China's tea industry has development prospects?

I. Overview of the current situation of China's tea industry

Overall view of China's tea industry and the market in general, from tea resources, tea marketing to tea brand, tea culture and other series of status quo. Its operation and construction is far behind with the domestic and foreign markets, has become a constraint on the development of China's tea industry obstacles. Area first, production second (now first), exports third, foreign exchange earnings fourth, the lack of brand, this is the current Chinese tea industry in the world tea industry sector ranking the true picture. It must be recognized that China is the world's tea power, but not yet a tea powerhouse. Therefore, the future to create and build with Chinese characteristics of the tea brand enterprises, the implementation of brand strategy cultivation project, is China's tea industry, tea enterprises to go out the direction and goal. How to get rid of the Chinese tea industry from the traditional crude production and management mode has become an urgent task.

Second, the current development of China's tea industry problems

1. famous tea, no brand. This is a permanent pain in the heart of the Chinese tea people. China has 2,000 tea-producing counties, many famous tea. But said the brand tea but only a handful of tea, not to mention the current tea industry can be called a well-known brand or famous brand!

2. More manufacturers, fewer brands. According to statistics, the word under the 12 provincial tea companies, only four have registered trademarks. National production and processing of tea enterprises have 67,000, only nearly 1,000 tea with a registered trademark, can be called a brand is almost none.

3. More resources, less integration. In the process of enterprise development, enterprise resource utilization, product characterization, core values, brand culture, brand strategy and so on need to plan in advance. Excessive dispersion of resources should be the most direct impact of the enterprise effective resources, management costs are wasted. As China's tea resources scattered, scattered production, exports have been bulk-based, naturally, can only serve as a raw material supplier of foreign brands of tea.

4. The industry is chaotic and competition is disordered. Currently the entire Chinese tea industry within the product competition due to the country has not yet formed a unified price positioning standards for tea, it has evolved into a more chaotic, intense "price war". Some merchants even violate the industry rules, malicious attacks on competitors, consumers are difficult to distinguish the authenticity of the purchase of fake and shoddy products abound, to the industry as a whole to bring negative impact! Importantly, it has hurt consumers' confidence in Chinese famous tea.

5. Brand concept is vague, brand awareness is weak. What is brand? What is brand marketing, brand culture, brand management, brand communication, brand crisis and brand rights. Most of China's tea entrepreneurs are half-knowledge, so the whole industry to be the cultural quality of personnel, service concepts and brand knowledge of the overall promotion and cultivation.

Three, China's tea industry, the future direction of development

1. To find the blue sea of tea industry development

From the marketing point of view, the traditional tea is a red sea industry, the modern tea is a blue sea industry, full of unlimited space for development. Tea development foundation in the traditional, and breakthrough in the modern. The current development of the tea industry is good, but there are still some problems.

The traditional tea industry breakthrough, the core problem lies in the market operation, lies in the brand building. Cigarettes, alcohol, tea are traditional fast moving consumer goods. Comparison of the scale of development and recognition, it will be found that the cigarette formed a national cigarette, wine formed a national wine, but tea has not formed a national tea. Although the advocacy of tea as a national drink, but there is no formation of the country can be generally accepted, *** with the recognition of the tea brand. Like Maotai wine, Chinese cigarettes, we all know. But tea is the same different life, the same as FMCG, tea consumption is particularly strong geographically. Tea why there is no nationally recognized brand? This is mainly because the government and corporate investment, as well as consumer expectations did not form a synergy, and ultimately lead to resource fragmentation. If you want to be stronger and bigger, you should unify the resources of all levels of government to a platform, through a unified operation channel to do the product market precision plowing.

Development of modern tea, must break through the tea brewing method, after changing its form, to find a new way out of tea. First, pay attention to the technical achievements of related disciplines, the use of the latest scientific research results for tea. The second is to jump out of the tea research tea, and actively expand the application of tea. Drinking tea into eating tea, play tea, tea, tea, etc., the functional components of tea according to antioxidants, anti-radiation agents, etc., to develop, widely used in cosmetics, food, health care products, textiles and other fields. Third, change "processing" tea for "manufacturing" tea. In accordance with the concept of "full-price utilization, cross-border development" and the characteristics of the target consumer demand, the tea industry optimization breakthrough technology research and innovative product development.

