抹茶，虽是我国茶叶出口的一个小品种，但浙江一家正式介入抹茶生产仅1年多的企业，在全国茶叶出口下降的背景下一枝独秀。

Matcha tea,Although is China's tea export a little variety,But zhejiang a formal intervention on tea production only 1 year of enterprise,In the national tea under the background of decline in exports to outshine others.

　　其背后，如何打造自有品牌、加速深加工茶的研发生产增加附加值的做法，对于正在努力打破低价竞争且以低档茶、原料茶为主的浙江省茶叶出口困局颇有启示。

Behind the,How to build their own brands/Accelerate the development of deep processing of tea production increase added value of practice,For are trying to break and low price competition with low-grade tea/Raw materials mainly tea zhejiang province tea export this quite a revelation.

　　茶叶掘出新市场

Tea dig new market

　　中国茶叶博物馆的学茶室内，抹茶的清香弥漫在空气中，令人欢喜。来自日本的外贸商人冈村宏一正在和杭州山地茶业公司的市场总监胡化立进行紧张的谈判。

Chinese tea museum to learn tea indoor,Wipe the tea fragrance rising up through the air,Is glad.From Japan's foreign trade businessman gang village macro a are and hangzhou mountain tea industry the company's marketing director HuHuaLi for tense negotiations.

　　这已经是这位日本商人一年内第五次孜孜不倦来浙江考察，而这次，这位日本客商决定和这家公司签下今年的抹茶采购订单。而旁边的另一张桌子上，一位年轻的美国客商，正在和几位同行的朋友眉飞色舞地尝试新鲜出炉的抹茶蛋糕。

This is the Japanese businessmen a long for the fifth time this year to zhejiang investigation,And the,The Japanese businessmen and the company decided to sign this year's matcha tea purchase order.And next to another table,A young American merchants,Is working with several friends in the same industry very happy to try to wipe fresh baked tea cake.

　　目睹此景，董事长刘志荣难掩笑意：“我们目前已经成为除日本外，亚太地区最大的抹茶供应商。”

Saw this,The chairman LiuZhiRong difficult mask smile:"We currently have become outside except Japan,The asia-pacific region's largest supplier with tea."

　　据海关统计，2012年前4月，我国茶叶出口同比下降6.08%，浙江省同期出口茶叶数量为1.3万吨，同比下降15.8%，平均单价为4148.9美元/吨，同比下降6.2%。

According to customs statistics,April 2012 years ago,China tea export 6.08% year-on-year drop,The same period in zhejiang province tea export quantity for 13000 tons,15.8% year-on-year drop,Average unit price is 4148.9 dollars/tons,6.2% year-on-year drop.

　　在世界经济增长放缓、全国茶叶出口受挫的大背景下，“山地茶业”的抹茶出口却逆势上涨，截至今年8月1日，山地茶业上半年抹茶销售收入同比增长77%，抹茶出口量已经达到70吨，而去年全年的抹茶出口量只有10吨左右。

In the world economic growth/The national tea export frustrated background,"Mountain tea industry"On tea export but contrarian rise,So far this year on August 1,,Mountain tea with tea sales revenue in the first half year-on-year increase of 77%,Wipe tea export volume has reached 70 tons,And the last year with tea exports only 10 tons.

　　短短一年时间内，山地茶业在完成了对绍兴御茶村的收购项目后，高档抹茶的产能已超过600吨。目前已经成为星巴克、可口可乐、日本悠哈味觉糖等国际巨头企业的抹茶供应商，产品大量销往北美、欧洲国家的主要市场。

Just a year time,Mountain tea industry in the completion of the shaoxing imperial tea village after acquisition project,High-grade matcha tea productivity has more than 600 tons.At present has become a starbucks/Coca-Cola/Japan leisurely ha taste sugar and other international giant enterprise on tea suppliers,A large number of products sold to North America/European countries the main market.

　　慧眼识得老产业

General eye to old industry

　　凭借抹茶销售迅速成为世界茶叶市场上的新主角，这背后，究竟隐藏着怎样的玄机？

With matcha tea sales rapidly becoming the world tea market of the new leading role,Behind this,What hide.but mystery?

　　“在大多数企业出口面临危机困境的时候，我们选择了在逆势中突破。”2006年，从事了十年医药行业的刘志荣半路转行进军西湖龙井，在杭州龙坞承包了50亩西湖龙井茶种植基地并建立了覆盖1200亩茶园的合作社。苦心经营4年后，虽然山地龙井已经成为和不少老字号茶叶企业并驾齐驱的品牌，但企业一年的产值也只有1200多万元。

"In most enterprises to export a crisis when trouble,We chose in the contrarian breakthrough."In 2006,,In the ten years of the pharmaceutical industry LiuZhiRong line halfway into the west lake longjing,In hangzhou dragon contracted for 50 mu west lake longjing tea planting base and set up covering 1200 acres of tea plantations of cooperatives.Elaboration 4 years later,Although mountain longjing has become and many old tea enterprise keep pace with brand,But the enterprise a year of production are also only then more than 1200 yuan.

　　金融创新，借助风投资金收购御茶村，是山地茶业进军抹茶领域的第一个、也是最重要的一个动作。

Financial innovation,With the aid of wind investment gold acquisition imperial tea village,Is mountain tea with tea fields into the first/Is also one of the most important action.

