Under the impact of the trend of new retail, Chinese tea enterprises need to make strain as soon as possible, follow the trend of the times to complete the new retail turn.

1. Understanding the consumer group

Through the research, it was found that the tea consumer group showed a trend of youth, the proportion of consumer group aged 30-40 years old has been more than 30%, and the millennial generation (people born in 1984-2000) gradually entered the tea market.

The youthful trend of tea consumers has greatly affected the traditional tea market. Now the young generation of consumers is more focused on the tea brand cost-effective, brand culture, brand character and other levels. This requires tea brands to interpret traditional culture in a young way, through ? Youthfulness? s operation to capture as many young consumer groups as possible.

2. Improve consumer experience

The marketing model of tea chain should follow the new retail Internet thinking, namely, the integration of online and offline, cross-border marketing and the application of big data.

With the help of big data technology, tea companies can optimize the online and offline retail data platform, and through the payment, probe and other ways to collect and obtain a large number of users' accurate data, build the user profile of the tea drinking crowd, and ultimately digitize the consumer's personal characteristics, products and services, the environment of tea drinking and tea purchasing, marketing strategies, online and offline channels, to create a complete three-dimensional database system.

Through the combination of online and offline, online stores and physical stores help each other, breaking through the traditional logistics, a new consumer change.

3. Production towards standardization

The long-term non-standardization of tea is precisely the constraints on the development of the industry's short board. Therefore, the standardization of tea products is imperative. Product standardization is not only reflected in the pre-packaging form, as well as planting, production link standardization, transportation, storage link standardization, as well as taste, flavor and other aspects of standardization.

Currently after 80, 90 for the new consumption of tea forces, they are more important to the product's health function, convenience, brand **** Ming and so on. So in the product, tea enterprises should try to break through the traditional, bold innovation, catering to young people's consumption characteristics to develop a new tea products.

The new economic era, the tea business tea enterprises should take the initiative to join the new retail wave, seize the new opportunities brought by the Internet to the tea industry, so that they are not abandoned by the times, and more so that the good tea popular.