Investigation report on tea market

Beijing is a big tea consumption city in northern China, with an annual consumption of nearly 2 billion yuan. The huge consumer groups prompted Beijing to spontaneously form a tea street in maliandao. Whenever it comes to Beijingers drinking tea, we will inevitably think of scented tea, Rongchang Pu 'er tea, "Rongchang Pu 'er tea Yunnan original ecological health tea is very famous in Beijing.

In recent years, with the improvement of people's consumption level and the tea promotion activities held in Beijing, the tea consumption structure of Beijing citizens has also undergone some changes. In order to further understand Beijing residents' knowledge of drinking tea, buying tea, tea culture and tea brands, Beijing Daily published a half-page questionnaire in Beijing Daily in June. The whole survey was conducted in Beijing, covering 6.5438+0.3 million people, and 2565.438+0 valid questionnaires were collected. The relevant information of the survey is summarized as follows:

First, the distribution of tea drinking occupations

The survey results show that at present, the main tea drinkers in Beijing are institutions, accounting for 36.2%, followed by administrators, accounting for 23.2%, retirees, accounting for 1 1.8%, and ordinary workers. People in other occupations seldom drink tea. It doesn't rule out that the audience of Beijing Daily is government agencies, which has something to do with it, but anyway. It reflects the functional division of tea in daily drinking: on the one hand, it is used to entertain guests, mainly in institutions, and on the other hand, considering the health care function of tea, this part is mainly concentrated in the elderly and workers. Other groups, such as students, soldiers and other professional groups, drink less tea, and these people are substitutes for other drinks.

Second, the ability of consumers to distinguish tea.

The survey results show that Beijing residents spend more on perceptual consumption, only about 24% of them know about tea, 58% know a little about tea, and 1 1% buy tea only by feeling, so the consumption potential of tea is still great, especially for enterprises, which have not done enough publicity on tea. Many enterprises are more concerned about how to promote themselves than. Consumers' understanding of tea is rather vague.

Third, consumers' loyalty to Beijing brand chain stores.

According to our grapefruit sample survey, brand loyalty "Zhang Yiyuan" ranks first, reaching 42.5%, followed by "Wu Yutai", reaching 36.7%, the third is "More Fragrant", reaching 6.8%, the second is "Changhuanhou", reaching 6.6%, "Tianfu" reaching 5.4%, and "Tianfu". Judging from these brand chain stores, Zhang Yiyuan, Wu Yutai, Yuan Changhou and Zhengxingde are all century-old stores, while Zhang Yiyuan and Wu Yutai have far-reaching consumer loyalty. As an emerging brand chain store, Xiangxiang has developed rapidly, followed by Tianfu. The survey also found that Yuan Changhou's brand appeal still exists. Although his business scale has decreased in recent years, Beijingers' loyalty to time-honored brands is still high. Therefore, it is necessary for Yuan Changhou to increase the publicity of the company and continue to carry forward the entrepreneurial spirit of the time-honored brand in order to repay the love of Beijing citizens.

Fourth, consumers like drinking tea.

At present, Beijing residents like to drink scented tea best, accounting for about 24%. What we didn't expect in this survey is that Beijing residents like Longjing tea (accounting for 20.7%) more than Tieguanyin (accounting for 19.2%), although Tieguanyin has a high market penetration rate, and Tieguanyin is sold in almost every store. Similarly, the market penetration rate of Pu 'er tea is also very high, but it only accounts for 7.7%. Therefore, drinking Pu 'er tea in Beijing is still relatively rare, and it may be mainly collected. Biluochun is on the rise, reaching 16.7%, Huangshan Mao Feng also occupies a certain share, reaching 9.8%, and Lipton black tea is the lowest, accounting for only 1.9%, which may only be consumed by foreigners or Beijing hotels. Beijing residents seldom drink Lipton black tea. From the whole survey, the tea drinking structure of Beijing residents is constantly changing, with scented tea, oolong tea and famous green tea as the main products. Although the upsurge of Pu 'er tea is rising now, few people actually consume Pu 'er tea. Therefore, enterprises should spend more energy on promoting how to drink Pu 'er tea, rather than collecting it, so as to avoid the misunderstanding of Pu 'er tea consumption.

