The Fujian Provincial Committee of the China Democratic Construction Association went to Wuyi Mountain to carry out research on the development path of Wuyi Rock Tea. Courtesy of Fujian Minjian
Fuzhou, China, January 24 (Lin Ling) "Wuyi Rock Tea (Da Hong Pao) is similar to Guizhou Moutai Wine, and both are unique products produced by special geographical locations and are irreplaceable. But at present, the output value of Wuyi rock tea is far lower than that of Maotai. How can Fujian better integrate rock tea resources? On the 24th, Wu Zhiming, a member of the Standing Committee of the Fujian Provincial Committee of the Chinese People's Political Consultative Conference, the chairman of the Provincial Committee of the China Democratic Construction Committee and the director of the Provincial China Vocational Education Society, who was attending the fourth session of the 12th CPPCC of Fujian Province, told the China News Network reporter that it is possible to enhance the reputation of Wuyi Rock Tea and walk out of a road similar to the listing of Moutai wine by building a "Wuyishan Rock Tea Monopoly Platform".
The proposal submitted by Wu Zhiming shows that Moutai Wine has a market value of more than 2.6 trillion yuan by building a brand and integrating resources to operate on the market, with an operating income of 100.3 billion yuan and a net profit of 46 billion yuan in 2019, accounting for nearly 5% of Guizhou's GDP. According to incomplete statistics, the output value of Wuyi Rock Tea in 2019 was only 2.058 billion yuan, which is far from the output value of nearly 100 billion yuan of Moutai Group.
"Due to the excessive hype of some tea companies, the highest pound of rock tea was artificially hyped to two or three hundred thousand yuan." Coupled with the excessive packaging of some tea companies, the influence of shoddy, fake and real factors, the credibility of rock tea has a downward trend. Wu Zhiming told reporters that since 2019, many rock tea tea products have begun to accumulate, and the unsalable rate of low-end tea has reached more than 40%. In the long run, the market situation will be very severe.
Wu Zhiming also noted that the Fragmentation of the Wuyi Rock Tea Market is serious, and there is a lack of large-scale tea enterprises, which is difficult to promote with the help of scale and brand.
At present, there are more than 5800 tea enterprises in Wuyishan City, only more than 500 food production licenses, of which only 15 are leading enterprises, more than 90% of the tea enterprises are in the state of unlicensed production and operation, the tea sold is difficult to circulate in the country, and the market influence is obviously insufficient, which has caused certain limitations to the promotion of Wuyi rock tea.
Wu Zhiming attended the Fourth Session of the 12th CPPCC Fujian Provincial Committee. Photo by Lan Shunin
To this end, Wu Zhiming believes that it is possible to learn from the experience and practices of China Tea and Moutai Distillery, guide the government to promote leading enterprises engaged in the production and sales of Wuyi rock tea, establish a large joint-stock company through the merger and reorganization of the industrial chain, and package and list it as a whole, and take the lead by listed companies to establish a "Wuyishan rock tea monopoly platform", systematically plan the Marketing system of Wuyi rock tea, and "set up a big red robe rock tea specialty store" in the country and overseas to enhance the reputation of Wuyi rock tea.
In view of the problem of a wide variety of rock tea manufacturers on the market, Wu Zhiming suggested using mother and daughter brands to solve the brand problem in a way. Listed companies are authorized to use the "Da Hong Pao" trademark; other tea companies involved in the restructuring can retain the original brand, as a sub-brand of the listed company, and are allowed to label the packaging of the product with "Da Hong Pao" and "so-and-so sub-brand".
"What a unified platform needs to match is a unified standard." Wu Zhiming stressed that it is recommended that the agricultural department take the lead, together with the Wuyishan Municipal Party Committee and Municipal Government and the Wuyi Rock Tea Association, jointly prepare a medium- and long-term development plan, unify green environmental protection standards, strictly produce the process, strengthen market supervision and certification, ensure that the market is genuine, and strive to achieve the "Wuyishan Rock Tea Monopoly Platform" listed on the main board of Hong Kong and the mainland at an early date, realize the rapid expansion and value-added of the company, ensure that the tea enterprises that have merged into the shares increase their income, and attract more tea enterprises to join the shares.
Wu Zhiming said that he hopes to make the rock tea industry bigger and stronger through market-oriented means, gradually form an effective guidance and supervision of the market, and walk out of a road similar to the listing of Moutai wine, so as to create a new 100-billion-level green economy leading enterprise for Fujian. (End)
Source: China News Network