关于茶即是道
About Tea Is Tao

【中文】我们是「茶即是道」，前身为「静笃云华」。自创立以来，我们始终心怀敬畏、潜心深耕，立足中华千年茶文化沃土，融传统东方哲学智慧与现代新零售模式于一体。我们不急于逐利、不浮躁造势，始终以茶为媒、以经典为根、以哲思为魂，虔诚承袭《茶经》茶道正统与道家修身要义，在一器一味、一烹一品之间，践行“一杯清茶，容纳万象道法”的初心与修行。

【English】We are Tea Is Tao, formerly known as Jingdu Yunhua. Since our founding, we have maintained reverence and devoted ourselves to in-depth cultivation. Rooted in China’s thousand-year-old tea culture, we integrate the wisdom of traditional Eastern philosophy with modern new retail models. Never eager for quick profits or superficial hype, we take tea as the medium, ancient classics as the foundation, and philosophical thought as the soul. Faithfully inheriting the orthodox tea ceremony from The Classic of Tea and self-cultivation tenets of Taoism, we uphold our original aspiration and spiritual pursuit—“A single cup of clear tea holds the Dao of all creation”—through every tea set, flavor, brew and tasting.

一、品牌溯源：守静笃之心，纳云华之韵
I. Brand Origin: Uphold Serenity and Steadfastness, Embrace the Charm of Cloud Blossom Tea

【中文】我们最初以「静笃云华」为名，每一字皆取自传统文脉，寄托着我们对茶、对自然、对本心的虔诚坚守。“静笃”出自《道德经》“致虚极，守静笃”，是道家修身的根本，也是我们始终恪守的做事与制茶准则。我们深知，世间诸事贵在静心、贵在笃定，唯有褪去浮躁、放空杂念、安守本真，方能沉下心做好每一片茶、服务每一位茶友。
“云华”，是古人赠予高山云雾好茶的雅致称谓。高山茶树承云雾滋养、沐天地清灵，叶净味清、气韵悠远，故而得名云华。我们以此为名，是致敬自然馈赠，也是时刻提醒自己：好茶源于山川本味，制茶当循自然、守本真、存清和。

【English】Our original brand name Jingdu Yunhua draws every character from traditional Chinese culture, embodying our sincere persistence for tea, nature and inner self. “Jingdu (Serenity and Steadfastness)” derives from Tao Te Ching: “Attain ultimate emptiness, uphold perfect serenity and steadfastness”. It is the foundation of Taoist self-cultivation as well as our permanent standard for operation and tea making. We fully understand that peace and resolve are vital to everything. Only by abandoning impetuosity, clearing distracting thoughts and staying authentic can we focus on refining every tea leaf and serving every tea lover wholeheartedly.
“Yunhua (Cloud Blossom)” is an elegant ancient name for premium tea grown among mountain mists. Nourished by cloud mist and infused with pure vitality from heaven and earth, highland tea features clean leaves, fresh taste and lasting lingering charm, hence the name Yunhua. We adopt this title to pay tribute to gifts from nature, and constantly remind ourselves: fine tea comes from original mountain flavors, and tea production shall conform to nature, retain authenticity and preserve pure harmony.

【中文】从「静笃云华」到「茶即是道」，是我们对品牌理念的沉淀与升华。茶有草木之性，道有天地之理。我们始终相信，茶不止是饮品，更是修行的载体；品茶不止是品味甘醇，更是体悟大道。以茶养静，以静明道，让草木清韵与东方哲思相融，便是我们“以茶悟道、以道润心”的初心所在。

【English】The upgrade from Jingdu Yunhua to Tea Is Tao represents the accumulation and sublimation of our brand philosophy. Tea carries the nature of plants, while the Dao embodies universal laws of heaven and earth. We firmly believe tea is far more than a drink, but a carrier for spiritual practice; tasting tea is more than savoring mellow taste, but comprehending the great Dao. Cultivate inner peace via tea, perceive the Dao via tranquility, and blend the fresh aroma of plants with Eastern philosophy — this is our original mission: Perceive the Dao through tea, nourish the soul through the Dao.

二、文化根基：尊《茶经》法度，传中式茶道之本
II. Cultural Foundation: Abide by Principles of The Classic of Tea, Inherit the Essence of Chinese Tea Ceremony

【中文】中华茶道绵延千载，而陆羽《茶经》作为全球首部茶学专著，为后世茶道立下定规、树立根基，也是我们深耕茶行业、传承茶文化的核心遵循。《茶经》所记载的择地、种茶、采制、烹煮、品鉴之法，是古人千年制茶智慧的凝练；其所倡导的“精行俭德”茶人精神，更是中式茶道的灵魂内核。

【English】Chinese tea ceremony has lasted for thousands of years. Written by Lu Yu, The Classic of Tea is the world’s first monograph on tea, setting eternal norms and laying foundations for later tea culture, and serving as our core guideline for tea industry development and cultural inheritance. Its records of site selection, tea cultivation, picking, processing, brewing and tasting condense thousands of years of ancient tea-making wisdom. The tea craftsman spirit of “diligent practice and virtuous frugality” it advocates forms the core soul of Chinese tea ceremony.

