Chairman of domestic milk prices: prices of domestic milk cans sold 130 is conscience | |-made of milk powder _ news

Grand treasures dairy Chairman Wei Lihua

[Looking for Chinese innovation example] Grand treasures: "+ Internet" roll over Hebei dairy

The China economic weekly reporter Houjun | Hebei reports

(Article published in the China economic weekly 2016 13th)

"Grand Bao advanced farm business model concept is very worthwhile and quality management and control, modernization of China's dairy industry is so striking. "On March 17, Poland former President komorowski visits Le Bao dairy limited (hereinafter" Grand Park treasure ").

After 8 years of hardships, the Hebei province's largest dairy products company in the "sanlu" in 2015, after revenues exceeded 6.5 billion yuan for the year, achieved a growth rate of more than 30%, yogurt sales ranked fourth in the country, second only to the three dairy Giants yili and mengniu, bright.

Formula milk does not have any business before the Grand Le Bao from 2014 officially into the formula industry, with only two years ' time, stir the domestic milk market in one fell swoop, and change the pattern of unusually high prices, triggering numerous imitators low prices into, the impact of the who formula milk.

　300 milk why sell 130 Yuan

"A few years ago I went to a packaging trade shows abroad, after getting off the plane, seeing the people in the supermarket to grab milk and a box a box to buy, foreign salesman shout to our 'NO, NO, NO'. I get panic, full 15-day exhibition, I didn't dare take my card, I don't think people face to face. "Grand Bao Wei Lihua, Chairman of the dairy industry, told the China economic weekly the reporter recalled.

After returning to China, Wei Lihua is determined to make milk powder, because infant formula ingredients are basic powder, whey powder, lactose, then add the trace element, the threshold is not high. As the milk industry veterans, he does not want to see people running to get a can of milk powder to go abroad to buy scene.

Dairy expert Wang dingmian, the China economic weekly reporter said from the construction of milk source stand, milk all over the States and even the cost difference is not large, can affect how much the use of different milk milk price. "Today, these raw materials are global purchase, similar to its production costs and domestic. So a 900g infant formula, United Kingdom an average of 90 Yuan, the Netherlands 100 Yuan on average, South Africa 130, Australia 136, Japan 140 Yuan. "Wang dingmian, said.

"Milk cost in circulation, this is an industry-wide consensus. "Said Wang dingmian, because agents, provincial dealers, distributors and retailers to go through seven or eight sessions, each will cost 10%~15%. If these links are not affected, a can of ocean of milk powder, CIF only RMB 90, ex-factory price was only 60 Yuan of domestic milk powder, plus the cost of traditional channels, consumers buy at least 200 Yuan more than the retail price.

"We passed the measure, China more than 300 yuan/can 1~4 times higher prices abroad, which definitely a bubble, so our price is 130 Yuan/can, I feel that this is a conscience. "Wei Lihua, told the China economic weekly reporter said.

　　From nobody to "Internet +"

Although the confidence to launch a cheap milk powder, but Grand treasure by surprise.

At first, Grand treasure marketing old routines, to advertise in media coverage of marketing practices to become killer prices.

"I was anxious, we advertised on the radio, said that as long as incoming calls top 100 will send milk, but only 30 consumers reported to me every day calling attention. We also take the form of discount cards, printed hundreds of thousands of people, friends told me later, old Wei when you send us are not open. "Wei Lihua said.

He particularly frustrating is that hiring managers said, to milk powder has two suggestions, first in Shijiazhuang is not done, because of the shadow of the sanlu; the second is the formula cannot be used "Grand Park treasure" name, in case of accident will affect the yogurt business.

Obviously, the traditional trade patterns go no word of mouth marketing, and Grand treasure began trying to bet on, with "Internet +" thinking to sell milk.

June music Bao powder Division General Manager Liu Senmiao introduced to avoid the possible link between the cost of making the prices more low, Grand treasure milk powder sales channels completely relying on "online direct sales, telephone direct sales" business direct mode, free home delivery. Meanwhile, Grand treasures online store.

To treasure Grand surprise is that grand music Bao powder listed from April 12, 2014, until July 22 hundred days, Grand Le Bao official flagship store sales of milk powder on top, setting a cat domestic milk the best result in the history of the platform. When "double 11", June class Le Bao on milk powder sales topped the cat domestic milk over ocean of milk powder for the first time in the history of the platform first.

Also have a ripple effect in the market, following a Grand treasure after the cheap milk powder, many well-known enterprises such as milk powder new hope, Fei launched hundred followed, such as milk powder products.

Wei Lihua particularly regrets is that June when Le Bao milk powder, infant milk powder raw materials of the world's largest suppliers of Grand Le Bao almost dismissive, did not expect is that they also purchased a Grand treasure of milk powder products from the Internet and abroad other than evaluation of the product soon actively seek to come.