　　早在六年前创立山地茶业之初，刘志荣在一次对绍兴御茶村茶园考察时就隐隐感觉到了抹茶里蕴藏的商机。绍兴御茶村的前身是1993年时成立的一家中日合资企业，目前是全球最大的绿茶种植和加工单体企业，拥有中国面积第一的企业直管茶园10000余亩，是农夫山泉、统一等茶饮料巨头的原料茶供应商。

As early as in six years ago was founded at the beginning of the mountain tea industry,In a LiuZhiRong to shaoxing imperial tea village tea garden investigation when she felt faint with tea contain business opportunities.Shaoxing imperial tea village predecessor was founded in 1993 of a sino-japanese joint venture,At present is the world's largest green tea planting and processing monomer enterprise,Has the Chinese area the first enterprise straight tube tea garden 10000 Chinese acres,Is the farmer mountain spring/Unity and tea beverage giant raw materials supplier of tea.

　　经过刘志荣长达四年的考查和谈判，2011年3月，浙江天堂硅谷股权投资管理有限公司注资1500万元给山地茶业。天堂硅谷总裁袁维钢告诉记者，尽管投资的农业项目不一定立竿见影，但是抹茶作为茶叶里面的一个深加工品种，不仅产品附加值很高，也受到国际市场的欢迎。抹茶行业还会有非常大的发展空间。

After LiuZhiRong for four years of testing and negotiation,In march of 2011,Zhejiang paradise silicon valley equity investment management co., LTD. 15 million yuan capital injection to mountain tea industry.Paradise silicon valley YuanWeiGang President told reporters,Although investment agricultural project not immediate,But on the inside of the tea tea as a processing varieties,Not only high added value products,Also is the international market welcome.Wipe tea industry will have a very big development space.

　　“喝茶”变成“吃茶”

"tea"into"tea"

　　利用这笔号称“浙江绿茶第一股”关键的风投资金，刘志荣成功地完成了御茶村的收购项目。为了抓住日本抹茶遭受核辐射出口受阻的机会，今年年初，山地茶业又接纳了三家风险投资公司3000万元资金，用于抹茶初制和研磨流水线，以及研发中心的建设。

Using the so-called"Zhejiang green tea first shares"Key wind investment gold,LiuZhiRong successfully completed the tea village acquisition project.In order to seize the matcha suffered nuclear export hindered opportunities,Earlier this year,Mountain tea industry and accepted three risk investment company 30 million yuan,Used to wipe tea initial system and grinding production line,And the development of the construction of the center.

　　“英国的立顿茶叶之所以让消费者信任，其实就是解决了产品源头的问题。”受立顿的启发，刘志荣决心从源头上控制茶叶的品质。刘志荣告诉记者，目前中国茶行业以散户种植管理为主，导致滥施农药和化肥现象严重，产品质量无法满足消费者日益高涨的食品卫生安全要求。而出口的茶叶更有严格的质量要求，山地茶业第二步突围就是通过集约种植管理和集中加工，实现了真正意义上的全产业链经营。目前生产的抹茶已经通过欧盟和日本的有机认证。

"Britain's Lipton tea is let consumer trust,In fact is to solve the problem of product source."Inspired by the Lipton,LiuZhiRong from source to control the quality of the tea.LiuZhiRong told reporters,At present Chinese tea industry to retail planting a management as a Lord,Lead to abuse pesticide and fertilizer is serious,The product quality can't satisfy consumers increasingly rising food hygiene safety requirements.The export of tea and have more strict quality requirements,Mountain tea the second step breakout is through intensive planting management and centralized processing,Realize the true sense of the whole industrial chain management.At present the production matcha tea has passed the European Union and Japan's organic certification.

　　打造自有品牌是山地茶业转型升级的第三步突围。刘志荣告诉记者，作为高端茶叶产品的抹茶，品质要求很高，产品附加值也相对较高。普通大宗绿茶的均价每公斤只有10到20元。每亩地的收益平均只有4000多元。但作为茶叶精加工品的抹茶的出口价格在240元左右，每亩地的最高收益现在能达到20000元左右，而且与两年前相比，该企业的抹茶不仅出口价格翻了1.5倍，毛利润也提高到近五成。

Build their own brand is mountain tea industry of the transformation and upgrade of the third step break out of an encirclement.LiuZhiRong told reporters,As a high-end tea products on tea,Quality request high,The product added value is relatively high.Ordinary bulk green tea of the average price per kilogram only 10 to 20 yuan.The average income of RMB 4000 yuan only.But as tea finishing product on tea export the price is in 240 yuan or so,The highest income per acre land can now reach 20000 yuan,And compared to two years ago,This enterprise on tea not only export prices turned over 1.5 times,Gross profit is also increased to nearly fifty percent.

　　9月底，山地茶业新开发适合中国人饮用的各种口味的STICK（便捷易撕型）包装即将上市。中国的抹茶将以更便捷、更时尚的方式，将中国古老精深的茶文化带入世界的大街小巷。（白丽媛）

By the end of September,Mountain tea drinking Chinese new suitable for the development of the various flavors of STICK(Convenient easy tear type)Packaging will be listed.China's matcha tea will be more convenient/More modern way,Will China ancient profound tea culture into the streets of the world.(BaiLiYuan)