东博会里咖啡香：东盟“咖啡味”俘获“中国胃”

关秋韵

对于居住在东南亚的人而言，一杯醇香四溢的咖啡已不仅仅是早餐必需品，从实惠的速溶咖啡到精致的现磨咖啡，都成为了他们心中特殊的文化符号。这些年来，通过中国—东盟博览会（以下简称东博会），来自东盟各国的咖啡品牌逐渐为中国消费者熟知。人们不仅从马来西亚的白咖啡、越南的猫屎咖啡、印尼的金塔马尼咖啡中品出了小小咖啡豆的浓郁芬芳，也嗅到了中国—东盟围绕咖啡产业拓展的合作新商机。

一杯“曼特宁” 飘香东博会

在第17届东博会公众开放日的第一天，印尼展区热闹非凡——“我们很喜欢印尼的曼特宁咖啡，香味纯正，价格适中，最初想买只能在海外代购，多亏了东博会让我们能更便利地品尝到最地道的曼特宁味道。”专程驱车从防城港市赶来南宁市参加东博会的咖啡爱好者刘女士这样说。

多年来，印尼商品搭乘东博会的东风在中国取得了良好的经贸成效，而其中的“爆款产品”印尼咖啡更是赢得了众多中国消费者的心——以Kapal Api咖啡和麝香猫咖啡为主打产品的印尼最大咖啡企业“金光环球”已连续多年参展，其在第17届东博会期间的交易额达到了上届交易额的3倍;而印尼连锁速溶咖啡品牌“阿拉卡比咖啡”企業代表也透露在第17届东博会上收获颇丰，其线上与线下的销售额共达63万元，代理合作意向的签约金将近100万元。

自从2004年首次亮相东博会以来，越南咖啡便开始大规模进入中国市场。来自越南的“中原G7”品牌已连续多年占领东博会咖啡销售份额第一名，其旗下最著名的“猫屎咖啡”凭借东博会打响名号后，顺利进驻了中国天猫、京东、拼多多等线上超市与沃尔玛、永辉等线下超市。据《2020年中国消费者报告》统计，平均每7个中国消费者中就有一个人手捧的是“中原G7”咖啡，预计到了2023年，越南咖啡品牌在中国市场的成交率还会增加23%。

“我们菲律宾的冰滴咖啡口感很好，但苦于知名度不高，销售量上不去，如今通过线上推介会的宣传，我们的订单在不断增加，还有很多来自中国香港、澳门的商家向我们表达了合作意向。”已连续4年参加东博会的菲律宾咖啡商人荣索万高兴地表示，自2020年首次亮相“云上东博会”后，他在中国的生意越发红火了。

而伴随着中国—东盟在咖啡相关产业的合作不断深入，东盟的“咖啡味”正俘获着“中国胃”。

别出心裁为好咖啡打好广告

为更好地推介东南亚的特色咖啡品牌，东博会在2012年首次设立了东盟咖啡展，集中展示东盟咖啡类产品和各国咖啡文化。时至今日，第17届东博会上，商家们创新推出了“咖啡盲盒”的潮流方式，在礼品袋内分装不同品牌的咖啡，抽取购买后才能拆开品鉴。这不仅能让消费者们收获品尝不同咖啡的惊喜，还无形中为一些在中国知名度较低的优质咖啡品牌做了有效宣传。据东方财富网数据统计，通过各种新形式的加码，每年在东博会商品贸易专题下的咖啡售出量可达1.2吨，并以15%的速度增长。

此外，在2020年参展的咖啡客商们还积极拥抱了“直播带货”这一全新的营销模式。“大家可以看到，这是刚刚冲泡出来的马来西亚‘亚发白咖啡，东博会期间购买还将享受更多优惠！”第17届东博会上，来自Lazada南宁服务中心的马来西亚女主播蒂雅，在展位前用一口流利的中文向世界各地的“粉丝们”介绍着家乡的咖啡，仅1小时内视频就拥有了10.7万的点赞量，加上预售款项，当天全球直播间的马来西亚咖啡交易总额甚至达到近百万元人民币。

而紧随其后的其他国家品牌，如缅甸的曼巴咖啡、老挝的滴漏咖啡等代理企业也纷纷对接并入驻了“云上东博会”下设的智慧电商专区版块，中国消费者“指尖可达”其海外店铺，一键下单无需转运，即可做到“一点就到家”。

据了解，在东博会与中国—东盟咖啡行业协会的推动下，广西与云南两省还积极与东盟国家在咖啡种植、冲调技术、人才培训等方面开展交流，并在越南、老挝、印尼和柬埔寨共建了境外咖啡合作种植示范区，计划将在未来东博会上推出多个新特优的咖啡品种，目前，部分已实现规模化种植。

加强东盟咖啡产业布局 惠及更多消费者

相较国际上其他咖啡种类，东南亚咖啡以丰富的香气和细腻的口感见长，其独特的味道往往令咖啡爱好者们回味无穷，而如何更好地借助东博会这个优势平台“通关”中国市场，让更多中国人尝到一口地道的东南亚咖啡呢？

对此，中国—东盟商务理事会执行理事长许宁宁建议，应在东博会框架下创新举办多场行业采购对接会，增加咖啡文化主题活动、中外咖啡爱好者交流活动，切实提高参展参会体验及经贸成效。同时，在中国—东盟自由贸易区中，中国应进一步向东南亚国家开放进口咖啡市场，可在合理范围内取消一定的咖啡豆进口关税，这将降低东盟企业在中国生产速溶咖啡的成本，惠及更多消费者。

越南中原咖啡股份有限公司国际营销部负责人也表示，中国咖啡市场的潜力巨大，越南客商要想取得更多市场份额，可以通过东博会寻找更多合适的中国代理商或设立中国分公司，此举有利于第一时间跟随中国消费者偏好与市场动向调整品牌布局，培育出优质的市场口碑，使越南咖啡飘香中国。

“我认为接下来大家可以把眼光放在‘云上东博会这一平台上，相较大企业而言，云端直播与线上销售的方式更能惠及像我们这样的小众个体商人，可极大降低宣传与物流成本。”在印尼咖啡商人黄查理看来，利用好“云上东博会”、跨境电商、3D展厅等创新技术平台将会为品牌开拓更大的异地市场版图。

据悉，将到来的第18届东博会还将延伸服务RCEP，届时将有更多的东南亚咖啡品牌可借此开拓更为广阔的区域市场，而继续沿用的线上与线下相结合的展会形式，也将使更多咖啡企业收获“全年不打烊”的经贸服务，并拓展更多合作渠道及商业伙伴。一个不断升级发展的东博会，将助推更多东盟咖啡走进寻常百姓家。

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.