Tea Market Research Articles

Analysis of the Way Tea Color Opening up the National-Style Milk Tea Market from the Perspective of Marketing Strategy

With the prevalence of national style today, there are many local Chinese brands to take advantage of this torrent, production to create national style products and publicity and marketing, milk tea track competition is particularly fierce, in order to stand out in this red sea, become a strong competitor, the major milk tea brands need to quickly capture the current wave, the introduction of new and innovative marketing strategies to attract consumers. As the first fresh tea drink store in mainland China with the theme of Chinese style, TEA COLOR captures the blank positioning of the milk tea market and opens up the market of national style milk tea by using its own unique appearance, taste and concept as a marketing tool. This paper focuses on TEA COLOR's product positioning and marketing strategy by using economics, marketing research theories as well and qualitative research methods.

Analysis of Marketing Strategy Based on Consumer Behavior and Psychology In the Example of Mixue Tea

As the Milk Tea market significantly improved, competition between new Milk Tea brands started to intensify. Humanity's stubborn human nature refuses conscious and blatant advertisement as they do not want to be forced, leading to the more detailed and diverse "side-way" marketing method-- Psychological marketingone of the best and most efficient categories of subconscious advertisement. The psychological approach to consumers is a wise choice because of its hidden advertising that suits perfectly rebellious human nature. Through analyzing Mixue Tea's current marketing situation in the SWOT method and its psychological marketing in online influences and human subconsciousness categories, the research finds out how Mixue Tea successfully has a stable role in the Milk Tea market by setting the brand's updating path strictly based on Mixue Tea's targeted population's expectations and situation but failed to realize its problem of the brand's root which is its quality. Lastly, additional advice for Mixue Tea is explained in the basics of Mixue Tea's product weakness, inflexibility of the ordering system, and unsuitable brand personality.

Advances in Purple Tea Research: Chemical Compositions, Anthocyanin Synthesis and Regulation, Processing, and Health Benefits

Purple tea, renowned for its anthocyanin content and distinctive purple hue, has gained prominence. The anthocyanin content in purple tea can exceed three times that of traditional green-leaf tea. Purple tea harbors various anthocyanins, implicating intricate pathways of biosynthesis and transcriptional regulation. Concurrently, owing to its distinctive chemical composition, the processing of purple tea may be constrained, potentially influencing the sensory attributes and flavor profile of the tea. The richness of anthocyanins in purple tea has yielded potential health benefits, including antioxidative and anti-cancer properties, rendering purple tea a sought-after commodity in the tea market. However, current research on purple tea remains incomplete, including indistinct networks of anthocyanin biosynthesis and regulatory mechanisms, incomplete chemical characterization, and a need for comprehensive investigations into its biological activities. The limited research foundation has greatly reduced the popularity and consumption of purple tea. This paper aims to provide an overview of recent advancements in the biosynthesis and regulation of anthocyanins, as well as the chemical compositions, processing, and health benefits of purple tea. This review will provide the groundwork for future efforts in the selection and innovation of purple tea germplasm, purple tea processing, and the expansion of the market for purple tea consumption.

Visual rhetoric in advertising of China’s new tea beverage industry, using HEYTEA as an example

In recent years, China’s tea market has undergone immense transformations, giving rise to a diverse range of novel products collectively known as new tea beverages. This market trend has led to intense competition, compelling brands to employ innovative advertising strategies to captivate consumers. This study focuses on the well-known Chinese new tea beverage brand “HEYTEA” as a case study. It employs the theoretical framework of visual rhetoric to analyze visual rhetoric in new tea beverage advertisements from two dimensions: visual image and rhetorical techniques. In terms of visual image, advertisements effectively convey messages through a rich array of visual elements, attracting target audiences and enhancing their overall impact. On the other hand, within the domain of linguistic visual rhetoric, advertising copy emphasizes the use of words, sentence structures, and rhetorical devices to accentuate product features, thereby stimulating consumers’ sensory experiences. The objective of this research is to explore the value of visual rhetoric in new tea beverage advertising.

