China Food

Osmanthus oolong is in season, and Lipton, the world’s largest tea bag brand, has made the latest move

The high temperature gradually faded, and it was autumn in the twinkling of an eye.

September is the season of sweet osmanthus fragrance, and snack generation has noticed that many brands have taken sweet osmanthus into taste to retain the taste of short autumn.

Among them, Lipton, a century old tea brand, also joined the “heat” of Osmanthus fragrans and launched new high-quality original leaf tea. Let’s take a look.

金秋茶香

For a long time, qilitun, a tea brand founded in 1890 with a history of more than 100 years, has almost become a synonym for tea bags, and the office drinking scene created by this brand has also been deeply popular.

Not long ago, the parent company of Lipton, Ecotech (Lipton is the world’s largest tea bag brand and also our most important brand in China, accounting for more than 90% of our revenue. “

After entering the mainland China market for 30 years, Lipton is still striving for product innovation.

Following the new cold brew fruit tea launched at the end of July, Lipton chose China, the hometown of tea, to select high-quality original leaf tea from all over China, and launched three flavors of Lipton LOHAS pure tea bags: Sunrise golden Osmanthus (osmanthus oolong)

According to Lipton, the new product has four main features: including adding the whole flower bud picked in a limited season, choosing the original leaf tea from the tea garden that is limited in origin and meets the standard of the Rainforest Alliance, not adding any essence and sugar, making the product label “clean” and creative packaging, and paying attention to the “ritual feeling” of opening the box.

Sunrise golden Osmanthus (osmanthus oolong) is the main product of this series, targeting Guilin, one of the four major producing areas of Osmanthus in China, from August to September of the lunar calendar. In Guilin, every autumn, if the streets where osmanthus is planted are connected, a 127 kilometer golden “osmanthus corridor” can be formed.

Lipton picked this golden osmanthus with rich flower fragrance and matched it with Jinxuan Oolong produced in the high altitude area of Taiwan, China Province, China. After improvement, oolong tea made from Jinxuan variety has a unique milk fragrance. Sweet osmanthus fragrance superimposed with milk fragrance makes sunrise golden osmanthus have obvious and long sweet return.

This series also includes large leaf Pu’er mature tea from Lincang and Yiwu in Yunnan, or green tea from Huangshan and Sichuan, which all collide with different tea soup flavors.

The three new LOHAS pure tea bags are full of fresh and natural feeling. With dark colors and elegant hand-painted paintings, they bring out a poetic mood and give people a refreshing feeling. The positioning of the golden logo also highlights its high-end positioning. It is in line with the brand proposition that this new product hopes to bring consumers back to nature, pause busy moments and enjoy a slow life for a while.

拓力年轻市场

It is not difficult to see that the innovation of Lipton LOHAS pure tea bags aims at the young and high-end market demand.

According to the analysis report on the current situation of China’s tea bag industry market by the Huajing Industrial Research Institute in 2021, the main consumption countries of tea bags are still concentrated in the United States, Europe and the United Kingdom. Although the consumption frequency of tea bags in China is relatively high, it accounts for about 5% of the total tea consumption population, which is lower than the world average level of 24%, far lower than the European and American countries, which account for 80-90%. The potential of China’s tea bag market has not been fully tapped, There is still broad space for development.

Under the huge market space, new brands are constantly emerging, and tea brands such as Xicha, Naixue and chayan Yuese are now being made

Young people of Elle can “brew a cup of brand-new Lipton LOHAS quality original leaf tea”.

According to Euromonitor International, in 2021, Lipton still holds the first position in the market share of bag brewing black tea in China. In addition to black tea, Lipton is also cutting through thorns and thorns and constantly expanding its territory.

Years of development have enabled Lipton, the world’s largest tea bag brand, to always have solid product R & D capabilities, advanced technology, purchasing strength to find high-quality tea and other raw materials, and market insight to provide a basis for innovation. All these will help Lipton rejuvenate its brand and consolidate its market position in the exploration of a younger and higher end market.

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Osmanthus oolong is in season, and Lipton, the world’s largest tea bag brand, has made the latest move

重构品牌“人设”

在这场创新变革中,立顿不止步于产品的年轻高端化,而是重塑“人设”,打造一个更懂年轻人的品牌形象。

今年7月,立顿全新的品牌宣言新鲜出炉,“你好,立顿一下”。而乐活系列更直接点出“立顿一下,一下好自在”的新主张,让品牌一下轻快起来。

立顿洞察到现代人工作生活忙碌,面临着各种压力,休假、完全的放松似乎变成了一种奢侈。

立顿希望用自己的品牌主张帮助年轻人“升级打怪”,在紧迫的工作生活状态中为自己找到忙里偷闲的方式。在忙碌的状态下,可以适时地为自己按下暂停键,哪怕只是泡茶喝茶的短暂时间,也可以用立顿让自己拥有片刻的放空时间。

这一戳中现代人痛点的品牌宣言,可以帮助立顿在目标人群中打造情感共鸣,增加品牌的好感度与粘性。


此次推出的立顿乐活纯茶茶包也成为了该品牌宣言的落地与延续。穿梭于钢筋混凝土间的打工族们或许很少有机会给自己大块的时间放松身心、回归自然。


既然无法去,那就让立顿来。乐活纯茶茶包从原料到包装,裹挟了自然气息,让消费者在泡茶的五分钟里感受真实花香与茶香的自在氛围。

为了更好地传播这个理念,立顿联合ELLE》一起号召年轻人可以在忙碌的行程中短暂抽离出来,回归自在的状态,有一个秘密武器”就是“冲泡一杯全新立顿乐活品质原叶茶”。

据欧睿国际数据,在2021年,立顿依旧占据着中国袋泡红茶市场份额第一的位置。红茶之外,立顿也正在披荆斩棘,不断开拓更大的疆土。

多年的发展,让立顿这个全球最大的茶包品牌始终拥有坚实的产品研发力、先进的工艺技术、寻找高品质茶叶等原料的采购实力,以及为创新提供依据的市场洞察力。而这些,都将帮助立顿在年轻化、高端化市场的探索中,重焕品牌活力,夯实市场地位。

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