Chapter 221 Seed E-commerce
Since the harvest of seed corn in Zhangye, Guo Yang has personally taken charge of cracking down on counterfeiting, traveling thousands of miles from Zhangye to Yili, then to Chifeng, Northeast China, and Shandong Province.
Countless deck nests were destroyed, especially Yili Kekedala and Chifeng Yuanbaoshan.
Not only did they receive 10 million yuan in compensation, but they also recovered more than 3,000 tons of corn seeds.
This has greatly improved the morale of the industry in the fight against counterfeiting.
At the seed industry summit, Guo Yang also took advantage of this to steal the limelight, leaving all the corn seed industry bosses speechless.
The benefits of cracking down on counterfeiting are endless, and it boosts dealers’ confidence. Farmers don’t have to worry about buying fake seeds when they buy Tianyu No. 1 seeds.
Guo Yang stood up, walked to the filing cabinet, and picked up the corn cob placed on it.
During the Chinese New Year period, not many people came to visit, and I read novels when I was free, and didn’t play with corn on the cob much, so the luster was a little dim.
While feeling its smooth surface, Guo Yang looked at Qu Yang and said, "What brands are the counterfeit seeds discovered this time?"
"Agricultural University 108, Dongdan 60, Zhengdan 958, Dr. Jin, Denghai No. 1, etc., the number is a bit huge."
"It is a fake famous brand produced and processed in Zhangye during the Chinese New Year. After the local people discovered the clues , and reported it to the Zhangye branch.
Yin Xiaobing was on duty at the time, but there were not enough manpower and nothing was found. After Wei Guan went there, he had figured out their movements. The number of counterfeit seeds was quite large, and Some have already flowed into the market."
Guo Yang frowned. Now is a critical period for farmers to prepare seeds. Counterfeit seeds have flowed into the market, which is not good news for farmers.
“It seems that Denong and Denghai’s anti-counterfeiting efforts are not strong enough!”
Qu Yang said with a smile: "They always crack down on counterfeiting during the sales season. The cost of cracking down on counterfeiting starting from the seed production base is too high, and it is easy to offend people.
But it is obvious that this does not work, and there is no containment on the production side. "Remember, if you think about cracking down on counterfeiting, you will get twice the result with half the effort."
Thinking of the experience and gains of last year's crackdown on counterfeiting, Qu Yang also sincerely admires the boss's decisive decision-making.
Seed production bases and seed production villages are investigated one by one. The manpower and funds that need to be mobilized are huge.
However, the boss decisively carried out the anti-counterfeiting campaign to the end, and followed up with the anti-counterfeiting team across the country. Faced with the 20 million guarantee deposit raised by the XPCC, he did not hesitate for a second and changed his position on the spot.
The Corps was forced to hold its nose and admit it.
The reason why Chifeng Yuanbaoshan succeeded in cracking down on counterfeiting is unclear to the outside world, but it is widely circulated within Tianhe.
It was the boss’s decision to divest from Alfalfa Agriculture and Animal Husbandry’s forage industry cluster project in Chifeng overnight, which alerted the local municipal committee, and finally succeeded in cracking down on counterfeiting.
It can be said that most of Tianhe's current good situation can be attributed to the wise decision-making of the boss.
Guo Yang thought for a while.
After the Seed Industry Summit, most of the 13 companies participating at the meeting agreed to crack down on tampering and promote changes to the variety approval system and seed laws.
But there has been no movement so far.
The reason is also very clear. Li Juan, the vice president of the Seed Association, is from the Liao Provincial Seed Bureau. It is impossible for stakeholders to promote this matter.
Guo Yang said: "Without Tianyu No. 1, Tianhe cannot directly participate, but we cannot leave it alone."
Qu Yang thought for a while, "I will report it to the Industrial and Commercial Bureau. ”
“Do you know the whereabouts of the leaked seeds?”
“It went to Hebei Province.”
“Let the dealers there also report it to the local industrial and commercial bureau, and by the way, Other seed companies passed the letter."
Qu Yang was confused, "Communication?"
"Yes, the healthy development of the industry cannot be separated from everyone's joint maintenance."
Guo Yang smiled and said: "Although we are competitors now, Tianhe wants to establish itself as an industry leader."
Qu Yang also smiled, Tianhe's marketing layout was planned by him. , the market potential of Tianyu No. 1 has not yet been fully explored.
“The plan is to crush them this year and seize the market share.”
“You have a good fighting spirit. You are worthy of being a man who has raised eight wives.”
