New hope: the power of discourse in transformation

Introduction: if an enterprise controls the industrial chain, it can make appropriate cost transfer, let the input and output go upstream in the chain, even if it loses money in one link, it can find it back in another link, so as to maintain the stable profits of the whole enterprise With the seamless docking of the industrial chain and the traceability of food sources, food safety can be guaranteed The foundation of China's agricultural development is relatively weak, the ceiling of agriculture is very high, and the development space is still large Whoever takes the first step can seize the highest point in the industrial chain Ymw has always been in the process of upstream and downstream industry chain integration, and the prototype of "service marketing" with farmers as the core of new hope has been formed New hope seems to be experiencing a transformation similar to IBM type service-oriented enterprises It is to transform from a product-based enterprise into a world-class agricultural and animal husbandry service provider, provider and leader Ymw service communication upstream and downstream ymw feed is always the core link of this industry 70% of the cost of the breeding industry comes from feed, and 90% of the cost of feed raw materials comes from the planting industry One end is connected with planting and the other end is connected with breeding The large-scale growth of feed is very important to the pricing power and discourse power of the market This is related to the future profit growth of new hope How to further establish the game rules of the industry after getting through the upstream and downstream? Since 2005, ymw has invested several billion yuan in the three industrial chains of pork, poultry and dairy industry From the perspective of equity, it has combined with Shandong Liuhe, Beijing Qianxihe, Shaanxi Shiyang, Shanxi elephant and other industries and regional leading enterprises to preliminarily complete the layout of upstream and downstream industrial chains The dairy industry chain is relatively mature Dozens of milk source bases have been established in the upstream, and a pattern of connecting the upstream and downstream has been formed through the merger and acquisition of dozens of local dairy brands in the downstream At present, the upstream raw material procurement of ymw is mainly the channel of dealers For new hope, the problem of this channel is that the procurement has randomness With the rapid fluctuation of raw material prices such as corn and wheat, and the intervention of financial international capital, the business model of many raw material manufacturers has changed When the price is low, they try their best to produce, when the price is high, they reduce production or even stop production The pursuit of a new hope of balanced production is constrained by the band of raw material prices and production In order to guarantee the purchase price and quality stability, new hope must start to do centralized purchase and base purchase, trace back to the upstream base from the scattered dealers, and establish its own raw material purchase base In addition to establishing their own purchasing and planting bases in some raw material producing areas, the new hope is to control the upstream by various means, such as establishing a stable strategic partnership with domestic granaries in Northeast, North China and other regions to form a set of guarantee system for raw material purchasing Ymw is in the downstream, and the scale growth of new hope is closely connected with customers In fact, there are huge market changes for farmers, which are the variables that have to be considered to affect the downstream strategy of new hope The growth of customers directly determines the sales volume of feed If the business model of farmers is not transformed, the scale competitiveness of new hope is relatively weak; many decentralized farmers themselves are also survival of the fittest, transforming to scale breeding, if the marketing model of new hope is not transformed Change, the risk of being abandoned by customers In fact, there are too many things new hopes to do in the downstream: service model transformation to seize potential high-quality customers; in addition to providing services, it is also necessary to solve market risks for customers in the downstream; help customers find funds; solve the current shortage of breeding industry - seedling replacement and optimization Ymw has always been learning to win the industrial chain Within the new hope, there is a consensus on transforming service-oriented marketing Every year, new hope executives have two opportunities to go out to learn from excellent enterprises For example, as early as 2009, new hope leader Liu Yonghao personally led nearly 20 executives to carry out systematic learning in Japan on how to do service marketing, so as to improve the downstream service management ability Ymw has taken the market for technology approach to solve the problem of short seedling board for the farmers, cooperated with foreign advanced seedling companies, and new hope exchanged their technology with China's attractive market In recent years, two large-scale seedling bases have been built in Shandong and Sichuan At the source of pork industry chain, new hope has invested hundreds of millions of yuan to establish two core seedling bases in Jiangyou, Sichuan Province and Haiyang, Shandong Province Ymw's new hope role is more like a pioneer The infrastructure needed for the whole industrial chain strategy is all built by itself Other enterprises may regard it as a taboo Therefore, the increased cost will take a long time to digest But you have to admit that the new hope has the same way of penetration in every link, which is doomed to its future dominance in the industrial chain Ymw "I'm proud of our entrepreneurs There is still a prospect in the countryside This prospect is different from before It depends on the combination and expansion of the industry chain This industry chain must have a service system of seedlings, technology, finance, market, products, etc and our enterprise is acting as the organizer and service provider in this system." Liu Yonghao believes that now new hope group is a service provider and a service provider, which is transformation Liu Yonghao, ymw: "taking on the responsibilities" requires careful consideration of ymw for a long time I have been thinking about where the root of the three rural issues lies I think the root of the three rural issues lies in the farmers The core of the agricultural issues, rural issues and farmers' issues is the farmers Turning the farmers from small farmers to large farmers and into members of agricultural cooperative economic organizations will fundamentally solve the three rural issues That is to say, we should encourage farmers to change from small-scale farmers to leading enterprises, or join forces to form agricultural cooperative economic organizations This road is a bright road Only in this way can our farmers' benefits be reflected Ymw therefore, at the beginning of 2011, we put forward new goals On the one hand, we have spent five years crossing the Yangtze River and the Yellow River to seek development in the whole country; on the other hand, we have traveled in the South Ocean, ventured into the Middle East, and gradually achieved internationalization to build a world-class agricultural and animal husbandry enterprise With the foundation of 30 years of farming and animal husbandry and a deep understanding of this industry, we have such courage Ymw actually, in the past 30 years, we have been one of the largest feed manufacturers and the largest suppliers of meat, egg and milk in China, but there are no major food safety problems in our feed and meat, egg and milk, which makes us proud, but it has become history What's important is that as more and more farmers enter the city, from producers to consumers, the market is growing larger and larger, and the agricultural pattern is also undergoing major changes 100000 leading enterprises are leading tens of millions of farmers to embark on a path of industrial chain and market economy At present, we have combined dozens and hundreds of enterprises, some of which have merged into the new hope through equity change, and it will become one of the largest listed enterprises in agriculture In addition to joint enterprises, we have also cooperated with farmers to establish agricultural cooperation organizations in various parts of the country, such as chicken raising cooperatives, cattle raising cooperatives, guarantee companies and technical service companies to provide services to farmers across the country Because, instead of being the king, we will be the organizer, serving and sharing the value with our customers and farmers This is our responsibility Ymw