本文關(guān)鍵詞： 羅振宇 茶行業(yè) 茶葉品牌 思考模式 茶葉行業(yè) 茶葉市場(chǎng) 市場(chǎng)占有率 深圳衛(wèi)視 茶葉消費(fèi) 數(shù)據(jù)分析 　出處：《茶世界》2017年01期 　論文類型：期刊論文

【摘要】：2016年12月31日羅振宇,人稱"羅胖",在深圳衛(wèi)視上直播跨年演講《時(shí)間的朋友》,他的二十年演講之路只走了1/10。此篇長(zhǎng)達(dá)4個(gè)小時(shí)的演講不僅打到一票明星喧鬧的跨年晚會(huì)奪得31號(hào)當(dāng)晚實(shí)時(shí)收視率第一,并且其視頻及演講稿瞬間刷爆朋友圈。在他的演講當(dāng)中,全程看似在表述一個(gè)"創(chuàng)業(yè)者"的中國(guó),然而在勢(shì)如山倒的茶葉市場(chǎng)中,每一位從業(yè)者都應(yīng)該用或者只能用"創(chuàng)業(yè)者"這一全新身份審視自己的茶葉事業(yè)。以下是從羅胖給出的五個(gè)題目入手,精簡(jiǎn)而成的五處結(jié)合茶業(yè)的思考。時(shí)間戰(zhàn)場(chǎng):世界上為爭(zhēng)奪資源的戰(zhàn)爭(zhēng)屢見不鮮,土地、石油、海洋……在商業(yè)上,尤其是茶業(yè)上,我們以往要的市場(chǎng)占有率、茶園畝數(shù)等等,到了2016、2017的信息爆炸年,我們是不是要開始思考如何搶奪消費(fèi)者的時(shí)間以及如何使得消費(fèi)者的時(shí)間變的美好?因?yàn)轶w驗(yàn)茶的本身是需要時(shí)間的消耗。所以可以看到2016年茶葉行業(yè)出現(xiàn)了茶界星巴克的嘗試,這一嘗試無(wú)非就是壓縮消費(fèi)者付在茶上的時(shí)間。還有這兩年,"小罐茶"等新式茶葉品牌的流行也是為消費(fèi)者提供一種優(yōu)化的服務(wù),花錢就能買到方便和好的產(chǎn)品,省時(shí)又省力同時(shí)還要優(yōu)上等,這是一種趨勢(shì)。服務(wù)升級(jí):這一段對(duì)茶業(yè)的新思維啟發(fā)還是非常重要,可以說(shuō),整體茶行業(yè)拼的是服務(wù)和品牌。我們要打破沒有強(qiáng)有力品牌的行業(yè)現(xiàn)狀,面臨最大的挑戰(zhàn)就是如何提供升級(jí)的優(yōu)質(zhì)服務(wù)?因?yàn)椴璨皇瞧胀ǖ纳唐?它身上有除商品外的更加復(fù)雜的涵義,比如歷史、文化,比如體驗(yàn),比如美學(xué)。怎么提供高品質(zhì)的、可持續(xù)的、專業(yè)化的服務(wù),相信應(yīng)該是行業(yè)2017年應(yīng)該思考共同問號(hào)。文中提到的父愛算法、母愛算法也是一種新鮮的思考模式。智能革命:人工智能可能聽起來(lái)和茶行業(yè)并不太相關(guān),但是大數(shù)據(jù)、信息化這些詞也是人工智能下的一個(gè)分支。企業(yè)如何運(yùn)用大數(shù)據(jù)分析自身客戶需求,如何讓信息化管理深入每一個(gè)環(huán)節(jié),有很多地方值得思考和開發(fā)。認(rèn)知迭代:如何才能搶占認(rèn)知市場(chǎng)?回顧過(guò)去幾年,福鼎白茶的興起也被很多人不看好,但是它給人們一個(gè)認(rèn)知,并且用時(shí)間站穩(wěn)腳跟。未來(lái)會(huì)是一個(gè)接一個(gè)的新認(rèn)知層出不窮嗎?茶行業(yè)怎么能創(chuàng)造一個(gè)全新的認(rèn)知而搶占市場(chǎng)呢?后真相:有人說(shuō)消費(fèi)不僅僅只是看產(chǎn)品、看價(jià)格,更多人會(huì)為情懷、情緒買單。后真相時(shí)代的來(lái)臨,讓我們了解是人們不關(guān)心真相,而只關(guān)心立場(chǎng)、態(tài)度和情緒。推動(dòng)茶葉消費(fèi)的最終根本是用產(chǎn)品和服務(wù)的結(jié)合調(diào)動(dòng)消費(fèi)者的情緒,培育優(yōu)質(zhì)的有粘性的客戶群體。我們提倡"新",因?yàn)槲覀儸F(xiàn)今能做的不是"守舊"而是"創(chuàng)新",這有這樣才有可期的未來(lái)。所以本期《茶世界》將《時(shí)間的朋友》這一演講稿分享給讀者,期待能夠啟發(fā)一些行業(yè)發(fā)展之中的新想法和新思維。
[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.
【分類號(hào)】：F426.82

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