"Peace of mind meat war" breaks the original production and marketing pattern of Xiamen pork market

Introduction: the core tip is that the pork market in Xiamen has changed dramatically due to the "brand monopoly" suddenly launched by an enterprise, and a large-scale "peace of mind meat war" has been rapidly deduced At present, the battle of reassuring meat not only has a strong impact on the original production and marketing pattern of Xiamen pork market, but also is causing a deep shock from pig breeding to safety management mode Yinxiang's sudden attack on the "reassuring meat" brand set off market waves on April 21 this year After a long period of careful preparation, a company named Yinxiang suddenly launched the "brand monopoly" mode of pork production and marketing in Xiamen While ensuring that the "Yinxiang assured meat" sold by Yinxiang company does not contain clenbuterol, water or dead pork, Yinxiang company also makes a commitment to a series of indicators such as microbial content, drug residue and heavy metal content of pork The insurance company carries out "quality insurance" and promises to compensate consumers if it fails to meet the commitment standard In response to this, in the exclusive stores of various agricultural markets, Yinxiang company implements the unified logo, the unified distribution of fresh meat, the unified dress of employees, and the health certificate Due to the unprecedented solemn commitment of Yinxiang company in terms of pork safety, this move not only immediately aroused strong repercussions among the public, but also quickly triggered a chain reaction in Xiamen pork market Reporters in the city for many days in a number of agricultural markets tracking interviews found that hanging "Yinxiang rest assured meat" signs in front of the booth is crowded, and the individual pork stand in front of the cold "Yinxiang rest assured meat" will soon occupy more than half of the retail market share, although the price per kilogram will be about 1 yuan higher On the third day of the launch of "Yinxiang rest assured meat", the pork vendors of Xiamen Songbai agricultural trade market stopped the market because of the sudden cold business The owners of several pork stalls told reporters that they could sell one or two pigs a day on average, but now it's hard to guarantee even one "Price war" appeared In order to resist the impact, every time Yinxiang company enters a market, other pork vendors immediately reduce their prices jointly, and the "boycott price" of some markets has even dropped to 7.6 yuan per kilogram for a time Another tit for tat measure is that in several farmer's markets where "Yinxiang assured meat" entered, the previously decentralized and unrelated stalls hang "Xiamen food company" in a few days The sign of "pure and reassuring meat of Si meat joint factory" Some agricultural markets in Xiamen have seen such a scene: on the one hand, there is "real reassurance meat" and on the other hand, "pure reassurance meat" Due to the unsatisfactory effect of the boycott, some farmers' markets in Xiamen began to see pork stalls suddenly "bought out" to block "Yinxiang assured meat" "War" also spread from the sales terminal to "upstream" It is understood that there is a daily demand of about 1600 pigs in Xiamen Island, which is slaughtered by the slaughterhouse of Xiamen's only food company, and then supplied by seven pork wholesale banks to more than 1000 retail stalls in the city However, due to the sudden joining of Yinxiang company and the sharp decrease of market retail, some pork wholesalers have taken the way of lowering the purchase price to transfer the pressure, and some small pig farms are facing more and more difficulties However, the price of pigs in the "affiliated" pig farm allied with Yinxiang company increased steadily, and the production of pigs showed a trend of polarization The two quality standards and guarantee modes of production and marketing pattern changed greatly, which led to the collision Some experts and industry personages believe that the pork production and marketing war is a simple and normal market competition on the surface, which actually reflects the collision of the two standards and guarantee mechanisms of food safety at present Li Xingxing, President of Xiamen pig raising Association, said: "it's interesting that this kind of enterprise impacts a large market by one brand In the pork market, it is not clear whether the traditional wholesale and retail mode will be replaced by the mode of unified distribution and chain monopoly However, the current competition has been upgraded, and it is an indisputable fact that there will be a big change in the production and marketing pattern of pork market " The chief of Yinxiang company told reporters that the biggest difference of "Yinxiang assured meat" is that the company has implemented strict safety guarantee from the production source to the sales terminal: according to the relevant national and local regulations, the company has formulated more strict internal standards, the company has signed "fixed-point alliance" contracts with some qualified pig farms, and the pig farms are made according to the company system Set the standard, and carry out production under the supervision of the company The company guarantees the pig purchase price of the pig farm At the same time, monitor the whole process of pork quality in transportation, retail and other links Send the samples to the Provincial Center Inspection Institute regularly every month for the detection of various indicators of pollution-free pork Those who fail to meet the