mingcha product guide 2004

8/18/2019 MingCha Product Guide 2004

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literature & pop supportsOEM possibility

extremely rare teasgift pack formats

entry level products

shops

training and classes

peripheral productscore products

®

mingcha ® premium chinese tea

product guide®

© 2005 Lee Kwan Tea Trade Limited 1 Hoi Wan Street #703 Chinachem Exchan ge Square, Quarry Bay, Hong Kongphone: (852) 2882 9812 fax: (852) 2577 9117http://www.mingcha.co m.hk e-mail: [email protected]



Thick food grade truealuminium laminate for air and light tightness

(Inside) Tea infusionbooklet (in Chinese,English and Japanese)

Brand philosophy inEnglish and Japanese

Flat bottom for free standing display

Tea name in English

MingCha delivers harvest specific premium quality teasof authentic origins and plant

pedigrees produced by experienced masters withtraditional methods. Therange of tastes and healthcharacters in the products are

natural and inherent in the tea plants. This is a manifestationof our faith in the truebenefits of pure and traditional products.

Origin, taste and healthbenefits description(in English on theopposite side)

the package design:a simple vision

In MingCha, we believe in promoting the appreciation of the quality of

premium teas. That is why we employ in our packaging only elementsthat keep in the goodness of the product and that communicate what isdelivered, rather than decorative, exotic or trendy approaches. We hopewe are able to maintain the same calibre of premium quality in the designand materials that reflects the content.

the classic MingCha paper pack

Wire lock for re-closing pack after seal is open

Harvest seal specifyingharvest batch and/or teatype subclassification

100% hand formed jacket made of topquality uncoated EU certified recycled paper

Tea name in Chinese



MingCha Product Guide 2004 page 2

Plant and location specific

International grade equivalence& plant specific (Local nicknameof tea in Chinese)

MingCha ® harvest seal:statement of quality

MingCha’s premium line products are all single garden non-blended tea of

authentic origins. In order that our customers are well informed of the qualityof their purchase, a batch-relevant seal marks each pack or can with detailharvest information to supplement what is already quite specific on thestandard labels. Not unlike fine wines, harvest conditions do make their markson the taste characters of each batch and therefore this seal is most useful forthe demanding connoisseurs.

Mature batch specific(fermentation style and gradein Chinese)

Finishing style and craftsmanspecific (2002 harvest andmatured till 2003 for re-baking)

Some other representationsof our harvest seals that focus in the details of specific quality variables that most related to the final tastecharacters of the tea.

Analysis of a sealThis particular seal specifies one of our most popular products, Phoenix Supreme. There are quite a few typesof plants from which we harvest thistea, all varying slightly from oneanother by the differences in aromaand taste characters. There are alsotwo premium harvests in the year:Spring and Winter. This seal denotesthe plant type: Milan Xiang, whichgives a honey-like sweetness in thearoma and a higher and sharper notein taste. This tea is finished in theclassic style, as different from the

light or the dark style.

The one below focuses rather in thelocation, which for Wuyi Dark Rock, isimportant for the subtle differencesin the effects of the growingenvironment. This one also notes aquality supremacy: flowery, which isa distinctive character of this tea and is why its original name in Chinese isa flower name, daffodil.



© Lee Kwan Tea Trade Limited. All rights reserved.

the premium line:tea selection

Core premium line selections: 20 tea varieties from the categories of: black*,

white, red**, green, oolong and flower scented.* Black tea refers not to the English concept of the same name. In Chinese teacategorization, black tea refers to a unique post-fermented tea category that makethis the only truly fermented tea. ** Red tea refers to fully fermented (oxidized) tea;this is the same tea making concept as Indian black tea in the traditional sense.




