English
CHINA SONG’YANG TEA BIENNALE 㵀㱆㝥昚⎦ Songyang County, Zhejiang
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WEEKLY AGENDA Vol.02
5-11/ 4/ 2020
GLOSSARY BIENNALE (n.) 1.
/ˌbiːɛˈnɑːli/ A large art exhibition or music festival, especially one held biennially.
BURGUNDY (n.) /ˈbəːɡəndi/ 1. Often capitalized : a red or white unblended wine from Burgundy; also : a blended red wine produced elsewhere. 2. A reddish-purple color. 3. Region & with varying limits former kingdom, duchy, & province E France S of Champagne. 4. Former county France E of Burgundy province; later called Franche–Com•té.
CAPITALISM (n.)
1.
/ˈkapɪt(ə)lɪz(ə)m/ An economic system characterized by private or corporate ownership of capital goods, by investments that are determined by private decision, and by prices, production, and the distribution of goods that are determined mainly by competition in a free market.
CITY (n.) /ˈsɪti/ 1. A large town, especially one which has been created by charter. 2. A town containing a cathedral. 3. Center of population, commerce, culture; town of significant size and importance. 4. Ancient Greek city-state. 5. (CHINESE: 市) Not single municipalities, but region or prefectures that include rural territory. LANGUAGE COMPARISON English Latin Persian Village Village ﺍﺕﺱﻭﺭ Town Oppidum ﺭﻩﺵ City Urbis ﻥﺍﺕﺱﺭﻩﺵ
French Village Ville Ville
Dutch dorp stad stad
Italian Villaggio Citta Citta
German Dorf Stadt Stadt
Spanish Pueblo Ciudad Ciudad
CITY-REGION (n.) / ˈsɪti ˈriːdʒ(ə)n/ 1. Engulf small cities, towns, semi-urban, rural hinterlands, sometimes expand sufficiently to merge with other cities. 2. Physical City as Urban Area (Area of continuous urbanization), Function City as Metropolitan Area (commuting labor market areas). CONSERVATION (n.) /kɒnsəˈveɪʃ(ə)n/ 1. The maintenance, rehabilitation and protection of old buildings and structures in their original state using traditional and authentic materials and methods. 2. Remedial conservation; active building conservation in which direct measures are taken to prevent further deterioration of structures and properties in a state of disrepair. 3. The preservation & careful management of the environment & natural resources to meet future needs, which includes (a) historic preservation, (b) adaptive reuse, (c) energy-efficient preventives like rammed earth, straw bale or bamboo.
HOLISTIC (adj.)
1. 2.
/həʊˈlɪstɪk/ Of or relating to holism. Relating to or concerned with wholes or with complete systems rather than with the analysis of, treatment of, or dissection into parts.
INCUBATOR (n.) 1. 2. 3.
LEVER (n.)
1. 2. 3.
/ˈɪŋkjʊbeɪtə/ A device that is used to keep eggs warm before they hatch. Medical : a piece of equipment in which very weak or sick babies are placed for special care and protection after their birth. Business : an organization or place that helps in the development of new businesses.
/ˈliːvə/ A strong bar that is used to lift and move something heavy. A bar or rod that is used to operate or adjust something on a machine, vehicle, device, etc. Something used to achieve a desired result.
GLOSSARY PRESERVATION (n.) 1. 2. 3.
/prɛzəˈveɪʃ(ə)n/ The treatment of timber with a preservative to protect it from fungal decay and insect attack. The maintenance and protection of landscapes with historical, aesthetic or cultural value. An action by a planning authority to maintain a building of certain historical or cultural value in its current state, preventing alteration or demolition.
RADICAL (adj.) 1.
/ˈra-di-kəl/ In mathematics, pertaining to or forming the root of an expression.
REHABILITATION (n.) / riːəbɪlɪˈteɪʃ(ə)n / 1. An action of bringing buildings, structures and their servicing back to a state of functional repair. RURAL (n.) /ˈrʊər(ə)l/ 1. Land outside an urban area with few or dispersed buildings, where the main source of livelihood is agriculture, forestry and recreation.
SUSTAINABLE DEVELOPMENT (n.)
1. 2.
TEA (n.)
1.
2. 3. 4.
/səˈsteɪnəb(ə)l dɪˈvɛləpm(ə)nt/ (Brundtland Commission of the UN, 1987) Development to meet the needs of the present without compromising the ability of future generations to meet their own needs, which includes (a) environmental protection, (b) social improvement, (c) economic development. Not only maintain or endure, but to work collectively to restore.
/tiː/ a : A shrub (Camellia sinensis of the family Theaceae, the tea family) cultivated especially in China, Japan, and the East Indies b : The leaves, leaf buds, and internodes of the tea plant prepared and cured for the market, classed according to method of manufacture into one set of types (as green tea, black tea, or oolong), and graded according to leaf size into another (as orange pekoe, pekoe, or souchong). An aromatic beverage prepared from tea leaves by infusion with boiling water. Any of various plants somewhat resembling tea in properties; also : an infusion of their leaves used medicinally or as a beverage. Refreshments usually including tea with sandwiches, crackers, or cookies served in late afternoon.
TOPOGRAPHY (n.) /təˈpɒɡrəfi/ 1. The measuring, surveying and representation in map form of natural and artificial features in the landscape. 2. Ground profile, contour; the shape of an area of land according to the changes in vertical level of its surface. TOWN (n.) /taʊn/ 1. An organized and regularly built urban settlement with housing, services and employment for its inhabitants, and some form of elected independent administrative body. 2. German origin “Zaun”, which means “fence of any material”; Welsh origin: “fortress, or palisade/stockade”.
URBAN (n.)
1. 2. 3. 4. 5.
/ˈəːb(ə)n/ Administrative criteria or political boundaries (area within the jurisdiction of a municipal / town committee. A threshold population size / density (min. 2000, or 200 – 50,000). Economic function (where a significant majority not primarily engaged in agriculture, or where there is surplus employment). Presence of urban acteristics, e.g. paved streets, electric lighting, sewerage. (CHINESE: 區) Not typical urban area in the sense of agglomeration, no formal designations.
URBANIZATION (n.) /ˌɜː.bən.aɪˈzeɪ.ʃən/ 1. The change of a rural or suburban area to one with urban character.
VILLAGE (n.) 1.
/ˈvɪlɪdʒ/ An urban settlement smaller than a town but larger than a hamlet, which has no council or financial powers of self-government, with buildings fairly close to each other, with permanent/fixed dwellings, practice subsistence agriculture (self-suf ficient, grow what they eat, build their own houses, live without making regular purchases in marketplace, e.g. Chinese terrace farms: intensive subsistence farming, trade goods not necessary for own consumption).
TEA Biennale 中國松陽茶雙年展
Keywords: Tea, Production of Land, Lever, Biennale, Geographical Indication, Regional branding Statement: One can smell tea everywhere in Songyang. 1/3 of the population and 1/3 of the agricultural productivity in Songyang are supported by tea. It also has the largest green tea wholesale market in China, if not the world. Because of the engagement of Songyang population1 with the tea industry, we consider tea as the only “lever” for Songyang. Everyone knows Burgundy because of its wine rather than the forgone power that once extended beyond cant impact to the territory. attracting people to learn about Songyang through the rich cultural landscape of tea. A healthy cycle would be driven by the feedback through active participation. Urban economy is driven by something ethereal, i.e. capitalism.Rural culture is roduced from the land, e.g. culture- agriculture, social structure, etc. manner, instead, an incubator4 for the rural context . 在松陽,人們何時何地都可以嗅到茶的氣味。 松陽1/3的人口和農業生產力皆來自茶業。它也有世界最大的綠茶葉批發 市場。因為松陽人口在茶產業的參與，我們認為茶能夠成為松陽的“槓 桿”。我們建議透過舉辦茶雙年展以提供一個全面的機會，吸引人們通 過茶的豐富的人文景觀了解松陽。一個健康的循環將透過人們積極的參 與和反饋來驅動。 城市經濟是由縹緲的東西-金錢推動，即資本主義; 農村文化則是從土 地，如生產文化-農業，社會結構等組成。雙年展不單是以當代方式包裝 傳統觀念，相反，它是以農村環境作為孵化器。
moving to Songyang when the total population of Songyang is only 230,000. XS-Tea leaves; S-Organizations of tea business; M- Geographical conditions of tea growing; L- China’s tea trading; XL- Global tea industry 3.)Preparation works before the biennale (2015-2020) include upgrading the quality standard of tea, more inputs to R&D sector, development of B&B hostels and construction of auxiliary amenities. 4.) Incubator (noun in•cu•ba•tor \ˈiŋ-kyə-ˌbā-tər, ˈin-\) i. Medical: a piece of equipment in which very weak or sick babies are placed for special care and protection ii. Business: an organization or place that helps in the development of new businesses.
From Anthony & Hardy, this booklet is dedicated to all friends who like Songyang, countryside, and tea.
