【HOGOOD后谷咖啡是哪个国家的品牌？】

德宏后谷咖啡有限公司（以下简称“公司”）坐落于中国咖啡之乡------云南·芒市，是农业产业化重点龙头企业，由德宏州宏天实业（集团）有限公司投资创建于2007年。是一家以咖啡、橡胶种植、加工、销售及进出口业务的民营企业。公司注册资本3.29亿元，总资产78亿元，2015年实现销售收入28.24亿元，进出口额为3亿美元，缴纳税金1776万元。公司现有员工近2000人，下设芒市、盈江、昆明、临沧、陇川、速溶粉等九个子（分）公司，是国家高新技术企业、云南省创新型试点企业、云南省农产品深加工科技型企业和云南省上市培育工程重点企业。

（一）农业发展情况

种植情况:

公司长期以来努力致力于中国咖啡产业的研究和发展，截止2015年底公司已在全省种植咖啡27万余亩，其中德宏种植22万亩，临沧5万亩，带动农户6万户，30余万人。

合作社建设情况:

通过“公司+基地+合作社”的产业发展模式创新，联合农村基层党组织，公司在农村建盖合作社，实施“五加一”工程，真正解决农业、农民、农村的根本问题。目前已经通过“公司+基地+合作社”（即一台电脑、一台投影、一台刷卡机、一个农资化肥仓库、一个党员活动办公室+一名合格的技术员。）的模式带动6万户，30余万人参与咖啡的生产经营与销售，并取得了可喜的成绩。

（二）工业发展情况

公司在响应各级党委、政府号召的同时，充分发挥龙头企业的作用和优势，积极打造咖啡民族品牌，将咖啡事业引入更大、更高、更强的天空。公司自2004年开始对咖啡系列产品的研发，2007年开始投入建设速溶咖啡粉厂，截止目前公司建有5个初加工厂，初加工能力达到年产80000吨咖啡米。2008年投资1.1亿元自主研发建成的速溶咖啡加工生产线，年产3000吨咖啡纯粉，从而结束了云南近30年来仅依靠出售咖啡原料的经营方式，2009年，在中国进出口银行、国家开发银行、中国银行、中国建设银行等金融部门的支持下，投资10亿元，建成年产10000吨速溶咖啡加工生产线和新增12万亩咖啡原料基地；进而有效的延伸了产业链，增强了企业竞争力，为云南做强做大咖啡产业奠定了坚实的基础，将中国咖啡生产推向了一个崭新的时代。

为保障农民的收入稳定、持续增长，提高咖啡综合开发效益，延伸产业链，提高产品附加值，2015年6月，公司投资4.5亿元启动建设年产20000吨速溶咖啡粉生产线，生产线全面建设投产后，公司速溶咖啡年产能力提升到33000吨速溶咖啡纯粉。

（三）品牌市场

公司主要产品为咖啡豆、速溶咖啡粉、后谷系列“三合一”咖啡，公司产品先后通过ISO9001：2008国际质量管理体系、GAP认证（全球良好农业规范）、4C（国际咖啡社区的通用管理规则）、UTZ(国际优质咖啡)、HACCP（食品安全管理体系）、绿色食品、有机食品转化等认证。目前公司产品在国内主要销往上海、北京、深圳、杭州等城市，电商渠道涉足天猫、京东、一号店、阿里巴巴、新浪腾讯电商、亚马逊、工行建行等银行网上商城；国外主要销往英国、德国、美国、俄罗斯、韩国、新加坡、日本等42多个国家和地区。

(四)企业文化

1、企业商标文化：

“后谷”作公司咖啡产品注册商标，有着深厚的中国古文化内涵。“后”——古代称帝王为“后”，象征高雅和尊贵；“谷”——老子称“道”为“谷”，意喻“道”是永恒不灭的。公司遵循发展产业造福乡梓之“道”书写中国咖啡产业姹紫嫣红的春天！

