访谈人物：王湖冬， 1987年出生，2007年参军，在中央警卫团服役8年， 2015年退役后，放弃了在北京工作的良好机会，带着一份对家乡难舍的情怀开始创业。现为四川省农村发展促进会花椒专业委员会副主任、南部县东华胜农民专业合作社负责人、花椒种植大户。
温工：18265677210
刘工：15767855089
(图片来源：图片由受访者提供)
小农人跟随采编团队见到王湖冬时，他刚从南充赶到成都，被阳光晒黑的脸上还带着一丝疲惫。但这并不妨碍他对花椒行业的热情，简单的寒暄过后，针对我们提出的问题，他结合自身的创业体会侃侃而谈，言语里充满对这个行业的执着和真知灼见。
花椒种植与生产，除了“量”的增加，更应该注重提高品质
王湖冬的花椒种植基地在南充市南部县东坝镇，自从2018年初合作社成立到现在，种植面积已经从最初的700亩发展到2000亩，配套设施有烘干房、冷冻库、冷藏库，空气能烘干设备、筛选机、色选机，提灌系统、田间洒水车等一应俱全，年出产青花椒约30万公斤。
相对于这种“量”上的变化，王湖冬其实更注重“质”的提升。随着生活水平的提高，现在人的消费观念已经不同以往，在消费方面不再只求低价，而更加注重高品质。王湖冬说，花椒是一种地域性较强的商品性生产树木，其品质的优劣和产量的高低，很大程度上取决于其对气候条件的适应力，尤其是受温度的影响较大。因此，在扩大种植规模的时候必须要有计划、有步骤地发展花椒生产，克服盲目性，避免不必要的经济损失。
(图片来源：图片由受访者提供)
同时，花椒生产还应该建立在科学管理的基础上，彻底改变旧的观念，只有依靠先进的科学技术和管理方法，才能确保花椒的优质、高产、稳产。与其盲目的求“量”大，不如在花椒病虫害和花椒采收机械、人工干制系列技术以及花椒深加工技术等方面下功夫，彻底解决生产中存在的技术问题，不断提高花椒生产的科技含量，进而提升品质。只有适应了现代人“求精品”、“求安全”的消费需求，花椒从业者才能获得更好的收益。
充分调动农民积极性
王湖冬的合作社是以土地流转和“公司+农户”模式组建的，在具体运营中，农户变成了合作社的员工，除了土地流转的收益外，每天还可以通过参加合作社的劳作来获取相应的工资。但是，当农民的身份转变成工人以后，最突出的问题就是如何保证务工者的责任心和工作积极性。
在谈到人员管理时，王湖冬分享了自己的一点经验。比如农户的积极性如何长久保持?如何才能难免务工者消极怠工的现象。王湖冬的做法是分片包干，把合作社的花椒树划分给不同的人，谁负责的区域在采收的时候超过了预估的收成，就把超出部分的20%直接奖励给该区域的负责人。这样一来，不但切实改变了务工者的消极懒散，花椒的产量和品质也都得了显著提高，效果很明显。
(图片来源：图片由受访者提供)
才能让风险可控从而利益化
任何一个行业都存在风险，花椒行业同样如此。在王湖冬的经营体验中，花椒专业合作社和农户面临的的问题是成本问题，如果投入过高，利润肯定降低。反之，成本降低，利润则增加。花椒行业的成本投入包括：土地成本、人工成本和农资成本(农药、肥料等生产资料)。
在上述三个成本中，土地成本无法降低，租金年年上涨，人工成本也是逐年上涨。能控制的唯有农资成本，也只有农资成本可以通过科学的管理方式来降低。王湖冬的具体做法是在花椒的每个生长期，依靠科学，合理施肥和用药。另外就是通过联合其他同行业的合作社抱团发展，抱团以后，在采购农资时，可以通过集中采购的方法，这样既能保障农资的品质，又能大大节约成本。
据王湖冬介绍，由于近年来花椒种植面积不断扩大，预估今后几年都是花椒产品价格的低谷期，从业者应该慎重扩大种植面积，先稳定现有规模，在现有的基础上，通过科学管理，逐步提升花椒品质，扩展丰富花椒初、深加工产品渠道，以高质量的产品获取更多的利润。
是众多小农户的心底之痛
经销商价格垄断在花椒行业内是一个老生常谈的问题，由于小农户没有固定的销售渠道，大多都是在采收以后等待外地客商上门收购。在这种情况下，经常会被收购商联手，好产品卖不出好价格。
王湖冬结合自己的经验，给同行们提出建议：可以根据自身实力，结合基地情况，适度添置花椒初加工设备，优选高品质的产品，通过初加工增加花椒的保鲜期，尽量自主投放到市场，从而提高收益。
专合社在商业化融资方面受阻是必然的
