Why do you have to defend 6 yuan corn?

01

Unexpectedly, it was 2022, and the Internet had to quarrel with prices.

The origin of the matter was September 18. During the live broadcast of Simba, the selection of corn in the East was too high.

"I am the son of farmers. The corn out of the ground is 7 cents and one spike, and after a poem of a certain choice, one spike of corn sells more than 6 yuan for more than 6 yuan to mourn your conscience." Has the farmers fishing for money? "

Simba quickly "apologized" to Dongfang selection and Dong Yuhui in the live broadcast. Suitable."

Fans were launched and began to "patrol" in the live broadcast room of various agricultural products. Needless to say, corn pricing is higher than 7 cents, and it will be identified as black heart.

Is Simba really right? But the way is not appropriate?

Simba said 40%of the profit. The source should be the live broadcast business data released by New Oriental Online Financial Report, with revenue of 24.6 million yuan and a gross profit margin of 37.8%.

This gross profit margin is indeed relatively high. Simba's company is not listed. I don't know what the gross profit margin of Xinxuan Group sells goods. However, the two donkeys in the Internet broke the news in the live broadcast that Simba's company could sell more than 30 billion yuan a year, with a profit margin of 10 %. On the trembling and fast dual platforms, they are on the head of the head (tabbing with the parent company on Saturday). In the research report, Caitong Securities expects that its gross profit in the next three years will be about 23%.

However, it cannot be said that this gross profit margin is obtained by squeezing farmers. In order to choose the procurement price, Dong Yuhui responded that the cost of ears of raw corn sold by himself was 2 yuan, and the purchase price was relatively high. He also said that most corn is not used for people, it is used to raise livestock, so the price is indeed 4 or 5 cents.

Although in the past few years, there have been "stubborn users to make the industry chain" in multiple industries. However, a person who sells his hometown specialty in Douyin said that this situation has not yet occurred in agricultural products, but various platforms have subsidy measures for agricultural products.

The five -Chang Sister "Liu Meina" on Douyin said in a short video that the cost of high -quality corn is also higher. The cost of root corn is 1 piece 7. "" I don't worry about selling things worth selling. You can buy it at a low price and purchase a large amount of acquisition. This is not called helping farmers.

Sister Wuchang posted this video because her live broadcast review area has been captured. Hundreds of negative comments, "Your corn does not sell for a thousand dollars."

New Oriental Online CFO Yin Qiang said in the conference call that the reason for the selection of high gross profit in the East is that the first is that there is no need to buy traffic, saving market costs; second, there is no need to divide the anchor.

Moreover, high gross profit margins can not make money. In the video, Li Guoqing, who claims to have studied agricultural product e -commerce, analyzes the cost composition of corn: a corn walks from cornfields to the table, with a cost of 25% loss, 10% logistics, 50% backlog (agricultural and sideline products are corrupt and deteriorated. Wait for loss) and so on.

02

Fresh is an important basis for measuring the development of a local retail industry. For more than a decade of development of e -commerce, compared with industrial products, the online rate of fresh retail has been difficult to get through. The crux is that the seasonal fluctuations in fresh products, high logistics transportation requirements, and long circulation links and complicated.

Taking tomatoes as an example, from time to time on social media, the topic of "why tomatoes are not delicious when they were young". Behind this problem is the portrait of China's agricultural product supply chain in the past two or two decades.

The tomato that was eaten as a child was "the tomato flavor", the main reason was that the circulation of agricultural products at that time was more limited by the region. Local tomatoes were sold locally. As a result, the tomato was also picking late, with high maturity and rich taste.

With the deepening of tomato planting, the level of logistics increases, the sales and circulation of crops are wider. In the process of planting and screening, farmers are more preferential to choose a variety of transportation resistance and pick them in advance. So I experienced the affordable tomato of the farmers-agricultural distribution cooperative-first-level and two wholesalers-platform (supermarket) buyer-Consumer dining process. Basic demand for dishes.

