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Jingdong book

指点茶山:中国茶业诊断与谋略

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指点茶山:中国茶业诊断与谋略

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中国第一本茶业竞争实战专著 权威品牌导师十余年实战心得
三大角度系统解剖中国茶产业 助力茶商快速提高市场竞争力
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《指点茶山:中国茶业诊断与谋略》结合历史、文化和时事热点,从宏观、中观和微观三大视角,针对中国茶业现状、发展趋势、品牌谋略等核心主题进行分析。为地方政府和茶叶企业指明方向,帮助地方政府和茶叶企业避开信息干扰,制定正确决策,直奔市场核心,快速提高竞争力,构筑越来越顺、越来越强的茶业经济链。
Author Description

谢付亮,著名品牌专家,15岁进入华东师范大学商学院,19岁毕业,29岁被聘为客座教授,10余年品牌运作经验,100余场品牌塑造课程及论坛主讲嘉宾,专注于“一分钱做品牌”,曾任跨国公司品牌经理,现任远卓品牌策划公司首席品牌顾问兼策划总监。
中国超低成本塑造品牌第一人,已经凭借超低投入为数十个品牌创造过知名度和美誉度火速飙升、销售业绩连年翻番的佳绩,著有中国第一本超低成本品牌运作论著《品牌天机——超低成本塑造品牌的16条黄金法则》、中国第一本茶叶品牌营销实战专著《茶翅高飞——中国茶叶品牌快速崛起之道》、中国第一本茶叶销售实战专著《点茶成金——快速卖茶72招》,品牌策划论著、品牌策划案例及品牌策划观点被数百家媒体推荐或报道。
张之闯
著名营销专家,高级顾问,工学硕士,研究谋略、技术程序、品牌营销、网络营销,尤其擅长农产品的网络营销和实战销售,现任远卓品牌策划公司文案及SEO总监,著有中国第一本茶叶销售实战专著《点茶成金——快速卖茶72招》。
Catalogue

上编茶叶行业九大密码
第一章“圈智”为王,迎战“三圈时代”/2
中国茶叶行业进入“三圈时代”/2
​抓住“五个‘得’”,快速构建品牌竞争优势/4
从三方面构建卖茶的“战略圈”/6

第二章前车可鉴,远离“质价陷阱”/10
什么是“质价陷阱”/10
如何远离“质价陷阱”/12

第三章茶叶营销的九大误区/16
误区一:空谈“茶文化”/16
误区二:似是而非的“跟风行为”/17
误区三:动辄“从零开始”/17
误区四:过度包装/18
误区五:热衷于“搭便车”,茶叶品牌“山寨化”/18
误区六:轻率动用“六个一”工程/19
误区七:销售员不懂销售/20
误区八:广告雷同/20
误区九:打算过精,因小失大/21

第四章以“合”为贵,“慧战”国外品牌/23
国门之内的“国际竞争”/23
以“合”为贵,要把握七个要领/24
反思:星巴克,“战友”还是“对手”/27

第五章步步为营,巧用传统文化/30
分六个步骤利用传统文化/30
《茶经》和立顿谁更重要/32

第六章见微知著,冷观热点/34
热点一:中国茶当戒自伤/34
热点二:借势世博,自己不能“浅薄”/36
热点三:低俗炒作,对品牌“大没好处”/37
热点四:茶叶“争上市”,不能忘记“争上山”/38
热点五:龙井“领跌”,可换来茶业“领涨”/40

第七章壮士断腕,根治五种“疾病”/42
第一种“疾病”:名称乱/42
第二种“疾病”:内涵繁/43
第三种“疾病”:传播弱/43
第四种“疾病”:概念糊/44
第五种“疾病”:心智虚/44

第八章“双管齐下”,坚持铲除“毒茶”/47
“双管齐下”,“两手”都要硬/47
要为三类人敲响警钟/48

第九章返璞归真,未来“三看”农村/51
一“看”茶叶的本质/51
二“看”卖茶的本质/52
三“看”茶文化的本质/54
中编茶叶产地四大走向

第十章谋定后动,一朝“茶翅高飞”/58
策略视角:地方政府要先念好“三五经”/58
心态视角:拿捏好“面子”和“肚子”之间的分寸/61
综合视角:做茶叶公共品牌,最好别随意整合/63
第十一章厚积薄发,乘势“后来居上”/65
省级视角:贵州茶叶为什么不显“贵”/65
县级视角:霍山黄芽要“磨刀霍霍”了/67
综合视角:后来居上急需“无中生有”/69

