Investigation Report on Tea Consumption Status in Wanzhou District

Investigation Report on Tea Consumption Status in Wanzhou District

Wanzhou District Multi-station Station, Information Association Joint Investigation Team

1. Purpose of the survey Wanzhou District is rich in tea in the history. In the past 10 years, the innovation of famous tea has won awards, and the construction of pollution-free tea base has also made great progress. With the continuous improvement of people's living standards, the understanding of tea culture and tea and health continues to deepen, and the economic development of the tea industry in our region will face higher and higher requirements. In order to comprehensively and thoroughly understand the problems of tea consumption and market development in Wanzhou District, improve the weak links in tea work and strive to open up new prospects for its work, and develop the products for tea production enterprises in the development of tea industry in our district. The marketing marketing strategy and other aspects provide targeted rationalization suggestions and decision-making references, and the special organization plans to conduct this survey.
2. Survey method survey uses questionnaires to formulate 10 questions related to people's life in advance, including qualitative or quantitative questions, using closed or open questions. Through the editorial department of Wanzhou Economic Information, the questionnaire was issued in January-April 2005, and the questionnaire was collected and collected for statistical analysis. The information was formed to form information, refined information to form knowledge, and applied knowledge to guide development behavior.
3. Survey results
3. Basic information of the respondents This survey sent 300 questionnaires and collected 285 valid responses.
Among the 285 people surveyed, there were 202 men and 83 women, accounting for 71% and 29% respectively. Obviously, men are mostly. There are 274 people in the clear age group, accounting for 96% of the surveyed population, of which 17% are under 30 years old, 56% are 30~50 years old, and 27% are over 50 years old. Therefore, the middle age is mainly middle age. people. There are 204 people who are willing to tell the monthly income, accounting for 72% of the number of people surveyed, of which 19% have monthly incomes below 500 yuan, 50% have monthly incomes between 500 and 1,000 yuan, and monthly incomes are higher than 1,000 yuan. It accounts for 31%, so half of the people earn 500-1000 yuan a month. There are 265 people who can determine the occupation, accounting for 93% of the surveyed. The order of the most is the number of employees, workers, employees, civil servants, businessmen and teachers, accounting for 35%, 20%, 19 respectively. %, 13%, 7%, and 6%. This is a few basic features of this survey.
3, 2 summary of the survey results
3, 2, 1, the number of people who drink tea regularly is more than half of the respondents, 3% of people who never drink tea, 97% of the majority of people drink tea, of which 54% of tea has become customary Occasionally, 38% of the people who drink tea know that the tea is healthy and it starts to drink 5%. The survey shows that tea has a broad market in Wanzhou people's daily consumption, and more than half of adults often drink tea in their daily lives.
3, 2, 2, tea consumption products based on mid-range tea according to the actual living standards of Wanzhou people, the tea price is divided into low, mid-range, medium-grade and high-grade 4 grades, choose the order of tea price from more to less It is 40~60 yuan per kilogram, less than 20 yuan, 80~120 yuan, higher than 200 yuan, accounting for 41%, 31%, 19% and 9% of the number of clickers respectively. The survey shows that the price range of Wanzhou people's consumption of tea is complete, but limited by economic income and living standards, tea consumer products are mainly mid-range tea, these consumers are mainly civil servants and enterprises. The proportion of low-grade tea consumption is also large, and its consumer groups are mainly migrant workers and businessmen.
3, 2, 3, tea consumption totaled 32 million yuan, 76% of people can confirm the proportion of tea consumption in their total income, of which less than 1% accounted for 37%, between 1% and 2% accounted for 41% 17% between 3 and 5%, and 5% or more. According to the survey, the total cost of spending tea in Wanzhou is 78% of the people's spending on tea consumption is less than 2% of their total income. If the urban adult population is 300,000 and the annual per capita disposable income of the household is 7,000 yuan, the funds spent on tea consumption should be at least 32 million yuan. At present, the total output value of tea in our district is about 7 million yuan, showing that the market share is only one-fifth.
