(Editor-in-chief Chen Zhichun, vice chairman of the Supervision and Judicial Committee of the People's Congress of Yuanling County, Hunan Province)
Yuanling County, Hunan Province, is located in the northwest of Hunan Province, the northern end of Huaihua City, covers an area of 5832 square kilometers, has jurisdiction over 21 townships and 2 convenience service centers, 670,000 people, is the largest county in Hunan Province, is China's top 100 tea counties, the country's top ten ecological tea producing counties, China's famous tea towns, Hunan Province's top ten tea counties. In recent years, the county will be Jietan tea industry as the agricultural poverty alleviation, rural revitalization of the "No. 1 industry" to build, the county's tea garden area of 160,000 mu, 2020 tea output of 13,000 tons, comprehensive output value of 1.8 billion yuan, the county's tea enterprises reached more than 120, tea-related population of more than 80,000 people, the county has 60% of the key villages of rural revitalization to the tea industry as the leading industry in the village. Jietan tea is a national geographical indication protection product, a national geographical indication certification trademark, a regional public brand of China's excellent tea, a famous trademark of Hunan Province, one of the top ten agricultural regional public brands in Hunan Province, and one of the top ten famous teas in Hunan. In 2021, according to the assessment of the CARD China Agricultural Brand Research Center of Zhejiang University, the brand value of Jietan tea was 2.693 billion yuan, ranking 37th among the national tea regional public brands.
First, pay attention to the construction of standardized bases
(1) Improve the concentration of tea gardens. In accordance with the requirements of fine breeding, regionalization, scale and farmers as the main body, promote the agglomeration of tea gardens to advantageous areas, connect points into lines, and connect lines into pieces. It has initially formed a base distribution pattern of ecological tea bases along the organic tea corridor on both sides of the Yuanshui River and along the Tea Horse Ancient Road, focusing on building 50,000 mu of tea main production townships and 50 thousand mu of tea professional villages.
(2) Promote mechanized management. Vigorously promote the application of tea pruning machines, lawn mowers, picking machines, and cultivators to reduce production costs. Strengthen the management of key links such as fertilizer and water in tea gardens, disease and pest control, and promote balanced fertilization, mechanized management and harvesting of tea gardens.
(3) Promote the improvement of fine seeds and the certification of organic tea gardens. The existing low-yield and barren tea gardens have been transformed into fine varieties and improved quality, and more than 30,000 mu of fine seed tea gardens have been transformed; organic tea garden bases and green tea garden bases have been actively carried out, and the organic construction of tea gardens has been promoted, and the certification area of organic tea gardens in the county has reached 50,000 mu.
Second, pay attention to modern processing capacity building projects
(1) Scientifically plan the layout. Based on the scattered primary processing plants, with the deep processing plant as the center, we will play a leading role in the leading tea enterprises. Tea primary processing plants are mainly small and medium-sized. Cultivate regional backbone processing enterprises in Guanzhuang Town, Maxipu Town, Madiyi Township, Yuanling Town, Wuqiangxi Town, and Beirong Township. Through the subsidy method of processing machinery, the level of mechanization, cleaning and automation of processing is improved. The county has built 70 tea processing plants, installed 65 sets of clean and famous tea production lines and 9 sets of clean automated bulk tea production lines, ensuring the quality of Jietan tea.
(2) Accelerate product innovation. Based on resource advantages, industrial base and market demand, highlight the main advantages of green tea, and take into account the development of black tea, black tea and white tea. Innovate traditional famous green tea, develop high-aroma organic green tea, medium and low-grade green tea, export green tea, and develop Kung Fu black tea, high-quality black tea, and white tea products. Develop derivatives such as side-selling tea, tea deep processing, and tea food and beverages, extend the industrial chain, and enhance the comprehensive utilization of tea resources.
(3) Promote industrial division of labor. Through the establishment, integration, equity participation and other ways, to build a leading enterprise in the development of jietan tea industry, and strive to have the ability to dock with the new third board, chinext board or A-share small and medium-sized board and other capital markets within 3 years. Optimize the industrial structure, lead by leading enterprises, implement the "1 + 10" model, that is, 1 leading enterprise with 10 small enterprises, and gradually evolve scattered and small tea enterprises into a small number of leading enterprises plus a large number of small and medium-sized tea enterprises, and take small and medium-sized tea enterprises as supporting manufacturers and cooperative manufacturers of leading enterprises.
