Market Analyses And Marketing Mode Study Of Our Country Tea E-commerce

With Chinese teas gradually recognized as the healthiest drink in the 21 st century by the whole world, tea consumption market is expanding at a rapid speed. Our country is a power at tea production and consumption, but currently our country tea sales is still mainly done in traditional stores. And e-commerce platform, which is high efficient, easy to pay, lower cost, no time and space limited, no regional restriction, and market internationalized, provides a wide space and opportunities for Chinese tea enterprise. From the year of 2000, tea enterprises in China entered the electronic commerce era. After 10 years of development, it have not gained any success for tea industries, like digital products, clothing, food, and books. Online purchasing rate and turnover of tea both are much low. The turnover of tea e-commerce in the national e-commerce turnover has a smaller proportion. Now it has not formed one leading tea e-enterprise, with a quite significant influence in the e-industry.Based on those backgrounds, this article, from theories of the e-commerce, combining with e-commerce market development status of tea, on the basic analyses of characteristics of online and offline consumer purchasing tea through the network survey and field visits, was to build e-commerce marketing strategies for QZ tea company. And countermeasures were proposed for QZ tea company to establish e-commerce marketing mode.Through online surveys and field visits, we analyzed purchasing and consuming characteristics of online and offline tea consumers, purchasing characteristics of online tea consumers are:the number of male consumers exceeds of that of female consumers at forty percent; major consumers more concentrated among people aged 18-35, mostly concentrated in the tertiary education level or above, the monthly income between 3500-6500, the mainly consumer price per unit between 50-200 Yuan, and the most focusing on the tea purchasing price and tea brand. Consumption characteristics offline: the number of male consumers slightly more than that of female consumers, and the offline consumption is to guide consumers to the store by the electricity supplier, friends or their favor to teas, the most are higher old patrons, invest collectors, Petty crowd, they tend to be more concerned about the quality and brand of tea, followed by prices and packaging.Through the analyses of purchasing and consuming characteristics from online and offline consumers, the e-commerce marketing strategies of QZ tea company was built, mainly from the target customers, terms of brand strategy, pricing strategy. target customers are:for online consumers of electricity suppliers, consumer groups are positioned as the company’s young white-collar workers, college students, and some of the urban younger in need of teas, the goal is to "moving 70s, seizing 80s, fostering 90s." The use of e-business platform directly guiding consumers to the corporate entity store to experience, those experiential can be divided into three kinds:higher-end tasting of old tea patrons; some of invest collectors to teas; petty crowd, eager for tasting tea, tea culture, tea ceremony and cultivating their own sentiments. Brand strategies:(1) brand name strategy:to maintain the cost-effective tea product brands, marketed through internet; to create a sub-brand for the high-end products of offline physical experience stores, establishing the company’s high-end brands, and distinguishing from the online cost-effective products. (2) brand-building plan:to play self-owed advantages to control the quality of products, improve services to meet the changing needs of consumers and competitors circumstances; to write our brand story into home page of our website or create into brochures, making consumers understand our experience better. Price strategies:at the start-up stage of company development, the main task is to open network marketing, cost-oriented and competition-oriented pricing strategy mainly, through the strategies of at-sale products, discount policy, promotions and complimentary tasting, making prices lower price than those of similar products from our competitors, to seize market share, and to attract consumers; at the mature stage of company development, during the offline sales, customer-oriented strategy is the main, the competition-oriented strategy as a supplement. Through chosen target customers, we get the spending powers of offline consumers, so this method not only can achieve brand multiplier effect, but also can meet consumer psychological satisfaction to products.Through analyzing features of purchasing and consuming of online and offline tea consumers, and through analyzing the e-business marketing strategy, two QZ online B2C trading patterns were established:one to develop relying on the existing third-party integrated platforms of B2C trading modes; one to establish its own official mall platform (B2C mode) of QZ Tea. Meanwhile, A strategic analysis of the company to establish 020 trading mode was made by the combination with SWOT analysis, and to play advantages of physical experience and service advantages from offline stores, determining the 020 mode to be established.