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[雜談] 茶業品牌缺失 中國式“立頓”難國際化

  CHAXIEPINPAIQUESHISHIGUOMINQIZHONGDE“TONG”。ZHONGGUOSHICHAXIESHIZHI、CHUCHANDAGUO,QUEZHIJINWEICHENGXIANYIGEXIANG“LIDUN”CHANEIYANGZAIGUOJIZHUMINGDUGAO、FAMAI“HANJINLIANG”DADEPINPAI。


  ZAIGUOJISHICHANG,ZHONGGUOCHAXIEHEZUOLISHUAI,CHUKOUJUNJIAJINWEIZUIGAOCHENGDUDE1/9。WEISHENMEZHONGGUOCHAXIE“MAIBUQIJIA”?RUOHEJINBUZHONGGUOCHAFUJIAZHI?


  RIQIAN,ZAI2013GUANGZHOUCHUNJIGUOJICHAXIEBOLANHUIJUXINGSHIDAI,GUANGDONGCHAXIEXINGYEGEJIEQIJUYITANG,ZHANYANRUOHELIYIDAZAOGUANGDONGCHAXIEPINPAI。



  近況品牌缺失,地區品牌難國際化


  ZHONGGUOCHACAICHANZAIHUANQIUWEIZHIWUZUQINGZHONG,2012NIAN,ZHONGGUOCHACHANLIANGDAODA178WANDUN,JUTIANXIADIYI,CHUKOU31.35WANDUN,JUTIANXIADIER。CIZHONG,GUANGDONGSHIZHONGGUOZUIDADECHAXIEJISANDI,CHUCHAN、FAMAI、HUAFEIZAIGUOJIJUNPAIMINGQIANXIAN,JUYOUZHONGGUOZUIDADECHAXIESHICHANG。KESHI,GUANGDONG,NAIZHIZHONGGUOJINCHAOQUEBUYIGEGUOJIZHUMINGDECHAPINPAI。


  “WOGUOCHACAICHANWUPAIQUESHI,FUJIAZHIDI,CAICHANCHIJIUCHUYUDICHENGDUHEZUO。”GUANGDONGCHAXIEJIERENSHIGAOZHIJIZHE,GUANGDONGNAIZHIGUOJIYOULIANGDUOBENDIZHUMINGDECHAXIE,DANDADUOSHIDIQUPINPAI,TIANXIAXINGPINPAISHAO,ZOUCHUGUOJISHICHANGDEPINPAIGENGSHIQIGUAI。


  GUANGZHOUMINGPAISHIWUCAICHANZENGJINHUILISHICHANG、“PUERZHANG”CHAXIEPINPAIKAICHUANGRENZHANGZHIQIANGYIWEI,ZHONGDONGFANGJIERANCHABIEDECHAXIEHUAFEIXINGSHIHEGUANZHONGSHIXIN,SHIZHISHIZHONGGUOCHAXIEPINPAIZOUBUCHUGUOMENDEZHUYAOYUANYOU。“DUICHAXIEHUAFEI,DONGFANGRENGENGCUNJUANDESHI"ANKANG",CHAXIEZUOWEIYIZHONGANKANGYINPINHUODETUIXINGHEJIEGUAN。ERZAIZHONGGUO,RENMENZEGENGZHONGSHI"WENMING",CHAXIEHUAFEIZHONGWAIXING、ZHONGYATOU、ZHONGNENDU,ERSHUHUTAZUOWEIYIZHONGANKANGYINPINDEDINGWEI,NAIZHIHENNANGUIFAN、JIQIHUA、GUIMOHUACHUCHAN。”


  “ZHONGGUODECHACHANWUCHENGCHANGYINGYI"CHAWENMING"DATOUZHEN,ZOUSHIWUCAICHANZHILU。”YINGDESHIYIPINMINGCHAXIEWUXIANGONGSIZONGSILIXIAOXINCHENGQUEYIWEI,“ZHONGHUACHAWENMINGDEHANQING、CHUANCHENG,ZHIDETUIXINGHEHONGYANG,ZHESHICHACAICHANDEJINGLIDIDIAN,DANDUICHACAICHANCHENGCHANGLAIJIANG,ZEYINGZOU"CHAWENMINGTUIXING"YU"SHIWUCAICHANHUA"SHUANGGUICHENGCHANGZHILU。”



