目标：健康、和谐与幸福

在美洲茶叶市场上，“加州茶叶共和国”茶品销量为第一：在各大超市中销售率为18%，酒店业销售率为16%，其他市场销售率为14.6%。

而且，“加州茶叶共和国”的美食级瓶装冰茶与新系列瓶装绿茶被美国白宫、加拿大国府特许为“国会茶”。

“加州茶叶共和国”为何能够雄霸美洲茶叶市场呢？这家公司的经营目标是“透过好茶和‘细啜慢饮’（Sip by Sip）的体验，丰富人们的生活——一种健康、和谐与幸福的生活”。他们的使命是“成为全球茶叶及药草茶的顶尖供应商——因我们无可超越的品质和难望其向背的产品选择、服务和呈现方式而备受尊敬”。

理念：体贴、巧思与独特

其实，该公司的经营理念的哲学是“完成秘密使命，开启茶叶革命……”。大部分食品业者均承认茶叶共和国，已经创造了这样的成就！

该公司在它的散装茶和袋装茶基本产品方面，一开始就使用很有创意和独具一格的包装方式。茶筒瘦长，图案和背景颜色富乡土味，开启和再密封都容易。这种容器十分凸出，不只外观的吸引力和品质，都远远超越美国市场上大部分的包装，而且茶叶本身的品质十分优良，能够支撑该公司所订的高零售价。突然之间，本来普遍使用玻璃纸包装、摺叠式茶叶盒或茶袋盒的公司（连来自海外的进口货也不例外），必须重新思考它们的行销和包装策略。

引用美国一家贺卡公司的广告词：收到茶叶共和国茶筒礼盒的人，都能感受到送礼者“精心巧思，体贴入微，知道要送就得送最好的！”一旦试饮，大多数喜欢品茗的人，自己上街买茶时，不会再买比较差的。

今天该公司有百余种茶叶、药草茶、健康茶奶、瓶装冰茶、茶酱、茶饼。大部分产品的推介，都在每年举办的三次特制食品展之一亮相。该公司的品牌现在在全美各地12000多个特制食品据点陈售，也透过本身的邮购型录销售。茶叶共和国有自己的网站，网址是：www.republicoftea.com。

产品：健康、血型与个人化

产品品质出色和独树一格的良好口碑传出，自然疗法医师兼研究员彼得·达达莫（Peter D'Adamo）博士和精品零售商“新页”（New Chapter）最近找上茶叶共和国，共同精心研制健康茶系列。该公司以四种新的“血型品味茶”（Sip Right 4 Your Type），继续推动茶叶革命。这四种茶品根据《纽约时报》畅销书排行榜中达达莫博士所著《血型饮食法》（EAT RIGHT 4 YOUR TYPE）的科学理论，按O、A、B、AB四种血型量身订制，为不同的血型调配最佳的成分。《血型饮食法》精装本已售出一百万册以上，并译成四十种语言，经由书籍和网站（www.dadamo.com），为全球各地的读者介绍个人化的营养摄取方法。茶叶装入该公司特制的未漂白茶袋中，以个人化的健康饮食解决方案为号召。

达达莫博士的书指出，研究过他家两代的饮食习惯之后发现，最新的流行饮食热不是对每个人都好，因为所建议的流行饮食不见得适合他们的血型。此外，证据显示血型和染患某些疾病之间有关联。达达莫以很有说服力的方式表示，你的血型是一种进化纪录，告诉你哪些食物最能吸收消化，哪些又是没用的卡路里。书内完整地列出每种血型适合吃的各种食物，从茶品到主菜、佐菜、调味料，无所不包，同时也建议各种血型适合从事的运动和生活风格。比方说，最少见的AB型消化道最为敏感，但免疫系统是四种血型中最“友善”的。

创新：茶尚、茶礼与茶乐

在“加州茶叶共和国”的创新产品中，该公司除了七种口味的美食级瓶装冰茶，还推出新系列的六种瓶装绿茶，继续重新定义人们对即饮瓶装冰茶的消费和思考方式。它们的包装十分美观，采用“曲线优美的洋葱状圆盖”玻璃瓶，500毫升装建议零售价是2.99美元。

这些茶的口味有“奇异洋梨绿茶”、“莓果洋李绿茶”、“春季樱桃绿茶”、“橙汁香味绿茶”、“去咖啡因生姜桃子绿茶”，不加代糖，卡路里为零，不含碳水化合物。它们被形容为“茶香浓郁，散发天然的热带色彩”。

经大量研究后，绿茶终于在美国为人接受，因为它们具有正面效益，而且对健康的老人生活有帮助。几种新推出的即饮绿茶也采用包茶袋罐装的方式上市，建议零售价是8.50美元。