standards will not be allowed to sell According to Chen Jiaxiang, an associate professor at Fujian agricultural and Forestry University, there are more than 300 physical and chemical, microbiological and bacteriological indicators that affect the quality of pigs and pork Among the "pollution-free pork" indexes issued by the Ministry of agriculture, there are 15 indexes, including pesticide residue, heavy metal residue and microorganism content, in addition to epidemic disease At present, the focus of market supervision and prevention is only not containing lean meat, not dead pork and so on Chen Jiaxiang said that in the current situation that designated slaughtering and inspection and quarantine are generally unable to be responsible for 15 indicators, Yinxiang company's launch of such a commitment is undoubtedly ahead of schedule and fully caters to the safety needs of consumers The level of standards is only one aspect of the problem Under the existing production and marketing mode of decentralized breeding, centralized slaughter and decentralized sales, the traditional pork safety guarantee mechanism and market management mode also have obvious "weakness" Zhang Shuxi, deputy director of the animal husbandry bureau of Xinluo District, Longyan City, said that the District Animal Husbandry Bureau is specifically responsible for the management of pig production and sales, but there are only more than 10 people, facing thousands of pig farms, large and small, which are "beyond management" Xiamen is the main market area for pork There are more than 1000 registered pork sales stalls in the city, basically one stall and one "boss" Because the management is too scattered, and there are obvious disadvantages such as multi department management, mutual wrangling, and difficult to investigate the responsibility, the problem of "pork safety" has been progressing slowly Some experts on agricultural issues pointed out that compared with the safety management of pork market, the most important difference of "Yinxiang mode" is that it has turned the whole process from pig production to pork sales into a kind of strict and self-discipline enterprise behavior: according to the relevant requirements and regulations of the state and local governments, the enterprise has formulated more strict internal standards and comprehensively monitored the pig production During the whole process from production, transportation to pork sales, the enterprise shall take full responsibility for the problems in each link In this way, the supervision of the functional departments of the government has become relatively simple As long as any link is found to have problems, the enterprises can be punished directly, and in serious cases, they can be withdrawn from the market Thus, it is possible to establish a new security mechanism of "enterprises are responsible for products, and the government supervises enterprises" Changing the function of the government and making the enterprise the leading role in the treatment of "table pollution" The "brand monopoly" mode of pork production and marketing in Xiamen market, which is dominated by leading enterprises, has provided beneficial enlightenment for solving the pork safety problem that has been bothering the government departments for a long time The government departments should establish a new mechanism as soon as possible to cultivate and guide leading enterprises to become the leading role in the treatment of "table pollution" Chen Jiaxiang said that the launch of "Yinxiang assured meat" actually sent out a market signal that agricultural leading enterprises have begun to intervene in the business field, and thus formed a new mixed type of agricultural leading enterprises In Fujian Province, Yinxiang company, super group and Changfu group have adopted this new production mode and sales format However, experts believe that to ensure the healthy development of this "win-win" mode of agricultural enterprise benefits and food safety, higher requirements are also put forward for the transformation of the functions of government departments: first, to further increase the cultivation and guidance of brand of fresh agricultural products At present, many famous brand agricultural products have appeared all over the country, but the brand cultivation of fresh agricultural products is still in its infancy Due to the large consumption of fresh agricultural products, brand consumption has great potential Relevant departments must pay attention to cultivate and guide the leading agricultural enterprises with strength and reputation to participate in this brand competition, so as to make the management of table pollution become the conscious action of enterprises Second, efforts should be made to promote the upgrading of agricultural product marketing formats According to relevant responsible comrades of Fujian Provincial Department of agriculture, major changes are taking place in the marketing formats of agricultural products in various regions A sign of brand consumption of agricultural products must be that more agricultural products enter supermarkets and chain stores The government should play an active role in guiding and accelerating the upgrading of the agricultural product marketing Third, we should establish and improve strict mechanisms of "access" and "exit" The relevant departments shall focus on the formulation of standards and qualification certification, prevent the mass operation and extensive operation, and resolutely let unqualified or problematic enterprises withdraw from the market (author:) share to feed Weibo share to: