China has a vast tea-growing area, with nearly 2,000 tea-producing counties and tea people from different parts of China. With their wisdom and tea varieties, they have produced tea with different shapes, unique aroma and different taste styles, including more than 2,000 kinds of red, green, cyan, yellow, white and black tea, which has laid the foundation that the planting area, yield and tea category rank first in the world, but there are more than 40,000 tea enterprises in China. The annual output value of a western brand of tea reaches more than 23 billion yuan. At present, there is no famous tea brand in China, let alone a world-famous brand. When high-quality China tea enters the international market, it is being sold as a cheap raw material due to the lack of its own brand. There are famous teas but no famous brands, which is the pain in China tea people's hearts. The reason is that the small and weak management pattern lacks the concept of industrialized production, standardized products and large-scale management, the industry has a low degree of industrialization, the ability of resource allocation is weak, and it lacks market competitiveness in the face of international and information-based markets.
Informatization promotes the rapid development of the world, and people's life rhythm is gradually accelerated. People in different parts of the world consume different kinds of tea, bringing forth the old and bringing forth the new to meet the demand. Economic, hygienic, convenient and fast tea products have become the demands of modern life. Creating and establishing a brand is an important task for modern tea people in China. It is necessary for us to adapt, change and upgrade the budding China tea brand, a traditional industry supported by 5,000 years of tea culture.
Second, the industrial competition pattern and development trend
At present, domestic tea is subdivided by category, and many tea enterprises have single products, and tea is processed according to the same process, lacking differentiated products, which leads to serious homogenization competition in the industry. At the same time, the production of tea products is mostly in the initial processing stage, and the deep processing ability is weak, so it is increasingly difficult for tea enterprises to survive in this pattern. It is the general trend to reduce the production cost, integrate all kinds of tea resources, realize the intensive management and development of tea enterprises, and enhance the deep processing level and added value of tea.
Jiuhuashan Company actively promoted the change of development mode in the process of tea industry transformation and upgrading, and changed the management of tea garden planting from extensive to standardized; Tea production and processing has changed from small workshop production to large-scale operation; In the sales model, it has changed from traditional distribution and wholesale to offline store experience and online e-commerce transactions. Product management changes from single product management to brand management; In internal management, it has changed from system orientation to talent orientation. The company aims to be the first brand in China tea industry, and manages all kinds of tea as the direction, rationally arranges the raw material market, carries out standardized planting, large-scale production and brand management, and carries out deep processing of tea. At the same time, the company carries out the reform of governance structure and equity structure, and connects with the capital market. It plans to make the enterprise go public successfully through three years' development, and finally realize the leap-forward development of tea management.
Third, the price trend of tea products.
In recent years, the trend of most tea products is basically stable. With the improvement of people's living standard and price level, the price index of tea has an upward trend year by year. In 20 10, the national average retail price of green tea was 156 yuan/kg, and it rose to 176 yuan/kg in 20 14, with an increase ratio of 13.
Fourth, the industry prospects
The tea industry is currently in the process of transformation and upgrading, and will develop in the direction of standardized management, large-scale production and brand operation. It is an inevitable trend for the development of tea industry to produce and sell convenient, fast, economical and hygienic fast-selling products. The tea industry will gradually develop from direct sales of raw tea to reprocessed tea. Deep processing and large-scale production of tea products are the only way for the future development of tea industry.
Verb (abbreviation of verb) barriers and thresholds for industry entry
There are basically no barriers to entry in the initial processing stage of tea industry, which leads to the current small, weak and scattered production and operation pattern of tea industry, and scattered tea resources can no longer meet the needs of the big market. After the current stage of industry integration, scale operation and brand development, the development of tea industry will enter a stage of rapid promotion, and the requirements for capital, technology, management and product development will inevitably raise the industry threshold.
Industrial policy of intransitive verbs
1. Tea industry, as an agricultural product processing industry, is an advantageous industry supported by the state. Developing tea industry is of great strategic significance for adjusting agricultural planting structure, increasing added value of agricultural products, promoting agricultural industrialization, increasing farmers' income, improving agricultural modernization level and international competitiveness. Through the transformation and upgrading of tea industry, we can promote the comprehensive utilization of high-quality resources, change resource advantages into commodity advantages and economic advantages, promote the development of related industries and revitalize the mountain economy; At the same time, the acceleration of tea industrialization in mountainous areas has promoted the transformation from self-sufficiency economy to large-scale commodity economy, from traditional extensive management to high and stable yield with high added value, which has played a positive role in promoting agricultural production, farmers' income and rural stability.
2. Tea industry is a green industry. Through pollution-free planting and clean production, the development of tea industry is closely related to environmental protection, especially the establishment of ecological tea garden plays an important role in soil and water conservation and air purification.
3. The Plan for the Revitalization and Development of the Old Revolutionary Areas in Dabie Mountain recently issued by the State Council clearly points out that "efforts should be made to develop the tea industry, with emphasis on the development of clonal ecological organic tea, so as to build a demonstration area of tea industry clusters". Jiuhuashan ten thousand mu tea garden is a demonstration base of "three products and one standard" in Henan Province, all of which are clonal ecological organic teas. Gushi county, as one of the revitalization and development plans of Dabie Mountain old revolutionary base area, has unique policy advantages.
Seven, the key factors of the company's development.
1. The development of Jiuhuashan Company is guaranteed by a stable foundation. The company owns 22,000 mu of tea garden and nearly 654.38+10,000 mu of cooperative tea garden, which is the largest production enterprise in Xinyang area.
