“What’s Worth Selling” No.002-Tea Tobacco
Editor’s Note: This article is from WeChat public account “God Eye Data Consulting “(ID: SZ_EOG) , author: God eye team, the original title” a comprehensive ban electronic cigarettes online, “flying tea” for the smoke and eventually became a tyrant? “, Released with authorization.
The World Health Organization released a report last year that the number of male tobacco users worldwide will stop growing for the first time and will decline in 2020. With the increasing emphasis on health among all human beings, “daily tobacco” commodities have ushered in a wave of growth.
After “electronic cigarettes” were gradually banned, a new “tobacco generation” category-“tea tobacco”-gradually surfaced. This is a commodity that uses tea leaves instead of cut tobacco. Its appearance and usage are similar to traditional cigarettes. After tearing the cigarette paper, the tea leaves can be brewed for drinking. In the caliber of business propaganda, tea smoke is “no nicotine”, “clears the lungs”, and even “helps to quit smoking”.
“Tea Tobacco” is currently controversial in terms of efficacy and compliance. This report only shows relevant data including online sales of Tea Tobacco.
This is the second issue of the “What’s Worth Selling” series.
As a newer category, the “tea smoke” has shown a clear upward trend in the past year, and the market recognition has gradually increased, but the overall product awareness is still insufficient. After October, the growth rate tends to moderate. Affected by the epidemic, there has been a significant decline since January this year, but sales are still higher than in the first and second quarters of 2019.
The “tobacco” of “Tobacco” has many types, covering most types of tea. Different teas have different low seasons, and usually enter the low season after October.This is the same as the overall trend of “tea smoke”.
The conversion rate of “tea smoke” is relatively stable throughout the year, reaching a peak in July 2019, which is 25.49. During the same period, the number of searchers decreased significantly, and continued to maintain rapid growth after a brief fluctuation.
The peak number of searchers was November, which was the time when e-cigarettes were completely banned. Previously, “tea tobacco” was classified under the “e-cigarette” category, and it became an independent category on Taobao platform.
Men are the main consumers of “tea smoke”, and the number of male smokers is much higher than that of women-in China, the smoking rate for people aged 15 and over is 27.7%, of which the male smoking rate is 52.1% and the female is 2.7%.
Males are the main consumers of tea smoke, accounting for 68.68%, and females are 26.42%. The proportion of female smokers in China is about 5%, which is far lower than that of “tea smoke” female consumers. It can be seen that the composition of “tea smoke” consumer groups does not exactly match the smokers.
The “tea smoke” consumers are mainly smokers, and the number of male smokers is much higher than that of women-in China, the smoking rate for people aged 15 and over is 27.7%, of which the male smoking rate is 52.1%, and the female It was 2.7%.
Consumers aged 18-24 account for the largest proportion; consumers aged 40-49 contribute the highest proportion of transaction amounts, which should be related to key needs such as business gifts, nicotine-free, and health; veteran smokers over 50 Lowest willingness to spend
40-49-year-old consumers contributed the highest proportion of the transaction amount, which was related to the attributes of “no nicotine” and “health” included in “tea tobacco”; except that consumers over 50 years old had significantly lower willingness to consume There is no obvious relationship between tea consumption behavior and age distribution.