the paper pack in twinpack box

the premium line:paper packs and canisters

the MingCha canister

Tea Selections Paper Packs Canisters

Teguanyin Supreme MCP-100 70g MCC-100 120g

Teguanyin Classic MCP-101 70g MCC-101 120g

Phoenix Supreme MCC-200 55g

Phoenix Sung Special MCC-201 55g

Mandarin Orchid MCC-202 55g

Wuyi Supreme MCC-220 55g

Cassia Supreme MCC-221 55g

Wuyi Dark Rock MCC-222 55g

Silver Needle Supreme MCC-300 50g

White Peony Supreme MCC-301 45g

X'tra Old Tippy Puer MCP-400 70g MCC-400 120g

Golden Tip Puer MCP-401 70g MCC-401 120g

Golden Gungfu Supreme MCC-500 60g

Tanyang Golden Rim MCP-501 70g

Red Plum Classic MCP-502 55g

First Flush Longjin MCC-601 90g

Taimu Silver Snow MCP-612 45g

Green Spring Classic MCP-633 80g

Honey Pearl Pekoe MCP-701 85g

Phoenix Osmanthus MCC-721 55g




connoisseur lineand private reserves

Every year our farmers and producers will present tous special great quality small batches of any type oftea. Some we think we can share with some of ourcustomers who are more demanding than others.These picks will be small packs for release in highlyselected spots. These are some examples of productsin the Connoisseur Line:

1001-XH Xianghua Red Stalk 80 g1002-XH Xianghua Pieu Xiang 100 g

1003-GD Gande Red Stalk 90 g

1004-XP Xiping Traditional 90 g

6003-KH Kaihua First Flush 70 g

6004-GZ Guzhu Purple Flush 70 g

6005-PL Original Pilo Chuen 60 g

GTE-600




At times when just premium is not enough, we provide the rarest or the

most extraordinary. Like the harvest from the oldest tea bush on MountWudong in northern Guangdong. The 4.5 metre tall plant was plantedin the Sung Dynasty (11th to 13th Century A.D.) and is said to haveyielded one of the first oolongs. Its harvest once filled the cup ofChairman Mao and is thus nicknamed “The East is Red” by localfarmers. The 2 kilo a year yield now is in extreme demand. TheMingCha premiere release stirred quite a bit of local and internationalmedia coverage. We carry also the production from its secondgeneration bushes.

For those who are really demanding in the most delicate taste, weselect annually limited yields of the most discerning quality from not-so-legendary but most carefully tended mature bushes and release themwith the special attention they deserve under our “Leo Kwan’s PrivateReserve” label. One such limited release was selected in 2002 by theceremony committee of the Academy Awards® for Oscar® as the firstever tea and the first ever Chinese product to be included in the welltalked-about Celebrity Gift Baskets. For those who are reallydiscriminating in taste, this line of product is the apex of tea.

Please contact MingCha for update details of current yearavailability and releases.

Leo Kwan’s Private Reserve series is adistinctive benchmark of traditional tea

at its highest possible quality.

The 55 gram pack of 2nd generationWudong Sung Bush oolong. The SungBush is proven to be a producing plantin existance during late Sung Dynasty(13rd Century). Wudong is said to bethe origin of oolong tea production.

All production reserved specially underthe gran tea master’s signature are

edition numbered and stamped with hispersonal stamp. This is a signature forquality fit for his highest demand in teaenjoyment.

Pencil numbered edition inthe Private Reserve product




jek thé ® : the gourmet linefor market diffusion

jek thé Glass Tubes

jek thé Mini-glass Tubes

The gourmet line isdeveloped to promote finetea drinking to a broader

audience. We have brandedit jek thé , after a Chinesedialect in a key teaproduction area for “eattea”. This top quality line isalready considered by manyas “premium”. Packages aredesigned with user-friendlyapproaches for appeal andwith similar communication

requirements as in theMingCha lines.




