? China has become the second largest economy in the world, and more and more China enterprises have entered the international market. As the representative of China's enterprise internationalization, Huawei's ways and strategies to enter the international market have an important influence on China's enterprise brands to enter and explore the international market. In the process of exploring the international market, Huawei Gong Ke seized the opportunity and met the challenge. Its development ideas and coping methods have a good reference significance for China enterprises to enter the international market.

? With the evolution of historical trend, China tea culture has been passed down to this day, with a long history and profound cultural heritage. By studying the products and brands of "Ningbafang" eight-treasure tea, this paper will increase the understanding of China tea culture and the sense of identity with China culture. China tea culture is discussed through the discussion of Babao tea, so as to promote China tea and build a brand to enter the international market.

Keywords: Babao tea? Marketing strategy? brand

abstract

China has become the second largest economic system in the world, and more and more China enterprises have entered the international market. As the representative of China enterprises, Huawei's way and strategy of entering the international market have an important influence on China enterprises' brands to enter and explore the international market. In the process of exploring the international market, Huawei can seize opportunities and meet challenges. Its development ideas and coping methods have a good reference significance for China enterprises to enter the international market. With the evolution of historical trend, China tea culture has a long history and is profound. This paper studies the products and brands of Bazhen tea from the aspect of "Ning B A Fang", so as to increase the understanding of China tea culture and the sense of identity with China culture. Explore China tea culture through assorted herbal tea, promote China tea, build a brand and enter the international market.

Key words:

Classified Chinese herbal tea? Marketing? strategic brand

1 Introduction

Background and significance of 1 and 1

The research background of 1, 1 and 1

? Interbrand is the largest and most influential comprehensive brand consulting company in the world, which can be used as a basis to measure the brand value of an enterprise. In 20 15, Huawei ranked 88th among the most valuable brands in the world in 100. 20 17 ranked 70; 20 18 ranked 68th. In the past three years, Huawei's global brand value ranking has risen by 20 places. It can be seen that Huawei is making continuous progress, constantly enhancing its brand value and occupying a stable place among international brands. Then, how should other China enterprise brands enter the international market? What challenges do you need to face?

The research significance of 1, 1, 2

? In order to better adapt to the changes in the international and domestic market environment, the China Municipal Government has put forward the "Belt and Road" development strategy. This is also a good opportunity for domestic brands to enter the international market. This paper analyzes the advantages and disadvantages, opportunities and threats of Huawei's mobile phones in the international market environment through STP strategic analysis and SWOT analysis, and then uses 4P marketing strategy to study and analyze the marketing strategy of Ningxia Babao tea from four aspects: product, price, channel and promotion.

1, 2 Differences between domestic brands and foreign brands

Domestic brands refer to products that are well-known in China, whose products are spread all over the country and sold nationwide.

? International brand refers to a brand with high popularity and reputation in the international market, and its products radiate all over the world.

1, 3 Development Status of Ningxia Babao Tea

? Babao tea originated from the Silk Road in the prosperous Tang Dynasty, with a history of 1300 years. Deeply loved by the people of Ningxia, it is also a household name in the northwest. There are more than 200 production and processing enterprises of Ningxia Babao tea, and the annual sales of each medium-sized enterprise reaches 5-6 million yuan. Products have been sold to Beijing, Tianjin, Shanghai, Inner Mongolia, Shaanxi, Zhejiang and other places. And with the strong support of Ningxia government for the development of eight-treasure tea industry, Ningxia eight-treasure tea products have appeared frequently in the autonomous region, where they have achieved good results, and the industrial scale and brand benefits have been expanding.

? Consumers' personalized needs have increased, and the screening of health care products has become more critical. Through all efforts, the quality of Ningxia Babao tea has been greatly improved, and more and more people like to drink Babao tea. However, industrial development still faces the situation of "small scale, weak brand and scattered management".

