The industry survey data produced by the Tea Association are detailed, complex and lack practicality.

The evaluation data made by Liu Ling herself is simple and crude.

In the eastern continent, about 200 million people have the habit of drinking tea, and she stratified these people according to their annual income.

Annual income of 100,000 to 200,000, about 40 million people

Annual income of 200,000 to 500,000, more than 15 million people

The annual income is more than 500,000 yuan, about 5 million people.

Tea culture is deeply rooted in the Eastern Continent.

High-income people, especially those over 35 years old, basically have the habit of drinking tea. About 40% of them pay attention to tea art, care about the price and quality of tea, and are willing to spend money to buy high-end tea sets.

There are more than 1 million millionaires, and they will definitely buy a full set of tea sets at their homes or offices. Even if they don’t like tea, they will need to use it when entertaining guests.

Liu Ling focuses on online tea sales. She also counted the monthly sales of the 30 most successful stores in Tiangou Supermarket in the past three years, indicating the tea category, specifications, unit price, sales volume and other data.

Liu Ling has been talking about analyzing the current situation of the "tea" industry and the hidden information that some friends in the Mule City Tea Store will not inform you.

For example, the expensive fermented tea commonly used in a certain type of Grandma Tea. The same tea leaves and different packaging can be priced at 1,200,000 yuan. Grandma Tea is a high-end "luxury product". Liu Donglin has always picked the most expensive one from his friends in the Mule City tea merchants, which means he has been cheated.

Of course, these are not the focus of today's meeting. Liu Donglin, Liu Xishui, Sister Zhu, Master Ma, and Liu Ling will give you a popular science explanation.

After talking about it, Liu Ling explained three views:

First: The tea market is following the mainstream of consumption and moving from offline to online.

The second one: Grandma Tea's potential customers can reach 20 million.

Third, among all tea drinking utensils, tea cans are the easiest to be ignored and always ignored. In tea culture, tea cans are not too particular. Tea sets have also been hyped, but fortunately no one has stir-fryed tea cans.

The potential customer is not the customer.

How to develop customers?

Tea studies emphasize cultural heritage. There is no tea pot in cultural heritage, and there is no right slogan in the cultural heritage.

Therefore, it is extremely difficult to develop potential customers.

Therefore, Liu Ling has always been unfavorable to the development potential of Grandma Tea.

The so-called "one tree, one tea, one can" is still the idea that Liu Xishui had come up with before planning "brand upgrade", which was to hold a store anniversary celebration.

Design a natural style tea pot with the theme of "life", and a limited edition of 100 sets are issued.

Liu Xishui wrote poems in advance:

【We are all descendants of nature

We're abandoned

We spend our whole life just for

Return to the tranquility of the origin of life]

Each set or several sets of tea pots corresponds to a century-old ancient tea tree.

Grandmaster Tea goes to buy out the tea tree.

Tea pot number, tea tree number.

I bought a tea pot. Every year, I asked the tea makers to make it by hand, and pick out the best quality 300 grams, and mail it to the customer as soon as possible, and last for ten years.

Liu Donglin, Liu Ling, Master Ma, and Sister Zhu, they are unanimously optimistic about this sales method.

This is a special service for wealthy people with assets of more than 10 million yuan.

What is sold is not only the product, but more importantly the service. It captures a hidden desire in the hearts of the rich: privilege!

Occupying an ancient tea tree is a privilege.

Liu Xishui originally planned to spend some money to find self-media in tea ceremony such as Liu Ling to promote it in the tea ceremony circle.

When Liu Ling joins, she can contact her colleagues directly for help.

Such limited-issuance activities can be held twice a year, and the time is set at the late spring festival and early autumn store anniversary celebration, and a certain range of publicity will be carried out.

Tea pots are not valued in tea culture.

Then cultivate and develop yourself, start from the rich, and promote the concept of "good tea and good jars".

All members agreed to pass the plan proposed by Liu Xishui.

There are 6 days left to the Spring God Festival.

Now is the peak season for spring tea to be launched and tea is hot.

Let’s start preparing tomorrow!

Liu Donglin looked for tea trees. The tea produced by ancient tea trees may not be of good quality, but is also related to the altitude, climate, and tea tree status. Liu Ling would ask two students from the same tea major to help identify them.

