Innovation and development is the soul of the new generation of business development, and it is also the driving force and foundation for leading mutually beneficial cooperation. On September 14th, the ninth session of the "Cultural Tea Tribute and Creation - China Youmingtang Cultural Public Welfare Series Activities" sponsored by Sichuan Mengdingshan Lizhen Tea Industry Co., Ltd. entered Sichuan Southwest Business Daily Newspaper Media Co., Ltd., Li Chenzhao, editor-in-chief of Southwest Business Daily, Song Xilin, deputy general manager of Ya'an Mingshan State-owned Assets Investment and Operation Co., Ltd., Zhai Lili, general manager of Sichuan Mengdingshan Lizhen Tea Industry Co., Ltd., and He Miao, director of the sales department of Sichuan Mengdingshan Lizhen Tea Industry Co., Ltd., attended the event.
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Reform and innovation, explore new paths for development in the process of forging ahead
Openness and reform promote each other, and innovation goes hand in hand with Chinese business. During the Ganlu period of the Western Han Dynasty (53 BC), Wu Lizhen collected wild tea plants in Mengding Mountain and planted them for domestication, creating a precedent in the history of artificial tea cultivation, which was a Chinese tea that paid tribute to the feudal court in the old days, and continued to pay tribute to the five dynasties of the Tang, Song, Yuan, Ming and Qing dynasties, lasting more than a thousand years. Since the origin of the world's tea culture in Mengding Mountain, the development of Mingshan District of Ya'an City, Sichuan Province has been closely related to tea. In recent years, the party committee and district government of Ya'an Mingshan District have taken "the protection of the authenticity of the core area of Mengding mountain tea" as an important content of the development of tea industry in Mingshan District. In 2023, the brand value of Mengding Mountain Tea will reach 4.96 billion yuan, ranking among the top ten regional public brands of tea in China and continuing to remain the first in Sichuan.
Sichuan Southwest Business Daily Newspaper Media Co., Ltd. is a provincial state-owned cultural enterprise established by the former Southwest Business Daily in 2012. At present, the company's business scope is publishing and distribution and business services, and its media include traditional media such as newspaper "Southwest Business News", magazine "Fortune Times" and Western Economic Network, as well as more than 30 new media accounts such as Weibo, WeChat public account and video public account. When an innovator who dares to reform in the field of tea meets a media that has experienced innovation and has growth vitality, how will they start from innovation and discuss the new driving force of brand development.
After more than 2,000 years of historical evolution of tea planting, processing, sales and drinking, Mengding Mountain has now formed a profound multicultural culture such as tea ancestor culture, tribute tea culture, Zen tea culture, tea horse culture, tea art culture, etc., and has become a vane on the road to Sichuan tea rejuvenation. Song Xilin said that in order to establish the high-end and benchmarking characteristics of Mengding mountain tea, the local area has proposed the concept of "core area", "so that every tourist can have a memory point and clearly know the quality of Mengding mountain tea." Therefore, Lizhen Tea Industry relies on the authenticity protection base of the core area of Mengding Mountain Tea, selects the original ecological texture range of Mengding Mountain from the area above 800 meters above sea level of Mengding Mountain, where famous teas are born, cultivates the germplasm resources of excellent native varieties, achieves ecological protection, and creates original products such as Lizhen manna. After the protection of the authenticity of tea gardens in the core area of Mengding Mountain Tea was initiated, the principle of "six unifications" was truly implemented, namely: unified land circulation; Unified production management; uniform fresh leaf picking; Unified fresh leaf processing; Uniform packaging elements; Uniform selling price.
From the core area of Mengding Mountain above 800 meters above sea level, 2,380 mu of authenticity protected tea gardens, accounting for less than 1% of the Mengding Mountain tea production area, making Lizhen Tea Industry a well-deserved Chinese cultural famous tea, presenting more than 2,000 years of cultural originality. "Mengding camellia culture has a long history, and the future Lizhen tea industry will surely carry the banner of the revitalization of Chinese tea culture, drive industrial development with culture, lead Mengding camellia to open up new realms, and let the world fall in love with Chinese tea from the "head", Song Xilin said.
