Introduction
In late March this year, a series of sensationalist social media videos appeared online with headlines such as “Fuding tea leaf prices plummet” and “The white tea market is about to crash,” sparking heated discussions among netizens.
In early April, the Cyberspace Administration of the Fuding Municipal Committee and the Cyber Security Department of the Fuding Municipal Public Security Bureau launched investigations into two videos reported by the public for allegedly spreading false information, and summoned the holders of the two social media accounts in accordance with the law. On April 21, “Fujian News Network” broadcast a special report, reaffirming Fuding’s stance on strictly punishing rumors according to the law.
Following the “Fuding White Tea controversy,” the “China Cooperation Times · Tea Weekly” took notice. How should we view this incident? What are the development trends for white tea? What problems remain? And how can the industry achieve healthy and steady growth in the future? Centered on these hot topics, we invited heads of major white tea production areas, experts, scholars, and corporate representatives to write articles and share their views. We have compiled these into this “White Tea Special Issue” to provide a comprehensive interpretation and in-depth analysis.
This issue features the fifth set of perspectives from production areas and enterprises. Since the launch of the special issue, it has received a positive response. To provide a more comprehensive overview of the white tea market, we have added information regarding the Sangzhi white tea industry from Zhangjiajie, Hunan Province, for the readers’ reference.
Facing the “Fuding White Tea Controversy”:
Joint Statements from Five Organizations
Editor’s Note: Regarding the origins of Chinese civilization, there is a famous perspective known as the “Starry Sky Theory of Chinese Civilization.” It vividly reveals the diverse yet integrated and symbiotic nature of Chinese civilization, showcasing a magnificent picture of how various regional civilizations developed through interaction and merged through exchange. The overall development trend and characteristics of China’s white tea industry bear a striking resemblance to this theory: while together they constitute the main structure of the white tea industry, each region remains distinct and possesses its own unique characteristics.
This “diversity within unity” is reflected at the corporate level. Horizontally, different tea regions have developed various products, techniques, and standards based on their local natural resource endowments. Vertically, there are different positionings, functions, and pursuits across various links of the industry chain. Taking the opportunity of this special issue, we invited five organizations to discuss the “Fuding White Tea controversy,” combining their own practical experiences and philosophies to share their struggles, joys, loves, and concerns. Through this, readers can see the efforts made by white tea enterprises across different regions amidst market adjustments, and glimpse the prominent characteristics of a white tea industry still in its ascent: first, the development of white tea products has immense potential; second, the construction of the upstream and downstream industry chain is undergoing continuous exploration and innovation, as epitomized by the China White Tea City Tianjin Service Center; and third, white tea standards are moving from the nascent stage to a phase of enrichment and perfection. Only when the wind rises can we see the gathering of clouds and the spirit of ambition.
Sangzhi White Tea:
Slight Price Increase, Strong Production and Sales
Brand Overview
Sangzhi County, located in Zhangjiajie, Hunan Province, is situated in the golden tea-growing belt at 30 degrees north latitude. The tea area is 500 to 1,200 meters above sea level, with suitable soil pH, rich organic matter, and an abundance of trace elements such as zinc and selenium, making it ideal for the development of high-quality, high-mountain, selenium-rich ecological tea.
The white tea industry has been designated by the Sangzhi County Committee and County Government as a core agricultural industry for industrial assistance and rural revitalization. It is one of the regional public brands of “Five-Colored Xiang Tea” promoted by Hunan Province. Currently, Sangzhi County has a tea garden area of 79,500 mu, with 114,500 people employed in the tea industry. There are 56 processing entities, including 6 provincial-level leading enterprises, 12 municipal-level or above leading enterprises, and 13 enterprises above a designated scale.
