin Tea. Now, China is mainly six kinds of tea, decades unchanged. Green tea, oolong tea, yellow tea, white tea, black tea, black tea. Around this, local governments in 6 categories according to their own tea resources characteristics and pursue tea products in shape aspects of innovation. In order to shape the particularity of the foundation, sure place for excellent tea. Pursuit of excellent tea everywhere, due to limited resources, market and small, generally small scale. The most suitable materials excellent tea, be in commonly clarity around, so, whole tea garden of raw materials to make excellent tea less and less. Other materials most waste. Therefore, there are two phenomena in tea region, on the one hand, excellent tea a high price, on the other hand, ordinary tea nobody production, causing the raw material waste, the overall efficiency is low.

Traditional tea industry development mode key features:

1, the production scale expands unceasingly, and the economic benefit is relatively low. The survey found, in some places, no matter whether the region for tea, also vigorously develop, some local unexpectedly will also used for development of rice fields gardens, not only change the nature of the land, and at the same time seriously affect tea quality. Tea factory scale also expands unceasingly, according to not complete count, from 2002, were built since the start of the scale of production enterprise over 2,000, equipment import a lot of. Because of seasonal characteristics of tea production, so, a lot of devices cannot run more efficiently, not only cause equipment, and improve the product waste the price.

2, the traditional ChaDian seek perfection, tea wholesale market more and more. In China, a second is, tea is more tea wholesale market. dragon well Tea in 1912 gandour is given priority to, wholesale market is real estate primarily. So, no matter how tea wholesale market, the development, the total set off of small-scale peasant economy characteristic.

3, tea products to continuously pursue physical appearance and price of the high-end. In the spring XiaoOu across the country, regardless of tea grown, auction, appraisal, BBS, tea culture, tea festival activities more frequent. On the one hand, promote the tea market active, on the other hand, but also promote the business and tea market tea deviate from.

4, production of assimilation mingled with the circulation of homogeneityphenomenon more and more serious. Production of homogeneity is mainly manifested in the tea mainly grown in various ways: governments at different levels of development organization farmers tea garden. At present, there are also firms held in directly. On this basis, we will vigorously support agriculture leading enterprise, and then do a little a lot of tea market, develop the tea culture festival, etc. So, from the national tea region look, development mode and management mode is the same. You only have to walk, to any a market ChaDian always possible to buy all kinds of tea products. Products very much the same, management style also are basic and same, tea is a miniature of the national tea market.

5, production and circulation two competition, lower benefit. Due to the introduction of the Tieguanyin Tea tree breed all basic and same, the shape of tea very much the same, the thinking of innovation are always so several tea category, so, judging from the market, customer orientation is basically the same. This caused two competitive strange phenomenon, “scattered, disorderly, small, low” of the general development of failed to be changed. Overall, tea primary processing is completed, especially the peasant excellent tea. Because tea garden distribution is more dispersed, production and operation in decentralized state. The general rule is spring production, marketing. After spring The production and business operation management and sales or relatively disorderly, overall smaller scale. Due to the small, again with production primarily, economic benefit is generally low.

