Agricultural giant since 1983

Chapter 431 Modern Ranch

In NMG, Wanda Mountain adopted a different strategy. First of all, the terrain of NMG is long and the east-west span is extremely large. Yili and Mengniu cannot control all areas. The area bordering the east and northeast is greatly affected by the northeast due to historical reasons. Then the pastures in these places can be directly occupied, and the contracting rights can be obtained by signing an agreement with the local area, and then slowly developed.

Similar measures can also be adopted in the west bordering Gansu XJ. Li Lei has a good relationship with the Corps. He also has invested in breeding farms and feed factories in Gansu. The relationship with the local area is also good. With their help, and COFCO It is not difficult to win the high-quality pastures in these places.

The central region of Inner Mongolia is greatly influenced by Yili and Mengniu, and it is difficult to enter the region. However, in order to put pressure on these two companies and slow down their development, Li Lei still invested a lot of manpower and material resources to follow Guangming and Sanyuan. Enterprises such as Yuan and Sanlu jointly launched an attack on Yili and Mengniu. In terms of upper-level relations, Li Lei and COFCO are not lacking, and the same is true for lower-level executives. Hui Nong is not afraid of fighting. These people are professional in fighting, and they are not a bit stronger than the stragglers of Yili, Mengniu, Sanyuan, and Sanlu, so they also occupy a lot of grassland.

XJ’s words are even more specific. Local companies such as Maiquer are not strong enough to compete with Wandashan. In addition, their technical level is limited, so they cannot ship their products to the mainland for sales. It is useless to have so many pastures, so Wanda Mountain won a large area of ​​grassland in the north and south of Tianshan Mountain without paying much price.

But it is a little regretful that low-temperature milk needs to be sterilized at 85°C. Although it has the advantage of higher nutrition, the shelf life is only 7 days, and it relies heavily on cold chain transportation. The current cold chain technology is not mature enough. XJ is far from the mainland. The distance is too far, so most of the milk here can only be made into high-temperature milk. Yili and Mengniu also have the same problem. NMG is also far away from the dairy product sales area, so most of the milk they produce now is high-temperature milk. The shelf life of high-temperature milk is as long as 6-12 months, and the transportation conditions are relatively low. Even if it is shipped from XJ and NMG to inland provinces, it can still be preserved for a long time.

Sanyuan and Bright rely on the two major sales areas of BJ and Shanghai. These areas have relatively strong consumption power, and seven days are enough to digest their products, so they mostly use low-temperature milk. However, after winning the grassland in Inner Mongolia, Sanyuan and Bright has also begun to enter the high-temperature milk market; Yili and Mengniu also have low-temperature milk products, which are mainly supplied to local consumers in Inner Mongolia, but the quantity is small. There is no way that Inner Mongolia has a small population and limited consumption capacity, so it cannot consume too much low-temperature milk. .

Of course, Li Lei did not give up on the research and development of milk processing technology. Wandashan is now mainly taking two routes. First, develop yogurt technology with a longer shelf life and richer nutrition. Using more advanced packaging can increase the shelf life of yogurt to About 18-21 days, so that it can be shipped to a distant place for sale.

The other is to strengthen the study and research of cold chain technology, so as to transport its own low-temperature milk and yogurt. This task is temporarily handed over to Dongzi. He is in charge of Huinong's warehousing and logistics system, and cold chain transportation is an important part of logistics. , it is just right for him to be in charge.

The competition in Hebei's milk source areas is very fierce right now. Li Lei has only set up a few points for the time being, and has not launched a large-scale offensive. At that time, you can lift the cover and completely defeat Sanlu, and then take over their pasture.

Sichuan has no strong competitors now. Although Jule is loved by Sichuan people, I don’t know if life in Sichuan is too comfortable. This company seems to have no idea of ​​becoming bigger and stronger, just want to be safe and stable Live your own life; Brother Chao's New Hope is also planning to enter the dairy industry, but just like their good ham sausage, they missed the opportunity to start first, and it will not be so easy to become bigger and stronger.

Therefore, Wanda Mountain has also won a lot of pastures in Hongya, Qingbaijiang and other places, and now it has begun to market its products to compete with Jule and New Hope's milk products.

