Three tea companies have successively applied for IPO The tea industry may usher in the development period of leading companies

Our reporter Yuan Guofeng

Recently, Bama Tea Industry Co.

Huge market size has spawned a wave of listings

It is reported that the number of new shares issued by Bama Tea Industry this time does not exceed 25.

Bama Tea's products cover all types of tea such as oolong tea, dark tea, black tea, green tea, white tea, yellow tea, reprocessed tea, as well as related products such as tea sets and tea food

In July 2020, the official website of the China Securities Regulatory Commission released the prospectus of two tea companies at the same time

The prospectus shows that from 2017 to 2019, China Tea’s revenue was 1.

The successive applications of tea companies for listing benefit from the huge market size of tea

Brand marketing expert Han Zhihui believes that the deep-seated reason for tea companies seeking listings one after another is the result of the rapid development of the entire tea industry, indicating that the entire tea industry is upgrading

Han Zhihui believes that the next 10 years will be a stage of rapid development of tea industry branding

Wang Qing, president of the China Tea Circulation Association, also believes that with the improvement of living standards and the gradual upgrading of mass consumption, domestic consumers have gradually shifted from buying loose tea to buying branded tea, and branded tea will surely usher in new opportunities for rapid development

The formation of leading tea companies still needs to enhance the brand connotation

After years of development, the degree of marketization of China's tea industry has reached a high level.

　　Bama Tea Industry was listed on the New Third Board in December 2015 under the name of "The First Share of Tieguanyin"

　　According to incomplete statistics, the number of tea companies listed on the New Third Board once reached 24, of which 7 were listed in 2017 and 1 was listed in 2018.

　　From the performance point of view, the annual revenue of Bama Tea Industry, China Tea Co.

　　Compared with China Tea Co.

　　According to data from the China Tea Circulation Association, in 2020, the total area of ​​tea gardens in the 18 major tea-producing provinces (autonomous regions and municipalities) across the country is 47.

　　The "14th Five-Year Plan" Development Plan for China's Tea Industry (2021-2025) mentioned that in recent years, in the context of consumption upgrading, the problem of structural imbalance between product supply and demand has become increasingly prominent

　　It is worth noting that the contradiction between the overall level of tea brand building and the growing demand for high-quality brands is more prominent, the brand awareness of the entire industry needs to be further improved, the total number and scale of brands are relatively small, and the brand value and influence are relatively low.
Weak, brand working mechanism and service agencies are loose and scattered
.
The credibility and influence of the brand is not high enough, and the brand R&D innovation platform is obviously insufficient
.
Brand development still lags behind the economic development of the tea industry
.

　　In this regard, Han Zhihui said that industrial upgrading is not only reflected in the scale of planting and branding of sales, but also changes in the form of industrial organization
.
At present, tea sales are still circulated from tea farmers and tea companies to consumers, and there are still relatively few companies that have truly formed a branded sales system
.
The real industrial upgrade should be from the place of origin to the variety to the craft and deep processing, and finally sales to form a complete industrial chain; consumers have a high awareness of the entire brand; the entire sales channel is well established, and consumers are concentrated on the line Buy tea on the Internet or through the exclusive channels of branded tea companies
.
At present, it is only the initial stage of industrial upgrading.
In the next few years, it will be the stage of brand development.
For tea companies without brands, they will be dumped at low prices.
The failure of brands and channels to keep up will directly lead to the decline of the local tea industry
.
At present, the connotation, craftsmanship and value of the three tea companies to be listed need to be improved
.

　　Mei Yu, secretary-general of the China Tea Circulation Association, believes that Chinese people's identification with Chinese tea culture is a kind of cultural self-confidence
.
Of course, in addition to cultural identity, knowledge popularization should also be strengthened
.
There are thousands of famous teas in China, as well as some innovative teas, etc.
It is not realistic to come together one by one, but it is possible to have a general understanding
.
In addition, in order to better promote the development of China's tea industry, the tea industry should also keep pace with the times and develop and innovate better products to meet consumers' growing demands for a better life
.

       "China Food News" (May 6, 2021 07 edition)

(Editor-in-charge: Yuan Guofeng)