TEAF | Tea of Flourishing Business Plan

• Main Authors: Chen, Shang-Chun, 陳尚群
• Other Authors: 別蓮蒂
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/d86h93

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 106 === Taiwanese tea has a rich history of 400 years. The domestic demand for tea is about 40,000 tons per year. This strong demand is the evidence to prove that tea has been a big part of the lives of Taiwanese people (Chen Deyu, 2015). However, with the rise of wages in Taiwan in the 1970s, Taiwan's tea export began to decline ever since. In the 1980s, the consumption of bottled tea and boba tea shops spread within the island drove a higher demand for tea. The need for imported tea proliferated. Today, Taiwan imports about 30,000 tons of tea per year, twice as much as what the island can produce every year (Taiwan Tea Road, 2016). The purpose of the brand “TEAF” is to find the blue ocean of Taiwanese tea by introducing the idea of tea and psychology, enabling the people of the 21st century to have a balanced body and mind that are both satisfied and sustainable. TEAF is a brand that works with clients to build their value and realize their vision, inviting people from all over the world to join the journey of discovering, rediscovering and experiencing the essence of tea. Providing the most exquisite handcrafted Taiwanese tea, soothed by the aroma and taste of craftsmanship to create a community for sharing how has tea allowing us to live a fulfilling life, and spend time with people around us to build positive relationships. We hope TEAF can promote these moments by offering the most amazing Taiwanese tea. Starting from Taiwan, introducing the true meaning of tea to the world.