Brand: Chu Chafeng
Industry: Food & Beverage
Service time: 2023
Service mode: brand project service
Service content: brand strategic planning, product strategic planning, brand image design, opening activities, marketing promotion
▎ Ancient rhyme, mellow Chu tea
The idea of rejuvenation determines the strategy of rejuvenation
The younger tea drinking culture has leveraged the hundreds of millions of markets
Through in-depth industry analysis, market research and consumer research, we have carried out a series of systematic planning from business model to brand strategy, from product system and store operation, to the close cooperation of the Chu Chafeng team, in just two years:
1) Continuous brand exposure
2) Store performance has improved significantly
Since its listing, Chu Chafeng's original Chu Feng tea drink has quickly won wide acclaim and enthusiastic pursuit in the market. Tea lovers have said that it not only satisfies their pursuit of high-quality tea, but also brings an unprecedented tea tasting experience, and is also in line with the younger tea drinking experience.
▎The era of young brands has come!
In China, the new generation of consumption concepts and a new market environment have intensified the rapid iteration of enterprises.
The fierce competition and the fragmentation of information are driving the rapid replacement of brands, and China has entered the era of fast brands.
▎The market is changing, only the dream remains the same!
We believe that in the new era, especially in the younger era, the traditional brand operation mode can no longer meet the needs of the market, because it is too far away from consumers, and now whoever is closest to consumers will be able to win the market.
Only by injecting youthful genes into the brand can we quickly seize the market and win the competition.
Through market trends and consumer needs, Meiyu deeply integrates corporate strategy, brand strategy and marketing strategy in three dimensions. Innovation-driven, innovative traditional market! Help formulate the entire rejuvenation strategy from "brand to product to traffic to operation to investment", and provide brands with five-in-one brand marketing full-case landing services.
With the continuous rise of the economic level of the mainland, the per capita disposable income of the people is showing a rapid growth trend, and people's pursuit of beverage quality is getting higher and higher.
Through multiple rounds of communication with the brand's core team, we learned that the founding team of the Chu Chafeng project has been working in the tea / tea industry for many years, has a deep understanding of tea and tea drinks, and has a relatively complete grasp of tea research and development technology. For an in-depth understanding of the current status of the Chu Chafeng project, the direction of future strategic development and the design style, we have preliminarily formulated four major goals for this cooperation:
01. Create a tea brand with regional characteristics in Hubei
With Wuhan, Hubei Province as the core birthplace, we will create a Hubei tea brand with regional culture, healthy and delicious and social functions to meet the leisure and relaxation of different groups of people in various scenes of daily life, and become the first brand of tea drinks on behalf of Hubei
02. Explosive product strategy, plan the strategy of the product line
By planning different product lines and micro-innovative products, we can create a popular product strategy to meet the needs of the target group, and clarify which are traffic products, which are profit products, and which are star products; Steadily, step by step, and gradually occupy the market!
03. New image, quickly increase store sales
Through the new brand concept and brand VI design, the visual image and shopping experience of the brand and e-commerce will be enhanced, and a new brand in line with market demand will be created, and finally the store sales and turnover will be rapidly increased, and the future investment will be prepared
04. Shape the exclusive brand regional culture of Chu tea style
Through the unique Hubei characteristic products of Chu Chafeng, the heritage culture of Jingfeng Chuyun is conveyed, and the traditional culture of Hubei is expressed in a younger way, so that more people can understand the brand culture of Chu Chafeng.
The essence of business is to solve social problems
If you want to do big business, you have to solve problems for the industry/society!
Through in-depth observation, Meiyu has made a detailed research and analysis of the current market of freshly made tea brands:
Hey Tea, Nai Xue's tea, Lele Tea main high-end brand/product route, the average customer unit price is relatively high, basically around 25 yuan, in the blessing of capital boost, through the unique, distinctive high-end brand / product marketing methods, firmly occupy the position of high-end image in the hearts of consumers. By focusing on the sinking market, Mixue Bingcheng has covered the most extensive and large number of cities and consumer groups, plus a certain brand marketing strategy, which has also gained high market attention.
In the end, we found that the regional characteristics of Chu tea style are actually an important differentiation, which is worth digging into:
Chu Chafeng is located in Wuhan, in the Jingchu cultural circle, to undertake special drinks and snacks from all over Hubei, and has the geographical advantage of being close to the water, which is conducive to production and inheritance.
