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铁观音纯雅礼和
铁观音纯雅礼和


乌龙茶色香韵味
‍‍乌龙茶色香韵味
News Detail

铁观音春茶价格行情

  1
Issuing time:2022-04-05 14:51

又是一年铁观音春茶节,不同的是,今年走出了一个特殊的行情。


由于气温较低、疫情防控引发的“用工荒”、物流运输不畅等原因,今年的春茶将比往年晚出。


为了应对这一系列不利影响,今年茶企更加重视线上渠道,寻找新的增量。


事实上,中国的茶叶在线渠道销售额近年来一直在稳步增长,为茶企做出了很大贡献。中国茶叶流通协会数据显示,2020年,中国茶叶网上交易总额约280亿元,比2019年增长15.23%。2021年,全国茶叶线上交易总量将继续增长。


疫情过后,茶叶的线上化进一步加速。春茶目前在线上的火爆也是品牌越来越重视线上的一个缩影。


但也要看到,在大势下行的同时,茶企在线上寻求发展的同时,低质低价的茶叶依然充斥在线上市场,优质产品低价销售,用低质产品打价格战,使得优秀的茶叶品牌难以突围。。面对这个鱼龙混杂的市场,消费者的选择变得更加困难。


网络走红背后的顽疾


线下采茶忙的时候,大家都选择在网上买春茶。


京东春茶预售期间的数据显示,今年3月21日,京东茶叶销量同比秒杀50%。此外,3月份各茶类产品销量环比上涨,绿茶上涨105%,龙井上涨205%。


其实这个成绩从去年的消费趋势也可以看出来。


京东超市发布的《2021年食品饮料行业消费报告》显示,在JD.com上购物用户最多的食品饮料品类中,茶类成交额复合增长率居食品饮料品类首位,2019年至2021年复合增长率超过65%。以龙井茶、茉莉花茶、绿茶、红茶、白茶为代表的品类,近三年表现最为抢眼。




京东零售食品生鲜部餐饮部总经理王晓军告诉36氪氪那龙井茶保持了三年复合增长100%以上的强劲势头,可见其品牌知名度还在逐年提高。而且,自今年京东超市开启春茶节以来,龙井茶再次受到消费者的欢迎。


在很多茶企看来,取得今天的成绩实属不易。要知道,以前的网茶是另一个极端,劣质产品充斥市场。


“以前电商市场的茶产品质量良莠不齐。还有几块钱一斤的铁观音,9元9免运费的冰岛。”浙江茶叶集团杭州电子商务有限公司总经理周南表示,在电子商务市场多年的业务探索中,这是一种不健康的发展状态。


当劣质茶走低,完成市场定位后,优秀茶品牌在线下突围变得尤为困难,导致线上茶品牌集中度长期偏低。品牌认知度低,消费者网购茶叶体验不理想,难以买到正品。


除了行业乱象,一段时间以来,对于茶类来说,线上渠道本身也有短板。


如何做好服务体验曾经是茶品牌线上化的一大难题。茶的种类很多,产地和工艺都有区别。新茶客往往需要经过一番摸索。正因如此,线下的品鉴很难被线上的图文描述所取代。


对于网上渠道,起初也很担心。他们在2015年开京东旗舰店的时候,并不确定消费者是否会接受在网上购买西湖龙井,尤其是像他们这样定位高端的品牌。、陆、都是走传统的基于体验和品鉴的销售模式。


物流时效问题也一度存在。以前茶农送到快递站往往要一个小时甚至更久,采摘下来的新茶往往要两三天才能发出去。对于容易受高温天气影响的春茶来说,品质明显会打折扣。


网上已经成为一种新的销售渠道

Another year of the Spring Tea Festival, the difference is that this year has come out of a special market.


Due to the low temperature, the "labor shortage" caused by epidemic prevention and control, and poor logistics and transportation, this year's spring tea will be released later than previous years.


In response to this series of adverse effects, this year, tea companies paid more attention to online channels to find new increments.


In fact, China's tea online channel sales have been growing steadily in recent years, contributing a lot to tea companies. According to data from the China Tea Circulation Association, in 2020, the total online transaction volume of tea in China will be about 28 billion yuan, an increase of 15.23% over 2019. In 2021, the total online transaction volume of tea nationwide will continue to grow.


