Co sponsored by global Tea man

 

MUST HAVE GREEN TEA

 

2021-Global promotion for green tea

 

Liu nianyan Senior professor
 

Expand and strengthen China's modern tea industry in Rural Revitalization

 

I. Integrate into the new era and serve the new era

We are in a new era. This new era has two historical backgrounds, from which three development themes are derived. Today's world is experiencing great changes that have not been seen in a century, and China is in a critical period of realizing the great rejuvenation of the Chinese nation. The great changes not seen in a century are promoting the reform of our society and the reform and development of rural areas. Transformation and innovation are the themes of this era. In this era of historical transformation and development, China's social development presents three development themes as a whole: first, the historical transformation from traditional countryside to new countryside in the future. Its development path is mainly realized through the overall transformation from traditional agriculture to modern rural industry, from traditional social farmers to modern industrial farmers, and from traditional villages to modern rural communities. The second is the transformation from post industrial civilized society to future ecological civilized society. Taking the reconstruction of the new ternary relationship between man, nature and society as the main body, we can promote the transformation from traditional social form to ecological civilized social form by creating an ecological civilized lifestyle, establishing the system and culture of ecological civilization, realizing green development and building an ecological civilized community society. The social form of ecological civilization is showing us. The third is the transformation of social life to a new era. Human lifestyle is transforming from traditional social life to global, market-oriented, intelligent, humanistic, big data and regional social life. A people-oriented society will lead us into a new era that mankind has never had before. Unprecedented changes have taken place in people's consumption mode and consumption content. China's tea industry is not only a part of people's daily life, but also a rural characteristic industry with global development advantages. We should seize the opportunity of the times, expand and strengthen the modern tea industry.

II.Innovation, transformation and development

(1) Promote the high-quality development of tea industry

1. Promote the innovation of development form of modern tea industry. Form innovation connects with the government. Industrial innovation supports the construction of characteristic towns. High quality tea export base. Create a modern tea industry innovation demonstration area. In the early stage, select tea producing areas with certain resource advantages and a certain foundation for modern tea industry in the country, and carry out the demonstration work of creating a modern tea industry innovation demonstration area first. We will comprehensively promote the construction of modern tea industry by creating a modern tea industry innovation demonstration area. The demonstration area will be built into a global high-quality tea product manufacturing base, a tea science and technology innovation platform, a modern production factor gathering area, a regional tea service leader and a new tea industry creation demonstration area. Give full play to the demonstration and leading role of the demonstration area in the construction of modern tea industry, close the chain and drive the overall development of modern tea industry.

2. Do a good job in the development and innovation of new formats of tea industry. Business innovation and social integration. Business form is the manifestation of an industrial service mode and service function. The new business form of tea is the unity of the modernization of tea industry service mode and meeting the needs of the new market. The core is "+". At present, there are mainly: first, intelligent tea industry. With the big data technology of tea industry as the core and based on the modern intelligent tea manufacturing base, a leading tea industry oriented to market demand is constructed. Second, e-commerce of tea industry. Taking the Internet as a platform, through the Internet plus tea industry, innovative trading, sales and consumption mode, a tea business is formed, combined with WeChat to form a tea micro business. Third, technology-based tea industry. By continuously promoting the scientific and technological innovation of tea and the mutual integration and development with related industries, a scientific and technological tea industry has been established. For example, the combination of tea and medicine, tea and food, tea and printing and dyeing has realized the wide application of tea in other fields. Fourth, cultural tourism tea industry. The ecological leisure function of tea garden is integrated with other rural elements, promoting the integration of tea tourism and creating a new type of tea industry. "Market demand, product form and resource innovation" are the three elements that determine the innovation of new industries.

3. Accelerate the innovation of new industries. The power comes from the change of the demand content and demand mode of the service object. It is based on the innovation of industrial resources, and the realization form is the effective service provided by the continuous innovation of products for the society. Three main paths: first, horizontal expansion. The functional expansion of tea eating, drinking, using, playing and decoration has derived corresponding industries to provide services for the society through product innovation. Second, vertical deepening. The functional innovation of tea ingredients and the resource transformation on this basis constantly create a scientific and technological tea industry, and create new industries through the integration of specific functions and related resources, such as the tea tourism industry created by the ecological function of tea. Third, function extension and supporting innovation. With the continuous changes of the market, the transformation and upgrading of the tea industry has become an eternal theme to constantly adapt to and lead the development of the market. It is strongly required that multi industry innovation support its own development, so as to promote the development of new industries. For example, the development of tea equipment, tea packaging and tea appliance industry is based on the needs of the development of tea industry.

4. Accelerate product innovation. Product innovation connects with the market. Do a good job in product innovation. The core of product innovation is to face the market demand and meet the needs of the public. For example, in the process of Chinese tea globalization, there is always a productive demand market, that is, the demand for technology and equipment to improve production and processing capacity, the demand market for tea and its related end products, and the demand market for tea culture communication and market operation. The key to operating these three markets is to innovate the three related products. The organic combination of terminal product innovation, technology and equipment innovation and service product innovation will jointly promote the innovation of tea industry product system. In the process of product innovation, the iterative product R & D strategy realizes the organic combination of product trial sales, sales, correction, elimination and R & D, so as to promote the sustainable development of product innovation. In the contemporary era, in the face of market changes, promoting the combination of single product innovation and multiple product portfolio innovation is of great significance to meet the diversified fashion needs of the main body. (1) Jump out of a single product form and promote the transformation from a single form to a diversified product form. Modern market demand is undergoing fundamental changes. With the change of globalization and people's needs, people are increasingly pursuing fashion, functionality, convenience, security and so on. A single product form is not only difficult to meet the diversified needs of the market, but also seriously affects the overall innovation of the tea industry. (2) Jump out of the traditional tea classification and promote the extension of products to new resource products. Such as flower and grass tea, health tea, fruit flower and fruit tea, fruit tea, etc., accelerate the enrichment of the classification of traditional tea and open up new prospects for the innovation of tea industry. (3) Jump out of the single tea function and create new industries and develop new products according to the functional needs of drinking, eating, using and playing. Break the traditional single tea, constantly pursue the development trend of perfect shape and non marketization, and develop in a comprehensive direction. "Color, aroma, taste and shape are unified, and roots, stems, leaves, flowers and fruits are combined". (4) Jump out of a single industrial function, develop innovative and diversified products according to multi industry melting, and create a product system combining tangible products and intangible products.

