---
title: "China 2016 Herbal Tea Industry Development Analysis Report (Abridged)"
description: "Despite sluggish overall growth in food retail sales, the herbal tea industry has made notable progress. Two herbal tea brands ranked among the top ten in comprehensive market share in the non-carbonated beverage market, with Wang Laoji, the originator of herbal tea, particularly outstanding, holding a 40.75% market share by sales and leading the herbal tea market. In 2014, the top five companies in non-carbonated beverage market share were Uni-President, Master Kong, Huiyuan, Minute Maid, and Wang Laoji, with market shares of 18.69%, 14.34%, 8.46%, 8.21%, and 7.58%, respectively."
author: "New Distribution"
publisher: "New Distribution"
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published: "2016-03-03"
language: "en"
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---

# China 2016 Herbal Tea Industry Development Analysis Report (Abridged)

> Despite sluggish overall growth in food retail sales, the herbal tea industry has made notable progress. Two herbal tea brands ranked among the top ten in comprehensive market share in the non-carbonated beverage market, with Wang Laoji, the originator of herbal tea, particularly outstanding, holding a 40.75% market share by sales and leading the herbal tea market. In 2014, the top five companies in non-carbonated beverage market share were Uni-President, Master Kong, Huiyuan, Minute Maid, and Wang Laoji, with market shares of 18.69%, 14.34%, 8.46%, 8.21%, and 7.58%, respectively.

Despite sluggish overall growth in food retail sales, the herbal tea industry has still made outstanding progress. In the comprehensive market share ranking of the non-carbonated beverage market, two herbal tea brands made it to the top ten. Among them, Wang Laoji, the originator of herbal tea, performed particularly well, securing the top position in the herbal tea market with a 40.75% market share by sales, continuing to lead the industry.

In 2014, the top five companies in non-carbonated beverage market share were Uni-President, Master Kong, Huiyuan, Minute Maid, and Wang Laoji, with market shares of 18.69%, 14.34%, 8.46%, 8.21%, and 7.58%, respectively. This shows that the herbal tea industry has made significant progress despite the siege of traditional beverage industries.

In 2014, among the production share of China's beverage market, herbal tea accounted for 7.21%, mainly from JDB and Wang Laoji. In 2014, China's herbal tea production reached 12.01 million tons, and in 2015 it reached 13.28 million tons.

Trend chart of China's herbal tea production scale growth from 2011 to 2015

Benefiting from industry accumulation, the herbal tea market has expanded rapidly. In 2014, the overall market size of the herbal tea industry reached 42 billion yuan, and in 2015, it reached 48.3 billion yuan.

Trend chart of China's herbal tea market size growth from 2011 to 2015

Internet + "Herbal Tea"

(1) Wang Laoji

In May 2015, Wang Laoji launched the "Super Ji+" strategy, establishing strong connections with Alibaba's ecosystem members. First, Wang Laoji cooperated with Youku Tudou, which was acquired by Alibaba, to sponsor the movie "Surprise," launching the "Wan Wan Ji Xiang" cans, using strong IP to capture young consumers and test the fan economy.

Furthermore, for the launch venue of the "Wan Wan Ji Xiang" cans, Wang Laoji targeted Suning.com, which Alibaba had invested in, and subsequently carried out promotions on Tmall's Juhuasuan, achieving an impressive record of 1,650 boxes ordered per second, demonstrating the fan economy and the innovation in the FMCG industry to the public.

After Alibaba's investment and partnership, Wang Laoji joined the larger Alibaba ecosystem network, leveraging the internet platform to build a herbal tea user ecosystem and explore new international markets.

With the national "13th Five-Year Plan" and the inclusion of "Healthy China" and "Internet+" in national strategies, Wang Laoji's deep cooperation with Yunfeng Capital and Alibaba will become a dual-wheel drive with favorable policies externally and capital benefits internally. The authentic red-can herbal tea is expected to spread to more fields through the ubiquitous reach of the internet, and young consumers will also spark with Wang Laoji through more channels, ultimately igniting the "internet revolution" in the herbal tea industry.

