Kingdom Of Tieh-Kuan-Yin Tea

Anxi tea production has a long history,began in the Late Tang Dynasty, developed in the Ming and Qing Dynasties,and thrived in the contemporary era.Anxi abounds with Oolong tea.The most famous tea is Tieh-Kuan-Yinn in Anxi.Before the 1990s,due to the lack of brand awareness,the tea industry can not support Anxi's national economy development.The result is Anxi's national economy development has been very slow and become a "national-level poverty-stricken counties" for many years.This stage can be called "Name but no Brand stage".Since the 1990s,Anxi County,Anxi tea traders and farmers,are aware of the importance of brands,and establish Anxi tea brands gradually,thus boosting the Anxi's national economic development.Anxi's county economy is one of top 100 fundamental competitiveness counties because of tea industry.This stage can be called the Anxi tea "Brand shaping stage".Of course,the brand shaping is endless,so the paper puts forward the corresponding proposal according to Anxi tea industry problems to help Anxi tea industry achieve greater development.The paper cites the latest brand success chain theory,analyzes systematically two stages of Anxi tea industry in-depth.Then we can get the conclusion how Anxi tea industry transmitted from "Name but no Brand stage" to "Brand shaping stage" By comparison.By comparison we can come to the conclusion:only by constantly shaping Anxi tea brands,so can we expand the influence of the Anxi tea,enhance Anxi tea competitiveness,and ultimately promote Anxi's national economic development.