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Production and marketing of Chinese black tea in 2019 From China Tea Circulation Association

The following is the Production and marketing of Chinese black tea in 2019 From China Tea Circulation Association recommended by recordtrend.com. And this article belongs to the classification: Industry information.

China is the origin of black tea. Chinese black tea is famous in the world for its high fragrance, bright color and strong taste. In recent years, with the continuous development of globalization, the continuous integration of diet and consumption structure, the continuous promotion of circulating capital, the gradual improvement of production technology and related standards, China’s black tea industry has developed rapidly and the market has expanded year by year. In order to further promote the sustainable development of China’s black tea, China Tea Circulation Association briefly summarized the production and marketing situation of China’s black tea in 2019. The details are as follows:

Production situation

According to statistics, the output of Chinese black tea in 2019 is about 307200 tons, accounting for 11.00% of the total national tea output, which is 45300 tons higher than that in 2018, with a year-on-year growth of 17.3%. In the ten years from 2009 to 2019, China’s black tea has kept rising for ten consecutive years, with a cumulative growth rate of 327.26% and an average annual growth rate of 15.82%.

Figure 1 – output of black tea in China from 2009 to 2019

(data source: China Tea Circulation Association, unit: 10000 tons)

With the increasing development of tea products in various production areas, and the stable promotion of black tea consumer categories in the domestic consumer market, the production of black tea across the country is booming. At present, Yunnan, Fujian, Hubei, Hunan and Guizhou are the top five regions in China’s black tea production; Jiangxi, Guangxi, Guizhou, Yunnan and Guangdong will increase their black tea production by more than 20% in 2019, and Hainan and Gansu will start trial production of black tea in recent years.

At present, the domestic black tea producing areas are mainly divided into three types. First, traditional black tea producing areas, such as Qimen area in Anhui Province and Lincang area in Yunnan Province; second, new tea producing areas, such as Xinyang area in Henan Province and Longnan area in Gansu Province; third, Fuxing tea producing areas, such as Hangzhou area in Zhejiang Province.

Sales

(1) Domestic sales

According to statistics, in 2019, the domestic sales volume of black tea is about 226000 tons, accounting for 11.2% of the total domestic sales volume, increasing by 36300 tons, with a year-on-year growth of 19.6%; the average price of domestic black tea is 178.98 yuan / kg; the total domestic sales volume is 57.026 billion yuan, accounting for 20.8%.

In 2005, the domestic sales volume of black tea in China was only 12100 tons, accounting for 25.3% of the total output of black tea in that year, while the proportion of export black tea was 74.7%. However, since 2007, the domestic sales volume has been increasing. In 2013, the domestic sales volume of black tea in China has rapidly increased to 123400 tons, which is 10 times more than that in 2005. The proportion of domestic black tea in the sales volume of black tea has rapidly increased to 78.9%, while the proportion of export black tea has decreased to 21.1% in the same period, which has completely reversed. Then, the domestic market of black tea led by famous black tea products such as Jin Junmei rose, making the position of black tea more stable in China. Up to now, although the consumption of black tea has slowed down, it has maintained a steady upward trend.

From a regional perspective. Central China, East China, South China and southwest China are still important regions for black tea consumption. In terms of product type and price. The difference of product consumption types between the first and second tier cities is small, and the consumption tendency is obvious, while the third and fourth tier cities pay more attention to price than quality.

In terms of seasonal changes. Excluding the influence of festivals, the peak season of black tea sales is related to two factors, one is the production season, the other is the temperature. The production season is easy to understand. A small peak of sales of black tea products is in spring, which is more obvious in southern China. The effect of temperature is more prominent in the north of Huaihe River in Qinling Mountains. Because of the warm nature of black tea, the colder the area is, the earlier the sales peak appears. On the whole, the sales curve of black tea in the south is relatively flat, while that in the north is obvious in the low and peak seasons.

[Note: 1. According to geographical division: Northeast (Heilongjiang Province, Jilin Province, Liaoning Province), East China (Shanghai City, Jiangsu Province, Zhejiang Province, Anhui Province, Fujian Province, Jiangxi Province, Shandong Province, Taiwan region), North China (Beijing City, Tianjin city, Shanxi Province, Hebei Province, Inner Mongolia Autonomous Region), central China (Henan Province, Hubei Province, Hunan Province), and South China (Guangdong Province, Guangxi Zhuang Autonomous Region, Hainan Province, Hong Kong Special Administrative Region, Macao Special Administrative Region), Southwest (Sichuan Province, Guizhou Province, Yunnan Province, Chongqing City, Tibet Autonomous Region), Northwest (Shaanxi Province, Gansu Province, Qinghai Province, Ningxia Hui Autonomous Region, Xinjiang Uygur Autonomous Region); 2. Urban division: refer to “2019 city commercial charm ranking list”)

(2) Export situation

In 2019, China’s exports of black tea reached 35200 tons, up 6.67% year on year in 2018, accounting for 9.6% of the total domestic tea exports; the export value of black tea reached 349 million US dollars, up 24.20% year on year, accounting for 17.3% of the total tea exports; the average export price of black tea was 9.91 US dollars, up 16.59% year on year.

Figure 2 China’s black tea export volume from 2011 to 2019

(data source: China Tea Circulation Association, unit: 10000 tons)

China’s export of black tea has maintained a good growth trend in the past ten years. According to the statistics of China Customs, the proportion of China’s black tea export volume in the total export volume of the country basically remains between 9-10%. From 2011 to 2019, the total export volume of black tea remained stable; the export amount of black tea increased by US $172 million, an increase of 157.8%; the average export price of black tea increased by US $5.44/kg, an increase of 177.78%.

