Chen Nuo is a lecturer at the Party School of the County Committee of Shizhu Tujia Autonomous County, Chongqing.
Seven years ago, as a female college graduate, Yan resolutely gave up the opportunity to stay in school and chose to start her own business and go to the countryside to engage in business activities such as raising pigs and selling feed. The Benxiang Group she founded adopted the organizational form of "Company+Pig Association+Farmers". In just a few years, a large-scale commercial pig breeding base has been formed, forming a "feed production-pig breeding-management".
Therefore, this paper analyzes Yan Chenggong's thought of entrepreneurship and management, in order to inspire and benefit people in southeast Chongqing's ethnic areas to choose jobs scientifically, start their own businesses, innovate independently and promote the development of agricultural industrialization. Notice 1: change the concept of choosing a job and do what suits you best; Announcement 2: the elements of successful entrepreneurship: goal, cost, profit and soul capital; Announcement 3: Do a good job in industrial development planning, adjust measures to local conditions, cultivate and improve the agricultural leading industrial system with local characteristics, make leading enterprises bigger and stronger, and establish and improve the social intermediary service system.
I. Case introduction
Yan was born in the rural area of zhouzhi county, Shaanxi Province, and just in his early 30s this year. Seven years ago, as a female college graduate, she resolutely gave up the opportunity to stay in school and chose to start her own business, and went to the countryside to engage in business activities such as raising pigs and selling feed. Now, she has become the chairman of Benxiang Agricultural Industry Group with tens of millions of assets.
In May of 200 1 year, Yan began to raise pigs. In just a few years, a large-scale commercial pig breeding base has been formed, and an integrated business model of "feed production-breeding pigs-commercial pig breeding-pork deep processing-pork food chain monopoly" has been formed. Yan is not only skilled in raising pigs, but also has a unique business strategy and solid professional knowledge. The company she leads not only produces pollution-free pig feed, but also has its own breeding base and breeding base for breeding pigs. Her breeding pig is an excellent new breed of lean pig introduced from Belgium, and also an excellent breeding pig introduced from China. It is the first mating line of China pigs, and is known as "the king of lean pigs in China". She not only built a modern slaughtering, cooling and cutting production line, but also introduced sophisticated testing instruments, which extended the "assured meat" from no water injection and no disease to the standard of no drug residue and no heavy metal pollution, so that ordinary people could eat more safely.
The group founded by Yan adopts the organizational form of "Company+Pig Association+Farmers". Although the group has only 150 employees, there are more than 3,000 farmers and pig farmers under its "authority". Among them, large pig farmers 150 or more. In fact, these farmers are just like their employees. The company not only provides feed and piglets to farmers, but also buys fat pigs raised by farmers according to the contract. In addition, pig farmers are equipped with veterinarians to provide services such as disease prevention and technical training to solve all the problems that farmers are worried about. Since its establishment, the company has trained more than 6,000 pig farmers. Farmers who participate in the training can get subsidies every time 10 yuan. If they pass the exam, they can also get rewards such as medicines, needles and technical materials. This alone, Benxiang Group spent hundreds of thousands of yuan.
Now Yan has become the most trusted and welcome person of the villagers. In the past six years, relying on pig raising and related industries, she started from a feed sales department founded by 30,000 yuan, and has now developed into a group with four subsidiaries and 150 commercial pig breeding bases. Yan also changed from a college student to the chairman of a company with tens of millions of assets. Her enterprise has an annual feed processing capacity of 30,000 tons, and an animal husbandry company produces 1 10,000 pigs a year, leading more than 3,000 farmers to raise pigs with her, producing about 500,000 pigs a year, building a modern pork slaughter line for export to EU standards, producing 500,000 pigs a year, and opening more than 30 butcher shop chains in Xi 'an and Yangling. The industrial scale of her own group is still expanding.
Second, the case analysis
As one of the two wings of the municipality directly under the central government to coordinate urban and rural development, our ethnic areas in southeast Chongqing have always had a weak economic foundation, a poor industrial foundation, a late start, a small scale and a low scientific and technological content. Agriculture is also dominated by the traditional grain and pig structure, and the foundation of agricultural industrialization is weak. In terms of development ideas and direction, the situation in several districts and counties in our district is basically the same, mainly the construction and development of energy and resource-based enterprises, agricultural industrialization and smokeless industry (eco-tourism with national cultural customs as the core). These development ideas are market-oriented, tailored to local conditions, and have a clear direction, but the results in their old agricultural fields are not obvious. On the whole, agricultural industrialization is still in a relatively low stage, with small radiation area and poor benefits. Therefore, this paper analyzes Yan Chenggong's thoughts on entrepreneurship and management, in order to encourage people to choose their jobs scientifically, start their own businesses and innovate independently, and promote the development of agricultural industrialization in southeastern Chongqing.
(1) Change the concept of choosing a job and do what suits you best.
