How is Jiepin Yunnan Small Bean Coffee_The Development Path of Jiepin Coffee OEM Processing_Is Jiepin Coffee Delicious

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Starting from the first coffee bean brought by French missionaries in 1902, coffee has taken root and flourished in Yunnan.

Overnight, Yunnan coffee enterprises have mushroomed and rapidly emerged. Before entering the market, these enterprises were all ambitious, striving to dominate the industry and become market leaders. However, after experiencing the great waves of market selection, some overextended enterprises have successively withdrawn from the market. Meanwhile, "Kunming Jiepin Coffee Co., Ltd." (hereinafter referred to as "Jiepin"), which has established itself on brand and quality, has become increasingly resilient in the arena of Yunnan small-grain coffee. While market share and brand reputation advanced hand in hand, the surge in sales forced Jiepin, which had been accumulating strength for years, to expand its production capacity and rebuild a new factory. According to reports, Jiepin's newly built Chenggong factory now has the capacity to produce 20 tons of instant coffee daily.

With sales ranking first in the Yunnan tourism market and averaging as high as 500,000 cans per month, Jiepin Yunnan Small-Grain Coffee as the "Most Yunnan·Souvenir" is truly well-deserved.

● Taking the Lead Beyond Coffee to Strengthen Coffee

Anyone who has dealt with Wei Chengkun, the general manager of Jiepin, will exclaim: "Manager Wei's perspective on issues is quite unique, so much so that the strategic tactics he employs in the business world are also puzzling." In the business world, Wei Chengkun's characteristic is known as reverse business thinking. Adhering to this trait of reverse business thinking, after entering the coffee industry, Wei Chengkun always plays by unconventional rules, instead going against the grain to "make coffee by stepping outside of coffee."

When Wei Chengkun first entered the coffee industry, Yunnan small-grain coffee was still in a stage of being hidden in the deep mountains and unknown to most, though it had already attracted the attention of some industry insiders. At that time, most enterprises making Yunnan small-grain coffee operated independently, all vigorously promoting their own brands. However, during the process of corporate brand promotion, Wei Chengkun took a different path: whether in packaging or various promotional channels, he weakened the "Jiepin" brand while vigorously promoting Yunnan small-grain coffee. Many people were puzzled by this approach—wasn't this making wedding clothes for others? Wei Chengkun, however, disagreed, saying: "There are essentially two ways to become famous: the first way is when one family member becomes famous, then the entire family becomes famous along with them; the other way is when your family is already very famous, so you are naturally famous too."

Therefore, in the process of shaping the "Jiepin Coffee" brand, Wei Chengkun gradually pushed "Jiepin" onto the national stage through three interlocking steps. First, vigorously promote Yunnan small-grain coffee—only when Yunnan small-grain coffee becomes famous will the enterprises making it receive attention; second, produce OEM products for others to make the Jiepin Coffee factory famous—when the factory is famous, our products will be famous. In this way, in an extremely short time, the reputation of Yunnan small-grain coffee spread like wildfire, and Jiepin Coffee's sales far outpaced other enterprises. Merchants who initially focused on their own brands, seeing Jiepin's booming sales, began to follow suit and promote Yunnan small-grain coffee. At this very moment, consumers discovered that Yunnan small-grain coffee had different brands. Jiepin then created the "elephant" logo to distinguish its Yunnan small-grain coffee from others. Finally, many consumers going to supermarkets to buy small-grain coffee specifically asked for coffee with the elephant logo.

Market recognition and sales volume once again confirmed that the brand influence of "Jiepin Coffee" has deeply taken root in people's hearts.

● Differentiated Competition Dominates the Tourism Market

After several years of explosive growth, there are now hundreds of coffee enterprises in Yunnan and dozens of coffee brands, making the intensity of competition imaginable. However, under such circumstances, Jiepin Coffee's sales still occupy half of the market share in the fiercely competitive tourism market. Additionally, besides the tourism market, in supermarkets, specialty stores, and Taobao Tmall stores, Jiepin Coffee's sales among similar products have consistently led other brands. Such superior performance is puzzling even to peers—on what does Jiepin base its success?

Undeniably, differentiated product competition and marketing strategies that are one step ahead have allowed Jiepin to stand out from numerous peers. A few years ago, when everyone was focused on making single-flavor coffee, Jiepin was the first to launch multi-flavor coffee. Later, within just 5 months of entering the Tmall Mall, the 8-flavor mixed bagged coffee single product developed by Jiepin ranked first in sales across the entire network; when most enterprises were building cars behind closed doors, Jiepin was the first to expand beyond the Yunnan market, promoting Jiepin Coffee to the national market through various national exhibitions and receiving market recognition and high praise; when most enterprises were still adhering to traditional coffee consumption methods, Jiepin innovatively introduced "Yunnan Small-Grain Coffee Slices" in the industry. This product, with its convenient, fast, fashionable, and novel coffee consumption method, was eagerly sought after by many young people as soon as it was launched.

Although Jiepin's products are already eye-catching in the market, Jiepin has maintained a low profile among peers. Entering 2014, the overall economic situation was not very clear, and the coffee industry was no exception. When everyone became "low-key," Jiepin went against the tide by not only increasing promotional exposure but also rebuilding a new factory to expand production capacity. Today, the new factory located in Chenggong can produce 20 tons of instant coffee daily. Brand-new factory buildings, newly acquired production equipment, and top industry talents—the "Jiepin" era of Yunnan small-grain coffee has arrived.

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