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border-bottom: 1px solid #C0C0C0"> <font color="#FF6600"><b>發布日期：2018-12-22 15:46:10</b></font></td> </tr> </table> <table width="80%" border="0" cellspacing="0" cellpadding="0" height="10" id="table26"> <tr> <td></td> </tr> </table> <table width="96%" height="31" border="0" cellpadding="0" cellspacing="0" id="table27"> <tr> <td height="31" align="left" valign="top" class="show"><DIV style="BOX-SIZING: border-box; TEXT-ALIGN: center; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　<IMG style="BOX-SIZING: border-box; BORDER-BOTTOM: 0px; BORDER-LEFT: 0px; MARGIN: 15px auto; MAX-WIDTH: 100%; VERTICAL-ALIGN: middle; BORDER-TOP: 0px; BORDER-RIGHT: 0px" src="HTTP://m.sensakura.com/admin136263870/oledit/pic/20161222154552201.jpg" data-bd-imgshare-binded="1"></DIV> <DIV style="BOX-SIZING: border-box; TEXT-ALIGN: center; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><IMG style="BOX-SIZING: border-box; BORDER-BOTTOM: 0px; BORDER-LEFT: 0px; MARGIN: 15px auto; MAX-WIDTH: 100%; VERTICAL-ALIGN: middle; BORDER-TOP: 0px; BORDER-RIGHT: 0px" src="HTTP://m.sensakura.com/admin136263870/oledit/pic/2016122215460948.jpg" data-bd-imgshare-binded="1"><BR style="BOX-SIZING: border-box"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　茶葉品牌塑造都遵循著行業本質規律，一旦掌握了這些基本規律，你就掌握了面對不確定性成竹在胸的能力。但是每家茶企資源優勢不同，發力點就不同，成功的品牌或者說讓人尊重的品牌，都是有某種相同規律的，他們尊重市場，關懷消費者，感恩員工。而那些失敗的品牌普遍都缺乏對規律和秩序的尊重，不按常理出牌、破壞市場秩序亂中取勝的品牌肯定會在某天遭到市場的唾棄。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　茶葉是歷史和文化的產物，有歷史、文化的企業和產品才能讓消費者產生情節和認知。文化不能孤立的提出，否則就會空中樓閣，陷入形而上學。中國茶葉品牌塑造又遵循哪些規律呢？</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　中國茶葉品牌塑造的規律</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第一，尊重消費形態</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　我國茶葉消費形態主要分為四種，團購、送禮、投資和品飲。國八條禁令出臺后，機會紅利畸形消費一去不復返，泡沫消費開始回歸理性，市場更加理性，大眾消費格外受到關注，消費需求將得到尊重。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　茶葉消費人群主要以35歲以上男性為主，隨著生活水平提高，人們對于飲茶的健康養生功效的認識會越來越強，老齡化消費群體將越來越多，同時年輕消費群體增多，中產階級用戶（家庭年收入6萬-50萬）的崛起，這些潛在消費群體也要得到足夠重視。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　茶葉主要消費方式有過節送禮式消費、投資增值式消費、個人品飲式消費、茶館體驗式消費、團體訂購式消費。近來，在線消費方式增多，主要側重年輕群體的辦公室消費，其中女性消費群體更喜歡紅茶、美容養<A style="BOX-SIZING: border-box; BACKGROUND-COLOR: transparent; COLOR: black; TEXT-DECORATION: none" class=keylink href="http://www.puercn.com/puerchacp/shengcha/" target=_blank>生茶</A>等。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第二，尊重競爭環境</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　政商務團購市場的優質特性，不僅貢獻了茶行業很長一段時間的發展，也讓茶企不論大小依托這塊市場都活的很滋潤。