Microecological preparation industry is in the mire of homogenization
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Last Update: 2012-10-09
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Source: Internet
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Author: User
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Introduction: VXI ecological farm photo source: Heilongjiang Province General Bureau of agricultural reclamation website "chaotic." When it comes to the current market of microecological agents, business owners are almost unanimous The so-called microecological preparation is developed according to the microecological theory, which contains beneficial microorganisms and their metabolites Its main function is to promote the growth and reproduction of normal microbial flora in the intestinal tract of animals, inhibit the propagation of pathogenic bacteria, improve animal immunity, prevent and treat diseases Because the structure of most microecological products is simple and easy to be imitated, even if there are good products, they will be submerged in the emerging "Shanzhai" ocean "A pot with a stick is more than a ton in an instant." Although the description is a bit exaggerated, it also reflects the confusion of the industry In fact, the disadvantages of microecological preparation industry have existed for many years, but they have not been significantly improved Enterprises are increasingly trapped in the whirlpool of homogenization competition and price war Is microecological preparation a concept hype or a green direction? Now, how to break the cocoon and become a butterfly? "Piling up" triggered a price war Last year, a flood and typhoon in Hainan not only severely damaged the local farmers, but also plunged Hainan excellence biology Co., Ltd into a cold winter The salesmen were either busy accepting returns or urgently collecting debts The sales volume fell by 20% - 30% compared with the previous year Due to the old friendship with dealers, general manager Xie Weixuan can only understand their difficulties and hopes that the farmers can have a good harvest next year However, even if there is no disaster, quite a number of micro ecological preparation enterprises across the country will face the same dilemma at any time Why is credit so popular in the industry? According to the investigation, the production technology level of microecological agents is not high and the threshold is low, but the cost is low and the profit is high, which makes the domestic manufacturers more like crucian carp There are many kinds of microecological products in the market The homogeneous competition is very serious Credit sale and price war have become the main marketing strategies of enterprises In addition, the micro ecological preparation industry, which started late, does not have clear and strict production industry standards and national standards like feed and medicine The micro ecological preparation enterprises only need to file their own enterprise standards with the quality supervision department to obtain the production and sales qualification According to Guan Tianming, the head of Yangjiang Kaiming biotech products factory, the low access threshold has bred many irregular manufacturers In order to seek self-interest, these manufacturers either fake and shoddy, or suppress prices, which makes it hard for regular enterprises in the field of microecological preparations to resist "There are a lot of people who don't even have a fermenter to start up." Sun Jianhua, general manager of Guangdong lvbaiduo Biotechnology Co., Ltd., said, "the production requirements of microecological preparation products are actually higher than that of general products Good products are not allowed to have any mixed bacteria How many irregular manufacturers can really do this? So they can only rely on low prices to maintain " Under the heavy pressure of the market, those small and medium-sized enterprises, which lack both capital and technological advantages, begin to fall into comprehensive difficulties It is understood that at present, there are thousands of microecological preparation enterprises in China, more than 80% of which have an annual sales volume of only 1-3 million yuan, and only a few enterprises can reach the sales volume of 10 million yuan However, more and more enterprises begin to realize that it is not a long-term plan to compete for the market only by low price The quality of microecological products depends on the quality of bacteria and the activity of bacteria In sun Jianhua's view, the homogenization competition of microecological agents is only reflected in the form of products, but there are still great differences in the process technology of products Therefore, conscience products such as high-tech products and scientific research achievements still have obvious advantages in the industry competition Zhang Shixin agrees with this very much As the chairman of Beijing Zhongnong jinteng Biotechnology Co., Ltd., his idea is that enterprises must work hard on the improvement of new preparation technology, produce products that are not available on the market, and take a differentiated route "Since the beginning of our business, we have been positioned at the high-end, taking the brand line First, the metabolic products of microecology, and second, the new microecological preparations of traditional Chinese medicine." Zhang Shixin told China science news that to stand out in this industry, enterprises must forge strong technical backing to produce products with market competitiveness In Zhang Shixin's view, cooperation with scientific research institutes is the only way to build technical support for enterprises For enterprises, they can only engage in the experiment and research and development of late application of bacteria at most, while the basic research work has to rely on scientific research institutions "We spend money to buy the technology and strain cultivation of scientific research institutes, so as to produce high-tech, more functional and targeted products." Zhang Shixin said In Xie Weixuan's opinion, every enterprise should have its own set of ideas in addition to its products Nowadays, only by selling products, it can't adapt to the market competition Enterprises need to develop a new set of breeding ideas, supporting products and relatively mature technical services It has to be mentioned that feed enterprises are increasingly involved in the micro ecological industry With the advantages of capital, human resources, technology and brand, they have stirred the whole "micro ecological Jianghu" Compared with the traditional microecological preparation enterprises, feed enterprises are more likely to win the trust of users Many people in the industry feel that feed enterprises are involved in the micro ecological industry in order to better serve the owners, and quickly open up the market with the help of feed sales channels and influence, they are not limited by the cost In this case, in order to avoid the shrinking market, many microecological preparation enterprises began to consider the cash sales mode, instead of the fixed credit sales habit in the past However, sun Jianhua thinks that cash sales is difficult at present, and it needs a long-term process In this process, enterprises are required to provide some additional value-added services in addition to strengthening product quality, so that the acceptance of farmers will be higher However, according to Zhang Shixin, no matter what sales mode the enterprise adopts, changing the user concept and strengthening the popularization of microecological preparation knowledge are the first tasks "For farmers, feed is a necessity, and microecological agents are optional We need to let them know that this product has the function of antibacterial and promoting production, can effectively replace antibiotics, and we need to instill healthy breeding concept into them." Zhang Shixin said
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