Regional Public Branding Project · Baojing Golden Tea

Preface

Baojing Golden Tea is one of the top ten famous teas in Hunan Province, and it is also a characteristic pillar industry for enriching the people, revitalizing agriculture, and strengthening the country. With a tea planting area of over 150,000 mu, more than 80,000 tea farmers in the county benefit from tea production, truly bringing benefits to the local people with just a leaf. However, in recent years, competition among similar brands has been fierce. Except for famous Xiangxi tea varieties such as Guzhang Maojian and Yongshun Berry Tea, Xiangxi (western Hunan) Golden Tea has had a greater impact on Baojing Golden Tea. At this point, the upgrade of the regional public brand is crucial. In order to promote the high-quality tea from Baojing beyond the mountains and into the national market, effectively increasing the collective economy and people’s income, Baojing has strictly selected suppliers nationwide for a full year, with the most important criterion being the supplier’s ability to implement the project on the ground. Problems are only exposed in the process of implementation. For practical agricultural practitioners, brands that are not user-friendly or not easy to use will directly lead to the random and chaotic development of the brand. I think it is the rich practical experience of Pica that has enabled Baojing to see our core competitive advantage – not only a quick understanding of strategic architecture but also the ability to execute all the logical details in every corner clearly. By providing practical support on the ground, we help Baojing County’s tea industry break through bottlenecks and achieve a “rebirth”.  – Shuwei, Qi, the head of Pica

Project Background

Baojing, Hunan, is the birthplace and heartland of Golden Tea. Here, with its high mountains, dense forests, swirling mists, and strong diffuse light, the golden tea trees can grow continuously for 400 years. The origin of the world’s golden tea, no matter where it blooms or flourishes, can be traced back to the mother tree of Baojing.  The Miao ethnic group has had a great influence on Baojing Golden Tea for hundreds of years. They have lived in the deep mountains of Baojing for generations and have rich experience in the inheritance of herbal resources. From discovery to cultivation, the story of Baojing Golden Tea also embodies a mysterious and healing color.

Pica will reposition the market for Baojing Golden Tea, recognizing its scarcity and uniqueness as “Sacred Mountain of the Miao Ancestors, High-end Green Tea”, highlighting the differences between Baojing Golden Tea and ordinary green tea.