Author: Shen Dushui (original)
This article will use several points to analyze the current "financial situation" of the Pu'er tea market. The concept of "tea" is analyzed. The article is long, so please read it patiently.
Stories from 1949-2005
Let’s talk about all the tea drinkers first The most yearning and mysterious era: the early days of the founding of the People's Republic of China to before 2005.
Why is the Pu'er tea industry during this period the most worthy of study?
The main reason is the war before the founding of the People's Republic of China, the planned economy after the founding of the People's Republic of China, and the contention of a hundred schools of thought after the reform and opening up. The Pu'er tea industry, like other industries, has followed the domestic economy throughout the entire period.
Let’s first talk about the stories of Menghai Factory, China Tea Company and China National Native Produce and Livestock Products Import and Export Company.
In early 1939, the newly established "Yunnan China Tea Trading Co., Ltd." sent Fan Hejun, Zhang Shicheng and others to Menghai (then called Fohai) to investigate tea production and sales.
And in 1940, he founded the "Fohai Experimental Factory of China Tea Trading Co., Ltd.", which is the predecessor of today's Menghai Factory.
In 1952, just after the war years, the country adopted a planned economy, and all private tea enterprises were converted into state-owned enterprises. The factory was officially renamed "China Tea Company Fohai Tea Factory" and in the same year, the China Tea Corporation registered the [China Tea] brand trademark (end of 1951), and required state-owned tea factories across the country to uniformly use this trademark. It was not until 1985 that, on the premise of meeting national production quotas, each tea factory had the right to produce its own products for sale to meet market demand (Dayi brand began to be used in 1989).
And from 1972 to 1998, in order to exchange for foreign exchange, most of the tea produced at that time was labeled as the Yunnan Branch of China National Native Produce and Livestock Products Import and Export Corporation. The company conducts external sales. August 10, 1998 - The Ministry of Foreign Trade and Economic Cooperation issued a document stating that the state will no longer implement unified joint management of tea exports. In the late 1990s, Shunning Experimental Tea Factory (Fengqing Tea Factory), Fohai Experimental Tea Factory (Menghai Tea Factory), Kangzang Tea Factory (Xiaguan Tea Factory), etc. separated from the provincial company and established independent companies.
The role of Dayi in this process
Since the country opened tea factories to produce their own brand products, the Menghai factory began to use the "Dayi" method in 1989. Yipai trademark" and thus began to produce its own brand of Pu'er tea.
Based on the content of the previous paragraph, let’s briefly summarize:
Zhongcha brand is a national brand. It is produced by state-owned companies in different factories and then sold to the outside world. Dayi It is the Menghai factory's own brand, which was created after obtaining permission to produce on its own.
In 1995, Xishuangbanna Menghai Tea Co., Ltd. officially registered the "Dayi" trademark, and in 1996 it was officially transformed into a limited liability company. During this period, the Menghai Factory implemented a business model of "two brands (Menghai Factory, Menghai Tea Company), one team, and independent accounting."
In 2004, it was transformed into a private enterprise, officially ending the state-owned system.
After the end of the state-owned system, the person who took over was the man who pushed Dayi to the current leading position of domestic Pu'er tea --- Wu Yuanzhi
"A man who was not born in a tea factory, but has made a name for himself in the tea industry A man of great influence who turns his hands into rain"
Is Dayi a financial tea?
Through the following two pictures, you can have a very intuitive feeling about what financial tea is
Based on the above two pictures, friends who are stock traders, do you feel a sense of deja vu?
If you look around the world, there are drinks with the same history, cultural background, collectible value, and circulation to the public. Except for red wine, there may be nothing that can be compared with Pu'er tea.
But in front of these two pictures, foreign red wine can only be called "younger brother". Even if it is the so-called Lafite of 1982, it is still the wine king Kanti. It is really nothing compared to Dayi's six-star peacock.
Let’s get back to the topic: Why is Dayi said to be a financial tea?
There is such a concept in this , the period from 2007 to 2008 was a severe winter period for the Pu'er tea industry, and many manufacturers at that time did not survive this cold winter period. These manufacturers either collapsed or shrank, but Dayi was the only one that thrived during this period.
The collapse of Pu'er in 2007
Many tea drinkers have heard that 2007 was a major event in the history of Pu'er tea. The entire Pu'er tea industry experienced a great change. A serious cold winter period, and this cold winter period is caused by "excessive hype".
In 2005, a marketing concept called "horse caravans coming to Beijing" meant to revisit the Ancient Tea Horse Road. At that time, 120 horses set off from Yunnan carrying 6 tons of Pu'er tea. When these caravans from Yunnan walked on the streets of Beijing, they attracted nationwide media coverage, thus promoting the popularity of Pu'er tea.
In 2006, mainstream media and various portals were hyping the concept that Pu'er tea "gets more fragrant as it ages" and becomes more valuable the longer it is stored. It is very suitable as a "long-term financial product". The effect of this concept is not only the increase in the price of "mid-term tea", but also a very large impact on the price of Pu'er tea raw materials in the next year.
However, at the end of 2006, a severe drought occurred in Yunnan, which caused a "slump in the output of Pu'er tea raw materials" in the entire market. At that time, many tea factories and tea merchants were deeply affected by this statement and purchased raw materials at high prices, resulting in a backlog of funds in raw materials.
In 2007, influenced by the statement that the output of raw materials was declining, the price of Pu'er tea continued to rise. At that time, the mainstream speculators were hyping Dayi, Xiaguan, Zhongcha, etc. However, in the face of rising prices, these brands shipped massive quantities to the market, resulting in oversupply and the entire Pu'er tea collection market. It was broken directly and all mainstream prices plummeted.
