東博會(huì)里咖啡香：東盟“咖啡味”俘獲“中國胃”

關(guān)秋韻

對(duì)于居住在東南亞的人而言，一杯醇香四溢的咖啡已不僅僅是早餐必需品，從實(shí)惠的速溶咖啡到精致的現(xiàn)磨咖啡，都成為了他們心中特殊的文化符號(hào)。這些年來，通過中國—東盟博覽會(huì)（以下簡稱東博會(huì)），來自東盟各國的咖啡品牌逐漸為中國消費(fèi)者熟知。人們不僅從馬來西亞的白咖啡、越南的貓屎咖啡、印尼的金塔馬尼咖啡中品出了小小咖啡豆的濃郁芬芳，也嗅到了中國—東盟圍繞咖啡產(chǎn)業(yè)拓展的合作新商機(jī)。

一杯“曼特寧” 飄香東博會(huì)

在第17屆東博會(huì)公眾開放日的第一天，印尼展區(qū)熱鬧非凡——“我們很喜歡印尼的曼特寧咖啡，香味純正，價(jià)格適中，最初想買只能在海外代購，多虧了東博會(huì)讓我們能更便利地品嘗到最地道的曼特寧味道?！睂３舔?qū)車從防城港市趕來南寧市參加?xùn)|博會(huì)的咖啡愛好者劉女士這樣說。

多年來，印尼商品搭乘東博會(huì)的東風(fēng)在中國取得了良好的經(jīng)貿(mào)成效，而其中的“爆款產(chǎn)品”印尼咖啡更是贏得了眾多中國消費(fèi)者的心——以Kapal Api咖啡和麝香貓咖啡為主打產(chǎn)品的印尼最大咖啡企業(yè)“金光環(huán)球”已連續(xù)多年參展，其在第17屆東博會(huì)期間的交易額達(dá)到了上屆交易額的3倍;而印尼連鎖速溶咖啡品牌“阿拉卡比咖啡”企業(yè)代表也透露在第17屆東博會(huì)上收獲頗豐，其線上與線下的銷售額共達(dá)63萬元，代理合作意向的簽約金將近100萬元。

自從2004年首次亮相東博會(huì)以來，越南咖啡便開始大規(guī)模進(jìn)入中國市場。來自越南的“中原G7”品牌已連續(xù)多年占領(lǐng)東博會(huì)咖啡銷售份額第一名，其旗下最著名的“貓屎咖啡”憑借東博會(huì)打響名號(hào)后，順利進(jìn)駐了中國天貓、京東、拼多多等線上超市與沃爾瑪、永輝等線下超市。據(jù)《2020年中國消費(fèi)者報(bào)告》統(tǒng)計(jì)，平均每7個(gè)中國消費(fèi)者中就有一個(gè)人手捧的是“中原G7”咖啡，預(yù)計(jì)到了2023年，越南咖啡品牌在中國市場的成交率還會(huì)增加23%。

“我們菲律賓的冰滴咖啡口感很好，但苦于知名度不高，銷售量上不去，如今通過線上推介會(huì)的宣傳，我們的訂單在不斷增加，還有很多來自中國香港、澳門的商家向我們表達(dá)了合作意向?！币堰B續(xù)4年參加?xùn)|博會(huì)的菲律賓咖啡商人榮索萬高興地表示，自2020年首次亮相“云上東博會(huì)”后，他在中國的生意越發(fā)紅火了。

而伴隨著中國—東盟在咖啡相關(guān)產(chǎn)業(yè)的合作不斷深入，東盟的“咖啡味”正俘獲著“中國胃”。

別出心裁為好咖啡打好廣告

為更好地推介東南亞的特色咖啡品牌，東博會(huì)在2012年首次設(shè)立了東盟咖啡展，集中展示東盟咖啡類產(chǎn)品和各國咖啡文化。時(shí)至今日，第17屆東博會(huì)上，商家們創(chuàng)新推出了“咖啡盲盒”的潮流方式，在禮品袋內(nèi)分裝不同品牌的咖啡，抽取購買后才能拆開品鑒。這不僅能讓消費(fèi)者們收獲品嘗不同咖啡的驚喜，還無形中為一些在中國知名度較低的優(yōu)質(zhì)咖啡品牌做了有效宣傳。據(jù)東方財(cái)富網(wǎng)數(shù)據(jù)統(tǒng)計(jì)，通過各種新形式的加碼，每年在東博會(huì)商品貿(mào)易專題下的咖啡售出量可達(dá)1.2噸，并以15%的速度增長。

