E -commerce game tea live broadcast is diversified

□ Our reporter Wang Yan

Quotation

According to the data of "China Tea White Paper in 2021", in 2020, the size of the Chinese tea e -commerce market reached 27.98 billion yuan. The tea e -commerce market has a wide scale. Under the background of e -commerce heat, tea companies have continuously expanded the marketing and construction of online channels, and live broadcasts have become the conventional operation of tea companies.

On July 7, the fast -handed e -commerce adjustment method of the "tea and tea set" some categories settled in the way to settle in the "tea" of the "tea" of the secondary category "tea". The directional invitation is adjusted to the opening, which should be adjusted on July 15.

As early as March of this year, the purpose of the Douyin e -commerce tea category was changed from targeted access to open investment. The two major live broadcast platforms with short videos have increased the layout of the tea industry one after another, and the popularity of the tea consumer market is evident.

Taobao live tea category is rejuvenated

The "2022 Taobao Live" Spring Tea "report shows that the tea category increased by 17%year -on -year, the order volume increased by 26%year -on -year, the number of anchors related to tea increased by 17%year -on -year, and tea live broadcasts increased by 18%year -on -year. The "Report" also shows that during the "Spring Tea Testing Season" event in 2022, the "post -00s" became a force that cannot be ignored in the tea consumers in the live broadcast room. In the unit price ranking of the live broadcast rooms at different ages, the consumer unit price of the "post -00s" is located in the first place, the second place is the "post -70s", the third place is "post -80s", the fourth place is "post -90s generation" "". In addition, consumers are the most concerned Taobao live room rankings, and 70 % of the source of the source and professional craftsmanship types. This also shows that consumers pay more attention to the tea products of origin, and also pay more attention to the professionalism of tea making.

JD platform tea product attributes are highlighted

As early as 2020, Jingdong Supermarket started the live broadcast of famous Youchun Tea series. On the opening day of the Spring Tea Festival in 2020, the sales of spring tea increased by 200%year -on -year. The "2021 Food and Beverage Industry Consumption Report" released by JD Supermarket shows that among the food and beverage categories of the most shopping users in JD.com, the compound growth rate of tea categories is topped the list of food and beverage categories. From 2019 to 2021, the compound growth rate of tea categories exceeded 65%. According to data from the tea industry in Jingdong Supermarket, in 2021, the number of high -end tea products increased rapidly. Among them, tea products with a price of 10,000 to 20,000 yuan increased by 283%year -on -year. From the perspective of major categories, the proportion of high -end products has continued to increase, and more and more consumers tend to buy high -end tea in JD. According to the relevant reports of Jingdong Supermarket, the "post -85s" are the main force of tea consumption, and it shows the characteristics of high education, high income, and high -level.

Data show that during the "6 · 18" shopping festival this year, the platform accumulated a total of 379.3 billion yuan, an increase of 10.03%year -on -year. However, the growth rate slowed down from 27.7%in the same period last year, the slowest in the years. Taobao did not announce official data. However, many Taobao tea merchants reported that due to the influence of the new crown pneumonia's epidemic and economic downward pressure, and the diversion of the Douyin Kuaishou platform, this year's "6 · 18" sales were less than expected. In recent years, the development of tea e -commerce in Taobao Jingdong has been slightly "fatigue", but it has developed rapidly in Douyin.

The rapid development of Douyin e -commerce tea industry

On the Douyin e -commerce platform, the sales of sales in the tea industry significantly increased. From January to May 2022, the sales of Douyin e -commerce tea industry increased by 482%year -on -year. In the platform, the content of the tea industry has both increased, and the search volume continues to rise.

It is understood that in March 2021, Douyin e -commerce adjusted the tea category from the previous secondary category to the first -class category, and it belongs to the special invitational category; The settlement method has shifted from a fixed access to an open investment promotion. At the same time, the newly added tea promotion category includes all categories of second, third, and fourth -level categories, simplifying the opening process of tea merchants.

Not only that, Douyin e -commerce also carried out extremely rich incentive activities around "tea". In the Mid -Autumn Festival in 2021, Douyin e -commerce launched the "DOU to Drink Tea Festival" activity. With the theme of "Mid -Autumn Festival with Tea Rites", tea culture and porcelain culture were combined into one. Dozens of ceramic kiln mouths and tea leaves across the country Relevant businesses of Mingshan participated in it, the number of ceramics and tea merchants on the platform has achieved new growth. Before the "Double 12" promotion in 2022, Douyin e -commerce launched the "Shake in Guo Chao Tea Museum · Warm Tea Raise Season" event. Porcelain business merchants participate. From May 22nd to May 31st, 2022, around the theme of the "Come to Tea House", the Douyin e -commerce jewelry and luxury industry used a "cultural tea season" event to drive through a variety of interesting interactive gameplay to drive The number of goods increased by 90%.