(2) JDB

Gold-can JDB has reached a strategic cooperation with LeTV, planning Spring Festival drama marketing with "The Legend of Mi Yue." As the only national drama during the Spring Festival, "The Legend of Mi Yue" will be one of the most significant entertainment for hundreds of millions of Chinese consumers during the holiday. Gold-can JDB has become the super special partner for the online broadcast of "The Legend of Mi Yue" and has secured all prime-time ad slots on LeTV across PC, mobile, and TV terminals. The billions of views will bring considerable exposure to Gold-can JDB, and it is believed that "watch Mi Yue, drink Gold-can JDB" will become the most popular entertainment during this Spring Festival.

Since launching the gold can in April 2015, JDB has been the first in the FMCG industry to propose a "mobile internet+" strategy, using the gold can as an entry point to build a "Golden Life Circle" that meets consumers' needs for food, clothing, entertainment, travel, and housing. In the future, it will fully integrate resources from the entertainment industry's content, platform, and product ends to create a win-win "mobile internet+" platform, providing consumers with a new entertainment experience that combines TV, PC, mobile, and life terminals.

In the future, with just a can of Gold-can JDB, a simple scan will provide rich interactive experiences. This innovation based on the big entertainment industry will undoubtedly lead marketing innovation in the entire FMCG industry. From exclusively sponsoring the 2016 Liaoning TV Spring Festival Gala to being the super special partner for LeTV's "The Legend of Mi Yue," Gold-can JDB's Spring Festival marketing has begun.

Herbal Tea Competition Expands to Overseas Markets

(1) JDB

On April 16, 2015, JDB signed a strategic cooperation agreement with the China Pavilion and the China Enterprise United Pavilion of the Milan World Expo, officially becoming a strategic partner of the China Enterprise United Pavilion. JDB not only promoted its products at the Milan World Expo but also conducted global investment promotion.

Currently, JDB herbal tea is sold in many regions globally, especially in areas with dense Chinese populations, but overall sales are still small. Next, JDB will not only promote global investment but also conduct product marketing, seeking concepts that foreigners can easily accept to market its products.

(2) Wang Laoji

With the four core assets of the "Wang Laoji" trademark, red-can packaging, "fear of getting heaty" concept, and formula all in place, Wang Laoji is fully exerting its strength to lead the development of the herbal tea industry. At the beginning of 2016, Wang Laoji appeared at New York's Times Square, Guangzhou's Canton Tower, Beijing Capital International Airport, and the first bid for CCTV advertising, sending New Year wishes to people worldwide. In 2015, Wang Laoji also appeared on international stages such as the Boao Forum for Asia and the Dalian Davos. Moreover, Wang Laoji has successfully opened the market in Nigeria, Africa's largest economy.

Following Angola and South Africa, Wang Laoji has taken another step in its internationalization layout. On November 21, 2015, Wang Laoji signed a product sales cooperation agreement with Nigeria's Zhonglan Chain Management Co., Ltd., seizing the commanding height of the African market. Nigeria is the most populous country in Africa, with a huge demographic dividend. It is also Africa's largest economy, with China-Africa trade reaching $220 billion in 2014, making it a potentially huge consumer market.

Green-box Wang Laoji began exporting overseas as early as the 1990s, and in 2015, red-can Wang Laoji also actively expanded overseas markets in Southeast Asia, Europe, North and South America, and Oceania. Currently, overseas sales of red and green Wang Laoji are close to 300 million yuan.

It is reported that the parent company Baiyunshan will soon increase investment in Wang Laoji by 2.4 billion yuan, providing financial support for Wang Laoji's further expansion and development.

Full report: "2016-2021 China Herbal Tea Industry Analysis and Investment Consulting Report"

Official link: http://www.askci.com/reports/201202/0893337149903.shtml

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