Impact of Cooperative Membership on Tea Marketing Strategies and Farmers’ Income in Kericho, Kenya: Use of Endogenous Switching Approach

Impact of Cooperative Membership on Tea Marketing Strategies and Farmers’ Income in Kericho, Kenya: Use of Endogenous Switching Approach

Ekspor Teh Hitam Indonesia ke Jepang: Struktur Pasar dan Daya Saing

Indonesian tea export to international market is dominated by black tea. Japan becomes the black tea export destination with big untapped export potential, but has volatile export value, thus hinders the optimization of black tea export potential to Japan. This study aims to analyze the market structure and competitiveness as well as determine the Indonesian black tea market expansion to Japan. This study employs Herfindahl-Hirschman Index (HHI), Concentration Ratio (CR4), Revealed Comparative Advantage (RCA), Revealed Symmetric Comparative Advantage (RSCA), Export Product Dynamic (EPD), and X-Model Potential Export Products. The results show that the packaged and bulk black tea market structure in Japan is oligopoly. Indonesian bulk black tea gains comparative advantage, whereas Indonesian packaged black tea lacks comparative advantage in Japan market. Besides that, Indonesian bulk black tea has stronger competitive advantage over Indonesian packaged black tea. Furthermore, Indonesian bulk black tea is able to become the focus of export expansion to Japan at the moment.

Behind The Sensation: The Marketing and Hidden Worries of Chayan Yuese

Nowadays, the milk tea market is vibrant, and the major milk tea brands compete to display their characteristics, attracting more and more young people to consume. Therefore, the application of marketing and promotion strategies has become an important factor in business competition. To seize market share and boost sales, enterprises must combine the environment and their own conditions to apply marketing and promotion strategies. Based on previous marketing theories, this paper takes the milk tea brand Chayan Yuese as an example, analyzes its marketing deficiencies in depth, and gives appropriate suggestions in light of the actual situation. It is concluded that Chayan Yuese, as a geographically limited milk tea brand, should strengthen its core competitiveness in terms of product differentiation, speed of product renewal, ways of promotion, and the balance between delicate service and simplified process to add additional value. This study is for the reference of researchers and similarly situated companies.

Influence of Brand Image, Price, Consumer Satisfaction, Product Quality and Promotion on Repurchase Decisions (Case Study on Teh Botol Sosro Consumers)

Teh Botol Sosro has successfully maintained its popularity in the highly competitive packaged tea market in Indonesia. To understand the factors influencing consumer repurchase decisions, a study was conducted at ÆON Mall Jakarta Garden City. This research evaluated brand image, pricing, customer satisfaction, product quality, and promotion as factors affecting consumer decisions, both collectively and individually.Use of primary data in this study were obtained through interviews with 100 randomly selected Teh Botol Sosro consumers, supplemented by data from the Central Statistics Agency (BPS) and literature reviews. The research results indicate that these factors influence repurchase decisions. When assessed individually, brand image and pricing do not have a significant impact, while customer satisfaction, product quality, and promotion have a substantial influence on repurchase decisions. These findings have important implications for Teh Botol Sosro and other industry players in formulating more effective marketing strategies to maintain and expand their market share.

An Analysis of Sexy Teas Marketing Strategy and Its Impact on Brand Communication of New Chinese Milk Tea in China

In todays landscape, the milk tea market in China is experiencing an unprecedented phase of rapid expansion and remarkable development. Milk tea shops have proliferated across cities and towns, to the extent that ordering takeout without a side of milk tea has become a rarity. The diverse range of milk tea offerings has seamlessly woven itself into the fabric of daily life for countless individuals. Among the standout pioneers in this burgeoning industry is the Sexy Tea (Chayan Yuese) brand, which emerged in 2014 and promptly skyrocketed to fame. Sexy Tea introduced a unique twist to the conventional milk tea experience by infusing a subtle note of bitterness and the captivating aroma of tea into the traditionally sweet and creamy milk tea profile. This innovative approach not only tantalized taste buds but also appealed to a discerning clientele. Furthermore, Sexy Teas unassuming packaging design exudes an essence of Chinese antiquity and sophistication, providing consumers with a sensory journey that transcends the ordinary. The success of Sexy Tea has ignited a fire within the entire landscape of the new Chinese milk tea market. Brands like Chagee, Molly Tea, and others have followed suit, embraced innovation and pushed boundaries to continually captivate consumers. Together, these new Chinese milk tea brands have played an instrumental role in propelling the milk tea market forward, infusing it with a distinct and vibrant new energy that continues to shape and redefine the industry.

