Feed market requires products to have characteristics, more refined and environmentally friendly feed to become the market.

According to the latest data from the Ministry of Agriculture, as of March 16, 2015, the total number of manufacturers of formula feed, concentrated feed and concentrate supplementary feed in China was 5987, and there were 1700 single feed production enterprises, with the number of feed enterprises falling by about 1 pound compared with the end of 2013. In 2014, the total national feed output was 197 million tons, an increase of 2% over the same period last year. Another set of data: the national industrial feed production capacity is close to 600 million tons, while the current output is only nearly 200 million tons, and its capacity utilization rate is only about 1/3. In other words, there are still 400 million tons of capacity unreleased.

The problem of overcapacity is evident. Coupled with the complex market of the pig industry and the pressure of environmental protection, where is the living space of the feed industry as an industrial input?

"at present, there is not only overcapacity in the pig industry, but also in the feed industry. The feed industry in the future is not about quantity, but about quality. In the process of seeking quality, whoever can break through first will be the winner. " A few days ago, Hong Ping, chairman of Anyou Biotechnology Group Co., Ltd., said in an interview with reporters that in the past, the feed industry focused on marketing, and whoever has good marketing will be the winner. But now, marketing is getting weaker and weaker. How to deal with the pressure of food safety, pork safety and environmental protection is a common problem in the industry.

The general pressure in the industry does exist, but Anyou has achieved reverse growth in the current situation, with annual sales growth of nearly 30%. And they started by teaching trough materials.

The market coverage of teaching materials is not low, but the consumption is not low.

The domestic teaching trough material market still has at least 10 years of rapid growth, which has been asserted in the industry. When it comes to teaching trough materials, we have to mention Anyou from Taiwan. It is precisely because they have introduced the teaching material from abroad to the mainland that there is a landmark event of "the formal introduction of teaching material into China".

"the coverage rate of foreign teaching materials market has reached 80% to 90%, but the domestic market is only 30%, and some statistics say that it is less than 25%, but it should have exceeded this figure in recent years." Hong Ping believes that there is still room for the growth of domestic teaching materials.

He explained that a piglet currently uses a small amount of trough material, but the coverage rate is not small. At present, most of the domestic feed factories sell teaching trough materials, where there are feed factories, there are teaching trough materials. If you don't do it, you can't do it either. Generally speaking, at present, farmers use an average of 1kg / 2kg of trough material per piglet, which can grow to 3kg / 4kg.

It is understood that in addition to Anyou, Dabei Nong, Jin Xinnong, Datai Nong, Hunan Baiyi and other companies have invested heavily to build a professional grooving production line, which has become an important processing base for peer enterprises.

"the statistics of domestic teaching materials are on the one hand, and my own judgment is still the problem of low dosage, not low coverage." Hong Ping said.

Referring to the reality of low demand for current consumption, Hong Ping said that at present, because pig prices are low, farmers are not willing to invest more, but with the improvement of pig prices and rising pig prices, the demand for teaching trough materials will further increase.

Environmentally friendly feed has become a new favorite in the market.

In recent years, Anyou feed sales still maintain an annual growth rate of nearly 30%, making the industry look sideways.

"our growth comes from environmentally friendly feed. Because the environmentally friendly feed can make the pig manure not smelly, the feed itself is famous for its low protein and high amino acids, which reduces the odor of feces. Non-smelly pig manure also reduces the possibility of inducing respiratory diseases in pigs. The final result is to improve the weight gain efficiency of pigs. " Hong Ping said that with the changes of the times, the current pressure such as environmental protection is beneficial to the development of their environmentally friendly feed.

It is understood that Anyou's low-carbon environmental protection formulation technology is in the leading level in China's feed industry, and currently has 59 intellectual property rights. among them, 28 invention patents (15 have been authorized), 6 utility model patents (all licensed), 10 appearance patents (all licensed) and 15 copyrights. According to industry statistics, Anyou Group's technology patents account for 20% of the industry.

We can see from the following examples that they attach importance to the innovation of environmental protection technology.

