Agricultural giant since 1983

Chapter 430 The Battle of the Milk Source
Zheng Junhuai cooperates with Huinong, COFCO, Guangming and other companies on milk packaging, and talks and laughs happily. However, returning to the milk field, these companies are now in full swing. The focus of their competition is not only marketing, but also milk. source.

Most of China's milk source belts are concentrated in the mid-temperate monsoon climate zone at 40°N to 47°N latitude, across the northeast, northwest, and North China grasslands, including most provinces in the "Three Norths" region and the Jiaodong Peninsula, where 70% of the country's milk production is concentrated. Dairy cows and more than 60% of the raw milk. These areas are called "golden milk source belts" because they are suitable for raising dairy cows, with large milk production and high quality.

Specifically, in terms of provinces, there are currently four milk source belts in Inner Mongolia, XJ, Hebei, and Northeast China, and the Sichuan milk source belt and Shandong milk source belt will be added in the future.

Among them, the milk source in Inner Mongolia is the highest in the country in terms of quality and quantity. From the HLBE grassland in the north to the EEDS grassland in the southwest, from the Horqin grassland in the east to the ALS desert grassland in the west, there is a sufficient sunshine environment, Leymus chinensis, Leymus chinensis, Fescue, wheatgrass, awnless brome, elymus, wild rye, yellow clover, vetch, wild clover and other high-quality pastures grow very lushly and can carry a large number of dairy cows. Therefore, Yili, which is rooted in Inner Mongolia, has a good location , and Niu Gensheng and Zheng Junhuai have such a big conflict, they will continue to stay in Inner Mongolia to start Mengniu, because of the rich pasture resources of NMG.

The grassland resources of XJ are mainly concentrated in the north and south of the Tianshan Mountains, accounting for more than a quarter of the country's grassland area, which also has great potential for development. However, due to insufficient transportation and insufficient development of milk preservation technology, XJ is far away from the main consumer market. The pastures have not yet been fully developed. XJ's milk industry is mainly developed by local companies such as Maiquer, and most of the products are supplied to Xinjiang, and have not entered the mainland market on a large scale.

The milk sources in Northeast China are mainly concentrated in HLJ, and the Duerbert prairie in DEBTMGZ Autonomous County is the most abundant. In the future, Yili will establish Asia's largest infant milk powder production base here, but now, they have no such opportunity, Li After taking down Wanda Mountain, Lei designated this grassland as the sphere of influence of Wanda Mountain, and built a milk source base here, hired local herdsmen to raise cows for milking, and then sent them to factories for processing to produce milk and milk powder , Ice cream and other products are sold all over the country.

The Bashang Grassland and Kangxi Grassland in Hebei can be regarded as the extension of the NMG Grassland. They are well-known dairy bases in North China and have also bred many local dairy brands, such as SL, SY, JLB, etc. In the future, in addition to SL In addition, other brands are still doing well.

The milk sources in Sichuan are mainly concentrated in the grasslands of western Sichuan, including the Qingbaijiang grassland near Chengdu and the Hongya pasture in Hongya County, MS City. In addition, yak milk is produced in Xikang and other places. The brand name is Jule. Milk, as well as brands such as Huaxi, Yangping, and New Hope founded by New Hope. However, due to the large population in Sichuan, the development of the dairy industry started late, and the current dairy brands in Sichuan are not even enough to supply the province, let alone enter other provinces. up.

The last Shandong milk sources are mainly distributed in Licheng, Laixi, Laiyang, Linqu, Daiyue District, Gaoqing, Wendeng and other places. In addition to cows, there are also milk goats in the local area. Because the grassland resources are not as good as those in Inner Mongolia and XJ. , Shandong has put its efforts into technology. Every pasture here is not very big, but the technology content will be higher in the future, and the proportion of large-scale modern breeding is the highest among the major milk sources.

In the past, due to the constraints of economic development level, residents' consumption capacity, milk preservation technology and other reasons, dairy companies in various places were basically local-based, and rarely had the ability to expand to other places, and the milk consumption was not high, relying solely on local milk sources It can basically meet the daily needs of consumers, so the competition for milk sources is not fierce.

