One of a series of interviews on "post avian influenza": the broiler industry in South China is facing a new era

Introduction: on March 7, grassland Xingfa (000780), the largest grassland meat food manufacturer in China, trumpeted "one yuan, one chicken" and announced to attack the South China market with 2000 tons of green bird chickens on its back On March 7, grassland Xingfa (000780), China's largest producer of grassland meat food, trumpeted "one yuan, one chicken" and announced a strong attack on the South China market with 2000 tons of green bird chickens on its back A month ago, Wen Shi, a chicken farmer in South China, said that the prediction that the chicken market would rebound two months later seemed to have come true ahead of time 2hy looking back, what kind of trauma does avian influenza bring to the broiler industry? After this crisis, where will the domestic broiler industry go? Is it to reshuffle or seize the opportunity to achieve "post-war reconstruction" in the shortest time? The reporter interviewed Guo Ruijin, director and executive deputy general manager of Inner Mongolia grassland Xingfa Co., Ltd 2hy won the South China market in three months 2hy reporter (hereinafter referred to as the reporter): Grassland Xingfa has been active in the north market It is easy for us to associate your massive entry into the South China market with avian influenza Do you agree with this understanding? 2hy Guo Ruijin (hereinafter referred to as Guo): Guangdong is a big province that eats chickens The consumption of broilers is far greater than that of other provinces Moreover, with the unsealing of 9 epidemic spots of avian influenza, the confidence of consumers in eating chickens in South China is recovering, which is a good opportunity to enter in a large scale 2hy: you have said that no matter how much you spend, you will win South China in three months What is the upper limit of the cost? 2hyguo: maybe 20 million, maybe 30 million, or another 30 million That's not a good estimate South China is the market that we will focus on this year, which can be described at any cost 2hy bird flu has the smallest impact on us 2hy: today, let's review the days when bird flu was raging How much impact did it have on the grassland? 2hyguo: there must be impacts, but I can say for sure that our losses in the same industry are the smallest 2hy: at that time, the export of poultry products in many places was blocked Is there a similar situation in the development of grassland? 2hyguo: we export more than 30000 tons of green bird chickens to South Korea and Japan every year, about 10 days The foreign side rejects our chickens Ten days later, it was back to normal 2hy sales must also fluctuate But in fact, our overall impact is not significant In this process, we adjusted the product structure in time This part makes up for the loss of sales 2hy: I noticed that on February 2, there was a news on the Internet that "the prairie is the world leader in the development of avian influenza vaccine" However, the announcement on February 5 said that if the epidemic expanded, it would have a significant impact on the company's business performance in 2004 What was the impact on the business during that time? 2hy Guo: it's not convenient for me to answer You should ask our secretary But I can tell you that during the period of bird flu, when many similar products were on sale, the green bird chicken didn't come down (afterwards, Mr Zhang from the dongmi Office of grassland Xingfa said in an interview with reporters that in fact, the online news on February 2 had nothing to do with grassland Xingfa, and the announcement on February 5 was issued by the CSRC in line with the principle of being responsible for the shareholders At the same time, he said, during the period of bird flu, there was no big fluctuation in the emerging stock price of grassland) 2hy the broiler industry is facing a reshuffle 2hy: what do you think is the change of consumers' problems about chickens before and after avian influenza? Do you agree with the judgment of Guangdong Wenshi group and Fujian Shengnong industry that the impact of avian influenza will be weakened or even eliminated in two months? 2hy Guo: according to our knowledge, the north is not the peak season for chicken sales 2hy but for the south, the consumption of live chickens is the main mode However, avian influenza makes consumers' consumption concept more mature, and many consumers begin to eat fresh and frozen chicken instead of live chicken For example, the sales volume of iced chicken in some supermarkets in Guangzhou increased by 20% compared with that in normal times 2hy: after the test of avian influenza, how do you think the broiler industry should achieve "post-war reconstruction"? 2hyguo: it's very simple that the consumer market is changing, and enterprises can only follow this trend 2hy: what did bird flu learn from the rise of grassland? What do you think the impact of the crisis on the poultry industry? There is an old saying "turn crisis into business opportunity" We learned from this crisis that we should adjust the product structure according to the market, such as increasing the proportion of cooked chicken during the period of avian influenza 2hy is divided into two aspects in terms of industrial impact On the one hand, it is a blow to the whole industry But in terms of positive factors, it has also eliminated non-standard small enterprises, promoted the requirements of the industry for health factors, and it is inevitable that the broiler industry will be reshuffled 2hy related background 2hy Inner Mongolia grassland Xingfa Co., Ltd was founded in 1993, with total assets of 3.077 billion yuan, net assets of 1.855 billion yuan and more than 10000 employees The company's A-share stock was listed on Shenzhen Stock Exchange in June 1997 Grassland Xingfa (000780) has a total share capital of 409 million shares and circulation shares of 186 million shares At the end of 2002, its earnings per share was 0.25 yuan, generating a profit of 70.9 million yuan and realizing a sales revenue of 1.618 billion yuan In 2002, the sales revenue of chicken products of grassland Xingfa accounted for 59.74% of the total revenue of main business; in the first three quarters of 2003, it accounted for 63.10% of the total revenue of main business 2HY