Yunnan is actively preparing for the establishment of a demonstration zone for the establishment of well-known brands in the national coffee industry.

Solicit clear propaganda slogans. Through extensive social solicitation and many studies and discussions, it is clear that the slogan of establishing a national coffee industry well-known brand demonstration zone is: "create a national coffee industry well-known brand demonstration zone to build the coffee capital of China" and "establish a national coffee industry well-known brand demonstration zone-Pu'er coffee". At the same time, the column of "creating a demonstration Zone for well-known Brands of the National Coffee Industry" was set up on the Pu'er News Network and the Information Disclosure Network of the Pu'er Tea and Coffee Industry Bureau, and the "Pu'er Sanbao" column was set up on the Pu'er Daily News Network. broadcast propaganda slogans at the appropriate time in Pu'er TV station. It is publicized through traditional media such as Pu'er Daily, Tea City Evening issue of Pu'er Daily, International Channel of China people's Radio, Pu'er Radio and other traditional media; it is released through new media such as "Pu'er three Treasures", "Pu'er Coffee", "Pu'er Coffee", "Wechat Public platform", Pu'er Coffee Mobile News, Pu'er Coffee Enterprise Xutong and other new media.

Form the concept of brand building. Actively organize the participation of relevant departments, enterprises and experts to form the brand building concept of Pu'er coffee industry, publicize in the city, and create a good brand culture atmosphere. With the theme of "the Capital of Pu'er and Coffee", the propaganda Department of the Joint Municipal CPC Committee and Pu'er TV Station highlighted the green and ecological characteristics of Pu'er and took three months to shoot and produce promotional films for "the Capital of Coffee of China". Broadcast at various exhibitions and Pu'er coffee promotion activities at home and abroad to comprehensively display the excellent quality of Pu'er coffee and Pu'er city brands. The Municipal Tea and Coffee Industry Bureau and the Municipal Tourism Development Commission have compiled and produced more than 8000 color brochures of "Pu'er Coffee" in Chinese and English, which are distributed at Pu'er coffee competitions, exhibitions and publicity activities in the city. to enhance coffee lovers' understanding of Pu'er coffee all over the country. Cooperate with TV media to produce educational film "Technical Guide to the recovery of Coffee low temperature and Cold injury" and six special scientific and educational films on Pu'er coffee planting, picking, processing, pest control, baking and cup taste, so as to improve the professional skills of coffee practitioners, improve the quality of Pu'er coffee, transmit Pu'er coffee culture, and form the concept of coffee brand all over the city.

Carry out Pu'er coffee brand promotion activities in a down-to-earth manner. A series of activities have been held one after another, such as raw bean contest, hand-made contest, siphon pot contest, coffee culture week and so on. First, three Pu'er Coffee Raw Bean competitions were successfully held. Since 2013, Pu'er City has held a raw bean competition for three consecutive years, inviting world-renowned coffee cup testers to form a cup evaluation group to hold a Pu'er coffee raw bean competition during the coffee harvest season. The raw coffee beans from various Pu'er producing areas were tested and judged according to the standard of fine coffee. In the three competitions, Pu'er coffee scored more than 80 points, accounting for more than 25% of the total number of participants, fully proving that Pu'er coffee is of overall good quality and has the innate conditions and room for expansion. The Pu'er Coffee Raw Bean Competition is also a professional competition with the highest credibility and the largest number of participants in China. The second is to successfully hold the fourth Pu'er Coffee Competition for thousands of people and the World siphon Pot Competition of "Chinese Pu'er Coffee Cup". Since it was held in 2013, the event has received extensive attention and active participation from the coffee industry at home and abroad. Seventeen cities, including Beijing, Shanghai, Taipei, Suzhou, Chongqing, Guangzhou and Chengdu, successfully held the World siphon Pot Competition of "Chinese Pu'er Coffee Cup", which set off a new round of Pu'er coffee whirlwind at home and abroad. it has publicized Pu'er coffee to the broad masses of consumers at home and abroad, further enhanced the popularity and reputation of Pu'er coffee, and laid a solid foundation for Pu'er coffee to establish its brand and go to the world. The third is to successfully hold the first "drunken" Meipu'er Coffee hand Competition. In October 2015, the first "drunken Pu'er Coffee hand Competition" was held, and 13 local coffee enterprises carried out product exhibition and sharing activities in the arena. The 60 contestants came from 35 coffee enterprises and 3 scientific research institutions, with more than 2000 people watching the competition. The successful holding of the event not only provides a platform for coffee practitioners and enthusiasts to display, communicate, communicate and perform, but also broadens the channels for the popularization and dissemination of coffee culture and adds new vitality to the promotion of Pu'er coffee brand.

