中金 | 品牌农业专题二：中国茶—历久弥新，茶香万里

Core Viewpoint - The Chinese tea market, valued at 325.8 billion yuan in 2024, is characterized by a fragmented brand landscape, driven by non-standardization, high trust costs, and strong experiential attributes. The key to breaking through lies in brand premiumization and scenario-based channel expansion to enhance consumer experience [3][4][6]. Market Overview - The Chinese tea market is projected to reach 325.8 billion yuan by 2024, with a compound annual growth rate (CAGR) of 3.5% from 2019 to 2024. The market is expected to grow to 407.9 billion yuan by 2029, with a CAGR of 4.6% from 2024 to 2029 [3][6]. - The market is diverse, with various tea types categorized by fermentation levels, including green tea, white tea, yellow tea, oolong tea, black tea, and dark tea [6]. Industry Structure - The low concentration of leading brands in the tea industry presents opportunities for growth. The market concentration ratios (CR5 and CR10) are 2.7% and 3.3%, respectively, indicating a fragmented market ripe for brand development [3][8]. - Three main factors contribute to the fragmented structure: non-standardization across planting, processing, and consumption; high trust costs due to the difficulty in identifying quality; and strong experiential attributes that necessitate in-person interactions [4][10][11]. Brand and Channel Strategies - The strategy for breaking through the market involves enhancing brand recognition through premiumization and improving customer experience via scenario-based channel expansion. Key consumer segments include self-consumption and gifting, with a focus on mid-to-high-end products [4][22]. - The high-end tea market is expected to reach 184.5 billion yuan by 2024, accounting for 57% of the market, with a projected CAGR of 5.3% from 2024 to 2029, outpacing the mass market [15][22]. Company Profiles - Bama Tea: Leading in the mid-to-high-end segment with the highest number of stores nationwide, excelling in oolong and black tea sales [4][49]. - China Tea: Recognized as the top brand in terms of brand value, with a diverse product range and a traditional distribution model [4][52]. - Tianfu Tea: Positioned as a comprehensive tea supermarket, focusing on a wide range of tea products and expanding through a mix of self-operated and third-party channels [55]. - Lancang Ancient Tea: Specializes in high-end Pu'er tea, employing a multi-brand strategy and exploring diverse sales channels [57]. Channel Development - The offline channel remains crucial for tea companies, with over 60% of sales occurring through physical stores. The shift from traditional distribution to specialized tea shops enhances brand recognition and consumer trust [30][47]. - The evolution of offline channels includes the emergence of new tea spaces that emphasize experiential attributes and high-end positioning, moving from simple retail to more immersive experiences [31][30]. Conclusion - The Chinese tea industry is on a path toward brand premiumization and enhanced consumer experiences through innovative channel strategies. The fragmented market structure presents significant opportunities for companies that can effectively build strong brands and leverage offline channels for growth [3][4][22].