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The metaphor of Dacheng Food’s digital broiler samples is that China, which does not dominate the underlying patent technology of the “Internet of Things”, has “huge market applications”.
On October 15th, the reporter’s lunch was very special-with Han Jiahuan, chairman of the board of directors of Dacheng Food Asia Co., Ltd., eating chicken on his desk.
“Want to know the’life’ of this chicken?” Han Jiahuan pointed to the roast chicken that had just been baked on the table and stared at the reporter and asked. Immediately, he uncovered the mystery by himself, “Give you a peace of mind, log on to our’sister kitchen’ interactive website, you can immediately find all its information, and even the video of the breeding and slaughter.”
“From June this year, every package of Dacheng’s’sister kitchen’ brand chicken products sold in the domestic market can be easily traced to the source of the food via mobile phone or the Internet by entering the security code on the package.” Han Jiahuan said, At present, the information that users can easily obtain through mobile phones includes: 1. breeding farm, breeder, arrival and delivery time; 2. batch feed production information used; 3. electric slaughter factory, batch fresh meat production and quality inspection Information; four, food deep processing information and other content.
The ubiquitous mobile phone and the Internet allow Roast Chicken to “tell” you where it comes from and where it is going-inadvertently, DaChan Food makes the most fashionable concept of the Internet of Things intuitive to show. And before this, with the help of securities companies and analysts, the “Internet of Things” in the capital market was making waves, and a group of related or unrelated listed companies stepped out of independent market.
“The future society will inevitably be a huge network of things connected, and the marketing space of any kind of commodity will become broader from this. The chicken business born out of the small farmer economy can also rely on digitization and networking to make a big development. “Although Han Jiahuan did not mention the popular concept of Internet of Things, his move to make roast chicken move through the Internet is already interesting.
The “talking” chicken
According to Han Jiahuan, Dacheng Foods was listed in Hong Kong in 2007 (stock code: 3999). It is currently the largest chicken processor in China. It has a one-stop industrial chain including chicken, prepared food and feed, brooding, and slaughter. It is China’s KFC and McDonald’s. The largest chicken supplier in China. Dacheng Foods has successively invested in 12 provinces and cities including Beijing, Tianjin, Shandong and Liaoning. It processes 150 million broilers annually, and has more than 4,000 chicken farmers under contract. In 2008, its operating income exceeded RMB 9 billion.
Although Dacheng Foods is well-known in the industry, in Han Jiahuan’s view, the food safety awareness of Chinese consumers has generally increased in recent years, and Dacheng Foods, as a leader in the industry, needs to keenly grasp this change in consumer mentality. And actively use scientific and technological means to provide consumers with more comprehensive and safe food.
For this whole-process food safety traceability management system from farm to table, Han Jiahuan has started to build a Dacheng food safety assurance system from the source of chicken since 2006, from chicken farmer selection, chicken house management, veterinary equipment to feed, electric slaughter, All links such as deep processing are managed electronically, and the chain is connected vertically through the communication network and the Internet. The annual investment is more than millions of yuan.
According to Han Jiahuan, in order to achieve the goal of enabling broilers to move through the Internet, Dacheng Foods firstly adopted technological transformations in the basic feeding and circulation links, including adding RFID and QR code equipment, etc.; the second was to increase grassroots veterinarians and quality inspection personnel. The third is to add 100 central control points across the country to collect and transmit information on all links of the broiler industry chain, and finally realize network interaction.
Han Jiahuan said that Dacheng’s reliable and traceable production control system is the result of years of enterprise construction. Different from other companies’ loose management of chicken farmers and the rough method of collecting chickens widely in the market, Dacheng has always adopted a contract breeding model of unified supply of chicks, feeding, epidemic prevention, medication, and recycling, and has more than 600 veterinarians and employees nationwide. Check the entire production process with quality inspection experts.
In Han’s view, the safety traceability management system established with huge investment “is to make the white broiler move and automatically show the experience of a lifetime.”
“Although our’sister kitchen’ website is still in its early stages of operation at this stage, in addition to the above-mentioned food information, it can also provide video traceability of farmers and electric slaughter plants, as well as food processing videos such as roast chicken production.” Han Jiahuan said on the Internet. As an efficient interactive platform, there are many links that can be added in the future. “Maybe the online interaction between Fushun chicken farmers and Beijing consumers can create new market selling points.”
Dacheng Business
“Spend so much money to let the white broiler chicken automatically show the experience of a lifetime. Of course, Dacheng’s chicken will sell more expensive than others.” Han Jiahuan admitted that the current transparent source of Anxin chicken is Dacheng’s new “sister kitchen” this year. Under the chicken food brand, it is mainly facing the high-quality end consumer market.
