茶叶企业在进入2023年时应考虑每一种消费趋势。然而，在新的一年里，会有一些特别相关的突出趋势。让我们探讨营销、技术、产品和风味领域的六大主要趋势。
2023茶行业需要关注的六大趋势
Indiana Lee
Like every industry, the tea industry will evolve in the coming year (and years) – and tea businesses are hoping to do the same. Keeping up and experimenting with current trends can potentially drive sales, deepen customer relationships and help businesses stay competitive in the tea marketplace. In fact, it’s critical for steady growth in the New Year.
像每个行业一样，茶行业将在未来一年（和几年）发展，茶企业也希望如此。跟上并尝试当前趋势可能会推动销售，加深客户关系，帮助企业在茶叶市场保持竞争力。事实上，这对新年的稳定增长至关重要。
1/15 © AFP 2022 / Gianluigi Guercia
马拉维乔洛（Thyolo）的一家茶园，一名女性头顶大袋子经过茶园。*草烟**和茶叶是马拉维的主要出口商品。
Tea businesses should consider every consumer trend as they enter 2023. There will, however, be some outstanding trends that are particularly relevant in the New Year. Let’s explore six key trends across the marketing, tech, product and flavor arenas, which tea businesses should embrace this year.
茶叶企业在进入2023年时应考虑每一种消费趋势。然而，在新的一年里，会有一些特别相关的突出趋势。让我们探讨营销、技术、产品和风味领域的六大主要趋势，茶企业今年应该拥抱这些趋势。
2/15 ©AFP 2022 / Yasuyoshi Chiba
肯尼亚凯里乔的采茶工。凯里乔是肯尼亚西南部一个风景如画的高地小镇，以茶园而闻名。
2023年营销趋势 2023 MARKETING TRENDS
Of course, your marketing techniques, channels and tools are essential for growing your tea business and increasing sales. However, you won’t be able to use any of them to their full advantage next year if you don’t focus on how what the customer wants has evolved.
当然，你的营销技巧、渠道和工具对于发展你的茶叶业务和增加销量至关重要。然而，如果你不关注客户想要的东西是如何演变的，那么明年你将无法充分利用他们中的任何一个。
Two core marketing trends that will enhance tea businesses everywhere in 2023 are rooted in matured customer wants and needs.
2023年将提升各地茶叶业务的两大核心营销趋势植根于成熟的客户需求。
8/15 ©AFP 2022 / Rober Petty
苏格兰高地的山茶树种植园。
1、Make It an Experience 让它成为一种体验
Going somewhere for tea won’t just be about the tea anymore. Instead, tea and coffee tourism will thrive in the industry next year. Customers will look for businesses, shops and cafes that create an entire experience around tea and other beverages.
去某个地方喝茶不再只是为了喝茶。相反，茶和咖啡旅游业将在明年蓬勃发展。顾客将寻找能够围绕茶和其他饮料创造完整体验的企业、商店和咖啡馆。
The customer should be immersed in a unique tea culture when they walk in the door. Not only should the tea be “outside the box” in how it's presented, but the decor, furniture and aesthetic should also complete the experience.
当顾客走进门时，应该沉浸在独特的茶文化中。不仅茶在呈现方式上应该“开箱即用”，而且装饰、家具和美学也应该使体验更加完整。
Attracting new customers and retaining your most loyal ones largely depends on your ability to make the customer experience much more than the tea they’re drinking. Find ways to transport them and even educate them.
吸引新客户和留住你最忠实的客户，很大程度上取决于你让客户体验的能力，而不是他们喝的茶。想办法运送他们，甚至教育他们。
7/15 ©AFP 2022 / Gianluigi Guercia
马拉维茶园的采茶工人正在采茶。
2、Consumers Are Choosing Tea for Different Reasons 消费者选择茶的原因各不相同
Many people drink tea simply because it tastes good. Those people will still be around in 2023. But, so will the massive group of people drinking tea to inspire mindfulness and enjoy other health benefits of tea.
很多人喝茶只是因为它味道好。2023年，这些人仍将存在。但是，大量喝茶来激*正念发**并享受茶的其他健康益处的人群也是如此。
Consumers will be more intentional about what tea they drink, why and how, because taking care of one’s mind and body will still be a significant priority in 2023.
消费者将更加关注他们喝什么茶、为什么喝以及如何喝，因为在2023年，照顾好自己的身心仍然是一个重要的优先事项。
Understanding this, tea businesses can shift their marketing to promote tea drinking as an act of self-care. For example, your business could create a campaign around incorporating your various teas into different self-care acts. Understand how consumers’ reasons for drinking tea are evolving, and you’ll be able to create marketing campaigns they better connect with.
认识到这一点，茶企业可以改变营销方式，将饮茶作为一种自我保健行为。例如，您的企业可以创建一个活动，将您的各种茶纳入不同的自我护理行为。了解消费者喝茶的原因是如何演变的，您将能够创建他们更好地联系的营销活动。
3、TECH TRENDS 技术趋势
If there’s one thing that will probably always make the tea industry’s trends list yearly, it’s technology. As the world becomes more digitally focused, it’s only wise for the tea industry and businesses to do the same.
如果说有一件事可能每年都会成为茶行业的趋势榜，那就是技术。随着世界越来越注重数字化，茶产业和企业也这样做是明智的。
The following two tech trends are centered on data and technology’s place in the production process.
以下两个技术趋势以数据和技术在生产过程中的地位为中心。
4、Data Matters 数据
Tea businesses that have yet to jump on the data train will remain behind their competition in 2023. Data matters. It matters a whole lot. You must have a strategy for collecting, processing, analyzing and using data in your business for it to thrive next year.
尚未加入数据链的茶叶企业将在2023年落后于竞争对手。数据很重要。这非常重要。您必须有一个收集、处理、分析和使用业务数据的策略，以使其在明年蓬勃发展。
Regarding use specifically, using data for business intelligence can benefit tea businesses tremendously.
具体来说，使用数据进行商业智能可以极大地帮助茶叶企业。
According to Zuar, “Business Intelligence is the technology-driven process of acquiring data, data warehousing, business analytics, data visualization and the attached infrastructure, tools, methodologies and applications.”
