Chapter 221 Seed E-commerce Since the harvest of seed corn in Zhangye began, Guo Yang has personally taken charge of the fight against counterfeiting, traveling thousands of miles from Zhangye to Yili, then to Chifeng, Northeast China, and Shandong counterfeit dens have been destroyed, especially in Kokdala, Yili and Yuanbaoshan, Chifeng. Not only did they receive 1000 million yuan in compensation, but they also recovered more than 3000 tons of corn seeds. This will greatly boost the morale of the seed industry in the fight against counterfeiting. At the seed industry summit, Guo Yang also took advantage of this opportunity to steal the spotlight, leaving a group of corn seed industry bosses speechless. The benefits of fighting counterfeiting are endless. It boosts the confidence of dealers, and farmers don’t have to worry about buying fake seeds when buying Tianyu No. 1 seeds. Guo Yang stood up, walked to the filing cabinet, and picked up the corn cob on it. During the New Year period, not many people came to visit, and I read novels when I had free time, so I didn't really play with the corn cobs, and the luster of the corn cobs faded. While feeling its smooth surface, Guo Yang looked at Qu Yang and said, "What brands of counterfeit seeds were found this time?" "Nongda 108, Dongdan 60, Zhengdan 958, Dr. Jin, Denghai No. 1, etc. The number is quite huge." "These are fake brand products produced and processed in Zhangye during the Spring Festival. After local residents discovered the clues, they reported it to the Zhangye branch.
Yin Xiaobing was on duty at the time, but there were not enough people to find anything. After Wei Guan went there, he had already figured out their movements. The number of counterfeit seeds was quite large, and some had already flowed into the market. " Guo Yang frowned. Now is the critical period for farmers to prepare seeds. The influx of fake seeds into the market is not good news for farmers. "It seems that Denon and Denghai's efforts to combat counterfeiting are not strong enough!" Qu Yang smiled and said: "They have always cracked down on counterfeiting during the sales season. The cost of cracking down on counterfeiting from the seed production base is too high and it is easy to offend people. But this obviously doesn’t work. If the production side is not curbed, it will be a waste of time to fight counterfeiting.” Thinking of last year's experience and gains in fighting counterfeiting, Qu Yang also sincerely admired his boss's decisive decision-making. To check each seed production base and seed production village one by one, the manpower and funds needed to be mobilized will be a huge number. However, the boss resolutely carried out the anti-counterfeiting campaign to the end, and followed up the whole country with the anti-counterfeiting team. When faced with the 2000 million deposit proposed by the Corps, he transferred it on the spot without a second's hesitation. The Corps was forced to accept it with a pinch of the nose. The reason why Chifeng Yuanbaoshan successfully cracked down on counterfeiting is not clear to the outside world, but it is widely circulated within Tianhe. It was the boss's decision to withdraw investment from Alfalfa Agriculture and Animal Husbandry's forage industry cluster project in Chifeng overnight that alarmed the local municipal party committee and ultimately led to the successful crackdown on counterfeiting. It can be said that Tianhe’s current good situation is largely due to the boss’s wise decisions. Guo Yang thought for a while. After the seed industry summit, most of the 13 companies that attended the summit agreed to crack down on counterfeiting and promote the proposal to amend the variety approval system and the Seed Law. But there has been no movement so far. The reason is very clear. Li Juan, vice president of the Seed Association, is from the Liaoning Provincial Seed Bureau, and it is impossible for stakeholders to push this matter forward. Guo Yang said: "Without Tianyu No. 1, Tianhe can't directly participate, but it can't just leave it alone either." Qu Yang thought for a moment and said, "I'll report it to the Industry and Commerce Bureau." "Do you know where the leaked seeds went?"
