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對于一家農業(yè)企業(yè)而言，互聯(lián)網(wǎng)+成了問之四海而皆準的問題，大北農這樣在去年大舉開拓農業(yè)互聯(lián)網(wǎng)產業(yè)的企業(yè)更是不例外。在昨日召開的年度股東大會上，大北農董事、常務副總裁、財務負責人薛素文解釋，許多人一提及農業(yè)企業(yè)的互聯(lián)網(wǎng)+戰(zhàn)略就認為“是在做電商，觸網(wǎng)并不等于電商，大北農認為目前做電商不是時候”。
不過，大北農也透露了自己的互聯(lián)網(wǎng)+獨特思路和玩法：依托旗下豬聯(lián)網(wǎng)等平臺，打造一個屬于大北農的生態(tài)閉環(huán)，改變業(yè)務考核模式，進行業(yè)務轉型，以便使公司能更深入地扎入養(yǎng)殖戶中提供服務，同時，從看重經(jīng)銷商轉為看重養(yǎng)殖戶，總的來說，大北農要重置養(yǎng)殖產業(yè)的格局。
未來打出六張牌
多家養(yǎng)殖企業(yè)在年報中表達了由于生豬養(yǎng)殖跌至歷史新低谷對業(yè)績帶來的沖擊，而生豬養(yǎng)殖的排頭兵——飼料企業(yè)更是春江水暖鴨先知。
如果單看業(yè)績，2014年度的大北農明顯放緩了擴張的步伐，一些重要的財務指標也只是微增而已：營業(yè)總收入同比增長10.71%，實現(xiàn)歸屬于上市公司股東的凈利潤同比增長3.45%。
大北農的主營業(yè)務收入主要來源于飼料業(yè)務，飼料收入占主營業(yè)務收入的比重為94.10%，飼料銷售量為430.21萬噸，同比增長11.15%，其中豬飼料370.99萬噸，同比增長9.11%。
不過，在許多投資機構的眼里，大北農對于未來的設想顯然更具有吸引力。在股東大會現(xiàn)場，近一百頁的會議資料中，薛素文重點講解了對于未來市場和戰(zhàn)略方向的設想，包括人才建設、線上線下業(yè)務模式等六個領域。
“公司將繼續(xù)完善經(jīng)銷事業(yè)伙伴財富共同體委員會、養(yǎng)豬事業(yè)伙伴財富共同體委員會、高效養(yǎng)豬促進委員會等三個委員會的組織體系建設，全力幫助成員單位轉型升級，重點是推動經(jīng)銷事業(yè)伙伴從傳統(tǒng)的個體戶和經(jīng)銷商思維中走出來，向公司化、規(guī)范化和服務化轉型，建立自己的養(yǎng)豬服務中心，成為各個重點區(qū)域的文化與交流中心、種養(yǎng)殖示范中心、信息服務中心、咨詢管理中心、金融服務中心以及倉儲與配送中心。” 薛素文介紹。
改變生產關系
對于大北農而言，2015年或將成為一個發(fā)展史上擁有獨特意義的時間節(jié)點，這一點，從大北農股東大會現(xiàn)場掛出的“激情邁上創(chuàng)業(yè)新征途，共同創(chuàng)造2020新輝煌”的條幅上就可窺見一二，而這種情緒最直接的表現(xiàn)，就體現(xiàn)在公司打算重新梳理產業(yè)鏈條的生產關系這一具象上。
此前，薛素文在接受《證券日報》采訪時曾提及，未來的生豬養(yǎng)殖行業(yè)將走向聯(lián)盟化，而從他在股東大會現(xiàn)場解讀的情況來看，大北農的聯(lián)盟氣味已非常濃烈：“大北農的互聯(lián)網(wǎng)戰(zhàn)略布局要從三條戰(zhàn)線來考量，豬聯(lián)網(wǎng)更像是一個聯(lián)盟，與其說我們在改變生產力，不如說在改變生產關系，把豬管網(wǎng)改成豬聯(lián)網(wǎng)之后，更像是打造了一個生態(tài)閉環(huán)。”
大北農在年報中稱，公司未來在服務模式上，力圖從傳統(tǒng)的“賣產品+建渠道+找客戶”中走出來，重新梳理客戶的各類服務，從單純的線下模式轉到O2O模式，即線下服務+線上交易，將客戶的標準化需求，如產品說明、交易、結算、數(shù)據(jù)、統(tǒng)一的客服放在線上集中提供，以降低成本，提高效率，將個性化的需求，如運輸、管理、種養(yǎng)殖咨詢等，通過專業(yè)人員的駐點服務來完成，以提高客戶的體驗。