Prevention of carious teeth
Dietary Floride
reduce the cariogenic potential
reduce the risk of cardiovascular disease
Tannin
increase the acid resistance of tooth enamel
increase the quantity of Lactobacillus
prevention of gastric ulcers
reduce the risk of cardiovascular disease
fat suppression for different organs
Catechin
Tea & Health
remove free radical, antioxidant
antiradioactivity
oral health care
Tea Polyphenols
relaxation & refresh; enhance learning and memory,
remediate high blood pressure
Theanine
cancer suppression
refresh
aid digestion
Dietaty Fibre
Vitamin B,C,E
improve eye sight
diuretic
aid digestion
Carotene
Tea caffeine
Yeast 70%
Roundworm 18%
*Longevity boost experiment:
Skin: protects from skin cancer
Liver: anti-diabetic, liver detox, strengthens immune system
Respiratory/muscles: supports muscle recovery, prevents arthritis
Tooth: Turn down inflammation
Gene: Antioxidant, anti-aging*, metabolism booster, cancer/ radiation prevention
Wine & Health
Fish 56%
Resveratrol
Mouse ?%
Human ?%
?
Hormone: male testosterone enhancer
Heart: cardiovascular health, lowers blood pressure
Digestive system: weight loss
Eye: visual acuity
Brain: Alzheimer prevention, improves brain power
Source: http://www.terraternal.com/Products/ProductDetailsInfo/cx/Resveratrol/557/3.aspx
Fly 29%
Anthocyanins
Tea
tea tourism
chemical extraction e.g.theanine
tertiary production
tea leaves recycling
tea seed extraction
tea leaves plucking
primary production
40%
Hangzhou Tea Harvest
60%
cosmetic
animal feed
nartural fertilizer
detergent
industrial oil
ingredients/ food additizer
food oil
tea
Hangzhou Tea Income
90%
10%
medicine
paper
soap
bottled tea
secondary production
teaware
summer-autumn tea
spring tea
natural dye
building boards
tea wine
wine tourism
chemical extraction e.g.resveratol, anthocyanin
disinfectant
oil
grape extract recycling
tertiary production
raisin
wine
grape seed extraction
grape picking
primary production
Grape secondary production
natural dye
cosmetic
juice
medicine
vinegar
supplements
jam
AOC: Appellation d'origine contrôlée VDQS: Vin Délimité de Qualité Supérieure Vin de pays: less stringent than AOC Vin devins de cépage: varietal wine Vin issu de la viticulture biologique: organic wine Vin de table
wineware
R&D + value adding
R&D + value adding
RICH DESSERTS
PUERH TEA
STARCHES
FISH
SOFT CHEESE
HARD CHEESE
CURED MEAT
White table wine Sauvignon Blanc Gr端ner Veltliner Pinot Grigio Albari単o
RED MEAT
PORK
RED MEAT VEGETABLES RICH FISH SWEETS
ROASTED VEGETABLES
RED TEA
Gew端rztraminer M端ller-Thurgau Malvasia Moscato Riesling
Chardonnay Roussanne Marsanne Viognier
DRY WHITE SWEET WHITE RICH WHITE
Wine Food Pairing
POULTRY
OOLONG TEA
COOL WEATHER
WHITE MEAT
GREEN TEA
WARM WEATHER
RICE
GRILLED MEAT
FRUITS
DRIED FRUIT, NUTS
LIGHT DESSERTS
WHITE TEA
HOT WEATHER
Tea Food Pairing
Sparkling Wine Champagne Prosecco Cava
SPARKLING
St. Laurent Pinot Noir Zweigelt Gamay
Red Table Wine Tempranillo Sangiovese Zinfandel Grenache Merlot
LIGHT RED MEDIUM RED
CabernetSauvignon Monastrell Aglianico Malbec Syrah
BOLD RED
Late Harvest Ice Wine Sherry Port
DESSERT
farmer
World
factory merchant
ownership teneacy
farm
China
Trader
Trader
World
Factory
Factory
China
Chinese market
Cooperative
Now
Organization for Tea Production
1956 - 1984
China
Future
World
Alternative Industries
Guild/ Factory Association
1800-1900s
France
Brokers
Processing
Negociant
World
farmer
France
broker/trader
Market
Brokers
Processing
Negociant
negociant/ corporation
Michelin-starred restaurant
Now
Wine Market Organization
France
Trader
World
Corporation
Factory
individual store
chain-retail store
processing by tea companies
tea retail chains
wholesaler
customers
retailer/ supermarket
SUPERMARKET
processing by factory in tea garden
tea drink processing companies
drink chain store
refinery
tea farm/ garden
drink chain shops
China’s Tea Chain Operation Models
(source: Tea Research Institute of CAAS)
self-built store
deep processing
self-built tea planting bases
comprehensive tea companies
individual store
customers
chain-retail store
wholesaler
processing by tea companies
retailer/ supermarket
auction houses
Distribution
58% through 250 trading firms
Distribution
70% through 300 trading firms
30% through smaller wineries
Production
70% from 5 largest wineries
California: Around 5,000 wineries Most are in small size
30% through direct sales to public
Bordeaux: Around 8,500 wine growers, 42 cooperatives represent 43% of the wine producers
26% through direct sales to public
16% through 23 cooperative producers
Burgundy: Around 3,800 wine growers, most are small family types
(Source: The Geography of Wine by Percy H. Dougherty, 2012 http://aic.ucdavis.edu/calmed/calmed4/Sumner-Lapsley,%20wine%20in%20California,%20Cetraro.pdf)
brand store
processing
self-owned wineries
comprehensive wine companies
common in New World
SUPERMARKET
processing by negociants / producers
wine growers
common in Burgundy
Worldwide Winery Operation Models
Tea Culture Centres
WeChat & blogs
6% Foreign
94% China
Income: $250,000,000 HKD
Sales:
Promotion with National Gift e.g. Russia, Local Tourist Morocco
Online store
>200 Stores
Marketing:
1988, Mount Emei, Sichuan
Tea Growing Altitude
800-1200m
1200-1500m
Tea, teaware & accessories
Products:
price per 125g in USD
($5-23)
($38-96)
($58-320)
($230-2560)
Products Range:
Tea lovers of different income levels
Target:
Case Study: Zhuyeqing Tea
customers
Packaging:
30% Foreign
Press, i.e. ELLE Marie Claire
Online store Classic ($17-22)
Flavoured ($17-22)
Herbal ($14-21)
price per 125g in USD
Connoisseurs ($17-66)
70% France
Major markets
Russian Blend ($18-$20)
Tea, teaware & accessories
Co-branding:
Sources of tea
Wellness ($120
Ptoduct Ranges:
Packaging:
35-40 year-old women
Products:
Major markets
Turnover: $330,000,000 HKD
Sales:
facebook & blogs
44 Stores
Marketing:
1867, St Petersburg
Target:
Case Study: Kusmi Tea
Sources of tea
Alan Chan Design Company
Branding:
Press, i.e. Wine Spectator
Turnover: $8,900,000 USD
82% Foreign
Sales (figures from Sotheby’s): 18% EU
ratings
Auction house Order allocation
Marketing:
1869, Burgundy, France
Grand Cru Pinot noir, Chardonnay
Products:
Romanée-St-Vivant (~$1,304)
Romanée-Conti (~$12,400)
Grands Échezeaux (~$1,214)
La Tâche (~$2,628)
Échezeaux (~$1,037)
Major markets
Wineries
27 hectares in total producing 650hl per year
Corton (~$1,040)
Montrachet (~$4,322)
Richebourg (~$1,676)
Aubert de Villaine, Henri-Frédéric Roch(co-owners), Jacques-Marie Duvault-Blochet
Key people:
Product Ranges (prices in USD, source: http://www.wine-searcher.com):
connoisseur
Target:
Case Study: Domaine de la Romanée-Conti
Gift sets e.g. China, Hong Kong
Re-corking Clinics
52% Foreign
48% Australia
Turnover: $36,000,000 USD
Sales (figures from Treasury Wine Annual Report):
Lunch with winemakers
Global advertising campaign
Marketing:
1844, Adelaide, Australia Wine, gift sets, accessories
Products:
Christopher Rawson Penfold Max Schubert Treasury Wine Estates
Key people:
Bin Wines: Bin 389 (~$60)
Icon Wines: Grange Bin (~$537)
Cellar Reserve: Bin 38 (~$38)
Special Bins: Bin 620 (~$1,154)
Koonunga Hill: Bin 76 (~$10)
Luxury Wines: Bin 169 (~$257)
Major markets
Wineries
1065 hectares in total producing 1.5m cases per year
Fortified Wines: Club Reserve (~$14)
Special Bins: Ampoule (~$168,000)
Product Ranges (prices in USD, figures from http://www.wine-searcher.com):
Wine lovers of different income levels
Target:
Case Study: Penfolds
Yunan
Costs
Accommodation Accommodation
Machine-pick: $1,000/hectare Machine-pick: $1,000/hectare Hand-pick: $2,000/hectare Hand-pick: $2,000/hectare
Costs
Shanghai Hangzhou
Grand Cru
Sp
French grapes French grapes ain
Spa
in
Armagnac
Bordeaux Rhône Valley
Roussillon
gary Hun
Alsace
Distribution
ly (prices in USD, source: http://www.apcon.nl/docs_uk/frankrijk.html) (prices in USD, source: http://www.apcon.nl/docs_uk/frankrijk.html)
Roussillon
Provence
Beaujolais
Rhône Valley
Beaujolais
Burgundy
Alsace y Burgundy Hungar
Languedoc Languedoc Provence
Paris
Distribution
Champagne Champagne
ly
60% hand picked 60% hand picked
40% hand picked 40% hand pickedArmagnac
Grand Cru
98% hand picked 98% hand picked
Paris
Loire Valley
Cognac
zil Bra
Bordeaux
da, ana A, C US Cognac
r a, B
nad
2% machine-picked 2% machine-picked
a A, C US
Pay
$60-120 for a $60-120 for a working 8-hour working 8-hour day azilday
Pay
normally 6-8 days, normally 6-8 days, maximum 18 days maximum 18 days
Need housing and housing and Tea appeared Need Songyang Songyang Tea appeared expect expect to eat ‘very well’to eat ‘very well’ in Commodity the Bohai Commodity in the Bohai Stay Stay Exchange Exchange in 2014 in 2014 Loire Valley
Songyang
Guangdong Hong Kong
Hunan Jiangxi Guizhou Fujian
Shandong
Beijing Tianjin
Songyang white tea was selected as the tea served during State Council Conference in 2007
16% through 23 cooperative producers 58% through 250 58% through 250 trading firms trading firms 26% through direct sales to public
Ita
of the songyang 1/3 of the 1/3 songyang PopulationPopulation in Tearelated industries engage in engage Tea- related industries
(source: www.farmer.com.cn)
26% through direct sales to public
over 120,000 underemployed pleasants from various provinces are employed for tea harvesting during peak season
16% through 23 cooperative producers
thousands of ‘vendangeurs’ (grape pickers) thousands of ‘vendangeurs’ (grape pickers) from various countries (EU & non-EU) from various countries (EU & non-EU) are employed wine harvesting are employed for winefor harvesting during mid-September during mid-September
