wen | zhongwaiguanlichuanmei wangshuang

qianbujiu，zaixiaoguancha12zhounianfabuhuishang，xiaoguanchachuangshirenduguoyingjiuqiguanggaoxuanchuanyuyinfadewaijieyilvjinxinglehuiying，cheng“qiyeguanggaoyuduidajiazaochenglekunrao，zijifansiduonian，zhengzhongxiangdajiadaoqian”，bingbiaoshixiaoguanchajiangbuzaishiyong“dashizuo”zuoweixuanchuankouhao。

“xiaoguancha，dashizuo”，zheijuguanggaoyuyiduzaiyangshipingtaizhangshijian、gaomidubofang，chengweijiayuhuxiaodeguanggaoci，tongshiyetishenglexiaoguanchapinpaidezhimingdu。raner，guanyu“dashizuo”zhenshixingdezhiyishengcongweitingxi。jibianzaiduguoyingcicidaoqianzhihou，rengyoubushaorenrenweizheibuguoshixinyilundeyingxiaocelve。zheizhongzhiyizaishichangshangdeyingshe，shixiaoguanchaxiaoliangdechixuxiajianghemendiandedaguimoguanbi。

yizhichuyuzhengyizhizhongdexiaoguancha，xianzaixuyaosikaoyigewenti——dangbolineixiehualideyingxiaowaiyi，zhenzhengzaishichangshang“luoyong”shi，yigeguangxianlianglidepinpaihaishengxiaxieshenme？

“大师茶”里的文字游戏

zaiwangluoshangyougeduanzi：“xiaoshihouchuanbeibeijia，shangxuemaihaojixing，gongzuoyong8848taijinshoujiheereneben，rujinhexiaoguancha，caishichenggongrenshi。”weihezheiyangshuo？yinweishangshupinpaidechuanglizhedoushi“yingxiaodashi”duguoying。

duguoyingdeyingxiaocainenglilaiweirenchengdao，tasihuzongnengminruidibuzhuodaoshichangdemaibo。duguoyingcengtandao，zaizhongguo，chayousanzhongdingyi：chaimiyouyanjiangcuchade“cha”，shinongchanpin；qinqishuhuashijiuchade“cha”，shiwenhuapin；yanjiuchade“cha”，shixiaofeipin。zhongguoshehuixianglaijiangjiulishangwanglai，danzaigaoduanlipinshichangzhong，yanyouzhonghua，jiuyoumaotai、wuliangye，erchaquemeiyouyigedajiadourentongdegaoduanpinpai。yinci，xiaoguanchajiangzijidingyiweizhenduigaoduanchalipinshichangdexiaofeipin。

《dabaokoubei》yishuzuozhechengjinlanbiaoshi，zhongguoyongyoushuyiwanjidechaqi，quemeiyouyigejiaodexiangdechayepinpai。zhongguobuquehaocha，danquezhenzhenggaoduandechapinpai。yinci，xiaoguanchajujiaoshangwujiedaiherenqingwanglailingyu，congjingyingchaqiyezhuanbianweijingyingchapinpai，shiyizhongfeichangcongmingdecelve。

jiyuqigaoduanlipinchadedingwei，xiaoguanchazishangshizhichubianzhuda“gaoduan、gaozhi、gaojia”decelve。50yuan/guan、6250yuan/jindeshoujiayuanchaodangshiyue130yuan/jindeshichangpingjunjiage。deyiyuci，xiaoguanchazai2018niandelingshouexunsuchaoguo20yiyuan，chengweixingyeneideyipiheima。

xiaoguanchazhisuoyinengyirucigaojiabeishichangjieshou，libukaiqitongguodashiyingxiaosuodailaideqiangdapinpaizhichi。

2017nian，zaiyangshihuangjinshiduanbochudeyitiaozhangda3fenzhongde“xiaoguancha，dashizuo”guanggao，duanshijianneirangpuluodazhongjiezhixiaoguancha。xiaoguanchajiezhujingmeidebaozhuangheqinglaide8weifeiyizhichadashidezhichi，jiazhiyangshiguanggaodemijibofangxiaoying，chenggongdizaixiaofeizhexinzhongjianlileyigegaoduan、youzhidechanpinxingxiang。zheiyichenggongdeyingxiaocelve，shidexiaoguanchaxunsuchengweirexiaochanpin。

