茶叶质量管理

PPPChinaI-Mr.TobiasKuhl-1PPPChinaIPPPChinaI-Mr.TobiasKuhl-2QualityRequirementsinTeatrade-Mr.TobiasKuhlPPPChinaI-Mr.TobiasKuhl-3China-leadingexportnationforteaChinaisGermany´smostimportantsupplierforteaPPPChinaI-Mr.TobiasKuhl-4duetothehighinvestmentandsupportofchinesegovernment,theincomeofcountrysideproducershadbeenincreased.Sametimevariousteaprojectsaresupportedbygovernmentalactivities.ourPPP-ProjectisoneexamplePPPChinaI-Mr.TobiasKuhl-5Whathappensondomesticmarket?LetushavealookattheyoungmoderngenerationPPPChinaI-Mr.TobiasKuhl-6chineseyoungpeoplerecentlyhaveahighinterestincoffeeandotherbeverages–traditionalteaasatrendyproductisloosingmarketsharePPPChinaI-Mr.TobiasKuhl-7IYP–ImproveYourExportthissituationunderlinestheimportanceofexportactivitiesandrequiressametimeadetailedknowledgeaboutfoodregulationsandrequirementsinforeigncountries.PPPChinaI-Mr.TobiasKuhl-8PromoteyourteaPromotionisoneofthekeyaspectsforselling…teaismorethanasimpledrink…PPPChinaI-Mr.TobiasKuhl-9InChineseeyespromotionisfocusedonmodernaspects...“HighTech“newandmodernproductionmethodsPPPChinaI-Mr.TobiasKuhl-10yourexportclientsinoverseasarehighlyinterestedintraditionalaspectstraditioniscreatingyourcustomersinterestPPPChinaI-Mr.TobiasKuhl-11thisPPP-Seminaraswellasspecialofferedcorrespondingworkshopsmayhelpto…understandthegermanwayofthinking…understandthegermanwayofacting…understandyourcustomersexpectationsPPPChinaI-Mr.TobiasKuhl-12ActingasaunitChineseteacultureisuniqueintheworld–withmorethan4500yearsofexperienceKeepyourtraditionanduseitasamarketinginstrumentPPPChinaI-Mr.TobiasKuhl-13Informyourclientsabouthistory,production,preparinganddrinkingLetyourcustomersunderstandyourteaPPPChinaI-Mr.TobiasKuhl-14PPPChinaI-Mr.TobiasKuhl-15PPPChinaI-Mr.TobiasKuhl-16NewspapersThepowerofnewspapersincreatingconsumersmindisratherstrongPPPChinaI-Mr.TobiasKuhl-17TheStoryofPuErh-createdbynewspapers-1999PPPChinaI-Mr.TobiasKuhl-18Headlineofmanymagazines„slimlineandlooseyourfat“PPPChinaI-Mr.TobiasKuhl-19PromotingthehealthbenefitsofPuErhTea1999to2003weeklyairshipmentstoEuropeand20hourworkshopsinChinamadeourcountrycrazyforPuErh–EventhepeopledidnotliketheteatheydecidedtodrinkitduetothepositivearticlesPPPChinaI-Mr.TobiasKuhl-20WhiteTea•„Whitetea“suchasBaiMuDanorYinZhenBaiHaoNewspapersingermanypromotingthisteaashealthyandtrendyin2005and2006Asaresultthesalesofwhiteteasisincreasingimmediately…PPPChinaI-Mr.TobiasKuhl-21WhiteTeaasaresultthesalesofwhiteteasisincreasingimmediately2007and2008thepromitionstoppedandsamethesalesdroppeddownagainPPPChinaI-Mr.TobiasKuhl-22Whatwillbenext?Recentlyitismoreandmorefashiontotalkabout„OolongTea“Areyoureadyforthis?PPPChinaI-Mr.TobiasKuhl-23FoodSafityFirst•Whataboutpesticides?•Areyourteasclean?•CanyousellyourteasaccordingtoEU-regulationandcatchthisprofit?PPPChinaI-Mr.TobiasKuhl-24Midof2003indenpendendinstitutesgotorderfromGermanGovernmenttocheckpesticideresiducesinteaNewspapersannouncedChineseteasas“poison”and“lifedangerousproducts”–consumersstoppedbuyingchineseteasimmediately!PPPChinaI-Mr.TobiasKuhl-25Result•trustinchineseteasgotlostimmediately•trustinhealthyaspectsofchineseteasgotlostimmediatley•westernconsumerstoppedtobuychineseteaPPPChinaI-Mr.TobiasKuhl-262004teareputaionrecoveredduetostrongpromotionofGermanTeaAssociationanditsmembersandbystrictimportregulationsforpesticideanalysisbeforeimportingHighinvestmentsandeffortsbroughtchineseteabacktotherightway.PPPChinaI-Mr.TobiasKuhl-27inNov2005again30%ofanalysedchineseteasinthemarkethadbeenbelowtheregulationsbut:theresultwashighlyinterestingPPPChinaI-Mr.TobiasKuhl-28Problemsoccuredmainlyatsmallercompaniesthatimportedchineseteasdirectlyfromsmallfarmersthroughexportagentse.g.inHongkongbyundergoingnationalandinternationalregulationforpesticideresiducesandbringingharmfullproductstothemarketPPPChinaI-Mr.TobiasKuhl-29…itisnotenoughthatwellreputatedandorganisedcompaniesinChinaandEuropetrytheirbesttodealinsafeproducts...PPPChinaI-Mr.TobiasKuhl-30...eventhesmallestmemberofteafarming,productionanddealingmustunderstandtheimportanceofqualityforgoodrepuation!PPPChinaI-Mr.TobiasKuhl-312007/2008•reasonableexportregulationsandaseriouspesticidecontrollsystem……thisisthewaychinawantstokeepitsreputationasacountryofcleanandhealthyproductsPPPChinaI-Mr.TobiasKuhl-32USA–SafetinessFirst•recentlyCIQofficialssamestartedtodetectthepesticideresiducesforcargoexporttoUSA•EvenUSAdonothavesuchdemanduntilnow,itseemstobetheaimtoreachEU-levelsamefortheseteasPPPChinaI-Mr.TobiasKuhl-33ChinaasGermany‘smostimportantImport-countryPPPChinaI-Mr.TobiasKuhl-34inGermanytheconsumptionoftearemainsunchangedformanyyears253gperheadperyear=about25,5ltr(chinesepeopledringabout42ltr)whereasthemarketshareofChineseteaisincreasingcontinuously...PPPChinaI-Mr.TobiasKuhl-35ConsumersinGermanyandEuropeneedthefeelingtobuyasafe,cleanandhealthyproductinordertobuildupalongandtrustfulrelationship.PPPChinaI-Mr.TobiasKuhl-36Tea&WellnessPPPChinaI-Mr.TobiasKuhl-37ForasafeandsuccessfulfutureWiththisprojectwewanttoopenyourmindandcreatet