Comprehensively improve the brand image of "China Coffee"

In 2012, the final consumption of coffee in China was about 70 billion yuan, and the consumption of coffee beans was about 80, 000 tons, accounting for nearly 1% of the global total. According to the forecast of the International Coffee Organization, there are 2-250 million potential coffee consumers in China, with an annual growth rate of 20-30%. Domestic coffee consumption is expected to reach 100000 tons by 2015 and 200000 tons by 2020.

Yunnan, especially the hot area of Pu'er, is rich in resources and is known as the golden zone of coffee cultivation in the world. Since industrialization and large-scale cultivation in 1988, the coffee industry has developed rapidly. By 2013, the planting area of coffee in the city has reached 716000 mu, with an output of 45000 tons, accounting for more than 50% of the national area and output. On December 10, 2012, Pu'er was named "Coffee Capital of China" by China Fruit Circulation Association. On January 7, 2013, "Pu'er Coffee" has obtained the geographical indication certification trademark of the State Trademark Administration. On December 30, 2013, "Pu'er Coffee" was awarded the geographical indication agricultural products of the State Ministry of Agriculture. On October 30, 2013, "Pu'er Coffee" once again won the well-known trademark title of Pu'er City Bureau of Industry and Commerce. In recent years, Pu'er has successively carried out a series of activities such as "Coffee Tour", "Coffee Night", "barista Competition" and "Coffee Raw Bean Competition", which have played a positive role in promoting Pu'er coffee. However, there is no definite time and platform for coffee activities, and it is very arbitrary and not easy to continue.

Therefore, it is suggested to set up a "coffee day" during the prime time of coffee harvest every year, so as to take this opportunity to integrate the resources of all parties and further promote the brand image of "Chinese coffee" and "Pu'er coffee". Improve the popularity, reputation and influence of "Chinese coffee" and "Pu'er coffee", and expand the domestic and international market share of "Chinese coffee" and "Pu'er coffee". Promote "Pu'er Coffee" to the whole country, integrate into the world, and make every effort to build the brand of "Coffee Capital of China".

During the festival, you can choose the opportunity to hold the "China Pu'er Coffee Culture Festival" and carry out various forms of activities such as coffee competitions, trade fairs, exchange meetings, coffee industry development forums, etc., and organize guests from home and abroad to go to the coffee producing areas to carry out a series of activities, such as "Coffee Tour", "Coffee Night", "barista Competition", "Coffee Raw Bean Competition", "Coffee products Exhibition and Sale", to promote coffee culture and build coffee brands. Marketing coffee products, so as to promote "Pu'er coffee" to the world and integrate into the world.