The investigation report of the first agricultural chain supermarket in China

The investigation report of the first agricultural chain supermarket in China

According to Xinhua News Agency, Hefei, May 19th, in September 2002, in the agricultural province of Anhui, a new form of agricultural capital distribution appeared. The “Farmer's Family” agricultural chain supermarket, which mainly focuses on agricultural materials management, agricultural technology services and agricultural product purchases, first entered the agricultural resources market in Chaohu City and created a precedent for the national agricultural chain operation.
In just two years, Anhui Nongjiafu Supermarket has covered 18 counties in the province, opened 572 township chain stores, and occupied half of the province's agricultural resources market, with sales revenue of 580 million yuan; the business scope has covered fertilizers, pesticides, Seeds and other 6 categories of more than 600 varieties, including 25 fertilizers, 138 seeds, 401 pesticides, farmers can basically buy back to buy a farmer's capital, do not have to run a second. This year, the goal of the farmer's blessing is to develop the farmer's welfare network to all counties and towns in the province, and realize sales income of 3 billion yuan, saving nearly 1 billion yuan for farmers in the province.
Providing farmers with new agricultural resources with “technical subsidiary files” is the biggest feature of “farm family welfare”. Different from other agricultural resources dealers, “Nongjiafu” supermarket adheres to the concept of free technical service to promote agricultural marketing, and regards agricultural technology service as the “technical subsidiary file” of agricultural products. “Farmer's Family” has experts in each chain store, and provides a hotline for consultation services. The farmers who come to consult free of charge provide technical consultation and field technical services, and earnestly “operate around the business and do a good job in promoting business”. . After more than two years of exploration, the “Nongjiafu” supermarket has initially established a four-level agricultural technology service system for headquarters, county companies, chain stores and demonstration households, relying on “Nongjiafu Newspaper” and “Agricultural Technology Briefing” to The technical representatives are the link, focusing on the implementation of agricultural field service activities such as farmer field classrooms, science and technology market, agricultural prescriptions, model households and agricultural technology 110, and organically combine agricultural technology services with product sales, new product promotion and new technology development. Farmers provide the most professional, most thoughtful and timely agricultural technology services.
Jiang Shaoping, a technology demonstration household in Shuanglu Village, Shuanglu Village, Fenghuangqiao Township said: “With the guidance of technicians, farming is different!” With the help of the farmer’s technical representative, he knows what is scientific farming and with 5 other households. The farmers planted 11 varieties of high quality rapeseed. He said that in the past, no one has been instructed. The new varieties that are often produced are often not at ease. They can only grow some old varieties and big road goods, and they can't sell them at a good price.
In the past, the production and sales of agricultural materials were out of touch, and the supply of agricultural materials and agricultural technology services were “two skins”, which could not provide one-stop service to farmers. Some farmers have poor discrimination against well-balanced agricultural products. Even if they buy good things, they will not be used, affecting the use and promotion of some high-quality agricultural products. The farmer's farmer's chain supermarket is not only genuine, but also provides farmers with pre-sale, in-sale and after-sale services through professional technology. Through various means, farmers can increase production and income. In the pre-production period, various forms of technical training were carried out. There are agricultural technology service centers at the headquarters. More than 20 professionals such as cultivation, plant protection and soil fertilization in the province are invited as technical consultants to compile relevant technical materials and organize technical consultation and technical training. Instruct the chain store owners and farmers to choose excellent varieties, rational fertilization, scientific medicine and so on. In 2004 alone, more than 500 technical classes were held, nearly 600 scientific and technological events were carried out, more than 2,000 new technology demonstration households were added, more than 600,000 agricultural technology materials were compiled, and nearly 700,000 farmers were consulted. In the production, the implementation of the expert "sit-in consultation" and technical representatives to the countryside and return visit system. Each county employs 1-2 agricultural technicians to sit in the church as a “crop doctor” and an agricultural technical service team composed of more than 10 people. Each person is equipped with mobile phones and locomotives. Farmers encounter technical problems, only one phone call, technical experts. It will go straight to the field and solve the problem on the spot.
One day in mid-August last year, Liu Chuanren, a farmer from Juxing Township, Chaohu, went to the local expert consultation desk at the “Farmer's Family” to ask for help from experts. He said that the cotton leaves of his family turned yellow in large areas and could not be cured with drugs. The expert who was sitting on the doctor said nothing, riding a locomotive and carrying Liu Chuanren to his cotton field. When the experts came to the ground, it turned out that it was not a pest, but the cotton had a blight, and immediately prescribed anti-dry spirit and guided the use of drugs. After three days, the condition of cotton has improved, and Liu Chuanren is very happy.
