Three or five friends, start a fire with charcoal, make a pot of tea, roast sweet potatoes, persimmons, red dates, etc., eat while roasting, and chat while cooking.

This is the scene configuration of cooking tea around the stove in various places, and it is also a selling point of business marketing. It is very popular among young people because of its full sense of ritual.

　　Cooking tea around the stove, while warming each other with fragrance, as a new choice for mass consumption, what kind of marketing logic is behind the popularity?

How long can such an explosive business last?

In this regard, the reporter interviewed relevant practitioners, experts and scholars.

A New Choice for Leisure and Relaxation

　　"Steaming tea and roasting rice cakes and persimmons around the stove seems to be back when I was a child." "Slow down time, go to play, chat, take pictures, and laugh." The experience brought is warmth, coziness and comfort.

　　Liu Yiling, who is in the tea and clothing business, often travels between Beijing and Changsha, switching back and forth.

As long as she is free, she will invite friends to drink tea together.

Since the launch of tea brewing around the stove on the market, she has tried something new.

　　"Brewing tea around the stove is more about a sense of atmosphere. While making tea and chatting, everyone bakes and eats on the stove." Liu Yiling said frankly that sometimes the baked things may not be delicious, but this This relaxed DIY state is very comfortable.

"Now there are still many popular professional tea-making appliances around the stove, and the atmosphere is easy to fill."

　　"We added the service of cooking tea around the stove to the newly opened vegetarian restaurant. We tried it some time ago, and the effect was not bad. Now we are going to promote it." Fu Guoyan, founder of Guizhou Qiancuixing Company, said, "We provide What’s more, there is an electric stove to make tea, and there are some special pastries, guests can come to the restaurant early to enjoy some leisure time.”

　　After the business of brewing tea around the stove became popular, many merchants launched sets of tea brewing around the stove, and the products became more diversified.

No matter whether you know tea or not, you can participate in it.

Like drinking coffee, sitting around and drinking a cup of tea has become a new choice for people to socialize leisurely.

　　At the foot of Wuyi Mountain, which is rich in tea, there are many homestays and teahouses.

"Cooking tea and roasting sweet potatoes around the stove, three or five friends laughing haha", this is a signboard that is not for the teahouse that opened in April 2022.

The teahouse is located in Lantang Village, Wuyishan City, Fujian Province.

According to Hu Feng, the person in charge of the teahouse, in addition to the project of making tea around the stove, the teahouse also has courses in tea operas and holds tea culture exchange activities.

　　"Our family's tea cooking around the stove is designed in an independent box, which fully guarantees privacy, but it is not completely separated. When customers go to the courtyard, they only need to open the doors and windows, and they can stroll in the courtyard." Hu Feng said. Unlike drinking tea indoors, tea is usually brewed around a stove in a semi-open space.

A pot of charcoal fire brings everyone together in one area, making it more harmonious and conducive to communication among young people.

Moreover, roasting something to eat can prolong the consumption time of guests drinking tea.

New demands on social platforms

　　"Wailu" has always been around. In the past few years, there have been many small skewers around the stove, barbecue bars around the stove, and shabu-shabu around the stove.

Why does it catch fire when boiling tea around the stove?

From the perspective of various elements, whether it is a stove, tea, or roasted food, or even a combination form, it is nothing new.

Thinking about it again, in fact, the environment, situation, and artistic conception are influencing factors that cannot be ignored. The so-called "the direction of the heart is where the environment is."

　　Ding Ying, an associate professor at the School of Business of Renmin University of China, believes that people's consumption habits and patterns will change significantly with environmental factors.

Due to the nature of tea brewing around the stove, its popularity is mainly in autumn and winter.

"Because the climate is sunny and warm in spring and summer, people mainly do outdoor activities, but in autumn and winter, the weather is cold and outdoor activities are limited, so people will naturally seek activities that can bring warmth. Brewing tea around the stove is a very suitable Consumption behavior in autumn and winter."

　　"With the continuous popularization of the Internet, the virtual world is becoming more and more popular, which has brought alienation between people, and more and more young people experience loneliness." Ding Ying said, especially the current generation Z, that is, "90 Most of the post-2000 young people are only children. They were born with the rapid iteration of digital technology. In recent years, the epidemic has also exacerbated the loneliness perceived by individuals to a certain extent.

The essence of making tea around the stove is that three or five friends gather around the fire to talk heart-to-heart. It is a kind of slow life, which just fits the social needs of young people nowadays.

At the same time, cooking tea around a stove has a pyrotechnic atmosphere, which is different from traditional urban life and various ready-made processed foods. It also brings more freshness and unique consumption experience to young consumers living in metropolises.

