Why does the small pot of tea model have a demonstration effect?
On September 10, 2021, the Ministry of Agriculture and Rural Affairs, the State Administration for Market Regulation, and the All-China Federation of Supply and Marketing Cooperatives jointly issued the "Guiding Opinions on Promoting the Healthy Development of the Tea Industry" (hereinafter referred to as the Opinions). Macroscopically, this guidance document has made good expectations for the development of my country's tea industry and has given a lot of detailed and constructive guidance for the first time. Under the objective background of low level of deep processing, lack of market influence, etc., the first enterprise to understand may be one step ahead of the industry, but the long-term scientific implementation of the enterprise will go further.
Under the macro background of the prosperity of the country and the modernization of the "14th Five-Year Plan", the upgrading of the tea industry is necessary and urgent. Representative enterprises at the industrial chain level, as policy executors, practitioners of industries and industries, manufacturers of tea products, and connectors of consumer terminals, will help us understand this document more. Chinese tea companies---small pots of tea serve as clues to analyze the problems and solutions faced by the tea industry.
Analysis of the Objectives and Current Situation of "Opinions"
The "Opinions" propose to strengthen the construction of four major aspects, namely, to build the whole industry chain of the tea industry, to provide support from various advanced elements, to promote the integrated development of the tea industry, and to increase the guidance and supervision services.
When interpreting the "Opinions", we may first focus on the "purpose". The "overall goal" of the document states: "By 2025, the area of tea gardens will be stabilized at the current level, and the technological contribution rate of the tea industry will reach 65%; the total output value of dried hair tea will reach 3,500 100 million yuan, the export value of tea reached 2.5 billion US dollars, and cultivated several large-scale modern tea industry enterprise groups with annual sales exceeding 2 billion yuan; the level of tea technology has been greatly improved, the tea culture has been vigorously promoted, the primary, secondary and tertiary industries have been deeply integrated, and the tea industry has grown The quality development pattern is basically formed."
To sum up, it is not difficult to find out why in the huge industrial scale of 350 billion yuan, why should a large modern tea industry enterprise group of 2 billion yuan be cultivated? Compared with the industrial scale of the liquor industry of 580 billion in 2020, it is also a prominent cultural attribute. China's business card, there are hundreds of billions of Moutai in alcohol, and Mao Wuyang is well known, but the leaders of tea are little known or even vacant.
Its essence stems from the fact that 70,000 tea companies are fighting each other, and they are still dominated by the small-scale peasant economy.
But Chinese tea does not lack high-quality and rich varieties. What it lacks is a world-famous brand. Compared with coffee, standardization and scale are the best paths. That is to say, small pots of tea should use standardized logic to make Chinese traditional of Kung Fu Tea. Although Chinese tea is popular at home and abroad, there is still no Chinese tea brand that is well known to the outside world. Throughout the country and abroad, there is no Chinese tea brand that has achieved the degree of transnational industrialization.
Therefore, integrating the industrial chain and grouping is an important means and direction for modern tea companies to gain the upper hand. Just as Coca-Cola can quickly gain consumer recognition when it travels to most parts of the world, comparing the degree of industrialization of coffee and cola, Chinese tea Both the standard and the scale need to be further improved.
In the "Opinions" initiative to strengthen the construction of the four major aspects, building the entire industry chain of the tea industry has also been placed in the first place. Different from before, the industrial chain layout of small pots of tea is bottom-up, and its biggest advantage is that it is easy to get rid of the traditional constraints, and it is easier to connect with the real needs of consumers.
Judging from the time of its establishment, it has only been 10 years since the small pot of tea went to the mountains to search for tea in 2012, but it has brought a lot of ideas and innovations to the tea industry in the past 9 years. Compared with the rapid turnover of 2 billion yuan, few people have paid attention to it. When it comes to small pots of tea, it is determined to deeply cultivate the tea industry and optimize the tea industry, but its complete industrial chain layout of the tea industry is almost completed.
In the downstream of the industrial chain, the small pot of tea has anchored the general direction of Chinese tea with the consumer product thinking that attaches importance to lifestyle communication. Today, the small pot of tea has gradually formed a multi-brand and multi-product line pattern.
In the middle reaches, the Huangshan Super Factory, which is expected to be officially put into operation in 2022, is expected to reach a total production capacity of 10 billion as the world's largest and most technologically advanced smart factory in the tea industry.
Upstream of the industrial chain, Fengqing Dianhong Factory is a benchmark factory for the upstream industrial manufacturing of small pots of tea. The small pot of tea cooperated with Zhang Chengren, the representative inheritor of the national intangible cultural heritage representative project black tea production technology (Dian black tea production technology), to transform his tea-making skills into a standardized and large-scale industrial production method.
In addition to the complete industrial chain layout, the strategy of large-scale research and development of small pots of tea + whole industrial chain, multi-brand and multi-product line has been gradually improved, and the group development is worth looking forward to.
How advanced elements support the tea industry
The "Opinions" pointed out that it is necessary to provide support with advanced elements in many aspects, which can be summarized as four key words: science and technology, research-enterprise cooperation, sound standards, and personnel training.