Help the rich to help the farmers worry. “Farmer's family, rich farmer's house”, this is the resounding slogan launched by Huizhou “Farmer's Family” in the development of agricultural capital chain operation. It is intended to enable farmers not only to get good service, but also to get more benefits and make agricultural resources. The innovation of circulation methods is closely related to the vital interests of farmers, and plays a due role in solving the problems of agriculture, rural areas and farmers in Anhui. This helps farmers get rich as soon as possible. They focus on solving the problem of farmers' selling difficulties after the birth, such as the implementation of cotton order production. Chaohu Lake is an important cotton-producing base in China, but in the past, the quality of cotton was poor and the sales were not good. After the opening of the “Farmer's Family” supermarket, it is determined that 1-2 high-quality cotton varieties will be promoted each year, and order production will be carried out. Only last year, more than 2 million kilograms of seed cotton were purchased and processed, and 2,000 tons of lint cotton were purchased. Nowadays, the introduction of cotton soilless seedling cultivation technology in the chain area has been widely recognized by farmers after demonstration and promotion. The large-scale promotion of this technology not only saves farmers a lot of labor time, reduces labor intensity, but also saves farmers more than 30% of production costs. More than two years of practice have proved that this model not only benefits farmers, but also solves many problems for local governments. The supermarket itself has also achieved good economic benefits.
Anhui Province's “Farmer's Family” agricultural chain supermarket, which was founded in Anhui Province to explore the new rural agricultural resources market, has won widespread peasants' popularity with its low price, good quality and thoughtful service. Three hearts" shop.
The “Farmer's Family” agricultural chain supermarkets introduced advanced methods of modern logistics and chain management from the very beginning, focusing on the advantages of information, resources and channels, improving the efficiency of agricultural materials circulation, and realizing the direct procurement of agricultural materials from manufacturers through the farmer's family. The agricultural capital chain system directly reaches the farmers, breaking the middle-level wholesale circulation mode of the agricultural capital circulation model, reducing the intermediate circulation links, and greatly reducing the cost of agricultural resources in the circulation. Farmers generally believe that the quality of agricultural products of the “Farmer's Family” supermarket is reliable and the price is fair. The price of the main agricultural materials such as seeds, fertilizers and pesticides is only calculated, and the cost per mu can be 40 yuan.
In order to ensure the quality of the products, the “Nongjiafu” supermarket has established and implemented a strict quality assurance system in all aspects of procurement and sales, and resolutely refused to sell the goods with unqualified quality to the market. In the procurement process, they standardize the management of suppliers, establish qualified supplier files, and cooperate with suppliers with strict quality assurance system; in the inspection process, they have established a seed standard laboratory, all seed purchases must be inspected and qualified. It can handle the purchase procedures, the regular inspection of fertilizers, the regular sampling and inspection of pesticides; in the storage chain, they strictly check the goods in accordance with the quality standards and inspection reports to ensure that there are no fakes in the goods. They also issued a large number of posters to educate farmers on how to identify counterfeit and shoddy goods, and put all the goods on the anti-counterfeiting mark, publicly promised to the public, "farm blessing" goods a penalty of ten. Zhao Danian, a farmer from Weinan Town, Wuwei County, told reporters that buying a "farm family" commodity is a matter of buying peace of mind. Because the chain store's things are really, two pounds, the price is fair, buy rest assured, fertilizer and other large agricultural materials are also delivered to the door, convenient! Now, "farm blessings, no fakes" have been highly recognized by farmers.
In addition, the Huishang “Farmer Family” in the establishment of agricultural chain stores, adhere to the path of integrating social resources, focusing on the integration of personnel, channels, social idle storage resources. Some of the warehouses, factories, and land of the county township supply and marketing cooperatives and agricultural technology stations have been idle. The “Farmers’ Family” focuses on transforming, integrating, and aggregating these resources to regain their benefits. At present, one-third of the “Nongjiafu” chain stores are from the supply and marketing system, one-third from the agricultural technology system, and one-third from the individual and private; employees are mainly from the supply and marketing system and the agricultural technology department. With a small investment, the company has driven a large amount of social funds, which has effectively promoted the company's development. The Ministry of Agriculture and the Ministry of Commerce believe that the practice of farmer's agricultural chain supermarkets provides a good example for reforming and developing the rural agricultural capital market.