"It has flowed to the Hebei Province area." "Let the distributor there also report this to the local Industry and Commerce Bureau, and also send a letter to other seed companies." Qu Yang was puzzled, "Communication?" "Yes, the healthy development of the industry cannot be separated from everyone's joint maintenance." Guo Yang smiled and said, "Although we are competitors now, Tianhe must take the lead in the industry." Qu Yang also smiled. He was the one who planned Tianhe's marketing layout, and the market potential of Tianyu No. 1 has not been fully tapped yet. "The plan is to crush them this year and grab market share." "You have good fighting spirit. You are worthy of being a man who has eight wives." Qu Yang smiled bitterly, "If this rumor continues, everyone in the company will know about it." ... After the two of them finished communicating, Qu Yang went on to do his work. The peak period of the Spring Festival travel rush had passed, and he would be busy shipping seeds in the near future. In addition, we cannot just focus on corn seeds. Vegetable seeds are also gaining momentum and appear to be an extra surprise for Tianhe this year. Guo Yang walked to Ning Xiaojing's workstation. She was wearing a pink down jacket and looked very eye-catching. It has been two days since the start of work. Yesterday, Guo Yang assigned some important tasks to her, and she has adjusted her state now. Guo Yang said: "Remember to follow up on the interns' situation, including their return to school and work." Ning Xiaojing looked up and smiled faintly, "Okay, I'll ask the HR department to work on the spring recruitment plan as well." Guo Yang nodded, "Well, this matter should be taken seriously. There is no such thing as too much fresh blood now." With Ning Xiaojing's return, Guo Yang felt much more relaxed. All the documents and materials would be marked in advance, so he could handle them quickly and didn't have to stay in the office all the time. With more than an hour left before noon, Guo Yang called Yan Qun and prepared to go and take a look at the logistics and warehousing system. For to go online, it must be tied together with Tianhe. Guo Yang is already planning how to bring the team from Beijing to Jiuquan. Tianhe’s initial central warehouse and distribution center were built together with the breeding and expansion base, which is the original seed and improved seed farm. After several expansions, a complete logistics distribution network was gradually formed. Three central warehouses have been newly built in Northeast, North China and Southwest China. At the same time, distribution centers are also being set up in various key locations based on market demand and transportation networks. In the main corn-producing areas, there is generally one distribution center every 100 to 300 kilometers. For seed companies, logistics and distribution is not just a simple transportation process. It is more about the quality, vitality and market competitiveness of seeds. Seeds need to be stored and transported in a suitable environment. Tianhe's logistics and distribution system is considered to be quite good among seed companies, and the number of seed companies in China that have their own logistics and distribution networks can be counted on one hand. However, because he had been watching "The Legend of Little Soldiers" recently, Guo Yang and Yan Qun only had a brief understanding and visit of the current logistics and warehousing system, and found many problems. Lack of support from automated and intelligent equipment, and many traditional manual operations are still in place;
It is also difficult to ensure that the conditions of transportation and storage are always at constant temperature and humidity. Guo Yang also saw some cases of wrong or missed deliveries in some past records. It was obvious that there was a lack of information management and no unified command and dispatch. Fortunately, there are also some good points. Tianhe has taken the initiative in logistics! Since the beginning of e-commerce development, it has been tightly controlled by logistics. Logistics is also a major pain point for seed e-commerce. Who can deliver seeds to farmers? There are three distribution entities to choose from: dealers, e-commerce and the seed companies themselves. However, even if three monks carry water, there may still be no water to drink. Judging from the future trend, the logistics model of seed companies and e-commerce companies will find it difficult to adapt to rural conditions, and dealer distribution will become the only option. In the future, large-scale agricultural supplies distribution by the two e-commerce giants Taobao and will also be completed through distributors. However, for seed companies, distributors and e-commerce companies are both sales middlemen. If they rely on distributors to help companies complete seed distribution, they will inevitably be held hostage by distributors who are unwilling to actively transform. In the long run, dealers are actually the least ideal distribution option, especially for Tianhe. Generally speaking, the suitable planting range of a certain variety of seeds is often limited, which makes seed companies lack the enthusiasm to build their own logistics systems. But Tianyu No. 1 is a large variety that can adapt to corn-producing areas across the country, and the same is true for Tiandou No. 1. Various vegetable varieties can also be distributed across the country. In the future, seed shops will be able to continuously cultivate new seeds. Therefore, Tianhe’s seemingly backward logistics and distribution system is full of value in Guo Yang’s eyes. It is only necessary to build county-level distribution centers to replace existing dealers and agents. Tianhe Seed Industry has initially formed a logistics system of central warehouse - distribution center - delivery center - Denong agricultural supplies supermarket. Combined with the e-commerce platform which is undergoing adjustment, a complete and unconstrained agricultural products e-commerce system will be formed. This trip was very rewarding and many ideas came to Guo Yang's mind. After returning to the cafeteria with Yan Qun for lunch, Ning Xiaojing asked Yan Qun, Qu Yang, Miao Lanchun, and Cheng Liming to hold a small meeting. Cheng Liming is the new vice president of sales of Tianhe who was promoted based on Qu Yang's recommendation. Yin Xiaobing, general manager of Zhangye branch, is Yan Qun's direct subordinate. Production and sales each have their own system, and so far, they are working well together. After resting for a while, several people gathered together and Guo Yang directly expressed his thoughts. Starting with , the logical relationship between it, Tianhe, and the seed distribution logistics system was introduced in detail. Guo Yang believes that in the vertical segment of seeds, whether it is B2B or B2C, Tianhe has great opportunities in the entire process from supply chain, warehousing, distribution, etc. For example, the now popular Amazon also started out by selling books itself, and after becoming famous, it gradually expanded into other businesses and then expanded into a platform. Compared with Amazon, Tianhe has a better foundation in the seed field. At the same time, Fengkai’s agricultural machinery and other agricultural products and partners under Jiahe are the future customer base.
