In recent years, the Guangyuan market supervision department has actively promoted the use and protection of geographical indications, and strived to carry out the protection of geographical indications such as Chaotian walnut, Cangxi kiwifruit, and Qifogong tea (Qingchuan County). How to give full play to the brand advantages of the "Seven Buddha Tribute Tea" geographical indication products, improve product quality, and provide a strong guarantee for Guangyuan City's geographical indications to help rural revitalization? Recently, a reporter from the Consumer Quality Daily interviewed He Xianhai, Secretary of the Party Group and Director of the Qingchuan County Market Supervision Bureau.
Inspection and testing site
Consumption quality report: What is the current brand value and brand competitiveness of "Seven Buddha Tribute Tea"? He Xianhai: The panda homeland is picturesque, and the Qingxiu River produces good tea. Qingchuan and tea have thousands of years of "fate", the county's Seven Buddha Township as early as the Western Zhou Dynasty created a precedent for tea tribute, from which the Seven Buddha tribute tea came. According to the test of the Tea Research Institute of the Chinese Academy of Agricultural Sciences, the tea polyphenols, amino acids and water extract indicators of Qifogong tea are very outstanding, and all indicators are "the best in tea", so it has won a number of honors in China and the province - the first prize and special prize of "China Tea Cup", "Sichuan Famous Tea", "Chinese Cultural Famous Tea", and the first "Manna Cup" gold medal in Sichuan Province...... In addition, the Seven Buddha Gong Tea Tea Cake Making Technique has also been selected as the "Intangible Cultural Heritage of Sichuan Province". At present, "Seven Buddha Gong Tea" has been approved as "National Geographical Indication Protected Product" and "National Geographical Indication Certification Trademark", and has been protected as "China Famous Trademark". It is also worth mentioning that in 2022, "Seven Buddha Tribute Tea" was included in the second batch of Sichuan Province's key intellectual property protection list of the Sichuan-Chongqing Intellectual Property Cooperation Project, with a brand value evaluation of 1.701 billion yuan, ranking 73rd in the country and 6th in the province, an increase of 201 million yuan over the previous year. In recent years, Qingchuan County has focused on the famous and high-quality tea industry, continuously improved the development level of modern characteristic agriculture through the construction of clusters, parks, and strong towns, and made every effort to build a key tea county in the province. The Qingchuan County Party Committee and the county government regard the tea industry as the first industry of the "2+3" modern characteristic agricultural industry system, and establish a full-chain brand empowerment mechanism with technical support from the competent department, brand development of the tea association, service protection of the regulatory department, leading enterprises taking the lead, and professional services of the agency. At present, the county has 300,000 acres of tea gardens, with an annual output of 14,000 tons, an annual output value of 4 billion yuan, 165 tea-related entities, 129,000 employees, and a per capita income of more than 5,000 yuan for tea farmers. With the continuous improvement of the brand awareness of "Seven Buddha Tribute Tea", the county government began to devote itself to leading the improvement of product quality with brand building. In 2022, Guangcha Group will invest 10 million yuan to establish a processing plant in Qingchuan County, forming an industrial pattern led by 26 leading tea enterprises (2 at the provincial level and 4 at the municipal level) such as Sichuan Zhiwei and Bailong Tea Industry - 14 of which have been authorized by the "Seven Buddha Tribute Tea" logo. The Qingchuan Tea Association was established to absorb 53 members, including 28 enterprises and cooperatives, and 25 self-employed individuals, family farms and experts. At the same time, we will build tea culture parks and tea research institutes such as the Seven Buddha Gong Tea Expo Garden, carry out digital empowerment, build a "Qingchuan Tea Wisdom" management system, and do a deep tea cultural tourism, tea industry, and tea technology "three tea" integration articles.