Around wine growers Around 4,000 wine4,000 growers Mostfamily are small family types Most are small types
Burgundy’s Wine Industry Burgundy’s Wine Industry
Songyang’s Tea Industry
Ita
Tea expert
Business travellers
Culture lover
Nature lover
Leisure tourist
Tea auction market visit
Tea park cycling
Tea cuisine
Tea festivals/events
Tea artefact, e.g. teaware
Tea tour
Tea hotel, tea village stay
Tea insitutions - museum, tea intrepretation centre
Tea establishment - tea house, tea room
Tea factory visit - tea manufacturing process
Ancient tea tree visit
Tea farm/ tea garden visit
Wine connoisseur
Business travellers
Culture lover
Nature lover
Leisure tourist
Wine Tourism
Sp
French grapes French grapes ain
Spa
in
Rh么ne Valley
Roussillon
Provence
Wine auction market visit
Wine routes (cycling)
Wine pairing
Wine festivals/events
Wine commodities, e.g. wineware
Wine routes (brochures and signage for vehicles)
Vineyard accommodation, e.g. B&B, agri-tourism, picnic
Wine insitutions - museum Education - wine tasting centre
Wine establishment restaurant, brasserie, bistro
Guided winery tour - wine manufacturing process
Varietal vineyard visit
Guided / self-guided vineyard tours
(prices in USD, source: http://www.apcon.nl/docs_uk/frankrijk.html) (prices in USD, source: http://www.apcon.nl/docs_uk/frankrijk.html)
Roussillon
Languedoc Languedoc Provence
Rh么ne Valley
ly
60% hand picked 60% hand picked
Armagnac
Bordeaux
Cognac
ly
Tea Tourism
Grand Cru
40% hand picked 40% hand pickedArmagnac
98% hand picked 98% hand picked
Grand Cru
Bordeaux
A, US Cognac Ita
of the songyang 1/3 of the 1/3 songyang PopulationPopulation in Tearelated industries engage in engage Tea- related industries
A, US 2% machine-picked 2% machine-picked
Ita
No tea auction market
Famous tea cuisine in Hangzhou
Tea auction in Mombasa
Mitchel’s Kiambethu Tea Factory Eco tourism - social communityproject to help the local people
Tea Factory Hotel (UNESCO Asia-Pacific Heritage Merit) Heritage
Numerous tea rooms
Colombo Tea Auction Market - the largest in the world
Kericho Tea Hotel
Afternnon tea tradition
Nice landacape in tea farm in the hilly area
Tea tourism as a compliement to existing safari tours
Rich physical and natural resources for tea tourism
Damushan Tea Cycling Garden with competition hosted there
Britain
Sri Lanka
Kenya
China
-Tousim Geography, Stephen Williams(2010)
“The primary motive for pleasure “The primary motive for pleasure tourism is tourism is desirefrom to escape from situation the routine situation the desire tothe escape the routine the the home andf theand workplace and the of the homeof andf workplace the familiarity of related social and physical familiarity of related social and physical environments.” environments.”
Tea Tourism in different Countries
Famous restaurants & cuisine in the wine regions
Established regional wine routes, e.g. Bairrada Wine Route (BWR)
Rich physical and natural resources for wine tourism
France / Portugal
Use of existing landscape/infrastructure, e.g. boating facilities in Finger Lakes, NY
Cellar/winemakers’ visits
Festivals & joint events, e.g. Swan Valley, Aus. Satellite GPS system to plan wine routes, e.g. VineFinders
Wine tourism to boost direct sales and promote brands
USA
Heritage
Weekend socializing destinations
Day trips for young professionals
South Africa
-Global Wine Tourism, J Carlsen & S Charters (2006)
“The role of wine tourism marketing is essentially to transform wine from being a low-involvement product to a high-involvement experience.”
Wine tourism as marketing tool to promote local brands
Australia / New Zealand
Tea Tourism in different Countries
Kericho Tea Hotel, Kenya
Tea Factory Hotel, Sri Lanka
Bridging Tea House, Jinhua, China by Herzog & de Meuron
Connemara Tea Factory, India
Tea Rooms, Jinhua, China, by Liu Jiakun
Tea House & Showroom, Ningbo, China by Wang Shu
Hua Shan Tea House & Guest House, Hangzhou,China by Wang Shu
Tea & Architecture
Tea House, Japan
O’sulloc Tea Museum, Jeju Island, South Korea
Tea Production Countries
Adaptive reuse
Peace & tranquility
Recall the spirit of place, respect to landscape
Nostalgia with the ideal past Nostalgia with the ideal past
Iconic design
Tea Museum, Meitan, China
Tasrrawarra, Victoria, Australia by Allan Powell
Dominus, California, USA by Herzog & de Meuron
Typical French vineyard
Wine & Architecture
Mission Hill, Canada by Olson Kundig
Chateau Yuanshi, Ningxia, China
Bodegas Ysios, Alava, Spain by Santiago Calatrava
Petra, Tuscany, Italy by Mario Botta
Marqués de Riscal, Spain by Frank Gehry
Viña Pérez Cruz, Chile by José Cruz Ovalle
New World Wine regions
Old World Wine regions
Recall the spirit of place, respect to landscape
Nostalgia with the ideal past
Iconic design
Chateau Cheval Blanc, France by Christian de Portzamparc
Loisium Visitors’ Centre, Austria by Steven Holl
Use of existing landscape/infrastructure, e.g. boating facilities in Finger Lakes, NY
Cellar/winemakers’ visits
Wine tourism to boost direct sales and promote brands
No. of Certified enterprises:
Organic Tea Exports:
Organic Tea Production:
Area of Organic Tea Farm:
Achievements
400
6000 ton
14000 ton
20,000ha
Market Development -Domestic: Big cities in China -Overseas: Europe, Japan, US
2006
Organic Pesticides
Seting up Model Farms - 2 for green tea; 1 for Oolong Tea; 1 for black tea and Puerh Tea
700
10000ton
22000 ton
30,000ha
2009
(source: Tea Research Insitute. CAAS)
Natural Enemies
Bio-composting
Research & Development
Dissemination & Education - promotion, advertising
Greem Manue Plants
Pest & Disease Management
Training of Staff & Inspectors -Traing course, overseas advanced level training in UK)
Establish a Certification System - to gain international regonition
To-dos:
Organic Tea Farming in China
Wine Industry Sustainable Operation Models
Business Clustering
- emergent ”cluster”
1L - no energy audit in 35% wineries - costly infrastructure - takes 31 gallons of water to make 1 glass of wine
468L
= - satellite maps/probe - leaf porometer - pressure bombs - solar panels
WATER CONSERVATION
Winery
Viticulture
Vineyard Vineyard Efficient Nutritional Efficient Nutritional Weed Weed Soil Viticulture Biodiversity Biodiversity water use ManagementManagement Protection water use Management Management
Aspects in Practice SustainableSustainable Aspects in Practice
- water for 54 homes/year - energy for 20 homes/year - propane fuel for 80 cars/year
80 cars / yr
20 homes / yr
54 homes / yr
RESULTS
Air Quality
Human Resources
Soil Protection
Air Supplier Quality Relationship
Human & Neighbours Resources Communities
Supplier Relationship
Neighbours & Communities
CommunityCommunity
- moitor water usage - monitor compressed air usage - training employees
ENERGY CONSERVATION
Wine Industry Sustainable Methods Wine Industry Sustainable Methods
Winery
- functional ”cluster”, linkage with other clusters, e.g. food - information flows
- formal/informal partnerships - public/private marketing - events & festivals - regional branding
- tourists widely dispersed - importance of ‘regional experience’
- wine route developed - visit some wineries, attractions & amenities - some joint promotion - some special events stages - brand identity
marketing linkage, tourist flow, & information flow - network & lattice system - high connectivity
III
wine route winery other attraction
marketing linkage and tourist flow - some nodes joined - low connectivity
II
Energy Sustainability Case Study: Frei Brothers Reserve, Sonoma County, California
- no cluster
Marketing
- Favourable climate, water conditions, soils slopes - no integration - separate nodes - no connectivity - little movement - separate wineries, attractions & places - little investment - independent operators - branding undeveloped
Tourist Movement
Network Development
I
STAGES OF DEVELOPMENT Increasing levels of networking Intensification of tourist movement
External forces: government, exchange rates, prices, competition
Stages of Development of A Competitive and Sustainable Touring Destination
Wine Production
Viticulture
1208 FT
Grape Receiving Level Grapes are sorted and destemmed
1164 FT
Storage Tank Level
Upper Barrel Cellar Barrels stacked with a forklift for aging in the cellar Lower Barrel Cellar
Warehouse
Soil Protection
Bottling Tanks
Air Quality
Human Resources
Lab
Office
1120 FT Bottling New Line Warehouse & Shipping
Supplier Relationship
Neighbours & Communities
Community
Source 1: http://www.winesofchile.org/sustainability/wines-of-chile-sustainability-program/sustainability-code/ Source 2: Calera Wine Company
Fermentation Press Level Level Fermentation, free run and drain into settling tanks
Weed Management
Residue Management
Biodiversity
Materials & Energy Efficiency
Nutritional Management
Water Use & Management
Efficient water use
Gravity Flow Schematics
Winery
Vineyard
Sustainable Aspects in Practice
Wine Industry Sustainable Methods
hillside
3% red
Yunan
4
10
6
2
98
5
7
1
major tea growing provinces
Fujian
Zhejiang
(0.89) (0.89) (0.83) (0.83) (0.55) (0.45) (0.43) (0.43) (0.37) (0.37)
(source: Research Reports on China’s Tea Industry 2014)
West Lake Longjing Anxi Tieguanyin Xinyang Maojian Pu'er Dongting Biluochun Fuding White Tea Buddha Longjing Anji White Tea Mount Wuyi Da Hong Pao Keemun Red Tea
(source: Sotheby’s)
0
100
The lot with highest price achieved in 2014 auction is 114 bottles of Romanee-Conti, DRC Vertical 1992-2010 sold at US$1,609,776 in Hong Kong.
