Starbucks holding hands with "White Peony"

20 yuan, a triangular tea bag, and unlimited free refills. This is the afternoon tea that the reporter recently drank at a Starbucks store on the ground floor of the Century Jinyuan Shopping Center on the West fourth Ring Road in Beijing. Since the international coffee giant Starbucks announced the launch of its first Fuding white tea on January 15, 2011, Chinese white peony tea, a loud and poetic name, has become popular all over the world. On January 15, 2013, Starbucks launched a variety of Fuding white tea and hardcover tea, strongly landing in all its stores in Europe and the United States, with a price equivalent to RMB 80,100 per cup. This move means that Fuding white tea is ushering in an era of flowers inside and outside the wall.

There are unlimited business opportunities that can't be found by "drinking".

The reporter called Cai Liangsui, chairman of Fuding Yurongxiang Tea Co., Ltd., who was busy improving his new withering workshop. "for our production enterprises, product quality is the first vitality, and the market direction is the key competitive point. More preparation means more initiative." Cai Liangsui said earnestly, "since we became a Starbucks tea supplier in December 2010, we have worked more and more closely with international giants, and have become long-term partners with Amway, Estée Lauder, Coca-Cola and other companies. Such as Amway toothpaste and Nutrilite products, Estée Lauder's Yuemuyuan cosmetics series, the main ingredients are the extract of our Fuding white tea. "

Looking through some data on the development of the tea industry in Fuding City, the reporter found that the real start of the Fuding white tea industry began in 2007. Before that, the current situation of the whole Fuding tea industry was mainly green tea processing, supplying foreign enterprises to make jasmine tea and local self-operated jasmine tea in the form of raw materials, while the output of white tea at that time was very small, basically only for export. Therefore, before 2007, the domestic and export sales pattern of Fuding white tea is that all white tea is exported, while green tea is mainly sold domestically and partly exported. As long as you know a little about Chinese tea, you will know that Fuding White Tea (Baihao Silver Needle, White Peony, etc.) has always been recognized at home and abroad as a health tea drink with special effects such as anti-cancer, anti-oxidation, anti-radiation, hypoglycemic, blood lipid, blood pressure, detoxification and so on.

Only China produces white tea in the world, and only Fujian produces white tea in China, while in Fujian, only Fuding, Zhenghe and other northeastern Fujian produce white tea, of which Fuding City accounts for more than half of the output of the province. But how to break through the encirclement of Fuding White Tea? How to transform and upgrade the industrial structure? in April 2007, a member of the Chinese people's political Consultative Conference of Fuding City put forward a proposal on continuing to promote the brand construction of Fuding white tea, clearly pointing out that as a tea variety with a long history, Fuding white tea has neither big brand nor market influence. the main reason is that the product form of tea processed in Fuding City is too primary, and the sales in the domestic market are almost zero. Make many tea drinkers do not know white tea, do not understand white tea, the market value of white tea is seriously undervalued.

This proposal was soon identified as the No. 1 key proposal of the Municipal Committee of the Chinese people's political Consultative Conference, which attracted the great attention of the municipal party committee and municipal government, and set up a leading group for the development of the tea industry to carry out the largest revival of the tea industry since the founding of Fuding county. At the same time, the whole city from top to bottom, from the leading departments to associations and then to tea production and processing enterprises, began to explore the progress of China's white tea industry.

The "forced" is colorful.

There are 381 enterprises with an annual output value of more than 2 billion. In 2012, when China's tea exports fell 6.08 per cent year on year and Fujian Province's tea exports dropped 18.6 per cent over the same period last year, the Fuding white tea industry bucked the trend and showed a strong rise of 77 per cent in foreign trade sales revenue over the same period last year, with white tea exports reaching 3000 tons in 2012. Some Fuding enterprises involved in the deep processing of white tea, such as green leaf tea, which produces white tea buccal tablets and hypolipidemic tablets, Yuda tea, which produces white tea beverages, and Yurong fragrant tea, which produces aminobutyric acid white tea. Have made remarkable achievements.

"in recent years, the export price of Fuding white tea has been rising steadily at an average annual rate of about 20%. The price of raw tea exported by our enterprises, taking the organic Baihao silver needle as an example, has risen from 350 yuan per kilogram a few years ago. it has risen to more than 500 yuan per kilogram, and like some deeply processed products, the export price can be doubled." Cai Liangsui, chairman of Yurongxiang Tea Co., Ltd., told reporters, "in an enterprise like ours, which has more than 70 employees, the sales output value in 2012 has reached tens of millions, and the overall sales have increased by 40% compared with 2011. It can be said to be a very typical illustration of the progress of Fuding white tea industry. Our cooperation with international well-known enterprises such as Starbucks, Amway and Estée Lauder has been accompanied by a substantial increase in the recognition and popularity of Chinese white tea in the entire international market, especially in the European market. This not only shows that Fuding white tea industry promotion experience has been successful, but also shows that the most fundamental health and ecological characteristics of Chinese tea are becoming more and more popular among global consumers. "