Production and Sales
Despite the adverse conditions of “consumption downgrading,” the sales volume of Sangzhi white tea has increased by 14% for two consecutive years. In 2023, white tea production reached 5,100 tons, with an output value of 685 million yuan. Driven by sales and capacity increases, the average price of fresh tea leaves rose from 10 yuan/jin in 2023 to 10.5 yuan/jin this year. Due to upgrades in technology and equipment, the “fresh and sweet” characteristics of Sangzhi white tea are fully realized; the average price of Bai Mao tea rose from 72 yuan/jin in 2023 to 75 yuan/jin, resulting in strong production and sales across the entire industry chain.
Key Measures
Clean Production. The site selection for Sangzhi white tea base workshops is required to be far from pollution sources. In accordance with green food certification requirements, the use of fireworks and firecrackers around tea gardens is prohibited, inputs are standardized, herbicides are banned, and “ground-free production” is strictly enforced to ensure product hygiene.
Product Specialization. Focusing on the tea market—especially the demand for “fresh, fragrant, and sweet” flavors as we enter the era of “new tea drinks”—and combining the “sweet” characteristics of Sangzhi County’s high altitude, frequent mist, and slate-based soil, we have vigorously expanded the cultivation of the high-latitude, high-altitude native “Xilian No. 1” variety. We established the “Sangzhi White Tea Industry Development Research Institute” to actively carry out scientific research on fundamental, key, and common industry issues based on market feedback. We have integrated and innovated processes across the six major tea categories, optimizing the “sweet” technical parameters of the white tea process—including leaf nurturing, water-passing, shaking, and tea-nurturing—to create the unique “fresh and sweet” characteristic of Sangzhi white tea, ensuring it tastes great in the same year it is produced. We have also resolved funding bottlenecks for white tea development in mountainous areas and, using Bai ethnic culture as a foundation and combining it with the characteristics of Bai ethnic clothing, established a classification standard for Sangzhi white tea products based on the “Wind, Flower, Snow, and Moon” theme.
Production Standardization. We have formulated Hunan provincial local standards for the cultivation and processing techniques of Sangzhi white tea. Financial subsidies of 12 million yuan were allocated to encourage enterprises to standardize the management of organic tea gardens and promote the rapid introduction of 20 automated temperature- and humidity-controlled production lines, initially solving the problem of relying on the weather for tea production in Sangzhi County.
Strengthening Brand Marketing. Substantial funds are invested annually to carry out combined marketing of “Regional Public Brand + Corporate Brand + Product Brand,” centering on the Zhangjiajie tourism market to create a tourism calling card for Zhangjiajie agricultural products. We focus on radiating toward non-tea producing regions in the “Three Norths,” organizing promotional activities for the Sangzhi white tea brand. We promote Sangzhi white tea through CCTV and provincial, municipal, and county-level media to continuously expand brand influence, and vigorously develop Sangzhi white tea specialty stores, with 270 such stores now established inside and outside the province.
(Contributed by Wu Xiaodong, Sangzhi County Tea Industry Association)
Green Snow Bud:
Market Fluctuations are Normal;
Maintain Confidence in the Market
Lin Jingkun, General Manager of Fujian Green Snow Bud Tea Industry Co., Ltd., Assistant Tea Making Engineer
During this spring tea season, there have been many rumors about Fuding white tea in the market. In my view, as a commodity, it is normal and temporary for white tea prices to fluctuate; this is determined by market supply and demand. I have always believed that building a company, a brand, and a lifelong career is like running a long-distance race; one should not be swayed by brief storms along the way. Every step must be grounded; it is not necessary to go fast, but one must keep moving forward.
In the past two years, the audience for white tea consumption has been gradually increasing, yet many peers report a decline in sales. From my observations, I believe the audience structure and the structure of popular products have changed. Under scientific storage conditions, Fuding white tea grows better with age. Furthermore, as aged white tea is extremely rare, many tea drinkers collected large quantities of white tea in previous years, meaning the existing market stock is not small. In recent years, many traders have already accumulated significant stocks, and consequently, the behavior of adding to their inventories has decreased. In the market, this manifests as an increase in individual retail buyers and a decrease in “bulk orders.” In fact, as consumers’ awareness of the health properties of white tea deepens, “daily consumption” customers will gradually increase, which is a healthy and sustainable long-term growth trend. The previous state of occasional “bulk orders” should not be the norm.
