Chinese Brand created by Dongyi small Coffee-an interview with Ruan Chenxuan, founder of Dongyi small Coffee in Yunnan

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The rise of Chinese coffee national brand conforms to Chinese Dream, who has 1.4 billion people. The Yunnan Dongyi small grain coffee founded by Ruan Chenxuan bears the 100-year history of coffee cultivation in Yunnan. Yunnan small grain coffee has participated in international exhibitions for many times, and its quality is the highest in the global coffee industry; to turn Yunnan Dongyi small grain coffee into China's mainstream coffee, to solve the problem of sales outlet for millions of farmers, we can only rely on the brand. Only in this way can we revitalize China's coffee industry and change the embarrassing situation that high-quality Yunnan small-grain coffee does not have a say in pricing in the world coffee pattern.

Ruan Chenxuan, real name Ruan Dongyi, editor-in-chief of Heart of Literature, Venture, founder of Xiaogui Coffee in Dongyi, Yunnan Province, has 4 years of scientific research history, 17 years of brand marketing history, including 8 years of career and 9 years of entrepreneurial history. Less than two years after its birth, Dongyi Coffee was awarded the honorary title of "favorite Food of Yunnan Province in 2016" by China Food News. Yunnan Dongyi small Coffee is a rising star on the basis of the two major coffee enterprises in Yunnan. There are three coffee beans in the trademark LOGO, one represents Hougu, the other is cloud coffee, and the other is a small Dongyi boutique coffee bean that is being baked. Dongyi Coffee selects high-quality Yunnan small-grain coffee for coffee lovers around the world.

An inextricable bond with small grains of coffee

June 1989, a hot summer day. In a small courtyard in Yunnan, Ruan Chenxuan, who was about to take the high school entrance examination, watched curiously as the Nestle coffee powder was slowly poured into the cup like fine sand, scattered in ripples, melted into the water, and produced a warm yellow flower on the surface of the water. The sweetness of milk and the smell of coffee linger in his memory.

This is Ruan Chenxuan's first contact with coffee. When he saw the Yunnan small-grain coffee sign hanging on Nestle, he was surprised that there was coffee cultivation in his hometown Yunnan. In his later study and working career, he kept hearing about Yunnan small grains of coffee, and he was more and more impressed with it with time.

Yunnan accounts for more than 99% of the country's small-grain coffee output, making it the best quality small-grain coffee in the world. Experts point out that Yunnan small-grain coffee is mostly grown in dry and hot valleys about 1100 meters above sea level, with moderate sour taste, rich and mellow aroma. The light time in southern Yunnan is long, which is beneficial to plant growth and photosynthesis, and the temperature difference between day and night is large, which is beneficial to the accumulation of coffee nutrients.

Because of its unique geographical advantages, since 1892, French missionary Tian Deneng brought Arabica coffee to be planted in Zhukula Church in Binchuan, Dali, Yunnan Province. Yunnan small-grain coffee is a native species. After a hundred years of domestication, the effective nutrients contained in it are higher than those of other foreign coffee varieties, making it the best small-grain coffee, and its quality is only comparable to Blue Mountain Coffee and Colombian Coffee.

In 2006, by chance and coincidence, Ruan Chenxuan came into contact with Hougu Coffee and found that the coffee sunrise industry market was very large. from then on, he really began to go deep into the coffee industry chain to study Yunnan small-grain coffee and found the cornerstone of the brand.

The rising Dongyi Coffee

Hougu Coffee encourages contracted management. In 2007, Ruan Chenxuan joined Hougu to upgrade the packaging of Hougu Coffee, pushing Hougu Coffee to a new level of brand. In 2009, Ruan Chenxuan registered with Dongyi Food Management Department, Panlong District, Kunming City, acting as Hougu Coffee, Yuncaf Coffee, Scarlett Scarlett, Yunnan Red, Silu and other well-known products. In 2014, he founded Kunming Dongyi Food Co., Ltd., adhering to the international business philosophy and management model, launched its own brand "Dongyi Coffee", which has been developed for 8 years, and its products are very popular among young people.

In order to turn Yunnan Dongyi small grain coffee into a Yunnan characteristic brand, he first set his sights on Nestl é and Starbucks, one of the leaders of instant coffee and the other of the cafes, taking them as the benchmark. As he said, "the difference between a professional team and a non-professional team lies in the direction and baton."

Then Ruan Chenxuan looked for his own strengths and weaknesses and found that apart from R & D and marketing, everything else was involved, but it was not a specialty. So he adjusted his strategy, shifted his focus and focused on product development and brand marketing. He deeply studied consumers' demand for the taste, packaging and texture of Yunnan small-grain coffee, and used the marketing thinking of the Internet to carry out independent taste research and profit model research and development. On May 29, 2014, the four most popular classic flavors of Dongyi coffee were launched, namely, strong Italian, milky cappuccino, romantic mocha and mellow original flavor. Product production process is unique from the product design, material selection, manufacturing and other links, Dongyi coffee are carried out strict quality control. Yunnan's unique geographical environment and climatic conditions have formed the characteristics of Dongyi coffee, which is strong but not bitter, fragrant but not strong, mellow and with sporadic unique sour taste.