Li Chenzhao, editor-in-chief of Southwest Business News, also introduced the development of the newspaper, "Southwest Business News", formerly known as "Sichuan Supply and Marketing Cooperation News" founded in 1953, was renamed "Southwest Business News" in 1993, and was publicly distributed to the whole country, and was awarded "Media China's Top Ten Business Newspapers of the Year". At present, "Fortune Times" is positioned as a business management consultant and investment and financial management guide. The target customer groups are government economic management departments, executives of large and medium-sized enterprises, scholars from universities and scientific research institutions, and social backbones interested in financial information, and Fortune Times is gradually transforming from a single media journal to a financial and financial media.
Li Chenzhao said that reform and innovation is the driving force for the stability and long-term development of the commercial economy, as a media that comes out of reform and innovation and provides high-quality information for the management department, Southwest Business Daily and Lizhen Tea Industry, which also pays attention to product quality and channels, has greater space for cooperation. Song Xilin said that Lizhen tea industry has just started, and still needs to learn from "Southwest Business News", and welcomes relevant staff of "Southwest Business News" to come to Mengding Mountain to taste tea at any time, Li Chenzhao also expressed his love for the city of Ya'an, and shared his fate with Ya'an. The heads of the two enterprises had a good conversation and expressed their views and confidence on the importance of change and innovation.
Inherit and spread, taste the original taste of 2,000 years of culture
"Tea" is inseparable from the life of Chinese, with a strong pyrotechnic atmosphere. A small oriental leaf contains the energy of connecting the ancient and modern and connecting the world. In the burst of tea fragrance, the ninth traditional culture sharing of the "China You Mingtang" cultural public welfare activity began. This event specially invited Professor Wang Hong of the Department of Chinese, School of Literature and Journalism, Sichuan University, to give a lecture on the topic of "Speaking Tao Yuanming's "Truth" from "Beggars".
For Tao Yuanming, a poet who is seen as a loner in the eyes of the world, Wang Hong tells the other side of the poet's downfall through "Begging for Food", which he wrote when his survival was the most difficult after returning to the field. Despite begging, the poem embodies infinite warmth and friendship. Wang Hong's narration featured many references to Tao Yuanming, such as Wang Shumin, who praised Tao Yuanming, "Duke Tao is not proud of bending his waist with five buckets of rice, and thinks about the warmth of a meal, and sees the truth of his temperament." Wang Hong also reinterpreted Tao Yuanming's begging from another perspective, saying that although Tao Yuanming was returning to the countryside in troubled times, his path to settle his heart was first to melt into nature and let nature be. The method of "hard farming" is unique to Tao Yuanming. In the process of finding a way out for the Wei and Jin literati, it has profound ideological significance.
After the sharing of Chinese culture, followed by the tea artist of Lizhen Tea Industry to show the tea art, the guests enjoyed the "Tianfeng 12 Pins" tea art performance up close, which showed the guests how to make tea, smell tea, deliver tea and drink tea. In the wonderful explanation of the tea artist, the guests listened to the history, characteristics and development of Lizhen tea industry. Mengding Mountain is the birthplace of the world's tea culture, not only has a long history of tea planting, but also has a glorious tribute tea history, tea culture accumulation is deep and rich "the piano knows only water, tea is old is Mengshan", is to express the ancients to listen to music and taste tea as a transcendent spiritual enjoyment.
In the fragrant tea aroma and conversation, the guests watched the elegant performance and tasted Mengding mountain tea, which not only broadened their horizons, but also cultivated their emotions, allowing everyone to further deepen their understanding and feelings of tea appreciation and tea tasting, and integrate tea culture into their lives to spend a good time drinking tea and chatting together.
It is reported that the "Cultural Harmony Tribute and Creation - China Youmingtang Cultural Public Welfare Series Activities" was first launched in Chongqing, and has entered many well-known enterprises in Chengdu, which has aroused strong attention in the Sichuan-Chongqing area. There are also many enterprises to send invitations to representatives of cooperative units, hoping to let more people realize the charm and beauty of the traditional tea culture of Mengding Mountain.
Source: Red Star Finance