2、企业精神：产业兴邦，品牌报国。

3、企业使命：让父老乡亲全面小康，让全球溢满后谷芳香。

英文翻译：Dehong Hougu Coffee Co., Ltd. (hereinafter referred to as "the company") is located in Mangshi, Yunnan Province, the hometown of coffee in China. It is a key leading enterprise of agricultural industrialization. It was founded in 2007 by Dehong Hongtian industry (Group) Co., Ltd. Is a coffee, rubber planting, processing, sales and import and export business of private enterprises. The company has a registered capital of 329 million yuan, a total asset of 7.8 billion yuan, a sales revenue of 2.824 billion yuan, an import and export volume of 300 million US dollars and a tax payment of 17.76 million yuan in 2015. With nearly 2000 employees, the company has nine subsidiaries (branches) including Mangshi, Yingjiang, Kunming, Lincang, Longchuan and instant powder. It is a national high-tech enterprise, an innovative pilot enterprise in Yunnan Province, an agricultural product deep processing technology enterprise in Yunnan Province and a key enterprise in Yunnan Province listed cultivation project. （1） Agricultural development planting: the company has long been committed to the research and development of China's coffee industry. By the end of 2015, the company has planted more than 270000 mu of coffee in the province, including 220000 mu in Dehong and 50000 mu in Lincang, driving 60000 households and 300000 people. Cooperative construction: through the innovation of the industrial development mode of "company + base + cooperative", in combination with the rural grass-roots party organizations, the company builds cooperatives in rural areas, implements the "five plus one" project, and truly solves the fundamental problems of agriculture, farmers and rural areas. At present, it has passed the "company + base + cooperative" (i.e. one computer, one projection, one card reader, one agricultural material and fertilizer warehouse, one party member activity office + one qualified technician) The mode of "green coffee" has led 60000 households and over 300000 people to participate in the production, operation and sales of coffee, and achieved gratifying results. (two) Industrial Development: while responding to the call of Party committees and governments at all levels, the company gives full play to the role and advantages of leading enterprises, actively creates a national brand of coffee, and introduces the coffee industry into a bigger, higher and stronger sky. The company began to research and develop coffee series products in 2004, and started to build instant coffee powder plant in 2007. Up to now, the company has built five primary processing plants with an annual capacity of 80000 tons of coffee rice. In 2008, the company invested 110 million yuan in the self-developed instant coffee processing production line, with an annual output of 3000 tons of pure coffee powder, thus ending the operation mode of Yunnan that only relies on the sale of coffee raw materials in the past 30 years. In 2009, with the support of the import and export Bank of China, the National Development Bank, the Bank of China, the Construction Bank of China and other financial departments, the company invested 1 billion yuan to build an annual output of 10000 tons of instant coffee Processing production line and new 120000 Mu coffee raw material base have effectively extended the industrial chain, enhanced the competitiveness of enterprises, laid a solid foundation for Yunnan to strengthen and expand the coffee industry, and pushed China's coffee production to a new era. In order to ensure the stable and sustainable growth of farmers' income, improve the comprehensive development efficiency 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 production line of 20000 tons of instant coffee powder. After the production line was fully constructed and put into operation, the annual production capacity of the company's instant coffee was increased to 33000 tons of instant coffee powder. （3） The main products of the brand market company are coffee beans, instant coffee powder and Hougu series of "three in one" coffee. The company's products have successively passed ISO9001:2008 international quality management system, GAP certification (global good agricultural practice), 4C (general management rules of international coffee community), Utz (international high-quality coffee), HACCP (food safety management system), green food, etc Machine food conversion and other certification. At present, the company's products are mainly sold to Shanghai, Beijing, Shenzhen, Hangzhou and other cities in China. The e-commerce channels involve tmall, Jingdong, No.1 store, Alibaba, Sina Tencent e-commerce, Amazon, ICBC Construction Bank and other bank online shopping centers. Overseas products are mainly sold to more than 42 countries and regions, including the United Kingdom, Germany, the United States, Russia, South Korea, Singapore and Japan. （4） Corporate culture 1. Corporate brand culture: "Hougu" is the registered trademark of coffee products of the company, which has profound ancient Chinese cultural connotation. "After" - the emperor was called "after" in ancient times, symbolizing elegance and dignity; "Valley" - Laozi called "Tao" as "Valley", meaning that "Tao" is eternal. The company follows the "road" of developing industry and benefiting the countryside to write the colorful spring of Chinese coffee industry! 2. Enterprise spirit: prosper the country by industry and serve the country by brand. 3. Mission of the enterprise: to make the old and the villagers well-off in an all-round way, and make the world full of fragrance of Hougu.

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