Origin | Times finance and economics
On March 28, industry of unconscious ox milk (02319) is released 2018 outstanding achievement, income grows 14.7% to reach sixty-eight billion nine hundred and seventy-seven million yuan compared to the same period (RMB, similarly hereinafter) , partner should take excessive advantage namely net profit grows 48.7% to reach 3.043 billion yuan compared to the same period.
This data, with the competitor Yi Li differred the battalion of one billion four hundred and ten million and sixty-five thousand four hundred and eight receives difference. By this year Feburary, yili releases outstanding achievement report showed 2018, the company realizes business income seventy-eight billion nine hundred and seventy-six million yuan, relatively go up growth of year of the corresponding period 16.89% , implementation net profit 6.439 billion yuan. In net profit respect, cheat Niu Ye to be pulled open far by Yi benefit, already was less than latter half.
Data shows a fact intuitionisticly: As once was the same as industry of rank home milk the tycoon of the first a group of people of same interest, meng Niu is being pulled open to be apart from by Yi Li.
Difference is apparent
Money newspaper shows, meng Niu's liquid state suckles income fifty-nine billion three hundred and eighty-eight million six hundred thousand yuan, grow 12.0% compared to the same period; Ice-cream income two billion seven hundred and twenty-three million four hundred thousand yuan, grow 8.4% compared to the same period; Milk powder business realizes income six billion and seventeen million four hundred thousand yuan, grow 48.9% compared to the same period. Will look at present,
Regard lacteal industry of home as 3 tycoons, of Meng Niu, Yili and bright milk industry advocate business Wu structure is similar, but emphasize particularly on different. Liquid state of unconscious ox deep ploughing suckles individual sheet to taste, its income photograph compares Yi Li more concentration, basically rely on special the outstanding achievement that the sheet such as Lun Su, pure discriminate tastes. Bright milk industry outstanding achievement appeared last year " double fall " , and the yoghurt product that all discharges the first place as quantity of produce and sale -- Mosilian, produce and sale measured in pairs to glide last year, inventory was swelled greatly accordingly 26% .
Yi Li appears diversity, outside removing original product, still roll out " Jin Dian " , " Anmuxi " , " free meaning 100% " , " free is light " wait for high-end product. 2018, sales volume of Yi benefit pure milk is broken through 10 billion, an Muxi sales volume breaks through 14 billion yuan, golden standard sales volume also breaks through 10 billion yuan.
Upriver grandma source is the manufacturing base of lacteal estate company, no matter be Meng Niu or Yi benefit sortie upper reaches suckles a source. Breed industry analyst Song Liang points out to times finance and economics: "The cost that suckles a source is the main factor that affects company profit. "The cost that suckles a source is the main factor that affects company profit..
Regard lacteal industry as the tycoon, meng Niu is all the time since the issue that suckle a source is long-term is painful. For this, meng Niu chose " fast " means, the resource of means sortie upper reaches that pass investment and buys, include benefit of pair of contemporary animal husbandry, refined scholar and Chinese emperor herd among them buy.
Times finance and economics consults relevant data, 2018 annual, battalion of contemporary animal husbandry accepts 4.957 billion yuan of loss 496 million yuan; Chinese emperor herd is to be in deficit of a huge sum more in, 2018 first half of the year, its deficit 1.067 billion, profit drops compared to the same period 168.2% .
Begin to invest contemporary animal husbandry from 2013, become a shareholder to the end of 2018 again Chinese emperor herd, cheat arrogant bought way, although abounded oneself organic product, but the became a company however burden of bought mark.
With Meng Niu road is like the photograph somewhat, 2015, bright milk industry carries on his shoulder or back through subordinate subsidiary Si Tan animal husbandry, bought upper reaches to suckle source enterprise -- Shanghai milk group and Shanghai Tai Jie are industrial the equity related business of milk cow breed aquatics and asset.
