Starbucks localizes coffee beans in China and upgrades domestic coffee supply chain

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On November 4, Starbucks launched Chinese coffee beans at the first China International Import Expo. It is understood that Starbucks is located in Yunnan, trying to build a supply chain from cultivation, production to roasting. It is worth noting that although Yunnan coffee planting develops rapidly and accounts for more than 90% of the national coffee output, due to Yunnan's geographical factors, planting coffee beans in Yunnan cannot achieve economies of scale. According to the analysis of the personage inside course of study, Starbucks realizes coffee bean planting in Yunnan this time, is Starbucks in the domestic coffee supply end upgrade, significance is greater than the scale benefit brought by actual coffee production.

Compared with Starbucks 'previous "native" coffee beans, Starbucks' coffee beans-Starbucks 'selection of Yunnan elegant manor coffee beans in China-are Starbucks' first truly grown, produced and roasted products in China. All previous coffee bean products had "exotic coffee" ingredients. According to the data, Starbucks launched the first coffee bean produced in a single producing area in China-Starbucks Yunnan Coffee Bean at the beginning of last year. Although Starbucks Yunnan Coffee Bean has removed the ingredients compared with the previous Starbucks Yunnan Coffee Bean, Starbucks did not choose to roast coffee beans in China until the end of 2017. Starbucks Shanghai Roasting Workshop officially opened. At this point, Starbucks began to form an industrial closed loop in China from planting, production to roasting. Really realize the whole process from "a green bean to a cup of coffee".

Although Starbucks has opened up the coffee industry chain from the supply end to the terminal, due to the special geographical factors of Yunnan, coffee planting in Yunnan cannot form scale effect. Data show that coffee planting in Yunnan has developed rapidly in recent years, with production area accounting for 98% of the total area of the country and output value accounting for 98.2% of the total output of the country. However, the actual coffee planting area in China only accounts for 27.7% of the suitable planting land, less than 1% of the total coffee planting area in the world, which determines that the development of China's coffee industry cannot take the quantitative route.

According to the analysis of the personage inside course of study, Starbucks layout coffee planting in Yunnan, from production area cultivation to terminal consumption reflects Starbucks in the domestic coffee supply chain upgrading, although the supply end is not scale, but rely on creating coffee industry closed loop to open the prelude of domestic coffee supply chain upgrading, significance is greater than the actual coffee scale brought benefits.

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