Red tank, with thick brown edge at the top and yellow eye-catching name. This is the classic packaging of herbal tea.

Many times, consumers will directly say "come to a red can", and the sales staff can also get the message and hand over a can of Jiaduobao herbal tea.

● Life, vitality and passion

"1995, Jiaduobao first designed and used red cans for the production of herbal tea products. The background color of our red jar is China red. Red represents life, vitality and passion. From 17, we rely on inheritance.

With the mission of carrying forward the traditional culture of China, we will push red pot herbal tea to the whole country and the whole world. Wang, deputy general manager of brand management department of Jiaduobao Group, introduced the investment of Jiaduobao from 1995 to 20 12 and 17.

100 billion, spare no effort to create red pot herbal tea, which was pushed from a corner of Lingnan to the whole country, creating a legend of red pot herbal tea. China Herbal Tea has also become the only beverage brand comparable to Coca-Cola, with annual sales exceeding10 billion yuan.

Nowadays, a small pot of red herbal tea carries a century-old culture, and it also affects the employees of the Jiaduobao team who have devoted all their efforts. Wang believes that the red pot belongs to Jiaduobao, and without Jiaduobao, there would be no red pot herbal tea.

Low in line with the feelings of China people.

In the early 1990s, there were not only red cans, but also canned herbal tea products on the market. At that time, most of the herbal tea products sold in the market were brewed in bulk, and some were packed in cartons. There was no such red packaged herbal tea product at all.

Because in the eyes of the public, red itself is a feeling of getting angry. Herbal tea drinks should be a fire-removing orientation, so using red seems to be in conflict with this function.

Feng Zhimin, the administrative director of the office of the chairman of Jiaduobao Group, recalled that Mr. Chen Hongdao, the chairman of Jiaduobao Group, thought that red was traditionally a festive, auspicious and lively color, and the public had a high degree of recognition and acceptance. In addition, the combination of red and yellow has a sense of dignity, which is related to the admiration of red and yellow in China's history and is consistent with the feelings of China people.

1995 red cans are designed by designers from Chen Hongdao and Hongkong. Jianyi Wang, the great-grandson of Wang Zebang, the ancestor of herbal tea, once said that the trademarks of herbal tea handed down from Wang Zebang are all based on red, and it is hoped that the new packaging will also be based on red. Soon, the popular red cans came out.

Wang, deputy general manager of the brand management department of Jiaduobao Group, said that the key to a successful product design is to reflect the designer's ideas and effectively convey the product connotation. The appearance of the red jar of Jiaduobao herbal tea is best represented by red and yellow.

The color of China's traditional culture shows that herbal tea is an outstanding representative of China's traditional Chinese medicine culture and Lingnan's health-preserving culture, and it also reflects the pure heart of Jiaduobao to inherit and carry forward China's traditional culture.

● Original courage

In any case, it was a bold idea at that time, because Jiaduobao canned herbal tea was different from people's cognition of traditional herbal tea at that time, so the difficulty can be imagined.

Wang said that it really takes a lot of courage for Jiaduobao to launch red pot herbal tea. Because of the huge differences, it is possible to contrast with the tradition at that time and form a brand-new product. Red can design,

In fact, there is also a background, that is, when Jiaduobao rented the original trademark, the trademark owner of that year produced and sold green box drinks by himself, and there was no ready-made red can packaging design in that year.

However, there is no ready-made red can packaging design, recalls Feng Zhimin, the administrative director of the office of the chairman of Jiaduobao Group, so Mr. Chairman of Jiaduobao Group found a Hong Kong designer, Mr. Pan, and told him his ideas, ideas and requirements for packaging and decoration. Then, let Mr. Pan use his professional skills to design red canned packaging.

The whole design process lasted about a year, with some minor changes before and after. Finalized, changed two or three editions. It was not until 1996 applied for a patent from the State Patent Office that it was completely finalized, which is now the red can.

1997 the packaging and decoration of red cans obtained the patent certificate of design issued by People's Republic of China (PRC) and the State Patent Office.

However, it is difficult for the market to accept brand-new packaging forms and brand-new categories. Wang, deputy general manager of the brand management department of Jiaduobao Group, said that it has been seven or eight years since Jiaduobao launched the first can and went to the national market.

Suddenly, these seven or eight years are a process of continuous accumulation, including the accumulation of human and financial resources, the accumulation of consumers' awareness of products in the early stage, and the need to wait for the maturity of consumption concepts and living standards.

The foundation has been laid. In 2003, Jiaduobao established the product positioning of fire prevention, stepped out of the scope of regional development and developed to the whole country.

● The unchanging taste in memory.

Wang believes that appearance is very important, but what is more important is the quality of the product itself. A good product, if you want to stand out quickly in the market, you can't just rely on product design. In addition to good design, there are many factors such as product quality assurance, efforts in marketing and promotion.

From 65438 to 0995, Jiaduobao Group began to produce red canned herbal tea. According to the secret recipe exclusively authorized by Ms. Jianyi Wang, a descendant of Wang Zebang, we adhere to the traditional cooking technology, introduce advanced technology and equipment from Europe and America, and select the finest herbs to prepare, which effectively ensures the quality of the products.

In order to make Jiaduobao herbal tea enter every household and every corner of the world, so that people in China and the whole world can enjoy high-quality Jiaduobao herbal tea, Jiaduobao has developed and applied three patented technologies to perfectly present the secret recipe of herbal tea taught by its founders and descendants. Strict quality control enables each jar of Jiaduobao red pot herbal tea to achieve and maintain the best quality.

Jiaduobao created "centralized extraction and decentralized canning". No matter where the consumer goes, every can of Jiaduobao red pot herbal tea opened is the taste in his memory, which does not change with time and region.

The taste maintains the closest relationship between Jiaduobao red pot herbal tea and consumers. Authentic formula, familiar taste and persistence in 17 all express Jiaduobao's most respectful commitment to consumers through constant taste.

After the operation and promotion of Jiaduobao, Red Canned Herbal Tea finally achieved great success and developed from a regional brand to a national famous brand. From 2007 to 20 12, the red canned herbal tea produced by Jiaduobao won the title of "the first canned beverage in China" for six consecutive years.