Wang Kunheng, Co-General Manager of Bama Tea, decodes the first cup of Pu-erh for young people.
On August 15, the Xin Ji Hao “Super Soft” Bingdao Online Launch Event and Million-Dollar Fan Appreciation Day were successfully held in Shenzhen. Wang Kunheng, Co-General Manager of Bama Tea, joined forces with Jin Cuodao, founder of the Explosive Product Strategy Research Center, and key partners of Xin Ji Hao to discuss new paths for brand and product expansion within the era of mass Pu-erh tea consumption, staying true to their original aspirations while engaging with the future.
Jin Cuodao, founder of the Explosive Product Strategy Research Center, analyzes the redefinition of aged ripe Pu-erh.
This launch adopted an “online + offline” integrated model, utilizing Douyin’s local life group-buying services to drive traffic to offline stores for redemption, thereby creating a closed-loop product service and empowering stores with high efficiency. Through this online launch format, a brand dialogue transcending space and geography was established.
Scene from the Xin Ji Hao “Super Soft” Online Launch Event and Million-Dollar Fan Appreciation Day.
I.
Deeply Rooted in Production Areas, Innovating through Transformation: Crafting the First Cup of Pu-erh for Young People.
As a high-end Pu-erh tea brand under Bama Tea, Xin Ji Hao has always adhered to the ancestral motto of “selecting materials from ten thousand mountains, sparing no effort in tea making.” The brand is deeply rooted in the core production areas of Pu-erh tea, maintaining strong control over resources such as the Old Ban Zhang Tea King tree, the Tea Queen, and the Bingdao Five Villages Tea Tree King. Looking at the Pu-erh tea industry, there are many consumer pain points. As the young consumer market expands and new ways of tea drinking become popular, products that are “no-pry, no-scale, no-wash” (ready-to-brew), sugar-free, and zero-calorie are gradually dominating the market.
The First Cup of Pu-erh for Young People: “Super Soft” Bing-style Chinese Tea.
Backed by abundant production area resources, Bama Xin Ji Hao continues to cultivate pioneering paths. This includes exploring “small-portion” formats for high-end tea and introducing “Super Soft”—the first cup of Pu-erh for young people. This reflects a deep love for these magical Oriental leaves and a profound insight into the new era of consumption. To increase the penetration of Chinese tea among young consumers, the brand uses “steeping tea” (men-cha) as a new entry point, pairing “Super Soft” with the Black Gold Cup to meet the diverse, multi-scenario needs of the new generation, conveying a modern value: great tea can be brewed or steeped, but steeping makes it taste even better.
Wang Kunheng, Co-General Manager of Bama Tea, stated, “Pu-erh tea has entered an era of great taste. ‘Super Soft’ redefines aged ripe Pu-erh with the dual characteristics of exceptional value and superior flavor. Quality is the cornerstone upon which the brand builds its high-end status.” As the Chinese tea industry gradually reveals a more vibrant and diverse industrial landscape, brands must integrate into the waves of the times, create quality tea, and actively seize opportunities to expand their young consumer base, allowing more people to enjoy the health and happiness of tea.
II.
A Century-Old Brand, a Ten-Thousand-Mile Tea Road: Maintaining Integrity while Innovating, Sailing the Seas to Welcome International Guests.
Founded in 1919, Xin Ji Hao originates from a century-old tea-making family. By inheriting the excellent cultural traditions of the Chinese nation and mastering unique high-quality products, techniques, and services, it has been honored as a “China Time-Honored Brand.” As such, Xin Ji Hao is committed to a path of integrity and innovation, launching a series of “small-portion” high-end tea products, innovating the consumption experience of mid-to-old aged teas, and combining traditional culture with modern aesthetics to create the innovative Shenzhen Bay No. 1 store, offering high-end clientele an exclusive tea-tasting and social experience.
Xin Ji Hao Aged Pu-erh Tea honored as a “China Time-Honored Brand.”
With the original aspiration and mission of leading Chinese tea culture onto the international stage, Xin Ji Hao continues to sail forward without pause. Riding the tide of Chinese tea’s global expansion, the brand has frequently appeared on international stages, such as the visiting series for diplomats in China and the “Italy Asti Meets Chinese Tea” Xin Ji Hao Aged Pu-erh Tea Tasting Event, welcoming guests from all over the world with a cup of mellow Pu-erh from the south of the colorful clouds.
Bama Xin Ji Hao was invited to the Provincial Government Office of Asti in the Piedmont Region of Italy to hold the “Italy Meets Chinese Tea” Bama Xin Ji Hao Aged Pu-erh Tea Tasting Event.
Throughout the five thousand years of history, tea has served as a link between people, between humanity and nature, and between people and the world. Against the backdrop of the current “Guochao” (national tide) trend, these magical Oriental leaves are embarking on a new journey, entering the public eye with a fresh posture. As a benchmark brand in the Pu-erh tea industry, Xin Ji Hao stands at the forefront, using its keen intuition and sharp perspective to expand into the young consumer market, crafting the first cup of Pu-erh for young people, creating phenomenal products, and further exploring a brand-new blueprint for the Chinese tea industry.
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Author: Lam Sam (LamSam), the Old Tea Head
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