From traditional tea to modern tea, can small pots of tea move the "three big mountains" of Chinese tea with science?

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From traditional tea to modern tea, can small pots of tea move the "three big mountains" of Chinese tea with science?

2022-06-23 00:06:59 14 ℃

Wen | Xiao Tian

"The masters are exhausted" "small cans of tea" "IQ tax" "IQ tax" "I want to see what medicine is sold in small cans of tea and gourds!" ... On the evening of June 20th, in the evening, in In the full screen question, the online live broadcast of the "Tenth Anniversary of the Tea of ​​the Little Tibetan · Science Tea" began.

Standing in front of the Huangshan Super Factory, the entrepreneur of the "teacher" origin has become accustomed to facing the "noise" of the outside world. Instead, thousands of netizens standing on the "opposite" of small cans of tea.

If Du Guozhen led the team to officially go up the mountain in 2012, unknowingly, small and medium cans have gone through ten years. This year, the tenth year of tea for small cans of tea and tea with "scientific thinking".

People are also curious, "What is the relationship between Chinese tea and science?", "How do small cans of tea make tea scientifically?" What else can be done in transforming Chinese tea?

Why use "scientific spirit" to make Chinese tea?

In fact, this problem was thrown out by Du Guoyi at the beginning of the live broadcast: "Tea from 300 to 3,000 pounds, or even 30,000 pounds. Where is the difference between them?"

China is a country of tea. It has a history of tea planting for more than 3,000 years. Tea has occupied an important position in the daily life of people from all walks of life in China since ancient times. This describes in the "Global Strategic Positioning Report: The Tennis Opportunities of the State Mind Resources" released by Lis, which describes "China’ s congenital national mental resources with tea. "

But the Chinese tea industry is a strange industry. Although it has nearly 300 billion domestic sales markets, it shows the characteristics of "category and no brand". Whether it is West Lake Longjing, Xinyang Maojian, or Tieguanyin, it can be well -known in the world.

In the past few decades, Chinese tea has also been deeply tingled by a British brand Lidon. Where is Chinese tea trapped? This is a problem that all tea industry practitioners must face.

From the perspective of financial and economic, the Chinese tea market cannot be born with world -class brands and the characteristics of tea itself and the characteristics of the Chinese market. Overview, traditional Chinese tea has the "three mountains", which is also because these three mountains have hindered Chinese tea to achieve "from tea gardens to tea cups".

From the perspective of the "big mountain" on the production side, although the number of Chinese tea companies is large, the standardization level is low, the supply efficiency and processing efficiency are not high;

From the perspective of the "big mountains" on the circulation end, the Chinese tea market is mainly used in bulk tea. Tea wholesale markets, farmers' markets, hawkers, etc. are the main scenes of selling tea, regardless of product packaging or channels that are difficult to be called standardized;

From the perspective of the "big mountains" of the enterprise, there are great differences in China's north -south preferences, and the demand for tea categories is different. Some tea companies occupy the mountains as the king and lack the motivation to build the national and even global tea brands.

Such a variety of transmission to the consumer end, the lack of brand -oriented and standardized Chinese tea market has increased consumer purchase costs. More and more young generations slowly abandon the habit of drinking tea. The more insufficient.

How can I make a cup of standard Chinese tea?

As an old tea customer who has experienced tea for more than 20 years, Du Guoyi talked about this is also his original intention of making Chinese tea. Therefore, the creative pot of tea is creatively used to make tea with consumer goods, trying to fade the scientific spirit of the traditional Chinese tea with the attributes of agricultural products on traditional Chinese tea.

To some extent, small cans of tea are successful.

In the live broadcast room, Du Guoyi shared with netizens the beginning of the unknown of small cans of tea -from 2015 to the first half of 2016, the small can of tea products entered the trial sales stage and specially avoided the advertisement. Do not do any publicity, but push to the consumer market by "blind testing".

It turns out that consumers "vote with their feet". Three years later, the sales of small cans exceeded 2 billion. Until now, a small pot of tea in more than 1,000 offline stores has been maintained, and it has always maintained the first position of the retail sales of tea brands.

This is the first time in the entire Chinese tea industry.

So, "using science to fight against unscientific", does this mean that small cans of tea have found the path of the rise of Chinese tea?

Gastrointestinal complexity, how does the "newborn calf" make tea scientifically?

As we all know, for tea companies, tea as a crop, its quality and output are affected by the uncontrollable natural conditions such as soil and climate.

The root cause of Chinese tea problem lies in "standardization", which is the universal consensus of the entire Chinese tea industry.

Prior to this, many tea companies including "Dayi Group", "Lancang Ancient Tea", "Eight Horse Tea Industry", and Tianfu Tea were difficult to standardize due to difficulty in standardizing, and the concentration of industry concentration that was difficult to make high caused development. The scale is limited, so that the industry has a joke of "70,000 Chinese tea companies in China".

"Patching" to make a tea bag is a solution. For example, Lidon is a standardized taste through "tea bag".