There is a saying that when major manufacturers and tea dealers have a backlog of funds, they will either be severely damaged or collapse directly. But Dayi was not seriously harmed, thanks to their habit of stocking up on goods about two years in advance, and the raw materials in 2004 and 2005 were relatively cheap at the time. At that time, other manufacturers purchased raw materials at high prices in 2007, and after the subsequent collapse, they sold them at low prices and incurred huge losses.
Great benefits during the market downturn
An advertising slogan: "Tea is beneficial, tea is beneficial" came into being in the cold winter period of the Pu'er tea industry in 2008. It’s an advertising slogan that’s almost a household name. The prime time of CCTV news, sponsorship of the Guangzhou Asian Games, and high-profile store expansion have all laid the foundation for today's leading position.
When Dayi is overwhelmingly entering the mass market with such a high-investment marketing method, Guangdong, as the main force of Pu'er, has such a group of people. A group of people took advantage of the popularity to secretly resell Dayi Pu'er to earn the price difference, and this group of people were the first to promote Dayi as the main force in today's financial tea.
Dayi Yiyouhui
In 2015, Beijing Yiyouhui Technology Co., Ltd. was established (Yiyouhui platform under Dayi) .
On April 6, 2016, the Yiyouhui platform launched 500 pieces of 701 Imperial Tea No. 1 (Shu Pu) at one time, priced at 6,000 yuan a piece for the "new people" of Yiyouhui. It was sold out within minutes of being put on the shelves, and the market price a few days later was several times the initial sales price.
(As of March 2021, it has reached 150,000 pieces)
After the first taste of the benefits, Yiyouhui launched the Starting from four weeks, one hundred pieces of "Imperial Tea No. 1 Raw Tea" will be launched on Mondays, Wednesdays and Fridays each week, priced at 8,000 yuan each. The sales this time can even compete with Xiaomi's new mobile phones at its peak, which is really a flash sale.
Yyouhui’s hunger marketing?
In the past few years, Xiaomi has been the most popular in hunger marketing. The merchants themselves control production and supply, thus creating a market atmosphere in which supply exceeds demand. Especially those who participate in the purchase and need to pay a participation fee (there is no guarantee of winning) before participating, it can arouse people's desire and "speculative mentality".
Once I was chatting with a friend who participated in the "financial game".
Oh, by the way, I forgot to remind him that the current online price has It is the driving force behind 59000
In 2005, the caravan came to Beijing, in 2007, the output decreased, and in 2014, the ancient Tree tea, the revival of Shupu in 2016. Concept after concept, running through cycle after cycle.
Come on~ Let’s talk about a few roles, the mysterious collector (I don’t care whether he is a banker or not), the buying and selling platform (online prices, XX Quotes Network), the merchant (the customizer of game rules), each Level dealers and agents (adding fuel to the flames, buying and selling themselves), Leeks (participants in the game), ordinary consumers (let me take a look and see if I can hold it for a long time)
(When I opened this webpage, I once thought I had opened the stock trading artifact "Flush Stock Trading")
The logic of the game:
2011 -During 2013, many people in Foshan, Guangdong still have fresh memories of the story of the Money Turtle market, including the establishment of positions, speculation, concepts, exits, takeovers, continued speculation, successive takeovers, and finally the collapse.
The logic of the hype at that time is almost the same as that of Pu'er tea now. The only difference is that individuals are involved in breeding production, while Pu'er tea is mainly controlled from the source by the manufacturer's brand. .
In the market at that time, any money turtle was worth such a price, but the market in Pu'er was different. The same raw materials, or even better raw materials, are not operable if the brands are different.
Step one: Mysterious collector: I like this batch of tea very much. No matter how expensive it is, I want it. I will buy whatever is available on the market (of course, that is when the price is low) . We call it "building a position". (Who stirred up 88 Green and Chinese Cabbage when Yiyouhui was not on the scene? Search and you will understand)
Step 2: Trading platform: In fact, I am just a walk-on, and all of you are If you need me, then either I will participate in the collection, or I will provide trading services, or I will buy and sell. Of course, you also need to know the current price through me. We call it a “kind of exchange”
Step 3: Merchant: You all like to play this kind of financial game so much, especially if it’s my brand. Well, I’ll come too. Come on in, I'm a regular soldier, just play my game. We call it "GM", come and join my "Benefit Meeting".
Step 4: Distributors at all levels: This is what I do. I don’t participate in this game. Do you expect bread sellers to participate? It's up to me, I'll give it a try, anyway, I have the goods, and I also have the channels to sell ~ We call it "small exchange, small leek"
Now that the first four steps have been completed, the market atmosphere has been established, and the concept of the masses has been formed. Buying it is a long-term investment, or some gambler mentality has emerged~
Leek Come on stage!
The following 1,000 words are omitted
The concept of building a position at a low price in the stock market drives up the stock price and exits the position, leaving a field of chicken feathers and a patch of green leeks. root. This concept is very similar to the current concept of Pu'er financial tea. It is just that the banker is more operational, the shareholders are replaced by tea customers, and there is a lack of supervision by the agency.
Where did I see this sentence:
Why does it last longer than 2007? It’s because now I know how to boil a frog in warm water~
Article content reference:
China Pu’er Net “Clearing the Chaos of China Tea Brand Pu’er Tea”
Baidu Encyclopedia "Menghai Tea Factory"
Zhihu "Tea has great benefits?" Is it beneficial or harmful? 》
Collection Pu'er "The relationship between "Dayi", "China Tea" and Menghai Factory"
Tea Consulting Network "Dayi Yiyouhui Hunger Marketing..."
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