{"id":61818,"date":"2018-09-12T10:37:49","date_gmt":"2018-09-12T14:37:49","guid":{"rendered":"https:\/\/www.agribusinessglobal.com\/?p=61818"},"modified":"2019-10-01T09:56:38","modified_gmt":"2019-10-01T13:56:38","slug":"should-agri-input-manufacturers-outsource-e-commerce-to-startups","status":"publish","type":"post","link":"https:\/\/www.agribusinessglobal.com\/pt\/agrochemicals\/should-agri-input-manufacturers-outsource-e-commerce-to-startups\/","title":{"rendered":"Os fabricantes de insumos agr\u00edcolas devem terceirizar o com\u00e9rcio eletr\u00f4nico para startups?"},"content":{"rendered":"

Nota do editor:<\/strong> Este artigo foi publicado originalmente em LinkedIn<\/a>.<\/em><\/p>\n

Agora, quando trabalhamos com esta quest\u00e3o, dependendo de onde a \u00eanfase \u00e9 colocada, ela cont\u00e9m muitas perguntas \u2014 todas elas s\u00e3o perguntas reais \u2014 feitas repetidamente quando voc\u00ea pensa profundamente em trazer transforma\u00e7\u00e3o digital<\/a> para agricultura<\/a>. Aqui est\u00e3o algumas vers\u00f5es poss\u00edveis:<\/p>\n

1) Os fabricantes de insumos agr\u00edcolas devem terceirizar<\/strong> <\/em>com\u00e9rcio eletr\u00f4nico para startups?<\/p>\n

2) Os fabricantes de insumos agr\u00edcolas devem terceirizar e-<\/em>com\u00e9rcio<\/em> <\/strong>para startups?<\/p>\n

3) Os fabricantes de insumos agr\u00edcolas devem terceirizar o com\u00e9rcio eletr\u00f4nico para startups<\/em><\/strong>?<\/p>\n

As respostas e as suposi\u00e7\u00f5es que eles sustentam sobre o futuro do agroneg\u00f3cio s\u00e3o igualmente variadas.<\/p>\n

Vamos, talvez, nos concentrar no mais cr\u00edtico.<\/p>\n

Aqueles que respondem positivamente \u00e0 primeira pergunta muitas vezes explicitam a sua suposi\u00e7\u00e3o cr\u00edtica em alto e bom som: Produzir produtos de qualidade para os agricultores \u00e9 a nossa miss\u00e3o. apenas<\/em> <\/strong>core business. At\u00e9 agora, nos levou a uma trajet\u00f3ria de crescimento org\u00e2nico. Por que desviar a aten\u00e7\u00e3o disso? Todo o resto, incluindo tecnologia que facilita a rastreabilidade e constr\u00f3i relacionamentos com parceiros de canal s\u00e3o, na melhor das hip\u00f3teses, atividades n\u00e3o essenciais e podem ser terceirizadas para uma d\u00fazia de fornecedores de trabalho por encomenda.<\/p>\n

Mas h\u00e1 um problema.<\/p>\n

O que acontece quando as atividades n\u00e3o essenciais de hoje se tornam atividades de valor agregado amanh\u00e3? O que acontece quando domin\u00e1-las se torna uma quest\u00e3o de vis\u00e3o estrat\u00e9gica e, portanto, precisa ser mantida internamente, ou pelo menos com parceiros confi\u00e1veis?<\/p>\n

Veja o caso da IBM e sua decis\u00e3o de terceirizar o microprocessador para seu neg\u00f3cio de PC para a Intel, e seus sistemas operacionais para a Microsoft. Quando os executivos da IBM tomaram essas decis\u00f5es, elas foram escolhas s\u00e1bias, baseadas no que eles faziam melhor (ou, em linguagem empresarial, \u201ccompet\u00eancias essenciais\u201d), e frequentemente elogiadas pela imprensa empresarial dos anos 80.<\/p>\n

No entanto, hoje, em retrospecto, narramos uma hist\u00f3ria diferente. Como a IBM p\u00f4de ser t\u00e3o ing\u00eanua a ponto de n\u00e3o perceber essa decis\u00e3o ridiculamente cara que vale bilh\u00f5es, entregando o bolo para duas empresas, que capturaram n\u00e3o apenas o lucro, mas tamb\u00e9m roubaram o trov\u00e3o da IBM para sempre?<\/p>\n

Como dirigimos atrav\u00e9s dessa n\u00e9voa de incerteza entre atividades centrais e perif\u00e9ricas? Existe uma maneira de pensar nisso no contexto do com\u00e9rcio eletr\u00f4nico de insumos agr\u00edcolas?<\/p>\n

