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Consumer Reference丨Market competition intensifies, but branded tea is still growing

2024-07-23

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21st Century Business Herald reporter He Hongyuan and intern Han Chang report

The branded tea market continues to grow.

Recently, Wang Wenli, chairman of Bama Tea, disclosed that in the first half of 2024, Bama Tea's tax payment in Wuyishan increased by 100% year-on-year, surpassing the total tax paid by Bama in the local area in 2023, setting a new record. According to tax payment certification documents, from 2020 to 2023, Bama Tea has won the first place in tax payment for Wuyi Rock Tea and Anxi Tieguanyin tea companies in the origin for four consecutive years.

A 100% year-on-year increase in tax revenue means that Bama Tea's sales are booming.

In addition, executives of Xiaoguan Tea also revealed that the brand's tea sales maintained a high growth rate.

At present, it is not easy to achieve this result. For example, a middle manager of a well-known tea brand said that the price war of Pu'er tea is very fierce.

There are various factors that contribute to the growth of the Eight Horses.

On the one hand, the tea market calls for standardization. At present, the product characteristics of tea are still basically agricultural products. Tea from different locations, different times, and different batches cannot stably output product characteristics and quality. Therefore, tea cannot form products with stable quality and characteristics between different batches, and thus cannot accumulate into a brand. There is also a lack of unified industry standards. The eight horses are using standardization to solve this problem, and then scale up and brand.

On the other hand, branded tea is expanding its product line. For example, Xiaoguan Tea has launched Xiaoguan Tea Garden, which has a lower unit price. The growth rate of this category is not low. "We have standardized products and brand premium, which objectively gives us an advantage," said several executives of leading tea brands.

The expanded categories are not limited to cost-effective products. Xiaoguan Tea has launched a high-end sub-brand Nianji, and its high-end categories include Pearl Buck and Niuyi, and it is also adding Pu'er tea brand Xinji.

Overall, the branded tea market seems to have room for growth. After all, the tax amount doesn’t lie.

On July 22, the Shanghai Composite Consumer 80 Index closed at 4357.51 points, down 0.50%.

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