铁观音 农业茶、工业茶

茶园变庄园，茶叶携手文化、旅游，超越传统的农业茶、工业茶，打造茶产业综合体，安溪铁观音产业正走进一个全新的发展时代。

一首《飘香》，倾诉海内外茶人对安溪铁观音的深情向往;

一部《传奇》，演绎铁观音的前世今生，充满神奇魅力;

一部出自美国百老汇著名导演之手的大型茶文艺节目《印象铁观音》，正成为安溪街头巷尾的热议话题;

……

近日，记者行走安溪，品铁观音茶韵，看铁观音庄园，听铁观音传说，感受茶与人的唱和、茶与文化的交响，现代山水茶都的魅力，令人心醉。

庄园搭台，构建铁观音产业综合体

“在安溪人眼里，铁观音不仅是一株茶树，更是枝繁叶茂的产业之树、文化之树。”安溪县长高向荣说，铁观音诞生以来，便以美丽的传说、丰富的文化内涵、独特的韵味，流播四海，彰显不衰的魅力。

图片 的确，文化是铁观音品牌之魂，尤其在要素成本上升、市场相对低迷、瓶颈制约日益突出的当下，铁观音产业转型突围，更有赖于安溪涉茶各方自觉的文化注力。庄园，就是文化注力的新载体。

近年来，在安溪县委、县政府的引导下，一大批铁观音龙头企业纷纷走出国门，赴法国葡萄酒产区波尔多，学习葡萄酒庄园经营模式。这波学习潮的结果是，安溪涌现出一批完全不同于传统茶园的铁观音庄园经济。很多茶庄园，面积均超3000亩，庄园茶山经整理，上下层次分明，与林木错落相生，山上建有文化体验、游客食宿、茶叶加工、培训中心等设施，成为铁观音产业发展的全新模式，不仅有大量茶商前来品茶购茶，也吸引了许多游客。

“庄园热是铁观音产业转型升级中一个十分有趣的现象。庄园与茶园，虽仅一字之差，但内涵完全不同。茶园只是茶叶种植的单纯概念，而庄园包含种植、加工、培训、旅游、茶文化展示等全产业链内容。庄园使铁观音从第一产业成为一、二、三产业并蓄，产业链整体发展。”安溪县长高向荣解释说。

随着庄园概念的引入，安溪一批新兴茶企应运而生，它们不再是传统意义上的茶叶种植、加工企业，而是茶文化产业综合体。

图片 在尚卿乡，国心绿谷创办伊始就以庄园模式运营。乡党委书记汪礼才说，集种植、加工、文化传播、休闲旅游、科研创意为一体，以茶园观光原产地体验等为卖点，使茶庄园拥有高端的旅游休闲度假功能。

目前，安溪已建和在建的茶庄园近20个，吸引了一批批茶商、游客和茶研究者。

文化塑造，铁观音品牌再发力

在巴黎圣母院附近的圣日耳曼区街，一家富有东方情调的安溪铁观音欧洲营销中心引人注目，各种肤色的客人络绎不绝地进来品茗。

这是由多家安溪龙头茶企联合营建的铁观音欧洲区文化形象店，一出现就吸引了法国政商人士的眼球。今年初，法国政府专门定制3000份铁观音，成为欧洲第一份国礼茶。

安溪铁观音茶叶公会会长介绍：“我们一边学习借鉴法国葡萄酒庄园经营模式，在安溪推广茶庄园经济，一边挖掘铁观音深厚的文化底蕴，把茶店开到欧洲。巴黎文化店是我们进入欧洲市场的一个窗口，力争今后5年在欧洲开设30家安溪铁观音营销中心。”

图片 庄园模式引进来，铁观音名茶走出去，这是安溪茶文化战略的两招妙棋。

安溪县委书记朱团能说，铁观音出洋，是安溪抓住建设“一带一路”的历史性机遇，抱团挺进欧洲的一个经典案例。“铁观音能扎根在时尚之都巴黎，被欧洲人所接受，靠的就是中国文化的魅力。与西方普通饮料最大的区别是，铁观音不只是解渴的饮品，更承载着丰富的中国文化内涵和特质。”

朱团能说，铁观音产业发展经历了重要的三步。第一步是从普通农产品到商品，第二步是从商品到品牌经营，第三步是从商业品牌到文化品牌。在这发展历程中，铁观音从一片树叶到被誉为有生命、有个性、有身份的茶，从以往给人低端的消费方式到当下健康的高端体验，业态不断提升，文化内涵、附加值越来越丰富。这种转变，离不开源源不断的文化注力、文化塑造。

多年来，安溪一直致力于茶文化建设和茶文化产业经营，建立了茶文化研究中心，创新拓展茶文化营销方式和空间，把茶文化传播和茶产业发展有机结合起来，有力推动了茶文化与茶经济互动双赢。