(2) Create a diversified and integrated tea industry

1. Promote the innovation of tea resources. First, jump out of the single traditional form of tea resources, promote the diversification of tea resources and expand new non tea resources. The diversified innovation of tea resources promotes the diversified extension of tea industry. Secondly, cultivate and develop the multi-functional resources of the tea industry, vigorously expand its cultural and tourism resources and create a new tea industry on the basis of giving full play to the functions of traditional tea products of the traditional tea industry. For the development of tea industry, we must speed up the establishment of tea resource center and do a good job in the collection, sorting and innovation of tea resources. Resource innovation is the basis of tea industry transformation.

2. Creativity and integration lead the innovation of industrial clusters. Firstly, establish the development path of "demand - product creativity - Integrated Innovation - new industrial cluster". Secondly, do a good job in market positioning. Subdivide the regional market, seasonal time market and different crowd market, determine the product supply according to the market demand, and then realize industrial innovation. Third, grasp the function of elements and promote the integration of elements. That is, on the basis of determining the market demand, determine the product function, and realize the functional product manufacturing through element fusion. Fourth, build an upgrading industrial cluster. Through industrial creation, product innovation and service innovation, we will form an industrial cluster development in which leading industries, pillar industries and surrounding industries are combined, and traditional industries, new industries and strategic industries are coordinated. In the process of rural industrial cluster innovation, we should also take the characteristic advantageous industries as the pillar to form an industrial cluster with diversified product clusters, enterprise clusters and brand clusters, the combination of core industry and extension industry innovation, and the mutual integration of traditional industries, advantageous industries and emerging industries.

3. Create characteristic tea villages and towns. Characteristic industries support characteristic towns and villages. Relying on the existing traditional villages in tea area, combined with the development of tea industry and tea cultural elements, through the allocation of new industrial resources, form characteristic tea villages, and promote the transformation of traditional natural villages to new villages in the future. Taking the advantageous tea industry and its cultural resources as the carrier, create or promote the formation of characteristic towns with tea elements as the main body, so as to make characteristic towns become an important support for regional social and economic development and a leader in promoting the development of tea industry.

(3) Accelerate the supply side structural reform of the tea industry

1. Main contradiction

The contradiction between the traditional industrial development mode of constantly pursuing the expansion of production scale and tea garden area and the development requirements of high-quality tea industry; The contradiction that the supply capacity and mode of tea industry lag behind the new demand of the new market; The contradiction between the further expansion trend of large-scale production and the increasing trend of market localization; The contradiction between diversified market demand and single productive supply; The contradiction between the multifunctional development of tea industry and the needs of future rural development for the integration and innovation of tea industry. The periodic contradictions and problems in the development of tea industry seriously affect the prosperity and sustainable development of tea industry.

(1) From the supply side. Domestic market: the supply market is changing rapidly. The overall supply of tea exceeds demand, and the backlog of traditional products is becoming more and more serious. Retail and wholesale markets shrank across the board. As the development trend of "scattered, chaotic, small and low" has not fundamentally changed, the products are similar, and the enterprise competition is becoming increasingly fierce. Under the strong promotion of local governments, large-scale and standardized tea gardens have developed rapidly, combined with the development of local leading enterprises in the tea industry at all levels. The development of China's tea industry presents a multi-level and low-level competitive situation between regions, enterprises and enterprises, products and products, and the overall benefits of the tea industry are declining.

The scale of production and product supply continues to expand, and the economic benefits are generally low. First, the tea garden base is expanding. No matter whether the area is suitable for growing tea or not, some places also vigorously develop. Some places even use paddy fields to develop tea gardens, which not only changes the nature of the land, but also seriously affects the quality of tea. Second, the processing capacity of traditional tea products has been greatly improved. Driven by local governments, large-scale production enterprises across the country are increasing. Due to the seasonal characteristics of tea production, a large number of equipment can not operate efficiently, which not only causes equipment waste, but also improves the price of products. Third, the new tea industry is growing rapidly. The large-scale growth of tea extraction production and the rapid growth of herbal tea not only enriched the product market, but also promoted the expansion of the total amount of tea market.  

The trend of continuous pursuit of shape change of tea products has not changed, and the high-end price is severely challenged by the popularization of the market. First, the competition evaluation is becoming more and more intense, and the expert evaluation market misleads the marketization of tea. All kinds of tea competitions, auctions, tea festivals, forums, tea culture and other activities are becoming more and more frequent throughout the country, regardless of production and sales areas. On the one hand, it promotes the activity of the tea market, on the other hand, it promotes the deviation between tea management and tea market. Second, due to the supervision of the government market and the shrinkage of the gift tea market, packaging enterprises are also accelerating the shrinkage. It is urgent to actively advocate the market evaluation of tea products, change the backward and non market expert evaluation behavior, and promote the market-oriented evaluation of the public.  

Global market: the adjustment of production structure in traditional tea producing areas has accelerated, especially in traditional black tea producing areas such as India and Sri Lanka. They are also accelerating the functional innovation of traditional black tea. At the same time, they are vigorously developing medium and low-grade green tea. Because the traditional tea producing areas mainly focus on medium and low-grade tea and the mechanized operation cost is low, it has caused great competitive pressure on the consolidation and development of China's tea globalization market.

(2) From the demand side. New social needs are accelerating to develop in depth. The new demand of reality and the new demand that the potential demand in the future transforms into the new demand of reality. The new demand in the new era is caused by the overall change of contemporary social life. From the perspective of people's market demand for rural industries, people's demand for rural products has developed from local to regional, from medium and low-end to medium and high-end, from single to diversified, from mass to personalized, from meeting food and clothing to functional nutrition. The demand structure is changing from a single material product demand to a comprehensive high-quality demand for cultural experience, health and nutrition, ecological leisure and health care and elderly care.

