Yunnan coffee king, you into it?China's coffee-growing company? It is really rare. In China, after the valley no predecessors, since its birth, it is doomed to defy the law, from the land cooperative mode to end brand market, it is all trial and error Palindromes | staff reporter Zhao Nannan nike dunk heels now is not the coffee harvest a great season. In January 2010, Yunnan, Dehong, where only large green coffee trees, and scattered in several branches of red cherries. Even people who love to drink coffee do not necessarily know, the original block where there are also rich in China that foreign stuff, which is in addition to crude oil in the world's second-largest traded commodity. In front of the owner of this coffee plantation called into bear phase, after Yunnan Valley Coffee Company founder. 1994, Xiong Jianli own coffee plantation companies, after twenty years of rolling development, there are 12 acres, the second coffee plantation companies than China 10 times. After the valley are mainly exported raw materials to several major coffee suppliers (Nestle, Maxwell, Newman and Yi Kamu), with sales rising year by year, in 2009 reached 280 million yuan. The current domestic coffee consumption was 30,000 tons / year, the market capacity of 500 million yuan, with an annual growth rate of 25%. Data show that the global annual production of coffee at 700 million tons, the trade volume reached 10 trillion yuan. But a real problem is that a huge consumer market of coffee, raw materials providers due to the value-added chain in the industry is low, and can not be assigned to more profits, but also by the environmental impact of risky. For example, during the Asian financial crisis, the coffee shop from the original 20,000 yuan / ton down to 9000 yuan / ton. Southeast Asia and a large number of business failures beans. However, with the Bears worked out its own set of business sense in the coffee-growing industry. He has done rubber, jade business, then dedicated business coffee. He looked supremely confident, look dignified, spoke momentum is compelling, very little 'boss' style. He developed a three-step plan after the Valley: planting - deep processing - end brands, to on the basis of accumulated good planting and processing ability, after the 2011 listing, and then after the valley to build coffee brand. After the valley has now entered the second phase: processing. It away to build their own brand far? Abandon the 'company + farmers' can grow coffee in domestic land rarely, and only in Yunnan and Hainan in the coffee zone (latitude north and south sides of the equatorial tropics 20 degrees), a natural growing conditions. Coffee tree hi static, and often windy Hainan, also known as China therefore organized 98% of the coffee-growing area in Yunnan Province. Coffee divided into large grain species, the species and arabica grain quality is superior to arabica. Yunnan arabica is produced. Internationally, Blue Mountain coffee is called premium coffee, followed by Colombia coffee. China's Yunnan and Hainan have said that he is and the Blue Mountains in the same latitude, can grow more than Colombia, close to the Blue Mountain coffee quality. As can be seen, the coffee-growing land in China is scarce, land control is the control of raw materials, which is the core competitiveness of raw material providers. In agriculture, most companies are looking at how to control the land and upstream products. 'The biggest advantage is that after the upper reaches of the valley can not be copied.' Bear with the said, 'after the valley there are two other domestic counterparts are unmatched: First, China has basically only can grow coffee in Yunnan; second, I Yunnan coffee resource location for Green Gold, Green Bank, so that no one I have. If there is an industry of Yunnan Tobacco sorted rival 20 years, then, is the coffee. There is a tobacco industry to go beyond the 30 years, it still is coffee. 'One can not avoid the question is, the upstream resources are extremely scarce, but low added value. Bear with the view, first of all rely on management to solve the low added value. 'With modern agricultural technology, standardization of cultivation techniques, others a half-ton yield, I yield one ton or one ton and a half. Others for raw materials is no profit, and I have high profits for raw materials, which requires management. We have to take large-scale, using international standards and the standardization of agricultural technology system, there is the perfect system to ensure the industrialization of agriculture development, in order to ensure the large-scale supply of raw materials, it is also possible to make money. 