Pu 'er tea, produced in Dayi tea area, is one of the famous teas in China. In recent years, Pu 'er tea has been loved by more and more domestic and foreign consumers, forming a large market scale. At the same time, the health value of Pu 'er tea has been widely recognized and praised by consumers.

At present, the Pu 'er tea market is scattered. In addition to traditional tea merchants, there are also some online e-commerce platforms, but the more representative brand in the industry is Dayi Tea.

2. Product overview

Dayi Pu 'er tea is a kind of tea with excellent quality and unique taste. It is made of high-quality raw materials, scientific formula and traditional technology. Dayi Pu 'er tea is thick and fragrant, sweet and sour, and has a certain health care function. At the same time, Dayi Tea also launched several series of Pu 'er tea products to meet the needs of different groups of people.

3. Target consumers

Dayi Pu 'er tea is aimed at the following categories of consumers:

—— Tea lovers: They know something about traditional tea culture and have a hobby of tasting and collecting Pu 'er tea.

-Health care crowd: Pay attention to health care, understand the health care efficacy of Pu 'er tea, and hope to achieve the purpose of regulating physique and improving health by drinking Pu 'er tea.

-Gift consumers: choose Dayi Pu 'er tea as a gift to show their taste and high-quality attitude towards life.

4. Market strategy

(1) product positioning

The product positioning of Dayi Pu 'er tea is high quality, health and internationalization. Emphasize the quality of products and let consumers think that quality is directly proportional to price. Emphasize the health care effect, and let consumers think that Pu 'er tea is good for health. Emphasize internationalization and let consumers think that Pu 'er tea is one of the representatives of China culture.

(2) channel development

Create a complete sales network through online and offline channels. Online, it can be sold through major e-commerce platforms and WeChat official accounts; Offline can be sold through its own stores and franchisees.

(3) Promotion activities

Regular promotional activities, such as limited edition tea, coupons, gifts, etc. , increase consumers' desire and fun to buy.

(4) mass media publicity

Enhance the popularity and reputation of Dayi Pu 'er tea brand through video advertising, TV media and online marketing. Pay attention to the promotion of the domestic market, but also strengthen the promotion of the international market.

5. Financial analysis

(1) Estimated sales revenue: 20 million yuan/year.

(2) Estimated cost:150,000 yuan/year.

(3) Estimated profit: 5 million yuan/year.

(4) Expected payback period: 2-3 years.

summary

The business plan of Dayi Pu 'er tea covers market analysis, product overview, target consumers, marketing strategy and financial analysis. It highlights the high quality, health and internationalization of products, and puts forward some strategies such as channel development, promotion activities and mass media promotion according to the market situation. The expected return period is 2-3 years, which is feasible.