A new era of Chinese tea brands has long arrived.
At a time when Chinese tea and tea culture are fully influencing the world, more and more tea companies are absorbing the great opportunities of the times and releasing the sharp edge of their brands. As tea companies try to show their abilities, "Chinese tea brand" is being redefined. Among them, the little measures presented by those leading tea companies are undoubtedly of great reference significance.
As a national key leading enterprise in agricultural industrialization, Pinpinxiang has been unremittingly exploring the development boundary of tea brands. On the occasion of China Brand Day in 2024, Pinpinxiang has successively appeared at the 2024 China Tea Brand Building Forum and the 2024 "China Brand Ten-Year Road" Development Report Conference, revealing the cutting-edge ideas of tea brand building and continuing to bring thinking and inspiration to the high-quality development of Chinese tea brands.
△Lin Zhenchuan, Chairman of Fujian Pinpinxiang Tea Industry, delivered a keynote speech at the 2024 China Tea Brand Building Forum (Photo source: 2024 China Tea Brand Building Forum)
From agricultural products to tea brands
The growth path of the trillion-dollar tea industry
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On May 10, the 2024 China Tea Brand Building Forum was held in Shanghai. At the event, Pinpinxiang won the "2024 Top 10 Chinese Tea Enterprise Brands" and was on the list of "Like "2024 My Favorite Chinese Tea Enterprise Brands", showing the brand potential. Lin Zhenchuan, chairman of Fujian Pinpinxiang Tea Industry, was invited to attend the event and gave a lecture on "cross-border open class" to share the journey of Pinpinxiang brand building.
△Pinpinxiang won the "2024 China Tea Enterprise Brand TOP10" (Photo source: 2024 China Tea Brand Building Forum)
△ Pinpinxiang is on the list of "Like "2024 My Favorite Chinese Tea Enterprise Brand" (Image source: 2024 China Tea Brand Building Forum)
Coincidentally, at the 2024 China Tea Brand Day series of activities on May 12 - the 2024 "China Brand Ten Years Road" development report press conference, Lin Zhenchuan, as a representative of the national tide brand, once again talked about the brand exploration road of Pinpinxiang.
△ Lin Zhenchuan, chairman of Fujian Pinpinxiang Tea Industry, gave a keynote speech on "Fuding White Tea and Pinpinxiang Brand Development Road" at the 2024 "China Brand Ten Year Road" Development Report Conference (Photo courtesy of Pinpinxiang)
Successively appeared at two major Chinese tea brand events, Pin Pinxiang shared the experience and practices in the process of tea brand building, and showed the strength and connotation of Chinese tea brands.
In his keynote speech on "The Road to the Development of Fuding White Tea and Pinpinxiang Brand", Lin Zhenchuan took the development and construction of Fuding White Tea and Tea Regional Public Brand and Pinpinxiang Enterprise Brand as an example, and deeply analyzed the significance of the brand to the development of the tea industry. Just as Lin Zhenchuan said, tea without a brand is a leaf, and if tea has a brand, tea farmers will be happy. It is the brand that makes tea a pillar industry to realize a better life for tea farmers.
In 2023, the total output value of dry hair tea in the country will be 329.668 billion yuan, and this is only a figure calculated from the dimension of the output value of the traditional tea industry, in fact, the volume of the tea industry has long been more than that. According to the analysis of the "2023 China Tea Business White Paper" compiled by "Say Tea", the tea industry is a comprehensive industry that integrates the primary, secondary and tertiary industries, and the output value of the whole industrial chain brought by tea is nearly one trillion yuan.
Behind the growth of this trillion-dollar tea industry is the transformation of tea from agricultural products to tea brands. Over the years, Pinpinxiang has been cultivating the value of tea brands around the key words of "focus", "professionalism", "beauty" and "simplicity".
△Lin Zhenchuan, Chairman of Fujian Pinpinxiang Tea Industry, delivered a keynote speech at the 2024 China Tea Brand Building Forum (Photo source: 2024 China Tea Brand Building Forum)
Lin Zhenchuan pointed out that Pinpinxiang adheres to the original intention and mission of "a cup of white tea for a better world", inherits the "spirit of great love" and the Maritime Silk Road culture of Fujian people "love to fight to win", and innovates, transforms and develops. Through the three dimensions of happy tea farmers, successful employees, and beautiful customers, a leaf will enrich the people, and a cup of white tea will be beautiful for thousands of households.
