"Sail" and "Sail" along the "Ancient Tea-Horse Road in the New Era" Pu 'er Tea
There are many green hills, and the bells in the mountains ring and the caravan comes. The camel bells and hooves of the caravan broke the silence of the jungle valley for thousands of years, and opened up a link and channel that runs through Yunnan, Sichuan and Tibet, connecting the regional economic circulation and ethnic and cultural integration of southwest China, South Asia and Southeast Asia-the Tea Horse Ancient Road. With the change of the times, we can't see the caravan of the long ancient road, and the trade function carried by the ancient tea-horse road has been replaced by the modern three-dimensional traffic network. Nowadays, Pu 'er people are inheriting the spirit of the "Tea-Horse Ancient Road" pioneered by their ancestors, and let Pu 'er tea sail along the "Tea-Horse Ancient Road in the New Era" and go to a broader market.
△ At the unveiling ceremony of Pu 'er Tea Tibetan Tasting Center in Pu 'er City, the tea artist warmly invited Tibetan compatriots to taste Pu 'er tea together. (photo by Guo Chunxiang)
Re-take the "Yunnan-Tibet Tea-Horse Ancient Road"
Let the caravan bell ring endlessly
In August 2021, on the occasion of the 70th anniversary of Tibet's peaceful liberation, 5,000 tons of low-fluorine Pu 'er tea in Pu 'er successfully entered Tibet, which was a landmark "big event" in the development of Pu 'er tea industry, which not only opened up a new broad market for Pu 'er public eco-tea products, but also fully kicked off the new development stage of Pu 'er tea industry.
The work of low-fluorine Pu 'er tea in Tibet is not a "one-order" business, let alone a "one-hammer" business. Li Qingyuan, secretary of the Municipal Party Committee, has repeatedly pointed out that it is necessary to fully understand the great political, economic, far-reaching historical and epochal significance of low-fluorine Pu 'er tea entering Tibet. Taking the low-fluorine Pu 'er tea into Tibet as an opportunity, we will organize enterprises to participate in the competition in an orderly manner, enhance the core competitiveness, tear a breakthrough gap in the saturated tea market and quickly occupy the market.
Spring and Jingming, green and new. The snowy plateau in March is full of vitality everywhere. After a lapse of half a year, the delegation of Pu 'er City once again stepped into this holy land. Under the leadership of the governments of the two places, the Lhasa Pure Land Low-fluorine Health Tea and Pu 'er Tea Exhibition Center was officially unveiled, which not only filled the gap in the Pu 'er tea brand exhibition platform in the Tibetan market, but also made Pu 'er tea in Pu 'er City truly take root in the snowy land.
Subsequently, Pu 'er City and Lhasa Pure Land Industry Investment Group Co., Ltd. held the 2022 Pu 'er City Pu 'er Tea Strategic Cooperation Fair, and the two sides signed a memorandum of strategic cooperation on jointly promoting the popularization of Pu 'er tea in Lhasa and even the whole region. The two sides unanimously promised to seize the opportunity, integrate resources, realize complementary advantages, and provide more categories and higher quality Pu 'er tea for Tibetan people.
"The successful entry of low-fluorine Pu 'er tea into Tibet has opened up a' new era tea-horse ancient road' for us, which has provided a model demonstration for tea enterprises to expand new markets in the next step and given more possibilities for the development of Pu 'er tea industry." Zhang Tianmei, deputy director of Pu 'er Tea and Coffee Industry Development Center, said.
As an enterprise with rich historical accumulation and stable quality support, Yunnan Pu 'er Tea Factory Co., Ltd. completed the supply task of 360 tons of low-fluorine Pu 'er tea in 2021, and actively participated in the exhibition and tasting activities of Pu 'er tea in Tibetan areas in 2022. Xue Fei, sales manager of the company, said: "Tea has been the hub and medium for economic and cultural exchanges between Unicom Tibetan areas and Pu 'er since ancient times. We are descendants of caravan, and we are duty-bound to provide healthy and affordable low-fluorine Pu 'er tea for Tibetan people!"
