The story of Wen Yan, the chairman of Xiushui Shencha, who keeps striving for self-improvement
She is persistent and never gives up
She is Wen Yan, the chairman and general manager of Jiangxi Xiushui Shencha Industrial Co., Ltd. The friendly smile and elegant temperament are the first impressions of the people who meet Wen Yan, and after some in-depth discussion, they will be impressed by her tenacity, persistence and strong sense of social responsibility.
after many twists and turns, I finally found a good product. In 1992, Wen Yan went to Japan to study abroad. During her work-study program, she found that many local people were drinking a kind of tea from China. A local old man suggested that Wen Yan could help those in need to buy this kind of tea from China during the holidays. However, after returning home from vacation, Wen Yan failed to find the so-called magic tea after several efforts.
in 1996, Wen Yan returned to China, helped her sister run a restaurant at first, and then started her own business. During the period, no matter which agent product, she can open up a market with her own efforts. By chance, a friend from Xiushui inadvertently talked about a local kind of tea. After listening to this, Wen Yan moved in her heart. Was this god tea the one she had been searching for during her study in Japan? Hearing this news, Wen Yan was not impulsive. At that time, Wen Yan's father had just been diagnosed with diabetes. After Wen Yan's father tried it for a month, the result was gratifying. Wen Yan deliberately took the product to the research institute of the Academy of Sciences for testing, and did not find any western medicine ingredients.
Qingqianshen tea brand series health tea takes the rare plant Cyclocarya paliurus leaves as the main raw material. Cyclocarya paliurus grows on Mufu Mountain in xiushui county, Jiangxi Province, which has beautiful scenery and is surrounded by mountains and waters. It belongs to a relic tree in the Quaternary Glacier period two or three million years ago. Its tall and straight trunk absorbs the essence of the earth and permeates the aura of mountains and rivers. It is lush and lush in valleys and broad-leaved forests on hillsides at an altitude of about 4 meters. For thousands of years, the local people have taken the leaves of Cyclocarya paliurus for generations to make tea, which is called "magic tea" because it can dispel diseases and eliminate disasters and prolong life. Almost all the local people are healthy and live a long life. It is a famous longevity village in Jiangxi Province. In the 198s, Professor Shu Huiguo, a senior agronomist, found this phenomenon when he went to the local area to investigate agricultural resources. He specially organized medical and agronomy experts to set up a research group and made further research. The results showed that Cyclocarya paliurus had a good prevention and treatment effect on hyperglycemia, hypertension and hyperlipidemia, so he applied for a national invention patent and transferred it to the local government. Later, this important resource attracted great attention from the agricultural and medical circles in Jiangxi Province, and was included in the scientific research project of the seventh five-year plan of Jiangxi Provincial Government. After 12 years of scientific research, the research group finally succeeded in using modern scientific means to develop health tea with Cyclocarya paliurus leaves as the main raw material.
in the early 199s, this product was formally finalized and put on the market with the series of "Jiangtang Shencha, Jiangtang Shencha, Jiangzhi Shencha and slimming Shencha". Since then, Cyclocarya paliurus has stepped out of Mufu Mountain and embarked on the road of industrial development. The primitiveness, naturalness, simplicity and mystery of Cyclocarya paliurus are increasingly recognized by the world. At present, it has become the designated tea for high-end meetings and activities at home and abroad. Qingqian Shencha has been designated as a gift for the royal family after the establishment of diplomatic relations between China and Cambodia, as a gift for the Mozambican sports delegation at the Olympic Games, as a gift for foreign activities, a Chinese and foreign news agency, as a designated tea for the trials by the organizing committee of the Global Chinese Talent Selection Competition, as a designated tea for the World Chinese Business Friendship Conference, and as a special gift for the Recreation and Culture Guidance Center for Veterans of Central Organs of China Elderly Health Care Association.
however, Wen Yan's efforts did not save the difficult situation of this enterprise, but brought more hardships. Some unscrupulous people began to use their packaging to make fake products, which led to the exposure of products and the closure of enterprises. At this time, Wen Yan was still firm in her mind. During the special period when the original enterprise was increasingly depressed, she invested a lot of money to buy 7% of the creditor's rights of the enterprise, and finally acquired it through legal procedures.
Nirvana Phoenix is finally reborn. At the end of August 25, Wenyan finally acquired and rebuilt the original Xiushui Shencha Group Company into Jiangxi Xiushui Shencha Industrial Co., Ltd. However, the enterprise acquisition has just been completed, but he has fallen ill. On the one hand, Wen Yan led her team to actively handle customer complaints and tried her best to eliminate the negative impact of exposure; On the other hand, it cooperates with the doctor's treatment in a large area.
Through the pain of nirvana, Wenyan finally overcame the disease and greatly reversed the situation of the enterprise, and both herself and Xiushui Shencha were finally reborn.
in tea ceremony, responsibility comes first. In 211, at the International Tea Expo held in Shanghai, Xiushui Shencha won the gold medal of health tea. At the same time, Xiushui Shencha has also been tested and approved by the Dutch Ministry of Health, and obtained a passport for its sales in the EU market ... < P > Recalling the hardships of the past, Wen Yan's greatest feeling is gratitude. "I am grateful to all the people who have helped me, and I am also grateful to the bumps and hardships I have experienced. They made me grow up and let me persist in today." In the future planning, granule capsule health care products, national first-class new drugs, health drinks, Xiushui Shencha will be committed to building a brand of health drinks for people with three highs in the world.