从事农业的人大多都遭遇过不止一次的资金难题，因为现在的资本运作方，包括都不愿意与农民打交道。这主要是因为农业投资受自然因素制约导致的风险太大，因此众多农民合作社和农企因为资金短缺导致发展受限也是必然的。比如，花椒小农户需要购买烘干设备，但是没有足够的资金，这必然会间接导致花椒的品质下降，甚至影响收益。如何规避这一难题?王湖冬给出的建议是，农业从业者一定要理性扩大经营规模，量力而行，把规模控制在自己资金链可以操作的范围以内，稳步发展。
小农户联合经营才能突破局限
当前，花椒的初加工主要体现在两个方面，一是制干，二是保鲜。制干要通过烘烤，以往主要是通过烘房烧煤来烘干，这种方法比较落后，而且品质无法保证，因为煤烟会造成环境污染，受到环保方面的限制。另外就是烧煤烘干会导致花椒的二氧化硫和超标，严重影响品质。还有一种烘干方式是通过天然气来烘干，天然气的污染比较小，但是目前很多农村还没有通天然气，无法推广。
(图片来源：新浪博客)
现在方式是通过专用烘干设备，但是烘干设备成本较高，普通小农户很难承受。因此王湖冬建议，小农户在初加工方面，可以联合购买烘干设备、共建烘干房来降低初加工成本。
小农户只有抱团发展才能让利益化
现在已经不是单打独斗的时代，在行业里面，单一农户的力量都太薄弱。现在需要的是抱团发展，只有抱团发展，才能共同抵抗风险。而加入行业协会，无疑是的抱团方式。
(图片来源：360图库)
今年，四川省农村发展促进会花椒产业专委会通过集中采购方式为会员订购烘干设备，把烘干机的价格从8万元一台降低到了3.9万元一台，为农户节约了一半以上的成本。作为花椒专委会的副主任，王湖冬很兴奋地介绍说，这种集中采购就是通过抱团来实现了设备低成本。接下来，花椒专委会还将利用平台优势，通过与其他行业协会之间的交流，获取最新信息和资源，为会员们集中采购农资等产品，这样既能保证所采购产品的质量，还能极大的降低经营成本和风险。
面对新媒体及互联网技术
趋势下的思路
谈到这个问题，王湖冬饶有意味地说，现在各个行业都在“互联网+”，但作为合作社如何利用互联网、新媒体技术手段实现经营管理目的，当前可供参考的案例较少。合作社作为新型农业主体，怎时间掌握有价值的信息，帮助自身打通从产销对接、扶持政策、品牌推广、农资集采、风险预指导、办事服务等方面是一条不错的思路。四川农村观察在上述方面的布局也是值得广大农业从业者关注的，因为合作社的聚焦点是在生产经营方面，不可能花过多的成本和精力在这方面去做文章，而且做了不一定专业。如果合作社及农户朋友能够通过平台一站式地找到对自身有价值的精准信息，那将会极大降低整个行业从业者在信息获取、服务对接上的时间成本、机会成本，同时把无效的信息过滤掉。
小农人跟王湖冬的对话很快就过了2个小时，我们的采访也到此结束了，感谢王总百忙之中抽出宝贵时间跟广大花椒种植户分享他的管理经验。接下来，小农人和团队会持续关注我们身边优秀的农业经营者、企业家，把他们实战过程中的经验、建议跟大家共同分享。
“解读身边优秀案例，传播行业榜样人物”
请大家持续关注四川农村观察。
免责声明
Interviewer: Wang Hudong, born in 1987, joined the army in 2007 and served in the Central Guard Corps for 8 years. After retiring in 2015, he gave up the good opportunity to work in Beijing and started his business with a feeling of hardship in his hometown. He is currently the deputy director of the Sichuan Provincial Rural Development Promotion Association Zanthoxylum Professional Committee, the head of the Donghuasheng Farmers Professional Cooperative in Nanbu County, and a large pepper grower.
