Five major producing areas of Chu tea: laying the foundation for flying against the trend

When the export business was blocked by the global spread of the epidemic, the National Bureau of Statistics released a set of data: in 20 19, China's tea production was 2.8 million tons, an increase of 7.2%. In addition to 200 tons of domestic sales and 36.66 tons of exports, there are more than 40 tons of stocks.

Hubei Provincial Department of Commerce and China Chamber of Commerce for Import and Export of Food, Native Products and Animal Products held the 2020 International Market Development Conference in Wuhan on September 25th, 2020. It is announced that in the first August of 2020, Hubei tea exports will grow against the trend, reaching 654.38+0.4 billion yuan, up 23. 1% year-on-year.

China is the largest tea producer in the world, and its tea export volume ranks second in the world. Yu Lu, vice chairman of China Chamber of Commerce for Import and Export of Food, Livestock and Animals and vice chairman of the International Tea Committee, said that in recent years, the trend of tea export in China is obvious. In the first half of 2020, the tea exports of Anhui, Fujian and Hubei provinces increased against the trend, and the export volume ranked first in the country.

Hubei is one of the oldest tea-producing areas in China, with a long history and rich tea culture. /kloc-in the 0/9th century, the international tea trade flourished. Tea from all over the country gathered in Hankou, marched northward and westward along the "Wanli Tea Ceremony" and sold to all countries in the world, making Hankou the largest tea distribution center and global tea trade center in China at that time.

In recent years, Hubei has promoted the rapid development of tea industry through project support, technology promotion and structural adjustment. At present, the tea planting area in the province is 5 million mu, forming five dominant tea areas: Dabie Mountain tea area in eastern Hubei, Wuling Mountain tea area in western Hubei and Yichang Three Gorges tea area, Qinba Mountain tea area in northwest Hubei, Mufu tea area in southern Hubei and Camellia tea area in central Hubei. It has more than 654.38 million mu of tea export bases, 4 national tea seed bases and 2 national tea quality areas. At the same time, Hubei has become an increasingly important tea exporting province in China, with green tea as the main tea.

Three challenges of Chu tea: Yingshan tea industry stands out.

Hubei is the hometown of Cha Sheng Luyu, the birthplace of blue brick tea, the starting point of Wanli Tea Ceremony and the third largest tea planting area in China. Up to now, there are first-class traditional old famous teas such as Chibi blue brick tea, Wudang Road tea, Enshi Yulu tea and Hongyi tea, which are worthy of the name.

Hubei tea industry faces three major challenges: first, the policy level, eight regulations, strict management of the party, tea ceremony is not prosperous; Second, on the industrial level, the planting area is getting bigger and bigger, the output is getting higher and higher, the producing areas (varieties) are getting more and more, and the cost is getting higher and higher; Third, at the market level, traditional tea consumers are aging. Under the impact of new tea, young consumers are spending less and less on traditional tea, and under the impact of the Internet, the price is getting lower and lower. More and more tea enterprises are beginning to worry about their sustainable viability.

In 20 19, yingshan county built 3,200 mu of improved tea garden, transformed 7 160 mu of old tea garden, built 20 mu of clonal improved seed breeding base, and produced more than 3 million improved tea seedlings. The total area of tea gardens in the county is 262,000 mu, the output is 29.7 million kg, the output value is 2,236.5438+0 billion yuan, and the average price is 75,654.38+0.2 yuan/kg. Compared with the same period last year, the output increased by 2.77%, the income increased by 5.654.38+09%, and the average price increased by 2.32%.

Yingshan county Tea Office made every effort to provide follow-up services such as high-end matcha industrialization development and application, exporting 10,000 tons of tea, Dabie Mountain ecological famous tea industrial park, tea crafts and tea culture industrial park, introduced Hubei Dabie Tea Visiting Co., Ltd. to start the construction of Dabie Tea Visiting Tourism Creative Industrial Park, and Hubei Gande Intelligent Technology Co., Ltd. successfully signed the Yingshan Health Tea Valley project.

In 20 19, Yingshan Yunwu Tea participated in the famous tea selection of the 19th China Wuhan Tea Expo with four brands: Bisheng, Haru Aoyama, Leidian and Gao Tao Jiupin, and won the most popular brand of China Good Tea. Wuyishan Chunyingshan Yunwu Tea won the 22nd China Agricultural Products Processing Industry Investment and Trade Fair organized by the Ministry of Agriculture and Rural Affairs. Dabie Tea Visited Yingshan Yunwu Tea and won the silver prize in Hubei Geographical Indications Conference and Brand Cultivation Innovation Competition. Yingshan Yunwu Tea participated in the 20 19 China tea regional public brand value selection, with a brand value of 199 billion yuan, which reached a record high. Yingshan county was awarded the title of "20 19 Top 100 Tea Counties in China" after application and evaluation.