该公司正试着教导小孩，特别是小女孩，从小就懂得饮茶礼节。该公司和Build-A-Bear Workshop合作，限量发行搜藏家茶具组，以创意十足的方式包装在色彩鲜艳的纪念礼盒中，包括特制的“草莓樱桃恰恰”（Straw-Cherry Cha Cha）茶罐、四只瓷杯和茶托，搭配茶壶——全都异想天开地装饰泰迪熊图案。天然去咖啡因的“草莓樱桃恰恰”，含有草莓和樱桃的纯水果香，并带些许木槿、玫瑰实、苹果味，再加少量的蜂蜜，更增齿颊留香效果。含饮茶礼节故事书在内的整组礼盒，对参加茶会的小女孩有寓教于乐的效果。

该公司正投注心力和物力，要让饮茶成为一种消费享受。它设法教育、鼓励和沟通饮茶的品质、价值和生活风格，特别是在饮茶风气不如欧洲和亚洲国家之盛的美国，健康茶对消费者别具意义。

如要说茶叶共和国的教育努力有什么值得批评的地方，那可能是它推出的新健康茶琳琅满目。每一年都有愈来愈多美味可口和引人入胜的选择，要选效益最好的茶愈来愈困难。

注：本文中小标题为译者编写

译据美国杂志《哈佛智慧》2008年5月号

本文作者麦克麻斯（Robert M. McMath）是康乃尔大学琦色佳城的新产品展示学习中心（New Product & Learning Center）的负责人。该中心是美国许多大企业新产品上市前，核对创意、验证前人经验的重要依据。麦克麻斯本人则经常应聘接受ABC、CBS、 NBS、CNN等知名电视网专访畅谈产品趋势。

