As a natural healthy drink, tea has a long history of consumption and a large consumer group. In recent years, with the continuous improvement of people's living standards, the importance of health is increasing. Drinking tea as a healthy lifestyle is in line with consumers' pursuit of health and high-quality life at this stage.
Classification of tea：
According to the national standard "Tea Classification" (GB/T30766-2014), it is classified based on processing technology and product characteristics, combined with tea tree varieties, fresh leaf raw materials, and production regions. Tea can be classified into green tea, white tea, yellow tea, oolong tea, Black tea, dark tea and reprocessed tea.
Industrial policies：
In recent years, the Chinese government has issued a series of policies to support and encourage the development of the tea industry. In February 2021, the Ministry of Agriculture and Rural Affairs "Implementation Opinions of the Ministry of Agriculture and Rural Affairs on the Implementation of the Party Central Committee and the State Council's 2021 Key Agricultural and Rural Work Deployments" to strengthen the construction of the agricultural product circulation system. Formulate opinions on promoting the development of agricultural products circulation industry. Fully implement the construction of cold chain logistics facilities for the storage and preservation of agricultural products, increase subsidies for the storage and preservation of fresh agricultural products such as vegetables, fruits, tea, and Chinese medicinal materials, build a batch of small-scale storage and preservation cold chain facilities, and encourage the construction of production areas where conditions permit Low Temperature Direct Distribution Center
Industry market size：
1. Tea plantation area：
At present, my country's tea production accounts for more than 40% of the world and continues to increase. Although my country's tea production leads the world, from the perspective of tea plantation yields, there is a lot of room for improvement in the efficiency of my country's tea supply. Data show that in 2020, the total area of tea gardens in 18 major tea-producing provinces (autonomous regions and municipalities) across the country will total 47,476,900 mu, an increase of 1,498,200 mu over the previous year and a year-on-year increase of 3.26%. Among them, the harvestable area was 41,521,800 mu, an increase of 4,614,100 mu compared with last year, and a year-on-year increase of 12.5%.
The area of tea gardens in my country is gradually expanding. Data shows that in 2019, the area of tea gardens in my country's 18 major tea-producing provinces (regions and cities) reached 45,978,700 mu, a year-on-year increase of 4.6%. Among them, the harvestable area was 36.907 million mu, a year-on-year increase of 6.15%. There are 5 provinces with picking area exceeding 3 million mu, namely Yunnan (6.0465 million mu), Guizhou (4.701 million mu), Sichuan (4,462,400 mu), Hubei (3.7 million mu) and Fujian (3.0939 million mu).
2. Tea production：
Tea is a natural and healthy drink and has a long history of drinking tea in China. China is the largest producer of tea, and the output of tea is the largest in the world. Since 2016, China's tea production has shown a steady growth trend. Data shows that my country's tea production has increased from 2,313,300 tons in 2016 to 2.97 million tons in 2020, and an increase of 192,800 tons over the previous year in 2020, an increase of 6.94% year-on-year.
In 2020, among the six major teas in my country, the output of green tea and oolong tea will continue to increase steadily, but the proportion of total output will continue to be fine-tuned; the output of black tea, white tea, and yellow tea will increase sharply, and the proportion of total output will increase; black tea will slightly decrease. The proportion of total output has declined. Specifically: the output of green tea was 1.8427 million tons, accounting for 61.70% of the total output, an increase of 69,900 tons, an increase of 3.94%; the output of black tea was 404,300 tons, accounting for 13.54%, an increase of 97,100 tons, an increase of 31.59%; black tea The output is 373,300 tons, accounting for 12.50%, a decrease of 4,800 tons, a decrease of 1.28%; the output of oolong tea is 277,800 tons, accounting for 9.30%, an increase of 20 thousand tons, an increase of 0.73%; the output of white tea is 73,500 tons, accounting for 2.46%, an increase of 23,900 tons, an increase of 48.05%; the output of yellow tea was 14,500 tons, accounting for 0.49%, an increase of 4,800 tons, an increase of 48.78%.