“大家都知道，生豬養(yǎng)殖企業(yè)多數(shù)在虧錢，但無論豬價如何變動，豬販子是永遠賺錢的，我們希望通過自己的努力能改變行業(yè)，減少流通環(huán)節(jié)�！毖λ匚姆Q。
2015年初，大北農啟動了非公開發(fā)行股票計劃，擬將部分募集資金用于農業(yè)互聯(lián)網(wǎng)與金融生態(tài)圈項目建設，以加快智慧大北農戰(zhàn)略的實施。農業(yè)互聯(lián)網(wǎng)與金融生態(tài)圈是以“農信網(wǎng)”為互聯(lián)網(wǎng)總入口，“智農通”為移動端入口，構建面向農戶和種養(yǎng)殖鏈上中小微企業(yè)的“數(shù)據(jù)-交易-金融”平臺，實現(xiàn)從以互聯(lián)網(wǎng)手段提高種養(yǎng)殖效率、農資產品網(wǎng)上交易到互聯(lián)網(wǎng)金融全鏈條綜合服務。其中管理與數(shù)據(jù)服務以“農信云”為載體，主要包括豬聯(lián)網(wǎng)和進銷財平臺，未來還要打造針對種養(yǎng)殖鏈上中小微企業(yè)的“企聯(lián)網(wǎng)”；涉農產品交易平臺以“農信商城”為主，目前計劃推出生豬交易系統(tǒng)；農業(yè)互聯(lián)網(wǎng)金融以“農信金融”為主，覆蓋線上線下的農業(yè)互聯(lián)網(wǎng)金融服務，重點運營農富寶、農信貸、農付通三個產品。
大北農稱，為配合業(yè)務轉型目標，2015年試點改變以往以銷量、銷售額為核心的評估體系，力圖在關注銷量、銷售額指標的同時，適當提高豬聯(lián)網(wǎng)用戶數(shù)量、農信商城交易量、小額貸款戶數(shù)和金額、農富寶理財和交易額、智農通用戶數(shù)、用戶有效信息等指標，形成從銷售量到流量、數(shù)據(jù)量，從為公司創(chuàng)造績效到為客戶增加價值的全面評估。
人才引進從豬財?shù)截i才
大北農提及互聯(lián)網(wǎng)并不是最近一兩年，不過，查閱最近幾年公司的財務報告可以看出，2014年對于互聯(lián)網(wǎng)領域，公司尤重筆墨。但是，原本看似沒有契和的兩個行業(yè)和人才，能做到信手拈來皆成文嗎？
薛素文認為，在人才的隊伍里，大北農正在經(jīng)歷從“豬財?shù)截i才的轉變”。
“一開始的時候公司來做互聯(lián)網(wǎng)的都是財務人員，就是 豬財 ，后來陸續(xù)招聘了人員，去年招聘來的人里，有BAT里有農業(yè)情懷者，也有農業(yè)領域里玩的轉互聯(lián)網(wǎng)的，我對他們說， 你們會成為養(yǎng)豬業(yè)里的麥當錫式分析師， 就這樣，把人給忽悠來了�！毖λ匚慕忉�。
而除了招聘新人，原有員工的變動力度也十分驚人：2015年公司重要的戰(zhàn)略之一就是“改變業(yè)務考核模式，進行業(yè)務轉型，要讓他們扎到養(yǎng)殖戶家中，做深服務的同時降低費用”，在年報中，大北農卻稱，對于人才隊伍建設，公司致力于打造一個扁平化的組織體系，重點建設精英型突擊隊，這些突擊隊活躍在養(yǎng)殖或種植密集區(qū)的小村鎮(zhèn)，他們獲得充分授權，充滿活力，為一線的農戶提供最直接的服務。公司規(guī)定省級單位負責人要直管15-20個分公司級業(yè)務單元，目前已初步建立了事業(yè)部、分公司、創(chuàng)業(yè)單元的三層結構，砍掉了中間沒有必要的環(huán)節(jié)，進一步優(yōu)化了人員結構，提高了組織效率，激發(fā)了團隊的創(chuàng)業(yè)激情。
大北農在年報中稱，公司未來在服務模式上，力圖從傳統(tǒng)的“賣產品+建渠道+找客戶”中走出來，重新梳理客戶的各類服務，從單純的線下模式轉到O2O模式，即線下服務+線上交易，將客戶的標準化需求，如產品說明、交易、結算、數(shù)據(jù)、統(tǒng)一的客服放在線上集中提供，以降低成本，提高效率，將個性化的需求，如運輸、管理、種養(yǎng)殖咨詢等，通過專業(yè)人員的駐點服務來完成，以提高客戶的體驗。
