Internet + beef and mutton industry platform who is stronger?

New Silk Road:

Taking Ximeng mutton as an incision to build a platform with grassland characteristics

"abalone and hairy crabs from the south can be sold to the north. Why not sell such delicious mutton from the north to the south?" A sentence inadvertently from a friend became the inspiration for Shen Yongqiang's second venture.

In the new era, new ideas and new ideas have created the "New Silk Road". Haoteng Animal Husbandry was founded in the past, but now, using Internet tools, as the specific operator of Xilingol New Silk Road Electronic Commerce Co., Ltd. (hereinafter referred to as "New Silk Road"), Shen Yongqiang wants to sell Ximeng mutton to all parts of the country. and build an e-commerce platform similar to JD.com.

Create an e-commerce platform that focuses on Ximeng mutton

Once, when a group of southern friends visited Inner Mongolia, Shen Yongqiang entertained them to eat mutton. During the meal, a friend asked Shen Yongqiang a question: "abalone and hairy crabs from the south can be sold to the north. Why not sell such delicious mutton from the north to the south?" Wake up the dreamer with one word, and the words of a friend stir Shen Yongqiang's heart.

After visiting a large number of customers, Shen Yongqiang found that the southern market does have a demand for Inner Mongolia prairie sheep. He further analyzed that, first of all, Ximeng mutton is a nationally recognized product and a scarce resource. Second, it is being branded through a traceability system under the leadership of the government, just like the Yangcheng Lake hairy crab, with government endorsement and brand genes.

With the market and brand, how to connect the client? At this point, Shen Yongqiang hit it off with Ma Yunfeng, the current chairman of New Silk Road, who are respectively responsible for project operation and platform technology. At that time, they all thought of using the Internet, but not simply to sell products online, but to build a vertical e-commerce platform dominated and extended by Ximeng mutton, of which Ximeng mutton is just a hot product created by the platform. In addition to mutton, this platform also has a number of national handicrafts, alpine oil wheat, leek flowers and other grassland derivative products, a collection of many brands.

Shen Yongqiang said that the New Silk Road platform has more than 40 kinds of mutton products, but mainly coarse segmentation. In the future, they will launch fine segmentation products with specifications and quantities, such as one-person mutton stuffing, mutton slices and mutton slices.

"We start with Haoteng animal husbandry to create a benchmark for close cooperation, and then bring more than 80 meat enterprises in Inner Mongolia into the new Silk Road system." Haoteng Animal Husbandry was founded by Shen Yongqiang in 2013. He said that at present, the new silk road platform has been recognized by many enterprises, but in order to control the source of products, the early stage will raise the entry threshold, rather lack than abuse.

Terminal one card and one code, customized production

At present, New Silk Road uses its own logistics in the Beijing area, and the periphery uses Shunfeng and EMS to connect urban distribution from the trunk line. In the future, it will build warehouses in various places to "break through Inner Mongolia and cross the Yangtze River" to serve as a platform for the whole country.

In addition, with the help of cooperation with PetroChina and China Mobile, Shen Yongqiang has pushed the products of New Silk Road to the whole country. Especially its main product, Ximeng mutton, can also be customized according to customer needs.

It is understood that PetroChina has about 30,000 outlets in the country and has a strong physical network system. Shen Yongqiang put the Ximeng mutton gift card on the CNPC terminal like a hairy crab gift card, which broke the problem of crowded sales venues and saved the trouble of transferring and replenishing goods. "one card and one yard OK, there is no need to put products, consumers scan the code consumption can achieve Xilingol origin grassland sheep sent home."

The customized service emphasized by Shen Yongqiang is also realized through cards. This kind of card is divided into three kinds, which has the effect of selling products and promoting the new silk road platform. The first is an empty card, which can become a member's consumer product after registration and activation, and can pay attention to the new silk road; the second is a fixed recharge gift package card, in which customers in different regions scan QR codes, or enter the website page by other ways on the card to customize products; the third is a high-end card, with recharge amounts ranging from 1000 yuan, 2000 yuan, 3000 yuan. Take mutton as an example, customers can purchase cards 6 or 12 times a year, and New Silk Road is responsible for packaging and distribution. In this way, they can enjoy the freshest mutton slaughtered on the prairie at the same time.

Compared with the ordinary consumer behavior, the membership system more reflects the service characteristics of the New Silk Road. "We will inform members of the mutton that really comes from Xilingol Prairie and the fresh products of the first slaughtering season. In addition, according to customer needs, can be customized anytime and anywhere, flexible customization of product specifications. " Shen Yongqiang stressed that it takes only seven days for prairie mutton to reach the consumer table, ensuring the freshness of the product, which is different from online shopping platforms such as Tmall. The way of membership system, on the one hand, controls the products, on the other hand, it improves the customer stickiness through frequency distribution.

