The Core Connotation of Pu 'er Tea Culture
From making to drinking, the most important thing of Pu 'er tea is the unity of heaven and man in the simplicity of returning to nature. The core connotation of Pu 'er tea culture is Yunnan ethnic tea culture. Only by using Yunnan national culture to understand and interpret Pu 'er tea culture can we do a good job in brand building of Pu 'er tea. Pu 'er tea culture, that is, Yunnan national tea culture, only survived in Yunnan's specific national cultural background.
From production to drinking, Pu 'er tea emphasizes the harmony between man and nature in the simplicity of returning to nature.
Pu 'er tea culture, that is, Yunnan national tea culture, can only be studied in Yunnan's specific national cultural background, and Pu 'er tea can come out of natural history and show its cultural authenticity. If Ercha leaves Yunnan's local nationality and history, its consequences will only lose the foundation of its culture and brand generation, development and existence. "
"Therefore, the understanding of Pu 'er tea culture and brand building should not only stay on the perceptual knowledge of modern tea drinks, but also have a full and profound rational understanding of its tea culture spirit and all aspects ... Only from the fundamental influence of Yunnan ethnic tea culture on Pu 'er tea can we understand its true meaning. Only by studying Pu 'er tea in Yunnan's special human and geographical environment can we make a rational breakthrough in the spiritual connotation, product characteristics and corporate culture expression of Pu 'er tea and embark on our own market positioning and brand promotion.
Pu 'er tea, which has been infiltrated by Yunnan national culture, is natural, and all the properties of taking from nature, originating from nature and returning to nature are incomparable. Therefore, all seeds, processing, storage, transportation and drinking of Pu 'er tea must conform to simplicity and nature, so as to reach the highest level. From making to drinking, Pu 'er tea emphasizes the harmony and unity between man and nature in the simplicity of returning to nature. Only by fully displaying the primitive simplicity and natural characteristics of Pu 'er tea can the cultural connotation and brand value of Pu 'er tea be formed.
Cultural Connotation of Pu 'er Tea
1, a powerful health care function, meets the needs of modern people to pay attention to health, people-oriented and improve the quality of life, and is the realization of the biggest promised function of Pu 'er tea brand.
2. Rich and colorful national cultural background, inheriting the ancient tea-horse road for thousands of years, colorful multi-ethnic tea customs and the cultural, natural, historical and modern tea background of Yiwu, Jingmai, Lancangjiang, Ailao Mountain, Wuliangshan and Gaoligongshan provide consumers with rich and colorful brand cultural associations of Pu 'er tea.
In Yunnan, no non-alcoholic beverage carries such rich cultural factors as Pu 'er tea. Drinking Pu 'er tea is not just drinking tea, but drinking Yunnan soil and water and Yunnan culture. This meets the diverse cultural and psychological needs of people living in a post-industrial society characterized by replication. Therefore, Dali's simple sentence of "opposing singleness and advocating pluralism" can become a post-modern cultural declaration.
3. The investment value of the collection, due to the uniqueness of resources, is doomed to the inherent limitation of the number of high-quality top-grade Pu 'er tea every year. The proposal of "tea is the national drink" announced the arrival of the national drink era. As far as the world is concerned, the market scale of Pu 'er tea is constantly expanding, and the unique characteristics of Pu 'er tea, "the older it gets, the more fragrant it gets", make Pu 'er tea become the object that smart investors scramble to collect.
This meets people's investment needs in the economic field. The knowledge of "saving money is not as good as hiding tea" and "drinkable antiques" shows that the investment in Pu 'er tea collection, as a "green bank", has become a bright spot in people's economic life. The above three points are the basic reasons why Pu 'er tea will be brighter and develop more widely in the future.
