安溪铁观音 新品牌计划”深入茶产业带

1月12日，在福建省安溪县人民政府主办的“好茶不贵”——安溪铁观音“新品牌计划”大会上，在中国茶叶流通协会和安溪县相关部门的指导下，福建省安溪县云岭茶业有限公司等首批近10家当地龙头茶企与新电商平台拼多多结成“安溪县茶产业新品牌联盟”，将通过产销直连、资源扶持、研发建议、数字化赋能等举措，加速推进传统茶产业升级，探索打造国民茶叶普惠品牌，为消费者带来健康、好喝、不贵的超一流精品好茶。

▲1月12日，在中国茶叶流通协会和安溪县相关部门的指导下，“安溪县茶产业新品牌联盟”正式成立。（张磊 摄）

“福建安溪是我国最重要的茶产区之一，生产的铁观音远近闻名，在整个茶产业发展和茶文化传播中都占有举足轻重的地位。”安溪县副县长肖印章在“新品牌计划”大会表示，“安溪茶企与拼多多的合作承载着弘扬茶文化、打造茶品牌的使命，将为中国茶产业跨越升级提供全新路径。”

拼多多联合创始人冬枣表示，将以“新品牌计划”为载体，从技术、数据、资源等多个方面帮助茶企开拓新市场、拥抱新消费，助力中国茶产业实现新腾飞。“与安溪铁观音的合作只是开始，平台未来还将加大投入，通过助力产业带升级和资源扶持，从中国的茶产业带上发掘出更多优质的茶叶供应链品牌，满足消费者对精品茶叶的需求。”冬枣表示。

据悉，首批安溪县茶产业新品牌联盟成员为拼多多量身打造的产品现已上架平台。其中，云岭茶业作为国有控股企业，为平台消费者带来的庄园乌龙茶仅售29.9元，联合安溪铁观音制茶大师推出的定制款大师茶也仅售39.9元，树立了“好茶不贵”的新标杆。

▲云岭茶叶带来的庄园乌龙茶和大师铁观音，在拼多多年货节期间，两款产品还在市场价格基础上推出了限时优惠。

拥抱新消费，千年茶都再出发

福建安溪是我国茶叶之都，地方茶产业迄今已有一千多年历史。北宋词人黄裳在《演山集》中有云：“江淮、荆襄、岭南、两川、二浙，茶之所出，而出于闽中者尤天下之所嗜。”在经年累月的制茶过程中，安溪茶农发明创造了特殊的工艺，形成独特的茶类——乌龙茶。

安溪铁观音是乌龙茶中的精品，其品质特征是：茶条卷曲，肥壮圆结，沉重匀整，色泽砂绿，形似蜻蜓头，置于手心，沉重似铁，如同观音手掌，故名“铁观音”，素有“青蒂绿腹蜻蜓头”，“美如观音重如铁”的美誉。国家茶叶产业体系经济研究室的报告显示，在全国各大茶类中，安溪铁观音以近20%的市场占有率位列第一。

▲安溪当地至今仍保持着自然农耕、古法制作的传统，自然生态面貌保持得非常良好。（安溪县供图）

为传承安溪铁观音特有的韵味，安溪人至今仍保持着自然农耕、古法制作的传统，为茶业发展上好生态底色，荣获“国家农产品质量安全县”的称号。

在制作工艺上，每一泡安溪铁观音都要历经晒青、凉青、摇青、杀青、揉捻、初烘、包揉、复烘、复包揉和烘干10道传统工序，36小时连续制作。现如今，“安溪铁观音”已成为中国地理标志证明商标，茶叶制作技艺也被认定为国家级非物质文化遗产。

安溪铁观音与拼多多达成战略合作，是传统文化与新兴消费市场的紧密结合。作为中国超大型农产品上行平台之一，成立仅4年的拼多多，年成交额已达8402亿，年活跃买家超过5.36亿。

