Author: Zhao Ming
Recently, Yuan Longping's 90th birthday became a hot search. On his 90th birthday, many people regarded him as their grandfather and wished him a happy birthday. Yuan Longping has solved the problem of feeding countless people in the world, not only giving you something to eat, but also giving you enough to eat! Calling himself a farmer all his life, this thin old man has paved the way for the survival of hundreds of millions of people in China and even the world. The yield of "Nanyu 2" and "super rice" ranges from 3 tons to 18 tons per hectare, benefiting more than 40 countries and regions around the world...
In more than 30 years, China has grown from a severe shortage of materials to a high level of wealth. Up to now, hundreds of millions of people across the country have begun to "fill up" rhythm, square dancing, rampage, cycling, jogging, etc., everywhere, all thanks to the increase in food production year by year, however, it should be noted that the excessive use of chemical fertilizers and pesticides has begun to affect our health and future.
The excessive use of chemical fertilizers and pesticides has polluted and damaged the soil and water, as well as the crops growing on the soil and water. The separation of agriculture and animal husbandry, agricultural materials and agricultural products makes agricultural ecology extremely fragile. The pursuit of crop yield makes chemical fertilizer almost replace farm fertilizer completely, which deplets soil organic matter while increasing the yield. As a result, some existing agricultural land in China may have no harvest if no chemical fertilizer is used. On the other hand, livestock and poultry manure is not as effective as chemical fertilizer in increasing crop yield, and the former manure is discharged as a result of intensive production, causing unparalleled pollution to water flow, land and even groundwater.
At the same time, the excessive use of pesticides and herbicides, while eliminating diseases, pests and weeds, began to take revenge on human beings, beneficial insects disappeared, beneficial algae reduced, rivers, ponds, lakes and even some reservoirs, from clear and sweet, become black, smelly, turbid, shocking, childhood scene of bathing, swimming and drinking, has become a memory, which makes people sad.
Consumption demand does not equal consumption upgrading
After 40 years of reform and opening up, both GDP and personal wealth have advanced by leaps and leaps. Despite the fear of mortgage slavery under the high housing price, the majority of people have entered a well-off life. Consumer demand has quietly changed and gathered an ice-breaking trend at the market level. More than ten years ago, there have been pioneers to seize the opportunity, or a small trial, or go to war, organic planting, ecological planting, organic farming, green products and other characteristics of breeding projects one after another, in addition to a few completely out of the nature of the arbitrage of the enterprise, most in a state of loss, bankrupt, some belong to the government investment projects, has also gone down, a ground.
It is a puzzling situation. If there is a demand, there should be a market. Why have investors failed? After nearly 5 years of research and nearly 10,000 times of communication with consumers and investors at all levels, we find that consumption demand and consumption upgrading are two completely different concepts.
This year, due to the ravages of African swine fever, if some local breeds do not suffer from African swine fever, it is just an opportunity (such as mountain pig). High pig prices promote the sales of special meat. If we take the opportunity to build brands and establish core customer groups, it will bring long-term development opportunities. But this is only a God-given opportunity, fleeting, how to promote the special pork consumption upgrade is a long-term solution.
Special meat food sales three key issues: publicity, channel, distribution
Publicity needs not only financial resources, but also talent, or money wasted is often a thing. The early sales of special meat food are limited, so the publicity cost is really embarrassing. If you don't spend, there is no sales. If you spend, there is still no sales.
The channel is nothing more than borrowing and self-construction, borrowing is a bottomless pit, self-construction or bottomless pit, the reason is that consumer groups are small and scattered, and not loyal, there is no sustainable consumption.
Distribution must need cold chain, the transportation time requirements are extremely strict. The first element of specialty meat is fresh, fresh or fresh. Cold chain only solves the problem of preservation, but it can not solve the freshness. Therefore, characteristic livestock and poultry products must be produced and sold regionally, and characteristic agricultural products can be produced regionally and sold regionally, which is extremely important for brand construction: characteristic agricultural products can be nationwide, while characteristic livestock and poultry products (except for deep processing) must be local, so there is no need to build a national brand.
After an in-depth understanding of the above three key issues, many enterprises involved in special meat food 10 years in advance suddenly saw the light, just know that they do martyrs. Agriculture needs feelings, but only feelings will not be accomplished, most people are because of feelings in, because the market out. A mature market change must be a lot of martyrs forward and forward relay, the length of time and the degree of heroism depends on the degree of consumption upgrading, not boiling water, there is enough time and enough firewood can boil, the burning point of water is fixed, and the burning point of consumer groups is dynamic, even abnormal.