Fifth, consumers' brand awareness of tea products.

As can be seen from the figure, Beijing consumers' brand awareness of Zhuyeqing is about 27%, followed by "Gongpai Longjing" with 26.3%. Among Pu 'er tea, the brand awareness of China tea is Rongchang Pu 'er, followed by Xiaguan and Dayi. The brand of oolong tea products is only "Eight Horses". As much as 16.5% of the "Arabic" teas in green tea do not know these brands. From this, we also find that many consumers only know the product name and don't know the corresponding brand at all. Except "Zhuyeqing" and "Gongpai Longjing", the brand recognition of other products is very low. What's more, consumers even confuse the company name with the product brand. For example, consumers know "Dayi" Pu 'er tea, but they don't know that it is produced by Menghai Tea Factory, let alone the name of Xiaguan Tuocha.

Sixth, the form of tea consumers choose.

Through investigation, we found that when Beijing residents buy tea, they mainly use loose tea, accounting for about 54%, followed by packaged gift tea, accounting for 28%, drinking teabags, accounting for 10%, and tea drinks, accounting for 8%. The packaged tea is mainly gift tea, which is mainly sold on holidays. In addition, ordinary people still buy loose tea, so that they can identify the quality on the spot. As tea drinks and teabags, both of them are a quick way to drink tea, and the ratio is similar. This kind of consumption is quite popular in the west. In Beijing, ordinary people still prefer the traditional way of drinking tea, and the monopoly of loose tea in Beijing market can not be ignored.

Seven, consumers choose to drink tea.

It can be clearly seen from the figure that consumers choose to drink tea mainly for health, accounting for 39%, followed by quenching thirst, accounting for 3 1%, and choosing to lose weight, accounting for 12%. Health, quenching thirst and losing weight are the main reasons for drinking tea, accounting for about 82% in total, followed by alleviating difficulties, accounting for 10%, and fashion accounting for 3%. There is no reason. Therefore, in the promotion of tea consumption, we should emphasize the health concept that tea is beneficial to health. Drinking tea is a basic physiological demand that cannot be ignored, and there is also a lot of room for women to lose weight. All these require enterprises to conduct further clinical trials, and it is very important to prove this statement with conclusive evidence so that more people can drink tea.

Eight, consumers choose the place to buy tea.

At present, there are many teahouses in Beijing, reaching thousands. According to the survey, consumers buy tea from tea shops, accounting for 47%, followed by large shopping malls, accounting for 19%, and supermarkets, accounting for about 18%, while buying tea from a street in maliandao only accounts for 15%. It only accounts for 1%, which reflects that under the current situation that consumers have weak ability to distinguish tea, choosing brand tea shops is consumers' choice, followed by shopping malls and supermarkets to ensure the quality is guaranteed. On the other hand, newspapers, TV and the Internet rarely try this way to buy tea, because it is difficult for consumers to see real tea samples. The main reason is that China's commercial credit system is not yet mature. Of course, the survey also shows that tea merchants in maliandao Tea Street must strengthen quality management, establish a good business reputation, operate in good faith, do business legally, and promote product brands at the same time.

Nine, consumers buy tea price distribution

In tea sales, the price positioning of tea is very important. According to the survey, the price of tea purchased by most Beijing consumers is around 100-300 yuan, accounting for 4 1.6%, followed by 50- 100 yuan, accounting for 28.3%, and some people are in 300-800 yuan, accounting for 22.2%. Among them, consumers in 50 yuan account for 4.7%, those with 800- 1000 yuan account for 2.2%, and those with more than 1000 yuan only account for about1%. Therefore, most of the consumption of Beijing residents is above the mid-range, and the price is around 100-800 yuan, accounting for 63.8%. Therefore, tea enterprises must consider this part of consumers in price positioning to increase their market share.

