Creation Story | Wang Changhua: Use the concept of integration to do the big tea industry

Reporter Ran Hu

From a 40 -square -meter tea retail store to cover the tea industry chain of tea stores, tea trading markets and tea manufacturers, Wang Changhua has spent 22 years.

In 2000, Wang Changhua was laid off from tea and exporting company from Hubei Province. Students who work in the China Tea Circulation Association suggested that he go to Xinjiang to create a career: "There is a lot of room for development in the tea market in Xinjiang, you can find development opportunities."

Wang Changhua, who has rich experience in tea production, matching, buying, sales, sales and other links, with diligence, in just a few years, a tea shop on Tea Culture Street, Furnongyuan Street, Urumqi City has been developed to a dozen of irons to operate Anxi. Guanyin, Jinan's flower tea, Yunnan in Yunnan, and black tea, such as "tea generals", which are dominated by specialty tea across the country.

Instead of being excited for his achievements, Wang Changhua soberly realized that to get rid of the business model of family and workshops to do the big tea industry, it is not enough to rely on experience and hard work, and it must be integrated into the brand's help.

Opportunity awaits those who are prepared. In 2008, the sales of Pu'er tea in the country collapsed. Just as everyone avoided it in time, Wang Changhua, who was solemn -wise, keenly realized that this was a rare opportunity. He went against the trend and used the agency fee of 500,000 yuan to win the Xinjiang general agent of Dayi Pu'er Tea, which had the lowest minimum margin of 5 million to 10 million yuan before.

"Through the development of previous years, consumers have a good awareness of Pu'er tea. The collapse is only a short -term market phenomenon. In the long run, ordinary people will accept Pu'er tea. Among many Pu'er tea brands, Dayi Pu'er tea Very potential. "Wang Changhua analyzed.

After winning the general agent of "Dayi", Wang Changhua began to adjust its operating structure, withdrew from major shopping malls supermarkets, and concentrated on the operation of tea brand operations, and only opened a "Dayi" specialty store in the prosperous commercial neighborhood. With the arrival of Pu'er tea in the second round of Pu'er tea in 2014, his annual turnover from 800,000 yuan to a maximum of 30,000 to 40 million yuan.

"Although my country has more than 50,000 tea and tea trademarks in the world, it is trapped in the lack of market influence due to low industrial concentration, short industrial chain, and low processing level. Development must be empowered with science and technology. "After becoming the chairman of the Xinjiang Tea Chamber of Commerce, Wang Changhua began to plan the development plan of Xinjiang tea industry.

After careful study of the tea drinking tradition and habit of Xinjiang people, Wang Changhua participated in Xinjiang Yeerqian Tea Industry Co., Ltd., a local tea manufacturer, in the field of tea production. Xinjiang Yeerqian Tea Industry Co., Ltd. focuses on scientific and technological research and development, combined with the dietary habits of Xinjiang people, and carefully matched the two brands of black tea and flower tea of ​​the two brands of "Ye Erqian" and "Bailan" , Green Tea and Fruit Tea, including the four series of tea products, including the four series of tea products, cover the sales network and products throughout Xinjiang, winning a stable consumer group.

Wang Changhua believes: "The development of Xinjiang tea industry must not only make a good articles for tea culture and tea industry, but also strengthen brand awareness, optimize tea marketing circulation environment, and strengthen the foundation of Xinjiang tea industry." He said so This is the same.

Due to the demolition of Meiju Logistics Park, Wang Changhua led the coordination of the tea city with a business area of ​​10,000 square meters, and relocated the original Meiju Logistics Park tea market. More than 100 tea brands such as Dayi Pu'er Pu'er, Baza Tea, Xiangyi Tea, China Tea Pu'er, Six Miao White Tea, Small Bar Make Tea, Wuyi Xingyan Tea, Douji Pu'er Pu'er has entered the marketing environment of the North Tea Marketing of Urumqi City. Let the tea merchants entrepreneurship and stable operations here.

Today, Wang Changhua ran around, calling on the construction of the Xinjiang Silk Road Tea Culture Museum, and hoped that through the integration of culture, the soul of the tea industry in Xinjiang would better develop Xinjiang's tea industry.

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