We conclude that in terms of brand building, we should first adapt measures to local conditions, dig deep into the product characteristics, application and promotion of different regions. Chu Chafeng is located in Wuhan, in the Jingchu cultural circle, to undertake special drinks and snacks from all over Hubei, and has the geographical advantage of being close to the water, which is conducive to production and inheritance. Secondly, for such a distinctive freshly made tea brand, we should convey the brand's unique aesthetic through a new brand concept and brand VI design. Finally, create a brand culture with a sense of identity, so that consumers can identify with identity, culture and values, and then further improve brand loyalty, thereby increasing sales.
In terms of product strategy, product planning should be in line with market demand, and the current younger generation has become the main force in the tea consumption market. From the perspective of the consumption habits of this group, the consumption scene is dominated by offline interactive experience, focusing on consumption experience and being willing to buy good times. Therefore, product line planning is based on consumer preferences, and at the same time, the characteristics of the product need to be clear, whether it is the name, taste or packaging design, it should be easy to remember and recognize. In terms of specific product ingredients, we have noticed that the consumer trend is gradually developing in the direction of sugar reduction, low GI and health, so that consumers can drink with confidence.
In terms of service experience, you can learn from the store management experience of mature tea brands. Establish unified service standards and pay attention to staff training, in addition, consumer experience tests such as discounts and marketing activities can be conducted frequently in stores to enhance the service experience.
With the development of the times, we have found that the product planning and business model of traditional freshly made tea brands can no longer adapt to the habits of tea drinking in the new era, and the quality of tea products on e-commerce is uneven, which cannot meet consumers' needs for quality and taste, and at the same time, the younger tea culture cannot be satisfied, as well as the rapid rise of new retail, and there are many giants.
Meiyu deeply thinks about the development law of society and enterprises, and puts forward a unique strategic idea of rejuvenation, Meiyu believes that the brand is people, people have birth, old age, sickness and death, and the brand is the same, a good brand should always remain young, young is not equal to age, young is a state, is the brand's internal DNA and thoughts, through young innovation, exploration, data, iteration, personality and other thinking, to promote the innovation and development of enterprises at different stages, to achieve the sustainability of enterprises, to ensure that the foundation of the enterprise is evergreen.
#社会问题洞察
If you want to find the key to breaking the situation, you must first understand the four aspects of social problems
▎ Social pain points
At present, the collective corporatization of regional tea brands has rapidly expanded to the whole country. Some regional brands in the country, products, supply chain capabilities have obvious shortcomings, some regional products may not be suitable for local habits, therefore, should be in the brand positioning period on the digging of local specialties for product research and development, combined with the actual situation of consumers for product line planning, in the operation of the landing level, should pay attention to the landing upgrade, so that the supply chain and brand scale matching.
▎ Pain points of the industry
The brand recognition of the early ready-made tea drinks led by Nai Xue's tea and Hey tea is difficult to reverse, the competition is fierce, the focus is on decoration investment and service, the business risk is large, the traditional big brand model is too heavy, and the development is obviously hindered. The rapid rise of new freshly made tea brands based on ancient tea and Bawang tea is based on fast digestion and Internet marketing, with high brand recognition, but there are many giants and great competitive pressure.
▎ Customer's pain points
The development of the tea market has gone through many stages, and the needs of consumers are constantly changing. From the initial pure payment for happiness to the current pursuit of health, this also puts forward higher requirements for freshly made tea brands, from taste, taste to raw materials, as far as possible to achieve sugar reduction, low sugar, low calorie.
▎ Pain points of enterprises
Although Chu Chafeng has excellent resources in product research and development, raw material supply, etc., it lacks the experience and team to operate the brand of tea stores, and needs a consulting company from strategy to tactics to execution to support them to land.
▎Brand positioning
Through a deep insight into the above 4 major pain points, as well as an in-depth understanding of the founding team and products of Chu Chafeng, Meiyu proposed the brand positioning of "Original Chu Feng Tea Drink" for Chu Chafeng!
This sentence contains Chu Chafeng's sense of responsibility and mission to achieve high quality of the freshly made tea brand, and to achieve a veritable "original Chu Feng tea drink", it is necessary to focus on two aspects:
First: brand concept, to create a unique Chu culture of tea brand, in the brand image, brand value, concept and other aspects of the transmission of Chu culture, to create Hubei Province's own characteristic tea brand, to help Hubei culture to go out, Hubei cuisine to go out, dig deep into the connotation of Jing Chu culture, the use of products and brands to promote and promote, for the public's cultural self-confidence to contribute to the meager force;
Second: product development, Chudi small materials/refreshments, highlighting regional characteristics. The tea soup uses a unique tea base to create differentiated products and reshape the unique Chudi drink in the way of new tea drinks.