1 4 Development Status of Tea Industry in China

1, 4, 1 Domestic Development Status of Tea in China

? China is the country with the largest tea planting area, the second largest output, the third largest export and the fourth largest foreign exchange earning. China tea has obvious production characteristics: (1) mainly used for agriculture, (2) significant regional distribution, (3) rapid changes in product structure, (4) many leading enterprises, (5) low management level and poor brand awareness.

Let's analyze the development of tea in China in recent years:

Figure 1? 2065 438+03-2065 438+08 China tea consumption statistics.

Information source, public information arrangement

? The data shows that from 20 13, China's tea consumption and output showed a gradual upward trend. According to statistics, the annual average consumption of tea in China is as high as 1.77 billion tons, with an average growth rate of 5.9%. The consumption of available tea products increased, the market demand increased, and the growth and development trend was stable.

1, 4,2 Development Status of China Tea Abroad

? There are more than 50 countries in the global tea industry, such as Japan, China, Indian and Turkish. As one of the major tea-producing countries, China plays a very important role in the global tea trade.

Figure 220 18 to 20 19 global tea consumption forecast.

Source of data: public information.

? The data shows that from 20 15, the global tea consumption has increased by 670,000 tons in just three years, and the consumption growth rate is rapid. Combined with Figure 1 and Figure 2, the annual tea consumption in China accounts for 33% of the world's tea consumption, and the consumption ratio is increasing year by year. As can be seen from the figure, global tea consumption also shows a steady growth trend. It can be inferred that the demand for tea in the international market is also increasing year by year, and there is a certain consumption market for China tea products to promote tea industry and tea brands in China.

Figure 3? 20181-10 China tea export low-scale map.

Source: China Customs.

? The data shows that China's tea exports are mainly concentrated in Asia, with a slightly lower proportion in the United States, mainly due to consumption habits and eating habits. The export ratio of Asian countries is significant, which is inseparable from the history, culture and friendly diplomacy and trade of the Silk Road. Asian countries are the main exporters of China's tea, and also the potential consumer markets of European and American countries. If China tea wants to become an international brand, it should not only seize the existing Asian exporting countries, but also explore more potential countries and markets.

2 company profile and product introduction

2. 1 introduction of ningbafang industry and trade co., ltd.

? Ningxia Ningbafang Industry & Trade Co., Ltd. was established at the beginning of 20 18, located in Jinji Town, Litong District, Wuzhong City, Ningxia Hui Autonomous Region. The company's main business scope: Ningxia specialty, health eight-treasure tea series, herbal tea series, medlar series and other health products, is an enterprise integrating production, research and development, sales and tea culture experience. Based on the traditional eight-treasure tea, Ningbafang eight-treasure tea has developed more than a dozen new flavors, and there are more than 30 flavors in herbal tea. Ye Chuan, the founder of Ningbafang, has always insisted on making pure natural, environmentally friendly, green and healthy eight-treasure tea. Pursue a leisurely, happy and warm lifestyle.

2, 2 Brief introduction of Ningxia Babao tea culture

? Eight-treasure tea was originally a drink used by Ningxia people living on the ancient Silk Road to entertain caravan members. Babao tea is an indispensable topic for Ningxia people. As a traditional tea beverage of Ningxia people, it not only has thousands of years of historical and cultural heritage, but also is deeply loved by people with its scientific formula and mellow taste. Ningxia people are hospitable, and guests must make a steaming bowl of eight-treasure tea. Whether passers-by or people coming back from work, a cup of sweet eight-treasure tea is sweat, which not only relieves fatigue but also keeps health. Drinking Babao tea regularly has the health-care functions of invigorating qi, tonifying deficiency, expelling cold, invigorating stomach, invigorating qi and spleen, improving eyesight and clearing heart fire, and prolonging life.

