The price of Laoshan tea has not risen, and the south tea has begun to dominate the market.
low temperature and drought have made Laoshan tea cut down sharply this year, which made Laoshan tea "up" before it was listed. How can a thousand kilograms of tea be fried? Recently, the reporter visited several tea farms in Laoshan Mountain to understand that the price of fresh leaves did not rise as expected, and the price gap between the past years was not large, even a little lower in recent days. Laoshan tea is not high above the table. Besides the price of several large tea shops, it can still sell for thousands of yuan a Jin, and most of Laoshan tea needs only a few hundred yuan per catty. The varieties are single, the quality gap is reduced, and the social recognition is reduced. Laoshan tea development encountered the "bottleneck", has gradually been caught by the advantages of the southern tea varieties, and as a response, Laoshan tea is also developing new varieties, now Laoshan black tea can be drunk.
in April 8th, the reporter visited Qingdao Haixin tea farm, Laoshan cloud tea farm, Laoshan Zixia spring and other tea farms, although this year, the reduction of production is more serious, but the price of fresh leaves did not rise. "At this time last year, the purchase price of fresh leaves was about 40 yuan, almost the same as the current price." Qingdao Haixin Tea Co., Ltd. Yao Wenqiang said, the company is now a total of 500 acres of tea garden, the vast majority of them are signed agreement with the tea farmers, the purchase of fresh leaves unified processing and sale, "spring tea has just come down when it is more expensive, and recently has been maintained at thirty or forty yuan a Jin, can not be sold, a few days cheaper than last year. "
tea production is reduced and the price is not going to be the most direct impact on the tea farmers. Wang Ge Zhuang Street Xiao Wang community Li Wenqiang planted two acres of tea garden. The two acres of field tea on the hillside were frozen to death, and this year they were directly extinct. "Now there is half a mu of tea in the greenhouse, and the price of fresh leaves has not risen. This year's income is definitely not acceptable." Li Wenqiang said he estimated that half a mu of tea could also earn about five thousand yuan.
before new tea is listed, because of low temperature and drought, tea merchants generally believe that the price of tea must rise this year, but the reality is not only fresh leaves have not risen, but the price of new tea has not risen. With the continuous increase of production costs, the profits of tea farms are shrinking.
why does this happen? Reporter interviewed to understand, Laoshan tea variety is single, and the southern tea quality gap narrowing, let the southern tea began to forcefully "occupy" the market, and the social recognition degree of Laoshan tea is also relatively reduced. "Before sending tea to important customers or relatives and friends, the high-end tea is Laoshan tea. But now more people are willing to buy some good tea in the south, because with the improvement of varieties, the quality tea in the south is really good. Yao Wenqiang said that the core competitiveness of Laoshan tea is declining now, the original unique spatial and regional advantages have been slowly made up by the improvement of the southern tea through variety improvement.
the reporter learned that the problems facing the small and medium-sized tea farms in Laoshan are particularly serious, the lack of government procurement, large companies order, so that they have gradually lost their advantages in the market competition. Some time ago, the tea merchants who sold the southern tea under the banner of Laoshan tea also raised their waist to create the brand of southern tea.
in the face of new challenges, Laoshan tea merchants are also actively developing new varieties and reoccupying the market initiative through quality improvement, such as red tea and white tea, which have only only been in the south, and have been nurtured in the Laoshan tea farm. However, it is undeniable that the market of Laoshan tea is being grabbed and how to win the market again is the urgent need for Laoshan tea merchants to solve.
1000 yuan a jin of Laoshan tea how to stir out the
tea farm, dealer, supermarket split profit, the money was made by retail
chairman Wang Yongchao told reporters: "tea is most afraid of freezing and the most afraid of drought, we died a part of tea, estimated to cut production this year. More than 10%. " For this high-end tea, the price of a jin of fresh leaves last year is about 180 yuan, but the case of this year, Wang Yongchao said: "from this year, the lowest is also 200 yuan."
