In the context of the tea industry, which can be said to be a hundred flowers blooming, innovative products with bright spots promote the brand to revitalize. Lipton has always made various efforts and attempts in this regard.
产品发力
For a long time after entering China in 1992, Lipton seemed to be synonymous with tea bags in the hearts of Chinese consumers.
For office white-collar workers, Lipton has always been one of the warmest companions. According to Euromonitor International data, in 2021, Lipton still occupies the first place in China’s tea bag market share.
In addition to maintaining the existing scale as an advantage, Lipton has also been continuously attracting a new generation of consumers through product innovation and brand change.
The consumption of fruit tea is showing a younger trend. The “2022 spring tea consumption trend report” released by JD consumption and Industrial Development Research Institute shows that more young people have joined the ranks of tea drinking, and the transaction volume of post-95 flower and fruit tea has increased by more than 80% year-on-year. At the same time, the choice of tea base is becoming more and more localized. Since March, the top five tea products in terms of transaction volume are herbal tea, green tea, Pu’er tea, black tea and oolong tea.
The launch of Lipton’s new cold brewed fruit tea is also based on such considerations. Featured local tea, combined with real freeze-dried fruit grains, launched four flavors of “White Peach Oolong”, “qingti four seasons spring”, “pineapple Jasmine”, “pomelo fragrance moonlight white”, showing the charm of national style tea and attracting more young consumers to plant grass.
@Little red book Alisa
In addition, young people also pursue individuality. They are often interested in products that are different or can bring different experiences.
Because tea can’t taste quickly in cold water, the so-called cold tea making in the past needs to be soaked in cold water and placed in the refrigerator overnight – which is not convenient for young people. This means that Lipton needs to work hard on raw materials and technology.
After a series of research and development, Lipton took the lead in introducing cold brewed fruit tea that can be drunk in 3 minutes in 2019.
In order to further meet the needs of young people for “instant”, the upgraded cold brewed fruit tea series truly achieves the “30 second taste” of cold brewed tea, and removes the tea line of traditional tea bags. In many scenes such as office, outdoor, sports and leisure, wireless tea bags can be thrown into a bottle of water to enjoy fresh freshly brewed fruit tea.
In addition, compared with other brands that use fruit preserves in fruit tea, the new product uses high-quality and healthy freeze-dried fruit granules.
It is worth mentioning that Lipton cold brewed fruit tea is not satisfied with just brewing with cold water. Lipton put forward the concept of “everything can be cold brewed”. When the team developed the product, they threw this cold brewed tea bag into bubble water, coconut water, beer and other beverage products and tried it. They found that this cold brewed tea can “transform” these drinks and increase the taste level of more fruits and tea.
The above product highlights can just meet the personalized needs of young people and make drinking water interesting.
According to the data provided by Lipton, cold brewed fruit tea became the leader of tmall cold brewed tea six weeks after its launch.
全新品牌宣言
Xiaoshidai noticed that with the launch of new products, Lipton released
Lipton Liyan tea (Rose berry fruit tea) is prepared for young people who stay up late to catch up with drama and have dark skin. It is based on black tea, preferably Pingyin double petal red rose, matched with freeze-dried berry fruit particles, and “flowers, fruits, tea” can feel the natural sweetness of multiple levels.
Young people’s consumption concepts are constantly changing, and Lipton also pays close attention to market trends and makes corresponding changes in a timely manner. It is the brand reshaping action based on product upgrading that allows Lipton to create “Lipton time” with the spiritual guidance of brand proposition and the practical support of product functions.
Under the new brand declaration of “Hello, Lipton”, Lipton has made a conceptual subdivision: fruit tea is “Lipton, good heart, clear”, while herbal tea is “Lipton, good state”. It can be seen that Lipton’s “unity of knowledge and action” not only responds to public needs and social emotions through internal product iterations and external expression updates, but also allows brand care to enter the daily scene and lead young people to regain the good feelings of life.
新品不断
These new products have been welcomed by consumers in a short period of time since they were launched, which is only the beginning of Lipton’s product innovation and change.
It is understood that Lipton has plans to launch more new products in the Chinese market, and will also maintain in-depth emotional communication with consumers in the dissemination, forming a stronger memory connection in the hearts of consumers. These measures will also help Lipton gain more attention and consumer recognition from young people in the future, and continue to consolidate its market advantages.
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What are the differences in Lipton’s product innovation?
小食代观察到，除了水果茶产品线，立顿今年还升级了日养草本茶产品线。该系列瞄准当代年轻人白天拼晚上熬压力爆表的情况下日益增长的养生需求，打出通过一杯好茶日养出好状态的概念，契合年轻人“朋克养生”的潮流。
据立顿介绍，日养草本茶系列有三个坚持，包括坚持采用中国药食同源的花与草本；坚持配方中西合璧潮流好喝以及坚持深入洞察年轻消费者痛点需求和使用场景。用年轻人喜欢的方式做新一代养生草本茶。
立顿宵旰茶（菊花青柑白茶），优选特级桐乡胎菊，搭配新会青柑皮，白茶潮流茶底，适用于经常加班，视力易感疲劳的人群，入口茶香与草本甘香平衡，口感清甜回甘。
而立顿俪颜茶（玫瑰莓果茶）则是为熬夜追剧，肤色暗沉的年轻人准备，以红茶打底，优选平阴重瓣红玫瑰，搭配冻干莓果果粒，“花、果、茶”搭配，可以感受到多层次的自然甜香。
年轻人的消费观念不断变化，立顿也时刻关注市场趋势并及时作出相应的改变。正是以产品升级为前提的品牌重塑动作，让立顿凭借品牌主张的精神指引、产品功能的实效支撑，独创“立顿时间”。
而在“你好，立顿一下”的品牌新宣言之下，立顿又做了概念细分：水果茶为“立顿一下，一下好心晴”，而草本茶则是“立顿一下，一下好状态”。可以看出立顿的“知行合一”，不仅以内在的产品迭代、外在的表达更新，对大众需求与社会情绪做出回应，而且让品牌关怀进入场景日常，带领年轻人重拾生活的美好感受。
这些新产品在上市短时期就受到消费者欢迎，也只是立顿产品求新求变的一个开始。
据了解，立顿有计划之后在中国市场陆续推出更多新品，在传播上也会与消费者保持深度情感沟通，在消费者心中形成更强的记忆关联。这些举措也将帮助立顿在未来获得更多年轻人的关注和消费认可，持续夯实市场优势。
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