Analysis of dairy industry scuffle

Introduction: just entering the summer, the Chinese dairy industry is becoming more and more gunpowder What is most noteworthy is that the pattern of inviolability among the three powerful companies in the industry is breaking down The brightness of Shanghai has brought the war to Beijing, the hometown of Sanyuan, which used a 70 million yuan heavy bomb to attack the East China market "If it doesn't do it, its rivals will take the lead, slow down and even risk being" eaten, "said a dairy veteran who asked not to be named The intentions of both sides are clear It is worth noting that while Shanghai Guangming is waiting for the A-share listing in China, Beijing Sanyuan's controlling shareholder, Beijing Holdings Co., Ltd., also sends a signal that Sanyuan will also be listed in the A-share market Obviously, capital will be an important weight to decide who will win the final victory of the two giants Comprehensive war Gao Qingshan, general manager of Beijing Sanyuan company, believes that Sanyuan will use 70 million yuan to buy Shanghai Quanjia company, a Sino Korean joint venture, by way of undertaking debts It will not only buy assets, 10% Shanghai market, and its raw materials, talents and information He described the move as "buy one and give four free" in a marketing jargon commonly used in the dairy industry According to statistics, there are about 1500 dairy production enterprises in China, which makes the competition in the dairy market extremely fierce The era of dairy enterprises relying on price reduction and promotion has become the past The higher level of competition is reflected in milk source, brand and market share China's fresh milk producing areas are mainly concentrated in Inner Mongolia, Heilongjiang, Sichuan and other provinces and regions Due to the limited producing areas, dairy enterprises have set up production bases in these areas to ensure that there is no "dry cooking" As early as six years ago, Shanghai Guangming had been in Hulunbuir, Inner Mongolia, Fuyu County, Heilongjiang Province and other places Through joint venture and factory building, the national distribution of milk source base was carried out It was proposed to build another 200000 tons of milk source base in northern China on the basis of the original 200000 tons of milk source of Guangming It has always relied on Sanyuan, which is provided by suburban counties in Beijing After the establishment of Sanyuan Hulunbuir Co., Ltd., the milk source base also launched an attack on Inner Mongolia with high-quality milk resources, occupying the largest natural pasture in the country A person in charge of Sanyuan also disclosed that in the near future, Sanyuan is also preparing to expand milk sources in Australia At present, there are many milk brands that are familiar to consumers How to stand out from many brands is the "top priority" of manufacturers, and it is inevitable to spend money to build brands Therefore, in recent years, it has become common for dairy enterprises to invest millions of advertising expenses in various media, and the average annual advertising expenses of several giants have exceeded billion yuan Although there are many well-known brands in the dairy industry, most of them only have absolute competitive advantages in this region, but few of them can really be called national brands Guangming, known as the "No.1" in China's dairy industry, has a purchase rate of 70% in Shanghai, while that in Beijing and Guangzhou is only 7% and 15% If we want to become the real "overlord" of dairy industry, we must have enough national market share For Guangming, Sanyuan and other regional authoritative brands, it is necessary to fight a national battle The pattern is uncertain Q9c insiders divide the dairy enterprises in China into three camps The first camp is Guangming, Sanyuan and Yili, the second camp is Sanlu, Junyao, Wandashan and other famous regional brands in China, and the third camp is a large number of regional enterprises only known to local consumers Although the three camps have great disparity in strength, the brand killing in each camp will be more intense People in the industry said: "those who get Beijing and Shanghai will get the world." Beijing and Shanghai have become the battleground of the three giants, and the dairy industry competition between the two places will enter the white hot stage At present, Guangming and Sanyuan still have an absolute advantage in Shanghai and Beijing, so the battle between them will be more lasting and fierce With the continuous expansion of the front, the competition in other regions besides these two regions will also gradually heat up "South China, especially Guangdong, will be the next fierce battlefield." Said the industry veteran Q9c just when the war started, a "troublemaker" who made dairy giants dare not despise also came out suddenly with a heavy fist The news that "Liu Yonghao, the leader of the new hope to invest 