根据Zuar的说法，“商业智能是获取数据、数据仓库、商业分析、数据可视化以及附加基础设施、工具、方法和应用程序的技术驱动过程。”
The goal of using all these things is to extract meaningful insights that help you make data-driven decisions that drive your tea business forward, reducing risks and increasing its profitability.
使用所有这些东西的目的是提取有意义的见解，帮助您做出数据驱动的决策，推动茶业务向前发展，降低风险并提高盈利能力。
With the right suite of business intelligence and analytics tools, you can better understand the current state of your business, how it got there, and the best course of action for the future.
使用正确的商业智能和分析工具套件，您可以更好地了解您的业务的当前状态、如何实现以及未来的最佳行动方案。
9/15 ©AFP 2022 / STR
印度采茶工人在阿萨姆邦的一个茶园采摘茶叶。阿萨姆邦是印度最大的茶叶产区，约占全国茶叶总产量的51%。
5、Tech Innovations in Production 生产中的技术创新
First, tea plants have to be cultivated. After that, tea leaves must be harvested. Then comes processing true teas in stages such as withering, rolling, oxidation and drying. And finally, the production of various teas takes place.
首先，必须培育茶树。之后，必须收获茶叶。然后在萎凋、揉捻、氧化和干燥等阶段加工真正的茶叶。最后，生产各种茶。
There was a time when all of this was done manually. But, businesses that want to thrive in 2023 should seek out tech innovations appropriate for the processing and production of their teas.
有一段时间，所有这些都是手动完成的。但是，想要在2023年蓬勃发展的企业应该寻求适合其茶叶加工和生产的技术创新。
Whether your operation is in-house or working with third parties, tech innovations in tea processing can make production more efficient and improve the quality of your tea.
无论您的经营是内部还是与第三方合作，茶叶加工的技术创新都可以提高生产效率，提高茶叶质量。
Start your research with robotics, artificial intelligence and automation tools to possibly digitize processing and production. And if there’s not a solution or new idea out there, look at ways your business can innovate and contribute new ideas to the global tea industry.
从机器人、人工智能和自动化工具开始您的研究，以实现加工和生产的数字化。如果没有解决方案或新想法，请看看您的企业如何创新，为全球茶产业贡献新想法。
10/15 ©AP Photo / Niranjan Shrestha
尼泊尔伊拉姆的工人正在给茶叶称重。伊拉姆座落于尼泊尔喜马拉雅地区东部,距首都加德满都大约500公里，是尼泊尔面积最大并且产量最高的茶叶产地之一。
6、PRODUCT & FLAVOR TRENDS 产品和风味趋势
If you’re hoping to get more from the customer-facing side of your business next year, it’s a good idea to consider expanding your product line. Think about launching something related to these two product and flavor trends.
如果你希望明年从面向客户的业务中获得更多，那么考虑扩大产品线是个好主意。考虑推出与这两种产品和口味趋势相关的产品。
6.1、Canned / Ready-to-Drink (RTD) Tea Options 罐/瓶装（RTD）茶
Consumers seem to be more “on the go” than ever before. And, this will only continue into 2023. The millions of people who grab a coffee to go every morning have many options to choose from. Tea drinkers, not so much; however, we’re slowing seeing more and more tea innovation and experimentation in the RTD space – from true teas and herbal teas to matcha and tea and alcohol.
消费者似乎比以往任何时候都更“忙碌”。而且，这只会持续到2023年。每天早上喝咖啡的数百万人有很多选择。喝茶的人，不多；然而，我们在RTD领域看到了越来越多的茶叶创新和实验——从真茶和凉茶到抹茶、茶和酒精。
The two billion people that drink tea every morning certainly want convenient to-go options, too. Smart tea business owners and brands will consider adding canned or ready-to-drink tea options to their product lines in 2023. Creating such products will come with an upfront and ongoing cost should you put the line in other stores. But, you’ll have a chance to accommodate the needs of an enormous group of people drawn to on-the-go drink options.
每天早上喝茶的20亿人当然也想要方便的选择。聪明的茶叶企业主和品牌将考虑在2023年将罐装或即食茶添加到其产品线中。如果你把产品线放在其他商店，创建这样的产品将需要前期和持续的成本。但是，你将有机会满足一大群人的需求，这些人被吸引到了流动的饮料选择中。
6.2、Fusion Flavors 融合香料
There’s no denying the massive selection of teas available to people. There are more than 3,000 varieties of teas – and you can expect this number to grow in the coming year.
无可否认，人们可以选择大量的茶。这里有3000多种茶——你可以预计这个数字在未来一年会增长。
To stay competitive in 2023, consider producing new, innovative tea flavors. Experiment with distinctive flavors like saffron, lavender, basil, nutmeg or rosemary.
为了在2023年保持竞争力，考虑生产新的、创新的茶口味。尝试藏红花、薰衣草、罗勒、肉豆蔻或迷迭香等独特的味道。
In addition, consumers will be interested in fusing tea flavors. Try combining different flavors and pairing particular health properties to make the tea more functional (this trend doesn't seem to be going away).
此外，消费者将对融合茶的口味感兴趣。尝试组合不同的口味并搭配特定的健康属性，使茶更具功能性（这种趋势似乎不会消失）。
In the end, approximately 160 million people in America drink tea every day. Connect with and make many of them believers in your tea business by incorporating the above trends in your operation in 2023 and beyond.
最终，美国每天大约有1.6亿人喝茶。通过在2023年及以后的运营中融入上述趋势，与他们建立联系，让他们中的许多人相信您的茶业务。
3/15 ©AFP 2022 / Simon Wohlfahrt
在卢旺达西南部的吉萨库拉，一名工人坐在茶包前。
DAVIDsTEA首席执行官赛婼·塞加尔分享关于茶叶趋势、可持续性和零售环境的见解。
Aaron Kiel
Sarah Segal, the CEO and chief brand officer at DAVIDsTEA, chats with World Tea News about tea trends, sustainability, the future of the brick-and-mortar tea retail landscape, and how DAVIDsTEA is making tea fun, interactive and accessible for all.
