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It's a blockbuster! Jingdong won the bid for Guixia Biaowang for 3.4 million yuan!

Published: 2025-12-25 Author:

Last Updated: 2025/12/25, ▲ Click to pay attention| A few days ago, the daily boutique coffee culture magazine coffee workshop, the most eye-catching BOP (Best of Panama) online bidding event in the coffee industry came to an end. At this top auction that attracts the attention of coffee lovers around the world, it is very famous

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click on the attention| Daily Boutique Coffee Culture Magazine Coffee Workshop

A few days ago, the most eye-catching BOP (Best of Panama) online bidding event in the coffee industry came to an end. At this top auction that attracts the attention of coffee lovers around the world, the prestigious Panamanian Emerald Estate Rose Summer once again set a new transaction price record in BOP auction history.

It is reported that the washed rose summer group was won by Dubai's Julith Coffee at a price of 30204 US dollars (approximately 217,000 RMB) per kilogram. The unprecedented transaction price made the washed rose summer of Panama Jade Manor the highest unit price in the history of global coffee auctions. coffee beans.

Although the sun exposure group rose summer has not reached such a high price, its auction price of US$23608 per kilogram (approximately 169,000 yuan) cannot be ignored. What is interesting than the transaction price is that the buyer of the Sunsun Group's Guixia Biaowang, which was won from many competitors, was actually the domestic technology giant Jingdong.

Judging from the transaction screenshots released by BOP's official website, 20 kilograms of sun-cured rose summer coffee raw beans were finally won by "Jingdong JD.com" after 2676 bids. The overall transaction price was calculated to be about 3.4 million yuan.

By purchasing Guixia Biaowang with such a large amount, Jingdong's move undoubtedly exceeded the imagination of many onlookers. Most people have the impression that most of the participants in the coffee bean auction are raw bean merchants, roasted bean merchants, etc. related to the coffee industry. The sudden entry of e-commerce platforms into this auction inevitably aroused the public's curiosity and attention.

At the same time, many coffee lovers are discussing how JD will deal with these valuable Guixia Biaowang. You know, although Jingdong purchased 20 kilograms of rose summer beans, the amount of coffee that can be made from these beans is very limited and is not suitable for large-scale sales. Therefore, some enthusiasts believe that each cup of roses made from drinks worth more than US$20,000 and a kilogram may cost thousands or even tens of thousands of RMB. They speculate that Jingdong may soon put on the shelves of "sky-high coffee."

However, there are also open-minded netizens who have come up with a marketing plan for Jingdong, suggesting that the brand add this batch of sky-high coffee beans to its "Ten Billion Subsidy" activity and sell this batch of "golden coffee beans" at an affordable price of 9.9 yuan.", earn a lot of traffic and popularity.

Just as the onlookers were hotly discussing this,"Yangtze Evening News" and other media disclosed that Jingdong would bake and process Guixia Biaowang after it arrived in China, and some products would be sold exclusively through Jingdong Supermarket. At the same time, the brand will launch activities such as "5000-4990 coupons" and 9.9 yuan to grab premium coffee tasting places, so that more coffee lovers can experience the charm of premium coffee.

Seeing that the wealthy Jingdong turned netizens 'strange ideas into reality, coffee lovers were greatly surprised and shouted,"Drinking for 9 yuan for 9 is no longer a dream." However, some people believe that Jingdong bought Guixia Biaowang for more than 3 million yuan, which is actually a stepping stone for the brand to enter the field of fine coffee, joking that "3 million yuan is a bit extravagant to buy coffee, but 3 million yuan is a good deal to advertise."

Picture from: Internet

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