Geographical Indications Special Action Inspection Site
He Xianhai: Focusing on the construction of the regional public brand of "Seven Buddha Tribute Tea", the Qingchuan County Market Supervision Bureau has promoted the brand and quality improvement of geographical indication products through a variety of measures to help the high-quality development of the tea industry. Implement a brand-building strategy. Vigorously implement the dual-brand strategy of "regional public brand + enterprise brand", and adhere to the dual-track promotion of "three products and one standard" (geographical indication protected products, green products, organic products, and geographical indication certification trademarks) in the cooperation mode of "government + enterprise" and "department + association". The province took the lead in holding the county-level intellectual property award selection activity, and selected 2 geographical indications to help rural revitalization awards. The Qingchuan Intellectual Property Center was established to provide full-chain services such as intellectual property creation, application, protection, management and services by using the four-level linkage mechanism of "city, county and village" to make up for the shortcomings of intellectual property protection at the grassroots level. In 2023, it helped the Qingchuan Tea Association take the lead in signing the city's first intellectual property insurance contract - the "Seven Buddha Tribute Tea" trademark infringement loss insurance policy, which improved the level of enterprise intellectual property risk prevention and control management and risk response capabilities, and provided a "bottom-up" for 14 household standard enterprises in the county. At present, the county has 108,000 acres of green food raw material standardized production base certification and 10,800 acres of organic tea certification base. Strengthen standards to lead improvement. In 2022, the "Technical Regulations for the Production of Geographical Indication Products and Seven Buddha Tribute Tea" (DB5108/T32-2022) was promulgated, and the "Quality Standards" was approved in 2023. Qingchuan County Food and Drug Inspection and Testing Center has become the only county-level testing institution in the city with CMA and CATL dual certification qualifications, the certification scope involves microorganisms, food additives, pesticide residues, veterinary residues, conventional physical and chemical five categories, after two parameter expansion certification, there are currently 239 certification parameters (222 food, 17 non-food), 248 methods. Pay close attention to the integrated development of culture and tourism. In accordance with the Qingchuan County Party Committee and the county government's "one river, two lakes and two mountains" cultural tourism development layout, relying on the construction of the three areas of "one village, one sea and one corridor" (Floor Panda Tea Village, Xiangyang Xianwu Tea Sea, and Linxia Tea Garden Corridor), a total of 150 million yuan has been invested to build China's Seven Buddha Tribute Tea Expo Park, with four major parks of high-quality and efficient tea industrial park, seven Buddha Gong Tea Culture Expo Park, beautiful tea mountain tourism park, and rural revitalization demonstration area as radiation points, and built a set of "high-quality and efficient development of the tea industry + deep integration of tribute tea culture + wonderful tourism elements" As one of the integrated development complexes of tea, tourism and culture. At present, the tea area in the core area of the Tea Expo Park has reached 10,000 mu, and the tea planting area in the county has reached 50,000 mu, which has driven the sustainable and healthy development of the county's tea industry. Consumer Quality News: Combined with the "Iron Fist" and "Spring Thunder" actions and the development of the "Five Advances" of intellectual property rights, let's talk about what measures have been taken by the market supervision system to protect the brand image of "Seven Buddha Tribute Tea"? He Xianhai: In recent years, the Qingchuan County Market Supervision Bureau has deeply implemented the "double random, one open" supervision, combined with the "Iron Fist" and "Spring Thunder" actions, to severely crack down on the abuse of special signs, counterfeit geographical indications and other illegal acts, and solidly implement the protection of geographical indications. Promote the protection of geographical indications. With the "Iron Fist" and "Spring Thunder" actions as the starting point, the protection of geographical indications will be included in the special action, and in 2023, we will organize and carry out two special law enforcement of geographical indications, and investigate and handle two typical cases of "Seven Buddha Tribute Tea" municipal geographical indications. We continued to deepen cross-regional cooperation in intellectual property enforcement and remote rights protection service mechanisms, included the "Seven Buddha Tribute Tea" in the second batch of Sichuan Province's key intellectual property protection list of the Sichuan-Chongqing Intellectual Property Cooperation Project, established the "Sichuan-Shaanxi-Gansu Regional Development Alliance", and signed a framework agreement on collaborative protection in the field of intellectual property rights with the market supervision bureaus of Wen County, Longnan City, Pingwu County, Mianyang City, Lizhou District, Guangyuan City, and Jiange County, Gansu Province.
Exterior view of Qingchuan County Food and Drug Inspection and Testing Center
Strengthen quality supervision and service. The Qingchuan County Food and Drug Inspection and Testing Center will be built into the first batch of county-level food testing resource integration pilots in the country and the first batch of county-level food inspection capacity building pilot units in Sichuan Province, and will provide free testing services for tea enterprises in the county 54 times in 2023. Throughout the year, we carried out one training session on the use of geographical indication standards for tea enterprises, set up a "regulatory blue" volunteer service team, issued 6,200 cards to enterprises to help enterprises, and carried out more than 60 door-to-door services for intellectual property rights. Strengthen the promotion of geographical indications. With the goal of building an entity position of intellectual property culture with Qingchuan characteristics, the construction project of the exhibition hall for geographical indication product achievements was launched, and during the "Intellectual Property Publicity Week" in 2023, an intellectual property work promotion meeting was held, a geographical indication exhibition was held, and county-level intellectual property award selection activities including intellectual property implementation awards, intellectual property innovation awards, and geographical indications to help rural revitalization awards were carried out, and this was taken as an opportunity to carry out intellectual property "five in" activities, and more than 2,500 copies of publicity materials were distributed, which effectively enhanced consumers' awareness of the "five advances" of intellectual property rights. Seven Buddha Gong Tea" geographical indication product protection awareness.
Wang Peng, all-media reporter Guo Jianfu
Photo courtesy of Qingchuan County Market Supervision Bureau
Source | Consumer Quality Report
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