In the past 2023, China's tea production and sales have always ranked first in the world, and the competition in the tea industry has intensified, and the market is clearly differentiated. So today, let's take a look at how the tea industry should go in 2024
The basic situation of the tea industry
In our previous release of "In the next 5 years, what is the market prospect of tea", we have a basic statement on the tea industry, the tea industry is simply big but not strong, the market competition is fierce, the current green tea is still the main force in the tea market, black tea, White tea and other tea systems are developing steadily, but market competition is intensifying, especially the rise of Douyin live broadcast, making waves among tea manufacturers at the same time, young people are becoming the main force of tea consumption, injecting new impetus into the tea market, new ways of drinking tea are also quietly emerging, and the deep processing and production period of tea based on tea is also growing.
In general, the size of the market is expanding and competition is intensifying, but opportunities and challenges coexist.
Making tea well is fundamental
Tea is also a fast-moving consumer product in nature, and the repurchase rate is high. Moreover, the viscosity of tea customers is high, generally speaking, tea lovers will focus on a certain type of tea, once a certain tea is recognized, they often do not easily change their tea drinking habits and tastes, for example, tea lovers who like Lu'an Gua Pian will basically only drink Lu'an Gua Pian, instead of constantly changing the type of tea.
Because of this, the business of tea manufacturers should be diversified, and relying solely on a certain tea is often a greater pressure on the business of the enterprise. And the quality of the product is always the foundation of an enterprise, tea manufacturers want to maintain customer loyalty, do a good job of tea is fundamental, just like the current fire of the fat Donglai tea shop, it has a lot of tea varieties, black tea, green tea, Pu'er, white tea, etc., but its business is extremely hot, whether it is to buy ration tea, or to buy ** tea, no one seems to worry about the so-called "tea water is too deep".
Because for customers, Fat Donglai's tea is of reliable quality, you get what you pay for, there will be no so-called indiscriminate filling, shoddy, only gimmicks, tea pesticide residues meet national standards, coupled with a perfect after-sales service system, naturally Fat Donglai tea "out of the circle". Therefore, in 2024, for the majority of tea manufacturers, it is fundamental to do a good job in tea, and only reliable product quality can occupy a place in the increasingly fierce market.
Channel traffic is also important
Selling tea is essentially doing business, in the current situation where physical stores are facing the impact of e-commerce, coupled with the rise of Douyin, Kuaishou and other ** software, tea manufacturers must also change their thinking, after all, no matter how good the product is, selling it is a success, just like the fat Donglai tea shop, through online ** fermentation, word of mouth has become a hit, in today's society, physical stores because of artificial, Rent and other cost reasons lead to higher and higher operating costs, the traditional tea model is difficult to survive even for large enterprises, the originator of the melon slice industry is a clear example, when the limelight is flourishing, it disappeared overnight, so broaden sales channels, survive in order to further develop, especially in the red sea of the tea industry, of course, it is not simply to buy traffic to find Internet celebrities, the cost is too high is not what every enterprise can afford, but also need to combine the actual conditions of the enterprise, such as: traditional e-commerce platform, ** centralized procurement and procurement network, etc. Although the cost of channel traffic is getting higher and higher, doesn't every step of enterprise development need investment?
Service quality is indispensable
Or take the recent fire of Fat Donglai as an example, according to the collected information, Fat Donglai's products are not low, indicating that Fat Donglai is not to succeed, it is more to make customers feel value-for-money, as long as there are any product problems, will provide customers with perfect after-sales service. In 2024, the tea industry needs to correct this impression, improve its own after-sales service, formulate and improve unified tea industry standards, and the tea manufacturers themselves must also improve service standards。
Innovative ideas are always there
Tea after thousands of years of development and innovation, and gradually formed the current six major tea system, and since modern times, the traditional tea enterprises seem to be eating the old book, although there is innovation, but no longer the situation of new tea in the past, but if the tea industry wants to continue to develop, new products are necessary, now many tea companies in the tea brewing, drinking on the increase in innovation, but the innovation of the tea itself is lacking, perhaps a tea from research and development to market recognition needs to invest too much manpower and material resources, but always feel that an industry can not always rely on the past products, innovation will have vitality。
In 2024, the tea industry may become more "involution", but as a member of the tea industry, I also hope that in the future, the industry can develop better and better!