At present, China is facing enormous employment pressure, especially in the employment of college graduates. Although the state has introduced many policies and measures to promote employment, many college students have not been successfully employed. The main reason for this situation is the difficulty of structural employment, also known as structural unemployment. There is a relative surplus of talents, a relatively large population, a lack of high-tech talents and an excessive number of ordinary talents, and the employment pressure is very great. In addition to the above objective reasons, people also have some subjective problems in employment and job selection. For example, many college students' employment requirements are unrealistic, picky, well-paid, relaxed, dignified and stable. Otherwise, they would rather stay at home and be raised by their parents than find a job in a down-to-earth way. In recent years, the craze for postgraduate entrance examination and the craze for civil servants to apply for exams reflect this job-hunting mentality to some extent. Last year, the central state organs openly recruited civil servants for the whole country, with 800,000 applicants and 500,000 people passing the qualification examination. The average proportion of applicants is nearly 50: 1, and the competition ratio of positions with the highest proportion is as high as 2 187: 1 ... Some people think that these figures show that the recruitment of civil servants has become one of the most competitive examinations in China today, and thousands of troops have passed the competition. There are also some laid-off workers in their forties and fifties who would rather eat subsistence allowances at home and play mahjong for one yuan and two yuan than do some so-called shameful work.
These wrong ideas and behaviors in people's job selection have increased the pressure of employment and re-employment in China, and also increased the financial burden of the government in social security. Therefore, in recent years, the state has continuously introduced policies to encourage people to start businesses, especially many specific preferential policies have been introduced in various places to encourage young students to embark on the road of starting businesses after graduation. So why should the state encourage self-employment? Because entrepreneurship is an inevitable requirement for developing market economy, entrepreneurship not only solves the employment problem of individuals, but also attracts more people to work, which can better meet the needs of social products and services. Yan's successful entrepreneurship is a good proof.
Looking back on several years of entrepreneurial experience, she told reporters that she had found a useful place, and the more she worked, the more energetic she became, and the more confident she became. "My entrepreneurship proves that college students have a wide range of employment opportunities. I don't think there is anything wrong with young female college students raising pigs. I am very happy to let so many farmers raise pigs to get rich and let so many ordinary people eat assured meat! "
(B) the elements of entrepreneurial success
Speaking of starting a business, it is not accepted by most people in our developing country. More interestingly, we can often see that many laid-off workers and some people released from two prisons are forced to find their own way out because they can't find jobs, but they have achieved something. These people lack scientific argumentation and experience, so what is the secret of their success?
My personal opinion analysis is as follows:
1. goals, they often have no specific goals at the beginning, just want to "eat enough".
2. Cost, they generally choose industries with low thresholds, and the cost is very small. This cost problem is very complicated, including all kinds of costs.
3. Profit, this industry is inconspicuous, but the profit accounting is very high, and sometimes it is profiteering.
From a professional point of view, a project often has to go through various textual research, step by step, and combine theory with practice. This method is scientific, there is no doubt in itself, but I think many projects pay attention to the project itself and ignore the human factor. Who will develop the project and who will manage it? These people seem to make mistakes when starting a business, but their success has followed many scientific methods intentionally or unintentionally, although they may not understand it systematically from the theoretical point of view. The first thing they should consider is whether they are competent and have the ability to engage in this industry. Like many projects, they don't think too much about the industry itself and lack scientific argumentation. The industry itself is the best to distinguish, profit level, cost and expenses can be calculated by simple accounting, but people are uncertain, changeable and difficult to grasp! It is usually the person who manages the project who leads to failure!
In my opinion, the first thing to succeed in starting a business is to find the right talents. If necessary, we can use one group of people in the start-up period and another group in the check-in period. The erudition of leaders is important, but the courage is more important in starting a business. Never start a business when you shrink from difficulties, because starting a business is a process of struggling with all kinds of difficulties! Have a certain degree of foresight, so as not to be blind, go far, and avoid short-term follow-up and long-term losses! It is best to have some professional knowledge.
Goals are also very important, and some companies set unrealistic goals, even ridiculous to deceive themselves! For example, how many people live in China, how many people use this product, multiplied by the profit, is how much income! This can only be analyzed in this way when it comes to industry monopoly! In my opinion, when starting a business, the goal should not be too high, and survival is the basic goal you should set. As the big businessman said, the boss should consider how to survive in adversity, not how to develop in prosperity! In short, the goal should be reasonable and realistic!
Positioning! This is a sharp weapon for you to compete with other enterprises in the industry, and you can't lack it! If you haven't decided yet, don't start a business, because you have no vision! The price war is because the positioning is not in place, resulting in the homogenization of products or services, so we have to compete on the price. Although the price war exists more or less in reality, you should not use it as an excuse to compete. If you sell "gold", you can't compare with "silver"! This is a question of consumption order. Losing customers is normal, but retaining customers is failure!
Looking back on Yan's entrepreneurial process, I found the following characteristics:
1. The entry threshold is low. Yan studied animal husbandry and veterinary medicine in college. She borrowed money to complete her college education. After graduation, she wants to use her professional knowledge to change the economic situation of herself, her family and the people around her. Her entry industry is to open a small salesroom selling feed and veterinary drugs.
