Yunnan Coffee introduction, do you know Yunnan Coffee overseas?

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

Coffee is a kind of beverage crop with high economic value, which is called the three largest beverages in the world together with cocoa and tea, and its output and consumption ranks first among the three beverages. Coffee is rich in protein, fat, sucrose, starch, glucose, caffeine and other substances, rich aroma and delicious taste. Coffee is a perennial evergreen shrub or small tree of the genus Rubiaceae. There are many species, including small seed species, medium grain species, large grain species and Ethel sa species, among which the small grain coffee species known as "fragrant coffee" have the highest yield, accounting for more than 80% of the total coffee output. Coffee originated in tropical Africa. Since the 15th century, coffee has gradually spread to all parts of the world. At present, coffee is grown in more than 70 countries and regions in the world.

Coffee cultivation in China is concentrated in Yunnan and Hainan provinces. Yunnan has a large output, with an annual output of about 26000 tons in recent years, accounting for 90 per cent of the national output. It is said that Yunnan coffee came from the French 70 or 80 years ago. The main variety is Arabica Arabica, that is, the so-called small seed coffee, commonly known as Yunnan small grain coffee. Yunnan's high-quality geographical and climatic conditions provide good conditions for coffee growth. The planting areas are Lincang, Baoshan, Simao, Xishuangbanna, Dehong and other prefectures. The natural conditions of Yunnan are very similar to those of Colombia, that is, low latitude, high altitude and large temperature difference between day and night. The small grain coffee produced is mellow by cup quality analysis, and its quality and taste is similar to that of Colombian coffee.

However, due to a variety of reasons, the development of Yunnan coffee industry is not fast. Yunnan coffee is mainly exported as raw materials, with an export volume of about 15000 tons in 2006. More than 60% of raw materials are acquired by Nestl é and Maxwell each year, and Starbucks and Amway have joined in recent years.

Due to the lack of deep processing and marketing, Yunnan coffee is not well-known and unrecognized by people locked in the mountains. It is believed that with the in-depth development of Yunnan coffee industry, the rising demand of domestic coffee market and the efforts of the government and enterprises, Yunnan coffee will usher in a new period of development.

Kunming Yunling Coffee and Tea Co., Ltd. is one of the major exporters of coffee and tea in Yunnan. The company has planting bases and processing plants in Lancang, Baoshan and Kunming. In the supply organization, processing, production, supply have a strong strength. Coffee and tea products have been exported to Europe and the United States, the Middle East, Southeast Asia and other major consumer countries, and with excellent quality and dedicated service at home and abroad has won a high commercial reputation. Kunming Yunling Coffee and Tea Co., Ltd. is also a major domestic roasted coffee factory and a supplier of high-grade special foreign coffee raw materials. The "Yunling" series of coffee produced by the company using the world's advanced imported equipment, and the high-grade coffee of origin processed from the main coffee producing countries in the world, are more and more concerned and loved by consumers.

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.