French Wine Production
200
(source: Sotheby’s)
Champagne Cognac
Bordeaux Loire Valley
other wine production regions
Rhône
Burgundy
2014 Average Bottle Pricee (USD)
Champange
Hunan
3
㾵⒌嗃Ӌ ᆿⓠ䩫㿶丩 ؗ䲳∑ቌ Ფ⍧㥬 ⍔ᓣኧ⻝㷰ᱛ ⿅啄ⲳ㥬 ཝ֑嗃Ӌ ᆿਿⲳ㥬 ↜ኧཝ㌻㻃 ⽷䮶㌻㥬
76% red wine
300
400
500
600
700
800
Rhone
(source: Forthune Auctioneers)
1 2 3 4 5 6 7 8 9 10
Top Ten Tea with Geographical Indication and its value (billion USD)
-representative from Lipton
“China has famous teas but no famous tea brands.”
24% white wine
Italy
The first rare tea auction was held in Hong Kong by Fortune Auctioneers. The most expensive tea product sold was a small bottle of Fujian Da Hong Pao Tea which costed US$25,640.
China Tea Exports
21% red
8% others
French’s Wine Industry
California
Sichuan
China Tea Consumption
53% green
34% others
8% wulong
Others
world’s largest tea brand, share 80% of world tea market
57% green
6% wulong
China’s Tea Industry
Retail Price Auction Price
Burgundy
Bordeaux
0m
100m
700m
1000m
1500m
Village Smallholders
Primitve Processing
Tea Farm Growers
Tea Growing
GI
Songyang Jade Mountain Tea
Tea Growing
Tea Farm Growers
GI
Primitve Processing
Village Smallholders
Songyang Silver Monkey Tea
Refinery, Advanced Processing, Packaging
Suburb Tea Factories
Wholesaling
Town Tea Market
Value Adding Processes
Tea Landscape Section - from Songyang to the World
major tea growing provinces
Capita, Skills, Marketing
Tea Products
R&D, Retailing
City Insitute, Market
(source: Sotheby’s)
The lot with highest price achieved in 2014 auction is 114 bottles of Romanee-Conti, DRC Vertical 1992-2010 sold at US$1,609,776 in Hong Kong.
Retailing, Investment
Overseas Intl. Market
Winery
Producer: Fermentation
Vineyard
Grower: Viticulture
Negociant: Bottling & Branding
Village
Wine Landscape Section - from Burgundy to the world
Paris
Trader: Marketing
Warehouse
Retailer: Discounts
Logistics: Distribution
Export
Auctioneer: Speculation
Intl. Market
200m
400m
tea companies
42.9%
growers
tea processing
tourist service
cooperatives
9.1%
+
0
(source: Tea Research Institute of CAAS)
Selling Channels of ChineseTea Growers
customers
5%
tea wholesale market
41.4%
fresh tea production
+
+
China’s Tea Industry
fresh tea
20%
5000
US$648-10362
US$259-648
15%
primary processed tea
5%
10000
15000
refined tea
20%
20000
25000
30000
35000
40%
(source: Tea Research Institute of CAAS)
Value Added in Different Stages of Tea Production in China
retail
(source: Social resources Institute) (source: Social resources Institute)
Income of Different Types Income of Different Types ofchina tea Growers in china of tea Growers in
whoolesale
US$10362-32383
Annual Income
23%
14%
16%
(source: “Home & Habits” from Constellation Wines’ “Project Genome”)
- live in cosmopolitan areas or affluent suburban areas - knowledgeable, influenced by wine ratings
Enthusiasts (12% of consumers)
- not so knowledgeable, typically same brand in quantity - don’t worry about food pairing, usually order house wine
Satisfied Sippers (14% of consumers)
- enjoy discovering new varietals, have few favourite wines - heavy coupon user
Savvy Shoppers (15% of consumers)
- enjoy established wines, consider formal
Traditionalists (16% of consumers)
- enjoy wine status, open to innovative packaging - condier internet ratings, mostly Millennials and males
Image Seekers (20% of consumers)
- overwhelmed by choices, no knowledge - very open to easy advice, but frustrated with confusion
13%
8%
15%
15%
24%
25%
SHARE OF PURCHASES
Overwhelmed (23% of consumers)
OVERWHELMED
SATISFIED SIPPERS
TRADITIONALISTS
15%
20%
IMAGE SEEKERS
SAVVY SHOPPERS
12%
ENTHUSIASTS
SHARE OF CONSUMERS
2%
30%
25%
5%
(source: Research by Harry Esteve, Graphic by Dan Aguayo)
Taxes, interest, etc.
