知悉茶事，品萬象茶境

Know about tea and taste Vientiane tea

文 | 幫利茶業(yè)市場中心

責(zé)任編輯 | Neve

新興亞洲的機(jī)遇

美東時(shí)間2023年2月5日，第29屆HBS哈佛商學(xué)院亞洲商務(wù)會(huì)議在馬薩諸塞州波士頓市的哈佛大學(xué)舉行。本屆會(huì)議的主題是——“新興亞洲的機(jī)遇”，本次會(huì)議由哈佛商學(xué)院學(xué)生會(huì)舉辦，共邀多位亞洲重要的企業(yè)家、投資機(jī)構(gòu)、專家學(xué)者出席這場“思想盛宴”，共同探討亞洲企業(yè)的布局與發(fā)展。

On February 5, 2023, the 29th HBS Harvard Business School Asian Business Conference was held at Harvard University in Boston, Massachusetts.The theme of this conference is "Opportunities for Emerging Asia". This conference was organized by the Harvard Business School Student Union. A number of important Asian entrepreneurs, investment institutions, experts and scholars were invited to attend this "Thought feast" to discuss the layout and development of Asian enterprises.

幫利茶業(yè)以亞洲企業(yè)代表的身份受邀參加本次HBS哈佛商學(xué)院亞洲商務(wù)會(huì)議，并在大會(huì)上進(jìn)行了演講分享。

Benny Tea was invited to participate in the HBS Harvard Business School Asia Business Conference as a representative of Asian enterprises, and shared a speech at the conference.

中國茶企的全球化機(jī)遇與挑戰(zhàn)

幫利茶業(yè)公司Wang Yufan女士作為幫利茶業(yè)董事長張朝斌先生的代表進(jìn)行峰會(huì)主題演講，并分享《中國茶企的全球化機(jī)遇與挑戰(zhàn)》這項(xiàng)議題，同時(shí)圍繞集團(tuán)在亞洲發(fā)展遇見的獨(dú)特的機(jī)會(huì)，企業(yè)定位于亞洲實(shí)現(xiàn)新增長所面臨的挑戰(zhàn)，以及重塑企業(yè)集團(tuán)的方法和關(guān)鍵要點(diǎn)等多項(xiàng)議題進(jìn)行探討與分享。

As the representative of Mr. Zhang Chaobin, the chairman of Benny Tea, Ms. Wang Yufan of Benny Tea Co., Ltd. delivered a keynote speech at the summit and shared the topic of "Globalization Opportunities and Challenges of Chinese Tea Enterprises".At the same time, she discussed and shared many topics, such as the unique opportunities the group met in Asia, the challenges faced by enterprises positioning themselves in Asia to achieve new growth, and the methods and key points of reshaping the enterprise group.

（圖為 塔倫?卡納教授與幫利Wang Yufan女士合影）

此次論壇的《企業(yè)集團(tuán)》專題小組由中歐國際工商學(xué)院客座學(xué)術(shù)領(lǐng)袖、哈佛商學(xué)院爾赫·保羅·雷曼教席教授塔倫?卡納 (Khanna, Tarun)主持。塔倫?卡納教授在哈佛致力于研究新興市場中企業(yè)家精神如何驅(qū)動(dòng)經(jīng)濟(jì)和社會(huì)發(fā)展，是發(fā)展中國家多個(gè)創(chuàng)業(yè)企業(yè)的聯(lián)合創(chuàng)始人，這些企業(yè)遍布印度、中國、東南亞和中東。同一專題小組的參會(huì)企業(yè)有印尼力寶集團(tuán)和印尼Jobubu集團(tuán)。力寶集團(tuán)是印尼最大的金融控股財(cái)團(tuán)，由"印尼錢王"李文正與印尼首富林紹良攜手創(chuàng)立，旗下控有各國上市企業(yè)20多家，投資領(lǐng)域包括商業(yè)銀行、保險(xiǎn)、房地產(chǎn)、百貨超市、制造業(yè)、信息技術(shù)、基礎(chǔ)設(shè)施、傳媒、醫(yī)療和娛樂服務(wù)業(yè)等，投資區(qū)域遍及印尼、新加坡、美國、澳大利亞和中國，企業(yè)總資產(chǎn)規(guī)模達(dá)200多億美元。

