In 2021, the total domestic sales of tea nationwide will exceed 2.3 million tons, and the total domestic sales will reach 300 billion yuan
Promote the quality and expansion of tea product consumption (consumption window)
Qi Zhiming, Feng Songyi, People's Daily (page 19, February 23, 2022)
core reading
Sufficient and high-quality tea supply continues to provide strong support for the steady growth of the consumer market, and various new formats and models have also added new highlights to the industry.
It is necessary to speed up policy guidance and market driving, and promote the development of the tea industry towards high quality
Tea consumption accelerates upgrade
Consumption needs and preferences of tea products are becoming more personalized and diversified
"Tasting tea should be divided into seasons. I like green tea in spring, oolong tea and Tieguanyin in summer, and Pu'er and black tea in autumn. When I taste a cup of my favorite raw-leaf tea, my mouth is full of saliva, and my lips and teeth are fragrant." He lives in Yuhua, Shijiazhuang City, Hebei Province. Chen Fei, a post-80s generation in the district, is a tea drinker. Since he values the taste and function of tea, he buys different varieties of tea in different seasons and tastes it slowly.
Tea is the national drink, and tea and related products are important categories of people's daily consumption.
According to the "China Tea Consumption Market Report" released by the China Tea Circulation Association, the domestic sales of tea in 2020 reached 2.2016 million tons, an increase of 8.69%; the total sales amounted to 288.884 billion yuan, an increase of 5.45%.
In 2021, tea transactions in major producing areas will continue to stabilize, and tea consumption will recover faster. The total domestic sales of tea nationwide will exceed 2.3 million tons, and the total domestic sales will jump to 300 billion yuan.
Younger consumers.
The consumption needs and preferences of the younger generation of tea products are more personalized and diversified, and they have gradually become the mainstream of tea product consumption.
Meituan data shows that young people have become a new force in related consumption places. In January 2022 alone, Meituan platform users actively searched for related keywords such as "tea club", "tea house", and "tea house" 1.72 million times, a year-on-year increase 805.47%, involving more than 15,000 group purchase package orders.
Diversification of tea products.
In recent years, the traditional categories of green tea, black tea, and oolong tea have remained stable, and niche tea categories such as white tea, yellow tea, and herbal tea have achieved rapid growth. The new Chinese-style tea industry that combines products and services has developed rapidly.
Data from the Pinduoduo platform shows that the consumption of tea products shows a trend of diversification, fashion and convenience. The sales volume of various fruit-flavored teas and tea bags has an average annual growth rate of 120%. favorite.
High quality products are welcome.
Consumers value tea brands more and are willing to pay for better quality tea.
Yang Xiufang, a researcher at the Hangzhou Tea Research Institute of the National Supply and Marketing Cooperative, believes: "Quality is the core competitiveness of an enterprise and a brand. I hope that more tea enterprises will stand in the perspective of consumers and pay more attention to the subdivision of consumer markets and consumer groups. Classified guidance, to achieve effective connection between tea production and sales, to promote industrial efficiency, and tea farmers to become rich."
Continuous innovation in product form
New tea drinks have become the mainstream way for young people to drink tea, and interactive experience-based tea consumption has become a major trend
With the steady development of tea production, sufficient and high-quality tea supply continues to provide strong support for the steady growth of the consumer market, and various new formats and models have also added new highlights and new growth points to the industry.
——The popularity of the tea beverage market continued to rise.
In recent years, new tea brands represented by HEYTEA, Tea Baidao, etc. have entered the public eye.
The new tea drink is healthy, fashionable, has social attributes, and at the same time closely integrates products and services, and is favored by more and more consumers.
"I want a hand-fried longan raw coconut ice, and a hand-fried mango mango nectar ice. Are they all fried?" Recently, HEYTEA, the world's first hand-made store located in Nantou Ancient City, Shenzhen, has more than 50 types of hand-made products. Hand-made new products, attracting many customers to come here.
Entering the store, HEYTEA presents the new products in three layers: the first floor serves as a window to the outside world, showing the process of hand-preparing ingredients; the second floor has an ordering area and a food pickup area; the third floor provides customers with hands-on A drinking and social space for pure tea and hand-brewed creative tea.
"New tea has become the mainstream way for young people to drink tea, and the market potential is huge." Zhang Jun, vice president of HEYTEA, introduced that after nearly 10 years of development, HEYTEA has opened nearly 900 stores in about 70 cities across the country. store.
According to a report released by the Tea and Coffee Special Committee of the China Tea Association, there are currently more than 450,000 tea stores in my country, and the market size of ready-made tea drinks has exceeded 50 billion yuan. The comprehensive output value will exceed 100 billion yuan.
——The integration of "tea tourism and culture" will open up a new development path.
Walking into the Baishaxi Dark Tea Culture Industrial Park in Xiaoyan Town, Anhua County, Yiyang City, Hunan Province, next to 4 modern tea production workshops, the Baishaxi Dark Tea Museum, the Dark Tea Humanities Relief and other buildings are particularly attractive.
