The price of Yunnan coffee is low or even unsalable this year! Have no choice but to appeal for the support of local enterprises

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On May 24, Yunnan Coffee Industry Association held a media meeting in Kunming. It was learned from the meeting that during the 2017-2018 coffee harvest season, Yunnan coffee was again affected by the downturn in international coffee futures prices. the price of raw beans basically hovered at 13-15 yuan / kg, approaching the planting cost price of farmers, and some farmers even lost money. Even so, there are still 30,000 to 40,000 tons of Yunnan coffee beans for sale this year. (Kunming Daily, May 25)

In the past 10 years, with the rapid rise of Chinese coffee consumption, foreign coffee brands have stepped up the layout of Chinese coffee consumption market, and Chinese local coffee enterprises are also growing rapidly. Since 2008, China's coffee consumption has continued to grow, with a growth rate of more than 20%, which is about 10 times the growth rate of world coffee consumption. Domestic coffee consumption places are springing up like bamboo shoots after a spring rain, and Chinese coffee consumption is entering the era of "blowout". Contrary to the rapid growth of domestic coffee consumption is the price of coffee in Yunnan. During the 2017 Mueller 2018 coffee harvest season, Yunnan coffee was once again affected by the downturn in international coffee futures prices. The price of raw beans basically hovered at 15 yuan / kg, which was directly close to the cost of coffee planted by farmers, and even some farmers suffered losses and unsalable.

In this regard, the Yunnan Coffee Industry Association called on: hope that domestic enterprises such as Luckin Coffee and Lian Coffee can participate in Yunnan coffee procurement. For every cup of Yunnan coffee purchased, Yunnan farmers can make a profit of 0.3 yuan.

Yunnan coffee suffered another heavy blow, which is fundamentally related to some of the problems of Yunnan coffee industry itself.

First, the brand of coffee origin is not strong enough. Of course, Yunnan coffee cultivation has made great progress in recent years, no matter in terms of area, output, marketing and so on, Yunnan has achieved remarkable results in the international cup evaluation, and has become one of the highest quality coffee producing areas in the world. However, compared with other places, especially with the international coffee cultivation, the awareness and quality of Yunnan coffee planting brand is obviously not high enough.

Second, brand marketing is not smooth and in place. There are only goods that cannot be marketed, and there are no goods that cannot be sold, especially in the current "Internet +" era. This sounds absolute, but it also illustrates the importance of marketing in modern society. At this point, we have to say that the price of coffee in Yunnan is cheap and unsalable, and whether there is a problem that local governments pay too much attention to industrial planting and lack of follow-up sales services, it is also worth pondering.

Third, the selling prices of domestic coffee are easily affected by international coffee futures, indicating that Yunnan coffee is still lack of pricing power in international coffee futures and is in a passive position, which requires Yunnan coffee to deal with and resist by establishing its own coffee futures.

To solve these fundamental and deep-seated problems does not happen overnight, nor can the simple appeal of local coffee industry associations be truly efficient and long-term, but requires the joint participation and coordination of governments at all levels and society, including local governments. Yunnan is an ideal place to grow Arabica coffee beans because of its unique natural and geographical conditions. In order to solve the problem of coffee price in Yunnan, three conditions must be met: the first is to ensure the quality of coffee, the second is to ensure planting altitude, and the third is to ensure stable supply. Among them, the most important thing is to ensure the cultivation and cultivation of Arabica coffee beans. As far as the top five coffee exporters in the world are concerned, with the exception of Vietnam, which grows a large number of robusta coffee beans, the other coffee-producing countries are coffee varieties that grow pure Arabica coffee beans. This is precisely the important condition that Yunnan coffee lacks. The Katim coffee varieties grown in large quantities in Yunnan coffee are not pure Arabica coffee beans. Judging from this year's Yunnan Coffee Raw Bean Competition, the quality of Katim coffee varieties has reached the peak of previous competitions, but this year's Yunnan coffee prices are still low, proving that neither altitude nor treatment can really save Yunnan coffee industry. The real way out of Yunnan coffee is not in output, not in processing, nor in marketing and pricing, but in variety.