How to develop the tea industry? Mining cultural heritage, taking a good road to innovation

As one of the common consumer goods in daily life, tea has always been favored by people. However, China's tea industry has different degrees of development. From the early stages of each other, to all-round competition today, how can we better transform the business development model and determine whether the tea industry can grow further.

Recently, Ouyang Kun, chief executive officer of the World Luxury Goods Association in China, said that at present, the most promising industry for domestic luxury brands is tea. He believes that tea is unique in China, has ready-made, extensive and profound cultural connotations, and can be accepted by consumers all over the world.

Many consumers have begun to have a higher level of demand for tea, the Chinese Tea Society Liuying Ze believes that China's tea market has entered the competitive era of the survival of the fittest, from the creation of famous tea to a famous brand. Consumers not only value the quality of tea, but also pay attention to the brand and packaging of tea. They are also increasingly critical of the quality, history, and beauty of brand-name tea.

Wang Qing, deputy director of the Beijing Tea Circulation Association, said in an exclusive interview with a reporter from China’s United Business Daily that “tea products should be said to have a wide range of applications and coverage. From a broad perspective, tea should be a kind of Popular beverages, but because of our cultural characteristics, tea products also belong to a kind of agricultural products that depend on heaven to eat, so companies produce high-quality and high-end tea products with a certain cultural background, the amount of their products is very small, so the development of luxury tea products Can be accepted, it is worth noting that, if companies involved in tea luxury goods, then the company's market position must be clear; Second, although high-end luxury goods, but also need to have a certain amount of goods to ensure sales; Third, the product is not only To have a cultural heritage, the quality must be better."

It is understood that the Chinese tea industry has been in a traditional mode of thinking for a long time, and it is believed that occupying such a resource advantage as Chashan can occupy the market, and the number of stores shows the strength of the company, thus making tea enterprises ignore talents, consumers and brands. The importance of factors such as influence. So, what is the real advantage and strength of the company? How do companies do what is most conducive to the development of the tea industry?

In this regard, Wang Qing, executive vice president of the "China United Daily" reporter said, "China's tea industry has been developing so far, the growth rate of 11 consecutive years at 10%, so from the current look at the industry development is good. But enter the ten After the 5th Five-Year Plan, the picking area of ​​tea has a higher growth rate, the area has expanded, and the problem of producing more than sales will appear. Moreover, coupled with the high cost of processing in China, the company’s human resources cannot keep pace with the lack of mining. Tea workers, so the price of tea has risen faster."

“Then, as far as companies are concerned, they can be divided into several types. One is a production-oriented enterprise, and only a product. It must first have a resource advantage, such as Chashan, and at the same time, the product must also increase its technological content and improve the processing level, including mechanization. The level of tea production can reduce labor costs. If companies that used to circulate in the past want to produce products, they must pay more attention to checking the quality of products. Another is that enterprises can make products and make circulation, for example, some large companies In the form of opening chain stores, the methods are very good but the front lines are long, especially in the past, traditional manufacturing companies mainly lacked talents in circulation, as well as overall planning and marketing recommendations, etc. Therefore, for enterprises, they should avoid weaknesses. Accurate positioning," said Wang Qing, executive vice president.

China has always been a big tea producing country, but it has not been a strong tea country. Executive Vice President Wang Qing expressed to this reporter that “The regional issues of tea are also very important. The geographical characteristics of Chinese tea are very obvious. Both the production enterprise and the consumption region are obvious, and they are based on the guarantee of quality and safety. In order to adjust the product structure and innovate product models, in terms of circulation, so far, except for Taiwan-funded Tianfu tea, which has sales points all over the country, the mainland circulation companies are still regional and far from reaching The scope of the country, so circulation companies are more to improve the level of tea marketing, including the cultivation of marketing talent, and how to make circulation brands, service brands out of the region, so that national and regional consumers love and accept This is more conducive to product sales."

In addition, the consumption of tea has shifted from a single traditional tea to a diversified series of products. For example, the launch of tea beverages and the development of various related projects related to tea have enabled the stores to have more attributes and business opportunities. Among them, Executive Vice President Wang Qing believes that “the tea fair is also an effective path for the development of enterprises, and it is necessary to emphasize that companies should aim to play brand or find partners in the process of participating in the tea fair. In general, If the companies can demand self-discipline and ensure product quality, relevant industries can also try their best to perfect the price system and avoid disorderly competition in the market, then the tea industry will develop faster and better."