80% of the tea in the world is produced in Asia. China, Indian, Sri Lankan, Kenyan and Indonesian tea-producing countries account for 80% of the world's total tea production. The output of tea in China increased from 676,000 tons in 2000 to 934,000 tons in 2005, an increase of 38 1%. The output value of tea increased from 9 billion yuan in 2000 to 654.38+05.5 billion yuan in 2005, an increase of 72.2%, making it the fastest growing country in the world. In 2005, China's tea production surpassed that of India, regaining its position as the largest country in tea production, and achieving the goal of a modern tea maker represented by Wu Juenong.
First, the factors that promote the development of tea industry.
At present, China's tea production, domestic sales and tea exports are at the best level in history. Thanks to the financial support of local government, the deepening of tea enterprise reform, the entry of new capital, the wide application of new tea technology in tea production and the development of new tea products, all these have injected new vitality into China tea industry.
1, policy support.
In recent years, governments at all levels have attached great importance to the tea industry, increased investment in the tea industry, and promoted the development of China's tea industry through scientific and technological innovation, structural adjustment, and vigorously expanding domestic and foreign markets. With the support of western development, poverty alleviation policy, returning farmland to forests and other policies and funds, a considerable number of new tea gardens have been developed in major tea-producing provinces. Driven by the good economic benefits of tea, the enthusiasm of tea farmers is constantly rising, and they have stepped up the transformation of old tea gardens and eliminated some tea gardens with low production benefits. The area of tea gardens in China increased from 6.5438 0.89 million hectares in 2000 to 6.5438 0.3 million hectares in 2005, an increase of 654.38 0.94%. In recent years, newly developed tea gardens are basically built according to the requirements of standardization, with high production capacity and large investment in tea gardens, which makes China's tea production maintain rapid growth.
2. Enterprise diversification.
After the liberalization of tea management, structural changes have taken place in China's tea enterprises, and most state-owned processing and circulation tea enterprises have realized shareholding system and privatization. Beijing Zhang Yiyuan Tea Co., Ltd. is the first time-honored tea enterprise in Beijing. After the restructuring, its share capital is 30 million, including 20% of state-owned (enterprise) shares, 0/0% of social legal person shares, mainly two upstream production enterprises, and 70% of employee shares. After the restructuring, the mechanism of the enterprise has become alive, and the enterprise has autonomy and accumulated funds. After several years of operation, Zhang Yiyuan's annual sales volume has increased by more than 30% every year. The development of tea industry has also attracted large domestic groups to enter the tea field. Yunnan pharmaceutical companies Panlong Haiyun and Yunnan Baiyao Group have started to set foot in the tea industry. Baiyao Group believes that the development process of Pu 'er tea is very similar to Yunnan Baiyao. At first, small households dispersed production. Later, with the improvement of technology, mass production became inevitable. Yunnan Lancangjiang Beer Group also regards the development of tea products as one of the important development goals in the future. At the same time, after years of market experience accumulation, individual and private tea enterprises have also begun to develop rapidly. In less than ten years, Beijing Gengxiang Tea Co., Ltd. has grown to 46 chain stores.
3. New capital injection.
The intensification of competition needs to re-integrate the existing tea resources in China. Many tea enterprises have realized that only by introducing capital and expanding rapidly can they survive in the market. Beijing time-honored Wu Yutai Tea Company established Wu Yutai Co., Ltd. in 2005. The new company was initiated by eight shareholders, with total assets reaching 654.38 billion yuan. Before the restructuring, the company could not expand rapidly due to insufficient funds, and the capital injection of new shareholders facilitated the company's expansion. On the one hand, the newly injected capital will transform the original infrastructure, on the other hand, it will speed up the opening of stores. Yunnan Longsheng Group, which has the largest tea base in China, successfully introduced 55 million yuan of venture capital in the capital market. After the introduction of venture capital, enterprises are actively preparing for an early listing. In 2004, Bowen Investment Group acquired Menghai Tea Factory in Xishuangbanna, Yunnan Province for 65.438+0.3 billion yuan, and the abundant capital injection enabled the tea factory to develop rapidly. When attracting foreign investment, the purpose of Bowen Investment Group is clear-let Yunnan Menghai Tea Factory go public as soon as possible and become the "first domestic tea stock". The next step of Wu Yutai, a newly established time-honored enterprise, is to go public.
4. Changes in industry
Tea processing has changed from manual to mechanized, and most of the famous tea processing has achieved semi-mechanized production, especially the small-scale famous tea processing equipment has been widely used, which has greatly improved the processing efficiency of famous tea and the standardization level of tea products, laying a good foundation for large-scale operation.
