In recent years, Zhenyuan County has leveraged its 118,300 mu of ecological Tea gardens and 30,800 mu of cultivated ancient tea resources. It established the Pu'er tea regional public brand named “Qianjiazhai Ye No.” Successfully registering the “Qianjiazhai Ye No.” trademark, the county formed a leading group for improving the tea industry and enhancing the “Qianjiazhai Ye No.” Pu'er tea brand, headed by the county's top officials. This group studies and deploys work related to brand construction, promoting the realization of the value of ecological products in the tea industry.

Promoting the construction of ecological tea gardens. Implementing policies on green and organic incentives, the county vigorously promotes green and organic management of tea garden bases, strengthens the protection of ancient tea trees (gardens), creates high-quality ecological demonstration tea gardens, transforms low-yielding and inefficient tea gardens, and promotes green prevention and control techniques for diseases, pests, and weeds as well as “reducing fertilizers and pesticides.” This ensures the quality and safety of raw materials. Since 2025, 53,200 mu of organic tea gardens have been certified, 20,600 mu of high-quality ecological demonstration tea gardens created, 16,000 mu of low-yielding and inefficient tea gardens transformed, and 28 “green food brand” industrial bases recognized, covering an area of 42,000 mu and processing capacity of over 3,000 tons. This has assisted 20 products in obtaining organic tea certification certificates.

Implementing green and refined deep processing. Focusing on green production across the region and clean, standardized, and regulated processing, the county accelerates improvements and renovations of primary Tea processing facilities and refined deep processing production lines. Standardizing processing procedures, improving automation levels, and enriching tea product varieties according to market demand, it strives to enhance production efficiency and improve product quality. Since 2025, 251 million yuan has been invested in constructing or renovating 33 clean and standardized primary tea processing facilities, building one “Qianjiazhai Ye No.” Pu'er tea refined processing research and development center, and three integrated primary and refined tea factories.

Establishing a standards system. The county formulated the “Interim Measures for the Use and Management of the Qianjiazhai Ye No. Public Brand of Zhenyuan County,” improving the operational model and standard use mechanism for the “Qianjiazhai Ye No.” Pu'er tea regional public brand. It authorized 35 enterprises to use the brand, released the association enterprise standard “Zhenyuan Qianjiazhai Pu'er Tea,” and standardized corporate production and business activities from planting, processing, packaging, storage, to sales. It supported 14 enterprises and 39 products in successfully joining the national Pu'er tea quality blockchain traceability platform, establishing a traceable quality system covering the entire process from tea garden to Teacup.

Increasing project implementation. In 2025, central funds amounting to 10 million yuan were applied for, with enterprises self-raising 30.45 million yuan to implement the Zhe Dong Town Agricultural Industry Strong Town Project in two phases (2025-2025). This aims to achieve organic management of tea gardens, effective transformation of low-yielding tea gardens, high-quality development of good variety tea gardens, standardized construction of production lines, and a complete and smooth processing, storage, and logistics chain, serving as a demonstration and driving force for the development of the county's tea industry. Consolidating funds totaling 15 million yuan were used for the functional enhancement of the Qianjiazhai Pu'er tea industry, construction of primary and refined processing factories, among other initiatives, increasing the income of 6,000 households (more than 20,000 tea farmers, including 1,500 households under poverty monitoring) and generating dividends of more than 700,000 yuan for 35 Village collectives.

Focusing on entity cultivation. Vigorously cultivating leading enterprises, the county established an “enterprise + cooperative + base + farmer” shared-interest mechanism, fully leveraging the enthusiasm of tea enterprises to connect with farmers, enhancing the level of tea planting and processing, broadening sales channels for tea through various channels, and effectively increasing local tea farmers' income and prosperity. Currently, the county has 125 tea enterprises and 76 farmers' tea professional cooperatives, including two municipal-level leading enterprises, with four enterprises having annual sales revenue exceeding 10 million yuan and 13 enterprises exceeding 5 million yuan.

Highlighting skills training. Establishing the “Zhenyuan Tea Artisan” labor brand, the focus is primarily on upgrading the tea industry, increasing the income of the people, and promoting rural revitalization. Using the “training + employment” model for the labor force, comprehensive skills training is conducted in tea planting, management, processing, etc., comprehensively enhancing the overall quality and scientific and technological application level of tea enterprises and farmers, promoting the improvement of the quality and efficiency of the tea industry. From 2025 to 2024, 57 certification-related training sessions were held, involving 2,890 participants, including 2,100 individuals from poverty-stricken households, enhancing the professional level of the population and increasing employment opportunities, achieving sustained and stable increases in income.

Strengthening promotion and publicity. A promotional video titled “Zhenyuan Qianjiazhai Ye No. Pu'er Tea” was produced and aired continuously on China Central Television to promote the “Qianjiazhai Ye No.” Pu'er tea regional public brand. Events such as the “Traversing Ailao and Experiencing Wuliang: Tasting Qianjiazhai Ye No. Pu'er Tea” promotion conference were organized. Tea enterprises participated in tea expos, sales fairs, Pu'er tea competitions, and other tea-related activities both within and outside the province, expanding the brand's reputation and influence. Utilizing the Shanghai Jinshan District East-West cooperation platform, the “Qianjiazhai Ye No.” Pu'er tea trademark, standards system, and series of products were launched on-site in the Jinshan District, fully launching the Qianjiazhai Pu'er tea brand.

Actively opening up markets, the county entered into cooperative relationships with companies such as Yunnan Yanzuo Supply Chain Management Co., Ltd., Kunming Yiding Tourism Group, and Shanghai Baoyun Company. “Qianjiazhai Ye No.” Pu'er tea tasting centers were opened in cities like Beijing, Shanghai, Xinjiang, and Kunming, enabling products to enter sales channels in Shanghai, Beijing, Shilin Scenic Area, etc. Tea enterprises were organized to explore out-of-province markets in places like Xinjiang, Tibet, Guangzhou, and Shanghai. Making full use of e-commerce platforms like JD.com, Taobao, Tmall, and Douyin further expanded marketing channels. Since 2025, over 40 types of Qianjiazhai Ye No. series products have been marketed, with sales reaching over 150 million yuan.