Zhejiang Green Tea: the example of Chinese green tea （2）

By LanMar

Zhejiang tea brand, ahead of China's tea industry

Zhejiang and Anhui-Jiangxi at the junction of the three places has been referred to as the "green golden triangle" of China's most famous tea producing areas of the traditional. The eighties the twentieth century, Zhejiang Famous Tea launched the first strategy to become the first green building of the regional brand. The use of the original green tea to form a sound foundation, after years of practice, the green tea brand in Zhejiang Province has been building into the early fruit, "the top ten famous tea in Zhejiang Province" in the country already has a high reputation. At present, Zhejiang Province, the number of export quotas of green tea green tea accounting for the percentage of the number of export quotas by more than 50% yield and output value of high-quality green tea has been, according to a leading position. Some people think that tea, green tea in Zhejiang leading other provinces in the level of development of at least 5 years were up more than 10 years, we can see the tea industry in Zhejiang Province in China's economic tea in a "big brother" status.

This reporter has learned that, at present already have the West Lake Longjing tea of Zhejiang, Xian Ming Falls, Green drove the sword of China and several other trademarks, boarded tea brands representing the highest honor in the world. With the brand of green tea, then its value has been a qualitative leap, so farmers have been really obvious economic benefits. Catty original amount of tea, because the brand can be sold to a few hundred dollars, and even a few thousand to several million. "Sin Ming Falls" main producing areas in Yuyao Siming mountain, but also because the results of brand strategy makes farmers feel that the brand of tea to their wealthy so that they quickly had a "house rickshaw," the well-off life.

Pay close attention to brand building in Zhejiang Province, the current form of "one county (city) One Product" the unique characteristics of the brand in Zhejiang Province, each county (city) to use their own resources and advantages of the excavation tea brand to enhance and build, resulting in a such as "SongYang model" - the market; "Yuyao model" - the brand to do; "xinchang model" - the mayor to do; "Zhuji model" - to do so on the scale "model of development of tea industry." For example, "xinchang model" - the mayor to do. Xinchang have tea, but because of business, not the strength of farmers has not built a decent brand of tea. Xinchang jumped to the front of the municipal government, the mode of operation of the building of the Government to take "Buddha Longjing" regional public brand. The early nineties the twentieth century, dozens of uniform green Xinchang brand new brand named "Buddha Longjing", funding support, the government has information, in the country a regional brand to promote the public. Nevertheless, a collection of tea industry Sinchang government, industry associations, enterprises, farmers, tea and other multi-edge researchers, the "Buddha Longjing" tea brands become famous, "the top ten famous tea in Zhejiang Province", one also successfully promoted the local tea economic development.

  Zhejiang tea is as much as brand-building mode, according to incomplete statistics, Zhejiang Province, a total of more than 200 brands of green tea, only 39 Lishui area alone as much as a County Suichang 16, can only challenge other provinces, and in essence Brand building is a positioning accuracy of the government play a key role. Zhejiang at all levels of government should be in line with local conditions, the successful use of "visible and invisible hand" to the pulse of the market for brand-building guide to action by the local government support for the tea industry, tea industry on the involvement of brand building, it should be effective channels, as well as effective marketing channels, to reduce the formation of brand tea time, to strengthen the tea brand management, brand of tea to increase the competitiveness of the market, thereby enhancing the value of tea, the local tea industry's rapid economic development and massive power, so also Zhejiang tea brand leader and laid the foundation for other provinces.

Zhejiang Green Tea, "the four major bottleneck" urgent

Zhejiang Province as one of the pillar industries of agriculture, tea brand casual, indiscriminate, miscellaneous industrial development has been the principal contradiction problems. Some tea experts have gathered in Hangzhou, specifically on "green tea in Zhejiang Province" to explore the development. The experts pointed out that despite the output of Zhejiang tea production, tea garden area of the front ranking first in the nation, but the tea industry there are many weak links still need to be solved.

       First, the "three little over 3" in the troubled brand to grow in Zhejiang tea: tea and more, less famous; the Government to cultivate the brand more than the public enterprises for independent innovation and independent brands less operation; OEM export more tea, less own brand . At present, Zhejiang province has more than 200 brands of tea, there is only Suichang 16, the world famous "West Lake Longjing" there are nine brands. In addition, exports of green tea in Zhejiang Province reached more than 200 brands, while own-brand only a few dozen tea brand casual, indiscriminate, miscellaneous constraints become the main contradiction in the development of green tea in Zhejiang Province.

