日本是这个长假出境游的热门目的地。 到了日本，很多人都要品尝下特产：抹茶。 不过，很少有人知道，现在日本卖的不少抹茶，其实都来自一个意想不到的地方——贵州铜仁江口县。 没错，就是那座山和茶一样多的黔东北小城。 就连以抹茶文化闻名于世的京都宇治，不少茶品的原料产地标签背后，也印上了"贵州铜仁江口县"的字样。 有网友调侃，这就像"把辣椒酱卖到了四川，把热干面端去了武汉"。 "日本专属"到"贵州制造"，铜仁江口县用不到十年的时间，完成了这场漂亮的翻身仗。 2024年，江口县抹茶产量达1300吨，产值超过3亿元。 一个曾经藏在深山无人识的小县城，为何能将这个看似不起眼的产业做到如此规模？ 这里又是怎样一步步让"贵州抹茶"成为国际市场上备受认可的品牌？ 这背后，既有"老天爷赏饭吃"的功劳，也离不开江口人拼命"外卷"的干劲。 01 做全中国最绿的地方 你无意间吃到的一口抹茶蛋糕、喝到的一杯抹茶拿铁，可能就来自贵州大山深处的铜仁江口县。 央视财经曾这样报道，在2024年的全球抹茶消费版图上，大约每消费七杯抹茶，就有一杯的原产地来自贵州铜仁。 可偏偏是这里平地起高楼，建起了一座"世界抹茶超级工厂"。 这座让江口名声大噪的工厂 ...

Core Insights - The article highlights the significant growth of e-commerce in Tongren City, Guizhou Province, with online retail sales reaching 6.961 billion yuan in 2024, marking a 26.2% year-on-year increase, leading the province in growth [1] - The shift in policy from "blood transfusion" to "blood production" is emphasized, focusing on promoting local products through live streaming and reducing reliance on government subsidies [2][4] - The establishment of a comprehensive supply chain and logistics system, including a cloud warehouse model, has significantly reduced logistics costs and improved efficiency for local agricultural products [5][6] E-commerce Development - In 2024, Tongren cultivated 23 e-commerce demonstration enterprises and 6 live streaming demonstration bases, creating thousands of jobs through e-commerce initiatives [4] - The local government has implemented targeted policies, such as financial support for exhibitions and sales, to alleviate burdens on businesses and promote self-sustaining growth [4][5] - The integration of e-commerce with tourism has transformed the sales approach from merely selling products to offering experiences, enhancing the attractiveness of local specialties [11][12] Talent Development - A multi-tiered talent matrix has been established, including training programs for internet marketing specialists and live streaming hosts, with over 3,000 individuals trained since 2024 [9][14] - The collaboration between government, enterprises, and educational institutions has created a sustainable talent pipeline for the e-commerce sector [14][15] - The ongoing training and competitions, such as the rural e-commerce live streaming skills competition, have showcased local talent and generated significant sales [14][16] Challenges and Future Plans - Despite the successes, challenges such as talent retention, product standardization, and brand positioning remain prevalent [16] - The city is developing a high-quality development action plan for live streaming e-commerce from 2025 to 2027, focusing on talent cultivation, supply chain upgrades, and brand innovation [16] - The ambition is to leverage digital tools to enhance agricultural productivity and rural prosperity, aiming for a comprehensive transformation of the local economy [16]

Core Insights - The new tea beverage market in China is experiencing significant growth, with the market size expected to exceed 200 billion yuan this year [3] - The rise of new tea drinks reflects changing consumer preferences towards personalized, diverse, and high-quality products [4] Group 1: Market Trends - The new tea beverage consumption market is projected to surpass 200 billion yuan in 2023, indicating a robust expansion [3] - Consumers are increasingly seeking interactive and participatory experiences in their beverage choices, moving beyond passive consumption [5] - Health-conscious trends are influencing tea beverage ingredients, with a variety of vegetables and fruits being incorporated into drinks [6] Group 2: Cultural Integration - Cultural elements are becoming integral to tea beverage consumption, with brands collaborating with art and culture to enhance consumer engagement [8] - The integration of cultural themes into product offerings is transforming tea drinks into vehicles for cultural expression [8] Group 3: Agricultural Impact - The new tea beverage sector is driving sales of agricultural products, benefiting farmers significantly; for instance, the price of yellow skin fruit has increased by 60% due to demand from tea companies [9] - Collaborations between tea companies and farmers are enhancing agricultural practices and increasing farmers' incomes, with some farmers reporting an average income increase of 8,000 yuan per acre [10] - The new tea beverage market is facilitating the promotion of local agricultural specialties, helping them gain wider recognition [11] Group 4: Product Innovation - The tea industry is diversifying its product offerings beyond traditional beverages, with innovations such as tea-flavored ice cream and snacks gaining popularity [12][14] - The development of deep processing techniques for tea is expanding its application across various sectors, including food and cosmetics [14]