Through the improvement of processing technology, the quality of tea is also constantly improving, which adapts to the growing demand for high-quality tea in the market. For example, oolong tea can also produce high-quality oolong tea by air conditioning in summer. In addition, the clean production of tea has also made a good start. With the continuous improvement of people's living standards, the requirements for tea quality and safety are getting higher and higher. In order to meet the needs of market development, all enterprises have stepped up the transformation of plant and equipment, and most large oil refining enterprises have passed the quality certification of ISO9000 series and HACCP. The fine processing of oolong tea export enterprises has basically realized automatic closed production, which provides a reliable guarantee for tea quality and safe production. Since 2005, the country has implemented QS certification for tea enterprises, which has further promoted the transformation of workshops and equipment in primary tea refining enterprises.
5, the development of the market
The hot spots of tea consumption change rapidly, and organic tea is accepted and quickly recognized by consumers. After green tea and oolong tea, Pu 'er tea has risen in the domestic market, effectively driving the tea consumption market to warm up. Since 2003, Pu 'er tea has developed rapidly. Yunnan Longsheng Group used to mainly produce green tea. In three years, the output of Pu 'er tea has been from small quantity to large quantity. In 2005, the sales volume of Pu 'er tea accounted for 65,438+0/3 of the total sales volume of the Group, and its profit margin exceeded other varieties. It is planned to process most of the raw materials into Pu 'er tea in 2006.
At the same time, in order to meet the changing demand of China tea market, a relatively complete tea wholesale market network has been formed in China, which has established a very effective sales channel for tea production and sales. At present, about 60% of tea is sold through the wholesale market. China tea wholesale market has the functions of product collection, sorting, price formation and product wholesale. Through continuous investment and transformation, the market provides services including information, storage and transportation for both parties to the transaction.
6. Publicity of tea culture.
The development of tea market is closely related to the promotion of tea culture. In recent years, various tea culture activities widely carried out in various places have effectively popularized tea culture, publicized tea knowledge and promoted the increase of tea consumption. Take the development of Tieguanyin in Anxi County as an example. Before 1990, Anxi oolong tea was mainly exported, and domestic consumption was mainly concentrated in Fujian and Guangdong provinces. By 2002, the domestic and export of Anxi oolong tea had been equally divided, and there were marketing networks of tea merchants and farmers in Anxi county in all large and medium-sized cities in China, and the domestic price of oolong tea was much higher than that of export. Now, the sales volume and amount of Anxi Tieguanyin far exceed the export volume. A very important reason for Anxi to develop Tieguanyin is that the government attaches importance to the promotion of tea culture. Since 1993, Anxi county government has organized local tea merchants and farmers to bring local traditional tea competitions to the market, and held Wang Sai in Hong Kong, Macao, Guangdong, Shanghai, Beijing and other places successively, which upgraded the local oolong tea drinking style artistically, created a perfect oolong tea performance, and made everyone have a more comprehensive understanding of oolong tea and oolong tea culture. Oolong tea has been accepted by more and more domestic consumers. After Anxi Tea successfully went out, in 2000-2002, it cooperated with China Tea Circulation Association and other units to hold three large-scale publicity activities in Anxi County, and invested in the construction of Anxi China Tea Capital, the largest oolong tea trading market in China. Anxi began to develop from an important oolong tea production county into a national oolong tea information center, trade center and cultural center.
Second, the existing problems
At present, China is a big tea-producing country in the world, but it is not a strong tea-producing country. Compared with the major tea-producing countries in the world, China still has the following problems in tea production:
Low tea yield
The output per unit area of tea in China is still at a low level. The tea garden area in China accounts for nearly half of the world's tea area, but the output only reaches 1/4. The area of tea garden in India is 520,000 hectares, which is half of that in China, but the output of tea is basically the same as that in China. The low yield of tea shows that the efficiency of tea production in China is low. The low yield per unit area is mainly caused by insufficient investment in tea production, small proportion of improved tea gardens and extensive production management.
Low labor efficiency
Tea is a labor-intensive industry, which requires a lot of manpower from tea planting to picking, processing and sales. According to statistics, there are 80 million tea farmers in China, and more than 50 million people are engaged in the tertiary industry such as tea sales and teahouse service. However, on the other hand, it also reflects the low labor efficiency of tea production in China. In 2004, the per capita tea production in China was only 10.4 kg, while that in India was 546 kg, that in Sri Lanka was 402 kg and that in Kenya was 649 kg. In the southern tea producing areas, many farmers are not specialized in tea production, but engaged in the production of a variety of agricultural and sideline products. Coupled with the lack of necessary skills training, there are widespread problems such as lack of professional skills. This is very different from foreign tea farmers. In India, Sri Lanka and Kenya, tea farmers are all employed by farmers, and most of them are only engaged in tea production. After good vocational training, they can master various professional skills skillfully.
