Positioning of Yunnan Coffee and Coffee planting in Yunnan

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

Is the quality really not good?

Yunnan's soil and water climate is very suitable for coffee growth, but the quality of cloud coffee has always been neither plague nor fire. Andy, founder of Yunnan Coffee exporters Association and founder of Yunnan Weisheng Coffee Co., Ltd., believes that: Yunnan coffee planting management is very extensive, Colombia these they pay more attention to quality, the domestic to do some quick success and quick profit, in order to benefit to expand the scale, the quality is not up.

Wen Wenhonggang, director of marketing and planning of the coffee shop of Chengdu Baijiali Trading Co., Ltd. (mainly engaged in Yunnan coffee), said: compared with the flat and favorable terrain of Colombia and Brazil, the topography of Yunnan coffee producing area is complex, which is not conducive to the use of equipment. The cultural quality of coffee growers is low, coffee varieties need to be improved, and there is a lack of management in the later stage, resulting in the quality of Yunnan coffee can not be improved.

Brand or quality?

Andy, who once failed, said that he used to work in the domestic market and thought it would be profitable to build a brand. But later found that if you slowly cultivate the brand, it will take a long time, if you want to develop the brand rapidly, you need too much money to invest.

Wen Honggang believes that those trademarks and brands are not the most important. What do buyers and purchasers care about most? It's still quality. It's not that easy to create a brand.

The organization initiated by Andy is called exporters' Association abroad and domestic wholesalers as cooperatives, because cooperatives are better understood at home, but foreign buyers do not care about you, they care more about your quality and price.

Do overseas markets know Yunnan coffee?

"in foreign countries, advertising costs hundreds of thousands of dollars, which is equivalent to millions of yuan. If you are organized, you can withdraw a portion of the export volume of each exporter every year to advertise in foreign media. "Andy itself publishes free information on the European Yellow pages, but rarely sees other information about Yunnan coffee posted on foreign websites.

Brand marketing, is your position right?

Whether in foreign or domestic markets, the promotion of coffee needs to be properly positioned. Andy believes: "Coffee is a cultural product. A well-known coffee company once said that everyone in China should drink the cheapest coffee, that is, without taking into account the audience of coffee, otherwise it would be bitter to give it to others for nothing."

"first of all, Yunnan is relatively remote, and many employees in the coffee industry, perhaps because of the age, do not know much about the culture of coffee. In the minds of consumers, coffee is a foreign thing, what consumers think your product is, your product should be what, because they buy it, so do not rely on Chinese tradition when marketing, to highlight coffee leisure, modern, fashionable. "

Where are coffee growers led?

Two years ago, as a result of natural disasters in Brazil and Colombia, coffee production was reduced, global coffee prices were bound to rise, and demand for coffee in China suddenly fell short of demand. Andy believes that just because of such an accident, coffee is bound to make money, so let's grow it. The global supply and demand of coffee is relatively stable, and natural disasters do not occur every year. If there is too much coffee production, no one will want it. On the other hand, farmers do not understand the laws of the market, so they are easily guided blindly, resulting in huge losses.

Are you organized or do things your own way?

Even intensive cultivation of high-quality coffee, also need to be promoted, need to be really organized, enterprises only pay attention to their own interests, it is difficult to have a big improvement.

Andy teamed up with some exporters, raw bean suppliers, coffee pipes, lawyers, farmers, cooperatives and small groups to promote coffee in an organized manner. under the monopoly of large coffee enterprises, many enterprises need an equal and fair environment, so they organize exporters' associations in the hope that everyone will not only focus on competition, but should look out and promote coffee abroad. There are already some industry organizations in Yunnan, and now the number of organizations is still increasing, and there are not many organizations that really play a prominent role like Brazil and Colombia. The Yunnan Coffee exporters Association is still in its infancy. Andy hopes that this association will uniformly promote Yunnan coffee abroad. If it grows up one day, it hopes to use the professional power of the market to guide coffee farmers to squat at home and do not do it. They should keep their eyes on the outside and learn other people's skills.