深海捕鱼

《2020中国茉莉花茶产销形势分析报告》发布

导语:为精准掌握中国茉莉花茶产销动态,研判发展趋势,推动茉莉花及茶产业的健康可持续发展,中国茶叶流通协会在广西横县、四川犍为县、福建福州市、云南元江县等地,持续10年开展了全国

WEIJINGZHUNZHANGWOZHONGGUOMOLIHUACHACHANXIAODONGTAI,YANPANFAZHANQUSHI,TUIDONGMOLIHUAJICHACHANYEDEJIANKANGKECHIXUFAZHAN,ZHONGGUOCHAYELIUTONGXIEHUIZAIGUANGXIHENGXIAN、SICHUANJIANWEIXIAN、FUJIANFUZHOUSHI、YUNNANYUANJIANGXIANDENGDI,CHIXU10NIANKAIZHANLEQUANGUOMOLIHUACHANIANDUDIAOYAN,YURIQIANFABU《2020ZHONGGUOMOLIHUACHACHANXIAOXINGSHIFENXIBAOGAO》。

《2020中国茉莉花茶产销形势分析报告》发布

BAOGAOXIANSHI,2019NIANMOLIHUACONGZHONGZHIDAOCHANLIANGYIJIXIAOSHOU、CHANZHIDOUCHUXIANLEPINGWENZENGZHANGDEJUMIAN,TONGSHICHENGXIANCHANYEGUIMOBUDUANZHUANGDA、PINPAIPEIYUJIAKUAI、CHANYERONGHEJIAQIANGDEQUSHI。MOLIHUARENGYINEIXIAOWEIZHU,WAIXIAOSHOUGUOWAIBIAOZHUNDEYINGXIANGYOUSUOXIAJIANG;ZAIXIAOSHOUQUDAOSHANG,LIANSUOMENDIAN、DIANZISHANGWU、PIFASHICHANGRENGSHISANDACHUANTONGXIAOSHOUQUDAO,TONGSHIHULIANWANGSHIDAIDEXINXIAOFEIMOSHIYEZAIZHUBUXINGCHENG。

产业规模持续壮大

2019年,全国茉莉花种植面积19.35万亩,同比去年增长0.7万亩,比增3.8%。其中,广西横县茉莉花种植面积11.3万亩,增长0.5万亩,比增4.6%;四川犍为种植面积5.1万亩,减少0.2万亩,比降3.8%;福建福州种植面积2.5万亩,增长0.4万亩,同比增16%;云南元江种植面积0.45万亩,与2018年持平。


QUANGUOMOLIHUAZONGCHANLIANG12.8WANDUN,TONGBIQUNIANZENGZHANG0.74WANDUN,BIZENG6.1%。QIZHONG,HENGXIANMOLIHUACHANLIANG9.6WANDUN,ZENGZHANG0.6WANDUN,BIZENG6.6%;JIANWEIMOLIHUACHANLIANG1.4WANDUN,JIANSHAO0.05WANDUN,BIJIANG3.7%;FUZHOUMOLIHUACHANLIANG1.1WANDUN,ZENGZHANG0.07WANDUN,BIZENG6.8%;YUNNANYUANJIANGMOLIHUACHANLIANG0.7WANDUN,ZENGJIA0.02WANDUN,BIZENG2.9%。


QUANGUOMOLIHUANONGYECHANZHIYIDA30.3YIYUAN,TONGBIQUNIANZENGZHANG1.72YIYUAN,BIZENG6%。QIZHONG,HENGXIANMOLIHUACHANZHI21.6YIYUAN,ZENGJIA1.6YIYUAN,BIZENG8%;JIANWEIMOLIHUACHANZHI3.1YIYUAN,JIANSHAO0.09YIYUAN,BIJIANG2.8%;FUZHOUMOLIHUACHANZHI3.8YIYUAN,ZENGJIA0.21YIYUAN,BIZENG5.8%;YUANJIANGMOLIHUACHANZHI1.8YIYUAN,YU2018NIANCHIPING。


QUANGUOMOLIHUACHENGJIAOJUNJIAWEI23.67YUAN/GONGJIN。QIZHONG,FUZHOUMOLIHUAJUNJIAZUIGAO,WEI34.54YUAN/GONGJIN;YUANJIANGMOLIHUAWEI25.71YUAN/GONGJIN,LVEGAOYUQUANGUOJUNJIA;JIANWEIMOLIHUAWEI22.14YUAN/GONGJIN,LVEDIYUJUNJIA;HENGXIANMOLIHUAJUNJIAZEWEI22.5YUAN/GONGJIN。


