Network tea, reliable?

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Some time ago, the author and a friend chatting, he complained to me, do not know when QQ number appeared on a lot of "selling tea sister", Avatar are the kind of fresh pie of the little woman, daily fixed send tea information, he even sold tea sister original jokes turned over, excerpt as follows:

Eldest brother, you may be really busy, have not seen the sister every day to your information, perhaps you are also at hand, but sister is how I hope you can take some time to see sister's information, support under sister Ah! Home the healthiest, affordable good tea (xx guanyin king, 398 yuan a catty. Give Big Brother You "Tea set 28", after the most basic information, followed by a large set of words, such as home poor, brother no money to read, Dad died early and so on. Friends at the beginning of the first just turned off, but Jiabuzhu this group of little sister every day to send, only a wry smile way: This is the legendary electronic tea business?

Friends left, the author is the network of tea merchants to interest, back to the past forum on the tea business projects, and then go to the network to read some information, suddenly found: tea, this e-commerce is a popular industry is slowly fever, but is still in a chaotic state, a friend of the brutal marketing is still a network of tea abstinence addiction, Ecological Network Merchants Tea culture has begun to sprout, in short, Chinese traditional tea merchants are attracting the opportunity of transformation, network tea business is expected to become a popular consumption in a few years.

Network tea, the organs of heavy

Nowadays, e-commerce in China is very hot, but because of the particularity of tea, led to the combination of e-commerce and traditional tea enterprises encounter many levels need to break. For example, the mainstream consumer groups in China's e-commerce focus on the young people between 20~35岁, who grew up with the Internet and grew up with various beverage brands, who prefer Qingdao, pure draft beer, Coca-Cola, Sprite and other carbonated drinks, and fewer young people will choose to brew a cup of green tea in the afternoon. More embarrassing is that those over 35 years old drinkers, but do not like online shopping, this dislocation of the state, become the network tea to face the first problem.

Second, the core brand of China's e-commerce is "inexpensive and cheap", inevitably, the network tea is also necessary to adjust their own consumption level, in fact, the current e-commerce consumers to receive a single consumption of tea price in about 80 yuan, belonging to the low-end products, in contrast, the offline store of this figure is as high as 300 yuan, This has led to a decline in the interest of traditional tea merchants in networking, and some businesses have tried to launch high-end products, but few have responded.

In addition, the Chinese tea market is still in the "There are varieties, no brand" in the state. Because of the particularity of tea consumption, customers generally used to go to the offline physical store to see the color, taste a tea incense, and then decide whether to buy. Today, the vast majority of network tea can only provide text and pictures, without the support of brand influence, these withered text and pictures are basically not likely to impress consumers, especially for some high-end consumers, not to mention, as the opening, the network everywhere "selling tea sister", the barbaric way of selling, To the image of the network tea to add a crisis, not long ago will be burst, these girls unexpectedly is the sale of women disguised as men's clothing, pure temptation to sell, tea quality naturally also most can not be guaranteed, these scattered type of offal tea will not affect the overall process of the network, but it can be real to the network tea image, after all, Once deceived, consumers can hardly trust the tea on the Internet.

From the present situation, the network tea is indeed a heavy organ, but with the physical store operating costs climbed, the sale of coffee is not to avoid the trend, so some of the leading tea enterprises have started the relevant exploration, perhaps, who first find healthy operating logic, who will be able to dominate the future of the tea market.

E-Tea business, reputation first

When it comes to e-tea merchants, experts and media are always interested in discussing new models, new tools, new cultures and so on, but I believe that e-tea merchants are also a form of business, they also need to follow the most basic business logic, such as the integrity of business, such as the Merchant and the consumer win. As mentioned above, the network tea is a heavy organ, but one of the most important is the quality of products, no good products, and then dazzling business model has become water without, no root of the wood.

