Xinchang, Zhejiang is one of the tea-producing regions in China and the place where the great poet Li Bai dreams to travel.
In order to prosper the Chinese tea culture and lead the development of the Xinchang tea industry, the Xinchang County Party Committee and County Government have successfully held the 13th Xinchang Giant Buddha Longjing Tea Culture Festival. These activities have effectively promoted the sustainable development of the Xinchang tea industry and promoted the spread and exchange of tea culture. , The Big Buddha Longjing Tea Culture Festival has become the most representative and influential brand activity of the tea industry and tea culture in Zhejiang and even the whole China, which is also one of the most culturally distinctive business and economic activities of Xinchang.
Tea has a pivotal position in Xinchang's agricultural landscape. The data shows that in 2019, the total area of tea in Xinchang is close to 153,000 mu, the annual output is 5,030 tons, the output value exceeds 1.2 billion yuan, and the output value of the entire tea chain reaches 8.62 billion yuan. In Xinchang, 42% of the population is related to the tea industry, and one-third of the total agricultural output value and half of the farmers’ income comes from the tea industry.
On April 15th, Zhejiang Xinchang held the 15th Great Buddha Dragon Well Tea Cultural Festival. Unlike the past, this event uses cloud live broadcast, cloud tour, cloud interaction, cloud publishing, cloud connection, cloud consumption, and Internet thinking And brand thinking have revolutionized the event.
"For more than 10 years, the continued holding of the Longjing Tea Culture Festival of the Xinchang Giant Buddha has played a crucial role in the development of the tea industry in the county, and has significantly increased the brand's popularity and influence." Shi Weiyao, director of the Xinchang County Agriculture and Rural Bureau, said, The value of the "Big Buddha Longjing" brand has risen from 1.734 billion yuan in 2009 to 4.304 billion yuan in 2019, ranking among the top ten in the country for ten consecutive years. "Next, we have to consider how to convert brand awareness into a premium for tea farmers. Higher earnings."
At the conference site, the new image of the "Big Buddha Dragon Well" brand has been unveiled. Its main image incorporates elements such as the Big Buddha, tea, and dew.
The Internet era has had a profound impact on agricultural production, management, and marketing. The "Tea Culture Festival" integrates online and offline activities. On the one hand, it strengthens the Internet thinking, and pays more attention to the sense of participation and experience of consumers. , Quickly amplify the communication effect, on the other hand, the design elements are fully embedded in every link and every scene of the festival to strengthen the audience's awareness of the brand.