How does the supply and marketing "tea brand" face the new change bureau?

□ Our reporter Liang Yan

On June 16th, the "China Cooperation Times · Tea Weekly" "Adapted Bureau Open New Bureau High -quality Promoting Development" tea industry series theme forum (first session) was held online. The theme of this forum is "New situation in which the tea company (hereinafter referred to as the" social tea company ') of the supply and marketing cooperatives (hereinafter referred to as the "Society's Tea Enterprise" ", and more than 30 communities from the national supply and marketing cooperative system have attended the meeting.

Tea is a traditional industry of supply and marketing cooperatives. From the different historical period of the planned economy to the socialist market economy, the tea companies of the society have always played an important role, which has always been an indispensable force for the Chinese tea industry. After decades of development, the supply and marketing cooperative system has cultivated tea professional markets and manufacturing enterprises, and has led a group of tea professional cooperatives to form e -commerce channels. Some provinces are re -activating the tea sector of the supply and marketing cooperatives. Production, processing, circulation, education, scientific research, industry organization and other industry chains.

The purpose of this meeting is to strengthen the exchange and interaction between tea companies across the country, and explore the cooperation model between tea companies in the production and marketing area. In the theme speech, Xia Bing, director of the Zhejiang Tea Group Office, Liu Xinguo, deputy general manager of Hunan Tea Industry Group, Chen Siyuan, general manager of Shucha Industrial Group, Sichuan Province, Jin Li, general manager of Hubei Tea Industry Group, Guangxi Zhuang Autonomous Region Wuzhou Tea Factory Deputy General Manager He Meizhen and the Zhangzhou Tea Factory of Fujian Province Lin Yanteng introduced their own situation on behalf of the company. Wang Yang, Manager of the Planning Department of China Supply and Marketing E -commerce Co., Ltd., Liu Yong, general manager of Jinan Tea Group, Shandong Province, Zhang Lili, Manager of Xiangchazhuang, a Xiangchazhuang in Taiyuan City, Shanxi Province, Hong Qiang, Deputy General Manager of Fujian Supply and Marketing Tea Group Chen Jianzhong, deputy general manager of Bai Tea City, also spoke as a representative of circulation channels.

During the speech, in addition to introducing the situation of the company, the guests also discussed in depth how to cooperate between tea companies and jointly developing markets. Jin Li, general manager of Hubei Tea Industry Group, said that he hopes to increase communication and cooperation with the national tea companies in the country, explore more linkage models through the supply and marketing cooperative system platform, and bring Hubei good tea to all parts of the country. Liu Xinguo, deputy general manager of Hunan Tea Industry Group, said that he hopes to cooperate with the tea companies in the society and open up the development chain of the tea industry. Liu Yong, general manager of Jinan Tea Group, said that both parties to the production and sales can communicate and understand each other through field inspections, exchange discussions, and promotion meetings. Jinan Tea Group will also use its own platform advantages to help tea companies connect to the sales area market and open up circulation channels. Zhang Lili, general manager of Qianhe Xiang Tea Village, said that through this meeting, Qianhe Xiang met the national tea company in the country and met the "regular army". It is hoped to strengthen cooperation with tea companies to enrich the sales category of dry and Xiangxiang. Guests have stated that this meeting has established a communication platform for the joint cooperation of tea companies in the society, which is of great significance to promote the development of social enterprises.

At the end of the meeting, Jiang Tong, a senior partner of Jun, commented on the development of social tea companies. Jiang Tong suggested that in the development strategy, the belonging to the society should be based on its advantages and clarify the development ideas. Provincial tea companies should provoke the province's beams of the integration of tea resources throughout the province, in order to create the core competitiveness of enterprise development, and enhance the market competitiveness of the enterprise through professional operation, standardized construction, branded output, and intelligent empowerment. In addition, the tea company of the society also faces problems such as unreasonable talent structure, and should attach importance to the introduction of marketing and business management talents.

Old tea companies are rejuvenating new vitality

In this forum, the reporter noticed that in recent years, the supply and marketing cooperatives have made comprehensive efforts to serve the agricultural service field, and the tea companies in the society have shown a new development pattern.