X. consumers' motivation to buy tea

The motivation of consumers to buy tea is an important aspect to understand the segmentation of tea market. Through the investigation, it is found that the mass consumption market accounts for a large proportion, accounting for about 76%, which is the main aspect of guiding Beijing's tea consumption, followed by the gift tea market, accounting for about 15%, group buying by units accounting for 4%, and others accounting for 5%, that is, helping others buy tea. Therefore, we should do a good job in the sales of holiday gift tea and the marketing of mass consumers at ordinary times. Although the proportion of unit group buying is very small, its sales volume and sales amount are also considerable. As a tea operator, these aspects should be the key considerations.

XI。 Consumers' concern about the social responsibility of manufacturers.

A company's sense of social responsibility is very important for its long-term development. According to our survey of consumers, most consumers want the company to tell them how to distinguish the authenticity of tea, accounting for 365,438+0%, followed by telling consumers the efficacy of tea and the method of making tea, accounting for 23% respectively. For the company's introduction, consumers pay very little attention, accounting for only 6%, and even pay more attention to product introduction, accounting for 17. We often find that in a company's brochure, most of the space is to introduce the development process and related introductions of the company, even the general manager and so on. At this moment, consumers are not interested in this. It is the best policy and the choice for enterprises to build their own brands and obtain long-term development if they introduce in detail how to choose tea products, how to distinguish authenticity, and at the same time introduce the efficacy and brewing methods of tea.

12. How much do consumers like all kinds of drinks?

At present, with the improvement of living standards of Beijing residents, people pay more and more attention to their own health, which can be proved by the changes in tea consumption structure. The development of tea beverage industry in recent years is a good example. From the survey results, it can be seen that among all kinds of beverages, tea drinks are consumers' favorite, accounting for about 54%, followed by pure water and mineral water, accounting for 34%, lactic acid drinks accounting for 8%, and carbonated drinks (such as cola) rank last, accounting for only 4%. Therefore, tea beverage is a consumption trend in the future, and it is convenient and fast. If the production technology is improved, it should be said that the tea beverage market has broad prospects.

Thirteen, consumer acceptable promotion methods and after-sales service.

Consumers have different views on the promotion methods and after-sales service of merchants. Among them, they are more concerned about asking merchants to distribute brochures about tea and health, scientific tea drinking and tea and culture to consumers, accounting for about 3 1%. Secondly, in after-sales service, consumers demand unconditional compensation for quality problems, accounting for 27%. It is also a hot spot of concern, accounting for about 22%. Therefore, it is very important for merchants to distribute tea and health manuals to consumers and find unconditional compensation for quality when promoting tea sales and after-sales service. At the same time, merchants should register their old customers and regularly recommend newly listed tea to old consultants. This is a better way to promote, and consumers are willing to accept it.

abstract

"Seven things to open the door, rice, oil, salt, sauce and vinegar tea", if tea really becomes one of people's daily necessities, we still need to do a lot of work, although we border ethnic minorities can do this. However, through our research on the Beijing market, we find that the tea consumption market has great potential. It should be said that there are many places to explore, but as a merchant, it is necessary to choose the products they sell according to market demand, which is marketable. At the same time, we should do a good job in health promotion of tea products. Moreover, the business reputation of the merchants is very important, especially at present, the consumption of tea by Beijing citizens is still emotional, and the merchants should bear more social responsibilities. Take the initiative to introduce to consumers how to distinguish between true and false products. For rare and special teas, it is necessary to protect the origin, pay close attention to the quality of tea, and establish a quality traceability system for tea products. In brand casting, consumers are more loyal to the general brand of tea than to the product brand. Therefore, today's tea shops or franchisees are still places where consumers choose to buy tea. In a word, I hope that tea production enterprises and operators can get inspiration from it, find out their own shortcomings and improve them according to their actual operating conditions. Only by knowing ourselves and ourselves can we be invincible. Here, I would like to thank Beijing Daily for its strong support for this survey.

Tea market survey report Part II:

One: packaging:

At present, the tea packaging on the market is too simple and the color is too single, which makes people feel very market-oriented. There is no characteristic, and the love of packaging between the north and the south is very different. Northerners like atmospheric packaging and give this kind of tea as a gift. Like atmospheric packaging, their aesthetic taste is mainly reflected in packaging specifications, packaging color selection, and texture preferences.

