Kang'en Bei Yunnan Alpine Coffee Cross-border Distribution of large Agriculture

On a rainy day in a cafe in Hangzhou, Yao Jianlong ordered a cup of Blue Mountain coffee without sugar or milk. "only in this way can we taste the original taste of the coffee." He took a sip and said, "the taste is all right, but it is light, and it belongs to the imitation blue mountain level."

Yao Jianlong used to drink tea every day, but now he not only drinks two cups of coffee a day, but also knows all kinds of coffee-making skills, from roasting to grinding to final brewing.

Yao Jianlong has been a licensed pharmacist for decades. he is now the general manager of Yunnan Kangenbei (600572, stock bar) Biological Valley Development Co., Ltd., and the head of Yunnan Kangenbei Coffee Co., Ltd. His change is a microcosm of the change in the industrial layout of his company.

Coffee beans are neighbors with Starbucks and Nestl é.

Lancang County, Pu'er, Yunnan Province, on a mountain with an altitude of 1100 to 1500 meters above sea level, has no severe cold in winter and summer, suitable humidity and no frost. Kangnbei's 10,000 mu ecological coffee base is located here, which is adjacent to the Yunnan purchasing base of Starbucks and Nestle coffee.

"the seedlings bred last year have now grown to 20 or 30 centimeters tall." Every month, Yao Jianlong drives up the mountain for more than four hours to watch the coffee seedlings grow.

This coffee variety, called small-grain coffee, is currently the high-end variety in the world. The most classic is Blue Mountain Coffee. Small-grain coffee is mostly produced in Brazil, Jamaica and Colombia in South America. Because of the strict requirements on altitude, latitude, rainfall and soil quality, only a small part of southern Yunnan can be grown in China, of which Pu'er is the most suitable area.

In Pu'er, the suitable area is less than one million mu. At present, 420000 mu of coffee has been planted. In order to find the right land, Conbey's team has been selecting sites for a full year since 2010.

"small grains of coffee are delicate and must be taken good care of." Yao Jianlong said that it is no easier to serve coffee trees than to cherish medicinal materials. In order to create a balanced climate environment and control diseases and insect pests, more than a dozen other tree species should be planted in each mu of coffee forest; the soil should be pure, and the organic matter and various element components of the soil should be tested regularly, and what is missing; seeds are excellent small seeds imported from Jamaica, and it will take half a year to cultivate seedlings alone; in order to ensure the survival rate, each seedling has strict requirements on planting depth, types of base fertilizer, weeding and loosening soil.

Conbe coffee will be available in capsules

A coffee tree can generally be harvested 3 years after planting and form a large-scale yield 5 years later, with an average yield of 100,200 kilograms per mu. While waiting for the coffee fruit to ripen, Kangnbe Yunnan Coffee Company is still busy with the next step: deep processing of coffee.

"as soon as possible, Conbe's coffee will be on the market by the end of the year." Yao Jianlong said.

What are the characteristics of Conbe Coffee and how to compete with international giants?

At present, there are two modes in the coffee retail world, one is the coffee bar represented by Starbucks, and the other is the instant fast elimination model represented by Nestle and Maxwell. Avoiding the edge of several bosses, Conbey chose the third path. "our positioning is China's local high-end coffee brand, the advantage is that we have high-quality coffee fruit raw materials." Yao Jianlong has a good tone.

As for the specific products, the coffee produced by Conbey mainly promotes high-end coffee beans and deep processing products, and will also launch a variety of functional and interesting coffee series, such as anti-fatigue, weight loss and so on. At the same time, the packaging of the products will also brighten the eyes of customers, including coffee capsules and ear-hanging coffee with strong taste. "as soon as the end of this year, these products will be unveiled in direct stores in Yunnan, Hangzhou, Beijing and Shanghai, and consumers can experience the fun of grinding and bubbling." Yao Jianlong said that during this period of time, they have been inspecting local stores. In addition to the retail market, another target market is aimed at high-end catering hotels in China.

Coffee opens the way, Conbe lays out large-scale agriculture

In my impression, Conbey has been associated with medicine for many years. It was a bit of a surprise to play coffee across the border this time.

In response, Conbey said it was a coincidence of opportunity. Before growing coffee, Kangnbei had chosen to "go up the mountain" to engage in agriculture, and planted more than 100,000 mu of alpine rare medicinal materials such as Dendrobium candidum in Pu'er, Yunnan, to develop to the upper reaches of the industrial chain.

Coffee is a windfall: local unique climate resources, mountainous coffee trees and base purchases by coffee tycoons such as Starbucks have gradually stimulated their interest in growing. At the same time, Conbey also has a financial advantage. What fascinates them even more is the potential huge market for coffee.

"No matter how large the scale of medicine is, it cannot be compared with food." Last year, the global trade volume of coffee raw materials reached 8 million tons. China consumes 80 to 100000 tons of coffee every year, while its output is only 40, 000 to 50, 000 tons, which is equivalent to half of the coffee imported. At the same time, with the acceleration of urbanization and globalization and the change of domestic consumption habits, there is still a lot of room for growth in this consumption.