How can Zhejiang tea brands become ＂excellent students＂ and the top ten tea brands in the province set up ＂alliance＂
Chao News Client Reporter Xu Zhixuan Xie Yanqing Huang Wangqiao
Zhejiang is the world’s tea town, and China’s tea fragrance floats in the world. On the afternoon of January 8th, as one of the important activities of the first annual meeting of China tea brand culture, the first tea brand development forum and Xinchang Tianmu Tea Party were held in Xinchang, Shaoxing. The guests at the meeting drank three good Xinchang teas and discussed the development of Zhejiang tea brands. This activity is sponsored by China International Tea Culture Research Association, zhejiang daily press group and Xinchang County People’s Government.
Forum site
As one of the major tea-producing provinces in China, Zhejiang is rich in tea resources, and the tea culture is rich in content, diverse in forms, long in history and profound in foundation. Over the years, Zhejiang Province has adhered to the concept of coordinated development of tea culture, tea industry and tea science and technology, and made great efforts to promote the high-quality development of tea industry. In order to further enhance the brand advantage and make Zhejiang tea brand famous, this forum invited representatives of famous tea brands in Zhejiang Province to share their experiences in brand development, build a big platform for Zhejiang tea brand promotion, and build a big stage for exchange, cooperation and sharing, so as to provide effective experience for the high-quality development of tea industry in Zhejiang and even the whole country.
"As the leading brand of tea in Xinchang County, Giant Buddha Longjing has won more than 100 national gold medals and was rated as’ the most spreading brand’." Yuan Zhenhua, president of Xinchang County Tea Culture Research Association and former vice chairman of Xinchang County Political Consultative Conference, introduced the course and effect of the brand development of Giant Buddha Longjing. Over the years, Xinchang has always practiced the development concept of "three teas as a whole", focused on the overall goal of "building a tea industry of 10 billion yuan and creating the first county of Longjing", strengthened policy support, strong scientific and technological support, strong brand cultivation and strong tea tourism integration. It is the main origin of Longjing tea in China, built the largest Longjing tea trading market in China, and formed the first batch of tea demonstration industrial chains in the province. In this context, the influence of the brand of Giant Buddha Longjing Tea is expanding, the marketing is improving and the brand value is rising.
Tea ceremony
Tea is one of the dominant industries with the widest geographical distribution and the strongest economic benefits in Zhejiang. There are 70 tea-related industries in 90 counties in Zhejiang. For a long time, Zhejiang has kept in mind the entrustment, adhered to the goal of "eco-efficient, characteristic boutique", and worked out how a veritable Zhejiang tea brand can become an "excellent student". Under the new background of "three teas" as a whole, how can Zhejiang tea last forever and continue to float around the world? At the event site, representatives of traditional famous teas in Zhejiang Province, such as Longjing Tea, Anji White Tea, Songyang Silver Monkey and Gold Award Huiming Tea, shared the "development secrets" of their respective tea brands.
"The key to the high-quality development of Longjing tea is to build a high-quality corporate brand cluster." Lu Debiao, chief tea expert of Zhejiang Provincial Department of Agriculture and Rural Affairs, believes that the core of a high-quality Longjing tea brand cluster lies in doing a good job of "soil, specialty and production", deeply rooted in "soil", growing stronger because of "specialty" and taking advantage of "production"; Focusing on industry leadership will make the road of tea farmers’ common prosperity more and more solid, focusing on standards will make the road of tea farmers’ common prosperity more and more stable, and focusing on brand promotion will make the road of tea farmers’ common prosperity wider and wider. Xiao Jiaqing, a member of the Party Group of Anji County People’s Government, used three "focuses" to reveal how Anji White Tea enriched one side of the people through "a leaf"; "40% of the population in Songyang County is engaged in the tea industry, 50% of farmers’ income comes from the tea industry, and 60% of agricultural output value comes from the tea industry. Liao Baoyun, the total chain length of tea industry chain in Songyang county and chairman of Songyang CPPCC, revealed the importance of tea industry to Songyang with "456" as the entry point, and introduced two county tea public brands: Songyang Yinhou and Songyang Xiangcha. Iterate the top-level design to fully unite the consensus of promoting tea together. Deepening the connotation of quality and improving the industrial chain, Zhang Lian, deputy head of the People’s Government of Jingning She Autonomous County, shared two "cheats" for the brand of Huiming Tea to become bigger and stronger.
"Zhejiang Tea Brand Alliance Seen from the World Tea Town" was established.
Over the years, Zhejiang Province has thoroughly implemented the concept of "three teas" as a whole, always adhered to the goal of "eco-efficient, characteristic boutique", devoted itself to promoting the cultivation of tea brands, and formed a unique brand cluster. Zhejiang’s outstanding tea brands have always played a leading and exemplary role, driving tea farmers to be rich together, leading the industrial upgrading and running out of the acceleration of common prosperity. At the event site, representatives of outstanding Zhejiang tea brands from Xinchang, Zhuji and Hangzhou started an exchange dialogue.
It is worth mentioning that in order to strengthen the development of famous tea brands, vigorously implement the "double strength" work of tea industry, and ensure the quality and brand of tea, this forum invited ten tea brands in the province to jointly establish the "Zhejiang Tea Brand Alliance in the World Tea Town". In the future, the alliance will further promote the overall planning of "three teas", "integration of three industries" and "six teas dancing together", comprehensively improve the quality and efficiency of the tea industry and the ability of sustainable development, and continue to polish the golden business card of "Zhejiang as a world tea town" to provide more Zhejiang experience for the overall development of "three teas" in China.
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