On March 5, 2019, Shao Yi, founder and CEO of Beijing Mu Niu Xian Sheng Animal Husbandry Technology Co., Ltd., Chang Ruishan, co-founder and executive vice president, and Cao Yuan, dean of Xian Sheng E-commerce Business School, visited the Animal Welfare International Cooperation Committee (ICCAW) office in China, and were warmly welcomed by the president A Yongxi and team members.
Shao Yi, the founder and CEO, introduced their company: Mu Niu Xian Sheng, meaning Cowherd Fresh, is a platform business that integrates the internet and intelligent information sharing into the beef cattle industry. Through the e-commerce app platform, consumers can pay to “adopt” cattle on the pasture. At the same time, consumers have access to the information collected by the sensors on the cattle, through which they can read their cows’ health status and amount of exercise. In this way, consumers are closely connected to the pasture, and adopters become the owners of the cattle.
Through the tracking system of the platform, consumers can clearly understand the production process of cattle beef, from breeding, slaughtering, to food processing, which enhances their confidence in food safety. Consumers can buy safe and high-quality beef products through the online store of Mu Niu Xian Sheng, which not only helps to promote the ranches but also breaks the conventional ways of purchasing beef products such as going to supermarkets or brand-specific stores.
The president of ICCAW says that the combination of e-commerce and beef cattle industry can solve the traditional disadvantages such as high input cost, long payback period, and difficulty in sales. Due to various uncertainties in beef cattle husbandry, many small and medium-sized ranches lack the ability to take risks, which results in unguaranteed income. Meanwhile, Mu Niu Xian Sheng has also started strategic cooperation with the insurance company, Ping An China, and insured every cow on the platform, greatly improving the cattle ranchers’ resilience to risks.
In the end, the president of ICCAW approved of the model of combining the internet and beef cattle industry, and he is willing to help more beef cattle enterprises through applying the successful examples set by Mu Niu Xian Sheng.
All information comes from https://kknews.cc/
Translated by Dule
Edited by Andrea Jia and Riley Peng @ Animal Dialogue