DAVIDsTEA首席执行官兼首席品牌官赛婼·塞加尔（Sarah Segal）与《世界茶新闻》（WTN）就茶的趋势、可持续性、实体茶零售业的未来以及DAVIDsTEA如何使茶变得有趣、互动和人人都可及等问题进行了交谈。
Segal most recently served as the DAVIDsTEA chief brand officer (a title she retained when she became CEO in December 2020), responsible for tea and product development, spearheading the company's digital transformation, and leading development of new sales channels.
赛婼·塞加尔最近担任DAVIDsTEA首席品牌官（她在2020年12月担任首席执行官时保留了这一职位），负责茶叶和产品开发，领导公司的数字化转型，并领导新销售渠道的开发。
From 2012 to 2017, Segal was a member of the Board of Directors of DAVIDsTEA, and since 2013 and up until her appointment as CEO of the company, she served as CEO of artisanal candy retailer SQUISH Candy, based in Montreal, Quebec, a company she founded.
2012年至2017年，赛婼·塞加尔是DAVIDsTEA董事会成员，自2013年起，直到她被任命为公司首席执行官，她一直担任手工糖果零售商SQUISHCandy的首席执行官。
Segal has a bachelor’s degree in environmental health from McGill University and a master’s degree in water science, policy and management from Oxford University.
赛婼·塞加尔拥有麦吉尔大学环境健康学士学位和牛津大学水科学、政策和管理硕士学位。
She's also the daughter of Herschel Segal, who co-founded DAVIDsTEA with David Segal (who recently launched Firebelly Tea in 2021).
她也是赫歇尔·西格尔（Herschel Segal）的女儿，赫歇尔·塞格尔与大卫·西格尔（David Segal，最近于2021推出了Firebelly Tea）共同创立了DAVIDsTEA。
11/15 ©AFP 2022 / Lakruwan Wanniarachchi
斯里兰卡中部城镇康提的一名采茶工人在种植园工作。
A CHAT WITH SARAH SEGAL of DAVIDsTEA:
与DAVIDsTEA的SARAH SEGAL聊天：
Question: Hi, Sarah. Thanks for your time! When did you first become interested in tea?
问题：你好，赛婼。感谢您的时间！你什么时候开始对茶感兴趣的？
Answer: Thank you for having me! Well, I have always loved to travel, and my wanderlust led me to China after completing my university degree. There, I not only fell in love with the language, but through exploring the country, I discovered tea culture. Living there deepened my understanding of tea, growing regions and the craftsmanship of tea masters.
回答：谢谢你邀请我！嗯，我一直喜欢旅行，在完成大学学位后，我的旅行欲望让我来到了中国。在那里，我不仅爱上了语言，而且通过探索这个国家，我发现了茶文化。生活在那里加深了我对茶叶、种植地区和茶叶大师手艺的理解。
Question: What do you love the most about tea – and do you have a favorite tea?
问：你最喜欢茶的是什么？你有最喜欢的茶吗？
Answer: The best thing about tea, apart from it being THE wellness beverage, is the immense variety of what is available – from rare, premium single-origin teas to fun and funky herbal infusions, there truly is a tea for everyone, even if they don’t know it yet. That is why making tea accessible is so important to me. Plus, there is more to tea than just the taste; tea supports a positive lifestyle by adding mindful “me” moments into our daily routine that help us slow down and take a pause. Better yet? Take time with friends and family over tea – it truly brings people together. This is more important than ever in our faced-paced lifestyles.
答：除了健康饮料之外，茶最棒的地方是种类繁多——从罕见的优质单品茶到有趣而时髦的草药泡茶，真的有适合每个人的茶，即使他们还不知道。这就是为什么泡茶对我如此重要的原因。此外，茶不仅仅是味道；茶通过在我们的日常生活中加入“我”的时刻来支持积极的生活方式，这有助于我们放慢脚步并稍作休息。更好了吗？花时间与朋友和家人一起喝茶——这确实能让人们聚在一起。这在我们面对节奏的生活方式中比以往任何时候都重要。
When it comes to my favorite tea... there are just too many to choose from! But, I am really loving Organic Turmeric Chai and Organic Ashwagandha Chai right now for their warming flavors, unique spice blends and wellness benefits.
说到我最喜欢的茶。。。有太多可供选择！但是，我现在真的很喜欢有机姜黄柴和有机Ashwagandha柴，因为它们具有温暖的味道、独特的香料混合物和健康益处。
Question: You have a master’s degree in water science, policy and management from Oxford University, which is interesting for someone working in the tea industry. What water insights or lessons do you have for the tea industry?
问：你拥有牛津大学的水科学、政策和管理硕士学位，这对从事茶叶行业的人来说很有趣。您对茶行业有哪些水方面的见解或经验？
Answer: I worked on water issues in China, which increased my awareness of how agriculture, land and air quality affect growing conditions. This really helped me better understand tea and the growing conditions and other factors that create a truly special product. After all – there’s no tea without water!
答：我在中国研究水资源问题，这提高了我对农业、土地和空气质量如何影响生长条件的认识。这真的帮助我更好地理解了茶叶、生长条件和其他因素，这些因素造就了一种真正特殊的产品。毕竟，没有水就没有茶！
Clean water is a fundamental human right and so water sustainability is a priority for us. In 2020, we launched our DAVIDsTEA Impact Fund and began our Nepal Water Project with Jun Chiyabari Tea Garden, from where we source our Organic Nepal Black tea. The project currently helps provide four government schools in Nepal with clean drinking water, positively impacting the lives of over 3,200 students, teachers and staff! Our contribution is ongoing with a portion of proceeds from all sales of Organic Nepal Black supporting the project directly.
清洁水是一项基本*权人**，因此水的可持续性是我们的优先事项。2020年，我们启动了DAVIDsTEA影响基金，并与Jun Chiyabari茶园一起开始了尼泊尔水项目，我们从那里获得了有机尼泊尔红茶。该项目目前帮助尼泊尔四所公立学校提供清洁的饮用水，对3200多名学生、教师和工作人员的生活产生了积极影响！我们的贡献正在持续，尼泊尔有机黑的所有销售收入的一部分直接支持该项目。
Question: How did you begin your professional journey at DAVIDsTEA? You’ve been a part of the team for more than a decade, correct?
