The whole industry chain of China's coffee industry has been accelerated and upgraded

Reporter Wang Xiaoxuan

On November 10, the "2022 China (Kunshan) International Coffee Industry Conference and the Inaugural Conference of the Coffee and Beverage Professional Committee of China Food Industry Association" jointly hosted by China Food Industry Association and Kunshan Municipal People's Government of Jiangsu Province was held
in Kunshan.
With the theme of "World Coffee, Made in China", the conference is based on China's coffee production and consumption, facing the world coffee industry chain, supply chain and value chain, and building a new development pattern
of coffee economy integrated into China's dual circulation.
More than 100 enterprises and institutions and nearly 300 representatives from the coffee industry at home and abroad attended the meeting and conducted in-depth discussions
on hot topics such as the development status of the coffee industry, raw material supply, terminal sales and future industry development trends.
The inauguration of the Coffee and Beverage Professional Committee of China Food Industry Association marks that China's coffee industry has entered a new stage
of development.

The coffee industry continues to expand and upgrade

At present, there are more than 300 million coffee consumers in China, and coffee drinks have become a new lifestyle and consumption choice
for many young people.
Data show that as of the first half of this year, the number of coffee shops in Shanghai reached 7,857, becoming the city with the largest number of coffee shops in the world, and the consumption scale of coffee drinks in China's second- and third-tier cities has also shown a rapid development trend
.

Shen Ji, Executive Vice President of China Food Industry Association, introduced and analyzed
the development source, current situation and future development trend of China's coffee industry in his speech at the meeting.
"As one of the world's top three beverages, coffee is increasingly loved by Chinese consumers because of its healthy product selling points and fashion culture characteristics
.
"

Shen believes that as an emerging coffee beverage country, China's coffee beverage consumption has continued to grow rapidly in recent years, and the coffee beverage industry has continued to expand and upgrade, showing a momentum of development
.

In Shen's view, the rapid growth of China's coffee beverage industry benefits from dual impetus, one is the continuous expansion of consumer demand and market capacity; The second is close cooperation between international and domestic, global production and procurement, and nationwide coffee industry chain layout
.
With the rise of China's coffee consumption, the global coffee industry chain and supply chain have accelerated the convergence in the Chinese market, and various elements of production, education and research, science, industry and trade have been fully integrated, promoting the continuous improvement
of the level of China's coffee industry chain and supply chain efficiency.

Weng Jierui, the first chairman of the Coffee and Beverage Special Committee of the China Food Association, said that after the establishment of the special committee, it will take the two major food industries of coffee and beverage as the main work areas, and in the new market environment, from the raw material planting, production, circulation, market, consumption, culture and other links, study the industrial characteristics of the coffee and beverage industry, focus on hot and difficult issues, exchange and discuss industry development ideas, guide the market, and lead consumption
.
Improve product quality from the source of the industrial chain, and formulate an industrial system
that is more in line with Chinese characteristics and flavor.

Industry insiders believe that with the steady growth of China's economy and the continuous improvement of urban and rural consumption capacity, the consumption demand for all kinds of beverages has maintained a rapid growth trend
.
At present, China's coffee industry urgently needs to carry out dialogue, exchanges and cooperation
with the world from an international perspective.
The establishment of the Coffee and Beverage Special Committee will make overall planning for industrial development from the macro level, guide the rational layout of the industry, and deeply explore the industrial value, which is of great significance to the industrial development of innovative brands, orderly and benign development, and the formation of
coffee culture with excellent Chinese characteristics.

Seize the opportunity of the surge in domestic consumption

China's coffee market is entering a stage of rapid development, and China is also expected to become the world's most potential coffee consumer
.
Industry insiders said that they hope that relevant enterprises will seize the opportunity of the surge in domestic consumption, take the initiative to innovate business methods, and upgrade the industrial chain
.
At the same time, strengthen food safety management, strengthen the research and development of new products and technological innovation, and promote the high-quality development of
the food industry.

Representatives and experts of participating enterprises believe that to promote the development of the coffee industry, the industry needs to focus on the following aspects: First, continue to do a good job in the special action of consumer goods, actively promote the adaptation to consumption upgrading and changes in consumption structure, enrich the variety of coffee products, innovate and optimize product supply, accelerate the application and promotion of new models such as intelligent manufacturing, strengthen the construction of quality traceability system, continuously improve product quality, enhance brand cultivation awareness, innovate marketing development methods, and enhance the added value and soft power
of coffee products.

The second is to close the mechanism of connecting the interests of the industrial chain, further establish and consolidate the upstream and downstream cooperation mechanism of the industrial chain, allow farmers to deeply integrate into the production and processing chain, improve farmers' enthusiasm for production, and share more value-added benefits of processing
.

Third, we should smooth the international and domestic dual circulation, rely on the strong domestic market, further optimize the product structure, strengthen consumer data collection and integrated analysis, fully tap the personalized needs of users, closely follow the trend of consumption changes, and improve the matching degree of
products and consumer demand.
At the same time, it is necessary to attract global factor resources with the domestic circulation and deeply integrate into the global coffee industry chain
.

In recent years, what is the import of coffee and its products in China and the quality and safety status of products? Relevant people from the Import and Export Food Safety Bureau of the General Administration of Customs shared this issue with the guests through video
.
According to preliminary statistics, from 2019 to 2021, China's total imports of coffee and its products will be 188,000 tons, with a value of 5.
16 billion yuan
.
From the product classification, there are three main types: unroasted coffee beans (green beans), roasted coffee beans and coffee products represented by instant coffee and other products
.

