In June, the draft of the Food Safety Law was quickly released and entered the revision stage. Look at 1 gross 2 lines 3 Chinese net

The establishment of the State Food and Drug Administration is not efficient due to the functions of multiple departments, but the state undoubtedly recognizes this proposal, although slowly but constantly advancing the relevant preparations.

In addition to the introduction of relevant regulatory regulations, the state has also issued the "Outline for the Rectification and Revitalization of the Dairy Industry" jointly launched by 13 ministries and commissions, and issued a series of policies and regulations to support the hard-hit Chinese dairy industry.

Driven by the policy, the dairy giants began the "dairy revival movement".

The poisoned milk incident completely removed the mountain deer from the map of China's dairy industry, and also triggered a major earthquake in the old dairy industry competition pattern.

The dairy companies involved in the incident, including Yili, Mengniu, and Shengyuan, have suffered a performance crisis due to the impact of some product recalls and returns, and the impact of damaged trust on sales.

After all, dairy companies, like companies that have to run water, can't stop for a moment. It's okay to sell wine, you can put it for a few days if you can't sell it, it's okay to put it for a few days, and the chocolate is a little faster, so it won't be good for a day. Milk is a 24-hour non-stop turnover of the enterprise - the cow has to be milked, these milk will be bad if you don't use it for two days, once there is a sales blockage or the brand is affected, the whole line will be chaotic.

Although Jiagu Dairy soared in this incident, it will become the new king of China's dairy industry this year.

But Yang Ye did not dare to underestimate the two dairy companies of Yili and Mengniu.

Without Qi Zheng's reminder, Yang Ye realized that after the blow of the poisoned milk incident, Yili and the fierce bull may recover faster than they imagined.

"Actually, I'm not very worried about the fierce bull!" Yang Ye said at the mid-year summary meeting. See. Wool, Chinese net

It took 7 years for Comrade Lao Niu to make the sales of the Fierce Bull from only 40 million yuan in 1999 to more than 10 billion yuan last year, and even this year intends to hit the height of 20 billion yuan and surpass Yili. Unfortunately, the melamine incident brought the "rocket speed" of the Fierce Bull to an abrupt end.

The involvement in the melamine scandal had a huge impact on the brand and image of the bull.

If the early success of the bull is due to its ethical marketing (patriotism, lunar exploration project, etc.) and the popularity and reputation of Comrade Lao Niu, after the safety problem, the bull has become the most ruthless brand image in the dairy company.

In the face of sudden industry risks, the shortcomings of the development of Fierce Bull at "rocket speed" have been exposed, the development time is too short, the development speed is too fast, the background is not deep enough after all, and the cash flow is facing the danger of breaking.

Yang Ye analyzed, "After the outbreak of the incident, the share price of Mengniu fell sharply, and the funding gap of Mengniu this year is expected to reach more than 2 billion yuan." ”

"The most striking contrast is that after the outbreak of the incident, all products contaminated with melamine had to be removed from the shelves and destroyed, and losses were inevitable, but in terms of loss bearing, the strategies of Fierce Bull and Yili were inconsistent. Fierce bull requires its dealers to take responsibility for it, and the loss of funds is fifty-fifty, resulting in many dealers not being able to turn over funds, which has become the last straw that crushes the camel. Yili chose to bear the loss in full, which won the reputation of many dealers, and compared with the fierce bull, it established a positive image well. It can be expected that when the domestic dairy industry begins to recover, how many dealers will defect to Yili. ”

"After all, isn't there a difference between having money and not having money?"

Well, Qi Zheng is not worried about the fierce bull anymore, he will be sold later, what else is there to say.

Qi Zheng asked, "What about Yili's situation?"

Yang Ye's face froze, and he said, "Although Yili may be the dairy company with the most serious losses among all enterprises this year, Yili has the fastest response to the market, and the speed of recovery will inevitably lead the industry." ”

"How?"

For the old club, Yang Ye's news channels are obviously more flexible, so he is clear about Yili's measures.

"Here's an example. Focusing on strengthening quality inspection is the first reaction of the dairy industry after the concentrated outbreak of the melamine incident. But Yili's response was quicker and more comprehensive. It is said that a week after the incident, nearly 10,000 inspectors were stationed at Yili's milk source purchasing stations and processing plants, supervising the milking and filling process. ”

At the same time, Yili also invested 100 million yuan in the purchase of special testing equipment. You know, during this time, due to the high domestic demand, the testing equipment was out of stock for a time. However, Yili called on all the personnel of the group to inquire about the latest equipment sources. ”

"I heard that when they learned that a batch of testing equipment was about to arrive at customs, they immediately sent someone to contact the equipment manufacturer, and they were stunned and 'snatched' the equipment directly from the customs without waiting for unloading. ”

Qi Zheng couldn't help but be speechless, he couldn't imagine that Yili, who had been suffering from a "big company disease" in the past few years, could be so resolute when the crisis came.

He knew that Jiagu Dairy had made a good start and built a "firewall" of quality control in his own enterprise. After the outbreak of the incident, other dairy companies followed the example of Yili to carry out a "safe milk project", and Mengniu launched the "milk safety project", Guangming issued "ID cards" to dairy cows, and named their own ranches "safe pastures......

Yang Ye continued: "The road to recovery of the dairy industry is a race for dairy enterprises. The reason why I think Yili can take the lead is because Yili has the most complete and rich product line, and has completed the strategic upgrade of product structure, forming a product structure with the coexistence of multiple categories such as liquid milk, yogurt, cold drinks, milk powder, etc., and the simultaneous development of medium and high-end stratified consumption, and has the most complete anti-risk ability in the industry. ”

In contrast, Jiagu Dairy is not enough in terms of categories.

Moreover, due to limited production capacity, Jiagu Dairy's priority in the production of milk powder has undoubtedly given Yili and others a chance to breathe in the liquid milk market.

Of course, Yang Ye is not very worried about this. After all, the brand image of Jiagu Dairy has been deeply rooted in the hearts of the people, and as long as the production capacity keeps up, he is confident that he can catch up with or even surpass Yili in liquid milk.

"So, the biggest constraint is capacity, we need more pasture, more cows. Yang Ye looked at Qi Zheng eagerly and said.

This is where his greatest fear of Eli lies.

Unlike Jiagu Dairy, which needs to build "10,000 head pastures" with one hand and one foot, Yili is uniquely positioned in the construction of milk source bases, and controls the three major golden natural pastures in the country - Hulunbuir, Tianshan Grassland and Dulbert.

In this race, milk source is a more important part than the product structure, which not only directly determines the quality of the product, but also determines the strength and anti-risk ability of the enterprise.

As for the fierce cow, the milk source is also its shackles.

Qi Zheng nodded, after all, Yili has a big family, even if it suffers a major setback this year, Jiagu Dairy needs more patience if it wants to surpass it comprehensively.

"Then expand the ranch, anyway, in terms of the support it has received now, no one in Jiagu Dairy is afraid!"

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