The new tea thing in the tea garden? Observation on the diversified development of the tea industry

The new tea thing in the tea garden? Observation on the diversified development of the tea industry

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The tea garden is full of green in spring. The reporter recently visited Chongqing, Henan, Anhui, Yunnan and other places and found that the beautiful tea gardens are becoming more and more tourists’ outing destinations. People buy creative tea products, immerse themselves in novel tea-tasting scenes, and enjoy immersive experiences. Feel the tea culture and new tea events in these tea gardens continue to promote the diversified development of the tea industry.

Integration of tea and tourism: tea gardens become parks

When spring tea is picked, it is also time for outings. Standing on the viewing platform of Wenxin Tea Garden in Hehe District, Xinyang City, Henan Province, a picture of a spring tea garden full of vitality comes into view: tea farmers carry bamboo baskets around their waists, picking fragrant young leaves; tourists press the shutter, Capture the beauty of spring.

“Look at how beautiful the tea mountains are and how green they are. It not only has economic value, but also ecological value. The integrated development of tea and tourism is an important way to enhance the company’s brand value.” Liu Wenxin, chairman of Xinyang Wenxin Tea Co., Ltd., said that last year Wenxin The number of visitors to the new tea garden is about 300,000, and it is expected to exceed 500,000 this year.

??Tea farmers are picking tea at Wenxin Tea Garden in Hehe District, Xinyang City, Henan Province. (Photo provided by interviewee)

Tea gardens become parks, tea areas become scenic spots, and tea mountains become golden mountains. In Nannuoshan Village, Gelanghe Hani Township, Menghai County, Yunnan Province, many ancient tea trees sprout buds. Relying on the beautiful natural scenery and rich Hani customs, the local area organizes sightseeing tours and study tours with the theme of tea, revitalizes idle rural houses, and cultivates more than 10 homestays and 23 farmhouses, driving farmers’ income increase, rural development, and industrial upgrading.

Through the integration of tea and tourism, the beautiful picture of “one leaf enriches the people” is spread in more tea-producing areas. Relying on the tea garden scenery, Yongchuan District of Chongqing launched tea-themed brand festivals, from the Tea Tourism Culture Festival to the Tea Fighting Conference, to attract consumers into the tea garden. At present, the tea planting area in Yongchuan District reaches 111,500 acres, and the annual output value of the tea industry is approximately 1.11 billion yuan. Jinzhai County, Lu’an City, Anhui Province has built the Lu’an West Tea Valley theme park and vigorously developed tea garden tourism such as tea making, tea viewing art, and listening to tea people talk about tea. More and more farmhouses have hung up “tea experience” signs.

“We can expect that the Dabie Mountains will become a tea ‘theme park’, making the tea industry a pillar industry, a green industry and a characteristic industry for farmers in the Dabie Mountains to get rich.” said Lu Wanhong, director of the Jinzhai County Agricultural Industry Development Center.

Diversified and cross-border: making “tea industry +” work

Tea is not only a leaf and a sip of fragrance, but can also be transformed into various innovative products to create different consumption scenarios. In recent years, various regions have continued to explore the development of “tea industry +” multiple formats, allowing the tea industry to release more development momentum.

In Yongchuan, Chongqing, tea derivatives such as new tea drinks, tea foods, tea daily chemicals and tea functional products are continuously developed, and the comprehensive utilization rate of tea resources continues to increase. Yongchuan Xiuya beer, tea bean curd, tea series skin care products…tea products are entering every aspect of people’s lives.

“Yongchuan Xiuya beer combines the fresh tea aroma with the rich malt fruit ester aroma of wheat craft beer. It is deeply loved by consumers and has annual sales of up to 200 tons.” said the relevant person in charge of Chongqing Yulin Tea Co., Ltd. .

