Why farmers' markets should be upgraded

Agriculture to super: reflection on the way of thinking

Agriculture to super early, the government put the main difficulties and financial subsidies on the original farmers' market on the aftermath of the retreat, ignoring the market survival of fresh food supermarkets and the ability to adapt to the environment, the difficulties of agriculture to super and the subsequent problems of the estimation of the insufficient, when the reality of the problem of many came to the face of all parties, so that the parties were not expected to be unable to cope with the situation; when this round of fever bubble gradually dissipated, and then some of the overwhelmed! When the bubble of this round of boom gradually dissipate, and some at a loss. The agricultural reform super in the modern agricultural distribution channels under the background of the transformation, it is not difficult to find agricultural reform super thinking on the limitations, and these misunderstandings have a profound impact on the direction of the agricultural reform super and the results:

1, the core purpose of the reflection - why should agricultural reform super?

The author has visited a number of agricultural to super fresh supermarkets, some of which are still government-supported pilot projects, fresh supermarkets, whether it is commodity freshness, display mode, equipment configuration and management level is far from providing high-quality agricultural products end of the sales requirements, in the face of the super, not inevitably doubtful, what is the agricultural to super? How to evaluate the actual effect of agricultural super?

"The so-called 'agriculture to super', refers to the encouragement and support of government policy to guide large-scale circulation enterprises or leading enterprises in agricultural industrialization, not adapted to the economic development, urban construction and residents' consumption requirements of the original urban farmers' market, according to the supermarket's business model, business philosophy of the urban farmers' market to carry out fresh food supermarkets. The urban farmers' markets are transformed into fresh produce supermarkets, so as to make them become supermarkets with the main business body organized, business products standardized, business mode supermarketized and services standardized, and with the business of fresh produce as the main business." ("Fujian Province," "agricultural to super" practice summary and theoretical thinking "author Chen Qing) on the purpose of agricultural to super, from the initial agricultural to super relevant planning documents can be seen in the description: one is the modernization of the circulation of trade and commerce; the second is to improve the quality of the product of the food basket for the level of safety, or to put an end to the pollution of the dining table.

For some time now, food safety has become the focus of attention of the government, the industry and consumers, and agriculture to super as part of the transformation of agricultural distribution channels, its core purpose is increasingly clear to be located: through the optimization, transformation of agricultural distribution channels and circulation methods, the establishment of traceable agricultural quality information management system, and ultimately solve the food safety problem. And for the farmers market supermarket transformation, just to achieve this core purpose of one of the ways.

It is undeniable that through the transformation of agricultural super to promote the circulation of agricultural products in the process of improving the quality of agricultural products, but in the three years of agricultural super boom, there are a considerable part of the investor in order to fight for policy support, with an obvious speculative mentality; in the name of agricultural super, disguised as speculation in the sale of commercial store; put the cart before the horse, the shape of God does not look like the super more than the minority of the agricultural super; the government has failed to formulate an effective access system and evaluation criteria for the transformation of the super farmers, and the follow-up problems. The government has failed to develop an effective agricultural super access system and evaluation standards, as well as follow-up measures to deal with the problem, the process of agricultural super failed to correct the problem in a timely manner; if the business inputs and operating costs increase, there is no hope of profitability, it is difficult for businessmen to continue; and agricultural super quality of agricultural products and hygiene to enhance the limited level of increase in price is not value-added, the purpose of the agricultural super difficult to reflect the consumer is very difficult to such a super to pay the bill.

"This" is lost, "standard" will be attached, lost the market landing point of the agricultural super so into the embarrassing dilemma.

2, model reflection - what is the agricultural reform super?

On the current form of circulation of agricultural products, agriculture to super seems to have a narrow and broad division, narrow agriculture to super is based on the original city farmers market supermarket transformation, it is a form of agricultural products circulation channel transformation; and broad agriculture to super is based on the all-round transformation of agricultural products circulation channel, it is a collection of agricultural products supermarket operation, including agriculture to super, agriculture and super, including a variety of fruits and vegetables, meat and other products. Including a variety of fruits and vegetables, meat and other agricultural products stores, as well as the original chain supermarket fresh area business, but also does not exclude through the upgrading and transformation, to meet the safety standards of agricultural products in the farmers' market, broadly speaking, the agricultural reform of the super is a variety of modes of coexistence, the establishment of a diversified on top of the transformation of agricultural products circulation channels. Therefore, the broad agricultural super should be further understood as a modern supermarket operation of agricultural products.

