On February 28th, Zhu Yeqing officially held the "Zhu Ye Qing Chinese Tea" brand strategy upgrade conference at the foot of Mount Emei, and released the "Ordinary Heart Zhu Ye Qing" brand strategy upgrade plan. Under this strategy, Zhuyeqing is positioned as "Chinese tea", driven by the four major brands of "Zhuyeqing Green Tea, Wanzi Thousand Red Black Tea, Bitan Floating Snow Tea, and Baoding White Bud White Tea", conveying the culture of ordinary heart and promoting the long-term prosperity of Chinese tea. At the meeting, Shan Wuxiang, President of the Chinese Cultural Heritage Society, Wang Qing, President of the China Tea Circulation Association, Liu Zhonghua, Academician of the Chinese Academy of Engineering, Qian Tong, Editor-in-Chief of Xinhuanet, and Tang Xianhong, Chairman of Zhu Yeqing, witnessed the brand renewal moment.
This spring, the domestic economy is stable and improving, cultural self-confidence is constantly increasing, and people's yearning for a better life is internalized into the spirit of ordinary hearts. In the tide of the times, we have seen a positive and steaming China because of our ordinary hearts. The strategic upgrade of the Zhuyeqing brand will not only regain strength for the inheritance of Chinese culture, but also tell the story of Chinese tea in the new era with the wisdom of ordinary heart.
The "heart" strategy of new tea is renewed and the rudder of culture is stabilized.
At the beginning of the founding of the bamboo leaf green brand, it will''Ordinary heart' as the core value of the brand. In the years to come, the normal heart'The profound connotation of 'keeping the lofty heart and keeping the ordinary' has become the cultural foundation of Zhuyeqing and the way of making tea." As Tang Xianhong, chairman of Zhuyeqing Tea Industry, said, the new tea conveys warmth, and this brand strategy upgrade is a new milestone for Zhuyeqing's continuous accumulation, innovation and breakthrough.
For a long time, Zhuyeqing has adhered to the three standards of "high mountain, Ming Dynasty, and tea buds" and "five-fold fresh lock technology", produced good tea with strict and fine tea-making technology, and passed on the wisdom of life and optimism and open-mindedness in a cup of tea.
For our business, yes'Clear the clouds and see the moon's long-term persistence, positive and enterprising spirit of change. Under the dilemma of "having categories but no brands" in the industry, Zhuyeqing took the lead in walking out of a modern Chinese tea brand road, and was selected as one of the "Top Ten High-end Famous Tea in the World", and has repeatedly served as a "gift of China" for foreign affairs occasions such as the Dubai World Expo, the Davos Forum, the Belt and Road Global Tour, and the International Conference on Understanding China, and has given VIPs from 60 countries to achieve the leading sales of high-end green tea in China for 16 consecutive years.
For Zhu Yeqing, to do a good job in the tea brand and renew the brand strategy of "Ordinary Heart Zhu Yeqing" is to firm the goal of "insisting on Qingshan not relaxing", and to dare to break through and dare to do "accumulate steps to thousands of miles", and to be a good leader of green tea, a good person to be a good roller of Chinese tea, and to work hard for Chinese tea to go up and outward.
On the brand, "heart culture leads the revitalization of the tea industry."
The era of competition provides a rare opportunity and fertile soil for the growth of Chinese tea, and at the same time, it also requires the tea industry to bring forth the new and innovate in its own precipitation. With more than 20 years of deep cultivation of quality and brand, from a cup of tea to a heart, Zhuyeqing represents not only a high-end green tea brand, but also a broad and profound Chinese tea culture.
As Wang Qing, President of the China Tea Circulation Association, said at the press conference: "2023 has become a year of revitalization for the development of Chinese tea culture, and the fruitful results of the industry have benefited from the profound accumulation of culture. It is culture that allows everyone to have a new understanding of Chinese tea and change the perception of tea drinking", "Tea culture has hematopoietic function and can bring new vitality to the entire industry. We should actively explore the imagination space of Chinese tea and regional culture in the contemporary era, and use the new kinetic energy given by the times to make tea culture play a role in the creative transformation and innovative development of the industry.