问：你是如何在DAVIDsTEA开始职业生涯的？你已经加入球队十多年了，对吧？
Answer: I had just finished my master’s degree and was considering when and where to do my PhD. My father and cousin had just co-founded a tea brand called DAVIDsTEA and I was going to work with them for six months while finalizing my next steps. After just one day there, I thought to myself, “This is the best job in the world... how can working in tea be work?!” That was over 14 years ago and today, I’m proudly the chief executive officer and chief brand officer of the company. I so deeply appreciate the team of creative minds I get to work with – our team is so diverse, interesting, talented and passionate that it fuels me every single day in making the best teas accessible to everyone.
答：我刚读完硕士学位，正在考虑何时何地攻读博士学位。我的父亲和堂弟刚刚共同创立了一个名为DAVIDsTEA的茶饮品牌，我打算与他们合作六个月，同时完成下一步的工作。在那里呆了一天之后，我心想：“这是世界上最好的工作……在茶里工作怎么可能是工作？！”那是14年前的事了，今天，我自豪地成为了公司的首席执行官和首席品牌官。我非常感谢与我共事的创意团队——我们的团队是如此多元化、有趣、富有才华和激情，让我每天都能喝到最好的茶。
Question: For those who are not familiar with DAVIDsTEA, what would you like to share?
问：对于那些不熟悉DAVIDsTEA的人，你想分享什么？
Answer: We just love loose leaf tea! It has been DAVIDsTEA’s mission since opening our doors in 2008, to make tea fun and accessible. Whether you’re a total newbie, a seasoned tea drinker or simply tea curious, we don’t judge, and we’ve got you covered with teas and accessories to meet your personal needs.
答：我们只是喜欢散叶茶！DAVIDsTEA自2008年开门以来，一直致力于让茶变得有趣和方便。无论你是一个初来乍到的新手，一个经验丰富的茶饮爱好者，还是一个单纯的茶迷，我们都不做评判，我们为你准备了茶和配饰，以满足你的个人需求。
Our combination of unique and natural ingredients, inspiration from tea traditions around the world, and our partnerships with specialty tea gardens brings people together. We love tea and respect ingredients, but also believe that rules are meant to be adapted, which keeps our collection fun, fresh and interesting. We have a selection unlike anything else you’ll find on the market! Perhaps most importantly, we are passionate about doing good and are committed to making the world a better place through sustainabilitea, positivitea and communitea. Can you tell we love a tea pun?
我们结合了独特的天然成分、来自世界各地茶传统的灵感，以及我们与特色茶园的合作伙伴关系，将人们聚集在一起。我们热爱茶，尊重食材，但也相信规则是要适应的，这让我们的收藏变得有趣、新鲜和有趣。我们有一种不同于市场上任何其他产品的选择！也许最重要的是，我们热衷于行善，并致力于通过可持续性、积极性和社区性使世界变得更美好。你能看出我们喜欢茶双关语吗？
Question: Tell us about the teas and tea-related products that DAVIDsTEA offers?
问题：告诉我们DAVIDsTEA提供的茶和茶相关产品？
Answer: We like to say that DAVIDsTEA is THE tea company for everyone… so that should give you an idea! We’re passionate about bringing tea to all and meeting customers, wherever they are in their individual tea journey. From innovative tea blends to our Garden to Cup collection, we offer a tea for everyone. I am very excited about our Garden to Cup collection. This incredible group of teas includes premium, single-origin teas sourced from the world’s greatest gardens – like Organic Nepal Black and Organic Jasmine Black Pearls, both winners in the black tea category of the 2023 Toronto Tea Festival’s Tea Tasters Box Challenge!
答：我们喜欢说DAVIDsTEA是每个人的茶公司……所以这应该给你一个想法！我们热衷于将茶带给所有人，并与客户见面，无论他们在个人的茶旅中身处何处。从创新的混合茶到我们的花园杯系列，我们为每个人提供茶。我对我们的花园杯系列非常兴奋。这组令人难以置信的茶包括来自世界上最伟大的花园的优质、单一来源的茶，如有机尼泊尔黑和有机茉莉黑珍珠，这两种茶都是2023年多伦多茶节的茶品鉴盒挑战赛的红茶类别冠军！
We also have one of the largest matcha collections in North America, with premium matcha sourced from Nishio and Kyushu, Japan. From high- quality Organic Ceremonial Matcha to our innovative, first-to-market Glitter Matcha, we have a matcha for every occasion and taste.
我们还有北美最大的抹茶系列之一，优质抹茶来自日本西尾和九州。从高品质的有机仪式抹茶到我们创新的、首次上市的Glitter抹茶，我们有适合各种场合和口味的抹茶。
But it’s not just about the tea – we have a curated line of tea accessories and starter kits, too. Traditional bamboo whisks and bowls, contemporary color-changing mugs, tea presses and more to make tea as easy as possible. We especially love our Matcha Maker – developed in-house by our incredible team; it’s designed to make matcha quickly and easily, so absolutely everyone can fit it into their busy lifestyle. We want to be THE destination to find whatever you are looking for in the wide world of tea.
但这不仅仅是关于茶叶——我们还有一系列精心策划的茶叶配件和入门套件。传统的竹制搅拌器和碗，当代的变色杯，茶压机等，尽可能容易地泡茶。我们特别喜欢我们的抹茶机——由我们令人难以置信的团队内部开发；它的设计目的是快速方便地制作抹茶，因此每个人都可以将其融入繁忙的生活方式。我们希望成为您在广阔的茶叶世界中寻找任何东西的目的地。
Question: What are some of the most popular DAVIDsTEA products right now and why?
问：现在最流行的DAVIDsTEA产品是什么？为什么？
Answer: A lot of people are now shopping for functional and wellness teas. We’re seeing a huge increase in interest around adaptogenic blends like Organic Ashwagandha Chai, Reishi Relax and Organic Lavender Earl Grey – also featuring ashwagandha – for folks seeking enhanced focus and calm.