Wine sold to consumer (retailer markup)
Wine distributed to stores, restaurants, bottle shops (wholesaler markup)
Winery profit
18%
9% Wine shipped from winery, including marketing, sales, administration
7% Wine made and bottled at winery
4%
Grapes grown and harvested
Bottles, corks, labels
Share of Costs in a bottle of wine
Wine Industry Market Share & Costs Share of Consumers VS Purchases
Different Types of erracing according to local conditions
Rock Tea
Practice of vermiculture for enhancing chemcial weathering
Using weeds to provide coverage to soil and provide humus
Continental Tea
600mm
Minimum soil depth:
pH 4.5-6.5
Mount Wuyi, Fujian Province
0m
Gradient: Less than 25째C
Topography
500m
General
Annual average Annual rainfall: temperature: >13째C >1000mm
Climate
Tea Farm Geographical Conditions
Soil
<1.5 gm/cm3
Effective Root Moist bulk density: depth: <10 inches/ inch of soil
(source: http://www.coppiere.it/ wp-content/uploads/2014/01/ terroir-bourgogne.jpg)
200m
400m
Premier Cru Commune wines Region
Grand Cru
pH 5.5-6.8
Plain: Brown soils and brown calcium soils
Silt, clay
Rain
>1000mm
Mud Gravel Plain: Deep limestone and calcium brown soils
Wind
deposited soil
>2 inches/hr
Slope: Renzines and brown soils superficial limestone
Sun
daylight hours
Climate
Internal water Water holding drainage: capacity:
Edge of the plateau: Skeletic soils
t, c lay
Sil
Marl with limestone
Pearl flagstone
Ferruginous oolite
Marl with calcerous beds
Oolite and broken limestone
Minerals
Winery Geographical Conditions
8.Emei Erui Tea
800
437
0
447
0
908
8
7.Enshui Yulu Tea
700
1500
103 0
600
1000
7
6.Anhua Songzhen Tea 1265
6
32 0
500
1000
1164
5. Lushan Yunwu Tea
0
4
53
188
700
1000
1650
2 1
146 0
800
1000
2.Tianmu Qingding Tea
250 km
50 0
600
900
20°N
30°N
20°N
30°N
1. Huading Yunwu1. Huading Yunwu Tea & Yanddang Tea & Yanddang Baiyun Tea Baiyun Tea 40°N 40°N
1373
(source: Huang Shoubo, Zhejiang Agricultural University) (source: Huang Shoubo, Zhejiang Agricultural University)
Location & Altitude of Famous Chinese Location & Altitude of Famous Chinese Growing in Mountainous Areas Teas Growing in Teas Mountainous Areas
0
168
500
900
1496
3. Huangshan Mao feng Tea
4. Anxi Tiehuanyin 1840 Tea
Tea Farm Geographical Conditions
3047
Argovien (marlstone)
Beaune
Callovien & Bajocien Supérieur (soft limestone, clay or shale) Bathonien Moyen and Inférieur (hard limestone)
4 Meursault
Rauracien (hard limestone)
Rock
Grand Cru Premier Cru
Limits of vineyard area
Rendzinas (immature soils)
Skeletal to normal gley calcareous brown earth
Skeletal to normal calcareous brown earth
Soil
Site: Côte de Nuits & Côte de Beaune
Bajocien Inférieur (sandy limestone) Bajocien Supérieur (marlstone)
Loess Oligocéne Inférieur (limestones, clays)
Nuits-St-Georges
2 Vougeot
1 Gevrey-Chambertin
3 Aloxe-Corton
Winery Geographical Conditions
1
Quaternary pebbles
3
2
4
112
180
Global Tea Industry
Hong Kong
146
1million tonnes
tea products
India
China
Sri Lanka
Kenya
export production
among the 57 countries producing tea, China, Sri Lanka, Kenya and India are the four major supplier of tea
5000+
production
Global Wine Industry
(source: OIV)
Hong Kong
Australia
US
Spain
Italy
France
export production
China 2011 Percentage of World Grape production (Total: 69,584 million tonnes)
500 million litres
puerh
red
wulong
yellow
green
white
0.33 kg
Others
0.47kg
US
0.52 kg (World average)
Kenya
0.52 kg
EU
EU
EU
China
EU
Japan
EU
Iran
2010 Total Tea Conusmption by Country
EU
India
0.71 kg
0.82 kg
0.91 kg
1.07 kg
1.21 kg
Developed Countries
(source: Food and Agriculture Organization of United Nations)
Sri Lanka
Global Tea Consumption
2.74 kg
Russia
Morocco
Turkey
J F M A M J J A S O N D
Ireland
7.68 kg
(source: Euromonitor, World Bank)
2010 Annual Tea Conusmption per Capita
4.34 kg
(source: Food and Agriculture Organization of United Nations)
2010 Composite Tea Price (USD/kg)
3.22 kg
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
UK
1.24 L
7.89 L
Others
4.07L (World average)
China
Canada
UK
9.08 L
12.39 L
20.5 L
21.3 L
23.3 L
Spain
(source: International Orgnisation of Vine and Wine Intergovernmental Organisation)
US
2011 Total Tea Conusmption by Country
Russia
Global Wine Consumption
24 L
Vineyard Area
43.8 L
46.4 L
France
Others
US China Australia
Spain
Italy
France
Wine Production
Portugal
(source: International Orgnisation of Vine and Wine Intergovernmental Organisation)
37.9 L
Italy
2011 Annual Wine Conusmption per Capita
24.1 L
Grape Production
Australia Germany Argentina
OTHERS 1018 +7%
DEVELOPED 858 +5% RUSSIA EU 176 279 +3% +8% TURKEY 138 +0.5%
WORLD 4042 +20%
INDIA 970 +3%
TURKEY 145 +1%
WORLD 4120 +18%
DEVELOPING 3184 +20%
MOROCCO 54 +11% KENYA 18 INDIA +12% 828 +10%
US 123 +23%
AFRICA KENYA 617 +22% OTHERS 403 214 +24% +17%
LATIN AMERICA 108 +20%
Global Tea Industry
PAKISTAN 130 +3%
CHINA 1061 +63%
INDONESIA 130 -16% OTHERS 180 +7% SRI-LANKA 331 +3%
CHINA 1355 +45%
JAPAN 125 -16%
ASIA 3377 +79%
VIETNAM 180 +35%
Tea Production
Tea Consumption
tea (000 tonnes) change 2014-2010
(source: Food and Agriculture Organization of United Nations)
COUNTRY 00 %
figures 2010 (000 tonnes) figures 2004 (000 tonnes)
(source: Food and Agriculture Organization of United Nations)
JAPAN 85 -12%
(source: Euromonitor, World Bank)
2010 Annual Tea Conusmption per Capita
(source: Brand Fiance brandirectory)
Top 5 Champagne & Wine brands & brand valuse in 2013
5. 653 million USD (China)
4. 663 million USD (Chile)
3. 861 million USD (France)
2. 900 million USD (US)
1. 1216 million USD (France)
SPAIN 30.4 -27%
WORLD 243 8%
ARG. 10.1 -20%
GER. 20.0 -1%
AUS. 12.7 57%
USA 20.5 -5%
ITALY 40.1 -22%
ITALY 22.6 -27%
CHINA 17.8 67%
SPAIN 9.3 -34%
CHINA 14.9 42%
GER. 9.0 -9% WORLD 252 -10%
FRANCE 30.3 -12%
OTHERS 75.6 18%
OTHERS 48.6 -9%
FRANCE 41.4 -28%
Global Wine Industry
4.07 (World average)
AUS. 5.4 38%
USA 29 37%
UK 12.5 29% RUSSIA 10.4 121%
CHILE 12.6 88%
ARG. 11.8 -6%
S. AFR. 10.0 44%
figures 2000 (00,000 hl) figures 2012 (00,000 hl)
Wine Consumption
wine (00,000 hl) change 2000-2012
(source: International Organization of Vine and Wine)
COUNTRY 00 %
Wine Production
(source: International Organization of Vine and Wine)
(source: International Orgnisation of Vine and Wine Intergovernmental Organisation)
2011 Annual Wine Conusmption per Capita
123
Tea Consumpotion
90
119
42
145
92
403
145
130
90
60
828
970
176
331
1061
59
1355
180
129
125
94
unit: 1000 tonnes (source: FAO 2010)
unit: 1000 tonnes (source: FAO 2010)
3610
Wine Production
2300
1245
1500
368
World of Wine Wine Production
World of Tea
1256
3400
1633 595
Tea Production
3723
4700 299
2927
2503
1000
4600
1000
322
536
1432
500
2164
1500
669
567
1200
1180
600
unit: 1000 tonnes (source: FAO 2010)
unit: 1000 tonnes (source: FAO)
GDP Per Capita
Population
(source: UN Population Division)
World of Capita GDP
World Demography
Territories
(source: International monetary Fund)
(source: International monetary Fund)
62% of countries have net import of groceries from 38% of producing countries
Groceries Net Import
Western Europe has the largest share
Alcohol Production
notice China VS Western Europe
Alcohol Cosumption
Worldwide Consumption/Production
Source: http://www.worldmapper.org/atozindex.html
+100%
+30%
Cheese with a GI
Bresse Poultry, France
Parma Ham, Italy
+30%
+300%
+50%
-FAO
P.S. It is not just comfined to food products. Much as the concept of GI may appear alluring, there are situations in which they may be unnecessary or ineffective.
(source: FAO)
- Cannot be delocalized
- Expansion of market with increased price
Chablis = white wine in US?
Dijon = mustard in US?
Champagne = any sparkling wine in US?
- Avoidance of being GENERIC
- As a Gaurantee of Being GENIUNE
Implication of GI
The complete idea of Geographical Indication (GI) is not just simply about the establishment for GI. It is a whole package of coordinated actions and management e.g. patents, inspection and certification. Full traceability of the product is required showing the path from production to market for export. Moreover, promotion, advertsing and education is necessary.
Zhangqui Scallions, China
Pinggu Peach, China
Toscano Olive Oil, Italy
+20%
Premium to ordinary products
â&#x20AC;&#x153;A GI is a place or country name that identifiesthe origin, quality, reputation or othercharacteristics of products.â&#x20AC;?
Geographical Indication (GI)
BIENNALE MONTHLY SCHEDULE MAR
APR
MAY
JUN
Pavilion Exhibitions & Events Floating Cinema Blockbuster Tea Tasting & food Pairing Dialogue Series - Forums Voting Landart Exhibition Tea Farm Experiencing Tour Artist Residence Projects at 8 Villages Tea Factory Openhouse
Tea Collaborative Openhouse Tea Fair
Partner event at Zhenan Tea Wholesaling Market
Photography Exhibition at Openair Museum Teaware Exhibition at Songyang Museum location Main Venue Damushan 1st CHINA SONGâ&#x20AC;&#x2122;YANG TEA BIENNALE
Others
For better Experience in the TEA BIENNALE, Download our Free App in iTunes or Android Market!