Figure 3: export value of Chinese black tea from 2011 to 2019

(data source: China Tea Circulation Association, unit: USD 100 million, USD / kg)

The top 10 countries and regions of China’s black tea export volume in 2019 are: the United States, Hong Kong, Pakistan, Myanmar, Germany, the Russian Federation, Poland, Vietnam, Thailand and Malaysia. The top ten countries and regions account for more than 85% of the total export volume of black tea.

The top 10 countries and regions of China’s black tea export in 2019 are: Hong Kong, Vietnam, Myanmar, Malaysia, the United States, the Russian Federation, Germany, South Korea, Poland and the Philippines. The top ten countries and regions account for more than 90% of the total export of black tea.

Overall, black tea black tea exports have one belt, one road, and the other two countries along the way. The growth of export volume of the ASEAN countries and the countries along the belt has effectively increased the export volume of black tea. After the phased reduction in 2018, the recovery growth was achieved in 2019.

(3) Import situation

From 2009 to 2019, China’s total import of black tea increased from 3100 tons to 36400 tons, with an increase of 33300 tons or 1074%; the import amount increased from 12 million US dollars to 126 million US dollars, with an increase of 114 million US dollars or 950%.

Figure 4: import volume and price of black tea in China from 2011 to 2019

(data source: China Tea Circulation Association, unit: 10000 tons, 100 million US dollars)

The top ten countries of China’s black tea imports in 2019 were India, Sri Lanka, Indonesia, Kenya, Malawi, Argentina, Burundi, Mozambique, Vietnam and Taiwan’s Golden Horse customs area. The top 10 countries and regions account for more than 95% of the total import of black tea, and the top 20 countries and regions account for more than 99% of the total import of black tea.

The top ten countries in China’s black tea imports in 2019 were Sri Lanka, India, Taipu, Jinma customs, Kenya, Indonesia, Poland, Burundi, Germany, Britain and Malawi. The top 10 countries and regions account for more than 90% of the total imports of black tea, and the top 20 countries and regions account for more than 98% of the total imports of black tea.

As the bulk of imported tea, black tea presents two consumption patterns. The first is high-end black tea. The target group is the urban middle class who pursues exquisite life. Most of the imports are from India, Sri Lanka and other famous tea districts in the world or the regions with increased added value of British brands. Most of the products are packaged in simple cans or gift boxes reflecting exotic customs. The other is popular black tea, which is mostly purchased by enterprise customers. Affected by market factors, most of the imports are from African tea regions such as Kenya and Malawi. Most of the entry products are simple and large packaging. The market presentation forms are tea mixing and tea bags, and the final target group is young consumers.

With the rapid development of China’s economy and the continuous improvement of people’s living standards, tea consumption shows a trend of diversification and individuation, and tea imports, especially black tea imports, show explosive growth. It is expected that China’s import of black tea will continue to increase both in quantity and price in the future.

Development Suggestions

(1) Traditional production areas focus on innovation. After years of development, China’s traditional black tea producing areas have strict regional protection measures and standardized production process, which make the regional public brand image and product tone more stable, and form a fixed consumer groups and consumer segments. On the one hand, it ensures the product quality and sales stability of traditional black tea regional public brand, but on the other hand, it also limits its market expansion And gradually form the bottleneck of development. Therefore, it is suggested that: while ensuring the unique advantages of regional public brands, each traditional tea producing area should actively explore the innovation dimension and expand the market depth – or speed up the construction of online channels to give new attributes to traditional tea products and build a national fashion brand; or refine the core tea making technology and use other raw materials to produce new craft black tea, so as to form a new series of products and effectively boost the output; Or carry out intensive processing, cooperate with enterprises in related fields to expand product categories.

(2) Planning is the key to the development of new tea areas. In the past decade, with the continuous increase of policy guidance and market promotion, the emerging black tea producing areas have developed rapidly in the initial stage. However, in the middle and later stages, due to the serious homogenization of products, the lack of obvious brand gain and the lack of development potential, the industry has shown an obvious trend of high opening and low going and returning to stability, which has dampened the confidence and enthusiasm of tea enterprises and tea farmers to a certain extent, This led to the phenomenon of output shrinkage in some production areas. Therefore, it is suggested that the emerging tea producing areas should sort out the brand positioning and market positioning of tea producing areas, develop products in line with the brand tone for the target consumer groups, and make targeted promotion plans. Good at making use of policy advantages and financial support, focusing on long-term and multi angle brand promotion while grasping large-scale promotion activities. Make use of the advantages of new products, combine with marketing hot spots, make core breakthroughs, and occupy emerging markets in a planned way.

(3) Fuxing tea district focuses on connotation. Compared with the traditional production area and the new production area, the status of the revival production area is more awkward. At present, many Fuxing tea areas are led by one or several leading enterprises and revived local products under the guidance and support of the government. The overall scale is small. The main reason is that the products have been abandoned by the market, and the process is mostly recovered after lost. The biggest problems faced by new wine in old bottles are as follows: first, the brand awareness of the products is almost zero; second, there are great doubts about marketing. Therefore, it is suggested that each Fuxing tea district should carefully comb the brand history, find the core points of the brand in the history, grasp the highlights in the process of rejuvenation, and effectively convey them to the market and consumers. Focus on dealing with the problem of product lost history, eliminate the doubts about product sales in the market, and broaden the market channels. While restoring history, we should create history, endow it with new significance of the times, and create a brand tonality combining traditional and modern.

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