However, after entering the 90s, due to the introduction of foreign advanced technology, the storage time of milk was improved, and the consumption level of residents was also increasing rapidly, and the demand for milk was increasing. Many dairy companies seized this opportunity, and the company quickly grow.

At this time, the problem came. The company's sales continued to grow, but the local pastures could no longer raise more cows and produce more milk!As a result, the pastures that few people cared about before became popular, and the first to start this war were brands such as SL and SY in North China.

Sanyuan is an enterprise owned by BJ. It started relatively early. He Guangming was established as early as the 50s, and relying on BJ and Shanghai, the two markets with the strongest consumption power in the country, it has established a firm foothold early, and has become North China, Shanghai respectively. The largest dairy company in East China.

Needless to say, sl, the company established in SJZ has developed rapidly, and in just a few years it has grown into a company that can compete with Sanyuanyi.

But when the two companies developed to a certain level, they encountered problems. The pastures on Bashang Grassland and Kangxi Grassland could no longer meet the needs of the company's development. If they want to continue to grow themselves, they must obtain more Milk source, look up at the map on the wall, there is NMG in the north, then it is very clear to go there to find a new milk source, so going north to Inner Mongolia has become the common choice of sl and sy, they reached into it by coincidence Erie's Backyard - HLBE Prairie.

Their method of competing for milk sources is very rough, and they have not signed an agreement with the local government like Wandashan, or purchased the local collective pasture, or signed a long-term agreement to contract the pasture, and then made great efforts to improve the breed of dairy cows and teach the local herdsmen To adopt a more scientific method to graze cows, so as to produce more and better quality milk, they directly sent a large number of salesmen to sign agreements with local herdsmen on the grasslands, and purchased milk from them for more land To seize more milk sources, they also cooperate with local powerful people to build milk stations, allowing herdsmen to deliver milk to the milk station and then to the factory.

The advantages of doing this are obvious. After binding with the local powerful faction, it will be much easier to buy milk, and it will save a lot of money; but the disadvantages are also very clear. The quality of the milk is not uniform. Secondly, those local powerful factions must open milk stations to make money. The more milk they sell to the dairy company, the more money they make. They will add something to the milk, which is how the melamine incident came about.

When sy and sl entered Inner Mongolia, they immediately offended Yili Group, a local tiger in Inner Mongolia. They immediately launched a counterattack, and their methods were also simple and crude. It is stipulated that local milk can only be sold to Yili. If the herdsman dares to deliver milk to Sy and SL, the departments of industry and commerce, public security, transportation, taxation and other departments will come together to intercept and fine him.

This method is obviously against the laws of the market, and sy and sl are not soft persimmons. Yili has government resources, so do they!After seeing what Yili did, they did not simply file a lawsuit to get local governments to revoke the ban, but felt that this method was good and we could also use it, so they used their own resources to sign agreements with some local governments, and then Following Yili's approach, a document was issued stipulating that local milk can only be sold to sy or sl, absolutely not to Yili!
It’s very lively now. It’s better when the milk production is booming in summer. When the milk production drops in winter, NMG becomes a mess like Li Yunlong’s Northwest Shanxi. In order to compete for the milk source, the local market rages on. The mayor fights with the mayor, the flag chief fights with the flag chief, the township chief fights with the township chief, not to mention the salesmen of yl, sy, and sl, seeing an opponent is like meeting an enemy, pick up the guy and go, If they win the fight, they will be commended by the company, and the medical expenses will be reimbursed and a bonus will be given, but if they lose, they will be scolded and asked to go back and fight again, or else they will bear the medical expenses themselves.

The Romance of the Three Kingdoms of yl, sy, and sl has not yet ended, and a new competitor joined the competition for NMG's milk source. This time, Guangming took the lead. Yili has become the dairy company with the highest sales volume in the country, but Bright has a fatal shortcoming. Looking at the location of Shanghai, you can understand that Shanghai and its surrounding areas lack large-scale pastures, and cannot produce the large amount of milk necessary for Bright’s development.