The structure of popular white tea products has also begun to shift over the last two years. Looking at the market situation for the Green Snow Bud brand, extremely rare high-end products and highly cost-effective daily consumption products—those at the two opposite ends of the spectrum—have become increasingly popular. However, for most enterprises, mid-range products make up the bulk of their structure. In the last two years, the number of mid-range tea consumers has been shrinking, which reflects as a decline in performance for enterprises and distributors.
This year, due to weather conditions, the total production of Fujian white tea has decreased, with the greatest impact on higher-grade tea leaves. Thanks to the Fuding Municipal Government’s long-term commitment to sustainable development, strictly controlling pesticides and fertilizers and prohibiting over-picking, the overall quality of tea leaves has improved this year. However, the price of tea leaves in the trading market is lower than in previous years, which was the original source of some rumors. I believe there is no need to be overly anxious about white tea prices; the market will naturally adjust for any commodity category. This results in small fluctuations in the prices of tea leaves from organic sources, special mountains, or large enterprises with their own tea gardens, which is then reflected in the finished products. The prices of the main product lines for most brands have not fluctuated significantly, and some limited-edition teas of extremely high quality and low yield remain favorites among tea drinkers.
In summary, we must maintain a positive and optimistic attitude toward the white tea market. Based on current consumption trends, everyone should find their own positioning, adjust their product lines, and refine their products. The prospects for the white tea market are broad; as long as the right direction is found, there will certainly be good returns.
Jianyang Small White Tea:
More Active Performance than in Previous Years
Li Quandi, Founder of the “Nankeng Small White” brand, Senior Tea Making Engineer of Fujian Province, and Intangible Cultural Heritage Successor of “Zhangdun Gongmei White Tea Making Techniques” in Nanping City
Jianyang Small White Tea was created in 1773 (the 37th year of the Qianlong Emperor’s reign) in Zhangdun Town, Jianyang District, Nanping City, Fujian Province, and is the original product of Chinese white tea. After becoming a tribute tea during the Qing Dynasty, Jianyang Small White Tea became famous, and it remains an indispensable part of the nearly 300-year production history of Chinese white tea. In the 1980s, affected by changes in industrial structure, the foundation of the Jianyang Small White Tea industry was severely damaged. Today, Jianyang Small White Tea has become a Fujian provincial-level intangible cultural heritage project, with a regional brand value of 1.945 billion yuan.
At the beginning of 2024, Jianyang experienced sudden snowfall, and due to a late spring cold snap, temperatures in Zhangdun Town remained low, affecting the growth of tea trees. Compared to 2023, the production of Jianyang Small White Tea decreased significantly, budding was delayed, and picking periods across various regions were generally pushed back. For example, the China Small White Tea Mother Tree Base usually begins picking on April 15, but in 2024, the production season did not start until after April 20; this was common across the tea mountains of Zhangdun. Under these circumstances, the price of Cai tea in Zhangdun Town remained stable at 80 yuan/jin from March 20 to April 25, but from April 25, the price of Cai tea leaves plummeted, reaching only 20 yuan/jin by early May.
In 2024, extreme weather had an adverse impact on the Jianyang Small White Tea production area, and the situation for white tea production in surrounding counties and cities was also not optimistic. Despite the poor weather, the production of Jianyang Small White Tea showed a more active trend compared to previous years. By the end of the picking season, the lowest price for Zhangdun Cai tea leaves was 5 yuan/jin, while Zhangdun Big White tea leaves were 0.9 to 1 yuan/jin. Jianyang Small White Tea also drove the development of Shuixian White; in 2024, Shuixian tea leaves maintained a price of 28 yuan/jin for nearly half a month.
