First, the camellia oil market situation: tea, woody plants. Of Camellia (Camellia Linn) germplasm resources are very rich. The south and southwest of China is the distribution of Camellia center and center of origin. Camellia forest Chinese soil by the a brick red, red, yellow, yellow brown four soil types; brick red, red, yellow red, yellow and yellow brown five sub-categories, 3O a soil genus, 107 occurrence type. Now the whole world Camellia species or varieties have more than 200, sub-scribe in the four sub-groups are 20, nearly 9O% distributed in the country. Camellia mainly distributed in the Qinling Mountains of China - Huai River to the south of the 17 provinces, autonomous regions, the formation of flower buds 4-5 months 10-November opening, when the fruits of last year also mature fruit with sticks, people have One of the four woody edible oil. has long been widely used as a royal tribute. National Tea Oil output stable at 150,000 tons / year, accounting for less than 1% of edible oil market. China is still in the production of camellia oil initial exploration stage, the market has not really able to place the brand in China camellia oil products.
Second, camellia oil nutritional value: camellia oil physical and chemical characteristics of olive oil is very similar (see Table 1), but Olive yellow color of the oil has a unique and special flavor, the relative olive oil, camellia oil content of unsaponifiable matter very little, relatively easy to assimilate the human body. In addition, also contains olive oil, camellia oil that are not biologically active substances such as camellia glucoside , camellia saponin, tea, etc., which are cardiac glycosides role of Camellia, Camellia saponin with thrombolytic effect, and tea with lower cholesterol, prevent cancer and other chemical effects.
tea oil and safflower oil, lard comparison, atherosclerotic plaque in rabbits the formation of a significant delay effect. which may be tea oil in monounsaturated fatty acids into the organization by lowering blood lipids, liver fat, increased HDL / TC in the ratio, inhibiting TXB2 release, increase the body's antioxidant enzymes SOD and GSHPX activity, decreased plasma and liver LPO generation and other sectors to play a role. (Journal of Nutrition 1996,03,15; 18 (1) :13-19) < br> fat lard and tea oil based high fat diet group, rats, serum triglyceride (TG), cholesterol (TC) was significantly lower than the lard group and the basal diet group, lard group was significantly higher serum LDL the basal group, HDL was significantly lower than the lard group based group. tea oil group, platelet aggregation and erythrocyte deformability index were significantly lower than the lard group. (Shanghai Journal of Preventive Medicine 1997,03,20; 9 (3): 111-114)
tea oil than soybean oil of reactive oxygen species in rat tissues was significantly lower,, SOD activity was significantly higher (see table below), tea oil has a certain antioxidant capacity. (Journal of Nutrition 1995,06, 10; 17 (2) :199-203)
nutrition experts, the main tea oil to unsaturated fatty acids, the oleic acid and linoleic acid content of up to 90%, compared with peanut oil, rapeseed oil and other herbal oil content are high, and its mono-unsaturated fatty acids (oleic acid) content of up to 88%, which is known to the highest of all edible oils, the content ratio of the proportion of fat is now recognized as edible oil in the world ideal golden ratio. quality camellia oil unsaturated fatty acid content in close to 90%, and fatty acid balance mode close to the human body needs. camellia oil contains 75% ~ 88% oleic acid, 3.5% m21% of linoleic acid and 0.3% -1.5% of linolenic acid, saturated fatty acids in the oil (10%), single unsaturated fatty acids (80%) and polyunsaturated fatty acids (10%) constitute the recommended proportion of the most close to the ideal model of 1:8:1 nutritionist , where o3 (linolenic acid) fatty acids (1.5%) and o6 (linoleic acid) fatty acids (8%) ratio is also consistent with the ideal model of nutritionists recommend 1:4 ~ 6. In diabetes, high cholesterol, high blood pressure in patients with eating tea oil in clinical nutrition research, nutritional tea oil or both in the therapeutic effect of some common significant effect on both, while no case of using objects found in adverse reactions.