（译作者声明：拒绝转载与网摘）

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英文版原文：
The tea article of republic in California revolution
The The Republic of Tea of lunwanto in California is praise for to in recent years of the United States make a tea industry to influence most profoundly and still continue to concentrate on now establish the tea article creates new ideas of standard.The American all has already habitually praised this company as"tea-leaf republic in California", because it continuously creative tea article new ideas, the outstanding tea article of tea-leaf republic packing design, for example thin thin of tea tube and be full of the packing of agrestic taste, let the product of that company is in the United States, Canada, Mexico etc. the country tea article occupies a place of most on the market.
Target:Health, harmony and happiness
In American tea-leaf on the market, the "tea-leaf republic in California" tea article sells the quantity as the first:The sale rate is 18% in each big supermarket, the cabaret industry sale rate is 16%, and other market sale rates is 14.6%s.
And, the delicacies class bottle of "tea-leaf republic in California"'s packing ice tea to pack green tea with new series bottle is permit specially by the white house, Canadian country mansion for"national legislature tea".
"Tea-leaf republic in California" why can the male Ba American tea-leaf market?The target of the management of this company is "through good tea and' Sip by Sip' of experience, enrich people's life- the life of a kind of health, harmony and happiness".Their missions are "become the top supplier of global tea-leaf and medicine grass tea- because we have no the quality for can surmount with difficult hope the product choice, service of its front and back and present a way but enjoy high regard".
Principle:Show consideration to, clever thought with special
In fact, philosophy of principle of management of that company is "completion secret mission, open tea-leaf revolution ……".Greatly parts of food operators all admit tea-leaf republic, have already created thus of achievement!
That company at it of bulky cargo tea and the bag tea basic product, used to have much of a creativity in the beginning with only had the packing method of one space.The tea tube is thin long, pattern and background color rich native cuisine, open with again seal completely all easily.This kind of container bulges very, not attraction and quality of external appearance, all far and far surmount American on the market greatly part of packings, and the quality of tea-leaf be very good, can prop up the high retail price that that company order.Suddenly, original and widespread usage cellophane packing, the company(connect come from overseas of the imported goods be no exception) of the Zhe fold type tea-leaf box or tea bag box, have to re- consider their marketings and pack strategy.
Quote from an advertisement phrase of greeting card company in the United States:Receive the tea-leaf republic tea tube gift the person of the box, can the one who feel to give presents"with meticulous care clever thought, extremely considerate, know and send have to send best of!"Once trying to drink, when oneself goes shopping to buy tea, the person, who mostly like to enjoy tea, will not buy again to relatively differ.
That company has 100 remainings to grow tea-leaf, medicine grass tea, healthy tea milk, bottle to pack ice tea, tea sauce, tea a round flat cake today.Greatly parts of products recommend and all hold in every year of three specially made food one of the exhibitionses be unveiled.The brand of that company now at whole United States everyplace more than 12000 specially made food base Chen2 Shou4, also through oneself of the mail order catalog sell.Tea-leaf republican is own stateowned website, Web address BE:Www.republicoftea.com.
Product:Health, blood type and personalization
The product quality be outstanding with develop a style of one's own of the good public praise spread, natural therapy doctor and researcher Doctor and the New Chapter of the exquisite article dealer of the Peter D'Adamo seek up tea-leaf republic recently and together and with meticulous care develop healthy tea series.That company with four kinds of new Sip Right 4 Your Type, continue to push tea-leaf revolution.These four kinds of tea articles according to<New York Times>the D'Adamo Doctor in the bestseller ranking is the Zhao<the EAT RIGHT 4 YOUR TYPE>of science theories, press four kinds of blood type quantity body of the O, A, B, AB to order to make, dispense the best composition for the different blood type.<The EAT RIGHT 4 YOUR TYPE>the deluxe edition has already sold 1,000,000 volumes above, and translate into 40 kinds of languages, through the book and the website(www.dadamo.com), introduce personalized nourishment to take a method for the reader of the whole world.Tea-leaf packs to go into that company specially made of do not bleach tea bag in, with personalization of healthy food solution is call.
The book of D'Adamo Doctor point out that once study two generation food habits in his house discover after, latest of popular the food heat isn't all good to everybody, because of suggest of popular food not exactly in keeping with their blood type.In addition, the proof shows a blood type and contracts an of some diseases relevant allied.The D'Adamo means in very persuasive way that you of the blood type be a kind of evolution record and tell you which foods can absorb digest most , which is an useless calories again.Completely list to grow a blood type each time inside book in keeping with various food eat, from tea article to main course, Zuo vegetables, seasoning, all-inclusive, also in the meantime suggest various blood type in keeping with be engaged in of sport and life style.The AB type suppose and at least seen the digest way is a sensitive most , but the immune system be the most"friendly" in four kinds of blood types.
Innovation:Tea still, tea gift and tea be happy
In the creative product of "tea-leaf republic in California", that company in addition to the delicacies class bottle of seven kinds of tastes packs ice tea, also release six kinds of bottles of new series to pack green tea and continue to redefine people's consumption in namely drinking a bottle to pack ice tea and thinking method.Their packings are very beautiful, the adoption"the curve be beautiful of onions form circle cover" glass bottle, 500 milliliters' packing suggestion retail price is USD 2.99.
The taste of these teas contains "strange ocean pear green tea", "the Mei fruit ocean Lee's green tea", "the spring cherry peach green tea", "orange juice flavor green tea", "go to the peach green tea of the caffeine ginger", don't add a sugar, calories is zero, don't contain carbohydrate.They are describe for"the tea joss-stick be heavy, send forth a natural tropical color".
After a great deal of research, the green tea finally accepts in the American behavior, because they have a positive performance, and to healthy old man the life be helpful.A few kinds are lately- release to namely drink green tea to also adopt to wrap a tea bag's bottle's way for pack to appear on market and suggest that the retail price is USD 8.50.
That company is try a guidance kid, especially little girl, knew to take tea an etiquette since the childhood.That company and the Workshop of the Build-A-Bear cooperate, tea vessel set in the collection house of the capacity issue, with the way of hundred percent creativity packing is in the color fresh and gorgeous memorial gift box, "the Straw-Cherry Cha Cha" tea-canister, four porcelain cups and tea which include specially made give and match teapot-all have fantastic idea a ground of adornment Teddy Bear pattern.Natural go to "the Straw-Cherry Cha Cha" of caffeine, imply the pure fruit joss-stick of strawberry and cherry peach, and take just some little wood Jin, rose is solid, apple flavor, again add a little amount honey, increase Chi cheek more to stay fragrant effect.Contain to take tea an etiquette story book at inside of the whole gift box, have the effect for learn through playing to the little girl which attends tea reception.
That company is put into mental exertion and material resources, let to take tea to become a kind of consumption to enjoy.It tries the quality, value that education, encouragement and communication take tea and living style, especially is take tea custom rather Europe and the United States of the prosperous Asian nation, the healthy tea doesn't have meaning to the consumer.
If want to say that education of tea-leaf republic includes hard what place worthy of criticize, that may be that it releases lately and healthily a tea feast for the eyes.Every year has tasty more and more delicacy with fascinating choice, choose the best tea of performance be more and more difficult.

American magazine 《Harvard intelligence 》May, 2008 number
This text author Robert M. the McMath is the New Product& Learning of the Qisenjan city of the Kanglanr university Center representative director.Check a creativity and verify people of the past before that center is many big business enterprise new products in the United States to appear on market empirical importance basis.Michael tingles Si oneself to then usually accept appointment to accept the well-known television net special visiting of the ABC, CBS, NBS, CNN etc. to discuss product trend.