"Foreign and local beer giants have started to stake their ground, right?" Qi Zheng raised his head.

Although it is a question sentence, it also shows his interest.

Ding Xian was in good spirits and said busily: "After China's accession to the WTO, the domestic beer market has entered a period of integration and expansion, and the five giants of Snowflake, Tsing Beer, Yanjing, Budweiser and Carlsberg have begun to conquer cities across the country. But this is just the beginning, the camp of local brands is still huge, the market pattern has not yet stabilized, and the dark tide is surging under the water. ”

Ding Xian flipped through the notebook he was carrying, looked at it twice, and continued: "I have a data here, although the market share of the Big Five continues to increase, it accounted for less than 35% last year. With the development of the economy, China's beer consumption market has entered a high-growth stage, with an annual growth rate of up to 20%. In this long brand war, it is still unknown who will win in the end. ”

"The financial strength behind the giants is sufficient, we are only entering the market now, and we need time to grow, so there is no advantage in comparison, right?" Wang Yuye pointed out the shortcomings.

"We certainly can't just rely on money to go on a rampage. First of all, as I said earlier, beer is a very regional product, and our province is not occupied by giants today, so it is a good time for us to cut in. On the other hand, 90% of the consumption of China's beer industry today comes from the low-end market. However, with the growth of the middle class and the upgrading of consumption, the low-end beer market will shrink year by year, and the sales of high-end beer will begin to enter a period of rapid growth. At that time, there is no point in competing for the low-end market, and the high-end market is the direction of the tide......"

Ding Xian breathed a sigh of relief and continued: "For now, except for the two foreign-funded beer giants that occupy the early dividends, domestic companies are all at the same starting point in the high-end market, and whoever can come out in the high-end market will win the future." So we are in the game at this time, and we still have a chance to win. ”

Qi Zheng asked: "What is the distribution of the current market pattern in Min Province?"

"The province is now dominated by two powers. Huiquan Beer, a local brand, has demonstrated a strong ability to innovate in the launch of new products, launching four or five new products every year. In just two or three years, a number of local beers in Minquan Province have been defeated by it, and the other is Qingyuan Beer, which was once the largest beer company in Minyuan, but now it has encountered strong competition from Huiquan Beer, and its market share has begun to decline. I got the news that Qingyuan Beer intends to introduce foreign capital for expansion and technological transformation, which is also a good time for me to cut in. ”

Ding Xian really did research, and he said it right.

Among the people present, about half of them were moved by Ding Xian's words. It's a really good time to get into the beer market, and that's mentioned in the information they've got.

Qi Zheng fell silent again.

In the past ten years, the average annual growth rate of production and sales in the domestic beer market has reached more than 15%, making it the fastest growing market in the world. In the future, China will become the world's largest country in beer production and sales.

With a 30% share of China's beer market, it can become a world-class consumer goods giant.

And China's beer rivers and lakes have always been the leader for three or five years.

In the early 90s, Yan Beer topped the list, and then was overtaken by Qing Beer to regain the top spot. But Qi Zheng knew that in a few years, Xuehua would sit on the Iron Throne and become the industry leader.

The next decade from now is a golden age of rapid growth of China's beer industry, and it is also a stage of mergers and acquisitions of big fish eating small fish.

The raw materials for brewing beer are nothing more than malt, hops, yeast and water, and the quality of beer is closely related to the raw materials and brewing process. And malt and hops are agricultural products in the final analysis, and in the field of agricultural products, Qi Zheng has not been afraid of anyone.

So Qi Zheng nodded and said, "The plan for beer can be considered." ”

Ding Xian's suggestion was approved, and he clenched his fist hard.

Next to him, Wang Yuye said slowly: "You just mentioned the dairy industry, tell me about the specific situation." ”

"Okay. "Ding Xian is very energetic, as the head of the strategy department of Jiagu, he likes his current work too much. Not only can he give full play to the characteristics of his own strategic planning, but also can watch a place and a company glow with new opportunities under his own planning, and at the same time can get excess remuneration and a good social status, he is naturally interested in the work itself.

"Actually, the dairy market is a bit similar to the beer market. The dairy industry is bounded by the Yangtze River, and there are two camps.

The northern grassland is rich in resources, the dairy farming industry has a strong foundation, the milk source is relatively surplus, and the enterprises are mainly engaged in the production of room temperature milk, with a large scale and a wide range of sales.

