Yunnan Coffee Business Industry Value Chain Optimization Perspective Based On The Growth Path

Coffee, tea and cocoa are called the world’s largest selling drinks.Coffee-growing regions around the world are very limited, planting in only a fewcountries in Africa, Asia and Oceania countries near the equator, Central America,Brazil and Mexico and few other countries. Global coffee consumption is nearly700million tons, while as a reason for most coffee consumption countries are not coffeeproducing countries, that lead to large coffee import. Coffee is the world’ssecond-largest trading products just behind the oil. The consumption growth intraditional coffee consumption countries has leveled off, but the coffee exportingcountries and some developing countries, will coming to an amazing coffeeconsumption growth. In China, there is a big space for coffee consumption. China hasa large population base, a rapid economic development and improving people’s livingstandards, that lead to the consumption of coffee products increased year by year.According to analysis of the market, the coffee consumption of China is growing atan amazing10%-15%annual growth, based on a conservative estimate, theconsumption within five years will reach twice.Yunnan province, accounted for more than90%of coffee production in China.This region’s coffee have excellent quality. Although the initial formation of Yunnancoffee chain is weak, but the development of the situation is not ideal, mostenterprises in raw material supply side, unable to grasp the value chain of highvalue-added sectors. The remaining few brands nearly share almost no market. Weneed a in-depth analysis, a improvement the competitiveness of enterprises in Yunnancoffee, and build national characteristics of the brand.This article combined value chain theoretical and business growth theory. Thereare three parts of the study. First step, international and domestic coffee industry hasbeen combed; Second step, analysis the strategic environment of yunnan coffeeindustry value chain to get a optimization strategy for the industry value chain; Laststep is the use of the optimized industrial chain guidance micro-level coffee enterprisedevelopment, through the case analysis, comparative analysis, finally get recommendations on yunnan coffee enterprises growth path choice.