Yangcheng Evening News financial commentator Qi Yaoqi
According to media reports, Lancang Ancient Tea had previously planned to be listed on the main board of the Shenzhen Stock Exchange, but for some reason, it voluntarily withdrew the information before the meeting, and recently it can only switch to Hong Kong stocks.
Throughout the raw-leaf tea market where Lancang Ancient Tea is located, IPOs have become the norm for tea companies.
So far, there is no listed company with tea as its main business in the A-share market. Only Longrun Tea, Tianfu Mingcha and Xinyang Maojian are listed on the Hong Kong stock market.
In fact, tea originated in China with a history of more than 6,000 years.
Today, my country is the country with the largest production and sales of tea.
According to the statistics of the International Tea Committee, my country's tea production in 2018 was 2.616 million tons, accounting for 44.36% of the world's production, and the consumption reached 2.119 million tons.
Selling tea is considered a good business by modern people.
There are tea distribution centers in many big cities, but in the capital market, tea is not popular.
Under observation, in fact, the consumption of tea is still much less than that of alcohol.
According to data, from January to December last year, the cumulative output of Chinese liquor reached 7.156 million tons.
No matter how good tea is, the amount of social consumption is limited.
A customer may consume 50 grams of tea, but they can consume several bottles of Maotai, and the price cannot be equal.
Ordinary people can drink a pound of tea for the first half of the year, which means that the consumption and frequency of tea are relatively low.
In contrast, the growth rate of new tea beverages has been 21.90% in the past five years. It is expected that the growth rate will further increase to 24.50% in the next five years, which will exceed 340 billion yuan, exceeding the 300 billion yuan of original tea.
This means that if tea does not catch the express train of new tea drinks, development will be much slower.
Some people worry that if you just take this express train, you may lose the true appearance of tea.
After all, the kind of milk tea with a bunch of additives and pulp is already far away from the traditional Chinese tea.
To maintain and display the traditional value of tea, people are often trapped in the difficulty of obtaining information in the modern business environment.
Because different teas are closely related to their origins and habitual populations, just like different places have different cuisines, it is difficult to ensure that all tea varieties can be accepted by everyone.
Even local famous products are affected by labor, management, and quality, and they vary widely. The layman can't see it at all. Naturally, they will not buy whoever is expensive, but only choose tea according to their ability to pay.
As a result, the tea market will give people a feeling of deep water. At this time, if you have to spend money to be an authentic big brand, you will lock yourself in the position you think is authentic and cannot move.
In fact, do consumers born in the 1995s really care if you are authentic?
On the contrary, similar to the small pot of tea, giving up the name of tea varieties and not emphasizing, but only focusing on the characteristics of portability, intimacy, business and livability, can make consumers relieved - at least not need to learn The profound tea knowledge was finally brought into the pit.
Therefore, spending time and energy to compete with the uneven tea market, always trying to highlight the image of their hegemony, this is precisely the misunderstanding of the company.
Because since it comes from the folk, it is something similar to handicrafts and agricultural products, and it will inevitably be mixed with the natural essence of folk three, six, nine, etc., each showing its magical powers.
Just like the rice rolls in Guangzhou, can you say which one is the authentic one?
Is it the best to have mountain spring water and silk seedling rice milk?
Many seemingly simple shops can still produce first-class rice rolls.
The more old-fashioned brands and state-owned enterprises are, the more disdain young people may be. Can this be blamed on young people?
The same is true of the tea market. It is impossible to expect the water to be clear, and it is the norm to be mixed.
What enterprises need to do is to let consumers lighten the burden and consider the needs of their own target consumer groups.
If you want to be refreshing, you can develop delicious teas. If you want to be simple, you can create small cans of products. If you want to pack high specifications, you can create gift teas like white wine.
It seems to be very confusing, but in fact, it can make the market have its own place. It is better than making instant coffee from tea leaves. That kind of brand is really finished.