New changes in demand subjects. The main body of wholesale has accelerated its shrinkage. Group purchases continue to weaken. The demand subject is changing from the traditional institutional subject to the consumer subject. Therefore, analyzing the change and development law of the main body is the premise of tea product innovation.

Requirements content. Due to the diversification of demand subjects, the demand content of tea products is also changing rapidly. There are experiential, leisure and health preservation. The combination of leisure demand, experience demand, spiritual consumption, material consumption and industrial demand is becoming the mainstream of rural culture.

Purchase method. Due to the network era, the formation of new operation mode is accelerated. Some went to the store to buy directly, and some went to the unit directly online. Some buy tea in the tea area and share tea gardens. Due to the new changes of demand subject and demand content, the mode is also accelerating the change.

Demand structure. In terms of consumption structure, domestic traditional jasmine tea continues to decrease, black tea is stable, flower tea and functional health tea accelerate their rapid development, and oolong tea and black tea rarely increase. The development of online consumption is subverting the traditional sales mode, accelerating the development of functional consumption, personalized consumption and fashionable consumption, showing the development trend of regional characteristics and specific groups of consumers. The structural contradiction between supply and demand continued to increase. World tea market: first, total growth; Second, the structural change is accelerating, the demand for green tea is growing rapidly, the consumption of black tea is decreasing, the growth of flower tea and compound functional tea is accelerating, and special tea such as Tieguanyin and black tea are steadily increasing. Due to the change of terminal consumption in the global market and the development of networking, tea management presents a small number, multiple varieties, retail and fashion development trend.

(3) From the perspective of market development. The wholesale market is rapidly squeezed. The shrinkage of traditional tea houses is accelerating, and the benefits are getting worse and worse. First, under the condition that the original tea wholesale market remains unchanged, the trend of miniaturization, communization and networking of the wholesale market presents new characteristics. Second, online sales show a trend of rapid growth. Online tea houses accelerated their growth. Third, the trend of integration of consumption and operation is obvious, and the trend of consumers becoming operators is accelerating. The market structure is changing rapidly, and the development of fashion trend is affecting the traditional tea industry. The overall loss has become an important factor affecting the survival crisis of traditional wholesale markets and tea farms.  

Double homogenization is becoming more and more serious. The homogenization of production and circulation is becoming more and more serious. First, the tea garden is homogeneous. The varieties and farming methods are similar. Second, the production is homogeneous. The production process and operation mode are the same from the organization of tea garden raw materials to the production or sales mode of products. Third, the circulation is homogeneous. Produced in spring and sold throughout the year. Establish stores, self-produced and self sold. Fourth, product homogeneity. Generally, it is a bud and a leaf of high-grade gift tea, and other middle and low-grade. From a macro point of view, China's tea is still those kinds. Production process or those processes. The characteristics of products mainly in the form of raw materials and in bulk have not fundamentally changed. Fifth, the market is homogeneous. With tea city as the main body, tea city is a tea commercial real estate market and a concentrated collection of tea farms. From the perspective of tea producing areas in China, the development mode and business model are the same. As long as you go to the market, you can always buy all kinds of tea products in any tea shop. Operating products are similar. The business style is basically the same. Tea house is the epitome of a national tea market.  

The overall efficiency of the industry is low. Production and circulation compete, and the overall efficiency of the industry is low. Because the tea varieties introduced from all over the country are basically the same, the ideas of tea shape innovation are similar, and there are always so many tea categories. From the market point of view, the positioning of customers is basically the same. This has created a strange phenomenon of competition between the two ends. At the same time, the production of new tea products is increasing, resulting in a huge squeeze on the production of traditional products. The rise of new sales channels has a great impact on the sales of traditional products. The market efficiency of traditional tea industry decreased as a whole.  

The localization trend is difficult to change. In essence, China's local tea industry is a local tea market. First, raw materials determine products, usually taking traditional green tea and black tea as the main body, with single raw material form, single category and single form. Second, the product form is mainly gift packaging and high-grade. Third, due to the limited raw materials, the scale is generally small; Fourth, the product and market are homogeneous. The local gift market is their common sales market. Generally, local tea names are adopted as brand names. Therefore, whether from the national or global point of view, the traditional tea market is a segmented local regional market.

(4) From the perspective of development mode. At present, China's tea industry is essentially a government led production-oriented tea industry. Various subsidies promote the continuous expansion of production scale. With the dual thrust of the government and enterprises, more and more tea garden bases are built, the standards are higher and higher, and the processing plants are larger and more modern; Tea products are becoming more and more high-grade and unitary; Tea brands are increasingly localized and enterprise oriented; The tea performance is becoming more and more exquisite. The development of tea producing areas and tea production bases has increased unabated. The processing scale of tea leading enterprises is becoming larger and larger, and the processing capacity exceeds the actual operating capacity. Large scale idle processing equipment for a long time. Due to the similar characteristics of tea germplasm resources, similar processing technology, homogeneous varieties, homogeneous production, homogeneous products and homogeneous market, the benefits of tea industry are generally low. Tea, a non market trend away from life, is becoming a hindrance to the sustainable development of tea industry. Accelerating the marketization of tea industry has become a major issue for the sustainable development of tea industry, which should be paid great attention by the tea industry.

2. General idea

We must change the development mode of tea industry and accelerate the supply side structural reform of tea industry. Promote the transformation from production oriented traditional tea industry to market-oriented modern tea industry.

(1) Promote marketization with "two modernizations". "Two modernizations" means globalization and living. Facing the global market and promoting globalization. To link up with one's national "one belt, one road", we should do well in the layout of the global industrial chain, strengthen the research on regional consumption demand and product development, and establish a regional "blending" base. Face public life, promote the daily life of tea industry, and return tea to the origin of public life. Formulate market plans according to the consumption behavior of the market, regional market and crowd market at different times, engage in product R & D, innovate operation mode and provide market services.

