September 1 Rule Countdown: Overpackaging Persists in Wuhan Tea as Void Ratio and Cost Face Scrutiny

GB 23350-2021, the national standard titled Requirements for Restricting Excessive Packaging of Commodities — Food and Cosmetics, is set to take effect on September 1 after a two-year transition period. It spells out binding requirements for food and cosmetics, tea included, covering packaging layers, packaging costs and void ratio.

With under three months left before enforcement, Jimu News journalists toured Wuhan and saw a wide mix of tea packaging: modest paper cartons alongside refined wooden boxes, bamboo boxes, tin cans and ceramics. Some of these products would be deemed overpackaged under the incoming standard.

Several traders explained that expensive packaging is often tied to gift-giving. The more luxurious the pack, the more premium the tea appears to buyers, and the larger the markup opportunity.

Store visit: when packaging outshines tea quality

At a Tenfu Tea outlet near Xingguo South Road in Wuchang District, Wuhan, display shelves carried teas priced from around one hundred yuan to several thousand or even tens of thousands. A Jimu News reporter, asking to buy tea as a gift, was shown several elaborately packed options. One Enshi Yulu, 150 grams net, came in an ornate paper outer box with two metal tins inside and was priced at 1,688 yuan. By the reporter's rough math, that equals more than 5,600 yuan per 500 grams. Another Enshi Yulu, 500 grams net, had simpler packaging and sold for 3,000 yuan.

The salesperson acknowledged both were Enshi Yulu and not very different in quality, yet their per-500-gram prices differed by over 2,000 yuan. In the salesperson's words, good packaging can indeed push the price up considerably.

At a Huaxiangyuan Tea shop on Youyi Avenue, a blue gift box held three small tea packs plus a white zodiac cup and a silk scarf. The net-content label listed 8.3 grams of rougui, 5 grams of white tea and 7 grams of pu'er — only 20.3 grams of tea in total. The salesperson pointed out that the item sells for about 450 yuan, while the cup alone costs several hundred yuan.

Inside the tea gift box: a zodiac cup and a silk scarf

The State Administration for Market Regulation issued GB 23350-2021 in 2021 and allowed a two-year transition to soften the impact on producers and sellers; the standard becomes effective on September 1 this year. It states that the combined cost of all packaging except the layer directly touching the tea must not exceed 20% of the tea's retail price. If the salesperson's account is accurate, this item's packaging cost clearly breaches the national standard.

At the Hankou Tea Market, Yanba No. 1 carried a 3,400-yuan price tag for 30 grams net, split into three individual packets. Under the national standard, products with net content above 15 milliliters (grams) and up to 30 milliliters (grams) must keep packaging void ratio at or below 50%. The reporter measured the outer box at 255mm*195mm*55mm. Converted under the new standard, the void ratio reached 85.74%, plainly indicating overpackaging.

Dealers: upscale packaging opens more room for premiums

The reporter observed tea-packaging shops in several Wuhan tea markets.

One operator specializing in tea packaging said stock ranges from thirty or fifty yuan to one or two hundred yuan, depending on what customers want. Expensive packaging is usually for gifts, and a more luxurious look makes tea seem more valuable. As a result, many buyers purchase cheaper loose tea in the market and have it packed here before giving it away. In the operator's words: those who drink it do not buy it, and those who buy it do not drink it.

Separately sold packaging options inside a tea market

At a Qiming Rock Tea store near Dongting in Wuchang District, Wuhan, Hua Junyang — a council member of the China Tea Marketing Association and a national senior (first-class) tea evaluation technician — picked up a Wuyi rock tea in a plain red paper box. He noted that tea packaging mainly blocks light, keeps moisture out and protects the product for sales, transport and storage. In practice, however, many people chase attractive, high-end looks while overlooking tea quality. Overpackaging of premium gift tea is worsening and creating multiple negative effects.

The tea was priced at 210 yuan and marked 100 grams net. Handling the box, the reporter could feel it was packed full. Hua said Qiming Rock Tea had previously focused on exports; because many countries enforce strict overpackaging rules, its tea was mostly packed in cigarette-style cartons or tin cans, with wooden crates for larger volumes. He admitted the brand's plain packaging has been dismissed by some customers. Still, he argued that if tea companies chase intricate, lavish packaging, they will raise production and operating costs, drive unreasonable price increases, make consumers pay unnecessary costs, and weaken purchase experience and brand trust.

Local authorities step up tea overpackaging governance

Media reports said the China Consumers Association recently sent professional investigators to search mainstream e-commerce platforms for overpackaging in four categories: edible agricultural products, tea, toys and infant-and-child products. Tea accounted for 11.2% of overpackaging problems found.

A Jimu News review shows that tea overpackaging governance actions have been launched in various regions across China.

In a special enforcement inspection, the Xinyang Market Supervision Office in Haicang District, Xiamen, Fujian, found a Lingzhi American Ginseng Dendrobium Tea gift box with highly refined packaging. The whole box contained only 60g of tea products, and its measured void ratio was 84.03%. Enforcement officers issued a correction order on the spot and told the operator to rectify immediately.

From May 23 to 25, the China Consumers Association visited Shiyan and Xiangyang in Hubei for research on the special governance of tea overpackaging, as well as on consumer rights protection and conduct-building at grassroots consumer council organizations.

On May 31, the Jiangsu Provincial Market Supervision Administration released a Policy Reminder Letter on Tea Overpackaging, setting packaging requirements for units involved in tea production, processing, distribution and packaging design.

The Zhejiang Provincial Consumer Council urged packaging companies and tea operators to follow relevant laws and national standards, produce and use tea packaging that saves materials, is easy to recycle and is economically practical, and avoid using overpackaging for unfair competition or harm to consumer rights. It also called on consumers to resist and monitor tea overpackaging, choose simple, green packaging, and embrace green, low-carbon living. The council further suggested that authorities strengthen governance, tighten enforcement, improve standards, curb overpackaging chaos, and help tea return to its natural, authentic character.

Tea overpackaging wastes resources and pollutes the environment, conflicting with green, low-carbon development. Many tea gift boxes are hard to reuse and often end up as household waste.

The China Tea Marketing Association said on its WeChat public account that it will fully use its industry-service role to organize standard publicity, specialized training and related work across the sector, guiding tea packaging toward green and sustainable development.

—This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-379347.html