摘要
Dilmah坚守"做世界上最好的锡兰红茶"的制茶理念,坚持茶的单一产地,拒绝拼配其他产地茶叶,坚持手工采摘茶叶并严格把控品质,为消费者负责的同时也为生态环境、国家和茶产业的健康发展负责。作为一个民族企业,Dilmah力图改变斯里兰卡茶产业的市场竞争力,凭借其优异品质在世界众多茶叶品牌中脱颖而出。为了改变年轻一代对茶的刻板印象,Dilmah开发与茶相关的旅游业与茶会所,主办茶创意大赛,取得了不错的成效。除此之外,Dilmah创新之路永不止息,在茶产品中引入"庄园"概念,为味觉敏感者奉上瓦特系列锡兰红茶,满足消费者需求的同时也为品牌创造了溢价。
Dilmah sticks to the tea-producing concept of"making the best Ceylon Tea of the world",insists on the single origin of tea and refuses to the mixed tea.Dilmah insists on hand-picking and controls the quality strictly,which is responsible for customers and the steady development of ecological environment,country and tea industry.As a national enterprise,Dilmah strives to change the situation of Siri Lanka being squeezed in tea industry,distinguishing itself from various tea brands by its superior quality.In order to change the stereotype of tea in youngsters,Dilmah develops tea related tourism,clubs and holds tea creative competitions,achieving good results.Besides,Dilmah never stops on the roads to innovation,introducing the concept of manor in the tea products,offering WATTE Ceylon Tea to supertasters,which not only satisfy customers'desire but also induce premium to the brand.
作者
胡晓云
吴蕙含
HU Xiaoyun;WU Huihan(College of Media and International Culture,Zhejiang University,Hangzhou 310058,China)
出处
《中国茶叶》
2020年第12期16-20,共5页
China Tea
关键词
民族品牌
品牌年轻化
品牌溢价
national brand
brand rejuvenation
brand premium