In the name of Intangible Cultural Heritage (ICH), highlight the brand of Duyun Mao Jian tea

 In the afternoon of 26th August, Duyun Mao Jian brand promotion meeting was held in Beijing with the theme of "Promoting Intangible Cultural Heritage of Humanity and Sharing Mao Jian tea with the world". Leaders from Qiannan prefecture People's Congress, prefecture government and prefecture Agriculture and Rural Affairs Bureau of Guizhou province attended the meeting. In addition, leaders, academician from AdvisoryCommittee for Rural Vitalization of the Ministry of Agriculture and Rural Development,China Tea Marketing Association, Chinese Academy of.AgriculturalSciences, Beijing Tea Enterprise Chamber of Commerce and other units, as well as journalists from more than 10 domestic mainstream media participated in the event. The promotion meeting was hosted by the People's Government of Qiannan prefecture, Guizhou province.Wang Rui, a researcher from the Institute of Agricultural Information of the Chinese Academy of Agricultural Sciences, served as the host. It's meaningful to choose Mei Hou Si Shi Jingshan Civic Cultural Centre as the site for the meeting

The promotion meeting’s location was set in the Mei Hou Si Shi Jingshan Civic Cultural Centre, which was not chosen by chance. The venue is a courtyard with green bricks, grey tiles and a total floor area of more than 5,400 square metres. It is also a public cultural service and special cultural experience centre integrating singing, dancing, drama, Chinese ancient literature, art, cultural creation, gardening and cuisine. Duyun Mao Jian tea has come from the ancient times, through a long  history and the vicissitudes of time, merging into the Qiannan prefecture culture. In 2022, it successfully inscribed on UNESCO's Intangible Cultural Heritage lists. On site of the promotion meeting, there are not only Qiannan ethnic culture display, but also the intangible cultural heritage display of Duyun Mao Jian tea and tea performance. （The Mei Hou Si Shi Jingshan Civic Cultural Centre edaily open for people）

When Duyun Mao Jian tea meets Beijing Courtyard, it is actually an exchange and encounter of north and south cultures. This kind of "handshaking" across thousands of miles brings people a feast for the senses.
Choosing the Mei Hou Si Shi Jingshan Civic Cultural Centre also indicates a positive attitude of Qiannan prefecture bracing with Beijing people to promote Duyun Mao Jian tea. If a brand wants to polish its signboard, it must let the market vote in favour of it, that is, get consumers' understanding and favour. Although Beijing does not produce tea, its centuries-old history as capital has allowed cultural customs from all over the country to converge and spread here, so Beijing also has the culture of tea drinking. It is easy to see from the name "Mei Hou Si Shi Jingshan Civic Cultural Centre" that here is a gathering place of citizens and an important cultural landmark. It is a perfect place to light up the brand of Duyun Mao Jian tea in the name of  intangible cultural heritage.
  （Beijing citizens tasting Duyun Mao Jian tea）

In the tasting area of the event, crowded of people tasting and appreciating tea, it was easy to see the passion of Beijing citizens for tea.

Former president of China Agricultural University: Qiannan prefecture should make efforts in three areas

Ke Bingsheng, a member of the Rural Vitalization Advisory Committee of the Ministry of Agriculture and Rural Development, former president of China Agricultural University, said in his speech that president Xi Jinping's interpretation of the three words "local specialties" is very suitable for the Duyun Mao Jian tea industry. As tea is a regional industry, he thought it’s important for Qiannan Prefecture to make efforts in three areas, namely, taking the lead of the government, cultivating top  enterprises, and improving production techniques.
  （Leaders and guests watching the tea performance）

