Naxue’s tea “One Week Teaâ€, Hey Tea’s “One Week Tea†gift box, Chali’s “Daily Tea†in the tea, etc. The dazzling array of tea bags on the market makes it unclear. From the packaging style and raw materials, Going to the product name, the tea bags nowadays are more and more alike, and the future of tea bags is in urgent need of innovation and breakthroughs.
In June, the Chinese teabag "Tashanji" brand, together with Tmall and Pan Women's Square, jointly launched a new product "Peach Blossom Weiyang" in the shape of Hanfu style tea bags, which allowed us to see the future development direction of Chinese tea bags.
Nowadays, the homogeneity of tea bags has become quite prominent. Many businesses in the market lack experience in supply chain selection, have limited independent research and development capabilities, and lack innovation in packaging and taste. It is also difficult to achieve a breakthrough in taste when blending tea and flavoring tea with raw materials. Unable to find the unique personality of their own tea bags, blindly emphasizing "convenience" and "suitable for young people", resulting in the loss of the "soul" of tea bags.
"Tashanji" has found a path in line with its own development through the distinctive positioning of Chinese teabags, breaking the phenomenon of homogeneity, giving the teabag "soul" and giving Chinese teabags a new lease of life.
This is simple to say, but it is not easy. In the continuous brand practice and exploration of the Chinese teabag "Tashanji", it first captured the hearts of young people. Young people may be afraid of trouble, but they like the culture and rituals of the national trend. Young people will criticize the waste of time in brewing tea bags, but they are very keen on the culture of the national trend and are willing to buy domestic brands. This led to the birth of the Hanfu tea bag "Peach Blossom Weiyang" in his mountain collection.
The collision and integration of national tide culture, Chinese tea bags wear "Hanfu"
Chinese tea, started in Shennong, has a history of 5,000 years. The Chinese people are familiar with tea, from emperors and generals, literati and poets, to hundreds of families, to porters, merchants, and ordinary people. Tea is a good choice. Until now, Chinese Han compatriots still have the custom of using tea in lieu of rituals. "Seven things to open, firewood, rice, oil, salt, sauce and vinegar tea." In traditional tea culture, there are also parts that young consumer groups like, such as the elegant atmosphere, the identity projection of "cultural people", and the sense of experience in the brewing process. No one likes trouble, but there are not only troubles in tea culture, there are many beautiful things worth keeping, worth letting young people feel, and Chinese tea bags are missing a better way and bridge to communicate with young people.
This has further contributed to the cooperation between "Taishanji", Tmall, and the No. 1 IP brand of Chinese Hanfu Photography Pan Women's Square. Chinese Hanfu, the full name of "Han National Traditional Costume", also known as Han Yiguan, Hanfu, and Huafu, has a history of 5,000 years from the time of the Yellow Emperor to the middle of the 17th century (late Ming and early Qing). Hanfu is not only the traditional national costume of our Han nation, but also the traditional costume of all people who love Chinese traditional culture. On the other hand, Pan Women's Square combines the curiosity of fashion and the keen interest in Chinese style culture, using a series of portrait photography works of great value handed down today to open the era of "Oriental Aesthetics" in global art photography photography.
The same cultural background and the same profound cultural background can best represent the Chinese civilization for thousands of years in China, and are also the two heritages that best represent the traditional Chinese culture. What kind of sparks will they produce?
This new product of "Peach Blossom Weiyang" Hanfu tea bags from Tashanji not only integrates the elements of Hanfu into the tea bags, from the ancient appearance packaging to the classical wardrobe design, to the 14 pieces of Hanfu style tea bags hanging on the small hangers in the closet. All are permeated with a strong national tide. The peach blossoms are in full bloom and the fallen leaves are colorful. The new product of "Peach Blossoms Weiyang" means that we hope that this kind of human beauty can stay in my heart. It integrates products, culture, and national tide elements. It not only created a precedent for Chinese cultural and creative products, but also opened up China. A new era of tea bags.
