“天子食太牢,牛羊豕三牲俱全,诸侯食牛,卿食羊,大夫食豕,士食鱼炙,庶人食菜。”
在很长的历史阶段,人们都是以牛羊肉为高大上的肉类,吃牛吃羊是尊贵阶层的专利,这种饮食习惯直到今天仍影响着市场的物价。
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牛羊肉作为相对高端的肉食需求,就导致牛羊肉行业体量与猪鸡鸭相距甚远(牛羊肉行业体量较大的大庄园和皓月年营业额在55亿左右,而猪鸡鸭行业的温氏集团和新希望六和营业额分别达到了749亿和820亿)。据统计,中国肉类消费结构中,猪肉占56%,家禽类占29%,牛肉、羊肉分别占8%和5%。
行业现状
而且,牛羊肉行业集中度低,现阶段属于典型的分散型行业,造成行业分散的原因在于:
1、市场环境不规范,私屠乱宰,注水肉横行,市场价格又受到进口肉和走私肉的影响;
2、品种繁育、养殖育肥、疫情防疫,基因改良等技术水平低下,产业链相关产业成熟度低。禁牧还草、饲草、大豆、玉米、人工等价格上涨造成成本上涨,最终导致利润受损;
3、牛羊肉产业链长,周期长,占地面积大,固定资产投资大,占用资金量大,也没有形成规模效益,导致成本居高不下。金融资本是逐利的,这个行业不受投资人青睐,无法吸引大的资本进入这个行业。没有资本的推动,企业发展缓慢,发展后劲不足,融资成本过高造成利润进一步受损。这也是现阶段牛羊肉行业没有上市公司的根本原因。
先行建议
在分散性行业中,如果根本问题没有得以解决,冒进的进行产业扩张和品牌投入,往往会使企业陷入财务危机。在此情况下,先行品牌结合多年行业经验,给牛羊肉行业提出了3点经营建议和3点品牌建议,并结合案例为大家提供参考展示。
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关于经营建议
1、 降本增效。现阶段凡是运营状况良好的牛羊肉企业,都是通过精细化运营,提升运营效益和产品品质实现的。在行业整体利润较低的情况下,粗狂式的管理运营风格,往往会使企业损耗加重,成本增加,导致企业竞争力不足。
2、 深耕渠道。牛羊肉行业目前属于典型的渠道生意,渠道的掌控力是企业的生死命门。货发的出去,钱收的回来,企业才有现金流进行运转。在牛羊肉行业中,现金流充裕且周转效率高的企业才会在竞争中胜出。
3、 持续创新。熊彼特在创新利润原理中指出,企业没有利润是常态,所获得的维持企业继续生产经营的利润,不是利润,只是社会付给企业承担社会分工的管理者工资。企业只有创新,才能获得利润。牛羊肉行业现在急需对产业、工艺和产品的创新。难走的的路才有机会!
关于品牌建议
1、 提升行业影响力。不要试图打造C端品牌,而是要聚焦行业,聚焦区域打造企业影响力。通过参加行业展会,完善厂区形象,举办经销商大会等形式拓展行业渠道资源,只要在行业中形成知名度,就会获得经销商的青睐,政府部门的关注(但要克制)。
2、 打造消费端产品。针对特定渠道中的精准消费需求开发产品,依托渠道经营消费人群(电商、KA、生鲜店、菜市场),打造渠道端的产品品牌,这是现阶段牛羊肉企业打造品牌的重要方式。只有让消费者长期稳定的购买企业产品,消费者心智中才会形成品牌。
3、 树立餐饮端优势。牛羊肉行业的精分割产品和调理预制产品主要供应于餐饮端,随着中国餐饮连锁品牌的崛起,标准化、预制化的产品将迎来蓬勃发展,工厂将承担更多的预制加工环节。未来,牛羊肉企业的核心竞争力将围绕产品研发和服务能力展开,企业的高新技术化将成为趋势。
小肥羊肉业
内蒙古锡林浩特市经济开发区
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呼伦贝尔肉业集团
呼伦贝尔市阿荣旗
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草原鑫河
内蒙古巴彦淖尔市临河区
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蒙都羊业
内蒙古赤峰市翁牛特旗
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额尔敦羊业
内蒙古呼和浩特市新城区
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东方万旗
内蒙古赤峰市宁城县
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美洋洋
内蒙古巴彦淖尔市经济开发区
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蒙犇畜牧
内蒙古兴安盟乌兰浩特
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天牧甄
内蒙古兴安盟扎赉特旗
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鑫枫牧业蒙多
辽宁省朝阳市建平县
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蒙鑫伊族
内蒙古巴彦淖尔市临河区
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牧王
内蒙古自治区呼和浩特市赛罕区
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溯源滩羊
宁夏回族自治区吴忠市盐池县
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阿骨羊
黑龙江省大庆市肇州县
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羊把式
内蒙古自治区鄂尔多斯市杭锦旗
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羊小安
内蒙古鄂尔多斯市杭锦旗
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伊传食
内蒙古自治区锡林郭勒盟锡林浩特市
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有知羊
内蒙古自治区巴彦淖尔市临河区
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