龙润——一个大气泱泱的名字！
（LongRun is a grand name with both national and international momentums.）
它结合了民族性和世界性。“龙”是中华民族的图腾和象征，“润”则寓意着甘霖；龙精神，润天下。而英文的LongRun 则是长跑，长期经营之意，龙润集团以不懈的信念，持之以恒的精神不断地创造了一个又一个辉煌！
（The character “Long” (the dragon), is the totem and symbol of the Chinese nation, and “Run” implies a long-awaited rainfall in Chinese, which, as a word, means to serve humans whole-heartedly. While in English, “LongRun” is a long run that expresses the enterprise’s persistent confidence while making one after another brilliant success.）
龙润集团，是一家集药业、酒业、茶业、担保公司、教育、地产、矿业、医院、药品经营、文化传播等多板块运作的国际化企业。龙润集团中国区的发展受到党和国家及各级政府的关爱和支持，公司积极、健康向上地迅速发展。
（LongRun Group is an internationalized company group engaged in pharmacy, winery, tea, guarantee, education, real estate, mining, hospital, medicine dealing, cultural diffusion, etc. LongRun Group (China) has gained strong support from the nation’s central and local government, which assures the rapid development of the company.）
龙润集团坚持“名产品、名企业、名老总”的“三名”效应。龙润集团的缔造者焦家良博士，创建的盘龙云海药业集团率先在中国掀起了排毒旋风，并让排毒养颜胶囊走红大江南北。他创办的香港龙发制药在香港联合交易所主板上市,创办的美国LongStar集团，产品行销欧美国家。
（LongRun Group sticks to its principle of “producing famous products, developing famous enterprises, and training famous managers”. Dr. Jasper Jiao, chairman of LongRun Group, took the lead in China’s detoxification drive and established PanLongYunHai Pharmaceutical Corporation, and then made the Detoxification Capsules popular both in China and aWbroad. Hong Kong LongFar Pharmaceutical Co. Ltd., another company chaired by Dr. Jiao, put its stocks on market on the cardinal board of Hong Kong United Stock Exchange. And the products of LongStar Group (US) are in hot sale in US and Europe.）
在企业运作中，焦家良博士独创性地提出了管道理论和营销型组织理论，实现了龙润集团的超常规发展，被评为“2004年度中国十位聚人气企业家”、第三届十大“中国青年创业奖”等多项荣誉。
（In business operating, Dr. Jasper Jiao’s Channel Theory and Market-Oriented Organization Theory have contributed greatly to the extraordinary development of LongRun Group. He was honored one of China’s Top 10 Most Popular Enterprisers in 2004, and one of China’s Top 10 Youth Entrepreneurship (3rd), etc.）
龙润集团的总裁范源，作为主任医师、教授，曾经在临床、教学、科研等方面有卓越贡献，是云南省最年轻的学科带头人，并当选云南十大杰出青年。
（Fan Yuan, President of LongRun Group (China), is a senior physician, professor. Being one of Yunnan’s youngest leaders in the field of research and education, he has made remarkable accomplishments on clinical medicine, teaching, and research, and was honored as one of “Top 10 Outstanding Youths in 2005” in Yunnan Province.）
正是有了这样的领头人，才有了龙润集团非凡的成就。
（It is such a leadership that has brought LongRun a series of major accomplishments.）
素有“植物王国”、“有色金属王国”和“中草药王国”之称的云南，为龙润集团提供了丰富的资源。在新药研发上，龙润集团与国内外科研机构合作，建立科研基地，研制出戒断毒瘾的药物“克毒宁胶囊”、 主治肾虚、失眠、腰酸的植物药“生力胶囊”、第四代抗真菌国家二类新药“孚答静”。龙润集团将药品和健康产品推向全球20多个国家和地区，营销网络遍布中国的26万个零售终端。为龙润全面实施多板块国际化运作的战略迈出了坚实的一步。
（As the “Kingdom of Plants”, the “Kingdom of Nonferrous-Metals”, and the “Kingdom of Chinese Herbal Medicine”, Yunnan provides LongRun Group with plenty of natural resources. On new drug development, by working with R &D institutions in China and worldwide and constructing R&D bases, LongRun has developed dozens of new medicines including KeDuNing Capsules, an herbal medicine against drug addiction; Shengli Cupsules, also a herbal medicine effective against kidney deficiency, insomnia, and waist soreness; and FuDaJing, a state-permitted second-type new fungicide for treating athlete foot. With a sales network of more than 260 thousand retail terminals, LongRun Group is promoting its drugs and health products to more than 20 countries worldwide, and has made important progress towards its multiple-operation strategy.）