The "Enterprise Group" panel of this forum was chaired by Khanna, Tarun, the visiting academic leader of CEIBS and the co-professor of Erch Paul Lehman of Harvard Business School.At Harvard, Professor Taren Kana is committed to studying how entrepreneurship drives economic and social development in emerging markets. He is the co-founder of many entrepreneurial enterprises in developing countries, which are located in India, China, Southeast Asia and the Middle East. The enterprises participating in the same theme group include Indonesia Lippo Group and Indonesia Jobubu Group.Lippo Group is the largest financial holding consortium in Indonesia. It was founded by Li Wenzheng, the "king of Indonesian money", and Lin Shaoliang, the richest person in Indonesia,Lippo Group controls more than 20 listed companies in various countries. Its investment fields include commercial banks, insurance, real estate, department stores, manufacturing, information technology, infrastructure, media, medical and entertainment services, and its investment areas cover Indonesia, Singapore, the United States, Australia and China.The total asset size of the enterprise reached more than 20 billion dollars.

在會(huì)議論壇上，幫利與在場的嘉賓一同縱觀古今，看中國茶葉的演變，追溯中國茶的前世今生。中國茶文化發(fā)源的歷史悠久，中國人煮飲奶茶已有一千多年的歷史，自九十年代中期以來我國經(jīng)濟(jì)結(jié)構(gòu)發(fā)生了明顯改變，消費(fèi)對經(jīng)濟(jì)增長的拉動(dòng)作用逐年上升。人們對現(xiàn)制茶飲從傳統(tǒng)的解渴消暑、味覺滿足、緩解壓力等基礎(chǔ)功能到向高顏值產(chǎn)品治愈的精神需求以及身材管理、健康養(yǎng)生的需求過渡。于是，新中式茶飲這一概念誕生并快速發(fā)展，形成新興業(yè)態(tài)和產(chǎn)業(yè)鏈。

At the conference, Benny and the guests looked at the ancient and modern times, reviewed the evolution of Chinese tea, and traced the past and present of Chinese tea.The origin of Chinese tea culture has a long history. Chinese people have been drinking milk tea for more than 1000 years. Since the mid-1990s, China's economic structure has changed significantly, and the role of consumption in driving economic growth has increased year by year. People's demand for ready-made tea has transited from the traditional basic functions of relieving thirst and heat, satisfying taste, relieving stress, to the spiritual needs of high beauty products, as well as the needs of body management and health preservation. As a result, the concept of new Chinese tea was born and developed rapidly, forming a new business form and industrial chain.

相關(guān)數(shù)據(jù)表明，我國的新茶飲千億市場持續(xù)擴(kuò)大，充滿了機(jī)遇與挑戰(zhàn)。2022年，新茶飲門店數(shù)48.6萬，連鎖化率55.2%。我國新茶飲市場規(guī)模從2017年的422億增長至2021年的1003億元，年復(fù)合增長率直超過20%。2020年疫情局部地區(qū)爆發(fā)后，新茶飲市場整體有一個(gè)明顯的增長:2021年穩(wěn)步踏上千億規(guī)模;而2022年疫情席卷中華大地，市場規(guī)模的最理想狀態(tài)可達(dá)到1040 億元，基本與2021年持平。

Relevant data shows that China's new tea drinking market has continued to expand and is full of opportunities and challenges. In 2022, the number of new tea drinking stores will be 486000, with a chain rate of 55.2%. The scale of China's new tea market has increased from 42.2 billion yuan in 2017 to 100.3 billion yuan in 2021, with a compound annual growth rate of more than 20%. After the outbreak of the epidemic in local areas in 2020, the whole new tea market has a significant growth: steadily set foot on a scale of 100 billion in 2021;In 2022, the epidemic swept across China, and the optimal market size could reach 104 billion yuan, basically the same as in 2021.

