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An unknown Brazilian coffee brand squeezed into the Chinese market full of experts. After a successful break, his great ambition was to pounce on the chain store. "continue to restock, or close Zhang Daji", this question has perplexed she Qiongzhi for a whole year. The ultimate problem that afflicts him is how to make TABOM CAFE, his little-known Brazilian coffee brand, gain a foothold in China.

At the end of 2010, she Qiongzhi joined Tabao Trading (Shanghai) Co., Ltd. as general manager of the company. At that time, the coffee company, which is headquartered in Brazil, had just settled in China. Located on the fourth floor of a humble building on humin Road in Xuhui District, Shanghai, there are only three employees, she Qiongzhi, his partner and an assistant. In the Chinese market, little is known about who he is and what is "great" coffee.

But the quality of coffee is his company's trump card in the Chinese market. The coffee company, which owns Brazil's largest 170-year-old coffee plantation, is rarely recognized by 11 certification bodies, including the International Organization for Standardization (ISO) and the Brazilian Coffee Industry Association. But it does not have a commensurate reputation. In the land that accounts for 35% of the global coffee production, like a large number of local coffee merchants, he has only a small market share and is unknown in the global coffee consumption market. "Brazilians are good at growing coffee, but not good at marketing." she Qiongzhi explains why, as a coffee kingdom, Brazil does not have a coffee company or brand known to the world. At the same time, it also shows that his great situation in China has to start from scratch.

China is not a market that lacks the incentive to consume coffee, thanks to companies such as Nestl é and Starbucks, which have made tea-loving Chinese gradually accept the exotic coffee culture. In particular, Starbucks has always focused on freshly ground coffee, which is easier to maintain the inherent aroma of coffee beans than instant coffee. Under this influence, many Chinese consumers are also trying to buy coffee machines to grind their own coffee, and many foreign coffee grinding equipment suppliers have come to China. China's coffee machine market has maintained a continuous growth of 20% every year. In this context, high-quality coffee beans should be sought after by the market.

However, China is still an extremely price-sensitive market, which is the biggest problem for Brazilian coffee. Unlike Starbucks, which runs a coffee shop chain, his company's business is currently limited to selling coffee beans. For example, at JD.com Mall, his cheapest traditional coffee, 454g retails for about 90 yuan, and the same packaged gourmet coffee costs 158 yuan.

At first, he hoped to open the market by looking for general agents everywhere, but soon found it difficult to find the right agent. Coffee dealers in China are roughly divided into two categories: one mainly represents the high-priced products of large foreign companies such as illy and LAVAZZA, and the other mainly focuses on low-priced domestic branded products. But either way, they usually have a relatively fixed supply relationship, and it is not easy to persuade them to recommend a brand that is not cheap and brand new. Opening a supermarket and entering a five-star hotel also means a high "admission fee", which he cannot afford. In the end, the "new contestant" decided to use the catering channel as a breakthrough.