China News Service, Hefei, September 8th, title: How does Huangshan tea "break the circle" and occupy the "C position" in the young consumer market?
Author Liu Hao
"The'first cup of milk tea in autumn' behind the social media screen reflects the profound changes in the Chinese tea market. From raw leaf tea to powdered cups, to liquid cans, to today’s low-confectionery teas and other new teas. Tea has made its debut and is becoming more and more popular among young people.” On the 8th, Zhang Zhengzhu, deputy mayor of Huangshan City, Anhui Province, said when talking about the changes in the tea market in recent years.
According to Zhang Zhengzhu, relevant market research data shows that young people tend to pursue novelty and have a fast-paced life. They prefer new teas such as milk tea, herbal tea, fruit tea, etc., generally cold or fast drinks; older people pursue safety and health, and have a relatively fast pace of life. Stable, heavily influenced by habits, the demand for approved raw leaf tea is relatively stable, usually hot drinks, and tea drinking utensils are emphasized.
Young entrepreneur Jia Fuhong joined in Hefei to invest in a new-style tea shop, mainly for young consumer groups.
She said that more than 500 cups are sold online and offline every day, and they are basically young customers. Low-sugar and zero-fat series of fruit teas are often the first choice of customers.
Huangshan City is a famous tea-producing city at home and abroad. There are more than 30 varieties of famous tea, among which Qihong and Tunlu have won international gold and silver awards; Huangshan Maofeng, Taiping Houkui and Dinggu Dafang are among the top ten in China Famous tea list.
In recent years, the city has faced a new development situation. The Huangshan tea industry has broken the previous traditional production and management model, kept up with market demand with innovative steps, maintained innovation enthusiasm in the front line of production and processing, and accumulated more innovation momentum for the development of the tea industry. .
On the display stand of Huangshan Xinanyuan Organic Tea Development Co., Ltd., all kinds of tea products are neatly arranged, among which innovative tea products such as winter tea beer, healthy tooth jelly, and winter tea lozenges are eye-catching.
The development of more tea products through independent innovation has become a new normal for Xin'anyuan Company to enhance its market competitiveness, and it is the epitome of Huangshan tea enterprises stimulating innovation momentum.
The taste is mellow, refreshing and sweet. This is a wonderful taste produced by the collision of winter tea and beer.
In 2019, Huangshan Xinanyuan Organic Tea Development Co., Ltd. cooperated with the University of Science and Technology of China to use a special process to make organic winter tea from the old leaves on the branches trimmed in winter, and then effectively combine the extracted winter tea essence with beer. An amber winter tea beer was successfully launched.
"Dongcha beer has been widely loved by consumers after it went public, with an annual sales volume of 20 tons. As of the end of August this year, sales have reached 30 tons, an increase of nearly 30% year-on-year." said Fang Suxia, the person in charge of the company.
According to Zhang Zhengzhu, in recent years, Huangshan City has effectively promoted the development of deep processing of tea, focusing on the comprehensive utilization of summer and autumn tea, new-style tea, cold brew tea, and research and development of new herbal tea products.
The city has 11 tea deep-processing enterprises, which have developed ultra-fine powder, tea food, tea beverages, instant tea, tea beer, tea cosmetics and other deep-processed products, realizing commercial production.
The industrial form is changing from a "big industry" to a "strong industry".
This year, the city is advancing the research and development and production of tea derivative products, the research and development and production of Hualvyuan functional tea drinks, the research and development and pilot trials of Guangming pure tea original drinks, the new tea drinks of the water industry tea industry, and the research and development and refinement of Qihong Chinese medicine bags. The project has a total investment of more than 26 million yuan (RMB, the same below).
It is reported that in 2020, Huangshan City will produce 40,000 tons of tea, with a primary output value of 3.88 billion yuan and a comprehensive output value of 15 billion yuan.
The self-operated export of tea was 56,000 tons, with an export value of 1.61 billion yuan.
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