In 2011, Anyou's project "Research on efficient and environmentally friendly Feed formulation Technology with low carbon and nitrogen emissions" won the "China Feed Major technological Progress Award". In February this year, Anyou Group also won the "2014 International carbon Gold Award-carbon Gold Ecological practice Award" at the World Environmental Protection Congress (WEC) Annual meeting on Green and low-carbon Development and Transformation and the International carbon Gold Awards presentation ceremony, which is the first enterprise in the agriculture and animal husbandry industry to receive this award.

"We still have a large number of patent applications among our peers, but of course, there are no foreign patents in this field. However, in the past year or two, foreign feed enterprises have paid more and more attention to patents. " Hong Ping said.

It is said that Anyou attaches great importance to the achievements of feed technology innovation, what ideas, paths, will be targeted development.

However, they also have something difficult to say. According to Hong Ping, "although a patent has been applied for, the protection effect of the patent is not very good." It is said that the effect of protection is not good, the reality is that not only patents, but also trademarks may be counterfeit. In some places, the relevant departments have no time to manage at all. "

In fact, this is also a practical problem encountered in the process of Anyou localization. But Hong Ping also insists that although it was founded in Taiwan, Anyou has indeed achieved localization and can be regarded as a localized company.

Since the company moved its headquarters to Taicang, Jiangsu Province in 2009, Anyou's strategic positioning has been obvious, that is, the mainland feed market.

It is difficult to gain a foothold with a single advantage in market transformation.

In recent years, the number of live pigs in Taiwan has dropped from 14 million to more than 6 million. And Anyou's market in Taiwan is already saturated, so there is no need to deploy many people. The key is that in Taiwan, we don't feel like we have an opponent in front of us. " Hong Ping is resounding.

According to him, Anyou has been in mainland China for market evaluation since 1999, on the one hand, to understand what advantages he has. One is to look at what we should learn from our peers in terms of manufacturing costs to see if we have any advantages. Even if there are disadvantages, whether we can learn; on the other hand, to see if there are technical advantages. "compared with foreign businessmen, I am as skilled as him. In this way, there are ways to deal with both sides, but this was more than 10 years ago. "

"now feed production, including manufacturing, marketing and management costs, is no longer the most important. Because, the market has turned to seek refinement, quality and characteristics. Now and in the future, the advantages of manufacturing and technology must exist at the same time in order to have a future, both of which are indispensable. "

In view of the entry of foreign investors in the industry, such as Xijie Group, into the domestic feed industry, Hong Ping analyzed that foreign-funded enterprises are much less comprehensive than local enterprises. Whether it is Prenner, Cargill, Ortege and so on, their advantages are only local, only occupy a place in a certain aspect, and their comprehensiveness is not comparable to domestic enterprises.

By implication, the problem of comprehensiveness, Hong Ping should refer to the aforementioned systematicness of manufacturing, marketing and management.

Foreign-funded feed enterprises, some of which are additives, are different from Anyou, but their marketing is very strong, and they have begun to integrate in the industry. "Cargill in the industry is the largest feed factory in the world, with a large technical team. And acquired the best company in Europe, Provimi, they are the strongest in management, but in the domestic development, localization has a lot of room for improvement. "

"this year, we hope to continue the growth of last year, give better play to the growth of environmentally friendly feed, and push the quantity forward. In addition, the cub is also our advantage. " Hong Ping said: "Family farms will be the main body of the market we develop."

When it comes to feed e-commerce, he put forward his own views. "in the past, small farmers used to buy feed through dealers. Where the customer is, you can go through the platform. In the future, there will be a decrease in the number of free-raising households, and the rest will be family farms. Then feed must be done face to face, because everyone's needs are different, the breeds of livestock and poultry are different, the environment is different, and the personalized demand for feed will be highlighted, so e-commerce will be very difficult to do. "

But he also said that services and orders can be made through the Internet. "in other words, when walking on both online and offline legs, many of them need to be solved face-to-face, and deals also need to be done face-to-face."