During the planned economy period, a number of tea factories and tea companies were established as the supply and marketing cooperatives of the main channels of tea production and circulation. In 1984, as the State Council issued the "Report on Adjusting the Opinions of Tea Purchase and Sales and Reform and Distribution System", after the tea market gradually let go, some social tea companies were eliminated in market competition for various reasons. After corporate restructuring and equity restructuring, it has rejuvenated new vitality and has become a vitality army for the development of my country's tea industry.

Zhejiang Tea Group, established by Zhejiang Provincial Supply and Marketing Cooperatives in 1950, has always been the main force of tea exports of tea in my country. The annual average export of tea leaves is 30,000 to 40,000 tons. The sales network spreads in nearly 70 countries and regions around the world. In recent years, while operating the export business, Zhejiang Tea Group also directly or indirectly controls more than 20 tea companies to actively open up the domestic sales market. In 2021, Zhejiang Tea Group's annual sales exceeded 1 billion yuan.

Hunan Tea Group, established in 1988, is the leader of the tea industry in Hunan Province. In recent years, Hunan Tea Industry Group has successively integrated the tea resources and brand resources of Hunan Province through the participation and holding of the Junshan Silver Needle, the Fuling Polytan Beach, and the Guzhang Tea Factory. A number of tea brands such as the "Xiang Yi", "Zhenxi", and "Xiaoxiang" have formed the Xiangcha brand group.

The Hubei Tea Group, which is also established in 1950, is a direct company directly under the Hubei Provincial Supply and Marketing Cooperative. The group mainly operates Hubei "green brick tea", "rice brick tea", "Yonghong" and other famous green tea in Hubei. The group aims to serve the "agriculture, rural areas" and promote industrial upgrading as the goal. It is committed to building a tea industry development platform, integrating the tea industry resources in Hubei Province, optimizing allocation, and helping the high -quality development of the tea industry in Hubei.

In addition to the above three groups controlled and formed by the provincial supply and marketing cooperatives, there are also a group of tea factories based in the 1950s, which have maintained the form of a wholly -owned tea company in the society. This is the case for Zhangzhou Tea Factory and Wuzhou Tea Factory. Zhangzhou Tea Factory is a directly -affiliated enterprise of Zhangzhou Supply and Marketing Cooperative. As a provincial non -heritage project in Fujian -Zhangzhou Traditional Oolong Tea Refining Crafts for the Protection and Inheritance Unit. The favor of consumers is also exported to Japan, Southeast Asia and other countries and regions. Today, annual sales of more than 50 million yuan. Wuzhou Tea Factory is a directly -affiliated company in the Guangxi Zhuang Autonomous Region supply and marketing cooperatives. It is the largest leading company in China in China. In recent years, Wuzhou Tea Factory has actively innovated the processing technology. With the advantages of the "Sanhe" brand Liubao Tea products, it has emerged. In just 2022, sales of only 131 million yuan, an increase of 42.45%over the same period of 2021. In the supply and marketing cooperative system, there are many old tea factories with a history of more than 60 years of history. For example, the Baishaxi Tea Factory, Yiyang Tea Factory in Hunan Province, and Zhao Liqiao Tea Factory in Hubei Province were once a designated tea factory for tea. In recent years, enterprises have actively developed the domestic sales market, creating tea brands, and new branches. In the supply and marketing cooperative system, there is also a century -old "old -fashioned" tea company in circulation -Qianhe Xiang Tea Village. Qianhe Xiangcha Village was founded in 1918 and operated hundreds of products in 6 series. In 2013, the "Ganhe Xiang Jasmine Tea Restricted (Patching) Skills) Skills" was included in the Intangible Cultural Heritage List of Shanxi Province. The proportion is matched to form a "Jin taste" suitable for the northern alkaline water quality. Qianhe Xiang opened 5 specialty stores and 17 counters in Shanxi Province. It is a well -known "old name" brand in Taiyuan.

New tea companies break the old impression

In the past, the impression left by the tea company to everyone is that the company lacks vitality, old packaging, and insufficient product innovation. In recent years, this phenomenon is gradually changing as the supply and marketing cooperatives have increased the efforts of agriculture, the awareness of market competition, and the importance of the introduction of professional talents. Some provinces re -established tea companies. In 2018, the Sichuan Provincial Supply and Marketing Cooperative formed Shucha Industry Group, starting from the four major sections of tea technology, tea culture, tea industry, and tea finance. The entire industry chain such as drinking development is expanded. Through the sales model of "offline agent+online e -commerce", it is committed to leading the development of the Sichuan tea industry and creating a new Sichuan tea brand.