Group 1: Core Insights - The article discusses the implementation plan for promoting agricultural product consumption, emphasizing the need to optimize supply, innovate circulation, and activate market demand to enhance diverse and quality consumption potential [1] - The rise of personalized, diversified, and quality consumption trends in agricultural products is highlighted, with new scenarios, models, and channels becoming significant growth points [1] Group 2: New Tea Beverage Market - The new tea beverage market in China is rapidly expanding, with the market size expected to exceed 200 billion yuan this year [3] - The consumption of new tea beverages reflects changing consumer preferences, with a focus on health, participation, and cultural elements [4][6][7] Group 3: Agricultural Product Integration - New tea beverage companies are integrating various agricultural products, leading to increased sales and income for farmers, such as the significant rise in the price of yellow skin fruit by 60% [8][9] - The collaboration between tea beverage companies and farmers has resulted in improved agricultural practices and product quality, benefiting local economies [10][12] Group 4: Transformation of Traditional Tea Industry - Traditional tea companies are transforming by diversifying their product offerings, such as introducing matcha-based products, which have seen substantial market success [11] - The development of high-quality tea products is driven by consumer demand for premium ingredients and innovative applications, expanding the tea industry's market boundaries [13][14]

Core Insights - The article discusses the implementation plan for promoting agricultural product consumption, emphasizing the need to optimize supply, innovate distribution, and activate market demand to enhance diverse and quality consumption potential [1] Agricultural Product Consumption - The plan aims to lead the upgrade of supply-demand structure in agricultural products by focusing on market demand and adapting to new consumption trends [1] - The new consumption trends reflect a shift towards personalized, diversified, and quality-oriented consumption, with new scenarios, models, and channels becoming significant growth points for agricultural products [1] New Tea Beverage Market - The new tea beverage market in China is expected to exceed 200 billion yuan this year, indicating a significant expansion in consumer interest and market size [3] - The new tea beverage consumption reflects changing consumer preferences, with a focus on health, interaction, and cultural elements [4][6][7] Impact on Agricultural Producers - The rise of new tea beverages has positively impacted agricultural producers, with specific examples such as the price increase of yellow skin fruit by 60% and significant income growth for farmers [9][10] - Collaboration between tea beverage companies and farmers has led to improved sales and quality of agricultural products, benefiting local economies [10][11] Innovations in Tea Production - Traditional tea enterprises are transforming by diversifying their product offerings, such as introducing matcha-based products, which have higher added value compared to traditional tea [12][13] - The development of new processing techniques and supply chain innovations is enhancing the quality and marketability of agricultural products, leading to increased farmer incomes [12][13]

Group 1: Agricultural Product Consumption Promotion - The implementation plan for promoting agricultural product consumption has been released by ten departments, focusing on optimizing supply, innovating circulation, and activating market potential to enhance diverse and quality consumption [1] - The new consumption trends in agricultural products are driven by personalized, diversified, and quality-oriented demands, with new scenarios, models, and channels becoming significant growth points [1] Group 2: New Tea Beverage Market Growth - The new tea beverage market in China is expected to exceed 200 billion yuan this year, indicating a significant expansion in consumer demand [3] - The new tea drinking methods reflect changing consumer preferences and are linked to the promotion of agricultural product consumption [4] Group 3: Consumer Engagement and Health Trends - Consumers are increasingly seeking interactive and participatory experiences in beverage consumption, moving beyond passive consumption to active engagement [5] - Health-conscious trends are leading to the incorporation of various vegetables and fruits into tea beverages, providing consumers with more choices [6] Group 4: Cultural Integration in Tea Consumption - Cultural elements are becoming integral to tea consumption, with brands innovating by collaborating with art and cultural themes to enhance consumer engagement [7] Group 5: Impact on Agricultural Producers - The rise of new tea beverages has positively impacted agricultural producers, with specific examples like the yellow skin fruit seeing a price increase of 60% and farmers benefiting from better sales channels [9][10] - Collaborations between tea companies and farmers have led to significant income increases for producers, with some farmers reporting an average income boost of 8,000 yuan per acre [9] Group 6: Quality Improvement in Agricultural Products - The new tea beverage market is driving improvements in agricultural product quality, with initiatives to enhance farming practices and reduce chemical usage [11] - The transformation of traditional tea industries is expanding the consumption boundaries of tea, with new products like matcha ice cream and matcha desserts gaining popularity [12][13]

