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Today, the China Tea Circulation Association released an article entitled "2021 China Tea Production and Marketing Situation Report - Domestic Market", and Ai Media Consulting also recently released the "2021 Global Tea Industry Operation Big Data and China Tea Innovation Development Trend Research Report", and now combines these two articles for everyone to interpret the domestic market and online sales:
Domestic market
Domestic tea
1 The domestic market remained stable, and the data indicators continued to rise
● According to statistics, in 2021, the total domestic sales of Tea in China will be 2.3019 million tons, an increase of 100,300 tons, an increase of 4.56%; the total domestic sales will be 312 billion yuan, an increase of 23.1 billion yuan, an increase of 8.0%; the average domestic sales price will be 135.5 yuan / kg, an increase of 3.3% year-on-year.
2 The consumption pattern is basically stable, and the development momentum of white tea is strong
● In 2021, China's green tea sales volume was 1.3092 million tons, an increase of 2.35% year-on-year, accounting for 56.9% of total sales; black tea was 338,800 tons, an increase of 7.97% year-on-year, accounting for 14.7% of total sales; black tea was 344,100 tons, an increase of 9.31% year-on-year, accounting for 14.7% of total sales; oolong tea was 227,900 tons, an increase of 3.97% year-on-year, accounting for 9.9% of total sales; white tea was 70,500 tons, an increase of 12.80% year-on-year, accounting for 3.1% of total sales Yellow tea was 11,400 tons, down 7.32% year-on-year, accounting for 0.5% of total sales.
2020-2021 China's six major tea sales share Data source: China Tea Circulation Association
● China's green tea domestic sales of 199.43 billion yuan, an increase of 17.4% year-on-year, accounting for 63.9% of the total domestic sales; black tea 50.30 billion yuan, an increase of 0.4%, accounting for 16.2% of the total; black tea 25.82 billion yuan, a year-on-year decrease of 14.4%, accounting for 10.4% of the total; oolong tea 25.93 billion yuan, a year-on-year decrease of 7.7%, accounting for 8.3% of the total; white tea 9.14 billion yuan, an increase of 2.1%, accounting for 2.9% of the total Yellow tea was 1.39 billion yuan, down 18.2% year-on-year, accounting for 0.4% of the total.
2020-2021 China's six major tea domestic sales accounted for data source: China Tea Circulation Association
●Among the teas, the average price of green tea is 152.3 yuan / kg, black tea is 146.2 yuan / kg, oolong tea is 113.8 yuan / kg, black tea is 76.2 yuan / kg, white tea is 129.8 yuan / kg, and yellow tea is 122.2 yuan / kg.
Imported tea leaves
In 2021, China's tea imports showed an overall growth trend, and the import volume hit a new high in recent years. According to customs data, from January to December 2021, China imported 46,700 tons of tea, an increase of 7.81% year-on-year; imports of 184 million US dollars, an increase of 2.49% year-on-year; the average price of 4.15 US dollars / kg, down 4.93% year-on-year.
1 point tea category to see
● Imports, 38,900 tons of black tea in 2021, an increase of 9.8% or 83.0% of the total; 0.43 million tons of green tea, an increase of 1.6% or 9.2%; oolong tea 0.33 million tons, an increase of 13.0%, accounting for 7.0%; 224 tons of flower tea, a decrease of 63.8%, accounting for 0.5%; Pu'er tea 3.9 tons, a decrease of 97.3%; the import of new categories of black tea was 0.7 tons.
Proportion of China's tea imports in 2020-2021 Data source: China Customs
Note: Because the total import volume of black tea in 2021 is only 0.001%, it is combined with Pu'er tea to draw.
● Imports, in 2021, imported black tea was US$139 million, an increase of 9.8% or 75.0% of the total; oolong tea was US$31 million, an increase of 9.0%, accounting for 16.9%; green tea was US$0.11 billion, down 39.6%, accounting for 6.0%; flower tea was US$3.037 million, an increase of 2.5% or 1.6%; Pu'er tea was US$132,000, a decrease of 86.4%; and the import value of new black tea was 15,000 US dollars.
