Author(s)

Yuan-Yuan YANG

Corresponding Author

Yuan-Yuan YANG

Abstract

With the coming of the era of consumption upgrading, consumers pay more and more attention to the added value and spiritual and cultural significance of products when they consume. As one of the industries with a long history and culture in China, tea has attracted the attention of young consumers. The post-80s and post-90s have become the main force of tea product consumption. They pay more attention to brand culture and value while purchasing tea. Through the analysis of the tea industry market, the paper finds that the market consumption potential of the tea industry is huge and there are many competitors, but the tea enterprises generally lack of brand culture. In 2014, Beijing Xiao Guan Cha Co., Ltd. was founded and its brand name was determined to be "Xiao Guan Cha ". Later, it took only four years for " Xiao Guan Cha " to become the No. 1 brand communication power of China's tea in 2018, which was quickly recognized by consumers to highlight its brand cultural influence in the market. In the study of the company, we found that it successfully attracted consumers' attention, recognition, successfully achieved consumer experience and paid for products through "Great masterwork" brand culture positioning, differential pricing packaging culture and scene resonance advertising culture. These cultural marketing strategies can be used as reference for other tea industry enterprises.

Keywords

Xiao Guan Cha;Cultural marketing; Tea brand