How to scientifically preparation, are based on objective facts, through scientific analysis concluded.
First, you need to understand what they need. This requires tea enterprises first if stores display experts, secondly if brillant buy a hand. You must make clear the stores best under each specification can be divided into several districts display solutions, each district to display which goods, these goods need several series, several design, several color is. Goods are dowel goods, concept, shipment of goods and so on, their color and how distribution, the proportion is very knowledge, have scientific basis. Therefore, to make scientific preparation, first must understand the importance of basic displays, then reuse professional eye, the brillant buy a hand to plan your display content.
In addition, if Tie guan yin Tea not the production of tea, tea enterprises need to choose goods purchased, choose goods in depends on local humanistic environment, consumer taste preferences and habits etc, with a brillant buy a hand eye, to give each subordinate sells scientific distribution. Buy a hand must be able to accurately grasp the local popular trend, taste preferences, consumer psychology and so on, if choose their own, also can be in to franchisees, 导购员 dig, cultivating buy a hand.
Solve this problem, the next question is how much Tieguanyin Tea preparation.
First of all, you have to understand in order before you how many franchisees subordinate has the best display, each franchisees; how many Tieguanyin Tea should be How many other stores will start operation in this season, a total of how much goods need to increase the best momentum opening business. According to the basic displays each franchisees scientific analysis and past the sales of the same, and finally determined that the basic amount you this order. Only in this way can you order it in when cooked dumpling blind, fairly well.
Some people might say, originally backlog a lot of dragon well tea inventory restocking, if I as single words, may front can’t eat, I still have to face behind; If increasing inventory risk, a vicious circle, that is more miserable. At first glance, seem to hear that sounds good. But fine a pursue, is wrong.
We know, the product must revolve around the Tieguanyin Tea market demand, all to to satisfy the market demand as the instruction, to improve the sales achievement, the ability to turn a profit. We also know, tea management is a kind of perceptual economy, product sometimes also follow season walk, run the goods by fire last month are likely to become next month, if you die goods has been holding the death of looking foward to consumer goods, then you’ll have mercy on the corner that is forgotten become consumers. So, to deal with slow seller must act decisively, in “will not lag” will delay, sword by slow-moving to death is the loss of the goods you process; Early sword, often loss less and vpi shelves faster, volume will support, goods flow to maximize profit maximization, and also, simultaneously eliminate inventory risk. Therefore, tea enterprises should avoid to die goods, not allow “dead” goods “live” goods blocked the source of income. Otherwise, you’ll really is “reckless”.
Of course, enters sells saves the adjustable data management system for science order, scientific preparation for, also be essential, this also is a successful tea necessary conditions enterprises.
Generally speaking, engaged in investment promotion to join in, you only brand really understood and earnestly implement the brand Tieguanyin Tea franchising rules of the game, and through the company operation, strengthen the implementation effect; A plan to expand the market, constructing the network

Drinking Tieguanyin Tea began in China. 3000 years, americans the habit of drinking tea is also experiencing many changes. A survey about modern tea habit of investigation shows, six adults said they love tea; 50% of people are after work has developed the habit of tea; Another three adult is under the parents’ influence in love with tea. For the main purpose of tea, 55 percent of those surveyed said to health; 30 percent of people is to refresh; The rest is 15% in order to lose weight. Research also shows that most people in tea, stay in “drink” level, tea and tea knowledge to understand only accounts for less than 20%.
The two misunderstandings about drinking tea

Although China can be called “Tieguanyin Tea” but the kingdom of interviews with experts say, people drink is still exist two misunderstandings

