The first coffee planting in Yunnan exceeds one million mu.

Xiong Xiangjin, chairman of Hougu Coffee, the largest instant coffee production company in China, believes that while improving the brand and industrial chain, the continuous increase in output will also improve the position of Yunnan coffee in the global market.

At the same time, local enterprises in Yunnan, such as Hougu Coffee and international giant Nestle, are also accelerating the layout of the Yunnan market.

The planting area exceeds one million.

At the end of August this year, the Yunnan Coffee Industry Association, together with relevant units and departments, conducted a detailed investigation on the coffee planting area in Yunnan Province. at present, the coffee planting area in Yunnan has exceeded 1 million mu. In fact, coffee cultivation in Yunnan Province has completed the goal of the Yunnan Coffee Industry Development Plan (2010-2020) ahead of schedule.

In March last year, the Yunnan Provincial Development and Reform Commission and the Yunnan Provincial Department of Agriculture jointly compiled a "Yunnan Coffee Industry Development Plan (2010-2020)" (hereinafter referred to as the "plan"), which pointed out: "revolve around the overall goal of building our province into a world high-quality coffee bean raw material base, the country's largest finishing industry production base and trade center." By 2015, the coffee planting area of Yunnan Province has increased to 1 million mu, and by 2020, the coffee planting area of the whole province will be stable at about 1.5 million mu. "

Yunnan coffee used to be unknown in the world coffee pattern because it only depends on export, but with the increasingly obvious location advantage and excellent coffee quality of Yunnan, it now occupies a place in the world coffee territory. Yunnan coffee represents Chinese coffee. According to public statistics, Yunnan is currently the largest coffee bean production base in the country, accounting for more than 98% of China's coffee beans.

From 390000 mu in 2008 to more than 1 million mu now, it took only 4 years to encounter drought and unsale. although it has been tortuous all the way forward, the development momentum of Yunnan coffee industry has never weakened. at this rate, the target of 1.5 million mu will also be completed in the next year or two.

However, with the rapid development, the coffee industry is facing a variety of problems.

Local enterprises seek the right to speak

"at present, of course, the more plants, the better."

At the beginning of this year, due to the influence of the international market, coffee in Yunnan was largely unsalable, and the purchase price of coffee once reached the lowest point in recent years. From this point of view, the establishment of discourse power is an imperative road of development.

The price of Yunnan coffee is not only affected by the international coffee futures purchase price, Yunnan coffee enterprises and industries also need to invest a lot in the industrial chain.

"Coffee enterprises in Yunnan must take a road of branding and industrial chain." Xiong Xiangjin pointed out, "taking the road of deep processing to compete for the right to speak will be the road for the future development of the industry, that is, when the coffee purchase price is low, Yunnan coffee enterprises can influence the international coffee futures purchase price."

Hu Lu, deputy secretary general of Yunnan coffee industry, pointed out in an interview with the Daily Economic News: "if Yunnan coffee wants to gain pricing power internationally, it needs to take the path of Blue Mountain Coffee, build its own popularity and improve the quality of Yunnan coffee."

At the same time, the voice of Yunnan coffee will also face the challenge from the international giants who plough the domestic market.

Earlier this month, Nestl é said it was accelerating the implementation of the Yunnan coffee program after Nestl é provided a variety of technical support to Yunnan coffee producing areas in order to obtain more high-quality coffee beans from Yunnan.

At the beginning of the year, Starbucks announced that it had signed a joint venture with Yunnan Aiyi Group to increase the total amount of procurement in Yunnan coffee producing areas.

The price trend is not optimistic.

"with the increase in global coffee production in 2012, coffee prices are not expected to be optimistic." Hu Lu said frankly, "the impact of the US economic downturn crisis and the European debt crisis on the coffee industry is difficult to eliminate in the short term."