What is the development prospect of agriculture in China?

Trend 1: The trend of agricultural scale is obvious

In the past, agriculture was a small-scale peasant economy, with relatively small production scale, low efficiency and high cost. Now, the scale trend is very obvious. Take broilers as an example. In 2003, the number of broilers in China was more than 1 10,000, accounting for 3 12%, and it was 8.55% in 20 10, which has exceeded 10% at present. Large-scale farming has also promoted the popularization of industrial chain business such as feed processing. However, there is still a huge gap between China and developed countries in scale and quantity. The United States accounts for about 2/3 of the aquaculture scale of more than 500,000, while China has just passed 10%, and most of China is between several thousand and tens of thousands.

Trend 2: Agricultural specialized cooperatives will become a trend.

In recent years, food safety incidents have emerged one after another, consumers' demands for the quality and safety of agricultural products are increasing, and the market demand for high-end agricultural products is increasing. There is market and demand, which will inevitably attract more and more investors. Business leaders such as Liu Chuanzhi, Ma Yun, Ding Lei and Jet Li saw the great opportunity of agriculture and invested in the agricultural industry one after another. However, China's agricultural modernization is weak, and China's agriculture has the disadvantages of small scale, dispersion and backwardness, all of which are small and medium-sized enterprises. Not only is the business model backward, but the added value is not high. With the gradual optimization and adjustment of agricultural industrialization structure, the enhancement of farmers' market awareness and the promulgation of the central document 1, agricultural professional cooperatives will surely become the development trend under the new situation.

Trend 3: Organic agriculture will usher in great development.

With consumers' attention to food safety, organic food is gradually coming to the table of high-end consumers and becoming a healthy lifestyle. Although the price of organic food is usually much higher than that of ordinary food, it is favored by many consumers all over the world because it prohibits the use of pesticides and fertilizers, thus reducing the harm to the environment and human body.

At present, the global organic food market is developing rapidly, and the global market sales in 20 12 have exceeded 60 billion dollars. Organic food in China also has huge international and domestic market demand. In the past 10 years, the annual export growth rate of organic food in China has been above 30%. At the same time, the domestic market is also expanding, especially in some economically developed cities, which has formed a relatively stable consumer group of organic food. Therefore, organic agriculture will become an important trend of agricultural development in the future.

Trend 4: Branding of agricultural products

With the change of supply and demand of agricultural products and consumers' lifestyle, consumers' demands for agricultural products are no longer quality and price, but higher and higher. In the case of serious homogenization of agricultural products, agricultural enterprises often make a fuss about prices, which will inevitably lead to the continuous decline of their competitiveness in the long run. At present, the agricultural product market has changed from simple competition in product price or quality to brand-oriented competition in comprehensive strength such as popularity and reputation.

Trend 5: Integrate resources and lay out the whole industrial chain.

The squeeze of upstream raw material costs and downstream channel costs has extended the upstream and downstream industrial chains of enterprises, and many powerful enterprises have begun to integrate resources and lay out the whole industrial chain. It is a successful model for COFCO to rely on resource advantages to make the whole industry chain.

There are also many such examples among customers looking forward to future services, such as sesame oil producers from sesame planting to deep processing products, meat industry from feed to self-built terminals, and e-commerce to do logistics. All enterprises should base themselves on their own resources, integrate, try to build an industrial chain, and firmly hold the market initiative in their own hands.

Therefore, in this sense, Qi Zhi is very optimistic about the future big food industry relying on agriculture. This industry has made great progress.

Trend 6: Pay attention to food safety and brand image.

Looking back on the food safety incidents in recent years, consumers' trust in corporate brands is extremely fragile, which is extremely unfavorable to the development of food industry and corporate brands.

Entrepreneurs with vision and social responsibility are beginning to realize this problem. On the one hand, they strictly control the quality of products and prevent problems from the source. On the other hand, they pay more attention to the demands of food safety and increase publicity to reshape the brand image and regain consumer confidence.

Trend 7: Focus on creating new strategic products.

In the face of the pessimistic macroeconomic situation, flashy marketing methods such as indulging in models, biased positioning and seeking diversified development began to fail. Only by focusing on products can leading agricultural enterprises build and successfully operate their own strategic new products.

New strategic products are one of the most important genes for all successful people. All leading enterprises in the industry can only live well, lead the market and obtain rich profits if they continue to successfully operate new strategic products.

Trend 8: Channel layout pays attention to actual effect.

The rising channel cost makes enterprises overwhelmed and makes the channel layout more and more cautious.

Compared with the swarming of online stores, e-commerce companies and everyone, the changes that are taking place in some offline channels should attract our attention. For example, Want Want, instead of focusing on entering the KA channel, is deeply involved in the downstream channel, focusing on laying the network, integrating all the convenience stores, community stores, campus stores and other resources in a city or an area, bypassing the second batch of merchants and directly supplying goods, which not only greatly reduces the channel cost, but also achieves better results. A small but sophisticated channel model like Want Want will still have great vitality in the future.

Trend 9: Pay attention to new media and micro-marketing.

In recent years, the advertising cost of enterprises has been increasing, and the "entertainment broadcast restriction order" and "broadcast restriction order" have made the investment in TV advertising worse. The influence of traditional media has declined, and the role of new media has increased.

Newcomers and fashionistas are also the main consumer groups. This group is the "royal screen generation", and the screen has become a super terminal. Mobile phones and computers are the most frequent means for them to contact information and interact with the Internet. The operation of enterprises in new media will be more popular, especially the use of Weibo and WeChat.

Trend 10: M&A and restructuring are more frequent.

In the past two years, a large number of small and medium-sized enterprises have closed down, and the output of many surviving enterprises has also been greatly reduced. Industry reshuffle and enterprise integration are inevitable. Master Kong acquired the bottling business of Pepsi, Nestle acquired Yinlu and Hsu Fu Kee, and Mengniu recently acquired Yashili ... In the future, mergers and acquisitions between food enterprises will only become more and more frequent, and the agricultural sector is likely to become the next focus.

Generally speaking, the effect of traditional marketing techniques is decreasing day by day, and new thinking and methods have begun to appear. If the vast number of agricultural enterprises can assess the situation, seize the opportunity and make rapid transformation, they will certainly survive the cold winter and usher in a brand-new world.