此外，在2020年參展的咖啡客商們還積極擁抱了“直播帶貨”這一全新的營銷模式。“大家可以看到，這是剛剛沖泡出來的馬來西亞‘亞發(fā)白咖啡，東博會(huì)期間購買還將享受更多優(yōu)惠！”第17屆東博會(huì)上，來自Lazada南寧服務(wù)中心的馬來西亞女主播蒂雅，在展位前用一口流利的中文向世界各地的“粉絲們”介紹著家鄉(xiāng)的咖啡，僅1小時(shí)內(nèi)視頻就擁有了10.7萬的點(diǎn)贊量，加上預(yù)售款項(xiàng)，當(dāng)天全球直播間的馬來西亞咖啡交易總額甚至達(dá)到近百萬元人民幣。

而緊隨其后的其他國家品牌，如緬甸的曼巴咖啡、老撾的滴漏咖啡等代理企業(yè)也紛紛對(duì)接并入駐了“云上東博會(huì)”下設(shè)的智慧電商專區(qū)版塊，中國消費(fèi)者“指尖可達(dá)”其海外店鋪，一鍵下單無需轉(zhuǎn)運(yùn)，即可做到“一點(diǎn)就到家”。

據(jù)了解，在東博會(huì)與中國—東盟咖啡行業(yè)協(xié)會(huì)的推動(dòng)下，廣西與云南兩省還積極與東盟國家在咖啡種植、沖調(diào)技術(shù)、人才培訓(xùn)等方面開展交流，并在越南、老撾、印尼和柬埔寨共建了境外咖啡合作種植示范區(qū)，計(jì)劃將在未來東博會(huì)上推出多個(gè)新特優(yōu)的咖啡品種，目前，部分已實(shí)現(xiàn)規(guī)?；N植。

加強(qiáng)東盟咖啡產(chǎn)業(yè)布局 惠及更多消費(fèi)者

相較國際上其他咖啡種類，東南亞咖啡以豐富的香氣和細(xì)膩的口感見長，其獨(dú)特的味道往往令咖啡愛好者們回味無窮，而如何更好地借助東博會(huì)這個(gè)優(yōu)勢平臺(tái)“通關(guān)”中國市場，讓更多中國人嘗到一口地道的東南亞咖啡呢？

對(duì)此，中國—東盟商務(wù)理事會(huì)執(zhí)行理事長許寧寧建議，應(yīng)在東博會(huì)框架下創(chuàng)新舉辦多場行業(yè)采購對(duì)接會(huì)，增加咖啡文化主題活動(dòng)、中外咖啡愛好者交流活動(dòng)，切實(shí)提高參展參會(huì)體驗(yàn)及經(jīng)貿(mào)成效。同時(shí)，在中國—東盟自由貿(mào)易區(qū)中，中國應(yīng)進(jìn)一步向東南亞國家開放進(jìn)口咖啡市場，可在合理范圍內(nèi)取消一定的咖啡豆進(jìn)口關(guān)稅，這將降低東盟企業(yè)在中國生產(chǎn)速溶咖啡的成本，惠及更多消費(fèi)者。

越南中原咖啡股份有限公司國際營銷部負(fù)責(zé)人也表示，中國咖啡市場的潛力巨大，越南客商要想取得更多市場份額，可以通過東博會(huì)尋找更多合適的中國代理商或設(shè)立中國分公司，此舉有利于第一時(shí)間跟隨中國消費(fèi)者偏好與市場動(dòng)向調(diào)整品牌布局，培育出優(yōu)質(zhì)的市場口碑，使越南咖啡飄香中國。