The Rise of Chu Tea: Five Ways to Break through Yingshan Tea Industry

With the increasing diversification and rationalization of tea consumption demand, the market faced by tea enterprises is more complex and diversified. Then, from what aspects should Yingshan tea enterprises break through and take the lead in the mass consumer market?

When the development of Chu tea industry is in trouble, combined with the development of Yingshan tea industry, the author suggests making breakthroughs in the following eight aspects:

One of the breakthrough paths of Yingshan tea industry: brand rejuvenation

Brands, like people, are experiencing the anxiety of growth and are afraid of being abandoned by the times because they can't keep up with the new consumption trend. In recent years, brand rejuvenation and brand upgrading have become hot keywords in the tea industry. So how do traditional brand tea enterprises capture the hearts of modern young people in this increasingly competitive era? Where is the way out for brand rejuvenation?

Many people will understand the definition of "youth" from an early age and think that brand rejuvenation is to cater to younger consumers, but this often brings a vague concept. How old is it?

The author believes that we should define "youth" in a broad sense, which has nothing to do with age, but should be a dynamic way of thinking and a young mind. The rejuvenation of the brand is precisely the need for the brand to have excellent quality, distinctive personality and dynamic communication methods.

More precisely, the changes in market environment and market demand require tea enterprises to implement the strategy of brand rejuvenation, so as to break through their outdated concepts and market elements and clearly convey your brand connotation and value in the process of rejuvenation.

Throughout the series of products launched by Yingshan tea enterprises, whether it is packaging or brand stories, they are all traditional products, pure tea, and have not changed the social, health and fashionable life concept and way derived from tea. Therefore, under the strategy of brand rejuvenation, we must introduce new teas that meet young people's preferences, such as cup teas, hi teas and burial teas, redefine the drinking methods and functions of tea, and truly transform the heavy tea culture in China.

The second breakthrough path of Yingshan tea industry: category innovation

Consumers in China know much more about tea categories than product brands, and even confuse the differences between them. For a long time, the domestic tea industry has been rumored that "the category has no brand". Therefore, Yingshan tea industry needs to innovate in the category of tea. Yingshan Yunwu Tea, a regional public brand, gives the impression of green tea to the outside world. However, in the rivers and lakes of this category of green tea, Yingshan has always been a typical representative of Chu tea and Wu brand. Hubei tea, especially fresh leaves in mountainous areas, is favored by more and more tea merchants from other provinces because of its good ecological environment and long growth cycle. They came to Hubei to snap up fresh leaf resources as raw materials for making brand tea in the province. Among the top ten famous teas in China, including West Lake Longjing, Jiangsu Biluochun, Xinyang Maojian and Huangshan Mao Feng, most of them purchase Hubei raw materials and then sell them under their own brands.

Therefore, Yingshan should continue to maintain its position as a source of high-quality raw materials for green tea, and launch its own black tea, yellow tea, black tea, white tea and green tea. Although tea enterprises in Yingshan have already launched their own categories, these categories have not been highlighted in the official manuscript of Yingshan Wuyun tea brand promotion, and have always been considered as the existence of a minority. However, it is precisely these small categories that Yingshan people think cannot be ignored. These small categories may represent a class and a circle. Therefore, we should pay attention to these categories. There may be more foreigners, young people in China and white-collar workers.

Besides these kinds of tea, we should also develop tea derivatives, especially in the development of tea handicrafts, which is a new direction. Making summer tea and autumn tea into brick carvings or ornaments for decoration can not only play the role of decoration, but also play the role of activated carbon to adsorb toxic substances in the air.

The third breakthrough path of Yingshan tea industry: communication innovation

Consumers' preference for tea is changing, and the market structure and communication environment of tea are changing, which is a great challenge for the vast number of tea enterprises in Yingshan and a great opportunity for their own adjustment.

The author suggests that communication innovation should focus on three aspects: first, quality display, that is, tea quality and related products must be displayed incisively and vividly; The second is the increase of customers, that is, the total number of customers must increase rapidly and stabilize; The third is the growth of employees, that is, to maintain the stability of the workforce and promote the continuous improvement of employees' abilities.

