How Jiangcha became the leader of the dragons
On the morning of April 23, at the Innovation Development Retreat Seminar held by Jiangxi Dacheng State-owned Assets Management Co., Ltd. (hereinafter referred to as Dacheng), Dacheng Chairman and General Manager Jie Xiaojian informed the participants of the news: Dacheng Holdings Jiangxi Tea Industry Group Co., Ltd. (hereinafter referred to as Jiangcha) has been formally approved by the Jiangxi Provincial Government-Jie Xiaojian then asked: How did Jiangcha become the leader of the dragons?
This is a problem of Jiangcha, and it is also a goal of Jiangcha!
What is the current state of Jiangxi tea industry?
People's Daily Online, Nanchang, August 23, 2016 (Reporter Qin Haifeng) The reporter learned from the Jiangxi Provincial Department of Agriculture that currently, the tea garden area in Jiangxi Province is 1.258 million mu, and the total output value of tea has reached 6 billion yuan. %. At present, the area of tea gardens in Jiangxi Province is 1.258 million mu, an increase of 496,000 mu over 2010, an increase of 65.0%; tea output is 46,600 tons, an increase of 20,200 tons over 2010, an increase of 76.5%; the total output value of tea reached 6 billion Yuan, doubled from 2010, and increased the income per capita of tea farmers by more than 1,000 yuan. After years of development, Jiangxi Province has gradually formed northeastern Jiangxi with Wuyuan, Fuliang and Shangrao counties, northwestern Jiangxi with Xiushui, Tonggu, Jingan and Lushan counties, and Suichuang and Jinggangshan. , Shangyou, Ningdu, Zixi, Jinxi and other counties are the three major producing areas in central, central and southern Jiangxi.
Behind this news, there is a fact that makes people sigh a long way: Jiangxi tea has always been in a state of "headless dragons".
According to incomplete statistics, Jiangxi Province produces tea throughout the province, and the statistics released by the Provincial Department of Agriculture in 2016 show that there are currently more than 700 registered tea companies in the province, so there are many times as many brands as there are so many brands. However, there is no leader with the same temperament. Jiangxi does not have a tea company like “Dayi” in Yunnan or a commercial store like “Tianfu Mingcha” in Fujian. We do n’t even have a core – when it comes to Yunnan, we will say Puer; In Fujian, we would say Wuyi Mountain; in Zhejiang, we would say Longjing; in Anhui, we would say Huangshan, where is the core of Jiangxi Tea? The people of Jiujiang said that the mountains and mountains are cloudy, the people of Shangrao said the mountains of Da'an, the people of Ji'an said the dogs were brains, and the people of Jingdezhen said Fuyao Xianzhi ...
Jiangxi's tea culture is "exclusive but not exclusive." On the one hand, what we drink is popular, first Anxi Tieguanyin, and then Yunnan Pu'er tea. Suddenly everyone is chasing Jin Junmei and drinking Fuding Laobai tea in two years; another On the other hand, Jiujiang people don't drink Jingdezhen tea, Jingdezhen people don't drink Wuyuan tea, Wuyuan people don't drink dogs and brains, Ji'an people don't drink Lushan clouds ... On the tea table, Jiangxi people don't have cultural self-confidence or cultural centripetal force.
The above phenomenon should be the background for Jiangcha to ask questions.
We believe that there may be many ways to solve this problem, but the main point still seems to be four words: wealth and wisdom.
To put it bluntly, Jiangcha wants to be the leader of Jiangxi's tea industry, it must be rich and cultural-this is a big truth that is easy to know and easy to do-at present, the province and the province want to be bigger in the tea industry The strong enterprises are not limited to the Jiangcha family. The strengths and focus of the companies are basically the same. They have all noticed the ecological environment of the tea producing area, and have paid attention to the problem of food safety, both in the geography and history of tea. They are all telling stories when they are making articles ... Moreover, it seems that those who enter this line are not short of money, and they spend hundreds of millions of dollars at every turn.
As soon as Dacheng Holdings' Jiangcha Group was established, it had a unified brand name: da cheng cang. This "da cheng cang" also has a slogan: the road is simple, the nature is natural. How to "avenue"? What is "Simple"?
The opening of the Dacheng retreat was "Cultural as Capital" by Mr. Zhao Ganhe, an investment consultant for Dacheng Cultural and Creative Industries. Mr. Zhao told the participants that Wenxin is the biggest guts of the moment, and the most powerful and profitable capital is not Monetary capital, but cultural capital. What is cultural capital? Is it just geographical soil, vegetation, altitude, latitude and longitude, and surface water? Or is it a human allusion in the depths of history? Cultural capital is more considered by the current society, more considered by national conditions and public opinion, and more grasped by popular trends.
In the current Chinese society, there are two phenomena that we should pay attention to. They are likely to be the secret key for Jiangcha to unify the mountains and become the leader of the dragons: the first phenomenon, the advent of the era of consumer spending supported by Internet technology The second phenomenon is a national strategic plot with the declaration of cultural soft power as the core.
The so-called consumer era is in the Internet economy, such as mass information release, remote instant consumption, low cost or even zero cost entry, the establishment of circles or "groups" is worthy of our careful consideration. This "group" forms a The premise is not just the formation of a "friend circle" in the general sense, but an economic attribute that covers the members of the "group" (purchase desire and ability to fulfill desire), cultural attribute (aesthetic appeal), and even class attribute (for resources Snobbery, including the ability to possess and dominate), no matter how the participants advertise their sense of democracy and freedom, but this is rooted in the new social factors of Internet technology, congenital with its cold blood, machinery and precision.
The so-called cultural soft power announcement is how to use our cultural confidence to expand our territory in the context of globalization.
The main signs of globalization are the globalization of the economy and the globalization of information. It is the integration of economic life on the level of capital, production, communication and technology. This tedious integration has led to the emergence of life in every region and corner of the world. The trend of homogenization is not only warned by intellectuals in the third world, but also criticized by intellectuals in developed countries.
This reason is easy to understand. The cultural world, which belongs to the spiritual realm, is in fact as colorful as the biological world, with its splendour, its life cycle, its evolution and interpretation, its geographical adaptation and existence, and even its death and history Storage, its sedimentation and solidification in time and space can all be found in the biosphere-such as fossils and mineral deposits ... None of us want to live in a uniform biological world, and of course we do not want the culture of the world to be boring Datong.
Simply assigning tea and tea culture to a way of life is obviously wrong-at least superficial-it is not only the construction of our taste bud memory, the supply of cultural specialties, but also our aesthetic taste and culture. Attribute is understood as a watch and persistence of Chinese culture.
Looking at the tea industry in this sense, it is not difficult to find that it is both culture and martial arts.