Adopt the production by stages and popularize the second-grade pin

Haoteng Animal Husbandry is one of the many suppliers in the upper reaches of New Silk Road, with mutton sales as the business core. The company's initial sales reached 10 million yuan in 2013, 40 million yuan in 2014 and more than 100 million yuan in 2015. Shen Yongqiang, as the leader, used two years to break through the industrial chain of Haoteng animal husbandry, changed the traditional mode of production, realized the balanced purchase and slaughtering of the four seasons, and then ensured the upstream source of the new silk road.

First of all, Shen Yongqiang guaranteed Yangyuan through the alliance of animal husbandry enterprises. It is understood that Xilingol is the slaughtering season from August to November every year, and there are no fresh products at the end of the season, and the rest are frozen products, so the purchase orders of some catering enterprises usually start and terminate at this time. After realizing the balanced production of the four seasons, Haoteng Animal Husbandry will position its products at the high end, and some of its profits will be counted to the herdsmen, which in turn will drive their breeding enthusiasm.

Second, change the mode of production. Four seasons balanced column can ensure that customers need to be slaughtered and the meat is fresh. Shen Yongqiang said, for example, from Xilinhot to Beijing, the slaughtering is finished at 8 o'clock in the morning, the train leaves in the evening, and it will arrive at Nengda the next day, which can be said to arrive at night. At the same time, he set up a segmentation center in Beijing to deliver products to customers within 24 hours according to city orders, which is very attractive to customers.

In addition, catering customers can also purchase by stages. "as a catering enterprise, in addition to fresh ingredients, if mutton is purchased by stages, when the cuisine is adjusted in the later stage, the raw materials can be changed flexibly and quickly through the procurement link." Shen Yongqiang explained that this helps downstream catering users reduce the pressure of inventory, capital and product transformation.

Now, Haoteng Animal Husbandry has more than 100 catering customers in Beijing, which is another important port for the promotion of the New Silk Road platform. At the catering terminal, Shen Yongqiang established a secondary micro-distribution. After tasting mutton in the restaurant, consumers enter the New Silk Road platform to buy through scanning the code in the store, and the information port of the New Silk Road will know through which catering end consumers enter the purchase channel, and then distribute the corresponding profits to the catering enterprises.

If an average of 200 people go to a restaurant to spend every day, then 20,000 people in 100 restaurants know about New Silk Road, and the positioning of this group is very accurate. On the other hand, the process of offline tasting is also a process of experience. Even 10, 000 people a day will follow and spend money on the New Silk Road platform, there will be 3.6 million people a year.

At present, this model is mainly concentrated in the Beijing market, and when it matures, it will go south to Shanghai and Shenzhen. "in the future, we should reasonably enhance the interests of production, processing, sales, herdsmen, customers and consumers through the distribution of benefits in the industrial chain." Shen Yongqiang added. Our reporter Di Zhenzhen / article

Cattle and Sheep Commune:

Take beef and mutton as the core and be the "JD.com" of the industry.

Liu Xiaoxi, who said goodbye to real estate and stepped into the beef and mutton industry, grafted the Internet into this traditional industry, and Beijing Niu Yang Commune Science and Technology Development Co., Ltd. (referred to as "Niu Sheep Commune") was born. New concept, new team, he wants to do something that others have not done or others have not done well enough, that is: use the Internet to build the first brand of high-end beef and mutton.

However, Liu Xiaoxi's ambitions do not stop there. In the future, he wants to build the cattle and sheep commune from a product brand into a platform brand and be the "JD.com" of the beef and mutton industry.

"stupid products" with secondary processing and quantitative packaging

Through market research, Niu Yang Commune has its own uniqueness in product development, design and positioning. In addition to the selection of raw materials in the country of origin, product segmentation and packaging are more refined and convenient.

Liu Xiaoxi said that B2C products must be convenient and fast, and beef and mutton should be further processed to make "stupid products". "people sell ribs, a whole piece of product, customers buy home is not convenient to operate, because there are no big knives. On the other hand, the divided product of the Niu Sheep Commune is to let single women know how to eat it when they buy it back. " He said, for example, that the leg of lamb bought back in the market is usually the whole one, while the leg of sheep and cattle commune has been reprocessed, trimmed or sliced, so that consumers do not have to use a knife when they buy it back home.

On the other hand, China has a vast territory, and there are great differences in food culture between east and west. "for example, people in Guangdong eat meat without seasoning and pursue the original flavor, while people in the southwest mainly eat seasoning and do not pay attention to the nature of the ingredients. In addition to fine segmentation, recipes and ingredients also provide consumers with a variety of choices. "

Liu Xiaoxi analyzed that making food is the same as catering, which is difficult to adjust. It is necessary to have an insight into the food needs of consumers everywhere, while increasing the supply of original products, because the original flavor leaves room for consumers to play in the later stage, so it sells better. He further added that there are many ways to eat beef and mutton and ingredients, different parts need to be treated differently, and the QR code of each commodity in the cattle and sheep commune has corresponding practices and eating methods.