图源：小罐茶官网

raner，chengyeyingxiao，baiyeyingxiao。yu“dashizuo”shendubangdingdecelve，yerangxiaoguanchachuyuyulundezhongxin。

2019nian，youwangyouzhendui“dashizuo”tichulezhiyi：“8weizhichadashishougongzhizuo，pingjunmeiweidashiyitianyaochao1466jinxianchaye，xiaoguanchadedashileibulei？”

duici，xiaoguanchafabiaoshengmingchengqing：“dashizuo”shiweidaibiaodashijiyidezuopin，bingfeiwanquanyoudashishougongwancheng。zhichadashimenzuowei“shouxichanpinjingli”，yuxiaoguanchagongtongzhidingchanpinbiaozhun，bingjianduyuanliaocaizhaiyushengchanguocheng。tongshi，xiaoguanchaqiangdiao，fansuodetililaodongzhengzhubuyouxiandaihuashebeitidai。

buguo，xiaoguanchacong“dashishouzuo”dao“dashijianzhi”dewenziyouxi，weinengpingxilaiziyejieduiqiguoduchaozuodeshengtao。erqie，xiaofeizheduixiaoguanchadecifanjieshiyebingbumaizhang，jinguanxiaoguanchatouruledaliangyingxiaoziyuan，bushaorenduiqipingjiarengpianxiangfumian。

jibianruci，xiaoguanchayebingweifangqiyuxiangzhengzhuanyehuadedashibangding，zaiqishejiaopingtaizhanghaoshang，“8weizhichadashi，jingniyibeizhongguohaocha”dexuanchuanyurengbeiyanyongzhijin。

“杜氏营销法”为何失效了？

qishi，xiaoguanchazai2018nianbaohonghoujiukaishizouxiapolu，“dushiyingxiaofa”buduanzaoyutiaozhan。

xiaoguanchagaoangdedingjia，yuelaiyuenanyihuodexiaofeizhederenke。xiaoguanchatianmaoqijiandianxiaoliangjiaogaodechanpin，shishoujia59yuande“minidaizhuang4weichangxianpin”he139yuandeguanzhuangcha，junyishou3wan+。erfuhegaoduandiaoxing、jiagedadaosiweishudeshangpin，xiadanzheliaoliao，yikuanshoujia5000yuandebaifuxiandingkuanxianshi“yishou0”。

mianduixiaofeizhezhiyide“xiaoguanchashizhishangshui”、“xiaoguanchabukengqiongren”，duguoyingzaishejiaomeitishanghuiyingcheng：zhishangshuijiushixingjiabibugao，zhishangshuidebenzhishipinpaishui，erpinpaishinengdaijixiaofeizheqingxude、jingshende、xinlidejiazhi，zheifenjiazhiduixuyaoderenlaishuoshiwujiade，duibuxuyaoderenlaishuoyiwenbuzhi。

图源：杜国楹直播画面

keshishishi，xuyaozheifenjiazhiderenyuelaiyueshaole。genjugongkaishuju，2019nianxiaoguanchashouruguimoyisuojianzhiyue10yiyuan。cihou，xiaoguanchashenzhibuzaifabuxiaoshoushuju。zai2022nian6yue，xiaoguanchachenglishizhounianzhiji，duguoyingzhiyan“xiaoguanchachenglishinianmeiyouzhuandaoyifenqian。”

ciwai，suizhe2024nianxiaofeishichangquxiangxingjiabi，songlishichangyuleng，zuimingxiandejiushilianmaotaijiudexiaoliangdouchuxianlemingxianxiahua。zhudasongligongneng，erfeijiangjiuchanpinxingjiabidexiaoguancha，xiaoliangyebiranshoudaodahuanjingyingxiang。

yinci，cengjingfengtouwuxiandexiaoguancha，jinnianyinglailedaguimoguandianchao。jujihaipinpaijianceshujuxianshi，jin90tiannei，xiaoguanchaxinkaimendian33jia，dantongshiguanbile59jiamendian，mendianzongshuyou2023nian12yuede1002jiaruijianzhirujinde626jia，bidianlvgaoda37.5%。

chuxiaoshouliangxiajiang，dianpujielianguanbizhiwai，xiaoguanchaderongzizhiluyepoweikanke。ziclunrongzihou，xiaoguanchabianzaiweihuodeshichangzijinzhuru。

