Yunnan Coffee Brands introduce the Historical Story and current Development of Yunnan Coffee

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In 1892, when the French missionary successfully planted the first coffee tree in a place called Zhukula for his own coffee needs, he might not have thought that a hundred years later coffee would become a bright spot of characteristic agriculture on the Yunnan plateau. In the 1950s, Yunnan Province began to grow coffee on a large scale. The Development Plan of Yunnan Coffee Industry (2010-2020), issued in 2011, has established a new direction for the development of coffee industry.

Baoshan Pu'er Dehong coffee gold planting area has a large number of hot area resources with low latitude, high altitude and large temperature difference between day and night, which makes Yunnan a gold planting area for producing high-quality coffee such as Arabica coffee.

After more than 60 years of development, Baoshan small-grain coffee industry has become a scale and has become a characteristic industry with an annual output value of nearly 500 million yuan. The coffee industry in Baoshan has created a lot of splendor. Baoshan small grain coffee was known as "the crown of national coffee" at the National Coffee Conference in 1980; in 1992, at the first China Agricultural Expo, Baoshan small grain coffee was awarded the highest silver medal; in 1993, it won the Eureka Gold Award at the 42nd Brussels Eureka Fair in Belgium. Last year, the planting area of coffee in Pu'er City reached 650000 mu, making it the main coffee producing area with the largest area, the highest yield and the best quality in China and the main distribution center for coffee trade. At the same time of "quantity", Pu'er is also seeking a breakthrough in "quality". In recent years, the Pu'er municipal government, enterprises and farmers have strengthened the selection of coffee varieties and the intensive processing of coffee beans, introduced international coffee giants, learned from their planting and production technology, and "went out" to expand the market while improving the quality of raw materials. let Pu'er coffee brand grow. A series of measures such as the construction of coffee manors, coffee museums, coffee style streets and the holding of China Coffee Culture Festival have made the blueprint for the development of Pu'er coffee industry slowly unfold.

In Dehong Dai Jingpo Autonomous Prefecture, mature price protection mechanism, support of science and technology and perfect management system are the source of coffee growers' confidence. It is understood that Dehong Hougu Coffee Co., Ltd. has fully played a leading role since 2004, implementing the "three unified and three guarantees" measures of protecting price, investment, quality and unified purchase, unified processing and unified sales.

Statistics show that the planting area of coffee in Yunnan has exceeded 1.3 million mu in 2012, with an output of 65000 tons, an increase of 90 per cent and 62 per cent respectively over the same period last year. The acreage has reached the 2015 target ahead of schedule. The average yield of coffee in Yunnan is as high as 225 kilograms per mu this year, but the domestic market price is only 16 to 17 yuan per kilogram. Although there is a general decline in global purchase prices, Yunnan coffee is not sold at a good price in the market, which is thought-provoking. The yield of Brazilian coffee is about 80 kilograms per mu and the selling price is 30 to 33 yuan / kg. Colombia is 52 kilograms and sells for 35 to 38 yuan per kilogram.

The price of coffee in Yunnan has shrunk, and many people think it is because we do not have the pricing power. "this is a misunderstanding." Li Gongqin, secretary general of the Yunnan Coffee Industry Association, said that although Yunnan accounts for more than 98% of the country's coffee acreage and output, it accounts for less than 1% of the world's output. Even if all the suitable land in Yunnan is planted with coffee, the proportion is not large, and the pricing power cannot be obtained from the output.

"although it is not realistic to have the right to set a price, we can fight for the right to speak." Li Gongqin believes that the key to having a voice is quality. He said, for example, that Jamaica's Blue Mountain coffee produced only 2400 tons in 2012, but raw beans sold for as much as 400 to 500 yuan a kilogram in the domestic market, precisely because of its high quality.

Professor Cheng Da of the Biological Industry Office of the Yunnan Provincial Government believes that the goal of building a high-quality coffee industry in Yunnan is correct, but in practice, it does not carry out scientific industrial planning in accordance with market demand and trends, and lacks the overall design of the industry; the neglect of management and the lack of technical support in post-natal processing have resulted in a large loss of the value of superior resources.

The standard tree leader mainly plays the role of "Yunnan Coffee" brand coffee from planting to becoming a commodity, after picking, peeling, fermentation and other links, any link determines the quality of coffee. In addition, there is also a saying in the industry, "because the Yunnan coffee industry lacks quality standards that can be implemented uniformly, purchasers can reduce the purchase price from more than 20 yuan to more than 10 yuan by walking around the Yunnan producing area." Li Gongqin believes that the government should formulate norms for the cultivation and processing of coffee as soon as possible, and at the same time formulate unified quality standards for Yunnan coffee, which should be effectively implemented to enhance market competitiveness.

"No matter how good the quality of our coffee beans is, people only remember the names of Nestl é and Starbucks, not Beigui." Deng Jialu, general manager of Beigui Coffee Co., Ltd., said. Nestl é has been in Pu'er to buy coffee beans for many years, but consumers in the market only know "Nestle", not Pu'er or Yunnan. On the other hand, the "small, scattered, chaotic" status quo of Yunnan coffee enterprises has also become a constraint to establish a brand. Coffee giant is a global procurement, the procurement of Yunnan coffee is limited after all, if you do not have their own coffee backbone enterprises, it will be controlled by others after all.

In Li Gongqin's view, Yunnan, as the main coffee producing area in China, should have powerful local leading enterprises and well-known national brands, and develop both international and domestic markets. To cultivate and support leading enterprises, we should stand at the height of the province's chess planning, promote the optimal combination of capital, talent, technology and other resources, and maximize the advantages and role of local leading enterprises. Yunnan should not only be able to grow coffee, but also sell coffee. In view of the international market, we should focus on the "Yunnan Coffee" brand; in the face of the domestic market, the main promotion of the local leading enterprise brand.

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