On June 25th, on the occasion of the twelfth anniversary of the establishment of Xiaocan Tea, the founder "Du Guoying" opened a "transparent" press conference for the public, announcing that from now on, it will notarize and authenticate its entire line of products, and carry out full traceability and fidelity notarization with "safety fidelity, mountain fidelity, and year fidelity", and open source 135 tea-making patents to the society, and the new tea drink "Bawang Chaji" has become the first authorized partner of patent open source.
A "transparent" press conference, the fidelity of the notary office, 135 patents open source, 100 yuan low-cost products, the 12th anniversary brand conference of small pot tea can be said to have many highlights. In terms of the notary system, tea as an agricultural product, a major industry pain point is the lack of a standardized measurement system, what is "good tea, famous tea" has become a metaphysics, which also makes the tea industry chaotic. The introduction of the notarization and fidelity mechanism of the small pot tea innovation is a new attempt to standardize the tea industry while strengthening the trust foundation of the small pot tea brand.
In addition, the small pot of tea announced the "135 patents open source" plan, which is obviously a bit borrowed from "Tesla", but it is still very commendable in terms of behavior. Of course, Du Guoying, as an entrepreneurial maniac, has become his lingering personality label with the glorious history of "good back, good memory, E person, E book, and 8848 mobile phone", which also makes the small pot tea brand look down on by the outside world from the beginning of its establishment.
But today, judging from the facts, the 12-year-old small pot of tea may not be a big success, but it is definitely the representative and banner of brand innovation in the Chinese tea industry, and its unremitting continuous investment has also improved the negative perception of the outside world, as Du Guoying said: "Chinese tea, it is my belief for the rest of my life", perhaps this is really the last stop of the highly controversial "Du Guoying" entrepreneurship.
But the "sincerity" of all this seems to be not worth mentioning in the face of stereotypical cognition, and what really sparked heated discussions in the outside world is that the founder Du Guoying responded to the long-standing public controversy over the label of "masterpiece" on the 12th anniversary, saying "solemnly apologize to everyone". And decided to completely abandon the slogan of "masterpiece" and move to a more transparent and responsible market communication strategy. Some people questioned its sincerity, too contrived, and thought it was the re-harvest of the "marketing master", and some people even put "Tinghuajiu, Zhongxuegao" and other brands Zhang Guan Li Dai to implement "verbal criticism" for no reason.
Is a small pot of tea really not to be trusted? In addition to the high pricing and demonization of small pots of tea products, the branding of small pots of tea in the tea industry, the definition and continuous attempts of consumer goods for tea standardization, the investment and construction of heavy assets in Huangshan Super Factory and continuous investment in scientific and technological research and development, 12 years of deep cultivation of the original leaf tea track, the release of the "dare to fidelity" strategy and "patent open source", aside from the so-called feelings and the dream and mission of Chinese tea, the innovation and attempts made in the tea industry since the establishment of small pots of tea are still worth being expected and affirmedIt should never be a mindless questioning of the moment.
I believe that many people will take the "IQ tax" to talk about things, not to mention that today's three major brands of small pots of tea have ration tea as low as 100 yuan, return to the essential logic of market supply and demand, and eliminate the quality problem of "fake and shoddy", this "iron hat" is a little too strong in the small pot tea brand. In terms of the controversy of "master's work", it is understandable to be suspected of false propaganda and misguidance, but if you are entangled in the logic of "a master fries 250 million tea a year, and the master personally roasts tea", it is really a bit of "If you want to add to the crime, there is no excuse".
In addition, five years after the "masterpiece" incident, the founder publicly apologized at a major node such as the brand's 12th anniversary, which many people thought was for the hype of the topic, and the apology was to increase the attention of the small pot tea press conference. But you must know that this 12th anniversary press conference, from the fidelity of the notary office, the open source of 135 patents, and the linkage of "Overlord Tea Lady", this series of "materials" is fierce and sufficient. I believe that what Xiaocan Tea hopes the outside world will remember may be the groundbreaking "dare to be true", open-source technology sharing, and open win-win cooperation, and never want everyone to remember the founder's apology and recall the brand stain of "masterpiece" again.
So why apologize at this time? The author prefers to understand that the current is the small pot of tea brand in a critical period of development, from the release of the three major brands, the layout of low-cost products, and the opening of investment promotion, Du Guoying, the founder, is unwilling to let the small pot of tea have been burdened with this doubt and criticism, which is also the reason why he expressed "I am relaxed" after apologizing, and this expression really looks very relaxed.
As an entrepreneurial maniac, Du Guoying's brand criticism and questioning are not a lot, but a public apology should be the first time, if it is for the "masterpiece" to apologize, then the first time to apologize five years ago is the best time, and Du Guoying, who is good at marketing, must also understand the first principle of crisis management. In addition, for any founder-type company, it cannot be said that the internal is a word, but it is extremely difficult to make the "top leader" of the enterprise bow and apologize to the public.
The above is not to "whitewash" the small pot of tea, from a rational point of view to observe the small pot of tea twelve years later, it is for the promotion of Chinese tea standardization, the layout of industrialization, and the innovative attempt of the "transparent and honest" system for consumers, all of which are believed to be "more beneficial than disadvantageous" for Chinese tea, and marketing is not shameful, on the contrary, the most lacking thing in Chinese tea is marketing, and the original leaf tea is too far away from the mainstream vision. In recent years, after the new consumer brand "beating the drum and passing the flowers", there are very few people who have really survived in the market, and the small pot of tea that has been criticized for not living for 3 years has gone through 12 years, and "alive" is enough to explain everything.