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关于“黑茶”的报告

本报告研究涉及企业/品牌/案例:大益茶,小罐茶,雨林,艺福堂,宫明,八马,天福茗茶,元正正山堂,张一元旗舰店,卢正浩旗舰店,谢裕大,松萝茶业,美灵宝,茗皇天然,茶乾坤,龙升茶业,恒福股份,丽宫食品,抱儿钟秀,武夷星茶叶,华莱生物科技,勐海陈升茶业,京东

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,2018年中国茶叶市场规模达到2157.36亿元,增长率达到10.7%,其中2018年绿茶产量达到172.2万吨,绿茶销量占比63.1%。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,兴起如大益茶、小罐茶等茶叶国货品牌。然而,总体而言,中国的茶叶行业理念仍然相对落后,“茶二代”及新一代的茶叶经营者推动茶叶市场在向集约化、品牌经济、电商经济等方向发展,有望开辟全新的茶叶市场格局。

China's demand for tea is gradually increasing, and consumers' demand for tea quality is gradually increasing. IiMedia Research (AI Media Consulting) data show that the size of China's tea market in 2018 reached 215.736 billion yuan, a growth rate of 10.7%, of which the output of green tea in 2018 reached 1.722 million tons, accounting for 63.1% of green tea sales. Some provinces regard tea planting as one of the poverty alleviation industries, further promoting the development of the tea industry. At the same time, the brand awareness of tea has begun to increase in recent years, with the rise of domestic brands of tea such as Dayi tea and small cans of tea. However, on the whole, the concept of China's tea industry is still relatively backward. The “second generation of tea“ and the new generation of tea operators are pushing the tea market to develop in the direction of intensification, brand economy, e-commerce economy and so on, and are expected to open up a new pattern of tea market.

本报告研究涉及企业/品牌/案例:小罐茶,湖南省茶业集团,天福控股,张一元茶叶,湘丰茶业,华茗园茶业

中国是茶叶的生产与消费大国,近年来中国茶叶的产量及内、外销量均保持稳定的增长。2018年,中国茶叶国内销售额为2661.0亿元,同比增长13.0%;中国茶叶出囗总金额达到17.8亿美元,同比增长10.1%。虽然中国茶叶市场规模巨大,但生产企业呈现数量多、体量小、产品质量参差不齐的情形,缺乏真正的龙头品牌。在技术发展以及消费升级的推动下,茶企的生产向规模化、产业化、机械化、品牌化的方向发展。小罐茶瞄准中国茶叶市场有品类无品牌的特点,从高端礼品市场切入,围绕茶叶品质无标准、价格不透明、品牌辨识度低等消费痛点,推出了相对标准化的产品,并通过制茶大师背书、时尚美观的设计、大量的广告宣传来提升品牌知名度,迅速收获了市场的肯定,茶叶销售额快速增长。

China is a big country in tea production and consumption. In recent years, China's tea production and domestic and foreign sales have maintained steady growth. In 2018, China's domestic tea sales were 266.1 billion yuan, up 13.0% year-on-year; China's total tea exports amounted to 1.78 billion US dollars, up 10.1% year-on-year. Although China's tea market is huge, the production enterprises present a situation of large quantity, small volume, uneven product quality, and lack of real leading brands. Driven by the development of technology and the upgrading of consumption, the production of tea enterprises is developing in the direction of scale, industrialization, mechanization and branding. Aiming at the characteristics of non-brand tea market in China, Xiao Guan Tea cuts into the high-end gift market. In view of the pain points of consumption such as non-standard tea quality, opaque price and low brand identification, Xiao Guan Tea has introduced relatively standardized products, and through endorsement by tea-making masters, fashionable and beautiful design, a large number of advertising to enhance brand awareness. It quickly reaped market recognition and tea sales grew rapidly.

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