Jiagu Dairy relied on an extremely successful product marketing campaign to completely open up the situation, which made other domestic dairy companies vigilant and fully demonstrated the power of advertising and marketing. See. Wool, Chinese net

In order to maintain its market position, the dairy industry's public relations planning activities have accelerated as never before, especially the grassland duo Yili and Fierce Bull.

After entering 05, Fierce Bull and Yili launched a fierce war on media publicity and public relations planning, and even fed many public relations planning companies that were almost eliminated from the market, and also saved many poorly managed media.

The two companies are in a fierce marketing battle for advertising and promotion, not only for the first page of the first page of the portal, but also for the advertising space of the newspaper. For example, when Fierce Bull ordered an advertisement in a newspaper, Yili would buy it at a high price a day in advance.

Almost every forum and exhibition is looking for sponsors and title sponsors, and the first thing that comes to mind is Fierce Bull and Yili, and if one party does not sponsor, the organizer will threaten the other to give awards to force it to comply.

The funniest thing is that these two companies actually signed a contract with the Commission of Science and Technology for "the only designated dairy product for China's lunar exploration project".

After Jiagu Dairy started the super-female marketing development model, other dairy companies represented by Fierce Bull and Yili also began a high-intensity marketing bombing mode.

The domestic dairy competition has also shifted from a price war to a marketing war. The most direct form of expression is the competition for CCTV's advertising banner and the sponsorship of grand events such as the Olympic Games and the World Expo.

As early as last year's CCTV gold advertising segment bidding meeting, Mengniu became the new bidder of CCTV with a huge investment of 3.1 billion yuan, followed by Yili with an investment of 21.4 billion.

This year, Jiagu Dairy invested heavily in the supergirl program that cut off the beard from the hands of the fierce bull, and it was a huge success - it is rumored that the fierce bull, who has money but no land to spend, has regarded this year's CCTV advertising king as a thing in his bag.

Other more second-tier brands are also not to be outdone in advertising and marketing. See. Woolen and Chinese networks have become the most popular big customers of the media for a while.

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"It's really rich!" Qi Zheng was at Jiagu Ranch at this time, listening to the latest trends in the dairy industry explained by Yang Ye, and couldn't help but sigh with emotion.

Although Jiagu Dairy has invested heavily in Supergirl, it is not interested in the advertising and marketing war that follows.

Because Jiagu Dairy has invested more money in the most advanced "Wantou Ranch" in front of him.

Rows of spacious cow feeding sheds, the world's largest milking parlor, the largest single dairy farm in China, and the world's leading milk source quality ...... Even compared with the advanced pastures abroad, Jiagu Ranch is not inferior.

The whole park covers an area of 5,000 acres, supporting the construction of 100,000 acres of forage planting area and 80,000 acres of fodder corn planting area, raising 40,000 high-quality dairy cows, with a daily output of 700 tons of fresh milk, which is the first in the country.

Qi Zheng and Yang Ye walked into the park and saw thousands of black and white cows resting under a huge cowshed, with a fan blowing wind every few meters. Although the weather was hot, it was very cool in the barn.

The Jiagu Ranch is located on the southern seaside, and the summers are hot and humid. The cow mothers on the farm are hardy to cold and heat from the bloodline, and their mood, physical state and milk production will be affected when the weather is too hot.

Therefore, a strong ventilation and air-conditioning system is installed in the barn, and in the hot summer, the air is exhausted by negative pressure fans and the water is volatilized and absorbed heat to cool down. In the hottest time of summer, the indoor and outdoor temperature can be about 10 degrees different, and there are temperature monitoring points in various places in the barn, and the temperature is displayed in real time on the computer screen.

"The roof of the barn is sliding and opens on a sunny day to improve light and comfort, and closes on rainy days to keep it dry and divert rain. Yang Ye introduced. Although the ranch has been assigned to the management of Jiagu Agriculture and Animal Husbandry Company, after all, this was established by Yang Ye with one hand and one foot, so he is naturally very familiar.

In the milking area, hundreds of cows are waiting in line to be milked. The person in charge of the park told Qi Zheng and the others that the largest milking equipment in the park can milk 120 cows at the same time, and there are two such milking machines - this is also the most advanced milking table in China.

After the milk is extruded through the pipeline into the production workshop next to it, the finished product can be produced within 2 hours, all of these products are processed from simple milk, without any additives, creating the first record in China without any link from the mouth to the mouth, no more than two hours.

"Our milk index standards of Jiagu Dairy are better than those of the European Union, and this is one of the secrets. Yang Ye said proudly.

For dairy companies, milk is the lifeline.

Cattle are fed for the day. Without safe feed, it is difficult to guarantee the quality of milk.

The alfalfa hay of Jiagu Ranch is basically produced by itself, most of the concentrated feed such as corn is also produced by the ranch, and the supplementary feed is also purchased and supplied by the long-term cooperative households selected by Jiagu...... Ensure the quality of feed from the source of the industrial chain, so as to ensure the health of the herd and improve the quality of milk.

Only with good breeds can there be good cows, and only with good cows can there be good milk. Jiagu Farm's dairy cows are imported from Australia and New Zealand, and the average annual milk production of dairy cows is more than 10 tons, far exceeding the domestic average of 55 tons.

In order to allow the cows to live in a comfortable environment, the manure treatment system in the park uses imported equipment, adopts backflush sand removal, dry and wet separation and other processes, processes and produces biogas and organic fertilizer, and realizes the resource utilization of manure.

At the same time, the alfalfa planted in the park is used to absorb the manure produced by the cattle farm, which can not only be high-quality forage for the pasture, but also play a positive role in improving the local saline-alkali soil, forming a good combination of planting and breeding, and a circular agriculture model.

Although this year, modern animal husbandry has also started the construction of "10,000 head ranch" like the previous life, but there is Jiagu Ranch in front of the beauty, but it has not attracted much attention like the original time and space.

In the current dairy industry, the development model of "light upstream milk source construction and heavy terminal marketing" has reached a deformed level, resulting in frequent quality problems of domestic dairy products.

Last year's "big-headed doll" milk powder incident shocked the whole country. Therefore, the state has launched a safety project for the entire food industry, and strictly grasped food safety issues across the country, and the Chinese people have also shown unprecedented attention to food safety.

This incident also caused an uproar in the dairy industry.

In order to gain consumer trust in the market, dairy companies have invariably used crisis public relations to promise the quality and technology of their products to the public, and more importantly, they have increased their investment in the media industry – not only for marketing, but also to obtain a certain degree of news protection and protect their corporate image.

Qi Zheng scoffed at this: "This is simply a sacrifice of the basics!"

After a pause, Qi Zheng asked Yang Ye, "Old Yang, do you remember what I said about the ranch expansion plan?"

Yang Ye paused, "...... In five years, build five more large ranches?" he regarded Qi Zheng's original plan as a dream, so he remembered it very well.

"yes, I didn't think you remember it so clearly!"

“......”

Yang Ye tried to struggle, "But, boss, we have no money to invest in Jiagu now, right?"

It's the truth.

This year, a number of large projects in Jiagu, whether it is a domestic soybean support plan or a staple food strategy, require huge investment in the early stage, coupled with the investment in the construction of the headquarters, it can be said that the capital chain of Jiagu Group has reached the most tense time.

In this regard, Qi Zheng turned his head and showed a mysterious smile, "No money is sometimes a problem, but sometimes, it's really not a problem." ”

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