Yao Wenqiang, general manager of Qingdao Haixin Tea Co., said he predicted that one mu of tea garden would also be able to earn seven thousand or eight thousand yuan this year, while Datian tea was badly hit by a lot of disaster.
cold weather and drought, except for these two natural disasters, the cost increase has also reduced the profits of tea. Wang Yongchao told reporters: "a tea picker, five years ago, the price was 1000 yuan per month. Now, the price of a month is between 1200 yuan and 1800 yuan. The wages of technical workers have increased by at least 20%, and now we can only get 3000 yuan per month for a skilled worker.
tea is finished, the next step is to carry on the packaging, like high-end tea light packaging will need 150 yuan to 200 yuan, the price of tea from here to begin to raise. After
picking fresh leaves, the next step is to stir fry tea. Because fresh leaves contain moisture, stir dried and weighed, fresh leaves appear very small at this time. Yao Wenqiang told reporters that, according to the current price of fresh leaves, the general five Jin fresh leaves can be fried one jin of tea, and the cost of bright leaves will be about 200 yuan, plus artificial and packaging costs, the cost of a jin of Laoshan tea is 250 yuan. "Now the price of spring tea is good enough to be sold at seven hundred or eight hundred yuan, and most of them are four hundred or five hundred yuan, while the lowest is only three hundred or four hundred yuan." Yao Wenqiang said that the profit of spring tea is still the highest. If it comes to summer tea, it will lose money. "Summer tea now many tea farms simply do not pick up, with labor costs and other costs, processing will not necessarily be able to sell, hoarding more have to lose money." Yao Zong said.
interview, the reporter learned that different tea farms have their own different sales channels, like the cloud tea market for domestic marketing, products will not be sold on the market, mainly by the old customers to buy, order. So the price is relatively low.
and like Qingdao Haixin tea shop, they usually go shopping, wholesale through distributors, sell to supermarkets and tea houses. "The cost of opening a special store is very large, and the ordinary tea shops can not afford to open them. Although it costs a lot of money to go to the supermarket, dealers also need to get rid of it, but there is no way out now. Yao Wenqiang told reporters that the tea farm, dealers, supermarkets basically split profits, each accounted for 1/3, while the wholesale price of a catty of seven hundred or eight hundred yuan Laoshan tea to the supermarket, the price at least to more than two thousand yuan, the real profit was made by the retail side.
varieties are abundant and yield is more, and start their own brand operation.
reduced production, but the price of fresh leaves has not risen. What is the reason? Yao Wenqiang said that because of the influx of southern tea, Laoshan tea was not selling well this year.
Southern tea is mainly wholesale market. Is Laoshan tea not sold through wholesale market? The reporter asked. "You say more famous brands like Xiao Yangchun and Wanli River, which are sold by units, company orders, or franchised stores, but most small and medium-sized tea farms still sell
sold through the market." Yao said that he had a store in the Licun tea wholesale market, which was mainly responsible for supplying customers. "New tea in the South has been on the market early, the price is cheap, the quality is good, and the impact is great."
to the tea wholesale market before buying tea, always can buy a very cheap "Laoshan tea", and a few words with the tea merchants, they will also admit that in fact, most of the Laoshan tea sold by their own south tea. However, this situation will be reduced in succession. In March this year, in the tea market in Qingdao, the Licang branch of industry and Commerce and the Licang tea industry chamber of commerce were held in the tea market of Qingdao in Qingdao. During the event, hundreds of tea merchants in the market signed a contract, no longer sell fake camellia, will be unified registered trademarks, to create the southern tea brand. What does
make south tea merchants so emboldened to build their own southern tea brand? It's wrong to sell the brand of Laoshan tea with southern tea. Cangkou tea market was founded in 1998. It is the longest and largest in Qingdao. It should be said that we have done more than ten years of publicity for Lao Shan tea. If we build a brand earlier, we should mature now. Weng Xingdeng, President of the Licang Tea Trade Chamber of Commerce and the general manager of the Cangkou tea market, told reporters that Laoshan tea certainly has its own characteristics, but the southern tea is not bad at all, and the variety is more, and the taste is more complete. After more than ten years of market cultivation, more and more Qingdao people like to drink southern tea. "So, we are now going to do it." Their own brands, and now more and more tea merchants are also making their own brands.
