HK International Tea Fair 2009 On-site Survey Christine Kwok Managing Consultant Actrium Solutions 17 August 2009

2 Key Findings Buyers

3 Demographics of Buyers

4 Over 90% of Buyers Think that HK Has the Edge to Become the Asian Tea Trading Centre

5 Over 90% of Buyers Consider That Their Objectives for Attending the Fair Have Been Achieved

6 Buyers Usually Source for Green, Black, Oolong & Pu’er Tea

7 Buyers Mainly Source Direct from Producers or through Trade Fairs

8 84% of Buyers Have Placed or Are Negotiating Orders at the Fair

9 91% of Buyers Are Either Satisfied or Very Satisfied with the Timing of the Fair

10 96% of Buyers Are Either Satisfied or Very Satisfied with the Fair Overall

11 91% of Buyers Are Likely to Attend the Fair Next Year

12 91% of Buyers Are Likely to Recommend the Fair to Others

13 Increase = +25%; Decrease = -19% 93% of Buyers Will Either Maintain or Increase Their Orders in Next 12 Months

14 66% of Buyers Are Visiting a Tea Trade Fair in Asia for the 1 st Time

15 Key Findings Exhibitors

16 Demographics of Exhibitors

17 Over 90% of Exhibitors Think That HK Has the Edge to Become the Asian Tea Trading Centre

18 Over 90% of Exhibitors Consider the Fair Match with Their Key Selection Criteria

19 81% of Exhibitors Have Received or Are Negotiating Orders at the Fair

20 85% Believes that Participating in Trade Fairs Is the Most Effective Channel for Meeting New Customers

21 97% of Exhibitors Expect that Orders Will Either Be Increased or Maintained in Next 12 Months

22 Chinese Mainland is Currently the Top Market for Most Exhibitors ** Calculation Method: Rank 1 = 3 Scores; Rank 2 = 2 Scores; Rank 3 = 1 Score

23 84% of Exhibitors Are Either Satisfied or Very Satisfied with the Fair Overall

24 92% of Exhibitors Are Likely to Attend the Fair Next Year

25 93% of Exhibitors Are Likely to Recommend the Fair to Others

26 Key Findings Consumers

27 Demographics of Consumers

28 Demographics of Consumers

29 Demographics of Consumers

30 Demographics of Consumers

31 90% of Consumers Consider That Their Objectives for Attending the Fair Have Been Achieved

32 90% of Consumers Are Either Satisfied or Very Satisfied with the Fair Overall

33 92% of Consumers Are Likely to Visit the Fair Next Year

34 Consumers Usually Drink Green, Oolong and Pu’er Tea

35 Consumers Mostly Drink Tea for Enjoyment

36 64% of Consumers Spend over HK$100 Monthly on Buying Tea

37 92% of Consumers Purchase Tea Leaves & Tea Bags

38 Consumers’ Key Purchasing Determinants Are Flavor & Aroma

39 Young People Prefer Organic (No Pesticide) Tea

40 80% of Consumers Will Consider Using Tea as Gift

41 Consumers Are Interested in Alternative Usages of Tea like Food Production & Cooking

42 Conclusion

43 Conclusion Buyers & Exhibitors 90% of participants are positive about HK becoming the Asian tea trading centre. Over 90% of participants consider their objectives for attending the Fair have been achieved. 96% of buyers & 84% of exhibitors are either satisfied or very satisfied with the Fair. Over 90% of participants will attend the Fair next year and will recommend the Fair to others.

44 Conclusion Consumers 90% of consumers consider their major purposes of visiting the Fair achieved. Over 90% of consumers are either satisfied or very satisfied with the Fair. Over 90% of consumers will attend the Fair next year. Consumers usually drink green tea, Oolong tea and Pu’er tea, and they mostly drink tea for enjoyment.

45 Conclusion Consumers 64% of consumers spend over HK$100 per month on buying tea. Consumers’ top purchasing determinants are flavor and aroma, followed by price, color and origin. 80% of consumers will consider tea as gift. Consumers are interested in the following alternative usages of tea: Food production & cooking Beauty & hygiene product

46 Key Findings Exhibitors End Thank You