The 3rd China Tea Industry Conference was held in Beijing

Seek common development and strengthen the tea industry

——The 3rd China Tea Industry Conference was held in Beijing

This website (Reporter Dai Jun) is the third China Tea Industry Conference and CCTV-7 "Local, Walking and Charming Tea Town" feature film co-sponsored by the China Agriculture International Cooperation Promotion Association Tea Industry Committee and CCTV-7 "Local" column. The launching ceremony was held in Beijing on December 10-11. How to seize the opportunity to become a strong tea industry has become an important topic of this China Tea Industry Conference.

The third China Tea Industry Conference site

Big but not strong, overcapacity problem

Sun Zhonghua, the chief agronomist of the Ministry of Agriculture, pointed out at the meeting: "In recent years, China's tea industry has developed rapidly, the area has been expanding, and the output has increased sharply. At present, China's tea gardens have exceeded 40 million mu and tea production has reached more than 2.2 million tons. It ranks first in the world. Tea has become a pillar industry in the advantageous areas and poverty-stricken mountain areas. The achievements of the tea industry are remarkable, but the problems are also prominent. The main manifestation is that the tea industry is big but not strong, big but not fine, big Without Zhang, the competitiveness is not strong enough."

Chen Zongqi, an academician of the Chinese Academy of Engineering and a famous tea scientist, used a subtraction method to show the participants the fact that China's tea industry is not strong. “In 2015, our total tea production was 2.277 million tons, domestic consumption was about 1.35 million tons, export volume was about 324,000 tons, and deep processing was estimated at around 150,000 tons. We calculated that 300,000 tons were not consumed, and there was a significant imbalance between production and sales. ."

Yan Jianyun, deputy director of the Tea Research Institute of the Chinese Academy of Agricultural Sciences, pointed out that China's tea industry has problems such as obvious traditional agricultural characteristics, weak production base, serious lag in tea garden infrastructure, lack of diversification of tea products, short-term supply and demand of labor, and rapid increase in production costs.

In his speech, Sun Zhonghua also gave the participants a "cardiotonic agent". With the economic and social development, the upgrading of the consumption structure accelerated, and the implementation of the one-way construction, the development of the tea industry is facing a rare opportunity. The Ministry of Agriculture attaches great importance to the development of the tea industry, and has formulated and issued the "Opinions of the Ministry of Agriculture on Seizing the Opportunity to Strengthen the Tea Industry" and made specific arrangements for the strong tea industry. First, we must optimize the regional layout, delineate the tea production advantage zone, and determine the optimum zone for tea production. Second, we must accelerate the drive for innovation, promote tea breeding innovation and technological innovation, and promote standardized production. Third, we must cultivate large enterprises, and focus on supporting a large number of large-scale tea enterprise ecosystems with production raw material bases and high-standard processing facilities and brands. Fourth, we must build a big brand and create a number of influential tea brands at home and abroad by holding exhibitions and trade fairs. Fifth, we must spread the tea culture, tap the rich connotation of tea culture, and spread the Chinese tea culture and expand its influence by means of the implementation of the Belt and Road. ”

For how to cultivate a group of international tea groups, we will create a group of globally competitive tea brands. Beijing Fulai Times Brand Consulting Co., Ltd. Yan Xiangpeng said that Chinese tea brands should strengthen their propaganda and marketing requires a new top-level design.

Sun Zhonghua, the chief agronomist of the Ministry of Agriculture, delivered a speech at the conference.

Six teas dance together, and the three industries go hand in hand, doubling the output value

The "Opinions of the Ministry of Agriculture on Seizing the Opportunity to Strengthen the Tea Industry" proposes the goal of doubling the total value of tea production and exports in 2020.

Under the premise of stabilizing the area of ​​tea gardens, in order to double the output value, it is necessary to improve the output efficiency of tea. At this conference, experts and scholars gave their own suggestions on how to improve the efficiency of the tea industry.

Chen Zongxi said that it is necessary to break the shackles of the "six major teas" and expand the industrial scope through new technologies, new choices and new ways. He summed it up as "six tea dances and three industries together". The so-called six tea dance is to divide the tea into tea, tea, tea, tea, tea and tea. Taking tea as an example, Chen Zongxi pointed out that China has a lot of room for improvement in the efficiency of the tea industry. “EGCG is a component extracted from green tea and is the highest content of catechins. It has a very strong resistance. Oxidative, plays an important role in cancer and cardiovascular diseases. Japan's annual EGCG products amount to 12 billion US dollars, the United States also has nearly 10 billion US dollars in revenue, while China has only 100 million US dollars, we can see that we are The backward development of this aspect and the broad market prospects." The combination of the three industries refers to the effective integration of the first two or three industries, hitting heavy boxing, boxing and boxing, transforming tea from a single industry to a composite industry, improving the diversity of the tea industry, and completing the Chinese tea industry. The transition from "tea big country" to "tea strong country".

At present, the rapid development of rural tourism and leisure agriculture, tea tourism as an important part, is a powerful grasp of local tea farmers to increase income and achieve accurate poverty alleviation, but also an important way to integrate the development of tea industry. In the same period, the China Tea Industry Conference also held the launching ceremony of CCTV-7 "Natural, Walking and Charming Tea Town" feature film. "Local, Walking, Charming Tea Town" is a tea town tourism program jointly launched by the China Agriculture International Cooperation Promotion Association Tea Industry Committee and CCTV-7 "Native". It will select 6 -10 excellent tea towns to be tea towns. Beautiful scenery and tea culture are displayed to the audience. Lu Mingyi, vice president of the China Agricultural International Cooperation Promotion Association and director of the Tea Industry Committee, said that “the program is planned to be filmed and broadcast in the first half of next year. It is hoped that through the promotion of the big platform, more people will pay attention to the development of the tea industry and tea town tourism.”

