Branded tea companies rush into the Mid-Autumn Festival tea market with eye-catching promotional campaigns.
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2013-08-31
Despite this year’s challenging economic outlook, major tea companies remain optimistic about the vitality the Mid-Autumn Festival will bring to the entire tea industry. "The Mid-Autumn Festival is a perfect occasion for family reunions, and it’s already become a tradition to bring tea and mooncakes as thoughtful gifts when visiting relatives and friends," explains Jiang Guangfu from Bama Tea Industry’s marketing department. "Chinese culture emphasizes mutual exchange of gifts, so there’s definitely a steady demand for tea-based gift sets." As the peak sales season approaches, tea brands are rolling out various promotional strategies to attract customers. For instance, pre-ordering gift boxes comes with discounts ranging from 5% to 15%, while other enticing offers like buy-one-get-one-free promotions are also available. Wu Qingbiao, General Manager of Bama Tea Industry, notes that the company has already kicked off its promotional campaign, focusing primarily on group purchases and orders from key corporate clients. He adds that the two weeks leading up to the festival will likely see a surge in sales, accompanied by an exciting week-long discount event. Meanwhile, Qianhengde has adopted a more practical approach, offering attractive discounts instead. From early August through September 19, the brand is running its “Mid-Autumn Gift: I Choose My Tea” promotion, featuring generous buy-one-get-one-free deals. Specifically, customers who pre-order tea worth over 20,000 yuan can enjoy a 10% discount; those ordering above 50,000 yuan get an 8.5% discount; and buyers exceeding 100,000 yuan even score a 7.5% discount—plus they’ll receive two premium Yunnan matsutake mushrooms as a bonus. For even larger orders—over 200,000 yuan—customers can snag a 6.8% discount along with five deluxe Yunnan matsutake gifts. Tea-infused mooncakes are stealing the spotlight. During a market visit, reporters noticed that major tea brands have already stocked their mooncake offerings, artfully arranged in eye-catching displays. In fact, these days, supermarkets, bakeries, luxury hotels, and even trendy coffee shops are all jumping into the mooncake game. But why are tea companies investing so much effort into promoting mooncakes? Industry insiders explain: "Pairing tea with mooncakes has long been a natural and widely accepted custom, perfectly aligning with customer preferences. Moreover, tea brands often craft high-quality mooncake gift sets with elegant packaging, making them ideal choices for thoughtful gifts to loved ones." Additionally, many well-known tea brands boast extensive retail networks, including numerous specialty stores and chain outlets—a significant advantage over smaller competitors. Wu Qingbiao highlights that Bama’s annual production of tea mooncakes is carefully controlled to meet surging demand, resulting in consistent sell-outs year after year. This year, the company has ramped up production to ensure sufficient supply, and Bama’s mooncakes will soon grace supermarket dessert aisles alongside traditional mooncakes. "Our tea mooncakes strike the perfect balance between sweetness and sophistication, offering a healthier, more refined option that appeals to today’s health-conscious consumers," says Wu. Qianhengde, meanwhile, is capitalizing on the Mid-Autumn Festival by launching a special tea-and-mooncake combo: a box featuring Lu’an Guapian green tea paired with sumptuous mooncakes. As for tea consumption trends, industry experts predict a modest yet steady increase in sales—likely climbing by 20% to 30% compared to last year. While the broader tea market has felt the impact of government policies like the “Three Public Expenses Restriction” and the “Eight Regulations,” the demand for tea gifts during the Mid-Autumn Festival remains robust, driven mainly by corporate group buys and individual purchases. Wu Qingbiao anticipates that tea sales will surge around the festival period, potentially growing by approximately 20% compared to the same time last year. Meanwhile, e-commerce channels are expected to see an even more dramatic boost, with sales skyrocketing by at least 500%. Currently, popular tea varieties such as Sai Zhen Pearl, Da Hong Pao, and Jin Jun Mei continue to dominate consumer preferences. Chen Zebao, an authorized Dà Yì distributor in Shenzhen, echoes this sentiment, noting that while the overall tea market remains subdued compared to previous years, the Mid-Autumn Festival is still poised to deliver a notable uptick in sales. "In the coming weeks," he says, "tea retailers will experience a noticeable boost, with Mid-Autumn tea sales significantly higher than usual." From Qianhengde, head of operations He Yafeng shares similar optimism, emphasizing that the brand’s customer base—comprising both corporate clients and individual consumers—has remained largely unaffected by recent policy changes. As a result, Qianhengde anticipates a substantial sales growth during the Mid-Autumn Festival, far surpassing typical seasonal levels.
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