So after 5000 years, wouldn’t you think there are plenty of tea shops in China? And if someone there did want to open one, well they should have plenty of resources to draw from when setting it up.
But wait! This is the 21st Century, and consumerism is rampant in China as it is in many other countries. What this means according to Mr. DENG Zengyong, president of Menghai Tea Factory, is that the business needs to define their market, products, and brand image.
As I listened, though the presentation was being simultaneously translated from Chinese, I was struck by the fact that they are dealing with the same issues as we do in the USA when opening a tea shop. Are you going to be quick service, or ‘appreciated’ which means a focus on high quality. What character is your store going to reflect? Will you be marketing your own brand, or focus on a commodity approach? How do you approach standardization?
One theme that he stressed for those opening a shop in China is that tea the range of tea can be complicated, and the retailer needs to simplify and educate their customers.
Now, we have taken that approach here at The Tea Smith since we opened. After all, loose leaf tea has recently captured the interest and minds of the American public. But in my naivety, I would have considered the average Chinese more knowledgeable about the finer points of tea. But when you think about it, just because there was tea in the home and on the table all of the time, that does not mean that particular attention was paid to how it got there, what it was or what else is available.
As a result, in many parts of China, new concepts in tea houses are being rolled out. Some are traditional, some are pushing the envelope with their contemporary designs and product offerings. Just as we find here, as consumers learn more about the tea they are drinking, what goes into the processing and the ever expanding and tantalizing array of flavors available, they demand more and finer beverages.
As we always say,
It’s a BIG World…Drink it Up!
Tim
