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生鲜行业中，畜禽肉最容易出现规模化企业，果蔬最难
生鲜行业中，畜禽肉最容易出现规模化企业，果蔬最难
市场规模
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一财商学院：2024「鲜生」夺人｜农货的品牌征途（20页）.pdf
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生鲜，一个产值数万亿规模的广阔市场，但品牌化程度较低，能被称为“规模化品牌"的企业数量更少。 如果将该行业简单划分为畜禽肉、水产和蔬果，会发现这些品类的品牌集中度以如下顺序排列：畜禽肉〉水 产〉蔬果。年产值3.1万亿元的畜禽肉业，温氏、双汇两家上市企业市值在1000 亿元左右，而水产和蔬果（年 产值分别为300亿元和6.13万亿元）上市企业市值集中在10-30亿元范围内。 品牌难做，是横亘在生鲜企业和普通农户面前的共 州市果业局，2019年），但大众叫得出名字的品 性问题。究其根源，从农产品“产地到餐桌”的漫长 牌只有“农夫山泉 17.5°橙”，年销售额在亿级。 链路中可窥一二：以蔬果品类为例，上游仍以小农 生产为主体，集中度、标准化和数字化程度较低， 品牌的核心是建立朴素的信任壁垒，简单来说就是 加之产品的强地域属性，产地分散品质难控；中游 通过提供稳定的预期，让消费者“记住自己、选择 冗长交叉的多级批发仍占主流，运输链路长、流通 -稳定的商品预期靠的是选品、分拣、物 流运输等供应链基础设施，而树立消费者心智靠的 环节多导致损耗率高达10%-30%；下游市场品牌 是故事化的技巧。前者如今已成一种共享资源，而 心智薄弱，供需错位情况普遍。大量优质农产品企 业仍在共享“产业带品牌”，远未建立起自己的品牌 后者也有多种实现路径：①打造创始人IP；②借助 渠道型品牌；③切入特殊品类，打造品类IP。
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一财商学院：2024「鲜生」夺人｜农货的品牌征途（20页）.pdf
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