Third, pay attention to brand promotion and market construction projects
(1) Create special festival publicity. In 2012, the first ecological tea culture tourism festival of Wuling Mountain (Yuanling) was held in China, the second ecological tea cultural tourism festival of China (Huaihua Yuanling) was held in 2013, the third ecological tea cultural tourism festival of China (Huaihua Yuanling) was held in 2014, the "Tea King" Competition of Jietan Tea Handmade Tea was held in 2015, the opening ceremony of the Chinese Tea Ancestor Festival and the Xiaoxiang Yuanling Jietan Tea Tasting and Promotion Conference were held in Changsha in 2016, and the first Jietan Tea Picking Festival of Huaihua (Yuanling) was held in 2017. In 2018, the Huaihua Yuanling Jietan Tea Cultural Tourism Festival was held, the 5th Jietan Tea Culture Tourism Festival was opened in 2019, and the 6th Jietan Tea Cultural Tourism Festival was held in Huaihua Yuanling in 2019.
(2) Promote media and event publicity. "Jietan Tea" has placed propaganda videos and advertisements on CCTV, Hunan Satellite TV, Hunan Economic Television, Tea Channel, Hunan Daily, Red Net, Huaihua TV, Huaihua Daily and other media, and placed advertisements along highways, county main road junctions, and central streets. Last year, we cooperated with CCTV to put Jietan tea on CCTV for the first time, walked into the Great Hall of the People for the first time, and filmed the first Jietan tea micro-film of "Tang Tea Concubine" for the first foreign head of state. A series of activities such as "I am the county mayor and my endorsement" and "precision poverty alleviation products enter Beijing" were carried out.
(3) Build a trading platform. The county has built a professional tea wholesale market in chengnan and become a comprehensive commercial platform integrating trade, information, e-commerce, experience and logistics. In Guanzhuang, Madiyi and other key tea-producing townships to build tea fresh leaf trading markets.
(4) Improve the market system. 1. Establish the distribution channel of "Tiandiren" three networks. "Skynet" uses the Internet as a platform to establish online channels. "Local network" is to establish offline channels with physical stores as the main body. Build a Jietan Tea Tasting Experience Hall inside and outside the county as a comprehensive display window for Jietan tea products. Jietan Tea Huaihua Brand Operation Center will soon open for business. "Human network" is to take the interpersonal circle as the main line and establish network channels. 2. Actively explore the international market. The county has reached a preliminary framework agreement on international trade cooperation with Kazakhstan, Russia and Norway. 3. Innovative use of scene marketing, O2O marketing, APP marketing, live marketing, self-media marketing, micro-business distribution and other methods to improve the sales coverage, accuracy and influence of Jietan tea.
Fourth, pay attention to the inheritance of tea culture and innovation projects
(1) Sort out and refine the colorful tea culture of Yuanling. It focuses on the Wuzhishan culture, which is the birthplace of Chinese tea songs, tea dances and tea culture, the Zen tea culture represented by Gaohua Mountain, and the Jieting Yi station culture, and the tea culture of Huxi Academy. Strengthen the protection of ancient tree tea resources, build a street of Jietan tea culture, and build a jietan tea exhibition museum.
(2) Encourage cultural organizations and literary and art workers to carry out tea culture creation. At present, he has created and published tea culture monographs such as "Tea Rhyme Tianxiang" and "No Shooting Mountain in Yuanling", and created "Jietan My Tea Garden" and "Jietan Tea in my hometown" and other Jietan tea songs, tea poems, tea words, and tea endowments. The compilation of the "Yuanling Tea Chronicle" is in full swing.
Fifth, pay attention to the integration project of tea tourism
(1) Create a tea tourism integration. There is Shanhaiguan in the north and Chenlong Pass in the south. Chenlongguan is the first tea brigade fusion created by the county. According to the county's tea industry development plan, the tea industry will be deeply integrated with culture, tourism and poverty alleviation, and two tea tourism corridors of "one water and one road" will be planned and built, that is, the ecological organic tea tourism corridor will be built along the two banks of the Yuanjiang River, and the 100,000-mu tea tourism integration corridor will be built along the 319 national highway.
(2) Develop themed tea tourism routes. It has developed three tourist routes, namely the Chenlongguan Jietan Tea Estate Tour with tea experience, tea leisure and tea health as the main purpose, the Jietan Village Tea Industry Tourist Park Tour with the traceability of the Jietan Tea brand as the main line, and the Chinese No Shooting Camellia Cultural Base Tour with the history of tea culture and tea as the main body