1. color: most people like gold or big red, especially packaging boxes and bags. It should be reminded that due to the limited drinking level, they attach great importance to the brewing method and drinking method, and the internal and external packaging should be clearly marked. The color of tea packaging has a more intuitive impression, which directly describes the packaging color and impression: such as exciting/ordinary; Fresh/old; Modern/nostalgic; Urban/rural; Concise/cumbersome; Clear/fuzzy; High-end/economical, etc. Someone once poured four servings of green tea of the same quality into four teapots: red, green, blue and brown, and then invited people to drink the tea in four teapots. The results show that 80% people think that the tea in the red teapot is high-grade tea with strong smell and lasting aftertaste. 96% people think that the tea in the green teapot is fresh, mellow, pure in quality and clear in color, and it is new tea. 87% people think that the tea in the blue teapot has a sour feeling and tastes bad. 92% people think that the tea in the tea soup pot is old tea with rich aroma, mellow taste, lasting aftertaste and pure quality. As a kind of food, the packaging color of tea must conform to the stimulation of color on people's appetite. Black tea soup is bright and red, so use warm colors to make people feel rich and heavy. The color of green tea is green, so we should choose a cool color like green, which gives people a fresh and refreshing feeling. White tea is characterized by white hair and apricot soup color, so it should be light and soft.

2. Texture: paper bags are mostly used for outer packaging, and wooden boxes and aluminum alloy boxes are also acceptable. According to different materials, it can be divided into three categories: hard packaging, semi-hard packaging and soft packaging. For example, hard packaging includes tin cans, tin cans, porcelain bottles, glass bottles, craft wooden boxes, bamboo boxes, craft gold boxes and so on. Semi-rigid packaging has various cartons; Flexible packaging includes paper bags, plastic food bags and various summer bags.

3. Specification: I prefer to pack in one catty or half a catty, or do I need vacuum packaging; Packaging boxes, cans and bags prefer larger sizes. In short, they prefer the big ones.

Most tea brands have vi (Visual Identification System), but it is often not used in packaging. Change the standard color and standard font at will. This has caused confusion in consumers' memory and played down the brand personality. A brand that continuously publishes bad advertisements with consistent information has a greater chance of success than a brand that often publishes good advertisements with inverted and confusing information.

For example, Tieguanyin of the same brand should be distinguished by different visual designs because of the different grades of tea, but the overall style should be unified, only the color adjustment should be made, or the main picture of the same series should be replaced, but the font, the position of each element, the advertising language and so on. Should not be changed casually.

The packaging of tea also has great potential, and beautifully packaged tea is more suitable as a gift. Therefore, tea enterprises with a certain scale should entrust the production or self-made packaging boxes. Since small packaged tea is directly oriented to consumers, we should pay more attention to packaging. In the design, advertising, art appreciation and gift equipment should be integrated as much as possible, so that the packaging not only has good quality assurance function, but also can promote tea and transmit commercial information. Brands and labels have beautiful words, prominent trademarks, and appropriate glyphs, symbols and patterns, so that consumers can see at a glance and have a good and deep impression. The content conforms to the general standard of food labeling, and the product name is indicated. Quality grade, net weight, unit price, factory unit and address, production date, shelf life and drinking method. If it is exported, the text and pattern of its outer packaging should fully consider the cultural tradition, religious belief, economic development level, lifestyle and many other factors of the sales target, and the color should also be determined according to the needs and national habits of consumers in different countries and regions.

To improve the grade of tea packaging and truly enhance the image of tea enterprises, we must start from the following aspects.

First, tea packaging should conform to the unity of brand recognition.

Tea is an industry with constantly updated packaging. Before the design begins, we might as well take some time to study: What advantages do the original packaging need to inherit? If the packaging is redesigned, is it to develop new markets or reverse the decline in sales? What is the sales situation of similar products and what are their advantages and disadvantages?

Second, how to apply cultural connotation to packaging

To do a good job in tea packaging, we must understand the oriental tea culture. Like most people in China, how to effectively use local cultural elements and apply them to tea packaging design is the key to express brand connotation.