Specifically, in terms of brand building, first of all, we should adapt measures to local conditions, dig deep into the product characteristics, application and promotion of different regions. Taking Chu tea as an example, Wuhan, located in the Jingchu cultural circle, undertakes special drinks and dim sum from all over Hubei, and has the geographical advantage of being close to the water, which is conducive to production and inheritance. Secondly, for such a distinctive freshly made tea brand, we should convey the brand's unique aesthetic through a new brand concept and brand VI design. Finally, create a brand culture with a sense of identity, so that consumers can identify with identity, culture and values, and then further improve brand loyalty, thereby increasing sales.
In terms of product strategy, product planning should be in line with market demand, and the current younger generation has become the main force in the tea consumption market. From the perspective of the consumption habits of this group, the consumption scene is dominated by offline interactive experience, focusing on consumption experience and being willing to buy good times. Therefore, product line planning is based on consumer preferences, and at the same time, the characteristics of the product need to be clear, whether it is the name, taste or packaging design, it should be easy to remember and recognize. In terms of specific product ingredients, we have noticed that the consumer trend is gradually developing in the direction of sugar reduction, low GI and health, so that consumers can drink with confidence.
In terms of service experience, you can learn from the store management experience of mature tea brands. Establish unified service standards and pay attention to staff training, in addition, consumer experience tests such as discounts and marketing activities can be conducted frequently in stores to enhance the service experience.
#楚茶风企业战略三步走
The first stage: brand system building, the first store opening, 3-5 stores run through the data
Focus on the leisure scene of students, quickly complete the construction of product and brand system, run through the store sales data, mainly offline physical stores in the early stage, and open more stores after running through the data in the future, and form a certain sales accumulation, complete the task goal, improve brand awareness and influence, so as to achieve a certain sales
The second stage: 100-150 stores, Wuhan area influence
Expand the demand for tea drinks among users, build a richer product system, based on the accumulation of store sales in the early stage and run through the data, expand 100-150 stores in the form of franchise, feed the brand with products, form a brand that has begun to take shape in Wuhan, continuously improve the product and service system, realize more regional characteristic products, and improve peripheral products, and prepare for investment promotion, and build more Hubei cultural characteristic products in the future.
The third stage: ecological construction, new ecology of tea, and full output of cross-border cooperation
Product upgrading and optimization, channel upgrading and optimization, brand cooperation, global channel expansion, and expanding dealer cooperation methods can be considered to attract investment and join
#楚茶风产品线规划
▎ Product 721 rule
According to the 721 law of Meiyu product strategy, through the drainage model, image model, and profit model, the product system is reasonably matched, the product system is optimized, the key products are highlighted, the product line is simplified, and the consumer choice is guided to reduce the cost of consumer choice and promote product sales. At the same time, the development of four seasons colorful (fruit tea), milk tea flavor (milk tea), and other profit-oriented products, carrying 20% of the traffic. Finally, to create a high-end series of refreshments, as the treasure of the store, distinguish from other competitors, and carry 10% of the traffic.
▎Product standardization
Meiyu believes that on the basis of existing cognition, we will innovate products and subvert scenarios with lower risks. Based on standardization, disruptive "micro-innovation" can lead the market.
Product standardization is the trend of the future:
First, through the digitalization of the supply chain, the standardization of product raw materials is solved, and 95% of the process is solved in the factory.
Second: develop new Chinese-style regional innovative tea according to traditional Chu tea innovation, and update products in stages and rhythmically to ensure product standardization.
Super aesthetics is not a simple super symbol, but a deep combination of marketing and art
Meiyu's super aesthetics is to establish an aesthetic system with marketing and art as the core, rather than a single super symbol, and express the essence of marketing with artistic techniques. Art is the surface, marketing is the inside. From the discourse system to IP to LOGO to VI, to stores to materials, it is a deep integration of business and art, which can not only meet the needs of marketing, but also express the appeal of the brand.
#落地及效果反馈
In the end, we witnessed the transformation of Chu tea from a new brand to a mature tea brand, making modern innovation on the basis of traditional Chu tea, becoming a more youthful freshly made tea brand, realizing the rapid rise of 0 to 100 stores, and becoming another miracle in the case of Meiyu strategic consulting team!