Laoshan tea is no longer in demand, and the southern tea has the base to call the Laoshan tea. Although some well-known brands are still in the dominant position, the small and medium-sized tea farm has obviously felt the pressure of competition. What reason let Laoshan tea lose the competitive advantage slowly in the game with the south tea? Reporters interviewed a number of people in charge of the tea farm, they told reporters that the unique spatial advantages of Laoshan tea have slowly been caught up with the advantages of the varieties of southern tea, and the single variety has also become the biggest competitive disadvantage. "
" Laoshan tea is green tea, and in recent years in the improvement of variety is not very big, and the variety of southern tea, such as gold fine brow and other high-quality tea, whether from the shape or taste is very good, can meet the needs of more people. Yao said that there are more and more greenhouse tea in Laoshan, and the gap between southern and Northern tea is shrinking. In the interview, Kuang Xin, vice president of Laoshan Tea Association, told reporters that, in fact, the characteristics of Laoshan tea are the thick leaf, the foam resistance and the rich nutritional value, but there is not much advantage in the spring tea taste in the green tea. In
interview, reporters also learned that the reduction of social recognition is a problem that Laoshan tea merchants have to face. "Southern tea has given more choices to the public. Before, most of the gifts like the company sent Laoshan tea, which is a symbol of grade. But now, like Longjing, Dahongpao is very good. Yao said with reluctantly that with the increase of tea varieties, Laoshan tea is no longer the only choice for the public. "The recent Laoshan tea fraud has been very rampant, a year's output is also eight hundred or nine hundred tons, but a year sales have thousands of tons."
facing the new challenges of tea farms starting to cultivate new products
, what are the Countermeasures of Laoshan tea association? "The temperature difference between the north and the north in the day and night is very large, which makes the organic components of the tea gathered in the north, and the nutritive value of tea is high. This is also incomparable in southern tea. " Yao said he thought it should take advantage of this unique natural condition and introduce some high-quality tea seedlings in the south to cultivate and improve Laoshan tea. The white tea he cultivated in the two years was very popular with customers, and this year was basically finished. "In fact, many southern tea varieties can be introduced, and through the" computer color selection machine "and other machines screening, can also be a large and ugly tea selected out, so that Laoshan tea also become like the south tea as good, from the appearance and quality of the promotion.
and Kuang also told reporters that Xiao Yangchun tea farm has also been developing new products these years. Their new product "sandalwood red rhyme" is a kind of black tea, which makes Laoshan no longer only green tea. "I just developed a kind of" tea coffee "last year, which has applied for patent, and extracted the ingredients from tea leaves to make tea leaves. Kuang said that only a little bit of tea can be used to fill a cup of tea.
: Wholesale and retail sales of a regulatory
South tea to build their own brand, for this self "fake" behavior, how to see the Laoshan tea association? As a vice president of Laoshan Tea Association, Kuang told reporters that he is sure to support Licang's Tea Industry Association. "Laoshan tea has also done a lot of work in the field of counterfeiting in recent years, including the application of patent and trademark, and the government departments have also organized many times, but the effect is not very ideal." Kuang Xin said that Laoshan tea fraud has been widespread, not only in the tea wholesale market, but also in some large supermarkets and tea monopoly stores.
"if the southern tea merchants will be able to self-discipline, the emergence of false tea from the source will certainly be beneficial to the standardization of the whole tea market." Kuang new said, but he is more concerned about the point is that market supervision must be implemented, not only in the wholesale sector, but also in the retail links also have a supervision, "some retail stores are specialized wholesale south tea, to store into Laoshan tea sold, this phenomenon is the existence." In
conversation, Kuang Xin believes that Laoshan tea and southern tea have their own characteristics, and the market is standardized, which is good for everyone. Laoshan tea is mainly high-end, while southern tea has large yield and variety, which can meet the needs of different consumers.