After listening to it, several people were also thoughtful. The plan was a bit ahead of its time, or even too bold. After several years of development, we have heard a lot about e-commerce, but the first products to penetrate it were standardized products, such as cosmetics and clothing. Agricultural products have the lowest penetration rate, less than 1%. Guo Yang said: "The total value of physical agricultural products entering the circulation field is close to 2 trillion yuan. Every 1% increase is 200 billion yuan. The market potential is huge." After a moment's silence, Qu Yang said, "What about the dealers? If we launch it hastily, the dealers will definitely resist." From dealers to e-commerce, conflicts of interest are an inevitable part of channel transformation, and Guo Yang is also aware of the interests involved. In the seed industry, distributors usually act as the industry's "firewall" and logistics platform, and bear a large part of the risks. Tianhe is different. It has never asked dealers to pay in full for goods, nor has it adopted a sales rebate model. It also built its own logistics system. Theoretically, it is possible to skip the dealer directly. Cheng Liming said: "We also need to consider the farmers' acceptance of e-commerce. If we force it, we will definitely lose some customers." "The existing more than 600 dealers and tens of thousands of township agents are currently Tianhe's core sales system." "Using Tianyu No. 1 for experiments is not worth the effort." Guo Yang nodded. "Today is just a brainstorming session. There is still a lot to prepare for the website launch." Qu Yang said: "Ronghua Trading Company is currently the largest distributor of Tianhe, and its boss Zhao Hua is also actively seeking change. Can there be two ways, one is for Tianhe to operate itself, and at the same time allow distributors to open stores on our platform?" Isn’t this ’s future model? Guo Yang is also familiar with Ronghua Company. He has made a lot of efforts in fighting counterfeiting and seems to have overseas channels. There are different opinions. Guo Yang's thoughts gradually became clear. Whether it is a direct sales model where enterprises and farmers trade directly, or an agent model, or e-commerce. In fact, they can all be integrated. Multi-channel collaboration can also achieve maximum market coverage. The only requirement is that the enterprise has a high degree of integration capabilities. After this communication, Guo Yang felt that the current was even more immature and had many problems. Let’s do it step by step. The road is paved by each person. At the end of the meeting, Guo Yang gave Qu Yang a task, " needs to be tested and adjusted for a period of time, and Tianhe must first improve its current self-operated logistics system." "Especially for the last mile delivery of agricultural supplies supermarkets, we need to find a way to do it." Thinking that the recent period is the peak season for seed sales, Guo Yang said to Miao Lanchun: "The system planning and investment department will do it, and Tianhe will provide the basic information."
After everything was arranged, several people left one after another. Ning Xiaojing, who had been writing furiously, finally breathed a sigh of relief. The boss is really a devil! On the second day of work, the intensity of each department was increased. Isn't he tired? Guo Yang is indeed very tired, as there is always something to do, but he is mostly relieved. After we started working, there was constant good news every day. For ten days, Good news came from all the subsidiaries of the group, and the speed of payment collection is getting faster and faster. Muhe, Tianhe, Fengkai, Hexi... Seeds, farm machinery... The land is filled with Jiahe elements during spring plowing. (End of this chapter)