On March 4, 2017, organized by the Hubei Tea Society, the Xianyang City Academy of Agricultural Sciences hosted a tea-side structural reform seminar in Hubei. Deputy Secretary-General of Xianning Municipal Government Liao Sen, Chief Expert of the Planning and Design Institute of the Ministry of Agriculture Zhu Ming, President of the Hubei Tea Association Zong Qingbo, Chairman of the Marketing Consultative Agency of Fulai Brand Kuang Xiangpeng, Professor of Hunan Agricultural University Liu Zhonghua and other important guests, and from Hubei Province More than 200 representatives of the Agricultural Department, the Fruit Tea Office, the Academy of Agricultural Sciences, the Huazhong Agricultural University, and the major tea regions of the province, such as the agricultural sector, research institutes, and tea companies, gathered in Xianning to discuss the tea supply side's reform and development. Plan.

The keynote speech titled “The Three Keys of Breakthrough in Brand Marketing for Hubei Tea Industry” by Prof. Qi Xiangpeng pointed out that Hubei is the hometown of Chasheng Luyu, the birthplace of green brick tea, the starting point of Wanli tea ceremony, and the third largest tea planting area in the country. , The oldest tea in the world, such as Chibi Brick Tea, Wudang Tea, Enshi Yulu, Yihong, etc.

However, the tea industry in Hubei still faces three major challenges: that is, at the policy level, there are eight regulations that strictly govern the party and the tea ceremony is not going well; at the industrial level, the growing area is larger and the yield is getting higher and higher. There are more and more varieties, and the cost is getting higher and higher; at the market level, the consumer population is aging, the impact of tea, young consumers are getting less and less, the network is impacting, and the price is getting lower and lower. More and more tea companies continue to have poor survival. Focusing on the difficulties in the development of the tea industry in Hubei, Ms. Qi Xiangpeng proposed three major breakthroughs in brand marketing:

First, build a user brand. Focusing on the brand and market, we must clarify the brand property rights, brand soul, and brand totem. Distinguish the relationship between regional public brands and user brands, and achieve positive interaction and symbiosis and common prosperity.

Second, plan the development path. There are no shortcuts to agriculture. The biggest shortcut is to choose the right path, avoid detours, and identify your own roots and souls! In the industry, doing subtraction, focusing, from the industrial chain to the value chain, has become an irreplaceable value chain of the industrial ecosystem!

Third, design business model. The pattern is wrong, everything is in vain! Taking the case as evidence, Tianfu Tea has rapidly emerged with its experience model. Longguan Longjing endorsed the G20's countries to make the world taste Chinese tea. Hunan Anhua Black Tea relies on the direct sales model to achieve the dark horse of the Chinese tea industry.