The world today recognized three drinks, cola brand Coca-Cola, Pepsi, coffee brands such as Nestle, Maishiweier, the world tea brand is recognized as the first British Lipton.  China, as the birthplace of tea, but not in the international community fed beasts "refer ring for tea brand.  Due to the lack of brand effect Liuqimo Chinese tea factory in the overall strength of the United Kingdom, but can no longer outdo one Lipton.

The absence of long tea brand

 "Lipton tea annual sales has topped more than 30 billion dollars, almost equivalent to China's agricultural output value of 70%. We Association's 2007 top 100 enterprises of the tea industry comparison, China's largest tea a year sales rate only 1 billion yuan. "When the Chinese tea industry circulation Mr. Wang Qingcun, vice chairman of the Association in the recently held a forum on marketing tea industry dished out this data, the industry from outside the presence of a strong resonance.

China has a long history of production of tea, tea is not only the proliferation of China's tea production and ranking first in the world.  West Lake Longjing, Wuyi Yancha, Anxitieguanyin, Dongting Biluochun, Huangshan MAO Feng, and other tea varieties, is the name has been heard, and even foreigners are familiar with, but brought tea brand, it is hard to people blurted out.  Although in recent years China's tea exports in the international forefront, the processing of tea tea factory also Liuqimo home, but fed beasts "refer ring for the well-known brand, it is rare. “ "Brand" Tea has become China's tea industry's weak link.  China's tea industry of this situation as "types, tea, a famous' famous no surname 'era."

 "The status quo with China tea produced a strong contrast, the British did not produce tea, but the 'British Lipton tea' no one knows, the lack of Chinese tea 'brand' giant too long. A business, if there is no brand, there will be no market competitiveness of an industry, in the absence of industry giants, it will be no vitality. "Wang Qinglu said.  According to relevant statistics, China's current Liuqimo home in the tea factory, the only brand registered nearly 1,000.

At the same time, the high cost of tea, but low prices, product quality instability.

For a long time, China's tea cultivation to farmers as the main body, an average per mu yield of only about the lack of intensive, large-scale production, resulting in difficult to control the quality of tea.  Data show that in India the equivalent of only half of the Zhongcha area, but produce roughly the same with China, tea output.

Currently, China's tea exports in the international market value per kg only about two US dollars, the average Indian tea low bid was 40% lower than the more than 60 percent of Sri Lanka and even Kenya's tea prices than 20 percent lower.

These factors have led to China's current world tea productiononly, rather than the world tea industry power.

No brand lost market

 Lingnan College of Zhongshan University marketing director of the Research Center Shuo Chen Kennedy in the tea industry marketing forums with lively interpretation of the case to create brand value of the infinite charm.

 "Brand products in the market with a strong competitive edge, not only because of brand names mean quality, but more importantly also includes a culture, such as status symbol, the symbol of dreams, a value of the goods part of the tea industry in China, Brand is still in the former era, or just a taste to determine the value of tea, and no real access to brand era, we are basically the tea industry competition or comparison determined in the tea factory better, better varieties, processing technology better, thus tastes better. real access to the characteristics of the brand tastes of the times also, the process also, but the quality of products and value the contribution of only 1 / 3, 2 / 3, is a symbol of identity, values, the symbol of that culture the connotation. "

Lack China tea brand tea enterprises has led to a lot of profound reflection.  The domestic market, the real fed beasts "refer ring for local brands of tea leaves little, but foreign tea products in the Chinese market, thus breaking a big market, is on the brand.  At the same time, China tea in the world has always been difficult to shake off the "best quality, second-rate packaging, third-rate prices" vicious circle, and the fundamental is the lack of "brand."

 At present, China's tea industry as a whole still remain in the product stage, trying to do the product, brand awareness is generally weak business.  The industry believes that the Chinese tea scattered resources, tea production is mainly small-scale, decentralized, creating a name brand enterprises is very difficult.  Moreover, China's tea industry on the prevailing market share, visibility, reputation, credibility of not enough, thus the lack of core competitiveness.  All this to obstruct China's local tea brand development.

Shuo Chen Jian, China's tea industry also has to create a brand-name enterprises, but the brand strategy is not perfect enough, the introduction of the scheme can not related products integration, resulting in fragmented market means, confusion, the effect on the greatly reduced; enough fashion brand connotation, whether it is new old or brand name, is not lost on the fashion potential of the consumer sales channels, such as too few.

Chinese tea by brand cattle up

2008 is the Olympic Games, Chinese tea is better to the world of great opportunity. At that time, Korean kimchi by the Olympic Games will promote the world, Chinese teaability to seize an opportunity to become world famous brands of tea?  Fortunately, many enterprises rather strength of the tea growing brand strength.
Industry experts such as Wang Qingcun, shout, China's tea industry to the resource integration, build brands time for China tea brand cattle by up!

The experts recommended that changed as soon as possible for a large number of tea enterprises, small-scale, non-brand the status quo, should accelerate efforts to integrate resources.  Although the tea industry in recent years has been consolidating resources to a certain development, but the level of development and a market economy under the requirements for the development of tea enterprises there is a great gap. How to spread the tea and enterprises to integrate, transform and upgrade, the formation of the international competitiveness of the enterprises and enterprise groups tea, tea industry is an important task of consolidating resources.

Wang Qinglu proposal, in the protection of tea industry on the basis of relatively large impact on brand choice, and a relatively high degree of the scale, a better level of market share, in the consumer a better reputation in the tea business, and help them integrate brand enterprises bigger and stronger.  Such as West Lake Longjing existing more than 300 brands, serious dispersed resources, if only concentrate on building 35 brands, and using brand reputation, and make tea market, to drink tea, deep processing, and so on, will it be possible to create internationally renowned brands, and Lipton brands such as a higher low.  This regard, the more successful foreign cases, such as Vietnam in the tea industry with the support of the potential to build a Vietnamese tea.  China can learn from this, the integration of resources, focus on building regional brand tea, oolong tea, such as Fujian, Zhejiang, such as green tea.

At the same time, it is worth pondering the industry, as a history of several thousand years of ancient tea, Chinese tea is not only no big tea brand in the world, and most consumer strength and potential of young people is more favored coffee, cola and other beverages.  To that end, tea industry should be traditional, organic fashion, and other cultural elements combined to create a variety of tastes and meet different market needs, increase market share.

Yunnan tea industry Lung Health Inc. chairman and managing director Zhu Qi Zhong said that the current level of the tea in the efforts in this direction, through the deep processing of tea to create mass consumer goods, a broad market space. However, due to the current domestic production and processing aspects of this level is still relatively low, the technical aspects of remains to be further enhanced.

Wang Qinglu also pointed out that China tea in quality, taste and price aspects should also seek one of the most appropriate balance.  "Tea products must be genuine, it is necessary to control the quality. Same time, however, the taste of tea industry products, tea consumers in the consumer experience when it is the taste and value. Therefore, I think that, not too pursuit of brand name products of the highest quality, and should be more concerned about the taste and stability of moderate prices so that consumers faster acceptance and satisfaction, to enhance the coverage of products in the market, started brand. "