The Five New Ways of China's Agriculture in 2015

As China enters the new normal, GDP is determined by the government's determination. It is also a signal of transition from structural to structural adjustment. The biggest change in China's agriculture will be the change in the rules of the game. Under the new rules, how will agricultural enterprises play?

There must be new ways to play under the new rules. Fu Lai believes that in the transition period of agriculture in 2015 and the next five years, agribusiness must learn five new ways to play: "add, subtract, multiply, and remove power".

1, plus: the source of the industry + the source of the market, both must grasp the future of agricultural enterprises to do a good job, that is, two strategies, the so-called two, one is the source of the industry, one is the source of the market, companies should add these two sources, two You must catch both ends.

At the source of the industry, many companies have market influence but the source of the product is difficult to control. Once a product quality problem occurs, both the company and the brand are hit hard. The lean meat event that Shuanghui encounters and the melamine incident in the dairy industry are all caused by the loss of product source control. The heavy blows, and the beefy businesses of the previous two years, have been silent recently. The main reason is that the source of the product is not adequately controlled.

There are two ways to control the source of a product. One is that large and powerful companies can use direct investment to build a base. This method has high control and quick results, but the investment is relatively high, such as that of Li Ka-shing. Spending 500 million in planting 37 crops in Yunnan; Nestlé planting coffee in Yunnan; Pepsi Planting its own special potato varieties in Inner Mongolia; Yili invests in the construction of Wantou Ranch. The other is that for small-scale enterprises, it is possible to adopt a method of cooperation with a stable source base, such as local folks. Although they do not grow tea, they persuade tea growers to grow according to the standard contract of local folks, and to Information and photos are printed on the packaging, and the transparent source is the ultimate.

After the black sesame seeds in the South became the leading enterprises in the black sesame market, they started to establish their own black sesame production bases in Jiangxi, Anhui, and even Vietnam to ensure the source of the products.

Second, grasping the source of the market A large number of agricultural enterprises have invested most of their funds in plant construction, base expansion, and species breeding. Some listed companies have also placed major funds on the production side, away from the source of the market, and consumers are eating and using, but Nothing is known about the company. For example, Huaying Agriculture is known as the Asian Duck King, but it does not have its own terminal market. Its own destiny is not in its own hands.

The source of the market is the real guarantee for sales. In the future, modern agriculture in China must be a market-oriented, brand-based, fully competitive industry. Companies that weigh heavily on assets must move from the base to the market. Only by making a big leap from agricultural products to commodities to fast-moving consumer goods can they truly realize the sound development of the industry and the continued growth of the company.

Brands are the only way for agricultural products to achieve “thrills”. The biggest misunderstanding of many companies and local governments is: the importance of regional public brands, light user brands, this misunderstanding is the root cause of "rice chaos in the world." Because the regional brand is a public resource, anyone can use it. Only the user brand can become the exclusive resource of the company, and using the brand to seize the category is the market outlet for future Chinese agricultural products.

Zhongjing Mushroom Sauce has come up with two hands, with one hand to standardize the construction of the base, and one to grasp marketing and brand building, from 0 to 5 billion in five years; the western region orchards in Xinjiang dried fruit industry is the best industrial foundation, but the market construction However, it has not kept pace with the system's brand building with the help of Fulai.

2. Minus: Cut off the burden on the borders. Rejecting more but not refining subtraction is not weakening, but it is for stronger. Too large stalls are sometimes not an advantage, but a burden. Under the new normal competition, this burden will even require the company's life.

Recently, Li Keqiang proposed in the work reports of the two associations that he used the “subtraction” of government power in exchange for the “multiplication” of market dynamism and stressed that “the road should be simple and privileged.” In fact, this is also the essence of industrial subtraction. Learn to do subtraction, learn to cut off the border industries with a small burden of efficacy, focus on strength, and focus on breakthroughs.