2, 3 Babao tea product introduction

? Eight-treasure tea, also known as "three castles", is based on tea, with rock sugar, medlar, red dates, walnuts, longan, sesame, raisins, apple slices and so on. According to seasonal changes and different people's preferences, roses, chrysanthemums, walnuts, ginseng, cassia seeds and so on. Can be added to form a health tea with unique flavor. Eight-treasure tea needs to be brewed with boiling water, so that each component can release its taste, which is sweet and delicious, with clear aroma, mellow and refreshing, pleasant fragrance and unique taste. Drinking Babao tea regularly has the health-care functions of invigorating qi, tonifying deficiency, expelling cold, invigorating stomach, invigorating qi and spleen, improving eyesight and clearing heart fire, prolonging life and beauty beauty.

3 China tea macro-environment analysis

3. 1 Economic environment analysis

? China is the second largest economy in the world. Huawei's total assets are about $80 billion a year, and it has considerable economic strength. With the development of global economy, the per capita consumption power of consumers has improved. The concept of health care is deeply rooted in people's hearts, and consumption has greatly improved the consumption of health.

? With the in-depth development of multilateral trade free combination and economic integration, it is beneficial for China brands to exert their hands and feet in the international market.

3,2 cultural environment analysis

? In recent years, Chinese style, China elements, cultural differences and diversified international popularity have been attracting foreign consumer groups. Tea has a long history and profound culture in China. With the rapid development of electronic information, consumers at home and abroad enjoy the information of China tea culture more fully. The "aftertaste" of Babao tea itself is one of the representatives of China's elemental culture, and it has more advantages in the international market.

3,3 Analysis of the political environment

? Enterprises and brands in China have also experienced many twists and turns in the international political environment. Huawei's setbacks in international competition and its solutions are worth learning from China enterprises and brands.

Other countries may take some narrow measures to safeguard their own interests, but in order to safeguard national interests and emphasize free market international trade, enterprises need to find an appropriate balance to avoid extreme trade frictions and blows. China has always been a representative of peace and justice. Attaching importance to diplomacy, developing economy, proposing "One Belt, One Road" policy, strengthening cooperation mechanism and striving to build an interconnected partnership are good opportunities for China brand to go international.

4 SWOT analysis

4. Advantages of1Babao tea

Advantages of the product: low production cost of raw materials, excellent quality, complete varieties and proper collocation, and the brewed tea is sweet and delicious, suitable for all ages.

? Eight-treasure tea has unique quality and health care, and its product concept fully meets the health needs of contemporary consumers. It is a green product. The soaking method of eight-treasure tea is very simple, just a pot of boiling water and a pack of eight-treasure tea.

? Cultural advantages: Many teas in China combine geographical and cultural factors and have unique charm and rich cultural connotations, such as West Lake Longjing, Dongting Biluochun, Huangshan Mao Feng, Qimen Black Tea and Anxi Tieguanyin. The quality of high-end tea in China has been recognized by consumers at home and abroad and has a deep foundation. Babao tea is the link between the Hui nationality and the East on the ancient Silk Road. It has a long and rich cultural heritage and has a high status in the hearts of local consumers. In people's minds, there is a strong cognition that "a day without food is better than a day without tea".

4. Two shortcomings of Babao tea

? Fuzzy product grade: the product grade of Babao tea is fuzzy, the middle, high and low grades are unclear, the product line is narrow, there are no grade products with reasonable structure, there are few middle and high-grade products, and there is no obvious gradient force distribution. Can not meet the individual needs of consumers, especially high-end consumer groups, eight-treasure tea ordinary consumer goods will reduce the consumption level.

? Brand disadvantage: the popularity of "Ningbafang" Babao tea is not high. Compared with famous brand health tea, "Ningbafang" Babao tea is less well-known, with few middle and high-grade products and low market recognition. The economic strength of enterprises is not strong, and the awareness of brand building is not strong. Professional marketing talents are scarce, especially in the international market and e-commerce market. The team is small in scale and weak in construction. Need to strengthen the application of modern technology. The quality stability of tea enterprises needs to be strengthened. Quality is the last word and the key to building brand awareness.

