It is no secret that China has market dominance when it comes to tea, followed closely by India and Japan. China produces so much tea, and in so many different varieties, that it caters for palettes the world over. In addition to that, it has generations of tea farmers who have passed down ancient and heavily-refined tea processing techniques to their children, thus giving their tea an edge that very few other countries could ever hope to match. With access to the wondrous, mountainous areas of the Himalaya, to ideal soils and large amounts of land from which to harvest, China truly understands the importance of its thriving tea export market.
So, the question is begged: Is it actually possible – under any circumstances – to sell tea to China?
This phrase tends to be thrown around when someone is seen as an exceptionally good salesperson. Compare and contrast “Selling ice to the Eskimos”, which I can guarantee is going to be harder still than selling tea to China. And yet, the question still hangs in the air.
This may surprise you to know, but one clever British woman is doing exactly that. And she is doing it by selling Chinese tea connoisseurs experiences that may only be seen outside of the Chinese market. It seems a little silly, really, that with China’s love affair with tea that very few are exporting more exotic teas into the country. In fact, it seems, selling tea to China is shockingly easy, with China on average spending even more on tea than we Westerners manage to spend on alcohol.Let that statistic sink in for a moment. Think about the sort of drinking cultures we have here, especially in the UK and Australia: Binge drinking is common among youth, and people who choose not to drink at all are apparently “strange”, for some reason. Alcohol has pervaded our society with unimaginable breadth – and it definitely isn’t cheap. Despite this, despite the fact that you could probably die from over-consumption of tea if you spent (and proceeded to consume) the same amount as you would for scotch, China still makes more money per capita on tea than we do on alcohol. That’s staggering. Now we’re starting to see the bigger picture, but this doesn’t include incredibly rare and special teas, which can become very expensive indeed. However, these aren’t for the average consumer – these teas are in limited supply and do not make up a large market share. Many average Chinese consumers still crave for a taste of the exotic – even if less expensive varieties of exotic would be favoured. I will leave this analysis with one final question, one that you may be asking yourself right now: Why aren’t more people selling tea to China?