武夷星茶业有限公司

What 武夷星茶业有限公司 does

武夷星茶业有限公司 (Wuyi Star Tea Co., Ltd.) is a privately held Chinese tea enterprise founded in October 2001 by Chairman He Yixin (何一心) and headquartered in Wuyishan City, Fujian Province. The company operates an integrated industry chain spanning tea germplasm conservation, organic cultivation, traditional processing, retail sales, tea culture tourism, and vocational training. It cultivates 7,600+ mu of tea gardens — including 1,744.5 mu of organic tea forming Asia's largest contiguous organic oolong base — and houses a national-level tea germplasm repository with 3,290+ innovative resources and 395 maintained varieties across 14+ core Wuyi mountain sites.

Its core product portfolio centers on Wuyi rock tea (武夷岩茶), led by Da Hong Pao (大红袍), Rougui (肉桂), and Shuixian (水仙), sold under multiple series including Star (星系列), Baigu (百谷), Hongyun (红韵), Five Flavors (五香), Palace Tribute (故宫贡茶), Aged Collection (蕴藏), Classic (经典老味道), and the 30th Anniversary (三十而立) commemorative series. The company enforces a proprietary 99-Quality Star Standard (99道品质星标准) across planting, production, inspection, brewing, and tasting, combined with an in-house One Rock Two Fragrances (一岩两香) sensory evaluation framework and GC/MS/HPLC testing laboratories. It holds 217 patents and participates in drafting national and international oolong tea standards.

Revenue is generated through a multi-channel model: direct retail via company-owned flagship stores, a franchise network for national expansion, e-commerce flagship stores on Tmall and JD.com, regional sales offices in five Chinese cities plus Hong Kong for enterprise sales, tea culture tourism (妙不可岩 and 中華茗园 experiences), and certified tea culture training (星愿茶文化). Institutional customers include the Diaoyutai State Guesthouse (designated tea since 2006), the Shanghai Cooperation Organization Summit (2013), and a co-branded product line with the Palace Museum. The company also maintains premium cultural collaborations (Impression Dahongpao with Zhang Yimou), a global volunteer ambassador program spanning 33 countries, and a domestic loyalty club (星茶友俱乐部). The company claims 23 consecutive years of Da Hong Pao sales leadership in China and a Top-10 position among China's Top 100 Tea Enterprises for 5+ consecutive years.

Name

武夷星茶业有限公司

Legal name

武夷星茶业有限公司

Website

https://wuyistar-tea.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

武夷星茶业有限公司 is a privately held Chinese tea company founded in 2001 that produces and sells premium Wuyi rock tea (led by Da Hong Pao) across an integrated cultivation-to-retail chain, serving individual consumers, franchise partners, and institutional clients through flagship stores, e-commerce, regional offices, and cultural tourism.

Ownership category

akta.pro rank

Product category

Wuyi Rock Tea & Specialty Oolong Tea

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Specialty Tea Shops (Loose-Leaf, Tea Bars) (THAFAKAD)

Keywords

• Wuyi rock tea
• Da hong pao
• Oolong tea production
• Specialty tea retail
• Organic tea cultivation

Headquarters

HQ city

武夷山市

HQ country

China

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tea Product Sales (武夷岩茶及其他茶叶产品零售): Direct retail of Da Hong Pao (大红袍), Rougui (肉桂), Shuixian (水仙), and other Wuyi rock teas through multiple product series including 星系列, 百谷系列, 五香大红袍, 故宫贡茶, 匠心系列, 蕴藏陈茶, 经典老味道, and 斗茶赛系列. Products are sold via self-operated stores, franchise stores, and e-commerce marketplaces (Tmall, JD.com). Revenue is generated through one-time product purchases with no recurring subscription component.
2. Tea Culture Tourism & Experience (茶旅体验): Revenue from tea-themed tourism experiences including the 妙不可岩 (3-day/2-night Da Hong Pao experience journey) and 中华茗园 ecological tea theme park. Activities include tea garden visits, tea-making workshops, professional tea evaluation sessions, and cultural exchange programs.
3. Tea Culture Training (茶文化培训): 星愿茶文化, a China Tea Circulation Association-certified vocational skills training institution, provides tea art and tea processing training ranging from national Level 1–5 certifications. Revenue generated through course fees and qualification examination charges.
4. International Volunteer & Cultural Exchange Program: Global volunteer program recruits foreign tea enthusiasts who help spread Chinese tea culture. While primarily a brand-building initiative, it generates indirect revenue through international brand recognition and overseas market development.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels10 records

