Text/ Aquatic Frontier Tang Dongdong
Aquatic Frontier Network original report, in 2021, Tongwei co., Ltd. opened a new five-year plan based on the "quality policy", and carried out innovative major organizational changes, launched the operation mode of the three major feed product lines of general water material, special water material and livestock and poultry material, and firmly promoted the marketing reform process of price returning value.
Among them, the general managers of the two major aquatic product lines are Dr. Mi Haifeng, director of the Fisheries Research Institute of Tongwei Co., Ltd., and Dr. Chen Xiaoru, director of the Special Aquatic Products Research Institute, so that the technology from the "background" of scientific and technological innovation, product development and technical services to the "front desk" of operation and management, to ensure that all employees strictly follow the feed formula standards in order to adhere to the bottom line of quality, and take quality as the basis and premise of enterprise operation.
Dr. Mi Haifeng, General Manager of Tongwei Pu Aquatic Product Line
So, how will Tongwei Co., Ltd. exert its power under the operation of the "product line" model, and continuously consolidate its leading edge in technology in this field? To this end, the author interviewed Dr. Mi Haifeng, general manager of the water product line of Tongwei Shares.
Set the purpose of the product line
Aquatic Frontier: What is the main background and purpose of Tongwei Agricultural and Animal Husbandry Product Line?
Mi Haifeng: The feed industry has entered a period of slow growth, feed profits tend to be thin profits, and the price war under the prevalence of marketing will lead to a vicious circle of low prices and low quality, and even lead to the deviation of industry atmosphere and value orientation. How to stabilize product quality, improve product structure, return to value marketing, let the product effect be further highlighted, and finally enable enterprises and customers to break through the bottleneck and achieve higher level of development, is the current problem facing the entire industry.
The feed industry urgently needs to break through existing limitations and achieve higher quality growth. In this situation, Tongwei's establishment of a product line can be described as a great change, which can better practice the quality policy, focus on "maximizing the benefits of breeding", take the user as the center, take the product as the foundation, and let the technology move from the background of scientific and technological innovation, product development and technical services to the front of operation and management. Technology leads the market, technology and market two-wheel drive, let technology and market in the same channel to think about the problem, to achieve product price return to value, product + model + service three-in-one to maximize user benefits.
Mr. Mi inspected all aspects of feed production and product quality in the workshop
Aquatic Frontiers: How to ensure that the effect of the product line model can be truly exerted from the mechanism and architecture, rather than being in the form?
Mi Haifeng: Starting from 2019, Tongwei technology, services and market began to cooperate in the research and development of "one fish breeding whole process solution", starting from the perspective of biology and nutrition, using the most scientific formula to achieve the most efficient breeding. After careful consideration, in July last year, Tongwei brewed a major change, and gradually laid out product design, model demonstration, marketing, financial management, human resources management, talent training and other related work in advance.
On February 18 this year, Tongwei Agriculture and Animal Husbandry Held three major product line work start-up meetings, which discussed and determined in detail the product line operation mode and related resource integration supporting programs, and the feed product line management work was fully launched. Subsequently, the product line organically coordinated with each area and functional department, and actively participated in the spring rush action, demonstration pilot construction, operation and management of each area. The general managers of Tongwei's two major aquatic product lines are respectively the director of the Fisheries Research Institute and the director of the Special Aquatic Products Research Institute, and the main post of the position is the general manager of the product line, followed by the director of the research institute, focusing on the implementation of the quality policy of Tongwei shares, the highlighting of product value, and the improvement of the company's efficient operation.
The formulator sinks the front line to follow up the effect of feed use by farmers
At present, 3 senior nutritionists in our general aquatic product line have been successfully transformed, from technical support to the front desk of technology + marketing, responsible for the management of the product line of the subsidiary company. Under the support of the continuous improvement mechanism and organizational structure of the shares, the product line firmly promotes the marketing reform process of price return to value, focuses on the work of maximizing the benefits of users, and carries out product line management with the material combination of "high-end seedling material + high-end material" and the recognizable product marketing model with value advantages.
The product line of pushui material will be developed from two aspects
Aquatic Frontier: As the trump card product of Tongwei, how will Pushui Material exert its strength under the operation of the "product line" working mode?
