Picture of the scene of the press conference
Luwang April 20 news (reporter Liu Liangliang) spring tea shenghai market, Laofeng cloud buds. In April, more than 20,000 acres of tea gardens in Laoshan District, Qingdao City, the "hometown of China's Jiangbei Famous Tea", revealed new shoots, and spring tea picking entered the "golden season". On April 20th, the day of the valley rain in the 24th solar term, the press conference of Laoshan Tea in the spring of 2022 and the release ceremony of the new image of the public brand in laoshan tea area were held in Laoshan Taiqing Square. Among them, the new public brand image of Laoshan tea includes Laoshan tea slogan, brand new logo, Laoshan tea IP image, Laoshan longsu story animation short video and Laoshan longsu packaging design five parts, which fully opened the major innovation and active exploration of Laoshan tea to implement the brand-name strategy. On the same day, Laoshan Longsu Tea, a high-end strain of Laoshan green tea independently innovated in Laoshan District, was unveiled simultaneously. It is reported that Laoshan District will take the annual valley rain as the spring mining day of Laoshan tea in the future, and promote the sustainable and healthy development of the Laoshan tea industry through centralized promotion to enhance the core value of the laoshan tea regional brand.
Hu Shengrui, deputy director of the Propaganda Department of the Laoshan District CPC Committee, presided over a press conference
Highlight the core value of Laoshan tea to launch a new round of brand upgrade war
As the saying goes, spring tea is as expensive as gold. In the tea plantations of Laoshan District, the green tea trees grow fat tea buds, with soft leaves and emerald green color, and tea farmers skillfully pick sharp buds. At present, the Laoshan tea industry has entered a new stage of brand development, and the peiyou Laoshan camellia regional public brand is an important starting point for the Laoshan District Committee and District Government to build Qingdao City to promote common prosperity pilot zone and help the rich people increase income. According to reports, the public brand image of Laoshan tea region released this time hired a domestic well-known brand team to design, through the upgrading and reengineering of the original brand image, more highlight the core value of Laoshan tea regional brand, enhance brand memory recognition and differentiated competitiveness, further empower enterprises, boost the government and enterprise two-wheel drive, realize the benign interaction of the government, enterprises and tea farmers, and promote the sustained and healthy development of the Laoshan tea industry.
Laoshan Tea Association Yangtze River Chonghuan released "Laoshan Dragon Whiskers"
Laoshan Longsu Tea, is a high-end strain of Laoshan green tea independently innovated in Laoshan District, a bold innovation and beneficial attempt based on the characteristics and differentiated development of the northern tea area, and a new measure for the Laoshan District Committee and District Government to implement the famous tea strategy. Laoshan Longsu is divided into three grades: special first- grade, special second-level and first-class, using Laoshantou spring bud leaves, hand-fried by tea makers using traditional techniques, planting, picking and processing requirements are extremely high, the yield is extremely low, extremely rare, and it is a rare tea in green tea. In the follow-up, Laoshan District will also successively launch mid-range strains such as Laoshan Dragon Ball and Laoshan Jinluo, enrich and improve the product standards, product systems and industrial chains of Laoshan Tea, meet the needs of consumers at different levels to the greatest extent, and truly realize the purpose of a leaf casting a brand, a brand driving an industry, and an industry rich people.
Lu Chengyin, former deputy director, chief scientist and second-level researcher of the Tea Research Institute of the Chinese Academy of Agricultural Sciences, delivered a speech
Hu Xiaoyun, chief researcher of Zhejiang University and director of the Tea Industry Brand Building Committee of the China International Tea Culture Research Association, delivered a speech
Natural Endowment + Policy Support Achievement "Jiangbei First Tea"
Laoshan is known as "the first famous mountain in the sea", is the only high mountain on the mainland coastline with an altitude of more than 1,000 meters, the mountains and the sea are blue, the clouds are misty, the climate is suitable, and the optimal environment for tea growth. Laoshan is also the highest-scale tea producing area in China,with a long growth cycle and nourishment of mineral-rich natural spring water, resulting in the excellent quality of Laoshan tea in color, aroma, taste and shape.