2003年10月，成功收购了有50年历史的楚雄雁塔药业，拥有了156个国药准字号产品；
（In October, 2003, LongRun Group successfully bought Chuxiong Yanta Pharmaceutical Ltd. Liability Company and gained the
right of 156 state-permitted products.）
2004年10月，收购了具有125年历史的杨林肥酒厂，把凝聚了几代云南人情感的杨林肥酒，保护和提升为“云南绿酒”争创“世界绿酒第一品牌”。
（In October, 2004, LongRun purchased Yunnan YanglinFeijiu Wine Factory, which has a history of 125 years, and promoted Yanglinfeijiu Wine, an old-branded wine that had been deeply loved by Yunnan people for several generations, to the world market by the name of “Yunnan Green Wine”, in order to establish a No.1 Brand of green wine in the world.）
2005年8月，龙润集团用青春作抵押，打造普洱茶产业，与200多万茶农建立了“企业＋茶农＋基地＋市场”的产业链，成立担保公司，为茶农贷款担保，为金融创新进行实践，并与云南农业大学合作创建了世界上第一所普洱茶学院和研究院。
（In August, 2005, while still cherishing its blooming age, LongRun Group explored its business into Pu-erh tea industry. Together with 2 million tea-planters in Lincang city, LongRun built the product chain from the enterprise to tea planters, to producing bases, and to the market. It established Guarantee Corporation to provide the tea planters with mortgage loans, in order to practice a financial innovation. By working together with Yunnan Agricultural University, LongRun also founded the World’s first Pu-erh Tea College and Research Institution.）
龙润茶产业符合“双健康理论”，即维护地球的健康，维护人类的健康。龙润茶业集团严格按照QS质量体系标准兴建凤庆龙润茶厂、改建云县天龙茶厂、昌宁茶厂等多家国营老茶厂，用做药的理念、86道质量把关生产高品质茶产品。龙润茶业掀起了一场普洱茶革命，在保护传统普洱茶的同时，独创性地研发出了即溶普洱茶系列产品，使一个健康饮品迅速与国际接轨。
（In its tea business, LongRun sticks to the so-called “health-health Ideal”, which means conservation of environment and keeping our body healthy during tea production and promotion. LongRun Tea Group has constructed Fengqing LongRun Tea Factory, and transformed two old tea factories, Yunxian Tianlong Tea Factory and Changning Tea Factory, into modern tea producing bases with the state’s QS standard. LongRun makes safe, clean, and healthy Pu-erh tea with GMP of drug production, and with 86-step quality assurance and quality control. And by inventing a series of instant Pu-erh tea products, LongRun Tea Group has took the lead in the wave of Pu-erh tea innovation, which promotes the traditional Pu-erh worldwide as a health drink.）
2006年，龙润集团进军房地产领域，以“健康房·龙润造”的全新开发理念，将使健康住房溶入人们的生活方式中。
（In 2006, LongRun Group started its business in real estate. With an ideal of “Health Houses, Constructed by LongRun”,
LongRun Group is introducing health houses into the styles of life.）
同年，龙润集团进军矿业，参与到地下资源开发和利用，大力发展循环经济，携手推进全球矿业繁荣和可持续发展。
（In the same year, LongRun Group initiated a mining project, participated in the development and usage of underground resources, in order to develop circular economy and to promote the prosperity and sustainable development of global mining industry.）
在企业文化建设上，提出了“人应该有点精神”、“加入龙润，溶入紫色”、“捏碎自己，重塑自我”、“龙润品牌，口碑营销”的企业理念，全力打造适应激烈市场竞争的学习型组织和营销型组织。