A Research on the Brand Innovation Strategy and Marketing Model of Chinese Milk Tea Brands Based on Chinese Traditional Culture, Illustrated by the Brand of SexyTea

Made in a country with large tea yields, the tea products produced by the main raw materials of milk and Tea are continuously developing in China. On the other hand, with the increasing confidence in Chinese culture in recent years, the development of domestic brands has been rapid. This study aims to explore the role of the new Chinese-style style in brand innovation and marketing strategies in order to improve the competitiveness and market shares of tea drinks brands in the Chinese market, with the hope of providing a reference for other brands entering the tea drinks market and companies hoping to empower their brands with new Chinese-style aesthetics. This study will take the case of Sexy Tea and adopt a review research method. Firstly, it will discuss the popularity and influence of the new Chinese-style aesthetic in traditional Chinese culture. Secondly, it will analyze how Sexy Tea has integrated the unique Chinese-style aesthetic into its product innovation and marketing and then discuss the competitiveness that has been brought to Sexy Tea after incorporating the new Chinese-style aesthetic. Finally, relevant optimization suggestions will be provided for Sexy Tea's future development and how to maintain its competitiveness. This study found that Sexy Tea has successfully attracted the attention of a large number of consumers through innovations in products, brands, and research and development techniques based on traditional Chinese culture and has created a profound and distinctive brand image in the new-style tea market.

"Snow King" Counterattack: Mixue Ice Cream & Tea Brand Marketing Upgrade Strategy

According to relevant research, by 2023, the annual sales of China's milk tea market will exceed 300 billion yuan, showing the huge potential of the milk tea industry. With the expansion of the scale of the milk tea market, the competition is becoming increasingly fierce. Well-known brands such as Hey Tea, Nai Xue's tea have occupied an important share in the market. Faced with the challenge of new tea brands, Mixue Ice Cream & Tea has made a variety of attempts to rejuvenate brands from three aspects: brand positioning, brand symbol and brand communication, and explored the direction of national tea brand construction in the Internet era. The theme of this research is how Mixue Ice Cream & Tea has successfully gone from an old brand that no one knows to a new milk tea brand sales champion. The research results show that the experience marketing of Mixue Ice Cream & Tea is inseparable from the brand's customer choice. The brand can only win the possibility of sustainable development if it grasps the heart of the new consumer force Generation Z. This report takes Mixue Ice Cream & Tea as the research object and uses case analysis to discuss its specific performance in positioning and communication to win the favor of consumers. So it can provide some inspiration and reference for the marketing and communication of similar brands.

Analyze the Marketing Strategy of Mixue Ice-cream&Tea Based on 4C Theory

With the accelerated development of the national economy, people began to pay attention to the quality of life and pursue higher requirements of life, under the satisfying conditions of daily food and clothing. The birth of milk tea industry catches this opportunity and was created. With the increasing popularity of the milk tea market, the competition is gradually fierce. In recent years, although Mixue Ice-cream&City even as a high popularity brand, but still inevitably affected by the impact of AUNTEAJENNY, Chabaidao, HEYTEA etc. This Brand is limited by low price labels, high brand homogenization and low media utilization. These problems have gradually weakened the brand advantage of Mixue Ice-cream&Tea. This text takes Mixue Ice-cream&Tea as the research object, searching and sorting out the relevant research of experts and scholars. Through the information analysis of the existing literature and brand data, analyzed deeply the current marketing methods of Mixue Ice-cream&Tea. This text discusses the main difficulties and marketing problems of this brand at present, and puts forward corresponding optimization suggestions for 4c research theory to improve the market share of Mixue Ice-cream&Tea.

Manufacturing process differences give Keemun black teas their distinctive aromas.

