近十年中国对日绿茶出口减少的案例和成因剖析

The factors influencing Chinese green tea export to Japan in recent ten years and case analysis

20世纪90年代以后,日本的绿茶进口量猛增。其中从中国进口最多。但是由于2002年的农药残留问题使次年进口量减少。而且2005年以后绿茶进口量锐减了。本文以两种模式的公司为例,分析了各个公司从原料采购到销售的系统,分析确定了关于对日绿茶出口减少的成因和应对。由于对日出口缩小,外销的利润越来越少,于是把外销减少的部分转内销。但是对日出口减少的部分要远远大的多,因此库存量增加。当然造成库存增加的原因是多方面的,除外销下滑外,茶质量也是一关键因素。茶属于嗜好品,所以增加茶叶质量也是一条有效的应对措施。另外,供应原料的制茶公司和初加工厂的建设也会给对日绿茶出口带来一定的影响。作为茶叶出口企业,规范经营模式、增加茶叶品质、扩大销售面等都将成为其减少出口压力的良好措施。

From the late 1990＇s,the quantity of the green tea import was increased in Japan. Chinese green tea occupies a big proportion in Japan. However,the pesticide residue issue of Chinese farm products in 2002 induced the decreased quantity of the green tea import in the next years. Quantity of green tea import of Japan was decrease sharply after 2005. In this study the raw materials resource and system of sale in some of Chinese tea companies were analyzed. The decreasing Chinese tea export to Japan was discussed. By the decrease of export to Japan,the profit of the export tea decreased more. Companies started to sell the green from Japan into China. But green tea for export is hardly demand in China. Therefore the stock of green tea is increased. Except for export decrease,the tea quality is also an important point. Because tea belongs to luxury item,quality improvement of tea is an effective countermeasure. The supply of raw materials will influence on green tea export to Japan. For company which tea export,standard management model,quality improvement of tea and market expansion etc become effective plans for export pressure.