The Emperor's New Clothes! Besides tourists, what else can save the once brilliant Hainan Xinglong Coffee?

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Xinglong Coffee _ Hainan Xinglong Coffee _ authentic Xinglong Coffee

Presumably, there is such an experience when traveling to Xinglong, Hainan:

Xinglong overseas Chinese Farm Coffee Factory is located in a botanical garden. we took us here with a tour guide to visit various tropical plants. The coffee factory exhibition area is very small, and some faded display boards introduce common knowledge such as coffee cultivation and coffee etiquette. Easy to understand.

Some different kinds of coffee were planted on both sides of the road, but unfortunately there were no coffee beans on it. Then came the coffee processing plant, where workers were concentrating on making all kinds of food. Finally, after tasting the coffee for free, there is a huge shopping supermarket with seven crutches and eight crutches. If you want to go out, you must walk all the showcases.

After tasting it, I felt that his milk coffee tasted good. There was a strong smell of milk in the mouth, followed by a bitter taste of coffee, and after swallowing it, there was a slightly bitter taste in the milk flavor, which tasted good, and the price was not expensive. At that time, it was sold for more than 20 yuan a generation.

The picture shows tourists buying Xinglong coffee in the mall. Photo taken by Hainan Daily reporter Sun Hui

The result of taking home: you can't drink at all.

Xinglong Coffee background

This used to be a brand that could break a hole even if it was thrown on the ground.

Premier Zhou made Xinglong Coffee famous: "Xinglong Coffee is world-class. I have drunk a lot of foreign coffee, but our own coffee tastes good." February 7, 1960-the Prime Minister visited Xinglong Farm and was greatly appreciated after drinking Xinglong Coffee.

A cup of coffee with strong flavor, an amiable prime minister, wrote a good name for Xinglong Coffee.

"Xinglong coffee is first-class in the world. I have drunk a lot of foreign coffee, but our own coffee tastes good." February 7, 1960-the Prime Minister visited Xinglong Farm and was greatly appreciated after drinking Xinglong Coffee. A cup of coffee with strong flavor, an amiable prime minister, wrote a good name for Xinglong Coffee.

According to reports, Xinglong coffee in its heyday, the planting area of more than 4000 mu, the farm can be seen everywhere coffee gardens. Every household on the farm grows coffee, and coffee income is the mainstay of farmers' income.

Xinglong Coffee settled in Xinglong, Hainan, in 1953, when Xinglong overseas Chinese Farm was just established. In order to realize the practice of "raising growth in the short term", that is, using short-term crop income such as coffee, citronella and rice to make up for long-term crop income such as rubber, Xinglong began to introduce coffee from Chengmai Fushan.

Xinglong Coffee was once the banner product of Hainan local brand. Today, on Xinglong Farm, there is also a stone tablet to commemorate Premier Zhou Enlai's visit to Xinglong Cafe Garden.

Fifty-five years later, the monument is still erected and the story is still circulating, but the coffee garden has disappeared and has been replaced by a lush rubber forest.

At that time, the planting area of coffee was very large, and the whole Xinglong had more than 3000 mu. In order to ensure the quality of coffee beans, coffee beans are cooked and picked. At that time, the workers were too busy, and the students on the farm often came to the plantation for half a day to pick coffee. After the 1990s, with the continuous decline in the price of coffee beans, the planting area of Xinglong coffee is also decreasing, and the planting area of coffee in Xinglong area is less than one thousand mu.

However, today, with the ups and downs of the market, Xinglong Coffee, which was once popular, is facing the market bottleneck of sharp decline in planting area, shrinking production capacity, mixed product quality and weakening brand influence.

In many large supermarkets, we can often see various brands of Xinglong Coffee: Xinglong Mountain Coffee, Xinglong authentic Coffee, Xinglong charcoal roasted Coffee, Xinglong Pure Coffee. Take a closer look at the product introduction, but the origin is Haikou, Qionghai, Wenchang and other places. "strictly speaking, these products are fake Xinglong products, and if the government does not stop them, the brand of Xinglong Coffee will be destroyed sooner or later." Qiu Xiaofeng, president of the Xinglong Coffee Industry Association, said that due to the limited output, the market is many products with Xinglong coffee brands, using foreign coffee beans as raw materials, such products are not as good as authentic Xinglong coffee in terms of taste and quality, but it has affected the reputation of Xinglong coffee. According to the measures for the Management of geographical indications of Xinglong Coffee in Wanning City, Xinglong Coffee refers to Nanqiao, Changfeng, Sangengluo, Liji and other townships produced in and around Xinglong in Wanning City. In December 2007, AQSIQ issued notice No. 209 to protect the geographical indication products of Xinglong Coffee. In August 2015, Wanning Xinglong Coffee Industry Association applied to the State Administration for Industry and Commerce for geographical indication certification trademark of Xinglong Coffee, which has been accepted. At present, the government has not strictly implemented this management method, which is why coffee produced in various places can also be marked Xinglong coffee to be sold on the market. Managers and businessmen are well aware that if strictly implemented, the output of Xingxingyi alone is still 108000 miles away from the "specialty demand" of tourists. According to a 2013 tropical crop forecast by the Hainan Provincial Agriculture Department, Hainan has a coffee planting area of 6000 mu in 2013, and the province is expected to produce 200 tons of coffee beans. However, Hainan will sell at least 6000 tons a year. Due to the huge gap between production and marketing, Wanning City has launched the "implementation Plan for supporting the Development of Xinglong Coffee Industry in Wanning City", hoping to introduce preferential policies from coffee cultivation, subsidizing 2000 yuan / mu for planting in the south of the country, and distributing seedlings free of charge. In spite of this, Huang Haisheng, chairman of a local coffee company, told the Farmers' Daily that the fresh fruit of coffee really produced from Xinglong is no more than 40 tons per year, and then dried into beans is less than 10 tons.

At the two sessions in February this year, Secretary Zhang Meiwen of Wanning City said that Wanning City now has 6000 mu of Xinglong Coffee, striving to expand the planting area of Xinglong Coffee to 10, 000 mu by 2020, and the long-term goal is to expand the planting area of Xinglong Coffee to 50, 000 mu. If the data are true, how can the planting area of Wanning City, which is only equivalent to the area of a small and medium-sized coffee farm in Yunnan, support such a huge market?

The response of the Hainan Provincial Agricultural Department to the third session of the sixth Hainan Provincial Committee of the Chinese people's political Consultative Conference is as follows: products on the market under the banner of "authentic Hainan coffee" are mostly processed from imported coffee beans from Vietnam and Yunnan. Our province imports about 3000 tons of coffee beans from Yunnan every year, and also imports two or three thousand tons of coffee beans from Vietnam, Brazil and other places.

This is the new clothes of the emperor of Xinglong Coffee Industry, and it is also a pain that local coffee manufacturers do not want to mention. For idealists of Xinglong Coffee Brand, it has become more and more distant to regain their fame.

The strong smell of Zhongguo coffee grows the Black Golden Dream in Hainan Island.