Story about the Origin of Cat Coffee in Yunnan how about Cat Coffee

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A layman has opened the online and offline industrial chain of coffee within five years, creating a diversified professional coffee enterprise integrating planting, fresh fruit processing, primary processing, finished products, and export, which is known as the "dark horse" of the coffee industry.

Yunnan coffee has a long history, small grain coffee is strong but not bitter, fragrant but not greasy, slightly sour, well received by the industry. Statistics show that at present, Yunnan coffee planting area is about 1.5 million mu, accounting for 99% of the national coffee planting area and output, mainly distributed in Pu'er, Dehong, Lincang, Baoshan and other places. Yunnan coffee has attracted multinational giants such as Nestl é and Starbucks, and has become a fertile ground for entrepreneurs.

This "dark horse" is Xu Zhengxiong and his Hemei Coffee Company from Lujiangba, Baoshan City, the main coffee producing area. In 2007, Xu Zhengxiong, who made medical equipment in Shenzhen, returned to his hometown and invested more than 3 million yuan to set up a brewery, but the business was lukewarm.

"I always had five or six acres of coffee at home, but I never really paid attention to coffee until my classmate came to ask me for a coffee business in 2010." Xu Zhengxiong said that later they went to Dehong Hougu Group and decided to start with the purchase of coffee beans and borrowed 300000 yuan from relatives to set up a professional cooperative for growing Shuanghong agricultural products.

The coffee market went up all the way in 2010, with a peak of more than 40 yuan per kilogram. During the coffee season from 2010 to 2011, Xu Zhengxiong made a net profit of more than 3 million yuan in three months.

For Xu Zheng-hsiung, who became a monk halfway, it is unknown to get involved in agriculture, and only enthusiasm will inevitably become "cannon fodder." from the links of planting, harvesting, processing, and sales are unfamiliar and highly technical, and the risks of traditional agriculture are inevitable.

In retrospect, the soaring market at that time masked Xu Zhengxiong's lack of experience. "take a pinch and smell it" is a move to monitor the quality of shelled coffee beans, but Hsu Cheng-hsiung admitted that at that time he was just "drawing a ladle according to the gourd."

"I had no experience in collecting beans. I just imitated others to bite, rub and pretend. In fact, everyone was grabbing beans and caring for nothing else at that time. Fortunately, the market is so high that all the beans purchased can be sold. " Xu Zhengxiong said.

In January 2012, Xu Zhengxiong founded the United States Coffee Company. Compared with farmers in the traditional sense, the Internet opens a window for entrepreneurs in the field of agriculture. In the conventional routine, coffee companies often make products before selling them in channels such as e-commerce. However, Xu Zhengxiong is using e-commerce strategy to force the development of enterprises.

In 2012, Xu Zhengxiong won the Governor Entrepreneurship Award. Subsequently, Xu Zhengxiong met three partners who were interested in e-commerce, and the four decided to join hands to enter e-commerce and became a restaurant only cat coffee company specializing in e-commerce.

Under the pressure of the e-commerce plan, he immediately began to set up a coffee processing plant in Baoshan, and a fresh fruit processing plant with a processing capacity of 50, 000 tons was built in March 2014. at the same time, a coffee bean baking plant with an annual processing capacity of 1, 000 tons and a three-in-one instant powder plant with an annual processing capacity of 2000 tons were also built. In May of that year, three-in-one instant powder products began to be produced, and sales exceeded 10,000 in August of that year, with an amazing speed.

In order to realize the seamless connection between sales and production, Xu Zhengxiong also built a coffee instant powder factory in Kunming, and the e-commerce team moved in directly, realizing the "front shop and back factory". When the instant coffee products are produced, they can be packaged and shipped directly to the hands of consumers.

"the agricultural production cycle is long, and what it spells is executive power. At the same time, Internet thinking should be close to the psychology and needs of target consumers. In an e-commerce company, our average age is 27. Because our coffee buyers are young people, recruitment staff require more 'post-90s', their thinking is close to the thinking and mentality of consumers. " Xu Zhengxiong said.

"from seed to cup", planting management determines the quality of coffee. After the breakthrough in e-commerce, Xu Zhengxiong expanded to both ends of the planting base and offline experience.

At present, Hemei Coffee has 5000 mu of high-altitude coffee planting base in Liuku Town, Lushui County, and 20, 000 mu of high-quality coffee base in Mangkuan Township through Shuanghong Cooperative. Now these two bases have passed the "International 4C Coffee Certification", and the whole company has also passed the ISO9001 international quality system certification.

The O2O model is also gradually tested. In Lijiang City, Xu Zhengxiong has opened three experience stores to produce coffee drinks on the spot and roast coffee beans on the spot. In Baoshan, Xu Zhengxiong created a coffee shop decorated with wine bottles, and opened the first "wine bottle" coffee shop in Baoshan.

Xu Zhengxiong believes that in starting a business, government support is only a supplementary factor and cannot replace his own efforts. "since its establishment, the United States has invested a total of more than 50 million yuan, of which more than 3 million yuan has been supported by the government. Iron is struck on its own. If we rely on government support alone, we will certainly not grow up and go far. " Xu Zhengxiong said, but the government should strengthen the public services of the industry, organize enterprises to go out, and let brands and products land.

At the same time, enterprises should win-win with farmers and avoid competing with farmers for profits. "for example, when enterprises purchase products from farmers, the implementation of high quality and high prices will not only arouse the enthusiasm of farmers, but also improve the quality of coffee beans purchased, which is a virtuous circle and promotion process, otherwise maliciously lowering prices will form a vicious circle." Xu Zhengxiong said.

The lack of talent is one of the problems troubling Xu Zhengxiong and many entrepreneurs. "at present, the problem with e-commerce for agricultural products in Yunnan is that there is a shortage of talents. I hope the government can invite experts from outside to train local e-commerce talents." Xu Zhengxiong said.

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