"With China's economic development and cultural exchanges in all directions, a wide range of coffee shops throughout the large and medium-sized cities in China, more and more young people into the coffee shop, according to statistics, China's coffee consumption growth of 15% , Much higher than the global market growth rate of 2%. "Chinese Academy of Sciences, vice president of the Chinese Academy of Sciences, said Zhang Yaping.

"Blowout" situation conceal embarrassment

Behind the development of the industry is the growing consumer market.

"Statistics show that China's consumption of coffee beans from 2006 to 2.6 million tons in 2015 to 13.3 million tons, the average annual consumption growth rate of 18.9%, 9.5% of the world average of 2%." China Coffee Engineering Research Chen Zhenjia, deputy director of the Center, pointed out that China's per capita annual consumption of coffee is 5 cups, far lower than Japan, South Korea, the average annual per capita level of about 300 cups, and the world average is about 240 cups. However, China's coffee consumption is an annual 15% -20% rate of growth, is the world's most potential coffee consumption power.

Chen Zhenjia introduction, China's coffee sales in 2015 is about 70 billion yuan, while the size of the world's coffee market is 12 trillion yuan, 15% -20% annual growth rate of the Chinese market point of view, by 2020 China's coffee market will Reaching 300 billion yuan by 2025 will exceed 1 trillion yuan, 2030 may reach 2-3 trillion yuan, while the mature coffee consumption market will be between 3-4 trillion yuan, the market prospect is broad.

But for a long time, China's coffee market is more occupied by foreign brands, Nestle and Maxwell and other international brands accounted for most of the instant coffee coffee to Starbucks as the representative of the fresh coffee is also large and medium cities throughout the country, local Chinese coffee only Playing the role of raw material exports.

Statistics show that the current total of more than 30,000 cafes, more than 2200 coffee-related businesses, the number of employees reached 600,000. But in the main coffee producing areas of Yunnan, coffee business sales of 50 million yuan in more than 8 enterprises, only a billion of the two; the province's 128 shelling plants, more than 500 tons of only 28 , More than 5,000 tons of intensive processing plants only four early, deep processing of less than 10% of the province's output. Most of the coffee processing and deep processing enterprises plant outdated, poorly equipped, most of the raw beans are the final product, "high quality is not favorable price" has become a common phenomenon.

Boutique consumption Forced transformation and upgrading

At the same time, China's coffee market has undergone profound changes.

"From the drinking structure point of view, the current share of China's largest share of the instant coffee, or about 84%, fresh ground coffee market share is only about 16%, but the coffee market is instant coffee is 3 times faster. Ministry of Science and Technology Center for the transformation of scientific and technological achievements Huang Jiaxiong told reporters that instant coffee is far less than the growth rate of fresh coffee is mainly due to changes in consumer habits, more and more consumers tend to go to the coffee shop consumption of fresh ground coffee.

But the value of Chinese coffee is not apparent. Yunnan, the main producing areas, for example, a long time, high-quality coffee in Yunnan did not get its due market position. At present, Yunnan, the cost of production per ton of coffee is higher than 2,000 yuan in Brazil, but the selling price is lower than the US futures prices. In the world coffee giant beachhead in the reality of China, Yunnan coffee is facing "no standard standards, no brand brand miscellaneous" embarrassment; in the process of going abroad through the sea, Yunnan coffee plays an unknown raw material suppliers Character.

"Coffee consumption habits will force the Chinese coffee companies change business ideas, seek transformation and upgrading.With the level of coffee research and production technology, China's high-quality coffee production will usher in a major positive, fine coffee era will follow. "Chen Zhenjia said.