Lipton立顿品牌怎么样

更新时间:2020-07-14
最初,在英国,茶是一种昂贵的饮料,只有富人才能享用。1880年,不惑之年的格拉斯哥企业家及创新者汤姆斯?立顿爵士(SirThomasLipton)洞悉良机,决定生产一种供普罗大众享用的平价优质茶。 他
Lipton立顿怎么样

最初,在英国,茶是一种昂贵的饮料,只有富人才能享用。1880年,不惑之年的格拉斯哥企业家及创新者汤姆斯?立顿爵士(SirThomasLipton)洞悉良机,决定生产一种供普罗大众享用的平价优质茶。

他收购锡兰(即今天的斯里兰卡)的茶树种植园,并进行茶叶的包装和运输,以领先的成本优势将优质茶叶直接从茶园销往到大众的茶壶里。1893年,他建立茶叶包装公司ThomasJLiptonCo.,公司的总部和工厂位于新泽西霍博肯。

凭借逾一个世纪的种茶和配茶经验,立顿®将汤姆斯爵士对茶叶的创新和品质的追求代代相传,这为立顿®成为全球最大的茶叶品牌奠定了良好的基础。

发展历史

1850年出生在苏格兰格拉斯哥一个贫穷家庭的汤姆斯·立顿是这一品牌的创始人。

有一回,出门旅游的立顿来到了著名的红茶产区锡兰。锡兰红茶是英国人非常钟情的饮料,但由于售价高昂,只有上流社会才能享用到。立顿敏感地意识到,如果能把红茶引入大众的日常生活,则必然能成为一门好生意。

1890年他正式在英国推出立顿红茶。他的广告词是“从茶园直接进入茶壶的好茶”(Directfromteagardentotheteapot)。

1892年,立顿开始了全球化运动,先是在美国设厂,接着又在印度开设分店,走进了远东市场。1898年,立顿被英国女王授予爵位,得到“世界红茶之王”的美名。

1972年,也就是老立顿开始向全球扩张立顿品牌的80年后,立顿的历史发生了转折性的改变,全球最著名的个人消费品集团联合利华收购了立顿的全线品牌。从此,立顿搭上了联合利华这个全球性的巨轮,开始了更为强势的扩张之路。

结合立顿和联合利华的营销经验,立顿茶叶类产品如今行销于全球110个国家和地区。无论是知名度还是销量,立顿均是全球第一大茶叶品牌,比第二大品牌的销售额高出至少一倍。同时,立顿如今也是全球消费者选用最多的第三大非酒精饮料,仅次于可口可乐和百事可乐。

1992年,立顿进入中国。短短5年之后,立顿就在中国百家商城系列调查中获得茶包销售额第一、市场占有率第一的成绩。

在红茶包深受消费者认同之余,立顿也在推出了全新的绿茶包和茉莉花茶包等符合中国消费者口味的茶包。并在2004年推出了包括奶茶和柠檬茶在内的速溶茶系列。2005年又推出袋泡草本茶系列。

Initially, in Britain, tea was an expensive drink that only the rich could enjoy. In 1880, Sir Thomas Lipton, a Glasgow entrepreneur and innovator in his infancy, saw the opportunity and decided to produce a cheap and high-quality tea for the general public. He acquired the tea plantation in Ceylon (today's Sri Lanka), packed and transported tea, and sold high-quality tea directly from the tea plantation to the public teapot with a leading cost advantage. In 1893, he founded Thomas jlipton Co., a tea packaging company with its headquarters and factory in Hoboken, New Jersey. With more than a century's experience in tea planting and blending, Lipton has passed on Sir Thomas' pursuit of tea innovation and quality from generation to generation, laying a good foundation for Lipton to become the world's largest tea brand. Born in 1850 in Glasgow, Scotland, a poor family, Thomas Lipton is the founder of the brand. Once upon a time, Lipton came to Ceylon, a famous black tea producing area. Ceylon black tea is a very popular drink in Britain, but because of its high price, it can only be enjoyed by the upper class. Lipton is sensitive to realize that if black tea can be introduced into the daily life of the public, it will certainly become a good business. In 1890, he officially launched Lipton black tea in England. His slogan is "direct from tea garden to the teapot.". In 1892, Lipton began the globalization movement, first setting up factories in the United States, then opening branches in India, and entered the Far East market. In 1898, Lipton was awarded the title of "king of black tea" by the queen of England. In 1972, 80 years after old Lipton began to expand Lipton's brand to the world, Lipton's history changed dramatically. Unilever, the world's most famous consumer goods group, acquired Lipton's entire brand. Since then, Lipton has embarked on Unilever, a global giant ship, and embarked on a more powerful expansion path. Combined with the marketing experience of Lipton and Unilever, Lipton tea products are now marketed in 110 countries and regions around the world. In terms of popularity and sales volume, Lipton is the world's largest tea brand, at least double the sales volume of the second largest brand. At the same time, Lipton is now the third largest non-alcoholic beverage selected by consumers worldwide, second only to Coca Cola and Pepsi. In 1992, Lipton entered China. In just five years, Lipton has won the first place in tea bag sales and market share in a series of surveys of 100 shopping malls in China. In addition to the recognition of black tea bags by consumers, Lipton has also launched new green tea bags, jasmine tea bags and other tea bags that meet the tastes of Chinese consumers. In 2004, it launched instant tea series including milk tea and lemon tea. In 2005, we launched a series of herbal tea bags.

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本页详细列出关于Lipton立顿的品牌信息,含品牌所属公司介绍,Lipton立顿所处行业的品牌地位及优势。
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