Cultural history of Pu 'er tea
Pu 'er tea culture, as a broad concept, is the sum of material culture and spiritual culture created by people of all ethnic groups in Pu 'er tea township of Simao City and Xishuangbanna Prefecture from ancient times to the present, and produced in the process of discovery, domestication, cultivation, manufacturing, processing, transportation, preservation, sales and drinking tea. It is closely related to nature, geography, nationality, economy and culture, involving the production methods, living customs, ideas, religious beliefs, culture and art of tea farmers, tea makers, tea sellers and tea drinkers, such as ancient tea trees, ancient tea forests, Dachashan, tea planting, tea varieties, tea processing, tea tribute, tea merchants, ancient tea-horse roads and tea sets. The cultural connotation of Pu 'er tea is very rich. Among many tea cultures, Pu 'er tea has its unique and distinctive local, national and extensive characteristics, and some of its content entities have the value of cultural relics and world natural and cultural heritage.
Pu 'er tea is closely related to people's material culture. There are many wild ancient tea trees, transitional ancient tea trees and cultivated big tea trees in Pu 'er Tea Township of Sipu District. There are well-known ancient tea men and modern tea men in Sipu District, and there are ten contemporary tea men. Pu 'er tea with big leaves is widely planted in Yunnan, and there are dozens of tea mountains in Xishuangbanna, Simao and foreign tea areas. There are many kinds of tea produced by Yunnan Daye species, including traditional Pu 'er tea, modern Pu 'er tea, black tea and green tea. Pu 'er tribute tea was favored by the Qing Dynasty, and its variety, purchase, national ceremony and influence were fascinating. Pu 'er tea processing is a traditional process, including loose tea processing, traditional pressed tea processing, pre-tea kneading machine and different tea packaging. Pu 'er tea trade has experienced tea trade in the Tang, Song, Yuan and Ming Dynasties, tea trade in the Qing Dynasty, tea trade in the poor period and tea trade in the second half of the 20th century, and has continued to this day.
Since the Ming and Qing Dynasties, many private teahouses have been established in Pu 'er, Simao, Jingfu, Jingdong, Mojiang, Yibang, Yiwu, Cheche, Fohai, South Australia and Tingcheng, which have contributed to the F+ trade of Pu 'er tea. Since the 1950s, dozens of enterprises, such as tea factories and tea companies, have been established in Pu 'er Tea Township in Simao City and Xishuangbanna Prefecture. Tea Research Institute of Yunnan Academy of Agricultural Sciences was built in Menghai, Yunnan Simao Tea Seed Farm and China Pu 'er Tea Research Institute were built in Simao, which improved the scientific and technological level of tea planting and development in Pu 'er tea town. The ancient tea-horse road in Pu 'er is from Ming and Qing Dynasties to the Republic of China. Businessmen at home and abroad come to Pu 'er tea ⅸ j to nail mules to transport tea? Marvin Road, Luo Kun Lu Qian Tea-Horse Road, West Yunnan Houlu Tea-Horse Road, Simao Yi Wu Tea-Horse Road, Simao Lancang Tea-Horse Road, Simao Tingcheng Tea-Horse Road, Pu 'er Simao Tongwai Tea-Horse Road and Fohaitong Tea-Horse Road, with caravan, ox-horse caravan, horse station and horse shop along the way, have formed a unique caravan tea culture.
Pu 'er tea is rich and colorful. In the multi-ethnic tea town of Sipu District, Bulang people eat sour tea, roasted tea and green bamboo tea, Jino people eat herbal tea and boiled tea, Hani people drink steamed tea, roasted tea and earthen pot tea, Yi people drink roasted pot tea, green tea, salt tea and camellia oleifera, Dai people and Lahu people drink bamboo tube fragrant tea, and Wa people drink it. There are two ways to drink tea: drinking tea to quench your thirst, and chewing and swallowing a small amount of "drinking tea" with water. 1993, according to the collection, Pu 'er tea art was launched, including Sanwei tea art and Guoyi tea art, and dozens of teahouses were set up to promote Pu 'er tea culture through performances and wine tasting.
