Analysing the Five Development Paths for Agricultural Enterprises

At the current Davos Forum, the Prime Minister Li Keqiang pointed out: “The next step is to lean forward the existing stock currency and incremental currency to agriculture, small and micro enterprises, emerging industries, and high-tech industries. Therefore, the orientation of these fields has been implemented. Reduce the quasi-measures to support the development of these companies or industries." Under such a big opportunity for the industry, how should the agricultural enterprise go next?

Now, the rise of agriculture has brought prosperity to a large number of enterprises. At the same time, many agricultural enterprises have encountered the problems of tight funding and difficult financing. In this speech by Li Keqiang Davos, the emphasis is on the tilt of monetary policy toward agriculture and the prospects of agricultural enterprises. More worth the wait.

The rise of agriculture is no doubt, but in this wave of revival, what enterprises can accomplish the grand plan is not yet known. Based on years of experience and observation in agriculture, combined with the development characteristics of China's agriculture at this stage, Fulai finds that there are five major development models. It will become an effective path for agricultural enterprises to open up the situation.

First, seize resources

One side of the land and water, specialty products is a scarce resource. Wuchang Rice, Tianjin Yali, Xinjiang Hamigua, Daokou Roast Chicken, etc. are themselves gold signboards. Many agricultural industrialization enterprises have seen the gold mine of specialty resources and dug into the first pot of gold. However, specialty resources belong to public resources. No enterprise can enjoy exclusive rights under the Trademark Law. Therefore, many companies want to become brands. Do nothing.

Scarce specialty resources can enhance product image and increase brand value. Dahu Stock Co., Ltd. acquired Urumuhu Lake, the second largest fishery base in Xinjiang, and occupied high-end markets with high-value-added cold-water fish and sub-cold water fish, making itself in the market of homogenized severe water-based fish. Image and price have also improved.

For specialty resources, it is a word "grab"! Grab the brand, grab the minds of consumers, make the brand become a “special product in special products” and form the exclusive situation as far as possible. Otherwise, many followers will soon dilute public resources and drag the industry into price competition. The pioneer has become a martyrs.

Grab also need to grab the method.

First, use the brand to seize resources. To out of geographical areas, to occupy categories, to fight their own brand, so that the brand represents the authenticity of the category. Resources can be shared, but brands can't take away. Compared to Long Da, the Shandong Dezhou Pheasant Group can only share resources with hundreds of other Texas pheasants small workshops.

Secondly, the voice of the boss came first. To seize the domain name product resources must be good at spreading, not spread equal to no placeholder! It is the boss who will say it! "Longkou fan dragon made" is the key to the success of Longda.

Third, re-tree category marks. It is necessary to introduce new products on the product and re-invent the standard mark of the product category to shake off the opponent with new generation products and prevent the position of the boss from being taken away by others. Tianjin Guifaxiang, a time-honored brand, launched a new generation of small twisted flowers and sealed the naked cannabis flower into a bag and put it into a box. The products are small, the legs are longer, and the image has been greatly improved. Many cities in the country can buy authentic Guifaxiang twists.

Fourth, use legal means to achieve exclusive use of the brand. Emeishan Zhuyeqing Tea Industry Co., Ltd. uses legal weapons and economic methods to recover the “Bamboo Yeqing” trademark used by other manufacturers, becoming the only company that has the sole right to use the “Bamboo Yeqing” trademark, and fundamentally solves the common problems that plagued development.

Second, innovative product type

If you want to sell well, of course, you must have a good product. At present, there are two major problems with agricultural products on the market. First of all, many agricultural products are still in the original ecological and rough processing stage. There are many deficiencies in the consumption, carrying, and storage of products, and it is difficult to break through the existing competitive landscape to open up the market. At the same time, the products are seriously homogenized and the market competition is intensifying, and companies are constantly being dragged to the priceless battle. Second, the relatively low added value makes it difficult to bring greater profits to the company. Therefore, agricultural industrialization enterprises must break through the limitations of thinking, deepen product advantages, and even create new categories.

By taking advantage of existing products and achieving new products, you will have the opportunity to become the leader in new products.

