The First Tea House reminds everyone to pay attention: China tea beverage market survey report

investigates the status of tea beverages in consumers' minds, and the types, age distribution and drinking frequency of people who like tea beverages. So that each brand of tea drinks can enhance their own advantages, improve their own shortcomings, produce more types that consumers need, and develop new products according to the needs of consumers and the market, so as to gain a firm foothold in the market, achieve greater success and gain more benefits. I. background information

the beverage market in China has great potential, growing at an average annual rate of 11% from 2111 to 2115, and the output will reach 22.6 million tons in 2115, and it is expected to reach 37 million tons in 2111. In 2112, the output of beverages in China reached 21.25 million tons, and there were 825 state-owned and non-state-owned industrial enterprises with annual sales income above 5 million yuan, with total assets of 61.4 billion yuan, sales income of 55.15 billion yuan and total profits of 3.97 billion yuan. According to statistics, in 2112, the output of drinking water was the highest in China's soft drink market, but the sales volume was still dominated by carbonated drinks.

second, the market beverage analysis

with the improvement of people's living standards, the soft drink industry has developed steadily and rapidly since 1998. Product sales revenue increased by 1.3% annually, from 36 billion yuan in 1998 to 55 billion yuan in 2112.

The total profit of soft drinks industry has increased greatly, especially after 2111, mainly due to the rapid follow-up of fruit juice drinks and tea drinks, which brought great profit direction to the industry. In 2112, the profit of carbonated drinks accounted for 41% of the profits of the whole beverage industry. Tea drinks account for 1.9%, and both of them become the main profit, accounting for nearly 61% of the market share, while the profit of drinking water is less than 2%.

With the improvement of living standard and the change of consumption concept of Chinese residents, drinks have changed from luxury goods to daily necessities. According to the statistics of China Beverage Industry Association, the total output of China beverage industry in 2111 was 14.9 million tons, up by 25.7% over the previous year. The beverage industry has maintained a rapid growth momentum for 21 years, and at the same time, the demand for varieties in the domestic beverage market is also changing. In 2111, the output of bottled drinks reached 5.54 million tons, ranking first, carbonated drinks reached 4.2 million tons, ranking second, and tea drinks reached 1.85 million tons, ranking third. Tea drinks were the fastest growing among all beverage categories. This year, the most beautiful scenery in the beverage market is the tea beverage known as "the upstart beverage". Behind the refreshing and delicious tea drinks, the tea beverage market is choppy and the battle is urgent.

III. Efficacy of tea drinks

The characteristics of tea drinks can be summarized as "three lows": low calorie, low fat and low sugar, which are natural, healthy, thirst-quenching and refreshing. Compared with carbonated drinks, tea drinks are more refreshing and thirst-quenching, more pleasant and tasteful than water drinks, with elegant fragrance, endless aftertaste, rich in health-care ingredients, and have the functions of nutrition, health-care efficacy and relieving summer heat and thirst.

IV. Analysis of several major brands of tea drinks

In the modern market, tea drinks are constantly emerging, and several major brands mainly appear in consumers' minds, such as Master Kong, Uni-President, Rising Sun, Wang Laoji and Lipton.

master kong: committed to brand management. Constantly improving and enriching the connotation of brand management is the magic weapon for Master Kong to win. In terms of brand image, we not only invest heavily in advertising, but also often make breakthroughs in the theme of advertising appeal: in 2111, we seized the "Green Tourism Year" and launched large-scale theme activities throughout the country to let people know the green tea that is "the healthiest in nature and green in a good mood"; In 2111, Richie Jen, the superstar of the heavenly king, was invited to be the image spokesperson of iced black tea-to show the "ice cool" image of Master Kong's iced black tea.

During 2113~2115, Master Kong made continuous research and exploration, and developed new products that conformed to his brand image, which won the favor of consumers.

unification: "two legs" walk at the same time. Strong product research and development ability and strong market distribution system are two magic weapons for the rapid rise of unity. In the market distribution system, Uni-President has established a powerful market distribution system in order to timely and accurately grasp all the market reactions of the "nerve endings"-sales terminals in the market. Uni-President has more than 111 business offices all over the country, including four in Shanghai alone, each with hundreds of people. Each business office is mainly aimed at large stores and supermarkets, and other small terminals are handed over to dealers. At the same time, compared with other brands of tea drinks, unified tea drinks also have an obvious reason that consumers love them: the price of unified tea drinks is relatively low, which can meet the requirements of consumers from all walks of life. At the same time, his advertisements are fresh and elegant, and his packaging is simple, generous and easy to carry, which makes many consumers like him deeply after drinking it once.

rising sun: from brand sales and low-cost expansion to rebuilding distribution system. Rising Sun, which rose rapidly because it was half a step faster than its rivals, relied on brand sales and low-cost expansion at the beginning of market development. However, with the sudden emergence of Master Kong and Uni-President, the famous "iced tea" patent gradually lost its innovative advantage, making Rising Sun's market share compressed from 71% to 21%, and the ice tea front was shrinking. To this end, Rising Sun quickly adjusted its strategy, actively strengthened its product lineup, and launched tea rhyme series of green tea, oolong tea and iced black tea, while strengthening its own natural beverage characteristics, constantly subdivided the market and strived to create a new market distribution system.

v. Analysis of the taste of tea drinks

At the same time, more and more enterprises are constantly following up to seize market share. When Coca-Cola launched "Lanfeng" in 2111, its goal was to surpass Master Kong and Uni-President. Although its performance in 2112 was average, it still felt a strong development momentum. At the same time, "Nestle Iced Tea" jointly launched by Nestle and Kerri Cola is aimed at white-collar workers aged 21-29, hoping to cut into the tea beverage market. Tsingtao Brewery and Yanjing, two giants in the beer industry, have successively joined the tea beverage industry as one of the growth points of future profits. Zhang Yiyuan Tea Co., Ltd., which is famous for selling tea, also put its iced black tea, iced green tea and oolong tea into the market. At the same time, whether domestic Jianlibao, Coconut Tree, Robust, Lulu, or Japanese Suntory, Asahi, Kirin, etc. all actively won the China tea beverage market, which made the competition level, product variety and value orientation of tea beverages show unprecedented richness. Major brands have never used price weapons in such a long and intensive competition, which has fully proved that the tea beverage market is a more inclusive and developmental market.

From the development trend, I think that there will be several key points in China's tea beverage market in the future: First, green tea will become the leading product in the market, because China is a big country that drinks green tea, and tea drinks are originally based on health, and the anti-tumor and anti-cardiovascular effects of green tea have been fully affirmed by the medical community; Second, the development space of health tea is huge, and the characteristics of tea beverage can be summarized as "three lows": low calorie, low fat and low sugar, with natural, healthy, thirst-quenching and refreshing characteristics, more refreshing and thirst-quenching than carbonated drinks, more pleasant and tasteful than water drinks, elegant fragrance, endless aftertaste, rich in health components, and with nutrition, health care efficacy and the function of relieving summer heat and thirst; Third, with the further development of green consumption, the market potential of organic tea is promising.

analysis of people who often drink tea

according to the survey data, the number of women who like tea is slightly higher than that of men. Therefore, it can also be shown that the proportion of women who drink drinks most often is higher than that of men, which is not unrelated to the fact that female consumers value the health and fashion characteristics of tea drinks. In addition, drinking tea drinks without getting fat is another main reason why women choose tea drinks more than men. Therefore, more tea beverage flavors that women like can be introduced in the market, which can further promote the development of tea beverage in the market.