安溪县电子商务公共服务中心最新数据显示，2019年全县电商交易额达107.92亿元，其中茶叶销售额46.41亿元，电商已成为助力安溪铁观音发展壮大的重要力量。“拼多多是近年来新起的电商平台，在年轻群体和各级市场中极具影响力，合作将拓宽公司和整个地区的茶叶市场，让消费者享受到绿色、健康、醇正的安溪铁观音。”首批安溪县茶产业新品牌联盟企业代表，云岭茶业董事长陈加勇表示。

据悉，目前正值拼多多年货节，平台不仅为安溪铁观音开辟了专区特卖，还在拼多多APP上同步开设了“安溪馆”。当地130多家安溪铁观音认证茶企未来还将陆续进驻平台，进一步提高品牌知名度、扩大市场份额。

破解茶行业有产地、无品牌难题

中国茶叶种植面积和产量位居世界第一，2018年中国茶产业综合产值超过6000亿元，是中国农业发展的重要支柱产业。“但茶产业仍然面临着产能过剩、产销矛盾、品牌发展缓慢等问题。”中国茶叶流通协会秘书长梅宇表示，“通过引导产业带加入拼多多‘新品牌计划’，此次合作有望引领中国茶产业走出一条促消费、强品牌的道路。”

▲安溪当地茶农正在进行铁观音制茶的第一步——晒青。（安溪县供图）“新品牌计划”是拼多多于2018年12月推出的一项针对中国制造业的扶持计划。通过提供数据支持、研发建议和流量资源，拼多多期望联合实力强劲的代工和外贸企业，探索C2M定制化生产，帮助企业回归国内市场，以最低成本培育新品牌。

随着计划推进，“新品牌计划”覆盖的行业已越来越广，并从“单厂扶持”全面向“产业带激活”快速推进。截至2019年底，参与“新品牌计划”定制研发的企业已超过900家，正式成员达106家，累计推出2200款定制化产品，涉及家电、家纺、百货、数码等近20个品类，累计定制化产品订单量超过1.15亿单。

据介绍，此次与安溪铁观音龙头茶企合作，拼多多将通过海量消费数据分析、反馈，重点向茶企输出规格包装、价格定位、新品研发等方面的建议，帮助企业对物流、客群等各个关键节点进行优化，利用产销成本的结构性优势，加速推进安溪铁观音的品牌化建设，在消费者心中树立“好茶不贵”的心智。

与此同时，安溪铁观音与拼多多的强强联合，还有望成为加速中国整个茶产业数字化升级的契机。近年来，随着移动互联网和新消费理念的快速普及，年轻消费群体成为各家争抢的对象，个性化、定制化、高性价比的产品在零售市场层出不穷，“以消费者需求为核心”新消费时代悄然到来。

新消费需要企业快速应变，拼多多在此前的“新品牌计划”中，也与多家制造企业进行了C2M定制化生产的探索。“但相比制造业，我国农业数字化的比重还很低。就茶产业而言，需要构建数字资源体系，强化信息技术服务，推动茶叶生产、流通和配套服务高效融合。”中国社科院研究员张春宇表示。

对此，拼多多方面表示，将积极发挥平台的协同和助力作用，通过数字化、信息化等技术手段，持续助力茶产业高质量、品牌化发展。“除了持续引入茶产业带优质商家进驻，平台未来还将举办一系列茶叶交流、品鉴活动，助力茶叶市场迈上一个新台阶。”冬枣说。

On January 12, at the "Good Tea Is Not Expensive" - Anxi Tieguanyin "New Brand Plan" conference hosted by the People's Government of Anxi County, Fujian Province, under the guidance of the China Tea Circulation Association and the relevant departments of Anxi County, Anxi, Fujian Province The first batch of nearly 10 local leading tea companies, including County Yunling Tea Industry Co., Ltd., and the new e-commerce platform Pinduoduo have formed the "Anxi County Tea Industry New Brand Alliance". It can accelerate the upgrading of the traditional tea industry, explore the establishment of a national tea brand that is inclusive, and provide consumers with healthy, delicious, and inexpensive super-first-class fine tea.

