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    安溪鐵觀音蟬聯區域品牌價值茶葉類全國首位

    發布時間: 2016-12-15 09:12    來源: 東南網      瀏覽記錄:

    東南網訊(潘賢利 通訊員 張曉斌)12月12日,由國家質檢總局中國品牌建設促進會、中國國際貿易促進委員會、中國資產評估協會等單位主辦的“2016年中國品牌價值評價信息發布”在北京舉行,會上發布地理標志產品區域品牌價值評價結果,安溪鐵觀音以1424.38億元的區域品牌價值蟬聯茶葉類全國首位。相比去年的1401.38億元,安溪鐵觀音今年的區域品牌價值增加了23億元。

    據悉,安溪鐵觀音是中國茶區域品牌的旗幟,全球擁有近億的鐵桿粉絲,是茶市的中流砥柱、茶店的“壓箱底”。安溪鐵觀音是如何成就中國第一茶呢?記者從安溪縣委縣政府獲悉,安溪鐵觀音占全國產量3.2%、占世界茶葉產量1%,在六大茶類當中體量不大,如何做大做強:一是政府強勢引導。二十余年一以貫之,把茶產業作為經濟工作的重中之重,調動一切資源,推動產業發展。二是品質、品牌兩手抓。一方面,通過強化基礎管理,提升制茶工藝,不斷提高茶葉品質,強化“蘭花香、觀音韻”的產品特質;一方面,持之以恒的抓好品牌的宣傳推廣,不斷提升鐵觀音的知名度和美譽度。三是走大眾消費路子。讓鐵觀音茶進入尋常百姓家,讓更多的人能分享好茶帶來的好生活。

    “安溪鐵觀音” 于2004年7月被國家質檢總局認定為“國家地理標志保護產品”,現有108家用標企業。多年來,安溪縣始終做好“管理、推介、保護”三篇文章。管理方面:強化標志的使用和管理,嚴格準入門檻,落實“200畝基地+產品批批檢測”等剛性條件,構筑好質量安全“防火墻”;宣傳方面:強力宣傳推介,引導市場“認標消費、認牌選購”,打通消費者購買正宗安溪鐵觀音的“綠色通道”;保護方面:組建打假維權隊伍打擊假冒偽劣行為。

    據悉,安溪縣始終重視安溪茶業發展,把茶業作為民生支柱產業來抓,近年來,更是以市場訴求為導向,以供給側改革為動力,全力推動安溪茶產業轉型升級,跨越提升。主要體現在打通“六大通道”:一是消費者購買正宗安溪鐵觀音的通道。強化安溪鐵觀音地理標志證明商標使用管理,推出安溪鐵觀音官方APP等,為消費者選購鐵觀音提供便捷可靠途徑。二是金融資本進入茶山茶園通道。推進茶園的評估和流通體系建設,創新金融產品,投向茶山茶園及茶產業鏈,保障茶企發展“供血充足”。三是游客到安溪體驗消費通道。致力推動茶莊園建設,打造金牌茶莊園,推出“茶莊園+”旅游新模式,成為消費者茶旅、文旅的重要平臺載體。四是新茶向老茶轉化通道。一手抓茶葉品質提升,一手抓陳香型鐵觀音市場宣傳推介。五是品牌精準傳播通道。持之以恒地舉辦高規格的茶事活動,宣傳安溪鐵觀音茶文化,不斷提升安溪鐵觀音知名度、美譽度。六是安溪鐵觀音“一帶一路”通道。策劃實施“安溪鐵觀音重走海上絲綢之路”活動,推動茶酒對話,參與“中法市長論壇”,積極拓展海外市場。

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