Let the traditional tea industry spit out new shoots

The traditional Chinese tea industry has always been the leading industry of planting industry. For a long time, the majority of tea producers focus on how to make a good tea, but intentionally or unintentionally ignore the most critical consumption link. This is evident from the production and sales of tea in recent years. According to statistics, since 2001, China's tea production has grown at an average annual rate of more than 14.1%, and the compound growth rate of production capacity has exceeded 22%. Last year, China's tea output reached 2.09 million tons, with a total output value of 134.9 billion yuan.

On the one hand, it is the rapid growth of tea production, on the other hand, it is the complaint of tea companies that the market is not easy to do. Some experts even assert that China's tea industry has ushered in a "post-crisis era". Just a few days ago, Jiufeng Tea, one of the top 100 companies in China's tea industry, closed all its stores in Fuzhou overnight, causing an uproar in the industry.

Although it is only an accident, there is a necessity hidden in the accident. In fact, with the sudden rise of tea e-commerce, the poor performance of tea terminal stores has become a common phenomenon. The ups and downs between new and old channels highlight the sharp oscillations in the development of the industry. From the perspective of the industrial chain of tea development, the strategic disintegration and reconstruction of marketing channels is only the beginning of the transformation and development of the whole tea industry.

"this is the best of times and the worst of times." This sentence is also applicable to the tea industry under the mobile Internet, especially the introduction of "Internet +", the traditional tea industry has been pushed into a new "tuyere".

As we all know, the tea industry is currently one of the most concentrated industries of small and medium-sized enterprises in China. In the case of complex and changeable market environment and rising marketing costs, the urgent task for the development of tea industry is to promote tea marketing from a simple offline physical terminal to online and offline simultaneous development. This is also one of the important measures to solve the current fatigue of the tea market and expand the consumption of the tea market.

It should be said that in recent years, the development momentum of tea e-commerce is very rapid, and a number of well-known tea e-commerce platforms have emerged, but whether from the perspective of consumer experience or popularity, the overall level of tea e-commerce needs to be improved. For example, many tea e-commerce companies blindly pursue low prices in the bidding process, resulting in a lack of supply chain integration capacity, resulting in a disconnection between production and marketing; and some e-commerce lack the concept of integrity and hold the psychology of buying and selling with a single hammer. inferior quality and exaggerated publicity have affected the healthy development of the whole tea market. The author has bought tea from the e-commerce platform many times, and also bought tea that "does not live up to its name" many times. In addition to complaining and giving bad comments, there is nothing I can do about it.

It is believed that there are not a few consumers who have experienced similar experiences, which have exposed many problems in the field of tea e-commerce. In order to solve these problems, there is an urgent need to start from the aspects of talents, norms and brands. Compared with other industries, there has been a shortage of high-quality e-commerce talents in the field of "agriculture, rural areas and farmers". The tea industry needs to introduce and cultivate a group of tea e-commerce talents who not only understand tea but also have Internet thinking as soon as possible; the phenomenon that the tea market goes its own way and lacks norms has been criticized, so it is necessary to further improve the mechanism and system, strengthen the supervision of tea e-commerce network management, and create a good environment for the development of the tea industry. Strengthening the brand building of e-commerce is both an end and a means, which is conducive to promoting the healthy development of the whole tea industry.

What needs to be pointed out is that the idea of "Internet +" is by no means simply to open an online shop or micro-store, it is essentially an innovation of industrial thinking, which will not only reconstruct the industrial model, but also subvert the business model and even the consumption model. Cloud computing and big data let consumers at the end of the industrial chain move from behind the scenes to the foreground. The thinking mode of "from tea garden to tea cup" used by tea enterprises in the past will be replaced by the mode of "from teacup to tea garden". Chinese tea enterprises will make up for the lesson that "consumers are God".

For China's tea industry, the biggest opportunity brought by "Internet +" is that under the background of consumption upgrading, the tea market may usher in explosive growth. In the case of the low concentration of the tea industry and the lack of leading brands in the market, the Internet makes there is no distance between tea farmers and the market, and everyone has the opportunity. But who can really seize the opportunity? As the old saying goes, opportunity favors those who are prepared.

As a global natural drink, the consumption of tea has been increasing. Even Starbucks and McDonald's have sold tea in the store one after another, which shows that there is still enough room for the development of Chinese tea in the future. Chinese tea producers need to use their brains and work harder.