After the epidemic, the onlineization of tea has been further accelerated. The current popularity of spring tea online is also a microcosm of the brand's increasing emphasis on online.


However, we must also see that, while the general trend is going down, while tea companies seek development online, low-quality and low-priced tea still floods the online market, high-quality products are sold at low prices and price wars with low-quality products have made it difficult for excellent tea brands to break through. . Faced with this mixed market, consumers' choices have become more difficult.


The stubborn disease behind the online popularity


When offline tea picking is busy, everyone chooses to buy spring tea online.


According to the data during the pre-sale period of Jingdong Spring Tea, on March 21 this year, the sales of Jingdong tea spiked by 50% year-on-year. In addition, the sales of various tea products rose month-on-month in March, green tea rose by 105%, and Longjing rose by 205%.


In fact, this achievement can also be seen from last year's consumption trend.


The "2021 Food and Beverage Industry Consumption Report" released by JD Supermarket shows that among the food and beverage categories with the largest number of shopping users on JD.com, the compound growth rate of tea category turnover ranks first in the food and beverage category, and the compound growth rate from 2019 to 2021 The growth rate is more than 65%. The categories represented by Longjing tea, jasmine tea, green tea, black tea and white tea have performed the most in the past three years.




Wang Xiaojun, general manager of the food and beverage department of JD.com's retail food and fresh food department, told 36氪 that Longjing tea has maintained a strong momentum of three-year compound growth of more than 100%, which shows that its brand awareness is still increasing year by year. Moreover, since the opening of the Spring Tea Festival in Jingdong Supermarket this year, Longjing tea has once again been welcomed by consumers.


In the eyes of many tea companies, it is not easy to achieve today's results. You know, in the past, online tea was at the other extreme, and inferior products flooded the market.


"In the past, the quality of tea products in the e-commerce market was mixed. There were Tieguanyin for a few dollars a pound, and Iceland for 9 yuan and 9 free shipping." Zhou Nan, general manager of Zhejiang Tea Group Hangzhou E-commerce Co., Ltd., said that in the e-commerce market for many years In business exploration, this is an unhealthy state of development.


When inferior tea goes low and completes the market position, it becomes particularly difficult for excellent tea brands to break through online, resulting in a long-term low concentration of online tea brands. Brand recognition is low, and consumers’ online tea buying experience is not ideal, making it difficult to buy authentic products.


In addition to the chaos in the industry, for a period of time, for the tea category, the online channel itself also has shortcomings.


How to do a good job in the service experience was once a major problem in the onlineization of the tea brand. There are many types of tea, and there are differences in origin and craftsmanship. New tea customers often need to go through some exploration. For this reason, offline tasting is difficult to be replaced by online graphic descriptions.


Regarding online channels, Lu Zhenghao was also very apprehensive at first. When they opened the JD flagship store in 2015, they were not sure whether consumers would accept buying Xihu Longjing online, especially for a brand with high-end positioning like them. , Lu Zhenghao are all taking the traditional sales model based on experience and tasting.


The logistics timeliness problem also existed for a time. In the past, it often took tea farmers an hour or more to deliver to the express delivery station, and the fresh tea that was picked often took two or three days to send out. For spring tea, which is easily affected by high temperature weather, the quality will obviously be compromised.


Online has become a new sales channel for tea companies, but there is still a long way to go for the true onlineization of tea brands.


The pandemic is a watershed moment. On the one hand, the rapidly changing market has reminded tea companies that the development of new channels has become a "basic skill" for tea companies to resist risks. In addition, the habit of consumers to buy tea online is quietly forming, and tea brands urgently need to seize the minds of online users earlier.


Jingdong password to create good quality tea


JD.com plays a catalytic role in the development of online channels for high-quality tea.


"Although tea is a non-standard product, some classic products have mature minds in the eyes of old tea customers." Song Jia, the relevant person in charge of the tea category of JD.com, said that the first thing JD.com did was to collaborate with major brands to research products and products. Analyze demand and promote the rapid launch of the most popular items in all channels to reach old tea customers.


After accumulating word of mouth, JD.com accelerated the ecological governance of tea brands to eliminate consumers' doubts about the fidelity of tea purchased online.


To this end, in the past two years, JD.com has accelerated the linkage with a number of characteristic origins of tea, signed strategic cooperation with Wuyi Municipal Government, West Lake Longjing Association and other characteristic origins, and established a quality alliance to skip the middle of products from well-known origins. Layer-by-layer circulation channels, directly to users.


