Chinese coffee looks at Yunnan, how to develop Yunnan coffee beans

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Yunnan is one of the earliest provinces in China to grow coffee. At the end of the 19th century, missionaries from Europe went to Yunnan Dali and other places to preach, bringing coffee seeds to Yunnan. In the early stage after liberation, Baoshan Lujiangba was successfully planted, and it was found that it had good adaptability and good quality, and it continued to grow.

At present, coffee has been planted in 35 counties in 9 prefectures, including Pu'er City, Baoshan City, Dehong Prefecture, Lincang City, Wenshan Prefecture and Xishuangbanna. As of the beginning of last year, the coffee planting area in China exceeded 1.8 million mu, while the coffee planting area in Yunnan reached 1.77 million mu, accounting for more than 98% of the country's total.

In 2016, China produced 140000 tons of raw coffee, accounting for 1.5% of the world's total output, while Yunnan Province produced 139000 tons of raw coffee, accounting for more than 99% of the country's total output.

It is no exaggeration to say that Chinese coffee looks at Yunnan.

As a microcosm of the development of China's coffee industry, the development degree of "Yunka" determines the status of Chinese coffee in the world, but for a long time, Yunnan has mainly sold coffee beans, which is insufficient with downstream processing, and the profit space is not large. in addition, the coffee planting area is developing too fast, and the quality is difficult to control, which gradually becomes a hidden worry for development.

Why is Yunka trapped by the "low-end curse"?

Yunnan coffee leads the country in terms of output and industrial development, but behind "looking beautiful", we must soberly face up to the great difficulties faced by the industry. The disadvantageous factors existing in every chain of the coffee industry make Yunnan coffee always trapped by the "low-end curse".

Lack of processing standards for planting "relying on nature for a living"

The dilemma faced by Yunka should start in the coffee garden. According to the figures released by the Yunnan Coffee Association, during the 2015-2016 harvest season, the average price of a kilogram of coffee beans purchased by enterprises from curry farmers is between 13 yuan and 14 yuan, and the market trade price is maintained at around 16 yuan.

The dilemma of Yunnan coffee should start from the coffee garden. "at present, the coffee beans in Yunnan are of good quality only when they are on the trees, but they are not necessarily picked."

Yang Zhiqi, chairman of Lincang Lingfeng Industry (Group) Co., Ltd., is very saddened by the extensive cultivation of coffee in Yunnan: "Farmers harvest coffee in a unified way along the coffee forest, mixing coffee fruits of different quality into a pile, and there are no primary processing facilities. We can only rely on natural drying and ferment as soon as it rains. Basically rely on heaven to eat, so that the loss of coffee quality is extremely serious. "

The extensive planting mode reflects the lack and confusion of industry standards. Farmers create a set of standards for planting, enterprises plant a set of standards, and processing and production is another set of standards. In the view of many professionals, such chaos has led to the general instability of coffee quality in Yunnan, and it is difficult for many coffee enterprises to produce coffee beans of the same quality for two years in a row, which is also the fundamental reason why the price of coffee in Yunnan has always been slightly lower than the international price.

Although Yunnan leads the country in coffee production, it only accounts for about 1% of the world's total output. Yunnan coffee can only be small players no matter how loud it is, and it has almost no say in the global coffee market. Many people in the Yunnan coffee industry pay close attention to the trend of the international futures market. It can be said that if the New York futures market "sneezes", the Yunnan coffee industry will catch a cold. The income of Yunnan farmers is actually controlled by the market system thousands of miles away. In recent years, Yunnan coffee has experienced many "roller coaster" price fluctuations.

Yunnan Coffee should build Regional Brand

At the same time, the coffee industry in Yunnan has long been plagued by the uncoordinated development of industries and enterprises in various parts of the province, which makes Yunnan coffee less famous in the province and more difficult to go abroad.

The development of coffee in Yunnan needs to create its own brand, the brand here not only refers to the enterprise brand, but also the regional brand. However, unfortunately, the level of awareness of Yunnan coffee is still quite low. When talking about Chinese coffee abroad, it is very common to use Yunnan coffee beans as foreign coffee beans in domestic cafes. There are not a few practices of "smashing brands".

Yunnan coffee enterprises that have survived successfully have to face more fierce competition from the outside world. Enterprises that produce instant coffee and convenience products directly face international giants such as Nestl é, while boutique cafes need to create a long-term brand atmosphere.

