65438+February 65438+February, at the 17th China High-level Forum on Animal Husbandry and Feed Technology and Economy, the night talk of young leaders and entrepreneurs-the dream of relay industry development was held in Shenzhen.
Lei Bo, vice chairman of Tieqi Lux Group and president of emerging business division, talked with young industry leaders and entrepreneurs at night about how enterprises should cope with the great changes in the industry.
"In the future, we will build a Tesla in the field of agriculture, animal husbandry and food", "make this industry human, warm and tasty", "I don't have agricultural products in my dictionary, so I think anything sold to consumers is called consumer goods", "break users' thinking in all directions, provide users with products that exceed expectations" and "create food safety and confidence belonging to China people".
In this 50-minute personal speech, Lei's sentences frequently appeared, and he expressed his feelings about the inheritance and change of the industry.
I love my motherland! Love this industry!
1992, my father, Lei Wenyong, took 35,000 yuan, and six people founded the Tieqi Lux. They started from feed, and I grew from snack iron riding lux feed to "small iron"
"When I visited Huawei today, I heard that many seniors in the industry mentioned that their children were unwilling to return to China when they went abroad and were unwilling to enter the agriculture and animal husbandry industry. I have been thinking for a long time, why am I so enthusiastic about going to this industry now? " Lei Bo said with emotion that she thinks this industry is actually very interesting. She loves this industry. In addition, her father's far-reaching influence also gave her a strong feeling of home and country.
She said that she grew up in Mianyang from birth until she went abroad to study at the age of 16, and she had deep feelings for this land. /kloc-when she was 0/6 years old, she took a few big bags and set foot on the road to study in the United States alone.
Before starting the road to study in a foreign country, her father took her to do two things: pretending to be her native land, watching the national flag raised in Tiananmen Square, and keeping her love for the motherland in her heart with her deep affection for the United States.
In the most glorious moment in a foreign country, it is not the most difficult IE in the world, nor the honor of entering a higher school, but the hometown column in each of her honorary certificates is filled in Mianyang. And after completing two bachelor's degrees, I resolutely decided to return to China to serve my hometown!
After returning home, Lei Bo and his father had an in-depth discussion on the future career direction. "Returning to the farming and animal husbandry industry was my original intention and my inevitable choice, but I thought at that time that if I could change the traditional farming and animal husbandry industry with Internet thinking, there would be a more exciting future."
So, in 20 17, Lei Bo, who had just returned to China, chose to go to Shanghai, and joined two Internet companies, Yiwang and Wu De, to accept new ideas and bring them back to the company. The working experience of these two companies made her feel the subversive power and driving force of the Internet to an industry and even to China enterprises, which opened her Internet thinking and made the new retail business model sprout and grow in her heart.
After deconstruction and reconstruction, Tieqi Lux wants to become Tesla in the field of agriculture, animal husbandry and food.
Why does everyone firmly believe that the entire industrial chain is valuable for the subversion of the industrial side?
Leibo thinks there is only one reason, because it can deliver the safest food to consumers' tables.
From 2065438 to September 2009, after the establishment of the new business department, Leibo did two things: deconstruction and reconstruction, and reconstructed the structural model of new business, new mechanism and new talents; Reconstruct the business innovation and business logic of pre-thinking, make the traditional thinking change to consumer thinking, change from To B to walking on two legs, and combine To B+To C to establish the most direct connection with users, thus creating Tesla in the field of agriculture, animal husbandry and food, and the future Tieqi Lux will also be a digital technology+food enterprise.
Lei Bo believes that Tesla's case can make us fully feel that high technology is human and temperature. Then, farming and animal husbandry enterprises should also think about how to make this industry human, temperature and taste through high technology.
If "breaking the inherent thinking and starting a new business" is the first thing that Lei Bo did after returning to China, then the second thing she did was to establish a talent flow mechanism.
"Talents should flow like living water." She said that from the establishment of a new management team to the establishment of a new iron team and emerging business units, the age structure of Tieqi Lux has become younger and younger. Only by introducing the world's top resources, investing in global talents, cultivating a group of outstanding young people with excellent abilities, and letting outstanding talents flow, can enterprises survive.
The average age of the team is 25 years old. From the first three people to the present 300 people, they are all Internet aborigines in Z era and Y era 100%. In addition to local elites and international talents, there is also a special group-the second generation of iron. Their parents fought with my father, and now their children have grown up and come back here to fight with me. This is the bloody spirit of the iron rider Lux.
Lei Bo said that the new retail is not O2O, but OMO (online merger offline, online and offline are fully integrated, and the boundaries between online and offline disappear), further blurring the boundaries between online and offline. We use online business to save consumers' time and offline space to solve consumers' experience problems. In a word, what do my team and I do? Then use OMO to solve things.
She believes that online and offline form a closed loop of full-scenario marketing. For example, if you see a video of planting grass, this product can be purchased offline, or you can buy it online when you try it offline. In the new retail model, every detail and every region can't be ignored.