　　If you ask, where did you know about making tea around the stove?

I believe many people saw it on platforms such as Douyin and Xiaohongshu.

On these platforms, there are many exquisite videos, photos, and notes related to cooking tea around the stove.

Some are business marketing, and some are life records of netizens.

These exquisite sharing pushes make the activity of making tea around the stove more attractive and attract netizens to "plant grass".

　　Ding Ying believes that dissemination in the form of videos and pictures can further highlight the highlight of the consumption activity of cooking tea around the stove and increase its attractiveness.

In recent years, the research on sensory marketing has been on the rise, and many brands and companies have also begun to use sensory stimulation to enhance consumers' willingness to consume.

For example, different colors, shapes, music, smells, and tactile textures can all affect consumer preferences and decisions.

"The Douyin and Xiaohongshu platforms can more intuitively convey the visual and auditory feelings of the process of making tea around the stove, and even show the dense water vapor and the rolling of tea on the fire to stimulate consumers' sense of smell, touch and taste. imagination, so as to achieve the stimulation of multi-sensory channels, which is unmatched by other channels.”

　　Cooking tea around the stove not only brings fire to the tea economy, but also tea making utensils are still selling well.

Fuzhou Dongxiang District Dongchuang Electronic Commerce Co., Ltd. has been engaged in the online sales of tea sets.

Tang Yongshi, deputy general manager of the company, said that since the popularity of cooking tea around the stove, online orders have doubled. In September last year, the sales volume reached more than 1 million yuan, and the highest sales volume in one day was about 100,000 yuan.

"We have all kinds of tea sets for making tea, and the price ranges from tens of yuan to thousands of yuan. The most popular among young people is a blue and white ceramic tureen, which is beautiful in workmanship and not expensive."

New experience of cultural connotation

　　When young people come out to consume, they not only require high cost performance, are suitable for gatherings and chatting, and will not disturb others, they also need to be able to take pictures and check in to record their daily life.

"Many girls wear beautiful makeup. They come to the store to take pictures and check in. Cooking tea around the stove just meets their practical and aesthetic needs." Hu Feng said that now the space for making tea around the stove is semi-outdoor. air conditioner.

Next, we must consider the weather changes and make corresponding adjustments so that the tea brewing around the stove can adapt to the changes of the four seasons.

　　To the relief of many tea lovers, the activity of making tea around the stove promotes the rejuvenation of traditional tea art, and there is no longer a sense of distance.

In Hu Feng's view, cooking tea around the stove breaks people's stereotypes about drinking tea, and makes young people feel that drinking tea is also a very fun thing. There are not so many rules, and it can be better integrated with our lives.

　　"With a pot of tea, you can play mahjong or discuss business. This cultural consumption method like cooking tea in a stove will continue, but the products will become more and more diverse." Wang Qiyan, director of the Leisure Economy Research Center of Renmin University of China, said that this It is not only a modern inheritance of traditional tea art, but also can better meet people's leisure and social needs.

　　Under normal circumstances, the consumption time for brewing tea around the stove is limited to 2 hours.

"This is a low turnover rate for teahouses and restaurants. If you want to maintain the heat for a long time, it will be difficult." Ding Ying said that it is necessary to change new consumption such as cooking tea around the stove from a popular Internet celebrity to a "long-term red". Several ways: You can combine cooking tea around the stove with certain specific scenes, such as making dumplings during the Spring Festival, eating glutinous rice balls during the Lantern Festival, etc. Once these traditional foods are bound to a special festival, they will last forever; Excavate its historical and cultural origins, try to implant consumers' memories, and connect with certain days or periods of common memory.

　　At the same time, Ding Ying suggested that merchants develop more products related to the furnace.

"By increasing the types of food cooked around the stove, the freshness and interest of this consumption activity will be enhanced, so that consumers will not only check in and try once, but are willing to consume multiple times and experience it repeatedly like hot pot."

　　Now some people cook tea around the stove, but not all the tea is cooked.

According to the needs of young people, merchants "cook" milk tea and coffee, giving consumers a variety of choices.

Considering the potential safety hazards of stoves in closed rooms, some businesses have replaced stoves with electric stoves, and plan to combine making iced drinks in summer with "boiling tea" in autumn and winter.

　　Ding Ying said that whether cooking tea around the stove can be "long red" also requires relevant government departments to strengthen supervision and provide normative constraints on related stoves and ventilation equipment to ensure that the consumption activities can be carried out in a safe and orderly manner.

　　Li Wanxiang