福鼎白茶产业升级：云上茶道如何通过电商实现品牌化转型

福鼎白茶产业升级：云上茶道如何通过电商实现品牌化转型

Upgrading Fuding White Tea Industry: How "Cloud Tea Road" Achieves Brand Transformation Through E-commerce

中国白茶市场正经历前所未有的增长。据统计，2021年前五年间，白茶市场规模从26亿元飙升至152亿元，呈现爆发式增长。作为全国最大的白茶产区和出口基地，福鼎白茶年产量占全国市场近70%。

China's white tea market is experiencing unprecedented growth. According to statistics, in the five years before 2021, the market size of white tea soared from 2.6 billion yuan to 15.2 billion yuan, showing explosive growth. As the largest white tea production area and export base in China, Fuding white tea accounts for nearly 70% of the national market.

从产地到产业带的数字化转型

Digital Transformation from Production Area to Industrial Belt

面对市场转型机遇，福鼎茶农通过短视频、直播和兴趣电商实现了关键跨越。抖音数据显示，2022年福鼎白茶产业带商家数量同比增长超200%，市场规模增长近500%。

Facing market transformation opportunities, Fuding tea farmers have achieved key breakthroughs through short videos, live streaming and interest e-commerce. Douyin data shows that in 2022, the number of merchants in Fuding white tea industrial belt increased by more than 200% year-on-year, and the market size increased by nearly 500%.

直播电商带来的产业变革

Industrial Changes Brought by Live Streaming E-commerce

北路茶叶旗舰店创始人小释表示："通过内容电商，我们能够直接了解消费者需求。现在白茶从大茶饼改为2.5g小包装，还开发了定制喜茶和储存服务。"

North Road Tea Flagship Store founder Xiao Shi said: "Through content e-commerce, we can directly understand consumer needs. Now white tea has changed from large tea cakes to 2.5g small packages, and customized wedding tea and storage services have been developed."

年轻化战略拓展消费群体

Youth Strategy Expands Consumer Groups

佰儒旗舰店创始人詹延墙成功将消费群体拓展至25岁年轻人："我们开发了小青柑白茶产品，采用国潮风包装，还推出茶具+茶叶套装，让年轻人像喜欢咖啡一样爱上白茶。"

Bairu Flagship Store founder Zhan Yanqiang successfully expanded the consumer group to 25-year-old young people: "We developed small green tangerine white tea products with Chinese trendy packaging, and also launched tea set + tea leaf sets to make young people love white tea as much as coffee."

多位商家表示，通过新电商模式，白茶产业实现了多元化发展，整个产业带正焕发新的活力。

Many merchants said that through the new e-commerce model, the white tea industry has achieved diversified development, and the entire industrial belt is glowing with new vitality.