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China tea industry production & marketing demand and investment forecast report, 2011 2015

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China tea industry production & marketing demand and investment forecast report, 2011 2015

  1. 1. 2011-2015 年中国茶叶行业产销需求与投 资预测分析报告 China Tea Industry Production & Marketing Demand and Investment Forecast Report, 2011-2015 前言 我国是茶树的原产地,是世界上发现和 利用茶树最早的国家。改革开放以来,茶叶 行业得到了迅速发展,已成为主产区农村经 济的重要行业和出口创汇的优势农业行业, 备受国家重视。 随着市场竞争的加剧,茶叶行业趋于品 牌整合、 产业化、 集约化的发展,各生产基地 也正在走规模化道路,各地政府纷纷出台扶 持政策调动茶农、茶商及茶企的积极性,茶 叶行业表现出一种空间聚集和地方专业化的 现象。 2010 年,我国已经成为全球最大的茶叶 生产国和第二大茶叶出口国,但行业发展仍 面临诸多制约因素,全面转型升级已是大势 所趋。 资料显示,2010 年全球茶叶生产总量 406.7 万吨,其中中国以137 万吨的产量位居 首位;尽管面对人民币升值、生产资料和劳 动力成本上升等诸多不利因系,2010 年中国 茶叶出口量仍达到30.29万吨,居世界第二, 茶叶出口金额创历史新高,达7.84 亿美元。 但也可以看出,自2005 年8 月欧盟对硫 丹在茶叶中的残留限量从30mg/kg 调整为 0.01mg/kg 之后,我国茶叶出口量基本维持 在25-30 万吨之间,国际绿色壁垒对我国茶 叶出口形成了高度制约。 分种类看,2010 年我国绿茶、 花茶、 普洱 茶出口上升,由于国际茶叶市场竞争激烈, 导致我国乌龙茶和红茶出口下降;分市场, 2010 年对美国、俄罗斯出口增长迅速,但受 原料供应紧缺、生产成本提高以及品质规范 等因素影响,对西非等传统出口市场出现了 China is the origin of tea plant as well as the first country which discovers and makes use of tea plant in the world. Since the reform and opening-up, the tea industry http://en.qianzhan.com/report/detail/3bcfcab3e45646b9.html§ develops rapidly and has become a significant industry to the rural economy in main producing areas, and an advanced agricultural industry to earn foreign exchange through export. It drives highly attention from government. As the market competition is fierce, the tea industry trend to develop towards brand integration, industrialization and intensification. Many production bases trend to be in scale while numerous supporting policies are issued to promote the enthusiasm of tea farmers, tea dealers and tea corporations. The industry is showing a spatial aggregation and local specialization. In 2010 China has become the biggest tea producer and the second biggest tea exporter in the world. However, facing with various restraining factors, the industry is in the general trend to transform and upgrade in full range. Materials show that the total output of global tea in 2010 is 4.067 million tons. And China ranks first by 1.37 million tons. Even though there are many disadvantages, such as RMB appreciation, production goods, and increase of labor cost, China’s tea export still ranks second by 0.3029 million tons that the export amount is historically high as 0.784 billion USD. However, since August 2005, the EU adjusts the residual quantity of endosulfan in tea from 30mg/kg into 0.01mg/kg, China’s tea export maintains between 0.25-0.3 million tons on the whole. The international green barrier dramatically limits the tea export. In the aspect of varieties, the export of China’s green tea, flower tea and Pu’er tea in 2010 showing a increasing trend while that of the Oolong tea and black tea showing a decreasing trend due to the fierce competition in the international market. In the aspect of market, exports of America and
