Taking the regional public brand as the leading tea enterprise brand, we must make our own "taste"

May 10 this year is the fifth "China Brand Day".

Strong development of regional public brands

Recently, the results of the "2021 China Tea Regional Public Brand Value Evaluation" released by the Tea Research Institute of Zhejiang University showed that the top 10 brands in terms of brand value are West Lake Longjing 7.

Under the general trend of consumption upgrading, brand has become an important symbol of the core competitiveness of tea producing areas and tea companies and an important part of their own value.

With the strong support and continuous promotion of the production area government, the construction of regional public brands of tea in various regions has achieved good results.

A Wuyi Mountain, half of the history of tea

Lou Xiangpeng, head of the brand agriculture research group of Renmin University of China and chief expert, said that the key to rural revitalization is industrial prosperity, and the key to industrial prosperity is a strong brand.

Tea companies and brands need to dig deep into culture

According to the data of China Tea Circulation Association, as of the end of the "13th Five-Year Plan", the total number of registered trademarks for tea in China exceeded 680,000, and 37 time-honored brands (tea) were declared and obtained.

However, at present, the contradiction between the overall level of tea brand building in China and the growing demand for high-quality brands is more prominent.

Compared with the vigorous development of regional public brands, the brand building of tea companies is lagging behind

Industry insiders believe that using the power of tea regional public brands to develop the company's own brand building is a good shortcut for development.

Deng Yanbo, vice president of Yunnan Pu'er Tea Association, said that taking Pu'er tea as an example, we should expand to the level of social education on the basis of strengthening basic education, vocational education and professional education, and cultivate more people who truly understand tea in the province, the country and the world.

Deng Yanbo believes that while tea companies should be encouraged to make more quality-oriented good brands, they should try to explore the development of tea villages to implement "one village, one product", make more products of origin, form rural brands, and establish a batch of initial production according to local conditions.

(Yuan Guofeng)

"China Food News" (May 13, 2021 07 edition)

(Editor-in-charge: Yuan Guofeng)