Inheritance day and spring

In the first year of Qianlong in the Qing Dynasty, the ancestor of Chinese tea in spring, Wang Shirang accidentally discovered a very different tea tree. After picking it into tea, he presented it to Emperor Qianlong. After drinking it, the emperor praised it very much. Seeing that the tea was moist and strong, it was as heavy as iron. The taste is fragrant and beautiful in shape, just like "Guanyin", so he was named "Tieguanyin". From then on, Tieguanyin has become one of the famous teas in China and is famous all over the world. In the early days of reform and opening up, Wang Muqi, the eighth-generation grandson of Wang Shirang, founded the "Nanshan Tea Processing Factory", becoming the earliest private tea company after Anxi reform and opening up. In the 1990s, Wang Shirang's ninth-generation grandson Wang Qiyang, Wang Qican and Lin Yangshun (sun son-in-law). ), Wang Qihuang and Wang Qilian jointly founded Fujian Rixiang Tea Co., Ltd., and in 2008 it was reorganized into Richun Co., Ltd. with a registered capital of 108 million yuan. It has developed into scientific research, production, and Go to the "national key leading agricultural industrialization" enterprise in the entire industrial chain with "no-dual-price sales + 100% self-operated chain sales system".

Quality spring

The characteristic of Richun Chinese tea is "real quality and no double price", which means that all products are clearly marked and priceless. Even if the best brothers or friends come to buy tea, there will be no discount. Richun will do this. It seems to lack human touch, but in fact it can allow the company to focus on product quality, achieve products of the same price always have strong competitiveness in the industry, and achieve high quality, real and honest management! After nearly 30 years of persistence, Richun’s true non-dual value has been widely recognized by the society and has gradually become a golden sign in the industry.

The first key point of "true quality and non-dual value" is that raw material control must be standardized. Richun has set up three tea research bases. Relying on Peking University, Fujian Agricultural and Forestry University, Fujian Academy of Agricultural Sciences and other universities and research institutions, tea mountain soil tests, variety tests, fertilization tests, insect removal tests, tea making process tests, etc. In a series of scientific research projects, the base has successively obtained green food certification and organic food certification. Among them, Anxi Huqiu Scientific Research Base has also been rated as a "National Standardization Demonstration Zone" and a "Fujian Academy of Agricultural Sciences Standard Demonstration Park". The "Guanyin Science Popularization Hall" with a large-covered bowl shape has been built in the birthplace of Tieguanyin in Anxi, and has become an innovative project for tea culture tourism and Tieguanyin scientific research. It has received more than 70,000 tea lovers every year and visited the large-covered bowl science popularization. Visiting the museum can explore various fragrances and formation techniques such as the "changing Guanyin rhyme" that are usually hard to hear, such as the "changing Guanyin rhyme".

Afterwards, relying on the research results of the scientific research base, the company successively established Anxi Richun Agricultural Development Company in Anxi and was responsible for the production of the "Richun" brand Tieguanyin, and established Wuyishan Hongfang Tea Co., Ltd. in Wuyishan was responsible for the "Richun" brand Wuyi Tea. Production, Fuding Ruyixiang Tea Co., Ltd. was established in Fuding, responsible for the production of "Cooking and Cooking" brand white tea, Yunnan Menghai Mengrun Tea Co., Ltd. was established in Yunnan, responsible for the production of "Mengrunhao" Pu'er tea, and in Hangzhou Hangzhou Longxin Yue Tea Co., Ltd. was established to be responsible for the production of "Jiangnan Beauty" brand green tea and flower tea, and gradually formed a standardized construction system for the origin of "River Chinese Tea".

The second key point of "true quality and non-dual value" is factory production standardization. The core of this link is Fujian Richun Industrial, the hub factory of Richun China Tea Center. The factory has a secondary pollution workshop and a transparent visiting channel. The entire production process is open to the public without reservation. The factory also spent more than 10 million to establish a food safety laboratory, introduced testing equipment such as Agilent, carried out strict testing procedures, and had a tea review team composed of many tea reviewers.

The third key point of realizing "true quality and non-dual price" is that the stores across Richun are invested and managed by the company themselves, ensuring that "true quality and non-dual price" are absolutely implemented. Today, Richun has formed a sales service system composed of nearly 400 self-operated stores and more than 2,000 employees of branches in Beijing, Shanghai, Shenzhen, Guangzhou, Xi'an, Chongqing, Chengdu, Nanjing, Wuhan, Fuzhou and other branches.

The fourth key point of "true quality, no double price" is the standardization of Richun's store operation services. Richun established the School of Management in 2008 to be responsible for the research and teaching of store management standardization. Over the years, it has formed a unique Richun's unique store management and operation system, and the various services of Richun's stores have also been followed by peers.

Cultural and creative spring

Richun·Chinese tea not only establishes standardization in product quality, but also strives to bring consumers different spiritual enjoyment through tea culture. To this end, Richun not only studies Chinese classical tea ceremony culture and palace art culture, but also keeps up with international fashion trends. The company's design team has been invited to participate in international luxury packaging seminars many times, and has visited and studied around the world to make China excellent Cultural and aesthetic elements are organically combined with international cutting-edge craftsmanship to create a creative spring.

In store design and creative culture, Richun integrates Chinese traditional culture into the store image: the five-color door head is combined with special elements such as the gate copper nails, horse pile qilin, and the "true and non-dual price" plaque, highlighting the dignity and enthusiasm. When you enter the store, you will see a set of slow-life fashion tea bars. The dragon-patterned ceiling above combines the gorgeousness of the palace and modern trends, with the unique red grille, the lively old stone trough fish fun and other elements. , create a noble, elegant and friendly tea tasting environment.

Digital Spring

Richun·China Tea, as one of the representatives of the Chinese tea industry, adheres to the spirit of pioneering the trial and trial, actively transforms and upgrades to the digital economy, and strives to be a pioneer in the "blockchain" economy in the tea industry. The company has formed a technical team and established Fujian Electrical Fruit Network Technology Co., Ltd., which not only strictly controls the quality of tea, but also strives to accurately position the control of product sales and consumer services. At present, Richun China Tea has implemented a "one product, one code" traceability system, allowing consumers to buy and drink with confidence. The company has also completed the informatization of the store sales system and the informatization of the entire company's management. Next, Richun China Tea will also realize intelligent manufacturing and intelligent logistics in the supply chain, create an old tea collection and trading platform, integrate customer comprehensive needs through the identification - selection - storage and application of big data, and realize the company. The rapid optimization of resource allocation and utilization with customers has finally built a powerful "digital precision interactive platform" of Richun Chinese Tea.

In the future, Chinese tea will continue to promote the upgrading of inheritance, quality, cultural and creative, and digital, in order to achieve the beautiful Chinese tea of ​​"each beauty, beauty of beauty, beauty of beauty, and harmony between the world". Work hard with cultural vision!