Core offering

武夷星茶业有限公司 (Wuyi Star Tea Co., Ltd.) grows, processes, and sells its own brand of Wuyi rock tea (武夷岩茶), with Da Hong Pao (大红袍) as its flagship. The company operates the full value chain from its own organic tea gardens and germplasm repository through processing and quality testing to retail across company-owned stores, franchise stores, Tmall and JD.com e-commerce flagships, and direct institutional/gifting sales. It also offers tea culture training (星愿茶文化), a membership club (星茶友俱乐部), and tea tourism experiences (妙不可岩).

Product overview

武夷星茶业有限公司 operates as a comprehensive tea company offering a diverse portfolio of Wuyi rock tea products across multiple series. The core product line includes 红韵大红袍 (Hong Yun Da Hong Pao), 星系列 (Star Series), 百谷 (Baigu mountain field teas), 匠心 (Ingenuity Series), 五香大红袍竖条装 (Five Flavors), 故宫贡茶 (Palace Tribute), 蕴藏 (Aged Collection), 经典老味道 (Classic), and 斗茶赛 (Competition Winners) series. Supporting services include 星茶友俱乐部 (Star Tea Club membership), 周三云茶会 (Wednesday Cloud Tea Salons), 全球品鉴会 (Global Tastings), 茶文化培训 (星愿茶文化), and 国际志愿者计划 (Global Volunteer Program). The company also hosts branded events including 天心村斗茶节 and 桐木村斗茶赛. Products are sold through owned e-commerce stores on Tmall and JD.com, direct sales channels, and a franchise store network.

