Building a Globally Competitive Modern Tea Industry and Promoting Innovation and Change in the Tea Industry (Part II)

Liu Nianyan, researcher at the Rural Economy Research Center of the Ministry of Agriculture and Rural Affairs

Achieve four transformations

The first is the transformation
from local to regional.
The focus is on achieving a shift
from local positioning to regional target positioning.
Analyze the needs of the object, and manufacture the product according to the demand mode of the
object and the tea drinking habit.
At the production end, it is necessary to build a regional ecological tea production area, highlight the regional characteristics of tea, and shape a regional brand system; On the market side, it is necessary to change the local market into a regional market, and the regional market into a regional target market, and truly establish a market-oriented modern tea industry
.

The second is to shift
from domestic operation to global operation.
First, we must become stronger, bigger and more refined in the local market
.
The growing local new tea market in China is the engine for the development of
the global new tea market.
Second, we must do a good job in "buying the whole country and selling the world" innovation
.
According to the characteristics of tea demand in different ethnic groups and regions around the world, organize Chinese tea raw materials, and adopt a combination of blending, packaging and cultural dissemination to accurately sell Chinese tea
.
Third, we should explore the operation
of "buying the world and selling the world".
According to the different degrees of tea preference and tea drinking methods in the global regional market, we purchase characteristic raw materials from different tea producing areas and implement precise packaging, brand communication and market sales
for regional terminal markets.

The third is to change
from product homogeneity to product characteristics.
First, we must change the way
of development.
Shift
from product positioning to market positioning.
Unswervingly develop market-oriented modern tea industry
.
Develop different products
according to the positioning of different objects and the actual and potential needs of different objects.
Secondly, promote the development
of tea regional characteristics.
Highlight the characteristics of resources, processing, product form, and tea culture
.
Finally, strengthen scientific and technological innovation to promote the diversification and innovation
of tea products.
In the face of market changes, promote the combination of single product innovation and multiple product portfolio innovation to meet the new needs
of diversified market changes.

The fourth is to transform
from tea to tea industry.
The expansion of the tea industry depends on innovation
.
Based on regional resource endowments and their development status, give full play to the advantages of regional characteristic resources and create a modern tea industry
.
Explore the multi-functional value of tea, promote multi-functional innovation as a means, adopt multi-element integration, and form a new tea industry
.
Based on the existing tea industry, develop the special functions of the intrinsic elements of tea resources, continuously lengthen the industrial chain, combine the development of the innovation chain, and create a scientific and technological modern tea industry
.
Taking the modern tea industry before, during and after production as the target, we will carry out modern service innovation for all kinds of business entities and create a new modern comprehensive service-oriented tea industry
.

Implement the globalization development strategy

The first is to implement the overseas tea warehouse plan
.
First, we must clarify the purpose
.
The purpose of establishing overseas tea warehouses in global subregions is to create a docking window from domestic production to the global regional consumption market, truly realize the terminal docking of tea products, and provide a platform
for the research on the law of tea consumption in the global region in the early stage.
Second, it is necessary to innovate the way
of organization.
Relying on existing tea companies to create export consortia, cooperate to go out and establish overseas tea warehouses
with partnership mechanisms.
Support Chinese tea companies to directly establish
overseas.
Third, it is necessary to expand comprehensive functions
.
Do a good job in sales, strengthen the integration and innovation of blending, distribution and sales of overseas docking users, and build a comprehensive tea sales platform
.
Spread Chinese tea culture and Chinese tea brands, build a window for overseas tea lovers to understand "Chinese tea", and give full play to the platform value
of supply and demand cooperation.

The second is to implement a global communication project
.
First, it is necessary to promote and disseminate the public brand of "Chinese tea" globally, and do a good job in the content definition and brand design
of "Chinese tea".
Second, we should use international integrated media, such as on international social platforms such as Twitter
.
Focusing on the public value of tea and user needs, set up communication themes to promote and sell
tea products.
Third, we must actively promote the sustainable development of
"International Tea Day".
Innovate the service function
of "International Tea Day".
With the help of "International Tea Day", enhance the discourse power of the global communication of the "Chinese tea" public brand, organize the supply side and demand side, create global tea supply, and lead the global tea market
.
Fourth, we must innovate the global promotion and dissemination of
"Chinese tea".
Innovate
in the form of communication, content of communication, and carrier of communication.
Create a comprehensive communication system
that combines national communication with non-governmental communication, and public communication with professional communication.

The third is to implement scientific and technological innovation to support the globalization project
.
First, we must actively carry out research
on the laws of the global tea market.
Grasp the future needs of regional objects, lead the innovation of the tea industry with future needs, and serve the tea market
with innovative results.
Second, it is necessary to build a new mechanism
for combining scientific research institutes and tea advantageous areas.
Encourage enterprises to set up R&D centers, and encourage scientific research institutes to cooperate
with leading enterprises.
Third, we must do a good job in scientific and technological innovation
of the global supply chain of China's tea industry.
Create an intelligent industrial supply chain system
that meets market demand.
Strengthen regional consumer demand research and product research and development, and establish regional "blending" bases
.
Do a good job in intelligent innovation of blending for the diversified needs of the market, and promote the intelligent interconnection
between the tea industry and social life.
Fourth, it is necessary to create a scientific and technological tea industry
.
Based on existing tea resources, develop the special functions of tea resource elements, continuously lengthen the industrial chain, and combine the development of innovation chain to form a new scientific and technological tea industry
.

Fourth, we must implement policy innovation
for the globalization of the tea industry.
First, governments at all levels should attach importance to it
.
In addition to general tax rebates, the construction of tea export bases should be included in the "Belt and Road" and tea industry development projects to be supported
.
In the main tea-producing areas, focus on the development of a number of strong tea export bases
.
Focus on seedling selection, export enterprise incubation, manufacturing capacity improvement, operation team creation, digitalization and intelligence of the tea industry
.
Second, do a good job in global promotion and sales support
.
The state should set up special funds to lead the global dissemination
of "Chinese tea".
Encourage overseas tea enterprises to spread China's good tea, good resources, good ecology, good products and good services
.
Fully promote the modern tea industry
of modern and high-quality production of Chinese tea.
Third, encourage Chinese tea enterprises to "go abroad to sell tea"
.
Fourth, vigorously carry out the training of tea entrepreneurs and cultivate international management talents and entrepreneurs in the tea industry
.
Fifth, encourage diversified cooperation to establish sales companies
.
In particular, we must dare to open tea shops
in the markets of developed countries.
Create a "consumer market + raw material blending + promotion and communication + domestic raw materials" model
.

Domestic tea enterprises should unite and give full play to their respective advantages to form a joint force of "going out", break into the international market together, and create a new brilliance
of Chinese tea.

China Food News(2023.
01.
05.
07)

(Responsible editor: Yuan Guofeng)