[Today's viewpoint] Where is the development of cloud tea industrialization?
                                    2017-08-15 08:41:14　Source: Yunnan Net (Kunming)
                               (Original title: [Today's viewpoint] Where is the development of cloud tea industrialization?)
                                Reporter Wang Shujuan
background
    Since the beginning of spring this year, our province has increased brand promotion and strengthened technical guidance. In general, spring tea has maintained a good development trend with a stable area, a slight increase in output, a rise in unit price, an increase in output value, and an increase in tea farmers' income. At the 12th China Yunnan Pu'er Tea International Expo and Fair (hereinafter referred to as the “Tea Expo”) held on July 28, industry experts and scholars analyzed and judged the future development of the tea industry.
 

topic
    What are the current problems facing the tea industry? How to implement the "hundred billion cloud tea" industry development plan? How to ensure the sustainable and healthy development of the industry? At the Tea Expo, all parties discussed and exchanged views.
 

Seeing changes, mass consumption surges, Yuncha tries to get an electric shock to surf the Internet
    In the past, at tea fairs, tens of thousands of Pu'er tea were the focus, and more people watched it and bought fewer people. At this year's Tea Expo, major brand tea companies have launched products at affordable prices. According to the regional manager of Yunnan Six Major Chashan Tea Industry Co., Ltd., since this year, from online to offline, and then to exhibitions, the consumption of low-end and medium-end mass beverages in Yuncha has increased sharply. This shows that the market recognition of Yuncha has increased significantly. In addition to professional high-end drinkers, more and more consumers have recognized Yuncha. At the exhibition site, many citizens returned with a full load. "Now there are more and more people drinking tea. The tea expo has concentrated on displaying major brand products and more and more cost-effective products. I bought a lot today and kept some at home, and the others will be given to friends outside the province who love to drink Pu'er tea. "Citizen Mr. Zhang said.
    Traditional offline experience stores have always been the main route for Pu'er tea sales. With the changes in people's consumption habits, most Pu'er tea sellers are now closely following the development wave of the Internet era. At the Tea Expo, almost all brand companies have online stores, and some have set up online marketing departments. Xie Haifeng, Director of the Marketing Department of Dayi Group’s Marketing Center, said: "Daiyi has increased its efforts in online sales in recent years. Checking sales data shows that the sales champions of Pu'er tea in recent days are all Dayi. Many consumers have come to know Pu'er tea through online platforms. "Industry experts said that the rapid increase in sales of Pu'er tea on online platforms also shows that Pu'er tea has entered the era of mass consumption.
    Si Xianglong, head of the Yunnan Provincial Tea Industry E-commerce Public Service Center, said that in recent years, many tea companies, tea merchants and tea farmers in Yunnan have tried to use Internet marketing, control, and services to open up the tea industry "Internet + Cloud Tea". ; The new exploration has played a good role in enhancing the popularity and market share of Yuncha brand. However, the overall development level of Yuncha enterprise e-commerce is not high, and there are still insufficient supply chain integration and customer service systems. Many tea companies In the process of bidding, e-commerce purchases at low prices, and the scale is not large. All of these affect the healthy and sustainable development of the cloud tea e-commerce market.

Talk about the topic, analyze Pu'er tea inventory, and cautiously increase the area of tea gardens
   At the forum of experts on the development of Pu'er tea industry in Yunnan Province held during the Tea Expo, the issue of "how much Pu'er tea is currently in stock" aroused heated discussions from all parties.
Gao Zhao, a professor at the Department of Biology of Yunnan University, said frankly that at present, the output of Yuncha is over 400,000 tons per year. At the moment, the biggest problem for the cloud tea industry is no longer how to expand the planting area, but how to sell high-quality Yunnan tea to all parts of the world. How to promote Yuncha, the key is to understand the real Pu'er tea inventory.
    “A boss in Dongguan has 7,000 tons of tea in his house. "Such cases are not rare. Many experts and scholars said at the conference that merchants along the coast have a habit of hoarding Pu'er tea in large quantities. If these stocks enter the market again, it will have an impact on the market outlook. At the same time, after calculating the total amount of tea required by various collectors and various tea mountains, the inventory of 1 million tons is not an exaggerated estimate in the industry.
    Wang Minzheng, director of the Provincial Department of Agriculture, said that according to information provided by the Ministry of Agriculture, there is a surplus of 10% of the country’s tea this year. The province’s agricultural tea industry authorities at all levels actively studied and judged the development situation, increased brand promotion, and strengthened technical guidance. On the whole, spring tea in our province has maintained a good development trend of stable area, slightly increased output, unit price increase, output value increase, and tea farmers’ income. . In Yunnan, although production and sales are booming, spring tea prices have also seen a significant upward trend, but there are also cases where tea in a small number of regions is not easy to sell, which is basically in line with the situation announced by the Ministry of Agriculture. In the future, how to plan the planting area and sales channels of the cloud tea industry will become the key.
    According to statistics, as of May 31, the province’s tea planting area was 6.15 million mu, and the picking area was 5.8 million mu, an increase of 50,000 mu over the same period last year, an increase of 0.81% and 0.87% respectively; total spring tea The output was 155,000 tons, an increase of 6,600 tons or 4.47% year-on-year. In view of the inventory on the market and the planting situation in our province, Gao Zhao believes that the planting area should not be developed too much. The planting ratio should be controlled at 40% for green tea, 30% for Pu'er tea, and 30% for black tea. Yunnan is blessed with natural resources. In addition to Pu'er tea, the vigorous development of black tea and other categories is expected to compete with internationally renowned varieties of tea. Wang Minzheng believes that in the future, we must expand the cloud tea industry from the perspective of industrial interconnection. The scarce ancient tree tea and the terraced tea will go their own way to transform Yunnan's unique advantageous resources into high-quality agricultural products and further expand its sales range.
 

