正大（海南）兴隆咖啡产业开发有限公司：16万游客，只为这颗“咖啡豆”Zhengda (Hainan) Xinglong Coffee Industry Development Co., Ltd.: 160000 tourists, just for this' coffee bean '

政策“含金量” · 企业获得感

（系列五）

首批800棵咖啡树，已被认养400棵。在海南认养一棵咖啡树，你就享有相应的咖啡豆、咖啡制作培训等权益。

在6月16日举行的海南自由贸易港企业获得感案例分享会（第二场）上，正大（海南）兴隆咖啡产业开发有限公司兴隆咖啡文化园及海南门店运营负责人郑立鲍介绍了老牌兴隆咖啡的旅游新体验。

正大（海南）兴隆咖啡产业开发有限公司兴隆咖啡文化园及海南门店运营负责人郑立鲍。海南日报全媒体记者韦茂金 摄

兴隆咖啡已拥有70余年品牌积淀。兴隆华侨农场咖啡厂成立于1952年，是中华人民共和国成立后第一家咖啡厂，70余年来因侨而建、因侨而兴，形成了独特的南洋侨味文化。

2020年，泰国正大集团与万宁市政府合作，全面接手兴隆咖啡品牌，在原厂址打造正大·兴隆咖啡文化园，2025年3月获评国家AAA级旅游景区。

郑立鲍介绍，园区运营中注重还原归侨带种引技的历史场景，通过侨乡记忆展区、南洋风情建筑及场景化体验；同时开展咖啡全产业链体验游，游客可体验咖啡种植、采摘、烘焙、研磨、冲泡与品鉴，沉浸式感受咖啡文化。此外，园区配套儿童乐园、主题文创、户外运动等业态，有效带动了二次消费。

“咖啡+文旅”深度融合，让游客在此停留。“海南自由贸易港封关运作以来，感受到境外游客明显增长。”郑立鲍介绍，今年第一季度，园区已接待游客16万人次，同比增长了31%，游客增加的同时也促进了咖啡产品的销售。

自贸港政策叠加释放，老品牌焕发新活力。

在加工增值免关税方面，正大兴隆咖啡进口咖啡生豆在海南加工，增值率超过30%后出岛进入内地市场，免征8%的进口关税。去年12月18日，企业完成首单加工增值免关税内销，综合成本得到明显优化，为拓展内地市场打开了空间。

在零关税方面，企业进口咖啡生豆加工成成品后直接出口海外，享受进口环节零关税。企业较早完成了咖啡类目“两头在外”首单，进口哥伦比亚生豆加工后出口澳大利亚，免去了8%进口关税和13%增值税，显著提升了国际竞争力。

“在这么好的政策加持下，大大降低了企业运营成本。”郑立鲍表示，依托海南自贸港政策优势，加上正大集团全球化布局，目前企业正着手进军国际市场，让兴隆咖啡走向世界。

互动交流环节链接

记者：海南自贸港加工增值超30%免关税政策，以及生豆零关税政策，具体为兴隆咖啡带来多少成本下降？实地落地案例还有哪些？

郑立鲍：我们在海南做咖啡的板块，大量的要靠进口，其实，正大集团作为全球化集团公司，本身我们也是这么一个经营理念，原材料买全球、产品卖全球。

特别是海南现在有这么好的政策，没有这个政策的话，我们在海南的成本优势没法得到体现，跟内地的咖啡市场比较，我们的成本优势并不多，所以我们需要这些政策。去年10月，我们从哥伦比亚进口的生豆，再通过加工直接出口到澳大利亚，不仅免了8%的进口关税，13%的增值税也得到了减免。在这么好的政策加持下，大大优化了企业运营的成本优势，在成本优势得到优化的前提下，国内市场空间的拓展和国际的影响力既得到了名，又得到了利。

记者：兴隆咖啡文化园获评国家AAA旅游景区后，如何以咖啡文旅带动园区营收，提高游客离岛消费时长？

郑立鲍：刚才也有记者提到，现在游客的消费能力有没有变化？我跟他是这么分享的，不是不愿意消费了，是你的产品值不值得他购买？

这两年，我负责园区运营，我感受到很明显的变化，游客来到这里会为他的体验买单，会为他的情感买单，甚至是为“情绪价值”买单，就看你的产品值不值得。

从去年开始，我们做了大量的这方面的投入，我也提到“从种子到杯子”，我分享一个案例，在我们园区，您可以为自己购买一棵咖啡树，这个咖啡树200元、500元、800元的都有，购买咖啡树以后，从咖啡的采摘、烘焙、制作……甚至是会给你邮寄每个季节的新品，您可以365天、每天24小时，通过视频观看咖啡树的成长，这样的做法，吸引了大量的游客甚至是同行效仿。

在这个过程中，我们很多的产品发生了变化，合作住房酒店的客人，可以免费到园区品鉴一杯咖啡，感受到一杯非遗咖啡的魅力；或者是进行产品置换……在海南做旅游行业，应该多往这方面思考，怎么吸引更多的游客来？怎么留住游客更多的时间停留、逗留？甚至是让游客来了二次、三次后还要再来，这是我们做旅游的人需要思考的。

来源：海南日报

The 'gold content' of policies and the sense of gain for enterprises

(Series 5)

The first batch of 800 coffee trees, of which 400 have been adopted. By adopting a coffee tree in Hainan, you will enjoy corresponding benefits such as coffee beans and coffee making training.