1st CHINA SONG’YANG TEA BIENNALE
WEEKLY SCHEDULE (5-11/4) 0900
1000
1100
1200
1300
1400
1500
1600
1700
1800
1900
2000
2100
2200
2300
2400
NOTES
Floating Cinema
Main Venue Opening
5 SUN
Damushan Opening Teaware Exhibitiob at Songyang Museum
Artist Residence & Exhibition Photography Exhibition at Openair Muesum
Talk Talk
Grading of Tea
Floating Cinema
All about Tea
Main Venue Opening
6 MON
Damushan Opening Teaware Exhibitiob at Songyang Museum
Artist Residence & Exhibition Photography Exhibition at Openair Muesum
Floating Cinema
Guess Lecture Zhejiang Tea Tourism Main Venue Opening
7 TUE
Masterclass
Tea Appreciation
Damushan Opening Artist Residence & Exhibition Photography Exhibition at Openair Muesum
Talk
Tea Investment for Beginner
Floating Cinema
Main Venue Opening Masterclass
8 WED
Tea Picking & Tea Craft
Damushan Opening Teaware Exhibitiob at Songyang Museum
Artist Residence & Exhibition 1st CHINA SONGâ&#x20AC;&#x2122;YANG TEA BIENNALE
1 st
t
0900
1000
1100
1200
1300
1400
1500
1600
1700
1800
1900
2000
2100
2200
2300
Floating Cinema
Main Venue Opening Masterclass
Tea & Horticulture
Damushan Opening
9 THU
Teaware Exhibitiob at Songyang Museum
Artist Residence & Exhibition Photography Exhibition at Openair Muesum
Talk
Tea & Health
Floating Cinema
Forum
Tea & Branding
Main Venue Opening Mountain Bike Cross Country Criterium
10 FRI
Damushan Opening Songyang Gaoqiang
at Old Street Theatre
Teaware Exhibitiob at Songyang Museum
Artist Residence & Exhibition Photography Exhibition at Openair Muesum
Floating Cinema
Main Venue Opening Damushan Opening
11 SAT
Songyang Gaoqiang Teaware Exhibitiob at Songyang Museum
Artist Residence & Exhibition Photography Exhibition at Openair Muesum
Notes
CHIN1ACSHINA SONG’YANG TEA BIENNALE st
ONG’Y
A
at Old Street Theatre
2400
NOTES
TRANSPORT
2015
industrial area surrounded by farmlands and villages, some factory buidlings are under construction. It has been designated as future cultural land use by the government.
Moscow
London Berlin Frankfurt Paris Milan Madrid Rome Chicago New York San Francisco
Marrakesh Beijing
San Francisco
Tianjin Soeul
Tehran
Busan
Cairo
Kyoto Tokyo Osaka
Shanghai
Chongqing
Hangzhou
New Delhi
Sao Paulo
Abu Dahbi Dubai
Guangzhou
Taipei
Hong Kong Mumbai
Buenos Aires Manila
Bangkok
Cape Town Colombo Kuala Lumpur Singapore
Nairobi
Jakarta
Jakarta
Perth
1st CHINA SONGâ&#x20AC;&#x2122;YANG TEA BIENNALE
Melbourne
Sydney
2020
A total area of 112,700 sqm will be used, spaces are left for future expansion.
Shanghai Hongqiang Int’l
Nanjing Suzhou Wuhan Hangzhou
Shanghai Pudong Int’l Ningbo
Songyang Wenzhou
Wuhan
Wenzhou
1st CHINA SONG’YANG TEA BIENNALE
Songyang Station
Tea Factory Zhenan Tea Market
Museum Biennale Main Venue
1st CHINA SONGâ&#x20AC;&#x2122;YANG TEA BIENNALE
Itinerary 3 DAY Itinerary for leisure travellers
DAY TOUR Arrival at Tea Market
Arrival at Tea Market
Arrival at Tea Market from Village
3 DAY Itinerary for Tea Professionals Arrival at Tea Market
Tea Market Visit
Expo
13:00
Lunch @ Gourmet Hall
Lunch at Village A
Expo
Exhibitons @ Museum
Lunch @ Gourmet Hall
Lunch @ Town
Landart@ Damushan Tea Garden
Dinner @ Village B
Living Museum @ Old Street
Expo Dinner @ Village A Sleeping @ B&B Hostel Village A
Watch fillm @ Floaring Cinema
Lunch at Village A Visit Tea Farm
Artist in Tea Farm Resident Visit Workshop
Dinner @ Gourmet Hall
Business hotel
Business hotel
Conference
Expo
Lunch @ Gourmet Hall
Lunch @ Town
Tea Market Visit
Strolling @ Village A
Village Visit
Arrival at Tea Market
Dinner @ Gourmet Hall
Attend Tea Tea Farm growing Visit Masterclass
Dinner @ Gourmet Hall
Symposium
Dinner @ Gourmet Hallwith a view to the floating screen
Exhibitions @ Musuem
Expo
Expo
Expo Watch fillm @ Floating Cinema
Sleeping @ Business Hotel
Sleeping @ Business Hotel
Airport
Sleeping @ B&B Hostel Village A
TEA T-Shirt Quality Fabric with tea leaf fibre. Available at Songyang Pavilion Gift Store
01
02
03
04
05
06
07
08
09
10
A
M DA AH IG AY HW
B
C
15 mins to Town Centre, Tea Market 20 mins to Train Station
D
E
Zhejiang
Fujian
F Sichuan
Yunnan
G
Professional ForumConference Hall
Professional Forum-Main Hall
TEA AVENUE
H Hunan
Anhui
J
Jiangxi
K
01
02
03
04
05
06
07
OFFICIAL MAP - MAIN VENUE L
Ą匝 ň 梏✆ạガą Terrior of Teas
1st CHINA SONG’YANG TEA BIENNALE
㵀㱆㝥昚⎦ Songyang County, Zhejiang Provincial Pavilions
China Pavilion
Songyang Pavilion
Spotlight Pavilion
information
floating cinema
ticket office
washroom
experimental field
shuttle bus station
ATM
bicycle parking
restaurant
jetty
picnic area
car park
P Professional Dialogue P
International Campus
Public Dialogue
Provincial Pavilions
N 0
50
100
m
M
N
45 mins to Damushan P
08
09
10
11
12
13
14
15
16
17
18
19
20
A
B
C
D
5 mins to Riverside Park
E
F
6 mins to Dushan
Spotlight Pavilion
Songyang Pavilion
China Pavilion Taiwan
Kenya
Sri Lanka
India
G
Japan
UK
France
Iran
Korea
Turkey
H
Russia
US Public Forum Media Centre
J
K
L
06
X7
E AY -W
N
TIO
SEC
M
7mins to Zhuxi village
N
P
40 mins to Zhuxi village 11
12
13
14
15
16
17
18
19
20
01
02
03
04
05
06
07
08
09
10
A
B
C
20 mins to Jieshou
D
6 mins to Jieshou E
F Xinxingxiang Village
G
Artist Residence
NG
JIA N NA
H
GH
HI AY W
Visitor Centre
J
K
L 01
02
03
04
05
06
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OFFICIAL MAP - DAMUSHAN M
1st CHINA SONG’YANG TEA BIENNALE
Ą匝 ň 梏✆ạガą Terrior of Teas
㵀㱆㝥昚⎦ Songyang County, Zhejiang
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And 500 + Products made of any parts of tea, find us this SATURDAY at T MART, SONGYANG PAVILION.
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1st CHINA SONG’YANG TEA BIENNALE
Ą匝 ň 梏✆ạガą Terrior of Teas
㵀㱆㝥昚⎦ Songyang County, Zhejiang
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China Pavilion
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Songyang Pavilion
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Flyover Carpark
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Open Air Museum & Archive
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Spotlight Pavilion
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Damushan Visitor Center
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B&B Hostel
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Professional Forum Complex
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Professional Forum Conference Hall
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Artist Pavilions
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Artist Pavilions
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Riverside Teahouses
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“茶 · 風 土 Terrior o 人情” f Teas 1/
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三日票
BUY ONLINE and ¥ 350of get a discount 3-day t
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“茶 · 風土人情” Terrior of Teas
TEA BIENNALE
25% OFF! 1st CHINA SONG’YANG
1/4 - 31/5/2020
g County, Zhejiang
浙江松阳县 Songyan
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1 CHINA SONG’YANG TEA BIENNALE st
¥2800
icket
Zou Bingliang, Guest writer of â&#x20AC;&#x153;Tea Observerâ&#x20AC;?, Tea connoisseur from Yunnan
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
Mr. Zou learnt about the tea biennale from â&#x20AC;&#x153;TEA OBSERVERâ&#x20AC;? magazine and decide to visit it in early April to try the tea harvested before Qingming.
There are 120 species of tea grown here!
Amazed by the Experimental Fields, he visited Yunnan, Zhejiang and Fujian Pavilion in China Tea Court and Songyang pavilion.
Why is the tea terroir so special here?
The landscape, topography, climate, culture...
He visited a tea farm and met the cooperative manager to discuss the tea quality produced in Songyang.
The culture is very rooted in the production.
On day 2, Mr. Zou visited the teaware exhibition in Songyang Museum and attended a tea tasting symposium there.
He went to a nearby teahouse and had tea with his friends and visitors.
Let me make a nice cup of Songyang green tea.
He also went to the Tea Fair at the tea wholesale market to buy some Songyang tea and Wuyi Tea.
