白茶界的"爱马仕"品品香：从"有品类无品牌"到年入7亿的逆袭之路

白茶界的"爱马仕"品品香：从"有品类无品牌"到年入7亿的逆袭之路

Pingpingxiang Tea: How a Chinese White Tea Brand Transformed from "Category Without Brand" to $100M Annual Revenue

中国茶行业正经历着从"品类认知"到"品牌认知"的关键转型期。在过去十年间，普洱茶曾是中国茶叶市场最成功的品类，如今这个位置已被白茶取代。"一年养、三年药、七年宝"的民间谚语让白茶成为新晋市场宠儿。

The Chinese tea industry is undergoing a critical transition from "category recognition" to "brand recognition". Over the past decade, Pu'er tea was once the most successful tea category in China, but now white tea has taken its place. The folk saying "one year for nourishment, three years for medicine, seven years for treasure" has made white tea the new market favorite.

创立于1992年的品品香(Pingpingxiang)堪称白茶界的"爱马仕"，通过将茶叶创新地制成小方块、小圆球形状，实现了每斤茶叶售价从数百到数万元的跨越，年销售额突破7亿元。这个品牌目前拥有700多家专卖店，连续9年保持中国白茶销量第一的纪录。

Founded in 1992, Pingpingxiang can be called the "Hermès" of white tea. By innovatively shaping tea into small cubes and balls, it achieved prices ranging from hundreds to tens of thousands yuan per jin (500g), with annual sales exceeding 700 million yuan. The brand now has over 700 specialty stores and has maintained the record of China's top-selling white tea for nine consecutive years.

从外贸代工到品牌建设的战略转型

Strategic Transformation from OEM to Brand Building

品品香的创始人林振传在2005年做出关键决策：将800万元积蓄投入福鼎老家的一片荒废茶园。当时福鼎白茶在蓬勃发展的中国茶行业中份额微不足道，虽然作为"外销茶"出口欧洲和东南亚，但基本以原料形式出口，缺乏自主品牌。

Pingpingxiang's founder Lin Zhenchuan made a crucial decision in 2005: investing 8 million yuan savings into an abandoned tea garden in his hometown Fuding. At that time, Fuding white tea held a negligible share in China's booming tea industry. Although exported to Europe and Southeast Asia as "export tea", it was mostly sold as raw material without independent brands.

"有品类无品牌"是当时中国茶行业的普遍痛点。林振传提出"先做大品类再做好品牌"的发展思路，通过建立"现代茶叶产业化联合体"，连接茶农、合作社和龙头企业，实现了资源的有效整合。2018年推出的"3116战略"计划在3年内链接100个自然村、10000户茶农和60000亩茶园。

"Having categories but no brands" was a common pain point in China's tea industry at that time. Lin proposed the development concept of "first expanding the category, then building the brand". By establishing a "modern tea industry consortium" connecting tea farmers, cooperatives and leading enterprises, effective resource integration was achieved. The "3116 Strategy" launched in 2018 aimed to link 100 villages, 10,000 tea farmers and 60,000 mu (about 4,000 hectares) of tea gardens within three years.

定义白茶品类：从文化传承到健康价值

Defining White Tea Category: From Cultural Heritage to Health Value

品品香成功将白茶的历史文化价值与现代健康理念相结合。唐代陆羽《茶经》记载的白茶历史，清代周亮工《闽小记》描述的白茶药用价值，都被转化为品牌的核心资产。品牌直接采用"一年养、三年药、七年宝"的民间谚语作为信任状，降低了消费者的认知成本。

Pingpingxiang successfully combined white tea's historical cultural value with modern health concepts. The white tea history recorded in Lu Yu's "The Classic of Tea" from Tang Dynasty and the medicinal value described in Zhou Lianggong's "Min Xiaoji" from Qing Dynasty were transformed into core brand assets. The brand directly adopted the folk saying "one year for nourishment, three years for medicine, seven years for treasure" as a trust credential, reducing consumers' cognitive costs.

福建农业大学的研究显示，白茶中的有机酸不仅能形成鲜甜口感，还能抑制肠道致病菌，加上氨基酸、黄酮等物质，特别适合夏季饮用。冷泡白茶更是成为户外爱好者的首选。这种科学背书强化了白茶的健康形象。

Research from Fujian Agriculture University showed that organic acids in white tea can not only create fresh and sweet taste but also inhibit intestinal pathogens. Combined with amino acids and flavonoids, it's particularly suitable for summer consumption. Cold-brewed white tea has become the first choice for outdoor enthusiasts. This scientific endorsement strengthens white tea's health image.

创新营销：从体育跨界到茶酒融合

Innovative Marketing: From Sports Crossover to Tea-Wine Fusion

品品香的营销策略体现了传统与现代的完美结合。与2023中国网球公开赛的跨界合作推出了三款联名产品，将福鼎茶人的"山海精神"与网球运动精神相融合。数字化时代，品牌更与知名梅酒品牌"梅见"合作推出非遗限定款白茶梅酒，将宋代《瑞鹤图》元素融入包装设计。

Pingpingxiang's marketing strategy demonstrates perfect integration of tradition and modernity. The crossover collaboration with 2023 China Open produced three co-branded products, blending Fuding tea makers' "mountain-sea spirit" with tennis sportsmanship. In the digital era, the brand also collaborated with famous plum wine brand "Meijian" to launch intangible cultural heritage limited edition white tea plum wine, incorporating elements from Song Dynasty's "Auspicious Cranes" painting into packaging design.

这种多元化的产品线不仅拓展了白茶的消费场景，更打破了传统的销售渠道限制。白茶梅酒特别契合当下年轻人"人间有味是清欢"的生活态度，在高压快节奏的社会中提供了情感慰藉。

This diversified product line not only expanded white tea's consumption scenarios but also broke traditional sales channel limitations. The white tea plum wine particularly resonates with young people's "simple pleasures in life" attitude, providing emotional comfort in today's high-pressure, fast-paced society.

品品香的成功证明：在传统行业，只有将文化底蕴、产品创新和现代营销有机结合，才能实现从品类认知到品牌认知的跨越，最终赢得市场和消费者的双重认可。

Pingpingxiang's success proves: In traditional industries, only by organically combining cultural heritage, product innovation and modern marketing can we achieve the leap from category recognition to brand recognition, ultimately winning dual recognition from both the market and consumers.