Vamos mergulhar.<\/p>\n

Permita-me apresentar o \u201cLei da Conserva\u00e7\u00e3o dos Lucros Atrativos<\/a>\u201c. Em vez de soletrar explicitamente em voz alta, vou explicar visualmente por meio de blocos de Lego.<\/p>\n

Em termos gerais, cada cadeia de valor da ind\u00fastria tem dois tipos de blocos de lego de cadeia de valor. Blocos integrados e blocos modulares. Blocos integrados operam de forma interdependente e cada porca e parafuso dele \u2014 do design \u00e0 fabrica\u00e7\u00e3o e distribui\u00e7\u00e3o \u2014 \u00e9 totalmente de propriedade dentro<\/strong>.<\/p>\n

Os blocos modulares, por outro lado, operam em estreita coordena\u00e7\u00e3o com os parceiros fora<\/strong>. Eles s\u00e3o blocos relativamente independentes e s\u00e3o regidos por padr\u00f5es de qualidade mutuamente acordados.<\/p>\n

Vamos entender isso melhor com um exemplo fora do agroneg\u00f3cio. Que tal a ind\u00fastria de restaurantes?<\/p>\n

Se eu fosse uma grande e popular rede de restaurantes, minha cadeia de valor se pareceria com a imagem abaixo. Quando franqueio meus restaurantes, ofere\u00e7o a experi\u00eancia de jantar modularizada aos meus clientes. E para facilitar isso, serei dono dos blocos principais. Terei a palavra final nisso. Dos Chefs ao tipo certo de ambiente aos itens do menu que evoluiriam continuamente de acordo com o gosto do cliente.\"Should<\/p>\n

Agora, quando a disrup\u00e7\u00e3o digital acontece, a comoditiza\u00e7\u00e3o entra em a\u00e7\u00e3o, e os blocos da cadeia de valor que antes eram integrados se tornam modulares. Em resposta a essa mudan\u00e7a, um novo conjunto de blocos integrados assume o controle para capturar o lucro decrescente no arranjo anterior. L\u00edquido l\u00edquido, os lucros foram conservados. Eles apenas evolu\u00edram de um modelo de neg\u00f3cio para o outro.<\/p>\n

Se voc\u00ea est\u00e1 comigo at\u00e9 aqui, o impacto l\u00edquido da disrup\u00e7\u00e3o digital no setor de restaurantes pode ser resumido desta forma:<\/p>\n

\"Should<\/p>\n

O que come\u00e7ou com o Yelps do mundo digitalizando o menu e as avalia\u00e7\u00f5es de usu\u00e1rios, agora percorreu um longo caminho. Hoje, com um aplicativo, posso ter minha experi\u00eancia gastron\u00f4mica \u00fanica (usando servi\u00e7os semelhantes ao Uber para alugar cozinhas culin\u00e1rias), junto com minhas sele\u00e7\u00f5es de comida preferidas. Todos os outros componentes da cadeia de valor, de Chefs \u00e0 Produ\u00e7\u00e3o de Alimentos, agora foram comoditizados e modularizados.<\/p>\n

Usando essa estrutura, posso mapear a disrup\u00e7\u00e3o digital que est\u00e1 acontecendo em muitos outros setores tamb\u00e9m. Aqui est\u00e1 uma r\u00e1pida olhada na mudan\u00e7a disruptiva que est\u00e1 acontecendo em hot\u00e9is, t\u00e1xis e setores de cuidados pessoais masculinos (com o advento de servi\u00e7os de assinatura como o Dollar Shaving Club). N\u00e3o vou entrar em muitos detalhes aqui. Se voc\u00ea tiver algum coment\u00e1rio ou se tiver uma perspectiva diferente sobre a disrup\u00e7\u00e3o nesses setores, estou todo ouvidos. Os exemplos de reservas de hot\u00e9is e t\u00e1xis foram adaptados do popular Blog de estrat\u00e9gia<\/a>.<\/p>\n

\"Should<\/p>\n

At\u00e9 agora tudo bem.<\/p>\n

Podemos agora usar essa estrutura para entender como a disrup\u00e7\u00e3o digital pode se refletir no caso do com\u00e9rcio eletr\u00f4nico de insumos agr\u00edcolas?<\/p>\n