Outside of Zhangdun Town, white tea production in Huangkeng Town, Jianyang District, was good, and towns such as Shuiji and Xiaohu maintained stable production, which is largely related to the increase in the number of new enterprises. In 2023 alone, the Jianyang District White Tea Association added 32 member enterprises. Among these, 27 were transformed from family farms in various towns of Jianyang District, and 5 were large enterprises from other regions, such as the emerging enterprise “Gan Yi Lu,” the leading enterprise “Tao Yuan Ming,” and the livestreaming powerhouse “San Jian Cha Jie.” These three enterprises have respectively settled in Zhangdun Town, Huangkeng Town, and the Jianyang urban area.
To support industrial development and stimulate the enthusiasm of Zhangdun tea farmers, in 2024, 80% of the tea leaf procurement of the Zhangdun Old Area She Ethnic Township Ecological Agriculture Professional Cooperative came from Zhangdun tea farmers. During the 2024 spring tea season, the cooperative produced 5.6 tons of finished Jianyang Small White Tea, divided into four grades: Special, First, Second, and Third. Among them, the market selling price for Special grade Jianyang Small White Tea was 2,300 to 2,600 yuan/jin, and First grade was 700 yuan/jin. In 2024, the cooperative’s spring tea output value exceeded 7 million yuan. In 2023, the cooperative, representing Jianyang Small White Tea enterprises, traveled to markets in Beijing, Xi’an (Shaanxi), and Jinan (Shandong) for promotion, attracting new customer traffic and developing a group of new customers from Shanghai, Inner Mongolia, Heilongjiang, and other places, as well as establishing agents in Jiaozuo (Henan), Weinan (Shaanxi), and Wuhan (Hubei). In April 2024, the cooperative sold nearly 2 tons of Jianyang Small White Tea through agricultural orders.
Yunnan Ancient Tree White Tea:
Growth Nurtured by Specialization and High-End Positioning
Fan Chengsheng, Founder of Yunnan Ancient Tree White Tea Process, National Patent Holder for Ancient Tree White Tea Process
In recent years, the development of the Yunnan white tea industry has been particularly strong. In 2022, the production of finished Yunnan white tea was approximately 10,000 tons. By 2023, production exceeded 15,000 tons, accounting for one-seventh of the total white tea production in China.
The raw material for Yunnan Ancient Tree White Tea is the “Forest Tea” population variety. “Forest Tea” has strong root systems that can penetrate deep into the soil to absorb nutrients, granting the tea leaves extraordinary vitality and rich internal substances. This results in richer water-soluble extracts and more abundant nutritional components, while presenting a distinct sense of layering and mellowness in taste.
On September 17, 2023, the “Cultural Landscape of Ancient Tea Forests of Jingmai Mountain in Pu’er” was successfully inscribed on the World Heritage List, further confirming the extraordinary value of Yunnan’s tea culture and planting methods. This certification is not only a recognition of the “Forest Tea” planting method but also an affirmation of the ecology of Yunnan’s ancient tea mountains.
Relying on the rich local mountain population variety resources, combined with national patented processes and climatic conditions, Yunnan Ancient Tree White Tea has developed a unique flavor. It has gradually formed distinct quality characteristics in the market, avoiding homogenized competition.
In the first half of 2024, the production of Yunnan white tea increased compared to the same period in 2023. This growth is attributed, on one hand, to the fact that Yunnan was not affected by adverse weather this spring, and on the other, to the continuous pursuit and improvement of planting techniques by local tea farmers, as well as strong support from the local government. Many tea farmers have turned to processing white tea, leading to a significant increase in production.
In the first half of 2024, the sales of Yunnan Ancient Tree White Tea from the Bai Yu Long brand increased by nearly 20% year-on-year. To cater to the tastes and needs of younger consumers, the company has continuously launched innovative white tea products such as cold-brew tea and biscuit tea, attracting more attention and improving overall sales performance.
