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HK International Tea Fair 2009 On-site Survey

HK International Tea Fair 2009 On-site Survey. Christine Kwok Managing Consultant Actrium Solutions 17 August 2009. Key Findings Buyers. Demographics of Buyers. Over 90% of Buyers Think that HK Has the Edge to Become the Asian Tea Trading Centre. Over 90% of Buyers Consider That Their

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HK International Tea Fair 2009 On-site Survey

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  1. HK International Tea Fair 2009On-site Survey Christine Kwok Managing Consultant Actrium Solutions 17 August 2009

  2. Key FindingsBuyers 2

  3. Demographics of Buyers 3

  4. Over 90% of Buyers Think that HK Has the Edge to Become the Asian Tea Trading Centre 4

  5. Over 90% of Buyers Consider That Their Objectives for Attending the Fair Have Been Achieved 5

  6. Buyers Usually Source for Green, Black, Oolong & Pu’er Tea 6

  7. Buyers Mainly Source Directfrom Producers or through Trade Fairs 7

  8. 84% of Buyers Have Placed or Are Negotiating Orders at the Fair 8

  9. 91% of Buyers Are Either Satisfied or Very Satisfied with the Timing of the Fair 9

  10. 96% of Buyers Are Either Satisfied or Very Satisfied with the Fair Overall 10

  11. 91% of Buyers Are Likely toAttend the Fair Next Year 11

  12. 91% of Buyers Are Likelyto Recommend the Fair to Others 12

  13. 93% of Buyers Will Either Maintain or Increase Their Orders in Next 12 Months Increase = +25%; Decrease = -19% 13

  14. 66% of Buyers Are Visiting a Tea Trade Fair in Asia for the 1st Time 14

  15. Key FindingsExhibitors Key Findings Exhibitors 15

  16. Demographics of Exhibitors 16

  17. Over 90% of Exhibitors Think That HK Has the Edge to Become the Asian Tea Trading Centre 17

  18. Over 90% of Exhibitors Consider the Fair Match with Their Key Selection Criteria 18

  19. 81% of Exhibitors Have Received or Are Negotiating Orders at the Fair 19

  20. 85% Believes that Participating in Trade Fairs Is the Most Effective Channel for Meeting New Customers 20

  21. 97% of Exhibitors Expect that Orders Will Either Be Increased or Maintained in Next 12 Months 21

  22. Chinese Mainland is Currently the Top Market for Most Exhibitors **Calculation Method: Rank 1 = 3 Scores; Rank 2 = 2 Scores; Rank 3 = 1 Score 22

  23. 84% of Exhibitors Are Either Satisfied or Very Satisfied with the Fair Overall 23

  24. 92% of Exhibitors Are Likely toAttend the Fair Next Year 24

  25. 93% of Exhibitors Are Likely toRecommend the Fair to Others 25

  26. Key FindingsConsumers Key Findings Consumers 26

  27. Demographics of Consumers 27

  28. Demographics of Consumers 28

  29. Demographics of Consumers 29

  30. Demographics of Consumers 30

  31. 90% of Consumers Consider That Their Objectives for Attending the Fair Have Been Achieved 31

  32. 90% of Consumers Are Either Satisfied or Very Satisfied with the Fair Overall 32

  33. 92% of Consumers Are Likely to Visit the Fair Next Year 33

  34. Consumers Usually Drink Green, Oolong and Pu’er Tea 34

  35. Consumers Mostly Drink Tea for Enjoyment 35

  36. 64% of Consumers Spend over HK$100 Monthly on Buying Tea 36

  37. 92% of Consumers Purchase Tea Leaves & Tea Bags 37

  38. Consumers’ Key Purchasing Determinants Are Flavor & Aroma 38

  39. Young People Prefer Organic (No Pesticide) Tea 39

  40. 80% of Consumers Will Consider Using Tea as Gift 40

  41. Consumers Are Interested in Alternative Usages of Tea like Food Production & Cooking 41

  42. Conclusion 42

  43. 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. 43

  44. 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. 44

  45. 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 & cooking • Beauty & hygiene product 45

  46. EndThank You Key Findings Exhibitors 46

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