two thousand and eighteen On May 18, 2005, Ms. Fu Fang, chairman of Shengnong group, accepted the exclusive interview invitation of the program "Chinese managers" of China first finance and economics. As a saint Nong person, she presented the story behind the whole industrial chain, the profound strength of six industries and the growth of enterprises in front of the national audience.
CBN is the most influential and complete financial media platform in China. Its "China Manager" column is the trump card entrepreneur interview column of first finance and economics. The former hosts include Fang Hongjin, Wu Xiaobo, Luo Zhenyu and other well-known media people. He has visited domestic entrepreneurs such as Liu Chuanzhi, Ma Huateng, Zong Qinghou, Liu Yonghao, Guo Guangchang, Li Yanhong and other domestic entrepreneurs to pursue China The pace of economic development records the general trend of economic development from the perspective of entrepreneurs.
The 35 year development history of Shengnong group can be seen as the epitome of the whole industry: it has not only built the whole industry chain of "self breeding and self slaughtering" broilers and six major industries that go hand in hand, but also strides forward to the strategic highland of whole food in the new era of enterprise development, becoming one of the representatives of domestic food enterprises - this is also the reason why the program invited chairman Fu Fang to participate in the interview. As the helmsman of 16 billion enterprises, chairman Fu Fang put forward his professional views on the sustainable development of the industry, taking the current situation of the industry as the topic in the program.
The development process of Shengnong is the development process of white feather broiler in China
Host: the industry of Shengnong group actually started from raising chickens. At present, it has developed into a completely closed whole industry chain of "self breeding, self feeding and self slaughtering". Why is there such an evolution?
Fu Fang: Shengnong was founded by my father 35 years ago. In fact, this long 35 years can be seen as a process of the development of white feather broiler in China. Shengnong's efforts to build the whole broiler industry chain were not the choice of strategic decision at first, but the living environment forced us to do so. Now looking back, the whole industrial chain has indeed brought us extraordinary positive impact - in the face of frequent food safety problems from the outside world, I think only such a model can truly ensure food safety. At present, Shengnong's whole industrial chain includes every step from the ancestral breeding of broilers to parent generation, commodity generation breeding, feed production, and broiler slaughtering and deep processing. From the source, there is no external intervention to ensure food safety.
Control everything from the source and ensure safety with the whole industrial chain
Host: in fact, the requirements of the breeding industry on the regional environment are quite high. Why did Shengnong choose the breeding project in Guangze County, Fujian Province?
Fu Xiangfang: Guangze is a special place for broiler breeding. First of all, Guangze has only 150000 people, covers a large area and has a forest coverage rate of 75%, which is like a natural barrier for broiler breeding. Secondly, we strictly implement the safety and professional breeding standards, and have established multiple breeding bases with an interval of more than three kilometers in each plant area. Each breeding plant must be built in a depression. Only in this way can we ensure that the bacteria will not spread from one plant to another. Broiler breeding is a kind of industry with high environmental requirements. Once cross pollution occurs, it will have a huge impact on the whole environment, resulting in sick broilers. When they are sick, they should take medicine, and eventually form a vicious circle. Relying on the geographical environment with superior luster and strict protection system of the farm, we have completely avoided cross pollution.
Host: from the source, everything is under the control of the enterprise?
Fu Fang: Yes, we are now from the ancestors of chickens to the parents' generation, commodity generation, and then to feed, slaughtering, and deep processing. All of them are completed by ourselves. There are no farmers joining in, and there is no factory to join in. This really ensures food safety. Some food safety problems that have occurred before are actually due to the fact that some bad things have been artificially added to animal feed in the process of rural breeding. This problem will not happen in Shengnong because we have not purchased it, and no one can release it.
To create Chinese white feather broiler provenance, the whole industry should make concerted efforts
Compere: what's the difference between the white feather broiler and the general broiler?
Fu Fang: that's a very good question. The first thing many people say to me is, "does your chicken have six wings?" This is often my first question to answer. In fact, the white feathered broilers we use are bred from eight breeds with excellent performance through continuous cross breeding. It's like hybrid rice. We always choose the best products: for example, we have the best disease resistance, the fastest growth rate, and the biggest breast All kinds of different breeds have different characteristics. White feathered broilers were bred after continuous hybridization.
Compere: is this the breed that you cultivate yourself?
Fu Fang Fang: No, at present, all the provenances in China are imported from abroad. We have no ability to cultivate them. If we want to solve the problem of provenance, we can't do it by ourselves. Therefore, the domestic white feather chicken production enterprises have set up an association called "white feather broiler alliance". I hope to promote the development of white feather chicken provenance in China with the help of enterprises and the government.
Facing consumption demand and developing consumption market
Host: some time ago, at the award ceremony of the new product awards of the food and beverage Innovation Forum in 2018, Shengnong's 4-degree fitness chicken breast won the "best food flavor Award". What kind of decision-making has been made from project development to facing consumers?
Fu Fang: 4 degrees is a product that we made together with our R & D colleagues last year. I am the product manager. As a woman with fitness habits, I think modern people need a product that can quickly solve the problem of weight loss and eating in the process of daily fitness. Therefore, from the product design to the presentation in front of consumers, 4 degrees are based on the demands of fitness crowd.
Host: now, what is the revenue share of Shengnong food in the whole group?
Fu Fang: actually, Shengnong development is only a one-off sale, which means that the ancestors sell to their parents and commodity agents. It is not included in the sales. Therefore, on the premise of only calculating the slaughter sales, the total amount last year was about 10 billion, and that of Shengnong food was more than 2 billion last year.
Speed up industrial upgrading to meet the challenges of the new era
Compere: for the agricultural sector, from talent to management is a very difficult thing, so what is the biggest challenge of Saint Nong in this respect?
Fu Fang: Shengnong is a group enterprise with the simultaneous development of six industries. We not only need to train slaughtering workers, but also need to train broiler breeders and food processing workers This is our biggest talent challenge. Therefore, we have set up a number of training departments to provide comprehensive training for employees.
Host: for the future of Saint Nong, where will the power point be?
Fu Fang Fang: first of all, we should solve the problem of increasingly scarce labor force. In recent years, we have been upgrading the industry and replacing manual work with equipment as much as possible. This is a very important thing that we are doing at present. Secondly, we have been doing intelligent production management. At present, the real-time temperature, real-time humidity, feed supply and fan operation of each chicken farm can be summarized to the management end in the form of data. In the next step, we will plan the construction of the Internet of things, connect the warehouses with the Internet of things, update the data in real time, carry out the work more efficiently, and further improve the efficiency of enterprise production and management.
Plan your time reasonably and balance work and life
Compere: you are the mother of two children. Now you have to manage the listed company. You have to expand from the food you are already good at to all other industries. How do you balance your time, your career and your life?
Fu Fang: I am a person who works in strict accordance with the schedule. At the beginning of each month, I will arrange the whole month's work plan properly and complete the daily work according to the plan. I will try my best to leave the weekend time for my family. I don't go out for social activities easily at night. I will spend all my time in a reasonable place.
At the end of the program, senior commentators are invited to speak highly of Shengnong group: the current is a very good era, and the general trend of consumption upgrading is an opportunity for the food industry. It is the original intention of the agricultural industry to seize such an opportunity to provide safe and high-quality food materials for Chinese consumers. I believe that Shengnong can adhere to the concept of "not losing trust", Don't forget the original intention and continue to provide us with better food.