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互联网思维让企业实现“以销定产”

2017-08-14 08:13:18   中国青年网

□李钢本报记者宋晨曦

位于拜泉县的省级农业产业化龙头企业鸿翔亨利米业有限公司,在探索现代农业发展新模式上采用“OEM生产+电子商务、电子商务+实体店体验、打造自主电子商务平台”三步走营销战略,走上了一条“以销定产”的良性循环发展道路。公司董事长张洪利在接受记者采访时说:“为了满足高端合作商及消费者对高品质农作物的需求,我们对生产和基地进行了一系列相应的改造。比如基地内全部铺设光纤系统,满足用户与基地实时视频、交流及采集种植信息等要求;在生产上坚持不施化肥,不打农药,不喷除草剂,采用稻鸭共育方式生产有机水稻,等等。”

如果说保证农作物高品质是立企之本,那么利用互联网工具和互联网思维构建企业价值链则是强企之策。

2014年,鸿翔亨利米业将“O2O”商业模式植入企业发展理念,同步实施“OEM生产+电子商务”、“电子商务+实体店体验”、打造自主电子商务平台三步走发展战略,走上“以销定产”发展模式的探索之路。良好的生态和品质保证,当年就吸引广州帕斯婷商贸有限公司、深圳宜室宜家健康产业有限公司、国奥集团与公司合作,开展取长补短、强强联合的OEM生产合作。生产出的有机大米又借助这些合作大企业的品牌优势强势进驻淘宝、天猫等网络电商进行线上销售。鸿翔亨利由此获得“以销定产”的第一桶金。截至目前该模式已实现销售收入约4600万元。

2016年,在拜泉县政府的扶持下,鸿翔亨利米业正式与中石化集团签署战略合作协议,旗下品牌“易捷”成为国内唯一进驻中石化便利店销售的有机米和绿色杂粮;至此开启了从“田间”到“舌尖”的“电子商务+实体店体验”销售盛筵。北京京西区域中石化便利店曾一度出现脱销的火爆销售场面,公司产品也因之进驻到中石化集团网上旗舰店。据统计,仅今年上半年,中石化便利店和网上旗舰店就销售鸿翔亨利米业的产品793.96吨,实现销售收入1900余万元。

在“电子商务+实体店体验”销售方式取得突破之时,鸿翔亨利米业探索“以销定产”模式的第三部——打造自主电子商务平台也在如火如荼地进行。

登录到鸿翔亨利米业的网络销售平台,记者看到产品种类繁多、特点鲜明——鸭稻米、有机月子米、五谷杂粮等产品分类清晰、市场细分精准。电商部经理白春风对记者说:“通过网络营销,我们不仅能直接了解客户实际需求,及时调整销售策略,实现产品卖得好;还能依靠大数据指标统筹规划生产和加工,实现以销定产。”

“三步走”战略让鸿翔亨利米业闯出了互联网营销的新天地,更品尝到市场配置资源的甜头——由于互联网营销提升了企业和品牌的知名度,哈尔滨“马迭尔”、深圳“华南城”先后与公司达成“集团定制”销售协议。两家企业以均价28.80元/斤的价格分别定制了260亩、380亩有机鸭稻米。目前,公司与中航青岛疗养院的“集团定制”业务也已达成意向。

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