The guest was the special film for "Hometown, Walking, and Charming Tea Town".

Using 8% of raw materials to draw 1/3 of the output value, tea deep processing can not be ignored

How to solve the problem of unbalanced production and sales of tea by means of deep processing, to improve the scale and efficiency of the tea industry has become the hot topic of this tea industry conference.

Academician Chen Zongxi pointed out that there is a lot of work to be done in tea deep processing. "Like summer and autumn tea, the taste is not very good, but the tea polyphenol content is very high and can be extracted by effective methods. We have done some, but still lagging, quantity Not much, the amount of deep processing every year is 100,000 tons to 150,000 tons."

“Our deep processing industry today does not use 7%-8% of tea production, and about 150,000 tons of middle and lower tea raw materials have created one-third of China's tea production value.” Professor Liu Zhonghua’s words are doing The audience has a deeper understanding of the power of deep processing of tea.

Professor Liu Zhonghua pointed out that the tea industry will be extended from traditional agriculture, through the extraction of ingredients and components from modern technology to the current large health industry, including human health, animal health and plant protection, and environmental friendliness. Research on the health incentives and effects of the functional ingredients and components of tea, especially how these new ingredients can be extended to natural pharmaceutical health food functional products, functional beverages, environmentally friendly products and animal nutrition."

At the same time, he also predicted that theaflavins will be the mainstream of a new round of tea deep processing products. If you want to make tea drinks better, you must develop towards functionality.

Will exports double in 2020? See how other tea-producing countries do

Tea exports are the focus of this meeting.

"After the increase in area production, China’s exports have grown very slowly over the past decade. The average is about 3% per year, and sometimes it will fall. We need to find new breakthroughs in export.” Liu Zhonghua Point out.

"China has a wide variety of teas, diversified products, and export advantages should be large. Why is the export volume not easy to go up? There are two main problems: one is the problem of pesticide residues, and the other is the problem of new pollutants." Academician Chen Zongxi pointed out that The problem of pesticide residues and new pollutants in tea has seriously affected exports, and these two problems need to be solved through strengthened management.

John Kipkoech Bore, Director of the Kenya Institute of Agriculture and Livestock Research - Tea Research Institute, introduced some of their practices in the quality and safety control of the tea industry. In Kenya, quality control begins at this point in the tea garden. All tea farmers will have corresponding regulations when picking tea to ensure that tea that does not meet the standards will not be picked in the first step. It must also be processed in accordance with ISO standards. The final product is evaluated according to international standards. In Kenya, all tea processing plants receive targeted annual inspections every year. Only after the annual inspection is passed can the license be updated and tea production continued. The inspections are carried out by the Kenya Bureau of Inspection and Quarantine. The participants are personnel from relevant research institutions and those familiar with international standards. In addition, samples are sent to third parties for independent testing.

In 2014, Sri Lanka’s tea exports reached US$1.65 billion, accounting for 15% of the country’s foreign exchange earnings. Tea accounts for 65% of total agricultural income, accounting for about 2% of national GDP. Hasitha Al Als, director of the International Promotion Department of the Sri Lanka Tea Board, introduced the export situation of Ceylon black tea and said that Sri Lanka's excellent performance in exporting benefited from the transformation to build its own brand. Before the 1990s, Sri Lanka mainly provided raw materials for multinational corporations and multinational corporations. It was only after the 1990s that it began to build its own company and brand. By 2014, boxed tea and bagged tea accounted for 40%-45% of tea exports, and further diversification of products will be carried out in the future. “We also try to build some new products, such as coffee with cappuccino, latte and mocha. Now Sri Lanka tea is also available with latte black tea, mocha black tea. We have 160 different flavors of flavored tea, Mainly through the fruit or spices, or through the way of tea to add some flavor to the tea. We also adapt to the habits and trends of current consumption, launched some tea deep processing products such as capsules or tablets."

India is also committed to the transition from the export of bulk tea to the export of branded tea. Dr. Anoop Kumar Barooah, Director of the Indian Tea Research Institute, introduced some of the initiatives of the Indian Tea Commission for tea exports. “India’s export companies, to promote Indian origin tea, must use the Indian Tea Council’s unified product. Logo; there are also some promotion funds, up to 5 million rupees, mainly used to support exporters to set up some exhibition halls, or to carry out some tea room or retail store promotion, or to encourage brands and tea committees Participate in international exhibitions together."

At the same time, the Indian Tea Council also attaches great importance to protecting the protection of the original tea brand. Darjeeling Tea was the first geographically registered trademark protected by the Indian Tea Commission in 1999. It has successfully applied for geographical indication certification in many countries around the world, including Taiwan, such as the United Kingdom, the United States, the European Union, Australia, and China. Protecting Darjeeling tea will not be imitated by other products. Sri Lanka and Kenya also attach great importance to brand protection in foreign markets.

Feng Yisong, executive deputy director of the Tea Industry Committee of the China Agricultural International Cooperation Promotion Association, added that the cost of domestic tea production has risen too fast, and the creditworthiness of individual export enterprises is also a factor affecting China's tea exports.

The conference also issued a certificate for the 2016 National Ecological Tea Garden Demonstration Base.