【中文】深耕茶业以来，我们始终虔诚承袭《茶经》的正统思想，摒弃急功近利的商业化浮躁，坚守古法本心与品质底线。从茶园甄选、生态管控、鲜叶采摘、精工制作，到后期储存、冲泡品鉴，我们始终以《茶经》法度为标准，恪守细节、打磨品质，尽力还原茶叶最本真的山川风味。在我们的认知里，茶道从不是浮华的仪式与形式，而是烹茶以诚、品茶以静、处事以俭、修行以德的日常修行与生活本心。
中式茶道崇尚“和、静、清、寂”的境界，与《茶经》“精行俭德”的理念一脉相承。我们始终谦卑传承传统茶道文化，致力于打破茶道的小众壁垒，让千年茶韵走出书卷、走入寻常生活。我们希望每一位茶友，都能在简单的品茗时光中，感受茶道之美、体悟静心之境，让传统文化温润日常、滋养本心。

【English】Since engaging in tea business, we have faithfully inherited orthodox ideas from The Classic of Tea, rejected impetuous profit-oriented commercialization, and stuck to ancient craftsmanship and strict quality standards. From tea garden screening, ecological control, fresh leaf picking and elaborate processing to storage, brewing and tasting, we follow standards recorded in The Classic of Tea, polish every detail and strive to restore the original mountain flavor of tea. To us, tea ceremony is never flashy superficial rituals, but daily spiritual practice: brew tea with sincerity, taste tea with tranquility, conduct life with frugality, and cultivate oneself with virtue.
The Chinese tea ceremony pursues the state of “Harmony, Tranquility, Purity and Solitude”, which shares the same origin with the spirit of “diligent practice and virtuous frugality” in The Classic of Tea. We humbly inherit traditional tea culture, break the niche limitation of tea ceremony, and bring thousand-year tea charm out of ancient books into ordinary life. We hope every tea lover can appreciate the beauty of tea ceremony and attain inner peace during simple tea time, letting traditional culture warm daily life and nurture the soul.

三、哲学内核：循道法自然，守平衡共生之境
III. Philosophical Core: Follow the Dao of Nature, Uphold the Realm of Balanced Coexistence

【中文】我们的品牌内核，深深根植于道家东方哲学，始终遵循“守静笃、法自然、求平衡、共共生”的核心思想，这一理念也完整融入了我们的品牌视觉标识。我们的商标以太极双鱼线条为基底，勾勒出一位静坐品茗、悠然悟道的高士形象，画风简约雅致、意境沉静悠远。

【English】Our brand core is deeply rooted in Taoist Eastern philosophy, guided by core concepts: “uphold serenity and steadfastness, conform to nature, pursue balance, and achieve harmonious coexistence”. This philosophy is fully integrated into our brand visual identity. Our trademark is based on Taiji Yin-Yang fish lines, depicting an erudite sage sitting quietly sipping tea and comprehending the Dao, with minimalist elegant strokes and a profound tranquil artistic conception.

【中文】太极双鱼蕴含阴阳相生、虚实相依、循环平衡的东方智慧，诠释了道家“道法自然”的至高真谛。世间万物，动静相济、阴阳制衡，方能生生不息、恒久绵长。而静坐饮茶的高士姿态，正是对“致虚极，守静笃”最生动的诠释：俗世喧嚣为动，静坐品茗为静；人心杂念为虚，茶汤本味为实。我们希望每一次品茶，都是一次身心的归静、一次本心的回望。

【English】Taiji Yin-Yang fish contains Eastern wisdom of interdependent Yin and Yang, complementary emptiness and substance, and circular balance, interpreting the supreme Taoist truth “The Dao follows nature”. All creatures in the world thrive endlessly only through coordination of motion and stillness, balance of Yin and Yang. The image of the sage quietly drinking tea is the most vivid interpretation of “Attain ultimate emptiness, uphold perfect serenity and steadfastness”: noisy mortal world stands for motion, quiet tea tasting stands for stillness; distracting worldly thoughts stand for emptiness, original tea flavor stands for substance. We hope every tea-tasting moment brings peace to body and mind, a chance to return to one’s true inner self.

【中文】在我们的理解中，茶道合一，藏尽天地至理。茶生山川、承自然灵气，是为自然之道；人饮清茶、静心修己，是为修身之道；茶滋养人心、人善待草木，人与自然相融、身心与万物平衡，是为共生之道。一杯清茶，串联起自然、人文、修身与处世的智慧，这便是我们始终践行的“茶即是道”。

【English】In our understanding, tea and Dao are integrated, covering all universal truths. Tea grows in mountains and rivers infused with natural vitality — this is the Dao of nature. Humans drink clear tea to calm mind and cultivate character — this is the Dao of self-improvement. Tea nourishes human souls while humans cherish plants; humanity blends with nature, body and mind balance with all living beings — this is the Dao of coexistence. One cup of clear tea links wisdom of nature, humanity, self-cultivation and life conduct, which is exactly our persistent pursuit: Tea Is Tao.

