2021安溪铁观音品牌价值六连冠

9日，新华社、品牌建设促进会、资产评估协会等单位联合举办“2021品牌价值评价信息发布暨品牌建设高峰论坛”活动。在品牌价值发布中，安溪铁观音以1428.46亿元的品牌价值、910的品牌强度，连续第二年位列区域品牌(地理标志产品)价值第一，连续第六年名列全国茶叶类区域品牌价值第一。

翌日，在“2021品牌5.10晚会”系列活动之一--点赞“2021我喜爱的品牌”活动中，“安溪铁观音”作为地理标志产品和自主创新品牌在1875个品牌中脱颖而出，连续第三年入选“2021我喜爱的品牌”榜单。

生态引领 提升质量管控水平

纷至沓来的荣誉，背后是久久为功的积极作为。近年来，安溪县始终坚持品质为先，通过构建生态茶园、做好质量管控，注重传统技艺回归，不遗余力推动茶产业高质量发展。

日前，行走于各个茶庄园，“茶-草-豆”间作、“茶-花-果”相伴等生态种植模式构成一幅幅茶园美景，令游客流连忘返。安溪铁观音大师刘金龙介绍，茶园里的生物多样性，还能使生态系统自然调控发挥作用，茶树上的病虫害减少30%以上。

除茶园生草栽培等技术外，安溪县还在茶庄园率先推广太阳能杀虫灯、声光电智能防空系统等绿色防控新技术，在业界率先探索形成“无公害清洁化生产技术+茶园小气候+茶山绿化+全域生态化”生态茶业立体模式，全面提升茶园质量安全管理水平。截至目前，全县建成高标准生态茶园35万亩。

质量安全是茶业发展的生命线。县农业农村局局长陈志明介绍，从2011年起，安溪县建立“从茶园到茶杯”的质量安全可追溯体系，实现县域农资监管全程追溯，建立起“信息可查询、流向可追踪、责任可追究、产品可召回”的可追溯管理体系。

“茶叶质量安全管控已融入日常工作。”县市场监督管理局质量标准计量管理股负责人钟尔佳说，2020年，安溪县共开展茶叶抽检659批次，指导茶企注册使用福建省食品安全信息追溯平台，注册率100%，录入食品追溯信息系统14.88万余条，构建从茶园到茶杯的质量安全可追溯体系。得益于系列质量管控举措的严格落实，去年，安溪茶叶接受国家、省、市茶叶监测抽检，合格率均达100%。

大师引领，匠心传承。2017年，安溪县开茶界先河，设百万重奖，联合茶叶流通协会、福建农林大学安溪茶学院，共同举办安溪铁观音大师赛。“目前已选拔8位大师、26位名匠、近200名优秀制茶能手，激发广大茶农尤其是年轻一代从事茶业、研制茶叶技术的热情。”县茶管委办公室主任刘青洲认为，四年来，大师赛缔造的“匠人天团”，带领各乡镇制茶技艺回归传统，有效提升茶叶品质，成为安溪铁观音产业生生不息，走向复兴的生力军。

融合发展 实施商标品牌战略

高品质生产给了安溪铁观音走出县域，面向全国，乃至跨出国门的信心和底气。近年来，安溪县用安溪铁观音集体品牌带动企业个性化品牌发展，并通过线上电商、线下茶事活动，引导消费者“认标”消费，开拓国内外市场，充分打响安溪铁观音金字招牌。

“在如今市场竞争激烈环境下，品牌是行业实力和核心竞争力的象征。”县市场监督管理局知识产权监管股股长肖逢加说，2018年2月，“安溪铁观音”通过农业农村部农产品地理标志登记。

与此同时，安溪县实施商标品牌战略，强化用标管理，规范企业使用安溪铁观音地理标志产品专用标志，打造一批企业品牌。2020年，安溪县指导95家茶叶企业规范使用安溪铁观音地理标志专用标志。此外，还先后打造八马茶业、华祥苑等一批引领业界的企业品牌，目前全县共有茶叶类驰名商标6件。

