Squeeze Puer Tea: Rejecting Mass Consumers

2019-05-06 10:49:52 admin 88

Bricks, cakes and clams are the classic forms of traditional Pu'er tea.

When we talk about Pu'er tea consumers, we generally think that people who like Pu'er tea and are not Pu'er tea practitioners are divided into two situations, one is Pu'er tea enthusiasts and the other is mass consumers. Many tea friends I met, they think that they are mass consumers. Their requirement is to make Pu'er tea to the level of enthusiasts, and to lower the price to the level of agricultural and sideline products. People who like Pu'er tea. However, the problem is that this part of the consumers does not represent the public. They are consumers of traditional Pu'er tea, and Pu'er tea, represented by brick, cake and glutinous rice, is destined to become popular among ordinary consumers. The product.

So who is the mass consumer?

It is not difficult to answer this question. In theory, everyone is a consumer of Pu'er tea. This "everyone" is so large that we can't classify it or justify it. But as long as you analyze the places where tea will appear, you can still find common features.

First of all, we must make it clear that the biggest attribute of Pu'er tea is drink. The biggest function of the drink is to quench the thirst. Therefore, the consumers of Pu'er tea are consumers of drinks. All the people who need to quench their thirst are theoretically consumers of Pu'er tea. But Pu'er tea is not a form of beverage, it has other forms, so the consumers of Pu'er tea should be: tea lovers who have thirst demand.

This range is relatively small, and it is better to analyze and locate, you can divide them into several categories -

First, there are people who need thirst. This is not the same as saying that it is impossible to understand the consumers of traditional Pu'er tea. Pu'er tea should not be the product that quenches thirst as the main appeal. But in fact, the reason why Pu'er tea is tea, its biggest function is to quench the thirst. Now the market of Pu'er tea is not equal to a market with mature consumption. Therefore, it is unscientific to use the current state to measure the consumers of Pu'er tea.

There are many products on the market that can be used to quench your thirst. These products are varied, the most common of which are mineral water, tea drinks, coffee drinks, cola, juice, alcoholic beverages, liquid milk and so on. If Pu'er tea is positioned to seek the largest consumer group, consumers of these products can be considered as consumers of Pu'er tea.

This is the most difficult group to develop, but if the Pu'er tea market is to be big, this crowd can't avoid it. Otherwise, Pu'er tea consumers can only become niche.

Second, there are people who have reception needs. The reason why tea has been circulating for thousands of years is not inseparable from traditional Chinese culture. One of the most important cultures in Chinese traditional culture is ceremonial culture. Tea, as an important role in the ceremonial culture, has been passed down to today, and tea is still the "hospitality of hospitality."

Friends gathering, need to pour a cup of tea;

The customer needs to pour a cup of tea to the company;

When visiting a relative, you need to pour a cup of tea.

Tea is hard to avoid in our lives. Therefore, people who are theoretically in need of hospitality are potential consumers of Pu'er tea.

Third, there are tea preferences. This is a good understanding, some people just like tea, there is no way. From this point of view, all tea preferences are potential consumers of Pu'er tea.

Fourth, the Asian healthy population. The condition of modern people's sub-health is very serious, and Pu'er tea is just a healthy product, so this one is not difficult to understand.

The above analysis of the mass consumers of Pu'er tea is, it is certain that Pu'er tea enthusiasts and enthusiasts are basically not mass consumers, the characteristics of the mass consumer group is that they do not necessarily need to know a lot of Pu'er tea knowledge, buy The reason for Pu'er tea is also very simple, that is, good to drink, love to drink, on top of this, there is a little health effect, that is the extra harvest of Pu'er tea.

As a form of brick cake in traditional Pu'er tea, what do mass consumers think of it? We can summarize their claims -

First, very troublesome. I once sent a piece of Pu'er tea to a friend. Two years later, I found that this piece of tea was lying in the cupboard of his house and asked him why he didn't drink it. He replied that it was troublesome. Like my friend, the average size is very large. They don't like to drink Pu'er tea. They are suspected of brewing Pu'er tea. Some people face a piece of Pu'er tea. I don't know where to start. It is nothing to do. Let it be put up.

Second, not good to drink. For most ordinary consumers who drink green tea, the taste of Pu'er tea is slightly bitter and not so pleasant. As we discussed earlier, the two basic elements that hinder the development of Pu'er tea are inconvenience and bad drinking. Pu'er tea gives people the impression that it is bitter, and the taste of cooked tea is like traditional Chinese medicine. The taste is really unacceptable. This is for people who drink tea. For those who seldom drink tea, if Pu'er tea can't be attractive on the taste, there are still big obstacles in popularization.

Third, it is too complicated. Ordinary consumers want Pu'er tea to be convenient and delicious. As a result, neither of these has been obtained, but it has to face a lot of Pu'er tea knowledge. If you don't learn the basic knowledge of Pu'er tea, you can hardly buy Pu'er tea. Because the quality of Pu'er tea on the market is uneven, let alone ordinary consumers, semi-professionals, I am afraid it is difficult to choose quality and cheap products.

What kind of Pu'er tea do they need for mass consumers? In fact, the most important thing is that it is: convenient and delicious Pu'er tea! A few years ago, when Pu'er tea was insane, Pu'er tea was inconvenient. As for drinking and drinking, everyone has their own opinions.

After analyzing the mass consumers, let us look at the conditions under which bricks, cakes, and oysters were born. Who are their consumers? Where is the market?

First of all, we should understand that Pu'er tea is not born with bricks, cakes, and glutinous rice. Even the production process of Pu'er tea is constantly improving. The origin of the tea that can be found is probably related to the transportation conditions at that time. Because of the difficulty in transporting loose tea, the pressing tea came into being. It can be said that in the era of pressing tea, the pace of life cannot be compared with today. Therefore, pressing tea is suitable for the era in which it was born, and for the next few hundred years, it has been insisting on the form of pressing tea. However, today's transportation conditions and lifestyle have undergone major changes. The pressing tea has continued. Is it suitable for today's consumption habits? This is a question worthy of further study.

Now, who is spending the main consumer of Pu'er? It is unbelievable to say that it is a small group of people who are consuming Pu'er tea, such a booming industry, but only a few consumers. (Most Pu'er tea is collected by investors and waits for a few years to appreciate!)

For the current main force of Pu'er tea consumption, Pu'er tea does not need much improvement, and even does not need any change at all, because most of them have found a product that suits them. Moreover, they are the opinion leaders of traditional Pu'er tea and the spokesperson of Pu'er tea.

This situation is becoming a thing of the past.