In addition, the motherland Medicine famous medical book oil beauty hair, lose weight, lungs and bowel and so effect wonders. Because of the many tea oil have unique health care function, tea known as .
three, camellia Development Status:
1. Market Status: tea oil line from the point of view, the varieties into the market this year, a substantial increase, roughly in Jiangxi, Guangxi, Hunan, Zhejiang and Anhui provinces, five varieties of Lord.
Guangxi longevity card to play, the main push their own position, so now just to survive;
advantage (Strength): 1, has the backing of local raw material resources;
weakness (Weakness): 1, belonging to small-scale peasant; 2, the core brand has not yet formed; 3 No leading enterprises; 4, a serious shortage of resource utilization;
Hunan did not come up with the basic characteristics of its own brand or under the leadership of pure tea oil tea oil blend oil, to see their brand-building was supposed to play high-end positioning, high position, but the overall packaging to advertising to promotion to the market but still shows a low-quality and cheap feeling, especially in 3 liters of pure tea oil is detergent or fabric softener package packaging, bottle rough, the material is very poor the PE, the overall feeling of poor people. So it is mainly to save themselves by blending oil tea oil, the main market area or in the local Hunan, in 2007 also increased the penetration of Jiangsu, Zhejiang and the Tanggu District, this 5 Kim Ho in Shanghai after the month in Hunan, CCTV, fought in the month, a wide range of advertising, more than 40% rebate, but also require dealers to first Zhunhuo 150 million yuan, the Shanghai market, they still do not understand, that can make a difference. fruitless negotiations late in the dealer under choose their own development pipeline, the main varieties of pure tea oil, tea oil blend oil, tea olive oil cooking oil, tea oil peanut blend oil, tea oil corn blend oil. But looking down the operation a few months, sales is not very ideal, and some did not end-to-sales now.
Advantage (Strength): 1, resources; 2, group operations, financial strength;
weakness (Weakness): 1, the operation of off brand; 2 packaging does not meet the high-end market;
the basic operation of Zhejiang Department of tea oil is no scale, but in order not to waste local resources, Zhejiang in the industry also did not increase investment and attract much attention, so just come through the investment behavior some regional markets, major brands are the East tea oil, tea oil, local brands, mainly through the buy mode to do in the local and surrounding areas, there is no development of Shanghai's ambition; merchants have done on the tea oil industry some articles, but have little effect, the slow pace of market development, mainly produced in Huangshan emblem camellia oil, is also mainly to others to do the OEM, it has not been market tested its own brand;
advantage (Strength): 1, resources;
weakness (Weakness): 1, small-scale peasant; 2, slow process of industrialization; 3, lack of brand operation; 4, no leading companies;
most systems can not be ignored is that enterprises in Jiangxi They make full use of local government support in this regard, accelerated on the tea oil resources and market development, there have been new businesses added to the ranks, run heart, green sea, was the music, present and the incense, they basically do the pure tea oil, and now constantly increasing encroachment on the market, run heart operation in the Shanghai market has reached more than 4 years and is the current brand of choice for the Shanghai market, annual sales reached 3,000 million, the main mode is the channel store Terminal development, a small part of the gift market, but his main flaw is the focus of the wild tea oil propaganda while ignoring the heart of brand building their own profit, so now some products to make a fuss if the word is also the opposition that his market share will be relentless encroachment. Run the heart can be said that the outstanding industry contributor to the Chinese tea oil, some tea oil industry knowledge and standards, or at the local, provincial, national tea oil's push to do a lot of things. but he is not the market skilled operation to his current industry position, he should not be sold at this low level of this. Another green sea of tea oil products is done before 3 liters tinplate packaging, packaging in the tea oil is also under a certain effort However, in the packaging did not make an issue of publicity, many consumers feel that this package is very strange, but edible oil packaging tinplate packaging is in the best. Green Sea expansion in the Shanghai market has been at a disadvantage The main reason is the first agent to operate in oil-rich rainbow, rainbow and rich have their own brand of cooking oil and soybean oil operation, so the sea of green is not very high degree of concern, In addition, the green sea and did not send their own staff the necessary support to the market, so the initial work for about 3 years, or without success, in July 2007 to prepare themselves to take the initiative to develop the market, but the slow progress of the current market, do not know when the end can be resolved; and as a Run Heart of imitators, gold and run the world because the heart of the Hong Yichun with the Department, so run everywhere to follow the footsteps of the heart in 2005, the Beijing market expansion Heart Run, Kim Hong told the world to Beijing in 2006, has seen profit center in Shanghai operations mature, Kim Se-Hong also came to the Shanghai, but Hong Kim Se-operation of the following items are not done, the choice of the channel was cleared Century Lianhua, mainly Tesco and Carrefour retained, RT and other stores, but the real heart can run the game with the only channel for Carrefour. and many other brands such as camellia season in Beijing; Zhuang morning tea oil in Zhejiang basically buy OEM and then the local operation.
