Dianhong Group Made Debuts at the 2018 SIAL International Food Exhibition in Paris, France

From October 21st to 25th, 2018, the SIAL International Food Exhibition in Paris, France, hosted by Groupe Exposium, the largest exhibition group in France and one of the top ten in the world, took place at the Paris Nord Villepinte Exhibition Center. Established in 1964 and held biennially, SIAL has a history of more than 40 years and is one of the world’s largest gatherings in the food industry. The exhibition covered an area of ​​215,000 square meters and featured 19 product categories. It invited more than 7,200 exhibitors representing over 119 countries, showcasing more than 400,000 products, and welcomed a cumulative total of 300,000 visitors.

During this event, Dianhong Group, together with its partner Eternal Group, made a splendid debut at the SIAL International Food Exhibition in Paris with its joint venture brands SHABBAT, SAMAWI, LIFESTYLE, and SOLO MONO, totaling 13 premium to high-end products.

Journey Along the Seine

The participation of Dianhong Group at the SIAL Paris food exhibition marked its inaugural appearance in Paris as part of its strategy to expand its brand internationally. The booth showcased a diverse international cooperation team, impressing visitors with traditional Chinese tea brewing using tea sets, with signage alternating between Chinese, English, Arabic, and Russian. Statements such as “We bring you fine teas from Fengqing, Yunnan, China,” and “Our diverse team brings a variety of products, spreading tea culture worldwide,” resonated with the steady flow of attendees who were eager to taste. Among them were students and the public who had never experienced Dianhong tea before, as well as tea experts and traders from around the world. The exquisite flavor of Dianhong tea left smiles of satisfaction on their faces, and many expressed interest in purchasing Dianhong tea in France and beyond.

Dianhong Tea Crafted for Export

In 1937, amidst the full outbreak of the Second Sino-Japanese War, to sustain the domestic production and export of black tea, Mr. Feng Shaoqiu, the founder of “Dianhong Tea,” arrived in Fengqing, Yunnan in 1938. Recognizing the unique natural environment of Fengqing, he pioneered the creation of “Dianhong Tea” using large-leaf tea varieties from Yunnan. In 1939, he established the “Shunning Experimental Tea Factory,” which was renamed the Yunnan Fengqing Tea Factory in 1954, and then restructured in 1996 to become today’s Yunnan Dianhong Group Co., Ltd.

Continuing the Legacy

As the inheritor of the national-level intangible cultural heritage “Traditional Dianhong Tea Making Techniques,” Dianhong Group has upheld the philosophy of “Dianhong Tea and the World” across generations. Continuously innovating and practicing, it has maintained a commitment to superior quality from start to finish. Dianhong Group is designated by the state as a producer of export black tea and a unit for producing “standard physical samples” of black tea. Its “Super Fine Dianhong Tea,” produced using fresh leaves from Fengqing large-leaf varieties, achieved record prices at auctions in the London market in 1958. Dianhong Group’s “Feng” brand tea has been repeatedly presented as a national gift to visiting dignitaries, including Queen Elizabeth II of the United Kingdom, the Duke of Cambridge, Princess Catherine, the President and Prime Minister of Sri Lanka, and others.

Return to the International Stage

Having garnered international acclaim since its inception, Dianhong Group now follows a new strategy of international brand development, focusing on premium and high-end teas as its flagship. Overcoming export food certifications has been a significant challenge for Chinese food product exports. To reintroduce itself, Dianhong Group has consolidated its existing strengths. It boasts 100,000 mu of tea gardens, including 30,700 mu (20,000 mu certified organic by the EU and USDA, 15,000 mu registered as export bases, and 12,000 mu certified by the Rainforest Alliance) in Sri Lanka and ancient tea tree picking rights over 12 square kilometers in Laos. With 85 initial processing factories and a refined processing factory covering 340 acres, totaling 70,000 square meters, its annual production capacity reaches 15,000 tons. Domestically, it has established six platform companies in Beijing, Xinjiang, Inner Mongolia, Shenzhen, Shanghai, and Hong Kong. It also formed a joint venture company “Lincang Youtai Tea Industry Co., Ltd.” with partners in Lincang. Dianhong has obtained multiple certifications, including EU organic certification, Rainforest Alliance certification, Russia’s strict Halal product certificate, Kosher certification from the United States, and FDA certification. Its products are now well-positioned to smoothly enter markets in Europe and the United States. Concurrently, it continues to expand its soft power by introducing international talents and teams, establishing international social media accounts, actively engaging in market expansion efforts, and participating in influential international exhibitions.

China and Europe differ in their tea-drinking habits and customs. Nevertheless, as emissaries from the homeland of tea, our journey with Dianhong resonates with a sense of mission. Every encounter is imbued with romance. We are grateful for this encounter between France and Dianhong tea along the Seine, a journey filled with romance and warmth, permeated with the charm of discovery. Dianhong tea and its people are scripting a new chapter of “Tea and the World” along the Belt and Road Initiative.

