At a Glance (China Coffee Network): Lishui, June 21 (Chinanews, by Zhou Jian) — During the Dragon Boat Festival holiday, Hongfuqian Village in Chuanliao Town, Qingtian County, Lishui, Zhejiang, was alive with excitement: on one side drums beat boldly as dragon-boat teams raced with driving paddles; on the other, the aroma of coffee wafted from a flower-field coffee house, where visitors sat sipping and chatting amid laughter. “After watching the thrilling dragon-boat race, coming to taste an authentic Qingtian coffee is simply delightful,” said visitor Zhou Yuelan.
Lishui, June 21 (Chinanews, by Zhou Jian) — During the Dragon Boat Festival holiday, Hongfuqian Village in Chuanliao Town, Qingtian County, Lishui, Zhejiang, was alive with excitement: on one side drums beat boldly as dragon-boat teams raced with driving paddles; on the other, the aroma of coffee wafted from a flower-field coffee house, where visitors sat sipping and chatting amid laughter. “After watching the thrilling dragon-boat race, coming to taste an authentic Qingtian coffee is simply delightful,” said visitor Zhou Yuelan.
This flower-field coffee house skillfully blends modern industrial style with dragon-boat cultural elements, and is the first standardized brand store of “Qingtian Coffee”. Its booming holiday foot traffic is a vivid microcosm of the thriving Qingtian coffee industry today.
The first standardized “Qingtian Coffee” brand store. Photo courtesy of the Publicity Department of the Qingtian County Party Committee.
As a hometown of overseas Chinese, Qingtian has a deep-rooted coffee culture: in earlier years, emigrants traveling between China and abroad brought coffee culture back to their homeland, and after decades of accumulation, coffee has long been woven into local daily life. At present, Qingtian has 721 registered cafes countywide, average daily coffee consumption exceeds 20,000 cups, and annual coffee output value tops 200 million yuan.
Originally, “Qingtian Coffee” was a geographical concept lacking unified brand standards. In recent years, Qingtian has advanced the building of a regional public brand: the “Qingtian Coffee” graphic logo has been registered, “Qingtian Coffee” brand stores have opened to franchise cooperation, and rollout has progressed in places such as Hangzhou, Jinhua and Wuxi.
“Qingtian’s local coffee market has a solid foundation, but the brand’s external communication is still lacking, which constrains industrial development. Launching a franchise model is a key move for the Qingtian coffee industry to expand its market,” said Qi Xiaojuan, director of the Qingtian County Western Cuisine Industry Development Center. Franchise stores apply unified management of raw materials and equipment to ensure stable coffee quality. “We also use the stores as a vehicle to showcase overseas-Chinese culture, letting customers experience Qingtian’s charm immersively,” she added.
The confidence behind Qingtian coffee’s market expansion also comes from an ever-improving industrial chain layout. Stepping into the Qingtian Jienuo Coffee Experience Hall, one sees coffee beans and coffee equipment neatly displayed, bean-roasting machines running at full speed, and staff skillfully handling green-bean sorting, roasting, grinding and other steps. A tightly interlinked coffee industrial chain can be glimpsed in this single store.
“Previously, green beans relied on outsourced processing elsewhere; now localized production shortens product development cycles and effectively boosts the company’s market competitiveness,” said Zheng Xiaojian, head of Qingtian County Jienuo Coffee Trading Co., Ltd. The company will also leverage the marketing network of the “Qingtian Coffee” and “Qingtian Western Cuisine Master” regional public brands to sell its products nationwide.
For the industry to upgrade in quality, talent is the core support. In the coffee training classroom of Qingtian County Vocational and Technical School, students concentrate on practicing professional hands-on skills such as coffee extraction and latte art.
Coffee instructor Wu Yongzhen explained that the school compiled its own school-based coffee textbooks many years ago, equipped professional training facilities, and built a coffee experience store so students can simulate coffee shop operations and management. “Many graduates go on to work deeply in the coffee industry, helping Qingtian coffee expand its market,” she said. (End)
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