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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 2009On-site Survey Christine Kwok Managing Consultant Actrium Solutions 17 August 2009
Over 90% of Buyers Think that HK Has the Edge to Become the Asian Tea Trading Centre 4
Over 90% of Buyers Consider That Their Objectives for Attending the Fair Have Been Achieved 5
Buyers Usually Source for Green, Black, Oolong & Pu’er Tea 6
Buyers Mainly Source Directfrom Producers or through Trade Fairs 7
84% of Buyers Have Placed or Are Negotiating Orders at the Fair 8
91% of Buyers Are Either Satisfied or Very Satisfied with the Timing of the Fair 9
96% of Buyers Are Either Satisfied or Very Satisfied with the Fair Overall 10
93% of Buyers Will Either Maintain or Increase Their Orders in Next 12 Months Increase = +25%; Decrease = -19% 13
66% of Buyers Are Visiting a Tea Trade Fair in Asia for the 1st Time 14
Key FindingsExhibitors Key Findings Exhibitors 15
Over 90% of Exhibitors Think That HK Has the Edge to Become the Asian Tea Trading Centre 17
Over 90% of Exhibitors Consider the Fair Match with Their Key Selection Criteria 18
81% of Exhibitors Have Received or Are Negotiating Orders at the Fair 19
85% Believes that Participating in Trade Fairs Is the Most Effective Channel for Meeting New Customers 20
97% of Exhibitors Expect that Orders Will Either Be Increased or Maintained in Next 12 Months 21
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
84% of Exhibitors Are Either Satisfied or Very Satisfied with the Fair Overall 23
93% of Exhibitors Are Likely toRecommend the Fair to Others 25
Key FindingsConsumers Key Findings Consumers 26
90% of Consumers Consider That Their Objectives for Attending the Fair Have Been Achieved 31
90% of Consumers Are Either Satisfied or Very Satisfied with the Fair Overall 32
Consumers’ Key Purchasing Determinants Are Flavor & Aroma 38
Young People Prefer Organic (No Pesticide) Tea 39
Consumers Are Interested in Alternative Usages of Tea like Food Production & Cooking 41
Conclusion 42
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
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
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
EndThank You Key Findings Exhibitors 46