Whether from the perspective of industrial development trends or quality characteristics, Yunnan Ancient Tree White Tea has become a new force in the Chinese white tea market. Leveraging its unique geographical and ecological advantages and its continuously improving standards and processes, Yunnan Ancient Tree White Tea is gradually forging a path of specialization and high-end development. For consumers pursuing a natural and healthy lifestyle, the meaning of a good cup of tea goes far beyond the taste; it lies in that purity derived from nature.
China White Tea City
Tianjin Service Center:
Three Empowerments Demonstrate the Advantage of Late-Mover Strategy
Zang Shengqun, Chairman of China White Tea City Tianjin Service Center, President of Tianjin Tea Industry Association
In March 2019, the People’s Government of Zhenghe County and the China National Grain and Oilseeds Corporation’s China National Agricultural Product Distribution Company officially signed an agreement, and China White Tea City was officially established in Zhenghe County, Fujian Province. The project covers 120 mu, with a total investment of 800 million yuan and a construction area of 180,000 square meters.
In 2022, China White Tea City expanded its operational thinking by creating three functional service platforms, promoting the high-speed development of the white tea industry through “three empowerments.”
First is Credit Empowerment. China White Tea City, in collaboration with the Hangzhou Tea Research Institute of the All China Federation of Supply and Marketing Cooperatives, established the National Authoritative Tea Testing Center (China Agricultural Tea Testing) through professional quality testing, R&D, and certification. This center is a powerful tool for promoting tea science and technology, characterized by high-end positioning, authoritative testing, and comprehensive functionality. The laboratory has two main functions: testing and certification, and scientific research. All white tea in China White Tea City must pass testing before being stored in the warehouse, and customized products can only be traded in the market after passing testing. In March 2022, the center officially obtained CMA (China Inspection Agency) certification, strengthening credit guarantees.
Second is Financial Empowerment. Utilizing supply chain financial services, the center solves capital recovery and transaction issues for tea enterprises through supply chain financial models such as warehouse receipt pledging, tray trading, and joint procurement. The China White Tea City storage center covers 26,000 square meters with a capacity of 52,000 cubic meters, capable of storing 2,000 tons of tea. To date, the storage center has accumulated 2 million jin of tea from regions including Zhenghe County, Fuding City, Wuyishan City, Songxi County, Jianyang District of Nanping City, Zhouning County, and Shouning County. The storage center employs an industry-leading intelligent control system, strictly controlling environmental temperature and humidity according to white tea storage and transformation conditions, ensuring precise loading and unloading, real-time monitoring, and simple, fast operation.
Third is Channel Empowerment. China White Tea City has developed a city partner model, utilizing national partner resources to broaden distribution channels for tea enterprises. The China White Tea City Tianjin Service Center was the first city partner developed, officially opening in November 2022, and is operating well with promising prospects.
In the first half of 2024, the China White Tea City Tianjin Service Center maintained steady operations within the tea industry, with sales growth exceeding 5% and strong intentions for subsequent orders. Currently, the Tianjin Service Center focuses on the following five areas of work:
First, promoting China White Tea City and introducing its state-owned enterprise background, ensuring customers fully understand the three service functions. We emphasize the origin quality assurance, authoritative testing, standardized warehousing, and high-quality transformation of white tea in storage. This allows consumers to purchase cost-effective white tea with guaranteed origin quality characteristics and to collect it with confidence.
Second, inviting experts to regularly conduct public welfare courses and tasting activities related to white tea, enabling consumers to understand white tea more deeply and build trust in China White Tea City products.
Third, targeting different consumer groups to source and transform high-quality white tea from China White Tea City, achieving product customization to meet differentiated consumer needs.
Fourth, displaying products in physical stores primarily for promotion and tasting, while training e-commerce personnel to select tea products for online sales.
Fifth, providing free gifts for large-scale events in Tianjin to increase the reach of group-buying promotions.
Produced by: China Cooperation Times · Tea Weekly All-Media
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Author: Lam Sam (LamSam), the Old Tea Head
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