消费者愿意为琴棋书画诗酒茶的茶付钱——速读罗振宇《时间的朋友》

发布时间：2018-02-08 08:54

本文关键词： 罗振宇茶行业茶叶品牌思考模式茶叶行业茶叶市场市场占有率深圳卫视茶叶消费数据分析 　出处：《茶世界》2017年01期 　论文类型：期刊论文

【摘要】：2016年12月31日罗振宇,人称"罗胖",在深圳卫视上直播跨年演讲《时间的朋友》,他的二十年演讲之路只走了1/10。此篇长达4个小时的演讲不仅打到一票明星喧闹的跨年晚会夺得31号当晚实时收视率第一,并且其视频及演讲稿瞬间刷爆朋友圈。在他的演讲当中,全程看似在表述一个"创业者"的中国,然而在势如山倒的茶叶市场中,每一位从业者都应该用或者只能用"创业者"这一全新身份审视自己的茶叶事业。以下是从罗胖给出的五个题目入手,精简而成的五处结合茶业的思考。时间战场:世界上为争夺资源的战争屡见不鲜,土地、石油、海洋……在商业上,尤其是茶业上,我们以往要的市场占有率、茶园亩数等等,到了2016、2017的信息爆炸年,我们是不是要开始思考如何抢夺消费者的时间以及如何使得消费者的时间变的美好?因为体验茶的本身是需要时间的消耗。所以可以看到2016年茶叶行业出现了茶界星巴克的尝试,这一尝试无非就是压缩消费者付在茶上的时间。还有这两年,"小罐茶"等新式茶叶品牌的流行也是为消费者提供一种优化的服务,花钱就能买到方便和好的产品,省时又省力同时还要优上等,这是一种趋势。服务升级:这一段对茶业的新思维启发还是非常重要,可以说,整体茶行业拼的是服务和品牌。我们要打破没有强有力品牌的行业现状,面临最大的挑战就是如何提供升级的优质服务?因为茶不是普通的商品,它身上有除商品外的更加复杂的涵义,比如历史、文化,比如体验,比如美学。怎么提供高品质的、可持续的、专业化的服务,相信应该是行业2017年应该思考共同问号。文中提到的父爱算法、母爱算法也是一种新鲜的思考模式。智能革命:人工智能可能听起来和茶行业并不太相关,但是大数据、信息化这些词也是人工智能下的一个分支。企业如何运用大数据分析自身客户需求,如何让信息化管理深入每一个环节,有很多地方值得思考和开发。认知迭代:如何才能抢占认知市场?回顾过去几年,福鼎白茶的兴起也被很多人不看好,但是它给人们一个认知,并且用时间站稳脚跟。未来会是一个接一个的新认知层出不穷吗?茶行业怎么能创造一个全新的认知而抢占市场呢?后真相:有人说消费不仅仅只是看产品、看价格,更多人会为情怀、情绪买单。后真相时代的来临,让我们了解是人们不关心真相,而只关心立场、态度和情绪。推动茶叶消费的最终根本是用产品和服务的结合调动消费者的情绪,培育优质的有粘性的客户群体。我们提倡"新",因为我们现今能做的不是"守旧"而是"创新",这有这样才有可期的未来。所以本期《茶世界》将《时间的朋友》这一演讲稿分享给读者,期待能够启发一些行业发展之中的新想法和新思维。
[Abstract]:In December 31st 2016, Mr Lo Chun-yu, Known as "Luo Pang," he broadcast live New year's speech "friend of time" on Shenzhen Satellite TV. His 20-year speech took only a tenth of a year. The four-hour speech not only hit a number of stars, but also won the evening of the 31st. Real time ratings number one, And his video and speech were instantly brushed out by Moments. Throughout his speech, he appeared to be describing an "entrepreneur" of China, but in a tea market that had fallen like a mountain, Every practitioner should look at his tea business with or only as an "entrepreneur." here are five topics that Luo Pang has given. The five condensed places combine the thinking of the tea industry. Time battlefields: wars for resources are common in the world, land, oil, sea. In business, especially in the tea industry, the market share we used to want, the number of mu of tea gardens, and so on. In the year of the Information explosion of 2016 and 2017, are we going to start thinking about how to grab the time of the consumer and how to make the time of the consumer better? Since it takes time to experience tea itself, you can see that in 2016 the tea industry saw a Starbucks attempt in the tea world. This attempt is nothing more than reducing the amount of time consumers pay for tea. In the past two years, the popularity of new tea brands such as "small can tea" has also been designed to provide consumers with an optimized service that can buy convenient and good products at the expense of money. It's a trend to save time and effort and be better at the same time. Service upgrading: this section is still very important for the new thinking of the tea industry, so to speak, The whole tea industry is fighting for services and brands. The biggest challenge we face in breaking down the industry without a strong brand is how to provide quality services that are upgraded. Because tea is not an ordinary commodity, it has a more complex meaning than a commodity, such as history, culture, experience, aesthetics, how to provide high-quality, sustainable, specialized services. It is believed that the industry should think about a common question mark in 2017. The paternal algorithm mentioned in this article is also a new mode of thinking. Intelligent Revolution: artificial Intelligence may not sound very relevant to the tea industry, but big data, Informatization is also a branch of artificial intelligence. How do enterprises use big data to analyze their customers' needs, and how to let information management go deep into every link? There's a lot to think about and develop. Cognitive iteration: how can you capture the cognitive market? Looking back on the past few years, the rise of Fuding White Tea has also been looked down on by many people, but it gives people a sense of it and takes time to establish a firm foothold. Will the future be one after another new cognition? How can the tea industry create a brand new understanding and seize the market? Post-truth: some people say that consumption is not just about products, prices, more people will pay for feelings and emotions. The advent of the post-truth era, let us understand that people do not care about the truth, but only care about the position. Attitude and emotion. Ultimately, the key to promoting tea consumption is to mobilize consumers' emotions with the combination of products and services. We advocate "new", because what we can do now is not "old-fashioned" but "innovative", which has a future. So this issue of "Tea World" will be the friend of < time. This speech is shared with the reader, Expect to inspire some new ideas and new ideas in the development of the industry.
【分类号】：F426.82

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