Hougu Coffee: Yunnan's Most Complete Coffee Industry Chain

According to Yang Aijun, deputy director of the Dehong Special products Office, every time the state party committee and state government develop an industry, in order to ensure industrial security, they will consider four factors: first, the immediate interests of farmers; second, the development prospects of the market; third, the strong driving force of leading enterprises; fourth, whether farmers are willing to grow. Among them, it is crucial to choose leading enterprises, not only to have strength but also to have a sense of responsibility, such as coffee bean prices fluctuating this year, but coffee beans of ordinary people in Dehong Prefecture are not unsalable. There is a guaranteed floor price for the acquisition. When the price of coffee goes down, the leading enterprises have to pay for the interests of farmers even if they lose money. When the price goes up, the state stipulates that enterprises must buy at the market price.

Cultivate a complete industrial chain

Among the coffee growing areas in Yunnan Province, the area of Dehong Prefecture is not the largest, but the Hougu Coffee cultivated in Dehong Prefecture is the most complete industrial chain.

The planting base of Hougu is mainly Dehong Prefecture and Lincang City. At present, there are about 200,000 mu of development and planting. Hougu Coffee adopts the mode of "company + base + cooperative" to develop coffee planting. first of all, the idle land of farmers is transferred to the enterprise, the right to the use of the land and the products of production and operation are owned by the enterprise, and the company is planted according to a unified standard. and then contracted to farmers. In this way, farmers can get three incomes: the first is the land transfer funds, the second is the labor fees for farmers to participate in the management of coffee cultivation, and the third is the income from contracted management of coffee. At present, this model has been vigorously promoted in Dehong Prefecture.

In addition, 2007 Dehong Hougu Coffee Co., Ltd. embarked on the road of deep processing development, began to build 3000 tons of instant powder production line. In August 2008, the production line was completed and put into production, and the quality of instant coffee products reached the relevant international standards, with a sales income of 240 million yuan in that year. The 10000-ton instant coffee production line, which was put into production in June 2011, has produced two kinds of high-end products: freeze-dried powder and condensed flavor powder. by that time, the annual output has reached 13000 tons, with an output value of 900 million yuan. At present, the annual output of instant pure powder is about 16000 tons, while Hougu coffee accounts for 13000 tons, and freeze-dried powder and agglomerated granulation powder belong to high-end products.

While speeding up the construction of the raw material base and extending the industrial chain, Hougu Coffee actively opened up domestic and foreign markets, devoted itself to expanding and strengthening China's coffee industry, and formulated and implemented three major development strategies: first, to expand the coffee raw material planting base to achieve a net income of 1 billion yuan for farmers; second, to speed up the development of deep-processed coffee products and achieve the target of 10 billion yuan for coffee powder export. The third is to implement the brand strategy to achieve a domestic coffee sales breakthrough of 100 billion yuan.

The complete industrial chain ensures the vitality of the coffee industry in the state. According to Hu Lu, deputy secretary general of Yunnan Coffee Industry Association, Hougu Coffee was born in Dehong and grew up in Dehong mainly based on five factors: first, the enterprise development strategy is consistent with the Dehong state committee and state government, and it has been valued by the state party committee and state government, which is the basic soil; second, the interests of enterprises are consistent with those of farmers; third, enterprises have a strong sense of brand and a sense of national responsibility. Fourth, leading enterprises have the power of integration. In the development of coffee industry in Yunnan Province, no state or city takes the lead in guiding and integrating the whole process, which is related to the fact that Hougu pays attention to the extension of industrial chain and the background of scientific and technological research and development. In addition to the above four factors, it is also related to the fact that Hougu coffee was born in Dehong and grew up in Dehong.