Establish and improve the quality integrity system. In recent years, our city has deeply implemented the strategy of revitalizing the city by quality and actively carried out the establishment of a "quality corridor". Around the goal of "building the quality corridor into a propaganda gallery of quality culture, a demonstration area for quality improvement, a landscape of quality achievements, a main position for quality benefits to the people, and a big stage for departmental work", set up a number of quality management benchmark enterprises, such as Aichang Coffee, Man Cliff Coffee, Jinshu Coffee, Mojiang Crystal Coffee and so on. Create a good social atmosphere in which everyone cares about quality, everyone attaches importance to quality, everyone creates quality, everyone supervises quality, and everyone enjoys quality, gradually improve the traceability system of coffee product quality, and establish a quality credit information platform.

Formula.

We will steadily promote the construction of an ecological coffee garden. Starting from 2012, newly planted coffee plantations will be renovated in strict accordance with the standards of ecological coffee plantations. Coffee plantations with shade trees must retain their original species; coffee plantations without shade trees are required to plant 10 shade trees of more than 5 species with certain economic value, reaching a shade coverage rate of 20%. Actively integrating 200 million yuan of various funds such as finance, agriculture, forestry, poverty alleviation and immigration, combined with the renovation of low-and medium-yield coffee gardens and the resumption of production projects of low-temperature and cold-damaged coffee gardens, a total of 400000 mu of ecological coffee gardens have been built, accounting for 52.2% of the total area of coffee land in the city. At the same time, the introduction of the European Union, the United States, Japan and other international organic certification and utz certification, Rainforest Alliance certification, 4c certification, cp certification and other international certification systems to encourage coffee enterprises, coffee cooperatives and coffee growers to carry out coffee garden certification. At present, more than 300,000 mu coffee garden in the city has obtained 4c certification, more than 100000 mu coffee garden has obtained cp certification, 42000 mu coffee garden has obtained EU and American organic certification or entered the conversion period, and more than 20,000 mu coffee garden has obtained rainforest alliance certification and utz certification.

Build a standardized coffee processing plant. In places where coffee cultivation is concentrated, according to "fresh fruit cleaning pool", "peeling and degumming machine", "pectin separation pool", "wastewater recovery treatment pool", "peel treatment pool", "sun farm" and "warehouse", there are 7 standard coffee processing plants built or renovated, a total of 542 standard coffee processing plants have been built, the initial processing level of coffee has been improved in an all-round way, and the quality of coffee has been effectively improved.

Actively carry out comprehensive technical training on coffee. The Hot works College of Yunnan Agricultural University, Nestl é, Starbucks and other foreign enterprises have been engaged in coffee talent training for a long time, sending more than 400 professionals to the society every year, providing a solid intellectual foundation for the Pu'er coffee industry to become stronger and bigger. Our city has summed up a set of high-yield cultivation techniques for coffee in production, and compiled "Yunnan small seed Coffee cultivation regulations for High yield and High quality", "Regional Coffee Cold injury Analysis and Countermeasures in Pu'er City, Yunnan Province" and "Coffee low temperature Cold injury Prevention Guide". The coffee test and demonstration field in Pu'er City was established, which played a demonstration, driving and radiation role in ecological planting, production and processing, biological control and so on. Every year during the coffee harvest season and in May and June, we go to various counties (districts) to hold various kinds of training in coffee processing, planting, pest control, baking, hand flushing, and so on, with a view to improving the production and management level of coffee farmers and coffee enterprises.