The traditional agricultural marketing model is entering a dead end. What should agricultural workers do in the future?

The traditional agricultural marketing model is entering a dead end. The fundamental reason is that the traditional model has an inextricable knot.

As a distributor of agricultural materials, only by selling as much as possible can we do big business; As farmers, only by buying as little as possible can they increase their income. The more twisted this knot is, the more it dies.

Therefore, price wars, selling on credit, inviting guests to dinner and even counterfeiting are all means. Change the marketing method, agricultural workers are very tired! Is there a new way to untie this knot?

Mode subversion: forget the sales of chemical fertilizers and pesticides

Since last year, leading enterprises have taken the lead in breaking the ice and set off a wave of socialized agricultural services-Sinochem started the map strategy, Jin Zhengda set up Jinfeng Commune, Xin 'an Chemical set up Agricultural phreak, Guangxi Pastoral set up a pesticide fighting team, Novozymes set up Swift Intelligent Technology, and Hebei Weiyuan set up a whole plant protection company.

These social platforms have opened the door to change for agricultural distributors and solved the deadlock of traditional agricultural marketing.

From agricultural distributors to agricultural service providers, their roles have changed: in the past, the profits of agricultural distributors were linked to sales, and the more they could sell, the better. Now, they are tied to the interests of farmers, and farmers do not need to worry about the price and counterfeiting of agricultural materials. As long as we can help farmers increase their income, we can achieve the success and expansion of our model.

Qin Hengde, president of Sinochem Agriculture, has an excellent evaluation of this: "Forget the sales of pesticides and fertilizers. If we used to divide cakes from farmers, the strategy of the map is to make cakes bigger with farmers. "

Sinochem Map: Building a Modern Agricultural Service Platform with Science and Technology as the Core

The transformation of Sinochem Agriculture is one of the most thorough transformation samples in the field of 20 17 agricultural resources. Sinochem Agriculture, which consists of Sinochem Fertilizer, Sinochem Group and Sinochem Pesticide, is one of the five core business units of Sinochem Group, a fortune 500 enterprise in the world. On this basis, Sinochem Agriculture launched the MAp strategy (MAp is the English abbreviation of ModernAgricultureplatform modern agricultural technology service platform).

The goal of map strategy is to build a leading modern agricultural service platform and a leader of quality agriculture in China, and to realize "moderate scale of cultivated land" and "good land planting" by means of land trusteeship and semi-trusteeship, relying on map technical service center and map demonstration farm offline. The Map Technical Service Center can provide "7+3" agricultural services for farmers within 50 kilometers around. Map demonstration farm undertakes two major functions, namely "showing farmers" and "taking farmers to do it".

What will you get by becoming a map partner of Sinochem? Let's take a look at the first map technical service center set up by Sinochem Agriculture in Anhui. The person in charge of this center is also a local agricultural product distributor.

The reporter saw in the map service center of Guohe Town, Lujiang County that the map service center has eight functional areas, including fertilizer distribution station, dispensing station, laboratory, agricultural machinery warehouse, smart agriculture and farmer training room, drying line, warehouse, office and agricultural product exhibition hall. Accordingly, the service center can provide farmers with "7+3" services: accurate seed selection, soil testing and formula fertilization, intelligent dispensing, testing services such as food quality and soil nutrients, agricultural machinery services, farmers' training, intelligent agricultural systems, as well as drying and warehousing, agricultural finance, agricultural product sales and other services.

Imagine if a dealer has such a strong service ability in the local area, will he still be entangled in credit sales and price wars?

According to the plan, in the next 3-5 years, Sinochem Agriculture will build 500 map technical service centers and10.5 million demonstration farms (demonstration gardens), covering 30 million mu of cultivated land and serving 3 million growers.

Jinfeng commune: dealers' performance doubled

Jinfeng Commune is a modern agricultural service platform controlled by Jin Zhengda Group and co-founded by International Finance Corporation of the World Bank, Huaxia Bank and Asian Development Bank.

Since its establishment in July, 20 17 and 18, Jinfeng Commune has successively aggregated high-quality resources in all aspects of the planting industry chain, such as seeds, pesticides, fertilizers, agricultural machinery, agricultural services and agricultural finance. Including BASF, Bayer, Germany, Denghai Pioneer, All India Hi-Tech, Feifei, Hanhe, Xinhuanet, Yongjia Power, Wuzheng and other leading agricultural and agricultural enterprises; Huaxia Bank, Ant Financial Rural Finance, China Everbright Bank, Postal Savings Bank and many other large financial institutions; In terms of production and marketing docking, there are Zheng Da Group and Lu Hua Group.