Mi Haifeng: Pushui material has always been tongwei ace product representative, mentioning pushui material, the majority of users naturally think of tongwei fish feed, our grass carp, carp, crucian carp, catfish, mud carp, tilapia feed market performance has been excellent for many years and stable effect, of which our tongwei carp and grass carp feed and nutrition application technology has been twice in 2013 and 2019 twice won the second prize of national scientific and technological progress, As the main project participant unit and the only participating unit of feed enterprises (Sichuan Agricultural University is the presiding unit), Tongwei Co., Ltd. also has two major national science and technology progress award aquatic products, which is also the only one in the aquatic feed industry.
The general manager of the product line starts from controlling the raw materials to control the quality of the products
At present, the Pushui feed line mainly starts from two aspects: First, it focuses on fish species and tilts resources. The product line will focus on three strategic species of fish, namely grass carp, crucian carp and catfish. Grass carp and crucian carp are important domestically cultured species, especially grass carp, which has always been the largest domestic aquaculture production, about 5.5 million tons per year, accounting for about 18% of the total freshwater aquaculture, and crucian carp production is also more than 2.7 million tons per year. Since the introduction of catfish from the United States in 1984, the area under culture and the total production have continued to increase, reaching 297 700 tonnes in 2019. The rise of grilled fish fever with catfish as raw material in China has brought about a surge in catfish consumption and has become one of the most eye-catching characteristic species in China's freshwater aquaculture industry.
The product line will focus on the above three strategic varieties and invest more resources in feed formula, product model, breeding mode and other aspects. The R&D platform in the product line will focus on the basic research of its feed nutrition and product model, and the model group will refine and summarize and replicate the excellent product models and breeding models across the country.
The second is to only do classic products and use technology to guide marketing. Taking Tongwei's two national award products - grass carp feed as an example, in terms of technology research and development, we have carried out long-term industry-university-research cooperation with Sichuan Agricultural University, Wuxi Freshwater Center, Guangdong Academy of Agricultural Sciences, Hunan Agricultural University, etc. around grass carp nutrition, feed formula meat quality improvement, etc., to establish a sound grass carp nutrition index database, raw material database, formula model, and comprehensive and balanced nutritional design of the product; in the production process, with standard raw material quality control and production technology, to ensure the quality and stability of the product; in the practical breeding, Around the grass carp breeding model, product model, feeding technology, etc. with the model group, marketing department, molecular companies organic linkage to refine the efficient breeding technology of grass carp that can be copied and promoted. Therefore, we focus on varieties, only do classics, continue to cultivate deeply, and use technology to guide marketing.
Aquatic Frontiers: What are the gains and losses of focusing on fingerlings and standardizing recipes?
Mi Haifeng: First of all, the product quality stability is guaranteed, the product cost performance is generally improved, and the terminal breeding benefits are more secure; secondly, the Tongwei brand power will be further highlighted at the breeding end, and the farmers' expectations for Tongwei products are consistent with the performance of breeding benefits, and the quality of the products is assured: Tongwei's aquatic feed is in accordance with specialization, standardization and scale to strictly control the whole process of design, manufacturing and use of product quality, which is the benchmark for stable quality and high efficiency of aquaculture in the aquatic feed industry.
Tongwei is once again leading the industry, taking the lead in implementing product standardization construction in the industry, going relatively far ahead, this process will encounter certain pressures and tests under the support of our marketing upgrades and transformation, but we believe that we will be able to succeed. This time we again mention and emphasize the quality policy is to carry out the original innovation with the current impetuous and chaotic situation in the aquatic feed industry, adhere to the correct direction of aquatic feed development, adhere to the original intention, quality, market, efficiency is the eternal theme of the company's development, and quality is the basis and premise of the market and efficiency, we must use the power of science and technology, systematic thinking management and strict quality management system to practice internal strength. Chairman Liu Hanyuan of the board of directors of Tongwei Group has also stressed many times: Practicing internal skills is not too late to develop at any time. If you don't practice well, even if you develop today, you won't be able to keep it tomorrow.
