It is a trend for young people to build brands.
As more and more people born in the 90s start to take charge, this has become a new look for rock tea circle brands, and it is also a drive that the time has come.
One is that this generation of tea people has been in a large-scale social environment on the Internet since they started surfing. An ID number is a symbol of expressing personality and shaping personal image.
Another is that most young people of this generation have generations of tea-making skills in their families. For a category like rock tea that relies on craft experience, this is definitely the force behind allowing young people to boldly be themselves.
So originally, "father and son go into battle" has been a common saying for thousands of years, but when it comes to the mutual cooperation and mutual division of labor between father and son in making tea brands, it becomes a sincere and earthy love story .
For example, the owners of the mountain farm in this issue are Zhang Shufa and Zhang Jun, father and son.
▲The owners of the mountain farm, Zhang Shufa and Zhang Jun, are a happy father and son team
As aborigines of Shuiliandong, Zhang Shufa and Chen Shuixian founded the Shuiliandong Rock Tea Factory, but it was not registered in the end.
The only thing that can prove the existence of "Shuiliandong Rock Tea Factory" seems to be the tea fighting competition medal kept at home, and the indelible accumulation of decades is the predecessor of the "Shui Liantian" brand registered by Zhang Jun.
The "Shui Liantian" brand trademark connects water to the sky, which means that we are sitting in a wonderful landscape where good tea can be produced. The hard work of great-grandfather and grandfather in the early years left behind core mountain resources such as Shuiliandong, Niulankeng, and Huiyuankeng.
Zhang Jun is the fourth generation of Zhang family tea masters. As a generation that has been seen more by the times, they also hope that the tea passed down by their family for generations can continue to develop. A very critical step is the "brand" .
4' Zhang Shufa, Zhang Jun and his son
Wuyishan Shuiliantian Tea Co., Ltd.
Qingshimen·Laocong
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The nomadic spirit required to build a brand
Zhang Jun started making tea with his parents when he was a teenager, and went to Fuzhou in 2011 The teacher studied tea science and management in college. On the first day of school, he was sent to school with the good news that his family had won the first prize in the Tianxin Village Tea Fighting Competition.
This kind of joy that symbolizes an instant success seems to be the prelude to Zhang Jun's indomitable development of the "Shui Liantian" brand, a big move after graduation.
▲Last year, Zhang Jun’s “Shui Liantian” built a new factory of more than 1,000 square meters, integrating tea factories, warehouses, and cultural exhibitions. Photo courtesy/Zhang Jun
One move is to expand the brand product series , Zhang Jun and Qiu Ting’s husband and wife We repeatedly pondered and communicated with designers to ensure that each tea can present a recognizable visual aesthetic. For example, the Fong from Everyone Must Talk is a gentle coffee color, and the Gui from Everyone Must Talk is a spicy red.
At the same time, it can have an exclusive memory of flower names, such as Qingshi Ruomu, a green lion rock laocong, because it has a strong woody taste and a refreshing taste, bringing a fresh and refined feeling.
▲Photo provided by Zhang Jun for the refreshing green packaging of Ruomu/Zhang Jun
Zhang Jun also told us that visual presentation is only a part of the "floral fragrance" that Zhang Jun considers. The main thing that belongs to the "rock bone" is to study how to make tea well, and this piece The matter is under the control of all members of the "loving family".
In addition to his father Zhang Shufa, who is the master chef in the factory, he leads the masters who have been with the family for more than ten years to guard the front line of spring tea.
▲Zhang Shufa has always been at the forefront of the quality of the Shuiliantian tea brand. Photo courtesy of Zhang Jun
Every year from the Spring Tea Maocha review to the roasting, all three generations from grandfather Zhang Xifu to Zhang Jun are online.
▲From left to right: mother Chen Shuixian, father Zhang Shufa, grandfather Zhang Xifu, Zhang Jun, Qiu Ting Photo courtesy/Zhang Jun
Generations of tea drinkers have not only expanded the range of rock tea flavor possibilities, but also have strict control over the tea they brew. It is also all-round, in Zhang Jun's words: "How can it be done with five masters to make tea?"
▲Today's protagonist, Lao Cong of Qingshimen, is in the first photo/Zhang Jun
answer Zhang Jun's problem is the market, and it is also another action of his branding: strategic planning.
Compared with most brands, which have to fight on the front line in Fuzhou, the important town of rock tea, and then move out of Fujian, Zhang Jun basically went against the routine. He first set up locations across the country to grasp the big market, and in just two years, he expanded to the northwest and other places. It already has its own general agent, and sells the output of brand products to wholesalers, achieving strategic overtaking in corners.
▲Shuiliantian trademark pattern: connecting water and sky like a landscape painting, representing a mountain wonderland of good tea.
With everyone complaining that the market is sluggish, Zhang Jun is one of the few tea brand leaders that Mr. Y has seen who smiles with joy of harvest, and he has opened four "Shui Liantian" stores in Fujian without making any noise. 's contrary strategic planning is a nomadic spirit that combines wisdom and boldness, facing the unknown and heading towards possibilities.
▲Zhang Jun, the founder of Shuiliantian brand, is busy receiving customers from all over the year.
Just like Teacher Y was curious about whether the rock tea will go out and whether the mountain farm will become a part that is too expensive to explain. Zhang Jun only said a confident "Understood" Everyone understands” ended this question.
Thinking about it now, if the Shuiliandong Tea Factory had been registered, with the hard work of a young man like Zhang Jun, he would probably have gained a little more fame for the mountain farm of Shuiliandong.