From the perspective of modern agricultural marketing channels, a variety of sales channels will co-exist at the same time, and due to changes in consumer groups, different channels, but it is difficult for a sales method to replace another sales method, even in developed countries, farmers' markets also exist to some extent. Like Guangzhou Huanghua meat market and Dongchuan Road market, after the transformation and upgrading of traditional markets (farmers' markets), also has a sizable customer base; and Hong Kong's traditional markets, the quality of the rapid response mechanism of information is also very effective, not to mention that the farm to super fresh supermarkets themselves are also due to the time and place there is a process of self-improvement, some cities "farm to super! "Pilot ups and downs can clearly illustrate this point.

When the rise of agriculture to super, the delusion of fresh supermarkets to replace the farmers' market, and the development of agriculture to super is not smooth, and agricultural products into the supermarket business path is much in doubt, to narrowly agricultural to super attempts to judge the success or failure of the transformation of modern channels of circulation of agricultural products, the vision is not narrow, the point of view is also biased.

From the perspective of the terminal mode of agricultural product circulation, whether it is agricultural to super, or modern agricultural products supermarket operation there are a variety of horizontal business model, different forms and modes, but the measurements of agricultural products business is unified, it includes:

--Food safety management and control should cover Food from "farm to table" all aspects of the food chain, and in the storage, transportation, processing, sales process to ensure that agricultural products and food safety and hygiene, and therefore should have the necessary cold chain and other hardware and software conditions;

--All products and raw materials in the circulation retain their traceability, and where required, traceability-related information can be provided to qualified organizations. When food products are found to be hazardous, they can be recalled from the market in a timely manner to prevent them from entering the market;

-- The market positioning and target consumer groups of the participating agricultural distribution companies are clear and profitable.

3, thinking reflection - single-point thinking or systems thinking?

Three years of agricultural reform super practice, the reality that we gradually realize: food safety issues to start at the source, from the entire agricultural products and food supply chain of multi-links to start, grasp **** control; and agricultural reform super success also needs the support of a strong upstream supply chain. Agricultural reform super as part of the entire agricultural industry chain back section of the retail terminal, if only hope that the agricultural reform super to solve the food safety problem, this single thinking can not help but appear a little naive. This way of thinking ignores the impact from the upstream link of the agricultural supply chain, which is one of the main reasons for the setback of the agricultural super.

Because the transformation of agricultural sales channels is a huge systematic project, so we must emphasize the renewal of the way of thinking, to replace the past single-point thinking with a systematic thinking, from the perspective of the large circulation system of agricultural products to view the agricultural reform of the super:

First of all, the agricultural reform of the super from the upstream of the supply chain of agricultural products need to be coordinated from the production of production, processing, and logistics and distribution and other links of support; the need for farmers, production bases, wholesale markets and retail outlets, and the need for a single-point thinking. First of all, the agricultural super needs coordinated support from the upstream production, processing, logistics and distribution of the supply chain; it needs farmers, production bases, wholesale markets and retail outlets of industrial planning and comprehensive transformation; it needs the coordination of the government departments of agriculture, transportation, commerce and sanitation supervision; it needs the construction of new channels and the old channels to clean up, rectify and enhance the equal importance;

Secondly, due to the quality of agricultural products and freshness requirements of the specificity of the operation of the business of agricultural products, agricultural products business to the cold chain of the dependence on the larger, lack of the cold chain as the core of the hardware environment. This is the current domestic in addition to timely and effective means of supervision and monitoring of agricultural products in addition to owe more links, and the cold chain system construction is absolutely not the general enterprise can independently undertake;

Third, as part of the complex system transformation, agricultural reform super should be a gradual channel optimization process, if you ignore its complexity, do not take into account the comprehensive supporting measures, and even the use of revolutionary means of advancement, then the will inevitably double the effort and half the result.

Three, agriculture to super - the future of the way out?

After more than three years, agricultural reform super bubble gradually dissipated, agricultural reform super topic has become a chicken ribs, but in China's agricultural products and food quality issues increasingly in the public spotlight, as one of the links in the supply chain of agricultural products, agricultural products distribution channel transformation is still an unavoidable long-term topic.

The development direction of the modern agricultural distribution channel: not agriculture to super, we have other choices in the retail terminal link?

