A ten thousand word article that talks about coffee: Although you often drink it, how much do you really know about it?

Welfare

Text | Edited by Poker Investor

Introduction

Coffee ranks first among the world's "three major beverages" in terms of production, consumption and output value. The main production areas are concentrated in tropical and subtropical South America, Asia, Africa and developing countries and regions; however, consumption is spread all over the world, especially in developed countries. This article introduces the basic knowledge of coffee, factors affecting coffee prices, and the current development status of China's coffee industry in detail, hoping to help readers establish a new understanding of coffee.

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Coffee is a special tropical agricultural product, produced in more than 70 tropical and subtropical countries and regions. The trade volume and value continue to grow, and the consumer market is huge. Its output, consumption and output value are all ranked first among the world's three major beverage crops. China's coffee industry has a certain foundation for development. Especially in recent years, with the support of national preferential policies, China's coffee industry has achieved rapid development and remarkable benefits, but it still faces many problems in production and processing. It is necessary for all parties to actively take effective measures to promote the sound and rapid development of China's coffee industry. Coffee ranks first among the world's "three major beverages" in terms of output, consumption and output value. The main production areas are concentrated in tropical and subtropical South America, Asia, Africa and other developing countries and regions; however, consumption is spread all over the world, especially in developed countries. As a primary product in the trade field, coffee has great potential for future technological processing and multi-purpose development and a broad market. In China, coffee really became a commodity production and planting in the mid-to-late 1950s, and developed rapidly after the 1990s. Although the current production and sales volume accounts for a small proportion of the world, the planting scale has expanded, the yield per unit area ranks among the highest in the world, and the total output has increased significantly. The vast subtropical region in the south has unique geographical conditions for growing coffee. As long as the deep processing of coffee production technology is strengthened and the level of production and sales management is improved; as long as investment in science and technology and R&D efforts are increased, "national brands" are gradually cultivated and a large-scale operation model is created; while moving towards the international market, attention is paid to developing the domestic market, the development prospects of China's coffee industry will surely be considerable.

This article is divided into the following three chapters, which introduce all aspects of coffee in detail, including Chapter 1: Basic Knowledge of Coffee, Chapter 2: Factors Affecting Coffee Prices, and Chapter 3: Current Development of China's Coffee Industry. I hope it can give readers a new understanding of coffee.

1 Coffee Basics

1. Definition of Coffee

[Scientific name] The small-grain variety is Coffea arabica L., the medium-grain variety is Coffea canephora, and the large-grain variety is Coffea liberica

[Alias] The small-grain variety is also called Arabica, the medium-grain variety is also called Gamfra, and the large-grain variety is also called Liberian. There are two main common types: Arabica and Robusta.

【Family】Rubiaceae, Coffea

Also known as coffee tree, Arabic coffee, etc., it is the national flower of Yemen. Before the 6th century AD, Yemen was always called Arabia, so the coffee trees transported from them to other places were also called Arabic coffee trees. The name coffee comes from the Arabic word "Qahwah", which means plant beverage. Later, when coffee spread to all parts of the world, it was named after its place of origin "Kaffa". It was not until the 18th century that it was officially named "coffee". In plant taxonomy, it is an evergreen shrub of the Rubiaceae family. The side branches extend horizontally and are opposite, and occasionally there are three branches in a whorl; the single leaves are opposite, and the flowers are 2 to 10 clusters in the leaf axils. The fruit is an oval drupe, the primary fruit is dark green, and it is yellow-red or purple-red when mature. The fruit of coffee is formed by the outer skin, pulp, inner skin, silver skin, and the seeds (coffee beans) wrapped in the innermost layer by the above layers. The seeds are located in the center of the fruit, and the parts outside the seeds have almost no use value.

2. Coffee Origin

Coffee originated in the tropical regions of northern and central Africa, and has been cultivated for more than 2,000 years. At present, the world's main coffee producing areas are Latin America, Africa and Asia. According to statistics, 76 countries in the world cultivate coffee, and the main consumption areas are Europe and America. my country's coffee was first introduced to Taiwan in 1884. In 1908, overseas Chinese brought back large-grain and medium-grain varieties from Malaysia to Hainan Island. At present, the main cultivation areas are distributed in Yunnan, Guangxi, Guangdong and Hainan. The production area of ​​coffee is generally between 25 degrees north latitude and 30 degrees south latitude, covering most countries in Central Africa, East Africa, the Middle East, India, South Asia, the Pacific region, Latin America, and the Caribbean. The reason why coffee is mainly concentrated in this region is that coffee is extremely vulnerable to frost damage, and the temperature and humidity in tropical regions are most suitable for the growth of coffee.

World Coffee Belt

There are more than 600 countries in the world that produce coffee, and the annual trade in raw coffee beans (unroasted) is worth $14 billion. The most favorable planting area for coffee trees is between the equator and the Tropic of Cancer (approximately 25°N to 25°S). The coffee tree-growing countries in the world are mainly distributed in tropical and subtropical regions such as North America, South America, Africa, and Asia, which are also known as the "Coffee Belt" or "Coffee Zone".

The annual average temperature in the coffee belt is above 20oC. Because coffee trees are tropical plants, they cannot grow normally if the temperature is below 20oC.

1) Climate conditions:

Arabica coffee cannot tolerate high temperature and humidity, nor can it be kept below 5°C for a long time, so it is mostly planted on steep slopes at altitudes of 1,000 to 2,000 meters. On the other hand, Robusta coffee is mostly planted in lowlands below 1,000 meters because of its strong adaptability (the original meaning of Robusta is "tenacious and strong").

The country has an average rainfall of 1,000 to 2,000 mm, which, combined with moderate sunshine, is the most suitable environment for coffee growth. However, Arabica coffee cannot tolerate strong sunlight and extreme heat, so it is suitable for planting in terrain prone to morning fog, especially in places with a large temperature difference between day and night. In addition, some places also plant shade trees (trees with trunks taller than coffee trees and large crowns) to avoid direct sunlight.

2) Soil quality

Simply put, the soil suitable for growing coffee is fertile volcanic soil with sufficient moisture and water and rich in organic matter. The soil has a subtle effect on the taste of coffee, such as coffee planted on acidic soil will have a stronger sour taste.

3) Terrain and altitude

Generally speaking, coffee produced at high altitudes has better quality. Because there are mountains running through the center of the continent, coffee producing countries in Central America use "elevation" as a grading standard. Although coffee plantations are located on steep slopes, which is inconvenient for transportation, transportation, and cultivation management, such terrain has low temperatures and is prone to morning fog, which can alleviate the strong sunlight unique to tropical regions, allowing coffee fruits to fully develop and mature.

