T2:澳大利亚最大的茶叶连锁如何成为茶店中的“快时尚”?(下半篇) 茶叶专卖店

2022-03-31 22:51:36

本文章上半篇

将中国元素与时尚风格完美搭

Perfect mix of Chinese elements and fashion style

从店铺装修来说,每家店都以黑色木质墙面为基调,内部墙壁上贴满了中文旧报纸做的墙纸,以此来表现茶文化的起源。货架均为几乎占满整面墙的黑色的方格架,据说灵感来源于中药铺。在这些黑色的方格里按颜色摆满了各种茶叶和茶具,每个小方格都贴有一个黑色的小标签用来说明这个格子里的茶叶品种。

As far as shop decoration is concerned, each shop has a black wooden wall as the keynote, and the inner wall is covered with wallpaper made by old Chinese newspapers, in order to show the origin of tea culture. The shelves are almost full of black squares, which are said to be inspired by traditional Chinese medicine shops. In these black squares, various kinds of tea and tea sets are arranged according to their colours. Each small square has a small black label to indicate the varieties of tea in the lattice.

进入店铺最先看到的通常是茶具展示台,紧挨着的是试喝区域,再往里是收银台。茶具展示台的摆放十分考究,茶壶茶碗一层叠一层,仿佛稍微碰一下就会塌掉,但其实都十分稳固,可以随意拿起来端详把玩。茶具的风格有十分传统的中式日式茶壶茶碗,也有典型英式下午茶的花样茶具,有充满中东风情色彩丰富的茶具,也能找到花样和纹饰十分具有现代感的茶具。总之不管你是热爱传统的还是喜欢打破传统的人,几乎都能找到自己喜欢的款式。

The first thing you can see when you enter a shop is usually a tea stand, next to a drinking area, and then to the checkout counter. The display of tea sets is very sophisticated. Teapots and bowls are stacked one by one, as if they would collapse if touched slightly, but they are all very stable, so they can be picked up and carefully played at will.

Teaware styles include very traditional Chinese Japanese teapots and bowls, as well as typical British afternoon tea pattern tea sets, and tea sets full of Middle Eastern style and rich colors. You can also find patterns and decorations of tea sets with a very modern sense. In short, whether you love tradition or like to break it, you can almost find the style you like.

店铺中间的长条桌上通常会放上4~6个茶壶,这些茶可能是经典的红茶绿茶,也可能是T2原创调配的茶,根据时令不同,推荐的茶也有所不同,比如夏天会主推一些适合做成冰茶的果茶或花草茶,冬天会主推一些可以加奶加糖的红茶,姜茶等。而各种茶的搭配也是天马行空,比如土耳其苹果茶配热带水果茶,或草莓茶配生姜茶。听上去对我们中国人来说可能非常匪夷所思,实际上确实很多喝不惯的,不过也有不少意外地不错的组合。如果顾客试喝之后觉得很满意,就会一次买走多种茶叶回去自己搭配喝,不得不说是很高明的手段。同时,所有的T2茶叶都是纸盒加塑料袋的包装,一旦拆封,就需要装到密封性比较好的茶叶筒里,这时候你可能就会顺便从旁边的茶具区里再顺便买上几个茶叶筒。T2也提供各种礼盒套装,礼盒的包装设计都十分别致而时尚。

Four to six teapots are usually placed on the long table in the middle of the shop. These teas may be classical black tea, green tea or original tea of T2. According to different seasons, the recommended teas are also different, such as fruit tea or herbal tea suitable for ice tea in summer, black tea with milk and sugar and ginger tea in winter. And the matching of various kinds of tea is also unbridled, such as Turkish apple tea with tropical fruit tea, or strawberry tea with ginger tea. It may sound very strange to us Chinese people. In fact, there are a lot of unused drinks, but there are also some unexpectedly good combinations. If customers feel satisfied after the trial, they will buy a variety of tea at one time and mix by themselves, which is a very smart idea. At the same time, all T2 teas are packaged in cartons and plastic bags. Once unpacked, they need to be packed in teapots with good air tightness. At this time, you may buy several teapots from the nearby teapot area. T2 also provides a variety of gift box sets. Gift box packaging design is very unique and fashionable.

将茶点引入产品线,打造“泛茶饮”概念

Introducing refreshments into the product line and creating the concept of "pan-tea drinking"

今年T2又将茶点心也引入到产品体系中,说到茶点心最有名的就是五彩缤纷的英式下午茶的各种糕点和日式和果子了,中国人喝茶对于配不配点心这件事并不在意,茶点显得并不突出。T2的茶点也是以英式茶点风格的小饼干为主,并同时推出了可以配饼干的果酱和蜂蜜。

This year T2 also introduced tea snacks into the product system. The most famous tea snacks are the various cakes and Japanese fruits of colorful English afternoon tea. Chinese people do not care about the matching of tea snacks. Tea snacks are not prominent. T2 tea snacks are mainly small biscuits with English tea style. At the same time, jam and honey are introduced to match biscuits.

