Industry bigwigs give advice for Pu'er Coffee

On January 25, the Pu'er Coffee Summit Forum, one of the important contents of the 2015 Pu'er Coffee Culture week, was held at the Jinglan Hotel in Simao. Speakers included Ted Ling, a leading figure from the US coffee industry, you Qiming, a senior expert from Taiwan, Cao Ronggen, head of the Yunnan Coffee Exchange Center, Xu Lu, who is engaged in coffee market research, and Zhang Xiaoguang, who is committed to selling coffee on the Internet. They all do different jobs, but they all share a love of coffee. Most of their speeches are aimed at the prospects of the Pu'er coffee market, contributing wisdom and suggestions for selling Pu'er coffee to all parts of the world, selling it to the Internet, and walking into coffee shops.

How to internationalize Pu'er coffee?

Internationalization is a key word of this forum. Ted Ringer's speech title is "how Pu'er Coffee enters the Forest of Fine Coffee in the World". He said that in order to become a world-recognized boutique coffee, there are three indispensable elements, namely, high standards, a comprehensive education and training system and unswerving ethics, which are interrelated and influence each other. Special attention should be paid to high standards, which are the basis of the brand, and high standards lead to high returns. There is no other reason why Arabica coffee sells at a higher price than other coffee, and why boutique Arabica coffee sells at a higher price than ordinary similar coffees. it's because the standards are high. Only by adhering to high standards in all aspects of production and sales, and strict self-discipline in technical standards, can we produce coffee of higher quality, and the quality is directly reflected in the taste, color and other aspects, which is very intuitive, the standard is not high and the quality is not good. No one cares about the product. It is hoped that the whole of Yunnan Province can introduce more international advanced standards, constantly improve the quality of coffee, and make the price and return of coffee higher.

Xu Lu's speech directly points to the internationalization of Pu'er coffee. She analyzed that Yunnan coffee, especially Pu'er coffee, has great development advantages, even though it is faced with various difficulties, it is still developing in an orderly manner. However, we have to admit that there are still many defects in the process of entering the international market, such as coffee taste, market recognition, seasonal limitation, planting pattern, processing capacity, income guarantee and so on. If we want to promote Pu'er coffee to the world, we must standardize in all aspects, ensure the quality, make the coffee products tend to be stable, and establish a traceability system to solve the credibility problem. Xu Lu suggested that Pu'er coffee should actively join the international coffee organization, enter the international market, and be fully recognized around the world; the policy of minimum price protection should be adopted for farmers to maintain their enthusiasm for growing coffee; and a value preservation mechanism should be introduced to deal with market risks. In short, it is necessary to learn more, learn more, and constantly improve the quality of coffee, so that Pu'er coffee can get its due value in the world.

Cao Ronggen, general manager of the Yunnan Coffee Trading Center, said that the trading center provides a platform for coffee sales. It is impossible for coffee to go international without a strong sales platform. We hope to make joint efforts with the Pu'er municipal party committee and municipal government to continuously enhance value growth and promote the completion of the construction of the quality system, expand the market space for Pu'er coffee, and really work for the welfare of farmers.

We should not only modernize but also have traditional culture.

Coffee is a symbol of fashion and a product of modernization, so we should also adhere to the modern sales concept. Internet sales is undoubtedly an important proposition that can not be avoided. Zhang Xiaoguang, who has been engaged in the e-commerce industry for many years, believes that in the Internet era, the coffee industry cannot do nothing and must seize this opportunity. At present, the Internet is changing and subverting people's consumption habits, and coffee is very suitable for sale on the Internet. Because coffee is small and easy to carry, there is no need to worry about damage and after-sale, no need to worry about expiration, large choice and obvious price advantage, these conditions make the sales data of coffee on the Internet quite considerable. From the analysis of consumers' age, the younger they are, the higher their acceptance of coffee sold on the Internet. by 2018, the "post-2000s" will also be close to adulthood, and the development rate of coffee sold on the Internet will be faster and the demand will be greater. Pu'er coffee must actively explore this rapidly developing market.

Zhang Xiaoguang analyzed with data that the popularity and recognition of Pu'er coffee on the Internet is not equal to that of Pu'er tea, there is still a big gap, and there is still a lot of room for the Internet market to be developed. How to open up the market of Pu'er coffee on the Internet? Zhang Xiaoguang gives advice, uses the mobile end to carry on the promotion, especially uses the Wechat and so on, the key is the activity planning, uses the good story as the marketing means, should focus on "Pu'er has coffee" this matter, lets the person have a kind of curiosity and interest-- originally Pu'er tea producing area also has the very good coffee, then uses this kind of cognition to promote the fine coffee. We should also show the production chain, which will make the quality of the products more convincing, penetrate the unique advantages, form influence, and produce good results, so that Pu'er coffee will form a super trust system on the Internet and resonate with consumers. continue to expand dissemination, increase market share.

While persisting in modernization, some people also propose to embody the traditional culture in the sales of Pu'er coffee, instead of blindly "worshipping foreigners and fawning on foreigners". You Qiming said that the coffee market is divided into three types: agricultural market, trading market and blending market, which mainly refers to coffee shops. This has been on the rise in Taiwan for many years. Since the 1960s, by learning from the advanced technology and ideas of Japan and the United States, after many changes, Taiwan's modern coffee shops have become commonplace. Drinking coffee has become an indispensable part of Taiwanese life, forming a lifestyle in which taste is as important as fashion. It should be said that the coffee consumption market in the mainland is very large, but there is a problem, that is, there are American coffee brands and Japanese-style coffee shops everywhere. We hope to develop unique coffee varieties and brands in Yunnan. At the same time, we should also build coffee shops that belong solely to Chinese cultural characteristics, especially in clothing, etiquette and other aspects, reflecting Chinese traditional culture.