2. Establish credibility and operate properly. She also sells feed and veterinary drugs. She sells low-priced and high-quality services, especially outreach services. She actively provides customers with the purchase and sale prices of livestock and poultry around the world, helping customers to contact business. Therefore, she has established a good reputation among customers and has many repeat customers.
3. Seize the opportunity and expand the field. When she accumulates a certain amount, she will try to make a feed formula herself and sell her feed through a single sales process.
4. Slow and steady, open up the market. When developing her own feed market, she didn't blindly expand, but did it from point to area, one village to one village. In the next two years, her feed was gradually accepted by farmers in Shaanxi Province and surrounding provinces and cities, and the enterprise also went to a higher level and made a lot of money.
5. When encountering difficulties, be calm, study hard and deal with them calmly. 200 1 10 pig prices fell to a low point, and feed could not be sold. Under such circumstances, instead of changing careers, she went deep into farmers' homes and lived with them. After three months of careful investigation, she established a new development idea.
6. Ideas determine the way out. After suffering the setback of falling pig price, after investigation, she decided to make safe feed and improved pigs, and led farmers to raise commercial pigs and then buy them back for processing and sales. The purchase price was higher than 10% to 15%, which really benefited farmers and made money. Such a complete operation mode of pig industry chain is clearly formed in her mind. She is determined to make this demonstration project of organic and safe pork industrialization a success.
1. Independent innovation, be an industry model. While improving her own pig industry chain, she actively explored the establishment of pollution-free breeding standards.
2. Soul capital (do one thing well in your life). The following is Yan's conversation when interviewed by a reporter: Reporter: What do you think is the most beneficial thing for you to get to today step by step? For example, professional counterparts, you are an expert, or you have a business mind, or something that others can't see at a glance. Yan: I think it seems to have everything. I think it is also a good time and place for people to do things. I feel like it's all on me. But I think the most important thing is that when you invest, it is not a kind of capital, it is a kind of soul capital. My understanding of soul capital is that you devote yourself wholeheartedly, because I have never been distracted in recent years and have been concentrating on this matter. I feel that no matter what you do, start a business, choose a major, or work in any field, you can't be superficial, which major is hot and which industry makes money, but you should like it from your heart and be willing to devote your life and all your life to it and contribute to it. I think this is very important.
(C) Enlightenment to the development of agricultural industrialization in ethnic minority areas in southeastern Chongqing
1. Cultivate and improve the agricultural leading industrial system with local characteristics according to local conditions. Take Shizhu County, where the author is located, as an example, most areas of the county are still in the traditional dual structure of grain and pig, with a single variety of agricultural products and low output rate. In recent years, through efforts, some bases and demonstration parks have been established and some leading enterprises have been founded, but overall, they are still in a relatively low stage, with little radiation and poor benefits. At present, Shizhu county has established the development idea of agricultural industry with characteristics of "vegetable", "medicine" and "livestock". It should be said that the direction of this idea is correct. The key is not to cover everything, but to give full play to the advantageous industries and become bigger and stronger.
2. Make the leading enterprises bigger and stronger, and realize the complete link of the whole industrial chain of agricultural products. Leading enterprises play an important role in agricultural industrialization. Leading enterprises with scientific management concept, advanced equipment and high technical level can enhance their competitiveness, realize multiple transformation and appreciation of agricultural products and realize market realization, thus smoothly promoting industrialization. Yan's group started from the top of the pig industry chain, from the production of feed, breeding, breeding, procurement, slaughter and processing, and finally sold and exported in its own pork chain stores, registered brands, and formulated pollution-free breeding standards, completely covering the entire industrial chain of the organic and safe pork industry. This is really worth pondering and learning from when our region develops its own industry.
3 leading enterprises should help establish and improve the social intermediary service system. It is necessary to help establish a good industrial association, so that it can truly become a link and bridge to help farmers enter the market and connect farmers with the market, help farmers quickly understand production technology information and market demand information, avoid market risks, and improve agricultural efficiency. Form a "benefit * * * and farmers, and more risks are borne by themselves". Only in this way can an industry gain heartfelt recognition from farmers and enhance its ability to resist risks. From Yan's successful experience, we can see that the relationship between her group and farmers has really reached the level of fish and water, which is by no means a simple, short-term and cold market behavior, which is also in line with China's traditional culture and national conditions.
4. The government should make plans and rules for industrial development, and be a good judge, coordinator and waiter. In the implementation of the strategy of agricultural industrialization, the government should not interfere at will, but should be persuasive, rational, emotional and exemplary, vigorously support, organize and coordinate, and track services to promote the healthy, sustained and rapid development of the industry. We can't use administrative orders to force farmers to do things they don't want to do. When Yan first went to teach villagers to raise commercial pigs scientifically, he also encountered the incomprehension and uncooperative attitude of the vast majority of villagers. She didn't ask the local government agencies to use administrative resources to help, but after careful investigation and analysis, she took appropriate measures to publicize and support the demonstration households, so that the demonstration households really played a role in driving the demonstration, thus successfully solving the problem of farmers' uncooperative, making the industrial development popular, conforming to public opinion and realizing the benign development of the industry.