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"as the yce Yunnan International Coffee Trading Center, our function is to break the market pattern, so that Yunnan coffee products have a broader market space, really want to achieve 'good coffee sell at a good price'." Shu Yang, general manager of yce Yunnan International Coffee Trading Center, said in an interview with the Yunnan media report group of "Beautiful China Yangtze River Travel-Dance Yangtze River Economic Belt Ecology" a few days ago.

"Coffee that can be sold for 30 yuan can never be sold for 15 yuan."

It is reported that the world coffee growing belt is mainly between 25 degrees north latitude and 30 degrees south latitude, while China's coffee producing areas are mainly in Yunnan, Hainan, Sichuan and other places. The planting area of coffee in Yunnan Province is more than 1.8 million mu, with an output of about 130000 tons, accounting for more than 98% of the total area and output of coffee in the country. Among them, Pu'er City, Yunnan Province, coffee planting area of nearly 800000 mu, the output of nearly 60, 000 tons, ranking first in Yunnan. At present, the comprehensive output value of Pu'er coffee has reached 2.469 billion yuan. Yunnan Pu'er is therefore known as the "coffee capital of China".

In order to promote the healthy and sustainable development of Yunnan coffee industry and improve the quality of Yunnan coffee, Shu Yang, general manager of yce Yunnan International Coffee Trading Center, said that in July 2014, yce Yunnan International Coffee Trading Center was established in Pu'er, Yunnan. In December 2016, it was renamed yce Yunnan International Coffee Trading Center (hereinafter referred to as "trading center").

"in fact, the function of the trading center is a service platform for the Yunnan coffee industry to solve the development problems of the coffee industry. On the one hand, it serves coffee enterprises and farmers to help them enhance the quality of their products. On the other hand, it connects the international and domestic markets through the platform of the trading center." Shu Yang said.

As a new coffee producing area in the world, Yunnan has a very high demand for information. Shu Yang said that coffee belongs to international commodities, so when international commodity prices fall, the vast number of farmers and enterprises in Yunnan will be affected to a certain extent.

"as a trading center, our function is to break this market pattern and give our products a broader market space. if more buyers come to buy beans, there will be a kind of competition. in addition, our quality is improving with it, so that we can really achieve a 'good coffee with a good price' and that different levels of coffee have their corresponding prices." Shu Yang said that therefore, whether as farmers or enterprises, all need such a service platform.

The aroma of wine is also afraid of the depth of the alley. in order to further expand the popularity of Yunnan coffee, in recent years, the trading center will organize a large number of exhibitions every year to organize buyers at home and abroad to communicate in coffee producing areas. Yunnan coffee brands continue to be established in this way.

"but it also takes persistence and time to accumulate." Shu Yang believes that through the platform of the trading center, make the information more transparent and symmetrical, so as to achieve a balance between supply and demand, so that "really good coffee can sell at a good price."

"you can sell coffee for 30 yuan, not 15 yuan." Shu Yang said.

"the industry's evaluation of Yunnan coffee is constantly improving."

At present, China is considered to be a country with rapid development of coffee industry in the world, and there is a very good market space in the future. At present, the demand for boutique coffee in the international market is also growing. Shu Yang believes that these current situations bring good opportunities for the development of the coffee industry.

However, Shu Yang also admitted that there are still some problems in the evaluation of Yunnan coffee in the international and domestic markets, such as "unstable quality and insufficient supply capacity." in order to solve these problems, the function of the trading center is to constantly introduce international high-quality expert resources, provide a lot of training and guidance for farmers, and teach farmers how to stabilize and improve quality.

In addition, Shu Yang said that the trading center has also continuously improved the supply chain of the coffee industry and the standardized facilities of the service support system from the aspects of standardized processing, processing of fresh fruit coffee, warehousing and logistics, so as to ensure the quality of coffee. "judging from the situation in the past three years, the industry's evaluation of Yunnan coffee is constantly improving, and the willingness to purchase is also strengthening."

Shu Yang believes that boutique coffee is the development trend of the global coffee industry. "for the world, the average rate of boutique coffee is about 20%, and now the overall ratio in Yunnan is less than 5%. The trading center hopes to increase the overall boutique coffee rate to about 20% over a five-year period, and nearly 50% can be achieved in individual regions and farms."

What are the benefits of increasing the rate of boutique coffee? Shu Yang calculated an account for the reporter: "this year's bulk commercial prices, including the local purchase price of Nestl é, are basically 14 yuan per kilogram, no more than 15 yuan per kilogram. Our starting prices are all 25 yuan per kilogram from the trading center platform, but last year the average price of our boutique coffee was about 38 yuan, and better beans sold for hundreds of yuan a kilogram."

As one of the main battlefields of poverty alleviation in Yunnan, Pu'er is also very important to make people's wallets bulge and life better. Shu Yang has calculated that if an acre of coffee is sold according to primary agricultural products, the income is only about 3000 yuan. "if we make fine coffee, we have simply calculated that even if the rate of fine coffee reaches only 20%, the income can be doubled." This is a very good thing for farmers. "

Quality is the life of the product. Shu Yang believes that the improvement of the rate of boutique coffee will produce huge benefits for both farmers and enterprises. Without further expansion of its planting area, the overall quality of coffee in the whole producing area is constantly improving.

"on the other hand, the improvement of the boutique rate can also gradually improve our premium capacity, because the price system of fine coffee is completely different from that of mass commerce, and it has a certain premium. in this way to increase our premium space, so as to achieve a broader value income for enterprises." Shu Yang said that at the same time, the improvement of the rate of high-quality products can also promote the adjustment of the industrial structure, from over-reliance on primary production in the past, to intensive processing and the construction of the industrial chain system of the coffee industry, so as to enhance the level and level of the entire industry.

"China is a very big market."

"Coffee is a pure product for the Chinese people and the Chinese market, and it is a foreign market consumption and product model." Shu Yang said that the domestic market from consumption to industry still needs a process of cultivation, and needs to constantly stimulate domestic market demand.

He said that at present, the export volume of Yunnan coffee exceeds 70%, but the brand awareness of Yunnan coffee in the international market needs to be improved. "this shows that there is something wrong with our industrial structure. A large number of primary agricultural products do not have a brand. Therefore, we should reflect our brand value through high-quality products."

Shu Yang said that the Chinese market is considered to be a consumer market with broad development prospects in the world. "it is growing at a rate of 15% and 20% every year, which is a very fast growth rate. In fact, what we want to do now is that in the future, 70%, 80% of Yunnan coffee is consumed domestically, and exports are gradually decreasing, and even imports are gradually increasing, because the domestic market is a very big market."

Shu Yang said that Laos, Myanmar, Vietnam, Thailand and India are all important coffee producing areas in South and Southeast Asia, and the trading center itself carries the resource integration and promotion of various sections of the government, markets, farmers and enterprises. And tap the value of the industry, "if we can effectively combine these producing areas to form the coffee ecosystem and economic circle in the Asian region, thus forming the core of Asian coffee with Yunnan as the core." This is an important job responsibility as Yunnan International Coffee Trading Center. " Shu Yang said.