答：现在很多人都在购买功能茶和健康茶。我们看到人们对有机Ashwagandha Chai、Reishi Relax和有机Lavender Earl Grey（同样以Ashwagandha为特色）等具有适应性的混合物的兴趣大增。
Recent studies have shown that during the pandemic and its lockdowns, people have been re-evaluating their relationship with alcohol and making more mindful choices. As a result, our Mocktail Collection has been a huge hit, featuring refreshing and alcohol-free blends like Gin & Tonic, Organic La Vida Coco, and Brown Sugar Bourbon – all great on their own or as the base of a spirit-free cocktail. Of course, we have best-selling blends that are customer favorites, too! You’ll find teas like Organic Cream of Earl Grey, Organic Cold 911 and Organic Japanese Sencha at the top of the list.
最近的研究表明，在大流行及其*锁封**期间，人们一直在重新评估自己与酒精的关系，并做出更谨慎的选择。因此，我们的Mocktail系列大受欢迎，推出了清爽无酒精的混合酒，如Gin&Tonic、Organic La Vida Coco和红糖波旁酒，无论是单独饮用还是作为无酒精鸡尾酒的基础，都非常棒。当然，我们有最畅销的混合物，也是客户的最爱！你会发现像伯爵灰有机奶油、有机冷911和有机日本香茶这样的茶排在榜首。
Question: What can you tell us about how you source and blend your teas?
问题：你能告诉我们你是如何调配茶的吗？
Answer: We have a serious passion for blending and we love to think outside the cup. Our dedicated team with decades of experience work hard to find the right balance of flavors while researching traditional ingredients and exploring new ones. We quite literally source ingredients for our blends from across the globe – matcha from Japan, papaya from Sri Lanka, chamomile from Croatia, yerba maté from Brazil, rooibos from South Africa, peppermint from the U.S.… the list is endless! We work with trusted suppliers that share our passion for ethical sourcing and high-quality standards.
答：我们对调酒有着浓厚的热情，我们喜欢在杯外思考。我们的专业团队拥有数十年的经验，在研究传统食材和探索新食材的同时，努力找到口味的正确平衡。我们确实从全球各地为我们的混合物提供了配料——日本的抹茶、斯里兰卡的木瓜、克罗地亚的洋甘菊、巴西的椰浆、南非的菜豆、美国的薄荷……列表不胜枚举！我们与值得信赖的供应商合作，他们分享我们对道德采购和高质量标准的热情。
Question: Are there any herbs, spices or other ingredients you’re really excited about when it comes to tea blends?
问：当谈到混合茶时，你是否真的对草药、香料或其他成分感到兴奋？
Answer: Adaptogens! These plants and fungi help you adapt to stress while bringing balance to your life. Though they are trending now, we have been featuring adaptogens for a while and we now have quite the collection featuring adaptogenic plants and roots like ashwagandha and turmeric, and functional mushrooms like reishi, chaga, lion’s mane and vegan-friendly cordyceps. What excites me most is our ability to take these ingredients and make them accessible both in flavor and function. So, you don’t have to be completely plugged into this new trend and do a bunch of research to enjoy a cup and all the benefits it has to offer!
答案：适配基因！这些植物和真菌帮助你适应压力，同时给你的生活带来平衡。虽然它们现在很流行，但我们已经推出了一段时间的适应性植物，现在我们已经有了相当多的系列，包括适应性植物和根，如ashwagandha和姜黄，以及功能性蘑菇，如reishi、chaga、狮子鬃和纯素友好的虫草。最令我兴奋的是，我们能够吸收这些成分，并使它们在风味和功能上都易于获得。所以，你不必完全沉浸在这一新趋势中，做大量的研究来享受一杯咖啡，享受它带来的所有好处！
Question: What are some of the other big consumer trends and tea-related trends that you’re paying attention to?
问：你正在关注的其他一些主要消费趋势和与茶相关的趋势是什么？
Answer: Beyond adaptogens and alcohol-free beverage options, we’re really interested in powdered teas like matcha and hojicha. We love their versatility and benefits! Since these are powdered, you are ingesting the full leaves and ingredients, so you are getting every last bit of nutrients the tea has to offer. We are also loving all the development in clean energy infusions like yerba maté and are keeping a close eye on the ready-to-drink category.
答：除了适配素和无酒精饮料，我们对抹茶和可可茶等粉末茶非常感兴趣。我们喜欢它们的多功能性和优势！由于这些都是粉末状的，你摄入的是完整的叶子和成分，所以你得到了茶所提供的每一点营养。我们也很喜欢像yerba maté这样的清洁能源注入的所有发展，并密切关注即食饮料类别。
Question: Sustainability is a big commitment and mission of DAVIDsTEA. What can you tell us about those efforts?
问题：可持续性是DAVIDsTEA的一项重大承诺和使命。关于这些努力，你能告诉我们什么？
Answer: Absolutely! Our team’s decisions are fueled by our desire to make the world a better place and so we have three pillars of our sustainability strategy, built with the UN’s Sustainability Development Goals in mind.
回答：当然！我们团队的决定是由我们让世界变得更美好的愿望推动的，因此我们的可持续发展战略有三个支柱，这三个支柱都是基于联合国的可持续发展目标。
Ethical and sustainable tea sourcing is built on our goal to positively impact the tea industry throughout our supply chain. We source from trusted partners with a focus on Certified Organic and Fair Trade Certified teas and ingredients. We’re also a member of the Ethical Tea Partnership, supporting their efforts to create a fairer, more sustainable tea industry.
道德和可持续的茶叶采购基于我们的目标，即在整个供应链中积极影响茶叶行业。我们来源于值得信赖的合作伙伴，专注于经过认证的有机和公平贸易认证的茶和配料。我们也是道德茶伙伴关系的成员，支持他们创建更公平、更可持续的茶产业的努力。
Compostable and regenerative packaging is a priority for us. For example, our sachet bags are entirely plastic-free and biodegradable – and always have been – but we’re continually looking for new ways to elevate our packaging and shipping materials to compostable, recyclable and earth-friendly options.
可堆肥和再生包装是我们的优先事项。例如，我们的香包完全不含塑料，可生物降解，而且一直都是这样。但我们正在不断寻找新的方法，将我们的包装和运输材料提升为可堆肥、可回收和环保的选择。
Caring for our community is where we really shine. We’ve donated over 1.3 million cups of tea to our amazing frontline heroes since the start of the pandemic, prioritize the mental and physical health of our employees and community, and partner with local organizations like Mamas for Mamas and Vent Over Tea to support those in need.
