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市场综述企业和品牌背景: “竹叶青”茶是四川省峨眉山竹叶青茶业有限公司生产的一种扁形绿茶。由于历史的原因,竹叶青茶的市场鱼龙混杂,正宗“竹叶青”仅占竹叶青茶叶市场的极小份额。经过深入的调查和对消费者的了解,我们发现消费者喝茶并不是喝茶本身,而更在乎喝茶时带来的心境体验,所以我们认为:“竹叶青”品牌不应停留在“清醇淡雅”的产品属性的诉求上。而应提升其茶文化所带来的品牌附加价值。市场情况: 行业发展不成熟,表现为: 1、竞争水平低,商品处于自然销售状态,缺乏现代商业所需的大生产与大流通。 2、行业进入壁垒低,资源分散,缺乏真正的实力型企业。
Market Overview Business and brand background: “Bamboo Yeh Ching” is a flat green tea produced by Sichuan Emei Bamboo Yeh Green Tea Co., Ltd. Due to historical reasons, bamboo leaf green tea market quite a mixed bag, authentic “bamboo leaf green” only a small bamboo leaf green tea market share. After an in-depth investigation and understanding of consumers, we found that consumers are not drinking tea and drinking tea, but rather care about the mood experience brought by drinking tea. Therefore, we believe that “bamboo leaf green” brand should not stay in the “ ”The appeal of the product attributes. But should enhance the brand added value brought by its tea culture. Market conditions: The development of the industry is immature. The performance is as follows: 1. The level of competition is low, and the products are in a natural sales state, lacking the large-scale production and circulation necessary for modern commerce. 2, the industry barriers to entry is low, decentralized resources, the lack of real strength of enterprises.