What are the future trends in the development of the tea industry?
Trend Analysis 1 China has become a key global tea consumption market
Data shows that since 2012, the total and per capita consumption of tea in China has been continuously increasing. In 2019, the domestic tea market sales have reached 273.95 billion yuan. Analysts from iMedia Consulting believe that with the upgrading of consumption and the improvement of health concepts, Chinese tea consumption continues to grow, and the proportion of consumption in global market sales has been increasing year by year, gradually becoming a key market for global tea consumption.
Trend Analysis 2: Live Streaming Breaks Through, Tea Enterprise Marketing Online
During the epidemic, live streaming sales have become a new mode of marketing in various industries, and agricultural products have also started online marketing with the help of live streaming, achieving good results. Among them, tea companies have also been continuously increasing their online marketing efforts with the help of the "live streaming fever". In 2020, the online market size of Chinese tea reached 26.5 billion yuan, a year-on-year increase of 12.8%. In the future, online marketing such as short video live streaming will become one of the normalized marketing methods for tea companies.
Trend Analysis Three: The Brand Effect of Top Tea Enterprises Highlights (1)
Data shows that on Double 11, 2020, the total transaction amount of Top 100 tea industry stores on Taobao e-commerce platforms was 425 million yuan, of which Top 10 stores had a total transaction amount of 229 million yuan, accounting for 53.9% of the total transaction amount of Top 100 stores. Analysts from iMedia Consulting believe that traffic is concentrated at the top, and the brand effect of top tea companies is prominent. Moreover, mature brands with complete omnichannel layout have made significant efforts during the Double Eleven period. With the increasingly fierce market competition, resources will be concentrated in top enterprises in the future, and it is an inevitable trend for the strong to remain strong.