Proportion of China's tea imports in 2020-2021 Data source: China Customs
Note: Because the import value of black tea in 2021 accounts for only 0.01% of the total, it is combined with Pu'er tea to draw a map.
● The average price of imports, in 2021, the average price of black tea is 3.57 US dollars / kg, a decrease of 2.0%; the average price of green tea is 2.5 US dollars / kg, a decrease of 40.5%; the average price of oolong tea is 9.6 US dollars / kg, a decrease of 3.5%; the average price of flower tea is 13.5 US dollars / kg, an increase of 183%; the average price of Pu'er tea is 34.2 US dollars / kg, an increase of 400.2%; the average import price of new categories of black tea is 22.8 US dollars / kg.
Comparison of the average price of imported tea in China in 2020-2021 Data source: China Customs
2 provinces and regions to see
●In 2021, There will be a total of 8 provinces (autonomous regions and municipalities directly under the central government) that import more than 1,000 tons of tea in China, followed by Fujian Province, Zhejiang Province, Guangdong Province, Beijing Municipality, Shanghai Municipality, Jiangsu Province, Yunnan Province, and Guangxi Zhuang Autonomous Region.
In 2021, There will be a total of 11 provinces (autonomous regions and municipalities directly under the central government) with tea imports in China with an amount of more than one million US dollars, namely Fujian Province, Shanghai Municipality, Guangdong Province, Zhejiang Province, Beijing Municipality, Jiangsu Province, Guangxi Zhuang Autonomous Region, Yunnan Province, Anhui Province, Shandong Province, and Shaanxi Province.
3 From the source of imported tea
● Among the sources of chinese tea imports, the top six are Sri Lanka, India, Vietnam, Kenya, Indonesia, and Taiwan. From the perspective of imported tea, India, Sri Lanka, Kenya and Indonesia mainly supply black tea, Vietnam mainly supplies green tea, while Taiwan mainly supplies oolong tea.
Judging from the changes in import volume in the past three years. Tea imports from India are decreasing year by year, and the amount of tea imported from Taiwan is also decreasing year by year; while the supply of tea from Sri Lanka, Vietnam, Kenya and Indonesia is increasing year by year.
Operational conditions
1 The domestic market continues to boost the economic growth of the tea industry
● Under the comprehensive factors of urbanization and income level, consumption growth of young groups, diversification of consumption patterns, and rural consumption growth driven by rural revitalization, China's tea domestic market has shown a booming trend of both purchase and sales online and offline. According to statistics, in 2021, about 86.17% of Chinese tea is consumed in China. As the absolute responsibility of industrial value, mingyou tea has long maintained a contribution rate of 70-75% to domestic sales. The tea consumption market is gradually shifting from mass consumption to personalized, fashionable, and high-quality consumption, and the brand tea consumption group is growing, and the online characteristics of tea domestic sales are obvious.
2 The macro environment continues to promote the upgrading of tea consumption
●The concept of healthy consumption is deeply rooted in the hearts of the people, the development of social e-commerce and live streaming, the overall upgrading of daily consumption and the modernization of tea marketing, which comprehensively promote the upgrading of tea consumption. In 2021, the demand side of China's tea presents four characteristics: one is the rejuvenation of consumer groups; the second is the rationalization of consumer thinking; the third is the expansion of e-commerce channels; and the fourth is the diversification of product tracks.
3 Industrial shortcomings affect the tea circulation consumer market
● Problems such as weak product innovation, insufficient information symmetry, and insufficient consumer cognition restrict circulation development, mainly from industrial shortcomings: first, the industry concentration is low, and the development of categories, brands, processing levels and other aspects is unbalanced; second, consumer brand loyalty is low; third, basic scientific research is insufficient and not solid; fourth, industry standardization needs to be further improved.
Domestic market and online
In the domestic market, how is the online sales of tea? Let's look at it from the article "2021 Global Tea Industry Operation Big Data and China Tea Innovation Development Trend Research Report".
In 2020, the scale of tea e-commerce is 28 billion: the Matthew effect tends to appear, and the underlying value network is iterated.
