Hunan Anhua Dark Tea Regional Brand Development Strategy

With the tea market competition becoming more and more intense, creating tea brands is increasingly important. Tea brand strategy can help enhance the added value and competitiveness of the tea, promote the sustainable development of the tea industry, and meet the cognitive needs of consumers. Tea brand has two mainly modes: regional brand and corporate brand. As tea’s growth is regional and the production is dispersion, so the tea regional brand model which is organized by government or association commissioned by government is more popular.This essay selects Hunan Anhua Dark Tea regional brand as the research object, to explore its development strategy. Firstly, this essay starts from tea brand relevant theory, analyzes the development status of tea industry, the importance of tea brand, and the reasons to choose the tea regional brand model. Secondly, this essay analyzes the current status of Anhua Dark Tea regional brand. Anhua Dark Tea has excellent quality and profound tea culture. And it achieved success in the market where is full of opportunities and challenges with the contributions made by government, tea association and tea enterprises. The value and reputation of Anhua Dark Tea regional brand is improving, Anhua Dark Tea industry is developing healthily, and Anhua’s economic is also growing. Thirdly, this essay analyzes Anhua Dark Tea regional brand construction strategy. However, there are still some problems in the Anhua Dark Tea regional brand in the construction process. For example, Anhua Dark Tea has problems in its production quality, the Anhua Dark Tea market is not in order, either. These problems can be solved by standard production, quality grading and Anti-counterfeiting campaign. And from brand positioning, brand image and brand culture, Anhua Dark Tea regional brand construction strategy can be further perfected.In addition, in the promotion process of Anhua Dark Tea regional brand, the promotion path is backward and the promotion strength is not enough. Anhua Dark Tea could enhance promotion through new path like network media and industrial integration. It’s important as well to increase the budget in advertising and the terminal building.Finally, the essay refers to Anhua Dark Tea regional brand’s future. By developing new products, expanding the international market and the development of the industry chain, Anhua Dark Tea regional brand will have a broader outlook in the future.