      Second, at present, Zhejiang Province, 80% of the bulk tea picking, 100% of the famous tea picking and 25% of the famous tea depended on manual processing. A large number of seasonal labor shortages brought about difficulties to the production arrangement. At the same time, high-wage labor brought about by the high cost of tea production has affected the sustainable development of green tea in Zhejiang Province.

      Third, the market the main small-scale, low level of organization. At present, the tea industry in Zhejiang Province, the main operation of the market is still mainly small and medium-sized farmers, the lack of strong enterprises, professional cooperation organizations with limited coverage. Farmers per capita area of Zhejiang Province, only 2 acres of tea and more than 8200 tea factory, each processing an average of only 17 tons of tea. Thousands of families of small producers find it difficult to adapt the ever-changing market, increase farmers difficult.

      Fourth, non-tea may not be awarded, there is tea, "were" missing in Zhejiang tea brand. Award-winning family, there is no prize at all, all to "name", "name" on the worthless. In fact, the selection of tea from the tea leaves more to start the physical and chemical indicators, and the brand, it is more for the level of cultural considerations. Zhejiang now is not the lack of tea, but brand-name.

     "World Chinese green tea, Chinese green tea in Zhejiang Province to see. Zhejiang as a bridgehead for Chinese green tea, to break themselves out of the city (county), provincial and country regions, the concept of a collective, such as the use of 'green tea in Zhejiang Province', 'China's green tea', even the 'green world' countries in the world to the global marketing and reference 'Lipton' successful experience, for example, to participate in the formulation of international standards of green tea, for industrial scale production, and do a good brand of tea culture and the promotion and dissemination of national, Zhejiang Green Tea in the world economy even more competitive! "Chinese Tea Association executive vice president of Zhejiang Province Wang told reporters explore the way the development of green tea.

To this end, the Deputy Director of Agriculture Department of Zhejiang Province, sozhuzhiquan

said: "regional public enterprises focus on brands and brand is reinforced" and "the cornerstone", a large number of corporate brand is "gravel" and "cement" that only a combination of both in order to build "Green Zhejiang" brand building. "Eleventh Five-Year" period, Zhejiang Province, will deepen the integration of the existing tea brand, focusing on guidance and support "Longjing" certification mark, "the top ten tea Province" and other regional brands and "Camel" brand building, such as exports, focus on optimization, produce a number of heavy-weight "Green Zhejiang" brand Corps as a breakthrough, "the four major bottleneck", so that green tea in Zhejiang Province to another beautiful spring!

Zhejiang Green Tea, on behalf of the future of Chinese green tea

Zhejiang Tea is an agricultural advantage, Zhejiang is perfectly placed to do a good job, make the industry. From the tea industry, the easy storage, easy transportation, high value-added,Zhejiang geographical perspective, the National Center for the embryonic form of tea has been formed. There are Tea Research Institute of the Ministry of Agriculture, the Tea Museum, Institute of Chinese tea, the International Tea Culture Research Association, National Testing Center of tea, a tea, a Fellow of the only scholars. Now, Hangzhou also proposed to create a clear "all the tea in China", Zhejiang tea development has been the best weather, favorable terrain, and a variety of advantages.

China was among the first found in tea, the use of the tea country. Chinese tea is green tea, green tea is the representation of Zhejiang origin. It should be said that Zhejiang Province of China have the power to interpret the tea. Zhejiang to strengthen this interpretation, strengthen this interpretation, the development of Chinese green tea to the world standards. Has been leading the U.S. economy in the world because of its formulation of a common industry standards and the world, while Japan is only the first possession of the technology, so an enemy after the United States. Standard is a foundation, there is no standard way to determine there is no good or bad, to become a world brand, need to develop standards, or competition in the world economy will sooner or later defeated. Zhejiang Green Tea, China represents the future of green tea, it is necessary to develop common in the tea world standards, but also for other countries to accept this standard, so Zhejiang tea must be a deeper integration of brand,fist, from the "Zhejiang tea "with the perspective of the formation of the largest brand worldwide.

China's Warring States era of tea, tea brand will face a baptism of a large number of so-called tea brand will be eliminated, perhaps leaving only 35 strong brands, "arrogant" that they walk in the world economic stage of the tea on behalf of powerful China. Therefore, Zhejiang Tea brand to be competitive in this emerging, BR own achievements, the key to see who on a rainy day, and actively building a good brand. It can be said that who wake up early, who speed, who is the beneficiary of a will and more chances of winning, and Zhejiang tea with this awareness, and hold a commanding height of the impact of the world's tea a powerful economic force, can still be On behalf of the Chinese green tea, the "national" rule the roost at the top of the world!