Differentiator

Problem solved

Functional benefit

Brands

• 武夷牌: 武夷星旗下茶叶品牌，在天猫平台运营（武夷牌天猫店）。
• 星愿茶文化
• TeaMore

Products and services

• Hongyun Da Hong Pao Series (红韵大红袍系列) Premium Da Hong Pao series featuring multiple variants including vertical packaging, Jinxiu, Shuangyi, and Lijing Xinxiang. Made using intangible cultural heritage techniques with medium-fire roasting for rich, fruity and floral flavors. Targeted at premium and gift buyers.
• Star Series (星系列) High-end Wuyi rock tea series exploring the cultural depth of the category; sub-series include Weiyu, Nianlun, Yanxu, Congkui & Guiguan, Zhenyan, Yanxiang, Hanmoxiang, and Zhongguo Gongfu Cha. Targeted at premium tea drinkers.
• Baigu Mountain Series (百谷系列) Premium mountain field tea series sourced from 14+ core scarce tea gardens in Wuyishan. Available in Red, Gold, and Silver packaging tiers; Baigu 3.0 introduced redesigned packaging with larger boxes and horizontal sliding inner containers. Targeted at collectors and connoisseurs seeking terroir-specific teas.
• Ingenuity Series (匠心系列) Artisan series featuring single-origin teas from distinct mountain fields including Yanzhe Dahongpao, Landai, Shanchang Shuo Rougui, and Shanchang Shuo Shuixian. Each tea preserves the unique character of its specific terroir. Targeted at premium single-origin buyers.
• Five Flavors Da Hong Pao Vertical Strip Series (五香大红袍竖条装系列) Five-flavor Da Hong Pao series in vertical strip packaging celebrating 30 years of classic taste. Includes Qingya, Chunxiang, Hongyun, 83 Charen, and Yuncang varieties. Targeted at mainstream consumers and accessible gift giving.
• Palace Tribute Tea Series (故宫贡茶系列) Palace Tribute Tea series co-developed with Palace Museum Cultural Communication, featuring Yangxin Huaxiang Cha, Yanding Huaxiang Cha, Tianguihua Xiangcha, and Taihe Wuyi Cha. Inspired by Ming and Qing dynasty imperial tea culture; targeted at premium cultural gifting and collectors.
• Aged Da Hong Pao Collection (蕴藏陈年大红袍系列) Aged Da Hong Pao collection featuring teas stored for 5, 8, 15, and 20 years in climate-controlled tea warehouses. Develops deep, smooth, mellow flavors with rich rock rhyme character. Targeted at collectors and aged-tea enthusiasts.
• Classic Old Taste Series (经典老味道系列) Classic old taste series recreating beloved Wuyi tea flavors from the past; includes 83 Charen Dahongpao (started 1990), Lao Cong Shuixian, and Shui Jin Gui. Made using traditional processes for authentic, time-honored flavors; targeted at traditionalists and daily consumption.
• Tea Competition Winners Series (斗茶赛系列) Tea competition winning tea series sourced from Tianxin Village (since 2016) and Tongmu Village (since 2017) tea competitions; WuyiStar holds exclusive distribution rights for all award-winning and competition-entry teas. Targeted at premium buyers seeking competition-grade teas.
• Centennial Glory Series (世纪风华系列) Centennial glory series with red-inspired design celebrating Da Hong Pao heritage; includes Zheng Qingchun, Jinxiang Mudan, Fugui Hongpao, and limited edition Hongyun gift sets. Targeted at premium gift-giving and cultural collectors.
• 30th Anniversary Series (三十而立系列) 30th anniversary special series celebrating Da Hong Pao legacy since 1990. Features San Shi Er Li, Hongpao Rensheng, and Zhuangyuan Baishan commemorative cakes with five classic flavor profiles. Targeted at premium gift-giving and loyal collectors.
• Star Tea Friend Club (星茶友俱乐部) Membership loyalty program offering points, exclusive tea salon access, official integrated mall, weekly Wednesday cloud tea salons, and event notifications. Members can host independent Civil Tea Salon events, share tea articles, and access tea art and training content. Targeted at consumer loyalty engagement across retail and e-commerce.
• Star Wish Tea Culture Training (星愿茶文化) China Tea Circulation Association-certified vocational tea culture training institution offering tea art, incense, and flower arrangement courses with nationally recognized skill certifications from Level 1-5. Revenue generated through course fees and qualification examination charges. Targeted at tea culture students, tea artists, and certification seekers.
• Miao Bu Ke Yan Da Hong Pao Experience (妙不可岩) 3-day/2-night immersive Da Hong Pao experience journey including tea garden visits, tea-making workshops, professional tea evaluation, and Mountain Field Feast (山场盛筵) events. Tea-themed tourism service offered alongside the planned 中华茗园 ecological tea theme park. Targeted at tea culture tourists and experiential learners.

Quantifiable outcome

• 23 consecutive years of Da Hong Pao sales leadership in China
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• 武夷学院海外教育学院 (Wuyi University Overseas Education College)minorGTM or Marketing Partner · 1 January 2025Partnership to host '四季中国茶·中秋' tea tasting events, promoting Chinese tea culture to international students and overseas education partners.
• 北京语言大学 (Beijing Language and Culture University)minorGTM or Marketing Partner · 1 January 2025University collaboration to establish a 《一杯中国茶》(A Cup of Chinese Tea) course using 武夷星 tea products and tea culture content as teaching material for international students.
• 法国Champagn Cattier酒庄 (Champagn Cattier Champagne House, France)minorGTM or Marketing Partner · 1 January 2025French champagne house visited 武夷星 for cultural exchange, representing cross-cultural collaboration between French wine and Chinese tea cultures.
• 山东中烟 (Shandong Tobacco)minorStrategic or Co-development Partner · 21 May 2024Strategic cooperation signing ceremony held May 21, 2024. Represents cross-industry strategic collaboration between tea and tobacco sectors, exploring complementary market synergies.
• 故宫文化传播有限公司 (Palace Museum Cultural Communication Co., Ltd.)coreStrategic or Co-development Partner · 1 January 2018故宫贡茶 collaboration — launched in 2018, combining Ming-Qing imperial tea heritage with modern lifestyle. Products include 养心花香茶, 岩顶花香茶, 天桂花香茶, and 太和武夷茶. This cross-industry cultural collaboration bridges traditional Chinese palace culture with contemporary tea culture, creating a premium product line with strong cultural prestige.
• 桐木村 (Tongmu Village)coreStrategic or Co-development Partner · 1 January 2017Since 2017, 武夷星 has partnered with Tongmu Village (the world birthplace of black tea) as the exclusive partner for the 桐木村斗茶赛 (biennial tea competition). The partnership includes exclusive sales rights for competition teas. Tongmu Village is renowned for 金骏眉, 正山小种, 老枞, and 赤甘 black teas.
• 天心村 (Tianxin Village)coreStrategic or Co-development Partner · 1 January 2016武夷星 is the exclusive 'activity competition tea exclusive distribution partner' of the 天心村斗茶节. This partnership gives 武夷星 sole rights to sell all award-winning and competition-entry teas from the Tianxin Village tea competition. Tianxin Village has only 13,000 mu of tea gardens — all within Wuyishan's core scenic area — making it the most prestigious rock tea origin.
• 印象品牌/印象大红袍 (Impression Brand / 'Impression Dahongpao')coreGTM or Marketing Partner · 1 January 2011Joint launch of 'Impression Dahongpao' exclusive tea in 2011, in association with director Zhang Yimou's 'Impression铁三角' (Zhang Yimou, Wang Chaoguo, Fan Yue) for their 'Impression' series of landscape stage productions. The first tea brand derived from a Chinese performing arts production, combining tea with cultural tourism.
• 福建农林大学 (Fujian Agriculture and Forestry University)minorStrategic or Co-development PartnerAcademic partnership for tea research. 武夷星 and Fujian Agriculture and Forestry University have co-published research papers and collaborate on tea science projects. Professor Guo Yaling (郭雅玲) is referenced as a university expert contributing to 武夷星's tea science research.
• 老舍茶馆/中国工夫茶系列 (Lao She Teahouse / Chinese Gongfu Tea Series)minorGTM or Marketing PartnerCollaborative development of the '中国工夫茶' product series with Lao She Teahouse culture. Combines Lao She's literary heritage with Chinese tea culture to create a unique cultural product line including 尊享装, 畅享装, 鉴赏装, and 老舍的故事 editions.

