Nine major changes affecting the development of feed industry
Feed enterprises have experienced 30 years of rapid development, industry overcapacity, many years leading the development of aquaculture industry glorious history from 2013, gone forever. In the new stage of development, the demand for meat from consumers leads the development of aquaculture industry, and the new pattern of aquaculture leading the development of feed industry has gradually emerged! _________
But all the development and transformation are gradual. In the face of the crisis, there are also new opportunities for development. The following changes affecting the development of feed industry are as follows:
Change I: Urban Process
In the next 15 years, urbanization will remain the main theme of social change in China. By 2030, more than 70% of the population will live in cities. The main thrust of China's reform is economic development. The main driving force of economic development is urbanization. With the comprehensive liberalization of the two-child policy, the total demand for fish, meat, eggs and milk will continue to grow moderately.
Change II: Middle-class Rise
According to Credit Suisse Bank's Global Wealth Report 2015, the number of middle class in China has reached 109 million, surpassing 92 million in the United States and becoming the largest middle class country in the world. As for the criteria and true size of the middle class, it is difficult to reach consensus. But it is an indisputable fact that this group is expanding rapidly. Middle class, they have the ability to consume, pay more attention to the quality of life, pay more attention to healthy food. This means that whoever can provide safe and delicious meat, eggs, milk and fish has a chance to have a huge "fan base".
Change III: Price Rising
In the next 20 years, China will be in a period of population growth. As people's demands for quality of life continue to improve, China's prices will continue to rise, especially food prices. This is still good for the development of large-scale agriculture and animal husbandry.
Change IV: Land Transfer
With the acceleration of land diversification, the traditional free-range farming mode will gradually disintegrate and develop towards moderate intensive farming. In the future, farming land and ponds will be more scarce. Therefore, in the future, large-scale aquaculture enterprises and professional households, family farm types of aquaculture groups will be in a binary state. Commodity and market-oriented feed will exist for a long time, but it will show a downward trend; substitute and customized feed will show an upward trend.
Change Five: Extending Industry
Market resources integration and competition will be extremely fierce. All kinds of enterprises, high-quality channels, large-scale pasture alliances, mutual equity into a community of interests will become normal. All enterprises and individuals should be integrated into the regional industrial chain to enhance their competitiveness. This means that it is difficult to survive alone, but companies that know how to open their hearts and actively integrate have the opportunity to continue to play their value.
Change VI: Feed Safety
Food safety issues, promote the transformation and upgrading of feed industry from quantity to quality. The European Union banned all antibiotics in feed on January 1, 2006; the Federal Food and Drug Administration (FDA) banned the use of preventive antibiotics in livestock feed for three years from 2014; and South Korea will ban antibiotics in feed in July 2018. It is very difficult to achieve non-resistant breeding, which is a minority behavior for quite a long time, but the era of non-resistant feedstuff is coming.
Change VII: Dividing the World
The so-called dichotomy refers to the dichotomy of feed market share. One is the intermediary channel, which will be more presented by service companies and co-operatives in the future; the other is the direct supply of feed enterprises to the scale field to achieve different degrees of "processing on behalf" and "customization". In the field of agriculture, animal husbandry and agricultural resources, e-commerce will have certain development space and market demand, but its market share is limited, which will be a useful supplement.
Change VIII: Meat Food Brand
Consumption is upgrading and quality is upgrading. The next 10 years will be the golden period for the establishment of green safety, differentiated meat, fish and egg brands. This will also be a major practice of "supply-side reform" in the field of agriculture and animal husbandry.
Change 9: Partnership
The idea of business partners will be popularized to a certain extent. More and more excellent salesmen and distributors will form closer cooperative relationship with enterprises and rise to a certain degree of partnership level.
Specifically to an enterprise, in the next competitive stage, how to survive and develop better, I want to use the "consonant subversive force model" to explain, that is, from six dimensions: product power, model power, cost power, team power, marketing power, brand power to continue to improve. I will give a brief description of the "force" of each dimension.
Product power: The function and efficacy of products, including external quality (explicit quality) and internal quality.
Model power: to help all kinds of partners, employees, distributors, breeding friends comprehensive profitability. Cost power: From purchasing, production, marketing to market services, effective control of integrated operating costs. Team strength: It mainly refers to the professional accomplishment, working status and execution ability of marketing and service teams.
Marketing power: the frequency and effect of interaction with distributors, breeders and related groups in the market. Brand power: corporate brand, corporate culture visibility, reputation, and customer loyalty.
For example, regional and medium-sized enterprises such as Kleyway have done well in product strength and development. Like Dabei Agricultural and Aquatic Products, their marketing performance is very good, and with the support of model force, they have also made enough eyeballs in the field of aquatic products. For companies like Haida, poultry feed grew by 1 million tons in 2015, thanks to their strong cost-effectiveness. For example, Tongwei, a giant in the aquatic industry, will achieve unimaginable development if their "fishing and light integration" goes ahead smoothly.
All in all, as long as enterprises positioning, focusing and talent system building from the horizontal dimension,