20 14 what happened to the tea industry?

The years have changed and the years have flown by. "Goodbye 20 14, hello 20 15!" It has become a hot word on the Internet recently. Looking back on the past year, the national tea circulation market has changed rapidly and major events have emerged one after another. For the vast number of tea merchants and tea people, this is an era of great change, and it is also an era full of opportunities and challenges. Maybe we are the protagonists of the changes of the times, maybe we are just spectators of the changes of the times, but all this is ultimately related to each of us. Taking stock of 20 14, let's look back on this year from a higher perspective and restore the important tea events this year.

1, Lenovo Wo Jia entered the field of tea and further expanded its industrial layout.

On March 30th, Wo Jia Group, a subsidiary of Legend Holdings, announced that it had reached a strategic cooperation with Tea Research Institute of Chinese Academy of Agricultural Sciences, and the "Longguan Longjing" spring tea series jointly created by the two parties was officially listed. This is another action of Wo Jia Group to carry out modern agricultural layout after it entered the fruit field and established the whole industrial chain, full traceability and global layout. It remains to be seen whether Lenovo's cross-border "playing tea" can bring fresh blood to the tea industry and whether it will impact the leading position of Dayi, Lu and Xin No.1 in the tea segmentation category.

2. "Lion Head" Longjing trademark dispute case

In April, Zhejiang Tea Group Co., Ltd. sued Hangzhou Shifeng Tea Co., Ltd. for trademark infringement because the former owned Shifeng Longjing trademark and the latter owned Lion Longjing trademark. But the latter not only used the words "fashionable" and "fashionable tea" in stores, but also used them in official website and packaging. In this regard, the provincial tea group asked Hangzhou Shifeng Tea Company to stop the infringement and compensate the economic loss of nearly 300,000 yuan. In fact, trademark disputes in the tea industry are common. There are precedents for the malicious registration of the trademark "Lu" and the trademark dispute case of "Jin Junmei". These incidents exposed the weak awareness of intellectual property protection of tea enterprises in China.

3. The West Lake Longjing Tea Chamber of Commerce was established, and famous tea enterprises such as Lu and others were awarded the vice-president unit.

On the morning of 201411kloc-0/3, the Tea Chamber of Commerce in Hangzhou West Lake Scenic Area was formally established and its inaugural meeting was held. At the meeting, famous tea enterprises in Hang Cheng, such as Lu and others, were awarded the vice-president unit of the West Lake Longjing Tea Chamber of Commerce. The establishment of the Tea Chamber of Commerce is of great practical significance for the protection and management of West Lake Longjing tea, safeguarding the legitimate rights and interests of tea farmers, tea enterprises and tea-related organizations in the region, and improving brand awareness and influence. The practice of establishing a tea chamber of commerce is also worth learning from all over the country.

4. EU's "strictest" pesticide residue standard for China.

On August 25th, EU formally implemented the standard directive EU87/20 14 on pesticide residues in tea exported to China. The new directive mainly involves four pesticide residue indicators, including isoproturon, picoxystrobin, pyrimethanil and acetamiprid. The standards were all improved by 1 times, and the content was changed from 0. 1ppm to 0.05ppm. In addition, the detection of tebufenozide residues in China tea was increased. It is reported that acetamiprid is the recommended drug for tea production in China, so this new regulation, known as "the strictest pesticide residue standard in history", has a great impact on China's tea export.

5. The 5th birthday of Zhang Tianfu/Kloc-0, a master of tea art.

12 On the afternoon of September, Zhang Tianfu, a leading tea maker, celebrated his 105 birthday in Fuzhou. More than 400 people from inside and outside Fujian Province and the news media gathered together to send birthday wishes to Mr. Zhang. Zhang Tianfu, born in 19 10, is the only living person among the "Top Ten Tea People in the 20th Century" listed in China Agricultural Encyclopedia Tea Roll. In ancient China, there was a saying that "tea has a long life" (108 years old). Besides maintaining good living habits, Zhang Lao's longevity is also inseparable from drinking tea. He drinks a big cup of tea every morning to entertain guests with tea. A few years later, he drank nearly 100 cups a day. It can be seen that his regimen is the most powerful proof of "longevity of tea".

