More than a thousand years later, with the help of national strategies such as the rise of Central China, the Yangtze River Economic Belt, and the Belt and Road Initiative, Hubei is facing enormous opportunities for development. A new tea industry group named "Cha Sheng" is clamoring for the establishment of international standards, transactions and cultural systems for the traditional tea industry in China with extraordinary courage. This is the Lu Yu International Group founded by Yan, a native of Tianmen.
Cowboys are going to town and then go home.
From 65438 to 0973, Yan was born in a rural family in Tianmen, Hubei. Although he was born in the countryside, Yan admits that compared with the previous generation, his growth experience is complete and lucky. 1990, Yan was admitted to Hunan University of Finance and Economics and worked in China Construction Bank four years later. Under the tide of national financial system reform, Yan happened to meet a crucial year for the development of CCB, 1994, which opened his vision and pattern.
At that time, the main task of China's financial reform was to establish financial institutions and basic framework that met the needs of market economy. Under the leadership of Wang Qishan, then president of China Construction Bank, China Construction Bank handed over the functions of agency finance and policy loans, and began to comprehensively reform the management system according to the requirements of commercial banks, and set out to establish a modern enterprise system with clear property rights, clear rights and responsibilities, separation of government from enterprises and scientific management. In the important period of drastic bank reform, as a fledgling apprentice, Yan had the opportunity to fully understand the reform ideas of large state-owned banks, which became an important inspiration for him to go downstream in the financial industry.
Under the general trend of financial reform, the development of insurance industry is also very rapid. Yan, who has been exercising in CCB for two years, is keenly aware that insurance is a just-needed industry with broad prospects. 1996, he jumped ship and came to Ping An Insurance, which was established only ten years ago. Ping An Insurance is the first joint-stock insurance company in China. In the nine years of peace, Yan came into contact with the domestic first-class management concept and global management vision, and understood the deep texture of market-oriented insurance enterprises. After a small fight, Yan chose to go back to the campus to continue charging, and was admitted to Jiaotong University to study for a doctorate. During his Ph.D., he went to new york University as a visiting scholar and continued to study advanced management ideas.
After returning from an investigation in the United States in 2006, Yan felt that her mentality and thoughts were gradually mature, so she resigned from Ping An Insurance and joined life insurance. In eight years, he became the executive vice president of an asset management company, managing more than 300 billion assets. The golden age of 17 is rooted in the insurance industry and has shaped itself into a manager with modern entrepreneurial spirit. Although she has gained a reputation in the field of insurance investment, it is obviously a more attractive choice for Yan to start her own business and realize greater life value than to hold an important position with an annual salary of one million.
Yan realized that tea, like insurance, is a dispensable but indispensable life demand. In my hometown Tianmen, the story of "Cha Sheng" Lu Yu is circulated everywhere. Although the tea culture in China has a profound heritage of more than 2,000 years, the development of tea industry is still relatively primary. In the tea market with a scale of more than 500 billion yuan in China, the share of tea enterprises with the highest share is less than 0.5%. Not only is there no universal tea standard, but there is no brand that plays an important role in the international market like Lipton tea. Industry development is difficult to upgrade. After careful consideration, I seriously considered returning to my hometown and devoting the rest of my life to my hometown and tea industry.
Old brands and new enterprises
China tea market, which lacks intensive and large-scale production, looks huge, but in fact it has huge defects. 20 12, Yan thinks about which way to enter the tea industry. Replicate a Lipton in China by mass production of tea products? This traditional model has lost its first-Mover advantage and faces great difficulties in industry integration. China's 5,000-year-old tea culture accumulation, Lu Yu's genes and the needs of the industry all need a better platform to express them.
In this context, Yan did not choose to join thousands of tea enterprises to compete and kill product brands, but to be a platform, a standard and a maker of transactions. "When the two ends of an industry are extremely dispersed, the most valuable platform is the B2B platform, because it can solve the problem of information asymmetry." This positioning ambition is large enough, which means that it is not difficult to need support from many parties such as policies and funds. Fortunately, Yan happens to be at the intersection of the right place and the right time.
On 20 13, Yan officially began to prepare for starting a business. He returned to his hometown Tianmen to exchange entrepreneurial intentions with the municipal government and experts. Tianmen used to have a 30-year-old Lu Yu Research Association, with a large number of experts and citizens who are keen on Lu Yu studies. This small town deeply felt the emotional charm and cultural value of tea. With the support of the municipal government, Yan transformed the small enterprises under Tianmen Lu Yu Research Association into modern market-oriented enterprises and established Lu Yu International Group. 20 14, 10 In June, Yan officially resigned as a life executive and devoted himself to the inheritance and development of Lu Yu.