近年来，搭乘品牌快车，安溪铁观音昂首挺进电商市场。安溪县依托弘桥智谷(泉州)电商产业园、茶多网、天猫、京东商城安溪会馆等平台，大力发展电子商务和跨境电商，形成国内国外齐头并进、线上线下融合发展格局。2020年全县茶叶电商交易额达48.53亿元，同比增长52.3%，10个乡镇上榜淘宝镇，36个村入选淘宝村。

积极布局海外市场，加快走出去步伐。2016年以来，依托“闽茶海丝行”，组织八马茶业等茶企走进德国、波兰、捷克、英国等欧洲国家，推介安溪铁观音，签订茶叶经贸合作协议，产品销往60多个国家和地区。目前，安溪铁观音已在俄罗斯、日本等46个国家和地区完成国际商标注册，成功入选“中欧100+100”地理标志产品互认互保产品清单，走全球化发展之路。

县市场监督管理局副局长林友双表示，下一步，安溪县将以此次品牌价值发布结果为契机，加快推进茶叶标准化生产，进一步做好品质管控，继续加大实施商标品牌战略力度。同时加强安溪铁观音品牌保护力度，并通过一系列宣传活动，营造更为有利的品牌建设环境，助力安溪铁观音“二次腾飞”。(吴明娜)

On the 9th, Xinhua News Agency, Brand Building Promotion Association, Asset Evaluation Association and other units jointly organized the "2021 Brand Value Evaluation Information Release and Brand Building Summit Forum" activity. In the brand value release, Anxi Tieguanyin ranked first in the value of regional brands (geographical indication products) for the second consecutive year with a brand value of 142.846 billion yuan and a brand strength of 910, and ranked as a national tea regional brand for the sixth consecutive year. Value first.

The next day, in the "Like the Brand I Love 2021" event, one of the "2021 Brand 5.10 Evening Party" series activities, "Anxi Tieguanyin" as a geographical indication product and independent innovation brand stood out among 1,875 brands, the third in a row Selected in the "2021 My Favorite Brand" list.

Ecological leadership to improve the level of quality control

Behind the numerous honors are the positive deeds that have worked for a long time. In recent years, Anxi County has always insisted on quality first, by building ecological tea gardens, doing quality control, focusing on the return of traditional skills, and sparing no effort to promote the high-quality development of the tea industry.

A few days ago, walking in various tea estates, "tea-grass-bean" intercropping, "tea-flower-fruit" and other ecological planting modes constituted a series of beautiful tea gardens, making tourists linger. Anxi Tieguanyin master Liu Jinlong introduced that the biodiversity in the tea garden can also make the natural regulation of the ecosystem play a role, and the pests and diseases on tea trees can be reduced by more than 30%.

In addition to the cultivation of grass cultivation in tea gardens, Anxi County has also taken the lead in promoting new green prevention and control technologies such as solar insecticidal lights, sound-light-electric intelligent air defense systems, etc. in tea farms, and is the first in the industry to explore the formation of "no pollution and clean production technology + tea garden microclimate + The three-dimensional model of "tea mountain greening + global ecologicalization" ecological tea industry has comprehensively improved the quality and safety management level of tea gardens. Up to now, 350,000 mu of high-standard ecological tea gardens have been built throughout the county.

Quality and safety are the lifeblood of the development of the tea industry. According to Chen Zhiming, director of the County Agriculture and Rural Bureau, since 2011, Anxi County has established a quality and safety traceability system from “tea garden to tea cup” to realize the full traceability of county agricultural materials supervision and establish “information can be inquired, flow can be traced, and responsibility can be traced. Traceability management system with accountability and product recall.

"Tea quality and safety control has been integrated into daily work." said Zhong Erjia, head of the Quality Standards and Measurement Management Unit of the County Market Supervision Administration. In 2020, Anxi County will carry out a total of 659 batches of tea inspections to guide tea companies to register and use Fujian Food Safety The information traceability platform, with a registration rate of 100%, has entered more than 148,800 items in the food traceability information system to build a quality and safety traceability system from tea gardens to tea cups. Thanks to the strict implementation of a series of quality control measures, last year, Anxi tea received national, provincial and municipal tea monitoring and sampling, and the pass rate reached 100%.

