Talk about Chinese Coffee Market where is the way of Hainan Coffee Industry?

Hainan coffee tourism consumption accounts for 90%.

Some data show that the space of China's coffee market will continue to expand and will enter a period of rapid growth in the next 10 years. 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.

Market

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.

Bottleneck

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.

The way out

Build the industrial chain and make the brand bigger

Yao Shaohua pointed out that in the next few years, the prospect of Hainan coffee bean market is very broad, and there is a large space to rise, and the coffee bean market will also be re-regulated and required, which will have a certain impact on growers and operators. Farmers should be regulated in terms of planting and management, and the government should also cultivate more coffee processing enterprises and make every effort to build an industrial chain. To build a standardization system, we need to establish standardization in production, planting, harvest and other links, and we also need to strengthen the popularization and guidance of market-related knowledge for farmers. At the same time, Hainan coffee must take the road of intensive processing and brand marketing, fully tap the connotation of coffee, improve the quality of end products, integrate Hainan coffee into tourism, and further extend the coffee industry chain. On this basis, government departments at all levels are also required to carry out a series of optimization in the use of financial means and the promotion and implementation of agricultural insurance.

Huang Xiuwu, chairman of Qiongzhongfeishui Organic Coffee Professional Cooperative, is very optimistic about the prospect of Hainan local coffee market in the future. "the future coffee market demand will be more exuberant. Hainan local coffee has a certain prospect. Next, I will expand the area of planting coffee beans, make the coffee of origin and raw materials into a brand, and integrate the culture of Hainan characteristics into the brand packaging." Make Qiongzhong's coffee market bigger and stronger. " He said.

Fu Changming pointed out that coffee cultivation, processing, sales and consumption are all fine cultures. Hainan's coffee industry cannot compare with Yunnan in planting scale, but it can compare quality and brand with Yunnan. Like Starbucks and Nestl é, they all rely on culture and brands, not blind cultivation.

The person in charge of the provincial agricultural department said that the development of the coffee industry should be market-oriented and benefit-centered. It is urgent to take effective measures to protect and expand the existing coffee brands, and to enable farmers to increase their income through coffee planting, so as to make coffee a characteristic product of international tourism islands.

Industry insiders remind that around 2007, the price of Yunnan Pu'er tea skyrocketed and then plummeted like a roller coaster. Such a thrilling market has made tea farmers in Yunnan taste the sweetness and suffer a lot. The planting area of coffee in Hainan has increased by leaps and bounds in the past two years, and the output will increase by nearly 10 times in the future. whether it will repeat the tragedy of Yunnan Pu'er tea requires government departments to take emergency measures in advance to prevent the occurrence of "cheap coffee harming farmers".