  題目品德不不變,茶葉出口賣不起價


  GUANGDONGNAIZHIGUOJICHAXIEZUIJINJINIANLAICHUKOULIANGGURANRENGRANJIANCHIJIAODADELIANG,KESHIZAICHUKOUJIAQIANFANGMIANQUERENGRAN“MAIBUQIJIA”。LAIZIZHONGGUOSHIWUTUCHUSHOUZHIKOUSHANGHUICHAXIEFENHUIDESHUJUXIANXIAN,ZHONGGUOCHUKOUCHAXIEZAIGUOJISHICHANGSHANGJUNYUNMEIQIANKEJIN3.324MEIYUAN,SUIBIJINIANQIANDE2MEIYUANGAOLEXIE,KESHIJUNYUNCHAJIARENGSHIBIYINDUDIYUESANZHISICHENG,BISILILANKADIYUEWUZHILIUCHENG,NAIZHIBIKENNIYADECHAXIEJIAQIANYAODI20%BAIBU。


  WEISHENMEZHONGGUOCHAXIEZAIGUOJISHICHANGJIAQIANDI?YENEIZHUSHIZHICHU,WOGUOCHACAICHANZAIGUOJISHANGYEZHONGRENGCUNZAIHEZUOLISHUAI、FUJIAZHIGAODENGTESE。ERSHIWUNINGJINGYOUSHIZUIDADEFANGAI。


  CHAYANJIANYIBUFENYOUGUANRENSHICENGGAOZHIJIZHE,WOGUOCHAXIEZAICHUKOUJINGCHANGHUIYINNONGCANCHAOBIAOHUOLIYONGFEIXUKEGUIMONEIDENONGYAO,ERZHISHIPINDENINGJINGTIMUNANAOGUAN。


  ZHONGSHANDAXUECHUANSHOUQIKANGBIAOZHICHU,GENZHUCAICHANHECHENGZHENHUACHENGCHANG,YOUXIECHUSUODECHAYUANJIEJINDOUHUIHECAICHANQU,FENWEI,SHUIZHIJINGHUAYANJUN,SHICHAXIEZHONGDEYIXIEZHONGJINSHUCHAOBIAODENG。


  QIKANGBIAOYIWEI,WOGUOCHAYECHENGCHANGYAOCONG“QUANYUAN”BAGUAN,BINGCHUGETICHU“YUANSHENGTAICHAYUAN”LINIAN。JULINGHUI,CONGBENNIAN3YUE1RIQI,YOUWEISHENGBUHENONGYEBULIANXIXUANBUDESHIWUANTIANXIAJIAGUIFAN《SHIWUZHONGNONGYAOZUIDACANLIUXIANLIANG》ZHENGSHISHIXING。



  概念突破“有品類、無品牌”款式


  RUOHEJINSHENGZHONGGUOCHACHANWUFUJIAZHI?“PINPAISHIGUANTOU。”BEIJINGZHIQIJIANGLAIYINGXIAOZHENGXUNTUANTIDONGSHICHANGLIZHIQIZHICHU,ZHONGGUOCHAXIEYAOZUOQIANGPINPAI,JINBUFUJIAZHI。QISHOUXUYAOCHULIQIYEDEZIJINTIMU。ZHONGGUODECHAXIEQIYEDADADOUSHICHUANTONGDIQUXINGQIYEZHUANXINGERLAIDE,ZIJINQILIBIANJIBINIRUANRUO,NENGGOUHUOXUJIENAGUFENZHI、PUBIANLIYONGSHEHUIMUZIDENGTILIQUXISHOUXINDEJIMOUTOUZIZHE。“ZHIYAOCHULILEZIJINTIMU,QIYECAIYOUCHONGZUDEQILIJINJUNSHICHANG,ZHESHIZUOQIANGCHAXIEPINPAIDETIAOJIAN。”


  LINGWAI,LIZHIQIKUADA,ZHONGGUODECHAXIEQIYEXUYAOZENGQIANGPINPAISHUXI,CIKEZHONGGUODECHAXIESHICHANGSHI“YOUPINLEI,WUPINPAI”,CHENGGUOHUAFEIZHEYEZHINENGBIANRENCHULVCHAHUOLONGJINGDENGCHAXIEPINLEI,ERBUSHUXICHAXIEPINPAI。


  WEIBIANCEWOGUOCHACAICHANDAOCHANGGUOJIHEZUO,BINGJIANLIZAIHUANQIUCHACAICHANHEHUAFEISHICHANGZHUDAOWEIZHI,GUOWUYUANCANSHISHIZHUGUANDEHUADINGGUOCUIYANTAOJIJINHUITEDISHELIGUOCHAZHUANXIANGJIJIN,ZHUDONGCHENGCHIGUOCHAPINPAIZOUXIANGGUOJI。


  YISHANGNEIRONGZHUANZAIZIHULIANWANG,BINGBUDAIBIAOBENZHANFUHEQIGAINIANHEDUIQISHIZAIXINGDANREN。



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