隨著疫情防控政策的調(diào)整，2023年第2季度后，國民消費(fèi)熱情有望被點(diǎn)燃，2023年新茶飲的市場規(guī)模有望恢復(fù)至1450億元，恢復(fù)三年復(fù)合增長率近20%。

With the adjustment of epidemic prevention and control policies, after the second quarter of 2023, the national consumption enthusiasm is expected to be ignited, and the market size of new tea is expected to recover to 145 billion yuan in 2023, with a three-year compound growth rate of nearly 20%.

幫利作為一家專業(yè)的餐飲用茶與解決方案服務(wù)機(jī)構(gòu)，以及新中式茶飲的上游茶葉供應(yīng)商，排行中國餐飲用茶供應(yīng)鏈行業(yè)茶葉產(chǎn)量前三甲，并與各大知名茶飲品牌和餐飲業(yè)品牌都保持著密切的合作。近年來新式茶飲行業(yè)原材料均保持上漲趨勢。伴隨消費(fèi)升級，消費(fèi)者對食品安全和質(zhì)量的需求提升，茶葉、牛奶、水果類生產(chǎn)價(jià)格指數(shù)不斷提升。

As a professional catering tea and solution service organization, and the upstream tea supplier of the new Chinese tea, Benny ranks among the top three in the tea production of the Chinese catering tea supply chain industry. And it has maintained close cooperation with various well-known tea brands and catering industry brands.In recent years, the raw materials of the new tea industry have maintained an upward trend. With the upgrading of consumption, consumers' demand for food safety and quality has increased, and the production price index of tea, milk and fruit has continued to rise.

幫利鐘情茶葉制造、咖啡制造與茶飲創(chuàng)新，業(yè)務(wù)覆蓋整個(gè)中國，全球遠(yuǎn)銷至歐美及亞太地區(qū)，銷售業(yè)績突破3萬噸，并擁有國際先進(jìn)水平的全自動(dòng)茶葉精加工生產(chǎn)線。但幫利的業(yè)務(wù)不僅僅局限于茶葉制造，同時(shí)也不斷致力于茶葉國際貿(mào)易與茶文化傳承的發(fā)展。

Benny loves tea manufacturing, coffee manufacturing and tea innovation.Its business covers whole China, and has been exported to Europe, America and Asia Pacific regions worldwide. Its sales performance has exceeded 30,000 tons, and it has an internationally advanced full-automatic tea finishing production line.However, Benny's business is not only limited to tea manufacturing, but also continuously committed to the development of tea international trade and tea culture inheritance.

幫利產(chǎn)業(yè)護(hù)城河

在本次論壇的《企業(yè)集團(tuán)的重塑》交流環(huán)節(jié)中，Wang Yufan女士提到了沃倫巴菲特的“經(jīng)濟(jì)護(hù)城河”概念，并和參會(huì)嘉賓分享了幫利在發(fā)展過程中投資創(chuàng)建的兩大“護(hù)城河”。

In the exchange link of "Reshaping Enterprise Groups" of this forum, Ms. Wang Yufan mentioned Warren Buffett's concept of "economic moat" and shared with the participants the two "moats" that Benny invested in and created during the development process.