（On enterprise-culture construction, LongRun has such inspiring mottos as “Man should act like man”, “Join LongRun and be purpled with luck”, “Crumble and reshape yourself”, and “LongRun, a brand of good reputation”. LongRun is on its way to a learning-type enterprise and a market-oriented organization.）
龙润，以润泽天下苍生为己任的国际化企业，从诞生的那天起，就开始为人类的健康和社会的发展不停地奔跑。
（LongRun, an internationalized company dedicated to the project of human health, has a long run to cover ever since it came into being.）
二、云南龙润茶业集团简介（II. Introduction of Yunnan LongRun Tea Group）
云南龙润茶业集团是龙润集团在中国市场的旗舰。龙润茶业依托集团在北京、香港和美国等地强大的医学研究能力，借助云南作为世界茶树原产地的地理优势及其得天独厚的茶山资源优势，以高素质的员工团队为后盾，创茶业界一流企业。
（Yunnan LongRun Tea Group is a flagship of LongRun. Yunnan LongRun Tea Group aims at constructing a top-ranking tea company depends on its powerful ability of medical research in Beijing, Hong Kong and the USA, the advantaged natural resources of Yunnan and its excellent employees.）
生产基地是企业的命脉，龙润茶业集团全面与临沧市政府合作，与临沧200多万茶农建立了“企业+茶农+基地+市场”的产业链，从此拥有了秘境临沧八县区的20多万亩古茶树及高优生态茶园。龙润茶业集团，以做药的严格流程生产茶叶，把健康、优质的龙润普洱茶系列产品推广到海内外。
（Manufacturing base is the vitals of an enterprise. LongRun Group thus makes cooperation with Lincang Government in all aspects and built the enterprise + tea planter + basement + market manufacturing chain with 2 million tea planters. After doing these, the Group then possesses ancient tea trees and ecological tea farms amounting to 200 thousand mu. The healthy tea of LongRun Tea Group is made with the same strict procedures of medicine manufacturing, thus, it is popular at home and abroad.）
要打造茶业一流企业，理论方面的支持不可或缺。为此，龙润茶业集团与云南唯一一所综合性高等农业院校云南农业大学合作，创办了云南农业大学龙润普洱茶学院及云南普洱茶研究院，龙润普洱茶学院，立足于普洱茶的故乡——中国云南，同时，又是世界上第一所专业茶学院。学院以继承和弘扬博大精深的中国传统茶学和茶文化为己任，以继承并发展当今世界有关普洱茶的新知识、新理论和新工艺为目标，立志让其成为培养高素质的茶叶专业研究人员、销售队伍和市场策划人才的基地。
（Theories are quite important in constructing a top-ranking tea enterprise. Thus, LongRun Tea Group makes cooperation with Yunnan Agricultural University, the only comprehensive agricultural university in Yunnan, to set up LongRun Pu’er tea College of Yunnan Agricultural University and Yunnan Pu’er tea Research Institution. LongRun Pu’er tea College, which was set up in the origin of Pu’er tea, is the first professional tea college of the world. The college makes succession and promotion of the Chinese traditional tea culture its responsibility, inheriting and developing new knowledge, new theory and new technology of Pu’er tea of the world its goal, with the purpose of making it a base for educating outstanding professional tea researchers, sale representatives and marketing staff.）
在销售模式和渠道建设方面，龙润茶业集团利用集团公司的资源优势，不断地总结、创新，探索出了一条完全有别于传统茶品销售模式的新通路。位于昆明西市区的云南龙润普洱茶体验馆旗舰店，是全球首家专业普洱茶品饮体验馆，独创以“体验式学习”的方式来了解、学习普洱茶文化。而刚刚启动的龙润普洱连锁加盟体系也具有十分广阔的市场前景。
（In the aspect of sale mode and channel construction, LongRun Tea Group makes use of the advantage of the conglomerate to continually summarize, innovate and explore a way different to the traditional tea sale mode. The flagship of Yunnan LongRun Pu’er tea Experiencing Bar locates in western part of Kunming city center is the first professional Pu’er tea experience bar of the world. It establishes a unique method named learning during experiencing to let people understand and study Pu’er ea culture. And the LongRun Pu’er affiliate system is also with a promising prospect.）