4. Three opportunities for Babao tea

Policy support: With the development of the Belt and Road, China tea enterprises have better conditions to go global. From a scientific and technological point of view, the development of Internet, mobile Internet and related software and hardware technologies provides excellent conditions for tea enterprises to break the time and geographical restrictions and create demand.

? Health care consumption culture: consumption puts forward green environmental protection and sustainable development, and health problems are paid more and more attention by consumers. Babao tea has health care function, and it is sweet and delicious. With the continuous improvement of national income, people's willingness to spend money on health will increase, which will further promote the increase of consumption behavior of eight-treasure tea.

4, 4 the threat of eight-treasure tea

? Competitors: The competition of similar enterprises is fierce, and small and medium-sized enterprises are suppressed by large enterprises in their development. Because of disorderly competition, inferior quality is detrimental to the image of tea. China is the largest growing country, but Japanese tea ceremony is more popular in the world, which is an obstacle for China tea brands to go international.

? Channel defects: the construction of tea marketing channels is not perfect, and the bargaining power with middlemen is not strong, which is easy to be suppressed by middlemen. Tea is now a moisture-sensitive product, and the transportation and packaging of the product is a great threat. Foreign brands have established high popularity and reputation, occupying some important market segments.

? Political factors: In order to protect the domestic economy, some countries suppress and resist the entry of China brands.

5 STP strategic analysis

5. 1 market segmentation

5. Population segmentation of 1 and1.

? The concept of health care mainly exists in people's consciousness, and there is little physiological difference. The age division is mainly middle-aged and old, followed by youth. Middle-aged people have a fixed income and are the main consumer groups. Superiority and stress coexist in life. They get happiness from consumption and are eager to reduce the pressure from life and work. Good health is very important to them. The elderly consumer groups mainly focus on health preservation, pay attention to product value, and look for ways to relieve boredom, such as drinking tea, which can not only relieve boredom, but also benefit the body. Nowadays, young people have a strong concept of health preservation and are a potential consumer group.

5, 1, 2 geographical subdivision

? In China, the tastes of the north and the south are obviously different. Southerners prefer green tea, black tea and oolong tea, such as Longjing, Pu 'er tea and Tieguanyin, and pay attention to the charm of drinking tea. It is cold in the north, so you should choose black tea or scented tea to warm your body. Northerners do not pay much attention to the artistic conception of drinking tea. Tea can quench thirst and warm the stomach. With the improvement of living standards, northern Renye Fang changed its rude personality and began to enjoy a cup of kungfu tea.

? Abroad, Japan prefers to drink cold wheat tea, while South Korea has tea-making methods and likes to make tea in hot water. There is a famous afternoon tea in England, with tea and cake. Europe is generally black tea, but Germans prefer flower and fruit tea, all kinds of petals, dried apples, dried hawthorn and so on. There is no tea in it.

5, 2 target market

The main consumer group of Babao tea is defined as under 60 years old, and the heavy consumer group is 25~45 years old. Consumers all have the habit of drinking tea, and they all have the consumption concept of health care.

5, 3 market positioning

5,3, 1 product positioning

? There are many packaging styles and complete prices. Meet the individual needs of consumers. Product positioning is low, medium and high, including business eight-treasure tea, leisure eight-treasure tea and gift eight-treasure tea. Low-end products meet most consumer groups, and high-end products meet high-end consumer groups. Low-end products are for daily use, while high-end products are gifts and tourism products.

5, 3, 2 brand positioning

? Brand positioning language: good health care, Babao tea focuses on health care tea, and Babao tea brand is diversified. Simple and clear language, using brand positioning language to directly tell consumers the functional effect, health care, hint to consumers and strengthen the brand effect.

6 marketing strategy

6. 1 product strategy

? Packaging: different grades of products, packaging and products complement each other. The packaging quality of high-grade products is noble and luxurious, with high ornamental and preservation; Middle-and low-grade teas can be made of wood, paper and iron materials, with personalized shapes, patterns for reference, distinctive personality, easy identification and eye-catching.

