"Isn't this afraid of blowing Jiagu into the sky?"

Looking at the praise of Jiagu rice on TV, the corner of Guo Kui, the representative of Wilmar International's board of directors, raised the corners of his mouth slightly: "This title of king is too worthless, right?"

As the controlling shareholder of Yihai Kerry, Wilmar International could not sit still and sent representatives to understand the latest situation of China's domestic grain and oil market when it was preparing for the IPO of Yihai Kerry.

As soon as Guo Kui came, he saw the scene of Jiagu rice "crowning the king".

From the perspective of absolute market share, the rice processing capacity of Jiagu grain and oil this year has exceeded 10 million tons, but it is relatively close to the domestic rice output of nearly 200 million tons...... Well, the market share is still far from 10%, such a "king", is it too unconvincing, right?

Kang Wenjie, President of Yihai Kerry, said calmly: "According to incomplete statistics, there are nearly 9,000 rice processing enterprises above designated size in China, but there are more than 10 enterprises with a daily processing capacity of more than 1,000 tons......

Tut-tut, in such a comparison, Jiagu Grain and Oil is simply a "giant" in the rice market.

"Sure enough, whether you are the king or not, it all depends on your peers...... Uh, it seems that Yihai's processing capacity is less than 1 million tons, well, dear Mr. Kang, your opponent looks even stronger than you imagined!"

Kang Wenjie squinted slightly: "I never dared to underestimate Jiagu. ”

"However, production capacity belongs to production capacity, and product is king. Is Jiagu rice really that outstanding?" Guo Kui said with a slight frown.

"Although the taste is subjective, objectively speaking, there is indeed a gap between the quality of rice and the domestic market. Kang Wenjie said in a deep voice: "The company has done a comparative test, selected a number of brands of rice and Jiagu rice on the market, including Arowana, first look at the integrity of the rice, generally rice broken rice grains are relatively more......;

Guo Kui listened intently.

"Standards are a major reason. Kang Wenjie analyzed, "In fact, in China's rice industry, it is not that there are no standards, and it can even be said that many standards are not low, but the problem is that they are not detailed enough." ”

"In Jiagu, there are more detailed and clear standards for rice breeding, planting, harvesting, processing, storage, and sales. The core purpose of these standards is to ensure that the rice reaches the consumer's mouth and the aroma of the rice. ”

"For example, Jiagu obviously has a secret sauce when it comes to rice storage, and as far as I know, their rice can still taste fresh even if it is stored for a year. ”

"Now, in order to ensure freshness, the milled rice processed by Jiagu is controlled to a 'must-have period' of three months, which is difficult to achieve in the Chinese market. ”

Guo Kui subconsciously said: "But Jiagu did it!"

"Yes, Jiagu Rice has become a household name for rice. As said on TV, at the same price, consumers tend to give preference to Jiagu rice, which makes the inventory turnover of its products very fast, and it is natural to maintain such a demanding standard. ”

Guo Kui also felt very tricky, "We can't replicate such a model?"

Kang Wenjie couldn't help but smile bitterly: "We don't have such a complete rice industry chain, nor do we have a "Rice on the Tip of the Tongue". ”

“...... I must admit that A Bite of Rice fascinates me. It's really a perfect brand promotion, and God knows how many viewers fell in love with Kaya rice because of this documentary. Guo Kui praised from the bottom of his heart.

In the past, Yihai Kerry's main competitors were state-owned enterprises such as Guoliang, and their thinking was relatively rigid, so it seems that Yihai Kerry's competitive strategy is more flexible.

But with an opponent like Jiagu, Yihai Kerry has become the lagging side.

In Kang Wenjie's view, "Rice on the Tip of the Tongue" is simply a stroke of genius.

The most obvious thing is that the price of Xianming rice is 50 yuan/catty, which will definitely cause a lot of doubts under normal circumstances. But anyone who has watched "Rice on the Tip of the Tongue" knows that the production process of Xianming rice is extremely strict, and Jiagu has even quantitatively controlled its nutritional content indicators, in the words of the film, "Every grain of rice is a godsend!"

