On April 13th, the "China Nanhua 2022 Rabbit Street First Tea Picking Festival" salon tea discussion activity and the second Yunnan Rural Revitalization Cultural Tourism Festival Nanhua Branch was successfully held at the Rabbit Street Banpo Tea Factory. Many experts and scholars in the tea industry in Yunnan gathered in Rabbit Street to discuss the development of the tea industry in Rabbit Street with tea as the medium, tea friends, tea businessmen, tea preaching, and discussions on the development of the tea industry in Rabbit Street.
According to Li Jun, director of the Propaganda Department of the Nanhua County CPC Committee, the mountainous area of Ailao in central Yunnan has abundant rainfall and a mild climate, and the town of Rabbit Street, located in the hinterland of Ailao, has a long history of tea, as early as the 1st century BC, Rabbit Street tea was used as a tribute tea to the ancient country of Ailao. With the theme of "Exploring the Ancient Tea Sources of Ailao in South China", the tea picking festival invited guests to form a wind group to enter Rabbit Street with tea as the medium, and through the full media coverage publicity, the popularity of the tea brand in Nanhua Rabbit Street Town was launched, the economic energy of Rabbit Street from tea to tea industry was stimulated, and the unique tea rhyme advantages of Rabbit Street 'Ailao Secret Land • Ten Thousand Mu Tea Garden' were fully highlighted, and the business card of "Ailao Ancient Country • Millennium Tribute Tea" was polished.
At the same time, through this activity, a bridge of communication between tea enterprises and rabbit street farmers was built, further promoting the integration of tea tourism and boosting the revitalization of rabbit street rural areas. The signing ceremony of cooperation between Yunnan Nanhua Banpo Tea Factory and Yunnan Shanggu Trading Co., Ltd., Nanhua Rabbit Street Xiaocun Tea Factory and Nanhua Chensheng Trading Co., Ltd., as well as the subscription ceremony of ancient tea trees was held at the event site. The two parties to the signing of the contract uphold the concept of win-win cooperation, take advantage of the profound background of tea enterprises, fully explore and utilize the rich tea resources of Rabbit Street Town, broaden the field of cooperation between the two sides, promote mutual benefit and win-win, create a better future, and build a new pattern of healthy, orderly and sustainable development of the tea industry in Rabbit Street Town!
At the salon activities, while tasting the fragrant and mellow rabbit street ancient tea, the experts combined their professional experience and market resources, starting from the topics of ancient tea resource protection and utilization, marketing, brand management, e-commerce, tea technology, etc., analyzed the current situation of the tea industry in Rabbit Street Town, the opportunities and challenges existing in the process of industrial development, and put forward many insights to promote the development of the rabbit street tea industry.
Guest views
He Qingyuan, director of the Tea Research Institute of Yunnan Academy of Agricultural Sciences
Ailao Rabbit Street is a forgotten millennium tea town, and Rabbit Street tea needs to further exert its advantages and characteristics to develop well.
1. Regional incense: The ecological environment and biodiversity of Rabbit Street are good, and the purple-red soil has particularity, so do a good job in green ecology.
2. Variety incense: It is necessary to tap the advantages of variety resources and create a unique variety of rabbit street large-leaf tea incense.
3. Craft incense: to inherit and innovate ingenuity craftsmanship, to create high-quality products.
4. Brand incense: combine the advantages of resources to create public brands, famous mountain brands, corporate brands.
5. Cultural incense: use culture to lead the development of the tea industry, and combine the intangible cultural heritage of Rabbit Street with tea culture.
6. Based on the quality of high-end tea, to ensure that every production link has standards, with the Yi culture and ethnic diversity tea culture as the highlight, the original condensed Rabbit Street tea related standards.
Professor Zhou Hongjie of the Tea College of Yunnan Agricultural University
"The world's tea looks at China, and China's tea looks at Yunnan." The good ecological conditions of Ailao Mountain have bred a good tea in Rabbit Street, through the soil samples of Rabbit Street we analyzed that the content of selenium in the brown soil of Rabbit Street Tea is extremely high, and studies have shown that selenium has a variety of effects such as anti-cancer, anti-aging, antioxidant, and enhancement of human immunity, rabbit street town needs to make good use of the advantages of local tea, retain the original taste of tea, and publicize the characteristics of good rabbit street tea leaves. At the same time, from the perspective of cultural research, the ancient tree tea in Ailao Mountain is studied in depth, so that more people can understand the rabbit street culture and fall in love with the ancient tea of rabbit street.
