2015 Agricultural New Thinking Agricultural Products Marketing is the most difficult

If we have to use "one word" to describe the new agricultural economy in 2014, like the mountain sculptures in "Wise Tiger Mountain", it is-- bustling and chaotic, or-- chaotic and lively.

In the past year or two, countless investors and new farmers have devoted themselves to agriculture with various purposes, but more than half of them have been unable to go on, or are suffering from losses, or have announced their withdrawal from agriculture. there are very few real profits.

It is no exaggeration to say that despite the hot investment, 2015 is likely to be the coldest year for new agriculture. From a macro point of view, the slowdown of economic growth and the decline of consumers' purchasing power, as well as the upcoming more stringent "Food Safety Law" and the unclear rural land policy, constitute a not optimistic external environment, which will have a greater impact on the new agricultural economy.

From the middle point of view, most of the forces who blindly devote themselves to the new agricultural movement under the hustle and bustle do not understand the characteristics of the agricultural economy or have committed selective blindness. First of all, agriculture is greatly affected by natural factors, so the risk is greater, and the cost control and quality control are not stable. Secondly, the period of benefit formation is long. As the cycle of agricultural production is long, from months to years, the formation of its benefits can only be completed at the end of an agricultural production cycle. The benefits of agricultural infrastructure investment, such as water conservancy facilities, land formation and soil improvement, need to wait patiently for many years. In addition, agricultural production has a slow response to the market and poor adaptability. The production cycle of agricultural products is long and is greatly affected by natural conditions, so the adjustment of the structure always appears to lag behind and the ability to adapt to market changes is very weak.

From a micro point of view, many enterprises entering the new agriculture are suffering from some problems, such as weak management foundation, extremely lack of marketing ability, serious shortage of specialized talents, shortage of follow-up capital investment and so on. Compared with industrial enterprises and service enterprises, the shortcomings of agricultural enterprises on these issues are more obvious.

So recently I have been calling for: new agriculture needs new thinking. We face many difficulties, but there are more changes and opportunities ahead of us. Whether it is more capital and resources brought about by globalization, or more business opportunities brought about by urbanization, especially the new opportunities created by the mobile Internet, we may collide and change our thinking and give us the ability to redesign at the top level.

At present, more and more people realize that the marketing of agricultural products is the biggest problem in the new agricultural economy. In recent years, a large number of funds in the upper reaches have caused relative saturation or even excess production capacity, while excessive extensive management has made the problem of homogenization of products particularly serious. as a result, many agricultural products produced by painstaking efforts and money can not be sold, becoming the sword of Damocles hanging over its head. At the end of 2014, for example, many people were predicting that a large amount of inventory would cause a sharp plunge in the price of Apple in China in the first half of 2015.

If so, many enterprises are likely to fall in the last 100 meters and sacrifice in the darkness before the dawn. If so, no matter how beautiful the new agricultural phenomenon is, it has nothing to do with us.

The most important change may start from the following three aspects: replacing production thinking with explosive thinking and avoiding overproduction and homogenized competition, which is fundamental; replacing advertising thinking with creative thinking, agricultural marketing can not rely on large funds for large promotion, the key is to hit the hearts of the people and create higher added value, which is the key. Finally, to replace channel thinking with community thinking, in the mobile Internet era, we have been able to skip intermediate channels and reduce levels, thus creating our own consumer community power, which is the center of change.