（圖為 福州新之源生態(tài)農(nóng)業(yè)科技發(fā)展有限公司）

福州市永泰縣具有悠久的產(chǎn)茶歷史，早在唐代就有生產(chǎn)佳茗，明洪武年間“永泰細(xì)茶”做成了綠茶貢品。2022年，幫利茶業(yè)在福州的后花園——永泰，投資成立了福州新之源生態(tài)農(nóng)業(yè)科技發(fā)展有限公司。作為永泰塘前綠色產(chǎn)業(yè)園的端頭企業(yè)，凝聚了幫利關(guān)于茶行業(yè)發(fā)展的思考和初心，致力于成為全球領(lǐng)先的茶業(yè)全產(chǎn)業(yè)鏈解決方案鏈主企業(yè)，具有高附加值、高稅利、高就業(yè)等優(yōu)勢。園區(qū)建成后，將提高永泰的就業(yè)率，為當(dāng)?shù)匾约爸苓叺貐^(qū)的發(fā)展提供新的經(jīng)濟(jì)增長點(diǎn)，聯(lián)動(dòng)全省和全國產(chǎn)茶區(qū)，促進(jìn)茶行業(yè)的經(jīng)濟(jì)發(fā)展。同時(shí)，園區(qū)特色的“茶業(yè)+旅游”模式不僅進(jìn)一步推動(dòng)了茶文化的普及，促進(jìn)茶文化旅行的發(fā)展，而且為永泰探索向工業(yè)和旅游深度融合模式轉(zhuǎn)型發(fā)展提供了思路，對社會(huì)經(jīng)濟(jì)文化的發(fā)展起到了重要作用。

Yongtai County of Fuzhou City has a long history of tea production. It produced good tea as early as the Tang Dynasty. During the Hongwu period of the Ming Dynasty, "Yongtai Fine Tea" was made into a green tea tribute.In 2022, Benny Tea invested and established Fuzhou Xin Zhiyuan Ecological Agriculture Technology Development Co., Ltd. in Yongtai, the back garden of Fuzhou.As the end enterprise of Yongtai Tang Green Industrial Park, it has gathered Benny's thinking and initial intention on the development of the tea industry,and is committed to becoming the world's leading enterprise in the whole tea industry chain solution chain, with the advantages of high added value, high tax profit, high employment, etc.After the completion of the park, it will increase the employment rate of Yongtai, provide new economic growth points for the development of the local and surrounding areas, link the tea production areas of the province and the whole country, and promote the economic development of the tea industry.At the same time, the characteristic "tea industry+tourism" mode of the park not only further promoted the popularization of tea culture and the development of tea culture tourism, but also provided a train of thought for Yongtai to explore the transformation and development to the deep integration mode of industry and tourism, and played an important role in the development of social economy and culture.

（圖為 廣西中肯茶業(yè)有限責(zé)任公司）

全球十朵茉莉花，8朵來自中國，6朵出自廣西橫州，橫州作為中國最大的茉莉花種植，深加工，茉莉花茶窨制與精制茶葉生產(chǎn)基地。福州市幫利茶業(yè)有限責(zé)任公司于2021年于廣西橫州投資建設(shè)廣西中肯茶業(yè)有限責(zé)任公司。項(xiàng)目建成后，將形成窨花生產(chǎn)線、茉莉花傳統(tǒng)禮品茶分裝線、自動(dòng)罐裝茶飲生產(chǎn)線、茶飲研發(fā)中心、世界茶葉與咖啡展示中心、現(xiàn)代化工業(yè)園區(qū)等六大核心生產(chǎn)板塊。將茉莉花傳統(tǒng)茶行業(yè)與新式茶飲產(chǎn)業(yè)深度融合發(fā)展，推進(jìn)產(chǎn)業(yè)創(chuàng)新化、規(guī)模化和專業(yè)化發(fā)展，形成橫州特有的產(chǎn)業(yè)創(chuàng)新模式，使之成為橫州特色優(yōu)勢主導(dǎo)產(chǎn)業(yè)和驅(qū)動(dòng)經(jīng)濟(jì)發(fā)展的新引擎。

