Tea company expansion project planning book

According to historical research, since the Tang Dynasty, tea has become an indispensable commodity in social life. There is a poem "Seven things to open in the morning, rice, oil and salt sauce vinegar tea" explains the importance of tea. Tea has been with us for more than a thousand years, and our life will still be inseparable from him.

By the end of 2009, the annual sales of the domestic tea market is about 240-25 billion yuan, and the total long-term sales are expected to reach XX million yuan. However, the domestic tea market has been in a disorderly and disorderly competition. The manufacturers in the producing areas are affected by various factors, and they are still in the era of small-scale peasant economy. They are small in scale, high in cost, weak in technological innovation, backward in processing technology and equipment, and not in quality control systems. Perfect; subject to factors such as capital and scale, it is unable to build a brand. In terms of the sales market, there is no real brand name product in the country. Some local brands have high geographical restrictions. Expanding on a larger scale. Although the number of individual tea houses is huge, due to the small scale, the quality of the products is mixed, the price is confusing, resulting in serious social credibility. Foreign brands such as Lipton are difficult to match the consumption habits of most people because the products are concentrated in tea bags. Although it has a very high brand reputation, it is difficult to become a mainstream market in a country with a profound tea drinking tradition.

It is hard to imagine that in today's highly developed market economy, there is such a huge and highly growthable industry, but there is no real brand name, and no interest group has invested resources to build a well-known brand. Zhang Yiyuan, How many people know Wu Yutai out of Beijing? West Lake Longjing, Biluochun, Anxi Oolong, and Yunnan Pu'er are well-known, but who can tell which brand of products has quality assurance?

Project theme

With a modern chain business model, we integrate domestic famous tea resources with a single brand, take quality as the foundation, build a letter to the people, establish the concept of safe tea, seize the terminal market, and create a real brand in the tea industry.

Project background and market status

Tea is a traditional Chinese consumer product and an important part of Chinese traditional culture. Chinese people have deep-rooted tea drinking habits, and social life has a profound tea culture. Tea is an indispensable part of Chinese daily life. China is also the world's largest tea consumer and the second largest producer.

Consumer psychology and needs

For consumers at the sales terminal, the status quo of the tea market is a mess, and there is no way to start. Now, if you buy any other kind of daily necessities, you can come up with at least a few brands of goods to buy, but the basics of tea The above can only follow the feeling, a little bit of knowledge of this consumer according to the color and flavor, according to the price level, the concept of the brain can also make a rough, but physical and chemical indicators such as pesticide residues, heavy metal content There is no way to talk about it. With the improvement of living standards, consumers' requirements for food safety have been greatly improved. The state has also paid more and more attention to food safety. Public opinion reports on the excessive physical and chemical indicators of tea and the failure of production sites to meet health standards. Constantly, the overall inspection pass rate is only 60%, which makes consumers obviously confused when purchasing tea. The market urgently needs to create a strong brand with good reputation and credibility to meet the public's consumption requirements. Whether it is green tea, flower tea, oolong, Pu'er, I don't want to be a professional: buy tea, I only need a safe and quality Brand.

Feasibility argument

One. As an occupier of the end market, it helps companies enter the capital market with the help of modern agricultural concepts, environmental concepts and retail concepts.

two. As an agricultural industrialization project, it is original in the industry, in line with national industrial policies, and also in line with the path of innovation and development, and is easily supported by policies.

three. Through the direct meeting of production and sales, the scale of operation, it is conducive to reducing intermediate links, reducing costs, and rationally controlling the selling price. While controlling some of the high-quality resources, the manufacturers also get good benefits. The increase in income of tea farmers also enables consumers to Buy tea at a reasonable price.

four. As part of the traditional culture, operating a high-quality tea brand and promoting the development of the tea culture makes it easy for companies to achieve a high social reputation, which is conducive to enhancing brand value.

Fives. Through the franchise franchise and franchise mode initiated in the tea industry, under the strong brand marketing strategy, the fixed asset input cost can be controlled to the maximum extent, and the terminal market can be quickly occupied, and the largest piece of cake for sales, retail profit

six. The tea industry has good growth, and the preemption of the terminal is equal to preempting the commanding heights of the future.

Brand Concept

Based on quality, relying on the brand, multi-variety single-brand chain franchise monopoly, to create a Chinese tea brand with long-term vitality, excellent corporate culture with market credibility and social reputation.

Organization

Head office, manufacturer, retail terminal

The head office is mainly responsible for brand management and maintenance, business logistics, quality control, store promotion, audit, financial accounting, and administrative affairs. The brand management department is responsible for brand, corporate logo, overall style design and maintenance, corporate culture and promotion, media liaison, public relations, advertising planning, new product promotion, etc.; business department is responsible for product raw material base, manufacturer selection, new product development logistics Distribution, etc.; quality control department is responsible for quality inspection, packaging, inspection, new product development, etc.; store promotion review department is responsible for the promotion strategy of the store, franchisee promotion, review, opening preparation, store cancellation, employee education, etc., financial department is responsible for financial accounting , cost control, etc., the administrative department is responsible for daily administrative matters, the establishment of the company system, computer network maintenance, e-commerce, and law.

The manufacturer joins by way of contract or share, and supplies products that meet the corresponding hygiene and quality standards according to the requirements of the head office. The franchise store is responsible for product sales, local promotion, follow-up services, etc.

Operating principles and strategies

Principle: Only sell tea of ​​your own brand, only sell tea that meets the corresponding hygiene and quality standards.

