中国茶香飘海外背后：金砖峰会 “人货场” 逻辑驱动文化出海新实践

Core Insights - The article highlights the global expansion of Chinese brands, particularly focusing on the success of "Little Jar Tea" at the 2025 BRICS Summit, where it became the "official designated tea" [4][11] - The brand aims to redefine the narrative of Chinese tea culture through innovative packaging and cultural symbolism, enhancing its global appeal [6][12] Group 1: Brand Positioning and Cultural Integration - "Little Jar Tea" is leveraging cultural elements and modern design to create emotional connections with consumers, emphasizing the importance of visual symbols in building cultural identity [2][6] - The brand's packaging, featuring the "Tea Branch Pattern," is designed to resonate with both domestic and international audiences, showcasing a blend of traditional and contemporary aesthetics [6][9] - The brand's participation in high-profile international events like the BRICS Summit serves to elevate its global presence and reinforce its identity as a cultural ambassador for Chinese tea [12][14] Group 2: Product Innovation and Market Trends - The introduction of sugar-free ready-to-drink tea aligns with the growing consumer trend towards health and convenience, reflecting a significant market opportunity [7][8] - The overall tea consumption market in China is expanding, with a reported 18% year-on-year growth in online tea product sales and a 101.2% increase in the sugar-free beverage market, reaching a scale of 40.16 billion yuan in 2023 [7][8] - "Little Jar Tea" is adapting to diverse consumer preferences by offering various drinking methods, including traditional brewing and modern ready-to-drink options, thereby enhancing its market appeal [8][12] Group 3: Strategic Partnerships and Global Outreach - The brand's strategy includes forming partnerships with international events and cultural exchanges, which helps to promote Chinese tea culture on a global scale [13][14] - "Little Jar Tea" has established itself as a key player in cultural diplomacy, participating in various international forums and events to foster cross-cultural dialogue and recognition [13][15] - The brand's commitment to transparency and quality, exemplified by its "Dare to Guarantee Authenticity" strategy, aligns with the principles of openness and cooperation emphasized at the BRICS Summit [11][12]