Qu Yang showed a wry smile and said, "If this rumor continues to spread, everyone in the company will know about it."
…
After the two communicated, Qu Yang went to work first. The peak period of Spring Festival transportation has passed, and he will be busy with seed delivery in the near future.
In addition, we can’t just focus on corn seeds. Vegetable seeds are also gaining momentum, and it looks like they should be an extra surprise for Tianhe this year.
Guo Yang walked to Ning Xiaojing's workstation. She was wearing a pink down jacket and looked very eye-catching.
It has been two days since the start of work. Guo Yang explained some important work to her yesterday, and the current situation has been adjusted.
Guo Yang said: "Remember to follow up on the situation of the interns, their return to school and their return to work."
Ning Xiaojing looked up and showed a shallow smile, "Okay, spring recruitment plan I'll let the HR department do it too."
Guo Yang nodded, "Well, we need to take this matter seriously. There is not enough new blood now."
Ning Xiaojing is back. Now, Guo Yang feels a lot more relaxed. Documents and information will be marked in advance, so he can process them quickly, and he doesn't have to stay in the office all the time.
While there was still more than an hour before noon, Guo Yang called Yan Qun to take a look at the logistics and warehousing system.
In order for Huinong.com to go online, it must be tied to Tianhe. Guo Yang is already planning how to get the Huinong.com team from the capital to Jiuquan.
Tianhe’s original central warehouse and distribution center were built together with the breeding and expansion base, that is, the original seed and improved seed farm.
Later, it expanded several times and gradually formed a complete logistics and distribution network.
Three new central warehouses have been built in Northeast China, North China and Southwest China. At the same time, distribution centers are also being laid out in various key locations based on market demand and transportation networks. The main corn production areas are generally one every 100 to 300 kilometers. .
For seed companies, logistics and distribution are not just a simple transportation process.
It is more about the quality, vitality and market competitiveness of seeds. Seeds need to be stored and transported in a suitable environment.
Tianhe's logistics and distribution system is considered good among seed companies, and the number of domestic seed companies with their own logistics and distribution networks can be counted on one hand.
But because he has been watching "Legend of Xiaobing" recently, Guo Yang and Yan Qun just briefly understood and visited the current logistics and warehousing system, and found many problems.
Lack of support from automation and intelligent equipment, there are still many traditional manual operations;
It is also difficult to ensure constant temperature and constant humidity conditions for transportation and storage.
Guo Yang also saw the phenomenon of wrong dispatches and missed dispatches in some past records. It is obvious that there is a lack of information management and unified command and dispatch.
Fortunately, there are also merits.
Tianhe has taken the initiative in logistics!
At the beginning of the development of e-commerce, it has been tightly choked by logistics. Logistics is also a major pain point for seed e-commerce.
Who can give seeds to farmers?
There are three distribution entities to choose from: dealers, e-commerce companies, and the planting companies themselves.
However, even if three monks carry water, they may not have any water to drink. Judging from future trends, it will be difficult for the logistics models of seed companies and e-commerce companies to adapt to rural conditions, so dealer distribution has become the only option.
In the future, the distribution of large-scale agricultural supplies by the two e-commerce giants Taobao and JD.com will also be completed through dealers.
However, for seed companies, dealers and e-commerce are both sales middlemen. If dealers are expected to help companies complete seed distribution, seed companies will inevitably be kidnapped by dealers who are unwilling to actively transform.
In the long run, dealers are actually the least ideal distribution option, especially for Tianhe.
Generally speaking, the suitable planting range of a variety of seeds is often limited, which makes seed companies lack the enthusiasm to build their own logistics systems.
But Tianyu No. 1 is a large variety that can adapt to corn production areas across the country. The same is true for Tiandou No. 1. Various vegetable varieties can also be distributed across the country.
In the future, seed stores will also be able to continuously cultivate new seeds.
Therefore, Tianhe’s seemingly backward logistics and distribution system is full of value in Guo Yang’s eyes.
Just build county-level distribution centers to replace existing dealers and agents.
Tianhe Seed Industry has initially formed a logistics system of central warehouse - distribution center - distribution center - Denong agricultural supplies supermarket.
Coupled with the Huinong.com e-commerce platform that is being adjusted, a complete and unfettered agricultural product e-commerce system has been formed.
I gained a lot from this trip, and Guo Yang also had a lot of ideas in his mind.