“我認(rèn)為接下來大家可以把眼光放在‘云上東博會(huì)這一平臺(tái)上，相較大企業(yè)而言，云端直播與線上銷售的方式更能惠及像我們這樣的小眾個(gè)體商人，可極大降低宣傳與物流成本。”在印尼咖啡商人黃查理看來，利用好“云上東博會(huì)”、跨境電商、3D展廳等創(chuàng)新技術(shù)平臺(tái)將會(huì)為品牌開拓更大的異地市場版圖。

據(jù)悉，將到來的第18屆東博會(huì)還將延伸服務(wù)RCEP，屆時(shí)將有更多的東南亞咖啡品牌可借此開拓更為廣闊的區(qū)域市場，而繼續(xù)沿用的線上與線下相結(jié)合的展會(huì)形式，也將使更多咖啡企業(yè)收獲“全年不打烊”的經(jīng)貿(mào)服務(wù)，并拓展更多合作渠道及商業(yè)伙伴。一個(gè)不斷升級(jí)發(fā)展的東博會(huì)，將助推更多東盟咖啡走進(jìn)尋常百姓家。

For those who live in Southeast Asia， a cup of coffee， instant or fresh-made， not only is a necessity in the breakfast menu but also a symbol of their culture. In the past few years， coffee brands from ASEAN countries have gradually become familiar to Chinese consumers via China-ASEAN Expo （CAEXPO）. The Ipoh white coffee from Malaysia， civet coffee from Vietnam， and Kintamani from Indonesia altogether， brew not only the aroma of coffee beans but also the scent of business opportunities in the China-ASEAN coffee industry.

ASEAN coffee warmly welcomed in CAEXPO

On the first day of the 17th CAEXPO， the Indonesian section was swarmed with visitors. “We like Mandheling coffee， especially for its good taste and fair price. Usually， the only access to the products is through overseas agencies. Thanks to the CAEXPO， its easier and cheaper to purchase them now，” said Ms. Liu， a coffee fancier who drove all the way from Fangchenggang city to Nanning for the CAEXPO.

Indonesian products， especially coffee， have achieved moderate success with the help of the CAEXPO in the past few years. The Indonesian enterprise Kapal Api Global has attended the CAEXPO for many consecutive years， along with its hit products like instant latte and civet coffee. Its turnover in the 17th CAEXPO has tripled compared to their sales in the last CAEXPO. Another Indonesian coffee brand， Kopi Kenangan， also gained fruitful results in the Expo. Its online and offline sales volume reached RMB 630，000 yuan （about US$ 97，000） and the signed franchise fee was about RMB 1，000，000 yuan （about US$ 150，000）.

Since 2004 when Vietnamese coffee first appeared in the CAEXPO， Vietnamese coffee has made its way into the Chinese market. Trung Nguyen G7， the most famous Vietnamese instant coffee in China， has long been the champion in CAEXPOs coffee sales. Another example of success is Trung Nguyens civet coffee， Weasel. When Weasel made its name in CAEXPO， the product was able to enter online supermarkets like Tmall， JD Mall， and Pinduoduo， along with a series of offline stores like Walmart and Yonghui Superstores. According to the statistics in the China Consumer Reports of 2020， on average， every 1 out of 7 Chinese consumers is holding a cup of G7. It is also estimated that the sales of Vietnamese coffee brands are likely to hit 23% by 2023.

“Ice Drip Coffee from the Philippines tastes more than good but is known to few. Therefore， its sales are relatively low. This time， the online marketing exhibition promotes our products and increases the number of orders. Also， We received invitations for cooperation from companies in Hong Kong and Macao.” said a Philippine coffee retailer who has attended the Expo for 4 consecutive years. He said with joy that ever since his promotion in the Online CAEXPO of 2020， his business in China is booming on a year-on-year basis.

