At present, there is no uniform standard for tea prices. It can be said that the tea price is completely determined by the enterprises according to the uncertain factors of the tea market situation. The tea enterprises have different production processes and set more diversified leaf prices. As we all know, tea price is a key marketing factor, which is not only the source of sales and profits of enterprises, but also the key to the success of a product.

Tea enterprises set a price for tea products, and if the price is most suitable for customers to buy, tea can sell well; If the price is unscientific and beyond the customer's acceptance range, then customers are unlikely to buy your tea, and tea is unlikely to sell well. Therefore, product pricing is the key link of tea enterprise's product strategy. So, how to set a reasonable price?

First of all, you have to know what the tea market is like. In 20 14 years, under the control of China's macroeconomic policies, the consumption of high-end products in the tea market will continue to be restrained, the market space of bulk tea that ordinary people can afford will be further enlarged, the products will be dominated by low-end prices, and the product packaging will be further streamlined and slimmed down. The sales volume of mid-range tea rose sharply, the price of high-grade Chaze plunged, and the price of Pu 'er tea fluctuated most obviously. It is estimated that in 20 15 years, the gift market will continue to be limited due to the restriction of public funds, and the price of tea will continue to decline.

Secondly, you should look at the price of tea that customers buy. Here, let's take a look at the data of the double eleven in 20 14 years. During the Double Eleven period, the unit price of herbal tea customers was 58 yuan, while the unit price of other pure tea customers such as Pu 'er, oolong tea and black tea was between 169~404 yuan. From the data, we can see that for ordinary tea drinkers, tea between 0 and 500 yuan is their best choice.

Then, there is the question of how to price. Generally speaking, tea pricing should consider the following eight factors: 1. Is there a brand advantage? If it is a new product of a well-known brand, brand intangible assets can be added to the leaf price when pricing. 2. Are there any core technologies with advantages? If the core technology of your product has unique advantages, then the added value of technology can be added to the leaf price. 3. How do competitors price? In the field of serious product homogeneity, enterprises have to refer to the leaf price of their main competitors when pricing. 4. What is the enterprise's goal? The leaf price of products has a great relationship with the goals of enterprises. Is the enterprise's product investment a short-term behavior or a long-term operation, keeping up with the leader or being an industry monopolist? These all affect the price strategy of products. Is the cost-profit ratio reasonable? When pricing products, we need to fully consider the issues of cost and profit.

Finally, define the product family and product structure. Since 20 13, the sales of high-end tea in the tea market have been shrinking, and the mass tea has been growing steadily. Therefore, tea enterprises that focus on high-end tea should adjust their product structure, reduce the proportion of high-end tea, increase the market share of popular tea, and then make appropriate product adjustments.