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Innovation on China's Tea Industry

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Wenqi Chen

on 12 December 2013

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Transcript of Innovation on China's Tea Industry

Cosmetics- facial mask, cream,toner

Tea leaves pillow-help sleep

Hydropathic candle

Watermelon seeds with tea flavor

Plum Candy with Tea flavor

Nuts with Tea Flavor

Dry fruits with Tea soup

Innovation on China's Tea Industry

Getting outline
Innovation on products
Development of new products
Taste Oritented
The tea products can be classified into New taste tea drinks, tea food
Current Statistics
Current statistics
Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured leaves of the tea plant, Camellia sinensis.

After water, tea is the most widely consumed beverage in the world. It has a cooling, slightly bitter, and astringent flavour that many people enjoy.
Tea Industry
The tea industry is made up of the businesses that produce tea as well as those who bring it to market.

China is the cradle of tea and remains the largest tea producer in the world. China comes only after Kenya and Sri Lanka in tea export, ranking the third

China's tea output
Green tea dominate Chinese domestic market (58%),which shows that other teas still have big market
The main tea consumers are middle age and old age people, young people’s market is potential and big
Chinese people like tea, 78% consumers express that they love drinking tea
Medium and high grade tea products are trend in the market
More than 50% of consumers drink tea everyday, drinking tea has become a lifestyle
The classification of China tea is varied and complicated which provide producers opportunities to meet different customer need
Based on Jim Harvey's speech structures
Agribusiness management

Tea Industry in China
Tea Classification of China
Improvement of existing problems

Health Oriented
The benefit of green tea: Studies have found an association between consuming green tea and a reduced risk for several cancers, including, skin, breast, lung, colon, esophageal, and bladder. Drinking green tea can also lower heart disease risk

The new tea products can be classified into three categories : Heathy tea, Common Products, Medicine

Healthy Tea

E.g.. Besunyen Company:Besunyen has many products, the flagship products of which include Besunyen Detox Tea and Besunyen Slimming Tea. In addition, there are newly introduced products such as eyesight enhancing tea and voice enhancing tea

Brand Philosophy: Tea treatment of herbal essences for health

Common Products
New Taste tea and tea drinks
Green Tea & Apple & Lemon & Honey

Flower tea mix green tea: chrysanthemum tea, jasmin tea, rose tea

Milk tea (hand pulling milk tea)

Tea Food
Eat Tea( new field in tea industry)
Some high quality tea leaves can be ate after drinking
Tea powder with pudding

Output structure & consumers
China is the largest tea producer and has a long history of tea drinking, tea industry play an important role in the agriculture and domestic economy

With the advantage of variety in tea species and big amount of tea drinkers, China’s tea industry still have large space to develop

With the development of economy, consumers put more importance on health and taste, which are two important directions for tea products innovation

With the concepts of health and taste, the products makers should improve the existing products and create new products

Healthy tea is a tea drink containing some Chinese medicine, which has health care effect:

Source: China tea marketing association
> 45 years
14-25 years
26-35 year
36-45 years
Source: China tea marketing association
Tea consumers consumption habits
Consumers recognition on tea price
Don't Like
In the near past a lot of medicines have been made using tea products and till date leading world medicine makers are using some part of tea leaves and leftouts to make medicines
eg:- Cipla, Ranbaxy, Glaxo Smith Klene are few companies using tea material for making medicines
Digestive tea,tonic tea,detox tea
From Tea garden to cup by WuCheng (2009); SRI

Tea Leaf City field modulation study of analysis


TANG Xiaolin, LI Qiang, "Implementing GAP to Promote the Innovation of Chinese Tea," "Chinese Tea Processing", 2006 No. 4.

ZHAN Luojiu, ZHENG Xiaohe et al. (2004) “Restructuring of China's Tea Industry ", Beijing: China Agricultural Press.

Nick Hall (2003) "Tea", Beijing: China Customs Press.
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