|
对于一家农业企业而言，互联网+成了问之四海而皆准的问题，大北农这样在去年大举开拓农业互联网产业的企业更是不例外。在昨日召开的年度股东大会上，大北农董事、常务副总裁、财务负责人薛素文解释，许多人一提及农业企业的互联网+战略就认为“是在做电商，触网并不等于电商，大北农认为目前做电商不是时候”。
不过，大北农也透露了自己的互联网+独特思路和玩法：依托旗下猪联网等平台，打造一个属于大北农的生态闭环，改变业务考核模式，进行业务转型，以便使公司能更深入地扎入养殖户中提供服务，同时，从看重经销商转为看重养殖户，总的来说，大北农要重置养殖产业的格局。
未来打出六张牌
多家养殖企业在年报中表达了由于生猪养殖跌至历史新低谷对业绩带来的冲击，而生猪养殖的排头兵——饲料企业更是春江水暖鸭先知。
如果单看业绩，2014年度的大北农明显放缓了扩张的步伐，一些重要的财务指标也只是微增而已：营业总收入同比增长10.71%，实现归属于上市公司股东的净利润同比增长3.45%。
大北农的主营业务收入主要来源于饲料业务，饲料收入占主营业务收入的比重为94.10%，饲料销售量为430.21万吨，同比增长11.15%，其中猪饲料370.99万吨，同比增长9.11%。
不过，在许多投资机构的眼里，大北农对于未来的设想显然更具有吸引力。在股东大会现场，近一百页的会议资料中，薛素文重点讲解了对于未来市场和战略方向的设想，包括人才建设、线上线下业务模式等六个领域。
“公司将继续完善经销事业伙伴财富共同体委员会、养猪事业伙伴财富共同体委员会、高效养猪促进委员会等三个委员会的组织体系建设，全力帮助成员单位转型升级，重点是推动经销事业伙伴从传统的个体户和经销商思维中走出来，向公司化、规范化和服务化转型，建立自己的养猪服务中心，成为各个重点区域的文化与交流中心、种养殖示范中心、信息服务中心、咨询管理中心、金融服务中心以及仓储与配送中心。” 薛素文介绍。
改变生产关系
对于大北农而言，2015年或将成为一个发展史上拥有独特意义的时间节点，这一点，从大北农股东大会现场挂出的“激情迈上创业新征途，共同创造2020新辉煌”的条幅上就可窥见一二，而这种情绪最直接的表现，就体现在公司打算重新梳理产业链条的生产关系这一具象上。
此前，薛素文在接受《证券日报》采访时曾提及，未来的生猪养殖行业将走向联盟化，而从他在股东大会现场解读的情况来看，大北农的联盟气味已非常浓烈：“大北农的互联网战略布局要从三条战线来考量，猪联网更像是一个联盟，与其说我们在改变生产力，不如说在改变生产关系，把猪管网改成猪联网之后，更像是打造了一个生态闭环。”
大北农在年报中称，公司未来在服务模式上，力图从传统的“卖产品+建渠道+找客户”中走出来，重新梳理客户的各类服务，从单纯的线下模式转到O2O模式，即线下服务+线上交易，将客户的标准化需求，如产品说明、交易、结算、数据、统一的客服放在线上集中提供，以降低成本，提高效率，将个性化的需求，如运输、管理、种养殖咨询等，通过专业人员的驻点服务来完成，以提高客户的体验。
“大家都知道，生猪养殖企业多数在亏钱，但无论猪价如何变动，猪贩子是永远赚钱的，我们希望通过自己的努力能改变行业，减少流通环节。”薛素文称。
2015年初，大北农启动了非公开发行股票计划，拟将部分募集资金用于农业互联网与金融生态圈项目建设，以加快智慧大北农战略的实施。农业互联网与金融生态圈是以“农信网”为互联网总入口，“智农通”为移动端入口，构建面向农户和种养殖链上中小微企业的“数据-交易-金融”平台，实现从以互联网手段提高种养殖效率、农资产品网上交易到互联网金融全链条综合服务。其中管理与数据服务以“农信云”为载体，主要包括猪联网和进销财平台，未来还要打造针对种养殖链上中小微企业的“企联网”；涉农产品交易平台以“农信商城”为主，目前计划推出生猪交易系统；农业互联网金融以“农信金融”为主，覆盖线上线下的农业互联网金融服务，重点运营农富宝、农信贷、农付通三个产品。
大北农称，为配合业务转型目标，2015年试点改变以往以销量、销售额为核心的评估体系，力图在关注销量、销售额指标的同时，适当提高猪联网用户数量、农信商城交易量、小额贷款户数和金额、农富宝理财和交易额、智农通用户数、用户有效信息等指标，形成从销售量到流量、数据量，从为公司创造绩效到为客户增加价值的全面评估。
人才引进从猪财到猪才
大北农提及互联网并不是最近一两年，不过，查阅最近几年公司的财务报告可以看出，2014年对于互联网领域，公司尤重笔墨。但是，原本看似没有契和的两个行业和人才，能做到信手拈来皆成文吗？
薛素文认为，在人才的队伍里，大北农正在经历从“猪财到猪才的转变”。
“一开始的时候公司来做互联网的都是财务人员，就是 猪财 ，后来陆续招聘了人员，去年招聘来的人里，有BAT里有农业情怀者，也有农业领域里玩的转互联网的，我对他们说， 你们会成为养猪业里的麦当锡式分析师， 就这样，把人给忽悠来了。”薛素文解释。
而除了招聘新人，原有员工的变动力度也十分惊人：2015年公司重要的战略之一就是“改变业务考核模式，进行业务转型，要让他们扎到养殖户家中，做深服务的同时降低费用”，在年报中，大北农却称，对于人才队伍建设，公司致力于打造一个扁平化的组织体系，重点建设精英型突击队，这些突击队活跃在养殖或种植密集区的小村镇，他们获得充分授权，充满活力，为一线的农户提供最直接的服务。公司规定省级单位负责人要直管15-20个分公司级业务单元，目前已初步建立了事业部、分公司、创业单元的三层结构，砍掉了中间没有必要的环节，进一步优化了人员结构，提高了组织效率，激发了团队的创业激情。