At present, Pu 'er city is closely surrounding the opportunity of low-fluorine Pu 'er tea's successful entry into Tibet. On the basis of continuing to do a good job of low-fluorine Pu 'er tea's entry into Tibet, it will vigorously and orderly open up markets in Inner Mongolia, Xinjiang, Qinghai, Gansu, Ningxia and other regions, go out with the government leading, state-owned enterprises guiding and integrating enterprises in the region as the main body, and organize the market through the tangible hand of the government, which will not only consolidate the existing market foundation, but also find new growth points to promote Pu 'er tea to occupy a larger market share.
Take the "Iron Tea Horse Ancient Road"
Let Pu 'er tea go to a broader market
On December 3, 2021, China-Laos Railway officially opened for operation. With the cheers of Pu 'er people of all ethnic groups, a green train slowly entered Pu 'er Station. Since then, Pu 'er has ended the history of no trains, and its development has also entered the "railway era".
On the opening day of China-Laos Railway, 500 tons of forest board products produced in Ning 'er District of Pu 'er Industrial Park and 600 tons of products produced by Yunnan Yunjing Forest Paper Co., Ltd. also boarded the first train. The goods full of 12 carriages departed from Ning 'er Station and were diverted in Kunming and transported to Sichuan, Shaanxi, Xinjiang, Hunan and other places respectively. According to the statistics of relevant departments, since the railway was opened for half a year, the Pu 'er section has sent about 760,000 passengers and about 750,000 passengers arrived at the station. The cumulative amount of goods sent is about 230,000 tons, and the amount of goods arriving at the station is about 190,000 tons.
According to the investigation of relevant departments, after the preliminary calculation and comparison of the logistics cost in China-Laos Railway, it is found that the logistics cost per ton of goods from Pu 'er to Kunming is about 152 yuan less than that of the highway. Similarly, according to the freight price in Laos, the logistics cost per ton of goods from Pu 'er to Vientiane and Bangkok can be saved by 421 yuan and 637 yuan respectively compared with that by highway.
Guo Weijun, a tea merchant in Gansu, buys hundreds of tons of Pu 'er green tea from Pu 'er every year. In the past, he used to organize his own freight vehicles for transportation. "Railway freight transportation has the characteristics of large transportation volume, high speed and low cost, and is not affected by weather and other factors, which is suitable for long-distance transportation of bulk goods." Guo Weijun said that he was studying with several fellow villagers recently to see if he could find a way to solve the problem of transshipment, so that he could choose to transport tea by train in the future.
"Based on the current development needs and the actual situation of railway freight transportation, Pu 'er City plans to introduce relevant subsidy policies for railway transportation logistics to subsidize transportation expenses for qualified enterprises." The relevant person in charge of the Municipal Bureau of Commerce introduced. Pu 'er is rich in industrial resources, and has basically formed a backbone industrial system such as tea, forestry, coffee, minerals, tobacco and biological resources development, animal husbandry and aquaculture, which has increased the demand of logistics market. With the opening of China-Laos Railway and the continuous improvement of logistics nodes along the route, more and more "Pu 'er Manufacturing" will go all over the country and internationally.
The opening of China-Laos Railway has changed the traditional road transportation mode, reduced the transportation cost and production cost of production enterprises, and brought great impetus to local industrial development and economic growth. For the development of Pu 'er tea industry, it will take this "ancient steel tea-horse road" and go to a broader market.
With the help of "the ancient tea-horse road on the Internet"
Let the people of the whole country drink Pu 'er tea
Pu 'er has always lacked high-quality products hidden in boudoir, but lacked the best-selling channel of "getting home at once". On September 9th, 2021, the brand-new launch of "China Specialty Pu 'er Pavilion" and the launching ceremony of the first China Tea City "Simao Organic Tea Direct Sale Festival" were held in JD.COM (Pu 'er) Digital Economy Industrial Park in Simao District. Pu 'er and JD.COM comprehensively upgraded their strategic cooperation, and joined hands to embrace the new era and dream a new journey.
"At the' Pu 'er Double Twelve and New Year Festival' in JD.COM in 2021, we increased our promotion efforts through various media such as friends circle, Weibo and live broadcast, and achieved more than 24 million exposures, with total sales reaching more than 4.2 million yuan." Yang Xianming, head of China specialty Pu 'er Museum, introduced.
