Black Tea In Wufeng Yihong Black Tea

Wufeng Tujia Autonomous County is located in the hinterland of Wuling Mountains.It has a long history of tea production and is a famous tea hometown in China.It enjoys the reputation of "Top Ten Charming Tea Villages in China","National Tea Park Creation Pilot","Top 100 Tea Counties in 2021","2021 Tea Tourism Integration Characteristic Counties",etc."Passing through one of the five cities in the Hubei section.The tea industry is the first characteristic pillar industry in Wufeng County.The territory is rich in Hubei’s famous historical tea " Yi Black Tea ".Yihong tea went from the rise to the peak,and then experienced twists and turns and gradually declined.With the awakening of public brand awareness in tea regions in recent years,the implementation of brand strategy has become the primary choice of local governments.Faced with changes in the internal and external environment such as the frequent outbreak of the new crown epidemic in various places,the Sino-US trade war,and the consumption upgrade in the " post-epidemic era ",we must vigorously strengthen brand building.Through the joint efforts of the local government,tea industry associations and enterprises,Wufeng tea brand construction has achieved phased results,and has formed a famous brand with great influence in the domestic market-Caihua Maojian,but the domestic tea public brand " Wufeng " Compared with the strong public brands in Zhejiang,Fujian and other provinces,there is still a big gap between Yihong" and "Wufeng Green Tea",and the brand awareness,reputation and loyalty need to be further improved.Therefore,this paper selects the tea public brand "Wufeng Yihong" as the planning object.In the early stage,through interviews and investigations with the Tea Bureau of Wufeng Tujia Autonomous County,representative enterprises and consumers,it was found that the following problems exist in the current "Wufeng Yihong" brand communication.First,public brands are not authoritative enough.For example,there is a lack of unified planning and coordination in market promotion;there is insufficient consensus on the development of authorized enterprises.Secondly,the "Wufeng Yihong" brand is less well-known outside Yichang,and its market share is not high.Finally,the excavation and utilization of local historical and cultural resources in brand building is not enough.Based on the current status of brand communication,the planning case is carried out through the following five activities.The first part: analysis of tea market environment.On the one hand,Chinese tea culture has a long history.Traditional customs such as treating guests with tea have become an important part of Chinese traditional culture;with the rise of the "health trend" among young people,tea is more closely related to people’s daily life.Conversely,the development of the tea industry also provides assistance for rural revitalization and poverty alleviation.On the other hand,the black tea industry has been affected by the epidemic,and exports have been greatly reduced.The competition in the domestic black tea market is fierce,and brand building has become the way out for tea companies in the future.The second part: "Wufeng Yihong" brand analysis.In the long-term development of Yihong Tea,due to the lack of unified planning and publicity,the brand lacks influence.Different prices,limited sales channels,and ineffective brand communication are the status quo of brand development.From the perspective of consumer portraits,the current consumers are mainly women who pay attention to health care,as well as middle-aged and elderly men.From the perspective of the province,Enshi’s "Lichuan Red" has been rising in popularity in recent years,and has become a strong opponent of "Wufeng Yihong";outside the province,the famous black tea brand "Qimen Black Tea" has been selected as the reference object.The third part: the general idea of "Wufeng Yihong" brand communication plan.Opportunities and challenges coexist in the new era.With the slogan of "Black Tea in Wufeng Yihong Black Tea",through comprehensive means such as image reconstruction,cultural and tourism integration,and integrated communication,"Wufeng Yihong" has become a famous black tea brand in Hubei and even in China..Part IV: The specific implementation plan of the "Black Tea in Wufeng Yihong Black Tea" brand in 2023.The planning case comprehensively improves the coverage of the brand market through five aspects: brand logo application,packaging design,channel development,advertising and public relations activities.Part V: Starting from the promotion goal,determine the overall cost of the communication activities and the indicators of effect monitoring.The planning plan aims to launch the 2023 annual communication implementation plan of "Wufeng Yihong Black Tea" based on the actual situation of "Wufeng Yihong" brand communication,combined with the status quo of consumption upgrading in the "post-epidemic period" and consumers’ willingness.Through a one-year publicity campaign,the brand image of "Wufeng Yihong" was reshaped,the influence of the public brand of "Wufeng Yihong" was improved,and finally it was successfully converted into capital.