Looking at Beijing's organic vegetable boss is doing it?

It is harder to make agriculture and make vegetables harder. It is even harder to make organic vegetables. How many investors have no choice but to start with opportunities in modern agriculture, how many companies are struggling on the edge of losses and profits, and how many organic fruit and vegetable companies are delisted from their shelves ......

However, one company has already solved these problems. It has not only become a must-have brand for organic vegetables, but also has attracted organic food companies across the country. Come to visit and study, after entering 2014, its monthly sales are equivalent to the whole year of 2013. This is the North Garden.

Specialist experts from Shennong Island, Chairman of the Marketing Consultancy Agency of Fulai Brand, Qi Xiangpeng, and Zhao Yuzhong, Chairman of the Professional Cooperation (Joint) Association of Agricultural Products Production and Marketing of Beicai Garden, are cordially taking pictures. Why does the vegetables in the North Vegetable Garden sell well in all channels? Why does its product be unanimously recognized by consumers, and can a good product sell at a good price? This time, the special expert from Shennong Island and the chairman of the marketing consultancy agency of Fulai brand led by Mr. Qi Xiangpeng, walked onto the North Vegetable Garden on Shennongdao Island and looked at the uniqueness of the North Garden.

Playing really organic and stupid efforts, the director of the North Vegetable Garden's mercy and strict management and control model, Chao Yuzhong of the North Vegetable Garden, said with special confidence that “we would dare to compare our products with no matter how big the company is, how much investment is made.” Only when the products are good can the clubs be hardened. In the North Garden, Shennong Island sees what is called the combination of scientific theory and agricultural practice, and admire the new model of agricultural control that the North Vegetable Garden came to the farmers from the farmers.

Now, the state is constantly increasing its efforts in auditing, supervising and testing organic products, and even makes surprise inspections. Many companies have been demoted, delisted, or removed. Under the reshuffle of this industry, the products of Beicaiyuan have received repeated acclaim, and in the recent multi-provincial joint raid inspection, they became the only organic products with full marks.

In the North Garden, we heard an interesting story.

Harbin Yuanda Supermarket originally had three brands of organic vegetables. Later, except for the Beicaiyuan, two brands were successively dropped off due to customer complaints about product quality. The person in charge rushed directly to the North Vegetable Garden without an appointment and scanned them. The two-dimensional code on the product, positioning planting greenhouses, immediately went to the greenhouse, and indeed with the two-dimensional code scan information exactly the same. Since then, Beicaiyuan has become the only organic vegetable brand in Harbin Supermarket. How is such a good product made?

1, into the greenhouse must wear a shoe cover. The greenhouse is the workshop and has strict health management and operation management systems. Greenhouses are not easily accessible, and when peasants enter homework, they must first change their clothes and shoes at the entrance to the greenhouse. Every time Shennong Island enters a greenhouse, it must put on new shoe covers.

The Shennong Island team is ready to enter the greenhouse and pest control. In the growth of fruits and vegetables, pests and diseases cannot be completely eliminated. Many companies inevitably use chemical pesticides because of economic considerations, and Beicaiyuan does not use chemical pesticides at all. More than 80% of them use physical methods to prevent and control natural enemies, such as the release of predatory mites on peppers and eggplants, the control of red spiders, and the use of insect pests on yellow and blue armyworm boards. Only about 20% of the biopesticides are used here (three-day buffering period is required after use). Now, as technology continues to improve, the proportion of biopesticides continues to decrease.

The yellow board induces technology to protect the insecticidal lamp 3, cow dung, chicken manure as fertilizer. The North Garden uses organic fertilizers and introduces Israel's drip irrigation technology and biogas slurry technology, completely eliminating chemical fertilizers. Not far from the North Garden, it is the original organic milk base where cow dung, biogas slurry and biogas residue have become the source of high-quality fertilizer for the North Vegetable Garden. The waste vegetable leaves produced by Beicaiyuan each day are also recycled and crushed. They are processed together with cow dung, chicken dung, etc., and placed on the field for recycling, while avoiding environmental pollution.

