Some marketing gurus have summarized four essentials for successful companies. First, a unique cultural system; second, authoritative certifications and certificates; third, numerous success stories and positive reviews; fourth, the ability to innovate and develop continuously. These four points are theoretically universal, but Chinese ingenuity transcends the norm. Now, when you visit many marketing-oriented companies, from the corporate culture displayed at the entrance to case presentations, authoritative certificates, and innovative research and development, all are seamlessly integrated into the decor. It's so perfect that all you need to do is pay. Even TikTok live streams use the same narratives. Regardless of the product being just over a dozen dollars, what you see and hear always makes it seem like a great value.
The Tea industry takes this marketing theory to new heights. If you doubt this, open TikTok; no other industry sells products with as much cultural flair and convincing performances. Various masters and famous mountain teas are constantly introduced, and the key point is that they're often cheap, frequently available for $19.90 per pound with free shipping. And yes, there are beautiful women in exotic costumes to catch your eye. You wouldn't feel ripped off even if you were to tip them instead of paying $19.90 for a pound of tea. This is the allure of marketing. TikTok has provided the public with an era and platform for performance-based earning. However, for consumers looking to buy products they genuinely enjoy, things get complicated.
According to official data from TikTok, teas priced over $20 are difficult to sell, and the return rate is very high. Many people who spend $19.90 on tea don't know much about tea, and because it's inexpensive, they're often too lazy to return it. However, those willing to pay over $20 or even more for tea to Drink themselves generally have some knowledge of product evaluation. If the quality doesn't match the description, the likelihood of returns increases significantly. This is why selling tea to connoisseurs is considered the most challenging. It's hard to make money from experts, which is why many merchants choose to tell exaggerated stories, yet still manage to sell tea well. Examples include Bingdao ancient tree tea from Bulang Mountain, single-plant thousand-year-old ancient trees picked before the Ming Dynasty, and 50-year-old Pu'er ripe teas. Have you ever bought such fine teas?
Thus, by this point, the situation becomes clear. Experienced tea drinkers never consider any so-called gold medal certificates or expert appraisals from merchants. Those who appreciate Teapots understand this even more clearly. Which seller of purple clay teapots doesn't have authentication certificates? But are they all authentic? National standards are merely entry-level benchmarks, possessed by any manufacturer. But the quality of tea can only be known by tasting it. Many newcomers are still confused, unsure how to evaluate teas due to their lack of knowledge. It's simple: compare teas of the same price repeatedly. After a few comparisons, the differences in quality will become apparent. Without repeated careful tasting and blind buying, it's easy to fall into traps, especially for tea dealers. You may not take it seriously since you're spending your own money, but consumers are becoming increasingly discerning. People's palates also become more refined over time.
The benefit of experience is often finding one's true preference. Some people prefer Green Tea because it captures the freshness of spring in a cup; others enjoy Oolong Tea because of its lingering aroma; still, others love Pu'er for its complexity and the aromas that come with age. Without comprehensive comparisons and experiences, one cannot fully appreciate the pleasures. On a deeper level, it's about caring for one's body. For example, Sichuanese people who enjoy hot pot in the evening might want something to help digest and cleanse after returning home. In this case, we recommend ripe Pu'er tea, which aids digestion without affecting sleep. Some people regularly consume alcohol and need tea to help sober up; aged Pu'er tea is recommended for this purpose. These are examples of how different teas cater to individual needs, which can only be understood through experience. Data and certificates cannot fully convey this.
Data-driven approaches are a growing trend in many industries, and we fully support data-driven strategies, hoping they can help us progress and develop. However, in many traditional fields, data-driven approaches are very challenging and slow to implement. For instance, in the food service industry, it's impossible to quantify the taste preferences of a group of people because palates change. If a restaurant innovates beyond our palate expectations, it could quickly become popular. In the tea industry, many manufacturers try to mimic famous mountain teas using blending techniques, but few succeed. Therefore, data can be a double-edged sword, requiring cautious use. Only by combining data with experience can we find the perfect solution.
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