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The author:(作者)delv
published in(发表于) 2014/1/10 8:16:39
Big brother to the countryside “revolution“： Chu Orange， Liu Tao， Pan apples

Big brother to the countryside "revolution": Chu Orange, Liu Tao, Apple Pan-Chu Shi-Jian, LIU Chuanzhi, Pan shiyi, Chu Orange-IT information Big brother to the countryside "revolution": Chu Orange, Liu Tao, Pan apples

At the instigation of large companies, agriculture seems to have become more and more fashionable. Lenovo's selling a billion of investment in agriculture, Chu Orange, were full of anticipation by investors for new prospects for agriculture.

On December 11, 2013, which was held in Beijing "breaking and upgrading of modern agriculture" Forum, Mr Liu for many Kiwi cries, Minsheng Chairman Dong Wenbiao, Liu Yonghao, Chairman of new hope is highly boasted the tuna and pork.

At the instigation of these entrepreneurs, agricultural industries seems to have become more and more fashionable, if you stay away from agriculture are out.

In fact, many large companies have already invested heavily in agriculture. In July 2010, Lenovo's investment business has been established in the Ministry of agriculture. "LIU Chuanzhi, Chairman of legend holdings, concerned about food safety issues, the second half of 2009, our strategy team started working on, one year after discussions, our top management team Executive Committee decided to invest in agriculture, think it is business investment. "Legend's world said Chen Shaopeng, President of the group.

World group beginning in August 2012, has invested more than 1 billion yuan in high-end fruit such as blueberries, kiwifruit industry. Other companies are doing the same thing, such as Greentown modern agricultural development co is also about 6,000 acres of land in the second half of 2012, production of various agricultural products, livestock and poultry, rice, fruits and vegetables.

August 2013, Wal-investment manager-HP to some visits to the tea industry in menghai County of Yunnan province. Said Chen Shaopeng, Lenovo's tea for another agricultural area that is likely to be involved in the future, will be launched in 2014 at the earliest.

Chu Shi-Jian, LIU Chuanzhi, Pan shiyi, have launched their own fruit products--Chu Orange, Liu Tao, the Apple pan. (CFP/photo)

Agriculture "dividends"

Central first, in early 2013 and 18 plenary session just ended are encouraged and guided business capital to rural development for enterprise management of modern animal husbandry industry, to enter the modern agricultural factors of production and business models.

Policy signals released, investors see agriculture "dividend". Statistics, 2011 China's agricultural investment is 679.238 billion yuan, agricultural investment is 900.426 billion yuan in China in 2012 2013 as of November the Chinese agricultural investment to 1.0642 trillion yuan.

"Before capital in agriculture focus more on aquaculture, progressively liberalize the flow as the land, farming, also has the capital to enter, such as the Eastern bloc to develop increased raised nearly 5 billion construction of modern agricultural industrialization project. "Wang Qian, a researcher at guangfa securities, said.

Agricultural land has become a coveted objects of capital. "Large enterprise business marketing agricultural products, if they can withstand early losses, there will be rich rewards. "Beijing Orient agribusiness consultant company analyst Ma Wenfeng said, companies threshold for unified management of agricultural land, get a large area of land, you will make money.

Many pioneer agriculture fruit as the gateway to the first station, and quickly to be successful. Fruit and other agricultural products market in China has been dominated by small-scale farmers scattered planting, uncommon for well-known brands.

Chu Orange began on November 5, 2013: advance, less than a week, Chu Orange has sold 200 tons. This figure exceeded the sales of sites throughout 2012.

Orange is 85 years old, Chairman of the Hong Ta group before Chu Chu Shi-Jian took ten years to grow oranges, selling not only Chu Shi-Jian of Chu Orange twist in life, so many investors about prospects for new farm full of expectations.

