大龙井品牌时代下的区域子品牌发展思考 越乡龙井 “强龙”有道

Some Consideration on the Development of Regional Brands under the Greater Dragon Well Tea Brand

4月,首份龙井茶峰会共识重磅出炉,预示着在龙井茶3大产区、18个产茶县(市、区)的强强联手之下,一个'以世界一流茶叶品牌'为目标的龙井茶大品牌时代的到来。龙井茶品牌从'扩面'转向'强龙'的发展跨越,离不开区域子品牌和企业品牌的'支柱式'支撑。

Yuexiang Dragon Well Tea is a regional tea brand used by tea businesses and farmers in Shengzhou in eastern Zhejiang. These tea businesses and farmers combine to be the biggest producer in terms of quantity, of all regional tea producers collectively using Dragon Well Tea brand in Zhejiang Province. In the fierce market competition, can this brand further speed up its market dominance? And can it translate its quantity advantage into a strategic brand edge?