Empower the development of the whole industrial chain with modern business model
Empower the development of the whole industrial chain with modern business model
Great Sun Foods is the first professional fruit and vegetable product service provider listed in A-share market in China
National poverty alleviation advanced individual: Huang Junhui, Yu Dan
■ Focus on the first line of Shantou business environment and enter listed companies ①
In recent years, Shantou has attached great importance to the construction of the capital market, actively encouraged and promoted excellent enterprises to enter the multi-level capital market, and adopted a series of effective measures to promote enterprises to make rational use of the capital market to become bigger and stronger. Up to now, there are 31 listed companies in Shantou.
Standing at a new starting point, what will Shantou listed enterprises do? From now on, Nanfang Daily launched a series of reports on "Focusing on the first line of business environment and entering into listed companies", in an in-depth dialogue with the heads of enterprises, to explore the development path of "creating wealth" of listed enterprises in Shantou. Please pay attention.
Honghui Fruit and Vegetable Co., Ltd. (hereinafter referred to as "Honghui Fruit and Vegetable"), founded in 1992, is the first professional fruit and vegetable product service provider listed in A-share market in China. Since its listing, the company has focused on its main business, standardized its operation, developed steadily and maintained its leading advantage in the industry. The reporter observed that before, the branches and fruit and vegetable bases of Honghui Fruit and Vegetable were mostly set up in poor areas, which was not unrelated to the fact that the enterprise actively assumed the social responsibility of the listed company.
In the view of Huang Junhui, chairman of Honghui Fruit and Vegetable, as a listed enterprise, while doing its main business well, it should also focus on the overall situation of national development and shoulder the social responsibility of entrepreneurs. Over the years, Honghui Fruit and Vegetable has served the national poverty alleviation strategy in an all-round and multi-angle way by carrying out industrial poverty alleviation, financial poverty alleviation, consumption poverty alleviation, public welfare poverty alleviation and other work.
Recently, Huang Junhui won the honor of "National Advanced Individual in Poverty Alleviation". He said that he would continue to take promoting the overall revitalization of rural areas as his own responsibility, play a leading role in promoting the high-quality development of rural industries, promoting the consolidation and expansion of poverty alleviation achievements and the effective connection of rural revitalization, and contribute to rural revitalization.
● Yu Dan, reporter of Southern Daily
Intern Zhang Qingxia
Abandon medicine and go into business and embark on the construction road of "agriculture, rural areas and farmers"
On the eve of the interview, Huang Junhui just finished his business trip in Shandong. After nearly 30 years of entrepreneurship, "Flying Man in the Air" has become its work norm - this is because Honghui Fruit and Vegetable has branches and fruit and vegetable bases in many provinces of China. As the person in charge of the enterprise, he often needs to go to various places to inspect the project construction and grasp the dynamics in time.
However, it is surprising that Huang Junhui was a surgeon before he started his business. Speaking of the reasons for his cross-border career change, he told the reporter that in the 1980s, rural life was very difficult. During his medical career, he contacted many farmers from poor areas. Some of them delayed the best time for treatment because of difficulties in life, and some rural families worked hard but "returned to poverty due to illness". All these made him feel helpless in poverty, and also sprouted his original intention to help them.
"I feel that if the country is to be strong, it must change the life and face of rural farmers." In 1991, Huang Junhui resigned and embarked on the road of "agriculture, rural areas and farmers" construction. He founded Honghui Fruit and Vegetable, hoping to help the people in poor areas through more ways and channels with the influence of the enterprise, and call on more people to help the poor together. At the beginning, Honghui Fruit and Vegetables was only a supplier of fruit and vegetables for export. However, for a long time, due to the difficulty in grasping the safety and quality of fruit and vegetables at the source, the export faced many uncertain factors and risks.
How can we control food quality and safety? In 2010, Honghui Fruit and Vegetable set up a plant protection department, adopted international quality standards to establish a quality control system in line with international standards, deepened the management of product quality and safety to all links of the fruit and vegetable industry chain, and established a comprehensive quality management system from the base to the finished product to ensure the high quality and safety of products.
Development of the whole industrial chain to ensure product quality
Huang Junhui told reporters that in recent years, they have summarized the modern agricultural and sideline products processing mode of "company+base+farmer" integrated whole product chain by taking advantage of Honghui's advantages in the sales end of fruits and vegetables, and have carried out the planting management, post-harvest acquisition, sales and distribution of high-quality fruits and vegetables products for the whole country, especially in the poor areas, and have built fruit and vegetable processing and distribution bases in the famous and high-quality fruit and vegetable production areas, especially in the national poor areas.
Huang Junhui explained that through this mode, farmers in major fruit and vegetable production areas signed planting base management agreements, and the company guided farmers to master the changes in market information, and carried out planting standard management with reference to GLOBALGAP (Global Good Agricultural Practice Certification) standards, in-depth quality control at the source of fruit and vegetable products, and established a comprehensive quality management system from base to finished products, helping farmers improve production and quality, It also promotes the production and sales rate through the company's centralized purchase, reduces the cost of large-scale purchase, improves the income level of farmers, and promotes agricultural development.
