Chengmai County, Hainan Province: focus on Building Coffee Bean Industry Tourism chain

Chengmai County, Hainan Province, which has the advantage of coffee bean industry development, recently announced the establishment of Hainan Fushan Coffee Co., Ltd.-if the restructuring goes smoothly, it will be listed at the end of this year. In addition to setting up Coffee Co., Ltd., Chengmai will also build Fushan Coffee style Town Central District 2, five-star Coffee style Hotel and World Coffee Bean Trade Zone, so as to build Fushan Coffee style Town into a coffee bean import port for Chinese coffee. In addition, Chengmai County originally planned to build 10 world brand coffee villages, which will start two or three this year, combining coffee cultivation, coffee bean processing and coffee leisure tourism to create a unique coffee industry tourism chain.

Fushan Coffee in Hainan Province originated in Fushan Town, Chengmai County. It is located near the sea in the north of Hainan, latitude 19 °23 north, longitude 109 °00 east, elevation 21 Mel 300 meters, annual average temperature 23.1 Mel 24.4 ℃, year-round frost-free, abundant rainfall, average relative humidity 89%, sufficient light, annual average light 1900 hours. Fushan area is a volcanic hilly landform, the soil type is brick red soil made from volcanic basalt and granite weathering, the soil layer is deep, the soil is fertile, the organic matter is rich, and its potassium content is as high as 1.8% 3.5%. These two unique geographical and climatic factors are very similar to the environmental conditions of growing ​​ in Jamaica's Blue Mountain coffee beans and Hawaiian boutique coffee beans in the United States, and are ideal places for growing boutique coffee.

According to the historical records of Hainan, in 1933, Mr. Chen Xianzhang, a patriotic overseas Chinese, was inspired by the idea of saving the nation by industry and returned to Hainan from Indonesia with the ambition of "revitalizing industry and saving the nation." he has visited 13 cities and counties in Hainan to watch the topography, inspect the soil, and explore water sources. After careful investigation and study, he determined that Fushan area is an ideal natural place for the development of tropical planting industry, with "Pingwu Mianmiao, spring sweet soil, evergreen all the year round and convenient transportation".

In the summer of 1933, Mr. Chen Xianzhang overcame many difficulties and brought back about 200 kilograms of Robosta coffee seeds from Indonesia and successfully set up Fumin Farm in Daji Village, Fushan. After several years of careful management by Chen Xianzhang, the coffee in the coffee garden of Fumin Farm has been fruitful. Coffee products were exported to Guangzhou, Hong Kong, Shanghai, Tianjin and other places. The successful introduction and cultivation of coffee has led to the large-scale cultivation of coffee in local rural areas, and coffee is planted in almost every village. Coffee has become the main business of Fushan farmers. In the middle of the last century, Fushan coffee was exported to many big cities in China and Southeast Asia, and Chen Xianzhang's name has been famous both inside and outside the island with the delicious and unique "Fushan Coffee".

Fushan Coffee is famous for its mellow, soft and smooth. Its caffeine content meets the healthy coffee standard ​​ less than 3%, and its selenium content meets or exceeds the international selenium-rich standard. Up to now, local farmers still retain the traditional method of stir-frying coffee by hand, and many elderly people still make coffee and drink it at home. Many small teahouses in Fushan town now operate coffee, and farmers who come to town for the market also like to drink coffee milk full of fragrance, so the streets are always full of fragrant coffee.

In 1976, Xu Xiuyi, a 40-year-old farmer in Fushan, was determined to revive Fushan Coffee. He led his family to invest their savings for many years to open a coffee garden in the barren mountains. Chengmai County Fushan Coffee United Company was established in 1984, and has since embarked on the road of operating Fushan Coffee. Around 1985, Chengmai County invested tens of millions of yuan to support the development of Fushan coffee, which set off an upsurge of growing coffee in Fushan area.

In early 1993, in order to maintain the brand and quality of Fushan Coffee, this enterprise retained only thousands of mu of large area coffee garden left in Fushan area. Xu Shibing, the son of Xu Xiuyi, who was determined to take the road of running coffee, took over his father's dream and began to enter Haikou. Xu Shibing believes that cafes can cultivate their own consumer groups and have this carrier to sell their own coffee products. Now, he has opened 11 chain cafes inside and outside the province. He led Fushan Coffee to a new path of development.

Due to the limitations of the business philosophy of the older generation of Fushan coffee people, after large-scale cultivation and processing of Fushan coffee, sales did not keep up, resulting in a backlog of products. After 1996, Fushan coffee was cut down in large quantities, and the planting area shrank sharply. Under the persistence of Xu Shibing and other operators, the consumer group of Fushan coffee has gradually expanded. After 2000, Fushan Coffee successively emerged Houchen Coffee, Ancient Coffee, Sengu Coffee and other enterprises, forming an integrated industrial management model of planting, production and sales, indicating that Fushan Coffee has entered a new stage of development. At present, Chengmai County has an area of about 16000 mu of coffee and produces 200 tons of dried coffee beans in 2011. The renewed vitality of Fushan Coffee has also attracted investors from Taiwan. In 2002, Taiwan compatriot Lin Wending first planted Arabica coffee in Dafeng. Led by him, Taiwan compatriots Mr. Huang, Mr. Bai, and Mr. Zhang have successively become his partners, and have so far grown 2000 mu of Arabica coffee in Chengmai.

