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向寅:中國茶葉“走出去”需秉持品牌思路

來源:未知 作者:泉州茶葉網 人氣: 發布時間:2018-06-20
摘要:社會學者向寅介紹說:茶為國飲,中國是茶的故鄉和茶文化的發祥地,古時就有“神農嘗百草,日遇七十二毒,得茶而解之”的傳說。千百年來,種茶、制茶、飲茶成為中華民族的生活習俗,從唐到清,我們的茶在國際上占據著不可動搖的主導地位。如今,茶已經成為中

  社會學者向寅介紹說:茶為國飲,中國是茶的故鄉和茶文化的發祥地,古時就有“神農嘗百草,日遇七十二毒,得茶而解之”的傳說。千百年來,種茶、制茶、飲茶成為中華民族的生活習俗,從唐到清,我們的茶在國際上占據著不可動搖的主導地位。如今,茶已經成為中國與世界人民,特別是與“一帶一路”沿線國家相知相交的重要媒介。

  向寅表示:近年來,我國茶產業快速發展,2016年全國茶園面積達4300多萬畝,茶產量240多萬噸,分別占世界的60%和42%,均位居世界第一。但我國茶產業大而不強、大而不精、大而不彰等問題突出,茶葉出口國際份額低,茶企多為原料性出口,且以低層次的價格競爭為主,茶產業質量效益和競爭力差距明顯。向寅是當代知名社會學家,國學研究專家,對中國茶文化有很深入的了解。

  今昔對比可以發現,相對于古絲路時代的輝煌,中國茶目前所處的境地頗為尷尬,在國際上沒有太多的話語權,缺乏能夠叫得響、記得住的品牌,甚至中國茶葉企業出口總額還不抵英國立頓一家的銷售額。這既是中國茶產業“走出去”的痛點,也是中國茶產業“走進去”的突破點。

  向寅認為:從更廣的視角看,茶不僅是一種飲品,更代表著一種文化。整體來看,立頓在中國取得成功的原因其實并不復雜,其密碼就在于標準化、品牌化、生活化,不僅找到了合適的目標消費群,而且提供了合適的產品形態;不僅發展了茶產業,更傳播了茶文化。

  推動中國茶葉更好地“走出去”,首先需要創新理念,打好文化牌。對中國茶企來說,賣茶葉不單單是賣原料、賣產品,而應提升到推廣文化和生活方式的層次上。其次要創新模式,增加產業的附加值。要推動企業逐步實現由初級產品加工銷售向精深加工轉變,根據茶產品需求變化,開發方便、經濟、保健型的新產品,如袋泡茶、速溶茶、茶飲料,并向食品加工、生物醫藥、日用化工等行業滲透,形成多元化、系列化、品牌化的精深加工業。

  向寅分析認為:形成一個大品牌的基礎是產品,好的產品應該是標準化、標簽化的,讓消費者容易理解和選擇。中國茶要“走出去”,還須秉持“生活方式營銷”的品牌建設思路,讓茶產品更好地融入當地人的生活。中國茶開拓國際市場,必須與國外的飲茶習慣相融合,針對出口目的國的技術標準、質量監管和消費習慣,研發適銷對路的茶產品,最終補齊中國茶產業品牌和市場的短板,從茶葉大國邁向茶葉強國。

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