6. Ancient tree tea continues to be popular, and the poor have turned into local tyrants.

5438+ 10 In the middle of October, a kind-hearted old lady sat barefoot on the ground with a scarf on her head, holding a lot of hundred-dollar bills in her arms, smiling, and photos of "drying money" went viral on the Internet. It was confirmed that the old man was from Bangpen Village, Menghun Town, Menghai County, Yunnan Province. Bangpen village was originally a poor village. In recent years, because the price of a century-old tea tree has been rising year after year, the villagers have successfully countered and changed from poor to "local tyrants". The upsurge of "ancient tree tea" started from 20 12 and continued until this year. An ancient tea tree has made tea farmers rich one after another. Even under the influence of the external environment, the price of ancient tree tea can still rise against the trend. It must be said that Gushu tea is one of the most "sparkling and lovable" teas in China tea market in 20 14.

7. Fangcun Tea City merchants went on strike collectively.

2065438+0410/0 On 23rd October, a collective strike of tea merchants took place in Fangcun Tea City, Guangdong Province, which is known as the "Wall Street of Tea Industry", demanding a reply from Tea City on the substantial increase of property leasing fees and sponsorship fees. Later, strikes also took place in tea cities in different regions. The property fees and miscellaneous fees of tea city have been rising again and again, but the tea market has been in a downturn in recent years. "Barbaric rent increase" meets the contradiction of "business deterioration", which is the contradiction between Fangcun and the development of China tea industry. Nowadays, the business model of China's tea market is backward, and the tea dealers at the end of the value chain have become awkward "takers", and the terminal operators have taken on more industrial risks, forcing the transformation and upgrading of the tea industry chain.

8. The e-commerce sales of "Double 1 1" tea enterprises reached a new high.

At 0: 00 on June165438+1October 12, Alibaba handed over a perfect answer sheet: the transaction volume of tmall double eleven broke 571100 million yuan, resulting in 278 million logistics orders. This year is also remarkable for tea. During the "Double Eleven" period, the total sales of the top 100 tea enterprises has exceeded 200 million. In terms of categories, Hangzhou West Lake Longjing, Yunnan Pu 'er Tea and Fujian Oolong Tea are still favored by consumers. From the perspective of corporate performance, Lu Zhenghao of West Lake Longjing, Bama of Oolong Tea, and Dayi of Pu 'er Tea are worthy of the name in terms of sales volume and popularity. It is worth noting that the "three squirrels" of Tmall's zero food category have become a dark horse in this year's tea list, and cross-border forces have sounded the alarm for traditional tea enterprises.

9. "National Eight Articles" launched high-grade gift tea, which was cold.

After the introduction of "National Eight Articles", the tea circulation market was thrifty, the demand for unit welfare tea plummeted, and high-grade gift tea was generally cold. From a national perspective, the tea market is experiencing the first cold winter in recent years. In order to break the sales deadlock and promote the exchange and cooperation between tea merchants and tea people, in 20 14, tea people from all walks of life all over the country formed groups and various forms of tea parties appeared like mushrooms after rain; At the same time, some tea merchants and tea people also went to Anhui, Fujian, Zhejiang, Yunnan, Guangxi, Sichuan and other major tea producing areas to visit tea garden planting and tea production, communicate with local tea merchants, discuss cooperation and promote the docking of production and marketing; There are also companies seeking innovative breakthroughs in packaging. Lu, a benchmark tea company in the West Lake Longjing field, has launched a unique retro paper bag, and its simple packaging design style is widely favored by consumers.

10, Taobao Hangzhou Pavilion opened, and the first batch of West Lake Longjing brands such as Lu and Gong brand settled in.

On February 29th, the opening ceremony of China Hangzhou Pavilion featuring 65438 Taobao was held on the beautiful Xizi Lake. Well-known brands of West Lake Longjing, such as Lu and Gong, were invited to attend as old brands in Hangzhou, and as the first brands to settle in, this is undoubtedly good news for tea drinkers who love West Lake Longjing. After buying West Lake Longjing, you don't have to worry about buying fake and shoddy Longjing tea. It is reported that characteristic local pavilions will be rolled out in the country one after another, and famous teas from all over the country such as Pu 'er, Oolong and Jin Junmei will also enter the pavilion in the near future.