China Food

Yunnan coffee is sold cheaply: the industry ranks first in China, but it has become a cheap supplier of transnational capital

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Yunnan coffee, only climb out of the low-end position of the industrial chain, can be promising.
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In 2020, when the epidemic hit, many industries in China have suffered a major blow. It is strange that the epidemic has not affected the layout of the capital tycoons in the coffee consumption market
McDonald’s McDonald’s plans to invest 2 billion 500 million yuan in the next three years, and open more than 4000 stores in Chinese mainland;
Starbucks opened 581 stores in 2020, and opened new records in the fourth quarter, and
Sinopec also entered the coffee track, joined the coffee, launched the coffee of easy to enter the gas station consumption channels, and
After the National Palace Museum, Tongrentang, a time-honored Chinese brand, has opened a new cafe named “Zhima health”, selling health preserving coffee in the form of healthy dining experience of traditional Chinese medicine
coffee consumer market is very popular, but behind it lies the pain of Chinese coffee being sold cheaply.
coffee industry in Yunnan.
but if you ask this question in Yunnan, the local people can talk about it, because Yunnan’s coffee industry is about the same as China’s coffee industry.
why do you say that?
let’s start with a set of data.
the planting area of coffee in Yunnan accounts for more than 99% of the whole country; correspondingly, the output of coffee beans in Yunnan also dominates the whole country, with 150000 tons per year.
in terms of export trade, about 95% of the raw coffee beans produced in Yunnan are sold abroad and exported to 55 countries and regions such as the European Union, the United States, Japan and South Korea, earning 1 billion yuan of foreign exchange each year. Photo source: the official website of Yunnan Coffee Association?
coffee is a very picky cash crop: if you want to stay in areas with spring like seasons, the temperature is 18-25 degrees, the humidity is moderate, and the annual precipitation is 1500-2259mm; the altitude should not be high or low, 200-2000m; the sunshine should be sufficient, and the soil drainage is good
in short, coffee trees have high requirements for their growing environment.
the natural environment of Yunnan can just meet these conditions, and it is suitable for the growth of coffee trees.
but if the coffee industry can take root, these two points alone are not enough, and there must be appropriate historical opportunities, which is called human harmony.
it is said that the industrialization of coffee in Yunnan started with the establishment of new China.
Chinese people had no habit of drinking coffee. In 1952, during the honeymoon between China and the Soviet Union, in order to meet the needs of the Soviet Union, the government searched for coffee plantations in China.
coffee trees were introduced by missionaries in Yunnan in the late Qing Dynasty and the early Republic of China, and the geographical environment was also suitable, so Baoshan began to industrialize coffee planting.
at that time, most of Yunnan coffee was exported to the Soviet Union to earn foreign exchange, and Yunnan coffee ushered in the first development opportunity. A 6031 a 60205 distribution of coffee producing areas in Yunnan.
coffee beans have no market, so many coffee farmers cut down the coffee trees and planted other crops, resulting in the stagnation of coffee industry in Yunnan.
in the early period of reform and opening up, there were only some coffee trees on the roadside of Yunnan Myanmar highway and in the courtyard of some farmers in Yunnan. However, this does not prevent the advantaged Yunnan from entering the sight of multinational companies.
South America has always been the main producer of coffee. In order to reduce the risk of natural disasters and suppress the price of coffee raw materials, Nestle, the global leader of instant coffee, plans to open up new coffee plantations in the world. In 1980s, Yunnan Pu’er became the first choice.
under the promotion of Nestle, the coffee industry in Yunnan is developing again.
Nestle first set up a purchasing station in Pu’er in 1988 to help farmers introduce coffee; three years later, it began to purchase coffee beans from coffee farmers; in 1992, in order to better guide the local coffee planting industry, Nestle established a coffee agronomic service department in Yunnan Province. Over the past 30 years, Nestle has sent six generations of foreign experts and a team of Chinese experts to Yunnan to train and help more than 36500 farmers. More than 20000 people have registered to participate in the training of field management, processing technology and best agricultural practices provided by Nestle.
at present, Nestle has nearly 1400 suppliers in Yunnan, of which small farmers account for about 89%, and the annual purchase volume is about 10000 tons. A 6031 a 60207 the Nestle coffee center a 6031 a 60208 in Pu’er of Yunnan Province can’t sell at a high price. A 6031 a 6031 a 6031 one day, the place is convenient and the people are harmonious, and Yunnan coffee has experienced brilliant times.
in 2011, Yunnan’s raw coffee beans sold at a “luxury” purchase price of more than 25 yuan per kilogram. Although there is still a long way to go compared with the purchase price of 40 yuan for coffee beans of the same level abroad, this is the peak of Yunnan coffee.
did not want to, the market quickly turned straight down, since then, the purchase price of coffee beans was low.
coffee is a typical international trade commodity. Its price is greatly affected by futures and is easily controlled by capital.
in November 2017, the price of coffee futures fell all the way to 107 cents per pound, equivalent to 14.3 yuan per kilogram in RMB, which has fallen below the planting cost of 14.67 yuan per kilogram of coffee farmers in Yunnan.
sure enough, the purchase price of shelled coffee beans (coffee rice) in the second year made it impossible for coffee farmers to recover the cost. Many farmers cut down the coffee trees and planted other crops.
in 2018, the benchmark price of coffee in an exchange
, the price of low-end raw materials continued to decline, and the price of high-end processed coffee was not high.