'After the Nike Hyperdunk valley before the use of 'company + farmers' mode. The company provides to farmers seeds, fertilizers, pesticides, but also provide guidance technician. After the valley and farmers signed a contract in accordance with the provisions of the market price after the acquisition of Valley fruit, and deducted from seed, fertilizer money. To the harvest season, if after the valley below the market price, farmers will be sold to other companies. So, after a year's supply of cereal beans may not be guaranteed. In 2007, the local government official put the land transfer policies. Farmers can rent out land, up to 70 years, the company can be obtained through the lease of land use rights. After the valley from the large-scale expansion began in 2008 leasing model, which is 'its own base.' During the procedure to go through each farmer signature thumbprint, fair and Nike Shoes forest land title deed transfer to the rear Valley. After the valley started to harmonize land use planning, so that farmers draw, and then re-allocated to their management, pumping to farmers is not necessarily their original land. Sparsely populated mountainous areas of Yunnan, on acres of land a farmer has (mostly mountainous), within three years after the valley in three installments to be paid the full rent for 70 years farmers, according to a family of 100 acres, 50 yuan per mu / year Calculation 70 years rent was 35 million, which is very attractive to farmers. Farmers into industrial workers, while access to leased land and two wage income. After the valley want to change the problem can not control products in this way. And farmers through contract and lease of two ways, after Valley acreage increased year by year. After the land transfer policy is determined, quickly put its own base to 80,000 mu, farmers cooperative mode into 4 acres. The total acreage of coffee in Yunnan Province, but also 35 acres (Hainan existing planted area of only a few acres), after the valley is already China's largest provider of raw coffee. Bear with the preparation of 30 acres within three years after the fight for acreage to 100 acres. However, general manager of Shanghai Shenzhen Innovation Investment Companies in Shun Yin believes that there should be no land investment, investment is too large; and even rent over 50 years, it is difficult to achieve control of the product. Yunnan Pu'er tea hometown, there are several large tea companies. When some companies are not tired to farmers mode of cooperation, but also use over a 50-year lease of the way, the desire to control Dasan. But then he rented land, still tired. A farmer tube dozens of acres of tea plantations, simply can not be monitored, some farmers would sneak out to go directly to the tea sold, the company still can not receive the tea. High margin from the deep processing in the industrial chain, raw materials providers in the most low-end, plantation companies are hardly worth the effort earned, and each year the price fluctuated considerably. How to improve the anti-risk capability? Bear with the decision to enter the field of deep processing, do instant powder (instant coffee, an industrial raw material before blending). Such gross margin could rise from 15% of the original bean exports to around 26%. May 2008, the first production line started running after the valley, which is also its first deep-processing plants, there are instant powder processing capacity of 3,000 tons, with a total investment of over 100 Air Jordan 15 million yuan. At the same time, 10,000 tons production plant under construction, with a total investment of 460 million yuan. At present, a total of only four coffee processing factory: the power of God, Nestle, Maxwell and after the Valley. Nestle production line in Guangzhou 2,000 tons, 1,000 tons Maxwell, Hainan power of God is almost negligible, only 300 tons. After the valley has become one of the largest producers of instant powder, just like instant coffee Nescafe sell terminals, but selling instant powder. After 80 percent of the valley before the supply of raw materials Nestle coffee, have their own production line, with the Bears stop the Chinese Nestle supply, but retained the supply of raw materials from other countries to Nestle Air Jordan 12 plant. Currently, there are two products after Valley: beans and flour, beans 80%, primarily to Europe and the United States; instant powder 20%, exports of Singapore, South Korea and other countries. After the production capacity of 10,000 tons plant put into operation, both the proportion will reach 5:5. For a large number of sales in the next instant powder, bear phase into very confident: the annual global consumption of 800,000 tons powder, 10,000 tons after the valley is in any case can digest of. Growing investment and deep-processing plants require a lot of money, bears all the investment phase into almost entirely by bank loans. Last year, the loan amount is 570 million yuan, is said this year may exceed this figure. After the Valley is the largest agricultural companies of local government is concerned, given many preferential policies: eg, tax breaks, and discount. According to the bear phase, in 2009, the state subsidized 23 million yuan, exceeding the bank interest on the principal Air Jordan 1 amount, this year an estimated 40 million yuan discount. Currently, after the valley debt was 60% to 70%. However, after 10 million tons production line running, huge logistics, warehousing and how to solve? Bears find professional logistics companies to provide to the other purchase four percent of the total as commission. For the latter valley deep processing line, and after the Valley has been an investor to discuss investment intentions have their own concerns: do deep-processing, especially end brands do in the future, need very professional people. After the Valley is located in Dehong Prefecture, in fact, very difficult to find high-end talent Kunming, Dehong, not to mention the remote response, after Yang Ting Gu, head of strategy, said:?. 