"Supply and Marketing Fucha" Guo Chao brand innovation strategy

□ Our reporter Zhao Guanghui

Quotation

In recent years, "National Tide Style" has left unique marks in all walks of life. For the tea industry, how to use the "national tide style" to achieve business innovation, product innovation, and service innovation, it is undoubtedly the industry and the market are looking forward to it. No, Fujian Provincial Supply and Marketing Tea Group Co., Ltd., which has a history of more than 70 years, has embarked on an innovation road through the IP of "supply and marketing Fucha". The road of cultural and creative development of the supply and marketing cooperatives, and even the national tea industry provides reference.

Innovative business format "Fujian Supply and Marketing Fucha Club" old feelings, new national tide

Figures of Fujian Provincial Supply and Marketing Tea Industry Group Co., Ltd.

On May 5th, No. 133 Xiahang Road, Taijiang District, Fuzhou City, Fujian Province was very lively. The first "Fujian Supply and Marketing Fucha Club" was unveiled. This shop's appearance highlights the old, national tide, and diverse new popular teahouses allow the people of Fuzhou to relive the city's tea life, and it has also become a new business card in the historical and cultural districts of upper and lower Hangzhou.

Following the flow of people entering the "Fujian Supply and Marketing Fucha Club", the first floor is the "national tide style" aesthetic space. You can buy a variety of new tea drinks with the flavor of supply and marketing cooperatives. The exhibition area is full of well -known Fujian tea, tea, tea, and tea to meet the diverse needs of consumers. Follow the retro red lacquer wood ladder to the second floor. The breath of the times came, a rocking chair, a enamel cup, with everyone to remember the 1970s and 1980s. The yellowing old pictorial, the faded villain book, the simple grocery shop, the old radio, the squeak of the metal fan, full of historical memory.

When it comes to "Fujian Supply and Marketing Fucha Club", you have to start with the IP of "Supply and Marketing Fucha". In an interview with the China Cooperation Times · Tea Weekly, Huang Zhongfei, general manager of Fujian Provincial Supply and Marketing Tea Industry Group Co., Ltd., introduced that Fujian Provincial Supply and Marketing Tea Industry Group Co., Ltd. is an enterprise owned by Fujian Provincial Supply and Marketing Cooperative. A modern brand tea company born in 70 years of tea industry management experience. In order to stimulate enterprise development vitality and improve the efficiency of enterprise operations, in 2020, Fujian Tea Company introduced talent capital to form "Fujian Provincial Supply and Marketing Tea Industry Co., Ltd.", which was upgraded to "Fujian Provincial Supply and Marketing Tea Group Co., Ltd." in 2021, combined with supply and marketing supply and marketing The actual situation of the cooperative and the development situation of the tea industry, the group operation, put forward the business philosophy of "good tea is not expensive, the responsibility of state -owned enterprises", and the good tea that the people can afford to drink, and the "supply and marketing blessing tea" IP came into being.

Huang Zhongfei said that "supply and marketing Fucha" is a public brand of "Fu" culture in the agricultural product field built by Fujian Provincial Supply and Marketing Cooperatives, and it is also one of the most important IPs that enhance the brand image style of Fujian tea industry. He said: "We set up a professional design team to design the" supply and marketing blessing tea "identification system design to highlight the modern sense and fashion sense. The identifier is distinctive, easy to remember, and high acceptance. There must be the "old supply and marketing era" memory feelings. Therefore, the overall visual style of the identity is' old feelings, new national tide. "The first" Fujian Supply and Marketing Fujian Four Tea Club "opened in May is the embodiment of this concept. It will build a new format of the tea ecological circulation platform and grasp and do a good job in the "circulation" responsibilities that have been unchanged for more than 70 years of supply and marketing cooperatives.

Innovative products "meet the needs of consumers to buy assured good tea"

The "Chu core" series made by the old tree tea green of the field. In the future, the "Fujian Supply and Marketing Fucha Club" will also cooperate with more tea maker and master craftsmen to launch joint products.

He also specifically explained that the "supply and marketing blessing tea" brand positioning is not only reflected in the visual design of the logo, but also in the identification connotation. The original intention of this IP is to pay tribute to the purity and simplicity of everyone's heart, and pay tribute to the innocence of the 1970s and 1980s. At that time, there were no complex concepts such as "business models" and "empowerment". At that time, the business was so pure that there were only "supply" and "sales". "Supply and Marketing Blessing Tea" makes this IP more temperature and humanity, giving people a sense of closeness. In order to fit the "Gen Z" consumer group aesthetics, "supply and marketing blessing tea" has the courage to break the existing heavy packaging and light quality industry chaos in the tea industry, keep up with the trend, and strive to create a good tea that is in line with the consumption level of the people. Upgrade to young people's favorite "new national tide" and "new style".

The opening of the first "Fujian Supply and Marketing Fucha Club" marks the appearance of the new industry of "supply and marketing Fucha". The new format is like the two ends of the smile curve. One end is combined with the "tea company+cooperative+farmers", and one end directly faces consumers at the retail terminal. On the one hand, the "Fujian Supply and Marketing Fucha Club" serves farmers and provides sales channels for the province's tea companies, cooperatives and tea farmers. In the future, the "Fujian Supply and Marketing Fucha Club" will create a comprehensive circulation platform for Fujian's tea -related products and tea food. On the other hand, with sufficient, diverse, and high -quality supply, the "Fujian Supply and Marketing Fucha Club" can integrate rich, high -quality, and price -solid tea products for the people to meet consumers' needs for the living needs of rest assured tea.