关爱社区是我们真正闪光的地方。自疫情爆发以来，我们已向我们的前线英雄捐赠了130多万杯茶，优先考虑员工和社区的身心健康，并与Mamas for Mamas和Vent over tea等当地组织合作，支持有需要的人。
Question: What other tea industry issues are most important to DAVIDsTEA?
问：对DAVIDsTEA来说，还有哪些茶行业问题最重要？
Answer: Like most industries, there’s a lot of space to make things more inclusive – and tea is no exception. As a Canadian company operating on largely unceded Indigenous lands, it’s important to us to share our tea love and amplify Indigenous voices and their businesses.
答：像大多数行业一样，有很大的空间让事情更具包容性，茶也不例外。作为一家加拿大公司，在基本上未受保护的原住民土地上运营，分享我们的茶爱并扩大原住民的声音和他们的业务对我们来说很重要。
Last year we partnered with Indigenous-owned and woman-led tea company Tea Horse to launch a special blend called Manoomin Maple. Featuring star ingredient manoomin [meaning “wild rice” in Ojibwe], this collaborative tea gives back to Indigenous communities through the David Suzuki Institute’s Reconciling Ways of Knowing program. We worked closely with the Tea Horse founders at every stage to ensure that the organization selected would best support Indigenous communities and their needs. Manoomin Maple continues to be a fan favorite and give back.
去年，我们与土著人拥有的女性主导的茶公司tea Horse合作，推出了一种名为Manoomin Maple的特殊混合茶。这款合作茶以明星成分manonomin（意为Ojibwe的“野生大米”）为特色，通过David Suzuki研究所的“了解的协调方式”计划回馈土著社区。我们在每个阶段都与Tea Horse创始人密切合作，以确保所选组织能够最好地支持土著社区及其需求。马诺明·马普尔仍然是球迷的最爱，也是球迷的回馈。
It’s also so important to us to develop meaningful, trusted relationships with our suppliers and the tea gardens we source from, and that means giving back to those communities as well. I had the opportunity to talk about our Nepal Water Project [earlier], but what I didn’t mention is that we support this project through the DAVIDsTEA Impact Fund – an ongoing effort that contributes to our local and global give-back initiatives. In addition to our Nepal Water Project, the DAVIDsTEA Impact Fund has supported two other global projects:
对我们来说，与我们的供应商和我们的茶园建立有意义的、可信赖的关系也非常重要，这意味着回馈这些社区。我有机会[早些时候]谈论了我们的尼泊尔水项目，但我没有提到的是，我们通过DAVIDsTEA影响基金来支持这个项目——这是一项持续的努力，有助于我们的地方和全球回馈计划。除了我们的尼泊尔水项目外，DAVIDsTEA影响基金还支持了另外两个全球项目：
1. South African Homework Facility Project. In collaboration with Johan, a South African rooibos tea producer, DAVIDsTEA built a homework facility that provides a safe space where the children of tea farmers from the small-scale farms in the Cederberg mountains can study.
- 南非家庭作业设施项目。DAVIDsTEA与南非rooibos茶叶生产商Johan合作，建造了一个家庭作业设施，为来自锡德伯格山区小规模农场的茶农的孩子提供了一个安全的学习空间。
2. C.A.M.P. by DAVIDsTEA x Ethical Tea Partnership. In summer 2022, we launched C.A.M.P by DAVIDsTEA x Ethical Tea Partnership, which stands for Child-friendly Areas for Meaningful Positivitea, to provide safe education spaces for children of tea growers whose parents have relocated for temporary jobs during the summer off-season. The program ran in the Zhejiang region of China and offered an extensive curriculum covering topics ranging from science to social skills and nutrition, in addition to providing courses for caretakers such as literacy, health and maternity protection.
2.DAVIDsTEA x Ethical Tea Partnership的C.A.M.P。2022年夏天，我们推出了DAVIDsTEA x Ethical Tea Partnership的C.A.M.P，这是“有意义的积极茶的儿童友好区”的缩写，旨在为茶农的子女提供安全的教育空间，茶农的父母已在夏季淡季搬迁到临时工作。该项目在中国浙江地区开展，提供了广泛的课程，涵盖从科学到社会技能和营养等主题，此外还为照顾者提供识字、健康和生育保护等课程。
Question: Since entering the wholesale market four years ago, DAVIDsTEA has increased its presence at retail businesses in more than 3,800 doors in Canada, including 250+ store-in-store configurations. Can you tell us a little more about that wholesale strategy and future plans?
问题：自四年前进入批发市场以来，DAVIDsTEA已在加拿大3800多个门店的零售业务中增加了业务，包括250多个店中店配置。你能再告诉我们一些批发策略和未来计划吗？
Answer: Ultimately, we want to reach our customers where they’re already shopping. The store-in-store concept is an evolution of our already established wholesale presence within thousands of grocery stores and pharmacies across Canada. We’ve seen great success with this model, and you can expect to see us in even more doors throughout 2023! We’re continually growing our wholesale footprint and a big part of our strategy includes increasing our Amazon assortment, introducing ready-to-drink beverages, and most excitingly, entering the U.S. wholesale market.
答：最终，我们希望联系到已经购物的客户。店中店概念是我们在加拿大数千家杂货店和药店中已经建立的批发业务的演变。我们已经看到了这种模式的巨大成功，你可以期待在整个2023年看到我们在更多的门！我们正在不断扩大我们的批发足迹，我们的战略的很大一部分包括增加我们的亚马逊产品种类，推出即食饮料，最令人兴奋的是，进入美国批发市场。
Question: How many DAVIDsTEA locations are there in Canada?
问题：DAVIDsTEA在加拿大有多少家分店？
Answer: We have 18 flagship locations coast to coast and one kiosk in our hometown of Montreal. We’re always looking for new places to pop-up – let us know where you’d like to see us!