Investment in agriculture, aquaculture, however, had never been involved in agricultural entrepreneurs, is not an easy thing to do. Ding announced that pigs five years later, "Ding pork" has yet to see traces. On December 4, 2013, NetEase on its pig-raising plan publicly responded by saying, "we did overestimate themselves also overestimated the problems faced in the pig, NetEase is really a whole new world of agriculture, complex supply chain management does not NetEase's strengths."

Jingdong Mall rice scheme, and is silent. Recently, an East Beijing employee of southern weekend said Jingdong grow rice only invested 500 acres, the output of rice is only for relatives, friends and staff.

The entire value chain transformation

Lenovo already cost a billion of agricultural investment, mergers and acquisitions funded from the legend. In October 2012, Lenovo acquired Qingdao Waring Blueberry fruit industry co., Ltd. Then, they used a year's time, invested 250 million yuan in Shandong, Liaoning, Sichuan, Hubei, with total built area of over 15,000 acres of Blueberry base scale.

By February 2013, Lenovo acquired in Chengdu, Sichuan in new agricultural science and technology limited company, transformed into China's largest Kiwi cultivation enterprise.

Two months later, their Chile acquired five growing enterprises. Thus, being worth in Shandong, Sichuan, Shaanxi, Henan, Hubei, Anhui and other places to set up large-scale Blueberry and Kiwi Demonstration Garden, with planting base in South America and Australia.

Wo to southern weekend said Chen Shaopeng, President of the group, "style of the Lenovo has been doing things quickly. "He believed that" integration "not every enterprise is suitable for this step, because it contains a number of challenges, but this is the company's advantage.

"We have just put money into, is unlikely to make money. "Chen Shaopeng says agricultural operating time of about 10 to 15, we should form a sustainable profit, takes about 10 years.

"Large fruit industry, health spending trends of consumers, there is great potential and, secondly, lack of brand fruit industry, Lenovo quick to seize our void. "Chen Shaopeng introduced.

"But maybe after 35, while competitive business model is strong enough, we will turn to be mainstream, popular products. "He said.

As represented by the Association of large capital common layout of the whole industry chain and marketing synergy, thus changing the traditional Chinese family farming patterns. This is capital for agriculture are the greatest change.

But other small investors looked to lock in the circulation of agricultural products marketing chain.

"We want to change the development model of agriculture. Through high quality buyers to affected producers, they grow better agricultural products to consumers. "Life network operations director Hu Haiqing told reporters.

大佬下乡闹“革命”：褚橙、柳桃、潘苹果 - 褚时健,柳传志,潘石屹,褚橙 - IT资讯
大佬下乡闹“革命”：褚橙、柳桃、潘苹果

在大公司的鼓动下，农业似乎已经成了越来越时髦的行业。联想十几亿农业投资、褚橙的热销，都让投资者对新农业的前景充满期待。

2013年12月11日，在北京召开的“现代农业的破局与升级”论坛上，柳传志为自家的猕猴桃叫卖，民生银行董事长董文标、新希望董事长刘永好则极力夸耀自己的金枪鱼和猪肉。

在这些企业家的鼓动下，农业似乎已经成了越来越时髦的行业，仿佛你不沾农业就落伍了。

事实上，很多大公司早已在农业领域投入重金。2010年7月，联想农业投资事业部就已正式成立。“联想控股董事长柳传志先生关注到食品安全问题，2009年下半年，我们的战略团队开始研究，讨论一年后，我们的最高管理团队执委会决定投资农业，认为这是有商业回报的投资。”联想控股的佳沃集团总裁陈绍鹏对记者说。

佳沃集团从2012年8月开始，先后投资十多亿元在蓝莓、猕猴桃等高端水果行业。其他公司也在做同一件事，如绿城现代农业开发有限公司也在2012年下半年圈下约6000亩土地，生产果蔬、水稻、畜禽在内的多种农产品。

2013年8月，佳沃投资部经理马力到云南省勐海县茶叶行业进行了一番考察。陈绍鹏对记者说，联想未来可能涉及的另一个农业投资领域就是茶叶，最早将在2014年启动。

褚时健、柳传志、潘石屹纷纷推出自己的水果产品——褚橙、柳桃、潘苹果。（CFP/图）

农业“红利”

