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The needs of tea consumers
In traditional perspective, in China, tea is often with other living items. It is necessary; the "tobacco and alcohol" must be regarded as a "tobacco and alcohol tea" in the New Year's Day.
The continuous changes in people's lives and needs, people have added many new understanding and needs for tea, especially tea, especially tea. Generally speaking, consumers have the following aspects of consumer demand for tea.
1. Individual consumers
If age, income, work nature, living habits, personal character, residential city and other factors will affect personal consumption behavior. As a drink consumption, tea can be roughly divided into fashion consumption, habit consumption, functional consumption, and family consumption according to consumption psychology and consumption purpose.
The objects of fashion consumption are mainly urban youths. They pay attention to mood and catch up with fashion. They are the most affected by the media, and the star effect cannot be ignored. To seize the future consumer power, you must attract young consumers and work hard on fashion consumption.
The main targets of habit consumption are tea lovers. These consumers have their favorite tea varieties or brands. It is strong and difficult to change. Due to the different regions, the choice of tea varieties will also be different, such as northerners love to drink jasmine tea, love oolong or Tieguanyin in South China, and green tea in East China. Most consumers choose to be famous tea.
The main targets of functional consumption are women or middle -aged and elderly people, such as various weight loss tea, beauty tea, health tea, etc. are products for this consumer field. Most of these products pay attention to functions. Once the products cannot achieve the expected effect of consumers, they will be abandoned by consumers. Therefore, in this form of consumption, word -of -mouth publicity is more suitable.
Family consumption refers to the daily consumption of ordinary families. As the saying goes, seven things to open the door in the morning -Chai Mi oil and salt sauce vinegar tea. It can be seen that tea is indispensable for family daily life. The buyers of home consumer products are mainly housewives, and most of the city women have the hobbies of shopping malls. Therefore, the promotional activities of large shopping malls are more attractive to them.
2. Travel consumers
The tea has been regarded as a specialty since China, and different places are rich in different teas. People who travel to Hangzhou will not forget the authentic West Lake Longjing, so people who travel to Shanxi will also have some local tea (Jin Shang Tea).
3. Gift consumers
The three traditional gifts of Chinese people are smoke, alcohol, tea. In these three gifts, only tea is suitable for all ages and good health. Therefore, high -end famous tea is the first choice for consumers whether in traditional festivals or in various activities. This kind of consumption is characterized by people who drink tea. People who do not drink tea. The most taboo of the gift giver is to spend money but can't see it. Therefore, the outsourcing, popularity and venue of the product are their main purchases.
4. Group consumers
Group consumption refers to the consumption situation mainly purchased by the group. This consumption is characterized by the consumption options concentrated in the hands of a few people, and most people who use the product directly have no choice opportunities. Essence Group consumption is also divided into two types of public consumption places such as hotels and teahouses and office consumption. The consumption of hotels and hotels is mostly responsible for full -time departments. In addition to brands, prices, and quality factors, their consumer varieties have more factors such as human conditions and trust. Office consumption is generally responsible for corporate logistics personnel. It is an important decisive factor if you can deliver the goods in time.
5. Consumers in professional places
For professional places, consumers of "Jin Shang Tea" can be divided into two types. One is the operator of professional places, and the other is consumers in these places. Whether they are operators or consumers, they usually study the tea ceremony. Their consumer behavior and indirect evaluation often affect the consumers around. Once they win the support of this part of consumers, they will continue to pass their word of mouth effects continuously through their word -of -mouth effects. Get new consumers.
Inned for consumers, we can develop the corresponding brand strategy
Personal or home consumption: — gain scale benefits; field -enhance brand awareness
Multi -brand strategy -high -end walking Culture, fashion, low -end health
Tourist consumption: — acquisition of high profits of single products; field -creating local famous excellent specialty image
tourist marketing strategies -special media, special channels Special promotion
Gift consumption: —— Get the high profit of single products; Field -Establish a high -quality and quality image
high -end image strategy -grasp the gift consumption psychology, obtain consumers with image r
Group consumption: —— Get steady interest growth; field -establishment of business consumption image
value -added service strategy -attract and retain customers with added value
Professional place consumption: obtain stable returns; Field -Winning word of mouth, professional image
Professional service strategy -professional service to professional and special services to win core customers
, explain the various strategies, so that the goals, strategies, and execution methods are more Tend to be clear.