'After the Valley are usually high-end internal training technical personnel' terminal : After Trinity intervention processing, after the final step in a three-step Valley is a brand. Current coffee market structure clear: instant powder market, Nestle 70% market share steadily, Maxwell 20%, mocha and other sub-brands and the remaining 10%. Starbucks coffee shop is on the island, Dio, the two sides. ? After the valley from where to start then people said agricultural investment analysis: a solid position Nestle, Starbucks and other major brands in the world, which is destined to play a difficult market, unless the team is very strong. The coffee is exotic, selling culture, tone, which increases the difficulty of brand management. On a street in Dehong Mangshi, there is a coffee bar after the valley, it is often the preferred place for government reception guests. This is an open courtyard in the middle is live piano playing, surrounded by a few curtains revealing warm lighting. Draperies are light-colored cloth of the system, which has a table, a few chairs, a cup of coffee again, pretty idle elegant. By contrast, Starbucks is always located in the downtown area, on the island are often located in a two-story office building. After the Valley open-air cafe environment for people who are very attractive metropolis. Yang Ting said: 'We are taking the Starbucks coffee bar and on the island of the same channel, but you can in the way of innovation, such as coffee can be sold according to the altitude of 1000 meters above sea level coffee, 1500 meters above sea level in the coffee can. Join characteristics of ethnic minorities in Yunnan on the service. 'He admitted that the current management of the coffee bar has not been good, but also just an experiment, how do the future brand, the result depends on the experiment. Currently, only a year after the valley to spend 10 percent of beans and flour to experiment, limited the scope of Dehong Prefecture and Kunming. After two channels valley while still experiment: supermarkets and vending machines. Kunming supermarket, a rear Valley triple instant coffee, the price and Nestle equivalent per packet 1 dollar. After the Valley's strategy is now to follow suit: Nestle placed in the upper shelf, put it in the lower; each product corresponding to each other, above the Blue Mountains Nestle flavor, put Valley Blue Mountains after the following flavor. The same promotions, what Nestle promoters do, after Valley promoters do anything, including explanation of the content, the way is the same. After the Valley would like to know why Nestle interested customers, and why after the Valley who are interested in Nestle's customer Air Jordan 5 Retro base after the Valley can attract customer base in which Yang Ting said:??? 'Nestle is not indestructible, it Although it is the world's oldest, but in many countries it is not the first brand, but the second, the position of the youngest, while Nestle's products in various countries are not the same, both the advantages, but also disadvantages, there are disadvantages there after the Valley the opportunity. 'In addition, there are 1,000 Kunming vending machine, this machine is very common in Korea and Japan, but in China almost nothing. 1 yuan coin or a few dollars you can be on the way to work, to enjoy a cup of fast and cheap, and steaming coffee. Yin Yushun, once large-scale do end, we must ensure quality and safety, and stability. Such as instant coffee, not a real high-tech deep processing of instant powder, and in the fight coupled with taste, after technical clearance Valley it? Does it know what kind of taste can grab the customer's taste? These three terminal mode of operation into a bear phase known as the 'Trinity', covering both channels Starbucks coffee shop on the island, there Nestle supermarket channels, but also adds a few who said no vending machines. Coffee bar peak time can be 1 million in revenue per day, the supermarket sales growth every year, a vending machine is the amount of 40, 50 cups a day. Together, probably contributed to a number of ways around the annual income of 30 million yuan. At present, after being introduced Valley venture capitalists. Bear with the idea that, after the introduction of venture capital, and capital together to select a professional third-party partners, make professional strength to do the brand.