咖香飘四海 侨乡浙江青田咖啡产业提质拓市场Coffee fragrance wafts all over the world, hometown of overseas Chinese. Zhejiang Qingtian coffee industry improves quality and expands market

中新网丽水6月21日电(周健)端午假期，浙江丽水青田船寮镇洪府前村热闹非凡，一边是鼓声铿锵激昂，龙舟队伍奋楫竞渡；一边是花田咖啡屋醇香四溢，游客围坐品咖，笑语声声。“看完紧张刺激的龙舟赛，来品尝一杯正宗的青田咖啡，好不惬意。”游客周岳岚说。

这家花田咖啡屋巧妙融合了现代工业风与龙舟文化元素，是首家“青田咖啡”标准化品牌店。门店假期客流火爆，是当下青田咖啡产业蓬勃发展的生动缩影。

首家“青田咖啡”标准化品牌店。 青田县委宣传部 供图

侨乡青田咖啡文化底蕴深厚，华侨早年往返海内外，将咖啡文化带回故土，历经数十年沉淀，咖啡早已融入当地人的日常生活。目前，青田全县登记在册的咖啡馆达721家，日均咖啡消费量突破2万杯，年咖啡产值突破2亿元。

原先，“青田咖啡”是一个地域概念，缺乏统一的品牌标准。近年来，青田推进区域公共品牌建设：“青田咖啡”图形logo已完成注册、“青田咖啡”品牌店开放加盟合作，已在杭州、金华、无锡等地推进落地。

“青田本地咖啡市场基础扎实，但品牌对外传播仍有不足，产业发展受限。推出加盟模式，是青田咖啡产业拓展市场的关键举措。”青田县西餐产业发展中心主任祁小娟介绍，加盟店实行原料、设备统一管理，保障咖啡品质稳定，“我们还依托门店载体，展示华侨文化，让顾客沉浸式感受青田魅力。”

青田咖啡拓市场的底气，更源于不断完善的产业链布局。走进青田杰诺咖啡体验馆，只见各类咖啡豆、咖啡器具整齐陈列，咖啡豆烘焙设备全速运转，工作人员熟练地操作着生豆分拣、烘焙、研磨等工序。一条环环相扣的咖啡产业链，仅从这一家店便能窥见一斑。

“此前生豆依赖外地代加工，现在本土化生产缩短产品研发周期，有效提升企业市场竞争力。”青田县杰诺咖啡贸易有限公司负责人郑晓建说，企业还将依托“青田咖啡”“青田西餐大师”区域公共品牌的营销网络，将产品销往全国市场。

产业提质发展，人才是核心支撑。在青田县职业技术学校的咖啡实训教室里，学生们专注练习咖啡萃取、拉花等专业实操技能。

咖啡课程教师吴永珍介绍，该校多年前就自编咖啡校本教材，配备专业实训设备，打造咖啡体验门店，让学生模拟咖啡店运营管理，“不少学生毕业后深耕咖啡产业，推动青田咖啡拓展市场。”(完)

China News Network, Lishui, June 21 (Zhou Jian) During the Dragon Boat Festival holiday, Hongfuqian Village, Chuanliao Town, Qingtian, Lishui, Zhejiang, was very busy. On the one hand, the drums were loud and stirring, and the Loong Boat team was struggling to ferry; On one side is the fragrant Huatian Coffee House, where tourists sit around enjoying the coffee and laughing loudly. "After watching the exciting Loong Boat Race, it's nice to have a cup of authentic Qingtian coffee," said tourist Zhou Yuelan.

This Huatian Coffee House is the first standardized brand shop of "Qingtian Coffee", which ingeniously integrates modern industrial style and Loong Boat cultural elements. The hot holiday customer flow in the store is a vivid reflection of the booming development of the Qingtian coffee industry at present.

The first standardized brand store of "Qingtian Coffee". Picture provided by the Propaganda Department of Qingtian County Committee

Qingtian Coffee, a hometown of overseas Chinese, has a profound cultural heritage. In the early years, overseas Chinese traveled back and forth at home and abroad, bringing coffee culture back to their homeland. After decades of accumulation, coffee has long been integrated into the daily lives of the local people. At present, there are 721 registered coffee shops in Qingtian County, with a daily coffee consumption of over 20000 cups and an annual coffee output value of over 200 million yuan.

Originally, "Qingtian Coffee" was a regional concept and lacked a unified brand standard. In recent years, Qingtian has promoted the construction of regional public brands: the "Qingtian Coffee" graphic logo has been registered, and the "Qingtian Coffee" brand stores have opened for franchise cooperation, and have been implemented in Hangzhou, Jinhua, Wuxi and other places.

The local coffee market in Qingtian has a solid foundation, but the brand's external communication is still insufficient, and the development of the industry is limited. Launching a franchise model is a key measure for Qingtian coffee industry to expand its market. "Qi Xiaojuan, director of Qingtian County Western Food Industry Development Center, introduced that franchise stores implement unified management of raw materials and equipment to ensure stable coffee quality." We also rely on store carriers to showcase overseas Chinese culture, allowing customers to immerse themselves in Qingtian's charm

The confidence of Qingtian Coffee in expanding its market comes from the continuous improvement of its industrial chain layout. Entering Qingtian Jeno Coffee Experience Shop, one can see various coffee beans and coffee utensils neatly displayed, coffee bean roasting equipment running at full speed, and staff proficiently operating processes such as sorting, roasting, and grinding of raw beans. A closely interconnected coffee industry chain can be seen from just this one store.

Previously, raw beans relied on outsourcing processing, but now localized production shortens the product development cycle and effectively enhances the company's market competitiveness, "said Zheng Xiaojian, the head of Qingtian County Jienuo Coffee Trading Co., Ltd. The company will also rely on the marketing network of regional public brands such as" Qingtian Coffee "and" Qingtian Western Food Master "to sell its products to the national market.

The improvement and development of industries rely on talent as the core support. In the coffee training classroom of Qingtian Vocational and Technical School, students focus on practicing professional practical skills such as coffee extraction and latte art.

Coffee course teacher Wu Yongzhen introduced that the school has self compiled coffee school-based textbooks, equipped with professional training equipment, and created coffee experience stores many years ago, allowing students to simulate coffee shop operation and management. "Many students have been deeply involved in the coffee industry after graduation, promoting the expansion of Qingtian Coffee's market