Don't underestimate the basic level of "a big full and full selling". It is necessary to meet the needs of Chinese consumers for fresh fruits and vegetables all year round, which requires the entire supply chain and consumer terminal to cooperate highly efficiently.

Tomato is also the key category of attention in recent years

There are many fresh products in my country, scattered regional distribution, and obvious seasonality. In the first half of the year, the southern fruits are the main origin, and the main producing areas are distributed in Guangdong, Fujian, Hainan and other places; the north of the second half of the year is mainly fruit, and the main producing area is located in Shandong, Shaanxi, and Hebei.

According to a fresh and fresh platform in the Beijing-Tianjin area, a single parity tomato must look at the timetable. From January to March, the source of Yunnan Yuanmou, Sichuan Panzhi Flower Source, March to May, Hebei Chengde and Raoyang, Shandong Province supply 8 In -December, Chifeng, Inner Mongolia, keeps pace with the whole year.

Fresh quality is improved and optimized in terms of terminal consumption upgrade.

At the same time, if consumers have the needs of eating tomatoes raw, they can also buy sweet and sour "taste tomatoes" at the prices of major fresh platforms and supermarkets such as Hema and Meituan at a price of double or even five times. People's consumer demand is becoming more and more diverse, forcing the businesses to grow up to the upstream breeding (although the feedback is long) also provides more diversified agricultural products. A fresh e -commerce company responsible for agricultural products told the 20th agency that the daily sales of cheap tomatoes and taste tomatoes accounted for 80% and 20%, respectively.

Just like the oriental selection corn and impermanent rice on the cusp of the wind and waves, these agricultural products that enjoy premiums with premiums compared to high -priced goods are higher. The number of agricultural products require more accurate channels to reach target users.

People in their hometown in fourth and fifth -tier cities should have this experience. The prices of some freshness are often more expensive than first- and second -tier cities, especially those who are not produced in local agricultural products and fresh. The core problem behind this is the length of the supply chain and the comprehensive cost of the supply chain.

People always say "to help farmers", but you can't think of farmers as a split existence from the entire circulation supply chain. The reasonable supply chain system is to allow farmers to sell goods at the right price, and the subsequent supply chain links can also make money to form a sustainable ecology. Normal business is the biggest charity. What the farmers need are not a hammer to disturb the system.

Several major fresh e -commerce innovation models that have been in full swing in the past few years include the front warehouse, warehouse store integration, and community group purchase. Several major ideas are the links of cutting dealers in direct reaches, and the convenience of consumption convenience at the terminal. Experience and so on. According to the expectations of the founders and investors, these cut -off intermediate links can give consumers and let consumers get more cheap potato cabbage.

But people's expectations for this transformation are obviously too optimistic.

First, the "cheap strategy" is not sustainable, and there is always an end to burning money. Subsidies and low -priced are labels that cannot be opened by fresh e -commerce. In order to compete with physical dishes and merchants, these platforms use the price lower than the total cost of the entire supply chain to attract users and cultivate consumption habits. This part of the benefit is the joint subsidy of the platform and dealers. One by one that is difficult to make hematopoietic and operate on its own, it falls in front of us. Does this have a real impact on the upstream agricultural production?

Second, people's vision of the transformation of traditional chains with too many arrogance, real practice found that the efficiency of traditional channels is not low. A fresh e -commerce company responsible for agricultural products told the 20th that the platform's participation in the upstream was very weak. Even in the procurement link, the most efficient thing was to connect the existing links in the fresh retail market- - Supply and marketing cooperatives or big dealers. If the platform wants to "upstream procurement" or engage in "customized agriculture", it is basically a thing that exceeds management capabilities and is too high to achieve.

In the era of burnling subsidies, the era of competition gradually passed. Whether it is new channels or old channels, whether it is traditional vegetable fields, supermarkets, fresh e -commerce companies, or recently in the Eastern selection room, it is time to compete.