Wen Gong: 18265677210
Liu Gong: 15767855089
(Image source: image provided by interviewee)
When the small farmer followed the editing team and saw Wang Hudong, he had just arrived in Chengdu from Nanchong, and his face tanned by the sun still had a trace of fatigue. But this does not hinder his enthusiasm for the pepper industry. After a simple greeting, he combined his own entrepreneurial experience to talk about the questions we asked, and his words were full of persistence and insights in the industry.
In addition to the increase in "quantity" in the cultivation and production of peppercorns, more attention should be paid to improving quality
Wang Hudong’s pepper planting base is in Dongba Town, Nanchong County, Nanchong City. Since the establishment of the cooperative in early 2018, the planting area has grown from 700 acres to 2,000 acres. The supporting facilities include drying rooms, freezers, cold storage, and air energy. Drying equipment, screening machines, color sorters, irrigation systems, field sprinklers, etc. are all available. The annual output of green pepper is about 300,000 kg.
Compared with this "quantity" change, Wang Hudong actually pays more attention to the improvement of "quality". With the improvement of living standards, people's consumption concept is different from the past. In terms of consumption, they no longer only seek low prices, but pay more attention to high quality. Wang Hudong said that Zanthoxylum bungeanum is a commercial tree with strong regional characteristics. Its quality and yield depend largely on its adaptability to climatic conditions, especially the temperature. Therefore, when expanding the scale of planting, it is necessary to develop the production of peppercorns in a planned and step-by-step manner to overcome blindness and avoid unnecessary economic losses.
(Image source: image provided by interviewee)
At the same time, the production of Zanthoxylum bungeanum should be established on the basis of scientific management, and the old concept should be completely changed. Only by relying on advanced science and technology and management methods can the quality, high yield and stable production of Zanthoxylum bungeanum be ensured. Rather than blindly seeking "large quantity", it is better to work hard on pepper diseases and insect pests and pepper harvesting machinery, manual drying series technology and deep processing technology of peppercorns, thoroughly solve the technical problems existing in production, and continuously improve the technological content of pepper production. And then improve the quality. Only by adapting to the modern people's consumer demand of "seeking quality" and "seeking safety", can pepper practitioners obtain better benefits.
Fully mobilize the enthusiasm of farmers
Wang Hudong’s cooperative was established on the basis of land transfer and the “company + farmer” model. In specific operations, farmers became employees of the cooperative. In addition to the benefits of land transfer, they can also earn corresponding wages by participating in the cooperative’s work every day . However, when the status of a farmer is transformed into a worker, the most prominent problem is how to ensure the sense of responsibility and motivation of the migrant workers.
When talking about personnel management, Wang Hudong shared some of his own experience. For example, how can the enthusiasm of farmers be maintained for a long time? How can it be inevitable that the migrant workers will be passively sabotaged. Wang Hudong’s approach is to divide the cooperative’s pepper trees into different people. If the area responsible for harvesting exceeds the estimated harvest, 20% of the excess will be directly awarded to the person in charge of the area. . In this way, not only the passive indolence of migrant workers is effectively changed, the output and quality of peppercorns have also been significantly improved, and the effect is obvious.
(Image source: image provided by interviewee)
In order to make the risk controllable and maximize the benefits
There are risks in any industry, and the same applies to the pepper industry. In Wang Hudong's business experience, the biggest problem faced by the pepper professional cooperatives and farmers is the cost issue. If the investment is too high, the profit will definitely decrease. Conversely, as costs decrease, profits increase. The cost input of the pepper industry includes: land cost, labor cost and agricultural material cost (pesticide, fertilizer and other production materials).
Among the above three costs, the cost of land cannot be reduced, rents are rising year by year, and labor costs are also rising year by year. Only the cost of agricultural materials can be controlled, and only the cost of agricultural materials can be reduced through scientific management. Wang Hudong's specific method is to rely on science and rational fertilization and medication in each growth period of Zanthoxylum bungeanum. In addition, it is through the joint development of other cooperatives in the same industry. After the group, when purchasing agricultural materials, the centralized procurement method can be used, which can not only ensure the quality of agricultural materials, but also greatly save costs.
According to Wang Hudong, due to the continuous expansion of Zanthoxylum bungeanum plantation area in recent years, it is estimated that the price of Zanthoxylum bungeanum products will be in a low period in the next few years. Practitioners should carefully expand the planting area and stabilize the existing scale first. Manage, gradually improve the quality of Zanthoxylum bungeanum, expand and enrich the channels of early and deep-processed Zanthoxylum bungeanum products, and obtain more profits with high-quality products.