(2) Lead future market innovation with "two views". "Two looks" means to look at the world, look at the future, jump out of the native land, oppose retro and face the future. Actively participate in the global tea market competition and promote the development of tea industry with the global market. Constantly grasp the future needs of the target, lead the innovation of the tea industry with future needs, and serve the market demand with innovative achievements.

(3) Create a smart tea industry. Accelerating the application of intelligent technology to transform the traditional tea industry and reshape the supply chain is an urgent strategic task for the modernization of the tea industry. China's traditional tea industry is facing two historic challenges: first, the long-term shortage of labor and the inheritance of traditional tea processing technology; Second, the personalization of market demand and the acceleration of origin. These are two major problems affecting the modernization of China's tea industry. How to solve the modernization problem of tea industry development? The key is to accelerate the transformation from traditional artificial tea industry to intelligent tea industry, and create a new modern tea industry facing globalization and future life. Focus on tea garden management, fresh leaf picking, sorting of raw materials, semi-finished products and finished products, whole process processing and intelligent packaging. Create an intelligent industrial supply system and intelligent market oriented to market demand, do a good job in the intelligent innovation of the combination of market-oriented diversified needs, and promote the intelligent interoperability and integration of tea industry and social life, so as to meet the new needs of regionalization, origin, personalization and comprehensive functions of tea market, and promote the transformation and upgrading of traditional tea industry to modern tea industry.

(4) Innovate the traditional classification methods. Create a new category combining market demand and production process. The classification of tea should be conducive to the innovation of tea industry and promote the overall development of tea industry with scientific classification. However, the traditional classification of Chinese tea is based on production or processing technology, that is, based on "fermentation". Green tea, black tea, black tea, oolong tea and so on, the eight tea categories remain unchanged for a long time. For a long time, the classification method based on "fermentation" has continuously guided tea people to take production as the guidance, focus on "fermentation" and other processes, and pay attention to the repetitive innovation of tea shape changes. The driving force of its innovation does not come from market demand, but the mutual product appreciation of tea people. Seek perfection in flat, strip, circle, needle, screw, etc. Therefore, regardless of production and sales areas, various competitions emerge one after another. Practice has proved that the classification method with "fermentation" and other processes as the main body restricts the overall innovation of the tea industry to a great extent, and then restricts the modernization of the tea industry.

(5) Look for innovation power from the origin of tea. From the discovery of tea, tea is people's living product, and the essence of tea is the natural gift of human health. To promote the modernization of tea industry, we must promote the return of tea industry to the origin of tea, face the needs and changes of living market, and guide the development and extension of tea industry to health industry. To innovate the classification of tea industry, we should jump out of the traditional classification method based on "fermentation", adopt the combination of market-oriented demand and traditional technology, realize the organic connection between production and market demand, and create a new category to meet the needs of modern market. In recent years, the rapid development of health tea, fruit tea, flower tea, tea food, milk tea and other tea categories is eating the traditional tea market. It can be predicted that these new tea categories will become new tea industry categories and lead the innovation and development of the tea industry.

With the increasing demand for functionalization, integration, personalization, experience and spiritual satisfaction of the public for the tea industry, the overall innovation of the tea industry will usher in a rare development opportunity: the development of health tea industry will promote the development of functional plants and traditional Chinese herbal medicine drinks, so as to realize China's health tea industry and form a new global tea industry advantage. The wide application of intermediate functional components of tea raw materials in related industries will promote the combination of tea components with other industrial elements, innovate new industries and promote the upgrading of related industries. Starting from people's spiritual and cultural needs, develop the creative tea industry, promote the multi-functional extension and multi industry integration innovation of the tea industry, and form a new tea service industry facing the needs of the new market.

3. Specific measures

(1) Create new demand. First, we should adapt to new needs. With the improvement of people's living standards, the demand for healthier, more nutritious and more functional is becoming the mainstream of consumption. People are eager for ecological, organic and functional nutritional products. With the rapid development of the Internet, people's consumption behavior and mode are also changing. Combined with consumption experience and cultural consumption, it is subverting the traditional consumption concept and mode. Adapting to these new needs is the premise of innovating new needs. Secondly, we should lead future demand. Leading is a development process that faces the future and promotes the gradual transformation of potential needs into real needs. The key to leading future demand is to accurately grasp the future demand trend, carry out product R & D and do a good job in product knowledge dissemination.  

(2) We should create new supplies. Through innovative means to provide consumers with diversified products and services. Iterative product development mode is generally adopted. Through the research on the market, analyze the actual and potential demand of the object, and transform the demand analysis into product manufacturing. For a specific industry or enterprise, supply is often created through "five batches". We call it the creative supply mode of researching, developing, manufacturing, selling and eliminating.  

(3) We should innovate the realization form of supply to meet demand. First of all, we should ensure that supply is relatively effective. All agricultural production must be market-oriented, and the tea industry is a market-oriented tea industry. Secondly, innovate consumers. Guide consumers to extend from a single consumption link to the whole industrial chain of the tea industry, organize and encourage traditional consumers to participate in the production of the tea industry, participate in the control of the production link of the tea industry, and participate in the evaluation of end products. Third, create an interactive platform. The efficiency of the market is determined by the size of the information black hole with the best combination of supply and demand. To create a network interactive platform is to minimize the black hole of supply and demand, accurately grasp the market demand, spread and lead the future market. At present, the creation of Internet and wechat communication is an effective form of supply-demand interaction.

(4) Constructing the mechanism of sustainable development of tea industry

1. Raising questions

Promote mechanism innovation, consolidate the status of tea farmers, innovate the tea industry community, build an interest link mechanism, and establish a solid foundation for the development of tea industry. In tea producing areas, it is common to ignore the basic position of tea farmers in the tea industry. Tea enterprises always like to confuse the business strength of enterprises with the area of tea gardens. They believe that without tea gardens, tea factories have no strength. The larger the tea gardens, the stronger the enterprise strength. Therefore, a tea factory has a tea garden area of thousands or 10000 mu. Due to the large-scale centralized circulation of enterprise tea gardens, it not only occupies a large number of operating resources of enterprises, but also the original tea farmers go out one after another, resulting in the lack of labor in tea garden management. In addition, enterprise talents and funds are scattered, and the ability to be used for market innovation is shrinking. The operation of tea enterprises is very difficult, which seriously affects the development of tea industry.

