从卖咖啡到卖“解决方案”

Core Insights - The company has successfully transitioned from coffee OEM to establishing its own brand within three years, leveraging technological innovation and a full industry chain layout to overcome regional limitations [1][2] Group 1: Technological Innovation - The core of the company's coffee product success lies in technological breakthroughs, particularly the self-developed vacuum freeze-drying technology at -40 degrees Celsius, which preserves 90% of the coffee bean flavor and allows for 3-second cold water solubility [1] - The flexible production line can handle 10 types of coffee beans simultaneously, catering to diverse customer needs [1] Group 2: Market Positioning and Strategy - The company has established a direct sourcing supply chain with Ethiopia, capitalizing on the Belt and Road Initiative, and currently produces over 80% of China's freeze-dried coffee powder sourced from Ethiopian beans [2] - The annual production capacity of freeze-dried coffee powder has reached 1,000 tons, with an annual output value exceeding 500 million yuan [2] - The company has implemented a dual-track strategy of online and offline sales, launching its own brand on e-commerce platforms in 2022, achieving a repurchase rate of over 40% during the "Double 11" shopping festival [2] Group 3: Service-Oriented Transformation - The company is shifting from providing single freeze-dried powder to offering customized "coffee solutions," including specific packaging and roasting levels tailored to clients in the restaurant and new tea beverage sectors [3] - Future plans include transforming OEM business into "technology output," integrating high-quality African raw materials with manufacturing technology from Henan, and establishing a model of "African raw materials - Henan manufacturing - global sales" [3]