The development of Chinese coffee Dehong Hougu Coffee and its rise!

Dehong Hougu Coffee Co., Ltd. is a national key leading enterprise in agricultural industrialization. The company was established in December 2007 with a registered capital of 329 million yuan. By the end of 2014, the company had total assets of 4 billion yuan, sales income of 1.5 billion yuan and export earnings of 140 million US dollars. The existing staff of nearly 2000 people, under the Mangshi, Yingjiang, Kunming, Lincang, Longchuan, instant powder and other nine sub-companies. At present, it has passed ISO9001-2002 quality, management system certification, HACCP certification (food safety management system certification), QS certification (food production license certification), organic product certification, YC certification (Yunnan brand certification). In 2012, the company's "Hougu brand" was recognized as "China's well-known trademark" by the State Administration for Industry and Commerce.

Over the years, with the strong support of party committees, governments and various departments at all levels, the company has constantly innovated the operation and management mode of agricultural industrialization in the course of developing the coffee industry. adopt the development model of "company + base + cooperative" to establish a close, long-term and win-win relationship with farmers, effectively drive farmers to become rich, consolidate the resource foundation for enterprise development, and shoulder social responsibility. By the end of 2014, the company has planted 270000 mu of coffee in the province, of which Dehong has planted 220000 mu and Lincang 50,000 mu, driving 60, 000 households and more than 300, 000 people. 1Compact 4, which accounts for the national coffee planting area, is the largest, largest and most influential coffee planting and management professional company in China.

The company has been committed to the research and development of China's coffee industry for a long time, implementing the development model of industry feeding agriculture, actively introducing advanced technology at home and abroad, and extending the coffee industry chain vertically, form a modern agricultural industrialization system with integrated and diversified development of planting, processing and marketing. At present, the company has built five primary processing plants with an annual output of 80000 tons of coffee beans. In 2008, the company completed independent research and development of an annual production line with an annual output of 1000 tons of instant coffee powder, which was put into production in August 2008. The second production line introduced Brazilian LOFFREDO & MORETTI ENGENHARIA LTDA 2000 tons / year production capacity concentration production line equipment and technology, ABRES EQUIPAMENTOS INDUSTRAIS LTDA 2000 tons / year production capacity extraction production line equipment and technology, started commissioning in August 2009, fully put into production in September. In 2010, the company invested 463 million yuan to introduce the world's top technology from Denmark and the main equipment produced by Denmark and Germany, and implemented industry-university-research cooperation programs with Kunming University of Technology and Anhui Pharmaceutical Design Institute. The construction of domestic supporting technical facilities started the construction project of a processing plant with an annual output of 10000 tons of instant coffee powder, which was put into production in September 2011. the company's annual production capacity of instant coffee has been raised to 13000 tons of instant coffee powder. In order to further enhance the deep processing capacity of coffee, the company has started the construction of a 20000-ton instant coffee powder plant (10, 000 tons of instant coffee powder and 10, 000 tons of three-in-one packaging plant) in July 2014, with a total investment of 448 million yuan, and the project is expected to be completed by the end of 2016. after reaching the design scale, it can achieve sales income of 1 billion yuan and realize profit and tax of 228 million yuan.

With the expansion of domestic coffee market and the development of foreign coffee market, Dehong Hougu Coffee Co., Ltd. has made great breakthroughs in export trade and domestic sales in recent years. The company's main products are coffee beans, instant coffee powder and Hougu series "three-in-one" coffee. at present, it is mainly sold to Shanghai, Beijing, Shenzhen, Hangzhou and other cities in China. Foreign countries are mainly sold to Germany, Britain, Spain, South Korea, Singapore, Japan, the United States and more than 42 countries and regions. The total import and export volume of the company in 2014 has exceeded 200 million US dollars. In early 2010, the company began to establish national sales channels for three-in-one instant coffee products, and has successfully entered into all large KA stores in Yunnan Province, such as Carrefour and Wal-Mart, and signed long-term supply agreements with China Eastern Airlines Co., Ltd. And Japan UCC Group.

In the process of coffee industrialization, the company attaches great importance to technological research and development and scientific and technological innovation, and strives to build a national brand. The company's central laboratory was established in 2007, and the China Coffee Engineering Research Center was established in 2013. at present, the center has 57 research and development personnel in seedling breeding, planting, primary processing, deep processing and other links, and the original value of instruments and equipment for technological development has reached 8.5372 million yuan. eight projects for the transformation of scientific and technological achievements have been realized, with a total economic benefit of 1 billion yuan and 20 patent applications, providing a strong scientific and technological guarantee for the development of the company. It has greatly improved the competitiveness of the company.

In order to further build Hougu Company into an international first-class coffee specialized enterprise, realize the scale, industrialization, marketization and capitalization strategy of coffee production, and strive to become the top six enterprises in the world coffee industry in 2020, Dehong Hougu Coffee Co., Ltd. has formulated and implemented three major development strategies:

(1) expand the planting base of coffee raw materials and increase the net income of farmers by 1 billion yuan.

(2) to speed up the development of deep-processed coffee products and achieve the target of 5 billion yuan for coffee powder export.

(3) implement the brand strategy to achieve the goal of domestic coffee sales exceeding 10 billion yuan.

In the implementation of the three major strategies, improving the enthusiasm of coffee farmers to grow coffee and stabilizing the economic benefits of coffee farmers are the starting point of the company's development of coffee industry, and actively carry out independent research and development with the introduction of advanced technology at home and abroad. Successfully developed the largest domestic production line of 13000 tons of instant coffee powder, ending Yunnan's management mode of selling coffee raw materials only in the past 30 years, and effectively extending the industrial chain. It has enhanced the competitiveness of enterprises, laid a solid foundation for Yunnan to strengthen and expand the coffee industry, and pushed China's coffee production into a new era.