The current situation of Chinese tea development

The development status and future analysis of the Chinese tea market

80%of the world tea is produced in Asia. China, India, Sri Lanka, Kenya, and Indonesia's five major tea producing countries account for 80%of the world's total tea output. China's tea output increased from 676,000 tons in 2000 to 934,000 tons in 2005, an increase of 38.1%. The output value of tea increased from 9 billion yuan in 2000 to 15.5 billion yuan in 2005, an increase of 72.2%. It is the world's fastest development country. In 2005, my country's tea output exceeded India, re -regaining the largest tea -producing tea production. The status of the country has achieved the goal of fighting for modern tea people represented by Wu Juenong.

. The factors to promote the development of the tea industry.

At present, my country's tea output, domestic sales, and tea exports are at the best level in history. It is mainly due to the support of local government funding, the reform of tea enterprises is continuously deepened, new capital has entered, tea new technology has been widely used in tea production, and the development of new tea products has been injecting new vitality into my country's tea industry.

1. Policy support.

In recent years, governments at all levels have attached great importance to the tea industry, increasing investment in the tea industry, and measures through scientific and technological innovation, structural adjustment, and vigorously expanding domestic and foreign markets, which promoted my country The development of the tea industry. With the support of the development, poverty alleviation policies and poverty alleviation policies and funding, and other policies and funds, each major tea -producing province has developed a considerable number of new tea gardens. Under the promotion of good economic benefits of tea farmers, tea farmers have continued to increase their production enthusiasm, and have increased their transformation of old tea gardens, eliminating some tea gardens with low production benefits. The area of ​​tea gardens in my country increased from 10.89 million hectares in 2000 to 1.3 million hectares in 2005, an increase of 19.4%. In recent years, the newly developed tea gardens have basically been constructed in accordance with standardized requirements. High production capacity and large investment in tea gardens have greatly increased tea output in my country.

2. The diversification of the enterprise.

Placks After the tea is released, the tea enterprises in my country have undergone structural changes. Most state -owned processing and circulation of tea enterprises have realized shareization and private transformation. Beijing Zhang Yiyuan Tea Co., Ltd. is the first "old -fashioned" tea company in Beijing. The restructuring share capital is 30 million, the state -owned (enterprise) shares are 20 %, and the 10 % social legal person shares are mainly two upstream production enterprises. Other 70 % of employee stocks. After the restructuring, the mechanism of the enterprise has changed, and the enterprise has autonomy and the accumulation of funds. After several years of operation, Zhang Yiyuan's annual sales increased at a rate of more than 30 % per year. The development of the tea industry has also attracted large domestic groups to enter the tea field. Yunnan Pharmaceutical Company Panlong Yunhai and Yunnan Baiyao Group have begun to get involved in the tea industry. Baiyao Group believes that the development process of Pu'er tea is very similar to the development process of Yunnan Baiyao. In the early days, it was a dispersion of small families and small households. Later, with the improvement of process technology, large -scale production became inevitable. Yunnan Lancangjiang Brewery Group also uses tea products as one of the important development goals in the future. At the same time, individual private tea companies have also started to develop rapidly after years of market experience accumulation. In less than ten years, Beijing Ganxiang Tea Co., Ltd. has developed to 46 chain stores.

3. New capital injection.

The integrated competition requires re -integrating my country's existing tea resources. Many tea companies have realized that only by introducing funds can it survive in the market quickly. In 2005, Wu Yutai Tea Co., Ltd. formed Wu Yutai Co., Ltd. in Beijing. The new company was initiated by eight shareholders, with total assets of 100 million yuan. Before the restructuring, due to the insufficient funds of the company, it was impossible to expand outward quickly, and the new shareholders' injection provided convenience to the company's expansion. On the one hand, the newly injected funds transform the original infrastructure and accelerate the opening of store opening. Yunnan Longsheng Group, which has the largest domestic tea base in China, has successfully introduced 55 million yuan in risk funds in the capital market. After the enterprise introduces risk investment, it is actively preparing to strive for early listing. In 2004, Bowen Investment Group acquired Yunnan Xishuangna Erhai Tea Factory for 130 million yuan, and strong capital injection allowed tea factories to develop rapidly; while attracting investment, the purpose of Bowen Investment Group was very clear -to let Yunnan Erhaihai The tea factory is listed as soon as possible, becoming the "first share of domestic tea". The newly formed old -fashioned company Wu Yutai Co., Ltd.'s next plan is also listed.

4. Changes in the industry

tea processing from manual to mechanization. Most famous green tea processing achieves semi -mechanized production, especially small famous tea processing equipment is widely used in widely used It has greatly improved the efficiency of famous tea processing and the standardization level of tea products, laying a good foundation for large -scale operations.