对T2来说,所有非酒精类和非碳酸类的饮料几乎都可以算做茶的范畴了,而所有与T2概念中的茶有关的一切产品都被一并包容了进来。不过人们对不了解的事物往往更加注重其形式感,就好象中国人喝咖啡会对拉花的样式和咖啡馆的环境更加感兴趣一样,外国人喝茶也有类似的情况。

For T2, almost all non-alcoholic and non-carbonated beverages can be classified as tea, and all products related to tea in T2 concept are included. But people tend to pay more attention to the form of things they don't know, just as Chinese people are more interested in the style of pulling flowers and the environment of cafes when they drink coffee, so do foreigners when they drink tea.

比如说到英式下午茶一定要有精美的瓷器,精致的茶点,穿着讲究的绅士淑女,而至于茶本身,只是茶包都没关系,或者应该说,茶包才是正常的情况。同理,西方人对日本茶道和中国的功夫茶的兴趣也多是由其优雅的形式感所致。而中国的茶庄在形式感方面的缺失着实让人遗憾,一方面或许是因为茶对中国人来说是一件可好可差的存在,好茶有好茶的喝法,便宜茶也有便宜茶的喝法,我们对茶要求是色泽,香味,口感以及茶叶的形态,至于“形式感”这个东西在日常喝茶时只会带来不便;另一方面,少有几家试图打造一些形式感的茶庄也是一直走在老气横秋的路数上。

For example, in English afternoon tea, there must be exquisite porcelain, delicate refreshments, well-dressed gentlemen and ladies. As for tea itself, it doesn't matter if it is just tea bags or tea bags should be the normal situation.

Similarly, the interest of Westerners in Japanese tea ceremony and Chinese Kung Fu tea is mostly due to their elegant sense of form. The lack of formal sense in Chinese tea plantations is really regrettable. On the one hand, it may be because tea is a good or bad existence for Chinese people. Good tea has good drinking methods, and cheap tea also has cheap drinking methods. Our requirements for tea are color, fragrance, taste and the shape of tea. As for "formal sense", this thing will only bring inconvenience in daily tea drinking. On the other hand, few tea houses trying to create a sense of form have been on the road of old fashion.

但T2首先用传统与时尚结合的“形式感”吸引了原本对茶并不那么了解的人们,同时也用“形式感”将自己与超市的茶包明确的区分开。看着店员踩上梯子,为顾客取下放在架子高处的茶叶的整个过程都透露着一种小心翼翼地取下珍藏着的宝贝的讯息。我想,这也正是为什么T2可以在满足饮茶爱好者的同时,又能吸引新客户体验喝茶的乐趣。

But T2 first attracts people who don't know much about tea with the "sense of form" which combines tradition with fashion. At the same time, T2 uses the "sense of form" to distinguish itself from supermarket tea bags. Watching the clerk step on the ladder and take the tea from the shelf for customers reveals a message of taking the treasure carefully. I think that's why T2 can not only satisfy tea drinkers, but also attract new customers to experience the pleasure of tea.

茶店将成为未来流行业态,中国品牌为“传统”所累

Tea shops will become popular in the future, and Chinese brands are burdened by "tradition"

看到喝茶即将成为一个新的潮流的公司并不只有T2,早在联合利华收购T2 之前,星巴克于2012年就收购了美国茶叶零售品牌Teavana并于2013年在纽约开设了茶馆(Tea bar),日本茶叶零售品牌Lupicia也于2014年墨尔本开了第一家店。南澳大利亚的T bar Tea Salon虽然一直没有在阿德莱德以外扩张,但自1999年开业至今也是一直在健康地成长着。

It is not only T2 who sees the new trend for people to drink tea. Starbucks acquired Teavana, an American tea retail brand, in 2012 and opened Tea bar in New York in 2013, long before Unilever acquired T2. Lupicia, a Japanese tea retailer, opened its first store in Melbourne in 2014. T bar Tea Salon in South Australia has not expanded beyond Adelaide, but it has been growing healthily since it opened in 1999.

其实说到茶叶体验店,对中国人来说真的不是新概念,国内如天福茗茶,天仁茗茶等茶叶专卖店都提供试喝,也有茶具和茶点售卖,甚至还有茶道表演,茶叶本身来说更是不乏精品好茶。

In fact, for Chinese people, tea experience shop is not really a new concept. Domestic tea shops such as TenFu 's TEA, TenFu 's TEA and other tea specialty stores offer trial drinks, tea sets and refreshments, and even tea ceremony performances and there is no lack of good quality tea.

文章来源自6月《茶世界》

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