In addition, the product packaging of Niu Yang Commune is all quantitative standardized. In this regard, Liu Xiaoxi said, for example, that the weight of a leg of lamb ranges from 1 kg to 3 kg, and it is very inconvenient for consumers to place orders, while all categories of Niu Yang Commune are standardized, and the packaging of segmented meat is quantified to 500g, 650g or 1kg. While placing orders on the convenient line, logistics management is also more convenient. Or take the leg of lamb, for example, it is difficult for the warehouse to pick out two legs of lamb of exactly the same weight, usually taking a positive or negative value, while the Niu Yang commune ensures that the accuracy of the weight of the product can reach 99%.

Internet + physical store, both online and offline

In the operation mode, Niu Yang Commune is located in the three-dimensional operation mode of e-commerce combined with regional entities joining, online and offline at the same time.

"rely on e-commerce publicity to drive entities to join, and then rely on regional entities to join to improve logistics and distribution, forming a virtuous circle of sustainable development." According to Liu Xiaoxi, the marketing of Niu Yang Commune is divided into two parts, one is the e-commerce operation department, which is responsible for online and offline promotion, and due to the limitations of logistics factors, it mainly depends on franchisees and agents to set up sites throughout the country; the other is ground group buying and direct marketing, and the gift series in each region is more outstanding at the end of the year.

According to Liu Xiaoxi observation, many domestic enterprises are trying the high-end category of beef and mutton, but they mainly do marketing in the market and do not pay enough attention to e-commerce. The Niu Yang Commune mainly relies on the Internet to issue orders, with express companies, cold storage as the logistics center, and strive to deliver fresh within 8 hours.

Therefore, Niu Yang Commune attaches great importance to the construction of logistics system during the trial operation period, in order to ensure that products are safely and quickly distributed to customers. At present, the Beijing area of Niu Yang Commune is delivered by Black Dog Express, which can basically be delivered within 8 hours, and out-of-town delivery is mainly through Shun Feng Express. In addition, Niu Yang Commune also discussed cooperation with JD.com Mall, hoping to entrust JD.com logistics system with omni-directional designated distribution.

Like many domestic beef and mutton processors, the biggest threshold for e-commerce in frozen fresh products is logistics. In view of this, Niu Sheep Commune chose the national agency system, which aims to extract local sources for direct delivery by relying on local supermarkets and community convenience stores. If there are no franchisees offline for the time being, separate positions will be established and self-operated development will be established. At present, although the logistics cost has accounted for 10%-15% of the operating cost of Niu Yang Commune, Liu Xiaoxi chooses the enterprise to digest it for the benefit of consumers.

Online, Niuyang Commune made full use of various platforms and began to cooperate with Yi Guo Shengxiang in Shanghai, and its products have also been launched on mainstream online shopping platforms such as JD.com Mall, Meituan and No.1 store. Liu Xiaoxi said that at present, the task of the cattle and Sheep Commune is to make the products well and make the flow bigger and stronger.

Create a platform to be the "JD.com" of beef and mutton industry

"We not only want to create a regional brand or the first brand, but also to create a domestic high-quality brand of beef and mutton, to create a global professional and top-level beef and mutton high-end products, and to use the online and offline three-dimensional operation model to deliver safe, pure and green high-end beef and mutton products to consumers." Liu Xiaoxi said that the cattle and Sheep Commune only produces fresh and frozen products at the initial stage of its development, and in the near future, the company will continue to develop new varieties, make a fuss about semi-finished beef and mutton and ready-to-eat food, and improve the product structure system.

"it's not just a goal. I think the future is more of a dream." When asked what the company's future goals are, Liu Xiaoxi said. And his dream is to build Niu Yang Commune into a platform brand in the future, not just a commodity brand.

Liu Xiaoxi analyzed that at present, the domestic Internet platforms related to beef and mutton are in their infancy, assuming that the future is a period of great development in which "a hundred flowers blossom and a hundred schools of thought contend", then the Niu and Sheep Commune should strive to achieve "if it does not sound, it will be a blockbuster." Having participated in the Shanghai Meat Expo, he strengthened his judgment and will.

"at that Shanghai exhibition, I saw the scene of 'thousands of troops crowding a single wooden bridge'. The beef and mutton products of various merchants in the Inner Mongolia exhibition group are more or less the same, all in promoting the origin, leaders have visited, and so on. When asked what their selling point is, 90% will answer-- meat source. What Niu Sheep Commune will do in the future is the platform Mall, focusing on beef and mutton and its derivatives. " Specifically, "it's like buying electrical appliances on JD.com, eating hot pot to Haidilao, and in the future, buying beef and mutton will go to the cattle and sheep commune."

Prior to this, Liu Xiaoxi participated in an international exhibition, and he set his booth in the international exhibition area in order to integrate into the international atmosphere as soon as possible. "in the future, their own products may account for a very small share. The world's top beef and mutton, milk, and cooked food will all be online. Consumers no longer have to worry about illegal immigration and smuggling. Cattle and sheep communes have everything. In the future, the relationship between Niu Sheep Commune and peer enterprises is not competition but integration, providing them with a better platform. "