In order to adapt to the continuous expansion of production and operation scale and the need to enhance the core competitiveness of enterprises, in early 2009, Dianhong Group established the development strategy of "launching a second entrepreneurship, building the soul of Dianhong, and creating greater glory for Dianhong" The idea is to create the "three" (Lincang business card, Chinese famous brand, world famous product) as the guiding ideology, implement the "four modernizations" (standardization of planting, standardization of production, refined management, and networked sales) as the main measures, and implement the " "Dianhong Group's Technical Transformation and Relocation Construction Project". Centered around "400 acres of Dianhong Industrial Park core area and 1,000 acres of Dianhong Cultural Tourism Area (covering 'South City Gate', 'Wenbi Tower', 'Qinglong Bridge', 'Inkstone') and 10,000 acres of tea culture experience and sightseeing area". The group plans to use five years to build the world's most advanced modern tea making enterprise and the most competitive black tea enterprise in China. After the project is completed, it will be used as a "sterile As a goal, we will build one standardized production line each for Dian black tea, Pu'er tea, and green tea. The total investment in the project is 270 million yuan, of which the first phase investment is 168.7 million yuan. After the completion of the project, the total production scale of black tea will reach 15,000 tons, it can achieve sales revenue of 3 billion yuan and tax profits of more than 200 million yuan within five years. Currently, the project construction work is progressing steadily as planned. It is expected to be completed and put into operation in 2011. By then, it will be a collection of "mountain, water, park, The "Modern Ecological Dianhong Industrial Park", a domestic first-class tea-making enterprise that integrates "forests, tea and people", will be born in Fengqing, a tea town in the south of Caiyun. Focusing on the development goals, in accordance with the goal of creating "three" (i.e. "Make Dianhong a business card of Lincang, a famous brand in China, and a famous product in the world") and implement the overall requirements of the "four modernizations" (that is, the implementation of "standardized planting, standardized production, refined management, and networked sales"), the group Strong measures will be taken to ensure the completion of the goal.
1. Integrate resources and build a high-standard raw material base.
Plan around the group’s overall goal of completing an output value of 1 billion yuan in the next three years. , the group will work with tea farmers to integrate 1.2 million acres of tea garden resources in Lincang City and create a 200,000 acres of standardized tea garden base, so that the area of ??its own tea gardens will grow from the current 30,000 acres to 100,000 acres, and continue to expand internationally certified organic The tea garden planting area provides sufficient and high-quality raw materials for the creation of the Dianhong brand.
2. Expand the scale and build a standardized primary manufacturing plant.
Consolidate and optimize the company's existing tea. On the basis of primary processing bases, we will continue to change the current sporadic and scattered status quo of tea production, focus on cultivating and supporting some large-scale and high-grade primary tea processing bases, further streamline the management system, and establish and improve primary production of raw materials. The processing registration system implements classified management of primary manufacturing bases according to the adjustment of product structure, and follows a quality-effective development path. The group will complete the "three hundred" goal of primary manufacturing bases within 3 years, that is: planning 100. An administrative village for high-quality tea garden planting has completed the construction of 100 standardized primary manufacturing plants (50 of which are organic tea primary manufacturing plants). Each primary manufacturing plant has an annual processing capacity of 100 tons. By establishing and improving standardized primary processing technology and product quality control systems, we will effectively control product quality at the source of primary production.
3. Increase research and development efforts, continuously innovate black tea products, and lead the black tea market
Using the Dianhong Group’s technology demonstration base awarded by the China Tea Association as a platform to introduce high-end tea-making talents from around the world ; Strengthen cooperation with well-known domestic scientific research institutions and universities, increase investment on the basis of the original Tea Research Institute, cooperate with the Tea Research Institute of the Chinese Academy of Agricultural Sciences, prepare to establish the "China Black Tea Research Institute", introduce high-level scientific researchers, and improve product research and development Strength; make full use of existing tea tree variety resources, focus on developing personalized high-end products, continuously innovate black tea products, accelerate product upgrading, and lead the Chinese black tea consumption market.
4. Increase investment and build standardized production lines
In the implementation of the "Dianhong Group Technical Transformation and Relocation Construction Project" project, investment in equipment using new processes and new technologies is not low. With an investment of 70 million yuan, we have strengthened the on-site management of Dian black tea production by introducing the most advanced production process equipment at home and abroad (Italian C21 tea bag packaging machine, American Optyx600 intelligent stem sorting machine, domestic PZ/150HT microwave drying and sterilization line, etc.) and product quality certification, effectively improving the new industrialization level of Dian black tea processing and the intelligent informatization level of management and sales.
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, the "Dianhong" brand has achieved certain brand effects, but its brand image has not been truly established. At present, Dianhong Group has accelerated brand building to an unprecedented level, and while continuing to expand brand awareness, it strives to enhance the brand's reputation.
Strive to build "Dianhong" and "Fengpai" into well-known domestic and foreign black tea brands in a short period of time. In the near future, the first is to accelerate the registration of the "Dianhong" trademark and the application for "China's Well-known Trademarks" and "Chinese Famous Brands", striving to complete the registration and recognition work in three years, and push the corporate brand building to a new level; the second is to continuously Deeply explore the characteristic culture of Dianhong, give the brand cultural connotation, enhance brand vitality, truly promote the Dianhong brand to the world, and become a famous brand loved by everyone; thirdly, focus on organizing and implementing the "70th Anniversary Celebration of Dianhong and the Completion Ceremony of the New Dianhong" ” and other event marketing and brand promotion activities.
6. Strengthen the construction of the marketing team and expand marketing channels
Based on the current situation of the group’s weak marketing team and narrow marketing channels, the board of directors proposed to accelerate the transformation of the marketing model from a single raw material supply Businesses have transformed into a marketing model that places equal emphasis on raw material supply and consumption to achieve corporate profit growth.
Seven marketing centers have been established covering North China, South China, East China, Central Plains, Northeast, Southwest, Northwest and other markets. It is planned to use 2-3 years to build a reliable, capable and capable team. A winning marketing team of 1,000 people;
Starting from the tea wholesale market, we will establish tea wholesale channels and plan to expand the channels to all tea wholesale sales terminals in three years;
Do Good chain franchise and direct store construction. Within 5 years, complete the construction of 1,000 Dian black tea direct-operated stores (with an investment of 1 million yuan each) (200 are planned to be completed by 2012), start closed operations of high-end products, further develop e-commerce cooperation, and create global sales network.
7. Focus on the goals, improve the mechanism, and achieve healthy development of the enterprise
Based on comprehensive consideration of the resource advantages of the cloud tea industry, the actual development of the enterprise and the needs of market expansion, the group has formulated a future plan Five-year development plan: Taking black tea as the main product, we will achieve the goal of doubling the total marketing value year by year starting from 2010, that is, we will strive to achieve sales revenue of 500 million yuan in 2011, strive to achieve sales revenue of 1 billion yuan in 2012, and achieve sales revenue of 1 billion yuan in 2015. Revenue is 3 billion yuan. In order to achieve the above-mentioned production and operation goals, the group will introduce strategic investment, optimize the capital structure, increase capital and expand shares, and increase the company's original registered capital from 30.93 million yuan to 300 million yuan; at the same time, it will adjust and improve the corporate governance structure and comprehensively improve corporate operation and management. level, laying the foundation for the group's listing.