2022年中国茶叶销售行业

我国的茶道文化有着悠久的历史，而且目前来看我国是全球茶叶的生产大国，茶叶的产量占全球的40%左右，但同时我国也是全球产业进口的大国，很多国人更是表示更喜欢喝国外的茶叶。

我国茶叶市场被很多外资品牌所垄断，究竟是什么原因让这一起源于中国的茶道文化被偷学，并且现如今印度版本反而被全球抢着买单呢？那么，茶叶起源于我国，为何如今销量却被外国品牌超越？内行人道出实情。

首先要了解一下国外的茶叶究竟是产生的的，这就与我国的茶叶贸易有关了。我国的茶叶贸易可以追溯到明清两朝，当时借助丝绸之路之便，我国的茶叶在这一时期开始进入到欧洲等国家，当时福建武夷山出产的黑茶更是风靡一时，英文中的Tea便是源自于广东发音的茶。

后来随着英国人饮茶并将茶渣嚼碎吃掉的饮茶方式逐渐流行，使茶叶很快便受到了欧洲北美等地区的推崇，这就导致全球的茶叶需求量不断的增加，在当时中国可以说是实现了茶叶垄断，但随着鸦片战争的爆发，我国的茶树更是被移植到了印度地区，茶叶的制作技术也随之流往海外。

了解了国外茶的起源，再来了解下我国茶行业的现状。我国茶叶的产量非常大这一点毋庸置疑，但是我国真正有名的茶企却并不多，其中叫得上名号的茶企更是屈指可数。根据有关数据统计，我国茶园的面积多达4597.89万亩，2019年的茶叶总产量更是超过了279.34万吨，达到了全球茶叶产量的四成左右，然而我国茶叶的实际出口量只有40万吨，并且平均价格在每公斤4.87美元左右。

我国的茶企发展也非常不好，以2018年茶企销量排行榜中第一位的天福茶叶为例，该企业的全年实际的营收竟然只有17.97亿元，但是同年来自国外的立顿品牌的营收却高达198亿元，两者之间的差距用天差地别来形容一点都不为过。

是什么原因导致我国茶叶文化悠久，并且产量很高，但是我国的茶叶品牌却被国外的企业吊打呢？与这四点有很大关系。

一、过于注重传统

众所周知，我国的茶道文化有着非常悠久的历史，饮茶更是一个相当繁琐的过程，其中涉及到了茶叶的选用、冲泡等多个步骤，想要品尝地道的中国茶是一个麻烦却富有仪式感的过程。然而对欧美国家的人来说，饮茶应该是一件便捷的事情，因此他们更倾向于选择立顿所推出的小袋装泡茶叶。

二、不符合市场需求

除中国以外，在全球茶叶市场中红茶占据着大部分的市场份额，其中红茶的市场份额高达75%，而绿茶仅有15%左右，这就使得印度成为了全球高端红茶的主要产区。

我国一直以来更推崇绿茶，并且绿茶年产占比高达75%左右，红茶的产量只有10%，然而对于当代人来说，他们更倾向于选择红茶这种相对来说不那么涩口的茶叶。基于这种现状导致我国不仅无法完成茶叶出口，反而每年需要从印度、越南、土耳其等国家进口红茶，以满足国内市场的需求，进口额超过了30亿元。

三、国内茶企太过分散

作为一个拥有悠久茶文化的国家来说，我国各种名贵的茶叶有很多，如信阳毛尖、峨眉雪芽、西湖龙井、黄山毛峰等都非常有名，我国的茶企更是有7万多家茶企，但真正能够以品牌著称的却没有几个，其中商标注册的茶企更是只有1000家不到，正是因为我国茶企呈现这种分散的状态，导致我国茶企无法与国外的茶叶品牌一争高下。

四、标准没有统一

在我国茶园大多都是小规模进行运营管理，这就导致茶园管理方面存在较大的差距，再加之茶叶培育过程中并没有形成标准化的制度，所以我国茶叶在进出口贸易的时候就会因为杂物、微生物、农药、放射性物质及重金属等存在问题而无法出口。

此外，欧盟市场中规定的农药残留限量多达453项之多，我国由于没有形成系统化的管理，因此无法保证出口茶叶的品质，所以导致我国茶叶在世界贸易中不具备优势。

my country's tea ceremony culture has a long history, and at present, my country is a major producer of tea in the world, accounting for about 40% of the world's tea production, but at the same time my country is also a major importer of global industries, and many Chinese people prefer to drink abroad. of tea.

my country's tea market is monopolized by many foreign brands. What is the reason for this tea ceremony culture, which originated in China, to be stolen, and now the Indian version is rushing to pay for it all over the world? So, tea originated in my country, why is the sales volume now surpassed by foreign brands? Insiders tell the truth.