Reduced blind pursuit of the entire industry chain I have repeatedly emphasized to agricultural entrepreneurs that although there are opportunities for agriculture, they must face the characteristics of their industries with large investment and low efficiency, and every industrial chain in agriculture needs to do a good job. The investment is very large, the base is not built a day, not all the agricultural industry chain swallowed down, which part wants to do, the stall is too big, the final result can only be large but not strong, by the industry chain The strong enemies on all aspects have been defeated, especially in the case of greater loan pressure this year. The layout of the entire industry chain needs to be more cautious.

Li Keqiang stressed that "the road to simplicity, the right to arbitrarily", for agricultural enterprises, "the road to Jane, money can not be unwilling." The industrial chain of agriculture is extremely long, and there are many operational links in the entire industry chain, and it is difficult and risky. Even a central enterprise with such strength as COFCO faces many challenges. What more does the SME care?

Cut product lines, eugenics service companies marketing more than 10 years, many companies find Blessing, is to solve the problem of sales. The vast majority of companies face the problem of unsatisfactory sales, the first reaction is to re-product, and some even launched more than a dozen. The company simply believes that even if the individual product sales volume is not high, the base figure will increase. The opposite is true. The sales volume of small and medium-sized enterprises does not go up, not because too few products, but too much. The solution to the enterprise's life and death problems is not to push new products, but rather to cut down on the edges and cut down the marginal products that contribute less and consume more.

Opening a single product and quickly launching a parent brand is the fastest and most labor-saving development path for agricultural companies, and it is a key point for the strategic focus of agricultural enterprises. This problem exists for COFCO and New Hope. Wahaha also has many single products that die each year. Evergrande has started drinking water, dairy products, and rice flour oil at the same time. It is a serious greed for more and more strategies.

To raise ten dwarf-level products, it is better to concentrate resources and focus on making efforts to create a star product first. Jiapei kiwifruit only makes one product a world-class brand. Laoganma and Wanglaoji are examples of single product breakthroughs.

Focusing on breakthroughs, it is always relatively limited to grab people, financial and material resources from the top-ranking companies. Strategic focus, product focus, channel focus, and focus on limited resources, quickly occupy the market. This is the current period of strategic opportunities. Particularly important.

The Southern Black Sesame Group once encountered strategic swings and fluctuates between various paste products and botanical drinks. Fora tailored the “Southern Black Sesame Strategy” and focused its strategy on black sesame seeds and then extended it to black foods. , do the whole black nutrition leader.

I have repeatedly emphasized that the boss is unreasonable strategic logic and becomes the boss. He will form an all-encompassing advantage and enrichment effect in terms of brand, resources, capital, cost, market, and consumers' minds. Now, the fast-food products around us have basically stable brand rankings from shampoo to toilet paper, but a large number of agricultural products are not the oldest, there are duck eggs Deqing? Pork has Shuanghui, Yurun, who has beef? Sugar orange has orange, apple, grape, banana? This is a unique strategic opportunity for agriculture.

3, Multiplication: Unlimited possibilities for industrial integration brewing This year's No. 1 document mentions for the first time the promotion of the integration of agriculture in the secondary and tertiary industries, and modern agriculture will enter the era of “succession after another”, that is, not only farming (first industry), but also agriculture. To do agricultural product processing (second industry), but also to sell agricultural products and their processed products and peripheral services (tertiary industries), transform the original agriculture as a primary industry into a comprehensive industry, add value to agricultural products, and let farmers and agriculture Industrial enterprises increase revenue. Some scholars call this modern agriculture, which has opened up one or two or three industries, the “sixth industry” (ie, 1x2x3=6).

The growth power of traditional agricultural enterprises such as base type, raw material type, rough construction, and foreign trade export type has been fully released in the era of agriculture 2.0. Now, we must adjust the strategy and enter the “Agriculture 3.0” era with “new industries”. Otherwise, it will lose its competitiveness and even be eliminated by the market.