However, high-quality coffees such as Jamaican Blue Mountain and Hawaiian Kona are not grown in highlands, because as long as there is suitable temperature, rainfall and soil, morning fog and large temperature difference between day and night, high-quality coffee can be grown. Therefore, elevation can only be regarded as one of the reference standards for judging the grade of coffee. Although elevation is important, the terrain and climate conditions of the origin are more important.

In addition, Robusta coffee, which is native to Congo, is grown in lowlands below 1,000 meters above sea level. Unlike Arabica coffee, it grows fast and is resistant to pests and diseases. It can also be grown in infertile soil. Therefore, its taste and aroma are far inferior to Arabica coffee.

3. Types of coffee

The taste of coffee beans is mainly determined by the type of coffee tree. There are about 40 species of coffee plants, but there are only three types that we often see and can produce commercially valuable coffee beans. These three are also the most famous commercially cultivated coffee species in the world. They are also called the "three original species of coffee."

(1) Coffee Arabica

Arabica, also known as small-grain coffee, originated in the Abyssinian Plateau of Ethiopia (now the Ethiopian Plateau). It was used mainly for medicinal purposes in the early days. The habit of roasting and drinking it was cultivated in the 13th century. It was introduced to Europe through the Arab world in the 16th century and became one of the most popular beverages in the world. (Before the 15th century, coffee was monopolized by Arabs for a long time, so it was called "Arabic coffee" by Europeans).

Arabica coffee accounts for about 65%-80% of the world's coffee beans. Its excellent flavor and aroma make it the only coffee that can be drunk directly and alone among these native species. However, it has low resistance to dryness, frost damage, pests and diseases, especially to leaf rust, the biggest natural enemy of coffee. Therefore, all producing countries are committed to improving varieties. For example, Sri Lanka, as we all know, was once one of the well-known coffee producers. However, due to the rampant leaf rust in the late 19th century, all coffee farms were affected. Since then, Sri Lanka has turned to the development of black tea and is also a black tea kingdom in India.

Arabica is an evergreen shrub with oval dark green leaves and oval fruits. The kernel is small, the skin is thick, the flesh is sweet, and the product is fragrant. There are usually two slightly flat beans. The bean body is small and round, the front is long oval, the middle crack is narrow and curved in an S shape, and the back of the bean is round and flat. The caffeine content is about 1%-1.7%, so it is also called "light coffee". It is the main cultivated variety in the world, and the planting area and output account for more than 80% and 90% of the world's total coffee area and total output respectively.

Growing environment: Arabica coffee trees mostly grow at an altitude of 900-2000 meters. The higher the altitude, the lower the temperature, the longer the growing period, and the richer the nutrient content of the fruit. However, areas with too high altitudes will experience frost, which may freeze the coffee trees to death. It is relatively cold-resistant, with a suitable growth temperature of 15-24℃, high humidity, and an annual rainfall of no less than 1500 ml. It also has high requirements for cultivation techniques and conditions.

Main production areas: Arabica coffee beans are mainly produced in South America (except Argentina and parts of Brazil), Central American countries, Africa (Kenya, Ethiopia, etc., mainly East Africa), Asia (including Yemen, India, and parts of Papua New Guinea), (A small amount of Arabica coffee beans are also grown in Yunnan, Hainan, Taiwan, and Fujian in China.)

Main characteristics: Arabica coffee beans are also known as high mountain beans. Their main characteristics are: strong aroma; not prone to bitterness; moderate coffee oil content; high acidity; caffeine content is 30%-40% of Robusta.

(2) Robusta (Coffee Robusta Linden)

Robusta, also known as medium-grained coffee, is a leaf rust-resistant variety found in Congo, Africa, and has stronger disease resistance than Arabica. In the general coffee market, many people like to compare Robusta and Arabica coffee beans, which is incorrect. In fact, Robusta was originally a mutant variety of Congo (scientific name: Coffee Canephora), and it should be the Congo that should be compared with Arabica. However, today, Robusta is commonly used by the general public, without knowing that it is actually a mutant variety of Congo.

Robusta coffee trees are small evergreen trees with long, bright green leaves. The tree can reach up to 10 meters in height, but the roots are shallow. The fruit is oblate and purple when ripe. The seed coat is thin and close to the kernel, making it difficult to separate. The bean body is oblate with a straight pit in the middle. The coffee tastes strong and fragrant. Its cultivation area is second only to Arabica.

Growing environment: Arabica coffee beans grow in cooler, high-altitude areas in tropical regions. Robusta grows in high-temperature, low-altitude areas that are not suitable for Arabica. Robusta is mostly grown in lowlands at an altitude of 200-600 meters. It prefers a warm climate and requires a temperature of 24℃-29℃. It does not require much rainfall. However, this variety relies on insects or wind to pollinate, so it takes 9-11 months from pollination to fruiting, which is longer than Arabica.

Main production areas: Robusta production accounts for 25%-35% of coffee bean production. Its main producing countries are Indonesia (one of the coffee beans it produces is a washed coffee bean, a hybrid of Robusta and Arabica, and the only coffee bean in the Chinese market that can be used as a single drink), Vietnam, and Africa (West African countries centered on Côte d'Ivoire, Nigeria, and Angola). In recent years, Vietnam has been more committed to coffee production and has included it in national policies (Vietnam also produces a small amount of Arabica coffee beans).

Main characteristics: Robusta has a unique aroma (called "Robusta flavor", some people think it is a musty smell) and bitterness. If you take 2%-3% and mix it with other coffees, the whole cup of coffee will become Robusta flavor (therefore, Robusta coffee beans cannot be consumed as single-origin coffee beans). Its flavor is so distinct and strong, but if you want to taste it directly, you must be mentally prepared. Generally, Robusta coffee is used in instant coffee (the coffee liquid extracted is about twice that of Arabica), canned coffee, liquid coffee and other industrial coffee production. Its caffeine content is much higher than that of Arabica, about 3.2%.

Coffee liberica

(3) Liberian species, also known as the large-grained species. It is native to Libya in Africa and is an evergreen tree. The fruit is large and oblong, with the seed coat tightly attached to the kernel. It is scarlet when ripe and has a strong flavor. The caffeine content is moderate, and it is highly irritating, but of poor quality. The cultivated area is small, distributed in Liberia, Malaysia, India, and Indonesia.

Reference to the characteristics of the three major native species

In addition, there are some varieties that are grown in small areas. Since they are not widely used and rarely seen on the market, they will not be introduced in detail.

4. Green coffee bean production process

(1) Picking coffee cherries (2) Refining coffee beans (3) Hulling and peeling

(4) Sun drying (5) Sorting by grade (6) Packing in bags

It takes a long time for coffee beans to be separated from coffee fruits, because the skin, pulp, silver skin and other parts of the coffee fruit need to be removed to make the remaining coffee beans. We generally use two methods for this process. One is called the drying method. The beans processed by this method are called "dry beans" or "natural beans"; the other is called the washing method. This method is a better processing method developed to improve the processing quality of coffee beans. The beans processed by the washing method are called "washed beans".