Traditional Keemun black tea is also known as Congou black tea (CF). Over the last three decades, three other types of Keemun black tea (Jinzhen, JZ; Maofeng, MF; Xiangluo, XL) made by different processing have been introduced into the tea market. Total CF volatile concentrations ranged from 1666.3 to 2185.7μg/L, followed by XL (1193.5-1916.1μg/L), JZ (1058.9-1811.0μg/L), and MF (987.5-1518.0μg/L) tea infusions. A total of 79 volatiles in tea infusions was identified by two methods, among which fourteen with OAVs>1 were identified and OAVs proportion of volatiles with flowery, fruity, or sweet notes to those with other notes differed in four Keemun black teas (CF=6.58:1, MF=5.16:1, JZ=4.04:1, XL=5.11:1). Phenylethyl alcohol oxidation resulted in phenylacetaldehyde formation which is the characteristic odorant in Keemun black tea. We clearly show that changes in tea processing gives the distinctive aroma to different Keemun black teas.

The Consumption, Production, Trade and Challenges of the Tea Industry in the Philippines

Tea is a popular drink highly valued for its health benefits. Interestingly, within the Filipino household, it is often regarded as an herbal remedy instead of a lifestyle drink to be consumed at leisure. However, in recent years, tea consumption has undergone a transformation swiftly evolving from a remedy to a lifestyle choice. This rising trend sets a strong foundation for the industry's future growth in the Philippines. In 2020, the Philippines ranked 69th globally with tea imports aggregating $17 million. In the same year, tea ranked 516th among the country’s most imported products. The Philippines struggles to produce tea on a large scale due to factors such as climate, inadequate infrastructure, and soil acidity. However, the government is undeterred in its efforts to nurture and cultivate the tea industry and aims to support the industry's development trajectory and tackle the funding challenges that accompany research and development endeavors, particularly in the oolong tea market. The increasing demand, especially among the younger population, along with the efforts of the government and private sector to enhance production and develop the industry, have contributed to its potential. This will enable the Philippines to carve out a niche in the global tea market.

19세기 영국의 중국차 인식과 차 시장의 변화

This study aims to examine the perception of Chinese tea in Britain in and around the 19th century and its effect on the tea market. The findings are summarized as follows: First, in the 19th century, an error of judgment by the Chinese tea producers and immoral British tea merchants brought about the import of adulterated tea into Britain. In the wake of the abolition of the monopoly of the British East India Company, there was a widespread negative view of Chinese tea and China itself due to the lack of quarantine facilities and the outbreak of the Opium War. Second, to eradicate the import of adulterated tea, the British government introduced a new custom quarantine system, along with amendments. Scientific research and publications, and the advertising of tea by merchants, helped to improve consumer awareness regarding food safety and establish good tea standards. Third, after the discovery of tea trees in Assam in India, the tea industry in India and Sri Lanka grew and saw better productivity due to the invention of the tea rolling machine and tea drier. Advertisements promoting pureness gained the widespread trust of consumers, and the tea industry in both these countries surpassed China in the 1880s and led the global tea trade.

Discrimination of powdered herbal teas by Vis/NIR spectral reflectance and chemometrics

Abstract The herbal tea market is projected to grow at an annual rate of 4.8 %, with the discrimination of these products appearing as an issue of food quality and safety. In this study the Vis/NIR spectroscopy combined with chemometrics was applied for discriminating five popular herbal teas (chamomile, boldo, lemon grass, carqueja, fennel) by using powdered samples. Dynamic sampling was applied for measuring the spectral signatures and different spectral pre-treatments were evaluated aiming at improving the discrimination accuracy. The Partial Least Squares Discriminant Analysis (PLS-DA) achieved high prediction accuracies (77.8–100 %), specificities (89.4–100 %) and sensitivities (66.1–100 %), with detrending and object-wise standardization pre-treatments correctly discriminating 100 % of the samples during the external validation. The Vis/NIR spectroscopy combined with chemometric analysis has great potential to discriminate powdered herbal teas, providing a non-destructive, fast, safe and chemical-free solution for automated quality control procedures in industries of tea processing.