Fujian Provincial Supply and Marketing Cooperatives set up Fujian Tea Industry Group after reorganization and reorganization of tea companies. The brand "supply and marketing blessing tea" founded by the group is a veritable "net red brand". The brand always adheres to the brand concept of "product quality and consumer prices", restores the essence of tea, so that each pack of tea can not only make extraordinary mellow fragrances, but also sell the price of close people. Good tea. "Supply and Marketing Fu Tea" takes the national tide culture route. By cooperating with contemporary artists to create a national tide packaging, the nostalgic "Internet celebrity punch card" supply and marketing Fucha Club will be opened, so that traditional Chinese tea will enter the hearts of young people and make the ancient tea younger. Open the young consumer market and create the third space of contemporary young people to drink tea.

In 2020, the Anhui Supply and Marketing Cooperative also reorganized its Anhui Tea Company, and Anhui Provincial Supply and Marketing Group Holdings established Anhui Tea Group Co., Ltd. As an enterprise of Anhui Provincial Supply and Marketing Cooperative Corporation, Hui Tea Group adheres to the concept of "revitalizing Huidi Tea to establish benchmarks". With the attention and support of the Anhui Provincial Party Committee, Provincial Government, and Provincial Supply and Marketing Cooperatives, relying on the advantages of Anhui Tea Industry Resources, the use of enterprises Modern management methods, vigorously implement the "Hui Tea Rise Strategy", comprehensively explore domestic and foreign markets, newly shape the Hui tea brand, fully expand the industrial chain, and strive to build the group into a leading enterprise leading the development of the tea industry in Anhui Province.

The advantage of the "physical+e -commerce" platform is first displayed

Historically, the supply and marketing cooperatives have geographical advantages and established a number of agricultural products wholesale markets such as fruits and vegetables, grain and oil, including the tea wholesale market, such as Jinan Tea Wholesale Market and Dongguan Chashan Tea Trading Market in Dongguan, Guangdong. Jinan Tea Wholesale Market was established in 1996. It is a directly -affiliated company in Jinan's supply and marketing cooperatives. As the largest tea trading center in the country's sales area, 600 tea merchants from 21 tea -producing areas in the country have settled in the market. "Jiangbei First Tea City". In 2022, the market transaction volume is expected to exceed 4 billion yuan.

In 2021, China Supply and Marketing Agricultural Products Wholesale Market Holdings Co., Ltd. and Fujian Provincial People's Government jointly invested by China Supply and Marketing Agricultural Products Wholesale Market Holdings Co., Ltd. are a special production area wholesale market. China White Tea City brings together a key white tea company in more than 85%of the country's production areas, and has settled in 139 tea companies. It is currently the most abundant distribution center in the domestic white tea category.

In recent years, the rural e -commerce industry has emerged. In order to focus on expanding the sales channels of agricultural and sideline products in poverty alleviation, continue to promote the development of the industrial development of poverty alleviation, promote the continuous increase in farmers' masses, and help consolidate the results of the expansion of poverty alleviation and comprehensively promote rural revitalization.

The "832 Platform" is the agricultural and sideline product network sales platform for the poverty alleviation area of ​​the poverty alleviation area under the construction and operation of China Supply and Marketing E -commerce Co., Ltd., which is constructed by China Supply and Marketing E -Commerce Co., Ltd. under the guidance of the four departments of the Ministry of Finance, the Ministry of Agriculture and Rural Affairs, and the National Rural Rural Revitalization Bureau. Since its launch on January 1, 2020, the platform has adhered to political attributes, policy attributes, and public welfare attributes. It integrates the function of "transaction, service, and supervision". Revitalize support. Tea is one of the important products for online sales of the "832 Platform". As of now, the "823 platform" has a total of 15,000 tea products, with a cumulative turnover of 1.5 billion yuan. From the perspective of sales, the top 5 tea categories are green tea, black tea, hair tip, rattan tea and black tea. The proportion of green tea is relatively large, accounting for about 1 billion yuan, and black tea accounts for more than 300 million yuan. In recent years, in the process of deepening comprehensive reforms, expanding the field of agricultural services and comprehensive promotion of rural revitalization, more and more supply and marketing cooperative companies have invested in the development of the tea industry's development, and the new chapter of the tea company in the tea company is written.

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