Everything for tea: design packaging + marketing

Not long ago, a young American entrepreneur developed the "ChaDao" brand of natural tea, filling the world's first PET bottle without slats and bones, developed by Amcor.

This natural tea series was developed by Ghim-SimChua and his company. Cai Jinxin, who grew up in Singapore, tasted a variety of delicious teas during his childhood. As he was increasingly dissatisfied with the teas available on the American market, he launched the new bottled tea and founded Tea Tea Company ( ChaDaoTeaCompany).

The founder of the Stanford University's degree and Microsoft position explained: "I like tea, but I'm not happy with the tea I can buy. Most of the tea I drink is fundamental to me. It's not like tea. It's either full of juice or full of sugar."

Find the right bottle

In September 2005, Cai Jinxin and friends with the same ideas began to develop and sell a tea brand that met their standards and tastes. The tea ceremony tea company was born. Soon afterwards, the search for suitable bottles to package the tea ceremony series began.

They easily made the decision and chose 16.9 ounces of PowerFlex PET bottles from Amcor PET to develop their premium, preservative-free natural tea line. Cai Jinxin said: "From the very beginning, I liked the appearance of PowerFlex bottles. Other bottles have slats or bones that will not give consumers a 'clear' appearance. This new technology from Amcor looks and feels good. , and can adapt to the hot filling temperature we need."

The tea ceremony tea company chose one of two PowerFlex bottles - a long-necked 16.9 oz bottle with a 38mm neck. This allows the company to develop products quickly without incurring any additional equipment costs. If the tea ceremony tea company is willing to, in the future can also add some optional customization features, such as embossed logos or patterns.

This young company chose an award-winning bottle, which won the DuPont Packaging Competition Gold Award on August 11, 2006. This PET bottle has an innovative, patent-free, slatless design that has taken the selection of bottles that can withstand hot filling (85°C or 185°F) to a new level. Amcor's structural design not only eliminates slats, but unlike the containers developed by current competitors, PowerFlex has a large, completely smooth labeling surface without any bones.

David Andison, vice president of business strategy at AmcorPET Packaging, said: "The fact that bottles with slats form a constraint greatly limits the design choices, thereby limiting the ability of brand owners to use packaging to creatively sell products."


Original design

In order to achieve a bone-free, Amcor designed a unique vacuum suction bottom. By combining design and manufacturing innovations, technicians developed a patent-pending bottle. The bottle attracts vacuum through a specially designed bottom of the bottle, allowing the unique septum in the bottom of the bottle to be drawn upwards as the liquid cools. The geometry of the bottle enables the reverse tapered diaphragm to bend upwards when a vacuum is created.

Previously it was necessary to use sidewall slats to absorb the distortion produced when the hot-filled beverage cooled to room temperature. Until recently, many beverage bottle manufacturers did not have a PET bottle that could meet their hot filling and aesthetic requirements. This forced their premium brands of juices, teas, isotonic drinks, etc. to still be filled. In a glass container. This PET bottle, which was developed last year, has permanently changed this situation.

Andison explained: “Because there are no more slats on the side walls, the labeling of the bottles becomes easier, there is no need to worry about mislabeling, and there is no need to worry about labeling on the slats that may cause ripple effects.”

In addition, the straight-wall design geometry allows PowerFlex bottles to have higher maximum load performance. The straight wall has no stress points, eliminating the bending potential.

Cai Jinxin also discovered another benefit of lightweight PET bottles. He said: "We soon discovered that vendors wanted to know if our tea was packed in glass bottles or plastic bottles. Packaging in plastic bottles helps us to ensure sales, the weight of glass containers and the increased fuel costs. The sales system has an impact."

Clear market positioning

The "Tea Ceremony" brand promotes the ancient Chinese tradition of drinking tea. This tradition is deeply rooted in the Asian culture of more than 5,000 years. Tea in the tea ceremony is not controlled by artificial additives, fruit juice or sweeteners. Only a small amount of natural ingredients are used to increase the depth and content and improve the flavor of the tea.

Cai Jinxin said that when the tea ceremony tea was launched, consumers have discovered the benefits of flavonoids as antioxidants. He said: “It is meaningful to develop series of preservative-free all-natural teas, which provide a healthy choice for bottled tea drinkers. Many studies have shown that the flavonoids present in tea are powerful antioxidants. The effect provides extraordinary anti-allergic, anti-inflammatory and anti-cancer properties.”

They have developed four varieties of tea - oolong tea, ginseng tea, chrysanthemum tea and lemon jasmine green tea. These varieties are described as "There are three health options - four unique flavors without sugar, herbs and low calories."

The tea ceremony tea company has always been proud of it for making the best tea, using traditional techniques - small batches of tea under strict time and temperature. Its bottled tea, whether thick and mellow or light and refreshing, always reflects the real taste of tea.

Tea series products are currently listed in the northwestern United States and are expected to expand sales by the end of the year. These varieties do not contain any preservatives and are sold by refrigeration.

Cai Jinxin revealed: “We are the only fresh bottled tea on the market. From the beginning of production until the consumer gets it, it needs to be refrigerated like fresh juice or fresh milk. Even though it can still be consumed after 90 days, we still have to Remove it from the shelf because we think the best-tasting tea is the freshest tea."

In addition, because the company uses more advanced tea for each bottle of tea, tea tea has twice the flavonoid content of other brands. He went on to say: "In addition to tasting real tea like our own, our tea also maintains all the health benefits of tea. With Lipton, Honest Tea, Sobe tea and on the market Compared to other major brands, our tea has the highest levels of flavonoids and antioxidants, so it not only tastes amazing but also the healthiest tea you can drink.”
Sales skills

According to Cai Jinxin, sales must focus on the personal experience of tea. He explained: “Our slogan 'real tea taste' is not expressed through a wide range of dazzling advertisements, so we are constantly looking for the best way for people to taste the product. Tea ceremony 'low-tech' tea and flavor communication A simpler and more friendly lifestyle. This is an all-natural product that is not marked as 'extreme' or 'very'. Some companies focus on advertising 'bombing' but we want to make people meet like a friend. To our tea."

Like many small Asian companies, the tea ceremony maintains personal contact with customers. Cai Jinxin said: "When our sales have grown and it is no longer our small group running tea in our cars, we try our best to maintain that kind of personal connection and continue to cultivate sincere relationships with retailers. All employees are The customer contacted each member of the tea ceremony to go out for regular tasting. CEOs often go to see the owner of a coffee shop as if they were a leader of a national chain. Sometimes they only show up at the time of delivery to ask a good question."

Others are also admiring the natural taste of this premium tea. This young company won second place in the final of the 2006 Ice Tea Challenge at the World Tea Expo (World Tea Expo). Lemon Jasmine Green Tea is winning in the ready-to-drink, freshest category. In addition, there are three other flavors being developed and Cai Jinxin looks forward to their listing in the third quarter of this year.

Reprinted from: Tea Network

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