On december 15, the consumer news network (reporter zheng hongmei shin army) opened the china international tropical agricultural winter fair (hereinafter referred to as “the winter fair”) in 2022 at the haiguchi international convention centre. On the opening day of the winter fair, the first coffee whole industry chain development forum, 2022, was held at exhibition 1. The participating government leaders, entrepreneurs, expert scholars, industry associations, growers, etc., addressed the issue of breaking down the development of hainan coffee as an opportunity to raise awareness and influence of the hainan coffee brand; to promote the integration of industry, promote the production and marketing of coffee and contribute to the construction of a free-trade port in hainan; and to fully exploit the cultural content of hainan coffee and integrate “coffee+” into urban life in a diversified manner, making the culture of coffee an important component of urban culture。
Markets and prospects for the coffee industry
At the forum, experts shared the current market and prospects for the coffee industry in our country. According to authoritative data, the size of the chinese coffee market was approximately $38. 17 billion in 2021, and the domestic coffee market is expected to maintain a growth trend of 27. 2 per cent, well above the global average of 2 per cent. The chinese coffee market, which is expected to reach around rmb 100 billion by 2025, has become the world's largest coffee-consuming market. China's coffee market space is expanding and will enter a period of high growth in the future. The country has more than 160,000 coffee-related enterprises, the main brands of which are the big brand chains of hatoshima coffee, starbucks, costa, nestlÉ coffee, shyuki coffee, etc。
Coffee, one of the world’s three largest drinks, has become a normal “fruit” for the majority of the population, and domesticized with tea, is a popular bubble drink, and entry into the market has become a pattern of slow-quality coffee experience shops, bags of fast-melted coffee, fast-quality coffee, “coffee +” (e. G. Coffee + dessert, coffee + breakfast, coffee + folk snacks, etc.). In particular, fast-quality coffee, including soluble coffee and coffee fluids, has been outstanding for almost two years, with a number of new brands rapidly taking over the market on a single product and becoming social platforms。
Hanan province standing committee, minister of information, deputy governor of the provincial government wang bin, secretary of the department of agriculture and rural affairs of hainan province party, chairman of the ho jong-sang coffee fair
Current status and bottlenecks in the hainan coffee industry
According to experts, the best coffee production in the world is in the “coffee belt” in hainan, between latitude 15° north and the regression line, where the coffee produced is thick, not bitter, not strong, with a bit of fruit and the quality of the coffee is high。
Hainan is not the origin of coffee, but it is one of the first areas in the country to grow and process coffee and is the main producer of chinese coffee, which has a deep cultural heritage of coffee. As one of china's three main diasporas, the culture of coffee in hainan is closely related to chinese. In 1935, returning chinese nationals brought coffee back to hainan from abroad to start processing coffee. Since then, coffee has become an indispensable daily drink for the hainan people and a companion to visitors from the field。
The main types of coffee in hainan today are vaninghing long and summaifou mountains, which are the primary coffee-growing areas of the chinese-spectrum robusta and our country, and the small grains of lebrica, which are grown sporadically in the village of wen changmai. As the country's main producing area of robsta beans, hainan has a history of coffee tradition and cultivation for more than half a century, but has not been able to become a popular “puppet” in the coffee market, for reasons that are very interesting。
The president of the hainan baking association attended the first coffee whole industry chain development forum at winterfest
The president of the national technical committee for professional standardization in hainan and the association of the baking industry in hainan province shared this message with the view that there are currently significant bottlenecks in the development of the hainan coffee industry. The area under cultivation is small and the production capacity is insufficient. At present, coffee cultivation is small throughout hainan province, at about 14,000 acres, mainly in four major growing areas, concentrated in vanning, pasha, june and sumatra, with an area of about 3,000 acres harvested, yielding about 400 tons per year. The coffee trade is difficult to produce a scale effect and meet fast-growing market demand. Cultivation costs are higher, profits are lower and cultivation incentives are low. The high cost of coffee cultivation and the low price of fresh fruit purchases have led to low incentives for farmers to grow; the combined cost of fertilizer, labour, infrastructure, etc., is about $3,000 per acre, with only several hundred dollars per acre after cost has been eliminated, and not even earning or earning. Regional advantages are not highlighted and brands are weaker. Hainan's well-known coffee brands, such as hinglong, south, mother mountain coffee mai, coyolan, etc., account for the vast majority of the local market share, but few of them exit from hainan。
The sales manager of the rhesus coffee, amin, said that henan's coffee bean prices went hand in hand with the world's best brazilian coffee prices, but in field management, in screening techniques, the processing of coffee fruit was poor. Despite the current high quality of coffee, such as coffee from fukuyama and hinglong, it is difficult to get out of the island because of the high prices that continue to divide the market only in the southern mainland of the sea。
“hainan coffee does not form its own chain of processing industries, much of which is made purely by hand, and this speed does not facilitate the development of hainan coffee.” xiaohua, vice-president of the hainan coffee industry association, said that hainan had more than 10 indigenous coffee brands, that coffee beans were dominated by autonomous consumption and tourism consumption, with 10 per cent self-consumption and 90 per cent tourism consumption. At present, the price of hainan coffee beans is much higher in viet nam, natural traders are more willing to purchase and use vietnamese beans, and farmers are less motivated to grow, and the production of native hainan coffee beans is low and insufficient for domestic demand is one of the bottlenecks to local coffee beans development. The coffee beans grown locally in hainan are still in the traditional pattern, with no classification criteria for overpacking, lack of regulation, random packaging by operators, non-transparent and unchallenged deficiencies。
The secretary-general of the hainan coffee industry association stated clearly that the area under which henan was growing had been growing over the years. However, current management, planting techniques, combined with high prices, and the receipt of all kinds of coffee by some intermediate buyers, have resulted in poor quality coffee being sold by some businesses。
Henan coffee’s way out: how to be strong
Hainan coffee is very promising, with policies encouraging farmers to grow coffee in the cities of summae and vanning. However, there are also many experts who believe that the development of the hainan coffee industry, which is to be branded as a quality, should not be limited to the blind expansion of cultivation。
Quanhua noted that curry should be regulated in terms of cultivation and management, and that the government should develop more coffee-processing enterprises and build industrial chains. At the same time, hainan coffee has to follow the path of refined processing and brand marketing, fully exploit the content of coffee, improve the quality of the end product, integrate hainan coffee into tourism and further extend the coffee chain. On this basis, there is also a need for all levels of government to use financial instruments to implement a range of optimizations。
“the future coffee market will be more demanding. Next, we will expand the area where coffee is grown, brand coffee from its origin, raw materials, and incorporate the culture of hainan into brand packaging, making the coffee market bigger and stronger.”
