"Duoduo Farm Garden" advances Yunnan Coffee pinduoduo challenges Starbucks

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Pinduoduo, a Chinese e-commerce company, also squeezed into the coffee base after Starbucks chose Yunnan coffee as one of its raw materials. Pinduoduo announced on the 22nd that it plans to launch 1,000 "Duoduo Farm" projects, with the first stop in Baoshan, Yunnan, and pinduoduo's purchase of raw coffee beans is also higher than other international well-known brands such as Starbucks and Nestl é, which seems to be declaring war on these giants.

Pinduoduo's poverty alleviation and agricultural aid model "Duoduo Farm" first settled in Baoshan, Yunnan Province on the 22nd to promote industrial upgrading system, and launched a special poverty alleviation show in Gaoligong Mountain, introducing brands such as sowing coffee, Jinglan coffee, cloud foam big coffee, Beaton coffee and so on. The above brands are suppliers of Starbucks, Nestl é and other giant brands. It is expected that from 2020, Cong Gang Village, Longyang District, Baoshan City, will replace a large number of high-end coffee varieties, and a number of coffee brands have begun to book in advance.

At the same time, the purchase price of Puduo is also much higher than that of brands such as Starbucks. Pinduoduo buys raw coffee beans for 9600 yuan per ton, according to the Yunnan Tropical Economic crops Research Institute, which is 3.4 times the 2800 yuan bought by overseas coffee giants.

For many years, Yunnan coffee is only a small role hidden behind international coffee giants such as Starbucks, Maxwell, Nestl é and so on. Pinduoduo's move to raise the upstream planting value and sell it through e-commerce is more or less of a war to the coffee giant.

It is understood that 99% of Chinese mainland's coffee production comes from Yunnan, but farmers in this land can only get 1% profit. Even with the status of Starbucks and other international brand suppliers, it is still difficult to hide the predicament of underestimating the value of coffee in Yunnan. Wang Zhendong, chairman of Shanghai Fanyue Investment Management Co., Ltd., pointed out that 5 kilograms of coffee fruit can produce 1 kilogram of coffee raw beans. Only 0.8 kilograms of coffee beans can be obtained after roasting, and the average price is 13 yuan, that is, farmers can only get 2.6 yuan per kilogram of coffee fruit.

A local resident of Baoshan said that as coffee giants have been reducing local coffee purchase prices in recent years, Baoshan producers are no longer entirely dependent on the market of these brands and begin to seek more sales channels, so they naturally move closer to pinduoduo.

Yang Jiekun, deputy director of the propaganda Department of the Baoshan Municipal Committee of the Communist Party of China, also said that coffee producers and processors in Baoshan City hope to sell coffee with the help of e-commerce pipeline. if e-commerce can boost local sales, it will reverse the coffee industry from the sales side. it can also make Yunnan's coffee growing industry valuable.

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