Tradition versus modernity

Today China is a country that is very aware and proud of its long history and at the same time in the midst of a profound modernization. This can create some conflicts. For example when you market a product like tea, do you advertise the historical, cultural aspect of it, or do you try to appeal to the modern and technology focused mindset of the consumers? Do you try to bring new products to the market, or do you play the tradition card?

This article argues that the long history of Chinese tea gives it a unique added value. It says that this added value has been neglected for a long time because for some, history is a synonym for backwardness. According to the same article, the tide started to turn in 2004, when Changhe (长和) started to use the concept “since 1683” to advertise for its Tie Guanyin (铁观音). The modern Changhe tea company was actually only founded in 1988. But there was a Changhe tea company that was created in 1683 in Anxi (安溪) in Fujian province, the centre of the Tie Guanyin production, where the modern Changhe is also located.  The modern Changhe was created by a descendent of the founder of the original Changhe with the intent to resume the tradition.

Changhe’s success with showing off its tradition let other Tie Guanyin producers like Eight Horses Tea (八马) to use the same strategy.

Finding the right balance between tradition and modernity is not always easy. But for a product with such a long history as tea, ignoring it is impossible. So you might as well use it as an advantage. This of course should not hinder innovation.

Chinese source: 茶业营销中的历史价值