The whole story of Dayi new tea hype and thunder storm, a piece of tea was hundreds of thousands, and the retribution of tea hype finally came.

These days, everything can be hyped, stocks can be hyped, houses can be hyped, Maotai can be hyped, and even Maotai wine boxes can be hyped. Now even tea leaves are targeted by speculators. 88 green Pu 'er tea, only a few dollars a cake 30 years ago, can't be bought for 400,000 now! The six-star Peacock Pu 'er tea in Banzhang 20 years ago, now the market price has exceeded 70,000 yuan. Even Pu 'er tea, which was not fresh a year ago, has been fired to more than 40,000 yuan.

Tea speculation is closely related to the brand of Dayi tea. Dayi Group is a well-known enterprise in tea circle. In the mid-1980s, the spring breeze of market economy also blew to Yunnan. Yunnan tea factory, with tea as its main cash crop, began to pursue the principle of market economy. After the government reaches the production target, it can produce and sell itself, and the extra profits can also be distributed by itself. In such a market environment, Dayi Tea, as the most famous brand of Yunnan Pu 'er, came into being at that time.

However, in the beginning, Dayi was just an ordinary Pu 'er tea brand, which had nothing to do with the current high-priced Pu 'er tea. Dayi gradually became famous, entered the public's field of vision, and finally became the top brand of Pu 'er tea, all because of a key figure, that is, Wu, the current chairman and actual controller of Dayi.

Wu was born in 1962 and graduated from Beihang university in 1988. At that time, he was also a social elite. Wu himself studied finance. After receiving an MBA degree from the University of Ottawa, Canada, I worked in financial investment abroad for a period of time. This work experience also created a foundation for him to return to China to run the Dayi tea brand.

After returning to China, Wu Yuan was very active in the field of financial investment. He has worked in a number of investment institutions and served as an executive of a listed company. But in 2004, Wu suddenly became interested in the traditional tea culture in China. At that time, Menghai Tea Factory was undergoing restructuring. Using his financial investment skills, Wu successfully defeated Hongtashan Group, a local enterprise that was also interested in and wanted to invest in Menghai Tea Factory at that time, and won most of the shares of Menghai Tea Factory at a price of 1 100 million yuan.

After becoming the actual controller of the tea factory, Wu combined the relevant rules of the financial industry with the production and sales of Pu 'er tea according to his own design and ideas, vigorously promoted the brand of Dayi tea, and organized many marketing activities with good results. Under his hype, Dayi Pu 'er tea was packaged as "Hermes" in the tea circle.

As the saying goes, hooligans are not terrible, but they are afraid that hooligans have culture. In 2005, Wu, who is proficient in finance, launched a marketing campaign for Pu 'er tea, shouting a resounding slogan and adding the ancient tea-horse road culture to the promotion of Pu 'er tea. Then, he combined the brand of Dayi Yunnan tea with the investigation activities of the ancient tea-horse road. At that time, everyone thought the ancient tea-horse road was mysterious, and Dayi tea had a noble and mysterious color. This activity also donated several hope primary schools in Yunnan and Tibet.

In 2008, Wu took a fancy to the advertising effect in CCTV. He ignored the opposition of other company executives and spent huge sums of money on brand advertising in CCTV prime time. However, we have to admire Wu's keen sense of touch and judgment. At that time, although there were all kinds of tea enterprises all over the country, fierce competition had been launched, but the competition in the field of marketing and brand had just begun. The marketing war initiated by Dayi Tea first helped him seize the opportunity in the tea market and won a lot of market share. Subsequently, Dayi Tea began to launch authorized franchise stores and opened more than 2,000 franchise stores nationwide. Brand building and franchise stores are Wu's tools. His real purpose is to endow tea with financial attributes and turn fried tea into a profitable business.

To make tea with financial attributes, Wu is very clear that this must first create a scarcity of "things are rare and expensive". In 20 17, dayi tea industry began to make tea with Xuanyuan number. This Xuanyuan Pu 'er tea is called No.1 Huangcha 20 17 in the circle. Under the control of Wu, the distribution was deliberately reduced, and the tea was quickly looted by the market, and the price of tea was quite amazing. The price was not cheap at the beginning. In less than half a year, the price of Xuanyuan tea cake with a reserve price of 3. 1 10,000 rose nearly tenfold, and it was even hyped to 2 million pieces this spring.

After tasting the sweetness of hype, Dayi tea has gone further and further on the road of hype, and it has gained more and more. 20 19, dayi tea released "Bohai series". Within one minute of online sales, 5,000 copies of tea were looted. Subsequently, a large number of false information about the sale of Bohai series tea appeared in major sales websites, salted fish and friends circle, and the price of tea was therefore speculated.

