Pu'er Coffee-- shaping the Brand "sharpening the knife to the Market"

Improve the quality of Pu'er coffee

In the second half of 2013, Pu'er City newly planted 70, 000 mu of ecological coffee garden, coffee area has reached 716000 mu, put into production of 340000 mu, output of 45000 tons, agricultural output value of 780 million yuan, exports of 36000 tons, foreign exchange earnings of 79.32 million US dollars. There are 386 coffee enterprises registered for industry and commerce in the city, more than 247500 coffee employees, 20 new farmers' coffee professional cooperatives and demonstration societies, and 550000 mu of coffee geographical indications have been registered. The coffee industry has become an important supporting industry for Pu'er to develop plateau characteristic agriculture and build a national green economy test and demonstration zone. Pu'er has become the main coffee producing area with the largest planting area, the highest output and the best quality in the country and the coffee trading and distribution center of raw materials for coffee chain brands.

In terms of management, the Municipal Coffee Office formulated and issued the "measures for the Management of Primary Coffee processing in Pu'er City (for trial implementation)" and organized experts to revise the "Local Standard for Pu'er Coffee with Plateau characteristics in Yunnan Province". Coffee growers are required to strictly abide by the "Pu'er Coffee planting Technical Standards" and do a good job in all aspects of coffee cultivation and processing from the source to ensure the stable quality of Pu'er coffee. A total of 22 municipal standard coffee processing plants have been built in the city. Coffee offices and coffee enterprises at city and county levels have held more than 15000 training courses on coffee planting, processing, roasting, pest control, organic planting and joining. In January 2013, the trademarks of "Pu'er Coffee" and "Simao Coffee" were certified by the State Administration for Industry and Commerce; in December 2013, "Pu'er Coffee" obtained the registration certificate of geographical indications for agricultural products of the Ministry of Agriculture. The Municipal Coffee Office has formulated measures for the management and use of trademarks, further strengthened the standard management and quality control of Pu'er coffee, and effectively improved the quality standardization of Pu'er coffee and the optimization of coffee joining the market.

The tree image shows the Pu'er coffee brand.

With the "strength" of output and quality, the Municipal Coffee Office actively encouraged coffee enterprises to establish cooperative relations with world-famous coffee enterprises, continuously expanded the market share and sales channels of Pu'er coffee, and achieved gratifying results. In 2013, the export scope of Pu'er coffee was further expanded, including Canada, Australia, Saudi Arabia, Israel, the United Arab Emirates and Jordan, bringing the export destination of Pu'er coffee to 32 countries and regions. The Pu'er 1% Coffee Company plans to open a branch in Canada to promote Pu'er coffee in North America. The Municipal Coffee Office spared no effort to open up the domestic market and expanded the sales of Pu'er coffee and its own unique coffee culture channels by "bringing in" and "going out". It has established business relations with coffee sellers in Beijing, Shanghai, Chengdu, Harbin, Qingdao and other cities, speeding up the pace of Pu'er coffee to the domestic market.

At the same time, the Municipal Coffee Office has expanded the influence of Pu'er coffee by means of activity promotion, brand display, advertising, etc., and promoted Pu'er coffee by using advertising, Internet, Weibo, Wechat and other media to promote Pu'er coffee, which has received attention and reports from well-known media such as Xinhua News Agency, China Central Television and people's Daily online, and enhanced the popularity of Pu'er coffee and Pu'er coffee culture.

Pu'er City also continues to strengthen international exchanges and cooperation, enhance the ability of industrial management, signed a "cooperation memorandum" with the American Fine Coffee Association, established a business cooperation relationship, and promoted Pu'er coffee to the international boutique coffee market. Established cooperative relations with coffee management departments of world-famous coffee producing countries such as Brazil, Colombia, Kenya and South Africa, and exchanged and studied coffee cultivation, processing, financial services, international trade and other issues. It has strengthened its business cooperation with international coffee certification organizations such as organic certification, rainforest alliance certification, 4C certification and Beijing Exer, and carried out certification management such as organic coffee bases throughout the city. efforts will be made to solve the problems of coffee quality improvement, brand development, industrial stability and farmers' income increase.

In the second half of 2014, Pu'er Coffee Office further laid a solid foundation for the development of coffee industry, scientifically formulated industrial development plans, sorted out development ideas, further deepened cooperation with international coffee enterprises, and gradually moved towards a broader market.