Brand Assets:

Identity: Founded in 1949, CHINATEA Company is one of the first state-owned professional companies in New China, making significant contributions to the nation's construction.

No. 1 Tea Brand: CHINATEA Company created the first tea trademark of the new China in 1951, called "Red Eight Zhong". The trademark features a green "tea" character surrounded by a red "Zhong" character, symbolizing Chinese tea is sold worldwide.

Industrial Foundation: Wu Juenong, Feng Shaoqiu and Zhang Tianfu were the pioneers of the modern tea industry revival and founders of CHINATEA Company. They were the initiators and inheritors of mechanized and standardized machine tea processing techniques. CHINATEA participated in setting industry standards and was the originator of the Pu'er fermentation process, new white tea process, and black tea patented strains and techniques.

Status: CHINATEA Company Limited, registered trademark "Zhong Cha" was recognized as one of the first batch of "Time-Honored Chinese Brands". As a representative of Chinese tea enterprises, CHINATEA is the only enterprise with a full range of tea products in the Time-Honored Chinese Brands resource pool, ranking among the top in the tea industry for several years.

National Brand: Chinese tea products have often served as national gifts at home and abroad. CHINATEA and its sub-brands have gained recognition and trust from  customers worldwide. Its products have been selected as the tea for major national events such as the 2014 APEC Summit, 2017 Belt and Road Forum, 2017 BRICS Summit, selected for Xinhua News Agency’s National Brand Project in 2019, and CCTV's "Brand Power" project in 2021. CHINATEA has been awarded as "My Favorite Chinese Brand" multiple times.

Core Values of CHINATEA:

Based on CHINATEA’s brand heritage and development strategy, it positions itself as a "provider of health lifestyle", advocating "Chinese tea, choose CHINATEA" and operating under the principle of "Good tea is at CHINATEA". It dedicates to expanding the tea industry, developing new technology, and promoting tea culture, aiming to provide tea products and services for consumers to lead a healthy lifestyle.

Brand Driving Factors:

Comprehensive Product Portfolio: The company is the only comprehensive tea enterprise within the resource database of Chinese time-honored brands. Its diverse tea products include black tea, oolong tea, flower tea, white tea, liubao tea, pu'er tea, black tea, green tea, and other varieties.

Quality Image: Under the guidance of COFCO's "whole industry chain" strategy, through the "company + supplier + farmer" operating model, it controls high-quality tea resources, providing natural, green, healthy, and safe raw materials for tea production, effectively ensuring the quality of products. It possesses advanced production and processing technologies and equipment, with high professionalism and strict production standards.

Health Image: CHINATEA Company is dedicated to promote a healthy mind and lifestyle. Scientifically developing and meeting modern lifestyle needs with healthy products and tea-drinking methods, while also representing the virtue of moderation.

Innovation: Six standardized tea production platforms, one large comprehensive tea research and development center, ten professional laboratories, and multiple technical patents.

Sales Network: The company's marketing strategy covers major domestic and international tea markets, spanning multi-channel wholesale and retail formats such as distribution channels, specialty stores, and e-commerce channels, effectively forming a sales network that spans across various markets.

Brand Portfolios

The SEA DYKE represents the perseverance of the Foolish Old Man and the tenacity of Jingwei, serving as a symbol of Xiamen's connection to the world. The SEA DYKE embraces mountains, the ocean, and the sky, linking islands, the land, and the world. It carries the Chinese tea culture, connecting Xiamen to the entire world. The SEA DYKE is deeply rooted in the hearts of Chinese people worldwide, becoming an honorable chronicle of "Made in Xiamen". Chinese oolong tea once gained widespread fame, and today it continues to lead in tea production, expanding into new territories and setting new trends.

The Butterfly Brand draws the quintessence of Fujian's diverse tea varieties, covering black, green, white, flower, and oolong teas. An experienced team of technical experts established a whole industrial chain traceability system and quality assurance system for tea supplies. It has garnered recognition as a prominent trademark of Fujian Province and the sole internationally acclaimed brand for tea products in Fujian Province, earning numerous accolades.

The Wooden House Century dark tea brand holds the top position in the market for ecological dark tea. It is widely recognized nationwide, ranking second in the industry. The brand's century-old tea storage history, unique architectural style, and the natural micro-ecological environment of the wood warehouse give it distinctive cultural and historical significance, making it stand out among other brands.

In 1982, the "Monkey King" jasmine flower tea trademark was registered, with the logo design inspired by being the king of the industry, reminiscent of the Monkey King who journeyed 108,000 li, making the products renowned worldwide. The "Monkey King" jasmine flower tea is meticulously crafted using a clean standardized process, elevating the quality of traditional flower tea while maintaining a rich, smooth tea flavor and a fresh, fragrant floral aroma. The sweet fragrance bursts during brewing, allowing one to enjoy the delights of nature. It once was as popular as Maotai  across the nation, especially in the three northern regions.