健康，与每个生命息息相关，选择健康产业，龙润茶业集团将以实现“双健康”（地球的健康和人类的健康）为己任，奉献出所有的真诚，全力以赴，服务全人类。
（Health relates tightly with every human being. LongRun Tea Group makes the realization of double-health (healthy earth and healthy human being) its responsibility to make contribution to human beings with great sincerity.）
三、云南龙润茶业集团业务架构（III.Business Operation System of Yunnan LongRun Tea Group）
1、云南龙润茶业集团有限公司（1.Yunnan LongRun Tea Group Co. Ltd.）
云南龙润茶业集团有限公司，集普洱茶的加工、生产、销售为一体，产品涉及传统系列、礼品系列、时尚系列等多个层次，目前销售网络已经遍布全国。公司分别在广东、上海、北京成立分公司，实行区域化运作。已经运营的专卖店有大连专卖店、广西专卖店、昆明兴苑路专卖店、昆明雄达专卖店、昆明机场专卖店、昆明安宁专卖店、昭通专卖店和曲靖专卖店。同时，昆明翠湖专卖店、昆明康乐专卖店、昆明西坝路专卖店也即将开业。
（Yunnan LongRun Tea Group Co. Ltd. is a company combines Pu’er tea processing, producing and sale together. The production includes traditional series, gift series, fashionable series and others. Till now, the sale web of Pu’er tea spreads to the whole country. Subsidiary companies have been set up in Guangdong, Shanghai and Beijing respectively to implement regional operation. Franchised stores include Dalian Franchised Store, Guangxi Franchised Store, Kunming Xinyuan Road Franchised Store, Kunming XiongDa Franchised Store, Kunming Airport Franchised Store, Kunming Anning Franchised Store,
Zhaotong Franchised Store and Qujing Franchised Store. And the Kunming Cuihu Franchised Store, Kunming Kangle Franchised Store and Kunming Xiba Road Franchised Store will start business soon.）
2、云南龙润普洱茶体验馆（2. Yunnan LongRun Pu’er tea Experiencing Bar）
龙润茶业开创性的在昆明和临沧两地开设云南龙润普洱茶体验馆，是全球首家专业普洱茶品饮体验馆，独创以“体验式学习”的方式来了解、学习普洱茶文化。龙润普洱茶体验馆凭借专业系统的普洱茶文化介绍、独有的“自制茶品”互动形式等内容成为最具权威性的普洱茶品饮、学习场所。在龙润普洱茶体验馆中，不但可以系统、全面地学习普洱茶的制作、贮藏等知识和相关的文化背景，还可以在“自制茶品区”亲自体验一下制作自己的普洱茶饼的感觉。
（LongRun Tea group initiate Yunnan LongRun Pu’er tea Experiencing Bars, which are the first pu’er tea experiencing bar
of the world, in Kunming and Lincang. The learning during experiencing method is a unique way to understand and study pu’er
tea culture. Based on the systematic way of introducing Pu’er tea culture and special interactive content named making your own tea, LongRun Pu’er tea Experiencing Bars become authoritative places for Pu’er tea drinking and knowledge learning. In LongRun Pu’er tea Experiencing Bar, customers can not only learn how to make and store the Pu’er tea and some related background information systematically and completely, but can make their own tea in certain area.）
3、云南农业大学龙润普洱茶学院（3. LongRun Pu’er tea College of Yunnan Agricultural University）
2005年11月19日，由云南农业大学和龙润集团共同创建的全球首个普洱茶学院正式落户云南农业大学。学院前身为云南农业大学园林园艺学院茶学系，建系于1972年，三十余年来，为社会培养了大批茶学专业人才, 为云南茶业经济的发展做出了重要的贡献。
目前，学院办学条件良好，面向全国招生，办学规模扩大，形成了以本科生、研究生、留学生教育为主的多层次办学模式，并独创以茶学为载体的特色专项教育，举办茶艺师、评茶员等国家职业技能培训班，为省内外培训应用型专业技术人才。
（In Nov. 19, 2005, the world first Pu’er tea college LongRun Pu’er tea College was set up in Yunnan Agricultural University by Yunnan Agricultural University and LongRun Group cooperatively. The College was formerly called Tea Culture Department of Gardening College of Yunnan Agricultural University. It was established in 1972. During the 30 years of its development, it educated many tea experts for the society and made great contribution to the growth of Yunnan tea economy.