Analysis of the Xiao Guan Teas Marketing Strategy from the Perspective of Consumers

It is believed that the Chinese tea culture dates back at least 4,000 years to the Shennong Period. Tea drinking inspired the creation of several poetry by ancient literati and poets, with over 400 poems recorded during the entire Tang Dynasty. Prior to the introduction of Xiao Guan Tea, China's extensive history and enormous tea market had not produced a dominant brand. Xiao Guan Tea was the first brand on the tea market due to its effective marketing, and it earned an astounding 2 billion sales in 2018. Therefore, the analysis of Xiao Guan Tea's marketing approach is of tremendous academic importance. This paper utilizes a literature analysis and questionnaire survey to assess the marketing success of Xiao Guan Tea from the consumer's perspective. For readers interested in the consumer psychology of purchasing tea and the marketing techniques of Xiao Guan Tea, this paper includes voluminous information and a few practical analysis methods of marketing strategies. In addition, it gives a framework for analyzing the marketing strategies of enterprises in the same position as Xiao Guan Tea.

Production and Quality Evaluation of Herbal Tea Mixtures from Phyllanthus Debilis, Osbeckia octandra, and Artrocarpus heterophyllus Leaves

Abstract. Introduction: This study investigated the acceptability and quality of herbal tea mixtures prepared using Phyllanthus debilis, Osbeckia octandra, and Artrocarpus heterophyllus leaves powders in different proportions. Preference for different sensory attributes of tea samples was evaluated using thirty untrained panelists. Proximate composition, tea quality parameters, and microbial counts of tea samples were evaluated as per AOAC and ISO standard methods. The amount of major and trace minerals was evaluated using atomic absorption spectrophotometer. Results revealed that dark-colored samples were much preferred by the consumers. A significant positive correlation (r=0.920) showed among redness (a*) of teas and color preference. Yet, the overall preference was reduced in more bitter and astringent samples. Overall acceptability scores highest for A. heterophyllus tea (M9), yet the color preference was highest in P. debilis tea (M8) and mix of P. debilis and O. octandra (M4). The tea samples were rich in nutrients, yet crude fiber and moisture contents exceed the required maximum limits. Heavy metal concentrations and microbial counts lay within the standard limits. This study showed mixing herbs can enhance the acceptability and quality of herbal infusions. With such optimizations, these novel tea mixtures can thrive commercially in the tea market. Keywords: Herbal tea, Quality parameters, Sensory attributes

First report of leaf anthracnose caused by Colletotrichum camelliae on tea plants (Camellia sinensis) in South Korea.