Advantage (Strength): 1 the market take the first step; 2, resources; 3, government support;
disadvantage (Weakness): 1, the operation did not keep up with the brand; 2, slow product development follow-up; 3, farmerist strong;
2. brand status: the branding, portfolio, the main appeal, channels, price table below
brand image and price combinations
appeals is
channel
Jiangxi
Run the heart
0.5 ~ 5L
29.8 ~ 218
extract the essence of heaven and earth, love, life and human health care every day
78% monounsaturated fatty acids, healthier and more nutritious
Business Chao, network buy
Guangxi OEM
Arowana
750ml; 1600ml
48; 86
intake reveals a noble atmosphere, Jinlong Yu camellia oil is so unique taste. It is filled with fresh and natural, yet modern, with a fashion sense. Arowana camellia mm autumn, southern mountain virgin tea oil, edible oil contains a healthy food culture. This was exactly what the Arowana ; oil treasures by the growth of wild mountain valley in the mountains, refined tea seed, fertilizer and pesticide pollution free, is 100% natural food. meters peak of the growth environment, to give pure gold sea lions camellia seed oil quality of mellowness; years of food History proved that the green camellia seed oil health and good health. Gimhae Lion tea seed oily brighter color, elegant, pure and pleasant taste, is truly green, organic edible oil.
gold sea lions camellia oil Features: 100% natural raw materials; organic food; green; adopt advanced physical pressing process, without any chemical residue; monounsaturated fatty acid content reaches more than 77%; non-aflatoxin; does not contain any additives; no cholesterol.
super, network buy, wholesale
Hunan
Kim Ho
500mlt2
248 元 5L
200 元
reason
super expensive, network buy, wholesale
COFCO
AIDS adopted
750ml
won the > 0.5 ~ 5L
29.8 ~ 198 元
best gold world of the Hong camellia oil, a favorite person.
mountain air nourishing feng shui, Kim Se heaven part of the Hong
super < br> Jiangxi
Green Sea
1.8L, 3L
125 元
production and sales in the province first, the export volume
exported to Japan, the United States, Hong Kong, Taiwan
by ISO9002 international quality system certification
this product by the China People's Insurance Company part of the product quality liability insurance
super
Jiangxi
in Seoul Music
500ml
40 元
of oil Wang.
network, part of the super
Anhui Huangshan
gifts
238 yuan 100% natural
dynasty was founded in 19 years
network
Hunan < br> Suxian
0.5 ~ 5L
186 ~ 228
network, buy
Shanghai Hong Yun
200L.25L.2.05LX6.1.65LX6
packaging
2L
89 yuan
, oil does not contain any added ingredients, is of high nutritional value of green vegetable.
