高级搜索

“胖东来”茶叶超市对我国茶产业发展模式创新的经验启示

Enlightening Pangdonglai's Tea Marketing Experience as Exemplary for Industrial Development

  • 摘要: 我国茶产业在规模扩张的同时,存在信任缺失、渠道低效、标准模糊、品牌薄弱、场景陈旧等痛点。通过对胖东来茶叶超市“高透明、高效率、高体验”销售模式的系统解构,详细梳理其在产业链重构、质价体系重塑、产品结构优化、场景体验升级、数字运营及品牌IP塑造等方面的实践经验,提出4条参考建议:构建信任经济机制,完善分级标准体系;优化供应链条,聚焦产品本质;重视服务体验,创新营销策略;塑造品牌IP,激发市场活力。旨在推动行业从“卖农产品”向“卖信任、卖体验、卖文化”转变,实现现代化转型与价值提升。

     

    Abstract: Despite the impressive market expansion in recent years, the nation’s tea industry has been persistently plagued by serious shortcomings. Among them, low consumer confidence in products and operation, ineffective marketing and distribution system, ambiguous standards, weak brand presence, and outdated promotional strategies. Transition from commodity sales to building a loyal consumer ecosystem on the products and business can not only benefit operational profit margin but ensure a sustainable, thriving industry in the evermore competitive modern marketplace. This article conducted a systematic analysis of the working model as executed by Pangdonglai Tea Supermarket in Henan and identifies the key factors that led to their success to be (A) transparent operation, (B) efficient management, and (C) satisfactory clientele experience. These characters were manifested in the company’s policy in balancing product quality and pricing, optimizing product mix, delivering satisfying consumer services, digitizing operation system, and striving for IP-protected brand name building. Using their experience as an example, this article presents strategies recommended for the tea industry to nurture entities based on consumer trust by operating with functional mechanisms that embrace transparent hierarchical standards, streamlined supply chain, market-oriented innovative products, publicly acclaimed customer service, progressive PR, and IP-protected brands.

     

/

返回文章
返回