Good coffee needs good marketing.

According to the cafe owner Pauli, coffee beans in the shop are purchased by him from all over Indonesia. Indonesia is a big coffee producer, and its geographical environment is very suitable for growing coffee. Because of the vast territory, different soils and temperatures create coffee with different colors. Java, for example, has a caffeine soil that once grew cacao, which produced coffee that tasted like chocolate. A type of coffee bean from Sumatra whose caffeine soil was once planted with spices and which produces coffee with a spicy flavor. The world-famous civet coffee is fermented by the digestive system of the civet, and has a unique taste and sweet fragrance. Bowlier said that coffee chains such as Starbucks in the United States are becoming more and more popular in Indonesia, but local specialty coffee has been neglected. He opened the coffee shop in the hope that more Indonesians will understand, like and enjoy their specialty coffee. "Indonesia already has so much quality coffee, why go to other countries to drink coffee?"

Mr paulier's question reflects the confusion of indonesia's coffee industry. Indonesia is a world-famous coffee producer. Coffee exported is popular with Westerners. Civet coffee once sold for 70 pounds in London. However, as the largest economy in Southeast Asia and a major coffee grower in the world, Indonesia's coffee downstream industry has been developing slowly, and domestic coffee consumption lags far behind Finland, Norway and other countries. In recent years, with Indonesia's economic development, this situation has improved, and a large number of cafes have appeared in cities. Starbucks opened its first store in Indonesia in 2007 and has since expanded to more than 100 stores. Compared with Starbucks 'success, Indonesia's specialty coffee has been neglected.

Indonesian coffee "flowers inside the wall outside the wall" situation, so that Indonesian coffee industry people happy and worried. Starbucks 'aggressive expansion in Indonesia has been seen by some as putting pressure on the local coffee industry, squeezing space for local coffee. But Eddie, president of the Indonesian Coffee Association, believes Starbucks has made more Indonesians understand coffee culture and start drinking coffee, which is a good thing. Moreover, competition and pressure are conducive to stimulating the local coffee industry to improve production and marketing models and enhance competitiveness.

Jakarta coffee shops sell specialty coffee in addition to "civet" expensive, the rest are between 30,000 to 40,000 rupiah, about 20 yuan, and Starbucks coffee prices are not much different. But Starbucks 'success is that it sells not just coffee, but a lifestyle experience. Starbucks 'comfortable environment, soft music, good service, convenient sales model and high brand recognition meet the expectations of the middle class for fashionable and high-grade lifestyle. Indonesia's specialty coffee should also identify the target population and choose a business model that suits them. In addition, backward planting methods and imperfect industrial chain are also urgent problems to be solved in the development of Indonesia's local coffee industry.