Organic fertilizer sedimentation tank 4, sweep, know all the details of production. Each greenhouse in the North Vegetable Garden is equipped with intelligent data acquisition equipment. The soil, air temperature, humidity, water quality, and pests and diseases in the greenhouse are recorded in 24 hours. They are uploaded to the background every day. Simply scan the QR code on the product packaging. You can find planted sheds and see the full range of data. This is also a large supermarket channel provider. After scanning the two-dimensional code, it can directly go to the technical base for field inspections in the production of greenhouses.

5, imported bees to pollinate. The North Vegetable Garden uses imported bumblebees to naturally pollute crops, replacing the use of artificial hormones and ensuring organic quality.

A good system is a framework that can be implemented only when someone is executed. This will solve a difficult problem: how to make the free and scattered peasants strictly follow the system like workers?

Beicaiyuan combines rural practice and management wisdom and creatively proposes a new agricultural management and control model of “37 points and six unifications”.

Distribute the benefits of the big head to the "three or seven points" of the peasants

Regarding the management of farmers, Zhao Yuzhong always told the managers of the North Garden. If the farmers do not listen to you and have opinions on you, you have to be better with them. If they are good for the farmers, they are still not well managed. Better for them again.

Such simple feelings, full of wisdom in management, fell on the "37 points."

Beicaiyuan clearly calculated the cost of products for farmers, leaving seven components of profits for farmers and three percent for cooperatives. The farmers here have five insurance policies, wages, and dividends, which greatly mobilized the enthusiasm of the peasants. According to Zhao Yuzhong, the farmers in the North Garden have less than 8 hours of work per day. The average annual income is 44,000 yuan per person, and the high can reach 70,000. Last year, the old couple both got 120,000.

The power mechanism that made many companies and cooperatives suffer from headaches has simply solved the problems of the North Vegetable Garden. The management model of peasant enthusiasm and strict management system has also been established. This is the management wisdom of real Chinese characteristics.

Many agricultural investors are doing new agriculture but still look at farmers with an old eye. Essentially, getting rich farmers is the key to doing well in agriculture. Moreover, the farmer's idea is the simplest: As long as you make money according to your methods, we will do it according to yours.

　     The "six unifications" with clearly defined powers and responsibilities

The so-called "six unifications" means implementing uniform planting planning, unifying seedlings, unifying agricultural supplies, unifying pests and epidemics, unifying technical guidance, and unifying the "North Vegetable Garden" brand sales. Each team is only responsible for its own relevant sections, strict management of standards and systems, and clear separation of powers and responsibilities in order to eliminate cross-cutting influences.

For example, in the daily inspection system, cooperatives are specially assigned to carry out spot checks on the temperature, humidity, epidemic prevention, fruits and vegetables in the greenhouse every day. The results of the spot checks are signed and confirmed by the production workers; the product testing system requires pesticide residues for each batch of vegetables. Sampling and testing of projects such as grades and certifications can be sold only after passing the inspection, and the unqualified products are cut off from the source to the market. With the product tracking system, the cooperative has established a tracking code system for vegetable QR code, as long as the two-dimensional code is scanned, the production time, Product varieties, quantities, production and management personnel names, quality conditions, etc. are traced throughout.

Things in the world are always easier said than done. Many companies engaged in organic products have not been able to do a good job, often because they are unable to meet the difficulties and have relaxed their own requirements. The North Vegetable Garden looks very “stupid” and never thought of the market's loopholes. Over the years, it has been making products in a down-to-earth manner. When the products are not up to standard, they are downgraded. This kind of “stupid kung fu” has finally made the North Vegetable Garden an organic market in Beijing. Synonyms for vegetables.

The income from working outside the home is higher than that of working outside the house. Uncles and aunts are motivated by full brand dominance. The success of the entire network marketing market, which follows the market rhythm, is truly successful. The good products have to solve the problem of how to sell. How to get a good product to get market recognition, how to sell a good price?

To this end, Beicai Park has created a market layout that focuses on the Beijing market as its strategic market, home distribution channels as its core, and covers multi-channel networks such as KA, e-commerce, and group purchase, combined with the unique marketing features of Weibo, WeChat and other emerging marketing methods. mode.

Strategic market base - Beijing's organic products are destined to not be consumer goods, and regional breakthroughs are the best choice. At present, Beijing's organic vegetable market has a scale of 10 billion, and is still growing rapidly. Based on Beijing, it will occupy the top position of the organic vegetables in the Beijing market, and then replicate other strategic regional markets. This is a strategic choice that is realistic and feasible and has great potential for market development.