安溪茶文化活动亮点不断，精彩纷呈，从组建茶艺队到打造茶博馆，从打造茶庄园到明星代言，从茶王赛到铁观音神州行，从铁观音文化节到国际茶博会，从“铁观音杯”征歌大奖赛到开拍MV和微电影……茶文化也融入安溪城市建设，茶文化演艺中心、世界茶文化博览馆、茶文化长廊、茶叶大观园、茶叶公园等涉茶文化项目、旅游景点建成投用。携“中国乌龙茶(名茶)之乡”“中国民间文化艺术(茶文化)之乡”之名，安溪成为闻名海内外的中国茶都。

“将茶道、茶艺、茶器、茶包装等进行整体‘文化打包’，同时，又要体现品牌的差异化和个性，让安溪的茶文化与消费观念交融。”中央民族大学博士后何贝莉在安溪考察时说。

安溪持续的茶文化交流、推广活动，备受央媒关注。央视《乡村大世界》栏目到安溪拍摄茶文化节目，一批著名主持人、明星先后现身安溪，通过说茶、喝茶、演茶、唱茶，多角度宣传安溪茶文化。

在挺进欧洲展示铁观音文化的同时，安溪还多次组团到全国各地，掀起一波又一波铁观音文化热。去年5月到武汉发起铁观音与楚湘文化对话以来，铁观音“美丽中国行”活动已涉足北京、长沙、包头等十几个城市。

“持续强劲的文化推介，使铁观音的品牌美誉度不断上升，市场占有率稳中有升，近年来的全国市场份额保持在18%左右，线上份额占21%，均稳居全国主要茶类第一。”安溪县茶管委主任陈文聪说。

英语翻译

The tea garden becomes a manor, and tea works hand in hand with culture and tourism, surpassing traditional agricultural tea and industrial tea, and creating a tea industry complex. Anxi Tieguanyin industry is entering a new era of development.

A song "Fragrant Fragrance", which tells the deep yearning of Anxi Tieguanyin by tea people at home and abroad;

A "Legend", which interprets Tieguanyin's past and present life, is full of magical charm;

A large-scale tea art show "Impression of Tieguanyin" by a famous director on Broadway in the United States is becoming a hot topic on the streets of Anxi;

...

Recently, reporters walked Anxi, tasted the charm of Tieguanyin tea, watched Tieguanyin Manor, listened to the legend of Tieguanyin, and felt the harmony between tea and people, the symphony of tea and culture, and the charm of the modern landscape tea city is fascinating.

Manor builds a platform to build Tieguanyin industrial complex

“In the eyes of Anxi people, Tieguanyin is not only a tea tree, but also a leafy industrial tree and a tree of culture.” said Anxi County Governor Gao Xiangrong. Since the birth of Tieguanyin, Tieguanyin has been known for its beautiful legends and rich culture. Connotation, unique charm, spread all over the world, highlighting the unfailing charm.

Picture Indeed, culture is the soul of the Tieguanyin brand. Especially at the moment when factor costs are rising, the market is relatively sluggish, and bottlenecks are increasingly prominent, the breakthrough of Tieguanyin's industrial transformation depends more on the conscious cultural attention of all parties involved in Anxi tea. The manor is a new carrier of cultural power.

In recent years, under the guidance of the Anxi County Party Committee and the County Government, a large number of leading Tieguanyin enterprises have gone abroad to go to Bordeaux, the French wine-producing region, to learn the business model of wine estates. As a result of this wave of learning, Anxi has emerged a group of Tieguanyin Manor economies that are completely different from traditional tea gardens. Many tea estates with an area of over 3,000 acres. The tea hills of the estates are organized, and the upper and lower levels are distinct, intertwined with forests. The hills are equipped with cultural experience, tourist accommodation, tea processing, training centers and other facilities, which have become a new model for the development of Tieguanyin industry. , Not only a large number of tea merchants come to taste tea and buy tea, but also attract many tourists.

"Manor craze is a very interesting phenomenon in the transformation and upgrading of Tieguanyin's industry. Although there is only one word difference between the manor and the tea garden, the connotation is completely different. The tea garden is just a simple concept of tea planting, and the manor includes planting, processing, training, and tourism. The whole industry chain content such as tea culture display. The manor makes Tieguanyin from the primary industry to the primary, secondary and tertiary industries, and the overall development of the industrial chain.” Anxi County Mayor Gao Xiangrong explained.

With the introduction of the concept of the manor, a number of emerging tea companies in Anxi emerged at the historic moment. They are no longer tea planting and processing companies in the traditional sense, but a tea culture industry complex.

Picture In Shangqing Township, Guoxin Green Valley has been operating as a manor since its inception. Wang Licai, secretary of the township party committee, said that integrating planting, processing, cultural dissemination, leisure tourism, scientific research and creativity, and taking tea garden sightseeing origin experience as a selling point, the tea estate has high-end tourism and leisure functions.