"To this end, we have recruited professionals all over the country to help farmers carry out field management, provide technical training to farmers, and prevent crops from epidemic diseases and pests." Huang Junhui said that this business model allows Honghui fruit and vegetables to connect the upstream fruit and vegetable planting industry with the downstream consumption links, reduce intermediate links, reduce circulation costs, ensure product quality, and speed up product deployment, Realize the direct supply of fruit and vegetable products from the base to customers, provide channels for the circulation of agricultural products in poor areas, build a direct bridge between poor households and consumers, drive the income of poor counties, promote the development of the whole industrial chain, expand the industrial scale, and help poverty alleviation and income increase.
In addition, the sensitive upstream and downstream information collection can enable the company to make targeted strategies according to the specific market demand, adjust the planting and procurement policies, promote the construction of enterprise cold chain warehousing and logistics base, timely grasp the industry dynamics and technology, and maintain continuous advantages in the industry. During the epidemic last year, the sales of Honghui fruits and vegetables rose against the trend.
"Grant people to fish" to expand the development of enterprises
Over the years, Honghui fruits and vegetables have supported farmers to implement industrial poverty alleviation projects in many poverty-stricken areas, such as Xunwu County in Jiangxi Province, Yanchang County in Shaanxi Province, Xi County in Shanxi Province, Zhangbei County in Hebei Province, and Maigaiti in Xinjiang Province, to take root in poverty-stricken areas and promote high-quality poverty alleviation. Honghui fruits and vegetables have successively won the titles of "Outstanding Contribution Unit of China's Targeted Poverty Alleviation", "Famous Brand of Fruit Export", and "National Key Leading Enterprise of Agricultural Industrialization".
While the enterprise continues to grow, what Huang Junhui most likes to see is the qualitative changes in the lives of farmers in poor areas. An ordinary fruit farmer in Chenghai District, Shantou City, who was just a storekeeper six years ago and had cooperated with the enterprise for many years, was pleased to tell Huang Junhui that he had built a factory building of 6000 or 7000 square meters. Now life is carefree, and life is very promising.
There is a farmer who has cooperated with Huang Junhui for many years in the bath shop village of Laiyang City, Shandong Province. Every time he sees Huang Junhui, he will always share the details of his family and tell him about the changes in his life. "In the past, they always bought chemical fertilizers and pesticides on credit. After selling the harvest, there was little left except for paying debts and paying tuition fees for children. Now they have small savings, which can buy agricultural tricycles for their families and decorate their houses." Speaking of the excited eyes of the cooperative farmers, Huang Junhui smiled with relief.
With the guidance and support of the government, Huang Junhui is full of confidence in the expansion of the development of Honghui fruits and vegetables. According to the introduction, on the one hand, the company will consolidate the achievements of poverty alleviation, pay more attention to the systematic training of farmers' modern agricultural planting technology and sales skills, and truly achieve "teach people to fish"; On the other hand, it will promote the extension of the agricultural industrial chain and enhance the value of the industrial chain. At present, Honghui Fruit and Vegetable plans to invest in the construction of the grain and oil blending and processing and quick-frozen food production, processing and distribution base project in Zengcheng District, Guangzhou. In addition, the company's warehousing, processing and distribution base project in Shantou Comprehensive Bonded Zone is also under construction, which will further optimize the business layout.
Actively fulfill social responsibilities
Realize high-quality development of enterprises
Nanfang Daily: Honghui Fruit and Vegetable was listed on the Shanghai Stock Exchange in 2016. What support does the local government and relevant departments have?
Huang Junhui: Shantou Municipal Government has created a good public opinion atmosphere and policy environment for enterprises in the listing work, issued a series of policy documents to provide preferential listing policies for enterprises, strengthen policy guidance for enterprises in the listing work, provide green channels for listed enterprises, actively create an atmosphere, stimulate the enthusiasm of enterprises in the listing, and actively carry out special lectures, training and other activities, Improve entrepreneurs' awareness of listing and capital market, and optimize the environment of listed enterprises in Shantou.
In the process of listing, local government departments have given great help. The Municipal Finance Bureau organizes and leads relevant departments to conduct in-depth research on the company, help the company solve the practical problems in the process of shareholding reform and listing, and all departments give strong support to the company's listing work within the scope of policy, help eliminate the obstacles to listing, actively communicate with the CSRC, the National Development and Reform Commission and other relevant national departments, so that relevant ministries and commissions can more understand the specific situation of our application, Strive for the strong support of relevant departments for the listing of our company, effectively promoting the progress of the company's listing.
Nanfang Daily: Shantou has a large number of private enterprises, but lacks large enterprises. As the first share in the domestic fruit and vegetable industry, what experience can Honghui fruit and vegetable bring to other enterprises through its successful path?
Huang Junhui: I think as an enterprise, the most important thing is to focus on the main business, sink the industry environment, be sensitive to the impact of the development of the key planning and effective marketing industry on its competitive advantage, timely adjust the enterprise strategy, continue to innovate, adapt to the needs of market changes, and improve the competitiveness of the enterprise. Agricultural entrepreneurs need to pay attention to the food safety of consumers and ensure the high quality and safety of products.
On the other hand, standardizing enterprise management and preventing investment risks are the basis for sustainable development of enterprises. The company has formulated a series of management mechanisms from the aspects of internal management, external operation and listing affairs to achieve standardized management of enterprises, enhance the ability of enterprises to resist risks, form enterprise cohesion and centripetal force, and improve enterprise competitiveness. Finally, the performance of corporate social responsibility determines the public's recognition and acceptance of enterprises. Enterprises should have a sense of social responsibility, actively participate in the socialist construction, and actively fulfill their social responsibilities, taking this as the corporate culture and achieving high-quality development of enterprises.