2. General idea

The key to constructing the interest link mechanism of tea industry is to scientifically construct the interest relationship of tea industry chain according to the principle of marketization. Protect the three rights and interests and play three roles. Fully ensure the production right of tea farmers' high-quality raw materials and the income right of labor, and give full play to the role of tea farmers' supply of high-quality tea raw materials and tea garden management; Fully ensure the enterprise's market development right and high operating income right, and give full play to the role of tea enterprises in product R & D and market operation; Fully ensure the government's right to represent and supervise public interests, and give full play to the government's role in public brand promotion and public utilities construction. Let the government, enterprises and tea farmers play their respective roles and functions in the development of tea industry, so as to promote the sustainable development of tea industry.

3. Specific measures

(1) The relationship between the development of tea industry and the development of rural communities. It is clear that the goal of sustainable development is the sustainable development of rural communities and rural industries. To establish a good development relationship, we must establish rural characteristic industries into eco-friendly industries, take the road of green ecological cycle development, and reduce rural environmental pollution caused by the development of rural characteristic industries. Turn rural characteristic industries into a driving force for ecological livability and an effective carrier for the inheritance and development of rural culture.

(2) The relationship between the development of tea industry and the development of small farmers. The development of rural characteristic industries should become a channel for rural farmers to get rich and a platform for innovation and entrepreneurship. Promote the organic connection between small farmers and modern agriculture through various forms. Accelerate the construction of the value relationship between small farmers and modern rural industries, and make rural characteristic industries an important force for small farmers to support the stable and sustainable development of new villages in the future.

(3) The relationship between the development of tea industry and the overall rural industrial development. Rural industrial innovation should become an important support for rural industrial revitalization. At the same time, the leading industrialization of rural characteristic industries will drive the development of new industries and form a rural industrial cluster in which leading industries, new industries and surrounding industries promote each other.

III. Take the innovation of modern tea industry with Chinese characteristics as a strategic task

(1) The future tea industry is a modern tea industry

It must be clear that the modern tea industry is an eco-friendly tea industry; Tea industry characterized by globalization and life; A new type of tea industry with market demand as the starting point and market orientation; Tea industry armed with modern science and technology; It is a cluster tea industry with multi industry, multi integration and innovation; A new type of sustainable tea industry with high quality and high efficiency; Tea industry with comprehensive industrial competitiveness; Tea industry with multiple and coordinated interests; It is a new tea industry in which the interests of tea farmers, tea enterprises, tea consumers and tea district government are coordinated and the harmonious coexistence between man and nature.

(2) The future trend of modern tea industry

1. Park oriented. The resource creation of tea industry development presents the development trend of park and base. The park of tea industry resources has four basic characteristics: first, the industrialization mode of tea farmers + cooperatives + enterprises + market is the foundation. Second, enterprises are the main body of product innovation and market operation. Third, local governments have good policy guarantee; Fourth, science and technology is a strong support for the sustainable development of the park. The park and base of tea garden is convenient to form the scale of resources and product quality control. It is also convenient for the timely application of modern scientific and technological achievements. Park is the basis of marketization and new industrial creation.  

2. Integration of production and marketing market. The first is marketization. Compared with the traditional production-oriented development mode of tea industry, the market-oriented tea industry takes the needs of the object as the starting point and organizes production according to the changes of the market. It adopts the development path from market to production and resources serve the market. Secondly, the land sales market is gradually developing towards the integrated market of origin and land sales. Consumers use the network platform to take the form of tea garden experience sightseeing, combine experience with ordering, and combine origin ordering with multi-point distribution. This is a new feature of the development of tea market.  

3. Industrialization. There are three basic requirements for the industrialization of tea industry: first, the production right of tea raw materials should be handed over to tea farmers; Second, the product innovation and market operation are handed over to the enterprise; Third, policy support and fair market are handed over to the government. The development of tea industry is based on the scientific construction of the coordination of interest relations between tea industry and natural environment, tea industry and rural communities, tea industry and industrial resources, tea industry and industrial workers, tea industry and tea farmers, tea industry and government, tea industry and consumers, tea industry and industrial subjects. Through the development of tea industry, promote the comprehensive and sustainable development of various industrial stakeholders.  

4. Globalization. Modern tea industry is a global tea industry based on regionalization. The product market is established on the basis of regional market, and regionalization constitutes an integrated global market. First, adhere to the principle of regionalization. Regionalization is a global manifestation. A certain region needs corresponding products, which is determined by the national customs and natural and cultural factors of a region. Second, establish a regional market strategy based on object positioning. Third, study the characteristics of the global market, especially the demand characteristics and consumption behavior of people, and carry out product innovation on the basis of determining the regional market. The product form is determined by the market demand; The market scale of products depends on the demand scale of people; Fourth, innovate an effective business network. At present, creating a public global management platform is a major strategic choice for the global development of tea industry.  

5. Integration. The first is pluralism. Diversification of industrial resources, industrial subjects and market formats. Secondly, integrated development. You have me, I have you. Break the traditional classification boundaries of primary, secondary and tertiary industries. Based on the tea industry resources and taking the tea industry as the overall undertaking, we will implement diversified management. Third, realize the integration of industries. According to the diverse functions, create different industrial forms and realize the unification of several industries in the same industry. Fourth, products are markets for each other among diversified industries.  

6. Functionalization. First, the tea industry is functionalized. The functions of tea industry include product function, cultural inheritance, tourism, leisure and sightseeing, as well as regional ecological function. The diversification of functions is the basis for the diversification and innovation of tea industry; Secondly, the product presents the development trend of functionalization. Tea is gradually returning from the traditional single thirst quenching function to its due health function. Giving full play to the health function of tea industry is becoming the direction of innovation of tea industry. Jiangsangao tea, whitening and slimming tea and so on have become the main market selling points of tea products.  

