1. Integrate resources and build a high-standard raw material base.
Focusing on the group's overall goal of achieving an output value of 654.38+0 billion yuan in the next three years, the group will cooperate with tea farmers, integrate 65.43.8+0.2 million mu of tea garden resources in Lincang, build 200,000 mu of standardized tea garden base, increase the area of its own tea garden from the current 30,000 mu to 65.43.8+0 million mu, and continuously expand the planting area of internationally certified organic tea gardens to provide customers with sufficient and high-quality organic tea garden resources.
2. Expand the scale and build a standardized system.
On the basis of consolidating and optimizing the company's existing primary tea processing bases, we will constantly change the current situation of scattered tea production, concentrate on cultivating and supporting some large-scale and high-grade primary tea processing bases, further straighten out the management system, establish and improve the filing system for the production and processing of primary processing raw materials, and implement classified management for primary tea processing stations according to product structure adjustment, taking the road of quality and efficiency development. Within three years, the Group will achieve the goal of "three hundred" in the primary processing base, that is, planning 65,438+000 high-quality tea garden administrative villages and completing the construction of 65,438+000 standardized primary processing plants (including 50 organic tea primary processing plants), with the annual processing capacity of each primary processing plant reaching 65,438+000 tons. By establishing and perfecting standardized primary processing technology and product quality control system, product quality can be effectively controlled at the source of primary processing.
3. Strengthen research and development, constantly innovate black tea products, and lead the black tea market.
Taking Dianhong Group Science and Technology Demonstration Base awarded by China Tea Association as a platform, we will introduce high-end talents in global tea making; Strengthen cooperation with famous domestic scientific research institutions and universities, increase investment on the basis of the original tea research institute, cooperate with the tea research institute of Chinese Academy of Agricultural Sciences, set up the "China Black Tea Research Institute", introduce high-level scientific researchers, and upgrade product research and development; Make full use of existing tea variety resources, focus on developing personalized high-end products, constantly innovate black tea products, speed up product upgrading, and lead the black tea consumption market in China.
4. Increase investment and build standardized production lines.
In the implementation of "Dianhong Group's technical transformation and relocation construction project", the investment in equipment adopting new technologies is not less than 70 million yuan. By introducing the most advanced production technology and equipment at home and abroad (Italian C2 1 tea bag packaging machine, American Optyx600 intelligent stalk picker, domestic PZ/ 150HT microwave drying and sterilization assembly line, etc.), the production site management and product quality certification in yunnan black tea are strengthened.
5. Accelerate brand building.
Brand value is the core value of an enterprise, and product quality and service are the basis of brand value. After more than 70 years of operation, Dianhong brand has achieved a certain brand effect, but the brand image has not really been established. At present, Dianhong Group has promoted its brand building to an unprecedented height, and while continuing to expand its brand awareness, it has vigorously enhanced its brand reputation.
Strive to make "Dianhong" and "Fengpai" famous black tea brands at home and abroad in a short time. The first step in the near future is to speed up the registration of "Dianhong" trademark and the declaration of "China Well-known Trademark" and "China Famous Brand", and strive to complete the registration and recognition in three years to promote the brand building of enterprises to a new level; Second, constantly dig deep into Dianhong's characteristic culture, give brand cultural connotation, enhance brand vitality, and truly push Dianhong brand to the world and become a famous product that everyone loves; Third, focus on organizing and implementing event marketing and brand promotion activities such as "70th Anniversary Celebration of Dianhong and Completion Ceremony of New Dianhong".
6. Strengthen the construction of marketing team and expand marketing channels.
According to the current situation of weak marketing team and narrow marketing channels, the board of directors proposed to speed up the transformation of marketing model, from a single raw material supplier to a marketing model that pays equal attention to raw material supply and consumption, so as to realize the profit growth of enterprises.
Seven marketing centers covering North China, South China, East China, Central Plains, Northeast China, Southwest China and Northwest China have been established, and it is planned to build a reliable, capable and successful marketing team of thousands of people in 2-3 years.
Starting from the tea wholesale market, establish the tea wholesale channel, and plan to expand the channel to all tea wholesale sales terminals in three years;
Do a good job in the construction of franchise chains and direct stores. Within five years, 65,438+0,000 direct stores in yunnan black tea will be built (200 stores are planned to be completed before 2065,438+02), closed operation of high-end products will be started, e-commerce cooperation will be further developed, and a global sales network will be built.
7, around the goal, improve the mechanism, realize the benign development of enterprises.
On the basis of comprehensive consideration of the resource advantages of cloud tea industry, the actual development of enterprises and the needs of market expansion, the group has formulated the development plan for the next five years: focusing on black tea, the goal of doubling the total marketing value year by year from 20 10, that is, strive to achieve sales income of 500 million yuan in 20 16, and strive to achieve sales income 12. In order to achieve the above production and operation objectives, the Group will introduce strategic investment, optimize the capital structure, increase capital and share, and increase the original registered capital of the company from 30.93 million yuan to 300 million yuan; At the same time, adjust and improve the corporate governance structure, comprehensively improve the management level of enterprises, and lay the foundation for the listing of the group.