Jasmine flower Fuzhou traditional culture

Will white jasmine turn red? Of course it will! However, this "red" is not another "red"

20 12 at the end of April, Wu Yidian, president of Fuzhou Strait Tea Exchange Association, went to Britain to attend the meeting at the invitation of the International Tea Committee. As the chairman of the Municipal Tea Association, this is a special invitation. One of the reasons why Wu is particularly respected is that Fuzhou was recognized as "the birthplace of jasmine tea in the world" by the International Tea Committee on 201kloc-0/0.

Recognized by the world, the high-end tea houses in Beijing have become popular again, which indicates that Fuzhou jasmine tea, which has been silent for more than 20 years and almost declined, has begun to reproduce its former glory.

It took only one year for Fuzhou Strait Tea Exchange Association to proudly announce to the world that jasmine is red again.

Jasmine, as the city flower of Fuzhou, has been in bloom in Fuzhou for more than 2000 years. In the Song Dynasty, jasmine and tea finally "lingered". By the end of the Qing Dynasty, Fuzhou had become the production center and distribution center of China scented tea, and Fuzhou jasmine tea was famous at home and abroad. Due to the unique quality of Fuzhou jasmine tea, before the reform and opening up, China 100% jasmine tea was produced in Fuzhou, and at the same time, Fuzhou jasmine tea also accounted for about 40% of the domestic market share. It can be said that everyone from Kissinger to Nixon knows that it is good, and its aroma is called "the taste of spring in China" by foreign politicians.

"At that time, it was supplied by ticket, and it was limited. You can't go to the post office to mail more than two pounds. Top jasmine tea, 8 yuan a catty, was only 30 yuan a month at that time, which can be compared with today's Dahongpao. " Zhang Jiansheng of the Cross-Strait Tea Exchange Association recalled the past and was deeply moved. At that time, it was also the peak period of the benefit of jasmine tea industry. It is said that the income of an acre of jasmine can not only solve the livelihood of a family, but also easily get married.

By the 1980s and 1990s, there were nearly 1,000 scented tea processing plants in Fuzhou, and the annual processing capacity of jasmine tea was close to 80,000 tons. In those years, Dahongpao was not popular. Fuzhou jasmine tea has become one of the important industries in Fuzhou. Foreigners come to visit Rong, and Fuzhou Jasmine Tea Processing Factory is a classic attraction. In its heyday, the jasmine planting in Fuzhou claimed to have reached 654.38+ 10,000 mu, with Nantai Island in Fuzhou being the densest, known as Qionghuayu.

It was at this time that Fuzhou jasmine tea entered a period from prosperity to decline. The uniqueness of Fuzhou jasmine tea is closely related to its unique jasmine quality. However, with the process of urbanization, the jasmine planting base has been occupied, and the problems such as lack of innovation in product production technology, insufficient excavation of cultural resources, insufficient brand promotion and insufficient guidance of consumption concepts have gradually faded.

Three measures to promote overall marketing to regain the past glory of jasmine tea

In order to change the increasingly depressed situation of jasmine tea market in Fuzhou, Fuzhou Strait Tea Exchange Association was established in 20 1 1 year under the direct promotion of Fuzhou Municipal Committee, with its core mission of regaining the former glory of Fuzhou jasmine tea. Wu Yidian, former vice mayor of Fuzhou, became the first president. As a bridge between government departments and enterprises, the Association, together with many tea enterprises in Fuzhou, started the revival of jasmine tea in Fuzhou.

The first is to protect the most suitable areas for jasmine planting and encourage jasmine planting. "We encourage farmers to grow jasmine, which is subsidized by the government. Now the planting area of jasmine is expanding, reaching 6.5438+0.3 million mu. The price of flowers has also gone up, 17 yuan a catty, so the enthusiasm of farmers has improved. " Wu Yidian said.

Followed by "counterfeiting." Pay attention to the quality of jasmine tea in Fuzhou. When Fuzhou Jasmine Tea was at its peak, there were thousands of tea enterprises. Although the quantity is large, the product quality is gradually declining. "Not all the jasmine teas sold in Fuzhou can be called' Fuzhou Jasmine Tea'. The real' Fuzhou Jasmine Tea' must be jasmine and tea produced in Fuzhou. It is made according to the traditional craft of Fuzhou, because the soil climate and production technology are unique and the quality is different. "

Thirdly, it is to encourage technological innovation of jasmine tea, cultivate leading enterprises and drive the development of the whole industry. Jiu Feng tea industry is one of the leading enterprises in Fuzhou tea industry. On the basis of traditional jasmine technology, Jiu Feng Tea innovatively combines jasmine with black tea, thus giving birth to a new contemporary product "Jiu Feng Jasmine Red" of Fuzhou Jasmine Tea. As always, its unique taste and aroma quickly captured the hearts of traditional jasmine tea consumers and current black tea pursuers.

"The association is very supportive of us and provides many national information and exchange platforms. Our store layout in Fuzhou has encountered some procedural problems, and it is also the association that helps us coordinate with government departments. " Ye Jide, head of Jiu Feng Tea, said. After the internal integration, Fuzhou Strait Tea Exchange Association led the Fuzhou jasmine tea enterprises represented by "Jiu Feng Jasmine Red" to start the overall brand marketing road of "Fuzhou Jasmine China Tour", showing brand-new jasmine tea to all places and publicizing its long history and cultural heritage.

Fuzhou jasmine tea successfully re-entered the high-end tea market.

Through continuous active display, exchange and struggle, the International Tea Committee awarded Fuzhou the title of "the birthplace of jasmine tea in the world" on 201kloc-0/0. 20 1 1 year 1 1 month, Fuzhou jasmine tea won the "national geographical protection mark"; 201165438+February, Fuzhou jasmine tea was declared as a provincial intangible cultural heritage.

Fuzhou jasmine tea has been recognized by all parties because of its unrepeatable uniqueness, and it has gone out of obscurity. Special geographical factors and historical precipitation make it a cultural business card of Fuzhou again. 20 12 1 month, 360 grams of top-grade Fuzhou jasmine tea sold for 654.38+10,000 yuan. "This marks the re-entry of Fuzhou jasmine tea into the high-end market." Zhang Jiansheng of Fuzhou Strait Tea Exchange Association revealed that when the southern market of jasmine tea declined and the local market of jasmine tea in Fuzhou was depressed, many enterprises went to the north, but now many enterprises have come back to open stores.

Ye Jide, the head of Jiu Feng Tea Industry, said that he started his business in Fuzhou in 2002. In recent years, he has laid channels all over the country and found that jasmine tea actually has a deep market base in the north, especially in Beijing. Fuzhou jasmine tea had a great influence in the past. When he decided to follow the market trend and tried to combine the popular black tea elements with the traditional jasmine craft, it produced unexpected results. "We are a chain store with all kinds of teas, but now, this kind of' Jasmine Red' is the most important signature product of more than 200 stores across the country, and the sales of Jasmine Red have accounted for about 20%." Ye Jide said. "If you gain a foothold in Beijing, it will have a great impact on the national market." Ye Jide said.

Fuzhou jasmine tea seems to have regained its elegance, and the revival journey is not far away, but Wuyi Temple dare not treat it lightly. "The association was founded less than a year ago, and there are still many things to do. At present, there is still a shortage of jasmine tea professionals in Fuzhou, and the level of technicians and tea tasters is uneven. Next, we must coordinate enterprises, integrate industry resources, and train a group of professionals for enterprises. " Text/Wang