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Market analysis of the current situation of tea sales and teahouse operations in Hunan

Ouyang Jinquan, Class 3, Class 99, Department of Finance, Xiamen University

In Hunan Dida Agriculture During the internship at the service center, I was responsible for the sales of Hunan tea, market research on teahouse operations, and understanding the current situation of tea and teahouses in order to provide consulting services for tea production and operation.

First, he was introduced to its related tea company for a month and a half of market research. Participate in the daily operation activities of tea purchasing, retailing and teahouse in this company.

Changsha’s tea wholesale is basically in the Tea City in Gaoqiao Market, where there are many specialty stores, such as West Lake Longjing, Biluochun, etc. Although tea is only divided into a few grades, due to differences in production techniques, there are several different prices within each grade. Take Longjing as an example (West Lake Longjing tea is produced in the mountains and green valleys beside the West Lake in Hangzhou, Zhejiang, and is named after Longjing Spring and Longjing Temple). Its appearance is flat and smooth, shaped like a lotus heart and a bird's tongue, and its color is emerald green and slightly yellow; the bottom of the leaves Uniform, one flag and one shot, interlaced and lifelike, it is really pleasing to the eye. The frying process of Longjing tea is exquisite, all done by hand; the picked tea leaves are extremely delicate, and the Longjing tea made from all buds is called "Lotus Heart", and the one made by frying one bud and one leaf is called "Flag Gun" "The leaves are like flags and the buds are like spears." If one bud and two leaves are first spread and stir-fried, the punishment will be like a bird's tongue, so it is called "bird's tongue". Generally, there are about 20,000 to 80,000 tea buds per kilogram of premium Longjing tea. The identification of tea mainly depends on tea type, tea aroma and color. Especially when distinguishing between different grades, the color and aroma are more important. The tea leaves that are roasted exquisitely should be kept crisp. Once the tea leaves that are originally fresh and tender become dark after being roasted, they are considered inferior products. Tea appreciation is a knowledge and an art. I am just a beginner and only know a little bit about it.

The supply of tea in the tea city is mostly reliable, or it has not been established there for so long. There are many shops in it, with everything you need. In addition to tea from various places, there are also tea sets and tea cans. Tea set stores sell Yixing purple clay teapots the best. There are many grades of purple clay teapots, and the prices vary greatly. Some are expensive, ranging from thousands to tens of yuan each. However, regardless of whether the purple clay teapots are good or bad, they all have the characteristic of making tea without losing flavor. , the difference lies in the roughness of the production process, which in turn affects the degree of absorption of tea aroma. A good teapot absorbs less tea aroma, and the aroma of the two brewings is not easy to be mixed too much.

After wholesale tea, the retail price varies, depending on the retail area. Due to different consumption levels and different rents in urban areas and suburbs, the costs are naturally different. Retail stores in different regions can adjust their selling prices appropriately according to different costs. But one thing is that for small tea shops, loose tea has greater profit margins than bagged tea. For customers, customers can directly see the color, shape, and smell of the tea. Compared with As far as bagged tea is concerned, most of the bagged tea cannot see its quality, let alone smell its fragrance. This can be described as a "win-win" - the retailer's advantage is that it can obtain part of the value created by the bagging workers, and the other part benefit consumers. Of course, it is inevitable that some consumers prefer bagged tea, so a certain amount of bagged tea is necessary, especially some bagged tea (such as black tea) that are easy to brew and are also more popular.

When talking about teahouses, we must mention the tea ceremony and tea products. As the saying goes, "Tea growing is a science, tea making is a technology, and tea drinking is an art and a knowledge." Chinese tea culture has a long history, and teahouses are the best place to display it. The first of the sixteen tea art techniques is the use of fine utensils. For brewing Kung Fu tea (such as oolong tea), it is best to use a purple clay pot. Of course, purple clay teapots are only suitable for brewing long-lasting tea. Most green teas (such as West Lake Longjing) are not suitable. You can use a covered bowl instead and make use of a glass. Nowadays, glass cups are widely used. Because of the transparency of glass, you can see the graceful shape of tea leaves after brewing, observe their shape and taste their fragrance. The basic procedure for making tea is to clean the utensil - warm the cup (pot) - pour the tea - brew - divide the tea - drink the tea.

In order to maintain the inherent color, aroma and taste of Longjing, Qiqiang, Biluochun, Junshan Yinzhen, Huangshan Maofeng and other top-quality teas, the lime block tea storage method can be used. It uses the hygroscopicity of lime blocks to fully keep tea leaves dry to delay deterioration. The charcoal tea storage method is suitable for the collection of various precious green teas, oolong teas and scented teas.

Summary: Tea is an industry with great potential. First, the market demand is stable and large. Second, as an extension of agriculture, the government intends to support it. In addition, drinking tea, especially in a teahouse with an elegant environment, is as good as in a coffee shop. The entry threshold for this industry is not high, the key lies in the understanding of tea ceremony and accurate grasp of tea products.

Analysis of consumer groups: social people, mainly for leisure, talking about business, and chatting with friends; college students and young people in society pay more attention to chatting with friends and romantic feelings.

The business hours are mainly from 3:00 pm to 5:30 pm and 7:00 pm to 12:00 pm. Business is relatively good in the evening. They can also serve morning tea and provide breakfast such as porridge, which should be good, but The business hours are relatively long, which is generally difficult for small-scale teahouses to operate.

Teahouse operations also need to have their own characteristics, develop unique varieties, and create new varieties according to market changes in a timely manner. For example, in summer, according to the characteristics of hot weather, homemade foam series can cater to the needs of young people.