The Tea Fair offers great reductions in sales.
Just picked! Come and try! I can give you a discount...
He wrote an article about the tea biennale and Songyang tea and send it to â&#x20AC;&#x153;Tea Observer â&#x20AC;? magazine. He thought the less known Songyang tea is underrated. He decide he would visit it again in 2022.
TEA OBSERVER Vol. 055 August 2020
It is now one of the four main tea spots in China!
Songyang Yunan
Hangzhou Fujian
Songyang tea is present in his dictionary of tea appreciation.
Li Cheng, Land Art artist from China
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
I am going to Songyang! What Land Art shall I do?
ATION INVIT
Li has been making Land Art for 20 years and received an invitation in 2019.
All my friends are working here now! Sculptors, poets, painters, writers all here!
Li arrived at the Artistsâ&#x20AC;&#x2122; Residence and found many of his friends were also invited.
Very nice form! As smooth as the tea here!
Li continued to refine his work in the Damushan Visitor Center parlour.
Scenary is so good...let me make a sketch!
After a few days Li set up his artwork and also joined as a volunteer guide for other visitors.
The old village buildings are so wonderful!
Li visited the Open Air Museum and realized more variety of visitors were attracted to the land-based culture.
Li saw a Werner Herzog film in the Floating Cinema series showing the demolition of villages and responding policies.
Nice view, delicious food, good hospitality!
For dinner Li joined his friends in the Riverside Restaurant overlooking Songyin River.
There are more Land Art artwork & installations featured in the 2021 Art Basel Hong Kong.
HOME AWAY FROM HOME
OFFICIAL ACOMMODATION PARTNER OF SONG’YANG TEA BIENNA;LE www.teabbhostel.com.cn tel:2366 5981 fax:3654 1238
Gao Guxuan, a student from Zhejiang Argricultural and Forestry University (Research paper topic: Please Say no to Plantantion A new approach of tea growing.)
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
Gao saw a poster at university and believed it could be useful for him to compose his research paper.
Biosphere 生物圈 Intercropping 間作 In Songyang
better utilization of soil nutrients
+7500-15000 RMB/ 10000m²
tea + torreya/ other fruits
natural pesticides & hericides
tea + Queshan Chicken 鵲山雞
healthier chicken and eggs with higher nutritions
P.S. Chickens don’t eat the tea leaves because of their bitter taste
+2000RMB/ 10000m²
Intercropping is crucial to soil nutrients!
> honey
bee keeping (>20000 boxes of bees in Songyang/ year)
natural pollen deposition
better growth of tea trees
1 box=4kg of pollen
+ 40 RMB/ box
On the first day, he attends some lectures and forums related to tea intercropping.
Village farmhouses open for visitors!
He then rented a bike with friends and visited some of the villages nearby to see how tea is grown sustainably.
Slowly lift your cup...try again...there you go...
Learning the right way! Fun and interesting!
On next morning Alan attended a master class in a tea house in Damushan about tea appreciation for begineers.
The architect is doing a great job here! Cool!
Bamboo helps to smooth out the textures!
The pack strolls around in the internal courtyard of China Pavilion and admires the bamboo.
Very tempting form and circulation inside!
He also visited some artist residence scattered in various villages and returned to home in Hangzhou at night.
Gao Guxuan Year3 School of Agriculture and Food Science Zhejiang Argricultural and Forestry University Final Year Research Project
Please Say no to Plantantion A new approach of tea growng
When plantantion become a prevailing agricultural practice around thegloble, from brasil to the Philippines, it signals a crisis on the ecosystem of the place as the monoculture had drastically reduceD the bio-diversity. While in Songyang county, in the tea farm there
The trip to Soongyang was a relaxing yet fruitful to him.
Alan was later invited as a tea growing expert in the 8th Songyang Tea Biennale which theme is “EPIC of T”. 25 20 15 10 50°N
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Wang Jie, Tea Cooperative Manager from Songyang
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
Wang read an advertisement from the phone to join the biennale.
We cannot make as
It is so dificult to reach
much profits!
non-native buyers!
In 2019 Wang talked with partner Chan about the difficulty for sales outside Songyang.
The chain companies are driving us off!
They should make a clearer platform for us!
Wang and Chan agreed it is necessary to have an efficient and reliable platform and persuaded the authority in making policies.
Smells very refreshing to me!
Try our Jade Mountain! Superb organic quality!
In the Wholesale Market the government has established a contact centre for non-native buyers in 2017.
Hi Mr Zou, your order of 1 ton of Silver Mountain...
Calling Mr Yamamoto, this is Wang...
The collaberatives can meet new buyers who want to have direct sourcing in the Contact Center.
I say, all the tea are good! The terrior! All 120 samples to taste in the meanitime...
In the Tournament they also tasted 120 organic teas and voted for their best tea for the Prize Award.
By closing, the Biennale awarded the Best Organic Tea to Wangâ&#x20AC;&#x2122;s partner, Chan.
Lets hope Chan can win...Yay! Hurray!
Not only Songyang, the whole China is making use of tea as a level of rural places.
John Smith, Biochemical company delegate from USA
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
Smith was selected by the NYC-based company to attend the biennale from the Daily News International Section.
You can see the whole site from the Flyover!
Smith approached the site on the highway and glanced out from Bridge Carpark.
Latest UTL biomass fuel tablets for processing!
Smith walked through the exhibtion on latest technologies in USA Pavilion.
Tea primary production
tea seed extraction
tea leaves recycling
tertiary production
chemical extraction e.g.theasaponin
tea
ingredients/ food additizer
bottled tea
food oil
industrial oil
soap
nartural fertilizer
detergent
tea wine
teaware
animal feed
paper
building boards
cosmetic
medicine
natural dye
10%
40%
60%
90% Hangzhou Tea Income
Value-adding tea as a rural lever!
tea tourism
Hangzhou Tea Harvest
R&D + value adding
tea leaves plucking
secondary production
spring tea summer-autumn tea
Smith lectured for the Research Institute and emphasized the tertiary value-adding of tea extraction as a rural lever.
Investment can help the local sourcing and control!
For lunch Smith approached potential collaborators in the Conference Hall Cafe.
Extraction machine uses 40% less energy!
Smith joined a professional class for sustainable extraction policies in China Pavilion.
Article shall be published on the World Tea Journal!
Smith published an article on biomass technology based on UTL in Media Center. Smith exhibited his firmâ&#x20AC;&#x2122;s investment in 8 regional tea extraction and 20 tea products during the 2022 Tea Biennale.
We cover 8 regions and make 20 products!
Amateur, Liâ&#x20AC;&#x2122;s Family from Shanghai
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
MA DA AY W GH HI
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Li family realized the Tea Biennale from TV advertising at home in Shanghai. K
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OFFICIAL MAP - MAIN VEN
2020
Ą匝 ň 梏✆ạガą Terrior of Teas
1st CHINA SONG’YANG TEA BIENNALE
㵀㱆㝥昚⎦ Songyang County, Zhejiang Provincial Pavilions
China Pavilion
Songyang Pavilion
Spotlight Pavilion
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floating cine
ticket office
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experimental field
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They deceided to visit the biennale during the 3-day holiday for labour day 1-3 May.
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Yunnan
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China Pavilion
TEA AVENUE Hunan
Taiwan
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Anhui
Kenya
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They went to the main venue by the river side and explored the site.
45 mins to Damushan
After having lunch40in one of the tea houses, they took a shuttle bus to Damushan. mins to
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Good times! Hey wait for me!
They visited the massive tea farm there and had a unique experience in tea picking and tea processing. The Liâ&#x20AC;&#x2122;s Family also enjoyed cycling at Damushan.
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Nice environment! Astounding interiors!
At night, they stayed in a Boutique Suite of Tea B&B hostel converted from a tea picker dormmitory.
Tannin
reduce the risk of cardiovascular disease
reduce the cariogenic potential
Dietary Floride
Prevention of carious teeth
Catechin
fat suppression for different organs
Tea Polyphenols
oral health care
antiradioactivity reduce the risk of cardiovascular disease
prevention of gastric ulcers
remove free radical, antioxidant
Theanine
remediate high blood pressure
relaxation & refresh; enhance learning and memory,
Tea caffeine
Carotene
diuretic
improve eye sight
aid digestion
Vitamin B,C,E
refresh Dietaty Fibre cancer suppression aid digestion
increase the quantity of Lactobacillus
increase the acid resistance of tooth enamel
On the second day, they attended a tea talk in the forum and learnt 20 benefits of drinking tea.
Delicious noodles! And dumplings!
Later they went to the Hill for a natural stroll and visited the noodle shop in Old Town.
2022
They recommended to their friends and decided to visit the biennale again.
Yu Feng, Tea official from Songyang
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
People shall realize the countryside is great! This can let others explore Songyang!
In 2015, the Biennale Board devised ways to promote the Biennale, e.g. brochures, applications, etc.
10 year from scratch! Learn from Songyang! A Board made of citizens and experts!
In May 2016, the Songyang Tea Association proposed the 10-year timeline.
The Flyover makes a grand entrance!
On Day 1, Yu co-held the Opening Ceremony at the Tea Avenue entrance.
Efficient water use
Nutritional Management
Biodiversity
Weed Management
Soil Protection
The 5 aspects of organic tea farming!
