An Analysis of the pain points of Tea Electronic Commerce in Farmers' Tea City

China is a big tea country, but it is not equal to a powerful tea country. Although there are a large number of tea enterprises, most of them are limited to regions, and there are very few enterprises and brands that really have important influence at home and abroad. At present, the development of China's tea industry has entered a period of deep adjustment, with the arrival of the information age, under the influence of the digital information revolution, traditional enterprises or traditional thinking have begun to take the Internet as the boundary, reconstruct and innovate themselves with the help of Internet thinking. The tea industry is certainly no exception.

Tea industry China strides forward to be a tea power

Tea originated in China, and tea drinking also began in China. According to the Forecast Analysis report of production, Marketing and Investment of China Tea Industry Research Institute, by the end of 2015, the planting area of tea gardens in China has reached 43.16 million mu, with more than 200000 tea enterprises and more than 30 million tea farmers. The comprehensive output value is estimated to reach 307.8 billion yuan. From 2014 to 2015 alone, China has increased 1.75 million mu of tea gardens, and the scale of tea industry increasing year by year has been habitually expanded, but tea consumption can not keep up with production. The contradiction between supply and demand has led to a backlog of inventory in some representative wholesale markets in China.

Under the background of the country actively promoting "Internet +", the tea industry is also actively exploring how to expand diversified sales channels and promotion platforms. Due to the particularity of tea, there are few successes in the action of touching the net of tea in the past ten years.

Tea e-commerce encounters market bottleneck

First of all, due to the large number of tea categories in China, consumers remember more about the category, but can not remember the brand, and the brand loyalty is almost zero. This causes the tea e-commerce to face the biggest problem, the user adhesion is too poor.

Secondly, tea has a very distinct characteristics of experiential consumption. Consumption mode is to buy first, through the process of drinking, to determine whether you like this tea, and to determine whether to buy, e-commerce can not provide such an in-depth experience, which will bring a sense of uncertainty to consumers.

Third, the dislocation of consumer groups. Consumers on the Internet are more young consumers under the age of 35. They pay more attention to the needs of speed, simplicity, fashion and convenience, but do not have too many stringent requirements for the quality of tea.

Chinese tea industry is also gradually exploring and improving the consumer structure of Chinese tea brands, and trying to enter the living space of international and domestic young consumers more directly and deeply, so as to occupy the future consumer market.

In 2016, Try, a tea brand aimed at young consumers, appeared in the tea market. Its brand naming embodies the characteristics of collaborative expression in English and Chinese, and its brand meaning "attempt" also reflects the brand's convergent understanding of the mainstream consciousness and behavior of young people and the response of brand ideas.

Thus it can be seen that the Internet economy is the field with the greatest growth potential in the future, while China is a large country producing and consuming tea, with high consumption frequency, outstanding scale effect and great prospect of the industry.