In the northern part of Qin Province, Yuyang Town Central Primary School, which is one of the pilot areas of Jiagu's "Student Drinking Milk Program".

At 9:20 a.m., during the big recess after two classes, the children were collectively drinking the freshly delivered Jiagu school milk, which was basically provided for free.

Yuyang Town is a poor rural area, and many of the students in the primary school are mountain children, who walk about an hour to school every day, and their breakfast and lunch are basically porridge, dried radish, chili peppers, sweet potato leaves, etc.

After the second class, the humble breakfast was basically digested, and due to mental activity, the energy in the body was depleted, and hunger pangs followed. When students feel hungry, they are unable to concentrate during class, which affects the effectiveness of the lesson.

But now, the children are holding the school milk issued by the teacher, not bothering to speak, and sucking the mellow milk with relish. Even though it was only 200mL, the children had a great time drinking – in fact, most of them were drinking milk for the first time.

The pure flavor of milk, smooth and delicious and slightly sweet - is this milk? It is so delicious! The children quickly drank a carton of school milk without any leftovers, smacking their lips, and the aftertaste was endless. At this moment, the eye-catching logo of "Jiagu Dairy" was printed on the milk carton, which was deeply engraved in their minds.

At the same time, nearly 4 million primary and secondary school students, mainly in Northwest, Central and South China, are enjoying the carefully developed school milk of Jiagu.

There are two forms of Jiagu Dairy's school milk program across the country: one is free and voluntary milk delivery, such as in Qin Province, which is jointly subsidized with the local government to provide free milk to school students, and Jiagu Dairy participates in production and distribution;

Behind the support is the "Jiagu Milk Love Fund" team of more than 200 people, which has been expanded to more than 200 people, based on the professional team trained by Jiagu Dairy to continue to donate Jiagu milk powder to poor families across the country.

They are independently responsible for the operation of the school and outside the school – according to the requirements, the school milk is sent directly from the manufacturer to the school milk distribution centers in various places, and then to the schools. For example, in the remote town of Yuyang, the transportation is so backward that the team can only ride a tricycle to deliver cartons of milk......

The requirements for school milk are particularly strict, from production to distribution, all links are interlocked, and no mistakes are allowed. To this end, Jiagu Dairy has also established a corresponding emergency response mechanism with local governments.

From this point of view, Jiagu Dairy's promotion of the "Student Drinking Milk Program" is really thankless!

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"To be a school milk, we must do it with a normal mentality, and we must not hope to make any money from school milk! My basic point of view is that good things must be done well, and we must treat it as a government action. In the implementation of Jiagu Dairy's investment in promoting the "Student Drinking Milk Program", Qi Zheng advised.

Yang Ye nodded lightly, and then said: "During this period of time, many peers in the industry have asked me, is Jiagu Dairy doing this, is it because it makes too much money? I said yes, they still don't believe it......"

Qi Zheng couldn't help laughing.

Because of the lack of support policies, the school milk program has always been congenitally insufficient, and several large school milk farmers are now just trying to save face and produce some fixed products to continue to launch.

But Jiagu Dairy has invested so much, and there is no prevarication, which makes them very aggrieved - increase investment, there is no economic benefit;

But Yang Ye is really not wrong, isn't Jiagu Dairy just "disgusted" to make more money?

To make a simple comparison: the profit margin of the domestic dairy industry is very thin, which has been maintained at only about 5%, but the profit margin of Jiagu Dairy is basically above 10%.

What's even more terrifying is that Jiagu Dairy's market share is also leading, and the overall market share of dairy products has reached 20% - you know, Jiagu Dairy's products are biased towards the middle and high-end, which has led to a result, Jiagu Dairy has grabbed more than forty percent of the industry's profits with one-fifth of the market share.

Of course, this is not comparable to Apple's feat of grabbing more than 70% of the profits of the smartphone industry, but it is already a miracle in the dairy industry.

With the great changes in the pattern of China's dairy industry, the trend of "strong and strong" is more obvious - the strength of Jiagu Dairy has been laid, with more high-quality milk sources, stronger product innovation capabilities, more trustworthy brands, and strong control over upstream pastures, midstream processing and downstream sales.

For other dairy companies, high-end products that can better support performance also need to spend higher marketing costs, but for Jiagu Dairy, which has better brand power and product power, can it sell more products with less advertising, can it not have a big advantage?

In a sense, the initiative of the industry has been in the hands of Jiagu Dairy - now Jiagu Dairy is dominant, and the net profit margin is more than twice as high as the second and third in the industry, and the latecomers dare not launch a price war, otherwise they will seek their own death. And if Jiagu Dairy increases promotions or lowers prices, it can make competitors half-dead in minutes, and they are still alive and well.

"Although the domestic counterparts are not angry, they are miserable enough. We might as well convert wealth into influence......" Qi Zheng pouted.

Grab high profits through mid-to-high-end products, and then "subsidize" groups that can't drink milk. In a sense, Jiagu is taking the initiative to achieve wealth distribution and create a fairer social environment.

Don't think that the state doesn't look at it.

It is precisely because of this that Jiagu enjoys the same treatment as state-owned enterprises -- not to mention the support of local governments, at the national level -- do you know what kind of financial policies Jiagu has received? The China Development Bank has granted Jiagu a financing credit of 30 billion yuan, which is exactly the same as that of the Guoliang Group in the state-owned enterprises.

Yang Ye continued: "This year's Outline of the National Medium and Long-Term Education Reform and Development Plan has proposed to improve the nutritional status of students and improve the nutritional level of rural students in poverty-stricken areas......

——Many people don't know that the "Free Lunch Initiative" that many people talked about in later generations to "influence" national policies was actually competing for the introduction of the national "Nutritious Meal Plan", which once made this orderly livelihood project described by public opinion as a lack of work and not as good as a public welfare person.

Qi Zheng is willing to join the "nutritious meal plan" for students in poor areas. Whether it is Jiagu dairy products, or grain and oil products, they can be included in this plan.

In the final analysis, children are the future of the nation.

The essence of competition between countries is nothing more than human competition -- it is no exaggeration to say that if one-third of our population is equal to the average comprehensive quality of Americans, even if we cannot beat the whole world, there is no problem in dividing the world equally.

To improve the quality of the population, we must start with children, education, and nutritious diet.

What's more, now, as long as he talks about children, Qi Zheng's eyes have softened.

Yang Ye snickered in his heart, and said happily: "Boss, I heard that the boss lady is pregnant? Congratulations!"

Before the words fell, I saw Qi Zheng, who had always been "wise and martial", and instantly laughed into a big fool.

Tsk, the thief's eyes are spicy!

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