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In recent years, the scale of the global tea market has been continuously expanding.

According to market.us data, in 2024, the global tea market is valued at $45.9 billion.It is expected that from 2025 to 2034, the market will maintain steady growth at a compound annual growth rate of 6.8%.

By 2034,the value of the global tea market will reach about $88.6 billion.

 

Image source:market.us

China, as the birthplace and major producer of tea, occupies an important position in the global tea market. However, the awareness and influence of Chinese tea brands in overseas markets still need to be improved. Most tea exports are raw tea, with low added value.

However, with the development of cross-border e-commerce, more and more Chinese tea brands are beginning to expand into overseas markets through online channels. Today, the TeaVivre brand is one of the representatives.

 

Image source:TeaVivre

Reportedly,the TeaVivre brand was established as early as 2011. From its inception, it targeted overseas markets and simultaneously built an independent overseas site, aiming to do business abroad.

The brand's product line covers a complete ecosystem from traditional tea to modern teaware.

In terms of tea, its categories include mainstream teas such as raw Pu'er, oolong, and black tea, as well as niche categories like specialty herbal teas. In the teaware sector, it offers a full range from basic to collectible products, including traditional crafts like Dehua white porcelain and Jingdezhen blue and white porcelain, as well as modern minimalist styles made from bamboo and wood.

With good quality and a comprehensive product layout,TeaVivre's annual sales have reached nearly $8 million, with products sold to more than 100 countries across five continents. North America, Europe, and Australia are the three main markets.

  

Image source:TeaVivre

Quality Control Starting from the Source

It is understood thatthe founding of TeaVivre originated from a visit to a tea garden in Fujian.

The brand founders are a Canadian-Chinese couple of Fujian ancestry,Angel Chen and Chris Yang. In 2010, they were invited to visit an organic tea garden in the Fuding mountains of Fujian. This experience touched Angel Chen, who has loved Chinese tea culture since childhood.

At that time, most tea in overseas markets was sold under private labels, and high-quality Chinese origin teas were rarely professionally presented.Angel Chen saw the opportunity to create truly high-quality Chinese origin tea.

So, in2011, the couple officially founded the TeaVivre brand in Hong Kong, positioning their products in the high-end niche market.

 

Image source:TeaVivre

To ensure the quality of the tea,Angel Chen often personally visits core tea-producing areas such as Yunnan, Fujian, Zhejiang, and Jiangsu to conduct field research on tea planting standards, picking techniques, and the best brewing methods. Her husband Chris Yang is responsible for managing the brand's technology and supply chain system, strictly controlling every step from raw materials to finished products.

 

Image source:TeaVivre

After years of development,TeaVivre has won 21 global tea competition awards and has obtained USDA and EU organic certification.

With its commitment to quality and comprehensive product line,the TeaVivre brand has also accumulated a good reputation among overseas consumers.

 

Image source:TeaVivre

In-depth Content on TikTok Platform

In the era of social media, if brands want to reach more potential consumers, it is not enough to strictly control product quality. Leveraging the power of social media for brand promotion has become an essential part.

Among them,TikTok, as a phenomenal social platform, has become an unignorable battleground for Chinese tea brands going Tuke.

It is worth noting thatTikTok users have a high interest in Chinese tea. Searching for the #Chinesetea tag on TikTok, you can see 47,300 related works, with over 400 million exposures.

This type of content has a natural advantage on the platform, so many tea brands have joinedTikTok, and TeaVivre is one of them.

 

Image source:TikTok

OnTikTok, the TeaVivre brandmainly focuses on sharing tea knowledge,including tea and food pairing methods, tea brewing techniques, etc. Through educational content, potential consumers are subtly introduced to the brand and products.

For example, in one video, the founderChris Yang appears on camera to explain how to choose the right teapot based on the type of tea.

The video contains a wealth of professional knowledge, such as round-bodied small teapots and Xishi teapots being suitable for light oolong and Pu'er tea; bottle-shaped teapots are well-matched with dark tea, and their taller shape helps retain high temperatures longer; teapots with a round body and wide mouth are beneficial for white tea and raw Pu'er, etc.

This practical educational video attracted many potential users to watch and actively interact:

"This is awesome, so many great tips! Thank you."  

"This is very helpful, thank you."

 

Video source:TikTok

It can be seen that this kind of educational video that truly allows users to learn knowledge is very helpful in attracting potential users' attention and further strengthening their awareness of the brand and products.

Functional Layout of the Independent Site

In addition to vigorously promoting the brand through social media to increase brand awareness,TeaVivre has also invested in building its own overseas independent site. When potential users are attracted by product content,they cango directly to the independent site to make a purchase.

 

Image source:TeaVivre

On the homepage of the independent site,TeaVivre has set up clear product categories, dividing tea into 10 categories and also providing gift set options. This clear categorizationhelpsconsumers quickly locate the products they need.

 

Image source:TeaVivre

The sitealsohas a special awards section, with the award name clearly marked in the upper left corner of each award-winning tea. This designenhancesthe brand's professionalism and credibility, whichgreatly helpsincreasepotential users'favorability.

 

Image source:TeaVivre

In addition, the independent site also has a real user review section.Each tea has many consumers who leave real feedback after tasting. This user-generated content helps dispel potential users' doubts about purchasing,and assists in promoting the next step of conversion and purchase.

For domestic brands wishing to expand into overseas markets, this is undoubtedly a good learning opportunity. They can learn fromTeaVivre's approach by closely integrating social media promotion with independent site operationsto build a multi-dimensional overseas marketing system.

 

Image source:TeaVivre

Summary: Insights for Chinese Brands Going Tuke

TeaVivre's overseas exploration provides valuable reference for domestic enterprises.

Its successful experience shows that developing overseas markets requires being consumer-oriented, insisting on product quality as the core competitiveness, and at the same time integrating social media communication with independent site operations to build a complete overseas marketing ecosystem.

Currently, the acceptance of Chinese brands in overseas markets continues to rise, creating favorable conditions for companies with Tuke intentions.

It is recommended that domestic brands, while learning from mature cases, formulate differentiated international expansion plans based on their own product characteristics and target market features.

By strengthening product power and optimizing channel layout, it is believed that Chinese brands are fully capable of gaining greater development space in overseas markets.