This is the first "integrated tea and tourism" dark tea industrial park in China built by Hunan Tea Industry Group, an enterprise directly under the Hunan Provincial Supply and Marketing Cooperative, in accordance with the standards of national tourist attractions. Culture and tea industry.
"Drinking tea should pay attention to the atmosphere. I like to go to the top of Guanyin Mountain in Dongguan during holidays and experience tea culture in Juyuantang Health Tea House. While looking at the endless green, brewing Gongfu tea, this feeling is similar to drinking tea at home. It's completely different," said Wang Xinyue, a resident of Dongguan, Guangdong.
Cai Zhikai, the person in charge of Juyuantang Teahouse, introduced that the teahouse is specially set up between green waters and green mountains. This creative and immersive way of consuming tea has attracted many consumers to come and experience it.
"Interactive experience-based tea consumption has become a major trend." Mei Yu, Secretary-General of China Tea Circulation Association, said that it is necessary to do a good job in the construction of tea consumption scenarios, pay attention to the connotation of health and culture, create subdivided scenarios, launch subdivided products, and guide the formation of The experiential and immersive consumption trend refreshes the consumption experience in the exchange and interaction of tea culture and forms new competitiveness.
Industrial development towards high quality
Accelerate the development of modern tea industry, improve the tea production management system, and lead tea brands to go global
"In the past, we mainly operated in stores and waited for customers to come to the door. Now, we have further broadened the sales channels through live broadcasts and other methods." said Wu Haiqing, head of Tianshan Tea Shop in Nanchang, Jiangxi.
Tianshan Tea Shop is located in Longding Tea Capital, the tea product distribution center in Qingyunpu District, Nanchang City. It was one of the first tea shops to enter the market in 2010.
At present, Longding Tea Capital has been established as a commercial and trade distribution center for tea, tea sets, tea gifts, tea packaging, and tea culture in Jiangxi Province, with a construction area of over 80,000 square meters and more than 300 tea wholesalers and retailers.
According to experts from China Tea Association, under the promotion of the national standardization strategy, my country has initially established a relatively complete technical system for tea standardization. Still need to continue to cultivate.
Promoting the high-quality development of the tea circulation industry requires the concerted efforts of all parties.
"Online and offline interconnection is the development direction of tea circulation." Kang Chunhua, the relevant person in charge of Longding Tea Capital, believes that the segmentation of consumer groups and needs is accelerating. To develop the tea market, it must be consumer-oriented and realize the The integration of online and offline development will further promote the development and growth of tea culture and tea industry through popularizing tea culture knowledge, conducting tea art lectures with tea art schools, and holding tea culture knowledge competitions.
According to the calculation of the China Tea Association, the total online transaction volume of tea in the country in 2020 will be about 28 billion yuan, a year-on-year increase of 15.23%.
In 2021, the total online transaction volume of tea nationwide will continue to grow.
Driven by innovation, create good products——
In September last year, Wuzhou Tea Factory Co., Ltd., an enterprise directly under the Guangxi Supply and Marketing Cooperative, based on the promotion of hot-selling products in previous years, combined with the latest market feedback and demand, further improved the product line layout, and innovatively launched some mid-to-high-end products, such as Centennial Chencang , Pintiancheng, etc., attracting many consumers.
"It is necessary to promote the upgrading of China's tea industry with scientific and technological innovation." Mei Jiang, vice president of Xiaotan Tea, said that through comprehensive measures such as intensive planting in the upstream of the tea industry, improving the standardization of production in the midstream, and strengthening brand building in the downstream. Continuously improve the entire tea industry chain.
The super factory built by Xiaotancha in Huangshan City, Anhui Province, which integrates production, processing, warehousing and logistics, has been rated as a provincial-level smart factory in Anhui Province in 2021 by the Anhui Provincial Department of Economics and Information Technology.
Build brand and enhance competitiveness——
Local governments should cultivate and develop regional leading enterprises and regional brands, accelerate the development of modern tea industry, improve the local tea production management system, support leading enterprises to develop and cultivate brands, and lead local tea brands to go global.
Production and sales enterprises should focus on marketing and brand services, develop a modern sales system, enhance the synergy between upstream and downstream enterprises in the industrial chain, and promote the development of products in the direction of safety, health, high quality and stability, and intelligence and environmental protection.
Market guidance, more professional service——
Industry associations should play the role of intermediary organizations, provide professional services for enterprises, promote the construction of regional brands in industrial clusters, guide the coordination of tea industry standards, innovation synergy, business cooperation, and resource sharing, and promote the healthy and balanced development of corporate brands and regional brands.
Mei Yu believes that from focusing on production capacity development to brand building, my country's tea circulation is facing opportunities brought about by the adjustment of customer base structure, the superposition of multiple business formats and the refinement and enrichment of demand.
It is believed that under the guidance of policies and the drive of the market, various market players will continue to make efforts in green, health, social interaction and high cost performance, and tea consumption will enter a new stage of quality improvement and expansion, driving the development of the tea industry to high quality.