Review of the agricultural reform of the road through the super, whether from the improvement of agricultural products and food safety and security, or the establishment of traceable information system of agricultural products, or to promote the process of industrialization of agriculture, agricultural reform of the super or agricultural products supermarkets are undoubtedly the right direction of the development of the business. In terms of China's current distribution channels for agricultural products, the transformation and upgrading of the original farmers' markets and agriculture to super is equally important to the two paths. The problem is that the strategic understanding is not enough, tactical planning loopholes, so there is a need to reflect on the basis of introspection of the agricultural super, broaden their thinking, improve market understanding and operation level, re-planning, revitalization.

November 2004, the Ministry of Commerce, deputy director of the market operation and regulation of Xu Jia Ai in the China Chain Store Management Association 2004 supermarket food safety forum, said: "to accelerate the" agriculture to super "and" super to even To speed up the pace of "agricultural to super" and "super to even", to increase the proportion of fresh food sales in modern marketing methods such as convenient supermarkets; to implement the "field-factory linkage" and "site linkage", to encourage the sale of food products with excellent quality, good reputation and high brand awareness in supermarkets, and to vigorously develop safe and secure food, green food, and food safety. Vigorously develop safe and secure food, green food, organic food counter. We will take the chain of food supermarkets as an entry point and strive to cultivate 500 green markets in about five years."

Relocation of participants in the role: agricultural reform super participants should have a clearer role sharing

Government

Working principles: should be fully aware of and grasp the relationship between the government's administrative means and the laws of market operation, there should be something to do, something not to do, and do not overstep the bounds of their role, too much administrative promotion instead of market operation, to avoid sacrificing the end.

Objectives: to create a favorable policy environment; to strengthen the agricultural reform of the key aspects of the super inputs; strengthen the government's regulatory functions and efforts to establish agricultural products and food safety guarantee system.

The focus of work: to strengthen the government in the distribution channels of agricultural products as well as the development of the retail industry systematic research and planning;

Agriculture to super follow-up development to have the circulation of the environment supporting the standardization of the management of the market in particular urban agricultural wholesale market, agriculture to super enterprises in the agricultural products direct picking and direct distribution, we must pay attention to the coordination of the industry between the upstream and downstream of the agricultural products distribution channels, and to encourage the development of the development of agricultural and food products and food semifinished products processing industry;

Full consideration of the diversified structure of the agricultural products circulation channel, the establishment of the registration and audit system of the agricultural to super enterprises, to encourage the participation of large-scale and powerful chain enterprises, to reduce the speculative in order to ensure effectiveness;

Paying attention to the pilot of the agricultural to super and support, and do a good job in the layout of the planning guidance, to avoid the low survival rate caused by the over-competition between the agricultural to super enterprises;

In the processing of agricultural products Distribution and other key links, strengthen the government's policy coordination and investment in difficult attacks.

Enterprises

Cautious decision-making: the threshold of the retail industry is low but difficult to operate, requiring a high degree of industry awareness and specialization, so for each investor in the agricultural to super, especially the new cross into the retail industry, should pay attention to the industry risks, careful decision-making, and do not follow the trend blindly;

Accurate positioning: to meet the health and safety standards of agricultural products and their Management system: agricultural business due to the market changes quickly, easy to loss, so in foreign supermarkets are figuratively compared to the "cost of the department", the profitability of agricultural business is not as high as it should be. ", the profitability of agricultural business depends on the rigorous and efficient operation of the management system, the establishment of the management system is a challenge to each agricultural business enterprises.

Consumers

Improving consumers' awareness of the quality of healthy consumption, consumers have the right to obtain clear information about the quality of food, its constituent parts, the content of nutrients, the utility of nutrients, as well as how to rationally balance the diet. The revision and enforcement of laws, regulations and standards should be carried out in an open, transparent and interactive manner.

Future focus of the food market: community building and agriculture to super development strategy

With the city's new community housing continued to a large number of the market, the establishment of the direction of development of rural urbanization, the huge community consumption market is gradually emerging, a variety of community consumption will continue to level segmentation and concretization. White-collar workers and the middle class as a consumer group is getting more and more attention, they will be the most powerful supporter of the establishment of the food safety system and consumers, in the price of fresh food consumption also has a certain ability to bear, agriculture to super should be from the consumer class and its community to find the market landing point, when the fresh supermarkets out of the low-priced competition as a means of market positioning, with the quality of food and agricultural products will have a guaranteed to survive market space. The market space to survive.

/fsnyjout/Web/Article/2005/04/13/0804001637C88922.aspx

Please refer to!