Low degree of organization
1984 after the opening of tea business, most tea gardens in China have been contracted to farmers, and tea production is based on families. In India, Kenya and Sri Lanka, most of them are mainly large-scale farms, which are managed and operated by enterprises. The ownership of tea gardens in Japan and Taiwan Province Province is owned by farmers, but they have established perfect social service organizations, set up cooperatives to realize cooperative production, and also solved the problem of scattered tea production. After contracting tea gardens to farmers in China, no corresponding socialized service organizations have been established. Farmers produced independently and did not form a union. Due to the inconsistency of management level, tea production and management are excessively dispersed.
The standardization of tea is low.
The higher the commercialization degree of tea, the higher the standardization level and processing technology requirements of tea. One of the important signs is the mechanization of tea processing. At present, the production of famous and excellent tea in China can not be fully mechanized, and most of them are still produced by hand and workshop. Bulk tea production is also semi-mechanized, which not only has low production efficiency, but also has a low level of product standardization. In India, Sri Lanka and Kenya, tea processing has been fully mechanized. In Japan, both tea garden management and tea processing have basically realized standardized management and mechanized production. The consistency of the products produced is very high, which lays a solid foundation for the brand management of tea.
Lack of leading enterprises
At present, the domestic market is in a chaotic state of disorderly competition, and the market is relatively scattered. Mostly small and medium-sized enterprises. For a certain region, there are regional leading enterprises or well-known brands, but for the national market, no enterprise can occupy 2% market share. This situation can't give full play to the effect of large-scale production, which is not conducive to the optimal combination of resources and the establishment of brands. In the future, the whole tea industry will face great integration and the competition will become increasingly fierce. A large number of tea enterprises will be merged or eliminated, the strong will be stronger and the weak will be eliminated.
Third, some suggestions.
The constant change and development of China tea market has brought many opportunities to enterprises. Therefore, grasping the future development trend is the key to the development of the industry and the key to the correct investment of enterprises. According to the present situation of tea development, the following suggestions are put forward:
(1) Grasp the transformation of market hotspots.
Judging from the current situation, the increase in output and the constant hot spots in the market have become the main features of the China market at this stage. Green tea consumption fever caused by SARS in 2004, Tieguanyin consumption fever in 2005 and Pu 'er tea consumption fever in 2006 have formed new consumption hotspots almost every year, which has well promoted the overall increase of tea consumption. In particular, the rise of Pu 'er tea fever will have a far-reaching impact on the tea market in China at this stage. First of all, the newer the other teas, the better, and the older the Pu 'er tea, the more valuable it is, so that Pu 'er tea not only has the drinking value of the commodity itself, but also has the collection value. Second, compared with other tea varieties, Pu 'er tea production can form large-scale production. Pu 'er tea can be used as raw material as long as it is sun-cured green tea with big leaves in Yunnan. The fermentation process is similar to the production of wine, and the quality can be relatively consistent by controlling the temperature and humidity. In addition, the quality of other teas mainly depends on raw materials, and Pu 'er tea is more about craftsmanship. Mixing different grades of tea together can bring out different styles of taste, and manufacturers can adopt their own unique technology to form unique quality, which is conducive to the establishment of brands.
Analyzing the hot spots in the tea market in recent years, it is certain that SARS has promoted the consumption of green tea in tropical areas, which is a successful event marketing. The formation of Tieguanyin and Pu 'er tea fever is an accurate grasp and effective publicity of tea quality characteristics, which has successfully created new market development space and greater influence on the industry. China is a country with a wide variety of teas, each of which has different quality characteristics and obvious individualization. How to improve the processing technology and drinking method according to the different needs of consumers, form a selling point in the market, promote the increase of demand, and make all kinds of tea develop harmoniously, so as to give full play to the advantages of many kinds of tea in China. Tieguanyin fever is formed after more than ten years of market cultivation, and Pu 'er tea fever is more innovative. Green tea fever makes good use of SARS, and the next hot spot needs innovation and everyone's cultivation.
(two) the development of famous tea, taking into account the bulk tea.
