The price of tea has always been very concerned. People who buy tea are afraid of losing, while those who sell tea are afraid of losing. The media are good at making some articles about the price. Naturally, netizens also like to join in the excitement, such as the sky high price tea event last year.
The Mint Pond is a luxury, the price of which is not cabbage at all, and the old ban zhang of the old noble in tea Since everyone is curious, why doesn't anyone come out and tell the truth? The development of the industry will tend to be transparent, and concealment will become self defeating. Today's consumers are not unreasonable, and they understand very well that sellers cannot do loss making business!
Of course, there is also a situation where professionals do not know how to tell the truth. After all, the pricing system of each brand is slightly different.
Although the pricing system of each company is slightly different, it is only a matter of parameter size, which does not affect the overall pricing structure. This article analyzes the general pricing model and components of the tea industry, Market price of Pu'er tea The big gap is mainly caused by the following four reasons:
1. Raw material cost
On the Internet, tea like the "9.9 package old stamp" often appears, which is quite eye-catching, but also quite unintelligent. Pu'er tea has thousands of mountains and hundreds of flavors. The characteristic mountain top ancient tree tea can be sold for thousands of yuan. For an unknown mountain top, the price of ancient tree tea is hundreds of yuan. This is something everyone knows. In 2018, Yiwu Wind Blowing Stronghold Ancient tree tea Spring tea 2600-3200 yuan/kg; The raw tea of old trees in Iceland ranges from 38000 to 42000/kg. In 2017, Brown's old stamp was 8000-15000 yuan/kg; Xigui is 4000-12000 yuan/kg. The raw materials of Pu'er tea are not cheap, so it is impossible to have Banzhang tea under the guise of ultra-low prices.
Apart from the hilltops, there are seasonal factors that determine the price of tea raw materials. Spring tea has always been popular with consumers because of its "early collection, low production and good quality". At the same time, for businesses, it is the most advantageous to use spring tea to create high-quality products to shape brands. For example, relying on the strategy of "spring tea fermented cooked tea", Runyuanchang has successfully become a first-line brand of cooked tea, which is a typical success case, indicating that spring tea has become an essential label for high-quality brands.
From the perspective of consumers and businesses, everyone has a high demand for spring tea raw materials. In the case of "low quantity and high quality", the price will move up slowly.
2. Processing cost
Sometimes a tea friend will talk to me and say that he has bought a kind of tea. The aroma and taste of the tea are better than those of the same price in a big brand. This kind of situation also exists, but it is relatively rare. Ordinary old tea drinkers may not be able to avoid being trapped. They also need to buy furniture and have solid tea identification ability.
A small boat is good for turning around, and a big boat is good for coping with the waves. Small factories can make adjustments and create new features according to the quality characteristics of tea leaves every year; In order to maintain the reputation of big brands, the product level is good and stable. Personalization is the foundation of small factories, and stability has become the label of big brands.
The quality control of big brands is well done. They have complete processing and production lines, professional technical teams and relevant rules and regulations. They are orderly and ensure the standardized production of tea. It is an invisible cost to cultivate and maintain a team for a long time. It is difficult for small workshops to reach the scale of large brands, and the product quality, safety and health conditions cannot be guaranteed. Large factories can persuade consumers by improving quality or innovating products on the basis of order.
3. Marketing cost
Tea fragrance is also afraid of the deep alley. Good products need good marketing to reach consumers. Tea enterprises need to create value for consumers and serve consumers through continuous marketing promotion in order to enhance brand awareness, expand brand influence and occupy a place in the fierce brand competition.
Marketing costs include all aspects, human and material resources, market investment, media resources, etc. Therefore, the products of the brand have a certain premium. As the brand is responsible for promoting the development of the industry, it is bound to spend a lot of money on marketing, and the price of the products will naturally increase. But as long as the price of the brand is reasonable, consumers can understand. The brand gives us a guarantee and a commitment, and we are naturally willing to pay for this reassurance.
4. Market Decision
The price of tea also depends on the market. How about the relationship between supply and demand? Will the output and price of spring tea go up or down this year; Are there any selling points of the product? The previous senior class regulations were very popular. Recently, the rubber band tea was used to stir fry the hand, and the small green tangerines were still unpopular.
After all, some people will be confused. How much should this tea cost?
My answer is: let's not worry so much. These are things that need to be clarified within the brand. We ordinary people and small tea drinkers only need to know that the price of a product is definitely not equal to the cost of simple raw materials.
Often, in reality, the brand is referred to by all kinds of schemes and factors, and finally submitted to the big boss for approval and completion. If we expand on specific examples, we can't say 。
According to the current market, I think the principle of "good tea, good price, second tea, second price" is no problem. If you are overcharged, what's the urgency? There are so many characteristics and tastes of Pu'er tea. When most people stop drinking "sky high tea", the market will adjust itself.
After reading the above, you must be right Pu'er Tea Market I have some understanding of why pricing is high and low. In fact, the market price of Pu'er tea is mainly determined by Pu'er tea brand It has been decided by the raw materials of Pu'er tea.