Three difficult problems for tea electric dealers to be solved vertical platform has no chance

"Billion Power network News" December 18, a few days ago the first domestic tea consumer platform to buy tea was exposed operating conditions are not good, the official website on the daily sales of less than million, and there are arrears of employee wages behavior. Billion power network to contact more than a number of tea dealers in charge, comprehensive analysis that, "online selling tea is difficult" mainly caused by three reasons, and in the present circumstances, buy tea-type vertical electric platform lack of growth of the soil.

Serious dislocation of user structure is difficult to promote high-end market

Billion power network learned that the online purchase of tea is mainly among the 20-35-year-old young people, while the tea consumer groups are concentrated in the 35-year-old drinkers, most of these people do not have the habit of buying tea online. This makes it expensive for tea-makers to develop high-end markets, especially when acquiring users for the first time.

According to the Analysys data, the size of the online retail trading of tea makers, the days of Cats, Jingdong, and other integrated electric platforms accounted for 90% of the total transaction size, while vertical sites accounted for only 10%.

From the online market distribution, the current main battlefield of the tea power is Taobao, but Taobao's average customer price between 60 to 80 yuan, to medium and low-end products. By contrast, the lowest price of a single consumer of tea in a store is between 300 and 500 yuan.

"99% of people who buy tea online don't know tea, they pay more attention to packaging and prices than to quality." "The owner of a tea-owned brand said.

There is no product lack of strong brand attract users

Billion power network in the investigation process found that, whether online or offline, the tea industry has always been plagued by the lack of well-known tea brands. For example, the consumer usually understand the West Lake Longjing, Anxi Tieguanyin and other tea categories, but do not know exactly what the Representative brand. This caused the tea electric dealers, especially the vertical platform lack of well-known brands to attract users, it is difficult to form enough user stickiness.

"In any industry, the development of vertical platforms requires at least 5 leading brands to work together." The platform for the first time to attract users will certainly not be a non-inflow brand. "Tea man Ridge CEO Red said."

Billion power network learned that tea "there is no product" of the current situation and the Chinese tea industry in recent decades of the development process has a close relationship, the past domestic tea sales by the tea companies around the leading, tea production and sales have a strong regional, the resulting is only local brands. Currently in the tea industry, there is no one market share of more than 5% of the brand.

Another important phenomenon is that the West Lake Longjing, Oolong tea, tea, which occupy 80% of the market share of online sales, tea sales homogeneity of the competition is more serious, which also led to the tea channel business in the short term to find the core advantage.

The network channel and the customer taste are difficult to combine

The other important short board of the Tea electric dealer is that it can't realize the organic combination of the network channel and the customer's taste. Compared to the network, the traditional store tea "see, touch, smell, taste," there is a better user experience.

"Tea is required to drink, smell incense." Only on the network with computer pictures is not good or bad. Compared to the network, I prefer to go to the physical shop to buy tea, where the tea tasting, can watch the tea quality, drink to tea taste, product to tea incense. "From a Beijing Ma Lian Road, a tea manager to billion power network said."

But compared to the line, the tea online sales also have a unique advantage. On the one hand, in recent years, the offline tea market "Promotion + join" model has become saturated, high store rents make most of the tea to join the store unprofitable, some tea enterprises began to turn to develop online channels. And the majority of these tea enterprises have a strong production capacity, and no marketing capacity, which provides an opportunity for the development of online channel brands.

On the other hand, the relatively transparent internet prices, so that the online tea has a higher cost performance. From 2011 onwards, consumers over the age of 35 tried to buy tea online at a faster rate.

However, it is not easy to rely on the electric business Channel to change the thousands of-year marketing model of tea. Data show that in 2012, the domestic tea manufacturers of the consumer market transaction size will reach 3.9 billion yuan, the busy retail market transaction size of only 4%. In time to 2014, tea consumer online retail scale is only doubled.

Buy Tea net CEO Wang Jinming believes that the current tea consumption market is still very dependent on traditional sales channels, and this pattern changes at least 5-10 years.