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供应商battle东方甄选,“6元玉米”

一根玉米到底该卖多少钱?

本来已经以辛巴致歉而告一段落的东方甄选8元玉米争议,因为抖音用户“东北农嫂”的一番言论再次引发热议。

近日,自称是东方甄选玉米供应商的“东北农嫂”在抖音直播中声称,自己是东方甄选6元一根玉米的供应商,在她直播间同样的玉米一根只要3.6元。

9月29日,针对直播间下架供应商东北农嫂所有产品一事,东方甄选客服回应称,“为了保证品质,厂家不能超量生产,产品的产量不是固定的,只要厂家有产能,会尽快上架商品链接。”

就东北农嫂上述言论,盒饭财经向东方甄选求证,截至发稿,对方未予回复。针对言论发出后东北农嫂抖音橱窗下架全部商品一事,盒饭财经也向东北农嫂发去求证,对方表示目前不作任何回应。

A

自爆其为东方甄选玉米供应商的东北农嫂,面对外界对其以3.6元出售玉米的讨论,其主播在直播中表示,“这个玉米卖了十多年了,就因为跟某个品牌合作了,以后我们再也不能卖了?”

主播在直播中进一步解释称,“这个事情不是我们酝酿发酵的,是很多大V发出来的,包括买到玉米的家人们看到包装上写着东北农嫂四个字,自己找过来的,难道这么做也是我们的错吗?还是我们要违反相关规定不写具体的生产厂商信息?那是不允许的”。

在抖音上,东北农嫂的认证是吉林省农嫂食品有限公司。企查查信息显示,农嫂食品有限公司成立于2012年7月26日,注册资本1500万元,公司最大股东为创始人隋书侠。公开信息显示,农嫂食品主要是从地里收购玉米,再将其生产加工成鲜食玉米。

东方甄选是东北农嫂的客户之一,玉米的收购生产加工环节成本由东北农嫂负担,东方甄选则承担玉米从供应商到东方甄选直播间,再到消费者手中的一系列成本。

对于东方甄选定价6元一根玉米的原因,零售电商行业专家、百联咨询创始人庄帅表示,“算上东方甄选投放广告的营销推广成本,老师及运营等人力成本,东方甄选的成本是要高过供应商的,另外提高售价也能直接提升企业利润空间。”

一位自称曾是东北农嫂玉米的经销商,博主@南京南北东西苏雅君发视频称,东北农嫂200克的出厂价是4元左右,从东北运到南京的运费,一吨5元,如果发货不到一吨,运费成本是10元。也就是说,一根玉米成本价要4.4元左右,批发价是4.8元,而零售指导价就是6元一根。

在其他零售渠道,例如天猫超市,东北农嫂开袋即食的玉米8根售价59.9元,折后53.9元,折合下来一根玉米的售价比东方甄选还要贵。

在抖音上,也有网友晒出了东北农嫂直播间和东方甄选直播间买到的不同价格玉米,称东方甄选6元一根的玉米是350克的,而东北农嫂3.6元一根的玉米只有200克,换算一下后者比前者还贵1毛多。

B

这场玉米价格争议的源头,来自9月18日辛巴的一场直播言论。在直播中,辛巴开怼东方甄选,直言东方甄选直播间6元一根的玉米卖得太贵,并且称东方甄选“卖高价产品还标榜谷贱伤农,这纯属是在欺骗老百姓”。

辛巴标榜自己是农民的儿子,解释说从地里出来的玉米也就7毛一根,最后卖6块一根,东方甄选利润能到40%,“讲故事讲得好就是好,产品一样,你讲故事你的东西就得贵,我怎么不明白这个道理呢?”

事后,董宇辉也在直播中解释了东方甄选玉米卖得贵的原因,称不同的玉米品质不同。根据董宇辉说法,大部分玉米不是人吃的,是用来养牲口的,这部分玉米是4、5毛钱一根。东方甄选的玉米是东北一些产地的好玉米,成本高,从地里收回来就一根2块。

董宇辉还解释了所谓的助农问题,表示如果钱全部都让农民挣去,那不可能,没有利润谁会去收购玉米,没有厂商打包、快递、售后,没有人去挣这个钱,玉米怎么会卖出去?

