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案例详情

杭州狮峰茶叶有限公司

  kaimenqijianshi,chaimiyouyanjiangcucha。

  xiangbiqimeiguorendeshikafeiruming,zhongguorenkeweishiaichachengchi。“tancha”“chicha”bianshixuduoaicharenderichang。yihuqingcha,sanliangzhiji,xianhuajiachang。zaikuaijiezoudexiandaishehui,“cha”shiyizhongxiangdangyouxiandeshenghuozhuangtai,zhiyaoqishangyihu,biangaixipinmanchang。

  hechashiyijianleshi,zaichadaoshuqianniandefazhandangzhong,zaoyibiandemingmufanduo。woguochayeyizhizuofangfahechaduofenyanghuachengduzuoweiyiju,zongtifenweihong、lv、qing(wulong)、hei、huang、bai、liudalei。erzaizheifanfudeliudaleimudangzhong,shifenglongjingyeshiyigeteshudecunzai。youshiliuchuanyue:“tianxiamingchashulongjing,longjingshangpinzaishifeng。”

(杭州狮峰茶叶有限公司宣传图)

  hangzhoushifengchayeyouxiangongsibianshishifenglongjingdeqizhongyijiadizaozhe。

  “muqian,guoneichayexiaofeizhengchuyuzhuanxingqi,zheirangchayexingyezheiyichuantongxingyebianchengchaoyangchanye。chuleyaojianchibaozhengchayebenshendezhiliangzhiwai,qiyedegegeliuzhuanhuanjieqishidoudayousuotu。”shipailongjingdongshizhangjianzongjingliyuzongjieshaodao。

  催化:多元属性、消费升级下的全民茶叶时代

  zaiyuzongkanlai,chayechanyedepengbofazhan,libukaishichangduiyuchayezheiyichanpindedingyi:“chayejiyouyinpinshuxing,youyoulipinshuxinghewenhuashuxing。”

  zhengshijiyuchayededuoyuanshuxing,zaozaichayefamingzhiji,chayexingyebianzuoweiyizhongchanyezaizhongguoshenggenfazhan,lijingshangqianniandeyanbian,guimoyujiazhuangda。muqian,zhongguochayechanliangyijingjushijieshouwei,chengweiquanqiudiyichanchaguo。

(茶园)

  shujuxianshi,2015nianzhongguochayuanzongmianjidadao4316wanmu,2015nianzhongguochayeshichangguimozai3000yiyuanzuoyou。2016nianchayechanliang243wandun,tongbizengzhang6.67%。

  jiezhi2015nianmo,woguochayeneixiaoliangyujidadao172wandun,xiaoshoueyuewei1580yiyuan。erchayechukouyitongshiweichiwendingzengzhangtaishi,muqianshijieshang120duogeguojiahuodiqujinkouhexiaofeichaye,you30duoyirenzaiyinchahexiaofeichayinliao。chayeshichangdenianxiaofeiliangdadao4000wandunyishang。

  mianduimuqianpengbofazhandechayeshichangguimo,yuzongbingbuyiwai:“suizhejingjidefazhan,renmendeshenghuoshuipingyousuotigao,ziranerrandibianhuizhuiqiuyizhonggengjiankangdeshenghuofangshi。”

  窘境:大而不强,茶叶产业仍需提速增效

  ruguoshuofanrongdediyigebiaoshishiguimohuazengzhang,neimefanrongdediergebiaoshi,bidingjiushiquefajianguanxiadeluanxiangcongsheng。

  zaichayexingyeguimofeisufazhandetaishixia,guoneichayeshichangxianranyouxie“luowu”。qijinweizhi,guoneichayeshichangyijiuchuzaijingzhengwuxudehunluanzhuangtai,xingyeguanlibujianquanhechanpinbiaozhundebuyicaozuodaozhilechayexingyequefaxiangyingdebiaozhun。

  “youpinleierwupinpai”zeshichayexingyedelingyidaonanguan。zhongguochayeqiyesuiranzhongduo,danpinpaiyishixiangduiboruo。“muqianwoguoyuyou7wanjiachachang,danzhucelezijipinpaimingchengdehaibudao1000jia。”yuzongjieshaodao。

  zuoweiyijia1985nianchenglidelaopaiqiye,hangzhoushifengchayeyouxiangongsizai80niandaijiuyijingdadaoleshuqianwanyuandenianxiaoshouliang。“shi”paishangbiaozigongsichenglizhiriqijishenqingzhuce,youzhejiaoqiangdepinpaiyishi。erqitadechaqiquemeiyouzheiyangdexingyunle。

(狮牌商标)

  guoduyilairenlichuli,wufatuidongchayexingyechanyehuadejincheng,shichayechanyemuqianzaoyudedisandaonanguan。

  zongguanzhenggechayexingye,yijiubaochizhegaodufensandexiaonongzuowuxingtai,chayedezhongzhi、caizhai、jiagong、xiaoshoudouxuyaohaofeidaliangrenlilaijinxing。jutongji,woguomuqianyou8000wanchanong,lingwaihaiyou5000wanyishangrenyuancongshichayexiaoshou、chaguanfuwudengdisanchanyedegongzuo。

