訪談人物：王湖冬， 1987年出生，2007年參軍，在中央警衛團服役8年， 2015年退役后，放棄了在北京工作的良好機會，帶著一份對家鄉難舍的情懷開始創業。現為四川省農村發展促進會花椒專業委員會副主任、南部縣東華勝農民專業合作社負責人、花椒種植大戶。
溫工：18265677210 
劉工：15767855089
(圖片來源：圖片由受訪者提供)

小農人跟隨采編團隊見到王湖冬時，他剛從南充趕到成都，被陽光曬黑的臉上還帶著一絲疲憊。但這并不妨礙他對花椒行業的熱情，簡單的寒暄過后，針對我們提出的問題，他結合自身的創業體會侃侃而談，言語里充滿對這個行業的執著和真知灼見。

花椒種植與生產，除了“量”的增加，更應該注重提高品質

王湖冬的花椒種植基地在南充市南部縣東壩鎮，自從2018年初合作社成立到現在，種植面積已經從最初的700畝發展到2000畝，配套設施有烘干房、冷凍庫、冷藏庫，空氣能烘干設備、篩選機、色選機，提灌系統、田間灑水車等一應俱全，年出產青花椒約30萬公斤。

相對于這種“量”上的變化，王湖冬其實更注重“質”的提升。隨著生活水平的提高，現在人的消費觀念已經不同以往，在消費方面不再只求低價，而更加注重高品質。王湖冬說，花椒是一種地域性較強的商品性生產樹木，其品質的優劣和產量的高低，很大程度上取決于其對氣候條件的適應力，尤其是受溫度的影響較大。因此，在擴大種植規模的時候必須要有計劃、有步驟地發展花椒生產，克服盲目性，避免不必要的經濟損失。

(圖片來源：圖片由受訪者提供)

同時，花椒生產還應該建立在科學管理的基礎上，徹底改變舊的觀念，只有依靠先進的科學技術和管理方法，才能確保花椒的優質、高產、穩產。與其盲目的求“量”大，不如在花椒病蟲害和花椒采收機械、人工干制系列技術以及花椒深加工技術等方面下功夫，徹底解決生產中存在的技術問題，不斷提高花椒生產的科技含量，進而提升品質。只有適應了現代人“求精品”、“求安全”的消費需求，花椒從業者才能獲得更好的收益。

充分調動農民積極性

王湖冬的合作社是以土地流轉和“公司+農戶”模式組建的，在具體運營中，農戶變成了合作社的員工，除了土地流轉的收益外，每天還可以通過參加合作社的勞作來獲取相應的工資。但是，當農民的身份轉變成工人以后，最突出的問題就是如何保證務工者的責任心和工作積極性。

在談到人員管理時，王湖冬分享了自己的一點經驗。比如農戶的積極性如何長久保持?如何才能難免務工者消極怠工的現象。王湖冬的做法是分片包干，把合作社的花椒樹劃分給不同的人，誰負責的區域在采收的時候超過了預估的收成，就把超出部分的20%直接獎勵給該區域的負責人。這樣一來，不但切實改變了務工者的消極懶散，花椒的產量和品質也都得了顯著提高，效果很明顯。

(圖片來源：圖片由受訪者提供)

才能讓風險可控從而利益化

任何一個行業都存在風險，花椒行業同樣如此。在王湖冬的經營體驗中，花椒專業合作社和農戶面臨的的問題是成本問題，如果投入過高，利潤肯定降低。反之，成本降低，利潤則增加。花椒行業的成本投入包括：土地成本、人工成本和農資成本(農藥、肥料等生產資料)。

在上述三個成本中，土地成本無法降低，租金年年上漲，人工成本也是逐年上漲。能控制的唯有農資成本，也只有農資成本可以通過科學的管理方式來降低。王湖冬的具體做法是在花椒的每個生長期，依靠科學，合理施肥和用藥。另外就是通過聯合其他同行業的合作社抱團發展，抱團以后，在采購農資時，可以通過集中采購的方法，這樣既能保障農資的品質，又能大大節約成本。

據王湖冬介紹，由于近年來花椒種植面積不斷擴大，預估今后幾年都是花椒產品價格的低谷期，從業者應該慎重擴大種植面積，先穩定現有規模，在現有的基礎上，通過科學管理，逐步提升花椒品質，擴展豐富花椒初、深加工產品渠道，以高質量的產品獲取更多的利潤。