Knowledge and Social Culture of Pu 'er Tea
Tea is a special commodity: caffeine is refreshing, and the process of drinking it enriches history and culture, which corresponds to spiritual satisfaction. The rise of "Pu 'er tea fever" is related to the cultural significance of Pu 'er tea. So, how to experience and enjoy the cultural significance of Pu 'er tea?
With the growth of age, Pu 'er tea has a long history and culture. Faced with the weak varieties of lobular tea and the gorgeous packaging of various green teas, people began to get tired of taking new as the most expensive tea. Yunnan Pu 'er tea is like a person with texture. I may not remember it at first glance, but the more I eat, the more layered I feel. At this time, not only the satisfaction of the senses is obtained, but also the exchange of spiritual culture.
Pu 'er tea culture, as a broad concept, is the sum of material culture and spiritual culture created by people of all ethnic groups in Pu 'er tea township of Simao City and Xishuangbanna Prefecture from ancient times to the present, and produced in the process of discovery, domestication, cultivation, manufacturing, processing, transportation, preservation, sales and drinking tea. It is closely related to nature, geography, nationality, economy and culture, involving the production methods, living customs, ideas, religious beliefs, culture and art of tea farmers, tea makers, tea sellers and tea drinkers, such as ancient tea trees, ancient tea forests, Dachashan, tea planting, tea varieties, tea processing, tea tribute, tea merchants, ancient tea-horse roads and tea sets. The cultural connotation of Pu 'er tea is very rich. Among many tea cultures, Pu 'er tea has its unique and distinctive local, national and extensive characteristics, and some of its content entities have the value of cultural relics and world natural and cultural heritage.
Pu 'er tea is closely related to people's material culture. There are many wild ancient tea trees, transitional ancient tea trees and cultivated big tea trees in Pu 'er Tea Township of Sipu District. There are ten famous ancient tea people, modern tea people and contemporary tea people in Sipu District. Pu 'er tea with big leaves is widely planted in Yunnan, and there are dozens of tea mountains in Xishuangbanna, Simao and foreign tea areas. There are many kinds of tea produced by Yunnan Daye species, including traditional Pu 'er tea, modern Pu 'er tea, black tea and green tea. Pu 'er tribute tea was favored by the Qing Dynasty, and its variety, purchase, national ceremony and influence were fascinating. Pu 'er tea processing is a traditional process, including loose tea processing, traditional pressed tea processing, pre-tea kneading machine and different tea names. Packaging. Pu 'er tea trade experienced tea trade in Tang, Song, Yuan and Ming Dynasties, tea trade in Qing Dynasty, tea trade in the Republic of China and tea trade in the second half of the 20th century. During the Ming and Qing Dynasties to the Republic of China, many private tea houses were established in Pu 'er, Simao, Jinggu, Jingdong, Mojiang, Yibang, Yi Wu, Cheche, Fohai, Nanqiao and Jiangcheng, which contributed to the processing trade of Pu 'er tea. After the 1950s, dozens of enterprises, such as tea factories and tea companies, were established in Pu 'er tea villages in Simao and Xishuangbanna. Yunnan Academy of Agricultural Sciences Tea? The Institute was built in Menghai, Yunnan Simao Tea Seed Farm and China Pu 'er Tea Research Institute were built in Simao, which improved the planting and development of tea in Pu 'er tea town? Technology level. During the Ming and Qing Dynasties and the Republic of China, the tea-horse ancient road in Pu 'er was a mountain road where merchants at home and abroad used mules and horses to transport tea in Pu 'er area, including the tea-horse ancient road in Luo Kun and Lu Qian, the tea-horse ancient road in western Yunnan, the tea-horse ancient road in Simao Yi Wu, the tea-horse ancient road in Simao Lancang, the tea-horse ancient road outside Simao, the tea-horse ancient road outside Pu 'er and the tea-horse ancient road in Fohai, forming a unique one.