Jiepin Yunnan Arabica Coffee Co., Ltd._Jiepin Coffee Processing Development Road-Jiepin Coffee Delicious

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Coffee has blossomed and borne fruit in Yunnan since the first coffee brought by French missionaries in 1902.

Overnight, Yunnan coffee enterprises are springing up like bamboo shoots after a spring rain. These enterprises are all ambitious before entering the market, trying to unify the rivers and lakes to become the hegemony of the industry. However, after the big waves in the market, some enterprises that are physically overdrawn have successively withdrawn from the market. On the other hand, Kunming Jiepin Coffee Co., Ltd. (hereinafter referred to as "Jippin"), which is based on brand and quality, has become more and more brave in the Yunnan small-grain coffee arena. While market share and brand awareness go hand in hand, the sharp increase in sales has forced Jap, which has been gaining momentum for many years, to expand its production capacity and rebuild its new factory. According to reports, the new Chenggong factory just built by Jippin has a production capacity of 20 tons of instant coffee per day.

The sales volume of Yunnan tourism market ranks first, with an average monthly sales of 500000 cans. Jie Yunnan small grain coffee is well-deserved as the "most Yunnan companion gift".

● jumped out of coffee to make strong coffee first.

People who have dealt with Wei Chengkun, general manager of JPM, will sigh like this: "Boss Wei sees things from such a unique point of view that the strategies and tactics he uses in shopping malls are also elusive." In the business world, this trait of Wei Chengkun is called reverse business thinking. Adhering to the characteristics of reverse business thinking, after entering the coffee industry, Wei Chengkun always did not follow common sense, but did the opposite of "jumping out of coffee to make coffee."

When Wei Chengkun first entered the coffee industry, Yunnan small-grain coffee was still in the unknown stage, but it has attracted the attention of some people in the industry. At that time, most of the enterprises that made Yunnan small-grain coffee went their own way and worked hard to promote their own brands. However, in the process of corporate brand promotion, Wei Chengkun found another way: whether in packaging or in various publicity channels, weaken the "Jippin" brand and vigorously promote Yunnan small-grain coffee. Many people do not understand this, this is not for others to do wedding clothes. Wei Chengkun disagreed, saying, "there are only two ways to become famous: first, if a family member becomes famous, then the family will become famous; on the other hand, your family is already very famous." so you must be famous. "

To this end, in the process of shaping the brand "Jippin Coffee", Wei Chengkun gradually pushed "Jippin" to the national stage with three interlocking steps. The first step is to vigorously promote Yunnan small-grain coffee. When Yunnan small-grain coffee is famous, the enterprises that make Yunnan small-grain coffee will be paid attention to; the second step is to label others and make the Jippin coffee factory famous. Our products will be famous if the factory is famous. In this way, in a very short time, the reputation of Yunnan small-grain coffee has spread like wildfire, and the sales of Jippin coffee is far ahead of other enterprises. At the beginning, the merchants who mainly hit their own brands, seeing the hot sales of Jie products, began to follow the trend of Yunnan small-grain coffee. At this time, consumers found that there are different brands of Yunnan small-grain coffee. Jippin also made the "Elephant" logo to distinguish it from other Yunnan small grains of coffee. Finally, many consumers go to the supermarket to buy small grains of coffee and name the coffee with the elephant logo.

The recognition and sales volume of the market once again prove that the brand influence of "Jippin Coffee" has been deeply rooted in the hearts of the people.

● differential competitive products dominate the tourism market

After several years of explosive growth, there are hundreds of coffee enterprises and dozens of coffee brands in Yunnan, and the degree of competition can be imagined. However, in this situation, the sales of Jippin coffee can still account for half of the most fierce tourism market. In addition, in addition to the tourism market, in supermarkets, specialty stores and Taobao Tmall, the sales of Jippin coffee have been ahead of other brands in similar products. With such a superior record, even peers are unimaginable. Why should Jap products?

It is understandable that differentiated product competition and ancestor's one-step marketing strategy and tactics make Jippin stand out from many peers. A few years ago, when everyone was obsessed with making one flavor of coffee, Jippin took the lead in making multi-flavor coffee. After that, in the short period of five months after entering Tmall Mall, the sales of eight kinds of mixed bagged coffee developed by Jap ranked first in the whole net. when most enterprises worked behind closed doors, JPM took the lead out of the Yunnan market. by participating in various national exhibitions, Jap coffee has been promoted to the national market, and has been affirmed and praised by the market. While most enterprises still stick to the traditional way of eating coffee, Jap Pin has launched "Yunnan small Coffee tablets" in the industry, which is popular with many young people as soon as it is launched with its convenient, fast, fashionable and novel way of eating coffee.

Although in the market, Jippin's products have been very eye-catching. But among its peers, JPIN has always kept a low profile. In 2014, the overall economic situation is not very clear, as is the coffee industry. When everyone becomes "low-key", JPin, on the contrary, not only increases the publicity exposure, but also rebuilds the new plant to expand production capacity. Today, the new plant in Chenggong can produce 20 tons of instant coffee a day. With brand-new factories, new production equipment and top talents in the industry, the "Jiefin" era of Yunnan small-grain coffee has come.

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