Does China's tea industry have a development prospect?

First, look at the present situation of China tea industry.

Looking at the overall situation of tea industry and market in China, we can see the present situation of tea resources, tea marketing, tea brands and tea culture. Its operation and construction are far behind the domestic and foreign markets, which has become an obstacle to the development of China tea industry. The first area, the second output (now the first), the third export, the fourth foreign exchange earning, and the lack of brand are the true portrayal of China tea industry in the world tea industry rankings. It must be admitted that China is a big tea country in the world, but it is not yet a strong tea country. Therefore, it is the direction and goal for China tea industry and tea enterprises to go global in the future to build and build tea brand enterprises with China characteristics and implement brand strategy cultivation project. How to make China tea industry get rid of the traditional extensive production and management mode has become a top priority.

Second, the current problems in the development of China tea industry

1. Famous tea, no brand. This is the eternal pain in China tea people's hearts. There are 2,000 tea-producing counties in China, and there are many famous and excellent teas. But there are only a handful of brand teas, not to mention the well-known brands or brands that can be called in the tea industry at present!

2. There are many manufacturers and few brands. According to statistics, only four of the 12 provincial tea enterprises owned by Zhongzitou have registered trademarks. There are 67,000 enterprises that produce and process tea in China. Only nearly 1000 kinds of tea have registered trademarks, and few can be called brands.

3. More resources and less integration. In the process of development, enterprises need to plan in advance for resource utilization, product quality, core value, brand culture and brand strategy. The most direct impact of excessive dispersion of resources should be the waste of effective resources and management costs of enterprises. Because China's tea resources are scattered, production is scattered, and exports are mainly in bulk, it can only be used as a raw material supplier of foreign brands of tea.

4. The industry is chaotic and the competition is disorderly. At present, because there is no unified standard of tea price positioning in China, the product competition within the whole tea industry in China has evolved into a chaotic and fierce "price war". Some businesses even violate industry rules, maliciously attack competitors, consumers can hardly tell the truth from the false, and buy fake and shoddy products everywhere, which has a negative impact on the whole industry! It is important to hurt consumers' confidence in China famous tea.

5. The brand concept is vague and the brand awareness is weak. What is a brand? What is brand marketing, brand culture, brand management, brand communication, brand crisis and brand rights protection? Most tea entrepreneurs in China are poor in knowledge, so it is necessary to improve and cultivate the cultural quality, service concept and brand knowledge of the whole industry.

Third, the future development direction of China tea industry

1. Looking for the Blue Ocean of Tea Industry Development

From the marketing point of view, traditional tea is a red sea industry, while modern tea is a blue sea industry, which is full of infinite development space. The foundation of tea development lies in tradition, and the breakthrough lies in modern times. At present, the tea industry is developing well, but there are still some problems.

The breakthrough of traditional tea industry lies in market operation and brand building. Tobacco, wine and tea are traditional fast-moving consumer goods. Comparing the development scale and awareness, we can find that cigarettes form national cigarettes, wine forms national wine, and tea does not form national tea. Although tea is advocated as a national drink, it has not formed a tea brand generally accepted by Chinese people. Like maotai and Chinese cigarettes, everyone knows. However, tea belongs to the same clan, and as a fast-moving consumer, tea consumption is particularly regional. Why does tea not form a national famous brand at present? This is mainly because the input of the government and enterprises, as well as the expectations of consumers, did not form a joint force, which eventually led to the dispersion of resources. In order to be stronger and bigger, it is necessary to unify the resources of governments at all levels on one platform and do intensive marketing of products through unified operating channels.

To develop modern tea, we must break through the way of making tea, change the way of making tea and find a new way out for tea. First, pay attention to the technological achievements of related disciplines and serve tea with the latest scientific research achievements. The second is to jump out of tea learning and actively expand the application field of tea. Tea drinking is changed to eating, playing and using tea, and the functional components of tea are developed according to antioxidants and anti-radiation agents, which are widely used in daily chemical, food, health care products, textiles and other fields. The third is to change "processed" tea into "processed" tea. According to the concept of "full-price utilization and cross-border development" and the characteristic needs of target consumer groups, we will carry out research on breakthrough technologies for tea industry optimization and development of innovative products.