四、企业实力：笃行新零售，踏实深耕茶产业
IV. Corporate Strength: Steadfastly Practice New Retail, Deeply Cultivate the Tea Industry

【中文】我品牌所属主体为静笃（山东）文化科技有限公司，是一家专注茶文化传播、茶叶品质深耕、茶产业新零售创新的综合性企业。承蒙行业认可与茶友厚爱，我们有幸成为中国茶叶流通协会会员单位、山东电子商务学会会员单位，并获评中国茶行业AAA级信用企业。我们始终谦卑对待每一份荣誉，将资质视为责任，而非光环，以更严苛的标准打磨产品、服务大众。

【English】Our brand belongs to Jingdu (Shandong) Culture and Technology Co., Ltd., a comprehensive enterprise focusing on tea culture communication, premium tea production and innovative new retail of tea industry. Recognized by the industry and favored by tea lovers, we are a member unit of China Tea Marketing Association and Shandong E-Commerce Society, and awarded AAA Credit Enterprise of China Tea Industry. We treat every honor with humility, regarding qualifications as responsibilities rather than glory, and polish products and serve the public with stricter standards.

【中文】我们创新融合传统茶产业与现代新零售模式，稳健打造“自有品牌深耕+知名品牌联袂”的多元产品体系。自有核心茶卖场品牌「静笃云华」已全面入驻淘宝、抖店、快手小店、拼多多、小红书、视频号小店等主流电商平台。其中淘宝企业店运营两年，承蒙万千茶友信任，顺利斩获双皇冠信誉等级。我们始终坚信，所有口碑皆源于真诚，所有认可皆源于坚守。

【English】We innovatively integrate traditional tea industry and modern new retail, and steadily build a diversified product system combining self-developed brands and cooperative famous tea brands. Our core self-operated retail brand Jingdu Yunhua has settled in all mainstream e-commerce platforms including Taobao, Douyin Shop, Kuaishou Shop, Pinduoduo, Xiaohongshu and WeChat Channel Shop. Our Taobao corporate store has obtained Double Crown credit after two years of operation, trusted by tens of thousands of tea lovers. We firmly believe all word-of-mouth comes from sincerity, and all recognition comes from persistent dedication.

【中文】为深耕茶产业细分赛道、完善全产业链布局，我们稳步设立三家全资子公司，精准布局核心茶产区。其中云南静笃茶业有限公司扎根云南普洱核心产区，专注普洱茶种植、研发、加工、销售全链路深耕，持有7589、7549、7599、小蛮提等多个优质普洱品牌，产品覆盖大众日常口粮、中端品鉴收藏、高端礼赠珍藏等全场景，尽力满足不同茶友的品茶需求。

【English】To deepen segmented tea tracks and improve full industrial chain layout, we have set up three wholly-owned subsidiaries strategically located in core tea-producing areas. Yunnan Jingdu Tea Industry Co., Ltd. is rooted in core Puer tea producing areas of Yunnan, covering the whole industrial chain of Puer tea: planting, research, processing and sales. It owns high-quality Puer tea series including 7589, 7549, 7599 and Xiaomanti. Our products cover all scenarios: daily affordable drinking tea, mid-end tasting & collection, high-end gift-giving and rare collection, fully meeting diverse demands of tea lovers.

五、品牌愿景：以茶载道，以微行传文脉
V. Brand Vision: Convey the Dao Through Tea, Inherit Cultural Heritage Through Modest Practice

【中文】一路走来，我们始终秉持“品质为基、文化为魂、哲学为核”的初心，以《茶经》为法度，以茶道为修为，以东方哲学为内核。我们深知自身力量微薄，不敢妄言弘道，只愿躬身笃行、默默深耕。我们不止做茶叶的传递者，更愿做中华茶道文化、东方生活哲思的谦卑传承者。未来，我们将继续守静笃之心、行务实之路，依托新零售桥梁，让千年茶道融入寻常烟火，让更多人于一杯清茶中静心见本真、品茶悟大道。

【English】Along our journey, we always adhere to our original aspiration: “quality as foundation, culture as soul, philosophy as core”. We take The Classic of Tea as standards, tea ceremony as spiritual cultivation, and Eastern philosophy as core value. Aware of our limited capacity, we never boast of widely promoting the Dao, but only devote ourselves to steady and quiet cultivation. We are not merely tea sellers, but humble inheritors of Chinese tea ceremony and Eastern life philosophy. In the future, we will keep a serene and steadfast heart, follow a pragmatic path, and take new retail as a bridge to integrate thousand-year tea ceremony into ordinary life, enabling more people to calm their minds, find inner authenticity and comprehend the universal Dao from a simple cup of tea.