Studies have shown that China's coffee consumption is growing rapidly at an average annual rate of 15%, much higher than the global average growth rate of 2%, and the market prospects are promising. Yunnan is the main coffee bean producing area in China. At present, the local coffee bean harvest is nearing the end, how is the market this year? The reporter conducted an interview in Pu'er, Yunnan.
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Yunnan: Coffee bean purchase price is lower, and the planting area is shrinking
At the acquisition point set up by an international coffee brand in Pu'er, the reporter saw that some coffee farmers were selling their own coffee beans.
Yunnan coffee growers: the price of coffee beans this year is better than last year, or a bit of a profit, the price of enterprises to say, we coffee farmers do not count.
In the interview, many coffee farmers told reporters that although they were not satisfied with the purchase price, they had to sell them because of the limited storage conditions and fear of mildew of the coffee beans.
Yunnan is the main coffee bean producing area in China, accounting for more than 99% of the country's output. However, for a long time, the price of coffee beans in Yunnan has been benchmarked by the coffee bean futures price of the New York Futures Center, and it lacks actual bargaining power. In recent years, affected by the international coffee market, the price of green coffee beans has continued to decline, and even once fell below the cost price of 15 yuan / kg.
Some coffee farmers who could not make ends meet could not afford to pay more and were forced to cut down trees and destroy their gardens to make a living. The coffee farmers who are still insisting on planting are also helpless.
The data shows that in 2020, the coffee planting area in Yunnan Province was about 1.497 million mu, compared with the peak of 1.831 million mu in 2014, and the planting area was reduced by nearly 20%.
Shu Yang, general manager of Yunnan International Coffee Trading Center: The futures price of the entire coffee should be said to be in a relatively sluggish state in the past 5 years, one is the reduction of planting willingness, and the other is the situation that the abandonment and management are not in place. This year's coffee production is relatively decreasing.
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Yunnan: good quality and high price Specialty coffee opens the market
Yunnan Pu'er coffee bean production accounts for more than half of the province's total, and the number of coffee farmers exceeds 300,000. However, as the main producer of coffee, coffee beans cannot be sold for a price. In order to break this dilemma, some young people in the local area began to try new things.
Xiao Li's father has been growing coffee for more than a decade. Now Xiao Li has taken over his father's role as a second-generation coffee farmer and takes care of his own coffee beans. Xiao Li told reporters that he did not plan to sell now, because the current price of raw bean raw materials was not very satisfied.
At this time, many coffee farmers in Pu'er had to sell coffee beans at low prices, and the reason why Xiao Li had the courage to choose not to sell first was because his coffee beans were of better quality and met the requirements of making specialty coffee. Compared with ordinary commercial coffee beans, specialty coffee emphasizes unique flavor and high quality, and the price depends on the quality, and is not affected by the international futures price.
Yunnan coffee grower Li Fusheng: Labor costs are very high, but it is worth it, if you reach the boutique, the price is almost 30-40 yuan per kilogram, and there is an interval of 30-100 yuan per kilogram.
The reporter roughly calculated an account, Xiao Lijia's coffee green bean production this year is about 60 tons, fine beans account for 20% of them, and the proceeds from all future sales can basically account for half of the total revenue.
Traditional coffee farmers are accustomed to harvesting coffee beans in a picked way, no matter the size, they are all picked down, while the requirements of specialty coffee are very different, in addition to selecting all red fruits one by one, but also have strict requirements for the size and sugar of the fruit.
Martin, Xiao Li's introductory specialty coffee teacher, can be sold to a coffee supplier of an international fast food chain.
Yunnan coffee trader Martin: Finally, many large domestic roasters began to look at Yunnan coffee beans, so everyone began to come and grab, and the price was 50% higher than last year, or even doubled.
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Specialty coffee became popular, consumers fell in love with "Yunnan beans"
The reporter learned that doing specialty coffee not only makes the planting and selection of coffee beans more stringent, but also requires refined processing, and the investment in manpower and material resources is not small. So, how well is such a specialty coffee accepted in the market, and can it compete with traditional coffee brands?
In Kunming, the capital city closest to the place of origin, nearly a thousand cafes of all sizes have opened in recent years. The reporter came to a coffee shop opened in a residential area, and the first few pages of the menu were all specialty coffees produced in Yunnan, which was very popular.
Su Tianyi, owner of a community coffee shop in Kunming, Yunnan Province: This Yunnan sun-dried coffee beans are 68 yuan a kilogram, and this Colombian coffee bean sells for 250 yuan a kilogram, and they have differences in flavor and market recognition.
In recent years, Yunnan has significantly improved its presence by expanding the domestic market and developing specialty coffee, and the same is true online. In 2020, the scale of Yunnan coffee consumption on the Tmall platform reached 245 million, a sharp increase of 135% year-on-year, while the number of Yunnan coffee brands also increased by 80%. Experts believe that the development of the coffee industry in Yunnan still needs to deepen the quality, form a brand effect, and let good products sell at a good price.
Zhang Tao, experimenter of the Kunming Institute of Botany, Chinese Academy of Sciences: The technical side, the talent side and the concept of coffee are all in the big cities and in the terminal market. If these needs are used to reverse the development of the industry, it will be a benign development. So it must have a coffee estate that is closely linked to the end, and bring this information to the coffee farmers to guide them to produce the best coffee.
Source: CCTV Finance