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consumer groups of today and tomorrow. Without has 2 forms: little cans and multi-brewing packs, both
compressing the consumption environment of with oriental elegant colors. The series is designed for
experienced tea gourmets, Xiao Guan Cha tries to brew ing scena r io attr ibuted to lifest yle a nd
open up 3 stages of “introduction”, “advancement” socialization, meeting the needs of urban elite groups
a nd “tea fever”, seeing a n increase in young such as sophisticated mothers and senior white-collars
customers including students, urban white-collar to serve friends with tea. The XiaoGuanCha JOY series
workers and sophisticated middle-class. According has been visually upgraded with 5 oriental aesthetic
to incomplete statistics, the current ratio of male to colors, namely “Canglang green”, “Jiangsha red”,
female consumers is 6:4, with about 80 percent “Ningzhi yellow”, “Tangli brown” and “Qingli brown”,
spanning the age range of 19 to 35. each for the packaging for one tea categories. The series
T he abi l it y to ch a n ge t he stereot y pe of creates a sense of artwork, and also a unique lifestyle
traditional tea to high-quality tea life within just 5 of oriental elegance for consumers, making tea
years derives from Xiao Guan Cha’s consistent drinking more “ritual-ish”. BE INSPIRED.
consumer-first exploration.
In 2016, the aluminium cans were wrapped with Innovative expression of traditional culture BREW DIFFERENT.
a golden layer, and the standardized “one can, one
brew” ensured this business series a successful landing Ritual in tea culture is like a microcosm of traditional the new espresso machine
in the market. This series addressed the pain point of Chinese culture: the importance of etiquette, the helping coffee professionals to offer
complicated tea drinking process, and laid down the admiration of the gentleman and the promotion of the a better coffee experience.
possibility of diversified demands based on the middle ground. In tea culture, there are rituals of making
business series. Exploring upwards, they launched the tea, drinking tea and savoring tea, all of which are based
XiaoGuanCha COLLECTION for experienced tea on the premise of “etiquette”, aiming to express respect
drinkers. Downwards, they offered XiaoGuanCha during communication. The coffee culture was formed
LIFESTYLE to satisfy the self-drinking needs of based on the Renaissance idea of humanism. The life
mainstream consumers, and then XiaoGuanCha pursuit of emerging citizens and bankers back then
COLOR in 2020 for young people to meet their needs influenced the lifestyle of later Europeans, all reflected in
for Chinese tea experience. In 2021, they launched the the refinement of coffee brewing tools and utensils.
XiaoGuanCha JOY for the urban elite group. “If Chinese tea wants to adapt to the modern consumer
The colorful can series, covered by macaroon market, it’s necessary to abandon the original thinking of @ranciliospecialty
colors, targets young people aged between 18 and 30, agricultural products and empower the traditional Chinese ranciliogroup.com
expanding the daily life rhythm of university students original leaf tea with modern and youthful innovative forms,
and white-collar workers in first and second-tier cities with reference to the path of coffee development. Industrial
to young people who pursue fashion and fresh lifestyle upgrading is then a must-go path for China’s traditional tea
in third and fourth-tier cities. The XiaoGuanCha JOY industry.” said Xiao Guan Cha.

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