Tent Packs 2-Pack Sets

Green Oolong JT-117

Phoenix Classic JT-205

Wuyi Yan Cha JT-223

Genuine White JT-305

Yunnan Tippy Puer JT-402

Jasmine Silver Tips JT-708

Tea Selections Tent packs Eco packs

Green Oolong JTT-117 38 g JTP-117 100 g

Phoenix Classic JTT-205 24 g JTP-205 50 g

Wuyi Yan Cha JTT-223 24 g JTP-223 50 g

Genuine White JTT-305 24 g JTP-305 50 g

Yunnan Tippy Puer JTT-402 38 g JTP-402 85 g

Jasmine Silver Tips JTT-708 38 g JTP-708 85 g

2-Pack Sets

Combinations A: any 2 of these teas combined: 117, 205, 223, or 402

Combination C: 305 with 708

Glass Tubes Mini-glass Tubes

Thistle Blossoms JTG-703 63 g

Autumn Damask JTG-710 36 g

Truly Black JTM-436 47 g

Jasmine Pearls JTM-701 45 g

Jasmine Snow JTM-702 40 g

Thistle Blossom JTM-703 33 gRose Buds JTM-704 25 g

Finest Orange Pekoe JTM-502 25 g

Bitter Kuding JTM-813 35 g

Eco Packs




gift packs9-Pack Sampler Set

Silver Ensemble Gourmet Carnival Evangelist Herald 4-pack Gift Set

Tasters’ ExperimentSmall Glasstube Sets MCK-002 & 003




Glasstube SetsA most popular gift idea and very useful for its

display quality in the ambient product shelves,the tubes themselves are made of fine Germanglass. The corks are secured with food grade tapeand sealed with 100% natural beeswax.

Tasters’ ExperimentMCK-001 193g

5 x 20 cm tubes with the following selection:Teguanyin Light, Mandarin Orchid, White PeonySupreme, Cassia Supreme, Golden Tip Puer*

Gourmets’ DelightMCK-002 46g

2 x 12 cm tubesGolden Tip Puer, Silver Needle Supreme*

Natural FragranceMCK-003 61g

2 x 12 cm tubesHoney Pearl Pekoe, Mandarin Orchid*

Mini-HampersSilver Ensemble

hamper S4 top of the line selection canisters in hard giftbox with foil stamped MingCha logo:

Phoenix Supreme MCC 200Wuyi Supreme MCC 220Silver Needle Supreme MCC 300& First Flush Longjin MCC 601(May vary according to season)

Gourmet Carnivalhamper G

The full line of jek thé tent packs in anenvironmental friendly drawer case.

Evangelist Herald

hamper E

9-pack Sampler Set MCK-0069 with theMingCha Guide to Premium Chinese Tea — NotAll Teas Are Created Equal (PAP-007)

Tea Guide + 3 tea samples -PAP-007T

Gift Box SetsEach small box contains an individual thick food

grade aluminium pack to seal in the goodness ofthe tea. Selection may vary according to harvestconditions.

9-Pack Sampler SetMCK-0069 143g

Phoenix Classic, Green Oolong, Wuyi Yan Cha,Mandarin Orchid, Yunnan Tippy Puer, GenuineWhite, Jasmine Silver Tips* & a seasonal selection

4-Pack Gift SetMCK-0061 55g

Phoenix Classic, Green Oolong, Wuyi Yan Cha,Mandarin Orchid*

Tea Guide with 3 tea samplesPAP-007T

3 tea selections in the mini-box packed with theMingCha Guide to Premium Chinese Tea — NotAll Teas Are Created Equal (PAP-007)

* Tea combinations may vary according to themarket and season.




teaware

hand-thrown gaiwan

hand-thrown teapot

hand-thrown caddy

chahai

tea tools

infuser mug

wide-mouth tea cup

A cha pan is a tray with drainage for tea preparation. Thisone illustrated is made of compressed laminated bamboo.

Specialist teaware came into being for the need to facilitate the enjoyment oftea. It is now an important category of artifacts in addition to being a utensil.

MingCha holds a large collection for both the utilitarian as well as theartistically minded customers. All items are selected for their beauty in quality,functionality and workmanship. Most items are handcrafted in premiumtraditional quality appropriate even for the imperial court. We source ourartisan productions from the best studios in authentic origins of each materialtechnology, such as underglaze blue china from Jingde, but the utilitarianwares from modern specialist factories, such as our bone china from Hunnan.

The list of our teaware categories is displayed hereunder, eachrepresenting various materials and styles in expert to collector grades. Pleasecontact your MingCha distributor for the latest detail catalogue.

Cha-hai’s (small tea decanters)Cha pans (trays with drainage devices for tea making on top)

Gaiwans (cups with lids for teamaking as well as drinking from)

Cups

Cup sets

Infusers

Infuser mugs

Strainers

Tea bowlsTea caddies

Teapots

Teapot stands

Tea sets

Tea tools

Tea towel

Tea trays

The gai wan (1) is more than justa cup: tea can be infused in it anddecanted to the cha hai (2) forserving in a small tea cup (3).

