The connotation of coffee lies in the common sense of high-quality coffee.

Zhou Zhihua: director of China Coffee and Coffee Beverage Professional Committee, engaged in coffee sales and committed to promoting coffee culture in Yunnan for more than a decade.

Perhaps, some things do deep, it has become a kind of artistic conception, this artistic conception is often accompanied by inner feelings, but has nothing to do with anything else. Zhou Zhihua is a coffee lover, advocate and promoter of coffee culture. A friend commented that he was the promoter of Yunnan coffee culture. "I am just a push for the development of Yunnan coffee culture." He positioned himself like this.

■, his experience.

Let the coffee be made in Yunnan

The coffee production in Yunnan can occupy a place in the country, which is inseparable from the blockbuster performance of Yunnan players in the first National barista Competition. It can be said that the first barista contest established the influence of Yunnan coffee production. In all previous barista competitions, some contestants will timidly ask: have the Yunnan contestants come this time? Behind all this, Zhou Zhihua can be said to have contributed a lot.

Famous place of origin, but baristas are extremely scarce

When Zhou Zhihua came to Kunming in 1998, no one would have thought how the development of coffee in Yunnan would change. In fact, Yunnan coffee was in a kind of disorderly chaos at that time. The reason is that coffee makers themselves do not understand coffee, and bosses tend to sacrifice everything in order to maximize profits. Please spread it to those who really know and know about coffee. Therefore, although it is a famous producing area of coffee in China, Yunnan baristas are extremely scarce and nameless, and they can hardly be found in the national barista industry.

Zhou Zhihua entered Yunnan as a coffee seller and trainer. Sales is to provide the purest coffee beans to hotels and coffee shops, while training is to provide systematic professional guidance to coffee practitioners from raw beans, roasting, transportation, production and other links. Zhou Zhihua felt a lot in this process: at that time, the bar manager of a major brand coffee shop in Kunming did not even understand the characteristics and taste of coffee such as Blue Mountain, Brazil and Mocha, but mechanically made the so-called coffee according to the procedure. This discovery makes Zhou Zhihua feel the importance of promoting coffee culture in Yunnan. Zhou Zhihua has a far-sighted vision, not only to sell coffee for immediate interests, but also to popularize coffee culture, so that coffee sales will have broader prospects for development.

Barista contest, two people from Yunnan entered the top six.

Before the first National barista Competition, Zhou Zhihua trained diligently with baristas, providing free coffee beans, milk and coffee machines for training. He paid his own money to order competition costumes embroidered in Naxi with the words "shared coffee culture" for the contestants. Both the clothing and the coffee production level of the contestants shone brilliantly in the competition. Of the three Yunnan contestants participating in the competition, two entered the top six, which is a precious honor for Yunnan, where the level of coffee production is not developed. A coffee prepared by Zhou Zhihua was listed by the judges as one of the international coffee menus.

Standing on the starting point of this honor, we should be proud enough. Speaking of this, Zhou Zhihua smiled. "in business, for me, I think I am still a businessman in nature. It's just that I think some things can be taken into account. For example, the love and attachment to coffee, an involuntary sense of responsibility for the promotion of coffee culture. "

■ Heart Water Meridian

To promote coffee, we need to study every link.

For most people in Kunming, coffee represents an emotional tone, and some people use it as a fashion label. This is why coffee shops like to use all fashionable and tasteful things to set off the elegance of coffee. Actually, this is not a real coffee culture. The real coffee culture is to highlight everything related to coffee, including stir-fried beans, blending, packaging, transportation and the most critical production, as well as coffee cultivation, all contains a rich coffee culture.

If you understand coffee, you can't do without it.

In business, we talk not only about business, but also about culture. While promoting coffee culture, Zhou Zhihua has been thinking about it. Zhou Zhihua has made himself more comprehensive in coffee. This kind of comprehensive performance is from the identification of coffee raw beans, fried beans, the control of temperature and quantity, to the cooling and packaging after stir-frying, the transportation of coffee beans, to the production of coffee, and even to all the links and details of tracing the source of coffee cultivation.

Zhou Zhihua believes that any line of work must be studied thoroughly in order to be persuasive and to understand the crux of the problem. This is especially true for coffee, which is rich in meaning. Only when you really understand coffee can you taste it, make a difference, fall in love with coffee, and even can't live without it.

Yunnan coffee has a broad prospect and great potential.

According to Zhou Zhihua, Yunnan coffee has broad prospects and great potential. It is summed up in four words: rapid development. But at present, it is still in an initial stage and is not yet mature.

The development of coffee in Yunnan needs the improvement of people's overall consciousness and income level. after all, relying solely on individual strength, it is thin and weak. However, Zhou Zhihua played a key role in making some purely mercenary sellers have nowhere to hide and dare not stir up trouble.

"what has been done is far from enough. I have been working hard to be a veritable coffee seller + coffee culture disseminator. "