In September 2015, the first small pot of tea began blind testing.

Without any publicity, the blind test was conducted in three physical stores in Jinan, Chongqing and Beijing for three months, and the sales of small cans of tea reached 2.7 million, far exceeding the teams expectations. Du Guoying finally breathed a sigh of relief.

The small pot of tea he built by himself was once again a success, just as history has generously given this man so many auras.

Once a post-80s entrepreneur said that when he was in junior high school, he pestered his parents to buy a good back, when he was in high school, he learned English with good memorizing words, when he was in high school, he bought E-person E-book with little success after work, and when his career developed better, he wanted to buy a luxurious 8848 mobile phone. Now, he who pursues spiritual consumption fell in love with a small can of tea.

The entrepreneur lamented, is his life already in Du Guoyings design blueprint?

Thats right, Backbackjia, Haojixing, Acorn International, 8848 Mobile Phone, and Small Pot of Tea are not so much the products that Du Guoying brought to a generation of Chinese people, but rather the works he created for the business world. They have carved a unique development context and cultivated a generation of consumer fans in a subtle way.

How did Du Guoying create the rules of product marketing and how did he break the rules?

1/Reflection

Among Chinese entrepreneurs, there are few continuous entrepreneurs like Du Guoying. He is not only the founder of many phenomenal products, but also experienced the same painful failure after successive successes.

The success of backbackbackjia made Du Guoying, a self-made marketing genius and only 25 years old at that time, become an entrepreneur worth more than 100 million yuan. However, his self-confidence inflated, followed by investment failures, project bankruptcies, and tens of millions of dollars in debt.

But just where he fell, he got back on his feet.

Du Guoying recalled the time of bankruptcy, still sigh. At that time, there was no lack of schadenfreude in the industry about his tragic situation, and they abruptly tore off the label of his "marketing genius", which tore up flesh and blood and made him constantly reflect in the pain of the bones. The second half of life, this battle how to turn over.

I have to admit that Du Guoyings turnaround was exceptionally beautiful.

He chose to cut straight into the education market, created a good record star, and became a major shareholder of Acorn International, a Hong Kong-listed company at the time, through equity trading. Subsequently, he launched a product that directly competes with Apple, E-man E-Ben, which focuses on the blue ocean market for high-end business people. Then came the 8848 phone, which targeted technology luxury goods, and Vertu failed, while the 8848 was still there, and the price and sales went up.

In 2015, Du Guoyings new product, small pot of tea, which was nurtured after three years of dormancy, came out.

The marketing tactics are still poking at the hearts of the people, but unlike before, Du Guoying at this time believes more in the potential energy of the product itself. Only good products can trigger the continuous screaming of consumption.

2/Remodeling

Starting in September 2012, Du Guoying took his old department up the mountain to pick tea.

The tea industry has always been considered a "dark forest" of severe opacity ". The price of the box of tea in front of you will always be known only by the person who bought it, and the value of the tea itself is very easy to be ignored. People are consuming tea, but they lack basic consumer security.

Du Guoying, who has a keen sense of smell, decided to try to make tea into a standardized commodity as a layman, and make tea drinking an attractive and valuable lifestyle.

Judging from the image of tea, small cans are the first step for Du Guoying to achieve standardization.

It is astonishing to say that in China, which is famous for its tea, the foreign brand Lipton is the one that Chinese people have the most contact. Although we cannot deny Liptons efforts in promoting tea culture, tea bags are always at the bottom of the chain of contempt in Chinese cognitive logic.

Yes, we prefer raw leaf tea and cant be broken tea.

However, there has never been a product such as a small can of tea in the tea industry. once you tear it, you can see the quality of the tea.

Its like opening a bottle of Maotai with a white bottle and a red label, which can be used to hold a banquet as soon as you show up. Du Guoying believes that this standardized product thinking is exactly what the tea industry needs.

Although this industry has always been considered to be picking tea thousands of places, producing tea thousands of homes. Different products and sales make the brand and quality of tea extremely fragmented. According to Du Guoyings team analysis, in the tea industry of 360 billion scale, 70,000 tea enterprises are less than a Lipton, and Tianfu Mingcha, the largest tea brand in China, accounts for less than 0.5 percent of the industry.

This is an industry with very low brand concentration. Tea mainly exists as agricultural products or cultural products, and the tendency of standardized consumer goods is very weak.

Creating a product may not be the most difficult, creating a category is the entrepreneurs brilliant pen. Just as Dali Group, a giant of leisure snacks, created egg yolk pie, Du Guoyings small can of tea has surpassed brand barriers and become a category representative with small cans, original leaves, exquisite and luxury labels.

3/Break

In addition to breaking the industry and forming standardized tea products, Du Guoyings success lies in making products with the thinking of consumer goods, realizing the transformation of tea drinking from cultural activities to consumption patterns.

To some extent, Du Guoyings successful capital is finding the products foundation by not sticking to industry rules.

The grief of the bankruptcy of the back-to-back good made Du Guoying understand the importance of product positioning. A good product needs to be perceived, accurately target the consumer population, find it, and then punch through it. All-encompassing products, but the energy is easily dispersed, focus on instability.

This concept can be seen from the good stars who focused on the student market, the e-people, e-books and 8848 mobile phones who focused on the high-end business market. This time, the protagonists turn to small cans of tea, and the crowd is positioned in the consumption upgrade, advocating a better quality of life style of high-end people.

Du Guoying said that small cans of tea in the marketing of the main consumer goods thinking, but also to some extent to achieve consumer market education.

Du Guoying, a teacher, loves reading. His marketing style of making tea into consumer goods and cutting into the market with his lifestyle also comes from a book called "Das Kapital of Knowledge". The author is Zengtian Zongzhao, the owner of Japans Guya Bookstore, one of the "20 Most Beautiful Bookstores in the World.

In the book, Zengtian Zongzhao reveals the secret of bookstore operation. He broke through the barriers of experience, took the "scale of human nature" as the core dimension of corporate operations, and turned the bookstore into a "lifestyle proposal store". While conveying corporate values, he also attracted consumers with the same inner identity.

This kind of consumer goods thinking enterprise operation mode, let Du Guoying empathize. Therefore, he also brought this concept to the research and development of small cans of tea.

What kind of tea do Chinese people need? What kind of experience should these teas bring to consumers? What kind of Chinese life attitude does Chinese tea drinking represent?

After thinking about it, Du Guoying decided to make his tea products more modern, fashionable and elegant.

Hideo Shenhara, a new Japanese designer who once served as the design director of TOTO and Dentsu Company, brought aluminum cans packed like cigars to small cans of tea. What followed was the high price of small cans of tea.

Some people sigh that this way of life is really too expensive.

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