Marketing Channel Strategy of Coffee in Yunnan

After China's entry into WTO, the backward single marketing channel has been unable to adapt to the operation of "Yunnan Coffee". Gradually explore new sales models while maintaining existing traditional sales models. With good policy support and production and processing management, coffee circulation is a key link directly related to coffee sales. In the aspect of distribution, not only the traditional distribution channel model of "producer-wholesaler-retailer-consumer" has been developed and perfected, but also new distribution models should be explored. Specifically, there are four types:

1. Customized marketing

Coffee is also divided into two types in custom marketing: one is B to B, which is commonly referred to as "order farming". Coffee producers can produce coffee according to the requirements of processors or wholesalers, and coffee is harvested by producers directly to processors or wholesalers, or by the latter themselves. The other is B to C, which is a marketing method in which coffee producers and processors carry out special production or variety matching according to the needs of consumers and deliver goods directly to their homes.

2. Network Marketing

Yunnan Coffee website will be opened on the Internet to deliver coffee varieties, specifications, prices and other information to buyers in a timely manner, and can be traded online. Through the network to carry out market research, understand the market situation, guide farmers to adjust the product planting structure, carry out product display, and directly exchange information with domestic and foreign countries through the network,

Home delivery and after-sales service (mainly information feedback). Coffee trade with foreign trade companies and related foreign institutions, introduction of new varieties and planting techniques, export of high-quality coffee, exchange of advanced technology, etc. can be realized through the network.

3. International Coffee Exhibition

The quality and characteristics of Yunnan coffee will be displayed through the International Coffee Expo. The exposition reflects the development of Yunnan coffee industry and attracts overseas trade partners.

4. Sightseeing and Tourism

In recent years, tourism agriculture and tourism agriculture also provide a new way for brand marketing of agricultural products.