1

2

3




yixing teapots

Clay mined in Yixing has always been the finest materials for tea pots. Its

unique microscopic physical properties, when coupled with the highlyspecialist pot-making skills developed over the millennium in this region, resultin pots that maximize infusion quality of even the best tea. That is whyspecialist pot makers from all over China, Japan, Korea, and Taiwan are eitherimitating the material or buying it all the way from the remote small town.

Genuine quality Yixing teapots are therefore a very special category forboth the demanding connoisseurs as well as the collectors. As the number ofYixing clay mines decreases due to depletion, the product is seeing anelevation in value.

MingCha presents this specialized tea making tool in 15 differentgrades. All expertly and individually handcrafted in Yixing in the respectivegrades of the clay. Some are by well-recognized artists and others by devotedcrafts people working hard to make their marks in this highly specialized area.Each piece is carefully examined by MingCha experts for its functionality andthe different aspects in craft quality.

Pots of the artist grade or higher are given individual certificates issuedby MingCha. All products come with a simple to follow user guide pamphlet.POS posters, flip book backgrounder and short biographies of selected artists

and crafts-persons are available. Selected information is also included in ourstandard interactive POS computer CD.

Connoisseur’s Selection CC grade

Handcrafted Special HC-1 grade

Handcrafted Traditional HC-2 grade

Handcrafted Extra Fine HC-3 grade

Artist Collection 1 AC-1 grade


Artist Collection 3 AC-3 gradeArtist Collection 4 AC-4 grade


Master Grade MG grade

Signature 1 S-1 grade





* Due to extreme limited quantity of these teaware products, stylesand quality vary as stock moves. However, MingCha works hard toprovide the best available at all times.




Promotion tea bar with ambient product shelves, London

Tea bar development and supplies, Sapporo

Stand-alone shop, Hong Kong

MingCha tea bar with ambient product shelves, Hong Kong

shop planning & POS supports

MingCha’s very own Interactive TeaSelection Guide helps both thecustomer and shop attendantsalike to choose and understandpremium tea from differentperspectives, such as health issues,taste requirements and daily needs.This is a most comprehensive andyet user-friendly sales and educa-tion tool available anywhere.




Since retail and market environments differ dramatically, it is part ofthe MingCha strategy to optimize the presentation impact to fit in the

local conditions. These are available services to support your business withMingCha:

• Customized MingCha ® Retail Protocol layout

• Planograms for local standard or specialized furniture for ambientproducts

• Customized furniture for designated area

• Customized and standard POS

• Customized bar design

• Briefing and supervision for shop development

• Teaware supplies

• Localized tea preparation standards (teaware, heating facility, servingpattern and water quality all make dramatic differences in the finalquality)

• Bulk tea supplies for catering

• Localized tea menu development

• Localized food pairing menu

• Visuals and design standar ds for POSitems

• Branded package design and production

Customizable menu fordifferent operationalenvironments

In markets whereanother brand can be ofsynergic edge, MingChacan support by develop-ing OEM packs, such asthis line for Yuji Wakiyafor Yokohama and Tokyo.

Leo Kwan localizes the teainfusion workflow for the

tea bar at DaylesfordFarmshop in Glocestershire,

England. Pictured withdeputy general manager,

Mark Lewis.




training and tea classes

The premium quality of MingCha requires a sales force with specialistunderstanding and faith. Even the very systematic setup of the MingCha TeaBar is still a far cry from being a so called “turn-key” operation. Therefore,basic training of the general floor staff and specialist training of the teapreparation and the sales staff are instrumental for MingCha’s success in yourlocal market, unless there is already a strong understanding of premiumquality tea in your operation.

MingCha Product Basics:Fundamental concepts 2 hoursProduct advantage 2 hoursBasic tasting skills 2 hoursMingCha Sales Specialists:Product Basics (as above) 6 hoursTaste discrimination 10 hours (mostly practice)Brand advantage 2 hoursMingCha Evangelists:(qualified tea bar tender and/or local presenter)

12 days full time

Floor staff of a food hall thatcarries MingCha productsattending a MingCha tea class



Word of mouth is the most important marketing tool.

Therefore, the most powerful promotion force forMingCha is the faith of the customers in our products.The more they understand about our quality and ouridea for tea, the more they will influence others to useMingCha. That is why tea classes for the customers isa natural product to satisfy both the curiosity of thecustomer as well as our need to educate them forquality appreciation. Because of our winning quality,we believe that a well-informed consumer is a goodcustomer.