但也直接導致了茶企高度同質化的現狀，注重裝修、注重包裝、產品幾無差異、品牌全部訴求打動政商人群。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　茶行業還有一個很重要的生態：區域化突破。茶行業數億級企業眾多，但真正能夠實現全國化布局也就天福、大益和八馬。如何突破區域限制真正實現全國化擴張是眾多品牌的愿景之一。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第三，尊重信任體系</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　經營<A style="BOX-SIZING: border-box; BACKGROUND-COLOR: transparent; COLOR: black; TEXT-DECORATION: none" class=keylink href="http://www.puercn.com/cpp/" target=_blank>茶葉品牌</A>的本質就是經營信任！當品牌的行為值得信賴時，顧客就會更加信任他們，并展現出組織公民行為。反過來，顧客對一個品牌更加鐘情，又會增進品牌內生改進。就這樣，品牌形成了一個信任的良性循環。品牌信任體系有三個核心要素：品牌立場、品牌核心價值、品牌主張。品牌立場就是明確和競爭對手有哪些不同；品牌核心價值就是明確自己給消費者帶來的價值是什么；品牌主張就是如何讓消費者響應自己、擁護自己。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　品牌信任體系讓一個企業有了生命，變得更獨具個性和魅力。很多茶企都是在做了大量的品牌工作之后，回過頭才發現，真正要回答的還是品牌信任體系的關鍵問題。一說到品牌，很多茶企老板第一反應就是取個好名字，設計個好logo,然后做做廣告、搞搞公關。沒有系統的品牌信任體系，今天做這塊，明天做那塊。沒有構建品牌信任體系，logo設計無神，傳播就會無根。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　中國<A style="BOX-SIZING: border-box; BACKGROUND-COLOR: transparent; COLOR: black; TEXT-DECORATION: none" class=keylink href="http://www.puercn.com/cpp/" target=_blank>茶葉品牌</A>發展趨勢</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第一，結構性調整逐步到位，大眾消費品牌迎來新發展</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　2012年，國家開始限制三公消費，茶行業賴以高速成長的政商務消費市場受到重挫，行業進入調整期。泡沫化消費被去除，使得行業增速放緩，然而大眾茶葉消費正崛起，將引領行業走向新發展。這種新發展，是一種健康的良性循環發展，茶葉價值被深度挖掘，消費者更加追求品牌、品質對自身的滿足。擁有核心資源（歷史資源、產區資源、工藝）的茶企會穩步增長，大眾消費品牌迎來新發展。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　根據農業部種植業司的數據，2015年干毛茶產值1519億元，比上年增長170億元，增12.6%，同期相比增速降低；干毛茶產量228萬噸，比上年增加19萬噸，增加9%，同期相比增速基本持平。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第二，品牌茶葉占比不斷上升，集中度有望提升</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　隨著生活水平的提高，消費升級，國內消費者已經由購買散茶逐步轉向購買品牌茶葉，同時品牌茶葉又可以利用多種渠道快速占領市場，肯定的是未來品牌茶葉市場份額將會繼續提升，<A style="BOX-SIZING: border-box; BACKGROUND-COLOR: transparent; COLOR: black; TEXT-DECORATION: none" class=keylink href="http://www.puercn.com/cpp/" target=_blank>茶葉品牌</A>化是未來發展趨勢。據統計，我國有20個省近1000個縣產茶，涉茶人員8000多萬，茶葉生產加工企業7萬多家。7萬家茶企中絕大部分是規模較小的初加工廠，精致茶加工企業不到兩千家。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　相比于相同文化背景的臺灣天仁茶業12.5%市場份額，英國幾家老牌茶商幾乎壟斷英國茶葉市場等局面。啤酒行業雪花、青啤、百威及燕京四大巨頭市場份額超過70%，食用油行業金龍魚、福臨門及魯花三大品牌的市場份額已經超過60%，我國茶葉市場集中度則有待提升，誰都有機會改變行業格局。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第三，茶企依托板塊資源優勢開始凸顯</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　受氣候、海拔、土壤等自然因素以及歷史、文化、消費習慣等社會因素的影響，歷史上我國名優茶主要分布在長江流域以南山區，名山出好茶，如蒙頂山茶、黃山毛峰、武夷山茶等。隨著我國茶葉市場化的發展，有些板塊開始凸顯。重點有六大板塊：“滇茶板塊”、“閩茶板塊”、“湘茶板塊”、“川茶板塊”、“徽茶板塊”、“大別山板塊”。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　隨著行業競爭加劇，未來茶企更多是擠壓式增長，強者恒強。