Communication: Chinese Independent Tea Brand opens up Moroccan Market
Xinhua News Agency, Rabat, November 16th, by wire: China's independent tea brands open up the Moroccan market
Xinhua News Agency reporter Chen Binjie
After entering the Moroccan market for more than 3 years, "Yuntou Shan" brand Chinese tea has gradually become well-known in some parts of Morocco. Zhang Daiquan, general manager of the Huaxia Tea Company, which is responsible for producing "Yuntoushan" brand tea, recently told Xinhua that as the first Chinese tea brand to enter the Moroccan market, "Yuntoushan" has sold more than 100 tons of tea in Morocco each year.
Morocco is a big green tea consumer, but it is not easy for Chinese tea brands to gain a foothold here, he said. First of all, Moroccan tea drinking culture has a long history, Moroccan local enterprises have established a solid market pattern after decades of hard work, the entry of new brands is bound to face many competition and challenges. Second, Moroccan consumers have their own preferences for the taste and flavor of tea.
Since the 18th century, tea has entered the coastal areas of Morocco through British traders. Until the 19th century, tea was just a luxury for wealthy Moroccan families. Today, "mint tea", made from green tea, fresh mint leaves and white sugar, has become an indispensable drink in the lives of most Moroccans. According to the Moroccan Tea Merchants Association, Morocco consumes more than 2 kilograms of tea per capita in 2018.
Moroccan people like to drink tea, but the country does not produce tea, tea is basically dependent on imports. Zhang Daiquan said: in 2015, Morocco adjusted its tea import tariff policy, reducing the import tariff on large packages of tea to 2.5 percent, while that on small packages (below 3kg) rose to 32.5 percent. Under the guidance of this policy, Hubei Lichuan Jinli Tea Co., Ltd., the parent company of Huaxia Tea Company, decided to register its company in Morocco, export large packages of tea to Morocco, and then sell it separately.
In 2016, Huaxia Tea Company set up a tea packaging factory in the Mohamed Diye Industrial Zone in Morocco and registered the first Chinese tea brand, Yuntoushan, in Morocco. Zhang Daiquan said that at present, the factory employs more than 70 Moroccan employees and not only produces "Yuntou Shan" brand tea, but also undertakes the contract manufacturing business of some Moroccan local tea companies.
Zhang Daiquan said that the raw materials of "Yuntoushan" brand tea are produced in Enshi, Hubei Province, where the tea is less polluted, rich in trace elements such as selenium, and of high quality. After more than three years of efforts, some Moroccan people have slowly begun to recognize Chinese tea brands, and some consumers in Mohamed Diye and other places have become accustomed to using "Yuntou Shan" brand tea to make tea.
However, compared with Moroccan local tea brands, "Yuntoushan" brand tea market share is still limited. Zhang Daiquan said: "to let more Moroccan consumers understand and recognize Chinese brand tea, Chinese tea enterprises still have a long way to go."
Zhang Daiquan believes that the model of independent brand sales in overseas markets is a new way for export-oriented tea enterprises to develop in the future. He said: China is a big tea producer, and China's independent brands have a place in overseas markets, which is very important to the future development of Chinese tea.