Core Viewpoint - Zhejiang Province is implementing a set of ten policies to support the internationalization of its tea industry, aiming to enhance the export of Zhejiang tea products globally [1][3]. Group 1: Export Performance - Zhejiang is a major tea-exporting province in China, with an export volume of 156,000 tons and an export value of 470 million USD in 2024, maintaining a leading position nationally [3]. - The first half of this year has shown diversification in tea product exports, including matcha, premium teas, and new-style tea beverages, in addition to traditional varieties [3]. Group 2: Policy Measures - The ten policies cover various aspects such as building standard tea gardens, developing diverse products, improving tea quality, enhancing service for tea events, nurturing leading enterprises, creating international brands, expanding global markets, optimizing the industrial ecosystem, promoting cultural dissemination, and establishing support mechanisms [3][5]. - In product development, Zhejiang aims to deepen collaboration between industry, academia, and research to advance new technologies and products, supporting the development of convenient tea products and high-value-added tea processing [3]. Group 3: Brand Development - The province plans to leverage platforms like the "China International Tea Expo" to enhance international cooperation in the tea industry and establish a brand system that includes regional public brands, leading enterprise brands, and specialty product brands [4]. - By 2027, the goal is to cultivate five internationally influential tea brands [4]. Group 4: Sustainability and Standards - The policies also emphasize supporting the transformation of tea gardens to organic practices and promoting low-carbon management techniques [5]. - There is a focus on involving research institutions in the formulation of international standards and encouraging financial institutions to increase support for technological upgrades and overseas warehouse construction [5].

Core Insights - The total production of matcha in China is expected to exceed 5,000 tons by 2025, driven by increasing consumption and improving supply and processing levels of domestic matcha [1] - Zhejiang Jing Shan is one of the main production areas for matcha, showing a trend of strong domestic and export demand [1] Industry Trends - From January to August this year, both domestic and export orders for matcha have shown significant growth, leading companies to operate in two to three shifts to meet market demand [3] - Export business is increasingly contributing to overall company performance, with one organic food company reporting a year-on-year order increase of two to three times [5] Quality and Production - High-quality matcha is characterized by good raw material quality and fine grinding, with multiple processing plants in Zhejiang capable of producing high-grade matcha [7] - Companies are expanding their product lines to include various categories such as snacks, chocolates, and ice cream, indicating a diversification in matcha applications [9] Capacity and Pricing - Due to the continuous growth in orders, one company has expanded its production capacity from an average of one ton per day to three tons per day [11] - Matcha prices are on the rise, with mid-to-low-end baking matcha experiencing smaller price increases, while premium matcha prices are expected to rise by around 20% [13]

Core Viewpoint - The rise of "morning coffee parties" in Seoul reflects a broader trend originating from Australia, where coffee culture is evolving to incorporate social and musical elements, providing a healthier alternative to traditional nightlife [1][2][4] Industry Trends - Australia has over 55,000 cafes, and coffee consumption is a significant part of daily life, with many Australians drinking three to four cups daily [1] - The number of nightclubs in Australia has decreased from 482 in 2017 to 355 in 2022, indicating a decline in traditional nightlife venues [3] Social Behavior Changes - Young Australians are shifting from nightlife to healthier social experiences, with "coffee parties" emerging as a popular alternative to nightclubs, driven by a desire for affordable and health-conscious socializing [2][4] - The trend of "soft nightclubs" is gaining traction, where traditional venues are being replaced by cafes and other establishments that offer social experiences without alcohol [4] Event Popularity - Events like "coffee parties" are attracting significant attendance, with one Sydney cafe's event growing from 50 participants to 400 in recent iterations, showcasing the increasing popularity of this new social format [4]

Core Viewpoint - The signing of the investment agreement for the matcha processing project in Gongxian County, Yibin City, marks the establishment of a 100 million yuan matcha processing base, which aims to enhance the local tea industry and promote high-quality development in Sichuan's matcha sector [1][2]. Group 1: Project Overview - The project involves the construction of a 10,000 square meter standardized matcha processing plant in Gongxian, equipped with 10 automated matcha production lines, to meet large-scale and standardized production needs [1]. - The first phase of the project is expected to be completed by the first quarter of 2026, with production commencing by April of the same year, and full operational capacity anticipated by 2027 [1]. Group 2: Economic Impact - The project aims to improve the quality and efficiency of 5,000 acres of tea gardens and train 200 professional tea farmers within three years [2]. - By 2027, the initiative is expected to benefit over 2,000 tea farmers through a model of order-based procurement, enhancing their income [2]. Group 3: Industry Collaboration - A collaborative agreement was signed to establish the "Sichuan Matcha Industry Technology Research Institute," focusing on high-quality development of Sichuan's matcha industry through joint research and technology transfer [1]. - The project will leverage a "government-led + enterprise-driven + research support" ecosystem to foster the matcha industry in the region [1].