1. XiaoYeZi
TeaHouse
-Marketing Strategy
Xiaoqi Ye
Nov. 2010

2. Agenda
 Introduction
 Marketing analysis
 Marketing activities

3. Xiaoyezi Tea House
Tea House Online Tea House

4. XiaoYeZi Tea House
1.我们想与有趣的人认识
也想与有趣的人做一些事情
2.我们不是纯公益组织
我们希望与人更真诚舒服的
交流
3.我们不提供声嘶力竭的游戏
也不贩卖所谓的高档与奢华
4.如果你能够安静下来
这个世界会为你让步
5.我们在做一件有意思的事情
成功与否并不是我们的目标
6.世俗的成功远离这里
我们不扮酷也不耍帅
7.尊重事情本来的面目
并不反对任何善意的装饰
8.这是一个安静的地方
偏于都市一隅
9.还是那句不喜勿访
各自安顿自己的身和心
Get to know interesting people and
engage interesting activities with
them
We hope to connect and
communicate with you
We are down to earth
If you can slowdown and enjoy the
tea, the world is opening to you
We re doing an interesting thing,
success is not our goal
The world values are away from us,
we are not pretend
We respect the truth and we don’t
deny any good will decorations
This is a quiet place in the corner of
the city
It is ok if you don’t like it, enjoy your
place to slowdown.

5. Products
 Tea
 北京人最爱的花茶 (flower
tea for Beijing ness)
 南方人最爱的西湖龙井
Longjing for southern
Chinese
 台湾人最爱的乌龙
Wulong for Taiwanese
 大家都爱普洱
Puer is everyone’s love
 老外可以试试所有
You can also try them all
 豆浆 (soymilk)
 出售茶叶
Sell loose leaf tea package
as well
 Cookies
 中式零食、茶点
(Traditional Chinese
tea cookies)
 中式春卷 (spring roll)
 三明治, 披萨,西式苹
果派(apple pie,
sandwich, pizza)

6. Place
 Kirkland downtown

7. People
 Chinese residents living in US
 US and other country residents who love
Chinese tradition tea and culture
 Tourists who visiting Kirkland

8. Price 1 pot of tea + 3 cookies = $4.8

9. Market Analysis
 Target Audience/Market Segmentation
 Chinese immigration living in US
 US and other country residencies loves
Chinese tea and culture
 Tourists visiting Kirkland

10. Marketing Analysis/Competitor
analysis
 Restaurants: Café happy bubble tea:
~$4/cup
 Starbucks/Tully’s/Olive You/: latte ~$4/cup
 Other social environments: meetup
groups etc.

11. Marketing - Word of mouth
 First introduction: send flyers to MS campus
and other company campus
 Promotion: periodically broadcast
promotion info to the community through
word of mouth

12. Marketing: website & social network
 Why not use social
network? You will have
enough target users at
Facebook, Myspace,
Twitter, Wordpress and
etc
 Save $ for dedicate
website DNS & website
maintenance effort
 http://www.douban.co
m/host/seasong/

13. Marketing – email campaign
 Email campaign to community alias

14. Marketing: other
 Groupon: local business coupon
 Google keywords

15. Questions?