The output of famous tea in China increased from 654.38+0.44 million tons in 2000 to 250,000 tons in 2005, an increase of 73.6%. The output value of famous tea increased from 5.5 billion yuan to10 billion yuan in 2005. The ratio of the output value of famous tea to the total output value is increasing year by year. By 2005, the output value of famous tea has accounted for 765,438+0% of the total output value of tea. The rapid development of famous tea has become an important driving force to improve the economic benefits of tea industry. With the improvement of people's living standards, the demand for quality has been put on the agenda. Now many enterprises are developing organic tea, which will be the only way for tea enterprises to build famous tea brands. However, at present, the cost of famous tea is rising, and there is a shortage of tea pickers in many areas. The development of famous tea is more and more restricted. Paying too much attention to appearance in product quality not only brings difficulties to picking, but also increases the complexity of processing technology, which is also an important reason why the mechanized picking and processing of famous tea can not be fully realized, and it is also an important reason that restricts the large-scale operation of famous tea. How to guide tea consumption to change from focusing on appearance to focusing on internal quality is the key to the rapid development of famous tea, especially famous green tea. In recent years, the development of organic tea has changed some consumers' criteria for judging the quality of tea. From appearance to quality, safety and good taste are gradually taken as the criteria for judging the quality. The rise of Pu 'er tea market can be said to be a subversion of traditional tea quality judgment standards, creating a new market development space. With the full implementation of QS system, tea sales will gradually shift from bulk tea sales to packaged tea sales, which will bring opportunities to many brand enterprises. We should promote the change of tea drinking mode through the innovation of packaging and drinking mode.
In addition, enterprises pay too much attention to the production and management of famous and excellent tea and are unwilling to produce middle and low-grade tea suitable for ordinary consumers, which is also a problem that restricts the expansion of tea enterprises at present. In fact, there is great room for the development of bulk tea, and the tea market in China needs tea with stable quality such as "Monkey King" and "Jinghua". In the future, tea will also face the problem of entering the supermarket for sale, which also urgently needs to develop middle and low-grade brands of packaged tea.
(3) Create a brand of tea.
There are two kinds of tea brands, one is product brand, represented by China Tea, Zhuyeqing, Dayi and Longsheng; One is access brand, represented by Tianfu, Wu Yutai and Zhang Yiyuan. Judging from the situation in recent years, due to the immature development of tea market, the development of channel brands is relatively successful, which adapts to the current trend of diversified and personalized tea consumption. Tianfu chain operation has expanded rapidly nationwide, with more than 600 chain stores, becoming one of the most influential enterprises in China. Most of the others are regional brands, but the growth is also amazing. Wu Yutai, a well-known brand in Beijing, has 122 stores, and Zhang Yiyuan has 85 stores. From the perspective of market development, tea sales in the future must adopt a compound approach. In addition to the traditional marketing model, new marketing models such as network marketing will also be applied to tea sales, which puts forward higher requirements for enterprises. On the one hand, enterprises should quickly improve brand awareness by expanding the scale of chain operation; On the other hand, we should integrate enterprise resources, extend the depth and breadth of enterprise management, and form personalized products and brands. Therefore, powerful tea enterprises should not only strengthen access construction, but also increase the control of tea resources, including the establishment of production bases. China's domestic tea is widely distributed and rich in resources, but the high-quality resources are limited, and the quality of tea is greatly influenced by the local natural environment and human environment. Especially after the country strengthens the protection of products of origin, these resources will become scarce and more valuable in the future.
(D) the development of deep processing of tea products
China has a large tea production capacity. If put into production, China's tea production will far exceed the current level. Therefore, it is also the key to the sustainable development of tea in China to develop deep processing of tea, broaden the application fields of tea and increase tea consumption. China can learn from Japanese in developing tea deep processing. The development of Japanese tea deep processing products extends to all fields of life. Tea drinks made from oolong tea, green tea and scented tea have surpassed carbonated drinks such as cola and become the most common drinks in Japan. There are also many kinds of tea foods in Japanese shops. There are hundreds of antibacterial and deodorizing products made of tea extract catechin, and the effective components of tea are also widely used in cosmetics, detergents, tea-dyed clothing and so on. In China, tea drinks and tea foods have also reached a considerable scale, but the application fields need to be further expanded.
(5) Pay attention to the development of tea culture industry.
Tea in China has a long history, and the tea culture is very extensive and profound. The tea drinking customs of different ethnic groups are different, which provides us with a very wide range of tea culture publicity resources. The state proposes to vigorously develop cultural and creative industries, and the tea industry should also take the development of cultural and creative industries as a new engine to promote industrial upgrading. Tourism, film and television industry, publishing industry, art business and animation industry with tea culture as the theme can also form a new tea culture industry. At present, there are more and more enterprises mainly engaged in tea culture, such as teahouse enterprises relying on local characteristic tea culture, such as Beijing Laoshe Teahouse and Shanghai Hu Xin Pavilion. Design and decoration enterprises such as teahouses and tea museums, represented by Beijing Tangsheng Ancient Post, and tea culture publishing enterprises, represented by the era of picture reading, tea packaging design, tea set making and advertising, have formed the embryonic form of tea culture creative industry. It should be said that our tea culture and creative industry has just started, but there is a lot of room for development. We should deeply understand the connotation and extension of tea cultural and creative industries and guide the healthy development of tea cultural and creative industries.