Hairy crabs are being ridiculed by market speculators.

Autumn winds, itching crab legs. Every September, when crabs are released, the most famous is the Yangcheng Lake hairy crabs. According to the Xinhua News Agency, on September 22, Wu Yida, deputy director of the Suzhou Agricultural Commission, said that "this year's lake crab has an average size of 3.44/ton, and the annual output is expected to be around 2,100 tons."

However, a salesman of Yangcheng Lake crab told the International Finance News yesterday that the output of 2,100 tons is still difficult to fully meet consumer demand for crabs. “Therefore, the possibility of continuing speculation and the sale of Yangcheng Lake crabs is not ruled out.”

“As the most famous crab species in China, Yangcheng Lake hairy crabs need to be built not with fame and brand, but with further improvement of market chaos.” Hu Jinming, a senior brand strategy expert and partner of Shanghai Baoshi Communication Co., Ltd., told the International Finance News "Analyzing the reporter," After all, the vast majority of consumers are the fundamental forces that sustain the Yangcheng Lake hairy crab brands."

Market chaos frequent <br> <br> reported that the Yangcheng Lake hairy crabs with a set of certification standards: Yangcheng 113 square kilometers in natural waters grow more than 6 months; according to the unified time catchable; on the spot identified by the relevant government regulators and associations, Determined as a qualified product (including female crab is not less than two two, male crab is not less than two 2.5) and wear security lock. According to reports, this year Yangcheng Lake hairy crabs will wear new anti-counterfeiting locks and will be issued in strict accordance with the output, "At present, 6,000 will be issued for every 20 mu."

“Despite strict procedures, this year's market will surely still have crabs sold under the name of Yangcheng Lake hairy crabs.” A Jiangsu-based aquatic product trader told the International Finance News reporter: “When consumers purchase, or Do your homework in advance and don't be fooled by fake security deductions."

The above-mentioned sellers also told the “International Financial News” reporter that “descent” has always been one of the major chaos in the market. “Yangcheng Lake hairy crabs have not yet been opened. The market has already claimed that the brand's hairy crabs are on sale, and the number is limited. The 'paper crab' (hair crab certificate) also flies."

"On the other hand, the emergence of the Internet industry has also caused a serious 'fighting' of online and offline crab prices." The seller said, "In general, online prices are often much lower than offline." Yesterday Reporters logged in Taobao.com and some group buying websites found that the Yangcheng Lake hairy crabs have become the flagship products of shopkeepers during the National Day and Mid-Autumn Festival. Most of them are marked with “free distribution nationwide,” “formal invoices,” and “up to five or six kinds of Select "and other" tags to get consumers' attention.

In fact, Yang Weilong, president of the Yangcheng Lake Hairy Crab Industry Association in Suzhou, publicly stated that the price of online group purchases has fallen below the cost price and disrupted the market. “I’m worried about the brands of hairy crabs”.

It was speculated that "the root cause of the chaos is actually because the supply is far less than demand." Hu Jinming analyzed that "Each year, the crabs are released just in time during the Mid-Autumn National Day, and the gift market is in great demand." Take the Shanghai market as an example. The annual demand for Yangcheng Lake hairy crabs is 50,000 tons, but the actual output is often only over 20 million tons.

Supply less than demand also prompted Yangcheng Lake hairy crab market prices soared. "Ten years ago, a pound of tens of dollars was incredible. It could even be said to be the best. But now, the quality of hairy crabs that are a little better is more than 200 yuan/kg." The said fishery seller said.

The "Legal Evening News" once reported that "In the past 10 years, the price of Yangcheng Lake hairy crabs has more than doubled. In 2011, it was a record high of nearly 30%," said the report, "3.5 double crabs. The price of going out to the lake reached 170 yuan/kg; the price of the four-double male crab was as high as 210 yuan/kg, and the hairy crabs sold to Beijing consumers had an average price of more than 330 yuan/kg."

Xinhua News Agency quoted Zhang Dehong, a responsible person of a certain brand of crabs, as saying, “For example, for hairy crabs with a net purchase price of 179 yuan, the cost of hairy crabs for male and female 3.5 and female 2.5 crabs is about 120 yuan per catty, plus anti-counterfeiting. The cost of the 'crab buckle' and the loss at the time of acquisition is RMB 140/kg."

"Legal Evening News" also quoted experts as saying that in order to hype Yangcheng Lake hairy crabs, first to the crabs wearing anti-counterfeiting crab buckle, with IC cards, then go to open stores around the country, while introducing a gift strategy - selling crab vouchers in the country The wave of "Gifts for Crab Coupons" began to escalate, and Yangcheng Lake hairy crabs were sold for "astronomical prices" through crab vouchers.

Industry to be integrated "In fact, whether or not there is speculation, the real benefit is not the farmed crab farmers, but the sellers and various 'intermediate links'," Hu Jinming said.

In his view, an important move to eliminate market speculation and chaos is industry consolidation. “Yangcheng Lake hairy crabs, as geographical indication products, have a unique regional nature and have initially had the role of brand divisions in similar products. However, the broad scope of regional use will also lead to the inundation of a large number of homogeneous brands and fake and shoddy products. The personality brand that gets louder.” Hu Jinming said that for the current Yangcheng Lake hairy crabs, simply relying on weight and price has been difficult to distinguish, and the market needs deep subdivision and positioning.

“Branding is a support point for enhancing consumers' sense of security and trust in purchasing. Based on the different needs of consumers for personal use and gifts, they develop different market segment brands.” Hu Jinming believes that those brands that use fake and small workshops will be marketed. Eliminated.

In fact, some merchants already realize the importance of the brand. According to Liu Dengjun, general manager of Jin Shizun's crab industry, they will strictly follow the “double 60 screening criteria” for the hairy crabs after going out of the lake, that is, 60% of the hairy crabs will be selected when they go out of the lake. After landing, they will be carefully selected by the surveying crab master by 60%. Gift box quality standards.

Yang Wei, CCTV's special commentator, believes that Yangcheng Lake hairy crabs need to be monitored and developed. They also need to reshape small workshops with big industrial thinking.