The data shows that since 20 12, China's total tea consumption and per capita consumption have been on the rise, and the domestic tea market sales in 20 19 have reached 273.95 billion yuan. Ai Media Consulting analysts believe that with the upgrading of consumption and the promotion of health concept, China's tea consumption continues to grow, and the proportion of consumption in global market sales is increasing year by year, and it is gradually developing into a key market for global tea consumption.

Trend analysis 2: live broadcast is broken, and tea enterprises are marketing online.

During the epidemic period, live broadcast with goods has become a new marketing model for various industries, and online marketing model for agricultural products has also been launched with the help of live broadcast, which has achieved good results. Among them, tea enterprises are also using the "live broadcast fever" to increase online marketing efforts. In 2020, the online tea market in China will reach 26.5 billion yuan, up by 12.8% year-on-year. In the future, online marketing such as short video live broadcast will become one of the normal marketing methods of tea enterprises.

Trend analysis 3: Brand effect of leading tea enterprises is prominent (1)

The data shows that the total transaction volume of Top 100 milk tea shops on the Taobao e-commerce platform was 425 million yuan in 2020, of which the total transaction volume of Top 10 shops was 229 million yuan, accounting for 53.9% of the total transaction volume of Top 100 shops. Ai Media Consulting analysts believe that the traffic is concentrated in the head, the brand effect of the head tea enterprises is prominent, and the mature brands with complete omni-channel layout have made obvious efforts during the Double Eleven period. With the increasingly fierce market competition, the future resources will be concentrated in the head enterprises, and it is an inevitable trend that the strong will remain strong.

Ai Media Consulting | Report on Market Status and User Survey of China Tea Industry in 2020