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For a long time, domestic coffee beans from Yunnan have been sold back to China after being packaged and branded by global coffee giants at low prices. The "high quality and poor price" of domestic coffee beans once again reflects the dilemma that Chinese agricultural products have products but no brands.

The Coffee Circle

In recent years, China's coffee market has emerged as a new force. according to the Investment Analysis and Prospect report of China's Coffee Industry from 2017 to 2021, China's coffee consumption is growing by about 20% a year. There is a lot of market space for coffee consumption.

On the other hand, the upstream market of Chinese coffee is in an awkward position: the annual output of Chinese coffee beans is about 140000 tons, mainly exported to Europe and the United States, of which Yunnan coffee accounts for 98%. At the same time, the Chinese market consumes about 140000 tons of coffee a year and imports mainly from abroad.

This means that Chinese-made coffee beans have turned around in the international market, have been ground into coffee powder and returned to China, and have been branded as high-end brands such as Starbucks, costa, Blue Mountain and Colombia, but the price has increased several times. In fact, these foreign coffee giants are basically snapping up raw materials in Yunnan.

Through the case of Yunnan coffee, we can get a glimpse of the leopard: compared with the worldwide strength of "made in China" consumer goods and daily necessities, the export of China's agricultural products is still relatively backward, lack of resounding brands, and the characteristics of products and non-brands are obvious. Through China's import and export trade structure, we can see that our country's main exporters of agricultural products are Japan, as well as Asian countries, which have not really become popular all over the world.

Three reasons for sweeping Asia

The first is the vast territory, abundant resources and strong diversity, and almost all agricultural products from the cold zone to the tropics can be produced, which is obviously unmatched by other countries.

The second is that Asian countries are relatively close to China in physical distance, because agricultural products are different from industrial products, most of them are not resistant to storage, and storage also requires costs. it must be more cost-effective to digest them in the nearest market than to transport them to distant Europe and the United States.

Third, Asian countries and China are relatively similar in their eating habits, and they are more influenced and influenced by Chinese culture in history. In addition, there are many overseas Chinese in Southeast Asia, which will also bring Chinese ingredients and cooking methods.

For Europe and the United States, the agricultural foundation is different, eating habits are also different, it will obviously be more difficult, based on these points, Chinese agricultural products are relatively easy to sell well in Asia, but it is difficult to go to the world.

Revelation

On the one hand, not all Chinese agricultural products will sell well if they are exported to other countries; on the other hand, there are differences in the respective needs of Asian countries adjacent to China for agricultural products, so we need to highlight our pertinence and give full play to our comparative advantage.

Expert opinion

Zhai Liushuan

Professor, School of Economics and Management, China Agricultural University

"in the process of encouraging the export of agricultural products, our country should first classify the categories and should not blindly encourage the export of agricultural products. To choose what is not available in foreign countries, because it is rare, the valuation in foreign countries is relatively high, you can make money, and the added value is also relatively high. The second point is to choose the right area. At present, Asia is our main market, but there are still many trade barriers in Asian countries, so we need to consider more trade barriers. Of course, we also need to find ways at the national level. In addition, we need to open up a bigger market. "

Green competitiveness

Almost all agricultural products imported from New Zealand and Japan to China have brands, and there are higher standards in craftsmanship, packaging, quality and safety, and everyone is willing to pay for this, selling at a high price of nearly 100 yuan per jin in Chinese supermarkets. this is also known as "green competitiveness."

The experience of developed countries in creating "green competitive" agricultural products is precisely worth learning. First of all, China is changing from a big agricultural country to an agricultural power, and we need to build a more well-known brand of agricultural products in the international scope; secondly, the share of China's agricultural products in the Asian market is approaching saturation, and there is an urgent need to open up a larger international market.

Product safety awareness

In the process of going out of China's agricultural products, strengthening the awareness of food safety and actively docking with international standards is the first important task that farmers need to consider. This requires good control of the entire supply chain, no food safety problems, and improve supply efficiency to better meet the needs of foreigners.

Logistics distribution

Logistics distribution can not be controlled by a single enterprise, logistics itself has a public nature, the state can invest. After allowing foreign customers to order, the domestic can respond quickly.

The integration of one, two and three industries

In the process of promoting the export of agricultural products, it is even more necessary to improve the degree of organization of China's agriculture. Only better integration of primary, secondary and tertiary industries, better convergence of production, supply and marketing, and the demand for one end of the international market, not only large enterprises know, dealers know, farmers also know, will effectively avoid the blindness of production links.

Brand building

Although "made in China" consumer goods were exported to Europe and the United States ten years ago, it is always difficult to grasp more added value because there is no brand. At present, although the proportion of China's agricultural exports is gradually increasing, there is still a lack of well-known national brands, which leads to low competitiveness and low added value. Neighboring Japan is a good example. Although the extroverted dependence of agricultural products is very high, it has successfully built many brands with high quality and high price and world-renowned brands.

Expert opinion

Zhai Liushuan: professor, School of Economics and Management, China Agricultural University

"Japan is a typical big importer of agricultural products, but in spite of this, there are still several famous worldwide brands. For example, beef, apples and rice all sell well all over the world. Why? Because of the brand. At present, China's major brands have not yet emerged, and most of China's agricultural brands are still at the level of regional brands, such as Luochuan Apple, Yantai Apple and Wuyi Tea, which have not really become a national brand. "

"Don't hit the brand blindly. It doesn't mean that we have so many good things that we can export immediately. We have never heard of Japanese pears, but when it comes to Japanese pears, we also think they are good. Why? Because Fuji apples in Japan are so good, will the pears still be bad? Therefore, we must concentrate our efforts on creating an one that represents Chinese traditional culture and has Chinese elements, and the other little brothers can do it with them. "

Brand building can not be realized overnight, but it is because it is difficult that its value is very precious. Of course, the formation of brand is not only limited to the product itself, but also closely related to China's national soft power and worldwide discourse power.

Brand recommendation of domestic coffee beans

Qianjie Coffee roasted domestic coffee beans-Yunnan small grain iron pickup coffee has a full guarantee in brand and quality. And more importantly, the performance-to-price ratio is extremely high, each pack of 227 grams, the price is only about 69 yuan. According to the calculation of 15 grams of coffee beans per cup of coffee, a bag of coffee can make 15 cups of coffee, which costs only about 5 yuan per cup, which is recommended by conscience compared to the price of tens of yuan a cup sold in a coffee shop.

Qianjie coffee: Guangzhou bakery, the store is small but a variety of beans, you can find a variety of unknown beans, but also provide online store services. Https://shop104210103.taobao.com