Guolian Aquatic launched the "Dragon Fighter" Spicy Shrimp, "Spot for Five Minutes Spicy Appeal", sub-minute seizes the consumer but also has good food and convenient consumer demand. Guolian Shrimp quickly enters the consumer terminal and completes the process from raw materials to Fast switching of brand fast-moving products.

A good and innovative product can even become an opportunity for the company to break through the transition. Hualong Group "out of thin air" opened up a "surge" market, and it really fully expressed the "competitiveness" of this consumer demand. Hualong also achieved a record of 6 billion packs per year to achieve brand upgrades and strategies from rural areas to cities. Transformation.

Deliberate companies use scrap to deep-process into by-products, turn waste into treasure, and become an effective tool for profit improvement. Oriental Ocean uses the leftovers after processing fish fillets to extract easily absorbable water-soluble collagen and develop a beauty and health care product "Luhai No.1" with a gross margin of 70%-80%. Xinzheng Austrian Star Jujube, a jujube decoction made from jujube kernels, contributed 300 million yuan in sales in 2008, and the profit reached more than 37 million.

Innovative products are effective ways to increase product value and open up markets, and are a powerful carrier for successful brands. With innovation, it is possible!

Third, innovative channel type

Channels are one of the four major means of marketing, and they are the channels for agricultural products from the field to the table. Many agricultural industrialization companies will only bury their heads in production. They have no channels, and they think that they can sell well if they have good products. Such companies have short legs and are not far behind.

With innovative channels, enterprises must grasp both things, and they must grasp the original innovation and development of traditional channels. With the continuous development of the market and enterprises, the original channel model will gradually be difficult to adapt to the new situation. It is necessary to adjust existing channels in a timely manner, innovate the development model, and adapt to the needs of enterprises. The other hand must grasp the construction of new channels. With innovative thinking, breaking through the boundaries of channels, surprisingly winning. The new and old channels echo each other, making products go further and wider, and go further and further.

Dalian Zhangzidao fishery has made great efforts in channel innovation and opened up the market.

Macroscopically, Zhangzi Island established an extensive distribution model for regional offices, and with the development of business operations, established a “big win-win” live scallop sales agency, established “a win-win combination of Zhangzidao Fishery Yiyi Scallop Dalian” and established Channel innovation such as Kimbe Plaza has become a powerful promoter of business development.

Microcosmically, Zhangzidao has set up six channels of monopoly, catering, terminal, customization, leisure, and freeze-fresh, seizing the market's commanding heights, opening up high-end market channels, establishing a brand image, and forming a good promotion and complementarity with the main distribution methods.

On Dao • Zhu Yeqing's sales channels are special channels such as direct sales, specialty stores, and airports, star hotels, etc., and luxury is demonstrated through low-profile communications, and special channels are used to win the high-end market.

Fourth, capital open-type

Chen Shaopeng, president of Lenovo Jiawo Group, said in an interview that agriculture is not a light industry. Successful financing can allow companies to quickly expand their advantages, complete industrial layout, achieve leapfrog development, and improve entry barriers for newcomers. This is particularly important in the critical period of the rise of agriculture.

In his speech, Li Keqiang Davos put forward that “the next step is to tilt the existing stock currency and incremental currency to agriculture, small and micro enterprises, emerging industries, and high-tech industries. Therefore, we have implemented targeted mitigation measures in these areas to support these Corporate or industrial development."

Now, in addition to subsidies and policy support, the government is increasing financial support for agriculture. Not long ago, the Ministry of Agriculture issued the "Notice on Promoting Financial Support and Services for the Development of Modern Agriculture" to promote the systematic deployment of financial support agriculture at all levels of the agricultural sector. This is the first guidance for agriculture financed by the Ministry of Agriculture. Sex file.

At the same time, the capital has discovered the huge investment potential of agriculture and provided a great opportunity for the development of agricultural enterprises. COFCO Maima.com announced the successful completion of the US$100 million Series B round of financing, which has created the highest amount of domestic food e-commerce single financing; SF Express opted for huge investment, and the cold chain distribution cities have substantially expanded; Amazon has invested US$20 million in Shanghai local vertical production. Fresh e-commerce delicious seven seven; domestic high-end fresh electricity supplier - FIELDS Putian Network, the end of last year has completed A round of five million US dollars financing ... ...

