Defects of Baoshan small Coffee Industry _ branding Road of Baoshan Coffee _ ranking of Baoshan Coffee beans in Yunnan Province

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About Baoshan Coffee

Baoshan Lujiang and Mangkuan have a unique geographical location, with Gaoligong Mountain in the west, Nujiang in the east, high in the west and low in the east, and the miraculous craftsmanship of nature has made it the second largest canyon in the world. the natural barrier makes it a dry and hot valley climate zone, and the small-grain coffee rich in the Grand Canyon is of high quality, which is characterized by "strong but not bitter, fragrant but not strong, with a little fruity flavor". At the 42nd Eureka Expo in Brussels in 1993, Baoshan small grains of coffee conquered the taste buds of almost demanding coffee tasters and won the Eureka Gold Award, which has since floated on five continents of the world.

Although coffee is imported in China, it has occupied a considerable consumer market among many young and middle-aged people. Like his close partner, tea, another of the world's three major drinks, tea has become a regular item in the cups of many Chinese people. Whether it's Starbucks or Nestl é, whether you drink "American" or "three-in-one instant", most of the time, people will not associate this mellow aroma with China, and the first place to think of coffee may be Indonesia, Cuba, Jamaica, Colombia, or even India. It was not until I went to Baoshan in Yunnan that I subverted my impression.

Yunnan Baoshan small grain coffee is a Chinese geographical indication product. There is no detailed history of the age of planting small-grain coffee in Baoshan. From the memories and experiences of the industrial and commercial circles in the 20th century, it can be seen that the introduction of coffee into Baoshan was about the beginning of the 20th century. After 1886, a large number of British, French, American, Italian and German missionaries entered western Yunnan, and coffee was also brought into the missionary land for planting. In Yunnan, it is recognized that coffee trees that have survived for hundreds of years have been found.

If only based on this background, it is not enough for Baoshan small grains of coffee to capture so many loyal fans. What really attracts many drinkers is its excellent flavor. There are many factors that affect the quality of coffee, among which altitude is particularly important, Baoshan has a special geographical location, with the characteristics of high altitude, dry and hot valley, sloping land and so on. Coffee grows luxuriantly, full of fruit, rich in matter, mellow flavor and balanced taste. Caffeine content is less, with such an environment, including: Brazil Mountain, Sumatra Mantenin, Yemen Moka, Jamaica Blue Mountain. With such an analogy, we should understand that the so-called unique advantages are not self-boasting.

The main variety of Baoshan small-grain coffee is Katimo, which accounts for more than 70% of the local installation area, and the remaining varieties are mainly concentrated in Tiebika varieties, Bobang varieties and other varieties. The normal annual coffee output of the city is about 13 million kg, and the main industrial model is planting combined processing. Among them, the large-scale enterprises in the planting industry include Baoshan Yunda Coffee, Baoshan Yunda Coffee, Gaolaozhuang Coffee, Shennong Coffee, and so on. Deep processing has been large-scale, including Yunfu Coffee, Jinglan Coffee and so on. It can be said that the coffee industry in Baoshan has formed an industrial cluster and has a high brand value.

With the author's in-depth understanding of the Baoshan small-grain coffee industry, in addition to exploring the high quality and bright spots, we can not avoid the problems and disadvantages of the local industry. After all, only by analyzing and exploring the coffee industry, is it possible to improve the industry and enterprises as a whole and drive the income of the local economy and related practitioners. In the eyes of researchers, Baoshan small-grain coffee is also facing the impact from different levels, such as the market, product quality, consumer population, and so on.

First, coffee beans are mainly grown by retail investors, and it is difficult to unify product standards.

In 2012, Baoshan began to implement the "Baoshan effective Coffee Field Mark Protection Product quality Standard" (i.e.: DB 53amp T371-2012). However, at present, most of the local growers are retail investors, which are marked to follow, but it is difficult to land effectively. Only a small number of cooperatives or enterprises strictly control the use of agricultural materials in accordance with the corresponding standards because of the requirements of products and exports. This situation not only directly affects the stability of the acquisition supply of local enterprises, but also indirectly affects the market reputation of Baoshan small grain coffee as a "local business card".

Second, the systematic management of coffee processing enterprises is weak, and the industrial chain is fragile.

There is no need to say more about the taste of Baoshan small grain coffee. With such excellent raw materials, there will be no shortage of coffee beverage processing enterprises. During the enterprise visits by Oracle researchers, it is found that local enterprises have relatively weak awareness of systematic management, and most enterprises have not completed systematic certification, which is closely related to the development stage of the industry. at present, most enterprises belong to the emerging stage, and the sales channels focus on online Internet and super stores, not like planting enterprises. The requirements of "two-party audit" put forward by the acquirer should be resolutely implemented, which also results in the development of enterprises focusing on the market, rather than focusing on product quality control and risk control. In the research, most enterprise managers have realized the seriousness of the problem, and some enterprises have begun to carry out systematic construction such as ISO9000, HACCP, etc., but the establishment of the system is by no means overnight, and the spark that endangers these industries must be extinguished before problems arise.

III. The process of coffee branding has a long way to go

Baoshan small grain coffee, this landmark product is not small, but many people know this brand because of a suffix explanation: the supplier of Starbucks coffee.

At present, the competitors facing Yunnan small grain coffee should not be underestimated. In terms of coffee beans, suppliers in Southeast Asia and South America are constantly attacking the market. In terms of finished coffee and instant coffee, Nestl é alone has attracted more than half of the online distribution. If you want to "break out" in the coffee industry dominated by many foreign brands, you need not only to tell the story of small grains of coffee, but also to prove your own quality through objective testing and certification. How to turn "Starbucks supplier" into "Starbucks using Baoshan small grain coffee" is an important issue that Baoshan coffee practitioners need to face squarely!

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