Consumer Orientation: The road to the Chinese milk enterprises – consumers, corp
Enterprises face a new round of domestic milk shuffle, but "marketing first" still is one of many dairy enterprises that holds the key factor. In " Melamine Incident "and M & A resurgence of the double impact of the wave, the Chinese dairy rebirth, is returned to consumers based, and a corresponding system of corporate strategy.
Alert: another wave of M & A
" Sanlu milk powder Incident "occurred, the confidence of foreign investors taking advantage of China's dairy market crisis, following the start of 2005 once again to meddle in China after. At present, the British Union have jointly Nestle Or up to acquire and operate the Prince Milk Group, signed agreement Lee way out of pure pain, Hunan Prince Milk from the largest private dairy company transformed into a foreign company.
In addition, Danone (China) after the acquisition of Dairy Miao Shi, active engagement New Hope Milk, dairy products intended to have two companies in Guangdong Province of control.
"A South Korean company is planning to build in Weihai, Shandong dairy farming and dairy processing enterprises, Korean veteran business daily dairy companies are starting to enter the Chinese market." Chinese People's University of Agriculture and Rural Development, said Associate Dean Xiang-zhi .
Xiang-zhi comments that, due to the nature of the pursuit of profit maximization, foreign investment into China overwhelmed by urgent, so this should belong to the interests of dairy farmers in China, direct foreign investment is likely to be seized.
Executive director of the Chinese Society of brand marketing Sanshui judge Wei, the Chinese dairy industry is a major crisis that the industry as "melamine incident" in the event of a crisis of confidence under the market is facing from the prying eyes of foreign investment and access.
China Dairy to strengthen against the force, the first is through government bailouts and other consumer oriented policy strategy to establish enterprise.
Outgoing Bright Dairy Wang Jiafen chairman has been six months on the "Phoenix Weekly," said the response to foreign capital, China's dairy industry to integrate industry chain, and ultimately to structural adjustment, change " Sell As the center "as a" market center. "
Reflection: China Dairy strategic defects 10 years, the Chinese dairy dazzling prosperity, the actual cover of the industrial development of a fundamental strategic flaw.
Through the "melamine incident", listing the Chinese dairy industry to develop long-term accumulation of contradictions and problems, mainly in the process of rapid development of dairy industry, is only concerned about speed without attention to the thickness, only emphasized the rapidly expand the market and not sustainable development strategies, while dairy farming way behind, scale, standardization of the low level of farmers and Dairy products Manufacturer interests unreasonable, supervising behind. But behind these questions
, in essence reflects the industry have forgotten the premise of its existence and growth is to maximize consumer value. The enterprise must not be forgotten over the "quality security" Taki harmony give up the value chain strategy to uphold and building consumer oriented strategy.
Some experts believe that the past few years, the dairy industry to maximize profits, the business functions from product safety and interests of the foundation, will be heavily deformed cast one end of the emotional appeal, brains into brand marketing efforts . This makes the dairy industry on the one hand Hurricane-style "Great Leap Forward", on the other hand is the company's growth rate and milk are not proportional to the speed of development, enterprise and milk are not directly proportional gain, finally broke the harmony of the value chain. For example, in the dairy industry chain, dairy breeding, dairy processing, dairy sales profit ratio of the three links has grown from 1:3. 5:5. 5 gradually deteriorated to 0. 8:3:6. 2 about ; the production of dairy farming, dairy processing, dairy cost of sales ratio of the three links opposite, to about 6:3:1.
CCTV in November at the tender advertisement, before the little-known American Dairy, dishing out 160 million yuan amazing are mine, triple the first time to breath spent 130 million in order to seek CCTV prime advertising spots were. This high level of advertising investment behind it, is the public breast reconstruction costs on the market next year, a gamble, but also marketing the complete supremacy of the continuation of the old thinking.
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