大北农在年报中称，公司未来在服务模式上，力图从传统的“卖产品+建渠道+找客户”中走出来，重新梳理客户的各类服务，从单纯的线下模式转到O2O模式，即线下服务+线上交易，将客户的标准化需求，如产品说明、交易、结算、数据、统一的客服放在线上集中提供，以降低成本，提高效率，将个性化的需求，如运输、管理、种养殖咨询等，通过专业人员的驻点服务来完成，以提高客户的体验。
“大家都知道，生猪养殖企业多数在亏钱，但无论猪价如何变动，猪贩子是永远赚钱的，我们希望通过自己的努力能改变行业，减少流通环节。”薛素文称。
2015年初，大北农启动了非公开发行股票计划，拟将部分募集资金用于农业互联网与金融生态圈项目建设，以加快智慧大北农战略的实施。农业互联网与金融生态圈是以“农信网”为互联网总入口，“智农通”为移动端入口，构建面向农户和种养殖链上中小微企业的“数据-交易-金融”平台，实现从以互联网手段提高种养殖效率、农资产品网上交易到互联网金融全链条综合服务。其中管理与数据服务以“农信云”为载体，主要包括猪联网和进销财平台，未来还要打造针对种养殖链上中小微企业的“企联网”；涉农产品交易平台以“农信商城”为主，目前计划推出生猪交易系统；农业互联网金融以“农信金融”为主，覆盖线上线下的农业互联网金融服务，重点运营农富宝、农信贷、农付通三个产品。
大北农称，为配合业务转型目标，2015年试点改变以往以销量、销售额为核心的评估体系，力图在关注销量、销售额指标的同时，适当提高猪联网用户数量、农信商城交易量、小额贷款户数和金额、农富宝理财和交易额、智农通用户数、用户有效信息等指标，形成从销售量到流量、数据量，从为公司创造绩效到为客户增加价值的全面评估。
人才引进从猪财到猪才
大北农提及互联网并不是最近一两年，不过，查阅最近几年公司的财务报告可以看出，2014年对于互联网领域，公司尤重笔墨。但是，原本看似没有契和的两个行业和人才，能做到信手拈来皆成文吗？
薛素文认为，在人才的队伍里，大北农正在经历从“猪财到猪才的转变”。
“一开始的时候公司来做互联网的都是财务人员，就是 猪财 ，后来陆续招聘了人员，去年招聘来的人里，有BAT里有农业情怀者，也有农业领域里玩的转互联网的，我对他们说， 你们会成为养猪业里的麦当锡式分析师， 就这样，把人给忽悠来了。”薛素文解释。
而除了招聘新人，原有员工的变动力度也十分惊人：2015年公司重要的战略之一就是“改变业务考核模式，进行业务转型，要让他们扎到养殖户家中，做深服务的同时降低费用”，在年报中，大北农却称，对于人才队伍建设，公司致力于打造一个扁平化的组织体系，重点建设精英型突击队，这些突击队活跃在养殖或种植密集区的小村镇，他们获得充分授权，充满活力，为一线的农户提供最直接的服务。公司规定省级单位负责人要直管15-20个分公司级业务单元，目前已初步建立了事业部、分公司、创业单元的三层结构，砍掉了中间没有必要的环节，进一步优化了人员结构，提高了组织效率，激发了团队的创业激情。
当然，这样做的现实问题是，业务人员是否适应这样的模式，薛素文解释的同时也坦言：“肯定有适应的过程，我们也希望今天能听听大家的意见”。
The English version
For an agricultural enterprises, Internet + became asked all of the questions, DBN's undertaking, worth it in the last year aggressively expand agricultural Internet industry enterprise is no exception. On yesterday at the annual general meeting of shareholders, directors, executive vice President and treasurer Xue Suwen DBN's undertaking, worth to explain, many people mention agricultural enterprise Internet + strategy is considered "a net electric business is doing, is not equal to electricity, DBN's undertaking, worth think the electricity is not the time".
