Taking Commerce as the Lead to Agriculture and Entering the Big Market, Taking Mutual Benefit Development as Breakthrough

Every morning, there is a lot of noise in the wholesale area of aquatic products in Tangshan Shenghua Family Agricultural Trade and Aquatic products Wholesale Market. Seventy or eighty trucks loaded with aquatic products lined up to unload, and the crowds who came to trade were bustling to watch the goods, bargain, basket loading, handling, weighing, and settlement, a busy and orderly scene.

Zhang Wei, general manager of the market, told reporters that the average daily trading volume of aquatic products here is 2000 tons, and nearly 1000 vehicles enter the market to transport aquatic products every day. It is the largest wholesale market for aquatic products in Tangshan City, Hebei Province, and the main distribution center for high-quality aquatic products in Bohai Bay.

Compared with the whole Tangshan Shenghua family commercial square, the aquatic wholesale area covering an area of 120mu is only a small part of the comprehensive wholesale market of agricultural trade and aquatic products. In the commercial square, in addition to the comprehensive wholesale market of agricultural trade and aquatic products, there are four major markets, such as non-staple food trading market, fruit wholesale market, flower market and Jidong Antique City, with a total construction area of 380000 square meters and an annual trading volume of nearly 9.67 billion yuan.

It took less than four years to set up a network of farmers' markets of this scale. How is this speed achieved? "Merchants enter the market with a low threshold, one-stop purchase and sale of agricultural and sideline products, and the development of the whole industry chain of production and marketing management." Geng Ligong, chairman of Shenghua Group, an investment enterprise in the commercial square, gave the reporter an answer.

Build a market trading platform with mutually beneficial development as a breakthrough

Today, when it is generally difficult to sell agricultural products, it is not difficult to think that it is not difficult to set up a market, but it is difficult to run the market well, enliven and enlarge it. How do Shenghua people do it?

At the beginning of the establishment of Shenghua Shijia Commercial Plaza, through investigation, it is found that there are generally some problems in the agricultural products wholesale market in eastern Hebei, such as small space, inconvenient transportation, single transaction variety and so on. In addition, there are high barriers and restrictions for merchants to enter the market, resulting in low popularity and difficult for merchants to make profits. "only when the market is popular can the merchants have interests and the market can operate." Geng Ligong said. It is precisely for this reason that after the completion of the commercial square, Shenghua Group cracked down on a combination of punches: on the basis of inviting and attracting investment across the country, it extensively absorbed fresh agricultural production farmers to operate on the market; at the same time, the market opened eight free buses to the urban area to facilitate citizens to go shopping in the market. This will benefit producers, operators and consumers, while the market itself will gain a bumper harvest of both economic and social benefits through small profits and quick turnover and large-scale operation. At present, the commercial square has settled in more than 2000 operators of aquatic products, vegetables, meat, grain and oil, fruits, non-staple food and flowers, ranking first among all agricultural and sideline products markets in Tangshan area.

Take one-stop purchase and sale as the orientation to promote market prosperity

In the market operation, Sheng Chinese put forward the business concept of "one-stop purchase and sale" to guide merchants to implement the "zero-to-zero" business model. Lai Shenghua, from rice, noodles and oil to seasonings and spatula, from all kinds of vegetables, meat and fruits to sugar tea and drinks, from all kinds of flowers, bonsai to home furnishings, all can be purchased in one stop, greatly stimulating the purchasing enthusiasm of the general public, large consumers and merchants. Thousands of tons of agricultural and sideline products rely on this "one-stop service" to achieve a smooth flow of goods and prosperous purchases and sales.

In order to build a broader intensive market platform and enrich the content of market transactions, Shenghua people take the initiative to introduce exhibition culture into market management.

In January 2014, Shenghua Shijia Commercial Plaza held the second Tangshan Annual goods Collection, with a transaction volume of more than 60 million yuan on the first day and a passenger flow of 110000 people. "go to Shenghua to buy New year's goods!" It has become the most common saying of Tangshan citizens during the Spring Festival. During the past National Day, the market also hosted the "sixth Tangshan Agricultural products Exhibition and Trade Fair and High-quality Brand HuiNong China Bank-entering Tangshan", which gathered 385 domestic enterprises to attend the exhibition and sales, 156 buyers and nearly 100000 people came to the meeting to make on-the-spot purchases.

At present, the average daily passenger flow of Shenghua Shijia Commercial Plaza has reached more than 30,000, and there are more than 50,000 trading varieties. The sales of agricultural and sideline products have covered the whole surrounding areas such as Beijing, Tianjin, Tang and Qin, and are exported to Inner Mongolia, Qinghai, Northeast provinces and some southern provinces and cities. It has really become a well-known distribution center of agricultural and sideline products.

Taking the market as the fulcrum to construct the whole industry management chain

"the competition between the wholesale markets of agricultural products is no longer the competition between the market and the market, but the overall competition between the market itself and the industrial chain extended upstream and downstream, as well as the value network woven by the industrial chain." Geng Ligong explained the development of the market to the reporter.

Under the guidance of the development concept of the whole industry chain, Shenghua Shijia Commercial Plaza has established a good cooperative relationship with a number of major grain, aquatic products, animal husbandry and fruit and vegetable growers, agricultural cooperatives and agricultural products deep processing enterprises in the city. Fresh peaches and melons from Leting and other places, chestnuts and walnuts from Qianxi, and cooked food products from enterprises such as Shide and Wanlixiang have all established stable sales channels in Shenghua Shijia Commercial Plaza, which are not only loved by Tangshan citizens. it has also become the darling of trade all over the country.

The business model of "market + base + farmers" is another choice for Sheng Chinese to implement the development of the whole industry chain. At present, the production base of high-quality agricultural products with an area of 5000 mu is under intensive construction, and a number of production bases are also under negotiation. The Shenghua economic ecological chain of "contract planting, standardized production, order recovery and unified market sales" is gradually taking shape.