凤凰单丛茶

以茶文化为牵引提升产业价值

走在潮州古城牌坊街上，除了美食和小吃，还有随处可见的茶馆和客栈。这些茶馆或是由古民居改造而成，或是陈设简单。虽然每种风格都有自己的优点，但大多数都会配备凤凰单丛茶和茶具，以方便前来住宿的消费者。

中国茶叶流通协会数据显示，2021年，全国干毛茶总产量306.32万吨，其中乌龙茶28.72万吨，占总产量的9.4%。作为乌龙茶的组成部分，凤凰山每年生产5万吨丛珊茶，产量占比很小。

重产地，轻品牌；消费者对凤凰单丛茶叶品牌的认知模糊...目前，凤凰单丛茶业仍然有一些消费环境的痛点。作为一款小众茶，凤凰丹聪茶如何拓展消费市场，走向全国，走向世界？

潮州要以茶文化为牵引，转变观念，挖掘潮州工夫茶、潮州文化等资源，宣传和塑造凤凰单丛茶品牌，坚持不懈地拓展茶旅游商业经济和茶具及茶具产业，延伸产业链，提升产业价值。

撰稿:董志浩策划:大海军

带菌者

坚持推进文化赋权

2019年，凤凰单丛茶区域公共品牌价值25.8亿元，种植面积约19.3万亩，年产量2.4万吨，产值31.9亿元。相邻省份福建，中国十大名茶之一的安溪铁观音公共品牌价值1425.43亿元，种植面积约60万亩，年产量6.5万吨，产值175亿元。

在半发酵乌龙茶领域，无论是茶的产业规模，还是其文化和市场影响力，凤凰单丛茶在乌龙茶中的两座大山安溪铁观音和武夷岩茶面前都相形见绌。全是茶。

“大多数人喝茶是为了泡茶，潮州人讲的是泡茶。”国家一级评茶师叶汉忠表示，凤凰单丛茶之所以小，原因之一是大部分消费者对潮人的冲泡单并不完全了解。丛茶道。“凤凰单丛茶含有高度浓缩的茶多酚营养成分。需要用开水高温冲泡，刺激茶客的味蕾，品尝这种风味。”

这对于凤凰丹聪茶来说，既是短板，也是机遇。随着生活水平的提高，越来越多的人开始追求健康和养生。凤凰单丛茶叶市场仍是一片蓝海。

对此，如何推广宣传凤凰单枞茶，扩大消费，成了当前的必答题。

“文化是宣传工具，一定要重视，利用好。”叶汉忠认为，潮州要打造和推广与潮州工夫茶、凤凰单枞茶相兼容的文化品牌，连接茶产业和茶文化。让工夫茶与凤凰单丛茶业文化相互促进，共同发展。

这也是叶汉中目前正在做的事情——通过师徒关系，将功夫茶文化的接受者和凤凰单丛茶的消费群体从当地扩大到全国。

这几年，叶汉中的功夫茶培训一直在有序推进。2017年，在杭州国际会展中心，举办了叶汉中“潮州功夫茶艺”非遗传承人首届传承学徒教师班。

如今，叶汉中已在北京、上海、南京、内蒙古、湖南、江西等地区招收了21名弟子。这些弟子中有内蒙古茶业协会会长、“蛟龙”号载人潜水器7000米级潜航员，他们都成为了凤凰丹丛茶的“铁杆粉丝”。

事实上，借助潮汕工夫茶文化来提高单丛茶叶的品牌认知度、认知度和知名度，也成为很多茶企开拓国内市场的“敲门砖”。多年来，广东千庭茶业投资有限公司创始人林伟强带领公司全面探索工夫茶文化与凤凰单丛茶的共生赋能。

“当我们进入一个地区，我们会做一个潮州的分享会

Taking tea culture as the traction to enhance the industrial value

Walking on the Paifang Street in the ancient city of Chaozhou, in addition to food and snacks, there are also tea houses and inns everywhere. These tea inns are either transformed from ancient dwellings, or furnished in a simple atmosphere. Although each style has its own merits, most of them will be equipped with Phoenix Dancong tea and tea sets for the convenience of consumers who come to stay.

