【飞瓜】2023年茶叶品类线上消费趋势洞察_31页_17mb

Tea Market Analysis Report Summary (2021-2023)

This report analyzes the online tea market on Douyin e-commerce platform, focusing on sales, content marketing, and consumer behavior.

Key Findings

• Research Overview: The study period is January 2021 to April 2023. Research objects include tea categories and e-commerce data from platforms like Douyin. Data sources are from Fugua analysis platform, with emphasis on marketing intelligence including videos, livestreams, and sales data. All data are anonymized and index-transformed for privacy. Categories analyzed include Pu'er, Bai tea, Oolong tea, green tea, red tea, black tea, yellow tea, ready-to-drink tea, and multi-flavor tea gift sets. Pu'er is listed separately as it constitutes a significant share.

• Market Trends: The tea market has grown consistently, with Douyin platforms emerging as a key channel for consumer interaction and sales. In 2023, events like "Come and Drink Tea" drove substantial engagement, with topic views reaching hundreds of millions. Sales increased 111% during the 2023 spring tea season compared to 2022.

• Category Performance: Pu'er tea dominates, holding over 41% of the market share online. Ready-to-drink tea and white tea showed high growth, with sales increases of 206% and 267%, respectively. Seasonal fluctuations affect sales, with peaks in spring and rainy seasons, favoring portability and health-focused products.

• Consumer Behavior: Males (64%) are the primary consumers in terms of purchase volume, with age concentrated in 31–50 years old. Young females (18–23 years) show rising interest in ready-to-drink products. Sleep and travel scenes are emerging hotspots, with health benefits being a key driver for nearly two-thirds of consumers.

• Brand Competition: The number of tea brands has grown significantly, with top brands like Chaztea and Bai Master leading in sales. Bai Master focuses on portability and young audiences, while Chaztea uses livestream marketing and diversified product portfolios to boost revenue. Ready-to-drink tea brands exhibit higher concentration in the market.

Implications

The report highlights the shift toward digital engagement and brand personalization in the tea sector, with potential for growth in health-oriented and convenient tea products.

More details in the full report.