7. Intelligent and digital tea industry. Intelligent tea industry is the future trend of tea industry development. First, the intellectualization of production and management. Secondly, the informatization of the product itself; Third, intelligent ordering and operation services. The outstanding manifestation is "Internet plus tea industry". Operating website and wechat communication are becoming the main platform of tea business.  

8. Branding. The branding of tea industry presents a trinity development trend of the combination of regional public brand, industrial brand and product brand. First of all, regional public brands reflect the history, culture and industrial cluster characteristics of a place. Such as Malian road in Beijing, Hengxian County in Guangxi, Longjing Village and so on. The formation of regional public brands is often formed by the government on the basis of the natural formation of the industry. Secondly, industrial brand is the general name of a kind of industry. For example, Hubei brick tea and Hunan black tea reflect a kind of tea. Industrial brand also has the nature of public brand. Industrial brand can form brand effect only with the support of the government and the joint participation of relevant enterprises. Without good products and product clusters, the participation of leading enterprises and scientific and technological support, it is difficult to form industrial brands. Third, the creation of product brand is the market behavior of enterprises, which reflects the market nature of their products. To realize the brand management of tea industry, we must form a development mechanism in which the three types of brands combine and promote each other.  

9. Regular and comprehensive. First of all, the pursuit of fashion is the general trend of tea consumption. The fashion of purchase mode mainly reflects wechat and online purchase, and the combination of tea experience and tea ordering. The unity of color, aroma, taste and shape, and the combination of root, stem, leaf, flower and fruit. Good looking, easy to use and fun are also the basic requirements of fashion. Secondly, comprehensive drinking of multiple products is becoming a general trend. According to the characteristics of different people, different seasons and different physique, creating comprehensive new tea products and forming a convenient, functional, healthy and fashionable new tea industry is a huge business opportunity for the development of tea industry in the future.

(3) Specific measures for establishing modern tea industry

1. Create a market-oriented tea industry. First of all, modern tea industry is a market-oriented tea industry dominated by market demand, and its production purpose is to meet the market needs to the greatest extent. Second, the marketization of tea industry reflects the organic combination of effective supply and effective demand of agricultural products, and the unity of meeting the market and leading the market. Third, the market strategy for the development of tea industry reflects the demand of global market, crowd market and national regional market as the starting point, and provides effective market supply. Fourth, the marketization of tea industry is realized through five links: market positioning, determining industrial service objects, analyzing object needs, innovating and manufacturing high-quality products, and implementing promotion services.  

2. Create an intelligent tea industry. Firstly, realize the information integration of tea production and industrial management. For example, the big data technology of tea industry, the Internet plus tea industry, etc., will make the data of tea industry management essential. Secondly, the production and management of tea industry is based on intelligence. Consciously apply intelligent equipment in all links of tea production and operation, and use intelligent manufacturing and intelligent supervision of process flow to ensure product quality and reduce operation cost. Third, the tea industry is interconnected with all links of social life through information technology. Become an organic part of the intelligent society.  

3. Promote industrialized operation. First of all, promote resource Park and base, which is the resource basis for the development of modern tea industry. Such as the establishment of tea industry demonstration park, high-quality tea industry demonstration base and so on. Secondly, realize the combination of "three rights". Adopt diversified industrialization models to ensure farmers' production right of high-quality raw materials and give full play to farmers' enthusiasm in the production of high-quality raw materials; Ensure the enterprise's product development and market operation rights, and give full play to the market enthusiasm of tea enterprises; Ensure the implementation right of the government's public policy, and give full play to the enthusiasm of the government's supply of public goods and the fair implementation of the policy. Third, tea industry branding. Create a brand system combining regional brand, industrial brand and product brand, and promote the development of comprehensive modern tea industry cluster with comprehensive brand interaction.  

4. Create regional characteristic tea industry. First, distinctive features. The modern tea industry in a region is different from the tea industry in other regions in terms of resources, product form, industrial function and operation mode. Second, it has comparative advantages. For example, whether high-end and high-quality products are available, whether the regional industrial innovation support system is sound, whether the industrial and policy service system is optimized, and whether the industrial distribution function in the regional industry is available. These elements are the main factors that determine the formation of the advantages of a regional modern tea industry. Third, cluster development. For example, the formation of diversified product clusters supported by characteristic advantageous industries, the combination of core industry and extension industry innovation, and the development of mutual integration of diversified industries are important factors affecting the development of a regional modern tea industry.  

5. Integrated tea industry development. First, diversified development. It is mainly reflected in the diversification of tea industry resources, industrial subjects, market formats, product categories and markets. Secondly, multiple combination. Modern tea industry is a diversified tea industry, which combines tea industry with rural tourism, tea industry development and cultural inheritance. You have me, I have you. Third, realize the mutual combination of industries and complementary functions. Modern tea industry creates different industrial forms according to various functions, and realizes the unification of several industries in the same industry. Fourth, products are markets for each other among diversified industries. The natural attribute and human civilization attribute of tea industry show the multifunctional color of modern tea industry. In today's era, the tea industry function, ecological function, ecological landscape and tourism resource function, cultural inheritance function and so on are becoming the resource basis of modern tea industry innovation and forming a multifunctional resource complex. The versatility of the tea industry leads the innovative development of diversified industries of the modern tea industry and creates conditions for the integration of the modern tea industry. At present, the organic combination of tea industry development and rural development, tea industry development and poverty alleviation and development, tea industry development and cultural inheritance, tea industry development and village construction shows the vitality of industrial integration.

6. Healthy nutrition and biochemistry. Leisure and health preservation is becoming an important lifestyle and attitude towards life of modern people. It is predicted that in the next 10 years or even longer, China's health care industry will grow at a geometric level and form a huge new market. It is not difficult to find that in recent years, the overall innovation of the tea industry has accelerated, and the rapid growth of the demand for health tea has promoted the rapid development of the health tea industry. As a new type of tea industry, health tea industry is becoming a new growth point for the development of tea industry.

