China is the hometown of tea and the birthplace of tea culture.The high quality development of tea industry is inseparable from the establishment of high quality regional public tea brand.Only by actively adapting to and grasping the new normal, adhering to innovation-driven, actively transforming and upgrading, market-oriented and brand-led, can the tea industry achieve healthier, higher quality and more sustainable development.
Recently, Professor Liu Zhonghua, academician of the Chinese Academy of Engineering and academic committee director of Hunan Agricultural University, visited People's Daily online video interview, explaining how to strengthen the public brand of Chinese tea industry and help rural revitalization.
Liu Zhonghua, academician of Chinese Academy of Engineering and director of academic committee of Hunan Agricultural University, was a guest on People's Daily online video interview
The linkage of technology and culture has promoted the transformation and upgrading of the tea industry
Tea to prosper, tea to enrich the people.A small leaf, bearing a period of history, the achievement of an industry, rich side of the people.Anhua, hunan province, also known as the "hometown of dark tea in China", has seen hundreds of thousands of poor people get rid of poverty and become rich due to tea.In the past more than 10 years, anhua dark tea has developed a new way of high-quality development of dark tea industry relying on its long production history, innovative processing technology and profound cultural deposits.
How to make the dark tea with a long history of one thousand years, from the inside of the trenches to the life of the common people?
Talking about the key to the success of Anhua dark tea industry, Liu Zhonghua summarized it into two aspects: first, the linkage between government, industry and enterprises to continuously build anhua dark tea regional public brand;Second, the linkage of science and technology and culture will promote the transformation and upgrading of Anhua dark tea industry and comprehensively enhance the brand influence."The key to the success of Anhua dark tea is to integrate the product into people's life."Liu Zhonghua said.
In the interview, Liu Zhonghua repeatedly mentioned the role of "linkage between science and technology and culture".In Liu Zhonghua's opinion, Anhua has a history of producing and processing dark tea for thousands of years. Whether from the perspective of science and technology, or from the perspective of culture, Anhua dark tea has deep deposits.If we want to help Anhua dark tea "go out", we should rely on the integration of science and technology and culture.This is not only true for Anhua dark tea, but also for the high quality development of China's tea industry.
Liu Zhonghua pointed out that in terms of science and technology, the tea industry should be transformed and upgraded from technological innovation, product innovation and format innovation.Through the ecological and organic cultivation concept, green and safe disease and insect prevention and control technology, modern exquisite processing technology, tea products become truly appreciated by the people to ensure quality and safety, tea products look good and taste good.At the cultural level, attention should be paid to the integration of tea culture into tea products and tea brands, because tea has cultural attributes. Tea products and tea brands should be further interpreted through the excavation and promotion of culture, so as to help China's tea industry go healthier and tea products go further.
"Scientists have perfected tea products through scientific and technological innovation, but they also need to spread tea products through culture to make them widely known.The linkage of science and technology and culture will spread the charm of product quality better, spread the brand further, and let people understand the scientific and cultural connotation of Chinese tea easily. Only in this way can we promote the high-quality development of the tea industry."Liu Zhonghua summed up.
The government, the research institute, the industry and the business are linked together to create a regional public brand
The industry is prosperous when the brand is loud and the industry is strong when the brand is strong.The high quality development of tea industry is inseparable from the establishment of high quality regional public tea brand.
"The charm of brands is to make our products go further and build them into an influential industry.Only when the industry is done, can the product form scale, can the benefit be formed, and can the people be rich."The brand construction of tea industry is a particular point that Liu Zhonghua values.He stressed that the development of the tea industry should attach great importance to brand building, especially to building regional public brands and promoting products to the market with the help of regional public brands.
When it comes to the path of building regional public brand of tea, Liu Zhonghua pointed out that public brand should be initiated by the government, the government, industry, enterprises and tea farmers form a whole, and the government, research institute, industry and business should be linked together to gather all resources to jointly create.At the same time, he pointed out that in the process of building regional public brand, we should focus on cultivating a group of leading enterprise clusters with market driving force, transforming from government transfusion to leading enterprise hematopoietic, thus forming benign interaction.
Learned, December 22, 2021, chung-hua liu academician workstation, People's Daily online public opinion data center, jingdong consumption and industrial development research institute jointly launched "make tea for the people, let the people drink tea - 2022" people's tea "annual event initiative, called for the major national tea production areas, each big tea enterprise and engaged in tea culture, tea, tea industry of science and technology of all my colleagues,The aim is to make good tea for the people, to let the people drink good tea as the goal, and jointly create affordable Chinese tea.
Talking about the original intention of the initiative, Liu Zhonghua pointed out that nowadays, China's tea industry is developing rapidly, the area of tea plantation is expanding rapidly, and the industrial output is increasing rapidly. There are six kinds of tea products with various quality to provide consumers.However, in this context, there are also some new problems worthy of extensive social attention: under the trend of high-end and high-end tea products, people will have a "fear" of good tea. Will people still be able to drink good tea in the future?
"We want to produce safe, good-looking, delicious, affordable tea for consumers and meet their needs. We want to open up the production end and consumption end, let more and more leading enterprises join in, deliver more good tea to the people, and help them pursue a happy and beautiful life.That's why we came up with this initiative."Liu Zhonghua said.