In addition, JD.com will also comprehensively rectify the geographical indications of the tea category in 2021, including products that are recognized as national geographical indications such as West Lake Longjing and Anxi Tieguanyin. The relevant government authorization qualification certificates must be uploaded in the background before they can be reflected in the product name. Geographical Indication.


This also means that unauthorized products with geographical indications in their trade names will be removed from the shelves. To maximize the protection of specialty tea origin.


"Before, there were a lot of Anxi Tieguanyin ration tea, and the price was very cheap. After verifying with the local government, we finally decided to remove all related products that do not meet the market production price." Song Jia said that from the follow-up sales trends Look, this not only did not affect sales, but improved word of mouth.


JD.com has also made a series of process specifications and requirements, from new listings to stock SKU management, as well as after-sales service, to form a complete set of governance processes. At present, the Jingdong tea category has been fully rectified.


"The platform strengthens standardized supervision of stores and products, which can make inferior products nowhere to hide." Yang Xiaohong, president of Hong Kong Tiger Label Group, said that under the standardized supervision of JD.com, Tiger Label has accelerated production and sales coordination, while avoiding the low-cost sales of high-quality products. Or fight price wars with inferior products.


It is worth mentioning that, in order to further solve consumers' concerns about the authenticity of tea purchased on JD.com, JD.com has also cooperated with well-known tea brands at home and abroad to jointly launch the "Mingcha No Risk" product service. In September 2020, JD.com and West Lake Longjing jointly explored product traceability to further standardize the production and market circulation of West Lake Longjing.


A series of quality upgrade efforts have enabled JD.com to quickly build a bridge of communication between the tea brand and consumers. The inherent advantages of JD.com are also playing a positive role.


Efficient logistics experience is also the most intuitive feeling of the tea brand. Zhou Nan said that compared with the 2-3 days of traditional express delivery, JD Logistics can achieve next-day or even same-day delivery. Compared with offline distribution channels, this advantage is even more significant. Taking pre-sale spring tea as an example, it can be delivered to consumers faster than directly-operated stores.


Zhou Nan told 36 Krypton that, especially for teas with high preservation requirements such as Longjing tea, high temperature weather will cause the tea leaves to deteriorate rapidly, and the flavor and taste will be affected. JD.com can minimize the impact of intermediate links on tea quality.


After cooperating with JD.com in 2020, the delivery problem of the tea factory in Shaolian Village has also been fundamentally solved. "Receive the package on the same day, and the spring tea will be delivered the next day." Cheng Kaijian, the person in charge of the tea factory, said that the wholesale market used to be overwhelmed by two. The purchase price of more than 100 yuan per catty is now eight or nine hundred yuan per catty, and the sales volume of tea has tripled.


After playing this set of punches, Jingdong's transcript is very eye-catching. According to the data, more than 2,000 brand merchants have settled in the tea category. More and more tea brands are developing new quality tea markets through JD.com.


The intensive influx of tea brands is directly related to the outstanding performance of JD.com in high-end tea.


According to the tea industry data of Jingdong Supermarket, high-end tea products have grown rapidly in the past year. Among them, 10,000-20,000 yuan of tea products increased by 283% year-on-year. From the perspective of main sub-categories, the proportion of high-end products continues to increase, and more and more consumers tend to buy high-end tea on JD.com.


"Over the years, we can clearly feel that consumers are more and more accepting of buying Longjing tea online, and their requirements for tea quality are getting higher and higher." Hu Biru, general manager of Hangzhou Zhenghao Tea Co., Ltd., said that JD.com is Lu Zhenghao's highest sales volume. e-commerce channels, from the opening of pre-sale to the launch of Spring Tea, product sales, online and offline simultaneously.


Zhejiang Shifeng's high-end Longjing tea has also performed well on JD.com, especially the 150-gram products that cost 1,500 yuan and 2,000 yuan. Today, Shifeng Jingdong flagship store is in the forefront of all its channels, and in the peak sales season, the unit price per customer reaches 600 yuan.


Wang Xiaojun said that at present, the tea category of Jingdong Supermarket is maintaining high-speed and steady growth, and has grown into a top-level category of Jingdong Supermarket. Thousands of brand merchants have settled in Jingdong, and the market has formed a customer mentality to buy "quality tea on Jingdong".


