"It thundered overnight", Wuyang Chunyu Tea was produced in Wuyi County, the "hometown of organic tea in China" in south-central Zhejiang Province. Wuyi is located in the south-central part of Zhejiang, with mountains and mountains, beautiful scenery, four distinct seasons, sufficient heat and long frost-free period. The superior natural environment has created the natural and pollution-free innate quality of Wuyang Chunyu tea. It looks like pine needle drizzle, light green and yellowish in color, sweet and refreshing in taste, and has a unique orchid fragrance.
Wuyang Chunyu tea has inherited the traditional tea-making technology for thousands of years, and is carefully cultivated and produced by using modern technology, which makes Wuyang Chunyu tea of outstanding quality. Wuyang Chunyu Tea 1994 has won many gold medals since its successful research and development. By the end of 2009, Wuyi County had a production base of more than 60,000 mu, with an annual output of 1 10,000 tons and an output value of 1. 1 100 million yuan. Products are exported overseas.
Wuyang Chunyu tea looks like pine needles and silk rain, with light green and yellowish color, lofty and distant aroma, sweet and refreshing taste and unique blue fragrance. The natural quality of tea "color, fragrance, taste and shape" is unique and enjoys a high reputation in history.
Produced in Jiulongshan District, Yuyuan Garden, Wuyi, Zhejiang Province, the tea garden is shrouded in mist all year round and the air is fresh. Thin, tight, slightly curly, neat and clean, green and fresh, the soup is light green and bright, with strong fragrance and resistance to brewing. Tea gathers the aura of heaven and earth, absorbs the essence of everything, and is extremely demanding on the growth environment. Beautiful mountains and rivers, forest coverage rate of 73%, beautiful mountains and rivers in the county, fertile soil, mild climate, good natural ecological environment and unique climatic conditions are very suitable for the growth of tea trees, creating unique conditions for building the excellent quality of Wuyang Chunyu tea and developing pollution-free organic tea. Tea contains a profound local culture of 1300 years, and has a unique "color, fragrance, taste and shape".
As early as the sixties and seventies of last century, tea planting was greatly developed, and the tea garden area was as high as 65.438+10,000 mu, making it an important tea-producing county in Zhejiang Province. In the 1980s, due to the change of the national tea industry structure, the bulk tea products were unsalable and the export was blocked. Wuyi tea enterprises, which mainly produced bulk tea, were struggling and the tea production efficiency was low. The tea industry has entered a recession stage, and a large number of tea gardens have been destroyed and planted with other crops. Nearly 50,000 mu of tea gardens are out of control and gradually abandoned. According to the changes of tea industry in the new development period, the county party committee and government actively seek countermeasures, and with the help of experts from the Tea Research Institute of Chinese Academy of Agricultural Sciences, follow the development trend of world agriculture, and put forward the idea of building a "big tea-producing county", "advanced tea-producing county" and "strong organic tea-producing county". The county unified its thinking and understanding, vigorously introduced improved varieties of tea, and developed famous and excellent tea, and in 1994. "Wuyang Spring Rain" tea is shaped like pine needles and silk rain. Its color is light green and slightly yellow. Its aroma is lofty and its taste is sweet and refreshing. "Wuyang Spring Rain" tea, like a spring breeze, enjoys a high reputation in the tea industry for its excellent quality since its appearance. At the end of the 20th century, the international consumption trend of organic food began to appear. The county party committee and government seized the opportunity and put forward the idea of "continuing to pay attention to famous and excellent tea, actively developing organic tea and popularizing pollution-free tea" in time, and regarded the improvement of tea garden varieties and the development of organic tea as an important basic project to improve the industrial structure level of Wuyi tea and implement the famous brand strategy, and won the titles of "Hometown of Organic Tea in China" and "Advanced County of Tea Varieties in Zhejiang Province" in one fell swoop, which seized the opportunity of tea industrialization development. * * * With a tea garden area of 120700 mu, it is a key tea-producing county in Zhejiang Province and one of the national green tea characteristic regional counties. In 2007, the output of tea was 9746 tons, with an output value of 347 million yuan, ranking first in Jinhua in terms of area, output and output value. The output value of tea accounts for 30.8% of the total output value of planting industry. Tea industry has become a pillar industry in rural areas of our county and an important source of income for farmers in mountainous areas, supporting half of our county's agriculture. "Drinking famous tea shows both taste and value". Nowadays, all walks of life pay more and more attention to brand benefits. Whoever owns a famous brand is equal to occupying the market and winning a rolling financial source, which has become an industry knowledge. Therefore, producing Wuyi famous tea, building Wuyi brand, making tea a pillar industry in our county, and the "tea promotion movement" is in full swing.