Ruan Chenxuan always insists on choosing high-quality Yunnan small-grain coffee whose quality is only comparable to Blue Mountain Coffee and Colombian Coffee as the main ingredient, for two reasons, one is his bond with Yunnan small-grain Coffee and Post-Valley Coffee. The second is to feel deeply about the current situation of Yunnan small-grain coffee, that is, 80% of Yunnan coffee is exported abroad, while internationally, Yunnan small-grain coffee beans are graded by inferior beans and purchased with high-quality Yunnan small-grain coffee beans at a futures trade price of 15-20 cents per pound. As a result, Yunnan small-grain coffee has been fluctuating with the price of the New York futures market every year, constantly beating the pulse of Yunnan farmers, and millions of farmers are suffering. A hundred years of cultivation history is calling for a Chinese coffee brand. In order to turn Yunnan small-grain coffee into a Chinese brand, he wants to do his part. He bet the rest of his life on the rise of Chinese coffee. For the long-term development of Yunnan small-grain coffee, Ruan Chenxuan not only carried out research and development on products and packaging, but also sublimated its connotation in the shaping of brand culture. To this end, he founded the "Heart of Literature" national public welfare pure literature rookie selection contest, which intends to spread Chinese coffee to the outside world by promoting Chinese culture and change the history that Chinese people do not know that Yunnan has good coffee.

In July 2014, Dongyi Coffee was unveiled at the Southwest characteristic Commodity Fair. In March 2015, Dongyi Coffee participated in the Chengdu Sugar and Wine Fair for its unique and pure taste, and was rated as a rare domestic high-quality coffee by foreign businessmen. In 2014, Dongyi Coffee was favored by the majority of consumers because of its excellent quality. The company has reached a strategic cooperation with Beijing Centennial think Tank Science and Technology Co., Ltd. to fully cover the 32 provincial gas station systems belonging to PetroChina and Sinopec, initially forming a Yunnan market as the center and radiating the main coffee consumption market all over the country.

Dongyi Coffee managed attentively

The heart is the driving force of warmth, and the heart can contain everything. The real voice is the most moving voice in the world. Ruan Chenxuan said: "as long as I adhere to the" integrity, rest assured, fair "six-word principle, there will be no one to cooperate with me." He started with himself and taught his children to make Dongyi coffee in good faith.

Ruan Chenxuan adheres to the six-word principle of "honesty, rest assured and fair" in terms of employment and management.

In 2010, Ruan Chenxuan got the best development opportunity to develop the surrounding market every day. His busy life made him ignore the management of personnel, which led to financial loopholes. For this reason, he learned a painful lesson. In terms of employing people, he insisted on employing people who were down-to-earth and willing to work, honest and trustworthy, and made great efforts to train such talents. In terms of management, Ruan Chenxuan will also carry out the integrity to the end. At first, he recruited Dongyi coffee agent franchisee, although it was not done well under the circumstances of a very good policy. But he will never abandon his agent at will, and will continue to support and coach. Because of the agent's initial support to him during the initial period, he will give this trust sincerely to each other. In dealing with new and old customers, he has always exchanged sincerity for sincerity. The price of the first cooperation generally will not change easily, unless they can not bear it, as long as they do not lose money, never raise prices at will, and achieve mutual benefit. Yunnan partners can return and exchange goods as long as they take no more than 3 months; customers outside the province, considering that the replacement cost is too high and a waste of resources, give support to about 10% of the peer policy. Ruan Chenxuan would rather suffer by himself than let his partners have the slightest loss.

The gentleman is avaricious, takes it to be correct. Because of the uniqueness of Dongyi coffee packaging, some Taobao merchants once discussed cooperation with Ruan Chenxuan with the temptation of 1 million yuan, but he refused. "I will not cooperate with maliciously hyped businesses," he said. " Because the merchant asked Ruan Chenxuan to make low-cost Dongyi coffee, but in order to reduce the cost, he asked to change the original quality of the coffee, which he could not accept. He doesn't approve of being a brand to fight a price war. Made other people, but destroyed their own living space. He has always insisted that Yunnan Dongyi small grain coffee is on a par with the world brand and be the best Yunnan coffee. In the same kind of coffee, Dongyi Coffee is unique in both internal quality and external packaging quality. He has always insisted on the best quality, no flavor, no thickener, no sweetener, relying on service to increase the value, let the culture give the product soul, so that Yunnan small-grain coffee can be on a par with and surpass the international brand coffee.

Dongyi boutique coffee is loved by Chinese and foreign tourists as soon as it is on the market, and even Malaysian customers have customized Dongyi boutique coffee roasted beans many times and become staunch fans of Dongyi coffee. Malaysian customers said: "after drinking Dongyi boutique coffee, I plan to bring it on the trip in the future, because there is no substitute." On January 25, 2016, Dongyi Coffee once again received orders for boutique coffee beans from Taiwan customers. In 2017, Dongyi Coffee and Yunnan Cafe Technology, SoLoMo super buyers, Alibaba platform, Changyou Group's Changyou World, Hefei Youshi Mall, Beijing WeChat Media, Hangzhou Namei purchase official website, JJhome Zhonglianyun Purchasing platform, Yunnan Xihuan Agriculture, Dianhong Pharmaceutical Industry Ming Yunshang, entering the City, China net Library, Huicong Mall and so on have signed contracts. At present, Dongyi Coffee is in cooperation negotiations with a number of partners.

More and more people are fascinated by the unique aroma of Yunnan small-grain coffee because Ruan Chenxuan knows the beauty of Yunnan small-grain coffee.

Today, the relationship between Coffee and Ruan Chenxuan has been accompanied for nearly 30 years. A cup of original coffee, an original life, taste the happiness and sweetness of life from the bitterness.

Yunnan Dongyi small Coffee is still far from the international status of Nestl é and Starbucks, but in the long development road of Dongyi Coffee, Ruan Chenxuan has always led Dongyi Coffee to use the Internet marketing thinking, adhere to a serious and rigorous realistic style, ensure zero defects in product quality, be a well-known enterprise to reassure the people, be a brand with Chinese Yunnan characteristics, and strive to make Chinese coffee brands on the international stage one day.