Development of China's Coffee Industry Starbucks and Yunnan Coffee
With its unique climatic conditions and soil environment, Yunnan has become one of the best coffee producing areas in the world, attracting the attention of many famous coffee enterprises in the world. By promoting the "Yunnan Coffee Project", Starbucks has launched a series of measures ranging from coffee planting, primary processing to store management in Yunnan.
In 2007, Starbucks purchased coffee from Yunnan.
In 2009, Starbucks launched Fengwu Xiangyun TM Integrated Coffee, which is Starbucks' first integrated coffee blended with high-quality Chinese Arabica coffee beans and the first milestone in Starbucks' cooperation with coffee growers and suppliers in Yunnan Province.
With the deepening of cooperation with Yunnan Province, Starbucks's coffee purchase in Yunnan has increased by about 20 times by the end of 2010. Over the next two years, Starbucks' purchases of coffee beans in Yunnan also increased significantly.
Regarding this plan, JohnCulver, president of Starbucks International, commented: "China is our second home market outside the United States, and the Yunnan coffee plan will undoubtedly consolidate Starbucks' leading position in the Chinese coffee market and help us maintain steady growth and achieve Starbucks' goal of operating more than 1500 stores in China in 2015."
Through the program, Starbucks is committed to establishing a complete market value chain in China, from coffee cultivation to store operation. Wang Jinlong, senior vice president of Starbucks and head of Yunnan coffee program, once said: "since Starbucks Fengwu Xiangyun Integrated Coffee TM was launched in 2009, we have made continuous efforts to bring the unique taste of Yunnan coffee to more customers and coffee lovers around the world."
On May 18, 2011, the first Starbucks coffee shop opened in Kunming Shuncheng Shopping Mall. since then, two new stores in Bailian Square and Golden Eagle Square have also opened one after another.
On February 6, 2012, Starbucks Coffee signed a formal contract with Yunnan Agriculture and Coffee Group to set up a joint venture in Yunnan. The joint venture buys and exports high-quality Arabica coffee beans from Yunnan and operates a coffee processing plant there.
With the launch of various projects, Starbucks' coffee program in Yunnan is progressing steadily.
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From 390,000 mu five years ago to 1.3 million mu in 2012, the rapidly expanding coffee planting industry in Yunnan suffered a cold market last year. First, at the beginning of last year, international giant Nestle announced that it would stop buying, triggering a panic selling among farmers. At the end of last year, the purchase price of coffee beans fell to a five-year low, approaching the planting cost line. In Yunnan survey found that under many challenges, cloud
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