After she and Yan Qun returned to the cafeteria for lunch, she asked Ning Xiaojing to notify Yan Qun, Qu Yang, Miao Lanchun, and Cheng Liming to hold a small meeting.
Cheng Liming is the new vice president of sales of Tianhe who was promoted based on Qu Yang's recommendation.
Yin Xiaobing, the general manager of Zhangye branch, is Yan Qun’s direct subordinate.
Production and sales are separate systems, and so far, they are working well together.
After resting for a while, several people gathered together, and Guo Yang directly expressed his thoughts.
Starting from Huinong.com, it introduces in detail its logical relationship with Tianhe and the seed distribution logistics system.
Guo Yang believes that in the vertical segmentation of seeds, whether it is B2B or B2C, Tianhe has great opportunities to intervene in the entire process from supply chain, warehousing, distribution, etc.
For example, Amazon, which is currently in the limelight, started by selling books personally. After it became famous, it gradually expanded to other businesses and then expanded into a platform.
Compared to Amazon, Tianhe has a better foundation in the seed field.
At the same time, Fengkai’s agricultural machinery, as well as other agricultural products and partners under Jiahe are all future customer bases.
After listening to it, several people also looked thoughtful. The plan was a bit ahead of schedule, and could even be said to be too bold.
After several years of development, e-commerce has been somewhat heard of, but the first to penetrate were standardized products, such as cosmetics and clothing.
Agricultural products are the category with the lowest penetration rate, less than 1%.
Guo Yang said: "At present, the total value of physical agricultural products entering the circulation field is close to 2 trillion yuan, and every 1% increase is 20 billion yuan. The market potential is huge."
Shen Yin After a while, Qu Yang said: "What should dealers do? If we launch it rashly, dealers will definitely resist."
From dealers to e-commerce, conflicts of interest are an inevitable part of channel transformation, Guo Yang We also understand the interests involved.
In the field of seed industry, dealers usually act as the industry’s ‘firewall’ and logistics platform, assuming a large part of the risk.
Tianhe is different. First of all, it has never required dealers to pay full price for goods, nor has it implemented a sales rebate model. The logistics system is also self-built.
Theoretically, it is possible to skip the dealer directly.
Cheng Liming said: “We also need to consider farmers’ acceptance of e-commerce. If we push it forcefully, we will definitely lose a certain number of customers.”
“There are more than 600 existing ones. Dealers and tens of thousands of township agents are currently Tianhe’s core sales system.”
"The gain outweighs the loss by using Tianyu 1 for testing."
Guo Yang nodded, "Today is just a collision of ideas. There is still a lot to prepare for the launch of the website."
Qu Yang said: "Ronghua Trading Company is Tianhe's largest dealer at present, and its boss Zhao Hua is also actively seeking change. Is there two ways, one is Tianhe's self-operation, and at the same time let dealers open stores on our platform? ”
Isn’t this the model of JD.com in the future?
Guo Yang is also familiar with Ronghua Company. He has put a lot of effort into cracking down on counterfeiting, and he seems to have overseas channels.
Opinions vary.
Guo Yang’s thinking gradually became clearer.
Whether it is the direct sales model of direct transactions between enterprises and farmers, the agency model, or e-commerce.
In fact, they can all be integrated.
Multi-channel collaboration can also achieve maximum market coverage.
Only enterprises are required to have a high degree of integration capabilities.
After such communication, Guo Yang felt that the current Huinong.com was even more immature and had many problems.
Let’s do it step by step.
The roads are all paved.
At the end of the small meeting, Guo Yang gave Qu Yang a task, "Huinong.com will still need to test and adjust for a period of time. Tianhe must first improve the current self-operated logistics system."
"Especially for the last mile delivery of agricultural supplies to supermarkets, think of a way."
Remembering that it is the peak period of seed sales recently, Guo Yang said to Miao Lanchun: "The planning and investment department of the system has come to Do it, Tianhe will provide the basic information.”
After everything was arranged, several people left one after another.
Ning Xiaojing, who was writing vigorously, breathed a sigh of relief.
The boss is really a devil!
On my second day at work, I have already stepped up the intensity of all departments.
Isn’t he tired?
Guo Yang is indeed very tired, there is always something to do, but he is more relieved.
Since the start of construction, the good news has not stopped every day.
For ten days in a row,
Good news has come from various subsidiaries of the group, and the speed of repayment is getting faster and faster.
Alfalfa, Tianhe, Fengkai, Hexi...
Seeds, agricultural machinery...
The spring plowing land is filled with Jiahe elements.
(End of this chapter)