  2. 2. 下降。 在我国茶叶行业快速发展的同时,茶叶 行业也面临着较多的问题,例如我国茶叶企 业虽然数量众多,但缺乏真正意义上的国际 茶叶行业中的龙头企业和全球知名品牌,尚 未形成有规模的标准化、 规范化茶叶生产链。 目前,我国茶叶出口仍多为原料性产品,竞 争以低层次的价格竞争为主,大多数企业缺 乏自主研发能力。 目前,我国规模以上茶叶企业超过6000 Russia in 2010 grow rapidly while the traditional export market in west Africa shows a declining trend for the shortage of raw material supply, increase of production cost and regulation of quality. There is a fast development as well as numerous problems for China’s tea industry. For instance, among a large number of tea corporations in China there are seldom industry giants or well-known brands in the world. The tea production chain of scale, standardization and regulation is not yet formed. Presently, most of the tea exports are raw material products that major as the low-end price competition. Most corporations lack of independent R&D capability. 家,其中中国茶叶股份有限公司最具竞争优 Nowadays there are over 6,000 tea corporations of scale in China, 势,市场占有份额也最大。其以2009 年营业 among which the China Tea Co., Ltd. with a strongest competitiveness 额145700 万元,排名“2010 年中国茶叶行业 and biggest market share. The sales revenue of the company in 2009 is 百强企业销售额”第一位,“2011 年中国茶叶 1,457 million Yuan which ranks the first in “top 100 enterprises’ sales revenue in 2010 China’s tea industry”. It keeps No. 1 in 2011 and is as 行业百强企业销售额”仍然保持第一位,比 排名第二位的是湖南省茶业有限公司营业额 high as 61.12% comparing with the sales revenue of Hunan Tea Co., Ltd. 高出61.12%,稳居行业第一地位。此外市场 which ranks the second in 2011. Corporations with market influence 影响力较大的还有安徽茶叶进出口有限公司、 include An’hui Tea Import and Export Co., Ltd., Zhejiang Tea Group, 浙江省茶叶集团股份有限公司、北京吴裕泰 Beijing Wuyutai Tea Co., Ltd. and so on. Major characteristics of this report are forward-looking and timeliness. 等。 本报告最大的特点就是前瞻性和适时性。 Base on the forward-looking analysis of massive research data, we 报告通过对大量一手市场调研数据的前瞻性 further analyze the development scale and competitive landscape of tea 分析,深入而客观地剖析中国当前茶叶行业 industry. Along with the industry development route and our practical 的总体市场容量、竞争格局和市场需求特征, experience, we analyze and predict the future development prospect of 并根据茶叶行业的发展轨迹及多年的实践经 tea industry. This report is of a high value for enterprises like tea 验,对茶叶行业未来的发展趋势做出审慎分 producing corporations, R&D institutions, sales corporations and 析与预测,是茶叶生产企业、 科研单位、 销售 investment corporations to accurately know the latest industry 企业、投资企业准确了解茶叶行业当前最新 development trend, and obtain market opportunities and determine an 发展动态,把握市场机会,做出正确经营决 insightful operation strategy and development direction. In the 策和明确企业发展方向不可多得的精品,也 meantime, it is the first heavy weight report to analyze the up/down是业内第一份对茶叶行业上下游产业链以及 stream industry chain and industry leading corporations of tea industry 行业重点企业进行全面系统分析的重量级报 in an overall and systemic way. Here, we’d like to express our sincere gratitude to National Statistics 告。 Bureau of China, International Information Institute, General 本报告在撰写过程中得到了国家经济信 息中心、 国家统计局、 海关总署、 国际信息研 Administration of Customs, National Institute of the Ministry of 究所、 中国商务部研究院、 清华大学图书馆、 Commerce, National Tsing Hua University Library, Institute of Market 以及国务院发展研究中心市场经济研究所、 Economy of the State Council Development Research Center, and 北京菁华前瞻市场研究中心等机构的大力支 Beijing Qinghua Forward Market Research Center, etc. Thank you so much! 持,在此我们表示特别感谢! Notice: all the market data, especially the corporation list data in this 特别说明:本报告中的大量市场数据, 特别是企业排名数据,仅供企业作经营参考 report is only for business reference. Please don’t take the data for 用,望客户不要用于企业广告排名比较。否 enterprise publicity. Thank you! Or Forward shall not take any 则,由此产生的一切后果前瞻资讯将不予承 responsibility for any consequences!
  3. 3. 担! 前瞻资讯行业产业研究院 茶叶行业研究小组 Forward and Intelligence Co., Ltd. Industry Research Center Research Team of Tea Industry

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