2, four aspects of efforts to do fine tea industry

Zhejiang green tea homogenization competition is becoming more and more intense, the next step in Zhejiang Green Tea will be stabilized in the area, stabilize the yield, improve the quality and efficiency of the ideas based on the creation of the Zhejiang Green Tea brand as the main line, focusing on the construction of modern parks, to further optimize the structure, improve the quality, make full use of human resources, technology, culture and brand advantages, accelerate the development of Zhejiang Green Tea. Advantages, accelerate the development of Zhejiang green tea. Provincial Department of Agriculture will implement a new round of enterprise planning, cultivate Longjing, famous green tea, early tea, northern Zhejiang tea four characteristics of the industrial belt, through the enhancement of tea base processing technology, strengthen the construction of modern parks, build a promotion platform to promote the industrialization and modernization of green tea in Zhejiang, and promote the healthy and orderly development of the tea industry in our province.

The tea industry as a rich people stronger and better, you can work from four aspects: First, to strengthen the optimization of industrial elements. In particular, the cultivation of leading enterprises, the degree of organization, the positioning of the leading products, these aspects should be one by one to clarify the objectives; Second, to strengthen the construction of the target market system, and further improve the added value of tea. Expand multi-channel sales methods, through the target market monopoly franchise, direct sales system to improve product efficiency; Third, strengthen the promotion of publicity, focusing on the creation of Songyang tea national geographic indications. Through the use and management of geographical indications, so that Songyang tea market awareness is higher; Fourth, to fully operate the Chinese Tea Business Conference. Chinese tea business conference is the most influential tea festival, construction and build a good tea festival brand.

3, the tea brand should have more cultural connotations

Chinese tea publicity is more like to use historical stories, these historical stories to see more than one story found that the story is more homogenized. Tea culture if you want to trace the roots, we can find the roots in history only "tea scripture". Lu Yu in order to write the "tea scripture", trekking through many provinces. So Xinyang Mao Jian and many other tea publicity is to move Lu Yu, which makes the tea culture is very deep. However, there is no difference between the tea culture of various places, which is a bigger problem.

Bamboo leaf green the first in China's tea market to take steps to do high-end luxury goods, "and their own way, the peak has been with the heart" of the spirit of the realm, is 5000 years of Chinese cultural precipitation before the culture of the breeding, bamboo leaf green tea to the world's ultimate, elegant. Based on the Tao Te Ching, Bamboo Leaf Green Tea has built life experience centers in Chengdu and Beijing, applying the Taoism culture of "Taoism and Nature" to the change of people's lifestyles by tea. "Bamboo Leaf Green". Many people have been impressed by this seemingly ordinary phrase, and have come to know Bamboo Leaf Green, and abide by it as their attitude towards life. Extend the tea as an attitude to life, reinterpretation of the connotation of tea culture, from the mellow and elegant to the ordinary heart. Successful brand culture, bamboo leaf green has won the widespread recognition of consumers.

Tea should be developed in the direction of diversification, in order to enhance the competitiveness of the industry and anti-risk ability. Culture is a big concept, with a spiritual dimension as well as a material one. In addition to tracing its roots back to history, it can also lean toward lifestyle. For example, Songyang silver monkeys, "a thousand years old county, idyllic Songyang" is a very good point, because Songyang is the largest basin in the Songgu Plain, surrounded by mountains, in fact, is the peach blossom garden. Junior high school textbooks have the description of the peach blossom garden, we can be "idyllic, peach blossom garden" these words to promote the famous tea. Through the description of the mood, let people drink Songyang silver monkey, can think of the peach blossom.

4. Future focus on five aspects

The tea industry to focus on five aspects in the future: First, do a good job of brand cultivation and enterprise cultivation, the full implementation of a county a product, to speed up the construction of the city's regional brand; Second, to further improve the level of science and technology in the tea industry, focusing on science and technology team building, focusing on external cooperation, to accelerate the promotion of new varieties, new technologies, new instruments, the use of new technologies and promote the industry Modernization; Third, to strengthen the construction of industrial marketing system, do a good job of tea exhibition and promotion, for the country's major cities have our Lishui tea stores, foreign markets have a certain impact; Fourth, to further do a good job of industrial extension, with the concept of industrial transformation of the traditional tea industry, to guide the industrial and commercial capital to invest in the tea industry, the realization of the tea from the crude products to high-end products to extend from the rough level of processing to the extension of processing, the tea industry from the traditional agricultural industry to the deep processing of the tea industry, and to the development of the tea industry. Tea industry from the traditional agricultural industry to the cultural, tourism industry extension; Fifth, accelerate the standardization of production, optimization and transformation of tea factories, product quality system certification, industry self-regulatory norms, etc., through a series of measures to ensure the quality and safety of tea.