For so many years, the development of China tea industry has not been upgraded in essence. Why is Lu Yu confident to make a change? Yan believes that he and the group are at a critical juncture of "favorable weather, favorable geographical conditions and harmonious people". Before Lu Yu, the traditional bulk trading state of tea industry has lasted for decades, and the industry has not evolved because it does not conform to the "weather". The main force of tea sales is the tea farmers who enter the city, and most of the tea products on the market belong to political and business etiquette tea, which is not in the population like Lipton, which leads to the opacity of the tea industry. "Standardization and transparency are the foundation of the development of cultural industries. Without transparency, cultural self-confidence cannot be achieved. " Yan said. In recent years, the phenomenon of selling tea through relationships has been curbed. Tea, as an agricultural product, is sold as a health food and cultural product, which belongs to the broad category of healthy cultural industry. Anti-corruption makes the tea industry face the real needs of consumers, and consumers need a healthy and beautiful tea lifestyle, which is a "good time" that the tea industry has never encountered in the past two decades.
The factor of "geographical location" attracts Yan more directly. Lu Yu is a cultural symbol of Hubei province and the originator of tea research respected by the global tea industry. The great value of the symbol Lu Yu made Yan, who is also a Tianmen native, quickly find the entrance and successfully obtained the preferential policies of the provincial government in approving the tea exchange. Regarding "human harmony", Yan believes that "demand is human harmony". There is a huge demand for tea consumption in China, so consumers, manufacturers and distributors need to build a credible platform. The consumption efficiency of e-commerce platform has been greatly improved, and the national "internet plus" policy has added impetus to tea production and sales. Yan said: "The era of gratitude has given opportunities and brought great changes to the 80 million employees in the industry."
Luyu International Group was established more than five years ago, and established the Luyu Tea Classics Building, the coordinate of China tea culture and tea standard, in Tianmen. Established Luyu Tea Exchange, the first provincial tea trading platform in China; Luyu Tea Standard Rating Center, the first third-party tea standard center in China, was established in Shanghai. The "Luyuhui" tea culture center has been built in the core cities of the country; It is planned to build Luyu International Tea Culture Industrial Park in Wuhan and Tianmen ... There are many firsts, and strict strategic vision, international vision and entrepreneurial spirit are gradually polished and shaped in this process.
Driven by standard guided two-wheel drive
"Lu Yu Club" and "Tea Club" are two inseparable wheels of Lu Yu International Group, which constitute the "two-wheel drive" of culture and transaction. Tea Exchange is the predecessor of Lu Yu International Group. In the past, tea cities all over the country were only offline transactions, and there were no third-party storage institutions, and there were no farmers and shops markets with safe funds. Luyu International Group established the first provincial tea exchange in China by learning from the experience of tea management in Sri Lanka and other countries, which promoted the innovation of tea trading mode in China.
Lu belongs to the tea product promotion and cultural experience section. With Tianmen Tea Classics Building as the center, LU will build an online and offline platform for the nationwide promotion and cultural exchange of LU standard China good tea. Lu Yuhui plans to settle in the national core cities, learn from the COSTCO model of tea version, and provide consumers with a "true, good and beneficial" one-stop experience and consumption platform for China's good tea.
With the cooperation of two wheels, after five years of development, Luyu International Group has become the only provincial tea trading platform in China. On this basis, a comprehensive e-commerce platform for tea exchange and a carefully selected consumer e-commerce platform for Lu Yu were established. Next, the Group plans to build 5,000 regional member direct mining centers and train 5,000 to10,000 innovative and entrepreneurial "Lu Xiaoyu". "Lu Xiaoyu" will be trained as a professional ambassador of Lu Yu's standard China good tea and cultural promotion in a planned way, and with the help of Lu Yu's standard, trading and cultural platform, China tea culture will be spread online and offline.
In order to cultivate and recruit Lu Yu, Luyu International Group established an open platform of Luyu College, invested in Hunan TV Tea Channel and China Tea Business School, and Luyu Standard Rating Center operated Luyu Tea Road Training in a unified way. Lu Zi Tea Road is characterized by the spread of Lu Yu's standards and the inheritance of Lu Yu's non-legacy tea culture, which is different from the general tea training that emphasizes market-oriented operation. Based in Tianmen, Hubei and Huzhou, Zhejiang, teaching points were set up throughout the country to semi-publicly spread Luyu tea culture. In the future Lu Yu International Tea Culture Industrial Park, Lu Yu Standard Rating Center, Lu Yu University and China Tea Youth Creative Center will be the most important infrastructure for China tea inheritance and innovation.
Strictly divide tea market transactions into four eras: the era of farmers' market, the era of commodity market, the era of e-commerce department stores and the era of exchanges. Yan said that the exchange is a real market economy and needs qualified investors, enterprises and consumers to enter. "The model of Luyu Tea Exchange has great infrastructure and significance for the tea industry. In the past 30 years, China's tea industry is expected to revive. We hope that Lu Xiaoyu and Lu Yu's ecological partners, together with standards, transactions and culture, will usher in the great rejuvenation of China tea industry within five to ten years, so that China people can trust China tea and let the world fall in love with China tea. " Tea industry needs to rebuild the whole modern commercial infrastructure, need to have modern management talents to join, need to embrace new business models, and need dedication and dedication.
