Where is the way for Hainan Coffee Industry to be a High-quality Cultural Brand?

Haikou net December 16 news (Haikou Evening News full-media reporter Li Yin) data show that China's coffee market space will continue to expand, the next 10 years will enter a period of rapid growth. By 2020, the consumption of Chinese coffee market is expected to reach 300 billion yuan. So, what is the current situation of Hainan's local coffee market? Recently, the reporter investigated and learned that Hainan coffee is very promising. Chengmai and Wanning have introduced policies to encourage farmers to grow coffee. However, there are also a number of industry experts believe that the development of Hainan coffee industry, to be a boutique cultural brand, can not just blindly expand the planting area.

Low-price Vietnamese beans impact Hainan market

"the year before last, the price of coffee rice was basically maintained at 18 to 20 yuan per jin, and at the beginning of last year, the price of coffee rice was also 17 to 18 yuan per jin." Baisha Farm staff said that the market for crater coffee beans, which has always been of high quality, has changed since the first half of last year. Although growers once pressed coffee beans to 15.5 yuan per jin, they are still far from helping growers to open up a market.

Yao Shaohua, vice president of the provincial coffee industry association, said that Hainan has more than 10 local coffee brands, coffee beans are mainly independent consumption and tourism consumption, independent consumption accounts for 10%, tourism consumption accounts for 90%. At present, the price of coffee beans in Hainan ranges from 28 to 38 yuan per kilogram, and the price of Vietnamese beans is about 16 to 18 yuan per kilogram. Natural merchants are more willing to purchase and use Vietnamese beans. In addition, growers lack enthusiasm for planting, and the output of local coffee beans in Hainan is not high enough to meet the demand on the island, which is also one of the bottlenecks restricting the development of local coffee beans. In addition, most of the coffee products in our province are sold in the island, and the competition is also very fierce. due to the lack of brand protection, backward marketing means, insufficient scale of raw material supply and other reasons, the local coffee industry has always been unable to become bigger and stronger.

The industrial chain has not yet been formed.

Ren Yaming, sales manager of Lishen Coffee, said that the price of coffee beans in Hainan is on a par with that of world-class Brazilian coffee. It can be said that the quality of Hainan coffee is good, but in terms of field management and screening technology, the processing technology of coffee fruits is inferior. At present, Fushan coffee is 35-38 yuan per kilogram, Yunnan coffee is 25-30 yuan per kilogram, and Vietnamese coffee is 16-18 yuan per kilogram. Although Fushan Coffee and Xinglong Coffee are of good quality, they are always carving up the market in Hainan and taking care of their own one-mu of land, so it is difficult to get out of the island.

"Hainan coffee has not formed its own processing industry chain, and many of them are made by hand. This speed is not conducive to the development of Hainan coffee." Yao Shaohua said that the only areas suitable for growing coffee beans in China are Yunnan and Hainan. Coffee beans grown in Yunnan already have a certain scale and standardization, while coffee beans grown locally in Hainan are still in the traditional mode. There are no grading standards for outer packaging, lack of standardization, operators packaging at will, no transparency, no traceability and other defects.

Fu Changming, secretary general of the Hainan Coffee Industry Association, said that the coffee planting area in Hainan has been expanding in recent years, and within a few years, the output will increase rapidly. However, at present, the management and planting technology have not kept up. In addition, the price of coffee was high in the past two years, and some intermediate buyers accepted all kinds of coffee, and the requirements for coffee classification were not strict enough. As a result, some merchants mixed and sold good and bad coffee, resulting in the quality of coffee not being guaranteed.