赵明:特色养猪为何举步维艰?

2017-09-27 09:47:42  来源: 作者:辅音国际 赵明

去年南京动物福利论坛现场,一黑猪养殖经营老板神情凝重,只因8年前老婆吃了一次黑猪肉,感觉甚好,就放弃以前业务转养黑猪并卖肉,按他的......

去年南京动物福利论坛现场,一黑猪养殖经营老板神情凝重,只因8年前老婆吃了一次黑猪肉,感觉甚好,就放弃以前业务转养黑猪并卖肉,按他的话说目前几近倾家荡产。

On the site of Nanjing Animal welfare Forum in last year, an owner of black pig raising business was looking imposing. Only because his wife ate once black pork and felt so good, he gave up his former business and turned to black pig raising and sale. According to what he said, he's currently near a bankrupt.

据我调查,像他这种情况比比皆是。

According to my survey, such circumstance can be found everywhere.

按说中国现阶段人民生活水平普遍提高,对特色肉食品的需求日渐扩大,这个市场即使没有人们想象的那么大,但应该是真实存在的,为什么多年经营仍然无法摆脱困境且看不到未来?即使有些企业以各种名目获得一些政策补贴,但还是无济于事,不能解决根本问题。

The current living standard of Chinese people has been generally improved, so that the demand on featured meat ware is increasingly expanding. Even if the market is not that big as imagined, it should actually exist. Why after years of operation, can't it still get out of trouble and see the future? Although some enterprises gained some policy subsidies in various titles, it still doesn't help to solve the essential problem.

我在和行业实战派专家沟通后,分享一二。

I would like to share some of my opinions after communications with the practical experts in the industry.

1、取信( Faith)

现阶段的核心并不是如何让人们认识到特色猪肉的优势,而是让人们相信你能够提供真正意义上的黑(土)猪肉,且可以持续提供,不会偷工减料。品牌尚未建立,如果通过宣传来扩大品牌知名度,宣传费用难以承担且并不能确保有效,就别说提高品牌美誉度了。

The core of current stage is not about how to make people realize the advantages of featured pork, but to make people be convinced that you can provide real black(local breed) pork, and can keep providing without cheating. The brand is not established yet, if enhancing the brand recognition through advertisement, the cost is unbearable and cannot ensure the effectiveness, not to mention enhancement of the brand reputation.

2、渠道(Channel)

借用渠道,相当于准备被打劫,很多特色肉食品老板感慨万千。自建专卖店,相当于自我打劫,规模小、费用高、管理难等更是苦不堪言。加盟如何?理论上可行,事实上如果无销量,必然不可持续,如果有销量,加盟商极易暗度陈仓。

Using channels means you are prepared to be robbed. A lot of owners of featured meat ware are filled with regrets. Self-running exclusive shop equivalent to self robbing for its small scales, high cost, and difficult management. How about franchises? Theoretically feasible, but in fact, if no sales volume, it cannot be sustainable; if having sales volume, the franchisee is easy to advance secretly.

3、物流(Logistics)

对特色肉食品而言,物流却是关键节点。特色肉食品,表面上核心是特色,却还有比特色更重要的,是“新鲜”,离开新鲜谈“特色”毫无意义。特色肉食品因为小众化,如果没有一定销量支撑,无法自建冷链,只能借力,例如快递;如果没有亲身经历,是无法领会快递对于特色猪肉的“扼杀”效应:超出4小时以上的脱温,新鲜大打折扣。

For featured meat ware, logistics is the key point. Although facially the core is the feature, what's more important than feature is “fresh”, without which the “feature” doesn't make any sense. Featured meat ware cannot build the cold chain itself if there is no supports by certain sales volume for its anti-popularization. It can only find help in other ways, such as express. Without personal experience, it is impossible to comprehend the effect of express against the “ruin” of the featured pork: fresh will be at a big discount off heat exceeding 4 hours.

这个问题带有普遍性,特色肉食品的最大问题不是养猪,而是卖肉。一个奇特的现象,我周边不少人都有土、黑猪肉的需求,却苦于不知道在哪里可以买到放心的产品;另一方面,土、黑猪肉销售商却总是难以提高销量,有一些实力雄厚的企业在局部城市自建售卖点,以时间换空间,以资金换市场,我相信会有企业坚持到看到阳光的那一天,但绝大多数企业恐怕很难坚持,不是没有决心,更多是基于没有实力。

The above problems are universal. The biggest problem of the featured meat ware is not raising but sales. A weird phenomenon is that there are many demands on black and local breed pork around me , but are bitter in unknowing where to buy reliable product; on the other hand, retailers of black and local breed pork are hard to enlarge their sales volume. Some strong enterprises build self-running shops in a part of cities, costing time for space, money for the market. I'm convinced that there will be enterprises striving hard until see the sunshine, but for the overwhelming majority of enterprises, I am afraid it is difficult to persist. It's not that they don't have determination, but more that they don't have the strength.

不少土、黑猪养殖者感叹:如果我们只负责养不负责卖该多好!

A lot of local/black pig breeders sigh: if only we just breed but not sell!

我也这样想,应该有一个“特色猪肉产业互联平台”,一起努力实现这一目标。

I think so, there should be a “featured pork industry internet platform” to making us working together to achieve this goal.

作者:辅音国际  赵明

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本文来源:作者:辅音国际 赵明 责任编辑:龙振辉
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