Young leader entrepreneurs are the most active, innovative, intelligent and responsible main force in the industrial economy. They shoulder the important task of revitalizing agriculture through industry and promoting industrial transformation and upgrading. How can young leading entrepreneurs hold up the banner of their fathers and the healthy development of the industry, withstand the storm and create new glory? This has become a major issue for the sustainable development of China's livestock feed industry.

On December 12, at the 17th China Livestock Feed, Science and Technology and Economic High-Level Forum, the Young Leaders and Entrepreneurs Night Talk - Dream Relay Industry Development event was held in Shenzhen.

Lei Bo, Vice Chairman of Tieqi Lishi Group and President of the Emerging Business Division, had a night chat around the fire with young industry leaders and entrepreneurs to talk about how companies should adapt to the huge changes in the industry.

"In the future, we will build a Tesla in the agricultural, animal husbandry and food industry", "Let this industry have humanity, temperature and taste", "There are no agricultural products in my dictionary, I think as long as it is sold to Consumer goods are called consumer goods”, “break the user’s thinking in an all-round way and provide users with products that exceed their expectations”, “create the Chinese people’s own food safety confidence”...

During this long-term In the 50-minute personal speech, Lei Bo frequently expressed his golden words and passionately interpreted the inheritance and transformation of the industry.

01 I love my motherland! Love this industry!

In 1992, my father Lei Wenyong took 35,000 yuan and 6 people to create Tieqi Lishi. They started by making feed, and I also grew up as a "little iron" eating horseman feed.

"When I visited Huawei today, I heard many industry seniors mention that their children were unwilling to return home after going abroad, and they were unwilling to enter the agriculture and animal husbandry industry. I thought for a long time at the time, why did I Are you so enthusiastic to join this industry now?" Lei Bo said with emotion. She thinks this industry is actually very interesting. She loves this industry. In addition, her father's profound influence on her has given her a strong sense of family and country.

She said that she grew up in Mianyang from the time she was born until she went abroad to study at the age of 16, and she had deep feelings for this land. When she was 16 years old, she embarked on her way to study in the United States alone with several large bags of luggage.

Before she started studying in a foreign country, her father took her to do two things: to show off her hometown, to watch the national flag being raised in Tiananmen Square, to bring her affection for her "hometown" to the United States, and to put her love for the motherland aside. In the heart.

The most glorious moment abroad is not getting the IE, which is the most difficult to obtain in the world, or the honor of getting into higher education, but the hometown column on each of her honorary certificates. The one I went to was Mianyang. After completing two bachelor's degrees, he decided to return to China and serve his hometown!

After returning to China, Lei Bo had an in-depth discussion with his father about his future career direction. "Returning to the agriculture and animal husbandry industry was my original intention and my inevitable choice, but I thought at the time that if we could use Internet thinking to change the traditional agriculture and animal husbandry industry, there would be a more exciting future."

Therefore, in 2017, Leibo, who had just returned to China, chose to go to Shanghai and worked for two Internet companies, Yiwang and Dewu, to receive the influence of new thinking and then bring the new thinking back to the company. The working experience of these two companies made her feel the subversive and driving force of the Internet on an industry and even on Chinese companies. It opened her Internet thinking and allowed the new retail business model to sprout and grow in her mind.

After deconstruction and reconstruction, the Iron Rider wants to be the Tesla of the agriculture, animal husbandry and food industry

Why does everyone firmly believe that the entire industry chain is valuable for industry-side subversion?

Leibo believes that there is only one reason, because it can deliver the safest food to consumers' tables.

After establishing the Emerging Business Division in September 2019, Lehman Brothers did two things: Deconstruction and Reconstruction to reconstruct the structure of new operations, new mechanisms, and new talents. model; reconstruct the business innovation and business logic of early thinking, transform traditional thinking into consumer thinking, and fully shift from To B to walking on two legs. To B + To C are combined to establish the most direct connection with users. In this way, Tesla will be created in the agricultural, animal husbandry and food industry. The future Tesla will also be a digital technology + food enterprise.

Leibo believes that Tesla’s case can make us fully feel that high technology is humane and warm. Therefore, agricultural and animal husbandry enterprises should also think about how to use high technology to make this industry humane and possess warmth. Temperature and flavor.

If "breaking the inherent thinking and starting a new business" was the first thing Leibo did after returning to China, then the second thing she did was to establish a talent flow mechanism.

“Talent should flow like living water.

"She said that from the establishment of a new management team to the establishment of new iron teams and emerging business divisions, the age structure of the Iron Cavalry Team has been getting younger. It has introduced the world's top resources, invested in global talents, and cultivated a group of outstanding young people with outstanding abilities, so that Only when excellent talents are mobilized can the company be revitalized.

The average age of the team in the emerging business division is 25 years old. From the initial 3 people to the 300 people today, all of them are from the Z era and Y. 100% Internet natives of the era. In addition to local elites and international talents, there is also a special group - the second generation. Their parents fought with my father, and now their children have grown up. , also came back here to fight side by side with me, this is the passionate spirit of the Iron Cavalry Warriors

Leibo said that doing new retail is not O2O, but OMO (Online merging offline). , the boundary between online and offline disappears), further blurring the boundary between online and offline. We use online business to save consumers’ time, and use offline space to solve the problem of consumer experience. If I can summarize it in one sentence. What does my team do? Then use OMO to solve problems.