第十二章打破格局,造势“惊艳亮相”/71
省级视角:湖北茶叶急需三个“北”/71
市级视角:信阳毛尖要走“五‘尖’道”/74
综合视角:“惊艳亮相”尚需“一步登天”/75

第十三章居安思危,保持“茶业长青”/78
品种视角:“大红袍”会不会沦为“大红泡”/78
品牌视角:安吉白茶六大“优”与“忧”/80
对比视角:安吉白茶与安溪铁观音,谁更“安”/86
综合视角:谨防茶叶品牌的“沦落”/88
下编茶叶企业四大命门

第十四章倾听“三声”,卖茶才能“有幸”/92
第一“声”:卖茶等于“叶子换票子”吗/92
第二“声”:花多少钱才能提高茶叶销量/94
第三“声”:卖茶也需要“博眼球”吗/97

第十五章性命攸关,茶企必须“10问”/100
1问:为什么客人总说我的茶叶贵?/100
2问:为什么第一家店成功了,第二家却失败了?/101
3问:为什么员工留不住,总想跳槽?/101
4问:为什么很多客人进店,却很少有人买茶?/102
5问:为什么导购员说服不了客人买茶?/102
6问:为什么做了促销,茶叶还是卖不出去?/103
7问:互联网是茶叶销售的“新天堂”吗?/103
8问:高峰期后,怎样才能做到“淡季不淡”?/105
9问:茶叶品牌竞争的主战场究竟在哪里?/106
10问:有多少茶店要倒闭?/107

第十六章塑造品牌,尚需“八术”相助/109
第一术:精通茶叶销售/109
第二术:利用免费资源/110
第三术:多用脑子/113
第四术:摆脱“高层断代”/113
第五术:跳出惯性思维/115
第六术:活用“四高法则”/117
第七术:打开五个“心结”/119
第八术:洞察“常见问题”/121

第十七章经营茶企,老板“七头并进”/125
第一:读懂农民再创业/125
第二:领悟“不怕”与“怕”/125
第三:要“德智体”全面发展/128
第四:调整心态,再谋发展/130
第五:主动为员工加薪/132
第六:强化“嫡系部队”之外的信任/133
第七:培育“讲真话”的环境/134