DIAOCHAXIANSHI,2019NIANZHONGGUOMOLIHUACHAZONGCHANLIANGYUE11.36WANDUN,ZHANQUANGUOCHAYEZONGCHANLIANGDE4.06%。QIZHONG,HENGXIANSHENGCHANMOLIHUACHA7.8WANDUN,ZHANMOLIHUACHAZONGCHANLIANGDE68.66%;JIANWEISHENGCHANMOLIHUACHA1.5WANDUN,ZHANBI13.20%;FUZHOUMOLIHUACHACHANLIANGWEI1.42WANDUN,ZHANBI12.5%;YUANJIANGMOLIHUACHADECHANLIANGWEI0.64WANDUN,ZHAN5.63%。ZHONGGUOMOLIHUACHANONGYECHANZHI121.95YIYUAN,ZHANQUANCHALEIZONGCHANZHIDE5.09%。QIZHONG,HENGXIANMOLIHUACHAJIAGONGCHANZHIYUE75.01YIYUAN,ZHANQUANGUOMOLIHUACHAZONGCHANZHIDE61.51%;JIANWEIMOLIHUACHACHANZHI16.2YIYUAN,ZHANBI13.28%;FUZHOUMOLIHUACHACHANZHIYUE25.54YIYUAN,ZHANBI20.9%;YUANJIANGHUACHACHANZHI5.2YIYUAN,ZHANBI4.26%。


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2019NIAN,HENGXIANJIAQIANGZHAOSHANGYINZILIDU,GONGGUCHANYEJICHU,TUIJINZHEJIANGHUAMINGYUANJITUANJIAKUAIJIANSHEGUANGXIMOLIFENFANGCHAYEYOUXIANGONGSI,WANCHENGZHAOSHANGYINZIZONGTOUZIECHAO2YIYUAN,YOULIDIZHUTUIZHONGHUAMOLIYUANMOLIHUABIAOZHUNHUAJIAGONGQUJIANSHE。JIEZHI2019NIANMO,HENGXIANQUANXIANHUACHAJIAGONGQIYE130GE,QIZHONGGUIMOYISHANGQIYE25GE,XIANEYISHANGPIFALINGSHOUQIYE18JIA,NIANNEIXINZENGXIANEYISHANGPIFALINGSHOUHUACHAQIYE9JIA,QUANXIANXIANEYISHANGPIFALINGSHOUECHAO17.89YIYUAN,BIQUNIANZENGZHANG19.2%,NIANJIAGONGHUACHA7.8WANDUN,CHANZHI80YIYUAN,FENBIEBI2018NIANZENGZHANG11%、23%。JIANWEIXIANZONGTOUZI5YIYUAN,GUIHUAHEXINQU1300MU、TUOZHANQU5000MU、FUSHEQU1.2WANMUDESHIJIEMOLIBOLANYUANXIANGMUYU2019NIANZHENGSHIKAIYUAN。YUANJIANGXIANMOLIHUACHANYEWEIRAOXIANDAINONGYEFAZHANSILU,ANZHAO“BIAOZHUNHUA、GUOJIHUA”FAZHANYAOQIU,TONGGUOTUIGUANGBIAOZHUNHUAZHONGZHI、BUDUANTIGAOJIAGONGJISHU、TIGAOCHANPINZHILIANG、FUCHILONGTOUQIYE、KAIFAMOLIHUAXILIECHANPIN、DAZAOMOLIHUAPINPAI,CHANYEJICHUBUDUANHANGSHI。


2019NIAN,HENGXIANZHONGDIANTUIJIN“HENGXIANMOLIHUACHA”MADELISHANGBIAOGUOJIZHUCEGONGZUO,XIANGMADELIGUOJISHANGBIAOZONGJUTIJIAOSHENBAORIBEN、YINDUNIXIYA、TAIGUODENG14GEGUOJIASHENQINGSHU,HUODE10GEGUOJIARENZHENGDEMADELIGUOJISHANGBIAO,WEIHENGXIANMOLIHUACHAJIAKUAIZOUXIANGGUOJISHICHANG,JINYIBUKUODASHIJIEMOLIHUADOUDEZHIMINGDUHEYINGXIANGLIDIANDINGLEJIANSHIJICHU。ZHONGDIANTISHENGZHONGHUAMOLIYUANLVYOUJINGQU,TONGGUOJIAKUAIJIANSHEGUOJIAAAAJILVYOUJINGQU,WAJUEMOLIWENHUA,JIANSHELUWANG、GUANGUANGZHANDAO、HUBOJINGDIAN、HUAHAIDENG,DAZAOYITIAOJIZHONGZHI、JIAGONG、KEJI、WENHUA、LVYOUYUYITIDE“MOLIZHILV”“WENXIANGZHILV”“MOLIFENGQINGYOU”LVYOUXIANLU。2019NIAN,YUANQUJIEDAIYOUKE50DUOWANRENCI,JIEDAIDANWEIDIAOYANHUOKAOCHA120DUOCI。TONGSHICHONGFENLIYONGCHAYUANZIYUAN、SHANCUNTESE,KAIFACHALVWENHUALVYOUJINGQU(DIAN),XINZENGGUOJIAAAAJILVYOUJINGQULIANGJIA,KAITONG5TIAOCHALVYOUXIANLU,GUANGUANGLVYOURENSHUBIQUNIANZENGZHANG38%,GUANGUANGNONGYESHOURUBUDUANZENGDA。

