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'<p>
在近日召開的第二屆茶業大會上，多位海外專家提醒，中國茶要重視來自咖啡的威脅。“中國雖然是飲茶大國，但是近幾年咖啡的消費量增長非常迅速，每年大概增長15%。韓國也是一樣，韓國過去幾年，每年的咖啡消費量增長量達到了19.2%。咖啡主要的消費羣體是20—30歲的年輕消費者。”韓國茶葉學會副會長柳良錫用一組數據展示了目前飲品市場上咖啡的來勢洶洶。</p>
<center>
<img alt="" src="/uploads/allimg/151009/104S33364-0.jpg" /></center>
<p>
澳大利亞茶葉大師協會的CEO Sharyn Johnston指出，“現在消費者的消費態度在轉變，隨着消費羣體的年輕化，咖啡逐漸取代茶，成爲他們最喜愛的飲品，咖啡對茶的影響非常大，特別是在亞洲，年輕人甚至把茶看作一種‘過時的東西’”。</p>
<p>
柳良錫指出，根據他的研究，茶與咖啡銷量的增長是負相關的。由於咖啡消費量的迅速增長，韓國2009年以後茶葉銷量增長放緩甚至下降。如果不積極應對，中國茶葉市場未來也將可能面臨這種困境。</p>
<p>
Sharyn Johnston表示，西方世界對茶的興趣超過了咖啡。今年美國茶葉協會做了相關調查，全美茶葉銷量連續20年上升，超市年銷售總額超過22億美元，茶葉消費連續10年保持增幅10%以上。美國農業部的統計也顯示，全美飲茶量上升，咖啡用量下降。因此國際化可以成爲中國茶的一個發展方向。另一方面加強茶葉方面的教育也極爲重要。</p>
<p>
臺灣茶學會副理事長邱國雄指出，咖啡能迅速佔領市場，主要是其精緻的包裝、浪漫的氛圍迎合了年輕消費羣體。傳統的茶也可以這樣，與星巴克類似的時尚茶館，浪漫的飲茶氛圍、簡潔時尚的包裝和沖泡方式等都是當下年輕人喜歡的方式。</p>
<p>
同樣，柳良錫也建議中國同行通過舉辦茶葉相關的文化活動提高年輕人的茶葉消費量;在茶葉的產品上多下一些功夫，豐富產品類別和形式，迎合年輕羣體的喜好;有效地利用社交媒體和移動應用來吸引年輕人。(欣聞)</p>
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