03

From the perspective of long -term development, the reasonable significance of the existence of high -priced agricultural products may be in nature. In essence, it is consistent with the significance of high -priced cars, digital products, and even skin care products.

Behind the high price, it represents not only the brand premium and high -quality raw materials that people imagine, but also represent the successful commercial use of the latest scientific research results. Human beings can produce the products that can be produced within the current limit. Only such a high -end supply chain exists can new technologies continue to appear, and slowly eliminate to the low -end production lines, and realize the overall industry from production efficiency to product quality update.

The first is that only the new products are developed can the industrial chain upgrade. The most typical example is Tesla. Tesla realized a series of products in a series of products before building the current super factory.

One is the change in the architecture. The architecture of the electric vehicle is extremely simple. The chassis battery and rear wheels have motors, and the wiring is over. This makes the number of parts required for electric vehicles 30 % less than that of fuel vehicles. The second is integrated die casting, 171 body components, and only 2 can be replaced after integrated die casting. The cost, manpower, and material costs saved in the middle are far better than the cost required for the production of fuel vehicles.

Until now, Tesla can create a "super factory" that uses robots to achieve fully automated. In the factory, multiple giant robotic arms can not only complete precision work such as stamping, welding, riveting, and glue in the body. It can also complete a large amount of labor such as transportation and paint that requires a large amount of labor and potential danger to workers.

Tesla Super Factory

Therefore, Tesla's progress is not in the original production ideas, but re -designed new products with the thinking of producing electronic products, and what new production lines should be designed around this product. And all of this began in the first batch of 500 vehicles produced in 2009, which cost 200,000 US dollars (about 1.4 million yuan), to pay for it. X and Model S pay.

Until now, Teslai's Shanghai Super Factory can produce more than 750,000 cars each year, mainly Model 3 and Model Y. The price of the two most popular models is about 300,000. Secondly, only new products are invested in high -cost research and development, can new technologies continue to be updated and replaced by mass products.

A typical example is L'Oreal. Since the beginning of the last century, L'Oreal began to invest in anti -aging research. Researchers found that the upper part of the dermis layer was rich in glycosamine (GAGS), which has a great effect on the skin's firmness. After many years of attempts, it finally synthesized the synthesis that is most consistent with the structure of glycosamine (GAGS) and applied for a core patent, which is the "Bolute" that consumers are most concerned about the anti -aging active ingredients.

After that, L'Oreal put this ingredient into the brand's full price brand, such as the highest -end Hellena black bandage and Shuili cream of the product price band, which can enjoy 30% of the boson -due to the concentration of the solution; the price is slightly lower Hao La's white bandage cream concentration is 10%-20%. The most affordable L'Oreal Purple Iron Eye Cream Boli is less than 5%.

Consumers who like to use the most cutting -edge technology can withstand higher prices to use high -end products; consumers who only need to solve basic problems can still enjoy the results brought by scientific and technological research and development. This is the meaning of high -priced goods.

Moreover, from another perspective, if everyone can't make money, then the commercial system we depend on normal life will no longer exist.

Consumers love Costco, Pinduoduo, and gathering cost -effective, all have very straightforward truth -precise control of merchant prices, so that consumers seem to be able to buy cheap and incredible products. However, the development of business needs to make profits. From the perspective of business, it is necessary to market and expand reproduction, and to respond to economic fluctuations; however, fundamentally, it is necessary to drive people to work and work to gain a better life.

Apple is regarded as the world's best supply chain master, not because it can peel the profits of various companies on the supply chain, but it is precisely it can leave the profit for enterprises.

Apple is a typical representative of the brand premium. Although the first -generation celebrities such as Simba gathered traffic, most of them rely on simple and rude low prices and benefits. Of course, this live broadcast room is also valuable. But the platform cannot only have this model, otherwise everyone does not want to, the only products that can be survived in the end are the only sugar bird's nest?

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