hk international tea fair 2009 on-site survey christine kwok managing consultant actrium solutions...
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HK International Tea Fair 2009On-site Survey
HK International Tea Fair 2009On-site Survey
Christine KwokChristine Kwok
Managing ConsultantManaging Consultant
Actrium Solutions Actrium Solutions
17 August 200917 August 2009
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Key Findings Buyers
Key Findings Buyers
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Demographics of Buyers
By RegionAustralia &
New Zealand, 3%
Middle East & Africa, 5%
Europe & Russia, 7%
Americas, 5%
Other Asia, 22%
Chinese Mainland, 27%
Hong Kong, 31%
Base: All Respondents (N=288)
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Over 90% of Buyers Think that HK Has the Edge to Become the Asian Tea Trading Centre
30%
27%
22%
17%
21%
24%
33%
37%
35%
39%
38%
39%
26%
27%
36%
40%
37%
33%
0% 20% 40% 60% 80% 100%
HK has sophisticated tea-drinking culture
HK is impartial promotional platform for tea trading andpromotion due to absence of local production
HK has edge in developing into centre of tea auctions in Asia
HK has edge in organising international tea competitions to facilitate trade & brand promotion
HK has strict food & drinks safety regulations & quality testing service
HK provides quality branding & packaging service providers
Buyer's Perception of HK as the Tea Trading Centre for Asia
Fairly Agree Agree Strongly Agree
Base: All Respondents (N=288)
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Over 90% of Buyers Consider That TheirObjectives for Attending the Fair Have Been Achieved
63%
59%
60%
63%
66%
27%
34%
33%
32%
29%
0% 20% 40% 60% 80% 100%
To identify new suppliers(N=152)
To network with industry players(N=140)
To obtain the latest market intelligence(N=186)
To meet with existing suppliers(N=105)
To source for new products(N=191)
Objectives of Attending the Fair &Achievement of Objectives
Partially Achieved Fully Achieved
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Buyers Usually Source for Green, Black, Oolong & Pu’er Tea
Types of Tea Buyers Usually Source
7%
15%
42%
46%
60%
41%
30%
0% 20% 40% 60%
Yellow Tea(黃茶)
White Tea(白茶)
Floral Tea(花茶)
Pu'er(普洱)
Oolong Tea(烏龍茶)
Black Tea(紅茶)
Green Tea(綠茶)
Base: All Respondents (N=288)
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Buyers Mainly Source Direct from Producers or through Trade Fairs
Channels of Tea Sourcing
7%
13%
40%
56%
27%
31%
0% 20% 40% 60%
Auctions
Electronic & Printed Media
Buying Agents
Wholesale Markets
Trade Fairs
Direct from Producers
Base: All Respondents (N=288)
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84% of Buyers Have Placed or Are Negotiating Orders at the Fair
Yes28%
Under Negotiation
56%
No16%
Orders Placed at the Fair
Base: All Respondents (N=288)
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91% of Buyers Are Either Satisfied or Very Satisfied with the Timing of the Fair
Satisfaction of the Timing of the Fair
VerySatisfied,
31%
Satisfied,60%Partially
Satisfied,8%
NotSatisfied,
1%
Base: All Respondents (N=288)
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96% of Buyers Are Either Satisfied or Very Satisfied with the Fair Overall
Overall Satisfaction of the Fair
NotSatisfied,
1%
PartiallySatisfied,
3%
Satisfied,64%
VerySatisfied,
32%
Base: All Respondents (N=288)
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91% of Buyers Are Likely toAttend the Fair Next Year
Intention of Attending the FairNext Year
VeryLikely,51%
Likely,40%
Not Likely,3%
Not YetDecided,
6%
Base: All Respondents (N=288)
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91% of Buyers Are Likelyto Recommend the Fair to Others
Intention of Recommending the Fairto Others
Not Likely,9%
Likely,42%
VeryLikely,49%
Base: All Respondents (N=288)
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13 Increase = +25%; Decrease = -19%
93% of Buyers Will Either Maintain or Increase Their Orders in Next 12 Months
Increase, 46%
Maintain, 47%
Decrease, 7%
Order Quantities Changedin the Next 12 Months
Base: All Respondents (N=288)
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66% of Buyers Are Visiting a Tea Trade Fair in Asia for the 1st Time
Attendance of Other Asian Tea Fairs
No, 66%
Yes, 34%
Base: All Respondents (N=288)
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Key Findings Exhibitors
Key Findings Exhibitors
Key Findings Exhibitors
Key Findings Exhibitors