“大家都知道，生豬養(yǎng)殖企業(yè)多數(shù)在虧錢，但無論豬價如何變動，豬販子是永遠賺錢的，我們希望通過自己的努力能改變行業(yè)，減少流通環(huán)節(jié)�！毖λ匚姆Q。
2015年初，大北農啟動了非公開發(fā)行股票計劃，擬將部分募集資金用于農業(yè)互聯(lián)網(wǎng)與金融生態(tài)圈項目建設，以加快智慧大北農戰(zhàn)略的實施。農業(yè)互聯(lián)網(wǎng)與金融生態(tài)圈是以“農信網(wǎng)”為互聯(lián)網(wǎng)總入口，“智農通”為移動端入口，構建面向農戶和種養(yǎng)殖鏈上中小微企業(yè)的“數(shù)據(jù)-交易-金融”平臺，實現(xiàn)從以互聯(lián)網(wǎng)手段提高種養(yǎng)殖效率、農資產品網(wǎng)上交易到互聯(lián)網(wǎng)金融全鏈條綜合服務。其中管理與數(shù)據(jù)服務以“農信云”為載體，主要包括豬聯(lián)網(wǎng)和進銷財平臺，未來還要打造針對種養(yǎng)殖鏈上中小微企業(yè)的“企聯(lián)網(wǎng)”；涉農產品交易平臺以“農信商城”為主，目前計劃推出生豬交易系統(tǒng)；農業(yè)互聯(lián)網(wǎng)金融以“農信金融”為主，覆蓋線上線下的農業(yè)互聯(lián)網(wǎng)金融服務，重點運營農富寶、農信貸、農付通三個產品。
大北農稱，為配合業(yè)務轉型目標，2015年試點改變以往以銷量、銷售額為核心的評估體系，力圖在關注銷量、銷售額指標的同時，適當提高豬聯(lián)網(wǎng)用戶數(shù)量、農信商城交易量、小額貸款戶數(shù)和金額、農富寶理財和交易額、智農通用戶數(shù)、用戶有效信息等指標，形成從銷售量到流量、數(shù)據(jù)量，從為公司創(chuàng)造績效到為客戶增加價值的全面評估。
人才引進從豬財?shù)截i才
大北農提及互聯(lián)網(wǎng)并不是最近一兩年，不過，查閱最近幾年公司的財務報告可以看出，2014年對于互聯(lián)網(wǎng)領域，公司尤重筆墨。但是，原本看似沒有契和的兩個行業(yè)和人才，能做到信手拈來皆成文嗎？
薛素文認為，在人才的隊伍里，大北農正在經(jīng)歷從“豬財?shù)截i才的轉變”。
“一開始的時候公司來做互聯(lián)網(wǎng)的都是財務人員，就是 豬財 ，后來陸續(xù)招聘了人員，去年招聘來的人里，有BAT里有農業(yè)情懷者，也有農業(yè)領域里玩的轉互聯(lián)網(wǎng)的，我對他們說， 你們會成為養(yǎng)豬業(yè)里的麥當錫式分析師， 就這樣，把人給忽悠來了。”薛素文解釋。
而除了招聘新人，原有員工的變動力度也十分驚人：2015年公司重要的戰(zhàn)略之一就是“改變業(yè)務考核模式，進行業(yè)務轉型，要讓他們扎到養(yǎng)殖戶家中，做深服務的同時降低費用”，在年報中，大北農卻稱，對于人才隊伍建設，公司致力于打造一個扁平化的組織體系，重點建設精英型突擊隊，這些突擊隊活躍在養(yǎng)殖或種植密集區(qū)的小村鎮(zhèn)，他們獲得充分授權，充滿活力，為一線的農戶提供最直接的服務。公司規(guī)定省級單位負責人要直管15-20個分公司級業(yè)務單元，目前已初步建立了事業(yè)部、分公司、創(chuàng)業(yè)單元的三層結構，砍掉了中間沒有必要的環(huán)節(jié)，進一步優(yōu)化了人員結構，提高了組織效率，激發(fā)了團隊的創(chuàng)業(yè)激情。
當然，這樣做的現(xiàn)實問題是，業(yè)務人員是否適應這樣的模式，薛素文解釋的同時也坦言：“肯定有適應的過程，我們也希望今天能聽聽大家的意見”。
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".
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