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高端茶要抓住消费者的胃

【字体: 】【2014-6-17】 【作者/来源 威廉希尔网】 【阅读: 次】 【关 闭
   随着中央严控三公消费、提倡节俭,高端茶叶的销量严重受挫,但是一些收入水平好、消费能力高的消费者,对茶叶的品质提出了更高要求,高端茶叶也是有市场。
   近两年不断有声音说,茶叶的价格太高了不符合消费市场需求,将茶叶销售量的下滑归结为价格因素。但如果从威廉希尔的经验来看的话,价格其实是次要因素,最主要的是你的产品能在多大程度上满足消费者的品饮需求。
消费者更在意的其实是,“这款茶合不合他胃口。”
   在易安居古堞斜阳茶室的经营中威廉希尔发现,高端茶的销售并不如其他同行所描述的那样遭遇滑铁卢。相反,那些畅销的产品往往是品质好、价格不低的产品。很显然,消费者非常清楚“一分钱一分货”的道理,特别是一些购买实力强的消费者,对价格的敏感度更低,对个人的品饮感受关注更高,只要产品能符合他们的口味需求,那价格真的不是问题。
   那么,如何让产品符合消费者的口味需求呢?
一方面威廉希尔从正面来解决这个问题,通过关注和分析主要客户群体的口味偏好,在制作茶叶产品时就有意识地往这个方向靠拢。
这里面有一个难度较大的尺度需要把握,那就是产品既要让消费者喜欢又不能太偏离同类产品的特征。有些消费者可能自己很喜欢某种口味的茶,但如果他购买的产品得不到周边人的认可,甚至是被打击买到的茶质量很差的话,这也会严重影响他的二次消费。
   另外一方面要加强对这类客户的品鉴引导。一千个人有一千种口味,企业的产品不可能细化到为每个消费者量身打造,因此要培养消费者正确的品鉴技巧和对茶叶的审评标准。这样企业只要按照既定的标准做好茶叶,就能在比较大的范围内满足消费者的口味需求,避免出现消费者把次品当正品,把正品当次品。一旦消费者对茶叶的衡量标准与企业的标准相统一,那么对于他们而言这就是好茶。
   最后也不要忽视其他环境因素的影响,比如品饮环境。有客人反映,为什么相同的茶,在你们茶馆里喝比在其他地方喝的感觉要好?虽然喝茶是一件很主观的事,但是茶叶好不好除了受产品本身的影响外,与环境、服务、冲泡技巧等客观因素也有关联。当你在一个幽雅的环境里喝茶,你更能静心体会,自然就更容易发觉茶叶的好。就像一个人可能在杂乱的道路上随手丢东西,但他一定不好意思在红地毯上乱丢东西一样。
   随着经济的发展,购买实力强的消费者越来越多,高价并且高质的茶叶产品并非没有市场,相反市场越来越大,关键是如何更好地满足他们更高的要求。
编者按
   在最近两年,高端茶销售受挫的新闻不绝于耳。不少业界人士怀疑高端茶是否还有生存的空间。然而,坚定认为只要品质够硬高端茶再贵也有人买的人数也不少。本期业界传声特邀易安居古堞斜阳茶室副总经理张清云分享如何更好地满足高端客户更高的要求。
 
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