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In the coffee and tea drinking area of the 2025FHC Shanghai Global Food Show, amidst the dense aroma of coffee, Ms. Lin, the founder of the new coffee brand "X Coffee", is focusing on labeling each pack of "Yunnan Arabica Boutique Coffee Beans" with HiMarking logo QR code label. "As long as you scan this code, customers can immediately see the location of the bean planting estate, picking date, baking time, and even the owner's handwritten quality control notes." While demonstrating, she introduced to the surrounding buyers,"In the past, customers were always worried about adulteration of high-quality beans. Now, we have traceability of each item by code, and the efficiency of signing orders has increased by 30% compared with last year."
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From "trust problem" to "trust after scanning code": The foreign trade dilemma and breaking situation of cutting-edge coffee
"X Coffee" is a cutting-edge brand that deeply cultivates Yunnan's fine coffee. It began to try export business in 2024, but it quickly encountered a "stumbling block" in foreign trade. Ms. Lin recalled that when participating in an overseas exhibition last year, a European buyer questioned: "How to prove that your beans with an altitude of 1800 meters are not mixed with ordinary beans?" The traditional inspection report not only takes a week, but it is also difficult to trace temperature changes during transportation in real time. Many orders have been put on hold due to trust issues.
This is not an exception. In the field of coffee foreign trade, small and medium-sized brands such as "X Coffee" generally face three major pain points: First, quality traceability is difficult, and importers cannot verify core information such as the origin and processing process of coffee beans, resulting in weak bargaining power; Second, channels are in chaos. Some dealers once sold beans that were exported to domestic sales at low prices, disrupting the domestic pricing system; Third, user connections are weak. After end consumers finish drinking coffee, they want to learn more about the brand story but have no way to do so, and the repurchase rate is never going up.
During the survey, the HiMarking team found that the coffee industry chain involves more than 12 links from planting to consumption. Traditional paper certificates are easy to tamper with and difficult to trace, and the "one thing, one code" technology can just make up for this gap. "The aroma and quality of coffee are the core, but 'invisible trust' is the key to foreign trade transactions." Mr. Zhang, a solution consultant for HiMarking, explained,"The system we customized for 'X Coffee' can link planting, processing, logistics, customs declaration and other data in real time to form an untamperable 'digital file'. Scan the code can penetrate the entire process."
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The "triple empowerment" of one thing and one code: Let every coffee bean have the "right to speak"
At the "X Coffee" booth of the 2025FHC Shanghai Global Food Show, after buyer Manager Li scanned the QR code with his mobile phone, a clear traceability link immediately appeared on the screen: Menglian Manor in Pu 'er, Yunnan (verified by GPS positioning) → manual picking on March 15, 2025 → washing treatment process (attached with processing factory video) → baking completed on April 2 (baker qualification certificate) → passing Shanghai Customs on April 5 (customs declaration number can be checked) → entire cold chain transportation (temperature record curve displayed in real time). "Information that used to take three days to verify can now be confirmed in 30 seconds. This efficiency is amazing." Manager Li signed a 500-kilogram purchase order on the spot.
The empowerment of HiMarking goes far beyond tracing the source. In response to the problem of fleeing goods encountered by "X Coffee", the system has also set up a channel control function: the QR code of each pack of beans is bound to a unique dealer code. Once cross-regional sales occur, the background will provide real-time warnings to help brands quickly locate the source of fleeing goods. "Last year, beans wholesale to Southeast Asia were sold to China. We relied on the system to find illegal dealers in three days, avoiding greater losses." Ms. Lin said.
What surprised her even more was the user's ability to operate. When end consumers scan the code to trace the trace, they will automatically jump to the member page of "X Coffee" to receive full discounts or participate in the interactive activity of "Coffee Taster". "A consumer in Shanghai scanned the code after drinking it out of curiosity. Now he has become a loyal fan of ours and buys it every month." Ms. Lin showed background data. As of the second day of the exhibition, more than 2000 consumers had joined members through scanning codes, and 30% of them had completed the first repurchase.
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From exhibition transactions to industrial upgrades: HiMarking helps coffee foreign trade "digital breakthrough"
During the 2025FHC Shanghai Global Food Exhibition,"X Coffee" not only received 6 foreign trade orders from Japan and Australia, but also attracted 3 Yunnan manors to actively seek cooperation, relying on HiMarking's one-object-one-code system. "In the past, we used to be 'the aroma of wine was afraid of deep alleys.' Now we rely on 'digital ID card' to not only prove the quality, but also tell the story behind the coffee." Ms. Lin said with emotion.
In fact, HiMarking's technology has already blossomed in many places in the field of food foreign trade. At this exhibition, there is also an imported chocolate brand that adopts the same system. Its QR code not only traces the origin of cocoa beans, but also allows consumers to participate in "public welfare adoption"-every chocolate purchased, it will be used for cocoa. The planting community donated 1 yuan for education. "From anti-counterfeiting traceability to brand marketing, from channel control to user precipitation, one thing and one code are reconstructing the chain of trust in food foreign trade." Mr. Zhang said.
For the coffee industry, the value of HiMarking lies in promoting the digital upgrading of the industry. Data shows that coffee brands adopting the one-item-one-code system have shortened the foreign trade order transaction cycle by an average of 40%, the cross-shipment rate has decreased by 60%, and the user repurchase rate has increased by 25%. "In the future, we will also add the AI tasting recommendation function to recommend suitable coffee bean categories based on consumers 'taste preferences." Mr. Zhang revealed that HiMarking currently serves more than 50 coffee brands, covering global coffee producing areas from Yunnan and Hainan to Ethiopia and Colombia.
At the closing forum of the 2025FHC Shanghai Global Food Exhibition, the case of "X Coffee" was selected as the "Digital Innovation Model for Food Foreign Trade." When Ms. Lin showed the small QR code again, there was warm applause from the audience-this label carrying technology and trust not only made the story of a coffee bean heard by more people, but also made the foreign trade path of China coffee brands has gone more steadily and further. Behind this is the new vitality that HiMarking, the selected technology, uses the "one object, one code" technology to inject into food foreign trade.