(1) Picking

After 3-4 years of growth, coffee trees mature and begin to bear fruit. The fruits are arranged in strings or clusters along the branches. The fruit is covered with a layer of peel. Once the peel turns red, it can be picked. Picking is generally divided into mechanical picking and manual picking. Mechanical picking is suitable for coffee plantations with flat land and large-scale planting. Brazil uses the most mechanical coffee picking in the world. This method is characterized by low cost and high efficiency, but the picked coffee beans are uneven and of poor quality. For coffee beans with higher quality requirements, manual picking is generally used. This method ensures that the coffee fruits are uniform in size, close in maturity, and do not contain other impurities after picking, which is also conducive to the later processing of coffee beans.

Coffee bean processing - drying method

1. Spread the picked fruits on the cement floor, brick floor or straw mat.

2. The best way is to dry them in the sun, and rake them flat at regular intervals to prevent fermentation. If it rains or the temperature drops, cover the fruits to prevent damage. You can also use an electric oven or dryer to dry them.

3. When the water content of each fruit drops to about 12% (about 4 weeks if exposed to sunlight), the fruit is dry. Store in the cellar. In Brazil, coffee beans at this stage are given a confusing name: cocoa. The coffee skin at this time becomes dark brown and brittle, and you can hear the coffee beans rattling inside the shell.

4. Remove the shell and pulp.

5. Polishing, that is, the silver skin on the outside of the coffee beans is retained before they are exported, and the silver skin on the outside of the coffee beans will be removed only after the order is placed.

This process requires more skills than it seems. Because the coffee beans may be over-dried. If this happens, the coffee beans are easily damaged in the next stage, that is, shelling. Conversely, coffee beans that are not fully dried are also easily damaged. The next step is to store these dried fruits in the cellar for a period of time. During this period, the moisture in the fresh coffee beans continues to evaporate. In addition, it is easily affected by the weather, and there is a high chance of inferior beans and foreign matter being mixed in. And the quality of coffee beans processed by this method is not very uniform.

Coffee bean processing - washed method

The washed coffee method is the most popular processing method at present. Almost all of Central and South America adopts the washed coffee method except Brazil. The washed coffee beans have a beautiful blue-green color, and the beans are neat and tidy, and the coffee quality is the highest. Generally speaking, the washed coffee beans have a better acidity and brightness, and the flavor is clean and free of odors. It is the most commonly used processing method for specialty coffee. Most Arabica beans are processed by the washed coffee method, which is of course expensive. On average, 2-10 liters of clean water are consumed to wash 1 kg of coffee cherries, and 1 kg of coffee cherries can only produce about 200 grams of coffee beans. It is difficult for water-scarce areas to bear such a water-consuming bean extraction method.

1. Bean selection: Pick coffee cherries by hand. The berries must be ripe and soft to be easy to remove, and the berries must be uniform in size to be easy to handle with a peeling machine (see 2 Peeling). These cannot be done by machine harvesting. Put the harvested fruits in a water tank and soak for about 24 hours. At this time, the ripe fruits will sink, while the unripe and overripe fruits will float up and can be removed.

2. Remove the pulp: Put the softened ripe berries into the peeling machine with water, and peel off the skin and part of the pulp. The peeling machine is constructed with two rotating rollers with a gap in between. When the berries pass through the gap, the pulp is ground off by the rollers and taken to make compost.

3. Wash the pulp: After peeling the seeds, there is still some pulp on them. Put them in a cement ditch, let water flow through them, and use a wooden rake to scrub them back and forth to completely wash off the pulp. However, after washing the seeds, there is still a layer of mucous membrane about 0.5-2mm thick on the surface, which cannot be brushed off.

4. Fermentation: The adhesion of the mucous membrane is very strong and it is not easy to remove. It must be placed in the tank for about 18-36 hours to ferment and decompose the mucous membrane. There are two methods of fermentation, namely, fermentation and dry fermentation. As the name suggests, the former adds water, while the latter does not. During the fermentation process, the seeds and the internal pulp will undergo special changes. This is the step that most affects the flavor of coffee in the water-washing method. Some farms will add hot water or fermentation agents to speed up the fermentation process, which will have a negative impact on the quality and is not popular among selected coffee lovers. At the same time, the decision on when to stop fermentation is the key to the entire water-washing process. Insufficient or too long fermentation will make the raw beans have a strange taste.

5. Washing: Farms that use the washing method must build a washing pool and be able to introduce an endless supply of running water. During processing, the fermented beans are placed in the pool and pushed back and forth, using the friction of the beans and the power of the running water to wash the coffee beans until they are smooth and clean.

6. Drying: After washing, the coffee beans are still wrapped in the inner peel, with a moisture content of 50%. They must be dried to reduce the moisture content to 12%, otherwise they will continue to ferment and become moldy and corrupt. The best processing method is to use sunlight drying, although it takes 1-3 weeks, but the flavor is excellent and quite popular. In addition, some places use machine drying to greatly shorten the processing time, making the flavor not as good as sunlight-dried coffee.

7. Shelling: After the beans are dried, they can be stored in a warehouse or sent to a factory for shelling to remove the inner skin and silver film. Occasionally, some coffee bean farmers will also use machines to grind off the bean skin, a procedure called polishing.

The taste characteristics of coffee beans processed by the "dry method" and the "washed method" are different, which is sometimes very critical for blending coffee. Therefore, for washed beans, it cannot be simply understood as higher quality, but it should be understood from the perspective of different taste needs. Although generally speaking, the quality of washed beans seems to be better, but for different taste requirements, dry beans and washed beans still have their own uses.

In addition to the above two methods, there is also the "Brazilian semi-drying - natural pectin removal" method: Brazil used to use the drying method, and the quality varied greatly, making Brazilian coffee synonymous with medium and low quality. However, in order to improve the quality and reverse its image, the world's largest coffee producing country carried out a quality revolution in the 1990s and vigorously promoted the semi-drying method that is unique in the world. The coffee fields in Brazil are endless, and most of them are harvested mechanically to meet economic benefits. When 75% of the coffee berries in the coffee garden turn red, mechanical harvesting begins, and then the same pre-operation as water washing is carried out, that is, the floating beans are removed in the water tank, the sinking beans are screened out, and then the pulp is shaved with a large pulp screening machine, and the pectin-covered pods are taken out. The next stage is to part ways with the water washing method: the sticky pods do not need to be moved into the water tank for fermentation, but are moved to the outdoor bean drying field instead. Due to the dry climate in Brazil, the sticky pectin on the pods will harden in about a day. A large number of people are then used to turn the beans up and down to dry them evenly inside and out to prevent them from getting damp and stinking. After about two to three days, the beans can reach a certain degree of dehydration with the help of the natural forces of the sun and dry climate. Then they are further dried in a dryer to reduce the moisture content to 10.5-12%. The beans are then stored in special containers for about ten days to further mature in order to ensure stable quality. Before export, the sheepskin (i.e. the beans) are ground off, the coffee beans are taken out, and graded and packaged.

However, not all producing areas can adopt the Brazilian semi-dry method. In areas with heavy humidity, the pods with pectin are taken out and exposed outdoors. Not only are they not easy to dehydrate and harden, but they are also prone to parasitic mold. Therefore, areas with heavy humidity have developed a "mechanical semi-water washing method": it is both trouble-free and water-saving. First, the red fruits and half-green and half-red fruits that have sunk into the water tank are moved into the pulp screening machine to remove the pectin-covered fruits. They do not need to be dried or poured into the water tank for fermentation. Instead, they are directly poured into the pectin scraper (Demucilager) next to it. Only a small amount of water is needed to mechanically scrape off the sticky pectin crumbs and take out the smooth pods. Then, they are exposed outdoors until the water content drops to 12% and can be stored. In addition, according to the continuous improvement of current coffee bean processing technology, the number of coffee bean processing methods in the world is also increasing.

5. Composition of coffee

Caffeine: (Caffeine) is an alkaloid extracted from tea leaves and coffee beans.

Effect: Moderate use can refresh the mind, relieve fatigue and stimulate metabolism.

The biggest characteristic of coffee - bitterness - is caused by caffeine.

Tannic acid: It breaks down into tannic acid after boiling, so coffee should be drunk while it is hot.

Fats: The most important of these are acidic fats and volatile fats.

Protein: The main source of calories, but not a large proportion.

Sugar: combines with tannins to produce sweetness.

Fiber: The fiber of the green beans will carbonize after roasting, and combine with caramel to form the color of the coffee.

Minerals: Contains small amounts of lime, iron, phosphorus, sodium carbonate, etc.

6. The Life of Coffee

7. Effects of coffee on the human body

Coffee is good for the skin, has a weight loss effect, can help you sober up, can eliminate fatigue, three cups of coffee a day can prevent gallstones, regular coffee drinking can prevent radiation damage, coffee has health and medical functions, three cups of coffee a day have a good influence on your mood.

But healthy drinks - in moderation, too much is not good

It adds to the trouble when you are nervous, aggravates high blood pressure and induces osteoporosis.

8. The production process of roasted coffee beans/powder

9. Coffee packaging

Oxygen-containing packaging: The most common packaging, using empty cans, glass, paper bags or plastic containers to package beans and powder, and then cover or seal the packaging. The shelf life is low, and because it is in contact with air all the time, it needs to be consumed as soon as possible.

Oxygen extraction and nitrogen filling packaging: a pinhole is punched in the metal bag, after coffee is put in, inactive nitrogen is poured in, and the oxygen and carbon dioxide in the bag are squeezed out from the pinhole. (But after the gas in the bag is exhausted, the oxygen can drill back into the bag from the pinhole.

Oxygen extraction, nitrogen filling and exhaust valve: After the beans are roasted, they are packaged immediately and nitrogen is filled into the bag. The gas in the bag can be discharged through the pinhole, and the one-way piston prevents the oxygen outside the bag from entering the bag. Currently, most companies use this packaging method for coffee.

Vacuum packaging: After the packaging container (can, aluminum foil bag, plastic bag) is filled with coffee powder, the air in the container is extracted. This method has the longest preservation time, but the production cost is high, so it is not the most popular at present.

10. What is coffee blending? Why do we blend coffee?

Coffee is an agricultural crop. The taste of coffee berries is related to the variety, light, rain, and temperature. Therefore, coffee from different origins has different tastes. In order to pursue the diversity of coffee flavors, some coffees with complementary flavors are mixed together. This is coffee blending.

11. What is pure coffee and blended coffee?

Pure Country Coffee

Coffee that has not been blended is often named after its place of origin (such as Colombian coffee, Brazilian coffee, Blue Mountain coffee, Hawaiian coffee, Vanten coffee, etc.)

Blended Coffee

Mix different types of coffee to obtain a blend of several coffee flavors (sour, sweet, bitter, mellow and fragrant, etc.).

12. The taste characteristics and differences of various coffees

13. Coffee Bean Quality Specifications

(There are many standards in the world, and I will only list two of them)

⑴. Quality standards (specifications) of imported coffee beans contracts

Grade quality specifications

Grade 1 beans are uniform, full, clean and free of impurities;

The color is bright and shiny, without any flowery background;

Broken beans and black beans shall not exceed 6%;

Moisture content not exceeding 10%

The second-grade beans are uniform, slightly less plump, and free of impurities;

The color is bright, with a little gray;

Broken beans and black beans shall not exceed 10%;

Moisture content not exceeding 10%

Grade 3 beans are uniform in size, some are not full, and have brown or a little flower lining;

Broken beans and black beans shall not exceed 15%;

Moisture content not exceeding 10%

14. Types of bad beans

Fermented beans: Generally, they are divided into two categories: one is formed when the fermentation tank is immersed in the water washing method for too long and is contaminated by water; the other is when the beans are piled in the warehouse because of the attachment of bacteria, dark spots appear on the surface of the beans. The fermented beans are not easy to distinguish from the outside, so special attention should be paid, as fermented beans mixed into coffee will produce a rancid smell.

Moldy beans: Due to incomplete drying, or excessive moisture during transportation or storage, mold grows, sometimes causing the beans to stick together and produce a musty smell.

Dead beans: also known as unripe beans. The fruit is not ripe at the ripening period, or is not fully developed due to climatic factors. After roasting, roasted spots will appear, giving the coffee a green and astringent taste.

Black beans: These beans mature earlier and fall to the ground. They ferment and turn black due to long-term contact with the ground. Because they are black, they can be distinguished at a glance. If mixed into coffee, they will produce a corrupt smell and turbidity.

Insect beans: Insect-damaged coffee beans, broken beans (fragmented beans), coffee beans that are stuck during operation or handled carelessly during transportation will be broken. This kind of beans will have roasting spots after frying, and will have bitter, astringent or even strange tastes.

Others: beans with thin skins remaining, underdeveloped beans, beans that are not completely dried and produce a musty smell, round beans (one bean per fruit), beans with only shells (shell beans), etc.

15. Coffee Bean Size

Filter mesh number (meshno) 1 = 1/64 inch (20 = 20/64 inch)

Flat beans: 20–19 extra large; 18 large; 17 semi-large; 16 regular; 15 medium; 14 small;

13–12 Extra small.

Round beans: 13–12 large; 11 semi-large; 10 regular; 9 medium; 8 small.

Note: Flat beans and round beans

The center of the coffee fruit is a pair of symmetrical, oval seeds. The seeds with a flat contact surface are called "Flat Beans", and the fruit with only one round seed is called "Peaberry". The cause of round beans is abnormal growth, and they often appear at the end of coffee trees that bloom too late or too early. Their round shape is very convenient for roasting.

16. Coffee roasting process

17. What are the ways to brew coffee?

When brewing siphon coffee, the grinding scale is coarse and granular. If the grinding is too coarse, the dissolution speed will be slow and the taste may not be enough. If the grinding is too fine, the taste may be too bitter and sour.

When brewing American coffee (drip type), the required grinding is only slightly finer than that of siphon coffee. If the grinding is too coarse, the water will flow through quickly and the taste will not be enough. If the grinding is too fine, the soaking time will be too long and the taste will be too bitter and astringent.

The Italian espresso brewing method uses the finest grinding degree, close to powder, in order to extract the coffee in a short time.

Brewing: The brewing methods we commonly use are siphon coffee pot, Italian coffee machine, moka pot, American coffee machine, filter cup, and filter press pot.

18. Major coffee producing countries

The main coffee producing countries are: Mexico, Guatemala, El Salvador, Costa Rica, Colombia, Peru, Brazil, Cuba, Jamaica, Dominican Republic, Yemen, Ethiopia, Kenya, Tanzania, Vietnam, Indonesia, and Yunnan, my country. Although it is not a major producer, the quality of Yunnan's small-grain coffee is also quite good. Coffee is mainly grown in tropical and subtropical areas, which are also known as the "coffee belt". There are more than 60 coffee producing countries in the world, most of which are located between the Tropic of Cancer and the Tropic of Capricorn (23'26" north and south latitude). The annual average temperature of the coffee belt is above 20 degrees. Because coffee trees are tropical plants, they cannot grow if the temperature is below 20 degrees. Did you know? About 500 billion cups of coffee are consumed worldwide each year. In addition to coffee, some beverages such as cola, medicines and cosmetics also require coffee beans as raw materials.

19. About instant coffee

In 1901, Saetori Kato, a Japanese scientist working in Chicago, USA, invented instant coffee. George Constant Louis Washington invented the technology for mass production of instant coffee and brought it to market in 1910.

Instant coffee was created mainly to deal with the problem of coffee bean surplus. Against this background, the Brazilian government and Nestle developed a more advanced spray drying method for instant coffee in 1938. This method allows instant coffee to dissolve quickly in hot water, and it takes up less space and volume during storage and transportation, making it more durable, so it is widely popular in the mass market. Currently, famous instant coffee brands include: Nestle, Maxwell House, Claire, UCC, Columbia, Grant, Ming Coffee and Jierong.

According to statistics: In 2012, the global instant coffee market reached 29.2 billion US dollars, and in 2013, it increased to 31 billion US dollars, a year-on-year increase of 6.16%. In 2014, the global instant coffee market reached 31.6 billion US dollars. At present, the consumption of instant coffee in the North American market accounts for less than 15% of the total market, and the acceptance of the instant coffee market is at a relatively low level in the world. The United States is the third largest consumer of instant coffee in North America. In 2013, the United States produced 27,000 tons of instant coffee, a year-on-year increase of 32.35%, while the per capita annual consumption of instant coffee is less than 100 grams, far lower than the annual average consumption levels of Canada (2.05 kg/person) and Mexico (0.71 kg/person) in the same region; it is estimated that the annual consumption in 2014 will be around 24,000 tons, a year-on-year decline of 11.1%.

Statistics of instant coffee consumption in major North American countries from 2006 to 2014 (10,000 tons)

Comparison of per capita consumption of instant coffee in major North American countries from 2006 to 2013 (kg/person)

20. Who are the international coffee giants?

Global coffee giants - Nestlé of Switzerland, McDonald's of the United States, Kraft Foods of the United States, Neumann's of Germany, Ikam of Denmark and Starbucks.

21. Top 10 Coffee Brands in the World (2014)

1. Starbucks: Founded in 1971, Starbucks Coffee Company is the world's leading specialty coffee retailer, roaster and brand owner. Its retail products include more than 30 types of the world's top coffee beans, hand-made espresso and a variety of hot and cold coffee drinks, fresh and delicious pastries, and a wide variety of coffee machines, coffee cups and other products. In June 1992, Starbucks successfully went public as the first professional coffee company, which quickly promoted the company's business growth and brand development. At present, the company has more than 13,000 coffee shops in 39 countries in North America, Latin America, Europe, the Middle East and the Pacific Coast, with more than 145,000 employees. For a long time, the company has been committed to providing customers with the best quality coffee and services, creating a unique "Starbucks experience", and making Starbucks stores around the world a warm and comfortable "third living space" for people in addition to their workplaces and residences.

2. Nestle Coffee Nescafe: Nestle Coffee originated in 1930. Nestle's annual sales reach more than 47.7 billion US dollars, of which about 95% comes from the sale of food. Therefore, Nestle is the world's largest food manufacturer and one of the largest multinational companies. The company is well-known for producing chocolate bars and instant coffee, and has a rich product line suitable for local markets and cultures. Nestle has more than 400 factories in more than 60 countries on five continents. The production and sales of all products are completed by more than 200 departments under the leadership of the headquarters. 98% of Nestle's sales come from abroad, so it is called an "international multinational group."

3. Royal Copenhagen: Royal Copenhagen Royal Copenhagen: Royal Copenhagen has always had high-quality evaluations. In the coffee market, it has an unshakable position. At the round table, Royal Copenhagen enjoys the highest quality honor. Coffee has an unchangeable position in the trend of pursuing the highest quality. The basic reason for the fragrance is the use of coffee beans used by the world-famous Krasificadore, the world-famous Krasificadore.

4. Maxwell Maxwell: In 1892, American foodie Joe Cheek invented a new coffee with a strong aroma and taste, and it quickly became popular in the Maxwell Hotel, where social parties of local celebrities are often held. Therefore, this coffee was named Maxwell. "Didi strong fragrance, still unfulfilled" was the evaluation given by former US President Roosevelt after his first taste of Maxwell coffee. Since then, "Didi strong fragrance, still unfulfilled" has become a famous slogan of Maxwell coffee and is also the best inheritance of the brand's century-old quality.