How to solve consumer desire, ability, platform and trust?
Since consumption upgrading is an ecological system jointly constructed based on consumer desire, ability, platform and trust, the problem that needs to be solved at this stage is how to solve consumer desire, ability, platform and trust.
One, desire. From idea to desire, it is not as simple as "want to eat better". It must have a clear definition, and the definition must be different for different featured products, which is the fatal weakness of the current agricultural products brand. Products only packaged with local feelings will not go far, because most people's demand for local products is not the country itself, but the flavor, fashion and safety. Products that cannot be labelled as flavorless and safe, even if they come from rural areas, cannot be trusted. Therefore, native products must break the geographical indication to obtain brand effect, specialty products have a way out.
Two, ability. Ability is not only the ability to buy, but also the ability to identify and process. The ability to identify determines buying loyalty. Always buying fake goods, or always not being sure if they are the real thing, will undermine loyalty. Processing ability for meat is cooking, cooking level determines the further cognition of the product, otherwise it may play the opposite role. Jinhua Ham, for example, can be said to be cooked in the wrong way by many people outside China. When people wonder why such a bad ham is still so famous, whether the ham manufacturers have thought of professional training in ham cooking, at least the introduction of the corresponding cooking methods.
Third, platform. Where to get the product, need a platform, not simply a store. Featured agricultural products, especially featured meat food, are restricted by the convenience and speed of access to 90% of enterprises. A single online solution can not solve the freshness, a single offline solution can not solve the number of customers, which is almost a deadlock at this stage!
Due to the limitations of the channel, many enterprises began to find a way, using the circle of friends, although effective, but the quantity restriction and the high cost of distribution also lead to losses and distant. After investigation, it is found that the majority of specialty meat products with families as clients are struggling to sell, and the reason is still because of dispersion and clutter, which is not conducive to dissemination and distribution.
Four, trust. Good and bad products coupled with the lack of discrimination and methods, coupled with the lack of monitoring and the existing monitoring itself is not trusted, leading to people prefer not to choose or less choice, this is the biggest obstacle to the sale of characteristic agricultural products at this stage.
Therefore, consumption upgrading is by no means a single market behavior, but based on the government, industry associations, leading enterprises, capital and other joint results, only when this situation is formed, the era of the outbreak of featured agricultural products will be announced, otherwise it will be shaky.
The future of big agriculture will be an ecosphere
Since ancient times, "food is the priority of the people" in China. Chinese people have been pursuing food tirelessly. The mass base of consumption upgrading is unquestionable and the market space is beyond imagination, which is the core element of rural revitalization. About 80% of China's arable land is no longer suitable for the cultivation of ordinary crops. Only the development mode of digital rural industry with the integration of characteristic planting and breeding, the ecological system of planting, farming, processing and commerce, and the green mountains and rivers created by the utilization of resources can truly promote the process of agricultural industrialization and carry the banner of rural revitalization.
The future of big agriculture will be an ecosystem. The separation of agriculture and animal husbandry, agricultural materials and agricultural products must end, and the three will be integrated. Farming without the ecological cycle is not sustainable; The high cost of soil improvement outside the treatment of farmed manure; Leave organic fertilizer characteristic agricultural products, unsustainable; Modern agriculture, which is highly dependent on pesticides and fertilizers, is suicide. Can not do the integration of planting and feeding, equal to their own entertainment; Rural revitalization without hematopoietic function is equivalent to self-deception; Rural tourism that cannot realize the orderly operation of family farms and the artificial creation of supernatural landscape is tantamount to rural murder.
The engine that starts the ecosphere lies precisely in the upgrading of consumption. Carefully cultivate family farms that integrate planting and breeding, build leisure, dinner, entertainment and parent-child family farms with brand implantation and digital management methods, improve desire and ability on the organization platform of cooperatives and service platform of agricultural science and technology park, and let participation generate trust: the development mode of digital rural industry stands out.
In the past 16 years, Consonant has been working hard to build a national "digital rural industry development model demonstration base", creating models, modeling, fixing models, and transferring rational models and practical talents for consumption upgrading. From November 23 to 25, we will meet in Shanghai to attend the 2019 China Big Agriculture Marketing Summit. We will review the cutting-edge information and advanced concepts of the industry and explore the way of the evolution of China's big agriculture industry by shifting from agricultural thinking to commercial thinking.
