Flying crane world first, is the real first or false first? Selling milk powder makes more money than selling Maotai?

Source: Huaxiang famous Wen Commercial Big Curry Research Institute Feihe milk powder founder Cold Youbin guest Sina Finance a program tells the story of flying crane growth
In the program he admitted that "the current flying crane set two "world's most" one is - folding into kilograms of flying crane milk powder is the world's most expensive" talk and laugh between the eyebrows of the cold friend Bin words are revealed a confidence
He also said, "Baby milk powder in our research and development costs are absolutely the world's first!" (1) The five words "world first" are not spoken by others but blown out by the boss himself
As for what he's saying about it? The Institute of Commerce and The Great Curry can't speculate on it, but what's certain is that the consumers who buy the flying cranes are somewhat shy about how much of his boasting of is "the world's number one"
, "true first" or "fake first" in recent years, the performance of flying cranes indeed eye-catching repeatedly won international awards gives the illusion that domestic milk powder seems to be rising
But is that really the case?
Flying Crane is a brand of Flying Crane Dairy founded in the year headquarters set in QiqiharIt has a history of dairy manufacturing that has been in the pastBut until six years ago Feihe was the second-tier regional brand market in China's milk powder market, concentrated in the Northeast and Shanxi, Shandong, Hebei brand influence is not outstanding
But do not know when the beginning of the black land bred brand also made a widespread marketing campaignSimilar to "a can of good milk powder" "for Chinese babies to develop" and other advertising slogans gradually let people rot
But what really lets the flying crane take off in the wind is nothing more than the passage of repeated foreign awards
In its official WeChat public name Flying Crane published "five years in a row to win the global food industry Nobel Prize" advertising and "food industry Nobel Prize" as many articles in the last year
Having read these articles without some expertise, the average consumer may not understand the value of this award
But after a search on Baidu, the Institute of Business Grand Curry found that Infinity, once known as the ancestor of direct marketing, had also won the award - presumably known as infinity and tragic endings
This raises questions about how much gold the prize has
In fact, the honorary award, known as the (Monte) Award, is a private company of the same name founded in Brussels, Belgium (2) Every year enterprises want to participate in the evaluation as long as their own online download form, pay less than 10,000 yuan on it
The official website even mentions that it can also be offered if you submit the third of three products
On the official website of "Shanghai Niyun", a Chinese agent designated by the Monte Prize award agency, there is even a propaganda message that tells those who want to participate: We let the success rate of the application (Monte Prize) reach
It is understood that since the year a total of products won the gold medal products won silver products from Asia with the largest number of products and from North and Central America the least products (3) And the "Monte Prize" of the year is even more intriguing: the number of awards reached dozens but all for Chinese enterprises did not find a case of European and American brands
It turns out that the name behind this award is so great that it is possible to have its own watch
Perhaps too many of the doubters have specifically clarified that many people think we are the "Nobel Prize" in consumer goods because it is not a competitive selection
What is the nature of selection if it is not competitive?
In recent years, a number of seemingly glitzy awards have added to the infamous Hong Mao PharmaceuticalS
Most of these awards are bigger than substance and become a consumer trick for capital conglomerates
Now the flying crane is indeed rapid development in the Hong Kong Stock Exchange listed flying crane listed in the beginning of the market value of only ABOUT HK$100 million is now the market value of Mengniu has exceeded the market value of Mengniu
The award itself is a light on people's faces Flying crane ambitions revealed that when not to be the number one position in the industry, the rush to declare themselves the world's number one is a little too much of a hurry
"For consumers, this behavior in violation of the Consumer Rights Protection Act constitutes a fraud against consumers, " said a lawyer for Feihe, who promotes the "Nobel Prize in Food."
The lie was punctured and not only smashed the sign, but also lost the consumer's trust in the flying crane
, selling liquor dry but selling milk powder?
At the top end of the current milk powder market, it seems to mean high prices
This is closely related to a generation's fear of melamine After Sanlu's milk powder crisis, Chinese parents' trust in domestic milk powder fell to rock bottom, preferring to travel long distances from abroad to snap up milk powder rather than buy a domestic brand
High-priced imported milk powder is also getting cheaper and cheaper in China
At this time, dairy companies are aware of the psychological changes in consumers domestic milk powder competition to increase prices but the better
The market share of high-end and ultra-high-end milk powder has only grown to the average price in the year to the yuan (4) And the price of flying cranes continues to go up It is understood that the current flying crane a super-high-end infant formula pricing in the yuan kilogram s or more
It's the "first in the world"
At presentChinese now almost drink the world's most expensive milk powder this has to say is a sad
Some people will feel that spending money to buy peace of mind expensive has its own expensive reason But does high price mean high quality?
Let's look for answers from the gross margin and research and development costs of flying cranes
Feihe's milk powder products are mainly divided into two categories are high-end infant formula product line, ordinary infant formula product line Among them, high-end infant formula product line also includes ultra-high-end "Star Flying Sail", ultra-high-end "Baby Organic" and other high-end products
According to the annual report of Feihe, the company achieved annual revenue of RMB 100 million Year-over-year, and net profit of RMB 100 million increased year-on-year Feihe high-end infant formula product line achieved revenue of RMB 100 million Year-on-year growth accounted for total revenue;
What does the gross margin mean?