Of the ten jasmine flowers in the world, 8 come from China and 6 come from Hengzhou, Guangxi.Hengzhou is China's largest jasmine planting, deep processing, jasmine tea scenting and refined tea production base. Fuzhou Benny Tea Co., Ltd. invested and built Guangxi Zhongken Tea Co., Ltd. in Hengzhou, Guangxi in 2021.After the completion of the project, six core production segments will be formed, including the scented flower production line, the jasmine traditional gift tea sub-packaging line, the automatic canned tea production line, the tea R&D center, the world tea and coffee exhibition center, and the modern industrial park.Deeply integrate the development of jasmine traditional tea industry and new tea industry, promote industrial innovation, scale and professional development, and form a unique industrial innovation model of Hengzhou, making it become a dominant industry with Hengzhou characteristics and a new engine to drive economic development.

（圖為《故宮貢茶圖典》）

Wang Yufan女士在會(huì)議上向嘉賓們介紹了《故宮貢茶圖典》此書。2021年，幫利茶業(yè)董事長、福建康正隆慶茶文化產(chǎn)業(yè)有限公司創(chuàng)始人張朝斌先生擔(dān)任《故宮貢茶圖典》副主編，參與編寫與出版了中國茶史上第一部有關(guān)宮廷貢茶的實(shí)物圖錄。清代是茶文化的一大轉(zhuǎn)折點(diǎn)，茶館文化、茶俗文化盛行，茶文化深入市井，走向世俗，從皇家貴族、文人雅士之中走進(jìn)千家萬戶。《故宮貢茶圖典》此書較為系統(tǒng)地對清代貢茶進(jìn)行了發(fā)掘和研究，展示了貢茶的茶葉及包裝原貌。幫利一直致力于研究挖掘古代燦爛的茶文化，并加以繼承和創(chuàng)新。中國茶文化源遠(yuǎn)流長，博大精深，是取之不盡、用之不竭的偉大寶藏，是發(fā)展當(dāng)代中國茶文化的主要源泉。

Ms. Wang Yufan introduced the book "Tribute Tea in the Collection of the Palace Museum" to the guests at the meeting.In 2021, Mr. Zhang Chaobin, Chairman of Benny Tea and founder of Fujian Kangzheng Longqing Tea Culture Industry Co., Ltd., served as the deputy editor of "Tribute Tea in the Collection of the Palace Museum", and participated in the preparation and publication of the first physical catalogue of imperial tribute tea in the history of Chinese tea.The Qing Dynasty was a major turning point of tea culture. Tea house culture and tea custom culture prevailed. Tea culture went deep into the market and became secular, and entered thousands of households from royal nobles and scholars.”Tribute Tea in the Collection of the Palace Museum” systematically explores and studies the tribute tea of the Qing Dynasty, and shows the original appearance of the tea and packaging of the tribute tea.Benny has been committed to studying and excavating the ancient splendid tea culture, and inheriting and innovating it. Chinese tea culture has a long history, is broad and profound, is an inexhaustible great treasure, is the main source of development of contemporary Chinese tea culture.

亞洲經(jīng)濟(jì)一體化前進(jìn)步伐逐步加快，新中式茶飲的亞洲市場處處是機(jī)遇，也處處充滿挑戰(zhàn)。通過本次HBS哈佛商學(xué)院亞洲商務(wù)會(huì)議，幫利與亞洲重要的企業(yè)家、投資機(jī)構(gòu)、專家學(xué)者互相進(jìn)行了全新的、有利的業(yè)務(wù)理念、行業(yè)趨勢和洞見的分享，期待未來能夠朝著共同方向努力，讓區(qū)域合作更加緊密，為新興亞洲的崛起添磚加瓦。

The pace of economic integration in Asia is gradually accelerating. The Asian market for new Chinese tea is full of opportunities and challenges.Through this HBS Harvard Business School Asia Business Conference, Benny and important Asian entrepreneurs, investment institutions, experts and scholars shared new and beneficial business concepts, industry trends and insights with each other, and looked forward to working together in the future to make regional cooperation closer and contribute to the rise of emerging Asia.