In January 2010, the construction of Hainan International Tourism Island rose to a national strategy, and Chengmai tourism industry made a qualitative leap, which also brought broad prospects for the development of coffee culture tourism. Now the construction of Fushan Coffee Culture Town has been listed as a key project in the development and construction of the western part of the province, making Fushan Coffee Culture Tour a new growth point of Chengmai tourism. The coffee post station built by Houchen Coffee Culture Village in Fushan has changed the style of the rural courtyard or urban restaurant that used to be in the cafe in the past, and has become a bright spot in the tourism of the western route of Hainan, and the number of tourists is increasing day by day.

In order to carry forward the Fushan coffee brand and promote the surrounding economic and social development, Chengmai County has made a long-term plan for the development of Fushan coffee industry and set up a Fushan coffee industry development leading group to coordinate the development of Fushan coffee industry. It is required to plant and process Fushan coffee strictly according to the standard of "National Trademark Strategy implementation demonstration County" to ensure the quality of Fushan coffee and enhance the brand effect. At present, Fushan Coffee has been approved by the AQSIQ to implement geographical indication protection, becoming the fifth product in Hainan to obtain this logo. The "Coffee Culture style Town" and "Fushan Coffee Culture style Town", which are led by the government to apply for registration, provide legal protection for the future development of Fushan coffee brand. At the same time, Chengmai county government will give 500 yuan per mu seedling subsidy to enterprises of a certain scale, and through the SME loan platform, the government will guarantee 500 yuan per mu loan for enterprises. Farmers grow coffee, and the government gives subsidies and support.

Since 2008, Chengmai County has taken coffee as a brand of Chengmai leisure tourism and carefully built it as a sunrise industry of Chengmai tourism. It has expanded the popularity and influence of Fushan Coffee by holding promotional activities such as coffee culture and plot, and actively supported coffee industry companies to become bigger and stronger.

Taking advantage of the east wind of the construction of Hainan International Tourism Island and the development and construction of the western region of Hainan, in order to fully demonstrate the unique historical and cultural charm of Fushan Coffee and build a tourism brand with the characteristics of Hainan International Tourism Island, Chengmai County takes coffee style as its theme and builds Hainan's first coffee culture town according to the high starting point and high level planning of international standards. Efforts will be made to build Fushan Town into a Hainan International Tourism Island system Science and Technology Innovation Experimental Zone and Leisure low-carbon Tourism Industry demonstration Zone with the leading functions of leisure low-carbon tourism, sightseeing tourism, coffee cultural performance, science and technology expo, and ecological residence, as well as business services, conferences, business exhibitions, cultural creativity and other auxiliary functions. At present, the project of Fushan Coffee Culture Town has been listed in the outline of Hainan International Tourism Island Construction and Development Plan (2010-2020).

Fushan Coffee Culture Town has a total planning area of 75 square kilometers, of which the construction planning covers an area of 11.6 square kilometers. Relying on the existing tourist attractions such as Houchen Coffee Culture Village and Fushan Cafe, and taking the central area of Fushan Coffee Culture Town as the tourist distribution center, nine world coffee tourism cultural villages with the characteristics of Jamaica, Brazil and Italy have been created on the surrounding existing village groups, which are integrated into the tourism elements of the world famous coffee producing areas and the birthplace of coffee culture. Let tourists experience world-class coffee cuisine and folk customs in one stop, and build Fushan into a world-class coffee culture blending platform, coffee trading center and coffee culture tourism area.

The planning land of the central area of Fushan Coffee Culture Town is 824mu, of which the first phase land is 402mu, the second phase is 297mu, the water surface is 125mu, and the total construction area of the first phase complex is 73000 square meters. The main construction projects in the central area are "one market, one center, one street, one district, one hotel, one pavilion". There are six functional areas, such as coffee culture square, coffee trading center, coffee utensils street, coffee production viewing and tasting area, coffee style hotel, coffee culture center and so on.

The Chengmai county government also seized the opportunity of hosting the 11th Hainan Island Happy Festival of China, centering on the goal of "running an activity well, leaving an industry, and promoting the development of a place", and organically combined industrial development with festival activities. from December 28, 2010 to January 1, 2011, the 11th Hainan Island Happy Festival with the theme of "coffee" was successfully held in Fushan Coffee Culture Town. A total of more than 20,000 people from inside and outside the island participated in the activity. Driven by the brand effect of the Happy Festival, tourists from inside and outside the island to "visit and taste coffee" in Fushan Coffee Culture Town has become a fashionable way of leisure. Fushan Coffee Culture Town is becoming a new tourist hot spot in the west of Hainan.

In July 2011, the working Committee of Chengmaifushan Coffee Culture Town and the Management Committee of Chengmaifushan Coffee Culture Town were established with the approval of the Office of the Establishment Committee of Hainan Province, and officially listed on December 19, 2011. At present, there are well-known projects such as Taiwan Folk Village, Fushan Coffee Federation Town and Lanshan Lake, with an investment of more than 200 million yuan in 2011; the overall planning of the town has been continuously improved; the occupancy rate of the first phase of shops has reached 80%; investment in coffee trade centers, five-star coffee hotels and villages has been officially launched. The investment promotion work of large-scale tourism culture, large-scale leisure and health care, water entertainment, gambling and entertainment, and the planning of selenium-rich red land bicycle lanes and RV campsites are carried out in an orderly manner. Chengmai County will also focus on supporting the development of Fushan coffee industry, expanding the planting area of Fushan coffee to 40, 000 mu within five years on the basis of the existing 16000 mu. At the same time, Hainan Fushan Coffee Development Co., Ltd., which is newly formed by the government, plans to invest 100 million yuan to integrate Fushan coffee brand resources. within five years, it will be built into an international aircraft carrier of Fushan coffee industry with no less than 450 Fushan coffee franchises and stores and an annual turnover of not less than 1.8 billion.