In fact, Pinpinxiang has always been concerned about rural revitalization and insisted on forming a "community of destiny" with tea farmers. Taking Fuding white tea tea industry and tea brand building as an example, as early as 2018, Pinpinxiang innovated and created the "tea industry industrialization consortium ecology" model, linking enterprises, consortiums and farmers, taking on the responsibility of leading tea enterprises to help the revitalization of production areas and driving the common prosperity of tea farmers, and taking the lead in practicing the high-quality development path of enterprise intensification, modernization and digitalization. In 2023, the total output value of Fuding white tea will exceed 15 billion yuan, benefiting 380,000 tea farmers in Fuding, among which, Pinpinxiang will drive more than 10,000 tea farmers and more than 40,000 acres of tea gardens in the consortium model, effectively help tea farmers, and bless the regional public brand influence of Fuding white tea.
△ Lin Zhenchuan, chairman of Fujian Pinpinxiang Tea Industry, gave a keynote speech on "Fuding White Tea and Pinpinxiang Brand Development Road" at the 2024 "China Brand Ten Year Road" Development Report Conference (Photo courtesy of Pinpinxiang)
More than 30 years of unremitting efforts in the industry
Pinpinxiang continues to expand the boundaries of the white tea track
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More than 30 years of unremitting cultivation has made Pinpinxiang fruitful.
For more than ten consecutive years, China's white tea sales have been the leading one, and it has been listed on the 2024 Hurun China Tea Field Model Enterprise List...... At the beginning of this year, Pinpinxiang was also awarded the "Meritorious Enterprise" of the 2023 Fuding City Enterprise Tax Payment, practicing social responsibility with actions and making positive contributions to the development of the local tea industry. At the same time, the ingenuity of the old white tea benchmark "Dried Platinum" and the vintage Baihao Silver Needle benchmark "Returning to Pugui Needle" have been highly recognized by the consumer market. Exploring the potential energy behind the brilliant brand achievements of Pinpinxiang is inseparable from the comprehensive development of tea culture, tea industry and tea technology.
△ Old white tea benchmark "Dried Platinum", vintage Baihao Silver Needle Benchmark "Return to Pu Gui Needle" (photo courtesy of Pinpinxiang)
In the cultural dimension, Pinpinxiang has actively participated in the large-scale tea trade, trade and tea cultural exchange activities in Fujian Province since 2016 - "Fujian Tea Sea Silk Road", deeply bound to the maritime silk culture, and through a series of pioneering initiatives such as re-walking the ancient tea boat road, let Fuding white tea spread the fragrance to the world; In terms of the tea industry, it is not only based on the core production area of Fuding, building its own organic forest tea garden base, and forming a modern tea industry consortium with Pinpinxiang, but also leading the formulation of the "Management Guidelines for Leading Tea Enterprises and Farmers with Farmers" to promote the standardization process of the white tea industry; In terms of science and technology, from the beginning of 2022, the first domestic white tea intelligent refining production line, the white tea intelligent refining production line independently developed by Pinpinxiang, was put into operation, to the automated digital "super factory" completed and put into operation in early 2023, Pinpinxiang has never stopped cultivating tea technology, and promoted the "Fuding Branch of the National Tea Industry Engineering Technology Research Center" and "Chen Zongmao Academician Workstation" to land enterprises, open up the leading edge of white tea technology, and lead the high-quality construction of the industry.
△ "Fuding Branch of National Tea Industry Engineering Technology Research Center" awarded (photo courtesy of Pinpinxiang)
△ "Academician Chen Zongmao Workstation" awarded (photo courtesy of Pinpinxiang)
On the basis of more than 30 years of cultivation in the tea industry, Pinpinxiang has never stopped exploring the development of tea brands. Focusing on the white tea category, with the goal of "becoming a world-class tea brand that contributes to a better life for more people", it is constantly expanding the new path of upgrading and development of the white tea industry.
Finding certainty in an uncertain market and linking more like-minded peers is a quick way to solve problems. In order to further extend the boundaries of the white tea track, Pinpinxiang takes innovative marketing and cross-border cooperation as the entry point to expand a new direction for the future development of white tea.
In 2023, Pinpinxiang officially announced that it will be the exclusive tea partner of the China Open Tennis Championships for three consecutive years, and will be the only designated tea qualification for this national-level tennis event. At the same time, Pinpinxiang has also co-branded with leading brands such as Porsche and Mercedes-Benz, and a series of measures have targeted high-end people, continuously expanding the boundaries of the tea industry track, and winning more market attention for white tea.
The business world is not simply black and white, the rise of a brand involves the construction of its own core competitiveness, and it is also closely related to the trend of the entire industry. Adhering to the principle of "three products" of morality, quality and taste, Pinpinxiang is still constantly leading the new trend of the market and new opportunities in the industry, accelerating the growth of the tea industry, making the tea brand and tea market further prosperous, and allowing more people to meet a better version of themselves because of white tea.
Editor-in-charge / Shi Tongtong
Editorial Board Member / Wang Miaorong