3. Tea sales：
In recent years, the pattern of tea transactions in China's tea wholesale market has been relatively stable. At present, the top three teas with the largest consumption in China are green tea, black tea and oolong tea. Data show that in 2020, China's domestic tea sales reached 2.2016 million tons, an increase of 176,100 tons over the previous year and an increase of 8.69% year-on-year. In 2020, the average domestic tea price in China was 131.21 yuan/kg, a year-on-year decrease of 2.98%. In 2020, the total domestic sales of Chinese tea was 288.884 billion yuan, a year-on-year increase of 5.45%.
Data show that China’s domestic sales of green tea is 169.92 billion yuan, accounting for 58.8% of the total domestic sales; black tea is 50.085 billion yuan, accounting for 17.4%; black tea is 30.157 billion yuan, accounting for 10.4%; oolong tea is 28.07 billion yuan, accounting for 9.7%; white tea 8.953 billion yuan, accounting for 3.1%; yellow tea 1.696 billion yuan, accounting for 0.6%.
The development trend of the industry:
1. The tea market will maintain sustained and stable growth
my country is a big tea consumer, with a long history of tea drinking and a broad and profound tea culture. At present, the per capita consumption of tea in my country is higher than the world average, but there is still room for improvement in some areas. With the development of the economy and society and the improvement of people's living standards, the consumption demand for healthy and natural tea products is gradually increasing. Therefore, my country's tea market still has broad room for development and will maintain stable growth in the future.
2. The competition among tea companies tends to be branding, and the market concentration is expected to increase further
At present, the number of tea companies in my country is large and scattered, and the overall scale is small. There are few brand companies that have reached a certain scale and have the entire industrial chain of planting, processing, and sales. With the improvement of domestic consumption level, consumers pay more and more attention to the quality of tea, and many consumers have gradually shifted from buying non-branded tea to buying branded tea. The data shows that the average consumption growth rate of branded tea has been ahead of non-branded tea in the past ten years, and the market share of branded tea has been rising, and the development of leading tea companies has been favorable. At present, the concentration of China's tea industry is relatively low. With the continuous improvement of the brand building of leading tea companies and the survival of the fittest through market competition, the market concentration of the tea industry is expected to further increase in the future.
3. Deep-processed tea products continue to emerge, and consumption patterns are diversified.
People mostly use boiling water to brew and drink tea. However, with the development of society and the increase of people's personalized consumption, traditional tea drinking methods cannot meet their needs, and consumers have begun to pursue simpler, faster, and diversified tea consumption methods. Enterprises can use modern deep processing technology to process tea into tea beverages, or combine with traditional foods to make tea foods, which can more fully extract the functional nutrients of tea. Under the guidance of such new consumption concepts, various types of deep-processed tea products continue to emerge, and consumption patterns are diversified.
4. Integration of online and offline, developing towards the new retail trend
In recent years, with the rapid development of e-commerce models, the tea industry is no longer limited to traditional offline consumption channels, and has formed an industry sales model that integrates online and offline, and is developing towards new retail trends. The offline layout of tea companies has accumulated brand reputation and customer resources for them, which is conducive to attracting traffic for the promotion of their online models. While the offline sales scale of the tea market continues to grow, the online sales scale also grows rapidly.
5. The tea quality requirements continue to increase, and the construction of storage and transportation systems is strengthened
With the development of society and the improvement of people's living standards, consumers pay more and more attention to the safety and quality of products. The main factors affecting the quality of tea are processing, storage and transportation. In recent years, my country's tea technology has gradually matured, and the imperfect storage and transportation system may affect the quality of tea. High-quality tea has requirements for tea color, tea aroma, tea taste and freshness, and temperature, humidity, oxygen content and sun exposure will all have a greater impact on tea quality. In order to meet consumers' requirements for tea quality, the future tea storage and transportation system will develop in a more intelligent and informatized direction.