Xiao Xing, Secretary General of China Tea Marketing Association, said in his speech that the association as a national 5A association will, as always, hold hands with partners in the tea industry to strengthen the market development of Duyun Mao Jian Tea in 2023 National Tea Industry "Market Vitalization Year", to enhance and popularize the tea culture, to promote the brand of Duyun Mao Jian tea, to publicize Qiannan’s tea culture, to help the tea economy of Qiannan, and to contribute to the high-quality development of Qiannan's tea industry together with people from all walks of life. 
  （Product exhibition area of Duyun Mao Jian tea in Beijing ）

Director of the Standing Committee of Qiannan Prefecture People's Congress: providing safe and ecological organic tea for Chinese people

Ran Bo, director of the Standing Committee of Qiannan Prefecture People's Congress, said on site that, in recent years, the committees and local governments in Qiannan prefecture have continued to thoroughly implement the important instructions of president Xi Jinping's "three-tea co-ordination" and "getting the brand of Duyun Mao Jian tea out there", and to make tea source better , to strengthen the tea industry, to highlight tea brand, to vitalize tea economy, to carry out "the world's intangible cultural heritage development", " tea tourism fusion consumption", "national culture experience" and other activities. The works that taking advantage of the tea industry, continuously extending the industrial chain and enhancing its added value, endeavours to provide safe, ecological and organic Duyun Mao Jian tea for people of all ethnic groups in the country, and promoting harmonious unity of "people's wealth" and "ecological beauty"  have been done.
  （Attended leaders inspecting on site）

Ran Bo further said that Qiannan prefecture hopes to carry out all-round, multi-level cooperation with guests from all over the world in the construction of tea plantation bases, deep processing and sales of tea, cultural creativity, tea tourism integration, etc., so as to achieve common development, as well as the friendship circle of Duyun Mao Jian tea getting bigger， and the reputation higher. Let's jointly write a new chapter for the high-quality development of Duyun Mao Jian tea.

Vice governor of Qiannan prefecture: tea industry becomes benchmarking industry for rural vitalisation

Yang Zaijun, vice governor of the People's Government of Qiannan prefecture, said that the brand value of Duyun Mao Jian tea reached 4,893 billion yuan in 2023, steadily ranking in the first group of green tea in China and the top brand of tea in Guizhou province. Its brand potential value is huge.

"The tea industry has become a landmark industry in Qiannan prefecture to consolidate the results of poverty alleviation and help vitalize the countryside," Yang Zaijun said. In 2022, the prefecture's tea output of 59,300 tonnes, valued 10,697 billion yuan, taking 456,000 tea employees to increase their income with net income per capita of tea farmers 5,112 yuan.

Wang Sen, on behalf of Qiannan population in Beijing, Chairman of Eneo Group, believes that the selection of intangible cultural heritage as an opportunity to promote tea culture, to consolidate the tea industry, to develope culture and tourism integration, Duyun Mao Jian tea will usher in a better development and help rural vitalization to draw a brighter future.

Yang Zaijun said in an exclusive interview after the meeting. Qiannan prefecture will play "three cards" with full strength for people's richness as well as rural development in the future. First, they will make sure in solid quality of tea while comprehensively improve unit yield. Second, they will adjust comprehensive planting, processing, development for the harvest of tea in spring, summer and autumn, instead of, like before, focusing solely on spring tea. Third, they will cultivate more leading tea enterprises to enhance the economic driving force and ability. 

Tea expert Wang Xiulan: Duyun Mao Jian tea make her see the hope of Chinese tea

Wang Xiulan, honorary chairman of Beijing Zhang Yiyuan Tea Co, Ltd, representative inheritor of the national intangible cultural heritage project of scented tea production technology, national March 8 Red-banner pacesetter, senior tea critic, senior tea technician, has accepted exclusive interview. She believes that Duyun Mao Jian tea is in the leading ranks of green tea in China, whether its appearance or internal quality. Duyun Mao Jian tea has distinctive qualities, such as amino acid content and tea polyphenol content higher than other green tea, its flavour tasting rich and mellow, very resistant to brewing. This is benefited from the careful and exquisite production process of Duyun Mao Jian tea, and the unique gifted natural environment including light, wind, soil, altitude and others.
  （Wang Xiulan attends the meeting）

