China Anji White Tea Network Information: From the early 1980s to the end of last century, this period of nearly 20 years was a major development phase for famous and high-quality teas. Entering the new century, the new highlight of China's tea industry is the construction and operation of brands. In the era when Anji white tea was "shortage", the supply could not meet the demand, and even the "coarse stems and large leaves" were not difficult to sell. At that time, all tea-producing areas naturally did not need to consider brand issues. Until 1985, the Anji white tea market first showed a situation where production exceeded sales, and partial oversupply occurred. Various tea-producing areas and enterprises gradually began to pay attention to packaging, promotion, and other brand marketing methods.
In the initial stage of Anji white tea development, like many other places in Zhejiang, tea enterprises or farmers either lacked the strength or had no brand awareness. At this time, the government stepped forward and became the main body of brand construction. At the end of the 1990s, the Anji County White Tea Development Leading Group was established to formulate the first-phase plan and preferential policies for Anji white tea development, encouraging farmers to develop white tea production. Meanwhile, the application work for Anji white tea trademark registration was completed under the leadership of the government. The government organized Anji white tea to participate in various famous and high-quality tea evaluations, winning multiple gold awards. To date, there have been more than a hundred awards of various sizes. Now, as long as Anji white tea participates in the competition, it seems hard not to win the gold award. The government led various manufacturers and large-scale tea producers to attend Anji white tea expos in different places, holding recommendation meetings in Shanghai, Beijing, Jinan, and other Anji white tea distribution centers. With activities such as the White Tea Festival, White Tea Street, and naming of the White Tea Ancestor, the brand awareness of Anji white tea quickly opened up, gaining great renown in the Anji white tea market. Farmers also benefited greatly from this; in 2004, Anji white tea increased the income of Anji farmers by nearly a thousand yuan, with some villages seeing per capita farmer income from white tea alone approaching ten thousand yuan.
During the rise of the public brand of Anji white tea, the strength of local white tea production enterprises grew, and many companies initially completed the original accumulation of assets, riding on the wind of the public brand to make their own enterprise brands known in the market. Especially after 2000, the number of registered trademarks applied for in the name of enterprises showed geometric growth, among which appeared well-known enterprise trademarks such as Yangjia Mountain Tea Farm's "Yinye" brand, Lingzhi Mountain Tea Farm's "Lingzhi Mountain" brand, and Dawu Mountain Tea Farm's "Ao Li Ao" brand.
Based on the current status of the development of the Anji white tea brand, the Anji government began to change its role, transitioning from being the main body of brand construction to brand management and brand promotion, mainly focusing on public brand management, brand market promotion, and technical support for Anji white tea production.
Since ancient times, Anji white tea has always used its place of origin as a brand mark, no different from ordinary agricultural by-products. From this perspective, Anji white tea and Anji bamboo shoots are both in the primitive form of brands, using the special attributes of items from specific places as their brand attributes, gradually gaining recognition and becoming representative commodities. In this sense, public brands like Anji white tea can basically be seen as something commonly owned by the locals, lacking exclusivity. Therefore, there have been instances where a few farmers or enterprises do not cherish the public brand, engaging in actions that damage the brand's reputation.
In light of this, Anji white tea has consistently adopted dual trademark management, namely the "Anji white tea" trademark + enterprise trademark, a mother trademark plus sub-trademark management model. Those who use the Anji white tea brand must be members of the Anji County White Tea Association, with unified Anji white tea packaging. This means that any packaging bearing the four words "Anji white tea" must have an original place-of-origin certification trademark and the manufacturer's trademark, along with the factory name and address. This encourages everyone to cherish the public brand construction, while ensuring the quality of white tea, improving its quality, and facilitating management.
For medium and small tea farmers without their own brands, they are encouraged to join specialized Anji white tea cooperatives, uniformly using the cooperative's brand. If individual households handle things improperly, it will 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 over 350 tea farmers and 275 large and small Anji white tea processing plants, driving 18,000-19,000 households. The tea garden is divided into 8 regions, with each tea field numbered within the region, assigning responsibility to individuals, allowing members to better maintain the brand image when using the cooperative brand. Currently, Huangpu Jiangyuan Cooperative owns white tea trademarks "Ye Jia Bai" and "Huangpu Jiangyuan", and plans to register another trademark to form a situation where there are trademarks for high, medium, and low-end products.
The Economic Crop Station of Anji County Agriculture Bureau has always provided technical support for the development of Anji white tea, providing services and technical guidance before, during, and after the picking of Anji white tea, researching and promoting new technologies for planting and cultivating Anji white tea. Since the mid-to-late 1990s, regular training on Anji white tea machinery, fertilizers, and picking has been conducted every year. Last year, the government utilized the network of the Unicom company to create a text message platform for tea farmers, notifying them immediately about pest control, laws and regulations, and market information. Strict quality monitoring measures are enforced; this year, in the province-wide quality spot checks of Anji white tea, all 20-plus Anji white tea enterprises that were inspected passed. Anji white tea also follows the trend of green, harmless, and organic development. By 2004, there were already 14,000 mu of provincial non-polluting tea bases and 3,000 mu of organic tea certified area. This year, it is estimated that around 20 enterprises will apply for non-polluting organic tea certification.
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