7. Establish a global Chinese tea industry. First of all, we should control the advantageous resources of the global tea industry, such as germplasm resources, high-quality production conditions resources, market resources and so on, which determine the global operation of the tea industry; Secondly, actively participate in global tea industry technical cooperation, actively exchange and share global relevant technical achievements, and seize the high point of industrial technology; Third, promote global cooperation with the global market, realize the global market operation of products, and implement the diversified product strategy through the organic combination with the regional market, industry, enterprise and product innovation of the country, so as to promote the globalization of the market.

Strengthen the global promotion of tea culture. The promotion of tea culture is not just a matter of the tea industry. It should be raised to the national level and implement national behavior. Secondly, promote the Sinicization of tea service industry. The focus is on the creation of a leading global market, the interpretation and dissemination of Chinese tea culture, scientific and technological innovation and information services of the tea industry, etc., so as to promote the globalization of tea industry management with the globalization of tea industry services. Third, cultivate global leading enterprises and create global operation alliances. Focus on innovating a new mechanism combining export bases, production enterprises and market operation. Fourth, adhere to the trinity of "government support, enterprise operation and market mechanism". Change adapting to the market into leading the market.

Globalization is not only the inevitable choice of the modernization of China's tea industry, but also the path choice of the supply side structural reform of the tea industry. System innovation at the macro level will become a powerful engine to revitalize the "global grandeur of Chinese tea" and lead the globalization of Chinese tea.

To create a global tea center. The world tea center is shifting from sales to origin, and this shift is accelerating. In the process of promoting the innovation of tea products, the establishment of a global tea center plays a major driving role in giving play to Chinese tea to lead the great development of the global tea industry. To build a global tea center, we should focus on the following aspects: first, create a cluster development trend and form the advantages of Chinese tea clusters. Through product manufacturing clusters, industrial innovation clusters and brand clusters, cluster development leads market development. Second, create a global trading and communication platform. By creating a global trade fair, promote the functional innovation of the trading market platform, organize market subjects, disseminate industrial information and gather industrial elements. Third, scientific and technological innovation leads the modern tea industry. Promote the cooperation of global traditional tea industry through the industrial application service of scientific and technological innovation and scientific and technological innovation achievements. Fourth, cultivate the local market. Make the growing Chinese local market become the engine of the development of the global new tea industry.

To create a tea Festival. By creating a worldwide Tea Festival, tea people can be organized. Organize the supply side to form the supply of global products; Organize the demand side and lead the global tea market. Organize the discourse power of the global communication of "Chinese tea" public brand, and realize the transformation from adapting to the market to leading the market all over the world. To realize the alliance is to face the global regional market and realize the great alliance of Chinese tea people. To achieve unity is to unite all forces that can be united to open up a broad global market.

To create "China tea overseas center". Build it into a window for the world to understand "Chinese tea", a platform for cooperation and a stage for exchange. It has become a strong support for "Chinese tea" to be rooted in the world.

Innovate, spread and promote "Chinese tea". Tell the story of "Chinese tea" to the world. The purpose of telling the story of "Chinese tea" is to influence people's hearts, enrich each other's emotions, shorten the distance between products and consumers, and integrate "Chinese tea" into local people's life. Tell the tea story that consumers care about with consumers' language and habits. The elements of "Chinese tea" should be expressed in the form of nationalization, regionalization, nationalization and folk friendship. Highlight lifestyle and consumer characteristics. With scientific support, speak with facts, show with real scenes, get close to and integrate into public life, and inspire people's spiritual pursuit of a better life. The global promotion and dissemination of Chinese tea culture should implement national behavior. This is determined by the national cultural value of Chinese tea culture. Through the global promotion and dissemination of "Chinese tea", the global dissemination and promotion of Chinese tea culture has become a booster for the great rejuvenation of the Chinese nation.

To promote and disseminate the public brand of "Chinese tea" globally, we need to strengthen and do a good job in the design and content definition of the global public brand of "Chinese tea". Define "Chinese tea" from the perspective of cultural value of human future development. Integrate with the cultures of different languages, nationalities, countries and regions to show the connotation of "Chinese tea". Focusing on promoting the life and art of tea culture, through the life of tea culture, we will widely carry out the exchange of tea culture among different regions and nationalities around the world, promote the deep integration of human tea culture and constantly innovate the colorful Chinese tea culture.

Innovate the global promotion and communication mode of "Chinese tea". The focus is to make extensive innovation in communication form, content, carrier, subject and effect evaluation by using modern technical means. First, establish the concept of communication priority. Lead the global output of tea industry with the promotion of "Chinese tea" public brand; Secondly, do a good job in industrial follow-up. The goal of tea culture communication is to serve the export of tea industry and promote industrial development with cultural communication; Third, create a three-dimensional and diversified communication system, and establish the communication of publishing, gift giving, various forum platforms and national public platforms. Fourth, national reward communication. Create a comprehensive communication system that combines national communication with folk communication and integrates formal communication with industrial communication.

IIII. Take the establishment of a new tea area with comprehensive competitiveness of regional tea industry as the strategic fulcrum

1) Raising questions

A county or city has a large tea area and many processing enterprises. Why is it difficult to improve the overall efficiency? How can the traditional tea industry form an advantageous industry? For the development of tea industry in a region, especially in a county or city, how to develop modern tea industry under the new historical conditions?

Regionalization is the inevitable trend of tea industry development in the future. The competitiveness of tea industry is ultimately determined by the comprehensive competitive advantage of a region. So, how can a region win the initiative in the future competition around the innovation of the tea industry?

(2) General idea

Modern tea industry must be a tea industry with strong competitiveness. The comprehensive competitiveness of modern tea industry is mainly reflected in: first, based on high-quality industrial resources, such as germplasm resources, production conditions and so on. Second, it has strong manufacturing capacity of high-quality products. Third, it has sufficient market share, efficiently meets market needs, and has the ability to lead the market in the future. Fourth, brand influence and scientific and technological innovation ability have become an important support for competitiveness.