答：我们在沿海有18个旗舰店，在我们的家乡蒙特利尔有一个售货亭。我们一直在寻找新的弹窗，让我们知道您想在哪里看到我们！
Question: What are your thoughts on the brick-and-mortar tea retail landscape in the United States, and what it’ll take for a business to be successful on a grand scale?
问：你对美国的实体茶零售业有什么看法，一个企业要想获得大规模成功需要什么？
Answer: Tea is an intrinsically social beverage and the in-person connection is so valuable. To be successful you need to continually adapt and stay flexible. The retail landscape is ever-changing, especially these last few years. Persistence and experience are key to staying on top and getting results. That means being creative and finding new ways to meet your customers where they are, like pop-up experiences, events and partnerships.
答：茶是一种本质上的社交饮料，与人之间的联系非常有价值。要想成功，你需要不断适应并保持灵活性。零售业的格局在不断变化，尤其是最近几年。坚持和经验是保持领先并取得成果的关键。这意味着要有创意，找到新的方式来满足客户的需求，比如弹出式体验、活动和合作伙伴关系。
Question: Currently, DAVIDsTEA ships online orders throughout Canada and the United States. Do you have plans to ship internationally in the future?
问题：目前，DAVIDsTEA在加拿大和美国各地提供在线订单。你有计划在未来向国际发货吗？
Answer: I can’t spill all our secrets, but we do get requests to ship to countries all around the world! Right now, we’re focused on perfecting our experience in Canada and the U.S., but who knows what the future will bring!
答：我不能泄露我们所有的秘密，但我们确实收到了发送到世界各地国家的请求！现在，我们专注于完善我们在加拿大和美国的经验，但谁知道未来会带来什么！
Question: Many of the readers at World Tea News are buyers from various vertical markets. What can you tell us about the wholesale opportunities available? Who are your ideal wholesale partners.
问题：《世界茶报》的许多读者都是来自不同垂直市场的买家。你能告诉我们哪些批发机会？谁是您理想的批发合作伙伴。
Answer: When it comes to wholesale, from coast to coast you will find a curated selection of DAVIDsTEA teas and accessories in grocery stores like Loblaws, Longos and Sobeys, pharmacies like Shoppers Drug Mart and Rexall, and big box stores like Walmart and Costco. We’ve successfully grown our wholesale presence to over 3,800 locations across Canada – and we are not stopping there! We are in discussions to enter several big box retailers across the United States, which we hope will include Costco U.S.
答：当涉及到批发时，从海岸到海岸，你会在Lobraws、Longos和Sobeys等杂货店，Shoppers Drug Mart和Rexall等药店，以及沃尔玛和Costco等大型零售店找到精心挑选的DAVIDsTEA茶和配件。我们已经成功地将我们的批发业务扩展到加拿大各地的3800多个地点，我们不会止步于此！我们正在讨论进入美国各地的几家大型零售商，我们希望包括Costco美国。
Question: Thanks for your time! Last question: What does the future hold for DAVIDsTEA?
问题：感谢您的时间！最后一个问题：DAVIDsTEA的未来是什么？
Answer: Thank you for having me! We are constantly focused on evolving our experience across all our channels and making use of technology to connect in new and exciting ways. We also look for constant improvement with feedback from our customers on all aspects of what we do.
回答：谢谢你邀请我！我们一直致力于在所有渠道中发展我们的经验，并利用技术以新的令人兴奋的方式进行连接。我们还希望通过客户对我们所做工作的各个方面的反馈不断改进。
I am proud to say that last summer we reworked our beverage preparation process and invested in new drink-making technology to create a more efficient experience for customers. We had the opportunity to try out this new menu at our limited time pop-up at the Lululemon Fuel Space on Newbury Street in Boston, Massachusetts. It was a hit and we brought it home to Canada in our Carrefour Laval store in Quebec. This is just one example of the upgrades we're looking forward to rolling out this year at DAVIDsTEA. Stay tuned for the ongoing evolution of the DAVIDsTEA Experience!