To open up the links of the 12 industry and the industry, we must follow the principle of “professional division of work, vertical and horizontal integration”, recognize the industry competition pattern and factors, recognize our genes and advantages and disadvantages, strategically focus on the key points of the industrial chain, and focus on local Take control of the overall situation.

The integration of the sixth industry is mainly manifested in product integration and industrial integration.

The first is product integration. Based on the benefits of the traditional culture of medicine and food homogeneity, the integration of agriculture and medicine has achieved great food and health industry. Drug companies such as Dong'e Ejiao, Zhongjing Pharmaceutical, and Jiangzhong Pharmaceutical, etc., have exerted efforts on food products, dailyizing and digesting health products, and introducing more and more of the concepts such as Tao Huaji that integrates Chinese medicine health and food concepts. Products are favored by the market.

The second is industrial integration. The sixth industry is the integration, innovation and upgrading of different industries. Agricultural enterprises must have cross-border thinking, jump out of agriculture to see agriculture, actively develop various functions of agriculture, and tap rural ecology, leisure, tourism, culture, experience, medicine, health, conferences, and other values, activate agricultural resources, promote industrial upgrading, and improve agriculture. Added value.

The Meizi Dream Factory in Taiwan is based on agricultural products. It has subtly blended sightseeing, leisure, entertainment, and various surrounding creative products to become a model of the sixth industry. Based on the inspirational orange concept, the Orange Garden has been favored by corporate training and conferences since it was on stage. Wan Xi Pharmaceutical’s health estate and Huiyuan’s conference resort estate have already begun to be laid out. In November last year, seven ministries and commissions including the National Development and Reform Commission jointly issued the "Circular on Implementing the Rural Tourism Enrichment Project to Promote Poverty Alleviation through Tourism", which also laid the foundation for the integration of agriculture and tourism at the policy level.

Fulai has planned an agro-complex for breeding, tourism, health preservation, medical treatment, picking, catering and accommodation for Wuzhou Group. It also includes the construction of sales terminals, fully integrates ecological agriculture and leisure tourism, and adopts distinctive roads. Featured brand.

4, in addition to: In addition to the nature of the concept of distractions, do not forget the initial new heart under the normal, industry changes, inevitably squandering for fascinating eyes, so companies must do in addition to distracting nature, do not forget the initial heart.

First of all, during the transition period of agricultural modernization, there are many opportunities and opportunities to see the essence of opportunities. The transformation of traditional agriculture into modern agriculture will inevitably bring a lot of opportunities for development, especially the integration of the two or three industries mentioned in the previous multiplication. However, the more opportunities there are, the more the enterprise must grasp the essence through phenomena. In the face of new opportunities, we must first ask three questions: What is the core of the opportunity? Whether the short-term policy is favorable or the market demand is erupting, which aspect of the industry chain is preferred. Two questions, what are my core strengths, what is my company's genes, and whether my core and the core of the opportunity are in harmony with each other; if I ask my competitors, what are the existing opponents and potential opponents in this new opportunity? Where are the core strengths? Through these three questions, we will remove short-term speculation and grasp real industry opportunities.

Second, persist in the strategic determination and return to the nature of agriculture and the nature of users. During the period of industrial reform, various trends began to dim the enterprises, and some companies started to run with the wind today. They tried it out with the wind tomorrow, the electricity supplier did, and the packaging was changed. The celebrity invited the water to use it. It costs a lot and has little effect. Enterprises must adhere to the strategy of conviction, abandon speculation ideas, return to the nature of agriculture, return to the nature of users, really understand what the user needs in the end, to guide the products and services with the needs and experience of users, truly provide more than the user expected experience.

Again, give up old thinking and learn new ways to play. The new normal requires new thinking and new ways of playing. For example, traditional agricultural enterprises are accustomed to large-scale production, large circulation, and large wholesale distribution. New channels such as e-commerce channels, accurate communication, and fan economics are more in line with the needs of young consumers. Jumping out of old thinking and innovating business models will become an important method for agribusinesses to distance themselves.