In fact, the network tea business is a long-term work, need to develop slowly, which is the "Kung Fu Tea" characteristics complement each other. In fact, we can probably review the "clothing e-commerce" development experience, as early as ten years ago, experts agreed that clothes can not be sold online, the reason is that consumers need to touch the clothing material, try to wear size, and so on, these do not seem to be completed in the network environment, but as you can see, Chinese e-commerce sells the most , shoes and other products, this is thanks to clothing companies continue to work to dispel consumer concerns, and constantly improve the "buyer show and Seller show" gap between.

In contrast, the tea experience is more special, in order to dispel the user's doubts about the online purchase of tea, e-tea merchants need to pay for a long time. For example, some frontier enterprises have their own team of old farmers, with traditional experience to identify the quality of tea, set qualified storage conditions, the establishment of high-tech laboratories, for the analysis of the raw material components of tea, with data to determine the quality of a tea and can be sold.

Strict quality system, the business model also to be optimized, the particularity of tea determines the rich offline experience is very necessary, in fact, China's e-commerce has long been aware of the beginning of the combination of online and online, tea enterprises to fight price war, go with the homogeneity of competition, rather than from the experience of differentiation, make some health tea, Diet tea, beauty tea and other categories of consumption (provided that these are effective). In addition, the new "Consumer Protection Law" stipulates that the business to 7 days no reason to return, E-Tea merchants in the initial stage can even do some cutting wrist extension, such as 30 days no reason to exchange. This is not only effective in offsetting shoppers ' worries, but also cutting off the way to compromise on "quality".

Admittedly, such a practice may increase operating costs to some extent, but it is under the pressure of operating costs, e-tea manufacturers are expected to continue to "quality" is not relaxed. In fact, only "quality + reputation + consumer word of mouth" into the positive cycle, electronic tea can become the normal, so as to achieve customer satisfaction, tea merchants to make money win situation, it is possible to promote the "tea" to the world.

Cultural cultivation and establishment of tea ecological circle

Remember the primary school textbooks once said: Tea is hailed as the world's first drink. I read this sentence in the primary school, only feel special on the tall, but also feel born in China is so happy and proud, but with the growth of age, experience to improve, more and more feel that "tea head" method is only Chinese wishful thinking, even our own young people do not like to drink, but also talk about the world drinks? In today's fashionable words, our tea merchants lack their own ecological circle, not to mention the promotion of tea culture.

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In fact, China's tea culture has a long history, is also one of the treasures of Chinese traditional culture, but tea in the face of business transformation, it seems too old-fashioned, not only can not go out of the country, but even their own territory has slowly lost. Admittedly, this is related to today's fast-paced lifestyle, fewer people can have the patience to taste a cup of tea, sitting in the tea room, or in the object, wondering where to open the room at night, or in business, money burning buttocks, uneasy, or be led to drink tea, the future is uncertain, the claw heart, in short, The essence of tea culture is like a bag of tea that has washed through many cups and is becoming uninteresting.

Today, the transformation of network tea, but also to the opportunity to revive the cultural, to know that the Chinese Internet is the best thing is to hold red any brand, or sinful, or ordinary, is not a problem. The second stage of tea network should be to establish a mature "tea industry", the most important part is to regain the Chinese tea culture, with the help of the Internet, network tea can be the same as the people who have the same interests to gather together, the tea culture exchange, the formation of a unique community culture, we do a tea, Discuss tea, organize to visit tea planting base, some professionals can even put forward suggestions for improvement, which not only help to cultivate long-term customers, but also to a certain extent to promote the development of tea culture, the establishment of the ecological circle will greatly shorten the distance between the farmers to consumers, eliminating unnecessary circulation costs.

Recalling 20 ago, when Coke entered China, was classified by consumers in the "drug", in fact, the first taste of Coke is really like traditional Chinese medicine, Nestle, star Starbucks to China, also not good where to go, but these enterprises all through the formula Improvement + cultural promotion, become the current trend of Chinese beverage consumption, I hope that Chinese tea can also improve the taste, while creating a strong cultural brand, to the world, to become the true meaning of the king of Beverages. (New discoveries of science and Technology, Constantine/Wen)

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Network tea, reliable?