在農(nong)資(zi)流通(tong)環節過多、農(nong)資(zi)零(ling)售(shou)商小(xiao)而散。農(nong)資(zi)市(shi)場亂(luan)象(xiang)叢(cong)生的(de)(de)現實背(bei)景下,一些(xie)正規廠家推行(xing)農(nong)資(zi)直(zhi)銷(xiao)(xiao)遇到(dao)阻力,因(yin)為(wei)(wei)近年來不法企業(ye)的(de)(de)“忽(hu)(hu)(hu)悠團(tuan)”貌(mao)似直(zhi)銷(xiao)(xiao),如同李鬼冒充李逵,讓不少(shao)農(nong)民上當受騙以至于對正規企業(ye)直(zhi)銷(xiao)(xiao)農(nong)資(zi)也疑慮重重。筆者認為(wei)(wei),正規的(de)(de)農(nong)資(zi)直(zhi)銷(xiao)(xiao)值得肯(ken)定,農(nong)資(zi)“忽(hu)(hu)(hu)悠團(tuan)”應該受到(dao)打擊,因(yin)為(wei)(wei)直(zhi)銷(xiao)(xiao)與“忽(hu)(hu)(hu)悠”有本質(zhi)的(de)(de)區別。
8月份,貴州開磷集團開通綠色農資供應“直通車”,其生產的磷復肥將直達東北糧倉——北大荒。與此形似的是,近年來大量“忽悠團”送假冒偽劣化肥下鄉(xiang),不少也(ye)美其名曰“直銷(xiao)”。僅(jin)就直銷(xiao)與“忽悠團(tuan)”在將化肥產品直接銷(xiao)售到田間地(di)頭這(zhe)一點看,兩者外表相似,但本(ben)質完全不同(tong)。
從現實(shi)情(qing)況來看,行(xing)業(ye)領軍企(qi)(qi)業(ye)搞直銷(xiao)(xiao)的理由很充分。隨著(zhu)我國土(tu)(tu)地流(liu)轉加速,農(nong)業(ye)經(jing)(jing)(jing)營(ying)(ying)規模(mo)擴大(da)(da),使得(de)(de)化(hua)肥生(sheng)(sheng)(sheng)產(chan)(chan)(chan)企(qi)(qi)業(ye)直供(gong)種植(zhi)(zhi)大(da)(da)戶(hu)成為(wei)可能。一(yi)些(xie)有(you)(you)遠見的化(hua)肥生(sheng)(sheng)(sheng)產(chan)(chan)(chan)企(qi)(qi)業(ye)已(yi)經(jing)(jing)(jing)認識到農(nong)資(zi)(zi)直銷(xiao)(xiao)的巨(ju)大(da)(da)商機,并且(qie)嘗試直接(jie)服務種植(zhi)(zhi)大(da)(da)戶(hu)以(yi)及(ji)農(nong)民專業(ye)合作社。一(yi)些(xie)大(da)(da)型農(nong)資(zi)(zi)批發商也開(kai)始繞過零售(shou)商,直接(jie)將農(nong)資(zi)(zi)產(chan)(chan)(chan)品銷(xiao)(xiao)售(shou)給(gei)種植(zhi)(zhi)大(da)(da)戶(hu)。同時,隨著(zhu)土(tu)(tu)地規模(mo)化(hua)經(jing)(jing)(jing)營(ying)(ying)持(chi)續推進(jin),懂(dong)技術、會經(jing)(jing)(jing)營(ying)(ying)的種植(zhi)(zhi)大(da)(da)戶(hu)必定會避開(kai)零售(shou)商,直接(jie)向大(da)(da)型農(nong)資(zi)(zi)經(jing)(jing)(jing)銷(xiao)(xiao)商,甚(shen)至生(sheng)(sheng)(sheng)產(chan)(chan)(chan)企(qi)(qi)業(ye)購買農(nong)資(zi)(zi)產(chan)(chan)(chan)品,使得(de)(de)基(ji)層零售(shou)商的生(sheng)(sheng)(sheng)存空間將會不斷壓縮,一(yi)些(xie)非(fei)法經(jing)(jing)(jing)營(ying)(ying)者將會失(shi)去生(sheng)(sheng)(sheng)存的土(tu)(tu)壤。開(kai)磷(lin)集(ji)團開(kai)通農(nong)資(zi)(zi)“直通車”為(wei)產(chan)(chan)(chan)品低劣(lie)、服務缺失(shi)的基(ji)層零售(shou)商敲響警鐘。未來,農(nong)資(zi)(zi)行(xing)業(ye)會有(you)(you)越來越多的大(da)(da)型農(nong)資(zi)(zi)生(sheng)(sheng)(sheng)產(chan)(chan)(chan)企(qi)(qi)業(ye)和(he)流(liu)通企(qi)(qi)業(ye)直供(gong)種植(zhi)(zhi)大(da)(da)戶(hu),農(nong)資(zi)(zi)直銷(xiao)(xiao)模(mo)式將漸成氣候。