At present, LongRun Pu’er tea College of Yunnan Agricultural University admits students from the country and expands its scale of education. It now develops a multi-level education mode of undergraduates, graduates and oversea students teaching with its high-quality education condition. It develops special tea knowledge education, holds national professional skills-training courses for tea art master and tea taster. It provides professional experts for this field.）
4、云南普洱茶研究院（4. Yunnan Pu’er tea Research Institution）
为适应云南茶产业的发展，做大、做强、做优普洱茶，经有关部门批准，云南普洱茶研究院于2005年11月19日在云南农业大学正式成立，成为云南高校中唯一的茶叶研究机构。
（In order to fit in with the development of Yunnan tea industry and to make high-quality Pu’er tea, with the approval of related department, Yunnan Pu’er tea Research Institution was set up in Nov. 19, 2005 in Yunnan Agricultural University, making itself the only tea research institution in all the Yunnan universities.）
云南普洱茶研究院现有研究人员20余人, 其中教授、研究员8人，副教授10人，博士5人，科研方面先后承担了省科技厅、省政府、省农业厅、省教育厅等20多项科研项目。在云南茶树种质资源、普洱茶加工工艺与品质的关系、普洱茶内含功能性成分研究、云南大叶种优质茶叶加工、茶叶综合利用等方面取得丰硕的成果。
（There is now 20 research staff in Yunnan Pu’er tea Research Institution, with 8 professors and researchers, 10 associate professors and 5 doctors. They undertook more than 20 research programs from Scientific Department, Agriculture Department and Education Department of Yunnan Province and the local government. They also made progress in researching the Yunnan tea tree resources, relationship between Pu’er tea’s manufacturing skills and quality, content of Pu’er tea, manufacturing of Yunnan big leaves tea and the comprehensive use of tea.）
5、云县龙润茶业有限公司（5. Yunxian LongRun Tea Co. Ltd. ）
云县龙润茶业有限公司，其前身为云县天龙生态茶业有限公司。2006年6月16日严格按照QS质量标准厂房改造完成，厂区占地62亩，拥有2条普洱茶生产线，具有年生产加工2500吨普洱生熟茶生产能力，具有年生产加工1000吨紧压茶能力的紧压茶车间，已新增10台压茶机，一台2T锅炉，1000吨大型茶叶仓库，拥有400平方米审评及理化检验室，具有审评及基本理化检验能力。
（Yunxian LongRun Tea Co. Ltd. is the former Yunxian Tianlong Ecological Tea Co. Ltd.. The factory was build under the strict QS standard in Jun. 16, 2006. The area of the factory is 62 Mu. It has two Pu’er tea production lines with the capacity of producing 2,500 tons Pu’er tea annually. The workshop which can produce 1,000 tons pu’er tea cakes has ten new machines, one 2T boiler, a warehouse which can store 1,000 tons tea and a 400 square meters laboratory which has the capability of judging and testing tea.）
6、昌宁龙润茶业有限公司（6. Changning LongRun Tea Co. Ltd.）
昌宁龙润茶业有限公司，2006年6月28日严格按照QS质量标准厂房改造完成。厂区占地125亩，改建一条普洱茶生产线，具有年生产加工3000吨普洱茶生熟茶生产能力，拥有50台（套）机械设备，具有年生产加工2500吨紧压茶能力的紧压茶车间，新安装16台压茶机，1台2T锅炉，1500吨大型茶叶仓库，新建初制加工厂一个，年生产加工晒青干茶1000吨，晒场4000平方米，机械设备12台套，400平方米审评及理化检验室，具有审评及基本理化检验能力。
（Changning LongRun Tea Co. Ltd. was established in Jun. 28, 2006 strictly under the QS quality standard. The area of the factory is 125 mu. It has an improved production line with the capacity of manufacturing 3,000 tons modern pu’er tea. It has 50 sets of machinery and a workshop with the capacity of manufacturing 2,500 tons tea cakes annually. The workshop has 16 tea cake making machines, one 2T boiler, a warehouse that can store 1,500 tons of tea. And Changning LongRun Tea Co. Ltd. also builds a new processing factory with the capacity of processing 1,000 tons green tea. The factory has a 4,000 square meters open ground for tea drying, 12 sets machinery and a 400 square meters laboratory which has the capability of judging and testing tea.）
7、凤庆龙润茶业有限公司（7. Fengqing LongRun Tea Co. Ltd.）
按照QS质量标准新建厂房，厂区占地72亩，一期建成一条具有年生产加工3000吨普洱生熟茶生产能力的生产线，二期建成另一条具有年加工2000吨普洱生熟茶生产能力的普洱茶生产线，二期工程完成后，将实现年5000吨普洱茶生产加工能力，拥有38台（套）机械设备。具备年生产加工2500吨紧压茶能力的紧压茶车间，新配置了20台压茶机，一台2T锅炉，1500吨大型茶叶仓库。400平方米审评及理化检验室，具有审评及基本理化检验能力。
（Fengqing LongRun Tea Co. Ltd. was a 65 mu factory established strictly under the QS quality standard. A production line
with the capacity of manufacturing and processing 3,000 tons pu’er modern tea annually was build during the first construction phase and a line can processing 2,000 tons tons pu’er modern tea annually was build during the second construction phase. After the completing of the second construction phase, the factory would have the capacity of
manufacturing and processing 5,000 tons pu’er tea and possess 38 sets of machinery. The workshop which can manufacture and processing 2,500 tons tea cakes annually, has 20 tea cake making machines, one 2T boiler and a warehouse with the capacity of storing 1,500 tons. There is also a 400 square meters laboratory which has the capability of judging and testing tea.）
