Chanel, once the tea industry, sold 891 thousand Jin, but now it has been pulled down from the altar, leaving only feelings?

Headlines? Henan Business Daily trainee reporter Li Shou

Autumn tea is fragrant, which is the best quality Tieguanyin in a year!

10 In the middle and late June, in Zhengzhou's tea professional markets such as Zhonglu Tea City, Huimei Tea City, Wenbo Tea City and Zhongyuan Tea City, Henan Business Daily reporter saw that tea merchants had overweight Tieguanyin tea this autumn, and employees at the store door were also carrying out follow-up procedures such as removing stems and sorting the newly listed Tieguanyin tea. However, compared with the grand occasion of almost all merchants sorting Tieguanyin tea in Zhengzhou tea market in the past peak period, it is inevitable to be somewhat lonely.

Tieguanyin was once called "Chanel" in the tea industry. A catty of wild Tieguanyin tea sold for 890,000 yuan, with tens of thousands of fans.

At the high-light moment, negative news comes one after another, and news of pesticide residues and fake and inferior products emerges one after another, which makes many consumers stay away from it. Coupled with other teas, Tieguanyin's market share is far less than that of that year.

Many people come into contact with tea for the first time, starting from Tieguanyin, which has a faint tea fragrance. After the peak, I have endless doubts about the existence of the world just by feeling. What made the former tea king go into decline?

Some merchants report that Tieguanyin's market share in Zhengzhou is less than one-tenth of the past.

Tieguanyin is a kind of green tea (oolong tea) and one of the top ten famous teas in China. Originated in Anxi County, Quanzhou City, Fujian Province, it has the reputation of "seven bubbles with fragrance". The fragrance after brewing is loved by many tea lovers.

Just entering the tea city, Henan Business Daily reporter was attracted by all kinds of tea fragrance in Zhengzhou market. In Zhengzhou's tea markets such as Zhonglu Tea City, Huimei Tea City, Wenbo Tea City and Zhongyuan Tea City, Henan Business Daily reporter saw some merchants playing new slogans on autumn tea.

Henan Business Daily reporter learned in the inquiry that Tieguanyin can be picked several times a year. In order to ensure the quality of tea, Anxi usually picks only two times, namely spring tea and autumn tea. Tieguanyin picked in autumn has the best quality and the largest quantity.

Wang Qingxia, a merchant of Zhengzhou Wenbo Tea City in Anxi, Fujian, told Henan Business Daily that after 10, Anxi Tieguanyin was listed one after another. Although some areas in Fujian were affected by the epidemic this year, it had little impact on the sales of Tieguanyin.

Shangguan Zhiqing, a businessman from Wenbo Tea City whose hometown is also in Anxi, Fujian, said that the quality of tea is closely related to the season. The quality of tea is the best ten days before and after the cold dew, but it is not so good after this time.

It is also known that the current price of Tieguanyin in Zhengzhou market is 150~800 yuan, which is more favored by consumers, but the sales volume is not as good as before.

Zhang Yuanxin, founder of Fujian Shanggan Tea Co., Ltd., told Henan Business Daily that Tieguanyin's market share in Zhengzhou now is less than 10% compared with the peak periods in 2006, 2065 and 438+02.

Once a smash hit, it occupied more than 70% of Zhengzhou tea market.

Before 20 12, Tieguanyin was very popular, and the best tea became a collection. Tieguanyin, produced in a rare place, was once synonymous with appreciation and preservation. In Nanjing, a box of wild Tieguanyin sold for 980 thousand, and people rushed to buy it, which made people sit up and take notice.

"Without iron, there is no shop, without security, there is no market" is widely circulated in the market, saying that there is no tea shop that does not sell Tieguanyin, and there is no tea market without Anxi people.

Anxi people brought Tieguanyin to all parts of the country. Take the Northeast as an example. In the early 1990s, Tieguanyin's local market share was still zero, but around 2006, Tieguanyin occupied 30%~40% of the northeast market share. At the same time, the pace of Tieguanyin's expansion across the country has not stopped. Anxi tea merchants take Tieguanyin everywhere they go, and even Tieguanyin has a high reputation overseas.

Zhou Jiajun, a merchant of Zhonglu Tea City, told Henan Business Daily that in his impression, Tieguanyin occupied a relatively high market share in Zhengzhou at the beginning of this century.