In the morning, Yu joined the Opening Conference about organic farming and national policies.
Tea cuisine using the best local ingredients!
For lunch, Yu had tea cuisine with the guests in Songyang Pavilion banquet hall.
Try the fabulous tea wine made by locals!
In the evening, Yu joined a welcoming dinner in the Spotlight Pavilion hosted by Japan.
Learn from the past! Demolished villages are relocated here!
The next day, Yu visited the Open Air Museum and lamented on the demolition of 20 villages for urban development before Biennale.
Fusion
Culture
Landscape
River
Cuisine
Yu later joined the talk on regional branding and announced biennale themes in future.
Shimizu Yamamoto, Japanese tea merchant
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
Mr. Shimizu noticed the tea biennale from newspaper during the business trip in Hanghzhou.
松 阳 高 铁 站
HSR Songyang Station
Just booked a 3-day ticket, off to the hotel!
On arrival by Express Rail Link, he installed the tea biennale app and booked a 3-day (US$75) ticket online and checked in a business hotel in town.
In a factory visit he knew that tea stalks were cut and burnt to charcoal as fuels (mostly used in smallholders and cooperatives).
茶叶加工厂
Silver Monkey tea is nationally acclaimed!
The tea smoked ham smells perfect!
In a restaurant the staff recommended the Silver Monkey tea and tea smoked ham, which were delicious.
He then attend a business forum themed “R&D- the essence of value adding in tea industry”. China’s Tea Industry growers
41.4%
9.1% 42.9%
+
tea companies
cooperatives 20%
+ fresh tea production
+ tea processing
tourist service
5%
15%
5%
customers
20%
40%
Where does all the money for tea go to?
tea wholesale market
fresh tea
primary processed tea
refined tea
whoolesale
retail
All the tea leaves look very healthy and fine!
He visited the tea farmed owned by a local comprehensive tea company. The tea grown in organic way tasted fabulously.
The Old Stree is very lively and active!
On the last day he visited different places like the historical village clusters to the old street and bought a lot a souvenirs.
He visit the tea factory again and satisfied with the conditions, he decide to invest in it and discuss it with the factory manager.
Lets sign a contract!
Jacques Durand, hotel operator from France
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
In 2016 Jacques found from Internet Songyang was inviting 8 hotel operators for collaberation to build 20 boutique hostels.
Local B&B offer authentic rural living experience!
In 2017 Jacques decided to visit the local B&B villages for inspiration.
Courtyards of villages make a nice gathering area!
Our whole family of 10 can reside in the Suite!
Club TEA offers great quality with good price!
In 2019 Jacques established Club TEA, a series of 8 village boutique hostels under strict government policies on sustainability.
Rooms and balconies can be expanded to become a mega-suite for up to 16 people! Have a great stay!
Jacquesâ&#x20AC;&#x2122; architect strategy is to make flexible units up to 8 people per unit converted from pickersâ&#x20AC;&#x2122; dormitory during non-harvest seasons.
Each village has its own
Great oportunities to
potential characteristics!
grasp and research!
The next day Jacques lectured about 8 different possible villages with potential features in the Forum Classroom.
Amazing catalogue of hotels & B&B hostels!
Jacques exhibited Club Teaâ&#x20AC;&#x2122;s catalogue of workss in the Zhejiang Provincial Pavilion.
Lets celebrate for our collaboration!
Jacques socialized with local investors in the China Restaurant for 10 future franchises.
JIESHOU
HUANG’S ESTATE
TEA VILLAGES
River/Passage culture
Woodcarving/ clan culture
Eco-Boutique B&B/ Experience culture
SHANXIAYANG
SHEQIANG
TEA FARMS
Fengshui culture
Hakka/ Clan culture
Organic/ Sustainable Culture; Renewed Pickers’ Hostels
Jacques announced hotels in construction based on different village potentials.
Yvonne Ma, Senior graphic designer from Hong Kong
Entertainment/ new experience
Nature expoloration
Cultural exposure
Knowledge/ education
Business opportunity/ network
Yvonne read the news about the biennale from the Internet shared by her client.
UTL packaging has a variety of products here! Sharp and sustainable design all in one!
Yvonne visited the Songyang Pavilion and saw many innovative tea products and packaging using UTL (used tea leaves) in the exhbition hall.
People consume tons of tea leaves here...
So this is where the used tea leaves come from...
She had lunch in a tea house in the main venue, where she discovered UTL were collected for making recycled fiber.
Promising and innovative ideas from the forum! Can by-products be
Yes, these products will
made from the UTL?
be out soon!
She attended a symposium â&#x20AC;&#x153; Standard of 2020s : The design strategy on tea and by-productsâ&#x20AC;? and discussed with fellow product designers afterwards.
Yvonne went to some historical villages and factories for research.
Production in villages originates from the land.
At night Yvonne attended the â&#x20AC;&#x153;Designer Tableâ&#x20AC;? event engaged colleagues in the design and packaging industry.
Hi, this is my card...What
Would you like to try our
do you feel about here?
specialty tea cocktail?
On closing she attended the prize presentation for ‘Best Design for Tea Products, “Green” Packaging’ specific to tea products.
And the award goes to...my former company!
So you can see, there are huge potentials...
In Hong Kong she shared the innovative ideas in packaging and branding. Later she proposed the UTL paper to a tea compnay client.
BIBLIOGRAPHY
1. Songyang Xian zhi / Songyang Xian zhi bian zuan wei yuan hui bian.
2. Songyang Xian ren min dai biao da hui zhi / “Songyang Xian ren min dai biao da hui zhi” bian zuan wei yuan hui bian.
9. Zhongguo cha chan ye fa zhan bao gao.2014
7. Cha chan ye pin pai zheng he yu pin pai wen hua : shou jie Dong Ya cha jing ji, cha wen hua lun tan “Mingzhou cha lun” wen ji / Ningbo cha wen hua cu jin hui, Ningbo Dong Ya cha wen hua yan jiu zhong xin zu bian ; Zhu Jifa bian.
13. Songyang Xuan Wen Lian, Songyang Wen Yi
1st CHINA SONG’YANG TEA BIENNALE
3. Zhejiang Sheng cha ye zhi / “Zhejiang Sheng cha ye zhi” bian zuan wei yuan hui bian.
14. Songyang Wen Lian, Songyang Wen Yi Te Han
Nguyen Province, Vietnam : economic and environmental impacts / Nghia Dai Tran.
BIBLIOGRAPHY
6. Zhongguo cha chan ye ke chi xu fa zhan zhan
4. Shi jie cha ye 100 nian / Cheng Qikun, Zhuang Xuelan zhu bian.
5. Zhongguo cha chan ye jing zheng li yan jiu / Xu Yongmei, Su Zhucheng zhu.
10. Zhongguo cha chan ye yan jiu bao gao.2010
11. Songyang Xuan Renmin Zhengfu, Songyang Chuan Tong Cun Luo
12. Pin Wei Songyang, Min Xu Feng Qing Te Han
16. Sang Ye He Min, Lu Cha Rang Ni Jian Kang Yi Bei Zi
17. Chi Zong Xian, Zou Jin Zhongguo Cha de Si Jie
18. Chen Shaokuan, Ren Shi Cha: Pao Cha Pin Cha
1st CHINA SONGâ&#x20AC;&#x2122;YANG TEA BIENNALE
sustainable development of Chinese tea industry / Chen Zongmao bian zhu.
BIBLIOGRAPHY
19. Yao Guokun, Wang Cunli, Tu shuo Zhongguo cha
20. Zheng Pei Hai, Cha Dao de Kai Shi
21. Jack Carlsen and Stephen Charters, Global Wine Tourissm – Research, Management &
22. Sean Stanwick and Loraine Fowlow, Wine by Design, Wiley-Academy, 2006
23. Percy Dougherty, The Geography of Wine, Springer, 2012
24. Michael Webb, Adventurous wine adventure, Mulgrave, 2005
25. Clive Coates, The Wine of Burgundy, University of California Press, Los Angeles, USA, 2008
Tourism
1st CHINA SONG’YANG TEA BIENNALE
27. Arthue Asa Berger, Theorizing Tourism:
EPILOGUE B
y 2030 when the 6th Songyang Tea Biennale ‘Tea-rama’ is held, not only is Songyang Tea internationally acclaimed, the rural region has been seriously considered as the generator of sustainable cultural and economic development.
T
he Tea Biennale, once an urban event implanted on a rural context, or a contemporary envelope of traditional production, has been successfully transformed into a specific occasion for active feedback, an incubator nurturing rural growth, and an augmented landscape embracing production from land.
在2030舉辦的第六屆松陽茶雙年展'茶•觀'中，松陽不 單在世界享負盛名，農村更被重視為持續文化經濟的驅 動者。
茶業雙年展，曾是一種從城市移植到鄉村的盛事，或 承載傳統生產的現代包裝，已成功轉變為一個獨特的機 遇，不但反饋及孵育鄉村文化，同時增強土地與生產的 聯繫。
ON THE ROAD OF RURAL DEVELOPMENT, YOU ARE NOT ALONE.
PROUD PARTNER OF
1st CHINA SONG’YANG TEA BIENNALE