Take the consumer as the center and break the user's thinking.
"There are no agricultural products in my dictionary. I think as long as it is sold to consumers, it is called consumer goods! " This is Leibo's attitude towards agricultural products.
"Today's consumers are different from the past. To satisfy consumers, our products must be personalized and have enough room for innovation. " Lei Bo said that the new retail has brought us a new business philosophy and model evolution, from To B to B2C, C2C, O2O, social e-commerce private domain traffic, and smart stores; Technological evolution integrates new technologies such as big data, blockchain and AI, making the whole industrial chain traceable; Production, circulation evolution, reverse production, through C2F, force the production end and supply chain to upgrade, let consumers put forward their needs, and factories do targeted research and development to develop products that consumers really need.
We build a new food retail system from four dimensions: market, supply chain, channel and product. The strategy of Tieqi Lux is to be the leader of high-end food in China.
"Taking consumers as the center is a well-known saying, but few people can really do it." We need to break the user's mind. What is breaking? We can't blindly understand the products used by consumers in the past, but break the user's thinking in all directions and provide users with products that exceed expectations.
We will always pursue to create more extreme products, bring the ultimate consumption experience to consumers, and build a global high-end D2C brand based on the technology platform. What is the D2C brand? That is, directly to consumers, directly from the supply chain to consumers. The transformation of sales and marketing methods of such products can subvert the existing industry structure and fundamentally change the relationship between brands and consumers.
At present, the market share of Tieqi Lux's brand Shengdile Village has accounted for 67.7% of high-end egg categories. However, Lei Bo believes that it is not enough to stop there. It is also necessary to continuously improve the quality standards of eggs in Shengle Village and provide better products for consumers.
Every product needs technology to support it. Tieqi Lux leads product innovation and defends food safety with technology, which is the lifeblood of Tieqi Lux. Based on Feng Guangde Laboratory of Tieqi Lux Enterprise Technology Center, the Food Industry Research Institute was established, and Industry-University-Research cooperation platform was established with China Academy of Agricultural Sciences, China Agricultural University, Sichuan University and Sichuan Agricultural University to lead product innovation by scientific and technological means.
Since the beginning of this year, the group has upgraded its R&D center to an innovation power center. In addition to traditional breeding, feed and food technology, it is also necessary to integrate agricultural biotechnology and use the industrial data of the Internet of Things AI to create a different technology platform.
Lei Bo believes that products should be developed based on insight into consumers. For example, she said that as a food company, we should also consider and care about some special people in product research and development, such as nutritional supplements for pregnant mothers during pregnancy, complementary food for babies after six months, high cholesterol food for the elderly, etc ... Based on this demand, Omega-3 eggs produced by imported flaxseed were developed.
Lei Bo believes that from product to brand, backward extension is a grasp of the whole scene, and even rises to the aesthetics of life. Our Meiyuzi warm-hearted egg is a product born under the aesthetics of life. Implanted into the life scene of the target population: it can solve the pain points of office workers in opening packages, solve the pain points of fitness people with low salt and low calorie, and improve the quality of life with high value and delicacy. "We want to bring agricultural products back to an art itself, representing the trend and fashion!"
She mentioned that as an enterprise, we should win the favor of consumers with good quality and good products. Tieqi Lux and consumers * * * build a journey of "ten thousand people enter Tieqi Lux", build a flowing water factory, show consumers a transparent whole industrial chain, let consumers witness it with their own eyes, witness the quality from the source, generate trust in products and identify with brands.
Build the confidence of China people in food safety.
This year's double 1 1, Shengdele Village is in Tmall &; The total sales of fresh eggs in JD.COM ranked first, surpassing the sum of the sales from the second place to the fifth place, and won the "double crown"; The products of Uncle Yang and Shu Laji rank first among the healing products. Lei Bo believes that in order to achieve results, products need to focus on consumer experience, lay out private domain traffic, enable social+community e-commerce mode, start refined operation, build a one-stop solution platform for luxury food, and build a small red book for the food industry; Establish a media matrix, generate fission through decentralized communication, and establish an organization that experiences the whole link with users.
Lei Bo pointed out that digitalization is the innovation of marketing means, and big data is a star-watching platform for insight into consumers. Be good at capturing consumer data and studying consumer attributes. Based on this, the high-quality eggs in Shengdele Village have created its young brand-the story of chicken, focusing on subdividing categories, breaking the curse of children's fear of eating eggs, letting more young people know that eggs are the most accessible natural nutritional supplement around them, making contemporary young people pay more attention to health and set off a new trend of healthy eating.
In the future, Internet plus Internet of Things+big data+mechanical automation will bring great changes to the industrial chain, and the combination of technology and scene big data will be the core weapon for overtaking in the food industry.
"New retail is our first stop, but it is not our destination. Our goal is to transform, serve the whole industry, and rebuild an iron rider in 3-5 years! " Leibo hopes that the whole industry can make joint efforts to build China people's own confidence in food safety!