The event's popularity has been on the rise, with multiple events such as the summit forum, new product launches, and aged tea tasting taking place

(Image provided by Shan Hai Cha Yun)

Since its opening on the 3rd floor of the Red Tree Resort World International Conference Center in Sanya Bay on August 30th, the first China · Sanya "Silk Road Tea Charm · Mountain and Sea Resonance" tea Culture Exhibition, hosted by the Hunan Tea Society and Sanya Shan Hai Cha Yun Tea Industry Co., LTD., and co-organized by Yunnan Changtai Tea Industry Group, has entered the mid-term stage. As a distinctive practice of the integration of "culture and trade" in the Hainan Free Trade Port, the event, in the form of pure public welfare and free admission, attracted over ten thousand participants with diverse contents such as high-level forums, new product launches, and aged tea tasting sessions, becoming an important platform for exchanges between the cultural and tourism market and the tea industry in Sanya.

(Image provided by Shan Hai Cha Yun)

(Image provided by Shan Hai Cha Yun)

The summit forum gathered wisdom and suggestions to jointly explore new paths for the integration of tea and tourism

On September 1st, the core event of the event - the "Silk Road Tea Charm · Cultural Tourism Synergy" Summit Forum - was successfully held. Experts from the Hunan Tea Society, representatives of tea industry enterprises and scholars in the field of culture and tourism gathered together to conduct in-depth discussions on two major topics: "Inheritance of Pu 'er Tea Culture and Trade Opportunities in the Free Trade Port" and "Integration of Tea and Tourism Facilitating the Upgrading of Sanya's Culture and Tourism Industry".

(Image provided by Shan Hai Cha Yun)

(Image provided by Shan Hai Cha Yun)

At the forum, the president of the Hunan Tea Society, based on industry practice, proposed the development idea of "empowering regional tourism with tea culture IP". The person in charge of Changtai Group shared the experience of technological innovation and industrial chain improvement in the storage of Pu 'er tea in Yunnan. Sanya's cultural and tourism scholars suggest that the ancient Tea Horse Road culture be combined with Sanya's coastal tourism resources to create distinctive tea tourism routes. The "Suggestions on the Integrated Development of Tea and Tourism in Sanya" was also released on the spot, providing a reference for the subsequent layout of Sanya's tea culture tourism industry and resonating widely with the participants.

The new products of the Yichanghao series have been grandly launched, with diverse specifications to meet different needs

(Image provided by Shan Hai Cha Yun)

(Image provided by Shan Hai Cha Yun)

On September 2nd, the new product launch event of the "Yichanghao" series of Yunnan Changtai Tea Industry Group became the focus of the event. Four major products were showcased, covering various scenarios such as high-end collection, daily drinking, and portable gifting, attracting widespread attention from tea enthusiasts.

Yichanghao · Top Grade 260g: As the flagship model of the series, it is made from the tea leaves of the century-old ancient trees in the core tea-growing areas of Yunnan Province before the Qingming Festival. It is processed with the intangible cultural heritages stone mill pressing technique. The tea cakes are plump in shape and densely covered with buds, combining the charm of the wild mountains with a rich taste. It is targeted at the high-end collection and seasoned tea connoise-tasting market. Each cake is equipped with a unique collection certificate, highlighting its rare value.

Yichanghao · Premium 400g: Made from high-quality raw materials from Yiwu's Zhengshan, it is produced through the traditional piling fermentation process. The tea soup is red, rich and transparent, with a blend of jujube and aged aromas. It is suitable for daily family drinking and sharing at tea parties. The large-sized design meets the needs of multiple people drinking together, and it has a significant cost-performance advantage.

Yichanghao · Zhenpin 199g: A small-sized product designed for portable scenarios. The raw materials are carefully selected from the spring tea of Menghai tea region. The pressing process is simple yet retains quality. The tea cakes are small and easy to pry open, suitable for daily brewing by a single person or carrying during business trips, allowing tea lovers to enjoy the aroma of Pu 'er tea anytime and anywhere.

Yichang · Dragon Pearl Gift Box Treasure: Innovatively adopting an independent dragon pearl form, each dragon pearl weighs approximately 8g. Precisely controlling the amount of tea added, one dragon pearl per brew, convenient and worry-free. The gift box contains a combination of raw and cooked dragon balls, paired with a Silk Road tea theme packaging. It is both practical and ornamental, making it a popular choice for gift-giving at this event.

At the press conference, the person in charge of Changtai Group elaborately interpreted the quality highlights of the four new products through raw material traceability images and process disassembly demonstrations. They also invited on-site guests to taste and compare, comprehensively showcasing the craftsmanship of the Yichanghao series from the color of the tea soup, aroma layers to the aftertaste of sweetness. The on-site consultation and reservation volume exceeded 200 orders, and several products experienced brief shortages.

Immersive experience of aged tea tasting, inheriting the charm of tea culture

(Image provided by Shan Hai Cha Yun)

(Image provided by Shan Hai Cha Yun)

The "Centennial Aged Tea Tasting Event" held daily during the exhibition period has become the focus of the event's popularity. The tasting event carefully selects aged Pu 'er tea from 2005, 2010 and other years that are treasured by Changtai Group. Professional tea artists will brew them on the spot. From the aspects of tea soup color, aroma and taste, they will guide the participants to experience the charm of the years of aged tea.

(Image provided by Shan Hai Cha Yun)

During the tasting process, the tea artist also explained the knowledge of storage and maintenance of aged tea, tasting skills and collection value, allowing citizens, tourists and tea enthusiasts to have a deeper understanding of the culture of aged tea. Many participants said, "By comparing and tasting aged teas of different years, we not only felt the charm of Pu 'er tea's aging but also learned practical tea knowledge. Such an immersive experience is very meaningful."

Live-streaming sales break boundaries and expand sales channels through the integration of online and offline channels

To expand the influence of the event and facilitate the circulation of tea products, the organizers have joined hands with the "Little Sister's Tea" live-streaming room to launch a special live-streaming sales event titled "Silk Road Tea Charm" from 19:40 to 01:00 on the evening of September 1st. The live streaming room is set up with three major sections: "Cloud Tour of the Exhibition Area", "In-depth Interpretation of New Products", and "Limited Edition Flash Sale of Aged Tea". The host takes the audience to visit the Pu 'er tea exhibition area and the tea-making process area in real time, presenting the product details directly. For the new products in the event, we offer benefits such as "exclusive discounts for live streaming" and "buy two get one free". At the same time, a small number of samples of aged tea were put on the shelves, triggering an online buying frenzy.

As of the morning of September 2nd, the total number of views exceeded 210,000, with over 2,000 tea products sold online. The total sales revenue ranged from 2.5 million to 5 million yuan, and the live streaming content received a cumulative 490,000 likes. Many consumers from other places left messages saying, "I hope I can still buy the same style after the event ends." The head of the live streaming team stated that they will continue to optimize the content in the future and adopt the "cultural explanation + product recommendation" model to enable more people to experience the charm of tea culture in this event through the screen.

(Image provided by Shan Hai Cha Yun)

It is learned that the event will last until September 3rd. Subsequently, special sessions such as the "Tea Horse Road Culture Public Welfare Lecture" and the "Premium Tea Private Sharing Session" will also be held. The relevant person in charge of the organizer stated that the outstanding achievements in the mid-term stage have confirmed the feasibility of the "culture + trade + tourism" integration model. In the future, they will further summarize experiences, promote the regular development of Sanya's tea culture IP, and inject more vitality into the industrial integration of the Hainan Free Trade Port.