2. Strive to build a fine tea industry from four aspects.

The homogenization competition of Zhejiang green tea is becoming more and more fierce. In the next step, Zhejiang green tea will further optimize its structure and improve its quality, make full use of the advantages of talents, technology, culture and brand, and accelerate the development of Zhejiang green tea. The Provincial Department of Agriculture will implement a new round of enterprise planning, cultivate four characteristic industrial belts of Longjing, famous green tea, morning tea and northern Zhejiang tea, and promote the industrialization and modernization of Zhejiang green tea by upgrading the processing technology of tea bases, strengthening the construction of modern parks and building promotion platforms, so as to promote the healthy and orderly development of tea industry in our province.

To make the tea industry rich and refined, we can make efforts from four aspects: First, strengthen the optimal combination of industrialization factors. In particular, the cultivation of leading enterprises, the improvement of organizational level and the positioning of leading products should be clear. Second, strengthen the construction of the target market system and further increase the added value of tea. Expand multi-channel sales methods and improve product efficiency through target market monopoly and direct sales system construction; Three, strengthen publicity, focusing on building a national geographical indication of Songyang tea. Through the use and management of geographical indications, the market popularity of Songyang tea is higher; Four, to run the China tea merchants conference. China Tea Merchants Conference is the most influential tea festival, so it is necessary to build and build a good brand of tea festival.

3. Tea brands should have more cultural connotations.

China tea promotion prefers to use historical stories, which are more homogeneous after reading more. If we want to trace the roots of tea culture, the only thing that can be found in history is the tea classics. In order to write the Book of Tea, Lu Yu traveled to many provinces. Therefore, many tea propagandists, such as Xinyang Maojian Tea, want to move Lu Yu out and make tea culture deeply rooted in people's hearts. But there is no difference in tea culture in different places, which is a big problem.

Zhu is the first person to make high-end luxury goods in China tea market. The spiritual realm of "talking to yourself, the peak has followed one's inclinations" is the culture bred by China's 5000-year cultural accumulation. Zhu brought the ultimate and elegance of tea to the world. Zhu Cha found the basis from Tao Te Ching, and set up life experience halls in Chengdu, Beijing and other places, and applied the "Taoism and Nature" in Taoist culture to the change of people's lifestyle by tea. "Normal mind, bamboo leaves green". Many people know Zhu through this seemingly plain sentence and take it as their attitude towards life. Extending tea tasting to a life attitude reinterprets the connotation of tea culture, from elegant to ordinary. Zhuyeqing has won wide recognition from consumers with its successful brand culture.

Tea should develop in a diversified direction to enhance the competitiveness and anti-risk ability of the industry. Culture is a big concept, which has two dimensions: spiritual and material. In addition to tracing back to history, you can also rely on lifestyle. For example, Songyang Silver Monkey, "a thousand-year-old county, idyllic Songyang" is a good point, because Songyang is the largest basin in Songgu Plain, surrounded by mountains, and is actually a peach blossom source. There is a description of the Peach Blossom Garden in junior high school textbooks, and we can promote famous tea from the words "pastoral and Peach Blossom Garden". Through the description of artistic conception, people can think of the Peach Blossom Garden by drinking Songyang Silver Monkey.

4. Focus on five aspects in the future.

In the future, the tea industry should focus on five aspects: first, do a good job in brand cultivation and enterprise cultivation, fully implement one county and one product, and accelerate the construction of regional brands in the city; Second, it is necessary to further improve the scientific and technological level of the tea industry, pay attention to the construction of scientific and technological teams, pay attention to foreign cooperation, accelerate the application of new varieties, new technologies, new equipment and new processes, and promote industrial modernization; Third, strengthen the construction of industrial marketing system, do a good job in tea display, exhibition and promotion, and strive for our Lishui tea specialty store to have a certain influence in major cities and foreign markets throughout the country; The fourth is to further extend the industry, transform the traditional tea industry with the concept of industry, guide industrial and commercial capital to invest in the tea industry, and realize the extension of tea from extensive products to high-end products, from rough processing to deep processing, and from traditional agricultural industries to cultural tourism industries; Five, accelerate the standardization of production, tea factory optimization and transformation, product quality system certification, industry self-discipline, etc. Through a series of measures to ensure the quality and safety of tea.