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"Word of mouth marketing" of Puer tea

2018-11-12 16:58:16 Number of clicks:

The most common marketing method of Chinese tea is summed up in one word, not the word of mouth marketing.

The Chinese nation's thousands of years of trade history, leaving us the most precious is "word-of-mouth marketing" these four words. To this day, word of mouth marketing has exerting its great power and has attracted more and more attention from enterprises.

As for word-of-mouth marketing, there were classical summaries in ancient times, such as "wine fragrance is not afraid of deep lanes", "Wang Po sells melons and boasts of herself".

The fragrance of wine is not afraid of the alley, which is the core spirit of word of mouth marketing. There are two understandings of "wine fragrance". One is that the quality of the product must be too hard; the other is that the product must be loved by the target consumers. The core is "boasting". "Boasting" also has two meanings. One is to love the products we produce. If we don't like them, how can we get the favor of others? The other is to say it out loud when we have love.

"Wine fragrance is not afraid of deep lanes" is a passive word-of-mouth marketing. Consumers'feelings about products need to be understood after use. It takes a relatively long time to communicate to others and then to form a "word-of-mouth". It also needs a certain consumer group as the basis to get a good "mouth". Stele effect. "Wang Po sells melons and boasts of herself" is an active way of word-of-mouth marketing. The characteristics of products need not wait for consumers to discover, but spread to consumers through her own mouth, making herself the source of word-of-mouth, thus receiving immediate results. Wang Po's way has both induced ingredients, so it is very suspicious of consumers, which is a normal consumer response.

Today, "word-of-mouth marketing" has developed into a professional knowledge, with more feasible operational skills, become one of the classic models of marketing. In the process of selling products and establishing brands, modern enterprises will more or less consider the effect of word-of-mouth marketing.

Today's tea marketing is more dependent on the effects of word of mouth.

We know that the pattern of Chinese tea is developed on the basis of thousands of manual workshops. Handicraft shops are still the mainstay of the tea industry today. The handicraft workshop is a place for producing high-quality tea and also a place for producing low-end tea. Because of the different orientation, the handicraft workshops have different ways of survival, but most of the handicraft workshops use a mode at the same time, that is, front shop and back factory.

Tieguanyin is one of the most successful cases in China's tea marketing. Tieguanyin from Anxi, Fujian, is the former shop post factory mode. Longjing West Lake, Biluochun Dongting, Maofeng Huangshan and Anji White Tea are all practitioners of this model. The marketing of Pu'er Tea was originally the front stores and back factories, but after the arrival of the tide of Pu'er Tea, this mode was broken, so that the whole industry of Pu'er Tea entered the ranks of brand building ahead of time. However, Pu'er tea in Yunnan has not created a brand that consumers love. The reason for this is the "front shop and back factory". However, this "front shop" is not the Yunnan Puer Tea Enterprise's own shop, but Tieguanyin's shop, Longjing's shop in West Lake, Biluochun's shop in Dongting...

Through other people's shops, Puer tea has achieved rapid expansion at low cost. It is said that in the first few years of the new century, few tea shops in Fangcun, Guangzhou, were willing to operate Pu'er tea. Even if there were shops selling Pu'er tea, they would place it in a "dark corner". This is a normal phenomenon. The stores in Fangcun, Guangzhou, mainly manage Tieguanyin. They are the stores of Anxi people. Why do they sell Pu'er tea? However, by 2006, there were no stores in Fangcun but Pu'er. This phenomenon is the same in Malian Road in Beijing, Zhabei in Shanghai, Chengbei in Zhengzhou, Tea City in Xi'an and so on. The handicraft shops in Pu'er tea producing areas do not need to open their own shops, so that the occupation of channels can be realized. This is unprecedented in the history of tea marketing.

As for why almost all tea shops spare no effort to manage Pu'er Tea, one sentence can explain clearly, that is: interest-driven! There are many chapters on why Pu'er Tea has such great benefits, which have been discussed in detail, and no more details. What we are discussing in this section is the word of mouth marketing of Puer tea.

Word of mouth is a double-edged sword with good results and fatal injuries.

As mentioned before, "Wine fragrance is not afraid of deep lanes" and "Wang Po sells melons and boasts of herself" are classic summaries of word-of-mouth marketing. The wind of Pu'er tea blows up almost overnight, so the word-of-mouth effect of "wine fragrance is not afraid of the depth of the lane" has not really been established, and the way that Wang Po sells melons really controls the effect is still the way that Wang Po sells melons. We have analyzed that Pu'er Tea is in fact lack of consumers. The purpose of purchasing Pu'er Tea is to sell Pu'er Tea, only between buying and selling, to maximize the benefits!

The best word-of-mouth of Pu'er Tea is "big appreciation space, short appreciation time". Under this phenomenon, almost all practitioners know that this is a regular xxxx, but most practitioners do not know the time when this xxxxx detonated. When Puer tea is in a rising channel, word of mouth publicity is equivalent to adding fuel to the fire. In our impression, we still vaguely remember that one day in April 2007, Xiaguantuo tea raised its price five times a day. We will not forget that the 7542 of Dayi Pu'er tea classics sold for 24,000 yuan a piece!