Spring is in full swing, and tea is fragrant all over the mountain. In April, Luojia Village, Yanban Town, Zhenyuan Yi, Hani and Lahu Autonomous County, is welcoming the annual tea gathering in Laowushan. Looking around, the tea trees all over the mountains are lush, and the tender buds with green fragrance stand upright. Tea farmers are dressed in national costumes, carrying bamboo baskets and shuttling between ridges of tea trees, and their flexible fingers are flying back and forth on the tea trees. With a pinch, the tender buds of one leaf are quickly picked up and put into the baskets.
"As you can see, the anchor is at the spring tea picking site now ..." At the event site, the anchors from Pu 'er E-commerce Public Service Center and the local network red anchors in Pu 'er enthusiastically introduced the planting, picking and quality identification of local spring tea, shared the tea culture and promoted the sales of spring tea. Looking for the fragrance of tea, I came all the way to Tianfang Village, Guoqing Township, Hani and Yi Autonomous County, Jiangcheng. During the spring tea picking period, the e-commerce live training course in the tea forest attracted many villagers to participate ...
In recent years, e-commerce live broadcast with goods has gradually become the mainstream online sales model. Many Pu 'er tea practitioners are increasingly familiar with and accept e-commerce live broadcast, and merchants and tea people begin to sell through short video platforms.
The reporter learned from the Municipal Bureau of Commerce that since 2021, Pu 'er City has continuously deepened its cooperation with well-known e-commerce platforms such as Tik Tok, Alibaba, Hungry, Aauto Quicker and JD.COM, and introduced and integrated the resources of "Pu 'er Tea Tik Tok E-commerce Live Base", "Taobao Live Village Broadcast College" and "Aauto Quicker Pu 'er Food Industry Belt Live Base", combined with the construction of e-commerce public service center and e-commerce product supply chain center. The live broadcast base of Pu 'er commercial power provider with 40 independent live broadcast rooms will be gradually expanded into a Pu 'er commercial power provider live broadcast industrial park integrating comprehensive public service functions such as government service, marketing promotion, innovative research and development, market subject incubation, talent training, brand building, warehousing and logistics, product exhibition and academic exchange.
"We actively embrace the new format of e-commerce, and with the help of the platform's comprehensive digital marketing service capabilities, we will strengthen our brand image and expand the consumer base, opening up a broad market for specialty products such as Pu' er tea." Hu Wenyu, the person in charge of the Pu 'er tea e-commerce live broadcast industrial park, said that through resource integration, the "1+1 > 2" park agglomeration development effect has gradually emerged, and the Pu 'er electricity supplier service center and Pu 'er tea live broadcast base are attracting more and more talents from new enterprises. More than 100 enterprises and teams have settled in, more than 30 enterprises and teams have established stable service cooperation relations, and the online sales of the base have reached more than 50 million yuan.
Yang Zhongfang, head of Fudong E-commerce Service Station in Lahu Autonomous County, said that since its launch in October 2021, its live account "Bangwei Girl's Ancient Tea Garden" has achieved online and offline sales of more than 300,000 yuan; After three months of training, Zuo Xiao decided to grow from a motorcycle mechanic to a "online celebrity anchor" with more than 14,000 fans and a monthly cargo volume of nearly one million yuan ...
It is understood that since 2021, the city has carried out more than 10,000 live talent trainings, and nearly 4,500 people have opened live broadcasts, including 1,651 people with live broadcasts, an increase of more than 40 times year-on-year. The live broadcast of Pu' er tea in the city has reached more than 820 million yuan (about 70% of live sales), an increase of more than 10 times year-on-year. Since 2022, the live sales of Pu 'er tea in the city has reached 253 million yuan, with a good development trend.
The timeless Pu 'er tea and JD.COM, in the prime of life, met in the thick history and fiery youth, realizing the perfect combination of "quality supplier" and "gold salesman", and realizing the integration of a thousand-year-old road and high-speed information. The upsurge of e-commerce live broadcast with goods is a deep embrace between Pu 'er and Internet digital technology in the process of dreaming, which accelerates the construction of digital technology application standard system in the city's business field, promotes the high-quality development of business circulation, and fully releases the consumption potential.
Entering the new era, the historical context of the ancient tea-horse road can be felt so far. The "steel tea-horse road" has made Junling a thoroughfare, and the "online tea-horse road" is getting smoother and smoother. The pace of the development of Pu' er tea industry has never stopped, and the beautiful vision of Pu' er people to let the people of the whole country drink Pu' er tea is also clearer.
