Page 106 - CTI80_EN

T

Q&A cess to press tea balls. When you brew Behind the Scene [2]

the ball, it gradually becomes completed
New to filming and voice recording,
she was very impressed and wanted to
tea leaves, basically with no fragmented
have a look at other occupations and
tea bits.
industries. “When our ideas crashed
together, we tried to jump out of the
What other products will TPlays What other products will TPlays routine. This experience also allows
launch in the future? launch in the future? me to look back at the three years. It is
TPlays also teams up with Seesaw At first, we wanted to make it as light as This spring and summer, we will launch tea valuable.”a warm attitude to life.
Coffee, a Shanghai-originated specialty 4 grams, making it easy to carry. Howev- bags for fruit tea not suitable for pressing You can search more information for
coffee brand. The two brand founders share er, we could only reduce the weight to 5 or demolding. What we want to make is brand name ‘TPlays’ and ‘TeaPlays’
the same idea: to provide a light and modern grams. But we made a technical break- advanced and young Chinese tea. We don’t on website.
offline tea drink experience in the bipolar through last year. Since this year, we will want to be limited by any form or technique
market, between the new-style tea drink sell the 4-gram version to our customers, problem. We will serve our product in a
including milk tea and traditional tea. So but the 5-gram version is still available tested way that we feel comfortable and
they did. TPlays becomes the exclusive in business suppliers. You still just need convenient. We will make breakthroughs in
partner for Seesaw, and fills its gap of hav- to put one Bonbon in the tea pot, and the how people normally drink tea, while im-
ing no physical stores. two versions have no difference in brew- proving based on our understanding about
Many brands tend to take pride in ing times. We have a standardized pro- flavor and flavor-blending.
‘making choice ahead of customers’ when
they launch product categories. Sometimes,
they even give their single-sided definition
of ‘only choice’. This happens to tea and
coffee, as the differences of types, flavors
and styles are overemphasized, making tea
and coffee a ‘either-or’ question. Even some
brands offering tea coffee drink fail to drop
off this stereotype. For Siyi, “you must
choose one” is not right, As a tea brand
founder, even she can’t resist a cup of
morning coffee which perks her up. “I don’t
think it should be ‘tea or coffee’, because
the two drinks offer completely different
experience and nature. Tea is like Chinese
painting which gives you space to savor and
imagine, and many expect the finish of
sweetness. Coffee is rich and direct like
Western canvas. For me, ‘tea and coffee,
why not?’ We can respect the two drink
aesthetics and culture.” She insists that
brands shouldn’t force customers to pick
one and say no to the other. For her, it is
not possible for customers, and even the
two drinks being crashed together and
blended would bring more fun.
TPlays can deliver its brand message
just by showing its differences from other
competitive products. Through this way, it
can find potential customers in different
overlapped layers and circles, and make
young Chinese tea a brand. This is how
TPlays revive traditional Chinese tea.

108 109