So Wang Jiafen also set her sights on NMG. Who makes it have the most abundant pasture resources in the country?In order to secure the throne of the No. [-] dairy brand in the country, it is necessary to win a large area of ​​grassland resources in Inner Mongolia; so she made a decisive move and led Guangming to officially join the war.

Before Yili could react, they had another competitor. This time, Mengniu was still weak, but because of Niu Gensheng, Mengniu was very familiar with the development rules of the dairy company, and they decisively adopted the same strategy. The same strategy as sy and sl, even more in-depth.

Mengniu did not spend a penny of its own money to build milk stations. Instead, in every natural village and every cattle breeding area, through a mutually beneficial mechanism, rich people paid for the construction of milk stations, and then let them supply Mengniu; and Mengniu Before having its own factory, Mengniu adopted the method of only cooperating with the other party and not transferring assets. Mengniu developed a brand, let the other party process and produce, and turned other people's factories into its own processing workshop. In the end, both parties benefited from each other.

The word Niu Gensheng is still very loud in the hearts of herdsmen in Inner Mongolia. Coupled with the promotion of being the second brand in Inner Mongolia, Mengniu has quickly become a well-known brand. Therefore, many people are attracted by Mengniu and cooperate with them to build milk stations and factories. ; In addition, Niu Gensheng and his team knew everything about Yili, and knew that Yili had no way to touch those pastures for the time being, so Mengniu got a relatively rich supply of milk sources and a milk processing factory at a small price. My own money is mainly used for advertising.

Yili tried to repeat the old trick and adopted administrative measures to restrict Mengniu's development, but Niu Gensheng used another clever trick at this time. After Mengniu's first move was a great success and its performance improved by leaps and bounds, he took the initiative to approach the Hohhot Municipal Government and said that he would help Hohhot has created a business card of China's Dairy Capital. Through a series of public service advertisements, people all over the country know that HHHT is the capital of China's dairy industry.

This move immediately aroused the strong interest of the local leaders. It would be a great political achievement if the title of China's milk capital can be confirmed. Moreover, they recognized Niu Gensheng's ability very much, and felt that if he was willing to make a move, he would definitely be able to achieve it. The key to this goal is that they don't need to pay for it, Niu Gensheng paid for the advertising fee, so why hesitate now?You have to agree!

So the public service advertisements planned by Niu Gensheng quickly appeared. Advertisements such as "Applause for NMG China Dairy Capital" and "Our Common Brand - China Dairy Capital HHHT" were made into light boxes and billboards, and spread all over the entire Huzhou area almost overnight. At the same time, there are eye-catching words of Mengniu Dairy on these billboards.

There are several advantages to doing this. First, Mengniu used this trick to win the favor of the government. It is impossible for Yili to use policy measures to restrict Mengniu’s development. The advantage is that the positioning of Rudu improves the authenticity of Mongolian milk sources, thus separating itself from brands such as Guangming and Sanyuan, and instilling a concept in consumers that NMG's milk sources are the best in the country. It can form its own unique advantages, making consumers feel that Mengniu's products are definitely better than other brands such as Guangming and Sanyuan.

What's even more powerful is that Mengniu's trick also didn't cost much. Although the billboards and light boxes were made by Mengniu, everyone knows how much it costs to make these things?The bulk of advertising expenses are actually rents for billboards and light boxes, and most of these things belong to the government. Now that Mengniu is doing public service advertisements for the government, it is impossible for the government to ask them to collect rent, right?So in the final calculation, Mengniu's move is equivalent to prostitution of the government's advertising resources, and it has helped to build a reputation for itself, and the government has to thank them.

Wandashan, a subsidiary of Huinong, is more aware of the importance of milk sources than other domestic companies. In order to compete for milk sources, Li Lei formulated several different strategies. First, he used the influence of the Great Northern Wilderness and Wandashan in the Northeast. , Take the pasture resources in the northeast as soon as possible, first build a powerful rear, and then expand outward.

As for the milk sources outside the Northeast, Li Lei also put forward different solutions according to the differences of each milk source, in order to achieve the purpose of targeted solutions.

　Tomorrow's update will return to normal time, and it will be released at twelve o'clock later; hey, it's so annoying, I don't know what to write.Do you have any good ideas?

　　
　
(End of this chapter)