At present, there are nearly 20 tea estates built or under construction in Anxi, attracting a number of tea merchants, tourists and tea researchers.

Cultural shaping, Tieguanyin brand renewed efforts

In the Saint-Germain district near Notre-Dame Cathedral, an oriental-flavored Anxi Tieguanyin European Marketing Center is eye-catching, and guests of all skin colors come in endlessly to enjoy tea.

This is the Tieguanyin European cultural image store jointly built by a number of leading tea companies in Anxi. It attracted the attention of French politicians and businessmen when it appeared. At the beginning of this year, the French government specially ordered 3000 copies of Tieguanyin, which became the first national gift tea in Europe.

The president of Anxi Tieguanyin Tea Association introduced: “While learning from the business model of French wine estates and promoting the tea estate economy in Anxi, we tapped Tieguanyin’s profound cultural heritage and opened tea shops to Europe. The Paris Cultural Store is our entry into the European market. It is a window of the company, and strive to open 30 Anxi Tieguanyin marketing centers in Europe in the next five years."

Picture The manor model was introduced, and Tieguanyin famous tea went out. These are the two tricks of Anxi's tea culture strategy.

Zhu Tuaneng, secretary of the Anxi County Party Committee, said that Tieguanyin’s overseas trip was a classic case of Anxi seizing the historic opportunity of building the “Belt and Road” and marching into Europe in a group. "Tieguanyin can take root in Paris, the fashion capital, and is accepted by Europeans because of the charm of Chinese culture. The biggest difference from ordinary Western drinks is that Tieguanyin is not only a thirst-quenching drink, but also carries a rich Chinese cultural connotation. And traits."

Zhu Tuanneng said that the development of Tieguanyin's industry has gone through three important steps. The first step is from ordinary agricultural products to commodities, the second step is from commodities to brand management, and the third step is from commercial brands to cultural brands. In the course of this development, Tieguanyin has grown from a leaf to a tea with life, personality, and identity, from the low-end consumption mode given to people in the past to the current healthy high-end experience, the business format has been continuously improved, cultural connotation, and additional The value is getting richer and richer. This kind of transformation is inseparable from the continuous cultural focus and cultural shaping of open source.

For many years, Anxi has been committed to the construction of tea culture and the operation of tea culture industry, established a tea culture research center, innovated and expanded tea culture marketing methods and space, and organically combined tea culture dissemination and tea industry development, and strongly promoted tea culture and tea industry development. The tea economy is interactive and win-win.

The highlights of Anxi tea culture activities are endless and exciting. From the establishment of a tea team to the establishment of a tea museum, from the establishment of a tea estate to celebrity endorsements, from the tea king race to the Tieguanyin Shenzhou Xing, from the Tieguanyin Cultural Festival to the International Tea Fair, from " "Tieguanyin Cup" Singing Grand Prix to start shooting MVs and micro movies... Tea culture is also integrated into the construction of Anxi City, Tea Culture Performing Arts Center, World Tea Culture Expo Hall, Tea Culture Corridor, Tea Grand View Garden, Tea Park and other tea-related cultural projects , The tourist attractions are completed and put into use. With the name of "Hometown of Chinese Oolong Tea (Famous Tea)" and "Hometown of Chinese Folk Culture and Art (Tea Culture)", Anxi has become a well-known Chinese tea capital at home and abroad.

"The tea ceremony, tea art, tea utensils, tea packaging, etc. are integrated as a "cultural package". At the same time, the differentiation and individuality of the brand must be reflected, so that Anxi's tea culture and consumption concepts can be blended." He Beili, a postdoctoral fellow at Central University for Nationalities in Anxi Said during the inspection.

Anxi's continuous tea cultural exchanges and promotion activities have attracted the attention of the central media. CCTV's "Rural World" program went to Anxi to shoot tea culture programs. A group of famous hosts and stars appeared in Anxi to promote Anxi tea culture from multiple angles by talking about tea, drinking tea, performing tea, and singing tea.

While advancing to Europe to showcase the Tieguanyin culture, Anxi has also organized groups to various parts of the country many times, setting off wave after wave of Tieguanyin culture. Since the launch of the Tieguanyin and Chuxiang Cultural Dialogue in Wuhan in May last year, Tieguanyin's "Beautiful China Tour" activities have set foot in more than a dozen cities including Beijing, Changsha, and Baotou.

"Continued and strong cultural promotion has enabled Tieguanyin’s brand reputation to continue to rise, and its market share has risen steadily. In recent years, its national market share has remained at about 18%, and its online share has accounted for 21%, both of which are among the major teas in the country. Class first." said Chen Wencong, director of Anxi County Tea Management Committee.