In improvement of processing technology, the quality of tea is also continuously improved, which meets the market's needs for high -quality tea. For example, oolong tea can also produce high -quality oolong tea in summer by using air conditioning. In addition, the cleaning of tea has also started. With the continuous improvement of people's living standards, the quality and safety requirements for tea are also increasing. In order to meet the needs of market development, all enterprises have increased the transformation of factories and equipment. Most of the large -scale refined companies have passed quality certifications such as ISO9000 series and HACCP. Wulong tea export enterprises have basically realized fully automated closed -type production, providing reliable guarantees for tea quality safety production. Since 2005, the state has implemented QS certification on tea enterprises, which has further promoted the development of the factory and equipment reconstruction of the first refined enterprise in tea.

5. The development of the market

The tea consumption hotspot is fast, organic tea is accepted by consumers and quickly recognized. After green tea and oolong tea, Pu'er tea is in China The rise of the market has effectively drove the tea consumer market to heat up. Since 2003, Pu'er tea has developed rapidly. Yunnan Longsheng Group used to produce green tea as the main enterprise. In three years, Pu'er tea produces from a small amount to batches. In 2005 Pu'er tea sales accounted for 1/3 of the total sales volume of the group, and it was also The profit margin surpassed other varieties. In 2006, he planned to process most raw materials into Pu'er tea.

At the same time, in order to meet the needs of the tea market in my country, a relatively complete tea industry wholesale market network has been formed in China to build a very effective sales channel for the production and sales of tea. At present, about 60%of tea leaves are sold through the wholesale market. my country's tea wholesale market already has functions such as collecting and organizing products, the formation of prices, and the wholesale of products, and the market provides service functions including information, warehousing, and transportation through continuous investment and transformation.

6. Publicity of tea culture.

The development of the tea market and the promotion of tea culture is very indispensable. In recent years, various tea culture activities have been widely launched in various places, effectively popularize tea culture, promote tea knowledge, and drive the increase in tea consumption. Taking the development of Tieguanyin in Anxi County as an example, before 1990, Anxi's oolong tea was mainly exported, and domestic consumption was mainly concentrated in two provinces in Fujian and Guangdong. By 2002, the number of sales in Anxi oolong tea has been divided into autumn. The marketing network of tea merchants and tea farmers in Anxi County in major and medium -sized cities across the country, and the price of oolong tea is much higher than the price of export tea. Now, the sales and amounts of Anxi Tieguanyin far exceed the number of exports. The development of Anxi Tieguanyin's development is a very important reason is that the government attaches great importance to the promotion of tea culture. Since 1993, the Anxi County Government has organized local tea merchants and tea farmers to push the local traditional tea way to the market. , Shanghai, Beijing and other places hold the tea king competition, and improve the local oolong tea drinking method, create a perfect set of oolong tea tea art performances, so that everyone can better understand the oolong tea and oolong tea culture. Oolong tea began to be accepted by more and more domestic consumers. After the successful walking out of Anxi Tea, from 2000 to 2002, he cooperated with the China Tea Circulation Association and other units to hold three large -scale publicity activities with tea culture as the main body in Anxi County. The trading market --- Anxi China Tea Capital, Anxi has developed from the key tea county produced by Wulong Tea to the country's Oolong Tea Information Center, Trading Center, and Cultural Center.

. Existing problems

At present, Chinese tea is a major tea producer in the world, but it is not a strong tea producer. Compared with the major tea producing countries in the world, there are still the following problems in tea production in my country:

The yield of tea is low

The tea production in my country is still at a lower level. my country's tea garden area accounts for nearly half the world's tea area, but the output is only 1/4. Indian tea gardens are 520,000 hectares, which is equivalent to half of our country, but the production of tea is basically the same as that of my country. The low yield of tea indicates that the benefits of tea production in my country are low. The main reason for the low production is the insufficient investment in tea production, the proportion of good breed tea gardens, and the extensive production management.

The low labor efficiency

The tea is a labor -intensive industry. From the planting of tea to picking, processing, and sales, a lot of manual artificial manual. According to statistics, there are currently 80 million tea farmers in my country, and more than 50 million personnel are engaged in the work of tertiary industries such as tea sales and teahouse services. However, on the other hand, it also reflects the low efficiency of tea production in my country. In 2004, the per capita tea produced in my country was only 10.4 kg, while India was 546 kg, Sri Lanka was 402 kg, and Kenya was 649 kg. In the southern tea production area, many farmers are not specializing in the production of tea, but are engaged in the production of a variety of agricultural and sideline products. Coupled with the lack of necessary skills training, there are general problems such as professional skills lack. This is very different from foreign tea farmers. In India, Sri Lanka, and Kenya, tea farmers are hired by farmers. Most people only engage in tea production work, and after good vocational training, they can be proficient in various professional skills.