As the leader of Chinese tea, based on the spirit of ordinary heart, Zhu Yeqing stands by culture. Over the years, Zhu Yeqing has implanted culture into the brand gene, added sweetness to traditional culture, and conveyed the charm of Chinese culture farther and deeper. In President Wang's view,"'The cultural expression of "Bamboo Leaf Green" has provided important guidance for the cultural construction of many tea brands, and insisting on doing well will form their own cultural competitiveness.
Today, Zhuyeqing officially released the brand strategic upgrade plan, leading the category with the parent brand structure, creating a brand layout of four categories of "green tea, black tea, flower tea, and white tea", gradually realizing the multi-category carrying of high-end green tea to high-end Chinese tea, and horizontally opening up the growth space of Zhuyeqing. In the future, the four categories will work together to convey the culture of ordinary heart and tell the story of Chinese tea. In this context, the culture of ordinary heart will empower the whole line of products: Zhuyeqing is a life wisdom of "having a lofty heart and keeping the ordinary", and it is an inclusive and tolerant society of "melting differences and seeing thousands of things"; Baoding white bud is the calm and firm of "going through time and passing on to the world"; The snow in Bitan is the indifferent peace of "the heart is like Bitan, and the snow is drifting in thought". In the new era, each product has its unique spiritual core, explaining the unremitting pursuit of perfection and the deep understanding of the value of life.
Culturally, "the heart resonates with the times with a normal heart."
To build a harmonious world, to take the path of sustainable development, we need to be calm. The first is to inherit the excellent traditional Chinese culture, meet people's growing spiritual and cultural needs, and enrich people's spiritual world. Habitat, city, landscape, architecture, art, culture, creativity, which are all closely related to tea. Dean Shan Jixiang said in his opening speech.
A cup of Chinese tea should come from tradition and go to modernity; A cup of Chinese tea is both material and spiritual. What is the relationship between tea and ordinary heart? In Dean Shan's view, "It is the environment, green mountains, green water, and good tea, which promotes its own regional characteristics and shows the culture of tea; It is a new realm, which has experienced stormy development and changes, and has also found and adhered to the characteristics that make them cherish and be proud; It is the artistic conception, a series of tea traditions full of wisdom, and a unique cultural landscape; It is the situation, the pursuit of the unity of nature and man, the refinement of life with a normal heart, and the inheritance of traditional culture; It is the state of mind, there is no impetuousness of rigidity, but a tranquility like a wisp of tea; It is a painting, when tea enters the dance, into the exhibition, decorates more space in our lives, it reveals the unique charm of traditional culture, and makes the sleeping culture glow with powerful beauty.
At present, tea has crossed over to all corners of clothing, food, housing and transportation, how to create a greater sense of security and gain for everyone, so that more people know tea, love tea, drink tea, and feel the poetic life and spiritual power brought by ordinary hearts, is the answer that Zhu Yeqing wants to make. To this end, Zhu Yeqing will join hands with Xinhuanet this year to jointly launch a blockbuster interview column "On the Ordinary Heart of the Dao" through Zhang Yang Studio, the most influential online celebrity studio of Xinhua News Agency, to collect the words of "100 schools", have in-depth dialogues with representative figures in the cultural field, enter their inner world, read the ordinary hearts of famous people who have experienced magnificent waves, dig deep into the values of excellent traditional Chinese culture, and discuss the wisdom philosophy that belongs to the Chinese.
Qian Tong, editor-in-chief of Xinhuanet, believes that "the philosophical thinking, spiritual symbols and cultural values contained in Chinese tea culture have become concrete carriers in line with the spirit of Chinese culture, and have a profound impact on the spiritual world of our Chinese." "Ordinary heart, not ordinary, through cups of bamboo leaf green tea, we can perceive the extraordinary things of ordinary people, and can obtain the resilience and strength of upward life; When our ordinary hearts are condensed together, it is a magnificent river, and such power is the happiness of all people.
The Year of the Dragon is a milestone and a new journey. On the occasion of the launch of the new tea, Zhu Yeqing completed the brand strategy upgrade of "Ordinary Heart, Zhu Yeqing", which is a new and "heart" future, Zhu Yeqing will stick to the brand mission with a normal heart, continue to write the cultural chapter of Chinese tea with patience and confidence, and help Guosheng Tea with culture. Spring, start with a cup of bamboo leaf green.