The layout of the entire network, features home delivery to open e-commerce platform, the four fresh e-commerce platform for workers and workers, SF-optimized, would have lived, I buy network are selling vegetables in the North Vegetable Garden organic; into the major KA supermarket in Beijing In the area of ​​organic vegetables, the North Garden is often found.

In the meantime, the North Vegetable Garden has been actively promoting the distribution of organic vegetables. In this channel model, the cooperative directly responds to consumers. Consumers can place orders online and the cooperatives can harvest them according to orders and send them to the greenhouses. In the community where consumers live, five pounds or more in Beijing Wuhuan will be delivered home free of charge. The entire process will be completed within five hours. This "from farm to family" model not only allows consumers to eat the freshest vegetables but also eliminates the cascading circulation, which saves costs and is at least 30% cheaper than supermarkets.

The community intelligence distribution cabinet brand occupied the market with ten brands that did not produce agricultural products. This is the hardship of agricultural products and is also the key to the control of agricultural enterprises by middlemen.

The most important thing is that, among all the channels, the products of Beicaiyuan can maintain independent brands of “Northern Garden” and face consumers directly.

The four major fresh e-commerce vendors, which I bought, lived in, lived in, SF Express, and Industrial Co., Ltd., had no organic qualifications. To sell organic vegetables, we had to use the brand and qualifications of the North Garden. On the other hand, Beicaiyuan attaches great importance to the brand, and in the “six unifications” there is a brand system of “unified brand sales”.

With the brand, it can be recognized by consumers for the first time. The Beicaiyuan brand has gradually reached the equal sign with authentic organic vegetables. The market is like a snowball.

Market-oriented planting plans for agricultural products have been slow-moving, and agricultural products themselves have a long planting cycle. More often than not, companies do not respond to market demand in a timely manner, and often only produce products to find markets.

Beicaiyuan takes the market as the guide, the big plan is once a year, the small plan is once a quarter, and the planting plan is flexibly arranged to allow the vegetable planting to move. This “market + planning” approach that is contrary to traditional agriculture is worthy of reference for agricultural enterprises.

North Vegetable Garden organic fruit and vegetable gift box, visit friends and relatives to send health ah!

New Farmers Bring New Thinking Here, we met Hou Dianliang, the deputy general manager of Beicaiyuan who was born in Lenovo Group. He is now responsible for the overall marketing and sales of the North Garden. During the exchange, we found that Hou Dianliang paid special attention to new media, new marketing, and the combination of various new promotion methods and agricultural products, and had a much higher sensitivity than the general agricultural operators for the market and competitors, which also enabled the marketing of Beicaiyuan. It looks a bit different.

To bring together outstanding talents in agricultural enterprises, it is necessary for old farmers like Zhao Yuzhong to be open-minded and compatible with the package. New farmers like Hou Dianliang must be brave enough to start their own business. Lenovo has been working in agriculture for three years. The capital of all parties is also rapidly entering. However, the agricultural enterprises must not only invest in capital but must also keep up.

On this field visit, the most deeply impressed by Xiao Bian has two words: “Integration” and “Creation.” Beicaiyuan combines traditional agriculture with modern planting to create organic farming patterns; combining traditional farmer habits with modern management concepts. Created a new agricultural enterprise management model; merged the characteristics of agricultural products with marketing concepts and created a new agricultural marketing model; merged the old farmer's practical knowledge with the new farmers' new thinking and new concept, creating a low-key without losing sharpness. New agricultural enterprise culture.

During the visit, referring to the current hot investment in agriculture, Shen Xiangpeng, a special expert from Shennong Island and chairman of the marketing consultancy agency of Fuli brand, said, “Agriculture is not a Tang yak meat, not everyone can eat it, and it can do agriculture, but it will not work well.” Just a few kilometers from the North Vegetable Garden, Wang Jianlin has spent hundreds of millions of investment in agricultural parks and is still losing money. Agriculture, especially organic agriculture, needs more meticulous and multi-yearly adherence to the North Garden, and it is a solid enterprise that will solidify agriculture. The market will certainly not disappoint such enterprises.