  “dangguimofazhanqilaizhihou,renmencaihuiyishidaobiaozhun、guizedequeshijianghuizaochengxingyedewuxuyuhunluanyijicufangjingyingdemoshixiadailaibubiyaodechengbensunhao。”yuzongfenxidao。

  探索:利用互联网手段实现企业转型升级

  mianduixiaofeishengjiqudongdechayeshichanghedaerbuqiangdexingyexianzhuang,chayeqiyexiangyaomouqiubiange,yishijiehezishenjichuheyoushikuaisumosuochushihezishendeyingxiaomoshi,dazaoquanqudaoyingxiao;ershijiaqiangpinpaijianshe,qianghuaxiaofeizherenzhi。zuizhongxingchengpinpailiandongdequanqudaoyingxiaohudongshengtaiquan。

  zaozaishunianqiandianshangxingqizhiji,shipailongjingbiankaishilezaidianshangmoshishangdetansuo,fenbiezaitianmao、jingdong、yihaodiandengxianshangdianshangkaisheleguanfangqijiandian。

  zheiyangchuangxinxingdechangshijiyushipailongjinggengkuanfandequdaokongjian,yequdelebucuodexiaoshouyeji。“zaixiaofeicengjinianqinghuahexiaofeiqushijiankanghuadehuanjingxia,dianshangfuyuxiaofeizhegengduo、gengda、gengbianlidexuanzequan。”yuzongfenxiangdao。

  raner,duiyuchayexingyeeryan,dianshangzhishiqizhongdeyizhongqudaoyunyingmoshi,tayouzhexianxiaqudaowufapimeidebianli,dantongshi,tayequeshilechayezuiweizhongyaodexianxiatiyanchangjing。

  shipailongjingchuantongdequdaoyunyingmoshishizhongguoqudaoyunyingdelaotaolu,tongguojiamengdexingshixunsukuozhang,weiquanguogedilongjingaihaozhedazaoshangcha、pincha、jianchadexianxiachangjingfashengqi。

  zaizheixiesitongbadadeshipailongjingxiaoshoutongdaodangzhong,xianshangyuxianxiaqudaoshijishangshiyizhongxianghubuchong、huhuihulideguanxi。zheiyuxianrujinliuxingde“xinlingshou”linianbumouerhe。

  dangshipailongjingdequdaobujuwanshanzhihou,yixiliedequdaogoutonghudongnantiyijiezhongerzhi。

  “womenxuyaotongguogegetonglushoujidingdan,baokuodianhua、weixin、duanxin、youjiandengdeng,keyishuofanshirichanggoutongdexingshi,womendouyongzaixiadanshangle。”yuzongjieshaodao。

  lingyifangmian,qudaoxiadandezhengtiliuchengzhuyaotongguorengongcaozuolaijinxingchuli,zaikehuxiadanzhihouxingchengzhizhidingdan,ranhouyougongchangchulifahuo,bingbuzugoujingmide“renweichuli”weidingdanliuchengyouzengtianlebushaodemafan。

  yishishoujidetonglutaiduo,yibuxiaoxinjiukenenghuiloudiaokehudedingdan,zhengtijiedanliuchengbijiaohunluan;ershirenweichulirongyizaochengcuodan、tuodan,kehutiyanganjiaocha。

  “zaihangzhouzheibian,‘erweihuo’shiyigebijiaohuodesaasruanjian,womenxianjiechude‘erweihuo’,xiwangnengjiejuedingdanwanglaidewenti,danshilejiezhihouganjuezheitaoxitongshilingyigefangxiangde。”yuzongshuo:“yushiwomenzaiwangshangjinxinglesousuo,jiuzhaodaoleyidinghuo。”

 (易订货,国内首款移动客户订货系统)

  yidinghuoshiguoneishoukuanyidongkehudinghuoxitong,zhuyaoyongyugouzhuzongbuyuqudaokehuzhijiandedingdanwanglaitonglu。qudaojiamengshangkeyizaizizhuxiadan,zaiyouguanliduanhoutaiduidingdanjinxingcaozuochuli,jiangyuanbentongguogegetongluhuijidequdaodingdanjizhongzaitonggedifang。

  “suizheshidaidefazhan,wulunshixianshangqudaohaishixianxiaqudao,zheidoushiqudaosuipianhuadetixian。”yuzongjieshaodao:“yidinghuonengbangzhuwomenshixiandingdanhuijiyujizhongchuli,weiwomendailaiyizhongquanxindecaozuomoshi。”

  zaiyinruyidinghuozhihou,shipailongjinggegequdaodejiedanyuchuliliuchengbianbandaolexianshang,zhenggejiedanliuchengyuchuliliuchengdoudedaolejianhua,gegefangmiandecaozuodoubiandebiyiqianjianbianxuduo。

  yishixianqianzaijiedanguochengdangzhongdegezhongmiaoshuyubeizhu,bianchenglequdaojiamengshangzaishoujishangdezizhucaozuo,dingdandezhunquelvyousuotisheng;ershizaichulidingdandeguochengdangzhong,dingdandedaoleshishidecaozuoyufankui,bimianlecuodan、tuodan,kehutiyangansuizhizengqiang。

  “zongdelaishuo,yidinghuobijiaofangbian、shiyong,zaigegeyewuliuchengcaozuoshangbijiaojiandan。”yuzongzongjiedao:“zheishihulianwangshidaicaozuoxingshidejinbu。”

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