Huang Zhongfei said that in terms of product categories, the tea category of "Fujian Supply and Marketing Fucha Club" is rich in full -categories such as green tea, white tea, oolong tea, black tea, jasmine tea, including "Wuyi Rock Tea", "Fuding White Tea", "Zhenghe White Tea "Anxi Tieguanyin" and other well -known Fucha products, as well as regional public brand products such as "Datian Beauty Tea", "Dwarming Burn" and "Golden Flower White Tea". In terms of product positioning, the "Fujian Supply and Marketing Fucha Club" has not only the "people can" series suitable for daily drinking, as well as the "Qingyun" series suitable for business exchanges, as well as the "China core" product produced with the tea maker. For example, the "Xixin" series of products cooperated with the well -known tea review expert Chen Yulong, the national intangible cultural heritage Wuyi Rock Tea (Dahongpao) production process inheritance, Wang Guoxing's "Guoxin" series, produced from the core Shan Innovation Services "Good Tea is not expensive, the responsibility for state -owned enterprises"

The upper and lower Hangzhou districts in Fuzhou in history reached the heyday after the "five -portal business" in the late Qing Dynasty. At that time, more than 260 commercial banks gathered on the street. Nowadays, it is transformed into Cultural Tourism Pedestrian Street. The teahouses, cafes, and cultural and creative shops in the neighborhood have echoed the style of history with the fashion atmosphere. It is a well -known "punch point" in Fuzhou. "Fujian Supply and Marketing Fucha Club" with a national tide, nostalgic, and diverse shop attitude, the "old supply and marketing" feels cleverly integrated into the old Fuzhou historical context of the upper and lower Hangzhou districts, expressing the "blessing" with the characteristics of the era culture.

Huang Zhongfei said, "Fujian Supply and Marketing Fucha Club" must first supply products, based on the "bridge for tea farmers and tea companies, and also convenient for ordinary people to drink high -cost good tea". Tea circulation platform for tea -related derivatives such as tea and tea space. At the same time, it is also necessary to supply good services with distinctive cultural characteristics of supply and marketing cooperatives.

The first is to provide citizens with a premium experience of channel brands through channel advantages. He introduced more than 3,000 existing outlets of "Supply and Marketing Fucha", and reached a strategic alliance with Yonghui Supermarket and Backgammon Higher Well -known Commercial Super League system, and launched the "Supply and Marketing Fucha" chain operation system in 2021. At present, Quanzhou Flagship Store, Xiamen Jiminjiang Road Image Store, Shanghai Image Store, Xiamen Zhongshan Road Minghui Square Store, Fuzhou Huarin Road Image Store, etc. In addition, "Supply and Marketing Fucha" actively expands agricultural products e -commerce, new retail and other businesses, strive to improve comprehensive service capabilities and market competitiveness, and enhance the brand influence of "supply and marketing blessing tea" in China and even the world's tea. I believe that the general public and consumers will see a new "supply and marketing blessing tea" image, and they will get a good brand experience.

The second is to strengthen the sense of cultural tourism experience and appreciate the life of "old supply and marketing". Consumers can establish a close contact with their parents and complete their due cultural heritage. Huang Zhongfei said that in the design of the first "Fujian Supply and Marketing Fucha Club" design, the first floor created a new -style tea beverage area that young people liked, and the second floor created the tea space that crossed the history of history, which made people return to the seventh century of the 20th century. In the age, the golden years of enthusiasm for the father and his parents were completed and completed a spiritual dialogue.

The third is to cleverly disseminate historical and culture of supply and marketing cooperatives. The "Supply and Marketing Hall" is designed on the second floor of the "Fujian Supply and Marketing Fucha Club", which is a tea culture interactive area. Consumers can taste the classic tea and creative new tea drinks in the "supply and marketing blessing tea" series, and communicate in the historical atmosphere. At present, the "Fujian Supply and Marketing Fucha Club" upper and lower Hangzhou Store has become the "Internet Red Payment Land" in Fuzhou. Huang Zhongfei introduced that in the future, the company's planning "Fucha Club" will be a thousand stores and thousands of faces. According to the characteristics of different regions, neighborhoods, and scenes, the cultural atmosphere of supply and marketing cooperatives in different places is integrated into different places. While meeting the consumer needs of young people, it naturally publicize the glory of the supply and marketing cooperatives in the past, demonstrate the new chapter of the future supply and marketing cooperatives, and let the supply and marketing cooperatives approach more. Many young people.

In order to fully implement the spirit of the important instructions of the "three tea coordination", "supply and marketing Fucha" co -organized the "International Tea Day · Fucha Xingxia" and "Three Tea Integration" development conferences for two consecutive sessions; , Push Fucha to the whole country and the world. Huang Zhongfei said that under the guidance of the Fujian Provincial Supply and Marketing Cooperative, in 2022, the "Supply and Marketing Fucha" brand will be fully upgraded. More than 30 specialty stores and franchise stores have been opened one after another, showing a beautiful situation. "Supply and Marketing Fu Tea" will always be committed to making good tea. Through the "tea company+cooperative+farmers" method, to ensure the safety of tea from tea gardens to tea cups, promote the healthy development of the tea industry, improve the quality of tea, innovate sales channels, and help help Increase the benefits of tea farmers.

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