Personal or family consumption -Multi -brand strategy
In modern fields, consumers have different needs for the same product. Although the same product can meet the various needs of different consumers, products of the same brand cannot try to meet all consumers. Otherwise, consumers' impression of the brand will blur and it is difficult to establish a brand. Therefore, in the face of the different needs of consumers, under the corporate brand of "Jin Shang Tea", multiple brands are launched to meet the needs of different consumers.
The high -end business and successful people have high consumption capacity and cultural needs. They should introduce high -quality products in a targeted manner and give strong brand cultural connotations. The formulation of high -end prices is mainly based on the promotion channels with high -end tea buildings and gift counters.
emerging white -collar workers in the city, they have their own understanding of China's tea culture. They should introduce fashionable tea brands targeted, spread new consumption and living culture methods, and can launch different different fashion needs according to consumers. Series. The design and promotion of the brand should pay attention to the addition of fashion elements, giving the traditional Chinese traditional vitality and winning the heart of young consumer forces.
This in response to the consumption of Volkswagen, you can launch a mass healthy brand and spread the green health function of "Jin Shang Tea". Because the buyers of family consumer goods are mainly housewives, they should actively adopt vivid display, on -site promotion, discounts, and gift gifts in the terminal.
The travel consumption — marketing strategy
usually travel buyers are foreign consumers, which affects their local local specialty products: previous understanding; recommendation of local acquaintances; sites and tourist attractions The influence of nearby points; whether the packaging of the product reflects the local culture. In addition, in general, many tourists purchased by tourists who travel are mostly to give away their loved ones and friends in their hometown, so whether packaging has grades is also a factor for its consideration.
Therefore, it is necessary to design commemorative costumes for buyers, combined with foreign tourists' understanding and understanding of Jin merchant culture, and design all kinds of commemorative clothes with Shanxi characteristic cultural connotation to meet the purchase needs of tourists
In terms of channels, tourists should be selected for tourist attractions to publicize more, such as media launch, tour guide recommendations, store settings, etc., and paving at the terminal near tourist attractions. In promotional methods, you can choose Shanxi characteristic souvenirs to give tourists.
We we also pay special attention to ensure the quality of tea, because as a tourism product, it is more affected by word of mouth effect.
Gift consumption -high -end image strategy
The country is a country that pays great attention to gifts. Because of the rejection of gift gifts in recent years, people choose to give more healthy and cultural connotation when choosing gifts. Gifts. In "Tobacco and Tea", tea has gradually become the first choice for people.
Mested by gifts and images, consumers pay more attention to psychological acceptance of prices, and they don't think much about actual values. Therefore, how a noble image is the key to gift marketing and the focus of raising the product. The image of raising the product is the focus of the brand, the image of the brand: the background of the brand, the image of the brand; the packaging design of the product, the specifications of the packaging, the material of the packaging, etc.; Points; personnel sales: clothing, talk, temperament, etc.
Group consumption -value -added service strategy
The buyers who consume group consumption are more on the basis of ensuring product quality, asking for price and convenience. So make reasonable batch prices and services. At the same time, the buyers consumed by group are special -buyers are a representative of consumers. Therefore, enterprises need to provide more convenience and additional gifts for buyers to maintain customer relationships.
The group consumption from a certain perspective, it is also a channel for "Jin Shang Teaji" to establish a brand image. Group consumption is generally large enterprises or units. Establish an image for "Jin Shang Tea Ji". At the same time, enterprises can not only maintain customer relationships, but also promote the brand image by setting up the form of drinking paper cups, tea cups, and teapots with a brand image.
Consumption of professional places — Professional service strategy
This providing high -quality products and professional services is a necessary way to promote professional places. And cooperate with professional tea art services. Not only the channels for professional places, but also the channels for publicity and promotion.
I. as an image establishment and publicity channel, we must specifically design the "Jin Shang Tea Cultural Experience Club" to provide special brand clubs for professional tea researchers and tea flavors, and will also bring generous returns to enterprises.

The promotion strategies for consumer body and corresponding promotion strategies must be made. For enterprises, the purpose of product promotion lies in the short -term service, how to make product promotion and improvement of organic integration is a question that brand promotion should be considered.