In terms of science and technology, research and enterprise cooperation, the small pot of tea Fengqing Dianhong Factory and Huangshan Super Factory are both successful cases. Fengqing Factory cooperates with Hangzhou China Tea Institute. An important breakthrough has been made in the research on online detection technology of Gongfu tea quality - the integrated application and verification of the near-infrared tea quality detection system and the machine vision intelligent perception system in the production line of small pots of Dianhong black tea. The absolute error of detection is ±0.5%, and the correct rate of moderate judgment of black tea fermentation quality is 100%, demonstrating the reliability of the technology.
At the beginning of the birth of small pots of tea, there was a pursuit of industrialization and standardization of tea. In addition, Fengqing Factory also obtained industry-leading technologies including near-infrared light sensing, imitation sunlight withering, and digital kneading machines. The influence of the formation of flavor and quality has formed a standardized process for the production of a complete set of small pots of Dianhong Gongfu tea in spring.
As an integrated smart factory established with Industry 4.0 standards, Xiaotancha Huangshan Super Factory has successively cooperated with top international companies such as IBM, Siemens, Baidu AI, etc., and has made in-depth explorations in digital operation capacity building, top-level design of production management, and digital talent training. Solutions and paths such as tea customization and production intelligence. After the official production, the small pot of tea will realize the intelligent upgrade of scientific research and development, testing and inspection, production methods and storage methods of traditional Chinese tea here.
Based on the scientific thinking of making tea, Xiaotan Tea has established a "Tea Industrial Equipment Center" and a "Tea R&D Center". The former focuses on the subject of tea industrialization, provides customized solutions for the industrialization and intelligence of tea, and is committed to the integration of initial development and refining. Modernized intelligent processing equipment, such as filling and sealing machines, tea picking robots, intelligent impurity removal equipment, etc., introduce high technology with modern industrial thinking, and comprehensively promote the revolution of the industrialization of the tea industry.
The latter is mainly through innovation, research and development of highly recognizable products, from the four dimensions of different production areas, different seasons, different varieties, and different craftsmanship, to make great connection, blending and innovation of Chinese tea, so that tea is "Accidental discovery" in human history has become "active design". At present, the two R&D centers have gathered more than 100 tea graduates and more than 20 external experts.
These are an industrial exploration for small pots of tea, but they are also one of the paths for reference by other modern tea companies.
Branding and Integrated Development
To sum up, it is not difficult to find that the small pot of tea has actually foreseen the basic steps of this "Opinion" at the beginning of its establishment in 2012, but the small pot of tea does not have the ability to predict, and consumer goods and industrialized thinking are what has become a modernist China. Tea represents the primary condition, and the development of the times often endows the industry with laws that can be explored.
From its essence, tea is an agricultural product and a magical leaf. In the course of thousands of years of history, tea has changed the drinking habits of the world, and also affected the national fortunes of the two empires of China and Britain in the late Qing Dynasty. It has always been reasonable for tea trade to change the world pattern, but the pattern of Chinese tea still being exported as bulk tea should be changed.
Before the release of the "Opinions", the "14th Five-Year Development Plan for China's Tea Industry (2021-2025)" also pointed out: During the "14th Five-Year Plan" period, a new round of global industrial division and trade pattern will be reshaped, and my country's tea industry will turn to high The quality development stage has entered an important window period for comprehensively improving quality, efficiency and competitiveness. "
How to empower tea is the primary issue. This empowerment can be standardization, industrialization and intelligence, but the most important thing is branding. Taking Nestlé as a reference, this is a prerequisite for Chinese raw-leaf tea to become popular again in the world.
However, the reality of the tea industry is agriculture, the small-scale peasant economy, alpine tea gardens, and business entities are scattered. Unequal demand in production areas and sales areas is a natural contradiction. In the process of industrial development, it is very necessary to cultivate operational entities that can adapt to modern market competition. Branding is the way to break the situation.
Therefore, in promoting the integrated development of the tea industry, the "Opinions" also focused on promoting the integration of the whole chain and improving the linkage mechanism between the upper, middle and lower reaches of the industrial chain, because this is the prerequisite for the birth of 2 billion and 5 billion enterprises. According to previous data, in 2018, the domestic sales of tea in China reached 266.1 billion yuan, but the top 100 brand companies had a combined market share of no more than 5%, and no more than 20 companies with revenue of more than 100 million yuan in the industry. Time-honored enterprises with a long history of tea making are also difficult to form a scale due to the limitations of the industry.
In 2022, the Xiaotan Tea Huangshan Super Factory will be put into operation, and its large-scale R&D + whole industry chain, multi-brand and multi-product line layout has completed the most important step. In other words, this is a practice of liberating productive forces.
This annual production capacity of 10 billion yuan and the world's first industry 4.0 base for the tea industry may not be the end of China's tea industry, but in today's context, it is one of the most mature solutions to promote the re-prosperity of the tea industry.
Today, the small pot of tea is committed to becoming the most valuable tea consumer goods group in China, but the road to industrialization of Chinese tea requires the industry and the industry to work together. In 2025, the contribution rate of tea industry science and technology will reach 65%; the total output value of dried hair tea will reach 350 billion yuan, and the export value of tea will reach 2.5 billion US dollars. Pan, "warming the world with a leaf" should not only be the corporate mission of the small pot of tea, but also the common vision and mission of Chinese tea and Chinese tea culture to adapt to the times and the world.
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