Innovation is accelerating, and the tea industry is upgrading at the right time


Quickly reaching young consumers is another important reason why tea brands actively embrace online channels.


According to relevant reports of Jingdong Supermarket, the post-85s generation is the main force of tea consumption, and presents the characteristics of high education, high income and high consumption. Compared with the core users of traditional offline channels, online channels are closer to tea consumption. The distance between the brand and young tea drinkers broadens the potential user base.


Benefiting from the rapid growth of online sales and rich user demands, Shifeng has accelerated product innovation in a targeted manner. In addition to the classic product line, Lion Peak has successively launched new product lines such as small packaging and portable suits for young consumers, and constantly iterates and upgrades the external packaging design.


"We hope to have some new breakthroughs in customer experience and younger product sales," Zhou Nan said. Shifeng's product update iterations are accelerating in an all-round way. As an old brand, Shifeng is making a moderate transformation to the younger generation through the Jingdong channel.


Tiger Label, a herbal tea brand from Hong Kong that entered JD.com in 2012, has rapidly expanded its tea gift box business by relying on JD.com's advantageous resources.


"In the past, there were only one or two types of teas in the gift box. In the past year, we have developed small-sized boxes for souvenir positioning, and canned gift boxes for family packaging. During the Spring Festival of the Year of the Tiger, we developed corresponding Year of the Tiger gift box." Wang Wei, general manager of Tiger Label Group, told 36氪 that in order to improve the customer experience as much as possible, Tiger Label has also built a professional customer service team composed of young tea experts.


Taking advantage of the service advantages of JD Logistics, Tiger Label has also upgraded the product after-sales experience. Customers can taste the goods after receiving them, and they can return them directly if they are not satisfied. According to Yang Xiaohong, President of Tiger Label Group, the concessions made in after-sales service have resulted in a more convenient purchasing experience for consumers and a higher customer stickiness for Tiger Label.


"Compared with sales volume, we pay more attention to the repurchase rate." Yang Xiaohong said that he hopes to use better quality products through JD.com to serve consumers well and operate for a long time. In Tiger Label's plan, relying on JD.com, it will improve the layout of all categories of traditional Chinese tea, and create high-quality traditional Chinese tea "one tea in one place".


Lu Zhenghao, who also settled in Jingdong very early, has also stepped up internal innovation in recent years. In addition to making Lu Zhenghao's brand West Lake Longjing Tea, he has also added a sub-brand "Qingbai Oriental Tea Shop" to lay out six major tea product lines to meet different needs. consumer group needs.


Behind the brand-intensive innovation, the standardized development of China's tea industry still needs to be further improved, especially the problem of "category, no brand" in the tea industry. Among them, West Lake Longjing tea is the most typical.


Hu Biru said that the tea and tea gardens of West Lake Longjing are in the hands of tea farmers, making it a long way to go to build a strong brand of West Lake Longjing. In addition, the standardization of tea is also a big problem, specifically the standardization of tea production and the unified standard of tea knowledge system.


The standardization of the origin is the basis for the standardization of tea. JD.com is trying to play a bigger role in promoting the industry.


It is reported that authorized by the local municipal government, JD.com has gradually deepened its cooperation with major well-known tea industry belts in recent years, and since 2021, it has successively opened flagship stores in Anxi Tieguanyin, Yunnan Pu'er, Rizhao green tea and other industrial belts, driving the popularity of The tea industry is developing rapidly online. Among them, the Tieguanyin flagship store in Anxi was launched only three months ago, and the sales exceeded one million yuan.


This territory continues to expand. This year, JD.com plans to carry out in-depth cooperation with Fuding City to jointly promote Fuding White Tea, help five local key large-scale enterprises to open self-operated stores, and help 30 tea companies/cooperatives to realize the construction of JD.com's online e-commerce channels.


At present, the products of the major core tea producing areas are all sold on JD.com on a large scale. Wang Xiaojun said that this year's spring tea market is very rich in varieties, and there are thousands of new products in the Longjing category alone. JD Supermarket gives full play to its advantages in digitization, supply chain, finance and other fields, and provides new assistance for the development of the tea industry belt in terms of digital transformation and upgrading, origin traceability, product standardization, etc., and is becoming the industry's largest stabilizer and brand's largest incremental market Hatchery with Trend Max.


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