DBN's undertaking, worth, however, revealed the unique ideas and your own Internet + play: relying on its pig networking platform, to build a belongs to the ecological closed loop of DBN's undertaking, worth, change the assessment model, to carry on the business transformation, so that companies can more deeply into the farmers to provide services, at the same time, the value from value dealers to farmers, in general, the pattern of DBN's undertaking, worth to reset the breeding industry.
Six CARDS in the future
Many farming companies expressed in the annual report as a result of the pig fell to historic lows on the impact of the performance, and the pioneer of pig breeding, feed enterprise is everything duck prophet.
If single performance, DBN's undertaking, worth significantly slowed the pace of expansion in 2014, some important financial indicators also just slightly higher: business revenue growth of 10.71% year-on-year, to achieve net profit attributable to shareholders of listed companies rose 3.45%.
DBN's undertaking, worth advocate business wu income mainly comes from the feed business, feed accounted for the proportion of main business income of 94.10%, sales of 4.3021 million tons, up 11.15% from a year earlier, the pig feed 3.7099 million tons, up 9.11% from a year earlier.
However, in the eyes of many investment institutions, DBN's undertaking, worth to the future vision is obviously more attractive. At the scene of the general meeting of shareholders, nearly one hundred pages of conference materials, Xue Suwen focuses on the vision and strategic direction for the future market, including the construction of talent, the six realms, such as online business model.
"The company will continue to improve the distribution of business partner wealth community committee, the pig business partner community committee, council for the promotion of efficient pig three committee organization system construction, transformation and upgrading to help member unit, the focus is on promoting distribution business partner from the traditional thinking in soho and dealers, to the corporate, the standardization and the transformation of service, set up their own pig service center, become the key area, planting and aquiculture culture and exchange center of demonstration center, information services, consulting, management center, financial services and warehousing and distribution center." Xue Suwen is introduced.