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Demographics of Exhibitors
Chinese Mainland,
68%
Hong Kong, 12%
Others, 20%
By Region
Base: All Respondents (N=148)
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Over 90% of Exhibitors Think That HK Has the Edge to Become the Asian Tea Trading Centre
Exhibitor's Perception of HK as the Tea Trading Centre for Asia
24%
18%
28%
16%
30%
35%
44%
36%
39%
45%
41%
43%
39%
37%
30%
38%
23%
13%
0% 20% 40% 60% 80% 100%
HK has edge in developing into centre of tea auctions in Asia
HK has edge in organising international tea competitions to facilitate trade & brand promotion
HK has well-established logistics & transportation infrastructure
HK can help market our brands globally
HK provides quality branding & packaging service providers
HK has strict food & drinks safety regulations & quality testing service
Fairly Agree Agree Strongly Agree
Base: All Respondents (N=148)
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Over 90% of Exhibitors Consider the Fair Match with Their Key Selection Criteria
Respective Performance of the Fair
21%
25%
16%
38%
45%
48%
42%
41%
35%
26%
30%
41%
24%
22%
10%
0% 20% 40% 60% 80% 100%
Fair hosting city has good infrastructure & logistic services support
(N=146)
Fair enables me to meet new & potential customers
(N=148)
Fair is attended by quality trade visitors (N=146)
Participation in fair promotes our company image & product branding
(N=144)
Reputation & professionalism of organiser (N=142)
Satisfactory Good Very Good
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81% of Exhibitors Have Received or Are Negotiating Orders at the Fair
Orders Received at the Fair
No, 19%
UnderNegotiation,
69%
Yes, 12%
Base: Valid Respondents (N=148)
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85% Believes that Participating in Trade Fairs Is theMost Effective Channel for Meeting New Customers
Most Effective Channels for Meeting New Customers
11%
32%
85%
41%
49%
0% 20% 40% 60% 80%
Participate in auctions
Electronic & printed media
Wholesale markets
Referral by others
Participate in trade fairs
Base: All Respondents (N=148)
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97% of Exhibitors Expect that Orders Will Either Be Increased or Maintained in Next 12 Months
Order Quantities Changed in the next12 Months
Increase,74%
Maintain,23%
Decrease,3%
Base: All Respondents (N=148)
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Chinese Mainland is Currently the Top Market for Most Exhibitors
** Calculation Method:
Rank 1 = 3 Scores; Rank 2 = 2 Scores; Rank 3 = 1 Score
Current Key Markets
16
24
55
108
234
45
28
0 50 100 150 200 250
Taiwan
Russia
Thailand
Hong Kong
US
EU
Chinese Mainland
Base: All Respondents (N=148) Score
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84% of Exhibitors Are Either Satisfied or Very Satisfied with the Fair Overall
Overall Satisfaction of the Fair
VerySatisfied,
34%
Satisfied,50%
PartiallySatisfied,
15%
NotSatisfied,
1%
Base: All Respondents (N=148)
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92% of Exhibitors Are Likely toAttend the Fair Next Year
Intention of Exhibiting in the Fair NextYear
Not YetDecided,
7%
Not Likely,1%
Likely,60%
Very Likely,32%
Base: All Respondents (N=148)
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93% of Exhibitors Are Likely toRecommend the Fair to Others
Intention of Recommending the Fair toOthers
Very Likely,32%
Likely,61%Not Likely,
4%
Not YetDecided,
3%
Base: All Respondents (N=148)
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Key Findings Consumers
Key Findings Consumers
Key Findings Consumers
Key Findings Consumers
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Demographics of Consumers
Hong Kong, 71%
Chinese Mainland,
12%
Other Countries(Not else
specified), 10%
Other Asia, 7%
By Region
Base: All Respondents (N=225)
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Demographics of Consumers
Profession
Others,15%
Non-office-worker, 3%
BusinessOwner/
Self-employed,
10%
Office-worker,
19%Student,
23%
Professional/Management/Executive, 30%
Base: All Respondents (N=225)
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Demographics of Consumers
Age Group
Over 40,24%
31-40, 25%
21-30, 29%
12-20, 22%
Base: All Respondents (N=225)
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Demographics of Consumers
Gender
Female, 51%
Male, 49%
Base: All Respondents (N=225)
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90% of Consumers Consider That Their Objectivesfor Attending the Fair Have Been Achieved