China Tea Luyu Standard
Yan Jian Hong defined himself as an idealist. "Ideal is not fantasy, ideal should shine into reality." For this mature entrepreneur who has worked hard in the financial industry for nearly 20 years and switched to the tea industry for 5 years, it is a mission to always put it first. Luyu International Group's mission is to "promote Luyu tea culture and revitalize China tea industry", so that consumers will no longer be confused about the "authenticity, quality" of tea. Everyone in China, no matter how busy their life is, should enjoy the healthy and beautiful lifestyle of China Tea every day.
Yan once stressed on many occasions that to complete the mission of tea culture communication of Luyu International Group, we must first complete the "standard" and "transaction". "China tea needs to be written in block letters before it can be written in cursive script". Standard is the first core competitiveness of Lu Yu International Group. As early as 20 15, Lu Yu established the first domestic third-party consumer standard rating platform-"China Tea Standard Rating Center" (now officially defined as Lu Yu Standard Rating Center), and plans to open the landmark rating named "Tea Consumer Douban" to 600 million tea consumers nationwide, and launch a comprehensive index of Lu Yu and collection investors specializing in tea production, trading and collection. At present, Lu Yu has conducted a five-year basic research on 1200 kinds of tea in the 50 most important tea producing areas in China, evaluated 20,000 standard samples, and conducted in-depth research on the supply chain of 200 core tea enterprises. According to the rating, the 200 tea enterprises signed by the Land Exchange account for 20% of the national tea production, and the service in the producing areas accounts for 70% of the national tea supply, initially forming the supply chain system of the national core producing areas and leading tea enterprises.
The business orientation of Luyu Tea Exchange is: a world-class integrated service provider of tea industry. Luyu Tea Exchange is also an electronic tea trading and direct mining market. The mechanism of standard setting and price formation is very important. Interested tea enterprises can only enter the exchange after internal audit of the land center, external audit of experts and audit of the public jury. Now, the transaction information sent by the land exchange is directly traded with dealers, investors and consumers, which breaks the lengthy five-level distribution system of "tea enterprises-dealers-tea cities-dealers-consumers" and the prices are transparent and decentralized.
Lu Yu's core values lie in standards and culture. "Standards and culture are Lu Yu's genes, as well as my genes as a founder," Yan said. Lu Yu focuses on establishing a professional, understandable and credible standardization system and cultural promotion system for consumers. China tea is the ancestor of the world tea culture, but it has not established a standardized consumer trust system. Therefore, it is also Yan's work to form a unique cultural language system of tea industry, so that it can describe products in standard terms like French red wine and Italian perfume.
Yan attaches great importance to the value dissemination of tea culture. He said that he was only the business leader of Luyu International Group, and the curator roles of the Tea Classics Building Museum, Luyu Standard Rating Center and Luyu College were all undertaken by the responsible person of Luyu Standard and Cultural Heritage with a sense of mission, "spreading tea culture and the beautiful lifestyle of tea in the form of preaching". The most difficult thing for enterprises is to turn entrepreneurs' personal ideals into team ideals. In Yan's view, he has basically completed this task in five years. The longer-term layout in team building is to let more and more outstanding industries and cross-border talents join Lu Yu's career and become partners in Lu Yu's career, bringing this healthy and beautiful lifestyle of tea to everyone who needs it.
Driven by the tea trade, Lu Yu International Group grew very fast in the first five years: "The tea trade volume in three years exceeded 654.38+00 billion". In the new five years, Luyu International Group has formulated a new retail strategy of Tea Exchange-Luyuhui, aiming at standard tea COSTCO, planning to develop 5,000 offline tea member centers, developing more than 654.38 million integrated e-commerce store managers online, building a world-class tea culture industry group and promoting the early listing of China tea innovation platform. Yan has calculated the timetable in her mind.
In Yan's view, starting a business in the tea industry is an extremely correct choice: "Tea culture is a gift left by our ancestors, and it has the advantage of innate combination in completing the concept of modern trade system and traditional tea culture system." Yan uses the "goal theory" to compare the difference between investment and entrepreneurship: when investing, he faces a moving goal, and invests when he sees a good project and a good company; Entrepreneurship is a fixed goal. Every day, darts are shot at a target, and the word "tea" is pondered sooner or later, which drives all employees to aim at this target. As long as the mission and value of China tea are inherited, the road of inheritance and innovation of China tea will be wider and wider.
In the corporate culture of Lu Yu International Group, there is a resounding slogan-China Tea Industry, Lu Yu Standard. These eight words not only express the confidence of Luyu International Group as a comprehensive service provider of domestic tea industry, but also represent Yan's ambition to lead Luyu to the world. (This article is excerpted from President Yan's interview with the Hubei Chamber of Commerce in Beijing. )