▲On January 12, under the guidance of China Tea Circulation Association and relevant departments of Anxi County, the "Anxi County Tea Industry New Brand Alliance" was formally established. (Photo by Zhang Lei)

"Anxi, Fujian is one of the most important tea producing areas in my country. The Tieguanyin produced is well-known far and wide, and it plays a pivotal role in the development of the entire tea industry and the spread of tea culture." Xiao Yinzhang, deputy head of Anxi County, said in the "New Brand Plan "The conference said, "The cooperation between Anxi Tea Company and Pinduoduo carries the mission of promoting tea culture and building a tea brand, and will provide a new path for China's tea industry to leapfrog and upgrade."

Dong Zao, the co-founder of Pinduoduo, said that he will use the "New Brand Plan" as a carrier to help tea companies develop new markets and embrace new consumption in terms of technology, data, and resources, and help China's tea industry achieve a new take-off. "The cooperation with Anxi Tieguanyin is just the beginning, and the platform will increase its investment in the future. By helping to upgrade the industrial belt and supporting resources, it will discover more high-quality tea supply chain brands from China's tea industry belt, so as to satisfy consumers' demand for high-quality tea products. The demand for tea." Dongzao said.

It is reported that the first batch of products tailored for Pinduoduo by members of the Anxi County Tea Industry New Brand Alliance are now on the platform. Among them, Yunling Tea Industry, as a state-owned holding company, brings the manor oolong tea to the platform consumers for only 29.9 yuan, and the customized master tea launched by Anxi Tieguanyin tea masters is only 39.9 yuan, establishing a "good tea is not good tea". Expensive" new benchmark.

▲The manor oolong tea and master Tieguanyin brought by Yunling Tea, during the Pinduo multi-year goods festival, the two products also launched limited-time discounts on the basis of market prices.

Embrace the new consumption, the millennium tea will start again

Anxi, Fujian is the tea capital of my country, and the local tea industry has a history of more than a thousand years. The Northern Song Dynasty poet Huang Chang said in "Yanshan Ji": "Jianghuai, Jingxiang, Lingnan, Liangchuan, Erzhe are the places where tea comes out, and those that come from Fujian are especially fond of all over the world." In the process of tea making, Anxi tea farmers invented and created a special process to form a unique type of tea - oolong tea.

Anxi Tieguanyin is a high-quality oolong tea. Its quality characteristics are: the tea sticks are curled, fat and round knots, heavy and even, sandy green in color, shaped like the head of a dragonfly, placed in the palm, heavy like iron, like the palm of Guanyin, hence the name "Tieguanyin" ", known as "green head with green belly" and "beautiful as Guanyin and heavy as iron". According to the report of the National Tea Industry System Economic Research Office, Anxi Tieguanyin ranks first with a market share of nearly 20% among the major tea categories in the country.

▲The local area of Anxi still maintains the tradition of natural farming and ancient production methods, and the natural ecological appearance is very well maintained. (Photo courtesy of Anxi County)

In order to inherit the unique charm of Anxi Tieguanyin, the people of Anxi still maintain the tradition of natural farming and ancient production, and have a good ecological background for the development of the tea industry, and won the title of "National Agricultural Product Quality and Safety County".

In terms of production process, each bubble of Anxi Tieguanyin has to go through 10 traditional processes of drying, cooling, shaking, fixing, rolling, primary drying, wrapping, re-baking, wrapping and drying for 36 hours continuously. make. Today, "Anxi Tieguanyin" has become a Chinese Geographical Indication Certification Mark, and the tea making skills have also been recognized as a national intangible cultural heritage.

Anxi Tieguanyin and Pinduoduo have reached a strategic cooperation, which is a close combination of traditional culture and emerging consumer markets. As one of China's super-large agricultural product upstream platforms, Pinduoduo, which has only been established for 4 years, has an annual turnover of 840.2 billion and an annual active buyer of more than 536 million.