Scale indicators12 records

Recent moves11 records

Expansion highlights6 records

Regional players

• 福建春伦茶业 (Chunlun Tea): Fujian-based jasmine tea (Fuzhou Jasmine) producer with national distribution and similar branded tea retail model, comparable as a Fujian regional tea brand with similar scale and channels.
• 品品香 (Pinpinxiang Tea): Fujian-based white tea (Fuding Da Bai) specialist with strong premium brand equity and similar premium gift market positioning — a regional sibling within the Fujian tea industry.

Direct peers

• 永生岩茶 (Yongsheng Yancha): Direct competitor in Wuyi rock tea production and retail, based in Wuyishan with similar focus on traditional Da Hong Pao craftsmanship and premium gift market positioning.
• 八马茶业 (Bama Tea Industry): Multi-category premium Chinese tea brand featuring Wuyi rock tea among its portfolio, with a national chain of stores and franchise operations highly comparable to Wuyi Star's go-to-market model.
• 戏球名茶 (Xiqiu Premium Tea): Wuyi-based Wuyi rock tea specialist with comparable premium positioning, traditional processing techniques, and gift/collectible product lines targeting the same connoisseur and gift-giving segments.
• 正山堂 (Zhengshantang / Fujian Zhengshan Tea Industry): Fujian-based specialist in Tongmu Village Lapsang Souchong and Wuyi rock tea, with overlapping premium product lines, heritage positioning, and direct competition in the same Wuyi Mountain terroir.

Broad incumbents

• 大益茶业集团 (Dayi Tea Group / Menghai Tea Factory): China's largest pu'er tea producer and a major multi-category tea brand. While focused on pu'er rather than Wuyi rock tea, it competes broadly in China's premium tea gift and collector markets.
• 竹叶青 (Zhuyeqing Tea): Premium Sichuan-based green tea brand with similar brand prestige, gift positioning, and high-end consumer targeting, offering a useful benchmark for premium Chinese tea brand-building.
• 中国茶叶股份有限公司 (China Tea Co., Ltd. / Sinotea): State-owned enterprise under COFCO and one of China's largest tea producers, with a national portfolio that includes Wuyi rock tea. Competes in institutional, B2B, and premium retail channels.
• 天福集团 (Tenfu Tea): Taiwanese-origin, publicly traded Chinese tea retailer with thousands of retail stores and a comprehensive multi-category tea portfolio, including Wuyi rock tea — a much larger but broadly comparable incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E6%AD%A6%E5%A4%B7%E6%98%9F%E8%8C%B6%E4%B8%9A%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 武夷星茶业有限公司