2022-02 (below) In 2021, the total number of domestic tea domestic sales exceeded 2.3 million tons

Text/ Qi Zhiming Feng Songyi
The tea consumption to speed up upgrade
"The season must be divided into seasons. I like green tea in spring, drink oolong tea and Tieguanyin in the summer, Pu'er and black tea in autumn. Ye tea, full of lip and teeth. "Chen Fei, who lives in Yuhua District, Shijiazhuang City, Hebei, is a tea -drinking enthusiast. Due to the taste and function of tea, in different time, he will buy different varieties Tea slowly tastes.
The tea is a national drink. Tea and related products are important categories of people's daily consumption. The China Tea Consumer Market Report released by the China Tea Circulation Association shows that the domestic sales of tea in 2020 reached 2.016 million tons, an increase of 8.69%; the total sales were 288.884 billion yuan, an increase of 5.45%. In 2021, tea transactions in the main production areas continued to stabilize, tea consumption accelerated the recovery, the total domestic sales of tea exceeded 2.3 million tons, and the total domestic sales jumped to 300 billion yuan.
The young consumer group. The consumption demand and preference for the younger generation of tea products are more personalized and diverse, and gradually become the mainstream of tea products. Meituan data shows that young groups have become the vital army of related consumer venues. In January 2022, users of Meituan platform actively searched for related keywords such as "Tea Society", "Tea House" and "Tea House" reached 1.72 million times, a year -on -year increase 805.47%, the number of group purchase packages involved exceeds 15,000 copies.
The diversified tea products. In recent years, the traditional categories of green tea, black tea, and oolong tea have remained stable. Niche tea such as white tea, yellow tea, flower and grass tea has achieved high -speed growth, and the new Chinese tea industry combined with products and services has developed rapidly. According to the data of Pinduoduo platform, the consumption of tea products has shown a variety of, fashionable, and facilitating trends. The average annual increase in the sales of various fruit tea and bubble tea has reached 120%. favorite.
The high -quality product is popular. Consumers value the tea brand more and be willing to pay for better tea. Yang Xiufang, a researcher at the Hangzhou Tea Research Institute of the National Supply and Marketing Cooperative, believes: "Quality is the core competitiveness of a company and brand. I hope that more tea companies will stand on the perspective of consumers and further pay more attention to the subdivided consumer market and consumer groups. Categorize guidance to achieve effective docking of tea production and sales, promote industrial efficiency and tea farmers to become rich. "
Net product form continuously innovation
The new tea drink has become the mainstream way for young people to drink tea. Interactive experience tea consumption has become a one Trend.
Inded the stable development of tea production, sufficient and high -quality tea supply continues to provide strong support for the steady growth of the consumer market. Various new formats and new models have also added new highlights and new growth points to the industry.
The tea market heat continues to rise. In recent years, new tea brands represented by Xixi Tea and Tea Bai Road have entered the public's vision. New tea is healthy and fashionable, with social attributes, and at the same time closely combines goods and services, and is loved by more and more consumers.
"Want a hand -fried long -eye raw coconut ice, and another hand stir -fry Mangramusbuchia, is it all frying?" Recently, the world's first hand -made store in the ancient city of Nantou, Shenzhen With more than 50 hand -made new products, many customers have attracted many customers.
In walking into the store, Xicha made a "layer" presentation on the new product on the third floor: the first floor as an external window to display the process of handmade materials; there is a single area and a dining area on the second floor; on the third floor; the third floor Provide customers with hand -made pure tea and hand -tune creative tea taste and social space.
"New tea has become the mainstream way of drinking tea for young people, and the market potential is great." Zhang Jun, vice president of Xixi Tea Company, introduced that after nearly 10 years of development, Xicha has been in about 70 cities across the country. There are nearly 900 stores.
In reports released by the Tea Association Tea Drink Coffee Special Committee shows that the number of tea drink stores in my country exceeds 450,000, and the current sales of tea drinks have exceeded 50 billion yuan. The comprehensive output value of the tea -selling market will exceed 100 billion yuan.
"Tea Trave" integrates new paths for development. Entering the Baishaxi Black Tea Cultural Industrial Park in Xiaotong Town, Anhua County, Yiyang City, Hunan, four modern tea production workshops, Bai Shaxi Black Tea Museum and Black Tea Humanities and Humanities are particularly attractive. This is the first domestic "Tea Travel Integrated" Black Tea Industry Park, which is created by the Hunan Provincial Tea Industry Group directly under the Hunan Provincial Supply and Marketing Cooperative. Culture and tea industry.