What China lacks is not good tea, but the cognitive standard of good tea: how to make consumers buy real good tea conveniently and simply, strictly control the quality of tea from the source, formulate a set of strict standards from picking to processing and packaging, and build a strong quality control, brand, operation, channels and service system to fundamentally ensure the quality of every tea. At the same time, it is the key to vividly show this process to consumers. Good quality comes from process control and dissemination. If there is only process control without process communication, it is a failure for brand marketing. No matter how well you do, no one will recognize you, and there will be no subscription card. The process of communication is the process of attracting consumers, educating and re-educating, and finally occupying consumers' minds.

All our marketing is to win more consumers. Therefore, it is a long-term goal to quickly improve and stabilize the total number of customers, which needs to be accumulated over time and persevere. The more customers we know, the more people will agree and subscribe.

Keeping employees stable, constantly cultivating employees, making employees loyal and working for the enterprise from the heart, so as to maximize the value of the enterprise, is the key to the endogenous motivation of the enterprise.

Only by doing these three things well can the innovation of communication be possible. Yingshan county holds the Tea Culture Tourism Festival every year, and this activity should be innovated. Can you try, so that all the people who come to this activity can learn to sing a tea song of Yingshan, have a tea feast that they will never forget, and drink a cup of intoxicating tea wine?

The fourth breakthrough path of Yingshan tea industry: model innovation

The mode is wrong, everything is in vain! Tianfu's tea rose rapidly in the mode of experience. Longguan Longjing speaks for G20 countries and lets the world taste China tea. Hunan Anhua black tea relies on direct selling mode to create sales myth. More innovative consumption patterns are promoting the diversified development of the tea industry. For example, the small pot of tea, which has been popular on the consumer gift list in recent years, has simplified the demand for buying tea and giving gifts, opened up the pain point of transparent quality and price, and has become the representative of tea innovation in recent years; Combining tea culture with rural tourism, Jiangsu Province has launched a tea town tourism route, which allows consumers to feel the tea culture through personal experience of picking and making tea, and promotes the development of local tea industry through tourism, which has also become an innovative way to promote tea brands. At the end of the young mass consumer market, the network celebrity representatives who ignited the queuing craze like tea and become a new type of tea to attract young consumers with their special social attributes ... These new forms related to the tea industry are promoting the continuous development of the "tea economy".

Yingshan tea industry needs to innovate in the integration of tea tourism, tea medicine, tea fruits and vegetables, tea health preservation and planting, and design a consumption model that conforms to Yingshan. However, it cannot be ignored that Yingshan needs to make great efforts to create a tea consumption scene. At present, the diversified tea consumption scene is a short board for Yingshan.

The fifth breakthrough path of Yingshan tea industry: industrial marriage

There is no shortcut to agriculture, and the biggest shortcut is to choose the right path, not take detours, and find your own roots and soul! In industry, doing subtraction and focusing, from industrial chain to value chain, has become an irreplaceable value chain in industrial ecosystem! Therefore, the author suggests that Yingshan's tea industry should marry with other related industries and go out to sea by boat.

Babao tea is very popular in northwest China. Besides some dried fruits, there are also tea leaves in this eight-treasure tea. It is a very good idea to combine Yingshan tea with Northwest Babao tea. At the same time, Gansu, Ningxia, Qinghai and Xinjiang are all rich in Lycium barbarum. If Yingshan tea and Lycium barbarum from four provinces are combined to make a series of health products, it may have amazing effects. Hubei Jin Jiu Company buys 3000 tons of Ningxia Lycium barbarum every year for brewing Jin Jiu. If Ningxia buys 3000 tons of Yingshan tea every year to make eight-treasure tea, will the marriage of this industry show greater value and charm?

The greatest value of industrial marriage lies in the exchange of resources and the promotion of value. Yingshan tea industry can sing its own brand songs with the help of some industries in other places.

In a word, the scale of tea industry is the trend, and brand breakthrough is the key. China's concept of tea industry is still relatively backward. The "second generation of tea" and the new generation of tea operators will promote the development of tea market in the direction of intensification, brand economy and e-commerce economy, which is expected to open up a brand-new tea market pattern. The author thinks that the tea industry in China used to be based on the idea of small-scale peasant economy, and it is impossible to carry out unified standards and large-scale production, which is a drawback. Industrial scale can not only effectively reduce costs, but also improve the quality of tea planting and production by unifying production standards, open up all-round sales channels, form scientific planting and enhance market competitiveness.

China tea market lacks brand management concept, and consumers lack brand awareness when consuming tea. In the face of fierce market competition, tea enterprises should attach importance to brand building and maintain consumer loyalty by enhancing brand image. With the emergence of "the second generation of tea" and a new generation of operators, the tea industry will open up a new development path through a new management model. The great cause of Chu tea needs every tea farmer and every tea enterprise to unswervingly strive for quality and brand.