The degree of organizationalization

. After the letters of tea in 1984, most of my country's tea gardens have been contracted to farmers. Tea production is based on family. In India, Kenya, and Sri Lanka, most of them are dominated by large farms and implemented corporate management and operations. Japan and Taiwan, like us, are owned by the tea garden, but they have established a very complete social service organization, and they have established cooperatives to achieve cooperative production and better solve the problem of tea production dispersing. After the tea garden contracted to the farmers, our country did not establish a socialized service organization that was compatible with it. Farmers were independent production and did not form union. Due to the inconsistent management level, tea production and operation were excessively dispersed.

The standardization of tea r

The higher the degree of commercialization of tea, the higher the standardization level and processing process of tea leaves. One of the important signs is the mechanization of tea processing. At present, my country's famous tea production cannot achieve mechanized processing throughout the process. Most of them are still hand -made and workshop production. The production of large tea is also semi -mechanized, which not only has low production efficiency, but also the standardization level of production products is not high. In India, Sri Lanka and Kenya, tea processing has achieved mechanized production throughout the process. Whether it is the management of the tea garden or the processing of tea, it has basically realized standardized management and mechanized production. The consistency of the production of production is very high, laying a solid foundation for the brandization of tea.

lack of leading enterprises

At present, the domestic market is in a state of disorderly competition, and the market is scattered. Most of them are small and medium -sized enterprises. For a certain area, there are regions. Sexual leading enterprises or well -known brands, but as far as the national market is concerned, no company can occupy 2%of the market. This situation cannot exert a large -scale production effect, which is not conducive to the optimization combination of resources, and is not conducive to the establishment of the brand. In the future, the entire tea industry will face large integration, and competition will become increasingly fierce. A large number of tea companies will be purchased or eliminated. The strong will be stronger and the weak will be out.

. Suggestions

The continuous reform and development of the Chinese tea market brings many opportunities to enterprises. Therefore, grasping the future development trend is the key to the development of the industry. It is also the key to the correct investment of the enterprise. According to the current situation of tea development, the following suggestions are now made:

(1) Grasp the market hotspot conversion.

It's current situation, increased output, continuous market hotspots, and the coordinated development of tea has become the main characteristic of the market in my country at this stage. The consumption of green tea caused by the SARS period in 2004, the consumption of Tieguanyin in 2005, and the hot consumption of Pu'er tea in 2006. Almost every year, new consumption hotspots are formed, which is easy to drive the overall rise of tea consumption. In particular, the rise of Pu'er tea fever will have a profound impact on the tea market in my country at this stage. First of all, the other teas are newer and better, and Pu'er tea is getting more and more valuable. In addition to Pu'er tea, in addition to the product drinking value, it also has a collection value. The second is that Pu'er tea production can form scale production compared with other tea varieties. As long as Pu'er tea is a green tea in Yunnan Big Leaf, it can be used as raw materials. The fermentation process is similar to the production of wine, which can form a relatively consistent quality quality by controlling temperature and humidity. In addition, the quality of other tea depends on raw materials, and Pu'er tea is more in craftsmanship. You can bring up different styles of taste. Manufacturers can use their own unique craftsmanship to form a unique quality, which is conducive to the establishment of the brand.

The analysis of the hotspots of the tea market in recent years. SARS has driven the consumption tape of green tea to have certain accidentality, which is a successful event marketing. However, the formation of Tieguanyin and Pu'er tea fever is to accurately grasp and effectively publicize the quality of tea, successfully create new market development space, which is more influential to the industry. my country is a multi -tea country. Each tea has different quality characteristics, and its personalization is very obvious. According to the different needs of consumers, through the improvement of the processing process and drinking method, the market selling points are formed. Increasing and enabling each tea can be coordinated, so that the advantages of more tea in my country can be fully exerted. Tieguanyin fever has been cultivated after more than ten years. Pu'er tea fever has more innovative ingredients. Green tea fever is well used to use the SARS event. The next hot spot needs to be formed to rely on innovation and everyone to cultivate.

(2) Develop famous tea to take into account large tea.

