A few days ago, the much-anticipated online bidding event of BOP (Best of Panama) in the coffee industry came to an end. At this top-level auction that attracts the attention of coffee lovers worldwide, the Geisha from the renowned Hacienda La Esmeralda in Panama once again set a new record for the transaction price in the history of BOP auctions.
It is reported that the washed Geisha was purchased by Judith Coffee in Dubai at a price of $30,204 per kilogram (approximately 217,000 yuan), and this unprecedented transaction price has made the washed Geisha from Hacienda La Esmeralda in Panama the coffee bean with the highest unit price ever recorded in the history of global coffee auctions.
Although the sun-dried Geisha did not reach such a high price, its bidding price of $23,608 per kilogram (approximately 169,000 yuan) should not be overlooked. What’s more interesting than the transaction price is that the buyer who won the sun-dried Geisha king from among many competitors is actually JD.com, a Chinese tech giant.
Judging from the transaction screenshot released on the BOP official website, 20 kilograms of sun-dried Geisha coffee beans were bid on 2,676 times and finally fully acquired by “JD.com”. The total transaction price is approximately 3.4 million yuan.
Such a large-scale purchase of the Geisha king by JD.com is undoubtedly beyond the imagination of many onlookers. In most people’s minds, those who participate in coffee bean bidding activities are mostly green bean merchants, roasters, etc. related to the coffee industry. The sudden entry of an e-commerce platform into this bidding has inevitably sparked public curiosity and attention.
At the same time, many coffee lovers are discussing what JD.com will do with this precious Geisha king. It should be noted that although JD.com has purchased 20 kg of Geisha green beans, the number of cups of coffee that can be made from these beans is very limited and not suitable for large-scale sales. Therefore, some enthusiasts believe that if the Geisha, which costs more than $20,000 per kilogram, is made into beverages, each cup may be sold for thousands or even tens of thousands of yuan. They speculate that JD.com may put “sky-high priced coffee” on the shelves in the near future.
However, some netizens with creative ideas have come up with a marketing plan for JD.com, suggesting that the company add these high-priced coffee beans to its “10-billion-yuan subsidy” campaign and sell these “golden coffee beans” at a favorable price of 9.9 yuan, so as to gain a lot of traffic and popularity.
While onlookers are discussing this enthusiastically, media such as Yangtze Evening News have revealed that JD.com will roast and process the Geisha king after it arrives in China, and some products will be exclusively sold through JD Supermarket. Meanwhile, the brand will launch activities such as “5,000 – 4,990 coupons” and “Grab the opportunity to taste specialty coffee for 9.9 yuan” to enable more coffee lovers to experience the charm of specialty coffee.
Seeing that the wealthy JD.com has turned netizens’ creative ideas into reality, coffee lovers are greatly surprised and exclaim that “drinking the Geisha king for 9.9 yuan is no longer a dream”. However, some people believe that JD.com’s purchase of the Geisha king for more than 3 million yuan is actually a stepping stone for the brand to enter the specialty coffee field. They tease that “spending 3 million yuan on coffee is a bit extravagant, but spending 3 million yuan on advertising is a great deal.”
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