With the deepening of China-ASEAN cooperation in the coffee industry， ASEAN coffee is winning Chinese consumers hearts.

Good ads for good coffee

To better promote Southeast Asian coffee， the CAEXPO set up the coffee expo to exhibit the ASEAN coffee and coffee culture of ASEAN states as early as 2012. In the 17th CAEXPO， the innovative sellers introduced the “coffee blind boxes”， by which the consumers can get different brands of coffee and taste some surprising flavor that they havent thought of trying before. This method helps promote some quality but less-known coffee brands. According to Eastmoney， the sales volume during the coffee expo reached 1.2 tons and are still growing at a speed of 15% per year with the help of various promotion campaigns.

Coffee sellers in the CAEXPO of 2020 embraced livestream promotion. “As you see， weve just made a cup of Ah Huats Malaysian white coffee. The coffee is at a special discount during the CAEXPO，” said Tia， streamer from Lazadas service center in Nanning. In the 17th CAEXPO， this Malaysian streamer has introduced the coffee from her home country to China and the world with fluent Chinese， getting 107，000 likes within one hour. Along with the pre-order sales， the turnover of that day reached almost RMB 1，000，000 yuan （about US$ 153，000）， thanks to the global streaming.

Brands from other ASEAN countries soon followed up. Franchisees of Mandheling & Brazil blend coffee from Myanmar and drip brewing coffee from Laos also entered the smart e-commerce section in the Online CAEXPO. Chinese consumers have easy access to overseas shops， completing the purchase with only a few taps on the phone.

With the joint promotion of the CAEXPO and China-ASEAN Coffee Industry Cooperation Committee （CACICC）， Guangxi and Yunnan are carrying out a series of communications with ASEAN countries in coffee cultivation， brewing technology， and personnel training. Also， the CAEXPO and CACICC are building an Overseas Coffee Cooperative Planting Demonstration Area with Vietnam， Laos， Indonesia， and Cambodia. The two associations are planning to bring forward new kinds of quality coffee， some of which have achieved large-scale planting.

Enhancing industrial distribution to benefit more consumers

Compared to other coffee in the world， Southeast Asian coffee enjoys the fame of rich fragrance and delicate taste. Its unique flavor wins it the favor of many coffee fanciers. The question is， how to utilize the CAEXPO as a platform to enter the Chinese market and allow more Chinese to taste the authentic ASEAN coffee？

Xu Ningning， Executive Director of China-ASEAN Business Council， suggested that there should be more industry procurement matching conferences， more coffee-themed events， and more communicative coffee activity for domestic and foreign coffee fanciers under the CAEXPO Framework， to boost the coffee sales and improve the visitors experience. Meanwhile， in China-ASEAN Free Trade Area， China could further open up its coffee market to Southeast Asia and lift some of the tariffs on coffee beans import， which will help lower the cost of ASEAN coffee production in China， benefiting more consumers.

The manager in charge of international marketing of Trung Nguyen Inc. approved the great potential of the Chinese coffee market. To gain more market share， Vietnamese brands would better look for market agents or set up a branch office in China through the CAEXPO. In this way， they can instantly react to the current preference of Chinese consumers and market trend， building their reputation and publicity in China.

“I think the Online CAEXPO is the next platform worth focusing on. Compared to the big enterprises， SMEs like us are the groups that benefit from livestream and e-commerce the most， for the promotion and logistics costs are hugely reduced，” said Chalie Huang. In his opinion， utilizing innovations like Online CAEXPO， cross-border e-commerce and 3D exhibition room will open up a huger foreign market for their brand and products.

It is said that the coming 18th CAEXPO will expand its service to RCEP countries. By then， more Southeast Asian coffee brands would have the opportunity to explore larger regional markets through the CAEXPO. And by adhering to the online + offline pattern， more coffee enterprises would be able to enjoy 24/7 trade service and develop new cooperation channels and business partners. An upgraded CAEXPO is making way for ASEAN coffee to enter the households of Chinese consumers.