普洱茶产业2015年市场分析与发展趋势报告
普洱茶产业2015年市场分析与发展趋势报告
2015 Pu'er Tea Industry Market Analysis and Development Trends Report
近二十年来，普洱茶是中国茶叶中最受关注与热议的品种。自20世纪90年代国内普洱茶产业正式启动后，普洱茶产量、价格在经历了长达15年的持续攀升后，至2007年中期，价格泡沫破裂，产业大幅滑坡。
Over the past two decades, Pu'er tea has been the most discussed and focused tea variety in China. Since the domestic Pu'er tea industry officially started in the 1990s, after 15 years of continuous growth in production and prices, the price bubble burst in mid-2007, leading to a significant industry downturn.
一、生产情况 | Production Situation
2014年，全国干毛茶总产量209.2万吨，同比增加19.5万吨；黑茶总产量28.04万吨，增产5.84万吨；普洱茶总产量11.4万吨，增产1.84万吨。
In 2014, China's total dry tea production reached 2.092 million tons, an increase of 195,000 tons year-on-year; dark tea production was 280,400 tons, up by 58,400 tons; Pu'er tea production reached 114,000 tons, an increase of 18,400 tons.
主要特点：
Key Characteristics:
- 面积、产量、产值同增 | Simultaneous growth in planting area, production and output value
- 生产集中度、精制水平提高 | Increased production concentration and refinement level
- 古树茶、山头茶知名度提升 | Rising popularity of ancient tree tea and mountain tea
- 总体均价仍低于全国平均水平 | Average price still below national average
二、销售情况 | Sales Situation
内销市场：
Domestic Market:
- 量价齐升，同步稳增 | Steady growth in both volume and price
- 新常态下，增速放缓 | Growth slowing under new economic normal
- 强化品牌，扩大宣传 | Brand strengthening and marketing expansion
- 收藏品饮，南北不同 | Regional differences in collection and consumption
外销市场：
Export Market:
2014年1-12月，我国普洱茶出口量额齐跌：出口量3385吨，成交金额3915万美元，同比分别下降24.99%和9.63%。
From January to December 2014, China's Pu'er tea exports declined in both volume and value: export volume was 3,385 tons with transaction value of $39.15 million, down 24.99% and 9.63% year-on-year respectively.
三、2015年展望 | 2015 Outlook
主要预测：
Key Predictions:
- 消费日趋理性 | Increasingly rational consumption
- 商家库存保有量更加谨慎 | More cautious inventory management
- 电商平台销售份额继续增加 | Continued growth in e-commerce sales
- 出口形势不甚乐观 | Not optimistic export situation
四、产业建议 | Industry Recommendations
发展策略：
Development Strategies:
- 制定产业规划，加强宏观指导 | Develop industry plans and strengthen macro guidance
- 重视品质信誉，拓展新兴市场 | Emphasize quality reputation and expand new markets
- 普及健康宣传，引导理性消费 | Promote health awareness and guide rational consumption
- 搭建信息平台，指导产销发展 | Establish information platforms to guide production and sales
内容来源：中国茶叶流通协会
Source: China Tea Marketing Association