Sister Zhu designed a tea pot, and Liu Xishui and Master Ma gave advice.

Liu Ling found influential self-media authors in the tea circle to discuss cooperation, and Liu Xishui wrote a promotional outline. When discussing cooperation, the outline was handed over to the self-media authors, so that they could write promotional articles according to the theme of the outline.

The key point is that a link to the Grandmaster Tea Shop at the end of the article. To put it bluntly, please ask the self-media to post a soft article advertisement.

...

A major matter agreed.

The second thing is the problem of product design style changes.

As for Liu Ling, he talked about a lot of theories around "tea culture".

Liu Xishui understands it halfway.

I don’t know if Sister Zhu and Master Ma understand.

Sister Zhu took notes with a paper notebook, which at least showed that she was willing to make changes in her design style. After all, the company was almost in a position where she could not continue. If she did not change, everyone would be disbanded.

The third issue: product positioning and product packaging changes

Grandma Tea’s previous packaging was designed in the style of gift boxes, and the product positioning was holiday gifts.

Now, it is designed into a normal packaging.

Deluxe gift packaging is still provided. If customers have any needs, they can buy it with additional money.

The small change is considered an optimization supplement to the product and service.

...

The fourth thing, the biggest change: reduce product cost and selling price

This plan caused controversy.

Master Ma claims to be a craftsman and does not understand marketing planning. He is neutral.

Liu Donglin and Sister Zhu firmly oppose price cuts. The price of Grandma Tea products cannot be less than 10,000 yuan. Low prices may not necessarily increase sales, but they will definitely reduce the store level.

Their idea is the same as Liu Xishui before, that is, to make Grandma Tea a high-end "luxury brand", and the target customers are rich people, especially rich people.

The cost of making products with real money is too high. Only when the price is high can there be profit margin. The higher the price, the greater the profit margin.

Liu Xishui is now in a rebellion and proposes to design a low-priced product with a price of less than 5,000 yuan.

Liu Ling supports the price below 5,000, and can strive for a potential customer target of 25 million with an annual income of more than 200,000 yuan.

The essence of dispute is to choose to earn 60,000 yuan from one person or choose to earn 60,000 yuan from ten thousand people.

Liu Xishui is solemn to reason.

Liu Ling talked about various data, mainly because she was talking about various professional analysis, which soon made Liu Donglin and Zhu, who were not aware of the "tea" business, unable to refute it.

After discussing for a while, I decided to follow Liu Xishui's method and first try out a small simple version of "Knight Honor" and speak based on revenue and performance.

...

Liu Xishui raised three more questions.

The first question is, why did no leading companies have been born in the tea market?

Liu Ling can explain this issue, but it is very complicated. It is another long-term discussion based on the analysis of tea culture, tea quality grading, tea type and origin, etc.

The second question is, why are luxury brands not selling well online?

Sister Zhu is professional in this issue and can give a set of explanations.

In the third question, Liu Xishui asked: "Liu Ling, you should pay attention. In April this year, the sales of Grandma Tea was very poor. Do you think it was affected by the significant reduction in advertising investment of Grandma Tea? How big is the impact?"

"It will definitely have an impact." Liu Ling said: "The hundreds of millions of advertising fees of Master Tea is not in vain. As for online stores, its visits are far more than all its peers. In the past two years, you Master Tea has been diversion and profiting from it. This is the fundamental reason why Master Tea can make money before."

"I have a data here." Liu Ling said, opening a document, and then said: "This is the sales of Master Tea online stores that I counted separately from the previous year and the previous year. It was stopped last year and there is no great reference value."

Liu Donglin asked: "From your professional perspective, what problems do Master Tea have?"

Liu Ling commented bluntly: "The failure of Master Tea has long been destined, and the public opinion storm some time ago accelerated this process."

"First, the concept of 'gift clothing' constrains the scope and sales of consumers. This trick is not good for the tea industry; second, the price is set too high because the product positioning is 'gift'; third, the product design style is half east and half west, neither east nor west, and inconsistent; fourth, forcibly introducing technological elements is too inconsistent."

"Technology?" Sister Zhu asked.
To be continued...