How to make a breakthrough in China's tea industry in the face of Lipton's success?

Chinese people have a history of drinking tea for thousands of years. Up to now, the domestic tea market is 300 billion yuan, but there is no listed company in the domestic A-share market. There is even a saying in the industry that 70,000 tea enterprises in China cannot compete with one Lipton.

Why is it difficult for Chinese tea enterprises to go public? In the final analysis, it is still a problem of standardization, scale and branding. In the future, how can our Chinese tea break through these problems and win the market? Today's agricultural economics talk, we will invite Sun Liwu, a special commentator of the Voice of China Village, to talk about this topic.

Sun Liwu: China's tea culture atmosphere is strong, a cup of tea, refreshing, enough to let people away from prosperity, feel the tea culture that rich flavor of the times. However, in recent years, the original tea culture pure local flavor, a little more exotic fragrance.

China is not only the country with the longest history of tea culture and the largest tea drinking population, but also the world's largest tea producer. If these "world's most" have made you feel honored, when you hear that the world's largest tea brand is not from China, the psychological gap is really not a little bit.

The world's largest tea brand comes from Lipton, owned by Unilever, the world's second-largest consumer goods company. You heard right, a small Lipton black tea bag can sell for 1 billion euros worldwide every year. And five years after entering China, it won the first place in tea bag sales and the first place in market share in the survey of 100 shopping malls in China. Lipton, which is marketed in 110 countries and regions around the world, is the world's largest tea brand in terms of popularity and sales of tea products, and the third largest non-alcoholic beverage selected by consumers worldwide, second only to Coca-Cola and Pepsi.

Does the sharp edge overshadow the Chinese tea industry, which has a strong cultural aura of the times?"Stones from other mountains can attack jade". Lipton black tea and green tea seem to transmit the fragrance of tea more widely than our usual catchy West Lake Longjing, Dongting Biluochun and so on.

In contrast, China's local tea industry, the world's largest tea producer, and tea garden area also maintained a steady growth momentum, but the brand enterprises are few poor, the mainland A-share market has not yet a tea enterprise, even if the tea enterprises listed in the new three boards, the number of listed tea enterprises is still not more than 10, and the scale is still limited. It is difficult to scale up. The biggest problem lies in the low standardization degree of the domestic tea enterprise industry, the economic downturn, which intensifies the reality that the profitability of tea enterprises is not high, and the thinking is too traditional. It is too difficult to achieve scale. Of course, it is not "difficult to get better."

And one of the important reasons for Lipton tea's success in the world is precisely that there are three standards to guarantee, the fixed and unified standard of tea bag taste, the global unified, sustainable and traceable standard of testing standards related to food safety, which are all needed for reference by the domestic tea industry. Of course, the establishment of standardization needs the support and guidance of relevant departments.

For the establishment of local tea branding, the traditional sales model needs to be effectively combined with Internet thinking, which will be more conducive to the process of tea branding. Even if it is a high-end brand previously, the price return will also bring advantages through the improvement of sales channels. However, it is undeniable that there is still a long way to go for the adjustment of the domestic tea industry at present. The mature application of the new marketing model and the real construction of branding, as well as the perfection of sustainable standards, need to be done carefully.

Chinese tea culture needs strong fragrance from globalization, but also needs tea fragrance from native land.