作者 | 莫奈 编辑 | 江江 视觉 | 诺言 福建师范大学历史系的毕业生王文礼，在上世纪90年代去深圳发展，做了记者。此时，深圳到处涌动着 经济奇迹，这让王文礼经历了一件令他难忘的事。 在领到第一个月工资900块钱后，王文礼请朋友吃饭，账单上的金额让他傻了眼。一杯咖啡要卖20多 块，但是自己家乡的铁观音茶味道也并不差，一斤才卖几块钱。两者区别怎么就这么大？ 王文礼出生在福建安溪西坪镇尧阳村，那里有大片茶田，他的父辈都在国有茶厂里工作。从小受到茶文 化熏陶的王文礼，在深圳受到了咖啡商品化的冲击，他动了回乡创业的决心。他在1993年创办了安溪西 坪溪源茶厂，不久就注册了"八马茶"的商标，并且拉上了哥哥、弟弟和堂兄弟一起开始创业之路。 "有面子"的茶 "这个牌子的茶叶不用洗茶，而且老板挺懂茶的，做得挺好。"退休的邝阿姨今年70多岁，她是八马茶业 的老顾客。 7月29日，盐财经到访广州的一家八马茶业门店，在门店里，邝阿姨告诉盐财经，自己住在附近，经常 来买茶叶，"上次这里的店员推荐了龙井，买完回去后发现真的很好喝，跟闺蜜一人分了一半"。这一 次，她打算再次回购龙井，还新购入了一罐碧螺春。 八马茶业董事长王文礼/图源 ...

Core Viewpoint - The tea industry faces significant challenges related to trust and information asymmetry, which impacts consumer purchasing decisions and brand loyalty [16][17][24]. Group 1: Industry Dynamics - The tea industry is characterized by a long supply chain, where costs accumulate at each stage, leading to high retail prices [9][13]. - Consumers often perceive tea prices as exorbitant due to the layered pricing structure from tea farmers to retailers [8][15]. - The lack of clear differentiation among tea brands creates confusion for consumers, making it difficult for them to choose [16][21]. Group 2: Trust and Consumer Behavior - Trust is a critical factor in the tea business, with consumers often relying on personal relationships rather than brand reputation [24][26]. - The tea shop owner serves as a "trust anchor," providing a sense of reliability and familiarity that encourages repeat business [24][25]. - The tea industry suffers from high "trust costs," where consumers are hesitant to purchase due to perceived risks associated with quality and authenticity [17][50]. Group 3: Product Offering and Strategy - The introduction of "Xiao Dong Tea - Zhu Lan Flower Tea" aims to address trust issues by providing transparency about sourcing and production methods [37][41]. - The product emphasizes quality and traditional methods, appealing to consumers seeking authenticity [41][42]. - The pricing strategy of 98 yuan aims to eliminate unnecessary costs associated with trust and relationships, making it more accessible to consumers [52][53].

Group 1 - The article discusses the art of gifting tea in a culturally nuanced manner, emphasizing the importance of understanding both tea and the recipient's preferences [1][2][3] - It outlines 20 subtle rules for gifting tea, aiming to help individuals navigate the complexities of tea gifting without falling for misleading sales tactics [3][4] - The guide is not intended to make someone a tea expert but serves as a practical "avoidance guide" to prevent awkward gifting situations [4][5] Group 2 - The article highlights that gifting tea should not be confused with business dealings; it is more about maintaining personal relationships [8] - It stresses the importance of knowing the recipient's taste in tea, as preferences can vary widely, and a mismatched gift can be seen as thoughtless [9][10] - Seasonal considerations are also important when selecting tea, with specific types recommended for different times of the year [11] Group 3 - The article provides a mnemonic for selecting universally accepted teas, suggesting that red and green teas are generally well-received [12] - It advises on the significance of the recipient's tea-drinking habits and the quality of tea to be gifted, indicating that higher quality is often appreciated [12][13] - Regional preferences for tea are noted, with specific recommendations for different areas in China, suggesting that thoughtful selection can enhance the gift's impact [13] Group 4 - The article suggests modern twists on traditional tea gifting, such as presenting tea in a way that appeals to younger audiences, like incorporating trendy tea drinks [13] - It warns against gifting certain types of tea, such as "小青柑," unless the quality is assured, indicating a focus on quality over quantity [14] - The significance of tea in social contexts, such as during family introductions or workplace interactions, is emphasized, highlighting its role in building relationships [15] Group 5 - The article discusses the importance of how one presents the tea, including the language used when discussing the gift, to avoid potential faux pas [16] - It introduces a "blame-shifting" tactic for discussing the quality of the tea, allowing the giver to deflect any criticism [17] - Finally, it suggests alternative gifts, such as cherries or crabs, if one is unsure about tea, emphasizing the principle of giving gifts that do not require reciprocation [18]