2013年初的中央一号文件以及刚结束的十八届三中全会都鼓励和引导工商资本到农村发展适合企业化经营的现代种养业，向农业输入现代生产要素和经营模式。

政策释放出的信号，让投资者们看到了农业“红利”。国家统计局数据显示，2011年中国农业投资额为6792.38亿元；2012年中国农业投资额为9004.26亿元；2013年截至11月中国农业投资额为10642亿元。

“之前资本进入农业更多集中在养殖业，随着土地流转逐步放开，种植业也逐渐有资本进入，比如东方集团拟定增募资近50亿投建现代农业产业化项目。”广发证券研究员王乾说。

农地已成为资本觊觎的对象。“大型企业经营市场化农产品，若能够经得住前期亏损，就会有丰富的回报。”北京东方艾格农业咨询公司分析师马文峰称，企业统一经营农业的门槛是土地，只要拿到大面积的土地，就一定会赚钱。

很多先行者都把果品作为进军农业的第一站，并迅速获得成功。在中国果品以及其他农产品市场上，一直以小规模农户分散种植为主，鲜见有知名度的品牌。

褚橙在2013年11月5日开始预售，不到一周，已经卖出200吨褚橙。这个数字超过了网站2012年全年的销售量。

褚橙是85岁的前红塔集团董事长褚时健历时十年种出的橙子，褚橙的热销不仅意味着褚时健人生的转机，也让众多投资者对新农业的前景充满了期待。

但投资农业、养殖业，对从未涉足农业的企业家来说，也并不是一件容易的事。丁磊宣布养猪五年后，“丁氏猪肉”至今未见踪影。2013年12月4日，网易就其养猪计划公开回应称，“我们确实高估了自己，也高估了养猪中所面临的问题，农业对于网易真的是一个全新的领域，复杂的供应链管理的确不是网易的强项”。

京东商城的种大米计划，至今也悄无声息。近日，一名京东员工对南方周末记者说，京东种大米仅投资了500亩，产出的大米也仅供亲友和员工吃。

全产业链改造

联想已经在农业投资上耗资十几亿，其中，并购资金全部来自联想控股。2012年10月，联想收购了青岛沃林蓝莓果业有限公司。随后，他们用一年的时间，投资2.5亿元，在山东、辽宁、四川、湖北等地建成总面积逾1.5万亩的规模化蓝莓基地。

到了2013年2月，联想在成都又收购了四川中新农业科技有限公司，改造成中国最大的猕猴桃种植企业。

两个月后，他们在智利收购了五家种植企业。由此，佳沃陆续在山东、四川、陕西、河南、湖北、安徽等地建立起规模化的蓝莓和猕猴桃示范园，并拥有南美洲和澳洲的种植基地。

佳沃集团总裁陈绍鹏向南方周末记者称，“快速是联想一向做事的风格。”他认为，“整合”这一步骤并非每个企业都适合做，因其包含着诸多挑战，但这是联想的优势。

“我们刚刚把钱投入下去，不太可能赚钱。”陈绍鹏说，农业的经营周期大概10年到15年，真正要形成可持续发展的盈利，需要10年左右。

“水果行业规模大，符合消费者的健康消费趋势，潜力很大；其次，水果行业缺乏品牌，联想能快速抢占这块空白。”陈绍鹏介绍。

“但也许在三五年以后，当业务模式的竞争力足够强大之际，我们会转向做主流的、大众化的产品。”他说。

以联想为代表的大资本普遍采用全产业链布局，产销协同，从而改变了中国传统小农经济形态。这正是资本为农业带来的最大变革。

但另一些小投资者则将目光锁在了农产品流通销售环节。

“我们想改变农业的发展模式。通过优质购买者来影响生产者，促使他们为消费者种出好的农产品。”本来生活网运营总监胡海卿告诉记者。

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