??On April 2, the second “Yongchuan Xiuya Cup” Sichuan-Chongqing Cooperation Luyongjiang Industrial Belt Tea Picking Competitionsuperior,Contestants pick tea in the tea picking area of ​​the Rural Revitalization Employment Park in Baiyunsi Village, Yongrong Town, Yongchuan District, Chongqing City.Photo by Xinhua News Agency reporter Wang Quanchao

Yang Jing, the municipal tea art intangible cultural heritage inheritor in Xinyang City, integrates tea product innovation into the inheritance and development of intangible cultural heritage. She often organizes tea parties in the teahouse of Chashan Tea Garden, inviting young people to experience the fragrance and charm of tea, learn tea art, and jointly develop various ways to play with tea, such as making fresh tea leaves into jelly to make “tea jelly”, and mixing rum with it. Mix it with Maojian tea to develop new flavors, and many young people come here because of it.

Tea products are becoming more diverse, and tea tasting scenes are becoming more abundant. Compared with the secluded nature of traditional teahouses, Chongqing tea chain brand Miao Pinji chooses to open its stores in prominent locations with high traffic, such as business districts, to provide convenient and accessible tea tasting space, rich tea selections and fresh and trendy new Chinese style. Attracted many consumers. “Drinking tea has become a more down-to-earth and daily activity. Teahouses also regularly offer tea appreciation courses to help ‘newbies’ like me understand and appreciate tea.” Tea lover Zhang Pingzhong said that now he prefers to A gathering of friends is arranged in a teahouse.

Chen Fuqiao, associate researcher at the Tea Research Institute of the Chinese Academy of Agricultural Sciences, pointed out that the diversified development of the tea industry should be combined with the actual conditions of the production areas and continuously develop new business formats and models according to local conditions. For example, it can be integrated with characteristic towns, personalized customization, health and leisure, medical and health projects, and introduce industrial tourism, digital technology, artificial intelligence, etc. to increase consumer participation. At the same time, the project design should take tea as the core, highlight tea elements, connect experience and consumption, and achieve tea sales through tourism.

Protecting inheritance: promoting tea culture

Walking into the Baima Tea Base in Wulong District, Chongqing, tea farmers are dancing on their fingertips in the thousand-acre tea garden, and 400 primary school students from Wulong are following their teachers among the fields. A unique tea culture research activity is being carried out here.

The Baima Mountain Research Base will be officially opened in 2021. “Children can learn tea picking, tea making, pottery making, tea art and other courses here. While increasing the popularity of tea products, it can also better spread tea culture.” said Yuan Xueping, general manager of Chongqing Chiming Agriculture Co., Ltd. .

??In the Baima Mountain Research Base, students are participating in the “Seeking Tea and Asking about Pottery” research activity. (Photo by Yuan Xueping)

“The development of the tea industry needs to rely on brands to enhance value, and brands must rely on the empowerment of tea culture. Tea culture provides a rich source of innovation for the development of the tea industry.” Chen Fuqiao said that tea culture includes tea history, tea customs, tea art and tea ceremony, tea drinking and Health etc.

Focusing on the protection, inheritance and development of tea culture, many places are making innovative attempts. In Qimen, Anhui, tourists can experience the entire process of making Qimen black tea in the ecologically efficient smart tea garden in Xitang, Likou Town, and visit the Xiangyuan Qihong Industrial Culture Expo Park. A new “tea and porcelain” brand will also be developed locally. Cultural travel experience. In Menghai, Yunnan, relying on cultural excavation and festival creation, the Menghai (International) Tea King Festival is attracting more and more tourists to come and experience it.

Guo Guiyi, a professor at the Tea College of Xinyang Agriculture and Forestry College, pointed out that it is necessary to protect tea cultural sites and tea mountain ecosystems, promote the integrated development of tea history, tea beauty, and tea techniques to give full play to comprehensive benefits.

Reporters: Zhang Xiaojie, Li Xiaoting, Liu Jinhui, Zhu Qing, Lin Bifeng, Niu Shaojie, Jia Xiquan

Planning | Editor: Jin Xiaoqian

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