The output of famous tea in my country increased from 144,000 tons in 2000 to 250,000 tons in 2005, an increase of 73.6%. The output value of famous tea increased from 5.5 billion yuan to 11 billion yuan in 2005. The proportion of famous tea output value has increased year by year. By 2005, the output value of famous tea has accounted for 71 %of the total output value of tea. The rapid development of famous tea has become an important driving force for improving the economic benefits of the tea industry. With the improvement of people's living standards, the requirements for quality have been put on the agenda. Now many companies have developed organic tea, and creating famous tea brands will be the road to tea companies. However, at present, Mingyou Tea has encountered rising costs, and there have been insufficient tea mining workers in many areas. The development of famous tea is increasingly restricted. Because the quality of the product pays too much attention to the appearance, it not only brings difficulties to picking, but also increases the complexity of the processing process. This is also an important reason why famous tea cannot fully realize mechanized picking and processing. Essence How to guide tea consumption from severe external form to severe internal quality is the key to whether the famous tea can continue to get rapid development in the future, especially the famous green tea is even more urgent. In recent years, the development of organic tea has changed some consumers' criteria for the quality of tea, shifted from appearance to internal quality, and gradually regarded safety and deliciousness as the standard for judging quality. The rise of the Pu'er tea market can be said to be a subversion of the standard judgment standard for traditional tea, and created a new market development space. With the comprehensive implementation of the QS system, tea sales will gradually shift from bulk tea sales to the sales of packaging tea. This will bring opportunities to many brand companies. It should promote the change of tea drinking by packaging and drinking innovation.

It, the enterprise attaches great importance to the production and operation of famous tea, and is unwilling to produce mid -to -low -grade tea suitable for ordinary consumers. This is also a problem to restrict the expansion of the current tea enterprise. In fact, there is a lot of room for development in large tea. The tea market in my country needs to stabilize the tea of ​​the "people" brand like "Monkey King" and "Jinghua". In the future, tea will also face the problem of entering supermarket sales, which also urgently needs to develop the packaging tea of ​​low -end brands.

(3) Create a tea brand.

has two types of tea brands, one is product brand, represented by Chinese tea, bamboo leaf green, Dayi and Longsheng; Essence Judging from the situation in recent years, due to the immature development of the tea market and the successful development of the channel brand, it has adapted to the current diversified and personalized development trend of tea consumption. Tianfu chain operations have expanded rapidly across the country, and more than 600 chain stores have become one of the most influential companies in China. Most of the other are regional brands, but the growth is also amazing. Wu Yutai, a well -known brand in the Beijing market, has 122 stores, and Zhang Yiyuan also has 85 stores. From the perspective of market development, tea sales must follow the compound channel in the future. In addition to traditional marketing models, new marketing models such as online marketing will also be applied to tea sales, which will make higher requirements for companies. On the one hand, enterprises should quickly increase the brand's popularity by expanding the scale of chain operations; on the other hand, they must integrate corporate resources to extend the depth and breadth of corporate operations to form personalized products and brands. Therefore, in addition to strengthening the construction of the channels, the strong tea enterprises must also increase the company's ability to control tea resources, including the establishment of a production base. China's tea -producing area is widely distributed and resources are rich, but high -quality resources are limited, and the quality of tea is greatly affected by the local natural environment and the human environment. Especially after the state increases the protection of the products of the origin, these resources will become scarce in the future. Resources are more valuable.

(4) Deep processing of tea products

The large tea production capacity in my country. If all are put into production, my country's tea output will far exceed the current level. Therefore, through the development of tea deep processing, broadening the application field of tea, and increasing the consumption of tea is also the key to the sustainable development of tea in my country. In terms of deep processing of tea products, my country can learn from Japan. The development of tea deep processing products in Japan extends to all areas of life. Tea drinks made of oolong tea, green tea, flower tea, etc., have sold more than carbonated drinks such as cola and become the most common drink in Japan. Tea foods in Japanese stores are also full, and there are hundreds of antibacterial and deodorizing products made from tea extracts and other catechins. The effective ingredients of tea are also widely used in cosmetics, detergents, tea dye clothing, etc. Essence In our country, tea beverages and tea foods have also been considered a considerable scale, but the application field needs to be further expanded.

(5) Focus on the development of the tea culture industry

The long -term tea history in my country, the tea culture is very deep, and the tea drinking customs of various ethnic groups are different. We provide a wide range of tea culture propaganda resources. The state proposes to vigorously develop cultural and creative industries, and the tea industry must also take the development of cultural and creative industries as a new engine to promote industrial upgrading. The tourism industry, film and television industry, publishing industry, art business, and animation industry that are based on tea culture can also form a new tea culture industry. At present, there are more and more companies with the main body of tea culture. For example, the teahouse enterprise with local characteristic tea culture represented by Beijing Lao She Tea House and Shanghai Lake Pavilion. Teahouses, tea museums, etc. represented by Beijing Shengtang Guyi design and decoration enterprises, tea culture publishing companies represented by the era of picture reading, plus the packaging design of tea, tea set production, advertising, etc., have formed a tea culture and creative industry Model. It should be said that our tea culture and creative industry has just begun, but there is a lot of development space. We must deeply understand the connotation and extension of the tea culture and creative industry, and guide the healthy development of tea culture and creative industries.