As the national rural revitalization work has entered a period of comprehensive acceleration, Qingdao Laoshan District has also fully mobilized the existing advantageous industries and demonstrated a unique "Laoshan wisdom" in the rural revitalization work.
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.
The successful holding of this event also means that Laoshan District has taken an important step forward in the journey of helping rural revitalization in the new form of "integration of agriculture and tourism".
From brand to product line: a quality upgrade of Laoshan tea industry
The core section of the event includes two parts - the release of a new image of the Laoshan tea regional public brand, and the debut of Laoshan Longsu Tea, a high-end product of Laoshan green tea.
For the Laoshan tea industry, this can be described as a "two-pronged approach", from brand connotation to product line layout to achieve a comprehensive upgrade.
First of all, in terms of brand, this event showed the public brand image of the newly baked Laoshan tea region in five parts: Laoshan Tea Slogan, brand new logo, Laoshan Tea IP image, Laoshan Dragon Whisker Story Animation Short Video and Laoshan Dragon Whisker Packaging Design.
The public brand image of Laoshan tea region released this time, hired by the domestic well-known brand team design, through the upgrading and reconstruction of the original brand image, further highlights the core value of laoshan tea regional brand, enhances brand memory recognition and differentiated competitiveness, further empowers enterprises, boosts the government and enterprise two-wheel drive, and realizes the benign interaction between the government, enterprises and tea farmers, so as to promote the sustained and healthy development of the Laoshan tea industry.
The second is the advanced layout of the high-end product line.
Laoshan Longsu Tea, a high-end strain of Laoshan green tea independently innovated by Laoshan District, as a high-end strain of Laoshan Green Tea independently innovated by Laoshan District, is a bold innovation and beneficial attempt of Laoshan Tea Industry based on the characteristics and differentiated development of the northern tea region, and is also a new measure for laoshan District Committee and District Government to implement the famous tea strategy.
It is understood that Laoshan Dragon whiskers are divided into three grades: special first- level, 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.
The two-in-one brand and famous tea are two-way force, driving the Laoshan tea industry to complete a profound butterfly change in the development pattern of Laoshan tea in a small area, a strong brand and a large market.
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.
Good scenery with good tea, the natural advantage of "agricultural and tourism integration"
Although rural revitalization is already a common examination topic faced by Chinese cities at present, in fact, due to the different factors such as the geographical environment, historical accumulation, and industrial pattern of cities and districts and cities, the strategies they need to adopt and the "fulcrums" they can rely on are not the same when facing rural revitalization.
In Laoshan District, which has the "first mountain on the sea" and has a deep heritage in the development of the tea industry, it is clear that "agricultural tourism" is a relatively more suitable and effective rural revitalization strategy it has discovered in recent years.
From the perspective of tourism, Laoshan District naturally occupies the first advantage of developing tourism.
Looking at the far horizon, the majestic and magnificent Laoshan Mountain is like a giant anchovy out of the sea, the layers of mountains are stacked, the streams are deep and the valleys are quiet; the heart is fascinated, and the Laoshan Mountains are lined with strange stones like the spirits in the sea, standing or lying down, with a thousand postures.
Even in the early days of Laoshan tourism, only relying on the golden signboard of "the first famous mountain on the sea" and "the second jungle in the Taoist world", it has been full of tourists, which has won the title of the first batch of national scenic spots and national AAAAA tourist attractions for laoshan scenic spots, and tourism has also brought a second economic income in addition to traditional agriculture to villagers in more than 130 villages around Laoshan scenic spots.
Look at the tea industry. As the highest latitude shanhai tea producing area in China, since the success of the "South Tea North Introduction" in 1959, the tea gardens in Laoshan District have reached an area of more than 20,000 mu so far, and there are more than 30 large-scale tea enterprises.