The road of tea brand is mixed. After "Wuyang Chunyu" tea took the lead in opening the famous tea market, honors followed, winning the first prize of the first "China Tea Cup" national famous tea appraisal and the title of "China famous brand product", the highest prize in the national agricultural industry. For a time, "Wuyang Chunyu" tea has become the darling of the market, and it has repeatedly sold at high prices in Shandong, Hangzhou and other places, which makes tea farmers who grow ordinary tea envious. Driven by the "Wuyang Spring Rain" tea, many tea brands such as Jinshan, Jade and Alpine Tea suddenly appeared in our county. By 2003, there were 19 tea brands in the county. The development of tea needs brands, but with more brands, the competitiveness of tea in the market will be dispersed. What's more serious is that brand enterprises are fighting each other and building repeatedly, which will inevitably lead to vicious competition. The development of Wuyi tea industry has encountered the bottleneck of brand development, so it is urgent to industrialize the tea industry and integrate the brand. However, how to achieve the breakthrough of tea brand? After repeated investigation and consideration, the county party committee and the county government made a decision to integrate tea brands: the famous tea in the county uniformly played the "Wuyang Chunyu" brand, so that more enterprises could enjoy this superior resource and tea farmers could get more benefits.
After careful planning, the brand integration of "Wuyang Chunyu" tea is in full swing. "Wuyang Chunyu" brand management leading group and Wuyang Chunyu famous tea association have been established one after another to comprehensively carry out the quality supervision, technology promotion, product promotion, production and marketing coordination of "Wuyang Chunyu" tea. Seven tea enterprises in the county have joined in succession. "Wuyang Chunyu" brand alliance implements "four unifications" management mode, that is, unified brand, unified packaging, unified standard and unified supervision. In 2004, the county agricultural bureau revised the local standard of Wuyang spring rain. The new standard added the technical standards of Chunyu Longya and Chunyu Longhao, and Jinhua Municipal Bureau of Quality and Technical Supervision issued the municipal local standards, which serialized the standards of Wuyang Chunyu Tea and laid the foundation for strengthening the quality supervision of Wuyang Chunyu Tea. At the same time, the "Wuyang Chunyu Tea Management Rules and Quality Management Measures" was formulated to standardize the production and sales behavior of member enterprises and form a quality supervision and management system of enterprise self-discipline, association management and administrative supervision.
Brand building is inseparable from advertising. Formulated a scientific tea brand advertising planning scheme. The county government invests 1 10,000 yuan every year for advertising, participation in tea fairs and other activities. The county agricultural office, county agricultural bureau and relevant departments organized personnel to conduct market research and did a lot of work. At every tea fair and famous tea recommendation meeting, they actively acted as propagandists of "Wuyang Chunyu" tea brand and enthusiastically recommended "Wuyang Chunyu" tea to foreign businessmen and experts. Every demonstration meeting and seminar has their busy figure. In the process of trademark formulation, packaging design and quality standard formulation, they always take pains to demonstrate repeatedly until they reach the standards recognized by experts and scholars. Nowadays, advertisements of "Wuyang Spring Rain" tea can often be seen in the mainstream media of the country, province, city and county. Brand advertising paid by the government has played an important role, and participating enterprises have also increased their advertising efforts.
