China's coffee consumption has grown at an annual rate of 20%-much higher than the global growth rate of 2%.
In 2008, Huang Wenguang chose to enter Nankeng, Zhangzhou, Fujian Province to cultivate coffee plantation and began to plant coffee in the field. In his view, coffee is squeezing into the Chinese market dominated by tea culture, and to make coffee truly successful in China, there must be a coffee bean more suitable for the Chinese population and a more Chinese local coffee brand.
On the one hand, market demand plays a very good role in boosting the development of domestic coffee industry; on the other hand, coffee, as a carrier of cultural communication and emotional exchange, has evolved into a life attitude with the gradual blending of Chinese traditional culture. As Richard Chien, a cafe owner, puts it,"China's economy has changed. People are becoming more aware of different lifestyles. Tea is no longer the only thing in people's eyes
Coffee originated in Africa, originated in America and flourished in Europe and America. In 1892, French missionaries brought the first coffee to China and planted it in Zhukula, Binchuan, Dali, Yunnan Province. Up to now, China has a history of coffee cultivation for hundreds of years. At present, coffee is mainly grown in Yunnan, Hainan, Guangdong, Guangxi and other provinces in China. By the beginning of 2016, China's coffee planting area exceeded 1.8 million mu, with a total output of 140,000 tons, accounting for 1.5% of the world's total output.
Coffee culture has gradually approached the lives of Chinese people and has become a drink that people are accustomed to at work and leisure. According to statistics, the annual growth rate of coffee consumption in China has reached 20%, far higher than the global growth rate of 2%. A number of survey data also show that China's coffee market is expected to exceed 1 trillion yuan by 2025, with great potential.
Blue Mountain Coffee, Jamaica Coffee, Mandrine Coffee... These internationally renowned coffee brands have long been familiar. In the past 30 years, China's coffee has transitioned from agricultural primary processing and planting export to today's agricultural export compatible industry. It can be said that it has gone slowly but step by step to build a perfect industrial chain in the process of development. We have reason to believe that Nankeng Coffee, which is firmly committed to fine coffee culture, will become the first wave of Chinese local coffee brands to go international.
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Does Starbucks' rapid expansion affect its brand image? Have a great impact on local brands
It has to be admitted that local coffee companies provide too many products, not sophisticated and specialized enough, and there is still a gap with international brands in terms of quality or cultural atmosphere. However, Hu Lu said that in the face of competition, local enterprises will try their best to grow and create a Chinese-style coffee culture, while foreign coffee enterprises will introduce foreign so-called advanced coffee culture and technology.
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Aroma is the life of coffee quality-the best expression of coffee production process and roasting technology
Aroma is the life of coffee quality, and it can best represent the coffee production process and baking technology, as well as the climate, elevation, variety, refined treatment, harvest, storage, and the appropriateness of baking technology in the consuming country. The aroma of coffee was analyzed by gas chromatography, which proved that it was composed of acid, alcohol, acetaldehyde, ketone, ester, sulfur compound, phenol and nitrogen.
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