后记/137
Introduction

一声喷嚏,茶业也随之感冒。街头的表象,就是上班路上照面的几家茶店被改换门庭了。及至读了谢付亮先生以中国茶产业的诊断与发展为主旨的《指点茶山》,才可下明确结论:中国茶业病症不轻,一时半会怕恢复不了元气。从这一角度而言,这本书不仅切中肯綮,而且来得及时,是献给中国茶业的一份厚礼。
谢君与我相识多年,他身处茶业管理咨询第一线,常年穿梭在茶企、茶场、茶市等场合,以反映业界面临的现实困难,须要解决的迫切问题为己任。这几年,不仅为贵州茶业、湖南茶业、安吉白茶、贵定云雾贡茶、五峰茶叶等茶叶品牌提供了战略指导,策划了“白茶娶妃”“潘安卖茶”等几个在茶界很有影响的活动,还勤奋有加,笔耕不辍,为茶界奉献了几本茶业经营管理的图书。早些年的《茶翅高飞》《点茶成金》,市场一直反响良好,需求不断,不少茶企因此受益。
《茶翅高飞》以中国茶叶品牌快速崛起为主旨,归总了茶企品牌化过程中的误区,指出茶企打造品牌的关键环节,以指导地方政府与茶叶企业抓住要害,迅速崛起。其实用性之强,网络上已有大量恳切之评语,拙笔就不献丑了。
《点茶成金》则针对茶叶销售中的困难,采用“案例+分析”的现场教学方式,模拟茶叶销售的实景现场,将卖茶的整个过程详细分解,指出关键点,指导茶人快速掌握卖茶诀窍,即使文化水准不高的销售人员也看得懂,用得上。而这本新作《指点茶山》,从中国茶业界、地方政府、茶企三大视角,针对业界现状、区域发展、企业品牌与营销谋略等主题,选取茶农药残留、天价茶、资源浪费、奢华包装、资本运作、销售与品牌建设等典型案例条分缕析,读来颇受裨益。尤其是选取贵州、湖北、信阳、霍山等部分省市县面临的现实问题直抒胸臆,发出“贵州茶叶为什么不贵”“湖北茶叶为什么找不到北”“信阳毛尖要唱五尖道”等呼声,其振聋发聩,足令业界深思。即使如笔者站在茶界边缘的人也受感染,不由得为此动笔墨了。正好前段时间走访了福建几个产茶大县与茶企,所见所闻,为《指点茶山》的观点与思想做个注脚倒也合适。
在武夷山桐木关,付老板用山泉水为我们冲泡正宗的烟小种。茶香氤氲,但难驱老付脸上的阴霾,再三询问之下,原来是在外地的几家经销店不景气,儿子打电话请他定夺,是打道回府还是再撑一撑?在尤溪拜访茶业管理部门负责人老曾时,他刚刚外出归来,到兄弟县市学习打造品牌的经验,又忙着准备有机茶园建设会议的材料。我也就话语从简,问了两个问题。一是“现在面临的最大困难是什么?”老曾快语:“卖茶。”老曾以前就告诉过我,囿于财力,县政府只能把有限的财力扶持几家龙头企业,此外也没有其他什么好办法。二是“县里有多少茶店关门歇业了?”回答是:“据摸底,20%多,接近30%了,接下去还会增加……”一回到福州,茶企卫老板电话就来了,说是2015年距坦洋工夫获得巴拿马万国博览会金奖正好100周年,准备搞个活动,约我出出点子,还特意叮咛在五四店,不是我们常聚会的市中心的广场店。当时没怎么在意,见了面才知道他的广场店易主了。乍一听还着实有些吃惊,但卫老板透漏,实际上早就亏损了,只是碍于面子,是硬撑着给政府采购看的。他一关门,周边的几家实力更雄厚的品牌店迅疾效仿。原来,彼此心知肚明,只是都不好意思“争第一”。
看来,政策风险是最大的风险,这在茶界也得到验证,政商情结似乎永远解不开似的。几年前坚持走高端路线的阳春白雪型茶企茶叶,果然成了空中楼阁,怎么落地就考验茶人的智慧了。卫老板的反应还算快的了,他茶店里上架的产品明显亲民了,不论是包装还是价位。
诊断的目的,是为了对症下药,为了中国茶产业的健康发展。对此,《指点茶山》给出了可行的解决路径。笔者长期沐浴在茶文化醇香之中,目睹了福建茶业种植、制作、营销、品牌等方面不少可圈可点之笔,也就不揣浅陋,择几个代表性的陈述,希望不是添足。
一是同样是在武夷山,几位国家级非物质文化遗产武夷岩茶(大红袍)制作技艺传承人陈德华、王顺明、刘国英等的产品一直是茶座中吸引眼球的或高谈阔论的话题,消费者敢喝他们的茶,想喝他们的茶,以喝他们的茶为荣。似乎是先天的信任机制不断强化了其核心竞争力,这一点值得茶界琢磨。茶产品如何创新,金骏眉是个很成功的案例。随着这几年金骏眉品牌价值直线飙升,元正等几家金骏眉产品备受市场推崇,是否金骏眉总给人以独特的认知与联想?武夷山市还通过传统的民间斗茶赛、茶王赛、拍卖等活动创新茶叶销售手段。每年天心村斗茶赛时都热闹非凡,商家云集。