From dealers to service providers, many people may not realize the great changes that will be brought, but for agricultural distributors who don't want to change, the crisis is actually approaching. Bao Dongfeng of Jinfeng Commune in Xiaoxian County once said with emotion: It may not be felt now, but a village's retail investors can't live by hosting thousands of acres; When it reaches 10,000 mu, the dealers in a town can't survive.

The new model will greatly enhance the competitiveness of dealers and achieve geometric growth in performance. There are three main reasons: first, the service scale is large, and the service area of dealers will increase tenfold or even dozens of times in three to five years; Second, the ability to make money per unit area is strong, because all the profits from agricultural channels belong to him; Third, there are more local resources to support, such as straw returning, agricultural machinery subsidies, high-quality farmland creation, subsoiling and other social services outsourced by the government will be entrusted to these service providers.

It is understood that up to now, there are nearly 80 county-level Jinfeng Communes that have been built and under construction, and the total area of cultivated land under custody exceeds 6.5438+0.0000 mu. The future goal is to build 500 county-level Jinfeng Communes.

Nuopuxin, Xin 'an, Guangxi Pastoral, Weiyuan, etc. Agricultural services are far ahead!

At the China Agricultural Service Maker Forum held on October 9th, 20 18/KLOC-0, Guangxi Pastoral officially upgraded the pesticide team of Guangxi Agricultural Doctor to Guangxi Agricultural Doctor Agricultural Service Co., Ltd., instead of being limited to pesticide service, it was upgraded to provide comprehensive agricultural services, and established the Agricultural Doctor College to train plant protection and agricultural service talents for agricultural service providers. Li Weiguo said that dealers can achieve a certain scale of agricultural mechanization by investing in relevant agricultural operation equipment, and then set up a group of agricultural service managers to become professional service teams through training, so that they can undertake part of plant protection or all agricultural services of large growers. In addition to serving large growers, the whole process of land trusteeship is another core of future agricultural services.

Swift Intelligent is a science and technology service enterprise invested by Novozymes, which integrates agricultural intelligent equipment, auxiliary technology of special preparations and intelligent agricultural services. Relying on strong scientific and technological research and development strength and plant protection application experience, Swift Intelligent has established the "Swift Agricultural Service Center" which combines online and offline throughout the country, and will build a special platform for connecting land and intelligent equipment. At the same time, Swift has transformed the big data of scientific and technological plant protection into three professional service brands of flying defense, namely Maiyi, Fanyi and Wo Guardian. By the end of April, Swift's sales had caught up with last year's whole year. Swift mainly focuses on crop areas that can be used 5-8 times a year to ensure the income of flying hands.

As a typical representative of the transformation and socialized service of pesticide enterprises, NongPHREAK was founded by Xin 'an Chemical Company, Anyang Quanfeng Company and Hui Long Rui Meifu Company, and has entered its third development year. After two years of air defense operations of nearly 10 million mu, we have accumulated rich plant protection experience in rice, wheat, tea, citrus, betel nut and other big fields and cash crops. In 20 18, farmer phreak will reduce its own flying fleet and focus on supporting the construction of county-level service centers and township service stations. Channels and service capabilities will further sink, and efforts will be made to play the role of the platform to provide support for joining the flight defense team. At the same time, the agricultural phreak online service platform with technical services as the core will be launched one after another, and will begin to extend to the whole industry chain, and the platform layout will be improved day by day.

Hebei Weiyuan Integrated Plant Protection Service Company is a plant protection service platform specially established by Weiyuan Biochemical to adapt to the new changes in flying prevention and the new requirements of large growers, provide technical services from planting to harvesting, improve the quality of agricultural products and reduce the burden on farmers. Weiyuan has realized the formulation development of rice, wheat, corn and other crops, the data collation of drug use effect, the packaging design of recyclable drugs, and started product registration to build a professional anti-aircraft gun drug provider. Weiyuan Biochemical regards increasing production and income as the ultimate goal of the whole process of plant protection, which has been widely recognized by service organizations and large growers, and has rapidly grown into a well-known brand of special chemicals for flight defense.