Let's take another look at a set of data: the annual quality of consumers familiar with the Aussie, Yasley's gross margin is just,
The gross margin of the world's first flying crane is not only significantly higher than that of its peers, but also comparable to the liquor companies such as Wuliang
Take the half-yearly annual report data as an example of the first half of the flying crane gross margin rate and the same period five grain liquid, the current world, Yanghe shares, Shanxi liquor gross margin is only 、、、。 (6) How much does the cost of raw materials at such a high gross margin be?
According to the investigation of node finance to the common filling of milk powder as an example milk powder enterprises from dairy farmers to purchase fresh milk costs about yuan processing production costs in about (7) If special formula elements (e.g iron, carotene) need to be added, then the cost of additional elements is required to be above the manufacturing cost
In addition, enterprises also need to bear the cost of publicity, promotion, logistics and other costs are generally about the size of the can
Plus the enterprise itself needs to stay around the profit so a can of milk powder factory pricetos to reach about
So it seems that the actual cost of milk powder, which costs hundreds of dollars, may only be about 30%
Consider another measure, the return on net assets, which is the most common measure of a company's profitability for investors
Since the year, China's flying crane continued to be higher than the second-place Aussie profitability of up to a percentage point Yasley and Bainme, on the other hand, are in dire straits with back-and-forth (8) In China, the flying crane is as high as
What level is this?
Everyone knows that Guizhou Maotai is the profit-making machine of Chinese enterprises benchmark The highest year in Guizhou Maotai since the listing was
From this point of view, Maotai's most profitable year after listing was a little worse than that of China's Feihe
Seems to sell milk powder than sell Maotai also make money?
Heavy marketing light research and development We all know that research and development represents the comprehensive competitiveness of an enterprise, long-term vitality and product quality
How much did the flying crane, which claims to be the world's first in research and development, invest in such a high gross margin?
In the past three years, the research and development expenses of flying cranes were RMB 100 million, RMB billion and RMB billion in the first quarter of RMB billion respectively In the latest operating income calculation year and the first quarter of the year, research and development investment as a proportion of operating income is only the same
Aussie's research and development costs are RMB 100 million as a percentage of revenue, followed by the health-care group with a total of RMB (9) What proportion of the next three enterprises will know better than you?
What about the world's no.1 flying crane?
So where if the money is not spent on research and development?
The answer is marketing
Flying Crane invited well-known actress Zhang Ziyi to endorse and recorded a number of video ads broadcast on the television station
In addition, in order to prove that "flying crane milk powder for Chinese to develop more suitable for the chinese baby physique" actor Mary, Olympic champion Liu Wei and many other entertainment circles, sports circles, education circles have been invited to the platform by flying cranes
Whether it's a spokesman or a sprawling advertisement, it's going to be expensive or consumers paying the bill
Flying crane also in the first and second-tier cities put a large number of elevator ads, platform advertising
Flying cranes are also keen to engage in offline activities It is understood that feihe has a team of tens of thousands of guide to promote the iron army stationed in the country more than 10,000 retail terminals, mother and child stores require dealers to hold activities the frequency of not less than two days one and the cost of each event to pull double sales if two consecutive non-conformance will be replaced
In such a day under the net flying crane can do more than 10,000 activities a year so that the average day down the average day there are about the event at the same time to open (10) The cost of advertising flying cranes in such a large number of weeks has also increased significantly over the year, with the cost of sales of flying cranes increasing by 100 million yuan year-on-year Among them, sales and distribution expenditure of 100 million yuan almost the same as the annual net profit of 100 million yuan
The high marketing costs make people wonder how much of this milk powder "real material"?
What is the core of marketing and research and development?
The answer will be at a glance through the data above!
Finally, China's annual birth rate is at a new low, according to the National Bureau of Statistics The decline in the birth rate has undoubtedly affected the total demand in the domestic infant formula market
The infant milk powder market may usher in a real winter Stock competition will be further intensified in the absence of small market incremental space
To win in the fierce competition will require companies to increase investment in products and research and development Flying crane is "a can of good milk powder" this is not absolutely just "our research and development costs are the world's first" hanging in the mouth is to be put into practice
In this presumably cold friend Bin will also understand when the first actually not so important is to do the conscience of the product
References: (1) Sina Finance "At least one hour" annual month (2) (3) (9) Old Sky Finance "Flying Crane Sido-Dove Mozhi" year-on-year (4) (10) Yuanchuan Research Institute "China Milk Powder Past" Year of the Year (5) Oriental Fortune Network "First results released after listing: Flying Crane Annual Revenue Year-over-Year Growth" Year-on-year (6) Zhongxin Wei "Selling White Wine? Feihe: Yes" year-on-year (7) node financial "Flying Crane financial results behind: a can of milk powder gross margin of your milk powder money spent where?" "Flying Crane Milk Powder Is Shorted: Profitability Beyond Maotai Research and Development Only Revenue" Source: Huaxiang Name.