At the second session of the Hainan Free Trade Port Enterprise Sense of Gain Case Sharing Conference held on June 16th, Zheng Libao, the head of Xinglong Coffee Culture Park and Hainan store operations at Zhengda (Hainan) Xinglong Coffee Industry Development Co., Ltd., introduced the new tourism experience of the old brand Xinglong Coffee.

Zheng Libao, the head of Xinglong Coffee Culture Park and Hainan store operations at Zhengda (Hainan) Xinglong Coffee Industry Development Co., Ltd. Photo by Wei Maojin, a media reporter from Hainan Daily

Xinglong Coffee has over 70 years of brand accumulation. Xinglong Overseas Chinese Farm Coffee Factory was established in 1952 and was the first coffee factory after the founding of the People's Republic of China. Over the past 70 years, it has been built and prospered due to overseas Chinese, forming a unique Nanyang overseas flavor culture.

In 2020, Thailand's CP Group cooperated with the Wanning City Government to fully take over the Xinglong Coffee brand and build the CP Xinglong Coffee Cultural Park at the original factory site. In March 2025, it was awarded the national AAA level tourist attraction.

Zheng Libao introduced that in the operation of the park, emphasis is placed on restoring the historical scene of returning overseas Chinese bringing their own skills, through the exhibition area of overseas Chinese hometown memories, Nanyang style architecture, and scene based experiences; At the same time, a coffee industry chain experience tour will be launched, where tourists can experience coffee planting, picking, roasting, grinding, brewing, and tasting, immersing themselves in coffee culture. In addition, the park is equipped with children's playgrounds, themed cultural and creative industries, outdoor sports and other formats, effectively driving secondary consumption.

The deep integration of "coffee+cultural tourism" allows tourists to stay here. Since the closure of Hainan Free Trade Port, we have noticed a significant increase in overseas tourists, "Zheng Libao said. In the first quarter of this year, the park received 160000 visitors, a year-on-year increase of 31%. The increase in tourists has also promoted the sales of coffee products.

The policy of free trade ports has been released, and old brands have regained new vitality.

In terms of value-added processing and tariff exemption, Zhengda Xinglong Coffee's imported coffee beans are processed in Hainan with a value-added rate of over 30% before entering the mainland market and being exempt from an 8% import tariff. On December 18th last year, the company completed its first value-added processing and duty-free domestic sales, significantly optimizing overall costs and opening up space for expanding the mainland market.

In terms of zero tariffs, companies can import coffee beans and process them into finished products for direct export overseas, enjoying zero tariffs in the import process. The enterprise completed the first order of the coffee category "two ends outside" earlier, imported Colombian green beans for processing and exported to Australia, avoiding 8% import tariffs and 13% value-added tax, significantly enhancing international competitiveness.

With the support of such good policies, the operating costs of enterprises have been greatly reduced, "said Zheng Libao. Relying on the policy advantages of Hainan Free Trade Port and the global layout of Zhengda Group, the enterprise is currently entering the international market, allowing Xinglong Coffee to go global.

Interactive communication link

Reporter: How much cost reduction does the Hainan Free Trade Port's duty-free policy for processing value-added over 30% and zero tariff policy for green beans bring to Xinglong Coffee? What are the other on-site implementation cases?

Zheng Libao: Our coffee business in Hainan relies heavily on imports. In fact, as a global conglomerate, CP Group also adheres to the same business philosophy of buying raw materials and selling products globally.

Especially with such good policies in Hainan now, without them, our cost advantage in Hainan cannot be reflected. Compared with the coffee market in mainland China, our cost advantage is not significant, so we need these policies. Last October, we imported raw beans from Colombia and exported them directly to Australia through processing, which not only exempted us from 8% import tariffs but also reduced our 13% value-added tax. Under such favorable policies, the cost advantage of enterprise operations has been greatly optimized. With the optimization of cost advantage, the expansion of domestic market space and international influence have gained both fame and benefits.

Reporter: After Xinglong Coffee Culture Park was rated as a national AAA tourist attraction, how can we use coffee tourism to drive the park's revenue and increase tourists' spending time on outlying islands?

Zheng Libao: As mentioned by a reporter just now, has there been any change in the purchasing power of tourists now? I shared with him like this, it's not that he's unwilling to consume, is your product worth it for him to buy?

In the past two years, I have been responsible for the operation of the park, and I have felt a significant change. Tourists who come here will pay for their experience, their emotions, and even their emotional value. It depends on whether your product is worth it or not.

Since last year, we have made a lot of investment in this area, and I also mentioned "from seed to cup". Let me share a case where in our park, you can buy a coffee tree for yourself, which can be purchased for 200 yuan, 500 yuan, or 800 yuan. After purchasing the coffee tree, we will pick, roast, make... and even send you new products for each season. You can watch the growth of the coffee tree through videos 24 hours a day, 365 days a year. This approach has attracted a large number of tourists and even peers to follow suit.

During this process, many of our products have undergone changes. Guests of cooperative housing hotels can enjoy a free cup of coffee in the park and feel the charm of a cup of intangible cultural heritage coffee; Or it could be product exchange... In the tourism industry in Hainan, we should think more about how to attract more tourists? How to retain tourists for more time to stay and stay? Even making tourists come back after two or three times is something we as travelers need to consider.

Source: Hainan Daily