2018年10月21日-25日，由法国第一大展览集团，世界十大展览集团之一的爱博展览公司(Groupe Exposium)主办的法国SIAL国际食品展在巴黎维勒班展览中心举办。SIAL展会创建于1964年，两年一届，迄今已有四十多年的历史，是世界上世界最大的食品行业盛会之一。此次展览面积达21.5万平方米，并设19个产品类目。共邀请来自119个国家最具代表性的7200余名展商，展览商品超过400,000余种，累计接待了300000名参访者。

滇红集团与合作伙伴永恒集团携合资企业旗下品牌SHABBAT, SAMAWI, LIFESTYLE, SOLO MONO四个系列13款中高端产品完成了在法国巴黎SIAL国际食品展的首次完美亮相。

塞纳河畔之旅

此次SIAL巴黎食品展，是滇红集团实施品牌国际化发展战略进程中，在法国巴黎的首次登场，以全新的多元国际合作团队亮相，让人眼前一亮。外国合作伙伴用传统的中国茶具泡出一杯杯晶莹的茶汤，整个展台中文、英文、阿拉伯语、俄语来回切换。“我们是来自中国云南凤庆的中国好茶”，“我们多元的合作团队带来不同的多元产品，茶和天下，愿全世界所有的人都能喝到我们的茶”……我们自豪的重复着这些句子，引得络绎不绝的参访者不禁前来品尝。来访者中，有从未喝过滇红茶的学生和民众，也有来自世界各地慕名而来的茶叶专家和商人，好茶自己会说话，他们都纷纷为滇红之醇露出愉悦的笑容，更希望在法国及世界各地可以尽早购买到滇红茶。

为出口而生的滇红茶

1937年，抗日战争全面爆发，为延续国内红茶出口的生产，同时为出口创汇补贴军需，“滇红茶”创始人冯绍裘先生于1938年来到云南凤庆考察，感叹凤庆得天独厚的自然环境，作为中国历史上第一个用云南大叶种试制红茶的开创者，成功制作出“滇红茶”，并于1939年创建“顺宁实验茶厂”，1954年随县名改为“云南省凤庆茶厂”，1996年整体改制为今天的“云南滇红集团股份有限公司”。

传承续写篇章

滇红集团作为国家级非物质文化遗产“滇红茶传统制作技艺”的传承保护单位，一代一代滇红人，不断坚守着滇红茶和天下的理念，不断创新实践，树立了从一而终的优良品质。滇红集团是国家出口红茶定点生产企业，国家红茶一套样“标准实物样”制样单位，生产的“特级工夫红茶”1958年被认定为外事礼茶，同年，凤庆茶厂采用凤庆大叶种鲜叶原料，精湛加工，制作出超级工夫红茶，在英国伦敦市场拍卖，创国际市场最高价。滇红集团“凤”牌红茶作为国礼多次赠送来华访问的英国女王伊丽莎白二世、剑桥公爵、卡特里娜公主、斯里兰卡总统和总理等外国政要……

重回国际舞台

滇红出世之日已声名远扬，而今滇红集团也遵循全新的品牌国际化发展战略，以中高端茶为载体，重新回到国际舞台。出口食品认证一直是中国食品产品出口需要攻克的难关，为重新亮相，我们夯实了已有的硬实力。滇红集团拥有茶园基地10万亩，其中自有3.07万亩（2万亩通过欧盟有机、美国有机认证、1.5万亩通过出口基地备案登记、1.2万亩通过雨林联盟认证），在斯里兰卡拥有有机生态茶园3万亩，老挝拥有12平方公里的古茶树采摘经营权。拥有初制加工厂85个，精制加工厂占地340亩，厂房面积70000㎡，年生产能力1.5万吨。在国内分别在北京、新疆、内蒙古、深圳、上海、香港建立六个平台公司，与合作伙伴在临沧注册成立“临沧有泰茶业有限公司”合资公司。滇红已申请并获得多项证书，包括欧盟有机认证、雨林联盟认证，甚至是食品要求最严格的俄罗斯清真产品证书、美国犹太产品认证、美国FDA证书。我们的产品已经具备能力，可以顺利销往欧美各国。同时，也不断拓展我们的软实力，引入国际化人才和团队，创立国际化社交媒体账户，积极开展市场拓展工作，并参与到有影响力的国际展会中。

中国和欧洲，在饮茶习惯、饮茶方式上都存在着差别。然而中国是茶的故乡，我们作为来自茶故乡的使者，带领滇红走出去的旅途，充满了使命感，所有的碰撞，都显得浪漫。感谢塞纳河畔的这场法兰西与滇红茶的邂逅之旅，浪漫而温馨，处处弥漫着新奇与发现的魅力滇红茶，滇红人正在谱写着一带一路上茶和天下的新乐章。