Growing coffee beans in class, drinking coffee, brewing coffee, and the knowledge learned in college are all related to coffee...... Doesn't such a profession sound very "fragrant"?
01
The world's first!
The most "fragrant" undergraduate major is about to be launched
On June 19, #一个听起来很香的本科专业#词条登上新浪微博热搜榜, it turned out that Yunnan Agricultural University had established a new major - coffee science and engineering. It is the graduation season, and the topic has aroused heated discussions among netizens.
Many netizens expressed their expectations:
- Yes, it is easy to find employment in Shanghai;
- It is too reasonable for schools in Yunnan to open this major, almost all domestic coffee beans are produced in Yunnan, and I hope to combine production, education and research to sell Yunnan beans to the world;
- Who wouldn't want to drink free coffee in class every day?
……
In fact, as early as March this year, the Ministry of Education announced the 2024 catalog of undergraduate majors in ordinary colleges and universities, and the "coffee science and engineering" declared by Yunnan Agricultural University was among them. It is worth noting that this is the world's first undergraduate talent training program in coffee-related disciplines.
△ Image source: Screenshot from the official website of the Education Bureau
According to Yunnan Agricultural University, coffee science and engineering is an engineering major in the field of food processing, combining primary, secondary and tertiary industries, not only with basic courses of food science and engineering, coffee flavor chemistry, coffee processing, coffee roasting and tasting and other professional core courses, but also engineering training, skills training, international trade and other professional comprehensive practice courses. The program will welcome its first undergraduate program in September, with a planned enrollment of 100 students.
In order to allow students to have a better practice platform, build an innovation and entrepreneurship platform, school-enterprise integration and other institutional mechanisms, there are 23 internship practice bases, including cooperation with brands such as Nestle and Starbucks, to fully meet the needs of practical training, cultivate students' innovative practice ability, ensure the needs of students' employment, and also make up for the current shortage of coffee professionals in China.
02.
New players enter the game, and the price war continues
The coffee industry is changing at an accelerated pace
The emergence of coffee science and engineering is due to the new trend of social and economic development. According to Meituan's estimates, the scale of China's coffee industry in 2022 will be 200.7 billion yuan, and it is expected that the scale of China's coffee industry will reach 369.3 billion yuan in 2025.
Enterprise survey data also shows that as of June 21, there are 221,200 coffee-related enterprises in the mainland, and 20,500 coffee-related enterprises have been registered this year, and the number of related enterprises registered in the past ten years has shown an overall significant growth trend.
The broad market prospect has attracted many new players to enter the game across borders.
△ Image source: Picture Worm Creative
- In June, NIO Center, a subsidiary of NIO, launched coffee, specialty drinks and children's drinks on the takeaway platform, with prices ranging from 18 yuan to 48 yuan.
- In May, thanks to the newly implemented Implementation Measures for the Administration of Food Business Licensing and Filing in Shanghai, ANTA Shanghai 0 Carbon Mission Store plans to follow the trend of coffee culture and make and sell coffee on-site in the store to enrich the consumer experience.
- In April, sporting goods retail giant Decathlon opened the country's first coffee corner COFFEE HOUSE in its Wujiaochang store in Shanghai, with prices ranging from 12 yuan to 23 yuan.
- Last year, Laiyifen, the "No. 1 snack stock in China", officially announced that its coffee brand was officially upgraded to "Laica", and said that Laika has landed in more than 400 stores in Shanghai, Jiangsu and Zhejiang
……
The competition in the coffee track is getting hotter and hotter.
On the one hand, the speed of old players opening stores is gradually slowing down.
According to the store opening data of 20 chain coffee brands monitored by One View Commerce, in May, 994 new stores were opened by these brands, down 22.65% year-on-year and 2.83% month-on-month, with a total of 42,769 stores. At the same time, the pace of store opening in the coffee track has been slowing down since December 2023.
On the other hand, the "9.9 yuan" coffee price war is still continuing.
In April, Cudi shouted: ready for "9.9" to last for 3 years; In May, Luckin launched the oatmeal latte in cooperation with OATLY, and directly included it in the "Weekly 9.9" event menu, increasing the price war with higher cost performance; In June, Lucky Coffee, a subsidiary of Mixue Bingcheng, announced the opening of the "6.6 yuan" era of coffee......
△ Image source: Picture Worm Creative
As the domestic coffee market becomes more and more mature, the coffee industry will also give birth to more new opportunities, just like the birth of coffee science and engineering. Yang Xuehu, dean of the College of Hot Crops at Yunnan Agricultural University, said in an interview with CCTV News: "The training of coffee science and engineering is not only in a certain direction, but also for the entire industrial chain, and the employment prospects of students are very good. ”
According to the "Yunnan Coffee Bean Industry Development Report 2023" released by the Red Meal Industry Research Institute, the planting area and output of coffee beans in Yunnan account for more than 98% of the total planting area and output in the country, and Yunnan Province has cultivated 2 national key leading enterprises and created nearly 40 local coffee brands in Yunnan.
The report also pointed out that the quality rate of coffee beans in Yunnan in 2022 will be around 8%, compared with the 10% quality rate of coffee beans in the world, there is still a certain gap, and Yunnan Province has been committed to improving the quality rate of coffee beans.
It is foreseeable that the establishment of the coffee science and engineering major may be able to solve the industry-related problems to a certain extent in the future.
Author: Mai Yongyi, Red Meal Network; Editor: Li Tang