Aquatic Frontiers: What are your plans for the future development of Tonwepu Water?
Mi Haifeng: First of all, focus on products, accurate positioning, build product strength, become bigger and stronger, maintain a growth efficiency of 10% higher than the average growth level of ordinary water materials in the industry, and continue to consolidate the leading position. Second, strengthen the demonstration and promotion of efficient breeding models. The research on the breeding mode in the product line will investigate and sort out the successful breeding mode of each major region and the main breeding species for each important species of fish, and summarize, refine and optimize the model to form a first-line breeding model that can be quickly copied; establish demonstration parks and demonstration points to form a relatively solidified and replicable operation plan, so as to drive the overall improvement of the profitability of farmers nationwide.
The market pattern and changes of general water materials
Aquatic Frontiers: How do you view the current competitive landscape of the domestic general water market?
Mi Haifeng: 1. The market capacity of aquatic products has not changed much, industry competition has intensified, and the market share of head enterprises has accelerated. From 2017 to 2019, the domestic aquatic feed market capacity remained at about 20 million tons, and the growth rate was slowing down, entering a period of adjustment and transformation from quantitative change to qualitative change. At the same time, there are currently about 3,000 aquatic feed production enterprises in China, but the total market share of the top 5 companies in terms of sales has reached 50%. Market resources are increasingly concentrated in large-scale enterprises, and the integration of feed enterprises has become an inevitable trend in the development of the industry.
2. Conventional fish production is gradually declining but still accounts for an absolute proportion. Although conventional fish represented by grass carp, crucian carp, carp, silver carp, bighead carp and bluefish have gradually shrunk in recent years, they are still the main force in aquaculture. The total amount of the six conventional fish cultures remains at the level of 18 million to 19 million tons, and the absolute amount still exceeds more than 60% of the total freshwater aquaculture.
3. Although under the trend of consumption upgrading, the proportion of production and marketing of special aquatic products has further expanded, and the relative growth of ordinary aquatic product consumption has slowed down, the consumption of ordinary freshwater fish is still very large and will continue for a long time. Freshwater fish cooking and eating traditions are also the main body of classic dishes and mass consumption throughout China, freshwater fish meat characteristics and flavor diversity is also the reason for enduring, to Shunde as an example, located in the center of the coastal area, economic development, rich seafood products, but at the same time is the most able to do and the most will eat grass carp, tilapia and other freshwater fish place, freshwater fish meat is tender at the same time there is a problem of more muscle spines, meat, spine separation technology is actually more mature, but in the ordinary freshwater fish processing technology application is not high, In particular, the application of meat and spine separation technology, and Taiwan and other places to deal with spiny lice (seaweed fish) play a vivid role, the consumption of ordinary freshwater fish is still in the most mainstream position of mass consumption, aquatic products in the proportion of mass meat consumption is rising, freshwater fish is also among them.
4. The proportion of puffed materials has been further increased. In 2019, aquatic extruded materials accounted for 17%, and pellets accounted for 83%. Although most of the bulk freshwater fish farming in China is still based on pellet feeding, in recent years, with the gradual upgrading of China's feed product structure, the proportion of puffed materials will gradually increase.
Mi Haifeng, general manager of Pushui Line Products, and Wei Xiong, general manager of Shashi Tongwei Marketing Company, visited the terminal to follow up the breeding effect, and the technology and market were efficiently linked
Aquatic Frontiers: What major changes do you think will occur in the general water market in the next three to five years?
Mi Haifeng: First, Tongwei's "quality policy" leadership and product line model will drive the overall improvement of the market feed quality of the general water industry; in the future, there will be more technical personnel with product management thinking to take up management positions, and the product line management of various companies and groups will also become a new development area.
Second, the high quality of freshwater fish will be the general trend in the future. With the upgrading of consumption, consumers pay more attention to the quality and flavor of aquatic products, and enterprises will pay more attention to the research and promotion of feed and breeding models that can improve the quality of conventional freshwater fish.
Third, the proportion of high-grade and functional products used in the general water market will be further improved, and the technical marketing model of product + model + service will gradually become the trend and mainstream.
【Keywords】:Tongwei shares feed aquaculture