Both Yunnan and Hainan of China claim that they are at the same latitude as the Blue Mountains and can grow more than Goron.

A coffee growing company in China? This is rare. In China, Hougu has no predecessors, from the day of its birth, it is doomed to try the law, from the land cooperation model to the terminal brand market, it is completely feeling the stones to cross the river.

It's not a good time for a good coffee harvest. In January 2010, Dehong Prefecture, Yunnan Province, there are only large green coffee trees and a few red coffee fruits scattered among the branches. Even those who love coffee do not necessarily know that there is a place in China that is rich in this kind of foreign food, which is the second largest traded commodity in the world after crude oil.

The owner of this coffee garden is Xiong Xiangjin, the founder of Yunnan Hougu Coffee Company. In 1994, Xiong established his own coffee planting company. after more than 20 years of rolling development, it now has 120000 mu, 10 times larger than the second largest coffee grower in China. Hougu mainly exports raw materials to several major coffee merchants (Nestl é, McDonnell, Newman and Ikam), and its sales are rising year by year, reaching 280 million yuan in 2009.

At present, the domestic coffee consumption is 30, 000 tons / year, and the market capacity is 50 billion yuan, which is growing at an annual rate of 25%. According to the data, the annual global output of coffee is about 7 million tons, and the trade volume reaches 10 trillion yuan. However, a real problem is that the consumption market of coffee is huge, raw material suppliers can not get more profits because of their low added value in the industrial chain, and the risk of being affected by the environment is great. For example, during the Asian financial crisis, coffee shops dropped from about 20, 000 yuan / ton to 9000 yuan / ton. A large number of coffee bean enterprises in Southeast Asia have closed down.

However, Xiong Xiang fumbled out his own business experience in the coffee industry. He used to deal in rubber and jade, and then devoted himself to coffee. He looks super confident, dignified and aggressive in his speech, with a bit of "boss" demeanor. He made a three-step plan for Hougu: planting-deep processing-terminal brand, to be listed around 2011 based on the accumulation of planting and deep processing capacity, and then build the Hougu coffee brand.

Now the back valley has entered the second stage: deep processing. How far is it from building its own brand?

Abandon "company + peasant household"

There is little land to grow coffee in China, and only Yunnan and Hainan are located in the coffee belt (tropical areas with latitudes of 20 degrees south and north on both sides of the equator) and have a natural growing environment. Coffee trees like quiet, while Hainan is often windy, so organizations say 98% of China's coffee acreage is in Yunnan. Coffee is divided into large, medium and small seeds, and the quality of coffee is superior to that of small seeds. Those produced in Yunnan are small seed species. Internationally, Blue Mountain Coffee is called top coffee, followed by Colombian coffee. China's Yunnan and Hainan both claim that they are at the same latitude as Blue Mountain and can grow coffee of higher quality than Colombia and close to Blue Mountain.