At present, all parts of Yunnan are certifying their coffee producing areas, such as Simao Coffee Certification for Pu'er Coffee and Baoshan small Grain clock Certification for Baoshan Coffee. However, in the case that the overall image of Yunnan coffee has not been established, setting up their own signboards is equal to internal friction.

For many years, the development of Yunnan coffee industry has been lack of standardization and guidance, so that Yunnan coffee has always been lack of voice and pricing power in China and even in the world.

In addition, the backward mode of production, the lack of talents and other reasons also restrict the development of Yunnan coffee industry. A hundred years after coffee entered Yunnan, Yunnan coffee seems to be stuck in the bottleneck and needs to be broken through.

How to break through the tight encirclement of industrial development?

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If we want to compete for the international voice in the coffee market, we must take the road of deep processing in order to influence the purchase price of international coffee futures. In the face of many existing problems, the local coffee industry practitioners in Yunnan have been seeking a breakthrough in this area, and need one or two leading enterprises to come forward and take the lead.

At present, in Lincang, Pu'er, Dehong and other coffee growing areas in Yunnan, there have been many enterprises with the ability of intensive processing.

Coffee, as one of the "characteristic cloud series" of agricultural products in Yunnan, has also been actively supported by the local government. Yang Weidong, vice mayor of Pu'er City, said that Pu'er City has become the largest coffee trading and distribution center in the country, and has led neighboring countries such as Myanmar and Laos to grow 300000 mu of coffee. The city is constantly improving the development mechanism of the coffee industry, actively promoting the international quality control system, introducing international certification systems such as the European Union, the United States, Japan and the Rainforest Alliance, and striving to enhance the voice and influence of Yunnan coffee in the international arena.

Lingfeng Coffee, which has become the largest coffee growing enterprise in China, has returned the land to farmers for planting, management and protection on the basis of large-scale transfer of land, and all kinds of fees and agricultural fertilizers needed in the previous four years are all invested by the company. at least one technician has been equipped for each administrative village to ensure that the coffee quality at each elevation and each piece of land is consistent and traceable. At the same time, there is also a dense layout of coffee processing plants to solve the problems of relying on heaven for food, unstable product quality and so on. Yang Zhiqi, chairman of the company, said that they have introduced Colombian coffee processing technology and equipment to ensure the quality of coffee production. This year, Lingfeng Coffee completed 9 processing sites and started the construction of 3 primary processing plants.

Dehong Hougu Coffee is one of the leaders of Yunnan coffee industry. in order to make coffee cultivation really benefit farmers, Yunnan Hougu Coffee Co., Ltd. and other enterprises began to buy coffee farmers at a protective price, on the basis of protecting the interests of farmers. It highlights the important role of the coffee trading center. "at present, each coffee trading center has its own reasons for existence, and the promotion and regulation of the market is the most in line with the law of the market." Xiong Xiangren, chairman of Yunnan Hougu Coffee Co., Ltd., said.

With the growth of Yunnan coffee industry and the domestic and international trade demand of Yunnan coffee, the construction of Yunnan coffee trading organization has become a consensus.

In January 2015, the auction of Chinese boutique coffee raw beans ended in Pu'er City. The auction also marks the official operation of the Yunnan Coffee Trading Center built in Pu'er, and the Pu'er coffee industry has taken an important step in docking the international market.

In March 2016, the world's first modern Nestle Coffee Center project funded by Nestl é was officially completed in Pu'er City. Lu Han, director of the Tea and Coffee Industry Bureau of Pu'er City, believes that the establishment of the coffee center will further enhance the awareness and competitiveness of Pu'er coffee in the international market.

It is expected that by the end of 2018, Yunnan Coffee Trading Center will also build a huge Yunnan boutique coffee processing park, integrating warehousing and logistics, trading platform, processing, packaging and other production chains. Yunnan and Pu'er will be built into one of the most important boutique coffee producing areas in the world.

Nowadays, more and more multinational enterprises are targeting the Yunnan coffee market, and the export volume of Yunnan coffee is getting faster and faster. The fragrance of Yunnan coffee can be smelled in many parts of the world.

At present, Yunnan coffee has been exported to 32 countries and regions such as Europe, North America, Japan and South Korea, and the Yunnan coffee industry is also gradually developing towards intensive processing.