Editor's note: There are about 60 countries and regions in the world that produce tea. The tea planting area is 65.55 million mu. More than 160 countries or regions have the habit of drinking tea, and 150 countries need to import tea. In China, there are more than 900 counties in 20 provinces producing tea, more than 80 million tea-related personnel, and more than 70,000 tea production and processing enterprises. In the past 10 years, the compound growth rate of tea output value has exceeded 22%, which is much higher than that of other industries. A quarter of China's population drink tea, and the per capita consumption of tea is 1.2 kilograms, but the age group is mainly over 35 years old, and the majority is male. As the times change, young people have become the main force in market consumption. How to make young people consume tea has become an issue worthy of attention.

　　 Making tea "younger" has always been the heart disease of the industry

　　 There are more than 350 million young people between the ages of 18 and 35 in my country, accounting for 27% of the country’s population. They have a strong sense of autonomy, strong purchasing power, and unique consumption concepts and consumption patterns. The "rejuvenation" of tea is not only a question of whether young people drink or not, but also whether this part of the group who does not like tea in the future will drink it after the age of 35.

　　 Although our country is a big tea-drinking country, the consumption of coffee is increasing very rapidly, with an annual increase of about 15%. Some people worry that at present, the impact of coffee, high prices, unfashionable culture, troublesome brewing, and the fantasy of tea culture affect the enthusiasm of young people to consume tea, causing young people to be reluctant to approach tea. When these young people become mainstream people in society, where is the future of Chinese tea? Of course, some people are relatively optimistic about this situation. They pointed out that young people mainly drink tea beverages, and they will also buy some easy-to-brewed and fashionable packaging online. Tea, in some business occasions or scenes with elders, you will also come into contact with tea. The healthy properties of tea are also an excellent gift for business contacts and filial piety to the elders. Young people are potential consumers.

　　 It is very certain that tea must be cultivated when the consumer group is very young, so that consumers can accept the tea culture and try the way of drinking tea. In this way, the future of tea can be passed on from generation to generation.

　　 Tea "rejuvenation" needs to cross three thresholds

　　The rejuvenation of brand culture

　　 Throughout the tea industry, tea companies large and small are propagating tea culture, propagating tea’s long history, moving legends, and exquisite craftsmanship. Tea has history and culture. There is nothing wrong with this, but young consumers don’t care how old you are. They care about inconvenience, good taste, and style. No flower arrangement, no incense, no tea clothes, no need to be able to play the guqin, no need to talk about Buddha. No tea company is willing to abandon the culture that has accumulated for decades to develop a young tea culture. How to make young consumers like it on the basis of historical and cultural trust is what tea company operators should think about.

　　 On April 29, 2016, the "First China Tea Township Emeishan International Tea Culture Expo" was held in Emeishan. Different from the previous tea expo, this tea expo is characterized by "internationalization, specialization, marketization, and popularization", and it has determined "cultural leadership, e-commerce boost, tea travel integration, industry promotion, sharing and win-win". "The idea of ​​organizing the meeting highlighted the three characteristics of "the product of tea", "the way of tea" and "tea journey", and established the World Tea Travel Alliance to promote the in-depth integration of tea travel. I think these are all useful explorations to "rejuvenate" tea, which can help the younger generation of consumers find interest.

　　The rejuvenation of channels

　　 The sales channels of tea now mainly include tea shops, street shops, group buying, and e-commerce. There are few channels for young people to contact, so we need to broaden the channels. In recent years, the emergence of tea coffee is positioned as "China's first new-concept teahouse", and enjoy a cup of good tea in a fashionable way. Compared with traditional teahouses, tea coffee tea is more fashionable, fast-selling, high-quality simple packaging, new Chinese-style oriental aesthetics, and regular butch, soda tea and light foods are in line with the taste of young people.

　　Hi tea (formerly known as Huangcha), mainly in the Pearl River Delta region. In order to buy a cup of milk tea, you have to queue for hours, can you imagine? Why are milk tea shops all over the street, only this one is so popular. The author has tasted it personally, and the biggest feeling is to make the product sincerely. The bottom tea adheres to high temperature water at 100 degrees and high pressure extraction in 60 seconds; each tea bag is used only once to ensure the maximum tea fragrance; there are many kinds of tea from different regions; the block cheese imported from Australia and the fresh milk imported from Europe create high-quality Milk cover. This shows that tea can be very fashionable and can become a way of life. The key is whether to carefully tap the real needs of young people.
　　The rejuvenation of products
During the "Double Eleven" in 2015, tea sales on Taobao and Tmall platforms reached 8.8 billion yuan, a year-on-year increase of 27.5%. The total number of tea views was about 25.22 million, a year-on-year increase of 92.94%. Consumers aged 18-35 accounted for 61.57%, products within 100 yuan accounted for 75.02%, and products within 100-225 yuan accounted for 17.78%. Among the top 20 branded tea companies in terms of sales across the Internet, the number of seats occupied by traditional brand tea companies has increased from 6 in 2014 to 11 in 2015, which has surpassed that of pure e-commerce brands that started online. From the perspective of the hotspot rankings, Dayi, which ranks first in turnover, uses a low-price strategy for single products to promote more transactions, and BaMa, which ranks third in turnover, uses more high-quality products and attractive price-performance strategies. E-commerce is an important purchase channel for young consumers. They pay more attention to affordable prices, simple packaging, and authentic taste.
　　 Nowadays, those born in the 80s and 90s have gradually become the mainstream of consumption. There is no longer any need to discuss whether it is worthwhile to rejuvenate tea, but it is undoubtedly the mainstream choice. Tea is the best business card for Chinese culture, but today's young people are under heavy pressure and cannot stop to experience this culture. It is precisely this situation that makes young people more eager for a leisure and healthy lifestyle. When a tea company operates, it should also think about how to integrate tea into the lifestyle of young people. In terms of tea, taste, design, and communication, they feel that drinking tea is also a very fashionable way.
　　How to guide Chinese young people to drink tea is bound to become a new opportunity and challenge!
　　 This article comes from Pu'er Tea. The content contained is for reference only and does not represent the remarks of our company. Please inform us if there is any copyright infringement.