Talk about the future, promote “hundred billion cloud tea” experts call for brand building

    This year is the first year of the implementation of the "hundred billion cloud tea" industrial development plan. The provincial government has established the Yunnan Provincial Leading Group for Accelerating the Development of Tea and Walnut Industry. The leadership of the provincial government is in charge of the leadership, and there are more than 10 provincial-level leaders. Department leaders are members, creating a precedent for multi-departmental joint promotion of the development of the tea industry, laying a solid foundation for the expansion and strengthening of the cloud tea industry. At the same time, the Ministry of Agriculture and the Ministry of Finance actively seek to invest more than 100 million yuan in funds, integrate provincial financial funds of 50 million yuan, and launch a number of modern agricultural tea industry demonstration parks, demonstration counties for replacing chemical fertilizers with organic tea fertilizer, and demonstration counties for green, high-yield and high-efficiency tea. The investment in key projects such as the Demonstration Zone for the Integration of Primary, Secondary and Tertiary Industries has reached a record high, providing strong project funding guarantees for industrial development.
    In response to the issue of Yunnan's famous tea opening up a blue ocean, industry experts almost unanimously agreed that brand building should be improved. Liu Pingping, chairman of the China Brand Building Promotion Association, said: “Yunnan Agriculture should seize the opportunity of supply-side structural reforms, and the cloud tea industry should strengthen the brand's leading role, create a brand's smile curve, and let the value of cloud tea rise to the high end; The brand also focuses on building industrial clusters, aggregating influential Yuncha brands, and working together to build and participate in international competition. ”
    Wang Minzheng introduced that the brand building of the cloud tea industry has taken a new step this year. "Pu'er tea" has a public brand value of 6 billion yuan, ranking first in the country, and was named "China's top ten regional public brands of tea"; "Dian black tea" has a public brand value of 1.8 billion yuan. Appraised as “Excellent Brand of Chinese Tea”. Menghai County and Fengqing County have successively built the "National Pu'er Tea Industry Famous Brand Creation Demonstration Zone" “National Yunnan Black Tea Industry Famous Brand Creation Demonstration Zone", and the brand influence of Yuncha has increased significantly.
    In the next step, our province will firmly focus on the “100 billion cloud tea” "Health" digs deep into the potential and writes a good article on the six characters. To promote "greening" is to use organic fertilizer to replace chemical fertilizers and the construction of high-standard ecological tea gardens as the starting point, carry out the certification of "organic tea cultivation base", promote the green development of Yunnan tea industry, and make Yunnan the largest in the country Organic tea production base; to promote "quality" is to formulate a standard system for the entire industry chain from tea gardens to tea cups, implement brand development strategies, strengthen "three products and one standard" certification, and focus on the unique advantages and characteristics of Yuncha. Strengthening scientific and technological support and continuously improving the quality of "cloud tea"; advancing "healthy" is to establish the concept of healthy development environment, healthy processing technology, healthy storage environment, healthy cultural promotion, and healthy brand building. Promote the healthy development of the cloud tea industry.

(Original title: [Today's viewpoint] Where is the development of cloud tea industrialization?)
Source of this article: Editor in charge of Yunnan.com: Wang Xiaoyi

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