Qianjiazhai is famous all over the world for growing ancient communities of wild ancient tea trees. Qianjiazhai ancient tea tree community is located in The territory of Zhenyuan County, Pu'er City, Yunnan Province, in the primeval forest of Ailao Mountain with dense vegetation, Zhenyuan County has more than 230,000 acres of wild tea trees, rich tea resources, and long-standing ethnic tea culture.
In March 2020, the Provincial Party Committee and the Provincial Government proposed in the survey that Pu'er City should make good use of the unique advantages of "Qianjiazhai World Wild Tea Tree King" to create a new highland of famous mountain brands with "Qianjiazhaiye" Pu'er tea. In order to implement the unique advantages of promoting Qianjiazhai and make every effort to build a regional public brand, the Pu'er Tea Regional Public Brand Construction Site Promotion Meeting was held in Zhenyuan County recently.
"At present, the core problem of Pu'er tea is market chaos and brand chaos." Bai Zhaolin, vice mayor of Pu'er Municipal People's Government, said in an interview with Yunnan Radio and Television Station's "Green | Cloud Tea" channel: "Many consumers do not know what brand of Pu'er tea is the best, and whether the brand and quality are unified. In the next step, as one of the world's main tea producing areas awarded by the "United Nations Food and Agriculture Organization of the World", Pu'er City should unify the products and quality and brand of Pu'er tea.
Roundtable Forum: Multi-party Empowerment Promote the construction of "Qianjiazhaiye Pu'er Tea Regional Public Brand"
"Pu'er City now wants to build two regional public brands of Qianjiazhai and Jingmaishan, and these two regional public brands are not only pu'er city, but also the history, culture and traceability of the entire Pu'er tea production area." Vice Mayor Bai Zhaolin introduced to the "Green | Cloud Tea" channel that in recent years, Pu'er City has mainly built a regional public brand of Pu'er tea around seven aspects: first delineate the area, and delineate the scope, variety and quality system of the small production area through the national market quality supervision department; secondly, formulate strict and meticulous system standards for the production area; third, clarify the area of the production area and evaluate the total output of the production area according to the annual spring tea. Fourth, set brand packaging and other systems; fifth, when setting prices, we must consider all aspects such as cost, people's income and enterprise benefits; sixth, governments at all levels and enterprises jointly promote and market regional public brands; seventh, from the first workshop to the production workshop to the use and management of the brand, the government's regulatory departments should strengthen regulatory responsibilities.
Bai Zhaolin, vice mayor of Pu'er Municipal People's Government, was interviewed by the "Green | Cloud Tea" channel
Bai Zhaolin, vice mayor of Pu'er Municipal People's Government: "If everyone recognizes a regional public brand, there should be only one regional public brand in a certain production area. For example, after you go to Zhenyuan County and Pu'er City, our big Pu'er tea regional public brand is Qianjiazhai or Jingmaishan. The brands of goods can be diversified, but the regional public brands must be the production areas that the local government promises and recommends to the society and consumers. ”
As another large regional public brand in Pu'er City, when it comes to Jingmai Mountain, I believe that many people immediately think of the beautiful scenery of thousands of acres of ancient tea forests, how will Lancang County build a regional public brand of Jingmai Mountain in the next step? Lin Yuan, director of the Lancang County Tea Special Center, said in an interview with the "Green | Cloud Tea" channel that the meeting learned a lot of things, and the next key work of Lancang County is to create a regional public brand of Jingmai mountain through the "uniqueness" of thousands of acres of ancient tea forests to help the development of the county's tea industry.
Lin Yuan, director of the Lancang County Tea Special Center, was interviewed by the "Green | Cloud Tea" channel
In recent years, Zhenyuan County has made every effort to create a regional public brand of Pu'er tea of "Qianjia Zhaiye". Adhere to the "public to do organic, niche to promote the famous mountain, all do the standard", integrate eight ancient tea camellia products, create eight small production areas of "Ye" tea, launch "Uncle" to "Eight Ye" of the "Qianjia Zhaiye" Pu'er tea products, and comprehensively build "Ma Deng, Old Haitang, Cut Pot Basket, Dasun Mountain, Old Wushan, Wuyi, Qianjiazhai, Tea Mountain Basket" Eight tea mountain small production area construction.
In order to further cooperate with the creation of regional public brands, improve the production and processing level of Pu'er tea in Zhenyuan County, and enhance brand value, the "Qianjiazhaiye" Pu'er Tea Refining and Processing R&D Center was completed and put into use in May 2021, with an annual production capacity of 800 tons, and the R&D center established cooperative relations with 8 tea areas in Zhenyuan County to achieve integrated production, processing and sales from the base to the primary production institute to the refined processing R&D center, effectively driving the tea enterprises to increase production and income, and launching the "one county, one industry" Qianjiazhai regional public brand.
In addition to pu'er tea processing, Zhenyuan County has taken many measures in parallel around the protection of tea germplasm resources, tea culture, ecological environmental protection and other aspects.
In view of the protection of tea germplasm resources, the Town Yuanguan Protection Bureau of Ailao Mountain National Nature Reserve implemented the artificial domestication and cultivation experiment of wild tea in Heping Village, Jiujia Town, effectively curbing the occurrence of illegal harvesting of wild tea and destroying wild ancient tea resources by farmers around the reserve, driving villagers around the reserve to develop the tea industry and promoting the increase of income of tea farmers.
Qianjiazhai theme block, with the theme of "Qianjiazhai" world wild tea tree king culture, integrates the characteristics of ethnic minorities, cultivates tea and local specialties trade formats, and the project planning area is 165 acres.
Qianjiazhai Tea Museum is located in qianjiazhai manor, a national AAA-level tourist attraction in the immeasurable wetland, built in July 2020, with a total investment of 10 million yuan and a total construction area of 1440 square meters, which mainly reflects the unique geographical characteristics, natural environment, ecological environment and 2700 "tea tree king" of the Ailao Mountain Range and Qianjiazhai, and the display is divided into the source of tea, the ancestor of tea, the instrument of tea, the art of tea, the effect of tea, etc.
Editor: Liu Qing