How to Start a Matcha Brand from Scratch

Building a matcha brand requires systematic planning, execution capabilities, and innovative thinking. Here are the key steps, based on entrepreneurship, brand building, and business principles:

1. Market Research and Planning

• Analyze the market: Research global and local matcha market trends (e.g., rise of healthy diets), target audience (e.g., young consumers, health enthusiasts), and competitors (e.g., existing matcha brands).
• Define objectives: Determine brand positioning (e.g., premium organic matcha or affordable daily products), set short-term and long-term goals (e.g., first-year sales targets).
• Feasibility assessment: Calculate startup costs (estimated ¥100,000-500,000 RMB), evaluate risks (e.g., supply chain disruptions).

2. Brand Positioning and Naming

• Core values: Define unique selling propositions (e.g., "Pure Japanese-origin matcha" or "sustainably farmed"), craft mission and vision statements.
• Naming and design: Choose a memorable, relevant brand name (e.g., "Tea Whisper Moments"), design logo, packaging, and brand story (highlighting matcha culture).
• Trademark registration: Register brand name and designs with the China National Intellectual Property Administration to protect intellectual property.

3. Product Development and Supply Chain

• Product line design: Develop core products (e.g., matcha powder, matcha lattes, matcha desserts), prioritizing quality (select organic-certified suppliers).
• Supply chain setup: Source matcha from plantations (e.g., in Japan or Chinese tea regions), ensure stable supply; test production processes (e.g., grinding and packaging).
• Quality control: Implement food safety standards (e.g., ISO certification), conduct taste tests and iterate based on user feedback.

4. Legal and Registration

• Company registration: Register as a Limited Liability Company with the State Administration for Market Regulation, obtain business license.
• Compliance permits: Apply for food operation permits, hygiene licenses, and comply with advertising and labeling regulations.
• Financial setup: Open corporate bank accounts, establish accounting systems (using software like Yonyou).

5. Marketing and Promotion

• Online channels: Create brand websites and e-commerce stores (e.g., Tmall, JD.com), leverage social media (Xiaohongshu, Douyin) to share matcha knowledge and user stories.
• Offline activations: Participate in food exhibitions, launch pop-up stores, collaborate with cafes or gyms for tasting events.
• Content marketing: Publish blogs and videos (e.g., matcha preparation tutorials), build brand communities; consider KOL collaborations for increased exposure.

6. Sales and Distribution

• Sales channels: Launch direct sales (official website, WeChat Mini Programs), expand wholesale (supply restaurants or retailers).
• Pricing strategy: Set prices based on costs (materials, packaging) and market positioning (e.g., premium matcha powder priced at ¥100-200/100g).
• Customer experience: Provide premium services (e.g., fast delivery, return policies), collect feedback for optimization.

7. Financial and Operations Management

• Budget control: Develop detailed budgets (covering marketing, production, staffing), monitor cash flow.
• Funding options: Consider self-funding, angel investment, or microloans (e.g., via banks or crowdfunding platforms).
• Team building: Hire key personnel (e.g., product managers, marketing specialists), use tools (e.g., DingTalk) to enhance efficiency.

8. Sustained Growth and Optimization

• Data analysis: Track sales data and user feedback, adjust strategies (e.g., launch seasonal products).
• Expansion opportunities: Explore new product lines (e.g., matcha snacks) or international markets.
• Risk management: Regularly assess supply chain and competitive landscape, ensure sustainable brand development.

By following these steps, gradually build your brand with emphasis on quality and storytelling to stand out in a competitive market.