preface
As one of the three major sources of the ancient tea horse road in China, Xianning tea culture is very deep, and the historical foundation of the tea industry is good.
In recent years, the area of tea gardens in Xianning Has gradually increased, tea enterprises have continued to grow, Chibi has held green brick tea festival activities for eight consecutive years, the regional public brand of "Chibi Green Brick Tea" has achieved initial results, and tea tourism integration projects such as Yangloudong Tea Ancient Town and 10,000 Mu Tea Garden have also taken a solid step.
"What needs to be clearly understood is that the tea output in our city is close to 1/5 of the province's output, but the economic benefits driven by the tea industry do not match the output, and there is still a gap from the requirements of high-quality development in industrialization, scale and branding." The relevant person in charge of Xianning Tea Industry Research Institute believes.
First, the four major shortcomings that cannot be ignored
1, the brand is mixed but not loud
A survey shows that there are 1,041 tea enterprises and 225 tea professional cooperatives in Xianning, with 634 tea trademarks of various types, of which chibi has more than 160 tea trademarks of various types, and 22 of which are green tea trademarks in Xian'an District alone.
In response to the Tea Brand of Xianning City, Cheng Fanyang, Director of the Tea Department of the Xianning Academy of Agricultural Sciences, said, "There are too many tea brands in our city, and there is no fist brand, and it is impossible to form a brand synergy." ”
After years of development, although there are well-known trademarks and leading enterprises, the overall appearance is "full of stars, there is no round of bright moon", the brand influence is not loud in the province, the whole country is "nameless", and the brand is mixed and has become a "soft rib", especially the lack of public brands (currently only "Chibi green brick tea" has become a "bottleneck" restricting the high-quality development of the Xianning tea industry.
2, market development and cultivation is not enough
Random visit to Xianning city and county city 12 teahouses, in addition to Chibi city tea houses have local green brick tea, 7 tea houses in the city only Yangloudong tea industry and Zhao Liqiao tea factory self-run two tea houses have local green brick tea and green tea, other tea houses are no local tea, tea house operators generally do not recommend local tea, but recommend Fuding white tea, Yunnan Puer, Jin Junmei, etc., there is an embarrassing phenomenon that locals can not drink local tea.
At present, in addition to Chibi green brick tea in Xianning City, other products outside the city and outside the province are basically not well-known and competitive.
Green tea is mainly sold in wholesale form to other places. The output of some tea enterprises selling their own brand products is less than 30% of their total output, and most of them provide semi-finished products or raw fresh leaves for well-known tea enterprises in other places in a wholesale manner. The product has no special production process, brewing process, and lacks the "unique skills" of Hunan Anhua Hualaijian in terms of marketing, and the whole is in the state of "initial workshop".
3. The yield and efficiency of famous tea are not good
According to statistics, the tea mining area of Xianning City is 355,400 mu, the output is 58,600 tons, and the agricultural output value is 1.589 billion yuan. The city's famous tea output is 0.53 million tons, the output of famous tea accounts for about 9%, and the yield of famous tea is less than 15 kilograms.
Chibi Zhao Liqiao Tea Industry Company contracted 437 acres of tea gardens, producing more than 4,000 jin of famous green tea in 2019, and more than 3,000 jin of famous green tea in 2020, with an average yield of less than 10 jin of famous tea per mu.
Restricted by the market, Xianning tea is mainly the production of green brick tea and bulk tea, and the city's famous tea production is not high, resulting in low efficiency of tea per mu. In particular, Chibi City mainly makes green brick tea, the yield and benefit of famous tea are very low, one acre of tea garden to do old green tea about 1,000 pounds, the benefit is only 2,000-3,000 yuan.
4. The added value of the product is not high
Why does Anhua Black Tea sell well with health drinks? The key is to add the "golden flower" known as the health element and play the "health card".
In contrast, in Xianning City, some established tea companies are sticking to the rules and lacking motivation in product innovation. For example, traditional green brick tea needs professional tools to be crushed and boiled to drink, which is particularly inconvenient to drink.
Green tea, black tea and other enterprises, mainly do spring famous tea, long-term play the role of "raw material supplier". Relevant experts pointed out that Xianning is far from enough in the deep processing of tea, and the processing of extracts such as tea polyphenols and tea pigments is basically the initial stage, and the extension from the tea industry to the big health industry and the big tourism industry is a long way to go.
Second, the "way out" is to do a good job in five articles
As we all know, the high-quality development of the industry is the realization and sublimation of the industry towards the middle and high-end in a wider field and at a deeper level. So, how to go about the upgrading of the Xianning tea industry? The Xianning Tea Industry Development Leading Group believes that it is necessary to focus on doing a good job in the "five articles" and making the tea industry bigger and stronger.
-- Do a good job of "integrating" articles. It is necessary to take integration as the opening work of the next step of the development of the Xianning tea industry. Effectively change the status quo of the chaotic brand, so as to share resources and develop in groups. Continue to expand its influence, and persistently cultivate the regional public brand of black tea - Chibi green brick tea. Revitalize the historical majesty and concentrate on restoring the historical brand of green tea - Songfeng Tea. Excavate the history and culture, tell the story of black tea, and accurately create a new upstart of black tea - Yao Hong. Brand integration should focus on "one black, one red, one green", and focus on breaking the problem from here, and the focus of the focus is on brick tea. The whole city should share the brand, break the pattern of interests, break the existing regional, systematic, administrative divisions, and interest barriers.
-- Do a good job of "planning" articles. The tea industry should develop and the planning should be carried out first. The key to formulating a plan is to identify the problems, base on the problem orientation, and pay close attention to revising and improving the "Fourteenth Five-Year Development Plan for the City's Tea Industry". Strive to reach the end of 2023, the city's tea garden area reached 550,000 mu, the annual output of tea reached 100,000 tons, the output value of the whole industry chain was more than 15 billion yuan, and the comprehensive output value of green brick tea reached 10 billion yuan. By the end of 2025, the city's tea garden area will be stable at 600,000 mu, the annual output of tea will reach 135,500 tons, the output value of the whole industry chain will be more than 28 billion yuan, and the comprehensive output value of green brick tea will reach 20 billion yuan.
--------------------- Specification is the problem of standardization. The whole industrial chain of planting, processing, and sales should be standardized. It is necessary to support the establishment of a standardized production and processing system for Chibi green brick tea. With standardization, we will improve the level of tea industrialization, standardization, branding and marketization in our city, promote the improvement of the quality and efficiency of the tea industry, the stable increase of tea farmers' income, and the healthy and sustainable development of the tea industry.
------------------ The first thing is to improve product quality, to create safe and high-quality products. The second is the improvement and improvement of tea quality, tea varieties should be updated, and the transformation of old tea gardens should be accelerated. The third is that the tea processing technology should be improved, and a standardized processing process should be formulated to ensure that the shape, taste and soup color of the tea are basically the same.
-- Do a good job of "market" articles. The market is first of all to do marketing. Lead planting and product development through the market. It is necessary to accurately do a good job in subdividing the field through market demand. Keep an eye on the fast-selling market and realize the diversification of the form and function of tea products. Expand the health market, so that tea from traditional consumption to culture, health, quality, fashion, diversified new consumption formats. Strengthen the online and offline markets, through the "Internet +", direct supply and direct sales, personalized customization, so that customers can achieve intelligent consumption.
END
Article from: Xianning Daily
Picture from: network, cooperative enterprises
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