根据新东方在线发布的最新财报,截至5月31日,新东方在线的直播电商业务营收2460万元,营收成本为1530万元,毛利为930万元,毛利率为37.8%。对于利润率高的原因,东方甄选在财报里给出了两点解释:一是没有买流量,省了市场费用;二是没有给主播进行分成。

董宇辉所说的大部分玉米是用来养牲口的也是实际情况。作为我国饲料的主要原料之一,中商情报网一份数据显示,2020年玉米消费中的饲料消费占比高达71%,食用等其他消费占比只有5%左右。

在支持辛巴和董宇辉的两派网友争执不下的情况下,一些东北农民也开始现身说法。

9月20日,在抖音上自称为“土生土长五常农民,80后返乡创业农人”的刘美娜,给大家算了一笔账,以产自于五常地区的鲜食黏玉米为例:

鲜食黏玉米对时间有要求,收下来到家不能超过4个小时,因此对种植地也有要求,需要交通好、地块大、能上大型收割机,这样的地在五常承包一亩要1800-2000元,一亩地4000株,光承包费一根玉米就有5毛。再加上农机、加油、维护、人工、种子、化肥,以及农户利润,一根玉米的价格已经升到1.5元-1.7元,后面还有工艺、运输、打包发货等链条。

按照刘美娜的说法,350克左右的头茬玉米加工完基本就在2.7元-3元之间一根,后期还有仓储、物流,打包人工,包材,快递和涨袋漏气的售后,以及销售平台的提成等。

这场由辛巴和董宇辉掀起的讨论,在经过连续几天的发酵后,以辛巴道歉而告一段落。9月20日,辛巴在直播间鞠躬致歉,“占用公共资源了,对不起这家公司了,最近可能压力太大了”。

董宇辉也做了隔空回应:“你我立场不同,都是对的,不要相互说服对方。”

C

实际上,东方甄选卖得贵的产品不止是玉米。所谓“甄选”,俞敏洪在直播带货初期就进行了解释:东方甄选选择的是真实的、好的、且不被污染的农产品;其二,这些农货既可以自己吃,也可以作为礼物送出去。

东方甄选从一开始走的就不是全网最低价的路线。去年12月28日,东方甄选直播之初,直播间所售农产品一度被网友戏称为农产品里的“奢侈品”。

值得注意的是,此次引发争议的玉米属于东方甄选自营产品。今年1月起,东方甄选开始探索自营产品,打造自营品牌,涉及生鲜果蔬、休闲零食、肉制品、饮料等品类。

新东方在线CFO尹强就曾在财报会议时提到,“自营品我们确实做了更多的精选、更大的投入,而且我们相当于用包销的方式买回来再卖出去,我们也承担更大的风险,所以自营品的毛利率会更高一些”。尹强表示,具体的数据,会在新东方在线的下个财报中公布。

根据新东方在线CEO孙栋旭的对外表述,东方甄选计划每月推出5-6款自营产品,未来自营产品会控制在一个比较高的比例,但是GMV(商品交易总额)占比不会超过一半。

未来随着东方甄选自营产品的增多,如何处理和农户、供应商等供应链条上的关系,对于东方甄选来说会是一个持续面临考验的问题。

庄帅表示,像东方甄选这种卖很多单品、品类的模式叫精选电商。这种模式,实际上是很被动的,难度也大很多,一是规模难以做大,二是销售、复购率不够稳定。“所以这个过程中,要不断地去跟中间商、批发商合作。如果是这样的话,那东方甄选和供应商之间的博弈就会持续存在,这是不可避免的。”

留给东方甄选的难题还远不止于此。近期,东方甄选计划在北京、广州、杭州、郑州、成都五个城市建立20个自营产品仓库,为自营产品提供面向全国的物流服务保障,仓配服务由顺丰和京东物流提供。

仓储物流是一项烧钱的投入。《经济观察报》报道称,按照业内估算,在一线城市租仓成本约为10元-30元/平方米,如果一间仓库面积为5000平方米,仅月租金就要5-15万元,这还不包括仓库配套设施、管理及作业人员工资等投入。

做农产品带货,连接的是两端:一端是农民、农业合作社和农业企业生产者、农业公司;另一端是消费者,需要同时兼顾生产者和消费者的利益。该如何处理好两端之间的关系,这是留给东方甄选的一个待解难题。

参考资料:

《一根玉米卖6元还是7毛?别伤了农民就好》农民日报

《6元一根“新东方”玉米,农民能赚多少?》农民日报

《“6元玉米”再惹纷争,三大主播掐架背后的助农真相》 35斗

《东方甄选独立自营之路虽难必行》经济观察报