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The marketing campaign of tea products has also end brand, its target customer is school students and
gone through different stages, which is often a re- young people. Instead of investing in new product
flection of the society at any given time. In recent R&D, it attracts its customers by constantly changing
years, there has been one social phenomenon in the poems printed on the carton. Yin Bing Shi Tea
China that has had a great impact, and it is the revi- Collection uses modern poems, and many poems were
talization of traditional Chinese culture. For a peri- contributed by well known literary figures in Taiwan,
od of time, especially after the open up of China such as lyricist Vincent Fang and writer and TV pre-
market, traditional Chinese culture was not quite so senter Kevin Tsai. Vincent Fang wrote many wide
popular among young people, who were dazzled by spread lyrics for Jay Chou, a famous singer known
the western culture and thought traditional Chinese for blending traditional Chinese culture with western
culture out of date and tacky. As China started to music styles in his songs. The poem Vincent wrote
rise as a key global power, the growing confidence for Yin Bing Shi Tea Collection is short and beautiful.
and pride of being Chinese brought the traditional
culture back on stage. “In the sweet gentle spring
The tea market took a quick response to the My heartbeat drops on your side of the world
change, and one of the factors is the reconciliation A cup of tea I am savouring
of tea and poems. Together is the day spent with you”
In the RTD tea market, a typical case is Yin Bing
Shi Tea Collection. It is a Taiwanese brand, and its Poems like that helped the brand to create a
slogan is “Having tea in poems, in spring”. Yin Bing refreshing and literary image, which is adored and
Shi Tea Collection doesn’t position itself as a high- approved by young people.

Tea culture was further developed in the next beverages. Flavoured tea has become a widely con-
dynasty, Song. The most notable change was that sumed drink in modern Chinese people’s life, and
people started to consume the liquid of the tea. The the most common thing to do is to mix tea with fruits,
way to serve tea was also changed to “dian cha”, such as lemon with black tea and peach with oolong
meaning “pointing tea” in Chinese. Dian cha was very tea, both of which are popular flavors among young
similar to the way Japanese serve matcha today, Chinese. Flavored tea is now mainly in 2 types of
which is to mix green tea powder with hot water and products, one is freshly made beverage, such as new
then whisk it well till a layer of fine foam appears style tea drink, the other is ready-to-drink (RTD)
on the surface. products sold both online and offline.
It was only from the last two dynasties that The rise of new style tea drink has been a phe-
drinking the liquid of loose tea leaves soaked in hot nomenon in the past few decades. New style tea,
water became the dominant way in China, which is also known as bubble tea, is the most popular bev-
still one of the main methods to enjoy tea today. erage in China among young people at the moment.
However, in the past few decades, to suit the rapidly It focuses on seasonal ingredients, fast changing
developing society and beverage market, tea culture menus, high quality, brand image, and current social
in China has been undergoing big changes once again. trends. Similar to new style tea, RTD tea also focus-
China has a leading position in the global tea es on the above features, but one difference between
market, taking up nearly half of the production and the two is that new style tea doesn’t necessarily
a third of consumption. According to a survey by need needs to have tea in it, such as mashed taro
Statista, nearly 95 percent of Chinese were tea with milk. That said, the majority of new style
drinkers, and almost a third drink tea every tea still contains real tea.
day. That is to say, in such a mature mar- Apart from the liquid tea product,
ket, it will take some real efforts to tea as leaves or powder is also a big
further develop it. category of the market. New trends
Businesses invested a lot in the include freeze-dried instant tea. Un-
evolution of tea products. Tea is no lon- like ground tea leaves, it is the powder
ger limited to tea leaves and pure tea form of the beverage.

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