2 billion divisions to enter the dairy industry", has added fuel to the already smoky dairy battlefield Backed by funds, the new hope is to move quickly At the end of last year, after holding Sichuan Yangping dairy products factory and setting up Xinyangping dairy as a limited company, in April this year, it took control of Baidi dairy, the first brand in Anhui Province Q9c "our current position is very awkward, belonging to the third camp." A person in charge of new hope told reporters that the "fighting method" of new hope dairy industry is the same as that of feed industry, mainly for stability But he also said: "this year, the company will hold 5 to 8 dairy companies If it goes well, it only needs 2 to 3, and new hope can enter the top three dairy companies." Q9c in addition to the competition between domestic brands, the addition of foreign brands makes the dairy industry more chaotic France Danone shares in Guangming, Sanyuan acquires Kraft, Erie cooperates with German companies, and new hope will hold hands with dairy industry in New Zealand and Australia All signs show that the competition of domestic dairy industry will be closer to that of international dairy industry Industry insiders believe that more than half of the top 20 international dairy groups have entered the Chinese market, but up to now, their actions are not big The reason may be that the pattern of domestic dairy industry has not been determined, and it is their ultimate goal to wait for its changes and develop talents later In the past six months, several dairy giants have broken the long-standing pattern of each side having nothing to do with each other Gao Qingshan, general manager of Sanyuan, said Sanyuan will enter the East China market in an all-round way Gao acknowledged that since Guangming and Yili entered Beijing to expand, Sanyuan has never stopped seeking opportunities to open up markets in Shanghai and other East China regions And five months ago, Shanghai Quanjia was unable to continue operating due to years of losses, which just provided Sanyuan with an opportunity of "no effort" Q9c as early as the end of last year, Sanyuan's "strong enemy" Shanghai Guangming dairy and another company invested 140 million yuan to build a new dairy factory in Shunyi, Beijing Wang Jiafen, general manager of Guangming, declared, "to be the first in Beijing dairy market." This is undoubtedly a challenge to the "hegemony" status of 3 yuan in Beijing for many years At the same time, the expansion of Inner Mongolia Yili Industrial Group Co., Ltd., which is also one of the "top three" companies, is no inferior In the past two years, Yili Group's expansion actions have continued: acquisition of Heilongjiang Daqing original grassland fragrance Dairy Co., Ltd., establishment of Zhaodong Yili Dairy Co., Ltd., Baotou Yili Dairy Co., Ltd., establishment of Sino German joint venture Yili baby Dairy Co., Ltd., etc Among them, Beijing dairy factory of Yili Industrial Group Co., Ltd., which invested 130 million yuan, was put into production in August 2001 Q9c senior predicted that the expansion war of domestic dairy industry was just beginning Gao Qingshan said that acquisition is a shortcut for rapid expansion of enterprises, but the purpose of frequent acquisition of Sanyuan is not just for expansion "What Sanyuan gets from it is not only assets, but also the improvement and supplement of its own industry," he said Compared with Yili, which was listed in 1996, Guangming and Sanyuan are far behind The huge acquisition action needs strong capital as the backing The two companies have an unprecedented desire for capital Listing has become their common choice After the stock system reform, Guangming and Sanyuan have been striving for an early listing At present, both have passed the listing guidance period It is said that Guangming will issue more than 100 million a shares Guangming plans to raise more than 300 million yuan of capital expenditure in the next three years mainly by listing, people said A person in charge of Guangming confirmed to our reporter that "the guidance period passed last year, and has applied for materials to the CSRC." For other cases, he said, "there is a period of silence before listing, which is not convenient to disclose." From this point of view, bright listing is not far away Q9c's controlling shareholder Beijing Holdings Co., Ltd., a Hong Kong listed company, said it hoped that it would issue a shares in April after the end of the IPO guidance period in March this year But for now, it seems that the plan has not been realized Beijing Holdings said recently that it would issue 150 million a shares with a total of 300 to 400 million yuan The person in charge of Sanyuan declined the reporter's confirmation He said that at present, there is no question about listing Another person from the company told reporters that the funds collected from the listing will be used to purchase dairy enterprises Q9c (author:) to feed Weibo to: