How long is it really out of the circle of coffee in Yunnan?

In the past few years, the boutique coffee circle, Yunnan coffee, like a hot word with its own flow.

Manner proposed the "Good Coffee China" project, Seesaw's "Yunnan Ten Years Plan", and Ruixing also launched the Yunnan Red Honey SOE last year ... Various chain coffee brands have made their sights on Yunnan.

From the perspective of industry data, according to iResearch, the Chinese coffee market has entered a stage of rapid development. In 2021, the import volume of coffee beans in China increased by 74%year -on -year, while Yunnan, as the main domestic coffee production area, naturally attracted more and more attention.

However, it is embarrassing that despite the high volume of coffee in Yunnan in recent years, from the perspective of consumption, Chinese coffee enthusiasts have a slight blurring in its awareness. When it comes to Ethiopia, everyone will think of citrus green tea, mention Kenya, and think of berry sour. What taste of Yunnan coffee? It is difficult to summarize with a word.

What's more, few people have talked about real pain points: compared with traditional coffee advantages in Africa, Central and South America, the labor cost of Yunnan is 5 times higher. Looking at the global production areas, coffee raw beans of the same quality, Yunnan beans are not cheap.

What is the way out of the Yunnan coffee, in addition to playing the feeling of "supporting domestic goods", where is the way out?

The pain of the light of domestic goods

Earlier, Hu Lu, vice president of the Yunnan Coffee Industry Association, proposed a direction to take a high -end route and increase the boutique rate. However, until 2022, Yunnan boutique coffee beans accounted for 8%of the overall output.

This is because, in contrast to the rapid rise of Yunnan's coffee heat, the improvement of the place of origin is quite slow. The selection of new coffee varieties starts for more than ten years. Planting management also needs to accumulate experience in units of the year, which is extremely time -consuming and energy.

Not to mention the huge cost investment required for various processing equipment, to increase the quality of Yunnan beans, who will pay for the cost?

This has pushed the problem to the market. Only stable sales and reasonable profits can nurture the place of production and form a positive cycle. How to make the market truly accept Yunnan coffee is the key to breaking the situation.

Let Yunnan Coffee really be recognized by the market

In recent years, we have seen that more and more brands have deeply cultivated production areas. Through more fine planting management and improvement treatment methods, we will improve the quality of raw beans as much as possible and break the situation where Yunnan coffee applauds.

Although these attempts are quite effective, most of them still stay in the niche circle of boutique coffee.

Recently, Ruixing's new Yunnan Pu'er coffee seemed to explore the broken idea of ​​Yunnan coffee and successfully pushed it to a more popular consumer group.

In many major social media platforms, "mellow, sweet, and memory points" are frequent keywords that appear. From the perspective of traffic heat, this Yunnan Pu'er small black cup has become a trend of the next explosion after Hua Kui.

In fact, this is not the first year of Ruixing aiming at Yunnan coffee. The second SOE they launched last year is Yunnan Red Honey, but the degree of discussion is far less than that of Jakka Snow and Hua Kui.

Use experience and big data to make Yunnan coffee achieve technical circle

If you want to break the embarrassing situation of not high coffee coffee coffee, so that consumers can truly accept it, at least given good products.

According to the official information, Ruixing chose Pu'er, the largest coffee producing area of ​​coffee planting this year, Pu'er. The red fruit rate standard reached 90%during harvest. The high sweetness of Yunnan coffee lays the foundation.

On this basis, the low temperature aversion treatment method is adopted to extend the fermentation time, greatly enhance the sweetness of coffee, and optimize the expression of Yunnan coffee flavor. Compared with the red honey treatment last year, this treatment method is more stable and controllable, and it is not easy to be affected by the local complex and changing weather and the temperature difference caused by altitude differences.

From the details of this processing method, you can feel that you have worked around the characteristics of the origin.

There are also many adjustments to the R & D terminal. It is reported that this Yunnan Pu'er coffee has been adjusted for a long time based on user big data. From the selection of beans to the final listing, it consumes nearly 1 ton of raw beans to polish the taste. point.

At the store, the high -precision fully automatic brewing equipment blessed by IoT is used to improve the stability of production. It is a usual "routine". In Pu'er coffee in Yunnan, this mature system ensures that each cup of coffee flavor is as one.

It is not difficult to see that from research and development to stores, every step prepared in the early stage is focusing on improving the flavor of Yunnan coffee and laying a solid foundation for the product.

Apply the popular coffee method theory to Yunnan coffee

The market strategy of Pu'er coffee in Yunnan this time reminds us of Hua Kui.

For Volkswagen consumers, the demand for coffee may only be functional. The awareness of flavor may still have a certain cognitive gap with boutique coffee consumers.

And this product can be said to have found the "largest common divisor" between Volkswagen's preferences and boutique flavors. By reducing the threshold of experience, Hua Kui first moved to a wider market, and it has become the first cup of many people. high quality coffee.

This time, in response to the problem of vague coffee coffee coffee coffee in most consumers, in addition to the establishment of contacts in 7000+ stores across the country to make Yunnan Coffee and the target market directly connected, Ruixing also strengthened Yunnan coffee "mellow, high sweetness, high sweetness, The characteristics of "milk coffee and high cost performance with higher acceptance of the public, leveraging the wider consumer market.

And this product positioning strategy is tightly tied to the coffee treatment method. It is precisely to increase the sweetness, flavor, and mellowness of Yunnan coffee through low -temperature anaerobic treatment, so that it can carry a stronger dairy product. How to use Yunnan beans to create explosive models? Maybe you can't just focus on the form of presentation, but the proposition that you must think about from raw bean treatment.

Use channel advantages to promote Yunnan coffee forward

The unique volume and channel advantages are also essential.

According to media reports, in 2021, Ruixing purchased 1,000 tons of coffee beans in Yunnan and added "Little Black Cup". This volume is unparalleled by ordinary brands.

7000+ stores nationwide are new, which is equivalent to a large free advertisement for Yunnan Pu'er coffee. Pu'er is also very sensitive to this. Has this opportunity to actively link this opportunity.

Regardless of the coffee consumer market or the planting area represented by Yunnan Pu'er, the greater market influence is good news. It can promote more people to participate in consumption. More effort.

On the social media platform, many people said that because of the Pu'er small black cup in Yunnan, the impression of Yunnan coffee was refreshed in the past.

The rise of Chinese boutique coffee has a long way to go, and the efforts of generations of coffee farmers need to be separated from the support of the market. I hope to see more boutiques to promote Yunnan coffee forward together in the future.

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