Wen Yan often says, "Tea has the way of Qian Qian, and the fragrance of tea will tell you what a person is. What is business? " Conduct business in tea ceremony and seek development in responsibility. At the same time of enterprise development, Wen Yan firmly believes that social responsibility and enterprise development are born, and enterprises with social responsibility can become stronger and bigger. It should be a conscious behavior for enterprises and entrepreneurs to feed back society and take the lead in fulfilling corporate social responsibility.
The whole story of brand creation
As the saying goes, "rice, oil, salt, sauce and vinegar tea", as a big country of tea culture, plays an important role in the daily life of China people. In people's traditional concept, tea can be roughly divided into six categories: black tea, black tea, green tea, green tea, white tea and yellow tea. People can choose their own tea to drink according to different seasons and personal preferences. On the one hand, it satisfies people's thirst-quenching and refreshing needs, on the other hand, it achieves the effect of health care, which can be described as killing two birds with one stone.
People in China have a long-standing habit of drinking tea, so the benefits of drinking tea need not be said. In recent years, with the continuous improvement of people's living standards, more and more people begin to pay attention to daily health care. Driven by such a market demand, functional health tea has entered people's sight and become a new favorite in the market, which is different from the previous six kinds of tea. During this period, Xiushui Shencha produced in Xiushui, Jiangxi Province, stood out from many health tea brands through its advantages in origin, unique business philosophy and investment in research and development, and became an eye-catching brand in this field, providing a new choice for people to choose health tea.
Wen Yan has her own opinions on the emergence of health tea. She summarized the reasons for the emergence of this kind of tea from the perspective of health care, and explained the contribution and significance of the development of this industry to the national economy and health from the macroeconomic perspective. First of all, in Wen Yan's view, people now pay more attention to health care and health preservation than in the past. This change in concept has provided an objective mass basis for the emergence of health tea. It can be said that the national demand has contributed to the emergence and development of this industry, providing new ideas for people's health care. Secondly, people often say that medicine is toxic in three ways. If we can improve our health through natural ingredients, it is a good choice. Compared with medicines, health tea is made from Chinese herbal medicines which can be used for both medicine and food, with relatively small side effects and wide application range, so it has been welcomed and recognized by people. As an important force in the national economy, the development of health tea industry has undoubtedly promoted the development of social economy and the improvement of people's living standards. The development of some big brands has provided people with employment opportunities and improved the employment environment. From this point of view, this industry not only contributes to national health, but also creates new opportunities for the people from the economic level.
Doing business in tea ceremony
However, with the development of the industry, the intensification of some disorderly competition and the vague definition have also brought confusion to the health tea industry to a certain extent. Talking about this topic, Wen Yan believes that because functional health tea is different from ordinary tea, it can neither be completely attributed to the food field nor classified as medicine, so the boundary is blurred, which leads to the development of health tea being limited in a crack. At the same time, the vicious competition of products in the same field often exaggerates the function of products and misleads consumers, and the uneven quality of products will also hit the development of this industry to a certain extent. However, in the long run, Wen Yan is still full of confidence. She said: "With the improvement of people's living standards and the enhancement of people's health awareness, the overall market potential is great, the prospects are promising and the market is bullish."
When talking about her connection with the health tea industry, Wen Yan recalled her past experience. Unexpectedly, she was exposed to the novelty of health tea when she was studying in Japan. Japanese people pay attention to health preservation, advocate nature, and pay attention to health tea earlier. Some health-care teas imported from China to the Japanese market are not very cheap. When the China people didn't have such health-care awareness today, the health-care teas in China can be described as fragrant outside the wall. Such an impact made Wenyan feel this huge market potential and determined to enter this industry, so that people in China could also have the opportunity to enjoy the efficacy brought by health tea. Today, as the chairman and general manager of Jiangxi Xiushui Shencha Industrial Co., Ltd., Wen Yan has deep feelings for Xiushui. Everyone who loves tea knows that Xiushui is one of the famous tea areas in the south of China. Tea was produced as early as the Tang Dynasty, which is the origin and main producing area of Ning black tea. Huang Tingjian, a famous poet in the Northern Song Dynasty, wrote in "Sending New Tea to the Southern Zen Master" that "Yunbei cooked fragrant tea can cure the disease and dazzle the eyes. Because of Ye Fu's food, I talked about sending it to the French king's house. " It can be seen that tea in Xiushui area has been famous all over the world since ancient times. And why is Xiushui Shencha called Shencha? Wen Yan gave the answer. It turns out that "God Tea" is a common name given by local residents. People in Xiushui area have used the leaves of Cyclocarya paliurus to soak in water and make tea, which has a history of thousands of years. Such a living habit makes people here live a long and healthy life, so this kind of tea is named Shencha. Unlike the tea tree that people usually imagine, Cyclocarya paliurus is not a low shrub, but a tall deciduous tree. All kinds of differences make Xiushui Shencha different from ordinary tea, and its compatibility with other medicinal materials achieves the effect of health care.
The success of Xiushui Shencha made Wenyan pay more attention to giving back to the society. In recent years, she has organized charitable activities several times, participated in earthquake relief, joined in post-disaster reconstruction, subsidized poor college students, and provided Disciples Rules for primary and secondary schools to promote traditional culture. Through the conversation, Wen Yan not only introduced the development status of health tea industry and the product characteristics of Xiushui Shencha, but also showed everyone her profound understanding of word-of-mouth and brand building.