She believes that a full-scenario marketing loop is formed online and offline. For example, she saw a grass-growing video on Bilibili. You can buy it offline, or try it offline. If you are satisfied with the product, you can buy it online. In the new retail model, every detail and every area cannot be ignored.

Focus on consumers and break users’ thinking

“There are no agricultural products in my dictionary. I think anything sold to consumers is called consumer goods! "This is Lehbo's attitude towards agricultural products.

"Today's consumers are different from the past. If we want to satisfy consumers, our products must be personalized and have enough room for innovation. Leibo said that new retail has brought us a new business philosophy and model evolution, from To B to the current B2C, C2C, O2O, social e-commerce private domain traffic, and smart stores; technology evolution has allowed big data and blockchain The integration of new technologies such as chain and AI has made the entire industrial chain traceable; production and circulation have evolved, reverse production has forced the production end and supply chain to upgrade through C2F, allowing consumers to put forward demands, and factories to conduct targeted research and development to develop consumer products. Products you really need.

We build a new food retail system from the four dimensions of market, supply chain, channel, and product. Tieqi Lishi’s strategy is to be the leader of high-end food in China.

< p> “Consumer-centric, this is a saying that everyone knows, but few people can really achieve it. "We want to break users' thinking. What does breakthrough mean? You can't blindly understand the products consumers have used in the past. You must break users' thinking in an all-round way and provide users with products that exceed their expectations.

We will always want to Pursue to create more ultimate products and bring consumers the ultimate consumer experience, relying on technology platforms to create a global high-end D2C brand. What is a D2C brand? It means direct to consumer, directly from the supply chain to the consumer, and this type of product is sold. and changes in marketing methods, which can subvert the existing industry structure and bring about fundamental changes in the relationship between brands and consumers.

At present, the market share of Shengdi Lecun, a brand of Tieqi Lux, has reached 10%. 67.7% of the high-end egg category, but Leibo believes that it cannot stop there and must continuously improve the high-quality standards of Sundile Village eggs to provide consumers with better products.

Technology is needed to support everything. Tieqi Lishi uses technology to lead product innovation and safeguard food safety. Technology is the lifeblood of Tieqi Lishi. Based on Tieqi Lishi's corporate technology center "Feng Guangde Laboratory", the "Food Industry Research Institute" was established. , establishing "industry-university-research" cooperation platforms such as academician workstations, doctoral workstations, and joint laboratories with the Chinese Academy of Agricultural Sciences, China Agricultural University, Sichuan University, and Sichuan Agricultural University to use scientific and technological means to lead product innovation.

< p> Since 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 also integrates agricultural biotechnology and uses industrial data from the Internet of Things and AI to create a different technology platform. .

Leibo believes that products should be developed based on consumer insights. She gave an example that as a food company, when developing products, it should also consider and care about some special groups, such as pregnant women during pregnancy. Nutritional supplement, babies need supplementary food after 6 months, and the elderly should avoid eating high-cholesterol foods... Based on this need, it is developed from Omega-3 eggs fed with imported flaxseed.

Leibo believes that from product to brand, extending back is to grasp the entire scene, and even rise to the aesthetics of life.

Our Meiyuzi soft-boiled egg is a type of product born under the aesthetics of life. It is implanted into the life scenes of the target group: it solves the pain points of office workers with its ready-to-open bag, and solves the pain points of fitness people with its low-salt and low-calorie pain points, and improve the quality of life with good looks and delicious food. "We want to bring agricultural products back to an art form, representing trends and fashion!"

She mentioned that as a company, we must win the favor of consumers with good quality and good products. Tieqi Lux works with consumers to create a journey of "thousands of people enter Tieqi Lux", builds a traffic factory, and displays the entire transparent industry chain to consumers, allowing consumers to see the truth, witness the quality from the source, and have a deep understanding of the products. Generate trust and identify with the brand.

Create Chinese people’s food safety confidence

On this year’s Double 11, Sundile Village ranked first in total sales of the entire fresh egg category on Tmall & JD.com, surpassing the third The combined sales volume of the second to fifth place won the "double crown"; Uncle Yang and Shu Laji products ranked first in sales in the pickled products category. Leibo believes that for products to achieve success, they must focus on consumer experience, deploy private domain traffic, enable social + community e-commerce models, start refined operations, create a one-stop solution platform for light luxury food, and create gourmet food Little Red Book in the world; establish a media matrix, trigger fission with decentralized communication, and build a full-link organization based on user experience.

Leibo proposed that digitalization is an innovation in marketing methods, and big data is an observatory for gaining insight into consumers. We must be good at capturing consumer data and studying consumer attributes. Based on this, Sundile Village High-quality Eggs has created its young brand - Chicken Story, focusing on subdividing categories, breaking the curse of children being afraid of eating eggs, and letting more young people understand that eggs are the most accessible thing around them. Natural nutritional supplements make contemporary young people pay more attention to health and set off a new trend of healthy eating.

In the future, the Internet + Internet of Things + big data + mechanical automation will bring huge changes to the industrial chain. The combination of technology and scene big data will be the core weapon for overtaking in corners in the food industry.

"New retail is our first stop, but it is not our final stop. Our purpose is to transform the entire industry, serve the entire industry, and create another iron knight in 3-5 years!" Leibo hopes , the entire industry can work together to create the Chinese people’s own food safety confidence!