Tea consumption has been accelerated and upgraded.
"Tea should be divided into seasons. I like green tea in spring, drink oolong tea and Tieguanyin in summer, and pay more attention to Pu 'er and black tea in autumn. Taste a cup of your favorite original leaf tea, your mouth is full of saliva, and your lips and teeth are fragrant. "Chen Fei, born in 1980s, lives in Yuhua District, Shijiazhuang, Hebei Province, and loves tea. Because he values the taste and function of tea, he will buy different kinds of tea and taste it slowly in different seasons.
Tea is a national drink, and tea and related products are important categories of people's daily consumption. According to the China Tea Consumption Market Report issued by China Tea Circulation Association, the domestic sales of tea will reach 220 1.600 tons in 2020, up by 8.69% year-on-year. Total sales reached 288.884 billion yuan, up by 5.45%. 202 1, tea trade in the main producing areas continued to stabilize, and tea consumption accelerated. The total domestic sales of tea in China exceeded 2.3 million tons, and the total domestic sales jumped to 300 billion yuan.
Consumer groups are younger. The consumption demand and preference of the younger generation for tea products are more personalized and diversified, and gradually become the mainstream of tea product consumption. According to the data of Meituan, young people have become a new force in relevant consumer places. In June 2022 alone, users of Meituan platform actively searched for related keywords such as "teahouse", "teahouse" and "teahouse" for 6,543.8+0.72 million times, up by 805.47% year-on-year, and the number of group purchase package orders exceeded 6,543.8+0.5 million.
Diversification of tea products. In recent years, traditional categories such as green tea, black tea and oolong tea have remained stable, while a few teas such as white tea, yellow tea and herbal tea have achieved rapid growth. The new China tea industry, which combines products and services, has developed rapidly. According to the data of Pinduo platform, the consumption of tea products is diversified, fashionable and convenient, and the sales of all kinds of fruity teas and teabags increase annually by 1.20%. Customized, portable and small-packaged tea products are deeply loved.
High quality products are very popular. Consumers pay more attention to tea brands and are willing to pay for better quality tea. Yang Xiufang, a researcher at Hangzhou Tea Research Institute of All-China Federation of Supply and Marketing Cooperatives, said: "Quality is the core competitiveness of an enterprise and a brand. It is hoped that more tea enterprises will pay more attention to subdividing the consumer market and consumer groups from the perspective of consumers, classifying supply and classifying guidance, realizing effective docking of tea production and marketing, promoting industrial efficiency and making tea farmers rich. "
Product forms are constantly innovating.
New tea has become the mainstream way for young people to drink tea, and interactive and experiential 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 heat of the tea market continues to rise. In recent years, new tea brands, such as Hi Tea and Tea Hundred, have entered the public eye. New tea is healthy, fashionable, has social attributes, and at the same time closely combines goods and services, which is loved by more and more consumers.
"I want a hand-fried longan raw coconut ice and a hand-fried mango nectar ice. Are they all blown up now? " Recently, Xicha, the world's first handmade shop located in the ancient city of Nantou, Shenzhen, attracted many customers with more than 50 new handmade products.
When entering the store, hi tea presents new products in three layers: the first layer serves as an external window to show the process of manual preparation; On the second floor, there is a single area and a meal taking area; The third floor provides customers with drinking and social space for handmade pure tea and handmade creative tea.
"New tea has become the mainstream way for young people to drink tea, with great market potential." Zhang Jun, vice president of Xicha Company, said that after nearly 10 years of development, Xicha has opened nearly 900 stores in about 70 cities across the country.
According to the report released by the Tea and Coffee Professional Committee of China Tea Association, there are currently more than 450,000 tea shops in China, and the ready-made tea market has exceeded 50 billion yuan. It is estimated that in 2025, the comprehensive output value of China's ready-made tea and tea market will exceed 1000 billion yuan.
The integration of "tea travel articles" has opened up a new development path. Walking into the Baishaxi Black Tea Cultural Industrial Park in Xiaoyan Town, Anhua County, Yiyang City, Hunan Province, next to four modern tea production workshops, the Baishaxi Black Tea Museum, black tea cultural relief and other buildings are particularly eye-catching. This is the first "tea-tourism integration" black tea industrial park in China, which is built by Hunan Tea Group, a company directly affiliated to Hunan Supply and Marketing Cooperative, in accordance with the standards of national tourist attractions. Show tea culture and tea industry from research practice, cultural exchange and tourism.
