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2015年茶叶市场走势分析

Analysis of 2015 tea market development tendency

1、茶叶产品结构将进一步调整。受国家宏观政策的调控，2015年，茶叶市场高端产品消费将继续受到抑制，老百姓能买得起的大宗茶市场空间将进一步扩大。产品将以中低档价位为主，产品包装将进一步精简瘦身，简易、环保型包装将备受市场喜爱。

1. The structure of Tea products will under further adjusted. Influenced by national macro policy, high-end products consumption will be suppressed, the market of bulk tea which affordable for ordinary people will expand.

The main products will be middle and low price tea, packaging of products will under further simplified, simple and environment friendly packaging will be fond of market.

2、市场将保持多样化竞争态势。预计2015年多元化新产品红茶、青砖茶和乌龙茶的开发力度将进一步加大。内销市场上，中低档产品和具有特色历史文化内涵的茶品牌将更具市场竞争力。外销市场上，符合出口质量安全标准要求的有机茶、绿茶、红茶、砖茶和袋泡茶等市场空间广阔。青砖茶将随着独特的品质和 保健功能被广大消费者认知，将继续受市场热捧，内外消费量将进一步扩大。

2. Market competitive situation will maintain diversification. Estimating exploration of multiply new products of Black tea, Green brick tea and Oolong tea will further increased. Low and medium grade products and certain historical culture relating brands will be more competitive in domestic market. Organic tea, Green tea, black tea, Brick tea and tea bag which meet export quality and safety standards will have vast market space. As the special character and healthcare function be recognized by consumers, Green brick tea will continue be welcomed and the consumption quantity in domestic and abroad will be further expanded.

3、品牌企业广泛进入电商渠道。随着电子商务的广泛普及，越来越多的品牌茶企将注重在天猫、淘宝、京东、1号店等第三方平台上开设旗舰店，品牌茶企

电商化成为品牌企业拓展销售途径的新方向和必然趋势。

3. A lot of famous brand enterprises enter into E-commerce channels. As the wide spread of E-commerce, more and more brand enterprise pay attention to open up flagship shop in third-party board like Tmial, Taobao, Jingdong and .NO.1 store. It have been a new approach of expanding distributive and inexorable trend for famous brand tea enterprise being E-commercialization

4、茶叶质量安全不容忽视。为保证茶叶等食品的质量安全，依法依标生产加工销售将成为新常态，倡导茶产业推行绿色防控、有机可持续发展已经上升为国家和我省的政策导向，因此2015年茶叶生产和质量安全将面临更严格的检测和监督管理，保证质量安全成为茶企发展的根本。

4. The quality safety of tea can’t be ignored. For guaranteeing the quality safety of tea and other foods, producing, processing and selling according law and standard have been the new normal state, advocate tea industry push prevention and control, organic sustainable development have been the policy orientation of nation and our province. Therefore, tea producing and quality safety will facing stricter detection and management, guaranteeing quality safety have been the basis of tea enterprises developing.

5、消费群体走向年轻化。随着信息传播以及健康生活的理念不断推行，年轻消费者对自身健康日益重视，对饮茶保健的理念也越来越认同。当前不少年轻人开始加入饮茶者的行列，并有不断上升的趋势，茶叶消费群体的年轻化正逐渐成为潮流。

5. Consumer group become younger in average age. As the spread of healthy lifestyle idea, young consumers pay more attention to physical health and the healthcare function of tea. At present, a lot of younger joining the army of tea drinking, and the trend is continue to rising. Consumer group move forward younger in average age have been a trend

中国食品土畜进出口商会茶叶分会秘书长蔡军认为，无论是从出口总量还是结构方面，中国茶叶出口都将取得明显进步。

Caijun, the secretary-general of China Chamber of Commerce of Import and Export of Foodstuffs tea branch, believe China tea export will make obvious progress both in total volume and in structure.

十二五期间，中国茶叶出口将再攀新高峰。2015年，十二五期末，中国茶叶年出口总量将达到三十四五万吨，总量位居全球第一。

In the 12th Five-Year Plan, China tea export will make new breakthrough.2015, as the end of 12th Five-Year Plan, the annual export quantity of China tea will reach 340 thousand ton, ranking the first place in the whole world.

在速溶茶、茶叶民用化工和茶食品领域，中国将位居全球领先地位，引领世界潮流。

In the territory of instant tea for civil chemical engineering and tea food, China will play the leading role in the world.

产品出口结构将进一步完善，茶叶提取物和特种茶出口占出口总额的比重将大幅上升，特种茶有可能成为某些国际区域的时尚代表。

The structure of products export will make further improvement, the exporting proportion of tea extract and special tea will increase sharply, special tea perhaps will be the fashion representative of some international zone.

茶叶出口企业的经营实力比目前明显提高，在国际品牌塑造和国际营销网络搭建方面，将取得重大突破。同事，出口企业将出现严重的两极分化，部分小型出口企业将不得不依靠少数大型出口企业而生存。出口企业小而散的局面，虽然会有改善，但是还难以根本改变。

The business capacity of tea export enterprises have been improved obviously and will make major breakthrough in international band building and international marketing network. In the meanwhile, export enterprise will show severe polarization, some small export enterprise can’t survive without the help of big export enterprise. The situation of export enterprise , small and scattered, can approved, but can’t change radically.

在国际饮料和食品市场，中国茶的“健康理念”将获得广泛认可。茶文化和茶旅游，也将上升为国际茶叶经济交流的重要组成部分。

In the market of international beverage and food, the “healthcare idea” of China tea will be accepted widely. Tea cultural and tea tour will rise to an important component of international tea economical communication.

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