Good tea put down its value and return to rational consumption.

The core hint is when Anxi Tieguanyin Tea's autumn tea is on the market. The reporter visited several villages and towns in Anxi County and found that the weather was beautiful this year. During the autumn tea picking period, the weather was cool and rainless, the quality of autumn tea was very good, and the value of autumn tea was gradually rationally regulated. Many merchants turned to focus on the mass consumer market, and citizens could drink good tea even if they spent less money. Anxi tea industry is actively promoting the transformation and upgrading of tea. Reporter Zhang Xiaoming Wen / photo

Visit

Weather assisted delivery, the price of good tea remains low

Autumn Xiangan Creek. Every year during the National Day holiday, it is the season for Anxi Tieguanyin Tea autumn tea to be on the market. The reporter went to Taozhou Township, Anxi County, the source of Jinjiang, and found that local tea trees were very popular with tea merchants because of their newly planted trees. The reporter observed for many days and found that the price of tea market here is more rational this year, and the price of high-priced tea is less.

Starting from the 5th, the weather turned cool, bringing tea farmers an excellent time to pick and make tea. Tea farmer Zhang Jianjia has more than 20 years of experience in making tea. as long as the weather is good, he can make better quality Mao tea every day. He said that five years ago, the price of tea could easily go up to 200 yuan, and a number of tea vendors would come to his home in advance for bidding and rush to book. In the past, they earned tens of thousands of yuan from tea a year. This year, the maximum price of Mao tea is 100 yuan per jin, and the purchase price of tea merchants is also more reasonable.

There are more tea farmers who take the tea made overnight at 7 o'clock every day and peddle it to the tea market in the town. The price of tea is generally only between 20 yuan and 60 yuan per jin.

Gande Town, which is adjacent to Taozhou Township, is the first tea town in China, known as the weather vane of the tea market. However, the reporter visited and found that the quality of Gande tea continued to improve, but the price of tea did not go up.

Survey

Consumption tends to be rational and focus on facing the public

Senior industry insiders Chen Xiong said that the sales price of Tieguanyin tends to be affordable in recent years. For example, the purchase price of Anxi Tieguanyin Tea Mao tea this year generally continues the trend of the previous two years. The purchase price of some Gaoshan tea is basically more than 200 yuan per jin, and the price of high-quality Mao tea remains strong. However, the purchase price of Mao tea in some low-altitude areas is mostly less than 100 yuan per jin.

"on the whole, the price is more in line with the needs of public consumption, and the price of non-brand finished products is about 300 yuan per jin, while most of the tea is packed in half a catty, so it only costs one or two hundred yuan to buy a copy of Anxi Tieguanyin Tea." According to the person in charge of a tea chain in the urban area, the company has planned to focus its marketing center on the development of the mass market. in the past, everyone who sold tea hoped to sell high-end tea and make more individual profits. Now the whole tea market is gradually rational, taking the initiative to transform, focusing on conquering the mass consumer market.

The way out

Highlight the transformation and upgrading of brand culture planning

The reporter's survey found that in the case of more popular prices, some high-end tea enterprises seek transformation, pay attention to characteristic services, highlight the characteristics of brand culture, change to be closer to serving the people, expand into the field of market retail, and win a certain market.

The relevant person in charge of the Agricultural Tea Bureau of Anxi County said that many enterprises in the tea market are planning for transformation. at present, many large tea enterprises in our city have begun to set foot in the tea deep processing market and achieved good benefits.

"convenience and health will be the two aspects that consumers pay more attention to, so Anxi tea will also develop in these two aspects." According to the responsible person, this year, the Anxi county party committee and county government proposed to thoroughly implement the modern tea industry promotion plan, plan the road of strong tea in various chains such as basic management, production mode, and marketing, and at the same time increase the integration of tea cooperatives, standardize the operating mechanism of cooperatives, and guide cooperatives and large-scale tea production enterprises to effectively dock. Anxi Tieguanyin Tea, who has experienced a blowout development, is realizing the second take-off on the road of improving tea quality, promoting tea transformation and upgrading, and improving the economic benefits of the tea industry.