On May 7, 2021, Hougu Coffee held an expedition ceremony at the Dianchi Building in Kunming, Yunnan. Yang Dongqin, general manager of Hougu Coffee, announced that Hougu Coffee will "enter" the Greater Bay Area from now on, and will be at the forefront of reform and opening up. Chinese people drink the good coffee they grow" horn.
China's local coffee brand Hougu Coffee has recently completed its layout: Shenzhen Hougu Coffee Import and Export Co., Ltd. and Shenzhen Hougu Dakang Food Co., Ltd. have been established one after another. Hougu Coffee dispatched a team to Shenzhen, from offline to online, to fully deploy the Greater Bay Area coffee consumer market.
The rise of Hougu Coffee
The rise of Hougu Coffee was not all smooth sailing. After ups and downs, Hougu Coffee finally took on the image of a Chinese national coffee brand:
In 1984, the founder of Hougu Coffee, Xiong Xiangren, took over 6 acres of coffee fields from his father and started A long road to coffee business. In 1994, Xiong Xiangren founded Dehongzhou Hongtian Group. In 2007, Xiong Xiangren founded the Hougu Coffee brand. In 2008, Hougu Coffee set up a large-scale automatic coffee vending machine in Kunming, Yunnan: 1 yuan for a cup of coffee, and Hougu Coffee entered the public eye since then. In 2008, Hougu Coffee built the largest instant coffee production line in China. In 2010, Hougu Coffee’s 10,000-ton instant coffee production line was officially put into operation. In 2012, Hougu Coffee built a 20,000-ton instant coffee production line… Hougu Coffee made a leap It has become the largest instant coffee manufacturer in Asia, which has caused great repercussions in the international and domestic coffee industry. With the care and support of party committees and governments at all levels and the help of financial institutions, Hougu Coffee has grown by leaps and bounds and has quickly become a leader in local coffee brands in China.
The capital crisis highlights
Since 2012, Hougu Coffee has attracted more attention from domestic and foreign capital and competitors. In order to extend the industrial chain, Hougu Coffee has "long-term investment and short-term loans", and mature loans continue to squeeze the market's operating cash flow. After the prosperity of the enterprise, a financial crisis began to appear.
Since June 2018, Hougu Coffee has been in deep debt crisis, and there have been rumors that Hougu Coffee is about to go bankrupt! In response to the rumors, Hougu Coffee has refuted the rumors.
FBIF released the "2020 China Food and Beverage Industry Top 100 List" on August 24, 2020 Beijing time, and Hougu Coffee became the only company in Yunnan Province on the list. Hougu Coffee has been rated as a national agricultural leading enterprise for many years. The founder Xiong Xiangren was awarded the title of “Leader of National Special Support Program for High-level Talents”. In the past five years, Hougu Coffee's sales have fluctuated between 3 billion and 6 billion yuan. And it has led nearly 300,000 farmers to plant coffee. In the past three years, despite the breakage of the capital chain, they still tried their best to not hit the farmers with a "white note"!
Hougu Coffee has achieved such success, why is there a rumor that "Hougu Coffee is about to go bankrupt"? In this regard, Zhang Ruijing, the legal representative and general manager of Dehongzhou Hongtian Group (the controlling shareholder of Hougu Coffee), refuted the rumors of bankruptcy in an interview with reporters.
Zhang Ruijing believes that: In the traditional sense, a broken capital chain of an enterprise means that the enterprise is about to go bankrupt.But for Hougu and enterprises with their own hematopoietic function, this situation will not happen. How to understand? One is the strong support of national policies for private enterprises and the care and assistance of local party committees and governments at all levels, which have provided a good business environment for enterprises to survive; the other is that creditors such as financial institutions and courts have given Hougu Coffee enough money. Time and space to actively promote corporate debt restructuring; the third is the company's own timely crisis public relations, and quickly reached reconciliation with multiple creditors.
Hougu people are grateful
"I would like to thank the Party committees, governments, people's courts and creditors at all levels for their help, support and tolerance." Xiong Xiangren, founder of Hougu Coffee, always thinks so.