super
Beijing
Festival
750t2
90 元;
2.4L
165
healthy living, camellia oil from the season start
network, buy
Guangxi
Motorola Mountain
0.5 ~ 5L
35 ~ 288 元
world famous longevity mm from the Bama Bama specialty
, health and longevity
network, buy
Zhejiang
gold spoon
0.5 ~ 2L gifts based
highlight the distinguished honor of
transmission network , buy
Zhejiang Tea of the language
250t4; 500t2 Gift
good mountain. tea. good oil
network, buy
Zhejiang
strong
0.5 ~ 5L
natural, pollution-free, is the edible oil of excellent nutrition and health care. has :---- (1) aid digestion, beauty, eyesight, UFA ;---- (2), lungs, heat, detoxification, swelling, pain, removal of fire ;---- (3) catalyst into fetal development, prolactin, prevention and treatment of infertility with assisted effect ;---- (4) prevention of hypertension, cardiovascular disease prevention , inhibition of atherosclerosis, lower cholesterol, lipid removal .---- superoxide and other effects (5) to prevent infection, improve the body's resistance to the X-ray, enhance human immunity.
network, Customers < br> camellia oil production and processing technology is relatively simple, no formal small and medium enterprises can be produced camellia oil, camellia oil price which is common cooking oil 3 to 5 times or more. basically 65 100 yuan / liter, the profit is very big. and many domestic grain and oil companies and distributors have begun to exert a little bit in this area want to harvest, most recently, Jinlong Yu 1.6L and 0.75L in the original, based on an increase of 2.5L, 5L package, it is hoped that the oil in a small variety of species on the harvest of pure profit. The Fortune of the AIDS tea oil, tea oil, sea lions sea lions have launched gold indicates the resources the industry has already begun the battle to form an atmosphere wind Moon House situation.
four, camellia Prospect: very strong, as the world's only species of the small varieties of oil, due to resource constraints, not well developed, with the State Forest and energy saving favorable policies. With the growing countries in the field of food safety, environmental protection and health requirements. of the people on nutrition, health, the constant pursuit. camellia oil, turned out to 势在必然.
next 10mm15 tea industry in China trends
⑴, 2004, China camellia oil output of 10 tons. Basically, in 2007 to 12 million tons, an annual growth rate of 7%;
⑵, from 2008 to 2010, camellia oil output is expected to reach 15 million tons, maintaining an average annual increase of 7%; from 2011 to 2015, camellia oil output could reach 20 million tons, maintaining the growth rate of 7%;
⑶, camellia oil companies combination of industrial restructuring, will be more reflected in the reduced consumption of products, structural optimization, variety improvement, quality improvement and competitiveness enhancement. meet the consumption upgrade, technological progress and sustainable development of products will accelerate growth. For those in the tea oil investment in processing industries and research enterprises, the State, the Government should pay enough attention to these enterprises.
⑷, 2020, China camellia oil industry will be fully completed to meet the demand for well-off society, into a high technology, economy effective, low resource consumption, little environmental pollution, human resource advantages into full play of the new China camellia oil industry in the world will also cause more concern and attention, but will also keep pace with the olive oil in the world high-end ranks first.
China camellia oil industry development priorities of the next 10m15:
focus on the development and deepening of the whole industry chain, from innovation efforts to solve the world's reputation and research camellia oil; strengthen the industry model to improve the camellia oil extraction, refining, filling level of technology to accelerate research and development of new products; improve the industry as a whole layout, orientation to support some agricultural enterprise + base + company + farmers market to seek new cooperation model market penetration; to strengthen the resources industry utilization and maintain the competitive advantage of China camellia oil industry and development potential; improve the quality of export commodities and packaging grades, and increase the competitiveness of Chinese goods; increase domestic key technologies and major equipment import; take full advantage of industry information resources, go step by step industrial development on the road, using information technology to promote the development of camellia oil industry.
