CHINESE TEA
GLOBAL PROMOTION 2022-2024
1. Promotion purpose
（1） Facing the world, promote and
spread China's local tea industry and better enhance the global brand value of
tea in China's tea producing areas;
（2） Help develop the global market
of tea in China's tea producing areas and expand exports;
（3） Help find global partners in
China's tea producing areas and build a new pattern of tea producing areas +
global cooperation.
2. Participatory approach
The governments of tea producing areas will apply for cooperation on their own.
On the basis of local application, the organizer plans to select some
advantageous tea producing areas for key cooperation in the country and sign
cooperation agreements.
3. Expected target
（1） Enhance brand influence
A. Further form the brand influence of "Chinese tea" in China.
B. China one belt, one road, Canada, France, Sweden, Italy, Australia, and other
countries, will carry out tea promotion and sales activities, and expand the
brand of "Chinese tea" in the global regional market.
（2） Progress in market expansion
A. Domestic: set up a sales window in Beijing to create a new way of tea sales
of "Chinese tea + rural good product cooperation platform + order transaction",
so as to help tea producing areas speed up the expansion of the domestic market.
B. overseas: one belt, one road, and the other are the key industries in Canada,
the United States, Spain, Germany, France, Sweden, Italy, Australia and the
"belt and road".
4. Activity time
2022-2024, three consecutive years.
5. Global promotion and communication theme
Theme: global promotion to promote the transformation of tea industry!
Global: must have tea from China!
6. Global promotion and
communication platform
Use the "global promotion and sales platform of tea industry" to promote and
disseminate, and the specific contents are as follows:
（1） Global trade website
A. Two global professional e-commerce platforms: Global Tea Network:
www.teanet.com com. Cn, Global trade network: www.mycotrade.com com
B. Create: China tea special site.
C. It is divided into four sections
| Site |
Theme |
| *** TEA |
Comprehensive introduction to tea
products. |
| Welcome global
tea guests |
Comprehensive introduction
to tea culture activities. |
| Good tea, made in *** |
Introduce tea garden, tea production
capacity, tea production technology, tea scientific and technological
innovation, etc. |
| Business opportunities for
you |
Comprehensively introduce tea
enterprises and cooperation methods. |
Take the way of global familiarity
and acceptance, and comprehensively promote and disseminate tea by means of
text, pictures and videos. Create tea global cooperation opportunities.
（2） Global e-commerce sales
promotion and financial media promotion
Set up "China tea global
communication center" in Ottawa, Canada. On the above platforms, comprehensively
promote * * * tea by means of text, pictures and videos. Form the communication
advantage of * * * tea global tea brand.
（3） Other medium
|
Platform |
Promotion and
dissemination content |
case |
 |
Rural goods
cooperation platform |
Tea brands, tea
products,Tea producing areas, tea activities |
 |
 |
Research
instite of rural development |
Tea enterprises, tea
products,Tea tasting, tea activities |
 |
 |
Headlines today |
Tea activities, tea
knowledge,Tea enterprises, tea trends |
 |
 |
Economic & Cultural
(International) Exchange Cooperation Platform |
Tea trade, tea culture, tea
activities, tea politics and business environment |
 |
The official media people's
network, CCTV, radio and others jointly participate in the promotion and
dissemination.
7. Communication content and
form
（1） Main contents
Highlight the public brand of * * * tea. Focus on the promotion and
dissemination of tea producing areas, tea brands, tea products, tea culture, tea
activities, tea tasting, tea politics and business environment.
Specifically include: * * * tea brand and products; Introduction of tea
enterprises, brands and products in the county; Organic ecological tea base***
Tea culture; Modern tea production; Endorsement: leader endorsement and online
celebrity endorsement; Various tea activities; Tea politics and business
environment.
（2） Main form
1. The communication content takes the form of pictures, text, video, voice and
other forms.
2. Text: Chinese and English materials.
（3） Theme structure
| Theme structure |
Editing content requirements |
| Opening |
1. Tea and you and me
2. Tea and human beings
3. Tea and life
4. Tea and health
5. China and the world tea |
| Welcome global tea customers |
1. Endorsement: leader endorsement and
online celebrity endorsement.
2. Let the world fall in love with China * * * tea tasting promotion
meeting.
3. Various tea activities. |
| Show * * * tea style |
1. Tea brands and products.
2. Organic ecological tea base and tea export base.
3. Rural culture and tea culture.
4. Modern tea production. |
| Good tea, * * * made! |
1. Introduce scientific and
technological innovation ability.
2. Manufacturing capacity of high-quality tea products.
3. Introduction of tea enterprises, brands and products in the county. |
| Business opportunities for you! |
1. Tea politics and business
environment.
2. Tea export cooperation.
3. Other cooperation opportunities. |
8. Carry out tea export and
global sales cooperation
（1） The products are on trial sale in the global regional market. We will work
with relevant counties and cities to select advantageous products, focus on the
global regional market and carry out trial marketing activities.
（2） Establish a tea export base in * * *. Organize tea export.
（3） Organize * * * key products of rural industries to enter the "rural good
product platform mall" for free to carry out global sales.
9. Carry out tasting promotion
and sales activities in key regions of the world
（1） Abroad: hold the tasting promotion meeting of "Must have tea from ***
China". One belt, one road, one in Italy, the other is "Rome
China".
（2） Domestic: hold the tasting promotion meeting of "Must have tea from ***
China". Focus on the main venue areas of Beijing Malian road
and Shougang Park Winter Olympic Games to carry out tasting and promotion
activities. The tasting will be combined with the sample viewing and Ordering
Fair.
10. Global recruitment of
"global promotion and communication Ambassador of China's tea industry"
In order to enhance the global communication power of China's tea industry,
expand the communication channels and scope, and promote accurate access to
information, the "global promotion and communication Ambassador of China's tea
industry" and the "global promotion and communication Ambassador of China * * *
tea" are publicly recruited all over the world. The specific plan will be
formulated separately.
11. Organization
（1） Expert consultant: "2022-2024 three-year action plan for global promotion,
dissemination and sales of China's tea industry" is composed of academicians of
the Chinese Academy of Engineering in the tea industry, tea experts of the
Ministry of agriculture and rural areas, tea entrepreneurs, overseas tea
companies and party and government leaders of relevant tea producing areas.
（2） Executing agencies: The Confederation of Toronto Chinese Canadian
Organizations (CTCCO), Fortune Golden Bridge (Beijing) company, Canadian tea
company, Canadian Chinese Youth Chamber of Commerce（CCJCC）, American tea
company, Spanish tea company, French tea company, Swedish Jack AB company,
Australian tea company, China Tea Import and export company, etc.
Tea Industry Committee of China Association
for the Promotion of International Agricultural Cooperation
Tea culture research center of Renmin
University of China
The Confederation of Toronto Chinese Canadian
Organizations (CTCCO)
February 2022