在茶行業深度調整時期，預計未來茶企更多的體現在擠壓式增長，具有一定品牌和歷史底蘊、較好營銷能力的茶企將強者恒強，率先走向全國。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第四，品牌資本化速度加快，但市值管理能力差、后勁不足</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　茶葉不同于其他農產品，如何評定價值、確定價格存在不確定性�；谏鲜龇N種原因，茶企長期與A股市場無緣。除在香港成功IPO的天福外，安溪鐵觀音、華祥苑、信陽毛尖、四川竹葉青、杭州龍井等多家知名茶企A股IPO均出師未捷。2015年1月，謝裕大率先在新三板掛牌，成為首家在內地資本市場公開掛牌的茶企。此后，八馬、茶乾坤、雅安茶廠、黑美人、恒福股份等一批茶企紛紛成功掛牌新三板。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　上市茶企只是整個茶葉行業的冰山一角，但是已足以表明茶葉行業資本化率正快速提升，未來將會有更多的茶企通過新三板，或者借殼等方式進入資本市場，為茶葉行業注入新鮮活力。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第五，茶葉電商持續火熱，傳統品牌茶企超越純電商茶企</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　2015年雙十一，茶行業持續火熱，淘寶、天貓平臺茶葉銷售額達88億元，同比增長27.5%（2014年69億元、2013年41億元），茶葉總瀏覽量約2522萬人，同比增長92.94%。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　就目前而言，茶葉電商的市場規模還比較小，處于初級階段。茶葉中高端消費群體主要集中在35歲以上的男性，購買能力強，對茶粘性強，注重線下體驗購買，網購頻率低。年輕人更加注重實惠的價格、簡介的包裝、地道的口感。線上和線下的群體發生了變化，相應的產品、價格、傳播都要與之改變，用原先的人，原先的產品開發電商渠道無異于掩耳盜鈴，自娛自樂。消費者年齡結構發生改變，促使茶葉網商產品定位與營銷方式隨之改變。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"><STRONG style="BOX-SIZING: border-box; FONT-WEIGHT: bold">　　第六，行業并購整合是未來大勢，期待品牌新格局</STRONG></DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　未來幾年茶行業會面臨兩極分化的格局，要么更大的好活，要么更小的好活，中間環節會被大企業的碾壓和小企業的騷擾變得舉步維艱。茶行業一旦進入了新品不增量、市場拓展不增量、客戶開發不增量的銷售總量不增加的拉鋸戰里時期，消費人群不增和行業總量不增加，企業只能依靠結構性增量——并購重組銷售，把別人銷售吃掉維持高增長，這對于有資源、有資金的集團軍來說非常重要。</DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px"> </DIV> <DIV style="BOX-SIZING: border-box; WIDOWS: 1; TEXT-TRANSFORM: none; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; LETTER-SPACING: normal; FONT: 16px/28px 微軟雅黑, 'Helvetica Neue', Helvetica, Arial, 'Hiragino Sans GB', tahoma, simsun, 宋體; WHITE-SPACE: normal; COLOR: rgb(51,51,51); WORD-SPACING: 0px; -webkit-text-stroke-width: 0px">　　未來幾年中國茶產業趨勢，以上市公司和領先企業為龍頭的并購和整合，將成為一股商業潮流。從產品運營到管理運營再到資本運營方向發展。未來的競爭，核心還是在資本運作的整合并購能力上，一批有實力的企業將徹底甩掉競爭對手，直奔行業寡頭和產業王者的位置上去。在這種并購潮流下，未來二三線品牌，年銷售額在1個億左右的企業將成為并購的熱點，將自己融入到大集團中，以保全身家，獲得更好的發展才是出路。堅守的結果是痛苦和挫折，跳出來才能讓產業更好的發展，也讓自己獲得更好的發展。</DIV></td> </tr> </table> <table width="80%" border="0" cellspacing="0" cellpadding="0" height="10" id="table28"> <tr> <td></td> </tr> </table> </td> </tr> </table> <table width="80%" border="0" cellspacing="0" cellpadding="0" height="10" id="table29"> <tr> <td></td> </tr> </table> </td> </tr> </table> </div> </td> </tr> </table> </div> </td> </tr> </table> </div> <div align="center"> <img src="../images/slider_bg.jpg"></div> <html> <head> <meta http-equiv="Content-Type" content="text/html; 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