(3) Specific measures

1. Build brand system support. A regional public brand of a region. Tea public brand is the soul of the development of tea industry in a local region; It is the concentrated embodiment of a region's tea culture, tea history and tea advantages; It is the high-end communication and market leading of the market positioning of a regional tea industry. The shaping, promotion and dissemination of public brands lead the strong development of the tea industry.

2. Build regional cluster capacity of tea industry. The focus is to build a leading industry based on advantageous resources, take the leading industry as the core, and promote relevant industrial clusters and form the advantages of tea industry clusters through the functional diversification innovation of tea industry, the functional innovation of tea and tea culture, and the multi-functional resource integration innovation of tea industry. Build a business service system around the business needs of the business subject, so as to maximize the convenience and benefits of the business activities of the supply and demand subject. Facing the needs of innovation and entrepreneurship, build a public service platform to make entrepreneurship and innovation a strong driving force for regional industrial development.

3. Develop modern tea industry system. Modern tea industry system is composed of leading industry, advantageous industry and new industry. The mutual transformation and organic combination of the three industrial forms determine the development state of modern tea industry. First, based on the existing resources and facing the global market, cultivate leading enterprises to form a clustered and leading tea industry. Second, innovate industrial resources, form a diversified development trend of resources, improve the industrial scale, and realize the transformation and upgrading of the industry, so as to form a pillar tea industry. Third, based on scientific and technological innovation and the multi-function of resources, and taking the diversification of market demand as the starting point, promote the multi-functional development of resources, so as to form a new industry.

。 First, strengthen scientific and technological support. Build a new mechanism for the combination of scientific research institutes and tea advantageous areas. Encourage enterprises to establish R & D centers and encourage cooperation between scientific research institutes and leading enterprises. Second, develop the human resources of tea industry. Focusing on the special needs of human resources for the development of tea industry, we should strengthen the shaping of industrial chemical people for farmers. Vigorously carry out the training of tea entrepreneurs and cultivate international management talents and entrepreneur groups in the tea industry. Third, innovate and build a financial support platform. Focus on the special needs of tea industry operation and start the innovation of financial products. Fourth, innovate and build a new mechanism of land transfer. Encourage the centralized circulation of scattered land in various forms such as "anti leasing and subcontracting, long-term leasing, buyout of use right, subcontracting, leasing, exchange, transfer and shareholding". Establish an interest mechanism that benefits farmers, operators and society.

4. Create new markets

(1) Change the local market into a regional market. The localization trend of tea industry is the biggest problem of tea industry marketization. Regionalization is not only the basis of globalization, but also the realization form of marketization. First, we should change the traditional development mode of tea industry and transform from production-oriented to market-oriented tea industry. Second, we should do a good job in the market-oriented innovation of products and manufacture products according to the needs of the object. Third, we should use modern technology to create a communication platform and promote new products. For a regional market, it is necessary to realize the organic combination of its own market, origin market and land sales market, and realize the integration of the three markets.  

(2) Change the regional positioning into the market positioning of the target demand. Break international, domestic, inter provincial and intra provincial regional boundaries and realize global market integration. According to the different market nature of the productive market with tea production as the main body and the consumer market with tea consumption as the main body, the development strategy of the supply of tea products and supporting technologies is formulated. Accelerate the construction of a global leading market, take the leading market as the center, and promote the construction of a unified market system with national integration.  

(3) Create a new tea market. First, clarify the market positioning. Fully reflect the market service of providing products for new enterprises and the purchase service of new products for customers. Secondly, accelerate the expansion of new functions. On the basis of retail and wholesale functions, expand new functions suitable for the requirements of the times, such as temporary transaction, agency procurement and agency wholesale. Third, we should do a good job in the allocation of public resources in the market, focusing on brand promotion, the selection of new products and new suppliers, cultivating the two markets of supply and purchase, and building the dissemination of public information in the market. First, market-oriented. The general market consists of regional market, crowd market and time market. Facing the market is to distinguish the different characteristics of different markets, determine the service object, analyze the object demand, and grasp the demand development trend, so as to organize the supply of products. This is the principle that must be adhered to in creating market-oriented rural characteristic industries. Secondly, innovate market strategy. Formulate market strategy, and formulate market-oriented product scheme and market operation scheme at different development stages. There are three main forms of general market demand: continuous demand, real demand and potential demand. To do a good job in the development of rural characteristic industries, we need to analyze the demand markets of different natures, and on this basis, study the development status of general demand, actual demand and potential demand of each market, so as to formulate strategies to adapt to the market, meet the market and guide the development of the market. Product iterative innovation is an important way to ensure the implementation of market strategy. Third, guide supply. Demand is greater than supply, supply and demand balance, and supply is greater than demand are the three forms of the development of the relationship between supply and demand in the general market. To establish high-efficiency rural characteristic industries, we need to create the contradiction between supply and demand, create demand greater than supply, and demand leads the development trend of supply. Demand exceeding supply is the main measure to build the initiative of industrial development. Therefore, to develop rural characteristic industries, we must make great efforts in guiding supply. Realize the upgrading and change of demand and promote the development and upgrading of supply. In the process of supply meeting demand, we should constantly create, meet, lead and create demand to develop modern rural characteristic industries.

5. Promote consumption innovation. Promote consumption innovation and establish a modern living tea industry. First of all, tea consumption is closely related to people's life and cultural experience. With the development of society, people's consumption behavior is changing from passive consumption to active consumption, from store consumption to online consumption, and from purchase consumption to the combination of experience and purchase. Secondly, the consumption content is also changing from traditional thirst quenching to multi-functional consumption of eating, using and playing, and pursuing branding, functionalization and fashion. Consumption concept, from satisfying consumption to creating consumption. Third, consumption mode, in order to promote the transformation and upgrading of the traditional tea industry, we must comply with the changing trend of consumption and constantly innovate consumption behavior, consumption content and consumption mode. Realize the organic unity of tea product consumption, tea garden health care sightseeing experience consumption and tea culture experience consumption.

 

 
   


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