With the concern of party committees and governments at all levels, how did Hougu Coffee reach reconciliation with many creditors? The key depends on Hougu's own strong vitality, so that creditors can see hope. As we all know, Hougu is one of the only two companies in the country with an annual output of more than 10,000 tons of instant coffee powder. The other one must be familiar to everyone. It is an international giant in the coffee industry, but the two have different focuses in the domestic market. Director. Hougu focuses on the B-end market, and firmly occupies more than 70% of the domestic instant coffee pure powder market share. There are more than 600 large and small coffee companies in China using Hougu’s coffee powder, and another coffee company focuses on C. end market, occupying 70-80% of the domestic coffee terminal retail market share.
In addition, Hougu also owns more than 270,000 mu of coffee planting bases. Coupled with a perfect industrial structure, it ensures that the cost of Hougu coffee raw materials will not be too high. This is also one of the core factors for Hougu to reach a settlement with multiple creditors. As the so-called "people help themselves, God helps them".
In the past three years, without any external financial support and the impact of the epidemic, Hougu Coffee has survived, and has achieved no layoffs, no salary cuts, no "white bills", and can pay taxes and operate. "Six stability and six guarantees" have made practical contributions! For this reason, Hougu Coffee would like to thank Party committees and governments at all levels, people's courts, creditors and consumers. You have given Hougu Coffee enough time and space to complete the debt restructuring and achieve today's achievements in the process of restructuring. Thank you very much!
Hougu Coffee "Entered" the Greater Bay Area
Talking about the current development of Hougu Coffee brand and the overall plan for the future development of the company, Xiong Xiangren said: Hougu's ingenuity is also the key to today's achievements, and it has never been said for nearly 30 years from beginning to end defeat! Since 2018 alone, there have been more than 100 invention patents and utility model invention patents, which is also an important factor for Hougu to make breakthroughs in iced 5G coffee, fruits and vegetables and other functional food chains in recent years.
In the past, in people’s impressions, Hougu Coffee had a perfect brand industry chain and strong technical strength, but in terms of brand market sales, the visibility was not high. For this reason, Hougu Coffee even shouted “To do sales, who said we can’t do it?” ?" slogan! On May 7, 2021, after a brief symposium, Hougu Coffee held the "Hougu Coffee Entering the Greater Bay Area 'Expedition' Ceremony" in Dianchi Building, Kunming, Yunnan Province. The company challenged its own shortcomings and sent a team to Shenzhen to work steadily. Do the market, and strive to promote "let the Chinese drink their own good coffee".
Hougu firmly defends the national coffee brand
Hougu Coffee is currently undergoing debt restructuring and industrial restructuring.During a series of work, Hougu Coffee is also faced with confusion: why are foreign institutions so interested in Hougu Coffee, but they are reluctant to come to Hougu Coffee in person to discuss cooperation? Can this mentality of having to wait for Hougu to go bankrupt to "pick up dead fish" can be adjusted? Why do very few individuals in our country have to help sell Hougu to foreign companies? These confusions were finally exchanged for Hougu Coffee's solemn statement: "Hougu Coffee is a domestic old-fashioned coffee company for nearly 30 years. We have a small wish: Hougu is only willing to have deep equity with Chinese local state-owned enterprises and private enterprises. Cooperation, continue to retain the pure Chinese blood of the company, but will also be willing to cooperate with international brands in product and business cooperation and fair competition to see who can provide consumers with healthier and better coffee! Besides, there are hundreds of thousands more in the future. Farmers are helping us grow coffee! To this end, we will resolutely defend the national coffee brand in China.”
The Chinese coffee consumption market is in a period of rapid growth, with an average annual growth rate of about 10 times the global average growth rate. I don't hope that ten years from now, when China becomes the world's largest coffee consumer, all our coffee beans and deep processing industries will come from abroad! Hougu Coffee looks forward to maintaining the perfect coffee industry chain, maintaining strong independent intellectual property rights and China's coffee industry system, and finally realizing "Chinese people drink good coffee grown by themselves"!
Finally, Hougu Coffee sincerely hopes for the Chinese people: "We must believe more in our own national brands, and we must not only consume international brands of coffee, but also national brands of coffee, so as not to exclude foreigners, not to dislike internalism, and to have shortcomings and excesses. Rectification! Let us grow together, complement each other, and create a better future together in an environment of fair competition between international and domestic coffee brands!" Hougu Coffee took action. Shenzhen, here we come!
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