The so-called terminal maintenance services, which would require tea enterprises must actively assist, urged terminal to fully implement the franchise brand monopoly marketing mode, strictly abide by the principle of “unified” franchise; Constantly keep and tea alliance business exchanges and communication, promptly coordinate to solve the joining trader’s actual difficulties; Accurately grasp the perceptual and rational characteristic of mixed market condition, and guide the joining trader make full use of the brand monopoly resources and advantage, get the largest market share. Only in this way, the joining trader can deeply realize brand monopoly profit pattern charm, and maintain the franchise route, dutifully unity under in your brand. As China tea brand chain-like alliance leader, xiamen gather ChunMing tea think tea xiangfei enterprise must complete the terminal brand maintenance services, must do the following:
A, scientifically planning, develops the market:
Some tea enterprises unilateral pursue the number of franchisees Tie guan yin Tea, blind expansion, the growth of blindly seek performance, instead of considering constructions of vertical growth performance; Investment promotion join without doing any investigation and study, the net. Results the sale terminal open clutter, the good and bad are intermingled. As the years passed, strength spent a lot of, open three fall two even dwindling, and then began to complain. This is called eager for quick success and instant benefit, not kill LiuHouLu. Such people lack the global vision, grasp the market, no long-term vision system of marketing strategy.
As a brand tea enterprise, should first in-depth seriously to understand its own business model, management concept, the brand culture, brand characteristics and brand market positioning; Then according to the command of its exact information, the market strategy plan. As the battlefield to the general planning, to capture territory formulated as global, long-term development construction strategy, practical execution. Have a good construction strategy, China merchants to join, can we encounter methodically development. Investment promotion to join must good quality clearance, strict selection of the joining trader, don’t eager for quick success and instant benefit give oneself of future trouble.
After finish merchants to timely follow-up maintenance, urge and assist the joining trader strictly implement the franchise mode. Some tea enterprise pursues only a moment’s fast, thought the joining trader opened just enticingly, can ZuoShou share; Hence whether disregard, allow the joining trader to tinkering with; Results a look, hard laid down the network, the first sell vinegar hang sheep, waving red flag do the g8 coalition business face, four seasons rerouted the everything. Also some tea enterprises to unilateral pursue the sales volume, before one eye closed, as long as the delivery, the more the better, all welcome. Don’t say image unify, even brand monopoly all can not guarantee. Thus, a designer goods, make to do wholesale essentially no difference between headquarters creates brand appeal of depletion in the local market, gradually cut, franchise brand monopoly market advantage but also disappeared. Not only seriously affected the brand in the local market image, and the subsequent development of to the market is laid a insurmountable obstacles. So developing markets, is cutting their own roots.
Second, learn science preparation:
The so-called terminal maintenance services, which would require dragon well tea enterprises must actively assist, urged terminal to fully implement the franchise brand monopoly marketing mode, strictly abide by the principle of “unified” franchise; Constantly keep and tea alliance business exchanges and communication, promptly coordinate to solve the joining trader’s actual difficulties; Accurately grasp the perceptual and rational characteristic of mixed market condition, and guide the joining trader make full use of the brand monopoly resources and advantage, get the largest market share. Only in this way, the joining trader can deeply realize brand monopoly profit pattern charm, and maintain the franchise route, dutifully unity under in your brand. As China tea brand chain-like alliance leader, xiamen gather ChunMing tea think tea xiangfei enterprise must complete the terminal brand maintenance services, must do the following:
A, scientifically planning, develops the market:
Some tea enterprises unilateral pursue the number of franchisees tea, blind expansion, the growth of blindly seek performance, instead of considering constructions of vertical growth performance; Investment promotion join without doing any investigation and study, the net. Results the sale terminal open clutter, the good and bad are intermingled. As the years passed, strength spent a lot of, open three fall two even dwindling, and then began to complain. This is called eager for quick success and instant benefit, not kill LiuHouLu. Such people lack the global vision, grasp the market, no long-term vision system of marketing strategy.
As a brand tea enterprise, should first in-depth seriously to understand its own business model, management concept, the brand culture, brand characteristics and brand market positioning; Then according to the command of its exact information, the market strategy plan. As the battlefield to the general planning, to capture territory formulated as global, long-term development construction strategy, practical execution. Have a good construction strategy, China merchants to join, can we encounter methodically development. Investment promotion to join must good quality clearance, strict selection of the joining trader, don’t eager for quick success and instant benefit give oneself of future trouble.
After finish merchants to timely follow-up maintenance, urge and assist the joining trader strictly implement the franchise mode. Some tea enterprise pursues only a moment’s fast, thought the joining trader opened just enticingly, can ZuoShou share; Hence whether disregard, allow the joining trader to tinkering with; Results a look, hard laid down the network, the first sell vinegar hang sheep, waving red flag do the g8 coalition business face, four seasons rerouted the everything. Also some tea enterprises to unilateral pursue the sales volume, before one eye closed, as long as the delivery, the more the better, all welcome. Don’t say image unify, even brand monopoly all can not guarantee. Thus, a designer goods, make to do wholesale essentially no difference between headquarters creates brand appeal of depletion in the local market, gradually cut, franchise brand monopoly market advantage but also disappeared. Not only seriously affected the brand in the local market image, and the subsequent development of to the market is laid a insurmountable obstacles. So developing markets, is cutting their own roots.
Second, learn science preparation: