Baoshan Xinzhai Coffee is a force that can not be ignored.

Yunnan is "the south of colorful clouds" and "colorful Yunnan". Another saying is that it is located in the south of Yunling and gets its name. Yunnan is the only coffee producing area in China, with unique climate and changeable geographical environment, growing multi-level coffee, which can be regarded as unique among the coffee producing areas in the world.

For Yunnan, there are many business cards that can be represented, such as Pu'er tea, Yunyan, Lijiang, Dali and so on. In addition, few people may be familiar with Yunnan coffee. For Yunnan coffee, the situation is so awkward that it has not been famous for its own brand for a hundred years. Fortunately, Yunnan coffee is attracting enough attention from all sides, with the change of government attitude, the ambition of local enterprises and the infiltration of foreign gold prospectors. A hundred years later, Yunnan coffee can no longer contain the restlessness of the stormy house.

The rapid development of China's economy has brought a strong driving force to China's coffee market, especially in the past two decades, the coffee consumption market has developed at an astonishing speed. 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. Cafes can be seen everywhere in Chinese cities and coffee has become an important social place, while coffee has become a daily fashion consumer goods for Chinese people. However, it is difficult to find more mature local coffee culture brands in the Chinese market. Starbucks, Nestl é and other multinational companies control most of the Chinese coffee market. In the market dominated by consumer perception, Yunnan coffee has been more like an obscure and fragile existence for many years, playing the role of coffee giant raw material supplier for a long time, hidden behind Nestl é, Starbucks and Maxwell.

As a national geographical indication product, "Baoshan small Grain Coffee" is recognized as a high-quality coffee in the international coffee industry, comparable to the coffee from foreign high-quality producing areas. In recent years, the rise of "Xinzhai Farm Coffee" is one of the forces that can not be ignored. "Xinzhai Farm Coffee" is produced in Xinzhai, Xiaopingtian, Lujiangba, a dry and hot valley above 1000 meters above sea level. its unique geographical and climatic conditions have created a world-famous small-grain coffee. Xie Xianwen, founder of "Xinzhai Farm Coffee" and general manager of Baoshan Xinzhai Coffee Co., Ltd., not only contracted his own land to grow coffee, but also mobilized farmers to grow coffee, opening up a new way for local farmers to shake off poverty and become rich. Xie Xianwen established a professional cooperative for coffee planting in Xinzhai Village in 2005 and Xinzhai Coffee Co., Ltd. in Baoshan City in 2006. "Xinzhai Farm Coffee" ushered in a golden period of rapid development. In order to gain a firm foothold in the fierce competition at home and abroad, Xie Xianwen led the company to actively introduce foreign advanced planting technology and deep processing technology, starting from planting and producing boutique coffee, and began to build its own brand. to achieve a unified variety, unified planting technology, unified purchase of products, unified processing and sales, adhere to standardization, large-scale, standardized planting and processing The high-quality coffee sold well in Beijing, Shanghai, Guangzhou and other domestic cities, and exported to Europe, the Middle East and other regions. Not only increase the income of cooperative members, mobilize the enthusiasm of members, and win a place in the coffee industry, at the same time, the market has also harvested a good cup of consumers.

In September 2012, Xinzhai Farm Coffee introduced and absorbed advanced business models at home and abroad, combined with its own advantages, cooperated with a number of travel agencies, and relied on special geographical, climatic and other natural conditions to reinstall 10,000 mu coffee sightseeing garden. make great efforts to create a leisure, tourism, production and processing ecological manor-"Xinzhai small Coffee Manor", which integrates sightseeing, picking, coffee processing, tasting and appreciation. In the eyes of many people engaged in the coffee industry in Yunnan, this is undoubtedly a signal that "Xinzhai Farm Coffee" has announced that it wants to create "Chinese people's own brand coffee". The reporter learned that the manor has a fresh fruit processing zone, a coffee bean screening, roasting, grinding, tasting area and a coffee culture appreciation area. As tourists at home and abroad who know and love coffee, it is a new tourist place to experience a fresh and fashionable coffee culture.

When talking about the current situation of the coffee industry in Yunnan, Xie Xianwen told reporters that in recent years, the coffee industry in Yunnan has developed rapidly, and the planting area and output are constantly increasing, but Yunnan coffee is rarely consumed domestically and has always been dominated by raw material exports. domestic Yunnan coffee consumption is very difficult to drive. The imperfect development of industry and the lack of brand building are the key factors. In the future, Yunnan coffee should strengthen its efforts in quality standards and brand construction, and call on the provincial government to play a role in macro-coordination to prevent the existence of melee.

In order to develop Yunnan coffee industry, to be a high-quality and cultural brand, we can't just stop at the extensive economic links of suppliers. To make Yunnan coffee industry really become Yunnan's shining business card, "Xinzhai Farm Coffee" and many colleagues in Yunnan coffee industry still have a long way to go.

When the reporter visited, time had already kicked off the curtain of 2015. Xie Xianwen mentioned that on the occasion of the New year, in order to thank new and old customers for their love of "Xinzhai Farm Coffee," they specially launched boutique gift box hanging ear coffee, boutique iron card, and so on. I would like to add a touch of strong coffee flavor to the New year taste buds of the Chinese people.

Source of this article: daily Gansu net-Gansu Economic Daily