Repeatedly topped the Tmall list to create a Gen Z social currency
Today's consumer products are more of a value expression carrier, and the era of identifying a brand just because of the functionality of the product has passed. Generation Z young people will recognize it, like it, discuss it, and recommend it because of whether the value delivered by the brand resonates with themselves. New consumer brands are a new type of "social currency" for many young people. "Social currency" can help them find a sense of social presence in their respective circles and allow people in different circles to reach a consensus.
As a new consumer brand, the Chinese teabag "Tashanji" brand under "Rangcha" has its own domestic product attributes. Through continuous iterative innovation of products, changes in traditional brand expression methods, and establishment and expansion of diversified channels, it creates a new "social society". Currency", enhance user experience and brand influence, and capture the love of young people.
The "Peach Blossom Weiyang" creative tea bag in Hanfu, co-branded by "Tashanji", Tmall and Pan Feifang, is the most typical "social currency". Every tea bag "worn in" Hanfu in the gift box has a tea bag. Own taste and exclusive label: White Peach Oolong---Man Tingfang, Grape Oolong---Pusaman, Lychee Black Tea---Niannujiao, Lemon Black Tea---Xijiang Moon, Coconut Oolong---Shuilongyin, Jingui Xueli---Butterfly Flower, Longan and Red Dates---like Dream Ling, seven flavors compose the mood of Qiqu, tea bags, Hanfu, and national tide are perfectly blended at this moment.
Since young consumer groups have accumulated a certain degree of awareness of these cultural and creative IPs, "other mountain collections" have also transferred their psychological assets of cultural and creative IP to themselves through this joint name, so as to achieve a rapid rise. purpose. The "Peach Blossom Weiyang", which has a high-looking, self-contained communication power, and a joint cross-border name, is naturally respected by young people, especially the two-dimensional circle, and reflects the greatest value of "social currency". Rather than instilling and emphasizing its high-end positioning, "Tashanji" has found a more suitable way to spread Chinese tea bags, Chinese tea culture, and get close to young people.
It is worth mentioning that recently, the Chinese teabag "Tashanji" brand has repeatedly rushed to the list of major brands on Tmall, grabbing the spotlight at the C position of Tmall, and leading the new trend of national cuisine in 2021. Among them, the single product of white peach oolong fruit tea from the flagship store of Tmall Tashanji Tea was selected into the Tmall gourmet trend list, and became the star product of the TOP10 Creative New Taste List of Tmall 517 Food Festival; the 21-day check-in package for Tashanji Ranked first on the Tmall sugar-free combination flower tea trend list, with a sales growth rate of 18%. This product is also shortlisted in the 2021 Tmall gourmet new brand creation camp TOP100 brand; in the upcoming Tmall 618 event "Tashan Ji" was also selected as the 618 Tmall Wonderful Box-Super Wonderful Box of 2021. At that time, "Peach Blossom Weiyang" will create the most memorable product symbol for consumers.
On May 29, at the just-concluded CBERI SUMMIT 2021 4th China Brand Economic Summit, "Tashanji" also won the Sperry Award, which was praised by the media as the "Little Oscar" of the brand circle, and was awarded the 2021 China Consumer The top 100 brands are honored.
With the launch of the new product of the "Peach Blossom Weiyang" Hanfu tea bag from Tashanji, the "Tashanji" teamed up with Tmall and Pan Women's Square to take advantage of Huarong Yingmeng and 2021 Hanfu Grand Award and Net Red B&B Country Art Yard. "Finding the most beautiful Hanfu tea master" activity, leading the new fashion of cultural consumption of wearing Hanfu and drinking Chinese tea.
"The tea feast of the Tang Dynasty, the peach blossoms are not yet young", when the four pinnacles of traditional Chinese culture brands build a picture of ancient China, you, wandering in the long river of Chinese history and culture; you, are on the misty and rainy pavilions of ancient China; you, While tasting the mellow fragrance of Chinese tea bags, you have quietly witnessed the change of Chinese culture for thousands of years, and you have experienced the vicissitudes of China. This is a wonderful ancient experience, and it is also an unforgettable cultural journey. You who are so full of the country and the city are looking for people in the "other mountain collection"!
ZHE JIANG LUO RUI IMPORT CO.,LTD. , https://www.lrknitted.com