five problems: Although the public generally believed that camellia oil industry is China's future food industry development potential in a very industrial, but from reflect the view of all aspects of the market and did not appear so optimistic. many companies still at the initial stage of processing and understanding of the industry has not really sure. one of the problems, mainly in the following aspects: ①, customers lack of understanding of the camellia oil, or do not fully understand or even recognize the existence of a misunderstanding. enterprises or, Ye Hao scientific research on the nutritional value of camellia oil into a serious shortage of knowledge and scientific research; ②, camellia plant investment cycle is long, Government and local farmers that there was no cash crop quickly. In order to develop other fast-economy cut seedlings, resulting in the overall industry has shrunk; ③, varieties of small, resource poor, low output, is small-and natural agriculture, extensive cultivation, race day support. ④ and industrialization of basic stagnation, the overall level of research institutes in Japan have not yet deeper understanding of tea oil; some research results on the shelf, not being large enterprises and capital market seriously enough; Also, because the high cost, expensive, consumers understanding of the added value of camellia oil is not very deep, high prices can hardly affinity of mass consumers, hinder the consumers desire to purchase. ⑤, for the annual 20 million tons of edible oil market, less than 1% share of tea oil ; ⑥, provincial, prefecture-level small workshop-style pressing plant more basic is the one city and one county has a processing plant; product quality unstable; ⑦, lack of modern processing technology support and scale. marketization process slow; ⑧, lack of high quality tea oil deep processing products; current needs, some are passive, or simply due to the purification of refined, but not active in this area caused by the development of product market demand; ⑨, resources, differentiation of severe, local small oil mill do press, and other acquisitions of crude oil refining; Some companies only do the acquisition of oil extraction of tea cakes, and tea accessories produced by the market price of meal prices several times but is even more; market disorder, market is flooded with fake and shoddy with olive oil fraud is very similar to the behavior of severely damaged the intangible value of camellia oil industry; ⑩, camellia oil will eventually have to go abroad to explore international market, but some of the mechanisms are often bound by foreign, not because our food management procedures strict operation of the order is imperfect, difficult to get recognition of their counterparts in international organizations, should establish the internationally recognized management and technology standards.
six, camellia oil market, suggested:
1, although the nutritional value compared with camellia oil high, but only a very small proportion of total production and consumption of edible vegetable oil only, it is a lot of food nutrition, camellia oil is not a universal food, but not drugs, to prevent and suppress some of the businesses and organizations to promote their products exaggerate, and even deified camellia oil, misleading consumer behavior. objectively and fairly evaluate and guide consumers understand the nutritional value of camellia oil. foodstuff industry associations have an objective and impartial popularization of scientific knowledge, camellia oil, correct guidance consumption, which must not suffer the fate of olive oil, camellia oil step and become a martyr to go no less than the altar.
2, as soon as possible to formulate a scientific, rigorous, camellia oil operable national quality standards, to combat counterfeiting and doping to leave, standard camellia oil market. Otherwise, the camellia oil in China and healthy development can not be effectively protected by law. In the new standard is not introduced, it should study, learn from olive oil standards related to quality control of camellia oil. to raise awareness of Camellia binding on the oil companies to improve corporate social credibility.
3, strict control of domestic companies compete on the camellia oil production projects, and prevent duplication. Camellia camellia oil producing areas of focus on fostering a 1m2 production enterprises, while leading mountain tea cultivation, cultivating high-quality varieties and production management, lower production costs, improve quality camellia oil, camellia oil to truly create our own brand. domestic tea limited resources, and quality camellia oil on the climate, soil quality, harvesting, storage, transport and processing conditions more stringent requirements. tea production in China is very small, uneven quality. Therefore, to prevent the blind competition, duplication camellia plants, vicious competition and tea resources, engaging in East Senior High marketing, planning, real experts. on the industry, brand, market in-depth study and have their own unique views. adhere to the tea oil, camellia oil poppy brand. Exchange E-mail: szgaoxiangdong@126.com BLOG:
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