First of all, it is necessary to understand the origin of foreign tea, which is related to my country's tea trade. my country's tea trade can be traced back to the Ming and Qing dynasties. At that time, with the help of the Silk Road, my country's tea began to enter Europe and other countries during this period. At that time, the dark tea produced in Wuyi Mountain in Fujian was even more popular. Tea in English It is tea derived from the Cantonese pronunciation.

Later, as the British people drank tea and chewed the tea residues to eat tea, the tea drinking method gradually became popular, so that tea was quickly respected in Europe, North America and other regions, which led to the continuous increase in the global demand for tea. At that time China can be said to have achieved a tea monopoly, but with the outbreak of the Opium War, my country's tea trees were transplanted to India, and the tea production technology also flowed overseas.

After understanding the origin of foreign tea, let's understand the current situation of my country's tea industry. There is no doubt that the output of tea in my country is very large, but there are not many really famous tea companies in our country, and there are only a handful of tea companies that can be called the name. According to relevant statistics, the area of tea gardens in my country is as many as 45.9789 million mu, and the total tea output in 2019 has exceeded 2.7934 million tons, reaching about 40% of the global tea output. However, the actual export volume of tea in my country is only 400,000 tons. , and the average price is around $4.87 per kilogram.

The development of tea companies in my country is also very poor. Taking Tianfu Tea, which ranked first in the sales list of tea companies in 2018, as an example, the company's actual annual revenue was only 1.797 billion yuan, but the Lipton brand from abroad in the same year. The revenue of the company is as high as 19.8 billion yuan. The gap between the two is not an exaggeration to describe the difference.

What is the reason that my country has a long tea culture and high output, but my country's tea brands have been beaten by foreign companies? It has a lot to do with these four points.

1. Too much emphasis on tradition

As we all know, my country's tea ceremony culture has a very long history, and tea drinking is a rather cumbersome process, which involves multiple steps such as the selection and brewing of tea leaves. Wanting to taste authentic Chinese tea is a hassle but a sense of ritual. the process of. However, for people in Europe and the United States, drinking tea should be a convenient thing, so they are more inclined to choose the small bags of tea leaves introduced by Lipton.

2. Does not meet market demand

In addition to China, black tea occupies most of the market share in the global tea market, of which black tea has a market share of up to 75%, while green tea is only about 15%, which makes India a major producer of high-end black tea in the world.

my country has always respected green tea, and the annual output of green tea accounts for about 75%, while the output of black tea is only 10%. However, for contemporary people, they prefer to choose black tea, which is relatively less astringent tea. Based on this situation, my country is not only unable to complete the export of tea, but needs to import black tea from India, Vietnam, Turkey and other countries every year to meet the needs of the domestic market, and the import value exceeds 3 billion yuan.

3. Domestic tea companies are too scattered

As a country with a long tea culture, there are many kinds of precious tea in my country, such as Xinyang Maojian, Emei Xueya, West Lake Longjing, Huangshan Maofeng, etc. are very famous. There are more than 70,000 tea companies in my country. There are only a few tea companies that are truly famous for their brands. Among them, there are only less than 1,000 tea companies with registered trademarks. It is precisely because of the scattered state of Chinese tea companies that Chinese tea companies cannot compete with foreign companies. Tea brands compete.

Fourth, the standard is not unified

Most of the tea gardens in our country are operated and managed on a small scale, which leads to a large gap in the management of tea gardens. In addition, there is no standardized system in the process of tea cultivation, so the import and export of tea in my country will be due to miscellaneous factors. There are problems with substances, microorganisms, pesticides, radioactive substances and heavy metals, etc., and cannot be exported.

In addition, there are as many as 453 pesticide residue limits stipulated in the EU market. Due to the lack of systematic management in my country, the quality of exported tea cannot be guaranteed, so my country's tea does not have an advantage in world trade.