300,000 tons of Tibetan tea in Dongguan and hundreds of thousands of tons of Shantou tea in Yunnan are still lying in the warehouse and cannot be sold.
Now all small and medium-sized tea enterprises are facing difficulties: more tea, more good tea. Tea is appreciating more and more, but it can't be sold and it is difficult to realize.
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Tea leaves are lying in the warehouse and it is difficult to realize.
An important reason why it is difficult to realize the realization of tea is that there is already overcapacity in tea, and the market is seriously oversupply.
20 1 1 year, China tea production16.23 million tons, domestic sales1/0.80 million tons, export 323,000 tons, and the stock is only 654.38+10,000 tons, which are distributed to large and small tea merchants. The inventory pressure is not great, and the domestic tea market is basically balanced in production and sales.
However, with the expansion of the new tea garden, more and more tea was produced, and the stock gradually increased, which finally broke out when high-end tea was restricted on 20 15.
On April 4, 2065438+05, CCTV reported that the supply of Longjing in West Lake was cut off, and the sky-high price "Biluochun" fell out of favor.
165438+ 10, it was reported that the price of Pu 'er tea plummeted, the price of autumn tea dropped by half compared with 20 17, the old squad leader's tea was unsalable, and the high-end Pu 'er tea market was depressed.
The market downturn of 20 15 is the result of the limited consumption of high-end tea and the outbreak of capacity accumulation.
In recent years, the output of tea is increasing. By 2020, there will be 47,476,900 mu of tea gardens in China. Under the condition that the tea garden is not fully developed, the tea output has reached 2.986 million tons, with domestic sales of 2.2 million/kloc-0.6 million tons and export of 348,800 tons.
In other words, the inventory in 2020 is about 435,600 tons, plus the inventory in previous years. The tea market has been seriously oversupplied. Every tea merchant has an inexhaustible supply of tea.
The tea market is full of tea sellers, and it is difficult to sell tea everywhere. However, tea is the thing of people's livelihood, and behind it is the livelihood of millions of people. Tea farmers and tea merchants live on tea. No matter how difficult the market is, they still have to find ways to break it.
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Where is the way out for small and medium-sized tea enterprises?
Now tea bosses are feeling that the wind is gone.
However, in the tea market, some people do well and some people do poorly.
Most tea merchants, tea city, open a shop and wait quietly for tea customers to come to the door. This way of selling tea has long been out of date.
First of all, times have really changed
Tea began to be sold in the 1990s, and it was produced by a few big factories such as Menghai Tea Factory. Pyramid operation mode, the factory sells whatever tea it produces. Consumers don't have much choice.
In 2003, the Internet began to be decentralized, and e-commerce rose. The tea market is no longer decided by several tea factories. Consumers have more choices and can find any tea they want.
After 20 13, through the analysis of fans, we can further open the purchase channels and sell tea on mobile phones. It is more convenient for consumers to buy tea.
Today, tea started a big data game. Who needs what tea? Big data directly recommends it. Then, find the tea boss and send a tea sample.
The era of selling tea, doing shops on the street and waiting for tea customers to come to the door, is gone forever!
The commerce in China has experienced the times from business to business (traditional big factory), to business to individual (tea e-commerce in 2005) and personal to individual (V-commerce after 20 13).
Nowadays, tea consumption is developing towards the mode of individual to merchant (tea customization), and what kind of tea is needed is directly handed over to merchants for production.
But in the end, it will go to the personalized customization of the factory. Before tea production, we will know who its customers are (now tea merchants have done this, and tea customers can keep up with it and catch up with fashion).
In recent years, with the development of information, the market has become more and more transparent, and the profit of tea has become thinner and thinner. The era of maintaining profits by tea itself is gradually becoming a thing of the past.
In the future tea market, tea will still be everywhere. The most useful thing is to consume big data. Such as tea customer information, members, fans and so on.
Whoever has mastered a large number of consumption data of tea will have mastered the initiative in the tea market.
Secondly, IP is the core of the tea market.
At present, the tea market is rather chaotic. Iceland's Lao Ban Zhang is famous, but the price ranges from 9.9 yuan to tens of thousands of yuan. In the tea market, many tea merchants who have really good tea are hard to sell because bad money drives out good money.
A lot of good tea, can only sleep in the warehouse. The reason is: insufficient influence (IP). Not only that, in the future era of personalized customization, IP is what the tea industry needs most.
Whether now or in the future, the core of the tea market is to build IP (influence), that is, brand building.
After all, in the era of tea in short supply, whoever has products is the boss, such as Pu 'er tea in 2005 and 20 13 ancient tree tea.
But after 20 15, the tea industry really entered the era of overcapacity, and the tea market became the boss with users.
To stand out in the highly competitive market, we can only rely on IP and brand.
However, the tea boss said: I always hear people say that I also know the importance of brands and IP, but how to do it specifically is to drive ducks to the shelves. I did it for a while, and it didn't work.
China's marketing ecology is not the game played more than ten years ago. In the beginning, the media was supreme. For example, in 2008, a tea company won the bid for CCTV for 50 million yuan, relying on the media of the TV station.
A few years ago, it relied on technology. In short, it relies on technology to achieve accurate delivery.
But now that social media is on the rise, it depends on the content. As long as the content is well done, it will spread spontaneously. At present, whether shooting short videos or writing copywriting, they are actually doing content dissemination.
At present, the contents of the tea industry are mainly: the knowledge of six kinds of tea, the methods of making tea and drinking tea, and the health-preserving effects repeatedly mentioned.
These contents, which appeared ten years ago, are still being copied and pasted today, and people who drink tea have long been aesthetically tired.
The core of the content: it is to leave your own thoughts in other people's minds.
After all this writing, it's still a bit abstract. The tea boss is also confused. He can only feel helplessly: it doesn't matter if I can't do it. There must be a professional team in the market. I'll ask him to help me, and I'll pay. He is in charge of data, which not only saves the trouble of recruiting people, but also enhances my influence (IP) and builds my personal brand. So, everything is fine.
In fact, many tea merchants do this.
Write at the end:
Looking at the tea industry, there is indeed a problem of overcapacity. This situation will continue in the next few years, but in the long run, the development of the tea market is actually promising.
Taking Pu 'er tea as an example, Pu 'er tea has experienced three times.
In 2003, when Pu 'er tea was just revived in the mainland, the demand for tea was in short supply, the market suddenly opened, and the information was asymmetric. Pu 'er tea in 2003 was indeed a huge profit.
With the rise of e-commerce, the tea market has overcapacity, vicious competition and fierce competition among peers. Price war, sales promotion and having fun are the tea markets we see today. Pu 'er tea in the era of e-commerce is meager profit.
After that, Pu 'er tea went to personal tailor, the era of personalized tea. To meet the innovation and demand of customers, Pu 'er tea at that time was bound to be profitable.
However, in the tea market for nearly 30 years, there is an unchangeable iron law:
Whether it is the fierce competition in the tea market at present or the product customization in the future, the word "influence" is always unavoidable.
Only when a tea enterprise has accumulated a certain influence can it stand out in the market.
How to build their own brand influence is a top priority for all tea enterprises!