According to data from the China Tea Circulation Association, in 2021, the total output of dry hair tea in the country will be 3.0632 million tons, of which oolong tea will be 287,200 tons, accounting for 9.4% of the total output. As an integral part of oolong tea, Phoenix Mountain produces 50,000 tons of Shancong tea annually, and the output accounts for a small proportion.

Emphasis on the place of origin, light on the brand; consumers have a vague awareness of the Phoenix Dancong tea brand... At present, the Phoenix Dancong tea industry still has some pain points in the consumption environment. As a niche tea, how does Phoenix Dancong Tea expand the consumer market, go to the whole country, and go to the world?

Chaozhou should take the tea culture as the traction, change the concept, tap Chaozhou Gongfu tea, Chaozhou culture and other resources, publicize and shape the brand of Phoenix Dancong tea, and persistently expand the tea tourism business economy and the teaware and teaware industry, extend the industrial chain, and enhance the industry value.

Written by: Dong Zhihao Planned by: Da Haijun

carrier

Adhere to the promotion of cultural empowerment

In 2019, the regional public brand value of Phoenix Dancong Tea was 2.58 billion yuan, the planting area was about 193,000 mu, the annual output was 24,000 tons, and the output value was 3.19 billion yuan. In the adjacent province of Fujian, the public brand value of Anxi Tieguanyin, one of the top ten famous teas in China, is 142.543 billion yuan, with a planting area of about 600,000 mu, an annual output of 65,000 tons, and an output value of 17.5 billion yuan.

In the field of semi-fermented oolong tea, whether it is the industrial scale of tea, or its cultural and market influence, Fenghuang Dancong tea is dwarfed by the two mountains in oolong tea, Anxi Tieguanyin and Wuyi Yancha. All tea.

"Most people drink tea to make tea, and Chaozhou people talk about making tea." Ye Hanzhong, a national first-class tea evaluation technician, said that one of the reasons why Fenghuang Dancong tea is small is that most consumers do not fully understand Chaozhou people's brewing list. Cong tea way. "Phoenix Dancong tea has highly concentrated tea polyphenol nutrients. It needs to be brewed with boiling water at high temperature to stimulate the taste buds of tea customers and taste this flavor."

This is both a shortcoming and an opportunity for Phoenix Dancong Tea. With the improvement of living standards, more and more people are beginning to pursue health and wellness. The Fenghuang Dancong tea market is still a blue ocean.

In this regard, how to promote and publicize Phoenix Dancong Tea and expand consumption has become a must-answer question at present.

"Culture is a propaganda tool, we must pay attention to it and make good use of it." Ye Hanzhong believes that Chaozhou should build and promote a cultural brand that is compatible with Chaozhou Gongfu Tea and Phoenix Dancong Tea, and connect the tea industry and tea culture. Let Gongfu tea and Phoenix Dancong tea industry and culture promote each other and develop together.

This is also what Ye Hanzhong is currently doing - through mentoring and apprenticeship, the recipients of Gongfu tea culture and the consumer groups of Fenghuang Dancong tea will be expanded from the local to the whole country.

In the past few years, Ye Hanzhong's Gongfu tea training has been advancing in an orderly manner. In 2017, at the Hangzhou International Convention and Exhibition Center, the first inheritance apprentice teacher class of Ye Hanzhong's "Chaozhou Gongfu Tea Art" non-genetic inheritors was held.

Today, Ye Hanzhong has recruited 21 disciples in Beijing, Shanghai, Nanjing, Inner Mongolia, Hunan, Jiangxi and other regions. Among these disciples are the president of the Inner Mongolia Tea Industry Association, and the 7,000-meter-class submersible of the "Jiaolong" manned submersible, and all of them have become "hardcore fans" of Phoenix Dancong Tea.

In fact, with the help of Chaozhou Gongfu tea culture to improve the brand recognition, recognition and popularity of Dancong tea, it has also become a "stepping stone" for many tea companies to open up the domestic market. Over the years, Lin Weiqiang, the founder of Guangdong Qianting Tea Industry Investment Co., Ltd., has led the company to comprehensively explore the symbiotic empowerment of Gongfu tea culture and Phoenix Dancong tea.

"When we enter a region, we will do a sharing session of Chaozhou