What Hainan Coffee Should Learn from Foreign Brands

As an early coffee-growing area in China, although Hainan has long been prosperous in the coffee industry and played the brand of "Xinglong Coffee", it has also actively introduced new varieties in recent years, so that the town of Chengmai Fu Mountain is also blessed with coffee, attracting coffee customers from all over the world. However, Hainan coffee still needs to be improved in standardization, scale, refinement, industrialization, especially brand development. Hainan coffee industry still has a lot of bitterness behind the booming coffee industry.

The popularity of foreign brand coffee precisely reflects the self-absence of Hainan coffee and even Chinese coffee enterprises in the market. After all, unlike essential consumer goods such as diesel, rice, oil and salt, consumers' demand for coffee is no longer just a stage of consumption of "good taste, love taste". A survey shows that when choosing a coffee shop, consumers first pay attention to the atmosphere and atmosphere of the coffee shop, followed by the taste of the coffee, the service attitude of the coffee shop staff, the geographical location of the coffee shop and so on.

In fact, some coffee drinkers say frankly that going to a foreign brand means not only a cup of coffee, but also a kind of life. Although everyone knows that it costs less to make a cup of instant coffee at home, it tastes good to have an American coffee at McDonald's. However, in some foreign cafes, there are more personalized products to meet personalized needs, and cultural differences between regions are also paid attention to in details such as decoration. Consumers here enjoy an open and inclusive culture, freedom of self-choice and respect for security. And these should be the places where Hainan coffee needs to learn with an open mind.

After all, with regard to the current problems encountered by the coffee industry in Hainan Province, take Xinglong Coffee as an example, there is a problem of farmers' low enthusiasm in planting due to poor economic benefits; in marketing, brand protection caused by the production of "Xinglong Coffee" everywhere; in import and export trade, cheap coffee beans in Southeast Asia continue to impact the coffee market in Hainan Province, and so on. However, the vigorous development of the coffee industry also reminds us that the coffee market has never been saturated, pressure and opportunities coexist, and the coffee industry in Hainan Province also has the advantages of end-product research and development, processing and certain coffee culture.

If three people walk, there must be my teacher. Japan does not produce coffee, but the Ujima Coffee Company, founded by Kobe businessmen, produced the world's first canned coffee; Starbucks did not grow coffee, and its chain brand did well. How to make Hainan coffee industry develop its strong points and make up for its weaknesses, break through the bottleneck of development, realize transformation and upgrading, and make the fragrance float further? With the help of the strategic platform for the construction of Hainan International Tourism Island, we should take the road of scientific and technological coffee, cultural coffee and brand coffee, and promote the development trend of multi-wheel drive, bundling benefit and common quality improvement of the whole industrial chain of primary industry, secondary industry and tertiary industry. form a cross-border advantage combination of the brand with the integration of planting, processing, tourism and marketing, expand the market demand of residents and tourists in Hainan, and cultivate and expand the provincial and international markets. Perhaps in this way, Hainan coffee industry is expected to break the restriction of regional brands and become another new business card that helps Hainan's economic and cultural development, promotes Hainan's international style and is permeated with "Hainan flavor" in the construction of international tourism island.