　　Wei Lihua of dialogue:

Chinese milk powder prices in the future will gradually return to reason

The China economic weekly: June Le Bao price killer known as milk powder industry, how do you see this call?

Wei Lihua: currently we have many in the industry, such as price killer, spoiler, I personally prefer the "changers". Milk powder is not rocket science, conscience, I want good quality and favorable price, milk powder for Chinese parents to save money.

The China economic weekly, not to take the physical store selection of business can reduce costs, but more than 100 more a month than ocean milk powder and other brand is still very low, Grand treasures cheap route will keep it?

Wei Lihua: remove spent 130 Yuan a can of milk powder and 3%~4% of net profit. 3 years ago in the milk business, e-commerce channel sales accounted for only 10%, which can be taken up to 24%, such as e-commerce, mobile APP, micro-Mall became a trend.

At present, Grand Le Bao and Su Ninghong child and I opened the network reached an agreement to buy online shopping platform. I believe in the future of China milk powder market price gradually rationalized, it is these progressive and innovative national dairy development effort. King Le Bao in the milk industry, after all, is a new brand, so 2016 would mainly aim at strengthening brand awareness, expanding brand above.

The China economic weekly: Grand Le Bao now has developed into a national agricultural industrialization leading enterprises and State-level high-tech enterprise, what expectations do you have of treasure you for your Grand Park development?

Wei Lihua: I am the Shijiazhuang people, meetings, training everyone makes some mention of melamine, I think have no face, must do dairy, a positive image of Hebei. Hebei dairy filed now, I will be very proud, not steamed, must take this spirit to. Grand treasures in the income structure of the dairy industry, divided into yogurt, milk, dairy, milk powder at room temperature, these four carriages was leading a Grand treasure onto the path of rapid development of dairy industry.

Our 2016 earnings set the tone for the year to 8.5 billion yuan, including milk powder business target of 1.2 billion yuan, Bao dairy milk business is the growth of the Grand "pillar". In addition, the Grand treasures of dairy cow farming business has been profitable, our aim is to help dairy farmers ' income, save money for consumers, milk powder with conscience.

Responsible editor: Mao Minmin SN184

Article keywords:
Milk made

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国产乳企董事长：国产奶粉一罐卖130元是良心价|奶粉|国产_新闻资讯

君乐宝乳业董事长魏立华

　　[寻找中国创新榜样]君乐宝：靠“互联网+”翻身的河北乳业

　　《中国经济周刊》 记者 侯隽 | 河北报道

　　（本文刊发于《中国经济周刊》2016年第13期）

　　“君乐宝先进的牧场运营模式及品质管控理念非常值得借鉴，中国奶业的现代化发展水平让人震撼。” 3月17日，波兰前总统科莫罗夫斯基考察君乐宝乳业有限公司（下称“君乐宝”）后如是说。

　　经过8年的卧薪尝胆，这家河北省最大的乳制品企业在“三鹿事件”后， 2015年全年收入突破65亿元，实现了30%以上的增长率，酸奶销售额在国内排名第四，仅次于乳业三巨头伊利、蒙牛、光明。

　　之前未有任何配方奶粉业务的君乐宝从2014年正式杀入配方奶粉行业，仅用两年的时间，一举搅动国内奶粉市场，并改变畸高价格格局，引发众多效仿者低价杀入，冲击着那些高价奶粉。

　　300元的奶粉为什么卖130元

　　“几年前我到国外参加一个包装行业展会，下飞机后，见到同行的人在超市抢奶粉，一箱一箱地买，外国售货员对着我们大喊‘NO、NO、NO’。我心里 酸得慌，整整15天展会，我就没敢拿出我的名片，我觉得没有脸去面对国人。”君乐宝乳业董事长魏立华对《中国经济周刊》记者回忆。

　　回国后，魏立华就下决心一定要做奶粉，因为婴幼儿配方奶粉的原料是基本粉、乳清粉和乳糖，然后再加入微量元素，门槛并不算高。作为乳业老兵，他实在不希望看到国人为了一罐奶粉而跑到国外去抢购的场景。

　　乳业专家王丁棉对《中国经济周刊》记者表示，从目前奶源地建设来看，各国甚至各地的奶源成本相差并不大，使用不同奶源影响不了多少奶粉价格。“如今 这些原料都是全球化采购，其生产性成本都和国产奶粉相差不大。所以一罐900g的婴幼儿奶粉，英国平均90元人民币，荷兰平均100元，南非130元，澳 大利亚136元，日本140元左右。”王丁棉说。

　　“其实奶粉的成本主要在流通，这是全行业的共识。” 王丁棉表示，因为从总代理商、省级经销商、大区经销商到零售商要经过七八个环节，每层就增加成本10%~15%。如果不是这些环节影响，一罐洋奶粉的到岸 价只有90元，国内奶粉的出厂价也只有60元，但一加上传统渠道成本，消费者买到手的零售价至少200元以上。