二是政和一家以制作红茶为主的茶企杨老板市场嗅觉敏锐,早早接地气了,简化包装,降低价格,最近投入白茶生产,在白茶价格持续上涨中收益不菲,最近还扩大规模,忙着向茶园旅游业进军。
三是福鼎白茶这几年有异军突起之感,不论市场推广,还是品牌塑造,高起点,大手笔。例如品品香品牌占领重要的标准资源,包括全国茶叶标准化委员会白茶工作组会议落户福鼎,制定白茶加工技术规范,白茶冲泡品鉴与白茶分级标准,甚至白茶发展规划等。
四是安溪借鉴法国葡萄酒庄园经营模式,着力构建从茶园到茶杯的质量安全全程调控体系,打造有“身份证的茶”,把茶采摘自哪个山头,施用什么肥料,什么时间采摘,加工制作的时间、地点、气候、制作师傅等一一录入条形码,保证铁观音的品质与持续竞争力。
五是台湾茶人不断为福建的茶业发展提供智慧,在茶园施肥、病虫害处理、营销推广方面引领时尚。厦门郑福星创设茶美学营销模式,利用茶美学的展演来推广茶就很有特点。
显然,辩证地看,中国茶业重感冒并不是件坏事。茶没让躁动的社会心态静一静,茶人是有责任的。茶业身体不适时期,茶人有必要先静下心来,好好思考一些深层次问题。例如,茶叶品牌的内涵。确实,还有一部分茶人理解的品牌就是找个形象代言人,广告密集轰炸,迅速招商加盟店,在终端夸张、美丽化陈设,再利用文化因素点缀一番,就完成了一个品牌塑造。其实,这种做法大同小异,谁都可以复制或超越,结果是姚黄魏紫,彼此只有知名度,没有品牌差异,最终会为同质化付出很大的代价,最大的成本就是被挤出市场,即使品牌茶企也不例外。
这几年,在茶产业大发展的氛围下,茶文化也从文人雅士的笔端渲染开来,松间竹下、泉边山野、禅院舟船的焙水煮茗主题迅速转化为实实在在的产业元素。而产业有产业的规则和关键词,有产业严谨的演进逻辑,今天茶业管理者的难题,陆羽、宋徽宗是不会给出答案的。这就需要我们的茶人拿起笔来提炼总结自己的心得,反映茶业新时代的精神。茶叶最能体现中国人的创意,千百年来老祖宗留下的《茶经》《茶录》《茶疏》《品茶要录》等精华与智慧滋润了一片片苦涩的叶子,正如以色列人用脑袋滋润贫瘠的土地。茶叶吸附文化的特性使它发生了蝶变,从一片树叶进化为瑞草、嘉木英、佳人。不少茶企利用历史文化资源去塑造品牌,去卖茶,这些成功的做法,我们茶人有义务好好提炼,以让茶界共赏,毕竟天下茶人是一家。
茶人可能都注意到了,茶叶一传播到西方,就与我们发生了很大的分野。例一,中国的茶读物多是由文人濡笔,而国外的多是茶企茶商来操觚,特别是19世纪初到20世纪初的茶书。请看,1819年《茶树的历史》,伦敦茶叶公司出版;1843年茶商何塞在巴黎出版了图文书《茶叶丛书》;1878年萨缪尔等在伦敦出版《茶的神秘与历史》,其背后是霍尼曼茶叶公司;1880年茶商亨利出版了《茶叶通论》;1882年威廷盖姆公司推出《茶叶拼配技术》;1890年芝加哥茶商豪涩推出《茶叶起源、栽培、制造及用途》;1892年《茶叶拼配艺术》问世,作者是一位茶叶零售商。期间,美国推出的茶著述,都是茶商为推销而作。1924年慕尼黑茶商奥托· 施莱恩特弗在德国出版《茶叶》;1929年伦敦茶商斯代福卡尔推出《茶与茶叶买卖》等各类茶投资交易手册。例二,中国茶叶一直延续着手工制作方式,而西方人一开始就琢磨着怎样用机器来取代,因此发明了诸多揉茶机、干燥机、碎茶机、捡茶机、装箱机等,进行标准化生产,出现立顿这样的茶企是必然的逻辑结果。例三,中国是一茶一世界,动辄相轻互睨,产业的思维偏于单向,不自觉地滑向故步自封之地。乌克斯在《茶叶全书》中批评中国茶的弊端目前为止仍存在。而茶在国外则充分与当地的生活习俗相结合,茶中加入糖、牛奶、柠檬、番红花等,或几种茶相互拼配,不断创造新的产品,不断激发新的创意,乃至于新的生活方式,典型的如英式下午茶。
中国茶产业大发展,必须开明开放,这也是老祖宗的遗训。因此,除了《指点茶山》里的三大视角,还要有世界的视角。中国茶曾改变了世界的口味,甚至世界的历史,而今在谱写走出去这篇大文章时我们缺乏先人的气度。山西不产茶,但晋商用双脚踏出了辉煌两百余年的“万里茶道”,其足履灼沙,顶风斗尘,马矢代薪,炊灶作食的精神,向生命极限挑战的勇气与信念,是当今茶人最该汲取的商业文化精髓。
序言有结束,而中国茶产业升腾空间的序曲才刚刚奏响……
金穑

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