The tea plant (Camellia sinensis (L.) O. Kuntze) is a popular non-alcoholic beverage crop worldwide. The tea market in South Korea is projected to increase annually by 4.59% (Statista, 2022). Boseong, Hadong, and Jeju Island are the main tea-growing regions in South Korea. Anthracnose is one of the major diseases of tea plants and is responsible for substantial yield loss and poor tea quality. In 2021, anthracnose of tea (disease incidence of 30%) was observed in a garden (33°28'45.5"N 126°42'02.2"E) at Jeju Island, where the Yabukita cultivar has been cultivated. The typical symptoms consisted of round or irregularly shaped lesions with gray-white centers and purple-brown borders. Twelve morphologically similar isolates were recovered from 12 infected leaves using the single spore isolation method on solid potato dextrose agar (PDA) (Cai et al. 2009). Four representative isolates (GT6, GT7, GT8, and GT11) were identified based on morphology, molecular analysis, and pathogenicity tests. The upper side of seven-day-old colonies on PDA (incubated at 25 °C in the dark) was off-white with white aerial mycelia and gray-white with black zonation on their reverse side. Conidia were hyaline, aseptate, cylindrical, with both obtuse ends, and measuring 12.3 - 25.8 µm × 4.4 - 9.3 µm (n = 50). Appressoria were dark brown, irregularly shaped with a smooth edge, and measuring 7.3 -18.8 µm × 6.9 - 11.3 µm (n = 50). According to morphological characteristics, the fungal isolates were tentatively identified as the Colletotrichum gloeosporioides complex, including C. caelliae (Wang et al. 2016; Weir et al. 2012). The genomic DNA was extracted, and the ribosomal internal transcribed spacer (ITS), β-tubulin-2 (TUB2) gene, glyceraldehyde-3-phosphate dehydrogenase (GAPDH) gene, actin (ACT), calmodulin (CAL), and the Apn2-Mat1-2 intergenic spacer and partial mating type (ApMat) genes were amplified and subsequently sequenced using primer sets ITS1/ITS4, BT2a/BT2b, GDF1/GDR1, ACT-512F/ACT-783R1, CL1C/CL2C, and AM-F/AM-R, respectively (Silva et al. 2012; Weir et al. 2012). The resulting sequences were deposited in GenBank accession numbers (LC738932-LC738959). All the representative isolates were identified as C. camelliae by constructing the 50% majority rule consensus and maximum likelihood phylogenetic treebased on the combined ITS, TUB2, GAPDH, ACT, CAL, and ApMat sequences using MrBayes v. 3.2.2 and Mega X, respectively (Kumar et al., 2018; Ronquist et al. 2012). The pathogenicity of these isolates was tested on healthy leaves of 2- years-old tea seedlings (the Yabukita cultivar). Onside of unwounded or wounded leaves of seedlings were inoculated with 20 µL of conidial suspension (1 × 106 conidia or spores/ml) per spot (3-4 wounded or unwounded spots per side per leaf). Another side of the leaves received sterile distilled water and served as a control. Each treatment was replicated three times (three seedlings/isolate and four leaves per seedling) and this experiment was repeated twice. All plants were covered with plastic bags, placed in a growth chamber, and incubated at 25 °C with a 12-h photoperiod and 90% relative humidity. Typical anthracnose symptoms appeared on wounded leaves after two days of inoculation. Unwounded and controlled leaves remain asymptotic. To confirm Koch's postulates, fungal isolates were re-isolated from inoculated leaf lesions and identified as C. camelliae based on morphology and ITS sequences. Colletotrichum camelliae is a very common pathogen associated with tea anthracnose worldwide, including China (Liu et al. 2015; Wang et al. 2016).To the best of our knowledge, this is the first report of anthracnose in tea trees caused by C. camelliae in South Korea. The results of this study could help come up with better ways to keep an eye on and deal with this devastating on tea plants. Key words: Tea anthracnose, Colletotrichum camelliae, pathogenicity References Cai, L., et al. 2009. Fungal Divers. 39:183. Kumar, S., et al. 2018. Mol. Biol. Evol. 35:1547. Liu, F. et al. 2015. Persoonia. 35: 63-86. Ronquist, F. et al. 2012. Syst. Biol. 61:539-542. Silva, D. N. et al. 2012. Mycologia. 104:396-409. Statista 2022. Statista Digital Market out Look. Available at www.statista.com. Wang, Y.-C. et al. 2016. Sci. Rep. 6: 35287. Weir, B. S., et al. 2012. Stud. Mycol. 73:115.

The importance of wild pollinators for indigenous crop pollination: The case of Cyclopia (honeybush)

Pollination is an important ecosystem service. Animal-mediated pollination (mostly insects) increases the production of 35% of global crops. Honey bees (Apis mellifera) are considered important crop pollinators globally, but are under pressure and therefore the value of wild pollinators for crop production is receiving more attention. The importance of pollinators (including non-Apis) has been extensively studied in the agricultural sector of South Africa, however little research is available on the pollination of indigenous crops. With the considerable value of the indigenous honeybush (Cyclopia Vent.) in the tea industry, it is important to determine the pollinators since Cyclopia is widespread across the fynbos biome and the pollinators are largely unknown. Here we ask whether carpenter bees (xylocopid bees) are the only pollinators of commercially important Cyclopia species, or if honey bees contribute to pollination. Floral observations and camera trapping confirmed that six species of xylocopid bees were the only pollinators of four commercially important Cyclopia species. Honey bees were observed to be ineffective pollinators of Cyclopia owing to their inability to trip Cyclopia flowers and gain access to the floral reproductive parts. Similarly, an additional seven species including Diptera, Apidae and Lema sp. were unable to gain access to Cyclopia flowers, although were observed visiting. Nectar measurements revealed the highest nectar volume in C. genistoides, while C. intermedia had the highest nectar sugar concentration (above 35% for all species). The value of native non-Apis insects for crop pollination in a changing world is highlighted in Cyclopia, an indigenous legume gaining traction in the global tea market and therefore in cultivation.