3, 2, 4, lack of deep understanding of the benefits of drinking tea. The effect of drinking tea on human health is mainly reflected in the "three anti-three increase", that is, anti-infection, anti-cancer, anti-radiation and enhance physical fitness, enhance metabolism, increase beauty . In this survey, we listed 12 benefits, namely, tea can fight infection, help digestion, weight loss, beauty, radiation resistance, bad breath, anti-cancer, refreshing, diuretic, heat-clearing, anti-caries and prevention. Blood pressure, 1% of people who don't know the benefits, only 4 people are selected, 70% of people can recognize 2 to 4 benefits, and preferred refreshment. The order in which the number of clickers is selected is 28% for refreshment, 15% for diuresis, 14% for heat removal, 13% for digestion, 9% for bad breath, and only 1% for radiation resistance. . The survey shows that Wanzhou people's understanding of the efficacy of drinking tea is still based on the general tradition, and little is known about the modern medical research results of tea and health. Of course, this also shows that our propaganda work and tea culture activities are not enough.
3, 2, 5, famous tea brand promotion needs to increase efforts for nearly 10 years, Wanzhou District innovation famous tea and awards are as follows: Yu Wuxue - 1995 Sichuan "Ganlu Cup" quality award, Phoenix Spring - 1999 Chongqing “Three Gorges Cup” Quality Award, Flowing Cup Silver Needle – 2003 National “China Tea Cup” Quality Award, Taibai Yinzhen – 2004 National “China Green Cup” Silver Award, Jasmine Tea – 2003 Wanzhou District Famous Brand Agricultural Products , Yonghu Longya - 2004 brand-name agricultural products in Wanzhou District. In this survey, 13% of the competitors do not know the above-mentioned famous tea, 87% of them know the above 1~3, and the order of the number of clicks of various famous teas is jasmine tea, too silver needle, Flow cup silver needle, Phoenix spring, jade snow and Yonghu dragon bud, accounting for 38%, 22%, 13%, 10%, 9% and 8% respectively. According to the survey, 13% of Wanzhou people do not pay attention to their famous tea brands, and Jasmine tea ranks first, which may be due to a long history of production and consumption or other famous tea production and too few listings. Therefore, the famous tea production enterprises should increase their propaganda efforts and strive to expand production scale in the process of exploiting the market to promote the brand.
3, 2, 6, green food concept has been popularized in people's minds With the improvement of people's living standards and health awareness, people are very concerned about the safety quality of tea directly brewed. Tea is mainly divided into three categories according to the requirements of biochemical indicators such as pesticide residues: pollution-free tea, green food tea and organic tea. Non-polluted tea and green food tea allow the use of fertilizers, pesticides, plant hormones and additives in the production and processing of tea. In the use of these inputs, pollution-free tea requires A grade, green food tea requires AA. Levels, indicators of pesticide residues should be limited to the national standard and the standard level of the standard, compared with the requirements of green food tea is more strict. Organic tea, in the production and processing of tea, absolutely does not use any inputs such as fertilizers and pesticides, emphasizes returning to nature, and there is no artificial pollution in each production process, so its area and output are quite limited. Therefore, people vividly like to say that in the pyramid of tea, pollution-free tea is the basics of market access. Organic tea is the apex and is a pure natural food in tea. In this survey, 1% of those who know nothing about this, 4% of those who are ambiguous, think that the best tea is 56% of green food tea, and 27% of pollution-free tea. It is 12% of organic tea. Obviously, 88% of people don't know much about the concept of organic tea, and 60% are deeply influenced by the promotion of green food.
3, 2, 7, 68% of people like to drink green tea leaves are mainly divided into 8 categories according to the category characteristics: black tea, white tea, yellow tea, black tea, green tea, flower tea, oolong tea and Pu'er tea. When people answer which kind of tea they like to drink, green tea ranks first, followed by flower tea, the third is oolong tea, the fourth is black tea, and the least number of clicks is black tea. According to the survey, 68% of Wanzhou people like to drink green tea, which is undoubtedly an important decision-making basis for tea producers. It also shows that most people in Wanzhou are fashionable and keeping up with the trend.