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Zhang Shufa Zhang Jun’s treasure in Shuiliandong
If you want to compete with the owners of the Shuiliandong mountain farm to see who has lived in Shuiliandong the longest, it can only be the indigenous people of Shuiliandong. Those who can’t tell the truth. There are several hundred-year-old strange species.
However, due to the uneven growth characteristics of the odd species, most of them were replanted into unified varieties under management. The odd species that escaped the fate of replanting, coupled with the age of the trees that have been preserved to this day, have become a rare part of rock tea.
For example, Zhang Shufa and Zhang Jun’s family had several trees that were ignored because of their special growth location and were left as single plants, which became part of the charm of Shuiliandong.
▲ Zhang Shufa Zhang Jun’s single plant in front of the Yulong Pond, enjoying the breeze and water vapor overflowing microclimate
Among them, there is a tree growing vigorously in the crevices of the cliff beside the Yulong Pond. The leaves are shaped like narcissus leaves, and the new buds are like the red bud heads of Dahongpao. They may be the mother trees of a certain cluster. Zhang Shufa said that they have always made single plants like this, and the taste is different every year, which is a unique rock charm .
We found such a neglected treasure at a scenic spot, and we are even more looking forward to today's protagonist Lao Cong.
▲Satellite view of Qingshimen Mountain Field
Laocong Mountain Field, we need to go deep into the hinterland of Shuilian Cave Qingshi Rock, close to the Zhuangyuanling Spotted Bamboo Nest that has been a big seller before, Generally this kind of location deep into the hinterland is very It is easy to use the top-level old Cong , such as Huiyuan's Gujing.
Also because the location is too secluded, the tea trees here are not disturbed and can grow old quietly in this secluded environment.
▲ Zhang Shufa’s Lao Cong is located in this mountain col.
Zhang Shufa’s Lao Cong mountain farm is located in the deep depression of the Qingshi Rock cliff. It is a bit of a nest landform surrounded by mountains on three sides. It grows on the tall cliff. Looking up, it looks like falling into a pit.
▲Zhang Jun told us that it is usually difficult to bring customers to such a secluded mountain farm.
Zhang Shufa said that the tea here has the smell of pits. Compared with the superposition of floral and woody smells in some mountain farms, the tea here is Old bush is a combination of moss and woody flavor. In addition to the environment, it is also inseparable from the age of the tree.
The old bush where Zhang Shu made his fortune existed when the land was distributed to each household. In addition, since 1982, the age of the tree alone is definitely old enough.
This area is an old tea field made of stones. There are more than a dozen old bushes that still enjoy the treatment of independent houses and absorb the nutrients of the gravel soil.
It is said that old tea fields like this cost a lot of money at that time, so this old tea plantation is like the white and rich trees raised by wealthy families.
▲The single-family structure of Lao Cong, a wealthy family.
The reason why I say this is that in addition to the expensive tea land, the environment here also has a special configuration. There are small water droplets flying down on the rock foothills where Lao Cong is all year round. There is enough The moisture nourishes this old bush.
Also because the area where water droplets fall is large enough, the bead curtain formed becomes the veil of this rock wall, and seems to be another "small water curtain" of Shuiliandong.
▲The trickle on the cliff is constant
Zhang Shufa also told us: "There is basically no sun at two or three o'clock in the land of Laocong. It is a half-yin and half-sun condition that is very suitable for the growth of Laocong, while the four or five o'clock directly opposite There is also the sun. In the past, and were always exposed to the sun on the opposite terrace."
is very in line with the smoke and smoke of aborigines growing tea in front of and behind their houses.
▲The old Qingshi Rock Factory is halfway up the Qingshi Rock
We also found that halfway up the cliff is the address of the old Qingshi Factory. In addition to the inner and outer third factories, there are only two factories in Shuilian Cave. one.
Halfway up the mountain, we can not only feel the small water curtain forming a curtain, but also see the old bushes of Zhang Shufa falling at the bottom of the pit in an orderly manner.
▲Viewed from the old tea factory, this old bush is at the bottom of the pit.
At the stairs leading into the old factory, Zhang Shufa pointed to two stone walls standing on both sides, forming a half tangible and half invisible door. He told We say this is the Blue Lion Gate.
▲青石门
And because the area of Qingshi Rock is so large, and my old clump happens to be at the bottom of a pit like Qingshi Gate, it is directly called Qingshimen Old Cong.
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What kind of old Cong temperament does fresh Ruomu have?
This is a Zhongzu Huo Laocong. Isn’t it already incompatible with Qingruomu in terms of fire skills? Teacher Y who has had it can only tell you as a person who has experienced it, “You are superficial!”
Tea You still have to drink it. As long as you can reveal the details of the taste from the layer changes and clarity of the tea soup, you can have the vividness of opening a full refrigerator.
The moment you eat this hot Lao Cong, it is like a bowl of steaming sweet porridge in the foggy early winter. It is sweet, thick and smooth, and makes your mouth water.
With the blessing of fire power, wait patiently for a while, the elegant and quiet jasmine fragrance will gently fall on the frosted texture of the incense, just like some black and white photos that are slightly heavy without bright tones, and the details will become more and more clear upon careful observation. Clear and moving.
At this time, if you still say that the tea with enough heat is not refreshing, you may be beaten!
Sansi Water starts out as an osmanthus sparkling water that is cool and bursts in the mouth. It slowly transitions to a hint of bitterness similar to nourishing medicinal food and a mellow and sweet intertwining. Like white sunlight diluted by mist, it gradually blooms to its fullest over time. scorching sun.
The following water has a warm and deep woody scent, revealing the stability and tranquility that can only be cultivated over time. Is this the temperament that Teacher Y described?
See you in three days!