"Pay attention to the atmosphere when drinking tea. I like to walk into the top of Guanyin Mountain in Dongguan on holidays and experience tea culture in Juyuantang Health Teahouse. Watching endless green while making congou is completely different from drinking tea at home. " Wang Xinyue, a resident of Dongguan, Guangdong, said. Cai Zhikai, the person in charge of Juyuantang Teahouse, said that the teahouse is especially located between green waters and green mountains. This creative and immersive way of tea consumption has attracted many consumers to experience it.
"Interactive and experiential tea consumption has become a major trend." Mei Yu, secretary-general of China Tea Circulation Association, said that it is necessary to build tea consumption scenes, pay attention to healthy cultural connotation, create segmentation scenes, launch segmentation products, guide the formation of experiential and immersive consumption trends, refresh consumption experiences in tea culture exchange and interaction, and form new competitiveness.
Industry is developing towards high quality.
"In the past, we mainly operated by stores and waited for customers to come to our door. Now, through live broadcast and other means, the sales channels have been further broadened. " Wu Haiqing, head of Tianshan Tea Shop in Nanchang City, Jiangxi Province, said.
Tianshan Tea Shop is located in Dinglong Tea Capital, a tea product distribution center in qingyunpu district, Nanchang, and is one of the first tea shops to settle in this market on 20 10. At present, Ding Long Tea has built a 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, with the promotion of national standardization strategy, China has initially established a relatively complete tea standardization technical system. However, due to the late start and the influence of many kinds of tea and strong seasonality, the standard formulation still needs to be deepened. Promoting the high-quality development of tea circulation industry requires the joint efforts of all parties.
"Online and offline interconnection is the development direction of tea circulation." Kang Chunhua, the person in charge of Dinglong Tea Capital, believes that consumer groups and demand are accelerating segmentation, and the tea market must be consumer-oriented to achieve online and offline integrated development.
According to the calculation of China Tea Association, in 2020, the total amount of tea online transactions in China will be about 28 billion yuan, up by 15.23% year-on-year. In 20021year, the total amount of tea online transactions in China continued to increase.
Driven by innovation, do a good job in products. Last September, Wuzhou Tea Factory Co., Ltd., a company directly affiliated to Guangxi Supply and Marketing Cooperative, further improved the product line layout based on the promotion of hot-selling products in previous years and combined with the feedback and demand of the latest market, and innovatively launched some high-end products such as Centennial Chencang and Pintiancheng, which attracted many consumers.
"It is imperative to promote the upgrading of tea industry in China by scientific and technological innovation." Mei Jiang, vice president of small pot tea, said that the whole tea industry chain should be continuously improved through comprehensive measures such as intensive cultivation in the upstream, improving production standardization in the midstream and strengthening brand building in the downstream. Small pot of tea was built in Huangshan City, Anhui Province, which is a super factory integrating production, processing, warehousing and logistics automation. 202 1 was appraised as a provincial-level intelligent factory by Anhui Provincial Department of Economy 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 local tea production management system, support leading enterprises to develop and cultivate brands, and lead local tea brands to the world.
Production and marketing enterprises should take marketing and brand service as the core, develop modern sales system, enhance the synergistic effect of upstream and downstream enterprises in the industrial chain, and promote the development of products in the direction of safety, health, high quality, stability, intelligence and environmental protection.
Market guidance and more professional services. Trade associations should play the role of intermediary organizations, provide professional services for enterprises, promote the regional brand building of industrial clusters, guide the coordination of tea industry standards, innovation collaboration, business collaboration and resource sharing, and promote the benign and balanced development of enterprise brands and regional brands.
Mei Yu believes that from focusing on capacity development to brand building, China tea circulation is facing opportunities brought by customer structure adjustment, multi-format superposition and refined demand. It is believed that under the policy guidance and market drive, tea consumption will enter a new stage of upgrading and expansion. Through the continuous efforts of various market players in green, healthy, social and cost-effective, the development of tea industry will move towards high quality.