Using Fushan Coffee to tell the Story of Hainan Coffee in China

If 20 years ago, Fushan Coffee might have been very strange to many people, but today, Fushan Coffee has become synonymous with Hainan coffee brand.

In 1976, when Xu Xiuyi, a farmer in Fushan Town, Chengmai County, led his family to open mountains and split mountains to plant coffee trees, he only thought of picking coffee fruits himself and making a cup of mellow and fragrant coffee for the villagers.

In 1996, when his son Xu Shibing gave up his high-paying job in Shenzhen and returned home to open the first Fushan coffee store, he wanted to push his father's Fushan coffee from his father's tea shop in Fushan town to the whole island and to the whole country.

In just 17 years from 1996 to 2014, Fushan Coffee has become a Chinese state banquet drink at the APEC Summit in Beijing from a common drink at Dad's tea shop in Fushan Town. Fushan Coffee has formed a standardized industrial chain from planting, cooking to sales. The brand influence of Fushan Coffee has led to the establishment of coffee shops, coffee schools, coffee towns and international baristas competitions. How did Xu Shibing do it?

"Fushan Coffee Brand has been operating until today, has been adhering to the business philosophy is-stability." Xu Shibing said.

However, Xu Xiuyi believes that "stability" is to stick to local management, not to expand the scope of business, and not to confuse coffee raw materials. Xu Shibing, his son, believes that "stability" is to gradually form the standards of planting and cooking techniques, and then steadily expand the scope of business, so that the influence of the brand can rise steadily.

The different ideas of the two generations have collided violently in the entrepreneurial stage. "when I opened the first Fushan coffee shop in Haikou, I was strongly opposed by my father because I was afraid that I couldn't make money just selling coffee, as well as selling ice cream and milk tea. He thought that Fushan Coffee Shop could only sell Fushan Coffee. In the end, he didn't want to provide me with coffee beans. " Xu Shibing recalled.

This father-son confrontation made Xu Shibing understand that no matter how fast the pace of the times is, no matter how fast the product is to create a brand, we must refrain from arrogance, keeping promises, and attaching importance to quality. To this end, since he took over the brand management of Fushan Coffee, he has resisted the temptation of high agency franchise fees every year-all Fushan coffee products are sold only in their own stores.

From keeping the native land to going to the world

Since taking over the brand management of Fushan Coffee, Xu Shibing has been thinking about what kind of brand Fushan Coffee should be.

"to this day, I have not figured out this problem, because the connotation of the Fushan coffee brand has been constantly enriching and growing. But my goal has always been to make sure that when people mention Hainan, they think of Fushan Coffee. "

Xu Shibing believes that the Fushan coffee brand sells not only products, but also culture, style and lifestyle, and to create the coffee culture label of Hainan International Tourism Island.

"Fushan Coffee has its own style characteristics from planting technology to cooking technology, from taste to consumption style, which is the confidence that Fushan Coffee should adhere to." Xu Shibing said.

After Hainan promoted the construction of an international tourism island in 2010, Xu Shibing quickly seized the opportunity to tell the story of Hainan with Fushan Coffee. Slowly, in the dazzling array of Hainan specialties, at the tourism promotion meeting in Hainan, and in the scientific identification of exploring longevity diet, the figure of Fushan coffee appeared frequently.

In 2015, Fukuyama Coffee will take another step. Xu Shibing's Fushan Coffee stores at Capital Airport and Meilan Airport are about to open, while the number of Fushan Coffee stores on the island has also expanded to 19.

Xu Shibing said that with the local confidence of Hainan culture, he will slowly tell the story of Hainan with Fushan Coffee.