The upcoming year 2014 is a very interesting year.

Perhaps for some veteran drivers, what left a deep impression this year was that the anti-pornography in a certain place made them understand what "Guan-style service" is, and they hated missing a man's paradise......

But this year, for ordinary people, there are many events that have a significant impact on their future lives, and they are also advancing in an orderly manner without their attention.

A series of key areas of reform, such as the construction of institutional style, the reform of the household registration system, the reform of the fiscal and taxation system, the reform of the examination and enrollment system, and the merger of pensions, have not been changed in the past, and have not been moved, so this year is also called the "first year" of comprehensively deepening reform!

The same is true for the agricultural sector.

The "model" of the soybean industry and the ginseng industry has made the national level face up to the agricultural development that has reached a critical transition period, the transformation of agriculture from "quantity" to "quality", and the structural contradictions caused by excessive development in the past.

In the third year of Jiagu's pilot research on the "new land reform" policy, a more detailed "Opinions on Guiding the Orderly Circulation of Rural Land Contracting and Management Rights to Develop Moderately Large-scale Agricultural Operations" was submitted to the Central Leading Group for Comprehensively Deepening Reform, which means that promoting the rational circulation of land and moderate-scale operations will receive greater support from the state.

Therefore, this year, when we talk about agriculture, we may find a lot of key words: blue ocean, huge scale, gold everywhere, the last virgin land, etc., the government, the media, capital, and enterprises have said that agriculture is fragrant and sweet, gold ingots.

In this regard, Qi Zheng just wanted to say that he only saw thieves eating meat, but not thieves being beaten.

History is always repeating itself.

A few years ago, after Jiagu became famous as an agricultural enterprise and became the first private enterprise in China, it also made a lot of capital red-eyed and frantically entered agriculture, hoping to cut a round of leeks in agriculture.

However, after a few years, some have withdrawn, some have sold at low prices, and some are still struggling to support.

From thousands of years of traditional agriculture to modern agriculture, brand agriculture, how can it be so easy to imitate?

No matter how advanced the technology is, it is impossible for agriculture to completely get rid of the fate of relying on "heaven" for food, and the integration and operation of the agricultural industrial chain is a huge and complicated project. The longer the battle line, the more links, the higher the cost, and the greater the probability of error.

In this context, the success of the Jiagu system depends on someone being open and patient.

Similar to pharmaceutical companies that do new drug development, patience is essential – if you can develop a new drug in 10 years, it will be fast. In the same way, ten years can revolutionize a category of agricultural products, almost perverted.

Yes, it has been almost ten years since Jiagu laid out the soybean industry and ginseng industry. In ten years, if you are another company, you can achieve the top three in the industry, which is already in line with expectations, and you can make world-class innovations, which can only be described as "metamorphosis".

But even if it's a pervert, it's ten years. Besides, people's patience is limited, and so are their pockets.

To tell the truth, Jiagu can hold on, and the stall is big enough.

Very simply, from the perspective of the industrial structure of the Jiagu system, although the planting industry has a large investment, it is the lowest in terms of return - except for the unrepresentative scarce resource of Xianming rice, even if it is precious ginseng, most of the premium created by Jiagu at the planting end is to share the profits for farmers.

This, of course, has created an unrivalled influence on Jiagu. However, if we really want to talk about the pillar of profit, we still have to rely on the food processing business, which is closely related to agriculture, to support half the sky.

Even in the United States, the food processing industry is a profitable industry. The annual profits of the food and beverage industry are even higher than those of the military, energy and other industries.

In the food processing business of the Jiagu system, there are two world-class food and beverage companies - Jiagu Dairy and Qingyuan Beer, many people who have seen the income structure of the Jiagu system say that if Jiagu concentrates all its resources on the food processing business, the volume of Jiagu will be at least twice as large as it is now.

But they all ignore that although the rate of return at the planting end is low, if there is no high-quality and high-price raw materials controlled by the planting end, how can Jiagu's food processing business have such a big competitive advantage?

He Changchuan, the person in charge of Qingyuan Beer, is well aware of this.

At Jiagu's year-end summary meeting, He Changchuan squeezed his eyes and said: "Although the reality is very cruel, thanks to the escort of the group, we still maintain stable growth this year......"

If there are peers who listen to it, it is estimated that they will curse: reality is cruel to us, yes, what cruelty is there to you.

Not to mention that in China, the average price of Qingyuan beer is at least one percent higher than that of local beer, and the sales volume is also far ahead of its peers.

What's even more amazing is its ability to make a profit. He Changchuan has built the company into a profit machine that almost no one can shake – profit margins are several times higher than those of other competitors.

The heads of many subsidiaries in the Jiagu system were also sad about their single-digit profit margins, and at the same time looked at He Changchuan expressionlessly pretending to beep: "Qingyuan Beer achieved sales of 14.1 million kiloliters in 2013, an increase of 8.3% year-on-year, operating income of 77.5 billion yuan, an increase of 5.4% year-on-year, revenue per hectoliter increased by 4.2%, and annual net profit of 9.6 billion yuan, an increase of 7.1% year-on-year......

This is already an unexpected return, but Qi Zheng is harsher than everyone: "The decline in growth rate is a bit obvious." ”

"You're right. He Changchuan smirked twice: "This is because our development in overseas markets has entered a bottleneck period. ”

After more than three years of precipitation, Qingyuan Beer has a very good reputation in Asia. Aside from the domestic base camp, in Southeast Asia and South Korea, Qingyuan Beer has conquered local consumers with its "Ice Source" series of beers with its own "ice-cold" effect.

But that's about it.

Because Jiagu cherishes the "Ice Source" hop broom, the "Ice Source" series of beers has been unanimously boycotted in other markets. The four major beer giants, such as AB InBev, South Africa Miller, Heineken and Carlsberg, have tacitly made efforts and do not want emerging giants to squeeze into their circle.

In markets outside of Asia, it is not a question of whether the beer sells well or not, but simply a matter of not being allowed to enter the market - under the activities of the four beer giants, the production license of the "Ice Source" series of beers in mature markets such as the United States and South America has been repeatedly delayed.

Qi Zheng knew about these conditions, but he still put forward higher requirements for He Changchuan: "It's boring to make money from Chinese people, you still have to make more money from foreigners." So, I make a request, you have to go out of Asia in 2014. ”

He Changchuan was dumbfounded.

Hey, boss, I know you have a good appetite, but we are almost retaliated against by our peers all over the world, how do we get out of Asia?

The heads of other subsidiaries also gloated at him and called you to scream.

He Changchuan thought about it, gritted his teeth and said: "BOSS, if we want to go out of Asia, we need at least an opportunity, and in a year, I can't be sure if we can complete the task." ”

"Will there be a chance? Qi Zheng smiled, but said no more, and motioned to the next person in charge of the subsidiary to continue to summarize.

Only He Changchuan was left scratching his ears and cheeks.

What is the opportunity for next year? When will it appear?

......