　　“我们经过测算，觉得中国300多元/罐的价格高出国外1~4倍，其中肯定存在泡沫，因此我们定价为130元/罐，我觉得这个是良心价。”魏立华对《中国经济周刊》记者表示。

　　从无人问津到“互联网+”

　　虽然信心满满推出了低价奶粉，但是现实让君乐宝措手不及。

　　一开始，君乐宝采取营销老套路，以在媒体铺天盖地打广告的促销手法希望成为价格杀手。

　　“当时我真是焦虑，我们在电台打广告，说只要打进电话前100名就送奶粉，但是每天汇报给我的数字只有30名消费者打电话关注。我们又采取优惠卡的方式，印了几十万张见人就发，后来朋友告诉我，老魏当初你送的卡我们都没开。”魏立华说。

　　尤其令他沮丧的是，聘请的职业经理人表示，要想做奶粉有两个建议，第一是不要在石家庄做，因为有三鹿的阴影；第二是奶粉不能用“君乐宝”的名字，万一出事会影响酸奶主业。

　　显然，传统的商超口碑营销模式走不通，于是君乐宝开始尝试押宝电商，用“互联网+”的思维去卖奶粉。

　　君乐宝奶粉事业部总经理刘森淼介绍，为省去中间环节的成本使产品售价更低，君乐宝奶粉的销售渠道完全依托“网络直营销售，电话直营销售”的电商直营模式，免费送货到家。同时，君乐宝还做线下体验店。

　　令君乐宝惊喜的是，从2014年4月12日君乐宝奶粉上市，至7月22日上市百天时，君乐宝奶粉官方旗舰店销量便当日排名第一，创下了天猫平台有史 以来国产奶粉的最佳成绩。当年 “双十一”大促，君乐宝登上奶粉类销量榜榜首，成为天猫平台有史以来国产奶粉首次超过洋奶粉排名第一。

　　市场也有了连锁反应，继君乐宝平价奶粉之后，众多知名奶粉企业如新希望、飞鹤等纷纷跟进推出百元奶粉产品。

　　尤其令魏立华感慨的是，君乐宝刚刚做奶粉时，全球几家规模最大的婴幼儿奶粉原料供应商对君乐宝几乎不屑一顾，没想到的是，他们也从网上购买了君乐宝的奶粉产品，并和国外其他产品进行了比对评价，很快就主动找上门来。

　　对话魏立华：

　　未来中国奶粉价格会逐步回归理性

　　《中国经济周刊》：君乐宝被称为奶粉业的价格杀手，您对这个称呼怎么看？

　　魏立华：目前业内对我们有很多称呼，比如价格杀手、搅局者，我本人更喜欢“破局者”这个称呼。做奶粉并不是什么高科技，做的还是良心，我希望用优质优价，为中国爸妈节省奶粉钱。

　　《中国经济周刊》：不走实体店选择电商可以降低成本，但是100多元的价格比起洋奶粉和其他品牌还是很低，君乐宝的低价路线会一直坚持吗？

　　魏立华：除去各种花费，130元一罐奶粉还有3%~4%的净利润。在3年前奶粉业务中，电商渠道一般只占销量10%，而目前可以占到24%，电商、手机端APP、微商城等成为一种渠道趋势。

　　目前，君乐宝已与苏宁红孩子以及我买网达成协议开设网购平台。我相信未来中国奶粉市场价格能够逐步回归理性，正是这些不断进步、勇于创新的民族乳业在发力。毕竟君乐宝在奶粉行业里还是一个新品牌，所以2016年主要会把目标放在增强品牌知名度、扩大品牌影响力上面。

　　《中国经济周刊》：目前君乐宝已经发展成为国家农业产业化重点龙头企业和国家级高新技术企业，您对君乐宝发展有什么样的期待？

　　魏立华：我是石家庄人，每次开会、培训大家都会提到三聚氰胺，我觉得很没面子，觉得一定要把乳业做起来，给河北 一个正面的形象。现在提起河北乳业，我会很自豪，不蒸馒头争口气，必须得拿出这种精神来。在君乐宝乳业的收入结构中，分为酸奶、常温奶、奶牛、奶粉，这四 驾马车正在带领着君乐宝乳业驶上快速发展的道路。

　　我们2016年全年收入定调85亿元，其中奶粉业务目标是12亿元，奶粉业务正在成长为君乐宝乳业的“顶梁柱”。此外，君乐宝乳业的奶牛养殖业务也已经实现了盈利，我们的宗旨是助奶农增收，为消费者省钱，用良心做奶粉。

责任编辑：茅敏敏 SN184

文章关键词：
奶粉 国产

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