"Drinking tea should pay attention to the atmosphere. I like to walk into the top of Guanyin Mountain in Dongguan on holidays and experience tea culture in the Yangyuan Hall of Health Tea House. Drinking tea at home is completely different, "said Wang Xinyue, a resident of Dongguan City, Guangdong. Cai Zhikai, the person in charge of Juyuantang Tea House, introduced that the teahouse is located between the green mountains and green mountains. This creative immersive tea consumption method has attracted many consumers to experience it.
"Interactive experience tea consumption has become a major trend." Mei Yu, Secretary -General of the China Tea Circulation Association, said that it is necessary to do a good job of building tea consumption scenes, pay attention to the connotation of health and culture, create subdivisions, launch subdivisions Products, guide the formation of experience and immersive consumption trends, refresh the consumption experience in the exchange and interaction of tea culture, and form new competitiveness.
The industrial development towards high quality
"In the past, we mainly took the store to operate and waited for customers to come to the door. Now, through live broadcasts and other methods, we will further expand the sales channels." Wu Haiqing, the person in charge of Tea Tea, said.
The Shan Shan tea tea line is located in Longding Tea, the tea product distribution center of Qingyunpu District, Nanchang City. It is one of the first tea shops in the market in 2010. At present, Longding Tea has built tea, tea sets, tea gifts, tea packaging, tea culture and trade distribution centers in Jiangxi Province. The construction area exceeds 80,000 square meters, and there are more than 300 tea industry wholesale and retailers.
In experts from the Tea Association introduced that, driven by the national standardization strategy, my country has initially constructed a relatively complete tea standardization technical system, but due to the late start, coupled with factors such as tea category and strong seasonality, etc. The formation of standards still needs to be continued. Promoting the tea circulation industry towards high -quality development requires coordination of all parties.
"Online and offline interconnection is the development direction of tea circulation." Kang Chunhua, the relevant person in charge of Long Ding Tea, believes that consumer groups and demand are accelerating the subdivision. To develop the tea market, consumers must be based on consumers. Guide to achieve online and offline integration and development.
In the calculation of the China Tea Association, the total transaction volume of the national tea online in 2020 was about 28 billion yuan, an increase of 15.23%year -on -year. In 2021, the total transaction volume on the national tea line continued to increase.
In innovation drivers to create good products. In September last year, Wuzhou Tea Factory Co., Ltd. directly under the Guangxi Supply and Marketing Cooperatives, on the basis of promoting the hot -selling products in previous years, combined with the feedback and demand of the latest market, it further improved the layout of the product line and innovated some middle and high -end products, such as century Chencang Chencang Pin Tiancheng, etc., attracted many consumers.
"It is necessary to promote the upgrading of the Chinese tea industry with scientific and technological innovation." Mei Jiang, vice president of tea, said that it is necessary to carry out intensive cultivation through the upstream of the tea industry, improve the standardization of production in the middle reaches, and strengthen brand building in downstream For comprehensive measures, continue to improve the entire industry chain of the tea industry. Small cans of tea built in Huangshan City, Anhui Province integrate production, processing, warehousing, and logistics. It is fully automated in the Anhui Provincial Department of Economics and Information Technology as an Anhui Provincial Smart Factory in 2021.
In the brand and enhance competitiveness. Local governments should cultivate regional leading enterprises and regional brands, accelerate the development of modern tea industry, improve the local tea production management system, support leading enterprises to develop and cultivate brands, and lead local tea brands to go out.
Paping companies should focus on marketing and brand services, develop a modern sales system, enhance the cooperative capabilities of upstream and downstream enterprises in the industrial chain, and promote the development of products in the direction of safety, health, high quality and stability, and intelligent environmental protection.
market guidance, more professional service. Industry associations should play the role of intermediary organizations, provide professional services for enterprises, promote the construction of regional brands in the industry cluster, guide the tea industry standard coordination, innovation and collaboration, business collaboration, resource sharing, and promote the healthy and balanced development of corporate brands and regional brands.
Mei Yu believes that from focusing on the development of production capacity to brand building, my country's tea circulation is facing the opportunities brought by the adjustment of the customer base structure, the superposition of multiple formats, and the rich demand and the richness. It is believed that under policy guidance and market -driven, the market entities of various markets continue to work hard through green, healthy, social interaction, and cost -effectiveness. Tea consumption will enter a new stage of quality improvement and capacity, driving the development of the tea industry to high quality.