1. Study the local historical buildings and natural landscapes and skillfully apply them to packaging.

As far as western Fujian is concerned, Yongding Tulou is a "must", and its Hakka customs and folk customs make people linger. Liancheng Guanqing, a scenic spot, is praised by all tourists as "making people feel like they are in a fairyland, the site of Gutian Conference, one of the top ten scenic spots in Fujian Province, which makes you meditate in the footsteps of history. Any one of these elements, if used in packaging, can highlight the cultural value of the product and has high commercial value in the development of gift tea. But unfortunately, no enterprise has made good use of this theme.

You can also reflect the cultural landscape of each place of origin on the packaging according to the different places of origin of all kinds of tea, so that consumers can not only understand the place of origin of tea, but also experience exotic customs. For example, Pu 'er tea in Yunnan leaves a faint fragrance of tropical rain forest. The West Lake Longjing green tea in Hangzhou leaves people with nostalgia for the misty rain in the West Lake. Mao Feng, Huangshan Mountain, Anhui Province, brings people "a taste of Huangshan Mountain, and the sky is high and the clouds are light".

2. Refer to elements such as calligraphy, Chinese painting, New Year pictures and ink painting.

In the study of consumer psychology, it is found that a long history can bring trust in goods. When we analyze the packaging of Japanese enterprises, we find that there is no common rhetoric, but the simple Gu Zhuo "line drawing" illustration on the packaging attracts consumers visually. It is often more touching to use the traditional culture we are familiar with in packaging.

Tea is a national commodity. Chinese painting, ink painting, auspicious patterns and other elements with strong national cultural flavor can be used to express the tradition of tea, and the connotation of "expressing feelings, subtlety and delicacy" can be used to make it implicitly expressed.

2. Storage location

It is not superstition that the most important thing in business operation is a reasonable location. "Regional atmosphere" mainly depends on whether there is a commercial atmosphere in this place and whether this commercial atmosphere is suitable for the goods we operate. "Fame" mainly refers to whether there are customers in the place where we operate and whether these customers have psychological motives to buy our goods.

As a special commodity, tea not only has the functions of drinking and health care, but also embodies its cultural and artistic value. It can make people pure, elegant and return to nature. The choice of tea shops should be based on the characteristics of tea, which can be summarized as follows.

1, bustling commercial center: These areas have strong business atmosphere, large passenger flow, complex shopping levels and high purchase frequency. Most consumers have strong characteristics of seeking quality, quality and beauty, but the cost of house price or rent is relatively high, and the competition is particularly fierce. Therefore, before entering, you must carefully consider and analyze whether you have manpower, financial resources and material resources. If you have the conditions, it is certainly right to enter the "business center". However, if you don't have the strength, you must not act rashly. These places need high-grade tea, so you should pay attention to the brand and the variety of famous tea. Tea sets should be matched with tea books related to tea, such as purple sand, porcelain and glass tea sets.

2. Hotels and restaurants: Hotels and restaurants are places where business travelers live. Most of them don't bring tea and can buy it at any time. And in order to visit relatives and friends, bring some tea, which is elegant and not vulgar, and the restaurant should also use tea. "Guests come to make tea" is the traditional etiquette of China people. It is worthwhile to open a tea shop next to the hotel group, and the rent should not be too high. At the same time, you can rent the management hall of the hotel, which can enhance the style and combine it with tea art.

3. Traffic Avenue: These places have a large flow of people, mainly to attract customers. Therefore, these places pay attention to the external attraction of tea shops, with novel varieties and preferential prices, which are suitable for some businesses with older brand names and larger intangible assets. Start-up businesses should not blindly open tea shops.

4. High-end property areas: These people are the ones who got rich first after the reform and opening up. They have a high living standard and a fast pace. To open a tea shop in this area, the taste is higher and the price is higher. The quality of sales staff should be better, the packaging should be exquisite, the speed of tea packaging should be fast, and at the same time, more high-grade gifts and high-grade tea sets can be placed, and the business hours should be long.

5. For example, tourist attractions are not suitable for large-scale operation, and some commemorative packaged teas should be properly operated.