高质量供给需求带动内销增长

据调查分析,2019年中国茉莉花茶内销量约为9.78万吨,占茶叶内销总量4.83%;内销额为156.15亿元,占全茶类内销总额的5.7%;内销均价为159.67元/公斤,比国内茶叶均价高约18.05%。连锁门店、电子商务、批发市场是中国茉莉花茶的三大传统内销渠道。调查显示:随着经济社会的发展,茉莉花茶的销售渠道界限日益模糊、相互融合,加之消费者的年轻化趋势十分明显,因此整个茉莉花茶在互联网经济“趣味、利益、互动、个性”的消费特征影响下,正在发生着改变。在连锁与电商领域中,茉莉花茶产品显现出三大特征。


YISHIBAOKUANCHANPINXINGCHENGXINXIAOFEIQUSHI,CHANPINJIZHONGDUYOUSUOTISHENG。YIZHANGYIYUANGONGSIWEILI,YIJIANDANMINGLEDEFANGSHIXIANGXIAOFEIZHETIGONGXUYAOJIEJUEFANGAN,JIANGYOUYONGDECHANPINYUSHICHANGDEXUQIUDUIJIE,QUDEHENHAODESHOUXIAO。JIEZHIMUQIAN,ZHANGYIYUANLONGHAOJINYONGLE3NIANBIANSHIXIANDANPINNIANDUXIAOSHOUEPOYIDECHENGJI,BINGXINGCHENGLEJUDADEHONGXIXIAOYING。


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SANSHIGAOZHILIANGGONGJIXUQIURIQUMINGXIAN,DIYUJINGUZHUJIANXIAOMI。JUHUANGSHANXIAOGUANCHAGONGSIBAOGAO,MUQIANCHAYEXIAOFEIYIJINGRIQUYUANLI“ZHONGLIANGBUZHONGZHI”DELINIAN,XIAOLIANGHUA、GAOPINZHIDEXINXIAOFEISUQIURIQULIUXING。“HESHAOYIDIANER,HEHAOYIDIANER”SHIXINSHENGDAIXIAOFEIRENQUNDEPUBIANGONGSHI。YIJIAODIDESHICUOCHENGBENMIBUCHANGSHIXIAOFEIDECHONGDONG,ZHEIJIUSHINIANQINGRENDEXIAOFEIMOSHI。YOUCIKEJIAN,MOLIHUACHASHIZHONGLAONIANRENZHUANYONGYINPINDELISHIZHENGZAIZHUBUGAIXIE,PINYINMOLIHUACHASHIJIJINGDIANYOUSHISHANG、JICHUANCHENGYOUCHUANGXINDEQUSHI。ZAIDIANSHANGPINGTAISHANG,18—29SUIDEXIAOFEIRENQUNCHIXUCHENGXIANWENDINGSHANGSHENGDEQUSHIJIUSHIZUIHAODELIZHENG。CIWAI,HULIANWANGZUIDAYICHUSHIDAPOLISHIYUDIYUDEXIANZHI,SHICHUANTONGSHANGBEIRENWEISHIBEIFANGXIAOFEICHADEMOLIHUACHABEIGENGDUODIFANGDENIANQINGRENSUOJIESHOU,CONGERWEIMOLIHUACHAXIAOFEISHICHANGDAILAIXINDEZENGLIANG。


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产业面临三大问题

在茉莉花茶产销方面,产业也面临着比较突出的三个问题:一是现代科技。随着科技发展和物流效率的提升,消费者已可以实现“足不出户买遍全球”。由于历史原因,北方一直是茉莉花茶的主要销区,南方的茉莉花茶市场一直没有形成规模。因此,目前茉莉花茶也面临着南方市场萎靡,北方市场逐渐被蚕食的格局。二是经济效益。茉莉花茶属再加工茶,工艺复杂,但价格普遍偏低。低价格虽然亲民,但高投入未换来成正比的市场回报,不利于市场推广与高端消费培养。因此提升茉莉花茶的市场价值和在消费者心中的地位成为茉莉花茶亟待解决的市场痛点。三是标准认知。简单、易记是产品呈现的主要发展趋势。茉莉花茶的独特工艺使得其等级的评定原则与其他茶类有很大的不同。目前烘青茉莉花茶国家标准有12个等级稍显冗长,不利于消费者认知,更不利于企业产品的研发。


2019NIAN,ZHONGGUOMOLIHUACHACHUKOULIANGWEI0.65WANDUN,TONGBIXIAJIANG5.80%,ZHANZHONGGUOCHAYECHUKOUZONGLIANGDE1.8%;CHUKOUJINEWEI0.65YIMEIYUAN,TONGBIXIAJIANG1.52%,ZHANZHONGGUOCHAYECHUKOUZONGE3.2%;CHUKOUDANJIA10MEIYUAN/GONGJIN,TONGBISHANGZHANG4.49%。ZHONGGUOMOLIHUACHAZAIRIBEN、ELUOSI、MEIGUODENGGUOJIAHEDIQUXIANGYOULIANGHAOSHENGYU。


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多举措推进产业升级

推进产业供给侧改革。针对普遍存在基础设施薄弱,标准化、规范化种植程度低的问题,建议各地应因地制宜,推进茉莉花品种更新换代,建设茉莉花生产标准化示范区,推进智慧农业发展,从采摘机械和种苗培育入手,提升茉莉花单位面积产量和质量。


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