It is said that Jiangsu is a bulk province, but when it comes to milk brands, Shandong is even more so. There are no large national dairy companies here, but each prefecture-level city has its own brand. Jinan has Jiabao, Tedi, and Xingniu. , Shuyang, Qingdao has Qinpai and Yingchunle, and Tai'an has Yaaote and Shengliyuan. They guard their own one-acre three-point land, and they live comfortably.

In fact, this is inseparable from the specific environment in Shandong. Every prefecture-level city here has places suitable for raising dairy cows, but they are not large, so it is difficult for dairy companies to become bigger and stronger, and the scale is relatively fragmented. up.

In addition to conventional contracted pastures, the measures Wanda Mountain has taken in Shandong have also developed peanut milk by taking advantage of local advantages. To produce peanut milk, the product was welcomed by consumers as soon as it was launched, and Wandashan Shandong Branch also relied on this product to quickly gain a firm foothold in the local area.

In Gansu, Ningxia, Shaanxi, Qinghai, Shanxi and other places, Wanda Mountain also has layouts. Although the pasture resources in these places are not as rich as the four golden milk source areas, there are still some very good pastures. In the future, the number of dairy cows on hand will exceed The production of 20 heads is also a good supplement to Wandashan. As long as it can be done well, it can not only meet the needs of the local market, but also sell to neighboring provinces.

In order to have ample milk sources, a large area of ​​high-quality pastures is definitely necessary, but pastures alone are not enough, there must be a modern management system, drawing on the advanced experience of Australia, New Zealand and other dairy developed countries to improve the original pastures. Renovate and create a modern pasture, so that the pasture can carry more cows, and ensure that these cows can grow up healthily and produce more and better quality milk.

Most companies in the domestic dairy market adopt a strategy that focuses more on marketing. This model is difficult to guarantee the control of milk sources. Therefore, companies such as Sanlu, Yili, and Mengniu will hardly be spared from the melamine incident in the future. Time has become a street rat everyone shouts and beats.

There are also a small number of companies that have chosen a different path, such as Changfu Dairy in Fujian. This company has chosen the industrial model of "milk source first, then market". It has invested more than one billion to build more than 30 modern pastures in Wuyi Mountains. The number has reached more than 3, and the modern management of unified standard construction, unified scientific feeding, unified disease prevention and control, and unified breeding of fine varieties has been implemented to ensure the quality of raw milk. It has also upgraded three generations of world-class milk source control equipment. All raw milk uses Automatic mechanical milking ensures zero contact between milk and air and prevents secondary pollution.

Therefore, when food safety incidents frequently broke out in the domestic dairy industry, this company can always guarantee that its products will not have any problems. In the future, it will also develop automatic milking equipment. Cows will go to the milking place by themselves when they feel that their milk is full. Milking, instead of uniform milking every morning, while reducing labor, the output has increased by more than 30% without affecting the quality of milk.

However, the good days of this company did not last long. In the future, the strategy of this company has problems. As a regional small and medium-sized enterprise, it should cultivate fresh milk as a strong product; however, Changfu insists on deviating from the regional market and regional brands. Putting the market focus on room temperature milk and using room temperature products to expand the market, this kind of operation will inevitably meet the giants of room temperature milk products. The possibility of being squeezed out by foreign competitors.

Afterwards, Changfu Dairy soon encountered a series of unfavorable factors such as bank tightening, feed price increases, and overloading to increase freight costs. In addition, the excessive expansion of the dairy industry in the past two years led to increasingly fierce competition in the dairy market. Fu Dairy quickly collapsed and was eventually acquired by Yili.

What makes people speechless is that Changfu Dairy, which was still small at the beginning, has not had any quality problems for many years. However, after they were acquired by Yili, they continuously broke out that aflatoxin M1 exceeded the standard, and the emulsion turned into bean curd residue. The negative news such as rancid milk and no production date on the packaging basically ruined the brand of Changfu.

Combining the development history of these two models, it is inappropriate to ignore either side, so Li Lei insists on grasping with both hands, and both hands must be tough. First, he puts a lot of advertisements on the media such as the cushion platform to make Wandashan famous. No, he has already discussed with Tan Xisong that he will compete for the top of the stage next year.