From 2019 to 2021, a total of 64 batches of unqualified products were found in coffee and its products imported from China
.
The main reasons for non-compliance include unqualified product quality, unqualified labels, excessive microorganisms, etc.
, and no quarantine pests
were detected in green coffee beans.
On the whole, the quality and safety of imported coffee and coffee products are good
.

Regarding the safety assessment of caffeine and domestic and foreign regulatory management, Yong Ling, associate researcher of the National Center for Food Safety Risk Assessment, said that at present, the average daily intake of caffeine of Chinese consumers is low, but the caffeine intake of P95 minors (P95 refers to this group of people with higher food consumption and eating more than 95%) has exceeded the safe intake, and some individuals in each age-sex group have exceeded the safe intake.
It suggests that the health risks of dietary intake of caffeine in China are generally at an acceptable level, but there are still some residents with high caffeine intake, which should be paid attention to
.

In particular, Mary Muthoni Gichohi, Ambassador Extraordinary and Plenipotentiary of the Republic of Kenya to China, Ambassador Dewano Kedir Haji, Deputy Ambassador of the Embassy of the Federal Democratic Republic of Ethiopia in China, and Marcelo Baumbach, Consul General of the Consulate General of the Federative Republic of Brazil in Shanghai, respectively, discussed the coffee industry in Kenya, Ethiopia and Brazil.
He also introduced and exchanged
views on China's economic and trade cooperation.

The blissful taste of coffee

In early winter, Kunshan in Jiangsu Province is filled with the aroma of coffee, and is known as the "Silicon Valley"
of coffee with Chinese characteristics.
In recent years, Kunshan has introduced a number of high-end food enterprises with large production scale, high technical level and strong driving role with leading enterprises and carrier construction as the support, and built a new high-end food industry chain
based on the coffee industry.

"Kunshan has ranked first
among China's top 100 counties and cities for 18 consecutive years.
The leading enterprises in the Kunshan Development Zone strive for transformation and development around the industrial chain of a coffee bean, a piece of chocolate, and an ice cream, and strive to build a high-end food industry cluster
of 100 billion yuan.
In her speech, Chen Liyan, Mayor of Kunshan City, introduced the development of
Kunshan related food industry in recent years.

Tang Xiaodong, member of the Standing Committee of the Suzhou Municipal Party Committee and vice mayor of Jiangsu Province, said at the meeting that small coffee beans, through planting, picking, logistics, roasting and other links, crossed the sea to Suzhou and came to Kunshan, gathering hundreds of billions of industrial chains, which is a vivid epitome
of the local continuous promotion of international economic and trade exchanges and investment exchanges.
To a certain extent, coffee has become an important window
for Suzhou to vigorously optimize its industrial structure, continuously deepen its opening up, and continue to cultivate the domestic and international markets.

The industry collides with the spark of wisdom

In the dialogue and interview session of the Coffee Industry Conference, Weng Jerry, Executive Director of Kunshan Yizheng Coffee Co.
, Ltd.
, Li Qinghai, General Manager of Zhongyuan Coffee (Jiangsu) Co.
, Ltd.
, Zhang Xueqiang, General Manager of Shanghai Bohua International Exhibition Co.
, Ltd.
, and Pu Shenshun, Vice President of Commerce of Tetra Pak Greater China, conducted in-depth discussions and collisions of ideas from different perspectives such as coffee industry supply chain construction, market growth and expansion, brand building, store opening concept, and food safety
.

With the largest coffee roasting factory in China, it is also a coffee supplier in the domestic and Asia-Pacific markets, with automatic green bean pretreatment technology and equipment, and obtained China's first LEED v4 platinum certification, Kunshan Yizheng Coffee Co.
, Ltd.
can provide customers with high value?

Weng Jerry, executive director of the company, introduced, "The company can provide customers with competitive and stable product prices, has professional coffee roasting factories in East and South China, and the company's perfect traceability system can accurately trace to each box of products
.
" ”

In Pu Shenshun's view, Tetra Pak has been deeply engaged in the food industry for many years and is very concerned about the coffee track, from consumers to retailers, manufacturers and brands, the entire closed-loop process is sustainable
.
In the future, we will help the healthy development
of the coffee industry ecology from the two dimensions of guarding the bottom line and boosting increment.
"There will be two main development directions in the company's future planning, one is pre-packaged coffee drinks, from packaging design, flavor, customer experience, comprehensive improvement of consumer recognition of products
.
" Li Qinghai believes that China's coffee market still has great development potential
in the future.

Zhang Xueqiang introduced that Shanghai Bohua International Exhibition Co.
, Ltd.
has established a number of platforms, and is currently considering how to use its IP brand activities to provide a platform
for the development of this ecosystem in China around the coffee industry ecosystem.

No matter which industry development, need the cohesion and vitality of all parties, the establishment of the coffee and beverage professional committee, undoubtedly is to gather industry resources, build a professional and high-quality platform for the industry, cohesion, jointly promote the sustainable and healthy development of China's coffee and beverage industry, and help many enterprises on this track run faster and farther
.

China Food News(November 21, 2022, Version 07)

(Responsible editor: Luo Chen)