gengweiyanjundeshi，xiaoguanchahaiqianshedaoleguquandongjiedeanjianzhong。jutianyanchaxianshi，beijingjiankuntouzijituanyouxiangongsichiyoudebeijingxiaoguanchayeyouxiangongsi2400wanrenminbideguquanbeidongjie，ergaigongsizhengshixiaoguanchadedisandagudong。ciwai，beijingjiankuntouzijituanyouxiangongsihaixinzenglebeizhixingrenxinxi，zhixingbiaodegaoda2.27yiyuan，zhixingfayuanweitianjinshidiyizhongjirenminfayuan，zheiwuyirangxiaoguanchadecaiwuzhuangkuangxueshangjiashuang。

品质，才是王道

zhongshangchanyeyanjiuyuandeshujuxianshi，yujijinnianguoneichayeshichangjiangdadao6000yiyuandeguimo。jinguanchaqishuliangpangda，dantoubugongsideshichangzhanyoulvjidi。jiezhi2022niandi，woguoxiancundechayexiangguanqiyeyou154.9wanjia。erzhongguochaye、bamachaye、tianfudengtoubugongsideshizhanlvfenbiejinwei0.7%、0.5%、0.5%。

cengjingshixiaoguanchajingxiaoshangdelitonggaosuzhongwaiguanlichuanmei：“chapinpaifazhanbuqilaiyurenmengoumaichayedexiguanyouguan。renmenmaichadeshihou，gengzhuzhongchayedepinzhong、chandi，erfeipinpai。xiaoqiyedechafanerbidapinpaigengrongyimai。”

shijishang，duguoyingduiyuchayedebenzhixuqiubingfeiyiwusuozhi。

zaijinniandefabuhuishang，duguoyingmeiyouzaituichuxindeyingxiaogainian，ershiweizhiqian“xiaoguancha，dashizuo”zheiyizhanbuzhujiaodeyingxiaocelvedaoqian，bingxuanbuyinru“gongzhengmoshi”，duichayeshengchanquanchengjinxingjiankongbingyaoqingquanweijigoujiandu，yiquebaochayedechandi、nianfenheshengchanguochengkesuyuan，yicizhongjianxiaofeizheduipinpaidexinren。raner，xiaoguanchade“ganbaozhen”zhanlve，duixiaofeizhelaishuoshifouzhendezhongyao？

weishenmexiaofeizhehechayidingyaoqiangdiao“zhen”？yinwei“zhen”beihoudaibiaozhe“hao”，huozhedaibiaozhezhideweizhifuchugengduodejiage。danjishinengbaozhengchayechandihenianfende“zhen”，xiaofeizhehuitongguozijidekouqiangpanduantashifouzhide。chengran，chandi、nianfen、pinpaidoukeyichengweipingjiachayedebiaozhun，danzuoweiyinpin，haohecaishizuizhongyaodepingpanbiaozhun。zhiyoudangxiaofeizherenweichanpinwuyousuozhi，cainengzhenzhengliuzhutamendexin。

xiaoguanchayunyongxinlingshousiweigaizaochuantongchayeyingxiaomoshi，wuyinenggoubangzhuqizaiduanqineishixianshichangtuwei。yihandeshi，xiaoguanchazhijinrengxianru“zhishangshui”dekunjingzhong。zheizhongjiongjingzhengshiyinweizaifazhanguochengzhong，qiweinengshouzhujiageyujiazhidepinghengdian。

huidaoxiaoguanchayunyingmoshibenshen，qichixubuduandeyingxiaoshitou，jilijiangxiaofeipinjiazhiladaozuida，quehushilechayezuoweiyinpinzuiweizhongyaodebenzhiyaoqiu。

duiyuchaye，suiranshichangshangbingweichuxianqingxi、yizhidexuanpinbiaozhun，danzaipinzhinanyipipeijiaweideqiantixia，nanyixinfudexiaofeizhewangwangbuhuizhangqiweipinpaiyijiamaidan。xiaoguanchadequeshishuogushi、zuoyingxiaodehaoshou，danyaoxiangjiangliuliangzhuanbianwei“liuliang”，xiaoguanchahaiyouhenzhangdeluyaozou。