China's Tea Export Potential To The EU And Strategies To Improve I

China has entered a new development pattern in which the domestic and international cycles mutually promote each other.The official entry into force of the Agreement on Geographical Indications between China and the EU has brought the wind of Chinese tea going to sea.This paper first discusses the current situation of Chinese tea export to EU and EU tea market environment.Secondly,based on the differences in economic scale and trade structure of different countries,the stochastic effect gravity model is constructed by combining qualitative and quantitative methods,and the trade potential index of Chinese tea exported to the EU is calculated.Finally,the case of Tianfu Tea on the French market competition and strategy analysis.Based on the perspective of regional economic and trade geography,this paper considers the UK which has left the EU as the scope of this study.Relevant conclusions are drawn as follows:The EU is an important regional partner in China’s tea export trade,which mainly imports black tea.Based on SWOT analysis results,China has a high market share in the international tea export market to the EU,but its competitive advantage is significantly lower than that of India,Sri Lanka and Kenya.The real bargaining power in Europe is in the hands of some large tea enterprises.Alternative products such as fruit drinks and coffee will take some market share,leading to lower demand for tea.The European Union’s strict tea policies and regulations have seriously hindered China’s tea export trade.The regional market is dominated by black tea consumption,and tea consumption varies greatly among regions.Most EU countries are dominated by teabags,and the demand for high-quality tea and special tea is on the rise,requiring tea traceability and relevant certification.Based on the analysis results of stochastic effects gravity model,foreign trade dependence,population and GDP promote the export of Chinese tea to the EU,foreign trade dependence has the largest promotion effect on the export of Chinese tea to the EU,and the geographical distance and non-technical barriers to trade policies and regulations have the inhibiting effect on the export of tea.Trade expansion countries are Ireland,France,Finland,Germany,Denmark,Greece,Spain,the United Kingdom and other countries.The countries with mature trade potential are Lithuania,Malta,Belgium,the Netherlands and Poland.Countries with untapped trade potential include Italy,Estonia,Hungary and Romania.By citing the competition and strategy analysis cases of Tianfu Tea in the French market,combined with the research of the French tea market,SWOT analysis and GE analysis are carried out on the development of the French market of Tianfu Tea,advocating the implementation of differentiation and focus strategy on products,strengthening brand value from the perspective of culture in promotion,and promoting the development of cross-border e-commerce based on big data platform in channels.Based on the analysis of the current situation of Chinese tea export to the EU,the EU tea market environment and the trade potential of Chinese tea export to the EU,this paper puts forward several suggestions: maintain the advantages of green tea,promote the export of black tea and expand the export of tea bags;Strengthen tea certification and promote tea trade between China and Europe;Strengthen tea quality supervision,promote tea trade development;Assist tea industry to invest abroad and strengthen brand construction;Strengthen the propaganda of tea culture and the quality training of tea professionals;Enterprises should make in-depth research on tea consumption market and adjust the export structure of products in time.This paper has important reference significance for China to expand the emerging tea consumption market,seek tea trade growth point and alleviate tea overcapacity.