Change of production relation
For DBN's undertaking, worth, or 2015 will become a node has a unique significance in the development history of the time, that hung from the scene of the DBN's undertaking, worth the shareholders meeting of the "passion to entrepreneurial new journey, together create 2020 new glory" can be seen on the banner of a thing or two, and the most direct performance, the mood is reflected in the company intends to reframe industry chain on the representation of production relations.
After Xue Suwen mentioned in an interview with the securities daily, pig farming industry in the future will be to the federation, and from his interpretation of the situation at the scene of the general meeting of shareholders, has very strong smell of DBN's undertaking, worth league: "the Internet strategy layout of DBN's undertaking, worth to consider from three fronts, is more like a pig networking alliance, not so much in our changing productivity, as the change of production relation, the pig network into a pig after connected to the Internet, more like to build a ecological closed loop."
DBN's undertaking, worth in the annual report, said the company in the future on the service mode, from the traditional "sell products + + channels for customers", in reframe customers all kinds of services, from simple offline mode to the O2O mode, namely the offline services + online trading, the standardization of the customer requirements, such as product description, trading, clearing, data, online focus to provide a unified customer service, to reduce costs, improve efficiency, the personalized requirements, such as transportation, management consultation, planting and aquiculture, done through professional stagnation point of service, in order to improve the customer experience.
"As everyone knows, pig farming enterprises most in losing money, but no matter how changes in prices, pig dealer is always to make money, we hope that through our own efforts to change the industry, reduce circulation." Xue Suwen said.
In early 2015, DBN's undertaking, worth launched the non-public stock plan, will part to raise funds for agricultural Internet and financial ecosystem project construction, to speed up the implementation of the strategy of wisdom DBN's undertaking, worth. Agricultural Internet and financial ecosystem is "its net" entry in total for the Internet, "the wisdom agriculture expert" for mobile terminal entrance, facing farmers and kinds of YangShiLian on micro, small and medium enterprises "data - trading - financial" platform, realize from the Internet means to improve the efficiency of ZhongYangShi, agricultural materials products online trading to the Internet financial chain comprehensive service. Including management and data services to its cloud "as the carrier, networking and net wealth platform, mainly includes the pig in the future to build with micro, small and medium enterprises on kinds of YangShiLian" enterprise network "; Agricultural products trading platform is given priority to with "its mall", currently planned pig trading system; Agricultural Internet financial is given priority to with "its financial", covering agricultural Internet online financial services, mainly operating farmers rich treasure, agricultural credit and agricultural tenpay three products.
DBN's undertaking, worth said, for the transformation of the business objectives, in 2015 the pilot to change in the past with sales, sales for the core evaluation system, try to focus on sales, sales targets at the same time, appropriately raise pigs network users, its volume, small loans number and amount, rich treasure wealth management and turnover, intellectual farmers general number, user indicators, such as effective information form from sales to flow, the amount of data, from the performance for the firm to increase value for customers the comprehensive assessment.
Introducing talents from pig to pig
DBN's undertaking, worth to mention the Internet is not one or two years recently, however, refer to in recent years, the company's financial report, you can see that in 2014 for the Internet, companies especially heavy ink. But that seemed not deed and two industries and talents, can do it at all written?
Xue Suwen argues that, in the talent team, DBN's undertaking, worth experiencing from "pig goods to pigs to shift."
"In the beginning of the company to do the Internet is a financial personnel, is a pig, subsequently hired personnel, recruitment to the people in the last year, is a BAT in agriculture, the agricultural sectors are playing in the turn of the Internet, I said to them, you will be in the pig industry analyst maidang tin type, and so, to fool the people." Xue Suwen explanation.
And in addition to a new job, changes in the original staff strength is amazing: in 2015, our company is one of the important strategy is to "change the assessment model, to carry on the business transformation, to make them tied to the homes of farmers, deep service at the same time reduce costs", in the annual report, DBN's undertaking, worth has said that for the construction of talent team, the company is committed to create a flat organization system, key construction elite commandos, the commando is active in aquaculture or planting concentration areas of small towns, they are fully authorized, full of vitality, a line of the farmers to provide the most direct service. Company rules, head of the provincial units to 15 to 20 straight pipe branch business unit level, has initially established a division, business unit, branch of the three layer structure, cut down unnecessary link, the middle to further optimize the structure of the personnel, improve the efficiency of the organization, has inspired the team's passion.