2. Jiuhuashan Company has established a reasonable industrial layout in the main tea producing area of Dabie Mountain. With the tea intensive processing factory in Shihewan Industrial Cluster Area of Gushi County as the center, the company established its own raw material supply chain in Shihe District, Shangcheng County, Gushi County, Jinzhai County and Huoshan County of Xinyang City from east to west, and completed the source and layout of raw materials for intensive processing of tea. In particular, the tea primary processing plants established by the company in Jinzhai County and Huoshan County of Lu 'an City are the largest primary processing enterprises in the local area, with a designed production capacity of 10000 kg of dry tea per day.
3. Jiuhuashan Company has realized large-scale production and operation. The company implements unified planting management of tea gardens, unified production and processing of tea, and unified packaging and sales of tea products. At the same time, the company gradually established offline store product experience and online order delivery, which saved the cost and expense of each link, provided consumers with products with consistent quality and price, and realized the maximization of enterprise operation efficiency.
Jiuhuashan Company is a key leading enterprise of agricultural industrialization at the provincial level. Taking the development of tea industry as the center, relying on cooperatives and taking economy as the link, transforming farmers in tea areas into workers in tea industry has played a positive role in promoting rural stability, agricultural development and farmers' income, and is the key support of local government for tea production enterprises.
Jiuhuashan Company continuously optimizes the product structure and production structure, and pays attention to the research and development of new products. On the one hand, on the basis of traditional tea, the company introduced new varieties and early varieties of clones, which improved the yield and quality of tea. On the other hand, the company upgraded its production equipment, introduced domestic advanced green and low-energy mechanical equipment, and expanded its production scale. In the research and development and production of new products, the company has developed and produced a series of products, such as Maojian Tea, Guapian Tea, Huangya Tea, Black Tea, White Tea, Scented Tea, Baked Green Tea and Fried Green Tea. At the same time, the company's teabag, cup tea and health tea products have also been successfully developed and are in the stage of equipment upgrading and mass market launch. The company's own R&D team is engaged in the research and development of new products and the improvement and upgrading of existing products all the year round, and the subsequent launch of new products is guaranteed.
6. Jiuhuashan brand has obvious advantages. The trademark of Jiuhuashan was registered before the promulgation of the new trademark law. It is the only trademark registered in China with famous mountains and rivers. Jiuhuashan China is well-known in the world and is now a well-known trademark in China. At the same time, the company has completed the international trademark registration, laying a solid foundation for opening up the international market.
Eight, the target market analysis
All kinds of tea produced by our company are mainly divided into high-grade tea, medium-grade tea and popular tea. Among them, the main consumer groups of mid-range tea are business people and urban white-collar workers, and the consumer groups of mass tea are the widest, showing a trend of youthfulness. The fast-selling tea products produced by our company are new products that adapt to the fast pace of modern society and the consumption habits of young people, and have broad market prospects.
Nine. Industry growth
1. Tea is a civilized and healthy drink, containing more than 500 elements. It is a natural healthy drink endowed by nature. It has a history of 5000 years. Tea is closely related to people's lives. People have the habit of drinking tea, and the development of tea industry is endless.
2. The development of tea economy is closely related to social development. The country is rich and strong, the tea industry is prosperous, the country is weak, and the tea industry is dead. Today, with the rapid development of today's society, the ancient tea legend in the East is still staged in a cycle. Since the reform and opening up, China has grown from weak to strong. A new generation of national leaders have jointly built a great Chinese dream-the tea revival, which is closely related to the rise and fall of the national movement, to realize the great rejuvenation of the Chinese nation. Dreams are among them, which is the common aspiration of Chinese people at home and abroad, and also an important carrier of harmonious China. A history of tea industry development in China is a history of social twists and turns in China.
3. The development of tea in China is changing from traditional selling raw tea to deep processing tea. The development of society and the change of people's lifestyle will promote the change of tea industry, and the development of tea industry will have great prospects.
X. enterprise production, supply and marketing
1. Jiuhuashan Company owns 22,000 mu of tea gardens and nearly 6,543.8+10,000 mu of cooperative tea gardens. At the same time, we will use capital to directly implant in the main raw tea producing areas in China, set up tea cooperatives and tea processing plants, realize the integration of production, supply and marketing, establish a benign industrial chain, and ensure the output and quality of Jiuhuashan tea from the source.
2. The company introduced domestic advanced tea production equipment, and realized automatic and clean production in the whole process from fresh tea to dry tea production. At the same time, the company has a professional tea-making team and established an independent quality monitoring system and evaluation standards to ensure the quality and safety of tea products from the production process.
3. In the sales of tea products, tea enterprises used to be good at and adopt the traditional sales model. Jiuhuashan Company has invested heavily in joining physical stores and distributing wholesale products, and its performance is also considerable. With the rise of the Internet, Jiuhuashan Company changed its sales model. In the second half of 20 10, the core management of the company discussed and formulated the development strategy of tea products e-commerce with relevant personnel in the sales department; 2011March, Jiuhuashan Company established the e-commerce department in Jiangnan Tea City, Hefei City, Anhui Province, and started to operate tea e-commerce. 20 13 in may, the company established Hefei e-commerce company, and the e-commerce development of Jiuhuashan company accelerated again. After five years of development, Jiuhuashan Company has set up a professional e-commerce operation team, and initially formed an e-commerce application system integrating raw material acquisition, tea production, processing and storage, online electronic orders and logistics and transportation. Jiuhuashan Company will continue to promote the transformation of sales model to "offline store experience and online order transaction", and finally realize a win-win situation in which enterprises value assets and multiply benefits.