Wang Xiulan has told the reporter that she not only see the hope of Guizhou tea, but also the hope of China's tea development under the great concern and active promotion of the Duyun Mao Jian brand by the government of Qiannan prefecture.
As for Duyun Mao Jian tea how to continue to shine its brand, Wang Xiulan considers that Duyun Mao Jian tea is perceptive in the product and marketing, must always adapt to and follow up the market. She has stressed that the tea brand building must also focus on integrity, parallelly taking high-end market and mass market into account, not favour former over latter.
  （Yu Xi introduces the private sphere operation mode of Duyun Mao Jian tea to the guests）

In order to promote the brand and expand the market, Qiannan prefecture has been exploring new marketing modes in recent years. In this promotion meeting, the domestic senior online marketing operation business consultant, Yu Xi, introduced the private sphere operation mode to the guests.Yu Xi said that compared with the large-scale marketing activities in the public sphere, the private sphere could reach users more quickly, accurately and repeatedly, and the repurchase rate also higher. She suggests that the implementation of Duyun Mao Jian tea's private sphere operation can be divided into four stages: the preparatory stage, to develop the private sphere friends' cognition and exploration of operational skills; the beginning stage, to do the private sphere layout, with capacity of user-retaining; the next stage, combination of public and private sphere; the last stage, online and offline linkage.

Qiannan prefecture will make good use of the "Intangible Cultural Heritage" business card to promote the internationalization of the brand

The zone between north earth's latitude 26-30 degrees, known as "golden latitude"for world's green tea production, in which Duyun Mao Jian tea locates. According to the record of "Duyun Prefecture ", as early as in the Ming Dynasty, the Mao Jian tea produced in Duyun was listed as "Tribute" to the imperial court, and Chongzhen Emperor named it "Fishhook Tea". In 1915, Duyun Mao Jian tea won the Panama Universal Exposition Gold Medal together with Moutai Wine.
  （Promotion meeting of Duyun Mao Jian tea）

After the founding of PRC, Duyun Mao Jian tea won numerous awards. In 1956, Chairman Mao Zedong renamed the "Fishhook Tea" as Duyun Mao Jian tea. In 1982, Duyun Mao Jian tea was awarded as one of the "Top Ten Famous Teas of China". In 2008, Duyun Mao Jian tea broke through the "Green Barrier" of the EU's more than 210 pesticide residue tests for its pure and pollution-free green quality, therefore successfully entered the EU market, revealing its identity of green tea, ecological tea, healthy tea and safe tea to the world. During the National People's Congress and the Chinese Political Consultative Conference in March 2014, president Xi Jinping praised Duyun Mao Jian tea twice when he took part in the deliberations of the Guizhou delegation. In 2022, Duyun Mao Jian tea production technology was selected as UNESCO Intangible Cultural Heritage of Humanity.
  （Ethnic culture and tea culture elements at the promotional meeting）

China is a big country in tea production and consumption, but not a powerful nation in internationalization tea, moreover lack of world brand influence. The implementation of the "Belt and Road" initiative is an important attempt to develop China's external demand and expand overseas markets, which also brings Chinese tea with a historical opportunity of "going out".
  （The content of amino acids higher than the national green tea standard, Duyun Mao Jian is known as the "Queen of Green Tea"）

The World Intangible Cultural Heritage, that contains the cultural genes, spiritual qualities, values, psychological structure, temperament, emotion and other core factors of global nations, is the common wealth of mankind. In the future, Qiannan prefecture will make good use of the business card of World Intangible Cultural Heritage to promote Duyun Mao Jian tea overseas, achieve brand internationalization, and make its own contribution to the "renaissance" of Chinese tea. (photos from Qiannan Agricultural and Rural Affairs Bureau, written by Zhou Leshan)

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