As a commodity, tea has the commonality of other commodities and its unique personality. There are no more than one hundred varieties in the country, and there are no more than one thousand kinds according to the naming. Each one has high, medium and low grades. As a single brand management, it is necessary to select representative varieties and plan to select suitable regions nationwide. , manufacturers, the previous period does not exceed 15? A large variety is suitable, and it is added by way of shareholding or contract signing. Manufacturers must pass qc certification. Products must meet the corresponding hygiene and quality standards before leaving the factory. The hygienic standard is the absolute elimination standard, and at the beginning of the business, The head office needs to have a strict calculation on the quantity and price of the goods. On the one hand, it attracts qualified manufacturers to join, and on the other hand, it controls the sales risk. This may also be a difficult point in the previous period. !

Brand is the lifeline. Can you create a reputable brand with credibility and reputation? It is the foundation of a brand-run enterprise that can last forever. The extension of the brand requires the enterprise to invest huge capital and manpower to build and maintain. Especially in the early stage, it needs to make large investments in the media and social public relations, in order to create a brand that is known by the society in a relatively short period of time. Whether to recognize this industry, whether it is approved, or whether it is willing to make upfront investment in this area is the prerequisite for starting this project. ! The connotation of the brand is whether a company has a noble corporate culture. As a tea industry, it has cultural advantages that are unmatched by other industries. The connotation of the brand requires every employee to consciously maintain and strive to improve their own quality. Enterprises also need to be consciously Employees create an atmosphere of humanistic care, and always reflect the brand's sense of responsibility to the society. The society will truly recognize your brand. It is not just to know that you are a brand. Only by the public, it is the source of the brand's prosperity.

The establishment of large customer files, after-sales return visit system, appointment delivery system, name, special product reservation system, is conducive to improve service levels, enhance customer sense of belonging, and establish a stable customer base. Establishing a risk early warning system and a crisis public relations system, and establishing friendly relations with relevant government departments, quality inspection, scientific research departments and mass media will help enterprises grasp policy trends in a timely manner and enhance their ability to withstand market risks.

The naming of brands and company names should be unified as much as possible. As a brand promoted to the whole country, the naming should exclude local colors and reflect the style of the people. At the same time, it is necessary to formulate a unified logo, a unified decoration style, and focus on the product grades above the mid-range. The level of consumption is mainly based on urban middle-income people. The style should not be luxurious, highlighting the traditional style and embodying the color of modern enterprises. It should give people a pleasant, credible, temperamental appearance.

The setting of the store and the geographical layout, the head office should be in the central city with strong consumption power and traditional tea drinking, suggesting Beijing, Tianjin, Shanghai, Hangzhou, Guangzhou, Chengdu, Qingdao, Jinan, Dalian, Chongqing, Fuzhou, Xi'an, Taiyuan A flagship store is opened around five cities, with an area of ​​200 square meters? The above is appropriate, in order to help build the brand, establish an image, and facilitate the next promotion. Driven by strong advertising, in the central city with district as the boundary, sub-central cities and prefecture-level cities with large market demand, Baiqiang County will do the promotion and promotion. After reaching a stable number of stores and sales, it will be promoted to the next level. . The location of the first batch of stores should be in the vicinity of commercial areas, large supermarkets, and hypermarkets in order to obtain a relatively easy and high sales. The disadvantage is that the rent is high.

Actively build an online sales platform. Under the premise of brand operation, online sales can not only save costs, but also help to market to a wider range of people. In line with eu standards, high quality teas of the US and Japan can be directly sold to consumption. In the hands of the person. Actively invest in new product research and development, promotion, combined with market tastes, cater to consumer demand, launch two new varieties each year, not only can promote sales, use resources, but also help guide the market and continuously enhance brand vitality.

Strictly control product quality, ensure that any product of this brand meets national standards, and gradually establish a complete testing organization to maintain good interaction with national quality inspection agencies. Focus on employee training, excellent employees are the company's greatest wealth, must carry out strict professional pre-job training for front-line employees of the store, recruitment should be based on the original professional knowledge of tea practitioners, training should include two major items, etiquette and Professional knowledge. Establish standard service specifications, reward and punishment systems. Use electronic systems to increase efficiency. Establishing a complete inventory sales system can greatly improve management efficiency, timely grasp the sales situation of goods in different regions, stop the phenomenon of private goods in stores, and help to improve the decision-making level. Through the bank cash collection system, cash flow can be controlled in time. Improve capital turnover efficiency.

The store display should be uniform style, the light is bright, the sample tea tray is clean and orderly, and the multi-standard packaging is suitable for the characteristics of loose tea in the northwestern part of North China. It should be sealed with special packaging bags. The product positioning is suitable for the mid-range or above. For example, the products in the Beijing area of ​​30 yuan/kg or more, the mid-range products are based on the characteristics of self-drinking, and the packaging should be practical. High-end tea packaging should reflect the sense of honor in order to meet the psychological needs of consumers. High-end tea should also be established to meet the needs of high-end consumers. Any variety needs special safety and quality consistency. The store should have a seating area to meet the needs of customers to drink tea.

Logistics should be outsourced in the early stage, and the existing logistics distribution has built a more developed network advantage, which can reduce investment. Media placement should be outsourced to professional advertising planning companies, designing a complete set of programs according to brand characteristics, and orderly development. Central-level media should focus on cctv to determine appropriate time slots and channels. Local media should set up the city to set up the city, with city-level TV stations and local evening newspapers as appropriate, supplemented by outdoor advertising. At the same time, cultural and tea science and technology circles should be invited to do soft advertisements in electronic and print media. The safe drinking of tea is to continuously improve the society's awareness of safe drinking tea. At the same time, we should actively participate in social welfare activities, especially cultural activities, in order to enhance the brand image.