Yunnan coffee enterprises grow "Tiebika" to cultivate unique brands to focus on the domestic market

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Xie Xianwen believes that although Baoshan small grain coffee has good quality, it does not have the due income. The reason why it is popular is that it has been in the awkwardness of "making wedding clothes for others" in the supply of raw materials, without brand effect and lack of voice. "in order to get out of the predicament, the Baoshan small-grain coffee industry must improve its quality, cultivate its brand, and focus on the mainland market."

Although coffee consumption is not the mainstream of the mainland consumer market, after years of cultivation, the mainland coffee market has gradually become a climate. According to the data provided by Xie Xianwen, the mainland currently exports 120000 tons of coffee each year, but imports reach 170000 tons. Coffee shops in large and medium-sized cities in the mainland are springing up like bamboo shoots after a spring rain and are popular with young people. He predicted, "the biggest consumer market for coffee in the future is in the mainland." In order to occupy a certain market share, we must improve the quality of coffee and cultivate Chinese coffee brands.

In terms of quality improvement, Xie Xianwen advocated the cultivation of "Tiebika" coffee. The local area is one of the few areas in the world suitable for Tibica to grow, and it is also an old variety grown locally. It is strong but not bitter, fragrant but not strong, and slightly fruity. It is praised as "the first-class coffee in the world" by the world celebrity Liang Houfu. Although the disease resistance is weak, the yield is low, and it is difficult to manage, it is of good quality because of its natural high-quality genes.

Exported to Germany, Japan, Canada and other places

At present, Xie Xianwen's company has planted 735 mu of Tiebika through land transfer. "the purpose is to make a demonstration and drive the surrounding farmers to grow." It is slightly regrettable that at present, it has only driven more than 230 farmers around to plant, which is only a small number compared with the more than 30,000 growers in Lujiangba.

In terms of brand cultivation, Xie Xianwen has registered his own trademark, set up processing plants and sales channels, and his products have been sold to Canada, Japan, and Germany, while the mainland market has been directly sold to cities such as North, Shanghai, Guangzhou, Shenzhen, and Hangzhou, with an output value of more than 32 million yuan.

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