是眾多小農戶的心底之痛

經銷商價格壟斷在花椒行業內是一個老生常談的問題，由于小農戶沒有固定的銷售渠道，大多都是在采收以后等待外地客商上門收購。在這種情況下，經常會被收購商聯手，好產品賣不出好價格。

王湖冬結合自己的經驗，給同行們提出建議：可以根據自身實力，結合基地情況，適度添置花椒初加工設備，優選高品質的產品，通過初加工增加花椒的保鮮期，盡量自主投放到市場，從而提高收益。

專合社在商業化融資方面受阻是必然的

從事農業的人大多都遭遇過不止一次的資金難題，因為現在的資本運作方，包括都不愿意與農民打交道。這主要是因為農業投資受自然因素制約導致的風險太大，因此眾多農民合作社和農企因為資金短缺導致發展受限也是必然的。比如，花椒小農戶需要購買烘干設備，但是沒有足夠的資金，這必然會間接導致花椒的品質下降，甚至影響收益。如何規避這一難題?王湖冬給出的建議是，農業從業者一定要理性擴大經營規模，量力而行，把規模控制在自己資金鏈可以操作的范圍以內，穩步發展。

小農戶聯合經營才能突破局限

當前，花椒的初加工主要體現在兩個方面，一是制干，二是保鮮。制干要通過烘烤，以往主要是通過烘房燒煤來烘干，這種方法比較落后，而且品質無法保證，因為煤煙會造成環境污染，受到環保方面的限制。另外就是燒煤烘干會導致花椒的二氧化硫和超標，嚴重影響品質。還有一種烘干方式是通過天然氣來烘干，天然氣的污染比較小，但是目前很多農村還沒有通天然氣，無法推廣。

(圖片來源：新浪博客)

現在方式是通過專用烘干設備，但是烘干設備成本較高，普通小農戶很難承受。因此王湖冬建議，小農戶在初加工方面，可以聯合購買烘干設備、共建烘干房來降低初加工成本。

小農戶只有抱團發展才能讓利益化

現在已經不是單打獨斗的時代，在行業里面，單一農戶的力量都太薄弱。現在需要的是抱團發展，只有抱團發展，才能共同抵抗風險。而加入行業協會，無疑是的抱團方式。

(圖片來源：360圖庫)

今年，四川省農村發展促進會花椒產業專委會通過集中采購方式為會員訂購烘干設備，把烘干機的價格從8萬元一臺降低到了3.9萬元一臺，為農戶節約了一半以上的成本。作為花椒專委會的副主任，王湖冬很興奮地介紹說，這種集中采購就是通過抱團來實現了設備低成本。接下來，花椒專委會還將利用平臺優勢，通過與其他行業協會之間的交流，獲取最新信息和資源，為會員們集中采購農資等產品，這樣既能保證所采購產品的質量，還能極大的降低經營成本和風險。

面對新媒體及互聯網技術

趨勢下的思路

談到這個問題，王湖冬饒有意味地說，現在各個行業都在“互聯網+”，但作為合作社如何利用互聯網、新媒體技術手段實現經營管理目的，當前可供參考的案例較少。合作社作為新型農業主體，怎時間掌握有價值的信息，幫助自身打通從產銷對接、扶持政策、品牌推廣、農資集采、風險預指導、辦事服務等方面是一條不錯的思路。四川農村觀察在上述方面的布局也是值得廣大農業從業者關注的，因為合作社的聚焦點是在生產經營方面，不可能花過多的成本和精力在這方面去做文章，而且做了不一定專業。如果合作社及農戶朋友能夠通過平臺一站式地找到對自身有價值的精準信息，那將會極大降低整個行業從業者在信息獲取、服務對接上的時間成本、機會成本，同時把無效的信息過濾掉。

小農人跟王湖冬的對話很快就過了2個小時，我們的采訪也到此結束了，感謝王總百忙之中抽出寶貴時間跟廣大花椒種植戶分享他的管理經驗。接下來，小農人和團隊會持續關注我們身邊優秀的農業經營者、企業家，把他們實戰過程中的經驗、建議跟大家共同分享。

“解讀身邊優秀案例，傳播行業榜樣人物”

請大家持續關注四川農村觀察。

免責聲明
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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