The opposite is true in the South. Grassland resources are scarce, feed is expensive, and the cost is high, but the economy is developed, mainly to produce fresh milk, and the market is mostly limited to the local area, almost every province has several local milk brands, and it is the most widely distributed area of domestic dairy brands. ”

Ding Xian sorted out his thoughts and continued: "In recent years, the per capita consumption of liquid milk in China has shown an explosive growth trend. With the popularity of milk drinking habits, it is conceivable that this will be a market size of hundreds of billions. ”

"In '98, there were two events that changed the fate of the dairy industry: one was the introduction of Tetra Pak equipment, and the other was the overcoming of milk bottlenecks. ”

"Some dairy enterprises represented by Yili began to introduce Tetra Pak equipment on a large scale around 98 years, which solved the problem of developing the market in different places caused by the lack of preservation technology in the early stage, so as to have the conditions for developing a long-distance market. The competitiveness of ambient milk is significantly higher than that of fresh milk produced by local small dairy enterprises left over from the planned economy. ”

"After seeing the broad market space of dairy products, foreign capital and industrial capital from all walks of life have also entered, driving the rapid popularization of consumer education and the penetration rate of dairy products has increased significantly. The rapid expansion of the scale has driven the entire industry to carry out a period of rapid growth. At this time, whoever can grasp the opportunity can overtake in the corner and become the leader......"

Qi Zheng was a little distracted.

If the beer industry is a battle for hegemony, then the dairy industry is simply a chaotic war, full of chicken feathers.

It's 02 years now, and the domestic dairy industry is still calm. There is only one major enterprise in the front line of the market, and that is Yili. At this time, Mengniu had just been established, and brands such as Guangming were also in a corner.

In today's market, there is no so-called marketing war, public relations war and advertising war, Yili has maintained a dominant position for a long time, calling for wind and rain in the market.

Although the supply of the entire market is still unable to meet the demand, there is no vicious competition for milk sources, milk dealers and dairy farmers can make more money, and there is almost no phenomenon of artificially adding various substances to increase the protein content of raw milk.

In other words, although the current supply of milk is insufficient and the quality may not be high, the milk is at least safe and hygienic, but the quality is slightly inferior.

In another two years, the fierce bull began to quickly seize market share by increasing marketing efforts, and the domestic dairy industry bid farewell to today's quiet period and entered the era of strife.

The increasingly large public relations teams raised by various dairy companies, more and more malicious marketing, and more and more fierce internal friction in the industry will eventually cause the collective market to fall.

Ten years of dairy industry, full of cancer!

The "poisoned milk incident" is nothing more than the total outbreak of this series of vicious competition.

You cannot live if you have done your own iniquity.

But it is really a pity to watch the domestic dairy industry being dragged into the abyss by the short-sighted dairy enterprises, and to see the trust of the Chinese people in the domestic dairy industry destroyed.

China's dairy environment is actually very similar to that of island countries, with a large population and high demand, but few grassland resources.

The difference is that the island nation finally realized the dream of revitalizing a nation with a glass of milk, while we live in a nightmare that shocks a nation with a glass of milk.

Something has to be done, right?

After Ding Xian finished speaking, Qi Zheng asked: "How to cut into the dairy market, what do you think?"

"My idea is to start by acquiring a local dairy company, but I don't have a specific goal yet. Ding Xian replied immediately, obviously having thought about this question a long time ago.

Qi Zheng nodded, turned his head and asked everyone: "If you have any opinions, please say it." ”

Seeing that Qi Zheng had a tendency, everyone began to discuss it word by word.

After everyone had a certain consensus, Qi Zheng took a look at the notes he made and made a choice.

"Based on your suggestions, we will start with three aspects. ”

"The main business cannot be ignored. Kaiji, the company to set up a research team, with Pucheng County as the center, to the surrounding areas for investigation. It mainly has a deeper understanding of the region's natural resource endowment, investment environment, planting and breeding industry, etc., looks for investment opportunities and investment entry points, and creates conditions for further cooperation in livestock and poultry breeding, agricultural investment and other fields. ”

Xie Kaiji was named, stunned for a moment, and nodded in an instant: "I understand, our goal is to promote the agricultural cooperative model of Jiagu Agriculture and expand the agricultural base of Jiagu." ”

Qi Zheng nodded in approval, and continued: "The beer industry will be a key business for us in the future. Now that we have the acquisition target, Brother Wang, we can't miss the opportunity. ”

Wang Yuye recognized.

In the end, Qi Zheng encouraged Ding Xian: "Old Ding, well done. The dairy industry is also one of our goals, you work hard, you should continue to pay attention to this information, looking for an entry point, specifically to acquire a certain market share of dairy enterprises. ”

Ding Xian promised and took over the task.

After figuring out the direction of spending money, Qi Zheng quickly announced the dissolution of the meeting.

The curtain opened, and Jiagu began to enter a new field.

......