According to the National Bureau of Statistics. Under the impact of the new crown pneumonia epidemic, the mainland's GDP (gross domestic product) reached 101,598.6 billion yuan in 2020, exceeding 100 trillion yuan for the first time, and becoming the only country with positive growth among major economies. In 2020, the total retail sales of consumer goods 391981 billion yuan, down 3.9% from the previous year. According to the location of the business units, the retail sales of urban consumer goods 339119 billion yuan, down 4.0% year-on-year; the retail sales of rural consumer goods were 5,286.2 billion yuan, down 3.2% from the previous year.
In 2020, the national online retail sales 117601 billion yuan, an increase of 10.9% over the previous year. Among them, the online retail sales of physical goods were 9,759 billion yuan, accounting for 24.9% of the total retail sales of consumer goods, an increase of 14.8% over the previous year. Among the online retail sales of physical goods, eating, wearing and using goods increased by 30.6%, 5.8% and 16.2% respectively. On the whole, the overall scale of China's consumer market under the epidemic prevention and control has declined, but the proportion of online retail sales in the country has increased by about 15% year-on-year due to the advantages of convenience and non-contact that are suitable for epidemic prevention and control.
It is worth noting that despite the impact of the new crown virus pneumonia epidemic, the long-term trend of the tea market - "Guosheng Tea Xing" has not changed. How will the tea e-commerce market change in 2020? In 2020, the scale of the tea e-commerce market is 27.98 billion: the volume and price rise together, the Matthew effect tends to appear, and the underlying value network is iterative.
Monitoring data of online sales scale of tea in China
The data shows that the scale of China's tea online market will maintain a rapid growth trend from 2015 to 2020.
We believe that with the rapid development of China's digital industry economy, China's tea market has gradually stepped out of the physical business model and opened an online sales model more suitable for contemporary consumers, in addition, the development of social media, short videos, live broadcast new marketing models will also promote the online tea industry, and it is expected that the online market size of tea will grow to 29.84 billion yuan in 2021.
Monitoring data of online sales categories of tea in China
The data shows that more than 70% of online tea buyers prefer to buy green tea, more than 60% will buy black tea, and more than 40% will buy oolong tea, herbal tea and health tea online.
We believe that green tea and black tea are the two most commonly consumed teas, and with the improvement of netizens' awareness of health care, the popularity of black tea, health tea and other tea categories has increased.
User portrait of China Tea Online Sales
According to the survey data of iiMedia Research, among China's tea online consumers, from the perspective of gender, male users account for 51.1% higher than women, while the proportion of female consumers is 48.9%. From the perspective of age, users aged 26-40 accounted for more than 60%, followed by users aged 19-25, accounting for 17.4%.
We believe that among online tea consumers, female users have risen, and the proportion of tea drinking users after 90 and 80 has increased, and the trend of tea drinking is prominent, because tea brands can take the opportunity to launch tea products suitable for the contemporary Internet generation of users.
Distribution of online sales prices of tea in China
According to the survey data of iiMedia Research, more than 40% of users will choose tea with a price between 100 and 200 yuan when purchasing tea online, and less than 10% of consumers choose tea less than 50 yuan or more than 400 yuan.
We believe that the amount of tea consumed by consumers is "large in the middle and small at both ends", and most consumers will choose tea with a price of between 100 and 200 yuan. Tea merchants promoting and producing tea in this price range will bring more sales.
Combined with the above two reports, we make the following trend analysis:
Analysis of domestic tea industry trends
Industrial scale is the trend
In the past, China's tea industry was based on the economic thinking of small farmers, and it was a drawback that it could not carry out large-scale production with unified standards. Industrial scale can not only effectively reduce costs, but also improve the quality of tea planting and production through unified production standards, open up all-round sales channels, form scientific planting, and enhance market competitiveness.
Brand breakthrough is the key
The Chinese tea market lacks brand management concepts, and consumers lack brand awareness when making tea consumption. In the face of fierce market competition, tea companies should pay attention to brand building and maintain consumer loyalty by enhancing brand image. With the emergence of the "second generation of tea" and a new generation of operators, the tea industry will start from a new way of operation and open up a new development path.
This article is original by Hehe Youming, welcome to pay attention to, take you along with long knowledge!