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, 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", implemented organic fertilizer, biological pesticides and seedling improvement direct supplements for 13 consecutive years, and innovated and implemented inclusive policies such as tea temperature index insurance and tea industry project loan discounts. The quality and efficiency of Laoshan tea and the 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; focus on cultivating industrialized leading enterprises, formulated the "Laoshan District Integrated Support Tea Enterprise Development Award Supplementary Rules" and "Laoshan District Tea Industry Project Loan Discount Discount Method" and other support policies, emerged a number of leading enterprises and enterprise brands with wide influence, the existing 3 well-known trademarks in China, There are 4 famous trademarks in Shandong Province, 4 famous brand products in Shandong Province, and 4 well-known agricultural product brands in Shandong Province.
In addition, Laoshan District attaches 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, more than 800 batches of sampling inspections every year, and the compliance rate reaches 100%; actively cultivate new farmers, carry out "10,000 people training" for tea farmers for many years, guide tea farmers to standardize new skills in production, continuously improve the scientific planting, picking, processing and quality and safety level of agricultural products of tea farmers, and effectively promote 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.
According to the actual situation of Laoshan Tea, 12 scenes of Laoshan Tea in 2021 were selected, a number of tea tourism routes were sorted out, and tea-related products such as Laoshan Tea 12 Scenic Silk Scarf, Laoshan Tea Fragrant Pei, Prince Ao and Xiao Tea Boy were developed, and the cultural and creative products of Laoshan were continuously enriched.
The natural tourism gene and profound tea industry culture constitute a solid foundation for Laoshan District to explore a new path of agricultural and tourism integration, and have also become an important reason for Laoshan District to choose to drive rural revitalization in the way of agricultural and tourism integration.
Based on the excellent tea industry, Laoshan District has done a good job in rural revitalization, and has also achieved the forefront of all districts and cities in the country. In 2020, Laoshan District won the 2020 China Rural Revitalization Top 100 Demonstration Counties and Cities, and in 2021, it was awarded the National Green Prevention and Control Demonstration County for Crop Diseases and Pests and the "100 Counties • 100 Tea • 100 People" tea industry to help rural revitalization.
The "Laoshan Practice" of Rural Revitalization
With the news of the national "vigorous development of rural, leisure, and global tourism" and "creation of a global tourism demonstration zone" in 2017, and the official listing of the National Rural Revitalization Bureau in February 2021, Laoshan District will also organically integrate the existing and highly developed tea industry and tourism and other diversified industries, so that it can further exert greater advantages in the new era background.
A kind of rural revitalization "Laoshan Practice" with unique characteristics of agricultural and tourism integration has taken shape and is still continuously improving and maturing.
This time, the successful holding of the Laoshan Tea Spring Mining Press Conference in 2022 and the new image release ceremony of the Laoshan Tea Regional Public Brand means that as the foundation of the integrated development of laoshan district agriculture and tourism, the tea industry in Laoshan District has been upgraded again from brand connotation to product line layout, and the integration and exploration of agriculture and tourism in Laoshan District will therefore have a surging "driving force" to enter a new stage of development.
For example, taking this event as an opportunity, 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, various support policies have been adjusted and improved, the role of fiscal funds has been exerted, the cohesion of all parties in society has been leveraged, the healthy development of the Laoshan tea industry has been accelerated, and new deeds have been shown in consolidating the consensus of all parties. Innovate and develop to seek breakthroughs, build a digital management platform system for Laoshan tea, build an innovation team in 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.
At the same time, Laoshan District will also integrate new tricks through cultural tourism, increase the intensity of cultural and creative implantation, cultivate a professional team for tea ceremony and tea culture dissemination, develop a new form of integration of three industries, let tea culture cast the soul of the tea industry bacon, and take a new step in cultural empowerment. 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.
In addition, Laoshan District has determined that the annual valley rain will be used as the spring mining day of Laoshan tea, with precise focus, unified release and 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.
From "green leaves" to "golden leaves", Laoshan tea in today's Laoshan, has realized the innovation and iteration of industrial functions such as resident income increase, industrial efficiency, economic growth, etc., which is not only the industrial signboard of Laoshan, but also has become an important reliance on Laoshan District to build Qingdao City to promote common prosperity pilot zone and help the pace of enriching people to increase income, and then continue to polish the new business card of the integration of agriculture and tourism in this "Shanhai Quality New City".