5.UCC Youshishi: UCC coffee is a world-renowned brand of coffee produced and sold by UCC UCC Uchidao Coffee Co., Ltd. in Japan. In October 1994, UCC investigated the Chinese market. In November 1995, UCC was established and began to accept UCC's trade affairs in China. UCC Group, which owns more than 50 business companies at home and abroad, has also actively entered the food field in addition to its core coffee business.

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7. Clay KreisKaffee: Clay Coffee was born in Germany in 1963. It is the world's earliest vacuum bag production and was developed into instant coffee, which was widely praised in Europe and the Soviet Union and other countries. It is also a widely used trademark in European countries. It is also a well-known trademark in Russia after the collapse of the Berlin Wall, and is very popular in Eastern European countries. The characteristics of Clay Instant Coffee are: it has a slightly fresh sweet, sour and rich flavor.

8. GRANDOS: GRANDOS is a famous German coffee brand and one of the eight instant coffee brands in the world. It launches a series of cappuccino coffees with mellow flavor and rich foam, and feel the sweet taste like love at any time. When drinking, you only need to inject 80℃ boiling water, as if you are drinking cappuccino at an Italian coffee station. "GRANDOS" coffee mostly uses Italian roasted coffee beans, especially 100% instant coffee, which is very popular among consumers. It selects high-quality coffee beans, abandons the cumbersome traditional coffee brewing rules, and tastes 100% fragrant coffee anytime and anywhere, which is endless aftertaste.

9. Wedgwood: As a brand of coffee born in the middle of the 17th century in the UK. Vigwood has the traditional mellow flavor of British coffee, and the elegant and exquisite containers are unique. Its history can be said to be the oldest among the top ten brand of coffee. After years of baptism, its fame has not been shaken, which shows its strength.

10.DallmayrDallmayr: Originally a luxury deli food store in Munich, Germany, was founded in 1700. In addition to high-end food, Dolemil also sells luxury brands of coffee, including a restaurant, as well as other food-related services. In 1930, Dolemil began selling coffee and purchased coffee roasting equipment at its main stores in Munich. The coffee beans were ground and stored in hand-painted porcelain bottles. Dolemil's main brand name Prodomo was created around 1960, and according to advertising, was refined by a special procedure that eliminated many irritating and bitter ingredients. In Germany and the brand is well known. Up to 200 tons of coffee is roasted in Munich every day and sold throughout the country. After Dolemil, Kraft (brand: Jacob Kr?nung), Tchibo, Lida and Aldi ranked fifth in the German market.

22. Description of the value chain of the coffee industry

The current value chain of the coffee industry includes producers, intermediate exporters, importers, roasters and retailers. Intermediate exporters directly purchase coffee from small coffee farmers at lower than the market price, making huge profits from it. Large coffee plantations often export their own coffee or directly cooperate with multinational coffee processing and distribution companies. They generally refer to the price of coffee on the ICE exchange. Importers buy coffee from exporters or large plantations, and then build their own inventory, gradually realizing the sales of coffee through many small orders. The financial advantage of importers allows them to obtain high-quality coffee from the world, which is not available to roasters. The excessive dependence of roasters on importers allows importers to have a great impact on the price of coffee that ends up flowing to consumers.

2 Factors affecting coffee prices

1. Overview of the world coffee market

Coffee is an important beverage crop and tropical cash crop in the world. It is grown in tropical and southern subtropical areas of Africa, America, Asia and Oceania. Among them, Sri Lanka, Indonesia, Brazil and other regions are cultivated on a large scale. As one of the most widely traded commodities in the world, coffee trading is conducted in more than 60 countries.

Climate is the decisive factor in coffee cultivation, and coffee trees are only suitable for growing in tropical or subtropical areas. The provinces suitable for growing coffee in China are mainly Yunnan, Hainan, Guangdong, Guangxi, etc. Among them, Yunnan and Hainan have a long history of coffee cultivation and are the main production and cultivation sites of China's coffee. According to the global coffee statistics report released by the US Department of Agriculture in 2014, the global coffee production in 2014 is forecast to be 148.671 million bags. Calculated at 60 kg/bag, the global coffee production in 2014 reached 8.92 million tons, a year-on-year decrease of 0.98%.

Global coffee production statistics from 2010 to 2015

Coffee is the world's second largest commodity, second only to crude oil. The global population drinks more than 2 billion cups of coffee every day. In China, coffee is not popular, but this country with a small coffee market base is creating the world's fastest growth, with an average annual consumption growth of more than 25%. Because of the huge potential of the coffee market, on July 6, the Shanghai Free Trade Zone Coffee Trading Center was unveiled, planning to become the largest coffee trading market in Asia within three years, and strive to build it into the world's third largest coffee trading center after New York and London.

In 2014, commodities performed poorly overall, but coffee performed well. Brown Brothers Harriman Bank believes that coffee was the best performing commodity in 2014, followed by gold. In 2014, coffee reached a 48.6% increase, and the worst performing commodity was crude oil, down 49%.

Relatively mature markets (such as Europe, the United States and Japan) have seen steady gains, while emerging market countries such as Africa and Asia have seen rapid growth. Among emerging markets, China's consumption growth is particularly rapid, with the small base of China's coffee market, with an annual growth rate of more than 25%, which is 10 times the world average.

Total global coffee import and export from 2010 to 2014 (USD)

Top 5 global coffee exports from 2010 to 2014 (USD)

2. Factors that affect coffee prices

In the past few centuries, coffee has become one of the most popular beverages in the world. In addition, coffee has become an important cash crop. In fact, in developing countries, more than 100 million people rely on coffee as their main source of income. The price of coffee rises and falls not only lies in the place of origin, quality, and bad, but also in many fragmentary reasons. The main factors affecting the price of coffee beans can be roughly summarized as follows:

(1) Changes in supply: Supply and demand have a certain impact on prices. Changes in supply will become the decisive factor for short-term price changes. The market focuses on major producers such as Brazil, Vietnam, and Colombia. Although Brazil is not the delivery target for ICE, its output supply has also become the reason for the fluctuation of coffee bean prices due to its large output. There are many reasons for affecting supply. (Climate and Pests) Plant growth will be subject to climate conditions and pests, and coffee trees are the same. Although most countries in Latin America have mild climate and very stable rainfall, Brazil has a rich output, so its position in the coffee farm is very important. June to July of each year is the frost fall season in Brazil, and the impact of frost damage becomes one of the factors affecting prices. In addition, Arabica beans will also reduce the output, especially in the eastern hemisphere. However, in recent years, insect removal technology has improved, and the cost of insect removal has also been reduced, so the problem of insect pests has also been reduced. : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : In addition, since Brazil is the coffee bean harvest period from April to August, if any large-scale seasonal and climate damage occurs during this period or other times, it is easy to cause a surge in coffee bean prices. Usually, the probability of a price low in June to July each year is higher, and then it will slowly stabilize until the price high may reach in January to February.

: : : : : : : : : : : : : : : The rise in coffee trading activity usually leads to a surge in coffee prices, suggesting market expectations for future coffee demand growth. In addition, trading activities of other related commodities such as oil also affect the price of coffee.

(3) Corporate transactions: Focusing on companies labeled as big coffee buyers will also be very helpful, let me tell you why. According to the International Coffee Organization, the so-called "four" coffee roasting companies are: Kraft, Procter & Gamble, Sara Lee and Nestlé. Their purchases account for nearly 50% of the world's coffee production, which does not include another big buyer in the coffee industry - Starbucks. As stated above, Robusta coffee is usually much more expensive than Arabica coffee precisely because these companies will buy more Robusta coffee. Therefore, if you are waiting and preparing to trade Arabica coffee futures, as a most popular way, you will want to see what these companies are buying, and if they decide to buy more Arabica coffee, you can expect Arabica coffee prices to rise.

(4) Changes in global demand: As more and more countries transition to so-called developing countries, coffee demand is rising day by day. For example, Brazil is the world's largest coffee producer, but it still cannot be ranked on the list of the world's top ten coffee consumers per capita. In addition, among the top 10 coffee consumers, none of the top 20 coffee producers are visible, mainly because they are still weak in the industry. Therefore, as these countries develop, you can expect that coffee demand will rise significantly. Such changes are happening in Brazil, Vietnam and Colombia. Coffee producers in these countries are selling more coffee in the local market. The longer this trend continues, the higher the price of coffee. Therefore, continuing to pay attention to changes in global coffee demand will also be helpful in predicting future coffee prices.

3. The impact of coffee futures on coffee prices

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3 Current status of China's coffee industry development

More than 98% of the coffee planting in China is distributed in Yunnan. The history of Yunnan coffee introduction can be traced back to 1892. French missionaries introduced coffee to Binchuan County, Yunnan Province. It has continued to expand. In the mid-1950s, due to the superior environmental conditions, various agricultural farms in Yunnan were planted on a large scale. Since the 1980s, the United Nations cooperated and supported Yunnan coffee planting, and provided financial and technical assistance in variety improvement, cultivation and primary processing, which further improved the quality of Yunnan coffee raw materials. International coffee organization tasting experts rated Yunnan coffee as a small-grain coffee wet processed by Colombia, which is a high-quality coffee planting base in the world. At present, Chinese coffee is mainly grown in Dehong, Pu'er, Baoshan, Xishuangbanna, Lincang and other places in Yunnan, while the development of the coffee industry in Hainan has been at a low tide. The total output of China's coffee only accounts for about 1.4% of the world's total production.

Consumption of China's coffee industry from 2009 to 2014

Market Scale Trend Chart of China's Coffee Industry from 2009 to 2014

: : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : :

: : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Yunnan Dehong Hougu Coffee Company is the only national key leading enterprise in agricultural industrialization in my country that integrates coffee planting, processing and sales. It is an innovative pilot enterprise and high-tech enterprise in our province. It is the coffee production enterprise with the highest coffee planting and largest area in China. The Ministry of Agriculture rated its coffee demonstration base as a "famous and excellent base for South subtropical crops" and an important coffee raw material exporter in my country. Its products are exported to Europe, America, Japan, South Korea and other countries. It is very popular in the international market and is rated as a "famous trademark of Yunnan Province". After years of production, operation and exploration and development, Hougu Coffee Company has summarized a unique model. In the process of developing the coffee industry, it not only effectively controls the cultivation procedures and standards, ensures the improvement of product quality and the increase in coffee production, but also effectively solves the long-term balance of interests between enterprises and farmers, stabilizes farmers' income, eliminates rural conflicts, helps farmers increase their income and become rich, and promotes local economic development.

1. Current development status of Yunnan coffee industry

(I) The planting scale expands rapidly and the yield level continues to increase

Yunnan hot zone has suitable climate conditions and abundant land resources, especially suitable for small-grain coffee growth. At present, the area of ​​cultivated land suitable for coffee planting in the province is about 340,000 hectares. In addition, in recent years, the Yunnan Provincial Government has successively issued a series of policies, opinions and guidance outlines to accelerate the development of the coffee industry, providing a relaxed policy environment for the development of the coffee industry. The scale of coffee planting in Yunnan has continued to expand. At the end of 2013, the area of ​​coffee planting in Yunnan exceeded 110,000 hectares, the total output of coffee beans exceeded 110,000 tons, the total agricultural output value exceeded 1.6 billion yuan, and the planting area and coffee bean output accounted for more than 99% of the country; the yield level of large-scale continuous coffee gardens remained above 150 kilograms, and the yield level was among the world's top; there were more than 300,000 coffee farmers in the province and more than 1 million coffee farmers. The coffee planting industry has become one of Yunnan's unique advantageous industries.

(II) The scale advantage has been established and the production and processing capacity has been enhanced

With the expansion of coffee planting scale and early construction and development, Yunnan's coffee production and processing capacity has also been continuously enhanced. In terms of primary processing, the province has more than 250 peeling primary processing plants with an annual processing capacity of 200 to 500 tons, and 43 shelling and graded primary processing plants with an annual processing capacity of more than 500 tons. In terms of deep processing, Dehong Hougu Coffee Company has developed into the only national key leading enterprise in my country's coffee industry and the largest instant coffee manufacturer in China. Pu'er Aiyi Coffee Company has built the largest roasted coffee production line in China.

(III) The sales and circulation channels are single, and primary raw materials are exported to many countries

Currently, Yunnan coffee bean sales channels are mainly acquired by multinational coffee companies and foreign coffee traders, including three major global coffee traders such as Kraft, Newman and Ikam, as well as world-renowned coffee multinational companies such as Nestle and Starbucks, and have long-term on-site acquisition of Yunnan coffee beans. In addition, some well-known Yunnan local coffee companies are also active among the acquirers of Yunnan coffee bean products, but the acquisition capacity of local enterprises is relatively limited. For a long time, Yunnan coffee mainly exports coffee raw materials, and the proportion of exports with high added value is very small. From 2004 to 2013, Yunnan's coffee exports increased by 4 times, and the export volume increased by l2 times. The main export countries are more than 20 countries and regions such as Germany, Belgium, France and the United States, respectively, supplying them to world coffee giants such as Nestle, Mai's and Starbucks.

(IV) Prices began to rebound after continuing to sluggishly, and the local consumption ratio was weak.

