View: tea brand presence in China Ten Mistakes
According to statistics, in 2008, China 70 000 enterprises in total output value of tea is 300 billion, with only a Unilever Lipton Tea Enterprise value as high as 23 billion yuan, equivalent to the domestic tea production value of 2 / 3.
"China 70 000 tea companies even roughly equivalent to the annual output value of a Lipton." This is the 2009 China Tea Expo, the most attractive of the news.
This has become people of Chinese tea, Chinese tea, love tea and enterprises of China and the Chinese mind the pain.
So, what causes it difficult to build the core of Chinese tea enterprises competitive?
Wrong name Enterprises common practice of Chinese tea is the tea category name (common name of tea) as a corporate brand name, put it on products Package A prominent position, focus on publicity.
West Lake Longjing tea, Huangshan Mao Feng, Xinyangmaojian, Dongting Lake Biluochun tea history, no matter how the Government such as the protection of historical reasons, they are increasingly evolved into a produced in a specific region, representing the shape of some tea category name ( generic name), not the brand.
From a legal perspective, the West Lake Longjing tea, Huangshan Mao Feng, Xinyangmaojian, Dongting Biluochun even the brand, but they are not all for a business, but for the origin of an Association or the Government. Because they are not real market actors, have no incentive to build a brand like an enterprise, and enterprises to use these names to create this is not their lack of corporate power and exclusive brands using the brand of predatory binding.
A lot of people think that name is not important, important is the quality of products and prices. They do not know the brand is the consumer's mind in the building, but the name is a symbol of thinking, you rely on your brand name to hang on to the consumers mind in a category on the ladder. Industrial development to the mature stage, the product itself has no fundamental differences, the only difference is that your name is your full name.
Brand Mistakes Appears in many tea enterprises, China's well-known trademark is the brand's highest honor.
But the brand is not a brand.
Well-known trademarks in China by the Chinese government's credit to the people in the world guarantee the quality of products, but the title was well-known trademark and access to the actual range of visibility there a gap between the. Chinese tea enterprises, there are many companies received the title of Chinese Famous Brand, these companies were well-known marks in comparison with other industries for companies Sell Much lower amount, but why do they also found it through the well-known trademark? First, it is government action; Second, the tea industry is a big part of agriculture, state support; Third, the tea industry, the lack of large enterprises, some enterprises it is relatively doing well.
In fact, even the brand name, is not necessarily a brand.
Brand awareness is an essential condition of formation, but the core of the brand is not well-known brand is more than all, of famous brand just highlighted the well-known, it is not a brand name brand.
The real core of the brand positioning of the brand that represents the brand behind the closely linked with a single concept or category view, this single idea or opinion to it from the many distinguished brands; the brand in addition to reputation, neither closely linked with a category, but not a single idea or opinion, it can not just by himself and other well-known brand distinction.
Therefore, the Chinese famous tea enterprises must not be deceived, to find its own position, is "well-known trademark" higher level premise.
I am an expert from China Crafts Suppliers, usually analyzes all kind of industries situation, such as eva foam rollers , gym exercise mat.
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