Compare at pure " buy buy buy " mode, yi Li is adopted multivariate mode, build chain of industry of factory position advanced position through oneself, offer an enterprise to produce place to want raw material with this. 2018, yi benefit the Oceania produces base " Jin Dian " milk of New Zealand entrance, " Bai Feilan " milk, appear on the market in succession in home. Suckle source ground to expand further, yi Li will buy Thailand mainland in November in of the same age THE CHOMTHANA COMPANY LIMITED of the biggest ice-cream company.
Nowadays, battalion accepted bright breast job 2018 twenty billion nine hundred and eighty-six million yuan, already was swung far by benefit of Meng Niu, Yi. Home breeds the two big tycoons of course of study begin to receive target sprint to one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two battalion. But will look from current condition,
Be involved in is passed sell disturbance
To accelerate implementation one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two battalion accept a target, run besides frequent capital outside, meng Niu still makes an attempt on channel,
Meng Niu says in money newspaper, "Meng Niu rolls out milk of first weight management to light fiber slow to suckle former times milk in the market, reach product of jelly of gem of any crystalline substance of protein of first hydrolyze collagen to coagulate pure, innovation sells pattern, transmit promotion through gregarious sale platform, draw the consumptive crowd that pays attention to health and love beauty successfully. Draw the consumptive crowd that pays attention to health and love beauty successfully..
As we have learned, be being lighted slow is to cheat a fixed position that the ox rolls out to be the drink that reduce weight, basically go up in small business medium of communication sale. But of things go contrary to one's wishes is, light slow sell because of be suspected of passing however, the gregarious and retail road that makes cheat an ox cheated a shadow.
Late on March 21, "Unconscious Niu Man lights fiber to suckle former times " before actor of exclusive dealer Beijing picks small business 1000 technologies limited company is in its government is released on date of small letter public " the announcement that expires about lighting project accredit slow " , was lifted then Beijing hill sends close a case.
There is a message to say before this, industrial and commercial bureau receives Beijing hill county inform against pair of actor to choose 1000 to undertake investigating, when discovering actor chooses 1000 to be lighted slow in distribute, member bonus system has 5 representatives level, accord with " prohibit passing sell byelaw " the 7th is maintained to passing those who spend act, be based on this to be in the amerce with 43 million yuan. The message is after network get about, meng Niu the public opinion disturbance of close a case that be passed by be involved in.
In last few years, new retail and arisen, socialization is new retail mode is applied by each industry in succession. And in lacteal industry, those who take the lead in bringing those who enter small business pattern to cheat an ox just about is slow light.
Nevertheless, put to small business pattern inside the industry have doubt. Fourth cotton of king of expert of famous milk industry expresses to times finance and economics: "The company goes small business exploring as sale channel new pattern have not cannot, but if do not accuse very easy deflection originally course, the supply that may affect a trade is balanced, extruding business exceeds, the channel below the traditional line of convenience inn. Extruding business exceeds, the channel below the traditional line of convenience inn..
Sale of its huge crowd, friend buys have the aid of of gregarious cable business and rely on platform of mobile Internet socialization, sale of implementation fission type takes an amount quickly, be favorred by place of business of each old quick pass the time in a leisurely way. The child before this with a ha is breathed out, Dali garden send power small business in succession, contend for the market.
Light what explore socialization to try water retailly newly as Meng Niu slow to make, be expressed great expectations for a time. But of arise suddenly pass sell disturbance, the socialization that lets Meng Niu is new retail road is full of variable. Song Liang points out: "Light the quick pass the time in a leisurely way that belongs to consumptive function sex slow to taste, this kind of product goes doing small business is a mistake for certain. Small business is the development pattern that a flock of people that seek sudden huge profits pursue, can give the brand overdraw. From show level to look, this kind of pattern will be right the uncertainty with the brand development very big presence of the enterprise. This kind of pattern will be right the uncertainty with the brand development very big presence of the enterprise..