With the large-scale rise of agriculture, many innovative management methods have become an opportunity for rapid growth and are also promising for investors. The “young food jun” created by three young people sells fresh and convenient semi-vegetables through O2O (Online to Offline) mode. The commuters order food online the previous evening. Second After leaving the subway in the world, he brought the food home. This innovative model has enabled the "Youth Dishes" to spend only half a year and get a ten million yuan investment fund.

To attract capital, we must first strengthen internal strength. On the one hand, companies must strengthen management, adopt scientific production methods, strict quality control, efficient management team, and reliable financial system to impress investors. On the other hand, under the rule of "advantageous enrichment," funds always favor enterprises with stronger strength. Enterprises must strive to upgrade their "river status", do a good job in raising the value of enterprises and brands, and plant trees under the trees. To come to Golden Phoenix; Third, companies, especially emerging companies, must take advantage of the general trend of industry development, and actively use new means such as e-commerce and new marketing to seize new consumer demand and attract investment attention.

Some cross-industry companies’ investments have already received widespread attention from the entire industry. Before Liu Chuanzhi and Wang Jianlin invested heavily in the agricultural industry, they did not care about short-term profit. They had to use agriculture as a strategic development industry to deepen their cultivation. Now there are Evergrande's high-profile entry into the market, claiming to invest 100 billion yuan in agriculture, and go hand in hand with grain, oil, dairy and animal husbandry. "Hengda Grain and Oil" four characters appeared for the first time in the uniforms of the Guangzhou Evergrande football team. Evergrande Huyou became popular with the AFC Champions League.

These enterprises not only have natural and abundant capital, but also have excellent management models accumulated in other industries. However, to truly do a good job in agriculture, more professional agricultural talents must be integrated, and old methods and new ideas should be truly integrated and innovated.

Fifth, the entire industry chain type

Those leading enterprises that want to establish a solid foundation for agriculture have long focused on the layout of the entire industry chain.

First, the entire industrial chain layout is a reliable guarantee of product quality. Although food safety is a cliché, anyone who can really solve the problem can gain market recognition. COFCO took the lead in deepening the value of the entire industry chain. COFCO's products have a high quality guarantee.

The Western Field Orchard, which is being serviced by Fulai, truly realizes that the products can be traced back from the source. Each jujube has a clear record of the entire production process, allowing consumers to see clearly and eat with confidence.

Second, the layout of the entire industry chain will be an effective means of reducing industry risks. This year's interim report released that in the first half of the year, the price of live pigs slumped and the livestock industry suffered a general loss. However, Shuanghui reported a profit of 2.2 billion in the same period. This was mainly due to the entire industry chain layout of Shuanghui, from feed, breeding, to cold meat and meat. All the products are connected, and in order to deal with the price cycle of live pigs, the implementation of meat and pork policy effectively reduces the operating risks caused by cyclical fluctuations in the industry.

Now, the Eagle Eagle Farming and Animal Husbandry has also launched a high-end cold meat "chicken, animal husbandry," from the simple breeding, to the consumer terminal, and actively expand to the downstream industries.

Third, the completion of the entire industrial chain layout will be the threshold for shielding opponents. Although China is large, excellent production areas, especially those with excellent products for the domain name products and geographical indications, are limited. To seize these outstanding production areas is also to seize resources. Letv enter the fresh and raise six origins of the giant crabs. In fact, this aspect is LeTV's expansion of its own platform influence. On the other hand, Yangcheng Lake hairy crabs have already been seized by the first comers such as MyBuy.com and No.1 shop. With them Yangcheng Lake hairy crabs have no advantage at all.

Of course, the whole industry chain model may not be suitable for all enterprises. The rapid development of the Internet has made many small and beautiful agricultural enterprises stand out. However, large-scale agricultural enterprises still need to take advantage of industry opportunities to realize the layout of industrial chains and ecological chains. Enabling the advantages of leading companies in the entire industry chain.

A company’s success must have a long board that is different from other companies. This is an advantage and a difference. It is also the core of the company’s footing and development. Enterprises must distinguish their own advantages and shortcomings, synthesize the success points of several models, and formulate targeted strategies that meet their actual needs. Today's market environment requires companies to establish and improve some basic marketing functional elements, and their advantages must be brought into play. Short boards must not be too short. If you want to break through, you must base yourself and play your own combination punch.