Buc tranh cua ca phe che bien Viet Nam

San luong ca phe hat cua Viet Nam trong nhung nam gan day tang truong rat manh da keo theo nhu cau tieu dung ca phe tang len. Thi truong ca phe hoa tan dang tro nen "nong" trong thoi gian gan day, tuy nhien, tang truong tieu dung lai cham hon so voi tang nang luc san xuat.

Tinh den thoi diem thang 11/2005, co 3 don vi san xuat ca phe hoa tan voi tong cong suat 2.200 tan/ nam. Trong do, Vinacafe 1.000 tan/nam dang chay het cong suat, Nescafe 1.000 tan/nam, Trung Nguyen 200 tan/nam chua dua vao su dung. Trong so cac loai ca phe hoa tan dang canh tranh tren thi truong thi ca phe hoa tan nguyen chat chi chiem 14%, con lai 86% la ca phe hoa tan 3 trong 1, nguoi dan goi la ca phe sua (vi co bo sung them duong va bot sua). Nhu vay, canh tranh trong nhom san pham ca phe hoa tan tap trung chu yeu o ca phe hoa tan 3 trong 1.

Neu tat ca cong suat cua cac nha may ca phe hoa tan o Viet Nam su dung de san xuat ca phe hoa tan 3 trong 1 thi tong san luong se la 23.000 tan/nam. So di chung toi muon noi den ca phe hoa tan vi day duoc xem la san pham ca phe che bien cao cap, no doi hoi nha san xuat khong nhung co von dau tu lon ma phai co ky thuat, cong nghe, ke ca kinh nghiem nua.

Nhin mot cach thiet thuc thi ca phe hoa tan the hien nang luc cua doanh nghiep che bien ca ve tien von va khoa hoc-ky thuat. Mat khac, huong phat trien ben vung la phai tang san luong ca phe hoa tan vi no la nguyen lieu co ban de lam ra nhung loai ca phe sua hoa tan, la san pham co gia tri gia tang cao. Co the co nhung doanh nghiep lam duoc ca phe "3 trong 1" nhung chua the san xuat duoc ca phe hoa tan, ho phai nhap ca phe hoa tan. Vi the, khi nghe noi ve ca phe hoa tan hay la ca phe sua hoa tan nguoi ta thuong hay nham lan, nhat la cac cong ty tu "danh bong soi guong" thuong hay dua thong tin lap lo giua hai san pham nay.

Voi ca phe hoa tan 3 trong 1, trong thoi gian qua da co hang loat cac cong ty nho dau tu vao dau tron nguyen lieu ca phe nhap ngoai de dong goi ca phe hoa tan 3 trong 1. Hien tren thi truong co the tim thay tren 20 nhan hieu khac nhau, nhung theo so lieu nghien cuu thi truong cua Taylor Nelson Sofrees - TNS nam 2004 thi Vinacafe chiem 50,4%, Nescafe 33,2%, cac nhan hieu khac 16,4%. Binh quan moi nhan hieu nho chi chiem chua toi 1% thi phan ca phe hoa tan 3 trong 1.

Dong thai cua doanh nghiep dan dau Vinacafe trong thoi gian gan day, khi ngoai 2 loai ca phe hoa tan noi tren, trinh lang them mot san pham moi - ca phe hoa tan 4 trong 1- ca phe sam (bo sung them duong, bot sua va nhan sam) de duoc "mot minh mot cho" cho thay, thi truong trong nuoc da gan toi diem bao hoa. Cung co nhung y kien rang, ly do gi da khien Nescafe tung ra cung mot luc 3 san pham ca phe 3 trong 1 voi bao bi hoan toan moi va thay doi luon thong diep quang cao? Chi co the giai thich rang thi phan da bi chia se boi nhieu san pham cua hang loat cong ty tung "san pham dau tron" vao thi truong.

Doi voi cac cong ty nho trong nuoc, ly do nao khien ho lao vao dau tu nhom san pham nay? Co mot so ly do sau day. Thu nhat: su phat trien manh me cua Vinacafe Bien Hoa, don vi dang dan dau voi 50,4% thi phan ca phe hoa tan o Viet Nam, da thu hut nhieu nha dau tu moi vao linh vuc che bien loai ca phe nay. Thu hai: nhung cong ty nho thieu thong tin ve thi truong. Cung theo nghien cuu cua TNS thi ca phe Viet Nam dang co xu huong tieu dung giam so voi cac loai do uong khac. Ca phe hoa tan nam 2004 giam 9,7% so voi 2003 trong khi ca phe rang xay tang 9,7%. Nhu vay cac cong ty nho cua Viet Nam lieu co di chech huong?

Nhung cung phai ke den mot so doanh nghiep lon cung co du dinh hoac la da dau tu vao che bien ca phe hoa tan; trong khi ho khong thieu thong tin ve thi truong. Van de dat ra la tai sao nhung "dai gia" nay van quyet dinh dau tu trong khi so voi cac san pham khac - nhu the hien tren bieu do tieu thu nuoc giai khat duoi day - thi thi truong ca phe tai Viet Nam khong hap dan. Ly do con lai la de xuat khau.

Ca phe Viet Nam, nhat la ca phe rang xay cua hau het cac nhan hieu Viet Nam (ngoai tru Vinacafe) deu rat kho xuat khau vi pha tron rat nhieu phu gia khong co loi cho suc khoe va khong hop gu nguoi tieu dung nuoc ngoai. Ba Dao Thi Mui, thu ky thuong truc Hiep hoi ca phe Ca cao Viet Nam cho biet: "Chung ta hien nay chi co duy nhat mot nha xuat khau ca phe che bien uy tin la Vinacafe Bien Hoa. Cac thuong hieu khac so luong rat it va khong deu". Ca phe rang xay da mat uy tin, vay thi chi con cach dau tu vao ca phe hoa tan; va muon xuat khau, truoc het phai quang ba manh trong nuoc.

Ong Bui Xuan Thoa, Giam doc Vinacafe Bien Hoa cho rang, cai ma chung ta can lam bay gio chinh la thay doi suy nghi cua cac nha san xuat ca phe rang xay Viet Nam la can lam ca phe xay nguyen chat de co co hoi xuat khau san pham nay. No vua phu hop voi xu huong tieu dung trong va ngoai nuoc, no cung nhu nhung "san pham sach" o cac linh vuc khac, vua phu hop voi dieu kien tai chinh vua huong toi su huong thu cao cap cua khach hang.

Tuy nhien, dau tu moi mot nha may ca phe hoa tan du tieu chuan chat luong xuat khau voi cong suat 3.000 tan/nam phai mua cac thiet bi cua cac hang chuyen nghiep va tong dau tu toi thieu la 20 trieu USD. Voi Vinacafe Bien Hoa - ong Bui Xuan Thoa khang dinh la van tiep tuc dau tu cong nghe va nang cong suat san xuat ca phe hoa tan vi Vinacafe Bien Hoa da co kinh nghiem 30 nam nay, lai co thi truong ngay cang duoc cung co va mo rong. Mat khac, gan nhu cac nhan hieu moi khong the canh tranh voi Vinacafe ve chat luong va voi uy tin lau nam tren thuong truong. Day co the la huong mo - du khong that rong rai voi tat ca cac doanh nghiep; dac biet la doanh nghiep vua va nho - nhung xem ra do la huong phat trien ben vung va "chuyen nghiep". Do cung co the duoc xem la mot thong diep khong chi gui toi cac doanh nghiep che bien ma con gui toi nhung nguoi trong ca phe trong Festival Cafe dau tien tren vung dat duoc coi la "thu phu" cua ca phe - Buon Ma Thuot.