Master leads, ingenuity inheritance. In 2017, Anxi County pioneered the tea industry and set up a million-dollar prize. Together with the Tea Circulation Association and Anxi Tea College of Fujian Agriculture and Forestry University, they jointly held the Anxi Tieguanyin Masters. "At present, 8 masters, 26 famous craftsmen, and nearly 200 outstanding tea masters have been selected to stimulate the enthusiasm of tea farmers, especially the younger generation, to engage in tea industry and develop tea technology." Liu Qingzhou, director of the county tea management committee office, believes that in the past four years , The "Artisan Team" created by the Masters, led the tea-making techniques of various towns and towns to return to tradition, effectively improve the quality of tea, and become a new force in Anxi Tieguanyin's industry that continues to thrive and is heading for renaissance.

Integrated development and implementation of trademark and brand strategy

High-quality production has given Anxi Tieguanyin the confidence and confidence to go out of the county, face the whole country, and even go abroad. In recent years, Anxi County has used the Anxi Tieguanyin collective brand to promote the development of corporate personalized brands, and through online e-commerce and offline tea activities, to guide consumers to "recognize" consumption, expand domestic and foreign markets, and fully promote Anxi Tieguanyin gold inscription Shop sign.

"In today's fierce market competition environment, brand is a symbol of industry strength and core competitiveness." said Xiao Fengjia, head of the Intellectual Property Supervision Unit of the County Market Supervision Administration. In February 2018, "Anxi Tieguanyin" passed through agricultural and rural areas. Ministry of Agricultural Geographical Indication Registration.

At the same time, Anxi County implements the trademark brand strategy, strengthens the management of the use of standards, regulates the use of special signs for Anxi Tieguanyin geographical indication products by enterprises, and creates a number of corporate brands. In 2020, Anxi County will guide 95 tea companies to standardize the use of Anxi Tieguanyin Geographical Indications. In addition, it has successively created a number of leading corporate brands such as Bama Tea Industry and Huaxiangyuan. At present, there are 6 well-known tea trademarks in the county.

In recent years, Anxi Tieguanyin has advanced into the e-commerce market by taking the brand express train. Relying on Hongqiao Zhigu (Quanzhou) E-commerce Industrial Park, Chaduo.com, Tmall, Jingdong Mall Anxi Hall, and other platforms, Anxi County vigorously develops e-commerce and cross-border e-commerce, forming a domestic and foreign development pattern that goes hand in hand with online and offline integration. . In 2020, the county's tea e-commerce transaction volume reached 4.853 billion yuan, a year-on-year increase of 52.3%. 10 townships were listed as Taobao towns and 36 villages were selected as Taobao villages.

Actively deploy overseas markets and accelerate the pace of going global. Since 2016, relying on the "Fujian Tea Sea Silk Tour", the eight horse tea industry and other tea companies have been organized to enter European countries such as Germany, Poland, the Czech Republic, and the United Kingdom, promote Anxi Tieguanyin, and sign a tea economic and trade cooperation agreement. The products are sold to more than 60 Countries and regions. At present, Anxi Tieguanyin has completed international trademark registrations in 46 countries and regions including Russia and Japan, and has been successfully selected into the "China-Europe 100+100" Geographical Indication Product Mutual Recognition and Mutual Guarantee Product List, taking the road of global development.

Lin Youshuang, deputy director of the County Market Supervision Administration, said that in the next step, Anxi County will use the results of this brand value release as an opportunity to accelerate the standardized production of tea, further improve quality control, and continue to strengthen the implementation of the trademark brand strategy. At the same time, it strengthened the protection of Anxi Tieguanyin brand, and through a series of publicity activities, created a more favorable brand building environment to help Anxi Tieguanyin "second take-off". (Wu Mingna)