in 2018, the market price of high-quality and moderately roasted coffee beans in Huaguo Mountain of Yunnan Province was about 69 yuan per half pound, while that of Polsa coffee beans, which were also moderately roasted, was 118 yuan per half pound, and that of Nicaraguan coffee beans, which were slightly worse, was 90 yuan per half pound.
Yunnan coffee fell into a low ebb and sold cheaply for a long time due to its own reasons.
first, the low-end planting layout. The varieties of
in Yunnan are relatively single and low-end, most of which are catimor subspecies of Arabica.
is disease-resistant and high-yield, but it has a little astringency and low differentiation, so it can only be used as the raw material of instant coffee.
at present, ordinary commercial coffee beans account for 85% of the total output, high-grade commercial coffee beans account for 10%, and boutique coffee beans account for only 5%.
the planting area ratio of the main coffee producing states in Yunnan is the second, and the industrial structure is unreasonable.
the coffee industry in Yunnan is mainly planted, with single mode, small scale and scattered, excessive dependence on the first industry, insufficient extension of the second and third industry, low output value and lack of comprehensive competitiveness.
as there is still a gap between the processing technology of coffee and that of developed countries, the export of coffee in Yunnan is mainly made of raw coffee beans with low added value.
third, low recognition of origin.
less quality, low-end industry, low market awareness. For a long time, few brands have indicated the origin of coffee in Yunnan.
of course, now with the strengthening of our brand awareness, there are more and more drinks marked with Yunnan coffee. In addition to its own problems, the reason why Yunnan coffee can’t be sold is that it is exploited by transnational capital.
the multinational capital represented by Nestle has spent a lot of efforts in promoting the development of coffee industry in Yunnan, but after all, the capital wants to “eat meat” and will not do charity. For decades, Yunnan coffee has provided high quality and low-cost coffee raw materials for multinational capital. Picture of Yunnan coffee source: People’s net · Yunnan channel A631, but because there is no exact industry standard and lack of deep processing technology, Yunnan coffee is passive in pricing power everywhere.
according to the official data, each ton of Yunnan coffee beans is sold at least 3000 yuan less than the same products in the world. In this way, China has lost at least 10 billion yuan in the past 30 years!
some economists have calculated that for a cup of coffee about 30 yuan, the part that falls into the hands of coffee farmers is only 20 cents! With high quality, high price and low cost raw materials, multinational capital has been able to expand China’s coffee market step by step.
China’s coffee beverage market is developing rapidly, reaching 11.5 billion US dollars, and still growing at an annual rate of more than 10%.
and this market has almost always been monopolized by transnational capital.
China lacks local coffee brands and brand building of coffee culture. Many people think that drinking coffee is a foreign consumption culture, and the recognition of Yunnan coffee is very low.
the domestic coffee industry has even formed an unwritten unspoken rule: many coffee enterprises and businesses like to look for a long way from the near and import foreign coffee at a price one to two times higher than that of Yunnan coffee. Li Xiaobo, President of
Yunnan Coffee Association, pointed out to the point:
Yunnan coffee is often exported overseas at a low price and sold back to China at a high price after being packaged and labeled by foreign coffee enterprises.
many people drink foreign coffee and are complacent. They don’t know that a large part of foreign coffee actually comes from China.
Yunnan coffee was bought at a low price. After going abroad, it became an “imported coffee” and sold to Chinese consumers at a higher price.
multinational capital is eating coffee farmers at the top and consumers at the bottom! A 6031 a 60213 how to do a 6031 Yunnan coffee, how to get out of the fate of being sold at a low price? First, cultivate the international pattern.
coffee itself is an imported product and an international industry. If we only focus on the domestic market and think that we can eat enough if we make a good job of the domestic market, we are doomed to starve to death.
it is a long-term plan for the development of coffee industry only to set a long-term vision and form a good international trade relationship.
second, cultivate the consciousness of excellent products.
high-quality products have a high degree of differentiation, can drive the development of an industry. In order to create high-quality products, we need not only good coffee, but also government support and business incubation, industry standards and brand building. Third, develop supporting industries.
in the coffee industry chain, in addition to planting, we have to work hard in processing, warehousing, logistics, trading and other links, especially in financial services and intensive processing.
industry chain is sound, high added value, high profit, the industry can be healthy development.
fourth, improve technology research and development. There has always been a problem of standardization in the industrialization of
crops. The technology of coffee planting and processing in Yunnan still needs to be broken through to ensure that the standard of coffee output is consistent.
at present, the per capita coffee consumption in China is still very low. Compared with 5.6kg in the European Union and 4.2kg in the United States, China’s coffee consumption is only 0.03kg, which means that China’s coffee market is very large and has a bright future.
with an annual growth rate of more than 10%, this market has a good chance, and may even breed the world’s leading coffee companies.
Yunnan coffee, only climb out of the low-end position of the industrial chain, can be promising.
this is the fate of Yunnan coffee and also the fate of made in China.
source: zhengjieclub (ID: zhengjieclub), reprint authorized. Joining the community: Cherry (wechat: 15240428449); business cooperation: Amy (wechat: 13701559246). high quality original | collagen peptide | sustainable wind direction of walnut element inventory in 2020 | major event of inventory in 2020 | daily new product stew: Isee small trend | editor’s | read

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