What should Chinese Coffee Development Hainan Coffee learn from Foreign Brands?

These days, a coffee chain brand from the United States is noticed by some media and complained by some netizens because of its price, but there is still an endless stream of coffee customers going to consume it. After all, with the improvement of people's spending power and the change of lifestyle, coffee consumption has become one of the trends for many people to pursue the quality of life.

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, the problems encountered by the coffee industry in our province at present, 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 our 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 our 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? The author believes that we must make good use of the strategic platform of the construction of Hainan International Tourism Island and take the road of scientific and technological coffee, cultural coffee and brand coffee. to help 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, so as to form a cross-border advantage combination of planting, processing, tourism and marketing, and expand the market demand of residents and tourists in the province. Cultivate and expand non-provincial and international markets. Only 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, introduces Hainan's international style and is permeated with "Hainan flavor" in the construction of international tourism island.