Journal of Tea Science Research, 2024, Vol.14, No.2, 112-122 http://hortherbpublisher.com/index.php/jtsr 120 and "Nayuki" have stood out in the competitive market through cultural positioning and innovative marketing strategies. The tea industry faces several challenges: climate change significantly impacts tea cultivation, requiring adaptive measures to ensure sustainable production. Global market competition is intense, and China and other major tea-exporting countries must improve product quality and market strategies to maintain their competitive edge. Small farmers need more training and technical support to promote organic farming and sustainable agricultural practices. Meanwhile, there are numerous opportunities: the development of e-commerce platforms has brought new growth points to the tea market, allowing tea products to reach a broader consumer base through online sales and digital marketing. As consumer concern for health and environmental protection increases, the market for organic tea and functional tea beverages has a promising future. The tea industry is undergoing a rapid transformation, shifting from traditional production and sales models to modern, sustainable, and innovation-driven approaches. In the future, the tea industry will play a more significant role in addressing climate change, improving product quality, and meeting diverse consumer demands. Through technological innovation, marketing strategies, and global cooperation, the tea industry will continue to thrive and contribute significantly to the global economy and cultural exchange. Acknowledgments The authors thank the two anonymous reviewers for their feedback on the manuscript of this study. Their thorough review contributed to the manuscript. Funding This work was supported by the Guizhou Academy of Agricultural Sciences Talent Special Project [grant number (2022-02 and 2023-02)], the National Natural Science Foundation of China (No. 32160077) and the China Postdoctoral Science Foundation (2021M693807), and the Open Fund Project of the Key Laboratory of Plant Resources Conservation and Germplasm Innovation in Mountainous Region, Ministry of Education (Guizhou University) (QJH-KY-Z [2020]255). Conflict of Interest Disclosure The authors affirm that this research was conducted without any commercial or financial relationships that could be construed as a potential conflict of interest. References Archer M., and Elliott H., 2021, It’s up to the market to decide: revealing and concealing power in the sustainable tea supply chain, Critique of Anthropology, 41(3): 227-246. https://doi.org/10.1177/0308275X211038607 Bandara A.M.K.R., Gayathri H.M.M., and Lankapura A.I.Y., 2021, Factors affecting the consumer's branded tea purchase decision: a case study in the Western province, Sri Lanka, Asian Journal of Economics, Business and Accounting, 21(10): 67-73. https://doi.org/10.9734/ajeba/2021/v21i1030432 Cacciotti I., Mori S., Cherubini V., and Nanni F., 2018, Eco-sustainable systems based on poly(lactic acid), diatomite and coffee grounds extract for food packaging, International Journal of Biological Macromolecules, 112: 567-575. https://doi.org/10.1016/j.ijbiomac.2018.02.018 Da B.S., Liang M.X., Yang Y.X., and Zhao M.Y., 2023, A research on the brand innovation strategy and marketing model of Chinese Milk tea brands based on Chinese traditional culture, Illustrated by the Brand of SexyTea, Advances in Economics, Management and Political Sciences, pp.170-177. https://doi.org/10.54254/2754-1169/37/20231860 Debnath B., Haldar D., and Purkait M.K., 2021, Potential and sustainable utilization of tea waste: a review on present status and future trends, Journal of Environmental Chemical Engineering, 9(5): 106179. https://doi.org/10.1016/J.JECE.2021.106179 Deka B., Babu A., Baruah C., and Barthakur M., 2021, Nanopesticides: a systematic review of their prospects with special reference to tea pest management, Frontiers in Nutrition, 8: 686131. https://doi.org/10.3389/fnut.2021.686131 Deka N., and Goswami K., 2021, Economic sustainability of organic cultivation of Assam tea produced by small-scale growers, Sustainable Production and Consumption, 26: 111-125. https://doi.org/10.1016/J.SPC.2020.09.020
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