The "2022 Douyin E -commerce Tea Industry Insight Report" shows that from March to December 2021, the number of people in the Douyin tea industry increased by more than 130%year -on -year; the overall transaction scale of Douyin e -commerce tea industry increased by 891%year -on -year. In 2021, the number of merchants in the Douyin e -commerce tea industry increased by 103%year -on -year, and the number of live broadcasts increased by 585%year -on -year.

Quick -handed e -commerce increase in tea field traffic

On April 6, 2022, the fast -handed e -commerce company released the "Code for the release of tea and tea sets". On June 20, the newly added category "Tea and Tea Set" of Kuaipin E -commerce was officially opened. This category is targeted, and non -invited merchants prohibit the sale of "tea and tea sets". The announcement shows that the first -level first -class "tea and tea set", including the second -level category "tea ceremony" and detailed categories; Under the new first -class category "Tea Tea Set", the category level remains unchanged. On July 7, the fast -handed e -commerce company once again adjusted the "tea and tea set" some categories. The second -level category "Tea" under the first -level "tea set", except for the use of/flower/fruits/re -processing tea, the leaves of other tea categories are adjusted from the directional invitation to the opening of the residence to the stay in the station. (Excluding store -type flagship store), the adjustment is effective on July 15. In fact, since 2022, fast -handed e -commerce has repeatedly poured the tea field. In the peak season of new tea sales in spring, the "Kuaishou Spring Tea Festival" event was launched to carry out topics such as "Spring First Black Tea" and other topics. Users and tea merchants only need to bring topics labels, publish short videos of spring tea to participate in interactive topics, and have the opportunity to get video push rewards, complete the tea merchant who completes the task of single -day sales, and can receive the corresponding fast currency award. The tea farmers, tea merchants and tea culture enthusiasts on the fast hand gather together on the topic activity page to share their experiences of growing tea, drinking tea, and choosing tea. Data show that the cumulative view of this event exceeded 80 million times, and interactive topics brought high popularity and attention for this event.

Data show that in 2021, the number of vertical sellers in the fast -handed e -commerce tea industry increased by 347%month -on -month, the number of industry buyers increased by 183%month -on -month. Essence More and more tea industry practitioners and tea culture enthusiasts choose to sell tea and buy tea on the fast -handed e -commerce platform.

E -commerce live broadcast has a profound impact on the tea industry

Once, traditional tea companies rely on online stores to sell tea to get profits. Many old tea customers are not optimistic about online tea sales, and questioning such as "online sales of tea are cheap goods". However, the development of the Internet has spawned e -commerce, which has also changed the habit of solving the problem of trust through offline drinking. In addition, tea also has strong social attributes. Tea brewing, tasting chat, tea gifts, etc. are all social scenes. The live broadcast overcome the painless pain points to a certain extent. The new air outlet of this tea sales may have a greater impact on the tea industry than expected.

At the moment when the information is becoming more and more transparent, tea is no longer mysterious, and it is difficult to profit. The e -commerce live broadcast intuitively shows the story of a leaf from the tea garden to the tea cup, which reduces the threshold for consumer consumers to buy tea. Tea category shows a stable growth trend on the e -commerce platform. Whether it is Taobao and JD.com, the two major e -commerce giants, or the vibrato and fast hands with short videos, they pay more and more attention to the tea industry. The four platforms have their own characteristics, and they also have their own operating characteristics in the segmentation of tea. At present, more than 2,000 brand merchants have settled in the tea category of Jingdong platform to develop high -end markets through the development of high -quality tea.

From the data point of view, the "tea transcript" handed over by Douyin e -commerce is the most dazzling. A large number of innovative anchors have emerged on the Douyin platform. The tea drinking scene instead of the original single product to bring the goods, and the effect leaping through the cross -product combination is improved. The content includes the knowledge of popular science tea, telling tea stories, spreading tea culture, sharing tea life, etc. The scene has promoted the diversified development of the related content of the Douyin tea industry from teahouses, tea rooms to tea gardens and tea mountains. For example, the silver pot devil and the little tea mother -in -law jointly live broadcast to create a "silver pot+tea" special session. It is restored through classical tea drinking scenes, showing the quiet and elegant state of tea culture. Another example is the guest, the tea porcelain industry business invites celebrities, corporate CEOs, industry opinion leaders (tea porcelain experts) to take a live broadcast room to bring preferential benefits to consumers, explain the production process of tea cups, ceramic products, and the story behind them Essence

From the spring tea season and the key production area, to the traditional Chinese festival, to the innovative industry nodes, Douyin and Kuaishou are rapidly penetrating the tea industry. Starting from interest, the use of content advantages, expert advantages, and user advantages, bringing huge changes to the e -commerce live broadcast of the tea industry, and creating new consumption hotspots.

Tea e -commerce channels are many and fast changes. From traditional e -commerce Taobao, JD.com, to social e -commerce, a Duoduo, micro -shops, to content e -commerce vibrato, fast -handed, and Xiaohongshu, many e -commerce platforms are developing rapidly. Tea e -commerce does not open a online shop to sell tea, nor simply open the camera to show the tea products, but should expand the more value of tea e -commerce based on its own advantages and the characteristics of different platforms.

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