Is it difficult to make money in the profiteering industry in China's coffee market?

There are exorbitant profits in the coffee industry. "the gross margin can even reach 88 times."

However, it is not easy to earn such a high profit, and Jialu Dream is "very difficult" at present.

"if you want Ethiopian coffee, you have to drink Harald, with wild; if you want high acidity, try it." At the International Hotel supplies Show in Shanghai in early April, Yuan Huiguo, general manager of Jialumeng Coffee, recommended to guests that Boss Wu, who is interested in these expensive coffee beans, is a Taiwanese businessman. After a few words of small talk, they found that Boss Wu was a regular customer of Jialu Meng, which surprised both sides.

According to data provided by the International Coffee Organization, the average price of Robusta coffee on the international market tripled between 2002 and 2007. In mid-June 2007, the price of robastian coffee on the London market rose 70% from a year ago, the highest since 1998. It is reported that the price increase is mainly due to a decline in exports from Vietnam, the world's second largest coffee grower, and problems with Arabica coffee beans produced by Brazil, the world's largest coffee grower, leading to a shortage of coffee supplies in the international market. Due to the impact of last year's Caribbean hurricane, exports of raw beans from Jamaica's Blue Mountain Coffee will fall by 40% this year.

"there are huge profits in the coffee industry," Yuan Huiguo told SciDev.Net. "the gross margin can even reach 88 times." He came to this conclusion after doing an account five years ago. However, it is not easy to earn such a high profit. At present, Jialu Dream is "very difficult to do".

Huge profits, mixed with fish and dragons

"our super blue mountain comes from Tooth. Teeth. " At Shangdao Coffee in Zhongguancun, Beijing, a young waitress recommended 68 yuan a cup of Super Blue Mountain to customers, but when asked about the origin, she struggled to remember the South American country, Jamaica.

It is not surprising that the coffee shop clerk is unable to understand the origin of Blue Mountain. In China, there are very few real Blue Mountains. It is an open "secret" in the industry that coffee from real estate such as Yunnan is passed off as Jamaican Blue Mountain Coffee, and many coffee shops, including Shangdao, have a tacit understanding of this.

According to international practice, only coffee grown in the Blue Mountain area within 3000-5500 feet above sea level can be called Blue Mountain, and the coffee can be divided into eight grades according to the quality of its raw beans, the highest of which is "Lanshan one". People who love Blue Mountain Coffee call it a 'coffee beauty' that combines all the advantages of good coffee. " In addition, the Jamaican government would rather sacrifice coffee production than ensure the quality of Blue Mountain Coffee, which makes the raw bean supply of Blue Mountain Coffee very scarce.

Since the 1970s, 80 per cent to 90 per cent of the raw bean supply of Blue Mountain Coffee has been monopolized by seven Japanese companies, of which ATAKA, the Japanese parent company of Jialumeng, is the largest, accounting for 30 per cent.

At the end of the afternoon, a man who claimed to be a baking equipment in Guangzhou wandered in front of the Jialumeng stall. The man with a Taiwanese accent was not interested in the coffee beans, but the ornaments hanging on the wall-several sacks with unique American patterns. After several flashes, he said that the real purpose was that ordinary coffee beans would be put in a sack like that, and the price would double. "Raw beans worth 450 yuan a kilogram can be sold for 680 yuan a pound after baking, and with such a sack, they can sell at a higher price." Our clients are all rich people who live in high-end neighborhoods in Panyu. "

The man's wishful thinking did not arouse the interest of Yuan Huiguo. "We can't work together. You don't really want our beans." Yuan Huiguo said without looking up while tidying up the grinder. After that, Yuan Huiguo told reporters, "I came from a technical background, but I spoke too bluntly and offended many people, so I may not be able to sell well." Before joining the coffee industry, Yuan Huiguo was a refrigeration engineer who was outraged at shoddy things.