The latest data from Anxi County E-Commerce Public Service Center shows that in 2019, the county's e-commerce transaction volume reached 10.792 billion yuan, of which tea sales were 4.641 billion yuan. E-commerce has become an important force for the development and growth of Anxi Tieguanyin. "Pinduoduo is a new e-commerce platform in recent years, which is very influential among young people and markets at all levels. The cooperation will expand the tea market of the company and the entire region, allowing consumers to enjoy green, healthy and mellow Anxi iron. Guanyin." said Chen Jiayong, the first batch of representatives of Anxi County's tea industry new brand alliance and chairman of Yunling Tea Industry.

It is reported that at the time of Pinduoduo's multi-year goods festival, the platform not only opened a special area for Anxi Tieguanyin, but also opened an "Anxi Pavilion" on the Pinduoduo APP. More than 130 local Anxi Tieguanyin certified tea companies will continue to enter the platform in the future to further enhance brand awareness and expand market share.

Solve the problem of origin and no brand in the tea industry

China's tea planting area and output ranks first in the world. In 2018, the comprehensive output value of China's tea industry exceeded 600 billion yuan, which is an important pillar industry for China's agricultural development. "However, the tea industry still faces problems such as overcapacity, contradiction between production and sales, and slow brand development," said Mei Yu, secretary-general of China Tea Circulation Association. "By guiding the industry to join Pinduoduo's 'new brand plan', this cooperation is expected to lead China's The tea industry has embarked on a path to promote consumption and strengthen brands."

▲The local tea farmers in Anxi are doing the first step of Tieguanyin tea making - drying green. (Photo courtesy of Anxi County) The "New Brand Plan" is a support plan for China's manufacturing industry launched by Pinduoduo in December 2018. By providing data support, R&D advice and traffic resources, Pinduoduo hopes to join forces with powerful OEM and foreign trade companies to explore C2M customized production, help companies return to the domestic market, and cultivate new brands at the lowest cost.

With the advancement of the plan, the "new brand plan" has covered more and more industries, and it has rapidly advanced from "single factory support" to "industrial belt activation". As of the end of 2019, more than 900 companies have participated in the customized research and development of the "New Brand Plan", with 106 official members, and a total of 2,200 customized products have been launched, involving nearly 20 categories such as home appliances, home textiles, department stores, and digital. Product orders exceeded 115 million.

According to reports, this time, in cooperation with the leading tea company of Anxi Tieguanyin, Pinduoduo will focus on providing tea companies with suggestions on specifications, packaging, price positioning, new product development and other aspects through massive consumption data analysis and feedback, so as to help companies to improve logistics, customer base and other aspects. We will optimize various key nodes, take advantage of the structural advantages of production and sales costs, accelerate the branding of Anxi Tieguanyin, and establish a mentality of "good tea is not expensive" in the minds of consumers.

At the same time, the powerful alliance between Anxi Tieguanyin and Pinduoduo is expected to become an opportunity to accelerate the digital upgrade of China's entire tea industry. In recent years, with the rapid popularization of mobile Internet and new consumption concepts, young consumer groups have become the target of competition. Personalized, customized and cost-effective products have emerged in the retail market one after another. The era of consumption has come quietly.

New consumption requires companies to respond quickly. In the previous "New Brand Plan", Pinduoduo has also explored C2M customized production with a number of manufacturing companies. "But compared with the manufacturing industry, the proportion of my country's agricultural digitalization is still very low. As far as the tea industry is concerned, it is necessary to build a digital resource system, strengthen information technology services, and promote the efficient integration of tea production, circulation and supporting services." Researcher at the Chinese Academy of Social Sciences Zhang Chunyu said.

In this regard, Pinduoduo stated that it will actively play the synergistic and assisting role of the platform, and continue to help the high-quality and branding development of the tea industry through digitalization, informatization and other technical means. "In addition to the continuous introduction of high-quality merchants in the tea industry, the platform will also hold a series of tea exchange and tasting activities in the future to help the tea market reach a new level." Dongzao said.