Chen, a merchant in Huimei Tea City, said that since the 1970s, Tieguanyin's sales have been relatively large. Before 20 15, Tieguanyin was still in a glorious period, and its market share in Zhengzhou tea market was 70%~80%, while Zhang Yuanxin thought that Tieguanyin's market share in Zhengzhou could even reach 85%~90% in its heyday.

Many people first learned about tea and fell in love with it, starting with a Tieguanyin tea, and Tieguanyin became the emotional sustenance of many people. Niu Yuanyuan, a merchant in Huimei Tea City, said that his first cup of tea started with Tieguanyin, and now he will also drink some good quality Tieguanyin.

According to Wang Qingbo, a tea merchant in Zhonglu Tea City, at the beginning, there were only two kinds of tea in Zhengzhou market, Tieguanyin and Xinyang Maojian, and there were few other kinds of tea.

Crazy profit-seekers, Tieguanyin was pulled down from the altar.

Zhou Jiajun told Henan Business Daily that after the peak, Tieguanyin's market share in Zhengzhou gradually declined. He believes that people's excitement has passed, coupled with changes in taste, and multiple factors have led to a decline in Tieguanyin sales.

In fact, the decline of Tieguanyin's market share is far from simple.

Many years ago, with the increasing popularity of Tieguanyin, consumers' recognition of Tieguanyin increased, and the market demand for Tieguanyin increased. Many businesses have seized this "business opportunity", as long as they are branded as "Tieguanyin", they will not worry about not selling it. Tea farmers who grow other varieties of tea are not as profitable as Tieguanyin, so they all change varieties to Tieguanyin. Even the tea produced in Anxi is labeled as "Anxi Tieguanyin", which leads to uneven quality of tea.

Negative reports such as pesticide residues and rare earth exceeding the standard are a fatal blow to Tieguanyin. Coupled with the rise of black tea, black tea and white tea, the market share of oolong tea represented by Tieguanyin is shrinking.

Talking about the change of Tieguanyin's sales, Han, a merchant in Zhongyuan Tea City, told Henan Business Daily that Tieguanyin's sales did drop sharply and his goods also decreased.

Zhang Meiyan, a tea merchant in Fujian, said that in the past, the store only sold Tieguanyin, but now Tieguanyin's sales only account for a quarter of its annual tea sales. In order to cope with market changes, it has become a common choice for many merchants to operate a variety of teas at the same time.

Liu Xiyao, another merchant in Huimei Tea City, directly felled autumn tea headed by Tieguanyin at around 20 14 20 16. At present, the store mainly sells Pu 'er, white tea and green tea.

Some merchants admit that Tieguanyin tea has a low profit now, and everyone is unwilling to push it. Other teas can be put out for storage, and pushing other teas is more profitable.

After the heat, Tieguanyin gradually returned to rationality.

As the "bearer" of the tea industry, other teas are not worth mentioning in front of Tieguanyin, and now the decline of Tieguanyin is even more embarrassing.

During the interview, Henan Business Daily reporter learned that almost all the top ten famous teas in China can be picked in autumn, but the quantity is very small, and most of the teas picked in autumn are of poor quality, so tea farmers generally do not choose to pick them in this period, Tieguanyin is an exception. Tieguanyin picked in autumn is not only of better quality, but even when it comes to autumn tea, everyone can only think of Tieguanyin.

Wang Qingbo said that many people only heard rumors about Tieguanyin, but didn't know Tieguanyin well. Tea made with traditional techniques and intentions exudes a faint natural fragrance of orchids.

In addition to feelings, how to realize the better development of Tieguanyin has become a problem that has to be faced.

In recent years, with the acceleration of Anxi local brand strategy, the increasing emphasis on intellectual property rights, the increasing emphasis on original ecology and health, and the continuous exploration of new products and characteristics of tea, Anxi Tieguanyin has also ushered in a good development momentum.

Shangguan Zhiqing told Henan Business Daily that Tieguanyin still has its fixed consumer groups. Although the share is different from before, the share in Zhengzhou market has been rising slowly in the past two years. Anxi promoted the overall development of other teas with the development of Tieguanyin, and formed the whole industrial chain of tea planting, processing, sales and new product research and development.

Editor: Lu Lu