After successfully integrating the "Wuyang Chunyu" brand, take the initiative to attack and attack everywhere. In 2004, Zhejiang Province selected the top ten famous teas in the province, and our county sent the "Wuyang Spring Rain" tea to the selection in time. In the fierce competition with nearly 40 famous tea brands in 38 counties and cities in the province, "Wuyang Chunyu" tea stands out and ranks among the "Top Ten Famous Tea in Zhejiang Province". At the 3rd International Tea Expo in Jinan, China, "Wuyang Spring Rain" won the gold medal in the Expo. In other exhibitions, I also won three gold medals, three silver medals and six quality prizes.
The brand is bigger and the market is smoother. Nowadays, "Wuyang Spring Rain" tea has gained a firm foothold in big cities such as Beijing, Shanghai and Shandong. A leaf of "Wuyang Spring Rain" tea is fragrant in these cities. The brand is bigger and the value is higher. After the integration of "Wuyang Chunyu" tea brand, under strict supervision, the quality of tea has steadily improved, and the value of tea has also risen. The brand is big, and the tea farmers are happy. Every year when spring tea comes on the market, the fresh tea picked by tea farmers in our county becomes "fragrant", and the fresh tea just picked by tea farmers is often snapped up. The price of fresh tea has also risen from the previous 60 yuan per kilogram to the present 140 yuan, reaching more than 200 yuan at the highest. An idea has lived an industry, and a pot of tea has pleased a person. Many tea farmers say that the income from growing tea is getting better and better, mainly because the government has played a wonderful game of tea brand integration! Nowadays, "Wuyang Spring Rain" has become a business card of Wuyi, and it is getting stronger and stronger along the road of brand integration. In 2009, Wuyi County made a decision to develop and expand Wuyi tea industry, and successively issued a series of supporting policies such as base construction, improved seed breeding, fine processing and brand promotion. Wuyang Chunyu Tea has won wide acclaim in the industry for its beautiful appearance, long aroma and mellow taste, as well as its advanced management mode of "government-led, association management, enterprise joining and unified promotion", which has won unanimous praise from consumers, and its market visibility and reputation have been improved year by year. As the only tea brand in Jinhua, Wuyang Chunyu Tea has outstanding benefits, not only in Jinhua, but also exported to Beijing, Shanghai, Hangzhou, Shandong and other places, and exported to Europe, America, Japan and South Korea and other countries and regions. Wuyang Chunyu tea production base reached 60,000 mu, with an output of 3 154 tons and an output value of 236 million yuan. The tea industry represented by Wuyang Chunyu Tea has become the leading industry of agriculture in our county and the pillar industry of increasing farmers' income, and it has also become the golden business card of Wuyi County's external image.
Wuyi county will implement six strategies of "organic tea, cultural tea, market tea, brand tea, tourism tea and leading tea" around the goal of "Zhejiang is the world's green tea, and organic green tea counts as Wuyi". Facing the market and adhering to greening; Gather and develop, adhere to the scale; Quality-oriented, adhere to high quality; Carefully cultivate and adhere to industrialization; Relying on science and technology, adhering to sustainable development, making the tea industry stronger and bigger. It is planned that by 20 15, the area of Wuyang Chunyu tea production base will reach 654.38+10,000 mu, with an annual output of 5,000 tons and an annual output value of 500 million yuan. "Wuyang Chunyu" tea is a famous tea developed by Wuyi County Agriculture Bureau 1994, and it has won numerous awards since it came out.
1999 won the highest prize in the national agricultural industry;
1999 China international exposition "China famous brand products";
The excellent quality of Wuyang Spring Rain is deeply loved by consumers and exported to Beijing, Tianjin, Jiangsu, Shandong and all parts of the province.
Gold medal in 2002 China Famous Tea Expo;
Won the gold medal of Ningbo International Tea Culture Festival in 2004;
In 2004, it was awarded the title of "Top Ten Famous Tea in Zhejiang Province".
On June 28th, 2009, Wuyi County famous tea brand "Wuyang Chunyu" scored twice and won the honorary title of Top Ten Famous Tea in Zhejiang Province.