It has been noted that coffee cultivation, processing, marketing and consumption are fine cultures, and that hainan does the coffee industry, which cannot grow on a scale comparable to yunnan, but can compete with yunnan quality and branding. Like starbucks, nestlé is based on culture and brands, not blindly planted。
The director of the department of agriculture of hainan province said that the coffee industry should be market-oriented and cost-effective. It is imperative that effective measures be taken to protect and make existing coffee brands and that farmers be allowed to grow their crops through coffee。
“hainan coffee requires deep thinking to identify the pains and advantages of industrial development, and to follow the unique route of hainan coffee, further reflecting the value of industry.” in the evening of the evening, it was said that the development of the hainan coffee industry would be facilitated first through the flow chain and that the coffee trade would insert international wings for hainan coffee. Second, through the “coffee+” and “fast coffee” models, coffee applications are being developed, low-end high-school products are being developed, industrial integration is being promoted, leading to brand-led industries and rural renewal. We could also provide a wide margin of profit for the coffee-processing industry, based on policies such as tariff-free intra-trade processing of value-added goods from hainan port。
The industry reminds that around 2007, the price of yunnan pupu tea went up and down again. Such dramatic gestures have made yunnan's tea farmers taste sweet and suffer. In the past two years, the sea-south coffee cultivation has dramatically increased, and future production will multiply, and will it be possible to repeat the tragedy of yunnan-pu ma tea, which requires an advance plan by the government authorities to prevent the “coffee-scamel farmers” from happening。
Culture empowers "coffee plus" to create the hainan character coffee chain
There was consensus in the debate. Experts agreed that the way forward for the hainan coffee industry lies in innovative thinking and, more importantly, in highlighting its characteristics. The coffee industry in hainan must be an industrial carrier with strong sea-south characteristics and advantages. Building on historical culture, scientific quality, creating a standard system for the production of high-quality hainan coffee, highlighting the differences in the taste quality between hainan coffee and robusta, viet nam, brazil, indonesia, india, laos, etc., and identifying the heinnamite quality is the key to stabilizing the quality of hainan coffee。
In terms of packaging, innovation in the way in which they are integrated ... Promote the characterization of the hainan coffee industry, plan financial support, create “cultural+internet+coffee+tourism” café eco-cafés, closely linking “café+” and hainan-specific snacks, tourist attractions, free shopping, folk culture, etc., to form a new age-specific coffee culture in the hainan; and promote the expansion of the hainan coffee industry and the persistence of the small, lean, base-based, estate-based path。
To promote the standardization of the henan coffee industry, to establish a platform for the control of heinnam coffee, to improve the quality of coffee life in heinnam; and to promote the branding of the heinnam coffee industry, through government advocacy, cultural leadership and the story of heinnam coffee. It is necessary not only to support the hainan local coffee champions, but also to introduce off-site beverage giants。
On the road to “go out” south coffee in territorial waters, innovative creative coffee derivative chains, drawing on the experience of cities such as shanghai, guangzhou and hangzhou, creating indigenous cultural features and even explosive products, combining traditional coffee marks with geography cultures, organizing coffee culture weeks, coffee museum exhibitions, etc., further explore innovative practices and cultural expressions in the area of coffee, passing on city temperatures and winds, and promoting the hainan coffee culture as a positive element in helping to build sea-south free trade ports。
The secretary-general of henan provincial council, shen xiaoming, has stated: “with a good policy of free trade, bringing together domestic and foreign enterprises, developing coffee trade, actively developing coffee derivatives, etc., henan has been established as the main channel for china's international coffee trade.” hainan has put on the agenda the establishment of a national coffee focal point laboratory, a coffee-breeding centre, an innovation centre, a coffee trading centre, a quality monitoring and inspection centre, a research institute, etc., to map the quality development of the coffee industry. Make explosives, tell good stories, make a whole chain, and may henan's coffee come out of the island and shine the world。
