Market Analysis Report Of Tea Circulation In Jinan

Tea is an old crop planted in China which owns a long history. China is bound in varies of tea trees and has a large tea production, which makes China become an imp ortant tea exporting country. However, the circulation state of tea seems to meet a bottleneck. In recent years, with the further development of the reform and opening up, as well as the socialist market economy, the circulation industry has a more prominent impact on China’s economy, such as, promoting the pace of China’s industrialization, guiding consumption, propelling the economic structure adjustment and sustainable development. Therefore, the old ideas that only emphasize production rather than circulation begin to change, and more attention is paid to the role of the tea circulation.With a unique geographical location, Jinan well developed its tea circulation, which makes it an important hub for the southern tea selling to the north. Jinan has about10tea market of all size, playing an important role in promoting the tea circulation. The biggest wholesale market in Jinan currently is Jinan Wholesale Tea Market, being the pride of Jinan, which has achieved rapid development since1996when it was built. Moreover, including more than a dozen provinces and municipalities across the country, tea sales radiating surface in Jinan is very wide. Other than having a large number of the tea market to guarantee the circulation, the holding of Tea Expo also provides trade places and opportunities for tea trade. Since2001, Jinan Wholesale Tea Market has undertaken China International Tea Expo for6times, which has been one of the two exhibitions identified by China Tea Circulation Association. On the6th Tea Export, the audience reached to58,000, besides, more than1100trading contract and intention agreement were achieved and the total trading value reached280million RMB only three days. However, since the development of the Jinan tea circulation market is immature and the current overall development of tea in China is imperfect, the tea market in Jinan is facing many problems. First, the overall quality of the tea tradesmen in Jinan tea market is generally low. The phenomena of fake and shoddy, as well as random product packaging can be found. Second, although the brand in Jinan tea market is numerous, real famous brand is rare. Furthermore, because of historical factors in Shandong Province, it is hard to find a trace of Lu tea in Jinan tea market. Third, the majority of consumers, grasping little knowledge of tea, only rely on the price and the introduction by tea merchants in the tea market, which was unable to meet their needs. Fourth, with many departments take charge simultaneously and mutually making excuse, the tea industry management is confused and lacking of industry standards. Fifth, the e-commerce used in Jinan tea circulation market is of low level. Thus, little information and old content cannot meet consumers’demand for tea information. Sixth, the marketing model, mainly depending on tea wholesale market, is single and has not formed a pluralistic circulation patterns.Confronted with the issues of tea circulation market in Jinan, many solutions should be adopted to realize the sustainable development of tea market. Firstly, promoting the introduction of talents that helps to improve the level of the industry. Secondly, catering to the demand of businesses and consumers and constructing professional market in order to formulate large tea trade center of high-grade and high standard. Thirdly, meanwhile promoting the industrialization of tea, strengthening the industrial management and unifying quality standards. Then taking the leading enterprises as the core and promoting the implementation of brand strategy as a whole. Finally, promoting advanced tea culture. Utilizing tea culture to attract consumers all over the country and realize the popularity of tea knowledge. So the tea trading market of Jinan will be improved and will give play to the role of developing economy, further boosting the rapid development of Jinan’s tea economy.