Tong Jun, Director of the Organizing Committee of Colorful Yunnan Baixian Qianpin
Rabbit Street Town has good products and unique resources, we are looking for the advantages of Rabbit Street ancient tea, but also need to make up for the shortcomings. Whether the product is good or not is decided by the market, marketing also needs continuous learning and progress, I hope that with the increase of policy support and the improvement of tea quality, buyers and professional buyers from all over the country can be invited to Rabbit Street for field investigation, exchange and investment, to achieve greater product circulation and production and marketing cooperation, so that tea truly becomes the "tea industry", so that the tea industry becomes the pillar industry of rabbit street rural revitalization, increasing income and enriching the people. At the same time, through publicity and regional brand building, product awareness is enhanced, and more consumers are recognized, and "cloud products out of Dian".
Pu'er tea enterprise planning expert Fang Yizhi
Rabbit Street Town from leaf to industry, how to turn green leaves into gold leaves? The most important thing is to integrate the three industries of "tea enterprise", "tea industry" and "tea industry" into one, so as to maximize the value of leaves and truly achieve "tea into gold".
1. Give tea brand creativity, empower tea culture, and integrate the ingenuity and craftsmanship of Rabbit Street tea people into agricultural and sideline products.
2. To go out, please come in, carry out national investment promotion and market promotion, and open sales channels.
3. Form the tea enterprise's own business model, operation routine and commercial closed loop.
4. Seize the empty window period of the market under the epidemic situation, take advantage of the situation of the great integration of the tea industry, work together, integrate innovation, and jointly create the beauty of the value of this heavenly treasure of tea.
Tan Zhonggui, president of the Confucius Research Association in Yunnan and a researcher of the tea industry
At the beginning of the new year in 2022, the following aspects should be solved in view of the problems existing in the development of the tea industry in Yunnan:
1. Tea gardens in the province are distributed on mountain slopes, which restricts the intensive production of tea areas, so it is necessary to improve the infrastructure of tea gardens.
2. The overall strength of the enterprise is not strong, the level of modernization, mechanization and standardization is lagging behind, and the establishment of the "double binding" mechanism needs to be strengthened.
3. The fundamental and foundation of the development of the tea industry in Yunnan is to expand consumer demand.
4. Product homogenization is serious, and the deep processing of tea and the development of portable or convenient beverage products need to be strengthened.
5. The construction of the quality and safety system still needs to make further efforts, dig deep into the national tea culture, and create national tea culture works.
Zhang Yunchao, president of Yunnan Food Industry Association
Relying on rich tea resources, Rabbit Street needs to do the following in the future:
1. Attach importance to the quality and safety of tea products, take the promotion of tea brand as the starting point, create an ecological tea garden, and help improve the quality of tea.
2. Improve the level of construction and standardization of tea bases, and produce tea in accordance with unified standards.
3. Support the construction of green ecological tea gardens, build a tea base brand, and ensure the high standards, standardization and product quality safety of the three local tea factories in Rabbit Street.
Wang Kui, a rural revitalization consulting expert and industrial investor
To develop the rabbit street tea industry, the following seven points are the key:
1. Fine base: accurate base, consolidate the foundation, and implement the support policy.
2. Set goals: On the basis of highly in line with the local "14th Five-Year Plan", clarify the main goals and overall requirements for the development of the rabbit street tea industry in the next few years.
3. Mechanism: Establish a mechanism around four sectors - leadership decision-making; expert section to provide technical support; executive team, evaluation and supervision team to improve accuracy; internal and external linkage between plates.
4. Build a platform: Build a more scientific platform for local tea enterprises in Rabbit Street, use the Internet + big data, form a grid operation module, and make the tea industry target meet the target rate of more than 85%.
5. Seek practical results: today is late, tomorrow is early, learn from the commercialization concept and market operation rules, to achieve the project management of the tea industry, in order to achieve practical results, and strive to avoid false work.
6. Promote modules: create new modules that are more suitable for Yunnan characteristics; let the efficiency of modules benefit more suitable areas.
7. Benefiting people's livelihood: the final foothold of the development of the tea industry.
Qingfeng, the person in charge of the pinxiang tea industry
Rabbit Street Tea Industry Needs to Clarify the Concept of "What should rabbit street tea industry do in the end"? Who does the tea industry serve? Different products should be targeted at different consumers to be targeted and accurately marketed. I think there is still a lot of room for rabbit street tea to be developed from brand to product. Product development can be considered from consumer demand. Rabbit Street can combine traditional tea and new tea drinks, on the basis of fully excavating industrial cultural resources, to create a different brand for Rabbit Street tea, and to create better tea products to occupy the regional market.
Wei Wei, deputy director of Kunming Culture and Tourism Public Service Center
Rabbit Street can also create its own "poetry and far away", the ancient tree tea with its own unique advantages as a green tea raw materials to create is a waste of resources, from the perspective of the production capacity market economy effect, rabbit street tea industry wants to go out, need to base on its own ancient tree tea raw materials, do Pu'er tea, white tea deep processing.
