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seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">十年来 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">与E人E本、8848、小罐茶围绕体验多次合作 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">今天简单聊聊 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">我眼中的小罐茶和杜国楹 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;">中国茶，一直很尴尬 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">中国茶的商业格局一直非常尴尬，却鲜为人知。人们普遍了解，中国茶的历史悠久。商业环境中，一个行业通常会随着市场化的竞争逐渐成熟起来，进而形成前三品牌占据大比例市场份额的头部效应。茶叶市场总量约3600亿元，销量最高的100个品牌市场占有率加起来不到10%，小作坊仍是主要业态。西汉至今，中国茶一直难见引领行业的头部品牌，直到小罐茶的出现。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">中国茶存在3大问题：无品牌、无标准、无变化。无品牌，只有黄山毛峰、西湖龙井、安溪铁观音等等的品类品牌，缺乏代表性的产品品牌；无标准，品质与价格无统一标准，品质参差不齐，价格上天入地；无变化，650年间在采摘、制茶、售卖、饮茶上几乎从未改变。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">小罐茶用7年时间，审视并改善这一切，我的团队有幸参与其中。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;">颠覆行业的全新零售体验 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;">大家为体验买单，而非低智商 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">我们已经在为体验买单，未来更是如此。为迪士尼乐园，你可以花上数百元排队数小时；你几乎每天都使用外卖、快车和支付软件；抖音、今日头条、得到上你也会花掉不少的时间。多元的新体验伴随消费升级此起彼伏。中国的每一个圈层都在以自己的方式升级：亚马逊海外购、小米、网易严选、拼多多……一批又一批新品牌崭露头角：江小白、小罐茶、桃园眷村、蔚来汽车…… seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">时代在变、人在变、茶的改变却始于小罐茶。曾几何时，很多的年轻人并不那么喜欢茶，而是更钟情咖啡。在他们眼中，茶是老土、陈旧、复杂甚至奢侈的代名词。他们不懂，也不愿接触茶体验茶。除了老一辈的爱茶之人，茶大多时候成为了纯粹的社交货币。我的团队与小罐茶一道，将小罐茶的目标客户定位为，对茶了解不多、同时更年轻的白领精英与职场新贵，以“茶库”为概念打造引领行业的零售体验。“一罐一泡”的小罐和铝箔，差旅与会面使用的茶具，仪式感的产品形态，这一切设计与尝试的回合，数以千计。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;">定位目标客户并深度理解 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">小罐茶与众多一流合作伙伴的携手打磨，成就了体验的颠覆，改变了中国茶的装法、买法与喝法。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;">杜国楹的迭代、野望与托付 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">近期小罐茶与杜国楹本人，争议不断。焦点集中在“虚假营销”与“定价不合理”这类话题。不少文章正反都有声音，这两点就不展开了。这波舆情的高度参与者，大多不是购买饮用小罐茶的人群。市场的多级化，人群的岛屿化，价值的多元化，“大众”其实已经不存在了；以供需和成本定价，是130年前工业时代的方式。在体验经济时代，“体验价格比”已经替代了“性能价格比”。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;">十年前与杜国楹相识，要感谢周佳介绍（时任E人E本CTO，现任8848总裁）。聊聊我眼中的杜国楹吧。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); text-align: justify; letter-spacing: 1px; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;">他是我见到迭代最精进的创业者。如何与消费者接触并建立认知形成关系？过去传统营销的沟通方式有效，杜国楹确实以此法起家。但随着消费者的改变、渠道的分裂、媒体的粉尘化，这个问题远不是营销能够单一回答的。E人E本时我感到了杜国楹明显的转变，更多地关注谁是他的用户，要为这个群体打造怎样的产品，解决什么痛点。十年间，他对用户价值与品牌生长的理解一直在演进：以营销驱动、以产品驱动、以体验驱动。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;">投身长期主义，时间不会说谎。小罐茶上市近3年，实际这个项目从7年前开始策划，也就是说杜国楹和他的团队用了4年时间，构想、走访、考察。来到中国每个有知名度的茶厂茶商，勘查每一个品类的代表性的产区产地。大家可以对比下，自己认识或了解的创业者，有几个可以下这番吃力却未必讨好的功夫。这不是靠营销赚快钱，而是潜下心来，把自己交给时间。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;">看到不一样的未来，不止现象爆款。今年，小罐茶在黄山的智能工厂即将投产。这个项目2017年启动，耗资15亿元，占地321亩。杜国楹，瞄准锁定了中国茶这个落后到有代际差异且产业链漫长的赛道，将自己的身家与人生注入其中。这已经不是门生意，而是奋斗终身的事业。小罐茶的意义，也已经不是现象级的爆款，而是引领行业的品牌，变革产业链与相关生态的先锋。对消费者而言，通过小罐茶，更年轻的人们开始回归对中国茶的接触乃至喜爱。 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;">小罐茶黄山智能工厂 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 0.544px; text-align: justify; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">优质的合作伙伴难得 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">彼此契合的挚友难求 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">见证了他对知识的尊重与为人的谦逊 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">每次会面都送到电梯，无一例外 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">杜哥对我而言，是创业前辈亦是兄长 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">被质疑，从来是变革者的宿命 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;"> seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">创业维艰 seline; max-width: 100%; clear: both; min-height: 1em; color: rgb(51, 51, 51); letter-spacing: 1px; text-align: center; word-wrap: break-word !important;">一往无前 |