In 1997, Qinchi Liquor Industry defended the title of "Biaowang" at a sky-high price of 3.212118 million yuan, but this investment did not bring them due returns. Because the news of Sichuan wine entering Shandong was exposed, Qinchi Liquor Industry faked The news of the news spread overwhelmingly, and the sales of Qin Chi Liquor dropped sharply, and he couldn't even afford the advertising fee.

Therefore, the craze for acting as a platform bid king has declined rapidly. In 1998, Aiduo won the bid king with 2.1 million yuan. This year, Duan Yongping’s backgammon won the bid king with only 1.59 million yuan. Next year, they will win the bid king at a price Even lower, only 1.26 million yuan. In 2001 and 2002, the transaction price of the bid king was even more dismal, only 2211 million yuan and 2015 million yuan, which was less than one-fifteenth of Qin Chi.

Considering the price/performance ratio, Li Lei temporarily gave up this year's competition, and planned to spend 2004 million or so next year to win the bid, let Wandashan advertise for two consecutive years, and then Mengniu won the 3.1 Biaowang can spend 01 million yuan, and now they can advertise for two years with just over one-eighth of their money. For example, the national football team entered the World Cup in [-]. This opportunity must be seized. Signing the milk sponsorship contract of the national football team in advance will definitely bring rich returns.

In addition to marketing, milk sources are equally important. Marketing can determine how much sales Wandashan can achieve in a short period of time, while milk sources can ensure the quality of products without any problems. This is the foundation of a dairy company's survival.

Why did the melamine incident bring down only one Sanlu in the future, while Yili, Mengniu, Guangming and other enterprises that also had problems did not end?One of the important reasons is that the law does not blame the public. There are too many dairy companies that have problems. If all of them are dealt with, the domestic dairy market will be completely over!But it's different now. With a pillar like Wanda Mountain, the country doesn't have to worry so much about handling it, and COFCO and Beidahuang will definitely not let go of this good opportunity to attack competitors. When the time comes, several shareholders Working together, it may not be so easy for Yili and Mengniu to pass the test easily.

In fact, from the point of view of production, there are too many benefits of centralized modern farming. In general free-range farming, the annual milk production of a single cow is about 4 tons, while that of intensive modern pastures is as high as 9.5 tons per year. At the same time, intensive modern dairy cows can not only double the milk production, but also greatly improve the quality of milk—the protein content and other nutrients have been greatly increased, but the bacterial index has dropped dozens of times, because The feeding and growth of these dairy cows are strictly controlled, and free-range breeding does not meet this condition.

In the future, those dairy companies that build their own ranches will perform well in quality inspections, such as the aforementioned Changfu Dairy, such as Wanda Mountain, and Feihe, which builds ranches according to European and American standards, and Sanlu, which relies on free-range farmers. , Yili, Mengniu and other enterprises frequently broke out quality problems.

But it is not so easy to build a modern ranch. First of all, a lot of money is needed. Ranch is an asset-heavy industry. The expenses of contracting pastures, building cattle pens, purchasing equipment, introducing cattle breeds, buying feed, and veterinary vaccines are not a small number. Moreover, the risk is high and the results are slow. Some companies that are eager for success have neither the financial strength nor the patience. Wouldn’t it be good to have more advertising with this money?As for milk, just buy it from free-range farmers. Anyway, it’s all milk, and it looks like it can be used.

Fortunately, Huinong is not short of funds. The money he earned in the Southeast Asian financial crisis has not been used up yet, so he can just use the money to build modern pastures and improve the quality and output of milk sources in Wanda Mountain; Farming started with feed. Although it was the first to produce chicken feed and pig feed, the research on dairy cow feed has also started a long time ago. It can produce feed by itself, and the same is true for veterinary drugs, vaccines, breeding, etc. This is relying on agricultural groups. The good thing is that the products produced by our own company are definitely cheaper than those bought from other places, so Wanda Mountain has the conditions to build its own ranch.

In order to avoid attracting the attention of big companies such as Yili and Guangming in advance, Li Lei did not build the first modern demonstration ranch in Inner Mongolia or Northeast China, but in Tiannan Province where Xing Shuwang is located. Now this demonstration ranch is ready. Li Lei also came to Tiannan Province to prepare for inspection.

　By the way, how about writing a self-made urban cultivation?
　　
　
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