How is Hougu Coffee_ Is Hougu Coffee Good to Drink_ Hougu Coffee's Rapid Rise to Enter the National Market

Hougu Coffee Announces Major Expansion into National Market

Recently, Hougu Coffee announced in Kunming that in 2017 it will recruit 1,500 sales elites nationwide, set up sales companies in major cities across the country, and cooperate with local channel partners to formally enter the national coffee consumption market.

China's Coffee Industry Welcomes Spring

Coffee consumption is one of the most common forms of consumption globally. Coffee can take part in the global economic cycle and serves as a vehicle for barrier-free international communication. With China's economic development and further improved living standards, the coffee industry - the leader among the world's three major beverages - is set to see rapid development. China's coffee consumption is currently growing at more than 20% annually, over ten times the global growth rate.

China's coffee cultivation is mainly concentrated in Yunnan province. Yunnan's small-grain coffee has long been renowned at home and abroad for its excellent quality. Today, Yunnan's coffee planting area and production account for over 95% of the country's total, more than a sixfold increase over eight years ago. In recent years, coffee trade has developed quickly, and domestic coffee venues have sprung up like mushrooms.

Industry forecasts suggest that from 2018 to 2020, China's coffee consumption will enter an "explosive era," and the development of China's coffee industry will welcome its spring.

Hougu Coffee's Remarkable Rise

As a national key leading enterprise in agricultural industrialization, Hougu Coffee rose rapidly during its development. In 2008, it broke through the foreign monopoly on instant coffee production technology, built China's first 3,000-ton instant coffee production line with independent intellectual property rights, announced a reduction in raw-material supply to international coffee giants, and set out to build the "Hougu" brand of its own. China finally had a truly meaningful national coffee brand. Because demand outstripped supply, Hougu invested in 10,000-ton and 20,000-ton instant coffee production lines in 2009 and 2015 respectively, becoming China's largest local producer of instant coffee powder and achieving fully intelligent manufacturing of instant coffee. In the second half of 2017, the 33,000-ton production line will be fully completed and put into operation, at which point the Hougu Coffee Industrial Park in Mangshi is expected to become the world's largest instant coffee production base.

Hougu Coffee has been recognized by the Ministry of Industry and Information Technology and the Ministry of Agriculture as a "China Intelligent Manufacturing Pilot Demonstration Project" and a "Leading Enterprise in China's Primary, Secondary, and Tertiary Industry Integration Development." After years of development, it has built nearly 300,000 mu of coffee planting bases, helping nearly 300,000 farmers in ethnic-minority border areas grow and prosper together. In 2016, Hougu Coffee achieved sales revenue of 5.078 billion yuan, making it a "small giant" in China's coffee industry.

Hougu Coffee Enters the National Market

As China's first local coffee brand, Hougu Coffee is one of the few companies in the world with a complete coffee industry chain. Its shortcomings, however, remain obvious: although Hougu Coffee has been recognized as a famous Chinese trademark, sales in the domestic market still face bottlenecks. Mr. Xiong Xiangren, founder of Hougu Coffee, said: "Hougu Coffee's growth is not fast enough. We must do our utmost and at the fastest speed to deliver coffee grown and produced by Chinese people themselves to everyone, so that every Chinese person can enjoy good coffee from our national brand."

In recent years China's economic growth has slowed and employment pressure has increased. Yet as a true sunrise industry, the coffee sector has achieved counter-cyclical development, attracting large numbers of investors and insightful individuals. To strengthen brand competitiveness and sustainable momentum, Hougu Coffee will recruit talent nationwide, provide broad platforms, and work with social elites interested in the coffee industry to realize their dreams - making "Hougu Coffee" grow quickly into an internationally renowned coffee brand and contribute to revitalizing the Chinese national economy.

To realize this dream as soon as possible, Hougu Coffee officially announced that in 2017 it will establish multiple coffee sales companies nationwide and "expand its army" by recruiting 1,500 sales management personnel. Adding the existing 1,500 staff, the total is expected to exceed 3,000 within the year. According to Hougu Coffee's Human Resources Department, for this recruitment the basic salary for PhDs will be over 10,000 yuan, for master's degree holders over 6,000 yuan, for bachelor's degree holders over 4,500 yuan, and for associate degree holders over 3,500 yuan; the age requirement is 25-45 years, with work experience preferred.

FrontStreet Coffee Recommendation

To taste what Yunnan does well, start with FrontStreet Yunnan Small Grain from the Baoshan region. It is washed and medium-roasted, showing soft nut and chocolate sweetness with a light plum acidity - an affordable, easy introduction to the region. For a clearer, more expressive Yunnan coffee, FrontStreet 2013 Natural Typica is picked only from fully ripe red cherries, sun-dried, and medium-roasted for a fuller body with dark berry, caramel sweetness, chocolate, a hint of dried apricot, and a black-tea finish. Both brew beautifully as pour-over, and the 2013 Typica also works well for cold brew and drip. If you want Yunnan in an espresso, FrontStreet Black Cocoa Blend pairs Yunnan small-grain with Brazil Cerrado.