48%
56%
55%
52%
63%
31%
39%
42%
48%
37%
0% 20% 40% 60% 80% 100%
To purchase tea-ware(N=44)
To attend various events & activities
(N=60)
To purchase tea(N=97)
To taste wide selection of tea from different regions
(N=163)
To enhance understanding of tea culture
(N=88)
Purposes of Visiting the Fair &Achievement of Purposes
Partially Achieved Fully Achieved
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90% of Consumers Are Either Satisfied or Very Satisfied with the Fair Overall
Overall Satisfaction of the Fair
VerySatisfied,27.1%
Satisfied,64.5%
PartiallySatisfied,
8.0%
NotSatisfied,
0.4%
Base: All Respondents (N=225)
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92% of Consumers Are Likely to Visit the Fair Next Year
Intention of Visiting the FairNext Year
VeryLikely,38%
Likely,54%
Not Likely,4%
Not YetDecided,
4%
Base: All Respondents (N=225)
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Consumers Usually Drink Green, Oolong and Pu’er Tea
10%
17%
24%
30%
51%
51%
59%
0% 10% 20% 30% 40% 50% 60%
Yellow Tea(黃茶)
White Tea(白茶)
Floral Tea(花茶)
Black Tea(紅茶)
Pu'er(普洱)
Oolong Tea(烏龍茶)
Green Tea(綠茶)
Types of Tea Consumers Usually Drink
Base: All Respondents (N=225)
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Consumers Mostly Drink Tea for Enjoyment
Reasons for Drinking Tea
19%
28%
55%
39%
39%
0% 10% 20% 30% 40% 50% 60%
Socialising/ Networking
Physical health & well-being
Refresh mind & reduce stress
Improve digestion
Enjoyment
Base: All Respondents (N=225)
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64% of Consumers Spend over HK$100 Monthly on Buying Tea
Below HK$100,
36%
HK$100-200, 25%
HK$201-300, 17%
HK$301-500, 11%
HK$501-1000, 7%
Over HK$1000,
4%
Average Monthly Spending on Buying Tea
Base: All Respondents (N=225)
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92% of Consumers Purchase Tea Leaves & Tea Bags
Tea Leaves, 58%
Tea Bags, 34%
Tea Slabs, 8%
Type of Tea Purchased
Base: All Respondents (N=225)
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Consumers’ Key Purchasing Determinants Are Flavor & Aroma
Purchasing Determinants
29%
31%
40%
47%
40%
27%
11%
14%
17%
18%
26%
24%
56%
72%
44%
29%
0% 20% 40% 60% 80% 100%
Packaging
Organic(No Pesticides)
Brand Image
Color
Origin
Price
Aroma
Flavor
Important Very Important
Base: All Respondents (N=225)
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Young People Prefer Organic (No Pesticide) Tea
Importance of Organic (No Pesticides)
20%
25%
15%
12%
14%
14%
37%
43%
0% 20% 40% 60%
Over 40yr
31-40yr
21-30yr
12-20yr
Important Very Important
Base: All Respondents (N=225)
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80% of Consumers Will Consider Using Tea as Gift
Using Tea as GiftNo, 20%
Yes, 80%
Base: All Respondents (N=225)
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Consumers Are Interested in Alternative Usages of Tea like Food Production & Cooking
Alternative Usage of Tea
64%
37%
0% 10% 20% 30% 40% 50% 60% 70%
Beauty & hygiene products
Food production & cooking
Base: All Respondents (N=225)
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ConclusionConclusion
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Conclusion
Buyers & Exhibitors
90% of participants are positive about HK becoming the Asian tea trading centre.
Over 90% of participants consider their objectives for attending the Fair have been achieved.
96% of buyers & 84% of exhibitors are either satisfied or very satisfied with the Fair.
Over 90% of participants will attend the Fair next year and will recommend the Fair to others.
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Conclusion
Consumers
90% of consumers consider their major purposes of visiting the Fair achieved.
Over 90% of consumers are either satisfied or very satisfied with the Fair.
Over 90% of consumers will attend the Fair next year.
Consumers usually drink green tea, Oolong tea and Pu’er tea, and they mostly drink tea for enjoyment.
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Conclusion
Consumers
64% of consumers spend over HK$100 per month on buying tea.
Consumers’ top purchasing determinants are flavor and aroma, followed by price, color and origin.
80% of consumers will consider tea as gift.
Consumers are interested in the following alternative usages of tea:
Food production & cookingBeauty & hygiene product
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Key Findings Exhibitors
Key Findings Exhibitors
End Thank You
End Thank You