Regarding my country’s tea market, people in the industry have always held different views. Some people say that China Chunmee Green Tea‘s business is not as good as before, and the tea shop business is bleak; some people say that the tea market is gradually improving, from consumer awareness to tea companies’ increased brand awareness. The editor is more inclined to the latter. Although there are still some areas that need to be improved in the phenomenon of tea production, the development prospects are still worth looking forward to.
1 Deficiencies in the tea production phenomenon
my country’s tea yield per unit area needs to be improved. The main reason for the low yield is the limited investment in tea production, the small proportion of improved varieties of tea gardens, and the extensive production management.
my country’s tea industry spans three major industries, from agriculture, industry to service industry. If an enterprise wants to have its own complete industrial chain, it needs a large amount of capital investment, while ordinary tea production enterprises do not have such capital support. Therefore, in addition to some large-scale enterprises, there are more self-sufficient small workshop-style factories for tea farmers. Such a low threshold phenomenon makes it difficult to unify the production standards of the tea industry.
2 Conversion of consumer objects in the tea market
Many people say that middle-aged and elderly people in their 40s are the mainstream consumers of tea. However, with the transformation and upgrading of the consumer market, the spending power and consumption frequency of young consumers have gradually increased greatly. According to the survey, more and more post-80s/90s are drinking tea, which shows that tea drinking is gradually turning into a fashion for young people, and tea drinking has a lot of room for improvement among young people.
Relevant data show that consumers buy tea at a price of about 200-400 yuan, and mid-to-high-end teas of more than 400 yuan also account for a large proportion, indicating that the market is guiding the development of the tea market to mid-to-high-end tea.
3 Tea industry marketing model
With the improvement of the tea market, my country’s tea industry is gradually exploring new development models. It is much more clever to seize the wind than behind closed doors. In recent years, the brand awareness of Chinese tea companies has gradually increased. In addition to the market, they are also shaping the brand. Under the joint surrounding of the market and the brand, which marketing model is suitable, the author can roughly divide it into three types through market research.
One, chain store model
General tea companies will focus on production, but what if you change your mindset to focus on terminal retail? Through entrusted processing, you can sell whatever tea is good, and by building a marketing platform that directly faces consumers, we can fully supply products that can be accepted by consumers, thereby alleviating sales pressure.
Tianfu is such a model. It integrates the modern enterprise management model into the traditional industry and creates a set of tea chain store expansion management methods. The existence of chain stores not only speeds up the brand communication with consumers, but also pushes back to many companies from Consumer demand in the first-line market has led companies to “prescribe the right medicine” to produce products that are more suitable for consumers.
2. Supermarket model
There are relatively few tea outlets in supermarkets. A typical example is Lipton’s teabags. Of course, there are also some popular teas in the supermarket channels in my country. However, the popularity of low-grade Lipton tea is not tea in the market, which makes some other supermarkets. The tea displayed in China seems to be in the ranks of low-end tea.
In fact, apart from the formal sale of tea in tea shops, sales in supermarkets are also a more promising distribution channel. With the development of the economy and the improvement of people’s living standards in our country, the positioning of supermarkets has gradually become high-end. Take Shijiazhuang, where the author is located, there is a Northland supermarket with a high-end positioning with the theme of “excellent life”. High-end supermarkets are an extension of mass supermarkets. In the future, there is still room for high-end supermarkets. Tea companies can try.
3. The traditional tea wholesale market model
The tea wholesale market is a relatively traditional tea marketing model, and it is also the marketing model that most domestic tea companies still choose.
China Tea Suppliers In order to adapt to the changing needs of my country’s tea market, a relatively complete tea wholesale market network has been formed in China. my country’s tea wholesale market already has the functions of product collection, sorting, price formation, and product wholesale, and the market, through continuous investment and transformation, provides service functions including information, warehousing, and transportation for both parties to the transaction.