5, power, speed up the construction of the geometric growth of the power of the community economy, is the power of Yang Mi, mathematically refers to a number of times the number of times, in business, is an astonishing geometric growth, the mobile Internet era is giving agricultural companies like this Stunning growth opportunities.

In 2014, the number of mobile Internet users in China reached 875 million. Smartphones have become the standard for people's lives. Mobile Internet has entered the lives of consumers in all aspects. The most important thing is that the mobile Internet has achieved one-on-one reach and user feedback that cannot be achieved through traditional communication, which has brought about a tremendous commercial value to the community economy and the fan economy.

The fan economy can capture the geometric growth of users and achieve market expansion at an alarming rate. Enterprises through product satisfaction and emotional interaction to get fans of the brand's love and loyalty, and even strong brands such as Apple can also create a religious fanaticism, millet can achieve brand and sales of miracles, domesticated fans are the ultimate barrier to brand reputation.

In the age of social media, everyone is an independent self-media platform. The reputation of each loyal fan will produce rapid fission growth. Xiaomi initially had only 100 fans, but these 100 fans became the most precious seed of Xiaomi. ".

Under the social economy, not only users will grow geometrically, but products will also grow geometrically. With the advent of social networks, the fan economy has entered the era of community economy. Fans no longer interact with one another in one direction, but instead form closer communication and contact with each other. A community is a target customer group. With very similar buying needs and purchasing power, companies can provide not only their own products, but also the needs of this group.

In fact, agriculture is the most suitable industry for the community economy. First, agriculture is the future industry. It concerns everyone's physical health. Consumers have a high degree of concern and can easily share with each other. Second, agriculture is an inborn experience. In the industry, everyone is an experiencer of agricultural products and food; and thirdly, agriculture is the industry with the most sharing nature, and each person's experience can be shared with others. The stories and stories about eating are also widely spread and transmitted. The Orchard of the Western Region has created a variety of products that are not falling in the kingdom of the world with the symbol of uncle. It has continuously strengthened the stickiness of fans and has become a typical example of the construction of agricultural products.

Then, how does agribusinesses create their own social economy? Fulai thinks traditional agricultural enterprises with few shocks can start from four perspectives.

First, we should start from small "fire types." The wrong knife has a saying: "Forget about big data, first get the small data around you." The number of co-opted nets can only harvest "zombie powder." Starting from the side, first developing the existing resources is the most precious " Fire kind." The micro-marketing of Tuzijia Bulk Beef Sauce started with friends and family, and impress people with products and services. It has already received very good results.

Second, make products with the spirit of seeking truth. The core point of the Internet spirit is the pursuit of the ultimate product. Agribusiness companies can no longer hold “really good” attitudes to make products. Products that are not highly satisfying to consumers are more likely to be conveyed by fans. The five-grid warehouse puts forward "infinite compensation", that is, as long as the customer eats a bad one, he will reissue a box for free, and he will endlessly loop until there is not a bad result. This extreme product pursuit has won the great favor of users and quickly passed its brand reputation.

Third, do service in the same way as you treat loved ones. The key to the growth of fans' fissile growth is word of mouth. In addition to products, services are also the most direct consumer experience for consumers. The products of the three squirrels are not the best nut products on the e-commerce platform. Their sales can quickly become the number one in the entire network. The love-loving service has become the core of differentiation. In the interaction with fans, traditional enterprises should regard them as friends, family members, and even lovers, prevent shoppers and bullies from perfunctoring, use products to surprise fans, and use services to impress fans.

Fourth, make a brand with a story, attitude, and temperature. It is human nature that most impresses people. Internet brands must have stories and connotations, and they can directly attack people's hearts. Whether it is Orange's "Life is always ups and downs, the spirit can be passed down," or rose only, "only send one person in a lifetime" is a unique value declaration of the brand, and is the most stimulating consumer slogan. In comparison, “I only love you, Evergrande Ice Spring” is empty and pale, and worthless.