《跨界歌王》頻上熱搜，一起來聊聊跨界農(nóng)業(yè)的那些事兒

2018-05-23 17:30:51 來源：中國農(nóng)機(jī)網(wǎng)原創(chuàng) 作者：四夕 閱讀量：43745 評論

　　【中國農(nóng)機(jī)網(wǎng) 編輯視角】《跨界歌王》有了前兩季的成功，第三季于5月初強(qiáng)勢歸來，節(jié)目對跨界明星能否激活生活里的音樂，再讓個人IP升級無疑是給出了肯定的答案?？缃缃陙硭坪跻呀?jīng)成為了一個熱詞，明星開始跨界唱歌跨界主持，而行業(yè)也開始有了跨界合作，今天我們就來聊聊跨界農(nóng)業(yè)的那些事兒。
 

       巨頭紛紛跨界投資農(nóng)業(yè)
 
　　2014年12月2日，中國零售綜合企業(yè)巨頭大連萬達(dá)對外宣布，將投入10億元做土豬養(yǎng)殖和硒鋅茶葉種植兩個行業(yè)深加工企業(yè)，包括建設(shè)總規(guī)模30萬頭的土豬養(yǎng)殖場和屠宰加工廠、飼料加工廠，建設(shè)一個萬噸規(guī)模的茶葉加工廠。
 
　　2009年網(wǎng)易CEO丁磊高調(diào)宣布跨界養(yǎng)殖行業(yè)，投資千萬建設(shè)養(yǎng)豬場并計劃將養(yǎng)豬的全過程放在網(wǎng)站直播。而后，在“大吉大利，今晚吃雞”的全民“吃雞”熱潮中，網(wǎng)易再接再厲，攜手美團(tuán)CEO王興創(chuàng)立品牌“長汀河田飛機(jī)”，并于今年5月7日正式登陸京東和網(wǎng)易考拉平臺。
 
　　2014年8月27日，“恒大糧油”四個大字及“放心糧、放心油”字樣出現(xiàn)在廣州恒大足球隊的球服上，8月在28日廣州舉行的發(fā)布會上更是放豪言未來將投資1000億資金進(jìn)軍現(xiàn)代農(nóng)業(yè)，同時宣布還將進(jìn)軍乳業(yè)、畜牧業(yè)。
 
　　此外還有褚時健和柳傳志開賣“褚橙柳桃”、李治國養(yǎng)土雞、劉強(qiáng)東種大米……近年來各商業(yè)巨頭紛紛跨界農(nóng)業(yè)。農(nóng)業(yè)是個大市場，資本逐漸青睞，似乎已成投資的主力風(fēng)口。
 
　　投資有風(fēng)險，跨界需謹(jǐn)慎
 
　　巨頭們跨界就一定是穩(wěn)賺不賠的嗎？這顯然是否定的。
 
　　經(jīng)過一年多的摸索與調(diào)研，王健林終相繼放棄了養(yǎng)豬和種茶；幾年過去，丁磊養(yǎng)的豬正式對外出售卻是賣出了約一頭11萬的高價，高昂價格出售看似成功的背后卻是丟失了更加廣大的市場；恒大產(chǎn)品安全質(zhì)量頻遭質(zhì)疑；褚橙是成功了，柳桃又被嘲盲目跟風(fēng)；李治國的土雞僅面向杭州配送；劉強(qiáng)東為“有機(jī)大米”的說法道歉并退款退貨……
 
　　事實證明，跨界玩農(nóng)業(yè)，即便是巨頭也有可能栽跟頭。相對比于其他行業(yè)，農(nóng)業(yè)投入大、回收慢、周期長、風(fēng)險大、隱性門檻高，對于門外漢來說想要投資農(nóng)業(yè)這片藍(lán)海還是不容易的。投資有風(fēng)險，跨界需謹(jǐn)慎。
 
　　跨界農(nóng)業(yè)會成下一個風(fēng)口嗎？
 
　　即便如此，有國家補(bǔ)貼政策作為后盾，相對穩(wěn)定的糧食價格，逐漸加快的土地流轉(zhuǎn)集約化進(jìn)程，種種因素都使得投資農(nóng)業(yè)的浪潮依然火熱。但是，有了前車之鑒，相信在跨界投資農(nóng)業(yè)的時候會更加謹(jǐn)慎、合理布局。
 
　　更加專業(yè)規(guī)模集約化生產(chǎn)，生產(chǎn)加工的產(chǎn)業(yè)化、標(biāo)準(zhǔn)化、生態(tài)化無疑大大提高產(chǎn)品品質(zhì)保證，而生產(chǎn)過程中的管理集約化、資源整合化也能提高農(nóng)業(yè)生產(chǎn)效率，在保證合理產(chǎn)量的同時追求產(chǎn)品質(zhì)量；在互聯(lián)網(wǎng)助推下，整合產(chǎn)業(yè)鏈加強(qiáng)行業(yè)管理；能夠意識到農(nóng)業(yè)投資的周期長風(fēng)險高，顯然農(nóng)業(yè)的回報速度要遠(yuǎn)遠(yuǎn)低于其他行業(yè)，“心急吃不了熱豆腐”；注重人才管理，傳統(tǒng)農(nóng)民減少并且不適合專業(yè)化、信息化、機(jī)械化程度更高的現(xiàn)代農(nóng)業(yè)，更加需要的是不但要有專業(yè)技能還要懂經(jīng)營、善管理；重視品牌效應(yīng)，營銷推廣自身品牌，“內(nèi)容為王，渠道制勝”并不僅僅適用于媒體行業(yè)，過硬的產(chǎn)品是基礎(chǔ)，合理有效地營銷推廣方式是占據(jù)市場的有效途徑。
 
　　“羈鳥戀舊林，池魚思故淵。開荒南野際，守拙歸園田。”不論是走農(nóng)民情懷還是看準(zhǔn)了未來市場，跨界農(nóng)業(yè)這條道路目前來看依然是布滿荊棘，但相信我們總能找到一條適合自己的發(fā)展之路。
 
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