Jiagu also shows a lot of foreigners' brainless pursuit of Xianming rice in the film, so even if ordinary people can only look up to it, no one thinks it is not worth the price.

You know, product placement is simple, but it's hard to make a documentary that promotes a product like this without any fireworks and is also well received.

After a thrilling scene in the movie, the actor suddenly sat on the roof of the building and drank XX milk to suppress the shocking product placement, which probably can only have the opposite effect......

"Whether we want to admit it or not, Jiagu Group's influence in the field of grain and oil is getting bigger and bigger!" Kang Wenjie said seriously.

The smile on Guo Kui's face gradually faded: "This is really bad news. However, there is worse news......"

Kang Wenjie's expression moved: "Has the IPO changed?"

Guo Kui smiled bitterly: "...... Let's put it this way, the financial market on Hong Kong Island is turbulent, and Yihai Kerry seems to be in trouble in various businesses during this time, and it is expected that the issue price will not meet expectations, and the listing plan will most likely be put on hold......"

Kang Wenjie took a deep breath and suppressed the annoyance in his heart.

In fact, he was not unprepared in his heart.

Regardless of the changes in the external economic environment, Yihai Kerry has indeed had an unfavorable year this year.

After the fermentation of the "edible oil genetically modified" turmoil, under the guidance of all parties, many media focused their firepower on Arowana, and emphasized the suspected fraud, false propaganda and genetically modified problems of 1:1:1 in the Arowana advertisement, and Jiagu edible oil bucked the trend and looked like it was about to catch up with the market share of Arowana.

Now, Jiagu Rice has established its dominant position in the rice market and is the leader in the grain and oil market. In addition to wheat, the capacity utilization rate of other projects in Yihai Kerry is only between 40% and 50%, and there is a downward trend.

Yihai Kerry originally planned to raise US$3 billion to US$4 billion through the IPO to invest in the development of the rice and noodle market, but now it seems that it is also hanging.

In a certain sense, Yihai Kerry and Guoliang Group are also somewhat similar, and in terms of scale, they are already giants in the industry. But how to grow from big to strong is the real direction of its efforts.

There is no doubt that with the failure of Yihai Kerry's impact on the market, the competition in China's grain and oil market will become more fierce.

"Regardless of whether the listing is stranded or not, the board of directors hopes that Yihai can maintain its share and leading position in China's edible oil market, and at the same time catch up in the rice and flour market, and strive to achieve a breakthrough in the high-end market that is still lacking in China......," Guo Kui crossed his fingers and slowly conveyed the requirements of the head office to Kang Wenjie.

In Wilmar's view, although Jiagu took the lead in breaking the shackles of brand development in the domestic rice industry, it is not necessarily all bad.

At the very least, the emergence of a "king" in an industry means that it will enter the situation of "dominating the world" from the "chaotic times" Of course, the Chinese market is too big, no company can dominate the world, and the government will not allow such a thing to happen.

Well, not so much in the middle of the two, it is Jiagu grain and oil that has promoted the transformation and upgrading of China's rice industry, and more and more Chinese have begun to find that they have transitioned from eating enough to eating well.

As one business genius put it, consumers sometimes don't know what they need until the manufacturer comes up with their product.

In this process of transformation and upgrading, a large number of enterprises will withdraw, the degree of industry integration will deepen, who can survive to the end, live the best, is the real king!

Looking at the industry, Yihai Kerry's size is destined to be one of the main players, and the biggest opponent at present has changed from Guoliang Group to Jiagu Group!

Guo Kui said with a smile: "The king is not invincible. In my opinion, China has a lot of land and resources, and there are many places that can produce high-quality rice, and the competition between rice brands will be very fierce in the future. The market share developed by Jiagu rice may be plundered by latecomers if you are not careful. ”

Kang Wenjie shook his head, not so optimistic: "For a long time, as long as Jiagu does not die, at least its position in the rice market will be difficult to shake, after all, you don't know how much the government likes enterprises like Jiagu......"

......