我很自豪地说，去年夏天，我们重新设计了饮料制备流程，并投资了新的饮料制造技术，为客户创造了更高效的体验。我们有机会在马萨诸塞州波士顿纽伯里街上的Lululemon燃料空间有限时间的弹出式菜单中尝试这一新菜单。它很受欢迎，我们在魁北克的家乐福拉瓦尔店将它带回了加拿大。这只是我们期待今年在DAVIDsTEA推出的升级的一个例子。敬请关注DAVIDsTEA体验的持续发展！
6/15 ©Sputnik / Artur Lebedev/ 跳转媒体库
俄罗斯索契一家机械化茶叶种植园。
2023年中国茶叶产业发展趋势
每年立春之后，春茶即将上市，各大茶叶品牌开始预热营销，在各大渠道积极布局。茶叶专卖店和线下商超作为传统茶叶销售渠道，具有分布广、选购产品较为直观等优势，因此依然具有较强的市场竞争力；而另一方面，随着直播电商、社交电商等业态的发展，电商渠道逐渐发展成为消费者选购茶叶的重要途径，电商渠道具有品种丰富、购买方便等特点，受地域性的限制较少。
iiMedia Research（艾媒咨询）数据显示，2021年中国茶叶产量已达到318万吨，同比增长8.5%。在茶叶产量不断增加的同时，中国茶叶行业市场规模也保持连年增长态势，2022年市场规模可达到3210亿元。根据调研数据，近五成中国消费者每天喝茶，喝茶保健养生观念深入人心。 中国消费者对于茶叶品质有着较高的要求，未来能够得到市场更多认可的，将会是在茶叶品质上反复打磨的茶叶厂商。此外，消费者的需求多样，未来的行业格局将会是多品牌共同发展的状态。因而品牌需要找准定位，并且在定位之中争取成为消费者的首选。
中国茶叶分类介绍
2017-2027年中国茶叶行业市场规模及预测
中国茶叶行业市场规模保持连年增长态势，增幅基本维持在8到11个百分点之间，2021年市场规模达到2910.3亿元，预计2022年可突破3000亿元，达到3210.0亿元。艾媒咨询分析师认为，我国是全球最大的产茶国和茶叶消费市场，茶叶行业未来将保持长期平稳向好发展的趋势。
2010-2021年中国茶叶产量数据分析
数据显示，2021年中国茶叶产量已达到318.0万吨，比2020年增长24.8万吨，同比增长8.5%。艾媒咨询分析师认为，茶叶与茶园种植面积关联性强，受到茶园面积增加影响，2021年茶叶生产的增长率较高。总体而言，茶叶生产情况相对稳定，保持持续增长状态。
2021年中国不同茶叶种类销量数据
数据显示，2021年中国六大茶类销量中，绿茶内销量130.92万吨，占总销量的56.9%；红茶内销33.88万吨，占总销量的14.9%；黑茶内销34.41万吨，占总销量的14.7%；乌龙茶内销22.79万吨，占总销量的9.9%；白茶内销7.05万吨，占总销量的3.1%；黄茶内销1.14万吨，占总销量的0.5%。相比2018年与2019年，2021年六大茶叶销量均实现了增长。
2017-2023年中国茶叶线上市场规模及预测
疫情期间，直播带货成为各行业进行营销的新模式，农产品也借助直播的东风开启线上营销模式，并取得较佳的成效。其中，茶企也在“直播热”的助力下不断加码线上营销，2021年中国茶叶的线上市场规模达到298亿元，同比增长12.5%，预计2023年可达358亿元。艾媒咨询分析师认为，未来，短视频、直播等线上营销将会成为茶企常态化的营销方式。
2017-2023年中国茶叶礼盒市场规模
iiMedia Research（艾媒咨询）数据显示，2021年中国茶叶礼盒市场规模达到418.4亿元，2022年预计达到468.3亿元。市场规模从2017年的275.9亿元，到2020年的374.1亿元，年均保持了超过10%的增长。艾媒咨询分析师认为，礼物市场规模逐渐庞大，国人对茶叶礼盒的消费也将逐渐增长。
茶叶礼盒行业图谱
中国消费者喝茶频率
调研数据显示，2022年超过九成的中国消费者有喝茶的经历，保持每天喝茶习惯的消费者占47.5%，一周喝茶两三次的消费者占43.8%。艾媒咨询分析师认为，我国饮茶文化从古流传至今，在日常生活中广泛渗透，国人饮茶已成为一种普遍现象。加之当代人对于健康养生的需求不断上升，饮茶愉悦身心、滋养身体的益处让越来越多的消费者关注并选择饮茶。
中国消费者喝茶的主要原因
调查显示，63.3%的中国消费者表示喝茶的主要原因是保健养生，61.3%的消费者表示喝茶已成为一种生活习惯，而出于休闲放松和提神而喝茶的消费者分别占比59.0%和31.6%。艾媒咨询分析师认为，喝茶已经逐渐成为不少现代人生活中的一部分，除了用一种茶叶冲泡而成的传统茶饮之外，现在也流行着由茶叶混合其它原料制成的风味茶饮，不同原料发挥着不同的功效，受到了消费者的广泛欢迎。
中国消费者了解茶叶资讯的渠道
数据显示，2022年有51.3%的中国消费者通过网络信息的推送来了解茶叶相关资讯，此外还有部分消费者是通过主动搜索以及亲朋好友之间的传播来了解茶叶知识。艾媒咨询分析师认为，互联网的发展使得人们能较为轻易地在网络上找到不少茶叶的相关资料。并且，考虑到实际上每个人对于茶叶的需求和爱好都各有不同，亲朋好友之间对于不同茶叶的体验分享也更容易为人所接受。
中国消费者喜好的茶叶品类
调查显示，2022年中国消费者在自饮时最喜爱的茶叶是绿茶（50.7%）和红茶（50.5%），其次是普洱茶（45.4%），此外，花茶和白茶也获得了不少消费者的青睐。送礼时，中国消费者最偏好的茶叶则是普洱茶（64.2%），其次是红茶（40.1%）。艾媒咨询分析师认为，中国生产绿茶的产地极为广泛，价格较低，且常饮绿茶能防癌、降脂和减肥，故受到消费者偏爱。而普洱茶的品饮门槛相对较高，极具收藏和饮用价值，是送礼时的更优之选。
中国消费者选购茶叶时的考虑因素
调查显示，2022年中国消费者在选购自饮茶叶时最看重茶叶气味（66.5%），在选购送礼茶叶时最看重茶叶产地（62.7%）。相比之下，消费者对茶叶包装的注重程度则较低，在用于自饮和送礼时分别占比12.8%和29.9%。艾媒咨询分析师认为，消费者对茶叶品质越来越看重，而对茶叶品质的判断主要可从气味、产地中参见一二。此外，当前产品重包装轻质量的现象屡有出现，消费者对包装的考量程度有所降低。
中国消费者单次购买茶叶的消费金额
调研数据显示，为了自饮而购买茶叶的消费者会更注重茶叶的性价比，消费100-200元的消费者占比最高，为36.5%。而以送礼为目的消费者会购买价格更高的茶叶，37.5%的消费者选择了200-400元的茶叶，20.0%的消费者选择了400-600元的茶叶。艾媒咨询分析师认为，目前茶叶市场价格分化较为明显，散装茶叶价格较为大众化，礼盒装的茶叶更适合送礼，价格普遍较高。
中国消费者偏好的茶叶礼盒包装
调研数据显示，2022年中国消费者最喜爱金属包装的茶叶礼盒，占比43.3%，其次是纸盒包装，占比29.9%。艾媒咨询分析师认为，相比陶瓷包装的易碎特点，金属包装和纸盒包装的礼盒在保持美观的同时更坚稳牢固，可避免送礼时出现礼品破碎的尴尬场景。
中国消费者对于网购茶叶的看法
调研数据显示，2022年超七成中国消费者认为通过电商渠道购买茶叶时，存在卖家过多、鱼龙混杂，导致质量难辨的困扰；还有近五成消费者认为电商渠道没有实体店的选购体验感，服务不专业。但也有部分消费者认为网购茶叶种类齐全、产品丰富。艾媒咨询分析师认为，电商渠道无法直观看到要购买的产品品相，会给茶叶选购造成一定的困难。对消费者而言，通过电商渠道购买茶叶应选择品牌旗舰店或信誉度较高的店铺，在保证所购产品质量的同时也能获得较好的售后服务。
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