當然,農(nong)(nong)資直(zhi)(zhi)銷模(mo)式的(de)出現(xian)需要具(ju)備兩個條件。一(yi)是土(tu)地集約化(hua)(hua)經營。如果(guo)農(nong)(nong)戶(hu)(hu)太(tai)分散,規模(mo)太(tai)小,化(hua)(hua)肥企(qi)業(ye)不可能直(zhi)(zhi)接面向農(nong)(nong)戶(hu)(hu)銷售(shou)產品。只(zhi)有農(nong)(nong)業(ye)經營不斷集約化(hua)(hua),并且達到一(yi)定的(de)規模(mo)后,種植(zhi)(zhi)大(da)戶(hu)(hu)就會(hui)直(zhi)(zhi)接聯系化(hua)(hua)肥生(sheng)產企(qi)業(ye)購肥。像(xiang)東北地區一(yi)家(jia)農(nong)(nong)戶(hu)(hu)種植(zhi)(zhi)上百(bai)畝(mu)、甚至幾百(bai)畝(mu)的(de)土(tu)地,幾家(jia)農(nong)(nong)戶(hu)(hu)聯合起(qi)來采購量較大(da),化(hua)(hua)肥生(sheng)產企(qi)業(ye)有能力(li)并且愿意(yi)提供直(zhi)(zhi)銷服務。二(er)是供需雙方獲益(yi)。大(da)型農(nong)(nong)資企(qi)業(ye)與(yu)農(nong)(nong)戶(hu)(hu)無縫對接,省(sheng)去了(le)農(nong)(nong)資批發(fa)(fa)(fa)商(shang)(shang)、基層零售(shou)商(shang)(shang)等流(liu)通環(huan)節(jie)(jie)(jie),不僅自身得(de)實(shi)惠,也讓農(nong)(nong)民(min)(min)節(jie)(jie)(jie)省(sheng)了(le)種植(zhi)(zhi)成本。目前,我國(guo)農(nong)(nong)資流(liu)通環(huan)節(jie)(jie)(jie)依次為(wei)(wei)生(sheng)產企(qi)業(ye)、省(sheng)級(ji)(地市(shi)級(ji))代(dai)理商(shang)(shang)、縣級(ji)批發(fa)(fa)(fa)商(shang)(shang)、零售(shou)商(shang)(shang),經過三(san)個流(liu)通環(huan)節(jie)(jie)(jie)之后,每(mei)噸化(hua)(hua)肥加價400多(duo)元(yuan),其中零售(shou)環(huan)節(jie)(jie)(jie)每(mei)噸毛利(li)潤大(da)概200 至300元(yuan)。如果(guo)減(jian)(jian)去所有的(de)流(liu)通環(huan)節(jie)(jie)(jie),像(xiang)開(kai)(kai)磷一(yi)樣(yang)直(zhi)(zhi)供農(nong)(nong)戶(hu)(hu),可以為(wei)(wei)農(nong)(nong)民(min)(min)節(jie)(jie)(jie)省(sheng)開(kai)(kai)支(zhi)400多(duo)元(yuan)/噸;如果(guo)僅減(jian)(jian)少零售(shou)這一(yi)環(huan)節(jie)(jie)(jie),每(mei)噸化(hua)(hua)肥可以為(wei)(wei)農(nong)(nong)民(min)(min)節(jie)(jie)(jie)省(sheng)開(kai)(kai)支(zhi) 200多(duo)元(yuan)。減(jian)(jian)少流(liu)通環(huan)節(jie)(jie)(jie),等于減(jian)(jian)輕農(nong)(nong)民(min)(min)負擔(dan),幫助農(nong)(nong)民(min)(min)增(zeng)收(shou)致富,同時(shi)也促進(jin)農(nong)(nong)資市(shi)場(chang)持續健康發(fa)(fa)(fa)展。
現階(jie)段(duan),農業(ye)生(sheng)產整(zheng)體上(shang)規模普遍較(jiao)小,成千上(shang)萬的(de)農資(zi)(zi)(zi)零售商服(fu)務(wu)范圍較(jiao)廣、規模偏小,素(su)質(zhi)偏低的(de)農戶(hu),農資(zi)(zi)(zi)流通(tong)環(huan)(huan)節(jie)(jie)多范圍廣,制假(jia)售假(jia)者可鉆的(de)“空子”多,這客觀上(shang)為假(jia)冒(mao)偽(wei)劣企業(ye)借“忽悠團”推(tui)銷自己的(de)產品所利用(yong)。而(er)短期(qi)(qi)內(nei),農資(zi)(zi)(zi)流通(tong)環(huan)(huan)節(jie)(jie)不(bu)可能全國范圍內(nei)同步壓縮或減少,更(geng)不(bu)可能所有銷售環(huan)(huan)節(jie)(jie)一起消(xiao)亡,所以農資(zi)(zi)(zi)市場環(huan)(huan)境的(de)改善將是一個長期(qi)(qi)的(de)過程。
對于那些為(wei)了(le)牟(mou)取暴利,坑(keng)農(nong)害農(nong)的(de)“忽悠(you)團”,我(wo)們強烈呼(hu)吁工(gong)商、質(zhi)檢等部門秉公(gong)執法,切實(shi)維(wei)護農(nong)民的(de)利益。同時還(huan)應(ying)教(jiao)給農(nong)民辨(bian)別真假的(de)知識(shi),防止上當(dang)受騙。我(wo)們也期待更多正規的(de)化(hua)肥企業像(xiang)開磷一樣先在土地集(ji)約化(hua)經營的(de)地區嘗試直(zhi)銷;大型農(nong)資批發商試著(zhu)繞開零售商,直(zhi)接服務種植大戶。
編后
直(zhi)銷與“忽悠”在(zai)表(biao)現形式上(shang)確(que)有相似(si)之(zhi)處(chu),我們也注意(yi)到了。本報已經安排跟蹤報道(dao)“忽悠團”半年多的記者(zhe)(zhe),調研二(er)者(zhe)(zhe)間的區別。希望(wang)在(zai)近期(qi)能為(wei)廣大(da)讀(du)者(zhe)(zhe)提供具有可(ke)操作性(xing)的區分(fen)指導。