本报告研究涉及企业/品牌/案例:河南信阳县,贵州凤冈县,福建武夷山市,大益茶,天福茗茶,中茶,澜沧古茶,谢裕大,小罐茶
中国茶叶需求量逐渐增大,消费者对茶叶品质要求逐渐提高。iiMedia Research(艾媒咨询)数据显示,2021年1月,接近9成的受访网民是茶叶消费用户,接近4成有每天喝茶的习惯,茶叶成为人们生活中的刚需。部分省份将茶叶种植作为扶贫产业之一,进一步推动了茶叶行业的发展。同时,近年来茶叶的品牌意识开始增强,如大益茶、小罐茶、廊沧古
茶、中茶等茶叶国货品牌崛起。然而,总体而言,传统茶叶品类市场已经走到成熟阶段,市场竞争激烈,因而茶品市场新入局者需要不断打造新场景、新产品、新需求来突围。
The demand for tea in China is gradually increasing, and consumers' requirements for tea quality are gradually improving. As the data of iiMedia Research showed, in January 2021, nearly 90% of the netizens interviewed were tea consumers, and nearly 40% had the habit of drinking tea every day. Tea has become a just need in people's life. Some provinces regard tea planting as one of the poverty alleviation industries, which further promotes the development of tea industry. At the same time, in recent years, tea brand awareness began to strengthen, such as Dayi tea, xiaocan tea, Langcang ancient tea, Chinese tea and other domestic tea brands. However, on the whole, the traditional tea market has come to a mature stage, and the market competition is fierce. Therefore, new entrants to the tea market need to constantly create new scenes, new products and new demands to break through.