But for Chinese consumers who are the most "exquisite" drinking tea, drinking tea is pure and authentic, and a bunch of tea is mixed together. Essence Therefore, the mating tea bag is not the best solution to the tea market.

So, what should be done if you do n’t do “match”? With this issue, at the report, small cans of tea gave another answer -innovation inheritance and scientific tea.

In fact, the standardization of tea is not easy, it is difficult to ensure the quality of tea, because traditional tea production is a craftsmanship that is eaten by the sky. An industry insider told the financial and educated. Each tea company was building a standardized system, but ignored a fact -the "definition" of this enterprise level did not break through the category of the tea industry itself.

The first -level innovation of small cans of tea is from experience to scientific innovation, which is also the most obvious difference between other tea companies.

Du Guozhen connected Zhang Chengren at the Fengqing Dianhong Factory at the scene, which was not only a national intangible cultural heritage of Yunnan black tea production techniques, but also the general manager of Fengqing small can tea industry company. Zhang Chengren introduced the "highlights" of the factory in front of the screen one by one to the factory from washing, withering, and fermenting the initial refined integrated intelligent production from water. He said, "Digitalization and intelligence make me have more time to create, innovate and develop new products in the workshop."

And such national tea master small cans of small cans have 8 people. There are more than one small pot of small pots such as such primary factories, and there are 6.

However, the "big mountains" on Chinese tea are not enough to rely on masters and first -made factories, which is not enough to fundamentally eliminate external doubts.

As a Huangshan Super Factory built in accordance with the industry 4.0 standards, it is another layer of thinking from the small pot of tea from category to brand innovation.

From removing miscellaneous, filling, packing machines, bags, plastic seals, transportation, cache libraries, etc., based on the "6+1" factory coordinated layout, this modern factory can maximize the operation of no one or young people's operations. , Greatly improving production efficiency and operating efficiency.

Du Guozhen took tea as an example. Previously, small cans of tea formulated strict cleanliness standards for different levels of tea. Each can of tea per can of at least 2 or more manual sorting, and the efficiency was lower. In order to solve this problem, small cans of tea and IBM have developed AI except miscellaneous robots. The workload of 50-60 tea workers is more efficient, and more accurate and controllable than artificially.

This means that no matter from experience to science, or from category to brands, small cans of tea have taken the key step of "thinking with consumer goods" science.

In this dimension, these innovations and inheritances of small cans of tea that are born in only 10 years have not only opened the brand awareness for themselves, but also allowed consumers to buy a stable quality of tea. Essence

The modernization of Chinese tea, there is still a long way to go in small cans of tea

Alan McChanglan, a human scholar of Cambridge University in the United Kingdom, has such a sentence in the book "Green Gold: Tea Empire": "In the world's three major beverages, only tea has successfully conquered the world."

This is undoubtedly a very high evaluation of the country of tea nationally.

However, objectively speaking, the industry chain of Chinese tea is very long. The upstream agricultural end lacks intensive management. The industrialization and standardization of the midstream industrial terminals are low, and it is difficult to form large -scale production. The downstream consumption end urgently needs branding.

From an industry perspective, due to the complexity of agricultural products, most of the large -scale tea companies are purchased from qualified suppliers in a customized procurement method, which does not involve the transformation of upstream tea.

Without a standardized production line, it does not have the ability to stabilize mass production, and without a positive supply side, it cannot obtain long -term growth potential. This is why tea companies who have been working hard to IPO have failed.

This is also the problem of small cans of tea: the root cause of industrialization and intelligent exploration is that it is difficult and correct to realize the standardization of products and industries.

This process cannot be achieved overnight. Just like Du Guozhen's "small cans of 2 billion can a year in a year, it is only half in 10 years."

Compared with their peers, small cans of tea began to build an ecological demonstration tea garden in the upstream, and also set up six major R & D centers. From the original leaves to the industry, the intensive exploration of the tea industry through the independent research and development and innovation of the entire industry chain.

Small cans of tea are good, Chinese tea is not necessarily good; only Chinese tea is good, can small cans of tea be better. This is undoubtedly a deeper understanding of Chinese tea.

It can be said that small cans of tea have standardized, industrialized, and branded full -chain and all -round innovation of traditional Chinese tea. They use extreme products and perfect experiences to revive and prosper the Chinese tea consumer market. This is a new brand for the tea industry. Good gift.

But before that, how to make young people fall in love with tea, how to make the most traditional, most complicated, and difficult way to pass on tea into a new trend, which is placed in front of all tea companies.

At the end of the live broadcast, Du Guozhen brought the new three major brands, namely "New Year's Eve, C.tea.o Smart Tea Machine".

From the perspective of financial and economic, it is a powerful practice of the "multi -brand+multi -product line" layout that gives traditional Chinese tea, which marks the new stage of the formal development of small cans of tea.

However, just as "defeating WeChat, it is never the next WeChat", scientific tea is solved by some pain points of some Chinese tea, but in coffee, milk tea, and tea drinks In the following, how to "take it back" of young people is still a proposition worthy of long -term discussion.