“The main consumer group has changed; we should now capture the taste buds of consumers from the 80s, 90s, and 00s generations… ‘Let young people fall in love with drinking whole leaf tea.’ ‘We must turn Pu-erh tea into a consumable product to increase tea consumption…’ ‘We need to study consumption scenarios, making products visually appealing, convenient, and portable.’ Recently, as many traditional Pu-erh tea markets encounter bottlenecks and brands and enterprises are contemplating their next steps for transformation, similar viewpoints are frequently mentioned. This also demonstrates that the industry truly recognizes the changes in the consumer market and sees the evolving needs of the younger generation; it also shows a desire to be seen by young people, to have brands redefined, and an attempt to ‘bring the youth under their wing.’ However, many times, people find it difficult to avoid a certain ‘law of helplessness’—understanding the principles, yet still struggling to live well in this life.”
The trends have been recognized. The direction is visible, but returning to the level of reality, some find there is no clear starting point, or even if attempts are made, few enterprises can truly grasp the essential logic, make decisions, and refine effective products. In fact, when we first consider the aforementioned issues regarding young people, mass consumption, fast-moving consumer goods, etc., we are more or less involving the field of new retail, which differs significantly from traditional Pu-erh tea sales channels, product strategies, and other aspects. However, in recent years, facing market trends and changes in philosophy, many innovative tea companies, emerging tea brands, and traditional established tea enterprises within the industry have made many beneficial explorations. We can, to some extent, find certain paths through their practices and retrospectives.
No.1
Aesthetics + Health & More Young Attention
In 2021, the Di Bo Er Pu-erh tea “Zhen” series, which had continued for nearly 10 years, underwent a comprehensive packaging adjustment. The product packaging, which was previously more traditional and realistic with a theme of Yunnan ethnic customs, was completely transformed into simple, small square boxes. Different flavors were distinguished by different yet light colors, paired with an artistic pattern of golden tea leaves; Rose Pu-erh used a light pink color favored by women, Chenpi Pu-erh chose a bright orange, and Nuoxiang Pu-erh featured a more tech-oriented, cool silver-grey, making storage quicker and more convenient.
On the outer packaging, “New Generation Chinese Tea” and a concise three-line introduction to the Zhen products are prominently printed. Although the essence of the product has not changed, after the packaging adjustment, the new Pu-erh tea Zhen series bears little visual connection to past Di Bo Er products. Yet, it is precisely this makeover that has led to considerable growth in the regular sales of Di Bo Er Zhen, with a noticeable increase in the frequency of orders from distributors.
Wang Fuquan, Deputy General Manager of Tianjin Di Bo Er Sales Company, believes that visual upgrades and packaging adjustments are products of the era. For products to continuously attract the attention of consumers, especially young people, they must first meet the requirements of the era visually; they must find it appealing and aligned with their aesthetics at first glance, which can then trigger curiosity, generate interest, and lead to a purchase. Therefore, whether the first impression can capture the preferences of young people is extremely important.
After recognizing this key point, Di Bo Er did not make blind adjustments; instead, they organized the brand’s advantages and accumulated experience formed over many years. Backed by Tasly, a group with modern Traditional Chinese Medicine pharmaceutical technology, Di Bo Er has achieved fruitful results in areas such as the extraction of core substances in Pu-erh tea, innovative product forms, and comprehensive research on efficacy. Meanwhile, through years of channel accumulation, they have further refined the overall Di Bo Er consumer profile. Based on Di Bo Er’s innovative product forms, the “double high” population (high-knowledge, high-income individuals) are heavy users of Di Bo Er products, primarily concentrated in economically developed first- and second-tier cities along the coast and major rivers; their prominent labels include professionals in finance, media, doctors, government officials, and white-clans. Their characteristics of high awareness and high purchasing power also determine their pursuit of health and their higher acceptance of technologically innovative products. At the same time, the sales channels for these products have expanded to include new consumption venues that these populations are more accustomed to and favor, such as premium supermarkets like Ole’ and Yansha Department Store.
—
Author: Lam Sam (LamSam), the Old Tea Head
ZENTEA MANOR
Alliance Supply Chain Services Limited
Unit 902-3, 9/F, Mini Cube, 10 Sam Chuk Street, San Po Kong, Kowloon, Hong Kong
www.zentea-shop.com Email:info@zentea-shop.com
