在当前的功能茶市场中，荣获"蓝帽子"认证的碧生源常润茶与常菁茶作为明星产品，正日益受到消 费者的青睐。这两款将茶与中草药有效融合的茶剂，通过其独特的工业化发展路径，为传统中国茶产业 的现代化升级提供了可借鉴的模式。 碧生源自2000年品牌注册以来，始终致力于茶与药食同源植物成分的结合研发。董事长赵一弘解 释，品牌名"碧生源"寓意"碧绿生命的源泉"，契合了绿色、天然、健康的产业定位，而"毕生缘"的谐音 则承载着与消费者建立长期连接的愿景。 赵一弘指出，中草药与茶是中华传统文化的重要组成部分，但长期以来，中国茶产业面临"有品类 无品牌"的困境。碧生源将自身定位为"东方茶术・功能好茶"，旨在运用工业化手段，将传统茶方转化 为标准化产品。例如，由原"减肥茶"更名而来的常菁茶，与常润茶的配方均根植于传统中草药理论，并 经现代工艺萃取，成功实现了"药食同源"理念与工业化生产的有机结合。 2023年，碧生源启动了合伙人运营机制，核心在于推动组织结构的扁平化。据介绍，此举旨在实 现"组织扁平、结构优化、流程简化"，以确保市场一线信息能够快速传达至总部，同时总部决策也能及 时反馈至一线。具体措施包括将运营人员发展为股东，使其收 ...

Core Insights - The core achievement of the company is reflected in its 2024 financial report, which shows a revenue of 484 million yuan and a net profit of 14.804 million yuan, marking a turnaround from losses to profitability [1] - The company has developed a compelling communication system that resonates with consumers by addressing their pain points, humor, emotional stories, and encouraging sharing, effectively transforming health tea into a solution for modern health concerns [6] Group 1: Pain Points - Health issues have become a significant concern for consumers due to modern lifestyle pressures, and health tea serves as a solution to alleviate these concerns [2] - The company positions its health tea as a "gentle health guardian," with specific products targeting urban consumers' sub-health issues, such as constipation and weight management [2] Group 2: Humor - The brand utilizes humor to make health maintenance more approachable, using engaging formats like comics and short videos to integrate health tea into everyday scenarios [3] - This strategy reduces psychological barriers and enhances product recall, particularly among younger consumers [3] Group 3: Emotional Connection - The essence of health tea extends beyond being a beverage; it serves as a medium for emotional connection, tapping into themes of filial piety and friendship [4] - By sharing relatable stories, the brand fosters a deeper trust and emotional resonance with consumers, positioning the product as a symbol of care for loved ones [4] Group 4: Sharing Ecosystem - The company encourages consumers to share their experiences, transforming individual testimonials into collective brand advocacy [5] - By leveraging social media and e-commerce platforms, the brand amplifies its reach and enhances consumer engagement through user-generated content [5] Group 5: Marketing Strategy - The marketing success of the company lies in its ability to address emotional needs through a four-step approach: identifying pain points, breaking barriers with humor, building connections through emotional stories, and promoting sharing [6] - This strategy has elevated health tea from a functional product to a symbol of a healthy lifestyle, contributing to sustained growth in health value [6]

Industry Overview - The establishment of the Tea Industry and Health Branch of the China Health Care Association marks a significant milestone in the integration of the tea industry with health, providing a professional platform for development [1] - The tea industry is transitioning from a traditional beverage to a health solution, aligning with modern health concepts and appealing to younger consumers [1] Health Benefits of Tea - Tea has been recognized for its health benefits, containing natural components such as polyphenols and proteins that support its health properties [2] - Research indicates that tea polyphenols possess strong antioxidant capabilities and can prevent and inhibit various organ tumors [2] Innovative Applications - The combination of traditional Chinese medicine and tea has led to the development of new health solutions, such as herbal teas designed for specific health conditions [3] - Over 110 types of medicinal herbs have been identified for innovative "herb + tea" combinations, expanding the health tea category [3] Cultural and Emotional Value - The cultural aspects of tea, including its ritualistic preparation and consumption, contribute to its therapeutic value, aligning with modern consumers' desire for emotional well-being [3] Company Strategy - The company Bi Sheng Yuan has evolved from a "functional tea" provider to a "health management expert," adapting to consumer demands for comprehensive health solutions [4] - Bi Sheng Yuan has developed a full product matrix covering health foods, regular foods, and pharmaceuticals, catering to diverse consumer needs [5] Marketing and Distribution - The company has embraced multi-channel marketing strategies, leveraging both traditional retail and e-commerce platforms to reach a broader audience [6] - Bi Sheng Yuan has initiated a partnership model to enhance its marketing system, fostering sustainable growth [6] Future Opportunities - The tea industry is poised for unprecedented growth, driven by consumer demand for health and national trends, supported by favorable policies and technological advancements [7] - Bi Sheng Yuan aims to modernize the traditional tea industry through brand upgrades, product innovation, and marketing transformations, exploring new pathways for health and youthfulness [7]