Yunnan Hougu Coffee Company
Establishment and Scope Dehong Hougu Coffee Co., Ltd. (hereafter referred to as “the Company”) is a key national agricultural industrialization enterprise established in 1994. It is a privately-owned company that integrates coffee planting, processing, sales, and import-export operations, covering the entire coffee industry chain in China. The company has a registered capital of 3.29 billion RMB and total assets of 9.586 billion RMB. In 2017, it achieved sales revenue of 5.691 billion RMB, with an import-export volume of 683 million USD, contributing 101 million RMB in taxes. The company employs nearly 2,000 people, and in 2018, its annual sales revenue exceeded 10 billion RMB.
Development Strategy and Achievements
Strategic Growth With strong support from various levels of party committees and governments, the company has experienced substantial development in the coffee industry through a “cooperative +” model. As of now, it has developed coffee planting on 270,000 mu (approximately 45,000 acres), benefiting 60,000 households and over 300,000 people. The Yunnan Provincial Party Committee and Government have included the vigorous development of the coffee industry in the 13th Five-Year Plan. In 2009, supported by financial institutions such as the China Exim Bank, the company invested 2 billion RMB to establish a 33,000-ton instant coffee production line. Through innovation, Dehong has developed independent intellectual property rights, ending the historical European monopoly on coffee equipment manufacturing, with costs reduced to only one-third of European levels. This achievement has positioned it as a leading Chinese enterprise with proprietary intellectual property.
Product Line and Market Presence
Product Range and Market Reach The company’s main products include coffee beans, instant coffee powder, and the Hougu series “three-in-one” coffee. Its products have been certified by ISO9001:2008 international quality management system, Global Good Agricultural Practice (GAP), 4C (Common Code for the Coffee Community), UTZ (International Good Coffee), HACCP (Food Safety Management System), Green Food, and Organic Food Conversion. Currently, the company’s products are primarily sold in domestic markets such as Shanghai, Beijing, and Shenzhen, with online sales channels including Tmall, JD.com, Yihaodian, and Alibaba. Internationally, its products are exported to over 50 countries and regions including the UK, USA, Russia, South Korea, Singapore, and Japan.
Recognition and Future Outlook
Industry Recognition and Future Goals The company has received high praise from provincial leaders who have visited multiple times, commending its role in developing the coffee industry and boosting rural incomes. In June 2016, the company was selected as a “2016 Intelligent Manufacturing Pilot Demonstration Enterprise (Instant Coffee Intelligent Manufacturing)” by the Ministry of Industry and Information Technology. In September of the same year, it was recognized as a “Leading Enterprise in Rural Integration of the First, Second, and Third Industries” by the National Agricultural Industrialization Joint Conference. In November 2016, the company successfully hosted the 26th World Coffee Science Conference and the inaugural Asia Coffee Expo, garnering attention and acclaim for its coffee products from professionals worldwide.
Vision for Global Expansion
Global Aspirations The company is committed to ensuring that consumers worldwide can enjoy high-quality coffee from a Chinese national brand as quickly as possible, aiming for Dehong Coffee to undergo a magnificent transformation and rapidly become an internationally renowned coffee brand.
