Where is the "tuyere" of modern agricultural innovation

Agriculture, with its infinite imagination, has become the "last cake" to be developed in the hearts of people who have adapted to industrial civilization.

I do not know since when, agriculture has been pushed to the forefront of commercial fashion, a few acres of thin fields in my hometown have become the envy of relatives and friends. All of a sudden, the high-rich and handsome white-rich-beautiful diaosi veteran farmer, IT, a master of industry and commerce, re-examined the mountain countryside that was once neglected, far away or even disliked with strange and complicated surprise. Chu orange and willow peach has formed the product division through the deduction of various stories, forming the unique "blue sea" brand of agricultural products; ecological leisure and creative health preservation has become a new bright spot of rural development; new agricultural communities such as Xinnonghui New Farmers' Home start a prairie fire to form a huge agricultural ecological circle in the north and south of the Yangtze River, so that farmers have the most convenient access to advanced business models, operation and management, agricultural technology sales channels. Coupled with the government's continuous support to the agricultural industry, agriculture, which integrates thousands of favorites such as "time, place and people", has suddenly become "the next Taiwan tuyere" and "the next real estate"....

In a word, Chinese agriculture is hot!

The word "typhoon mouth" comes from Mr. Lei Jun, the founder of Xiaomi. "Enterprises need to find the place where they are most likely to have a Taiwan tuyere, and be a pig that can borrow power to achieve take-off." Although China's agriculture has made certain development since the reform and opening up to solve the problem of food and clothing, its business model has not changed in essence: the agricultural economy of small workshops has seriously restricted the development of agricultural modernization. the lack of marketization in rural areas has led to the formation of a shell economy in rural areas, and the loss of supervision of agricultural products has caused serious defects in food safety. Agriculture, with its infinite imagination, has become the "last cake" to be developed in the hearts of people who have adapted to industrial civilization.

However, there are few successful cases in the field of agriculture, such as the celebrities who have won many battles in the industrial and commercial field and the invincible capital. Although some emerging enterprises of agricultural products have made some innovations with the help of Internet sales channels, they are still in their infancy due to the seasonality of agricultural products and the consumption habits of consumers in shopping channels. Relevant data show that none of the 3,000 fresh e-commerce companies in China are competing to make a profit, which makes many investors slow down the pace of investment.

Over the past 30 years, China's industrial enterprises have gone through the stages of product competition and market competition, and the surplus supply of commodities has forced industrial enterprises to enter the stage of business model competition. The optimization of business model, especially the innovative business model based on the integration of industrial chain, is bursting out with strong vitality. On the other hand, agricultural enterprises face not only the problems of product quality, standardization, shelf life and logistics, but also the price fluctuation caused by regional surplus and regional shortage. Large-scale agriculture in Europe and the United States and the creative agricultural model of Taiwan and Japan are also facing symptoms on Chinese mainland. Unlike industrial enterprises that upgrade their products through research and development, the shape and taste of agricultural products for thousands of years are difficult to change in a short time. How can agriculture win without the potential for product innovation? Some enterprises think that playing the safety card, or even setting up cameras in planting bases and breeding farms to prove the safety of their production process, do not know that safety is a necessary condition for getting involved in agriculture, and practices such as cameras are based on enterprises as a starting point. it just increases the cost. If seemingly simple agricultural enterprises want to achieve a qualitative leap, only business model innovation.

The primary problem of business model innovation is to achieve value innovation, with a unique value appeal directly to the customer's mental "pain point", "itch point". On the basis of value innovation, firstly, the overall improvement of enterprise operation level is realized through the innovation of sales model, operation and supply chain management mode; then, through the innovation of profit model, the hematopoietic function of agricultural enterprises is improved by occupying the profit highland of the industry (industry) and expanding the profit point; then improve the valuation of the company and make a difference in the securities market; finally, form a closed loop of business model innovation and barrier design.

If we say that "Chu Orange" is an ingenious addition of Chu Lao's inspirational emotional factors, it is better to say that his business model designers skillfully made us accustomed to Maslow's demand theory to rise step by step. It makes the common Hunan ice sugar orange varieties turn into the combination of meeting "physiological needs" and "realizing self-needs" through the hands of the old man, and then with the help of Chu Lao celebrity effect to form brand differentiation and obtain pricing power. Finally, with the help of the Internet effect to complete the sales. All of a sudden, people who don't know the truth tell their agricultural products stories one after another. although they can temporarily separate the undifferentiated agricultural products, they do not know that Chu orange kung fu is outside his poems, and it is difficult to achieve sustainable development by simple imitation. After Chu Orange experienced the successful building of the product brand, the profit model in the form of simple product sales has become the next problem for the operator to solve. It is rumored that the local government wants to take the opportunity to combine Chu Orange with local tourism resources to create Chu Orange Manor, which integrates leisure tourism motivation.

This innovation of agricultural business model based on the perspective of industrial chain is the entrance of agricultural "tuyere".