Is the heartache of many small farmers
Dealer price monopoly is a commonplace issue in the pepper industry. Since small farmers do not have a fixed sales channel, most of them wait for foreign merchants to come to purchase after harvesting. Under this circumstance, they are often suppressed jointly by the purchaser, and good products cannot be sold at good prices.
Combining his own experience, Wang Hudong made suggestions to his colleagues: According to his own strength and the situation of the base, he can appropriately purchase the initial processing equipment of Chinese pepper, select high-quality products, increase the preservation period of Chinese pepper through the initial processing, and put it on the market independently as much as possible. Increase revenue.
It is inevitable that special cooperatives will be blocked in commercial financing
Most people engaged in agriculture have encountered funding difficulties more than once, because the current capital operators, including banks, are unwilling to deal with farmers. This is mainly because the risk of agricultural investment restricted by natural factors is too great. Therefore, it is inevitable that many farmer cooperatives and agricultural enterprises will be restricted in development due to shortage of funds. For example, small prickly ash farmers need to buy drying equipment, but they do not have enough funds, which will inevitably lead to a decline in the quality of prickly ash and even affect income. How to avoid this problem? Wang Hudong's advice is that agricultural practitioners must rationally expand the scale of their operations, do what they can, control the scale within the scope of their own capital chain, and develop steadily.
Only small farmers can work together to break through the limitations
At present, the primary processing of prickly ash is mainly embodied in two aspects, one is drying, and the other is keeping fresh. Drying needs to be baked. In the past, it was mainly dried by burning coal in a drying room. This method is relatively backward, and the quality cannot be guaranteed, because soot will cause environmental pollution, which is restricted by environmental protection. In addition, burning coal and drying will cause the sulfur dioxide and aflatoxin of pepper to exceed the standard, which will seriously affect the quality. Another drying method is to use natural gas to dry it. Natural gas pollution is relatively small, but at present, many rural areas have not yet received natural gas and cannot be promoted.
(Image source: Sina blog)
Now the best way is through special drying equipment, but the cost of drying equipment is high, and it is difficult for ordinary small farmers to bear it. Therefore, Wang Hudong suggested that small farmers can jointly purchase drying equipment and build a drying room to reduce the initial processing cost.
Small farmers can maximize their benefits only by group development
This is not the era of fighting alone. In the industry, the power of a single farmer is too weak. What is needed now is group development, and only group development can jointly resist risks. And joining an industry association is undoubtedly the best way to hold a group.
(Image source: 360 Gallery)
This year, the Sichuan Provincial Rural Development Promotion Association's Pepper Industry Committee ordered drying equipment for members through centralized procurement, reducing the price of the dryer from 80,000 yuan per unit to 39,000 yuan per unit, saving farmers more than half the cost of. As the deputy director of the Huajiao Special Committee, Wang Hudong was very excited to introduce that this kind of centralized procurement achieves low-cost equipment through grouping. Next, the Huajiao Special Committee will use the advantages of the platform to obtain the latest information and resources through exchanges with other industry associations, so as to intensively purchase agricultural materials and other products for members. This will not only ensure the quality of the purchased products, but also Can greatly reduce operating costs and risks.
Facing new media and internet technology
Thinking under the trend
Speaking of this issue, Wang Hudong said meaningfully that all industries are now "Internet +", but as a cooperative how to use the Internet and new media technology to achieve business and management purposes, there are currently fewer cases for reference. As a new type of agricultural entity, how can cooperatives grasp valuable information at the first time to help them get through the integration of production and marketing, support policies, brand promotion, collection of agricultural materials, risk warning, agricultural technology knowledge, expert guidance, and service services. Good idea. Sichuan Rural Observation’s layout in the above aspects is also worthy of the attention of the majority of agricultural practitioners, because the focus of the cooperative is on the production and operation. It is impossible to spend too much cost and energy on this aspect, and it is not necessarily professional. . If cooperatives and friends of farmers can find accurate information that is valuable to themselves through the platform, it will greatly reduce the time cost and opportunity cost of the entire industry practitioners in information acquisition and service connection, and at the same time, invalid information Filtered.
The conversation between the small farmer and Wang Hudong soon passed for 2 hours, and our interview is over. Thank you Mr. Wang for taking the time to share his management experience with the majority of pepper growers. Next, small farmers and teams will continue to pay attention to the outstanding agricultural operators and entrepreneurs around us, and share their experience and suggestions in the actual combat process with everyone.
"Interpreting excellent cases around you and disseminating industry role models"
Please continue to pay attention to Sichuan rural observation.
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