Putting so much energy into selling digital broiler chickens, and even bringing thousands of chicken farmers onto the highway of the Internet, how did Dacheng’s abacus work?
“Tell you a set of scientific data, an average of 1.9 kg of feed can be converted into 1 kg of chicken, while the conversion of 1 kg of pork requires 3.5 kg of feed and 8.3 kg of beef. It takes about 46 days for a chicken to go from the chick to the slaughter. Needless to say, pigs and cows have to grow enough to eat meat.” Han Jiahuan believes that chickens embodies the construction of a conservation-oriented society (eating less, becoming more talented, and contributing more) and sustainable development (chickens, eggs, and eggs). The concept of chicken) is quite in line with the national conditions of the primary stage of China’s socialism. “The per capita consumption of pork in China is as high as 33 kilograms. In 2007, the price of pork soared, reaching a maximum of 30 yuan per kilogram. Pork consumption has become a necessity for ordinary people. Considering the expenditure, the relative price of chicken has not changed much in recent years.”
“We hope that through the Internet and other high-tech means, more Chinese people can understand Anxin Chicken, and accept chicken as a more economical, environmentally friendly and healthier food in their daily lives.” Han Jiahuan emphasized that Dacheng’s online food safety traceability system is not Regarding which industry competitors, the purpose is to let Chinese people know more about the value of chicken, and eat more chicken on the table. “If Dacheng can account for more than 15% of China’s white broiler market within 5 years, it will be an annual business. A huge business worth more than 40 billion yuan.”
“Chicken Network” picture
At the ITU World 2009 in Geneva, Switzerland in early October, Wang Jianzhou, President of China Mobile, gave clear support for the development of the Internet of Things in China, and believed that the market and technical conditions were mature. Wang Jianzhou believes that through the electronic tags (RFID), sensors, QR codes, etc. installed on various objects, they are connected to the wireless network through interfaces, so as to give the objects “intelligence” and realize the communication and dialogue between people and objects. It can realize the communication and dialogue between objects and objects.
From this “Internet of Things” concept, Dacheng Foods’ chicken safety traceability management system is to some extent a “chicken network” that connects thousands of chickens.
Regarding the development of enterprises in the future Internet of Things world, Han Jiahuan said that the initial stage of Dacheng Foods is mainly to promote the digital networking of the company’s chicken industry chain. Dialogue between things and people throughout the whole process.
With the promotion of Dacheng’s “Sister Kitchen” chicken food brand, there are plans to cooperate with the “Sister Kitchen” interactive website and sister kitchen roast chicken shop to realize the form of online virtual + physical store customer customized sales, then consumers Reverse interaction can be achieved through mobile phones or websites, and series of fresh chicken products and cooked chicken products from sister kitchens can be purchased conveniently and personalized.
In this regard, Gu Wenjun, a senior analyst in the semiconductor industry of iSuppli, said that, like Dacheng Foods, a one-stop food company with its own business including planting, breeding, feed, commercial chicken, electric slaughter, meat, food processing, and catering retail, already has With the advantages of vertical integration of the industrial chain, the information of each link of the industry has a mature operating system within the enterprise. The concept of the Internet of Things is like the last mile of optical fiber, which can help Dacheng break through the last barrier from “farm to table” to achieve the most effective food chain system connection, and thus may produce innovative marketing models.
However, In-Stat analyst Guan Dai believes that the Internet of Things is still a virtual and general concept. At present, the only people who can make money through the Internet of Things are like Haihong Holdings (000503, shares), Newland (000997, Stocks) Wait for such capital market IoT concept stocks. The next ones that may make money will be chip companies that master the core technology of sensors and operators that master communication networks, and food companies like Dacheng Foods use the concept of Internet of Things to make more sense in marketing. The essence is a marketing method of green, healthy and environmentally friendly diet.
“The concept of the Internet of Things has actually been proposed as early as 1999. It is generally understood as connecting things to things through radio frequency identification and other information sensing equipment to realize intelligent identification and management.” Research and Development 3 of Shanghai Institute of Computing Technology Wang Man, senior engineer and head of wireless sensor network research, told reporters that China currently does not have the dominant power in the underlying patents of RFID. Globally, the United States, Japan, and Europe have huge advantages in sensor technology, occupying the world. 53% of the total number of invention patent applications.
Wang Jianzhou emphasized at the World Telecom Expo that China has huge market applications. The Internet of Things can be widely used in traffic control, smart buildings, food management, and all aspects of future production process management. Realization, improving social efficiency and saving public energy will be its clearest role. It takes a process to catch up with technology. It does not need to be arrogant, but it requires the joint efforts of all sectors of the industry chain in the whole society.
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