As a result, Wu's Dayi tea industry sold a batch of Xuanyuan brand new tea at this good price. For them, hype is equivalent to several printing machines. The weirdest thing is that hype runs counter to tea tasting. The hyped tea has become a commodity, not a consumer product. If you want to maintain the hype value, these teas can't be unpacked, and the cartons must be kept intact, and even the seals can't be moved, otherwise the value will be greatly reduced.

Speculators have basically bought all the new Pu 'er tea that can be bought in the market, but those who really want to taste Pu 'er tea are not qualified to taste it, and tea is becoming more and more empty. Those who want to make a fortune through speculation are mostly not rich, but hold the speculative psychology of getting rich overnight, raise funds through relatives dismantling, private lending or illegal fund-raising, and then buy speculative tea to earn the difference.

In Fangcun, a famous tea market in China, more than 80% of Pu 'er tea in China is traded here, and the tragicomedy of life caused by frying tea is staged. Some people get rich overnight, singing and dancing, others lose everything, and their wives and children are separated here.

Private finance in Guangdong is developed, with Guangzhou as the center, and fried tea extends to other parts of the province, attracting a lot of hot money to flow to the whole country. As early as six or seven years ago, the hype of Dayi tea was still a spot trading model. At that time, investors paid in one hand, speculators or tea merchants delivered in one hand, and when the money was cleared, investors needed to judge the market at that time. If it is profitable, they will wait with tea, if they may lose money. By 20 18, with the increasing popularity of tea speculation, the market price fluctuates faster and faster. The investor asked a price ten minutes ago, and the price may not be recognized when going to the toilet. So spot trading can't keep up with the development of speculation, and there is tea futures trading.

Although it is futures trading, there are no clear market rules. This kind of transaction is completely based on mutual trust between people. Its basic model is: real estate speculators will transfer the money to buy tea to tea merchants or speculators at one time. Both parties agree to conduct spot trading within a certain period, usually half a month or a month. Investors and speculators hold a lot of cash, but in fact, tea is not actually traded. In extreme cases, even speculators may be empty-handed. For example, they don't have tea at all, but they sell this promise to investors and promise to return the tea within one month. After investors pay, speculators take money to the market to find low-priced tea and earn the difference. If you have enough money, you can even control the market fluctuation. What is even more exaggerated is that these transactions have no formal trading system, and many transactions just "fill in a receipt". It is often difficult for victims with problems to safeguard their rights and interests, and there is no reason.

Once fried tea becomes financial speculation, tea also becomes a financial tool. At this time, the risks have accumulated. The national regulatory authorities smelled the risk of tea speculation, and with the intervention of supervision, the speculation of Dayi tea came to an end.

200214/5, the leading group for prevention and disposal of illegal fund-raising in cities and counties of Yunnan Province issued a risk warning of high-priced tea to warn of tea speculation. In June, the relevant state departments held a symposium on special investigation in Wumenghai Tea Factory, which has clearly indicated the government's attitude towards Dayi Tea.

Due to the intervention of supervision, "high price tea" has gradually cooled down in the market. With the price falling, there have been many thunderstorms in Fangcun tea market. Some people's capital chain is broken, and they are not ready to run away. The police have come to the door. Some people fall into the madness of tea frying and are finally reported by their families.

Tea speculation is just a case in the speculative market. What we really need to watch out for is this kind of speculation. What is hype? It refers to exaggerating certain commodities, creating momentum and profiting from them. Some valuable things can be hyped. The most common hype is stock speculation, bitcoin speculation and even Maotai speculation. In some special periods, such as SARS, even garlic and vinegar can be the targets of speculation.

Why is this matter so hyped up? In fact, it's like a game of delivering packages. As long as you don't take the last stick, you can basically make a profit. Even the more exaggerated the hype, the greater the benefit.

However, I believe that the warning given by fried tea is more about the great harm caused by finance as an arbitrage tool to the tea industry. There is a simple reason. If investors and speculators can make money upside down with their left hands, but the process of tea planting and picking is extremely hard, who will seriously and truly grow good tea? If the story of hype continues, the market will enter a depression again, and tea will not be sold in the warehouse, which will eventually affect the enthusiasm of tea farmers.

In Yunnan Province, tea planting is a very important pillar industry, supporting more than 5 million tea farmers. Stir-fried tea has not injected new vitality into this traditional industry, but has accumulated greater risks. 20 14 there was a kind of "ancient tree tea" that was once hyped in the market. At that time, the price of one kilogram was as high as 10,000 yuan. When the price can't support the market demand, the market of ancient tree tea enters a dead state, and no one cares about the tea in the hands of tea farmers.

Therefore, hype not only loses money, but also fundamentally hurts the good atmosphere accumulated by an industry for a long time.

Ok, that's all for today. I don't know if you have a deeper understanding of hype. In the future, you must be vigilant when you encounter this kind of hype in your life. Anyway, just keep your feet on the ground!