Yunnan’s coffee prices have shown cyclical changes with the changes in production costs and international markets. In the past 10 years, coffee futures prices have experienced a low period in 2002, and then continued to climb to 2010. In 2011, they have all declined, resulting in the continued decline in Yunnan’s coffee prices in the past three years and began to rebound in early 2014. In addition, although Yunnan’s coffee accounts for more than 99% of the country’s planting area and output, the coffee consumption culture is not mature enough. Therefore, Yunnan’s coffee consumption is very small in the national consumption ratio, and the consumer group is basically limited to the young people in cities, and instant coffee accounts for the majority of the total consumption, followed by coffee shops, and real freshly ground coffee accounts for only a small proportion. Yunnan’s coffee industry development is in a growth stage. In the long run, Yunnan’s coffee planting area and output will maintain a steady growth trend in the future.

2. Analysis of problems in the development of Yunnan coffee industry

(1) Single planting varieties, lack of standardized planting

Yunnan coffee planting varieties are single, 90% of them are hybrid small-grain varieties Catim or series. It is generally believed that its quality and taste are inferior to pure small-grain varieties, and are rarely used in the production and production of single-product coffee. Due to the long breeding and promotion cycle of new coffee varieties and large funding investment, single varieties and insufficient reserves of high-quality new varieties have become an important factor restricting the development of Yunnan's coffee industry. In addition, since the pace of coffee garden management and coffee farming technology training cannot keep up with the speed of coffee planting development, many coffee gardens lack standardized planting, and there are serious problems in important production links, resulting in uneven quality of fresh fruits, which reduces the overall quality of coffee green beans.

(II) The initial processing conditions are backward and the deep processing is insufficient

The current coffee planting and processing model is, first, the separation of the planting area and the primary processing site, resulting in untimely processing of the initial processing requirements, which violates the initial processing requirements of fresh coffee fruits that must be picked and processed in time on the same day, causing the coffee beans to ferment in the peel, and the raw beans to become sour, which in turn affects the quality of the raw beans; second, due to the simple and rough initial processing equipment of farmers and the various conditions required for the primary processing technology, the processing is extensive and the quality of the raw beans is not high; third, more than 90% of the coffee in Yunnan is supplied to world coffee giants such as Nestle, Starbucks and Maxwell in the form of raw coffee raw materials. Most of the high value-added links such as deep processing, distribution and retail of coffee are occupied by foreign coffee merchants, and the deep processing is insufficient, resulting in the high profit margin of Yunnan coffee being basically given to foreign coffee companies.

(III) The domestic market share is extremely low and the international market influence is poor

At present, the domestic consumer market does not agree with the quality of Yunnan coffee. In addition, inadequate market development, Yunnan coffee has an extremely low share in the domestic market. In addition, in terms of planting area and output, Yunnan coffee only accounts for 1.25% of the global proportion. Therefore, Yunnan coffee has no right to price in the international market and is in a weak position in transactions. It is difficult to protect the interests of coffee farmers and enterprises, which seriously restricts the development of Yunnan coffee industry.

(IV) The lack of cultural atmosphere and the growth of local brands is difficult

Since Yunnan's coffee industry started late and has not yet cultivated a mature coffee consumption culture, it currently lacks large local coffee companies with Yunnan coffee as the main raw material and big brands with market appeal. The market awareness and share are extremely limited and cannot compete with coffee companies such as Starbucks and Nestlé.

3. Current status of China's coffee and beverage market

Starbucks, founded in 1971, is currently the coffee chain with the largest popularity and market share in China. It entered China in 1999 and has operated more than 1,500 stores in about 60 cities in mainland China so far.

COSTA (Kashijia), born in the same year as Starbucks, entered China in 2007. The British-style Kashijia still has only 216 stores in China.

Man Coffee, which entered China in 2012, introduced a Korean design-style cafe and currently has more than 100 stores.

The caffe pascucci Pascucci coffee, which entered China in 2014, originated from the century-old coffee brand in Italy. It is not only delicious, but also very artistic and pleasing to the eye. Whether it is dating, office or creation, it is a very ideal place, so it is highly favored by consumers in a very short period of time!

According to statistics from the London International Coffee Organization, compared with the global average growth rate of 2%, China's coffee consumption is growing at an astonishing rate of 15% per year. According to statistics, China's current coffee sales are about 70 billion yuan, while the global coffee market consumption market size is 12 trillion yuan.

Mainstream style of coffee industry

• European and American styles: Starbucks, COSTA

• Business Club: Pacific Coffee

• Korean style: Man Coffee

• Italian coffee style: caffe pascucc

Coffee industry brand positioning

• European and American style: represented by Starbucks, it exists in the form of fast-moving consumer goods in the country

• Business style: represented by Pacific coffee, focusing on business negotiations

• Korean style: represented by Man Coffee and “slow” rhythm life as the theme, creating the third living space in the city

• Italian coffee: represented by caffe pascucci, Italian coffee is a symbol of famous authentic products and is famous all over the world for its strong fragrance! Caffe Pascucci has inherited the essence of Italian coffee in a century of development!

Overview of China's coffee market

① Overall analysis

At present, coffee consumption in China is still in its infancy, with an astonishing growth rate: annual sales volume is between 30,000 tons and 40,000 tons, and remains between 10% and 15% per year.

②Reasons for rapid market growth

a. China's economy continues to grow, people's living standards are increasing, their living tastes are becoming increasingly diversified and improved, and they have the economic ability to consume coffee.

b. The impact of globalization has led to the internationalization of consumption habits and the expansion of coffee drinkers (the four major international drinks recognized worldwide: 1 mineral water 2 cola 3 tea 4 coffee).

c. The number of people returning to China who travel abroad, study abroad, and work is increasing, and the living habits of their friends and their surrounding areas are changing.

d. Large coffee chain institutions have entered China one after another, such as Starbucks, Shangdao, Man Coffee, caffe pascucci, etc. Domestic local coffee shops are also on the rise, and coffee shops have developed in most cities in China. The development of various promotions, advertising, and public relations communication activities has increased the number of coffee consumers and expanded the region.

Business district positioning

1. Busy commercial areas, with concentrated distribution of commercial white-collar workers, brand distribution, Starbucks, COSTA, Pacific, caffe pascucci, etc. There are many brands, expensive rents, fierce competition, limited distribution of consumer groups, brands divide the market, and profits drop sharply. The investment risk index rises sharply.

2. High-end commercial residential communities, shopping malls, and supermarkets are relatively concentrated. There are many young people in the young, paying attention to the coffee shop environment and pursuing life enjoyment. Suitable for opening Korean-style themed cafes. Brand distribution, consumer group positioning, popularization. Rent is relatively low, competition is less, profit is high, and investment risk is relatively small. Fully meet market demand.

3. In major universities, students advocate freedom, books and elegance, and study pressure is high. There are slow-paced life, quiet, meticulous, warm and elegant cafes around them, which undoubtedly meet the needs of the student market.

4. Ranking of the top ten coffee brands in China in 2014

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