Dehong Hougu Coffee Co., Ltd. (hereinafter referred to as the "Company") is located in Mangshi, Yunnan, the hometown of coffee in China. It is a key leading enterprise in agricultural industrialization and is owned by Dehongzhou Hongtian Industrial (Group) Co., Ltd. The company's investment was founded in 2007. It is a private enterprise that uses coffee and rubber planting, processing, sales and import and export businesses. The company has a registered capital of 329 million yuan and a total assets of 7.8 billion yuan. In 2015, it achieved sales revenue of 2.824 billion yuan, import and export volume of 300 million US dollars, and tax payment of 17.76 million yuan. The company currently has nearly 2,000 employees, and has nine subsidiaries including Mangshi, Yingjiang, Kunming, Lincang, Longchuan, and Instant Powder. It is a national high-tech enterprise, an innovative pilot enterprise in Yunnan Province, and an agricultural product in Yunnan Province. Deep processing technology-based enterprises and key enterprises listed in Yunnan Province for cultivation projects.

(I) Agricultural development

Planting conditions:

The company has been committed to the research and development of China's coffee industry for a long time. By the end of 2015, the company has planted more than 270,000 mu of coffee in the province, including 220,000 mu of Dehong and 50,000 mu of Lincang, leading 60,000 farmers, 30 There are thousands of people left.

Cooperative construction situation:

Through the innovation of the industrial development model of "company + base + cooperative", we have joined forces with rural grassroots party organizations to build cooperatives in rural areas and implement the "five plus one" project to truly solve the fundamental problems of agriculture, farmers and rural areas. At present, it has driven 60,000 households through the model of "company + base + cooperative" (i.e., a computer, a projector, a card swipe machine, an agricultural supplies and fertilizer warehouse, a party member activity office + a qualified technician.), More than 300,000 people participated in the production, operation and sales of coffee and achieved gratifying results.

(II) Industrial development

While responding to the call of party committees and governments at all levels, the company fully utilizes the role and advantages of leading enterprises, actively builds a national coffee brand, and introduces the coffee industry into a larger, higher and stronger sky. The company has started research and development of coffee series products since 2004 and started to build an instant coffee powder factory in 2007. So far, the company has built 5 primary processing plants, with an annual output of 80,000 tons of coffee rice. In 2008, an instant coffee processing production line developed independently with an investment of 110 million yuan, with an annual output of 3,000 tons of pure coffee powder, thus ending the business model of Yunnan relying solely on selling coffee raw materials in the past 30 years. In 2009, it was developed by the Export-Import Bank of China and the State. With the support of financial departments such as the Bank, Bank of China, China Construction Bank, etc., an investment of 1 billion yuan was made to build an annual instant coffee processing production line of 10,000 tons and a new 120,000 mu of coffee raw material base; thus effectively extending the industrial chain and enhancing the enterprise. Competitiveness has laid a solid foundation for Yunnan to strengthen and expand its coffee industry, and has pushed China's coffee production into a new era.

In order to ensure stable and sustainable growth of farmers' income, improve the comprehensive development of coffee, extend the industrial chain, and increase the added value of products, in June 2015, the company invested 450 million yuan to start the construction of an annual instant coffee powder production line of 20,000 tons, and the production line was fully constructed and put into production. Afterwards, the company's annual production capacity of instant coffee has increased to 33,000 tons of instant coffee pure powder.

(III) Brand Market

The company's main products are coffee beans, instant coffee powder, and Hougu series "three-in-one" coffee. The company's products have successively passed ISO9001:2008 international quality management system, GAP certification (global good agricultural specifications), and 4C (general management of the international coffee community Rules), UTZ (International High-quality Coffee), HACCP (Food Safety Management System), Green Food, Organic Food Conversion and other certifications. Currently, the company's products are mainly sold in Shanghai, Beijing, Shenzhen, Hangzhou and other cities in China. E-commerce channels are involved in Tmall, JD.com, No. 1 Store, Alibaba, Sina Tencent E-commerce, Amazon, ICBC and CCB and other bank online malls; foreign majors are mainly Sales are sold to more than 42 countries and regions including the United Kingdom, Germany, the United States, Russia, South Korea, Singapore, Japan, etc.

(IV) Corporate Culture

1. Corporate trademark culture:

"Hougu" is a registered trademark of the company's coffee products and has profound ancient Chinese cultural connotations. "Hou" - in ancient times, the emperor was called "Hou", which symbolized elegance and honor; "Gu" - Lao Tzu called "Tao" "Gu", which means that "Tao" is eternal and immortal. The company follows the "way" of developing industries to benefit the hometown and writes about the colorful spring of China's coffee industry!

2. Corporate spirit: Industry promotes the country and brand serves the country.

3. Corporate mission: Let the family and the people be well-off in an all-round way, and let the world be filled with the fragrance of the back valley.