China Anji White Tea Network Information: From the early 1980s to the end of last century, these nearly 20 years were a major development phase for famous and quality teas. Entering the new century, white tea has become the new highlight in China's tea industry with construction and operation of brands. In the "shortage" era of Anji white tea, there was an insatiable demand for Anji white tea, selling as much as produced, even the "coarse stems and large leaves" didn't worry about sales channels, naturally the various tea producing areas did not need to consider brand issues. Until 1985, when the Anji white tea market first showed production exceeding sales, with partial oversupply, the various tea producing areas and enterprises gradually began to focus on packaging, promotion, and the use of other brand marketing methods.
In the early stages of Anji white tea development, like many other places in Zhejiang, the tea-producing enterprises and tea farmers either lacked the resources or had no brand awareness at that time. At this point, the government stepped forward, becoming the main body in brand building. By the late 1990s, the Anji County White Tea Development Leading Group was established, formulating the first-phase planning and preferential policies for Anji white tea development, encouraging farmers to develop white tea production. Meanwhile, they completed the trademark registration application process for Anji white tea. The government organized Anji white tea to participate in various evaluations of famous and quality teas, winning multiple gold awards. To date, there have been over a hundred awards of various sizes. Now, whenever Anji white tea participates in competitions, it seems impossible not to win the gold award. Led by the government, various manufacturers and large tea producers participated in exhibitions of white tea expositions across different locations, holding recommendation meetings in Shanghai, Beijing, Jinan, and other white tea distribution centers. With activities such as the White Tea Festival, White Tea Street, naming ceremonies for the White Tea Ancestor, the brand awareness of Anji white tea quickly expanded, gaining significant reputation in the white tea market. Farmers also benefited greatly from this; in 2004, Anji white tea increased the income of Anji's farmers by nearly a thousand yuan, with some villages seeing per capita incomes of nearly ten thousand yuan solely from white tea.
During the rise of the public brand of Anji white tea, the strength of the white tea production enterprises within the county grew accordingly. Many enterprises initially completed the primary accumulation of assets, using the momentum of the public brand to make their enterprise brands gain a certain level of market recognition. Especially after 2000, the number of registered trademarks applied for under enterprise names showed exponential growth, among which appeared well-known enterprise trademarks such as Yangjia Mountain Tea Garden's "Yinye" brand, Lingzhi Mountain Tea Garden's "Lingzhi Mountain" brand, Dawa Mountain Tea Garden's "Aoli Ao" brand, and others.
Based on the current situation of Anji white tea brand development, the Anji government began to shift its role, transitioning from being the main body of brand building to brand management and brand promotion, mainly conducting public brand management, brand market promotion, technical support for Anji white tea production prices, and other work.
Since ancient times, Anji white tea has always used its place of origin as the symbol of its brand. This is no different from ordinary agricultural products. From this perspective, Anji white tea and Anji bamboo shoots are both in the original form of brands, using the special item attributes of their place of origin as the brand's attribute, gradually gaining recognition and becoming representative commodities. In this sense, the public brand of Anji white tea can basically be considered as something commonly owned by the locals, lacking exclusivity in the brand itself. Therefore, a few tea farmers and enterprises do not cherish the public brand, engaging in behaviors that damage the brand's reputation.
To address this, Anji white tea has consistently adopted dual trademark management, i.e., the "Anji white tea" trademark + enterprise trademark model of mother trademark plus child trademark. Only members of the Anji County White Tea Association are allowed to use the Anji white tea brand. Anji white tea packaging is unified, meaning that any packaging bearing the four words "Anji white tea" must have the original place of origin proof trademark and the manufacturer's trademark, along with the factory name and address. This promotes everyone to take care of the public brand construction while ensuring the quality of Anji white tea, improving its quality, facilitating management.
For medium and small tea farmers without their own brand, they are encouraged to join specialized Anji white tea cooperatives, uniformly using the cooperative's brand. Poor handling by individual farmers would still harm the Anji white tea industry. The largest Anji white tea cooperative in Anji County, Huangpu Jiangyuan Cooperative, authorized by the government, uses the registered trademark "Huangpu Jiangyuan". It has more than 350 tea farmers, 275 large and small Anji white tea processing plants, driving around 18,000-19,000 households, with the tea garden divided into 8 regions, tea fields numbered within each region, assigning responsibilities to individuals, enabling cooperative members to better maintain the brand image when using the cooperative's brand. Currently, Huangpu Jiangyuan Cooperative has white tea trademarks "Ye Jia Bai" and "Huangpu Jiangyuan", and plans to register another trademark, forming a situation where high, medium, and low-end products all have trademarks.
The Anji County Agricultural Bureau Specialty Station has consistently provided technical support for the development of Anji white tea, providing services and technical guidance before, during, and after the white tea picking season, researching and promoting new technologies for white tea planting and cultivation. Since the mid-to-late 1990s, regular training sessions on white tea machinery, fertilizers, and picking have been held annually. Last year, the government utilized the Unicom company's network to open a text message platform for tea farmers, notifying them instantly of pest control, laws and regulations, market information, etc. Strictly monitoring quality, this year, in the provincial quality inspection of white tea, all 20+ Anji white tea enterprises selected were qualified. Anji white tea also follows the direction of green, harmless, organic development. By 2004, there were already 14,000 mu of provincial-level non-harmful tea bases and 3,000 mu of organic tea certification areas. This year, it is estimated that around 20 enterprises will apply for non-harmful organic tea certification.
Related thematic articles: The mysterious culture of white tea - white tea, Narcissus tea leads a new trend in tea tasting - Anji white tea, Narcissus tea leads a new trend in tea tasting. White tea, also known as Anji white tea, is one of the six major types of Chinese tea. Anji white tea has tender leaves that are pure white, with only the main vein showing slight green color, making it a rare variant tea species. It belongs to the "low-temperature sensitive type" of tea. The China Anji White Tea Network introduces the origin of white tea, the history of Anji white tea, Anji white tea prices, and displays Anji white tea enterprises. Looking for white tea? Visit the China Anji White Tea Network!