摘要
TWG Tea立足其“茶叶界的路易·威登”品牌定位,面向年轻群体不断推陈出新,在茶的拼配、包装、延伸产品等细节方面尽力做到极致。从新加坡走出,放眼世界,TWG Tea为世界茶品牌注入新生力量。
Based on its brand positioning of being Louis Vuitton in tea industry,TWG Tea constantly puts forth new products aiming at young generation,takes time and efforts to push the boundary of details like tea blending,packaging and extension products of tea.Though it is originated from Singapore,it aims at the whole world.TWG Tea acts as the new emerging force of the international tea brands.
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》
2021年第2期22-27,共6页
China Tea
关键词
品牌定位
小众消费
个性化定制
品牌延伸
brand positioning
niche consumption
custom-tailored production
brand extension