3, 2, 8, and 90% of people know how to keep good tea and keep tea. Usually, pay attention to four conditions: low temperature, dryness, light protection and sealing. This will prevent the decomposition of the ingredients in the tea, prevent odor and moisture absorption, thereby preventing loss of nutrients, enzymes and aging. In this survey, we listed the four groups of 8 conditions in the positive and negative relatives, 14% of the people who chose the right pair, and 90% prefer the dry, and 67% of the seals, or need to avoid 51% of light, or 32% of low temperature. It should not be overlooked that the number of clicks on other storage conditions, the high temperature accounted for 25 inches, the humidity accounted for 12 inches, the exposure accounted for 7 inches, and the spread accounted for 4 inches. Obviously, on this issue, 5% of people lack basic common sense of life.
3, 2, 9, when buying tea, the first choice of taste Wanzhou people to buy tea when the main consideration? We surveyed panels, tastes, prices, packaging, and brands. People who chose the taste accounted for 80%, 40% of the people who wanted the taste and the price, and 9% of the people who saw the package. The order to the least is taste, price, brand, panel and packaging, which account for 43%, 22%, 16%, 14% and 5% respectively. The survey shows that Wanzhou people are very affordable when they buy tea. Their primary consideration is taste, followed by price, but not for packaging, but the attention of the brand is improving, and 30% of them also use it as a factor of purchase. One.
3, 2, 10, and 7 adults often drink tea in the office. Where do Wanzhou people often drink tea? According to the survey, 69% of people often drink tea in the office, 59% of the people who drink tea in the office and at home, 14% who have been to the tea house, and 13% who drink tea in other social places. . From this point of view, drinking tea office is a major feature of Wanzhou people, which may be related to welfare tea drinking. At the same time, it proves from one side that the tea house business in Wanzhou is still deserted, and the space for the development of the tea house culture is still very large.
4. Suggestions
4, 1, should attach great importance to the development of tea industrialization This survey shows that 97% of Wanzhou people will drink tea, and 54% of people have become a habit, the annual consumption of tea is estimated to be about 32 million yuan, and tea in our district The total output value is only 7 million yuan, and the market potential is very large. Therefore, tea has broad prospects for development and market space in Wanzhou, and tea products have always been one of the advantageous agricultural products in our region. It is also a key project for returning farmland to forests and developing economic growth and increasing incomes. Therefore, we should study well. How to do a good job in the tea industry in the Greater China Region – an industry with market competitiveness and comparative advantages to give full play to its ecological, resource and market advantages. This is a problem that our district government, business departments and tea production enterprises should strive to face and solve.
4, 2, to accurately grasp the characteristics of humanities and market demand 68% of Wanzhou people like to drink green tea, 60% of people favor green food tea, the market tea consumer products are mainly 40 to 60 yuan per market of mid-range tea, When people buy tea, they choose the taste first, and then consider the price. Therefore, the development direction of the tea industry in our district must pay attention to these characteristics, and the tea production enterprises in our district must pay attention to these in terms of product development positioning and marketing strategies. Demand, in order to be marketable, to stabilize the market, to maximize benefits, and to guide and promote the healthy development of the tea industry.
4, 3, vigorously carry out tea culture activities survey shows that Wanzhou people generally lack a deep understanding of the benefits of drinking tea, especially the results of modern medical research on tea and health, at the same time, 13% do not know the innovation of our district The brand of famous tea, jasmine tea is very impressive in the minds of most people, and there are a few people who lack the basic knowledge of the life of tea. These situations indicate that we are promoting the work in tea work, especially the brand promotion. Poor, we must work hard to reverse this situation, carefully organize the famous tea exhibitions and other tea culture activities in our district, such as organizing knowledge and quizzes, on-site display of tea making techniques, and organizing tea ceremony tea performances.
4, 4, to actively explore the consumer market, drinking tea office is a major feature of Wanzhou people, seven adults often drink tea in the office, anti-high temperature down the agency and group tea has always been a unit of welfare, therefore, the tea production enterprises in our district In terms of market development and marketing strategies, we should pay attention to this purchasing power. At the same time, from the perspective of market segments and target markets, we should actively promote the benefits of drinking green tea to young people who follow fashion to eliminate fatigue and resist radiation, so as to attract and stimulate. Their consumer psychology, because most of them are white-collar workers and backbones of modern office, often work under pressure, have a lot of contact with computers, and of course, wage income is also high.