The golden top on the clouds, the world is Emei. Mount Emei is located in Leshan City, Sichuan Province, is a world natural and cultural heritage site, known as the "Emei World Show".
Famous mountains are famous for tea, Emei mountain tea is named after the mountain, has a history of more than 2,000 years of tea, as early as the Tang Dynasty, "Zhaoming Wen Selected Notes" has "Asan many herbs, tea is especially good, different from the world" record. In the inheritance of the ancient charm of millennium tea Zen, Leshan City has gradually created and launched the regional public brand of Emei mountain tea, and Emei mountain tea successfully ranked among the top ten list of the "2023 China Green Tea Regional Public Brand Value Evaluation Report" last year, achieving a new breakthrough in the brand.
Now, the brand building story of Emei mountain tea will add new connotations. On April 19th, Leshan City held the "Calling New - Beijing Press Conference on the New Image of the Public Brand of Emei Mountain Tea Region" in Beijing, relying on the platform of the Beijing Tea Expo, showing the new image of the brand era in a more three-dimensional and vivid way in front of the public.
△ "Call for the New - Emei Mountain Tea Regional Public Brand New Image Beijing Press Conference" site (Photo source: Beijing Tea Expo)
Multi-dimensional interpretation of the connotation of "Emei Mountain Tea".
Open a new chapter in the development of regional public brands
"
Brand benefits have a significant catalytic effect on the tea industry. Leshan City is well aware of this, and has joined hands with the Tea Industry Branch of the China Association for the Promotion of International Agricultural Cooperation and the China Agricultural Tourism Group to actively promote the upgrading of the brand image of Emeishan tea, "ignite" the rapid development engine of the brand, and interpret the new development story of the regional public brand of Emeishan tea in multiple dimensions in this press conference.
Lou Xiangpeng, chairman of Fulai Consulting, the builder and practitioner of China's brand agriculture theory, made a keynote speech on the theme of "Emei Mountain Tea, the World Tea Soul", Lou Xiangpeng put forward the view that Emei Mountain Tea is the "top student" of China's tea industry, and put forward the thinking and suggestions from the aspects of great value, big image, big platform and big alliance to make Emei Mountain Tea from excellent to excellent, from big to great.
△ Lou Xiangpeng, chairman of Fulai Consulting, builder and practitioner of China's brand agriculture theory, delivered a speech (Photo source: Beijing Tea Expo)
He Yan, director of Beijing Landmark Agricultural Brand Management Center and chairman of China Agricultural Tourism Group, introduced the interpretation of core symbols such as "World Double Heritage", "Buddha's Hand", "Six Threads", "Fingerprints" and "Double Green" of the Emeishan tea brand LOGO, and told the public in simple terms about the profound connotations of the double heritage culture, tea ceremony spiritual inheritance, and high-end quality commitment behind the new image of Emeishan tea.
△ He Yan, Director of Beijing Landmark Agricultural Brand Management Center and Chairman of China Agricultural Tourism Group, delivered a speech (Photo source: Beijing Tea Expo)
As the bright pearl of Mount Emei, Emei Mountain tea is also a gift of nature and the crystallization of human civilization, and should be shared by the people of the world. Chen Yangjie, deputy secretary of the Leshan Municipal Party Committee of the Communist Party of China, focused on the theme of "Emei Mountain Tea, World Sharing", and promoted the regional public brand of Emei Mountain Tea from the four directions of Emei Mountain Tea history, ecology, ingenuity and health, and invited tea people from all over the world to go to the Emei Mountain Tea Area to taste the fragrance of tea, talk about the tea relationship, discuss the tea ceremony, and seek the tea industry.
△ Chen Yangjie, deputy secretary of the Leshan Municipal Party Committee of the Communist Party of China, delivered a speech (Photo source: Beijing Tea Expo)
The thousand-year-old tea "fancy" debuted
Leap into the public eye with a new style
"
Wake up the double heritage and set sail with a new outfit. During the Beijing Tea Expo, the brand image of the public area of Emei Mountain Tea appeared in a new attitude and rich and diverse forms.
At the press conference, the rich connotation of Emei mountain tea was vividly displayed in front of the public in the form of a ceremony, a short film and a program. At the new image release ceremony, the leading guests jointly unveiled the new image of Emei mountain tea and opened up a new journey of brand development.
△Emeishan Tea Brand New Image Release Ceremony (Photo source: Beijing Tea Expo)
At the same time, the new promotional video of the Emei mountain tea brand was played on the spot, and the program of the tea party was interpreted, showing the public the beautiful scenery of nature on Mount Emei, the ancient rhyme of tea Zen inherited for thousands of years, and the "new" story of Emei mountain tea in the times, reflecting the new development style of Emei mountain tea.
△ Emeishan tea brand new promotional video released (picture source: Beijing Tea Expo)
△ Emei Snow Bud Tea Industry interprets the program of the Panruo Tea Party (Photo source: Beijing Tea Expo)
This time, Leshan City actively uses the Beijing Tea Expo as a platform with full exposure to promote the Emei Mountain Tea brand to the whole country, so that the exhibitors can feel the thousand-year-old charm of Emei Mountain Tea up close and more intuitively, and promote Emei Mountain Tea to a broader public vision, so as to help the high-quality development of the Emei Mountain Tea Industry.
△ "Call for the New - Emei Mountain Tea Regional Public Brand New Image Beijing Press Conference" site (Photo source: Beijing Tea Expo)
In recent years, Leshan City has efficiently promoted the construction and upgrading of Emeishan tea brand through the two-wheel drive of regional public brands and corporate brands, and used tea as a medium to integrate the industry and connect the world. In 2020, Emeishan tea was successfully selected into the first batch of China-EU geographical indication agreement protection list, and in 2023, the brand value of Emeishan tea will be 4.644 billion yuan, ranking 10th among the national green tea regional public brands, and it has a place in the green tea industry, and has achieved tea exports of 39,000 tons and an export value of 1.147 billion yuan.
Now, Leshan City will promote Emeishan tea to open a new journey of brand development with a new image and new style, and I believe that Emeishan tea will embrace the world with a new attitude and full enthusiasm, and become a strong driving force for Sichuan tea and Chinese tea to "go global".
Zhai Huqu, Chairman of the Fifth Council of the China Association for the Promotion of International Agricultural Cooperation and former President of the Chinese Academy of Agricultural Sciences, as well as relevant leaders of the Department of Market and Information Technology of the Ministry of Agriculture and Rural Affairs of the People's Republic of China, China Rural Magazine, China Green Food Development Center, China Association for the Promotion of International Agricultural Cooperation, National Agricultural Exhibition Center, leaders of the Tea Industry Branch, experts and scholars in the tea industry, and representatives of various channel sellers attended the press conference.
Editor-in-charge / Lin Jie
Editorial Board Member / Wang Miaorong