1. Effectively use the ancient tree tea resources, make differentiated marketing strategies with their own characteristics in terms of market blanks and brand exposure, and create independent brands.
2. Take the 12 ethnic minorities and two provincial intangible cultural heritage projects in Rabbit Street as the connotation, and combine cultural resources with the tea industry.
3. Take the road of differentiation, explore and innovate to maximize the added value of tea products.
At the same time as the tea picking festival, the second Yunnan Rural Revitalization Cultural Tourism Festival South China Branch also opened the curtain on Rabbit Street, and I believe that Rabbit Street will take this opportunity to promote the development of the tea industry and help rural revitalization.
Song Naipeng, general manager of Yunnan Dianpu Black Tea Co., Ltd
1. Support the three major tea factories on the scale of tujie tea teaching aids, and implement brand strategy and large-scale operation.
2. Make full use of the resources of ancient tea trees and the cultural resources of folk planting and drinking tea, excavate the ancient tea drinking culture of Rabbit Street, expand the influence of ancient tea in Rabbit Street, and improve the popularity of Rabbit Street's "Ailao Tribute Tea • Millennium Tea Town".
3. Create a green and organic ecological tea brand, improve the technical content of Rabbit Street tea products, and enhance the market competitiveness of tea products.
4. Strengthen publicity and promotion, open up the market, increase the publicity of rabbit street ancient tea, so that more consumers know rabbit street tea products.
5. Accelerate the integration of the tea industry and tea culture in Rabbit Street, and carry out tea culture publicity with the tea culture festival as the carrier to achieve the common prosperity of tea economy and tea culture.
Li Peisong, executive vice president of the Yunnan Rural Revitalization Promotion Association
1. Give tea products a new vitality and enhance the added value of rabbit street ancient tea.
2. Cultivate localized live streaming talents with goods, and create an incubation base for e-commerce talents with goods.
3. Build a local e-commerce tea cloud warehouse supply chain system to provide a distribution service for local tea enterprises, cooperatives, and tea farmers.
4. Introduce large brands and well-known leading enterprises, increase high-end commercial supply, and continuously enrich commercial formats.
5. Encourage local tea enterprises to go out to occupy the market, and strive to improve the market share and popularity of tea.
6. Take advantage of the development opportunity of live e-commerce, shorten the path of building the selenium-rich ancient tree tea brand in Rabbit Street, and increase the construction of county public brands for rabbit street ancient tree Pu'er tea products.
Yang Jinsong, agronomist at the Rural Industrial Development Center of Chuxiong Yi Autonomous Prefecture
Rabbit Street Town is located in the secret realm of Ailao, the territory of ancient tea trees rich in resources, the future to continue to rely on resources to do the following work:
1. While strengthening the management of fertilizer cultivation for ancient tea trees, adopt the practice of combining harvesting and breeding, focusing on cultivation and supplementing with harvesting to protect ancient tea trees.
2. Relying on the existing unique resource advantages, realize the standardized production of ancient tree tea, and provide high-quality tea for tea merchants, tea enterprises and tea lovers.
3. Make use of the advantages of Ailao Mountain, increase the production of green food, and continue to declare green tea gardens.
Guo Yibo, Marketing Director of Kirin Large-Mouth Tea
1. Broaden the channel brand to maximize the benefits of ancient tea trees. Ancient tree tea must establish a distinct brand image and shape brand credibility If you want the long-term development of ancient tree tea, you must start from the source, protect the ecology of the ancient tea garden, and clarify the source of ancient tree tea.
2. Encourage local tea enterprises to accelerate the pace of "going out", organize them to participate in exhibitions, tea fairs, etc., and drive industrial development with the market.
3. Tea channel brands need to strengthen professional capabilities, resource restructuring and integration capabilities, either large and comprehensive, or single and professional, only when the channel is opened, the tea door to the terminal tea friends can be truly opened.
4. Pay attention to "brand interaction" and "brand innovation" to attract young consumers. Brand interaction and brand innovation must first find a clear brand positioning, find their own characteristics, understand the needs of the current young market, establish their own principles, and find their own brand value points.
After listening to the opinions and suggestions of experts and scholars, Li Jun said: "This salon activity has built a broader communication platform for Tujie ancient tea, and I firmly believe that under the care and guidance of leaders at all levels in South China, with the strong support of Yunnan tea enterprises and experts, and with the joint efforts of all Rabbit Street tea people, we will be able to fully cherish and give play to the opportunity of the tea picking festival, we will certainly be able to launch the name of Tujie 'Tea Town', prosper tea culture, develop tea tourism, promote tea economy, and be famous for the brand of 'Mourning Ancient Country • Millennium Tribute Tea". ”
Reporter Yang Lanlanwen
Deng Bin Figure
Editor-in-charge Ma Yinrui
Reviewed by Li Yuan