Quality: strictly control the quality, the product classification is clear, and the product quality is guaranteed. The tea color is clear and free of impurities.

6,2 price strategy

? Product pricing is based on product grade, which is cost-effective and worthy of the name. According to the cultural factors in China, domestic pricing is set as meaningful price labels, such as x.99, x88 and x99. It means long-term, healthy and prosperous. Foreign pricing should avoid numbers that consumers think are unlucky, such as 13.

6, 3 channel strategy

? Direct channel construction: flatten channels, reduce intermediate suppliers, grasp products more directly and strengthen product channel management.

? Franchising: Franchising, with low operating costs, is conducive to the broader development of enterprise products and brands.

? Distribution: distribution to Wal-Mart, Chinatown stores, major shopping malls and tea wholesale markets to reduce product circulation. Consumers can directly see and understand the distribution of goods.

? Selective distribution: distribution in large hotels and teahouses. Large hotels generally have direct stores, which are mainly accommodation places for tourist groups with high consumption requirements. Selling here makes it easier to get in touch with consumer groups and produce buying behavior.

6, 4 promotion strategy

6, 4, 1 advertising promotion

? Celebrity endorsements: actor Eddie Peng Yuyan Yu Yan, Olympic champion Sun Yang, etc. Those who have a healthy image should increase the development of eight-treasure tea health care products and the publicity of health care functions.

? Public service advertisement: shoot public service advertisements, vigorously promote the tea culture of Babao tea, adapt Babao tea culture to the theme of health preservation, and publicize the public service theme of caring for the body and keeping healthy, thus shaping the brand of Babao tea.

6, 4, 2 sales strategy

? Bundle sales: Ningxia Babao tea and Lipton black tea are bundled. Lipton is the largest tea brand in the world. It not only represents a tea expert, but also symbolizes an international, fashionable and urbanized life. ) Babao tea is a unique and distinctive health tea. Set the eight-treasure tea as the priority purchase, and reduce the sales cost and advertising cost. The difference between the two products improves the service level. Promoting brand image and bundling sales can realize mutual promotion of brand image. Through the joint binding with Lipton, Babao Tea improves the popularity and reputation of its products and brands in the hearts of consumers, thus enhancing the corporate image and brand image. Lipton can make use of the complementary core advantages of Babao tea to improve its products and services, further enhance customer satisfaction and optimize its brand image.

? Exhibition marketing: In recent years, Ningxia government has strongly supported the development of Ningxia Babao tea. Babao tea can be held at the same time as Ningxia Yinchuan China-Arab Expo, and displayed at the exhibition as entertainment tea. Babao tea is the heritage of the Silk Road. Let foreign guests taste, understand and feel the traditional culture of returnees, both culturally and emotionally, and lay the foundation for Babao tea brand to enter the international market.

? Online and offline sales: With the help of e-commerce platform, develop the sales model of offline experience and online consumption, ease the inventory pressure of physical stores and reduce sales costs.

? Take the tourist express: Ningxia's global tourism development is booming. 20 18 The Ministry of Foreign Affairs introduces to the world that an open Ningxia is ready to go. Push Jiangnan to the world and push tourism characteristics to the world.

7 abstract

? Babao tea is rich in nutritional value and health preservation concept, with a long history and profound cultural heritage, but its brand awareness is low due to the downturn in brand marketing. With the increasingly developed economic environment, consumers pay more attention to the development trend of local industries. Eight-treasure tea, as a specialty, is known as "the plug on the south of the Yangtze River". How to locate and popularize eight-treasure tea products, go out of Ningxia and go abroad, is a problem worth pondering by operators. With the strong support of the government and the preferential policy of "One Belt, One Road", Ningxia Babao Tea should seize this once-in-a-lifetime opportunity, devote itself to the brand development of Babao Tea and the trend of the international market, build a brand, do a good job in brand planning and marketing, and help the industry and products develop rapidly through government support and national policies.

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[10] Baidu Encyclopedia is bundled for sale