\"Should<\/p>\n

Vamos analisar esse diagrama com mais detalhes.<\/p>\n

A Lei de Conserva\u00e7\u00e3o de Lucros Atrativos prev\u00ea que as empresas tradicionais que antes se integravam de tr\u00e1s para frente, competindo por meio de relacionamentos exclusivos com fornecedores, agora ser\u00e3o assumidas por agregadores que agregam fornecedores modularizados para se integrarem de frente com os clientes em escala.<\/p>\n

Se voc\u00ea observar o jogo de startups de com\u00e9rcio eletr\u00f4nico como AgroStar<\/a>, NaPanta, Destaglobal, \u00e9 mais ou menos isso que est\u00e1 acontecendo. Os blocos verdes no diagrama acima cobrem um instant\u00e2neo dos servi\u00e7os integrados que eles est\u00e3o experimentando atualmente. D\u00ea uma olhada na tela de interface que me recebeu quando eu estava experimentando NaPanta<\/a>, um fornecedor de solu\u00e7\u00f5es tecnol\u00f3gicas focado nas regi\u00f5es de Andhra e Telangana.<\/p>\n

\"Should<\/p>\n

Um pouco ambicioso demais, talvez? \u00c9 alucinante pensar na escala de opera\u00e7\u00f5es em terra necess\u00e1rias para facilitar servi\u00e7os t\u00e3o diversos e integrados aos clientes. Esses servi\u00e7os seriam escal\u00e1veis, dadas as complexidades em terra no mercado indiano?<\/p>\n

Sinceramente, n\u00e3o tenho uma resposta para essa pergunta.<\/p>\n

No entanto, se e quando estes intervenientes no com\u00e9rcio electr\u00f3nico aumentarem as suas opera\u00e7\u00f5es (e isso \u00e9 um grande se<\/strong>, veja bem) quais atividades de valor agregado provavelmente se tornar\u00e3o cr\u00edticas? Posso tentar responder a essa pergunta, no entanto.<\/p>\n

Quando a distribui\u00e7\u00e3o integrada e focada em uma \u00fanica marca de insumos agr\u00edcolas (nas etapas de armazenagem e distribui\u00e7\u00e3o) evolui para produtos modulares e multimarcas, o sistema de rastreabilidade da cadeia de suprimentos desses produtos, que garante a seguran\u00e7a e a qualidade do produto, se torna extremamente cr\u00edtico.<\/p>\n

Em um artigo escrito para o China Daily,<\/a> Zhang Qingfeng, diretor da divis\u00e3o de meio ambiente, recursos naturais e agricultura do departamento do Leste Asi\u00e1tico do Banco Asi\u00e1tico de Desenvolvimento, continua incluindo \u201csistemas de rastreabilidade\u201d como um dos principais elementos essenciais para conectar toda a cadeia de valor agr\u00edcola, da produ\u00e7\u00e3o \u00e0 comercializa\u00e7\u00e3o, por meio de redes mediadas pela Internet.<\/p>\n

Quais s\u00e3o as outras facetas interessantes deste diagrama? Voc\u00ea notou \u201cCredit Management\u201d?<\/p>\n

Inclu\u00ed isso depois de aprender sobre as transa\u00e7\u00f5es de e-commerce \u201csomente dinheiro\u201d da Destaglobal que t\u00eam acontecido nas regi\u00f5es de Maharashtra. N\u00e3o tenho os n\u00fameros e o quadro completo aqui. Mas, parece que, em um mercado acostumado a adquirir agroqu\u00edmicos (entre outros insumos agr\u00edcolas) a cr\u00e9dito, h\u00e1 um mercado alternativo de cash-and-carry emergindo para aqueles que preferem a conveni\u00eancia de uma variedade de produtos de insumos agr\u00edcolas multimarcas sob um \u00fanico teto.<\/p>\n

Como voc\u00ea v\u00ea esse jogo? Voc\u00ea acha que esse modelo de insumos org\u00e2nicos multimarcas escalaria? Voc\u00ea v\u00ea algum desafio em particular que eu tenha perdido na minha an\u00e1lise?<\/p>","protected":false},"excerpt":{"rendered":"

Nota do editor: Este artigo foi publicado originalmente no LinkedIn. Agora, quando trabalhamos com esta quest\u00e3o, dependendo de onde o\u2026<\/p>","protected":false},"author":110,"featured_media":60499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-61818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agrochemicals"],"yoast_head":"\nShould Agri-Input Manufacturers Outsource E-Commerce to Startups? - AgriBusiness Global<\/title>\n<meta name=\"description\" content=\"Editor's note: This article was originally published on LinkedIn. 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