To certain markets, arrangement can be made to train well-qualifiedindividuals in your locality to become teachers for the MingCha AuthorizedTea Classes. Standards and syllabuses have to be followed to deliver a well-balanced understanding. There are four tiers in the syllabus and the meetingstructured can be localized. A student may choose to receive a finalexamination in Hong Kong by Leo Kwan on successfully completing all tiers.Satisfactory result in the examination qualifies him/her as a MingChaEvangelist.

The 4 tiers are 4 levels of classes with increasing depth of coverage:

MAT 100’s:Basic concepts and nature of premium tea

Foundation categorization

MAT 200’s:Infusion tools & techniques

Quality discrimination

Heritage and background

MAT 300’s:

Usage and conditionsFood pairing and services

Specialist practice andtrade understanding

Evangelist QualificationExamination:• Understanding andrendition of MingCha

quality• Articulation in variousideas of premium tea

Vivien Lee, a MingCha TeaEvangelist helping a tea workshopattendee to appreciate tea qualityat the Loft in MingCha Star Shop.

Japanese TV celebrity ChefNoboru Ishii presenting tea as

part of the test for MingChaEvangelist Certification.



Meeting customers during book launchGuest presenter in Slow Food, Italy

Internet coverage

publicity supports

Endorsement programme Joint promotion programme

various press coverage,international as well as local

regular newspaper column

Unique position in mass media coverage

Selective profile reinforcement



Chinese tea is fast becoming a consumer trend in many markets.

Recent scientific interest in the health benefits of tea does lend somepublicity edge as well. However, our mission to elevate the market andthe very fact that our quality is so dramatically different demandpublicity content and activities other than just surfing on a trend.

Our brand direction carries a strong quality perception, anevangelist aura and a contemporary cultural touch that is the strengthof MingCha. How we interface with the market is our essential asset.

These are some activities we have covered and may be repeatedin your local markets:

• Launch of “Not All Teas Are Created Equal — A MingCha Guide toPremium Chinese Tea” (product code PAP-007) in bookstore networkswith localized promotions.

• Regular contributions to specialist and mainstream printed media,national as well as international

• A wealthy stock of visual and textual materials for reference or quoteby the media

• Regular interviews with journalists on different aspects of the brand,the product, the business and characters behind the operation, most notably Leo Kwan the brand creator, resulting in uniquely high pressand internet coverage

• Leo Kwan actively participating in different international and local talks, seminars, presentations and demonstration as the guru of Chinesetea, such as in Tea Expo Paris, Great Chefs at Great in Hong Kong.

• Informative and well designed MingCha website, updated regularly for search engines

• Regular e-mailing of the MingCha newsletter — the Infuser

• Active networking for profile growth through joint promotion withother brands and renowned characters, such as with the NHK TV tea

program host, Yuji Wakiya and the white tea joint promotion withBvlgari parfum.

• Periodic launches of special products with media coverage

Major incidents in the immediate future:

• Leo Kwan to represent the Chinese tea productioncommunity and to lead a group of tea producers to partake in“Terra Madre, the World Meeting of Producers” held by SLOW FOOD in Italy and sponsored by FAO.

• Publishing of a new MingCha book

• Redesign of the website under “mingcha.com”

• An episode fully dedicated to certain aspects in the MingChaoperation in a TV program by the popular Hong Kong public TV station

Communicate with your MingCha contact to explore the possibilities inhow our resources can be supportive in your local operation.

commercial publishing

informative website

contributions tointernational trade media

regular internet newsletter



Combine the elegance of cosmetics, the sophistication of a vintage, theseduction of a traditional handicraft, the medicinal expression of an herb,

and the sentiment of a life-style in a global, contemporary, and yet unmis-takably Chinese totality. Then you have the shell of MingCha ®. Passion,

specialist understanding and truly tip-top quality is the soul to its charm.Premium quality tea can be accessible and desirable once again for allpeople, whether connoisseurs or laymen, Chinese or not. MingCha ®

liberates tea from traditional trading concepts and marketing gimmicks tobe a class of its own, simply because it is different, from the inside out.

®

the tea difference

MingCha products are traditionally handcrafted: such as this batch of Phoenix tea which is undergoing one step of the process: sun-withering

mingcha product guide 2004

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