25.223 billion!

On the evening of March 29, Bright Dairy (600597) announced its 2020 annual report.

During the reporting period, Bright Dairy achieved a total operating income of 25.

223 billion yuan, an increase of 11.
79% year-on-year; a net profit of 785 million yuan, a year-on-year increase of 15.

In 2020, despite the severe challenges brought by the new crown pneumonia epidemic, Bright Dairy will still successfully achieve the dual goals of epidemic prevention and control and high-quality business development.

Bright Dairy stated that the deep cultivation of "leading freshness" strategy is an important driving factor for the steady growth of the company's performance.

In 2020, the company will increase the core competitiveness and market share of Bright Dairy through multiple measures such as increasing the layout of upstream milk sources, innovating brand marketing, and accelerating platform transformation and upgrading.

Focusing on the theme of high-quality development, we will continue to reform and innovate, and strive to become the best dairy company in China with innovative vitality, first-class quality, and trustworthy.

Deeply cultivate the "leading freshness" strategy to help health upgrade

Deeply cultivate the "leading freshness" strategy to help health upgrade

As a builder and advocate of "freshness" in the industry, Bright Dairy is committed to continuously promoting the production of higher standards in the domestic fresh milk market, and contributing to the improvement of national nutrition and health.

Bright Dairy firmly grasped the development trend of fresh milk, and took the lead in marking the contents of three active indicators of immunoglobulin, lactoferrin and lactoperoxidase on the packaging of Bright Milk’s fresh milk, striving to make consumers understand the freshness most intuitively.

Nutritional ingredients of milk.

Since its launch in April, the new fresh milk product, Fresh Ranch, has promoted the implementation of the "Fresh National Strategy" and quickly penetrated into second and third-tier cities across the country.

For dairy enterprises, having fresh milk sources is the key to high-quality development of enterprises.

In 2020, Bright Dairy will accelerate the layout of the country's fresh territory.

In July, Bright Dairy and Yinbao Group joined forces to establish Jiangsu Guangming Yinbao Dairy Co.

, Ltd.
and Jiangsu Yinbao Guangming Animal Husbandry Co.
, Ltd.
to further improve the layout of production bases in East China and North China.

On the other hand, Bright Dairy pioneered the domestic raw milk air transport model, transporting raw milk from Ningxia Zhongwei Golden Milk Source Belt to Shanghai.

It also signed strategic cooperation with Ningxia Zhongwei City and Ningxia Agricultural Investment Group Co.
, Ltd.
to jointly invest in the construction of dairy farming.
Add projects to the entire industry chain.

Not long ago, Bright Dairy issued a fixed increase plan.

It plans to raise no more than 1.
93 billion yuan from no more than 35 specific investors, of which 1.
355 billion yuan will be used to build milk farms to further strengthen the company’s main business and ensure the fresh strategy of Bright Dairy nationwide Upgraded implementation of the layout.

Enhance brand power

Enhance brand power

Integrated marketing delivers positive energy

Integrated marketing delivers positive energy

In 2020, the rejuvenation of the Bright Dairy brand and the continuation of the classic brand will work together, and continuously enhance the vitality of the brand through different forms of carrying methods.

In terms of brand marketing and rejuvenation strategy layout, Bright Dairy has played a series of combination punches.

By becoming the official partner of the League of Legends 2020 Global Finals in China and sponsoring the F1 E-sports China Championship, it continues to explore the younger market; successively titled "Qiaoshou" The second season of "Detective", "Perfect Summer", and "Our Song" fully open up the interactive gameplay between the show and the brand.

In terms of brand culture inheritance, Bright Dairy exclusively sponsored the "China in Stories" column of China Central Radio and Television, to present the 70th anniversary of the founding of New China, to pay tribute to the classics of the times and to relive every vivid era.

In 2021, Bright Dairy will also join hands with CCTV's "China in Classics" to make traditional history "live" and dialogue with Chinese civilization.

It can be seen that Bright Dairy is enhancing the influence of Bright's brand through more dimensional, more comprehensive and in-depth brand marketing.

Grasp the new economy

Grasp the new economy

Innovative thinking welcomes digital transformation

Innovative thinking welcomes digital transformation

Due to the catalysis of the epidemic, the new business form of the digital economy has shown explosive growth.
Bright Dairy has keenly seized the opportunity to accelerate the layout of digital transformation.

Bright Xpress started the path of innovation and transformation, upgrading from the original B2C mall to a brand-new e-commerce platform.

During the epidemic, Guangming will order and sell vegetables and pork products at will, opening the road of transformation of fresh food delivery platforms, and in-depth cooperation with third-party platforms such as JD.
com, Tmall, Ele.
me, and Meituan to fully open a new layout for brand digitalization.

At present, Guangming Xpress has covered more than 90 cities across the country, serving millions of families.

Coordinated industrial development expands new business space

Coordinated industrial development expands new business space

In 2020, Bright Dairy's milk shed, ice cream and other industries will develop in coordination and actively create new business growth points.

Under the market trend of the rise of the national tide, Bright Dairy will continue to export the innovative vitality of domestic products through comprehensive online and offline linkages.
New products such as white rabbit ice cream, Ube milk ice cream, and rare ruby ​​chocolate limited edition purple ice cream have been launched successively.

Overseas business also provides important support for Bright Dairy's performance.
New Zealand Synlait achieved a total operating income of 6.
321 billion yuan for the year, a year-on-year increase of 27.
57%, and a net profit of 303 million yuan, a year-on-year increase of 2.
18%.
Key financial indicators remained stable.

In November 2020, Synlait successfully completed the share expansion and capital increase, which reduced the overall level of assets and liabilities, optimized the capital structure, and improved the ability to respond to risks.

Centennial Dairy Enterprise is committed to public welfare

Centennial Dairy Enterprise is committed to public welfare

Concentrate and contribute to the power of light

Concentrate and contribute to the power of light

During the epidemic, Bright Dairy was the only company in Wuhan that insisted on producing low-temperature dairy products.
Bright Dairy is also the first in the industry to make a commitment to not reject a drop of milk for cooperative farms that have signed a purchase agreement, demonstrating the responsibility of state-owned enterprises.

In terms of public welfare, Bright Dairy pioneered the industry's milk carton recycling initiative, and expanded Shanghai's successful model to the whole country to build a new trend of green civilization in the dairy industry.

This road to environmental protection, starting from Shanghai, has covered 33 cities across the country, and has recycled a total of 1.
805 million milk cartons.
Bright Dairy will re-use the recycled milk cartons and make them into environmentally friendly trash cans and other items, which are donated to Where there is need.

Adhering to the public welfare concept of "warm because of the light", Bright Dairy has also organized a number of public welfare activities such as the cool man in the city, youth under the scorching sun, and the bright nutrition plan, actively practicing corporate social responsibility, interpreting responsibility with actions, and showing love to the bright Spread to all corners of the society, dedicating bright power to the society.

In the context of consumption upgrades and domestic and international double cycles, China's dairy industry has ushered in an important opportunity for high-quality development.

Based on the health needs of consumers, Bright Dairy will continue to move forward on the road to boost people’s quality and better life, taking multiple measures to promote the simultaneous development of national life and the cause of health, adhering to the original intention of serving the country by the dairy industry, and boosting it with the power of light The high-quality development of Chinese Pasteurized Milk, embrace innovation, embrace youth, and let more people feel delicious and healthy happiness.

Source: Food Observer

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

xianjichina.
com">Return to Xianji.
com to see more