DBN's undertaking, worth in the annual report, said the company in the future on the service mode, from the traditional "sell products + + channels for customers", in reframe customers all kinds of services, from simple offline mode to the O2O mode, namely the offline services + online trading, the standardization of the customer requirements, such as product description, trading, clearing, data, online focus to provide a unified customer service, to reduce costs, improve efficiency, the personalized requirements, such as transportation, management consultation, planting and aquiculture, done through professional stagnation point of service, in order to improve the customer experience.
"As everyone knows, pig farming enterprises most in losing money, but no matter how changes in prices, pig dealer is always to make money, we hope that through our own efforts to change the industry, reduce circulation." Xue Suwen said.
In early 2015, DBN's undertaking, worth launched the non-public stock plan, will part to raise funds for agricultural Internet and financial ecosystem project construction, to speed up the implementation of the strategy of wisdom DBN's undertaking, worth. Agricultural Internet and financial ecosystem is "its net" entry in total for the Internet, "the wisdom agriculture expert" for mobile terminal entrance, facing farmers and kinds of YangShiLian on micro, small and medium enterprises "data - trading - financial" platform, realize from the Internet means to improve the efficiency of ZhongYangShi, agricultural materials products online trading to the Internet financial chain comprehensive service. Including management and data services to its cloud "as the carrier, networking and net wealth platform, mainly includes the pig in the future to build with micro, small and medium enterprises on kinds of YangShiLian" enterprise network "; Agricultural products trading platform is given priority to with "its mall", currently planned pig trading system; Agricultural Internet financial is given priority to with "its financial", covering agricultural Internet online financial services, mainly operating farmers rich treasure, agricultural credit and agricultural tenpay three products.
DBN's undertaking, worth said, for the transformation of the business objectives, in 2015 the pilot to change in the past with sales, sales for the core evaluation system, try to focus on sales, sales targets at the same time, appropriately raise pigs network users, its volume, small loans number and amount, rich treasure wealth management and turnover, intellectual farmers general number, user indicators, such as effective information form from sales to flow, the amount of data, from the performance for the firm to increase value for customers the comprehensive assessment.
Introducing talents from pig to pig
DBN's undertaking, worth to mention the Internet is not one or two years recently, however, refer to in recent years, the company's financial report, you can see that in 2014 for the Internet, companies especially heavy ink. But that seemed not deed and two industries and talents, can do it at all written?
Xue Suwen argues that, in the talent team, DBN's undertaking, worth experiencing from "pig goods to pigs to shift."
"In the beginning of the company to do the Internet is a financial personnel, is a pig, subsequently hired personnel, recruitment to the people in the last year, is a BAT in agriculture, the agricultural sectors are playing in the turn of the Internet, I said to them, you will be in the pig industry analyst maidang tin type, and so, to fool the people." Xue Suwen explanation.
And in addition to a new job, changes in the original staff strength is amazing: in 2015, our company is one of the important strategy is to "change the assessment model, to carry on the business transformation, to make them tied to the homes of farmers, deep service at the same time reduce costs", in the annual report, DBN's undertaking, worth has said that for the construction of talent team, the company is committed to create a flat organization system, key construction elite commandos, the commando is active in aquaculture or planting concentration areas of small towns, they are fully authorized, full of vitality, a line of the farmers to provide the most direct service. Company rules, head of the provincial units to 15 to 20 straight pipe branch business unit level, has initially established a division, business unit, branch of the three layer structure, cut down unnecessary link, the middle to further optimize the structure of the personnel, improve the efficiency of the organization, has inspired the team's passion.
The real problem is, of course, whether the business personnel to adapt to this pattern, Xue Suwen explain also admitted: "there must be adapt to the process, we can also hope to hear your opinion today".
|