Wang Nini, director of the Laoshan District Agriculture and Rural Affairs Bureau and the Rural Revitalization Bureau, released a new image of the Laoshan Tea Regional Public Brand
Over the years, the Laoshan District Committee and District Government have attached great importance to the development of the Laoshan tea industry, firmly established the concept of ecological priority, green development and people-centered development, continuously increased policy support, and successively issued a series of beneficial agricultural policies such as "Implementation Opinions on Accelerating the High-quality Development of Laoshan Tea Industry" and "Laoshan Tea Industry Development Fund Support Measures", and implemented organic fertilizers, biopesticides and seedling improvement direct supplements for 13 consecutive years. Innovative implementation of inclusive policies such as tea temperature index insurance and tea industry project loan discounts and discounts, Laoshan tea efficiency and brand influence have been improved year after year. At present, Laoshan tea planting area of more than 20,000 mu, the annual output of more than 1,500 tons, the output value of more than 600 million yuan, Laoshan tea regional brand value from 420 million yuan in 2010 to 1.373 billion yuan in 2021. Focusing on cultivating industrialization leading enterprises, we have formulated support policies such as the "Detailed Rules for the Supplementary Rules for the Development Of Tea Enterprises in Laoshan District" and the "Measures for Loan Discounts and Discounts for Tea Industry Projects in Laoshan District", and a number of leading enterprises and enterprise brands with wide influence have emerged, and there are 3 well-known trademarks in China, 4 famous trademarks in Shandong Province, 4 famous brand products in Shandong Province, and 4 well-known agricultural product brands in Shandong Province. Attaching great importance to the quality and safety of tea products, 22 pollution-free tea bases are all included in the Qingdao Quality Traceability Supervision Platform, and more than 800 batches are sampled every year, and the compliance rate has reached 100%. Actively cultivate new farmers, carry out "10,000 people training" for tea farmers for many years, actively guide tea farmers to standardize new skills in production, and continuously improve the scientific planting, picking, processing and quality and safety level of agricultural products of tea farmers, which has effectively promoted the cultivation of Laoshan tea varieties, quality improvement and brand building. After years of efforts, Laoshan District has been awarded the title of "The Hometown of Famous Tea in Jiangbei, China", and Laoshan Tea is known as "The First Tea of Jiangbei" and has been awarded a well-known regional public brand by Shandong Province.
The linkage of science and technology and culture promotes the transformation and upgrading of the Laoshan tea industry
Prosper the industry with tea and enrich the people with tea. A small leaf carries a piece of history, achieves an industry, and enriches the people. Next, Laoshan District will continue to build a regional public brand of Laoshan tea, and take this as a guide to promote the transformation and upgrading of the Laoshan tea industry and comprehensively enhance the brand influence. The policy of benefiting farmers has been further strengthened. Adjust and improve various support policies, give play to the role of financial funds, leverage and integrate the cohesion of all parties in society to accelerate the healthy development of the Laoshan tea industry, and show new deeds in consolidating the consensus of all parties. Innovation and development to seek breakthroughs. Build a digital management platform system for Laoshan tea, build an innovation team for the Laoshan tea industry, improve the digital management level of Laoshan tea, develop excellent varieties that adapt to the growth and breeding of Laoshan, improve the level of green prevention and control of diseases and insect pests, and achieve new results in innovation-driven.
The unveiling of the new image of the Laoshan Tea Regional Public Brand and the 2022 Spring Mining Ceremony
Cultural tourism has integrated new tricks. Increase the intensity of cultural and creative implantation, cultivate a professional team for tea ceremony and tea culture dissemination, develop new formats for the integration of three industries, let tea culture cast the soul of bacon in the tea industry, and take new steps in cultural empowerment. Law enforcement supervision on the level. Establish the Laoshan Tea Industry Cluster Party Building Alliance, increase the work of the Laoshan Tea Association, and achieve group development and win-win cooperation. Increase industry supervision and industry self-discipline, severely crack down on counterfeit and shoddy Laoshan tea, purify the Laoshan tea market, and launch new measures to improve the safety level and quality of Laoshan tea. Promote the image. Take the annual guyu as the spring mining day of Laoshan tea, precise focus, unified release, unified publicity. Carry out high-speed rail and professional media publicity and promotion, do a good job in preparing for the 2023 China Tea Science and Technology Annual Conference, organize participation in the high-standard tea expo, release the Laoshan tea website and official public number, and show a new style in enhancing the public brand image of Laoshan tea.