Agricultural giant since 1983

Chapter 459 The Big Shuffle

MN is in a panic, but YL is celebrating. There are so many dairy companies in China. What they hate most is not Wandashan and Guangming, which are competing with them for the first place, nor are they second-tier brands such as SL and Sanyuan. Instead, they split from YL and stand alone. The portal, and the MN who turned around and robbed itself of resources.

In the past, although MN made a lot of mistakes, it was not a principled mistake, so even though YL was dissatisfied, there was not much to do. But now that melamine has been found in MN's products, they will definitely not let go of this good opportunity to beat the dog in the water. , so YL acted decisively.

They set off a public opinion offensive again, and reported the melamine detection of MN and SL products in major media across the country; then they found local leaders, pinned the blame for discrediting NM Dairy on MN, and at the same time gave them a guarantee that MN After being investigated, they will be able to receive milk from MN immediately, and continue to purchase raw milk produced by dairy farmers, so as not to leave local dairy farmers with no place to sell their milk!

MN has competitors, and so does SL. Hebei Sanyuan, Great Wall and other dairy companies also have considerable influence. Seeing that YL began to attack decisively following this opportunity, they couldn't sit still. On the one hand, they continued to carry out internal investigations. Rectification and vigorously prevent raw milk containing melamine from being mixed into the factory. On the other hand, follow the example of YL to launch a rapid offensive against SL.

And their offensive is faster than YL. Hebei is a major city in the domestic dairy industry. In the past, SL occupied most of the market share, forcing them to linger. Now as long as they can get SL down, they can have a good meal. Not only can it gain a firm foothold in Hebei, but it even hopes to enter the national market and become a national dairy company like Guangming and Wandashan.

Wandashan and Guangming are not idle either. Although MN's sales volume has not caught up with them, the momentum of development has been very rapid in the past few years. If they are allowed to develop like this, their status will definitely be threatened. Now they have encountered problems. , why don't you give it a quick push?
MN is in a panic now. Not long ago, when they received large investments from Morgan Stanley, CDH Investments, Actis Investments and other institutions, they were all in high spirits. They seemed to catch up with YL, Wandashan, and Guangming to become the number one in the country. It was close in front of our eyes, but unexpectedly, we were suddenly hit in the head. If this problem is not resolved, let alone continue to develop, I am afraid that even survival will be a problem.

"We can't let them go on like this. It doesn't matter if our MN is down. What about so many dairy farmers? I heard that some dairy farmers have already started killing cows and pouring milk!" Their first thought was still the same old way, using the vast number of dairy farmers. Nong came to carry out the kidnapping.

There must be a reason why the food and clothing of millions of waterworkers has been able to play for hundreds of years. Now there are thousands of dairy farmers supplying raw milk to MN. If they lose their chance to make money, then for sure It will cause local economic turmoil, presumably those leaders are not willing to see this scene, right?

So someone used this as a reason to find the local leader to negotiate, but before he could enter the door, he saw the representative of YL come out of the leader's office with a smile, and when he went in, the leader immediately kicked him out, "Haha, no If I have a butcher, I have to eat hairy pigs? You can’t collect milk, some people are willing to accept it, and they have promised to build dairy cooperatives, modern pastures here, and take the path of intensive and modern dairy farming. This is no better than you Is the current method safe?"

The executives who went out to contact the local area came back one after another. They encountered similar situations. This incident was a huge blow to MN, but it was a good thing for other dairy giants. YL, Guangming, and Wanda Mountain all They have dispatched elite personnel to the rear of MN to discuss cooperation with the local government.

Only the specific content of the discussion is slightly different. Guangming has no money and can only talk about dairy cooperatives. They provide technology to teach local herdsmen to raise cows in a more scientific way to increase the protein content in milk; YL needs a lot of funds, but lacks modernization The pasture construction experience can only be done in one or two pilot sites, and the other places still have the same solution as Guangming.

Wanda Mountain is much more atmospheric. As long as the scale of the pasture is large enough, we will build a modern pasture. The pasture will carry out modern intensive breeding. Around the pasture, local herdsmen will also be provided with technical guidance, unified purchase of forage and feed, and veterinary services. Supporting measures such as door-to-door services , They not only want to develop themselves, but also drive the surrounding herdsmen to change the past extensive grazing methods and use more scientific means to produce higher quality milk.

Zheng Junhuai laughed out loud when he got the news. It used to be MN who was doing things in his backyard, and now it is MN's turn to enjoy this kind of treatment; so he found a leader again, one bite at a time to protect the root of the grassland dairy industry, and one bite at a time could not let a mouse The shit that ruined a pot of soup is nothing more than a meaning, to drive out those black sheep, and not let them ruin the overall situation of the grassland dairy industry.

There must be some leaders who are reluctant to part with MN, the rapidly rising star of hope in the dairy industry, but who made them hit the iron plate?And if left alone, it may affect other local enterprises that have not found melamine; so many leaders have given up their support for MN, and the remaining ones, even if they still have hope for MN, will not stop them in a short time. Support is provided.

At the same time, the investigation team also entered the two companies to conduct a formal investigation. After all, whether it was negligence or intentional, the difference is very big!
After a careful investigation, the investigation team announced the results of the investigation. SL management knew that the raw milk sent by the milk station contained melamine. The raw milk in question is processed into milk powder for sale.

The investigation team found conclusive evidence that SL Company has recently purchased a lot of special instruments for detecting melamine. In fact, they are also afraid that the melamine content in raw milk is too high, so they will test it before each processing and production; This issue was also specifically discussed, and the minutes of the meeting also recorded in detail, but melamine was replaced by words such as substance A and substance B.

These actions absolutely violated the criminal law. The person in charge of SL and some senior executives were immediately brought under control and taken away for interrogation. The local government also announced the suspension of the company for rectification, and promised to strictly deal with those responsible and to punish the victims. compensation.

The investigation against MN did not find similar conclusive evidence, but they must not escape the responsibility of negligence in management, so the investigation team also imposed fines, ordered to stop production and other punishments in accordance with relevant policies. People also have to accept the punishment of the law.

Subsequently, the relevant departments announced the final test results of the melamine incident. A total of 22 batches of products from nine companies found melamine, which is many times less than the 69 batches of products from [-] manufacturers in the original history. The main reason is that the lid was lifted too early this time, and Melamine was filmed to death by the "Interview" program before it had time to expand.

Seven of them are small regional enterprises, and only MN and SL are slightly larger. Seeing this result, the executives of MN and SL suddenly turned pale. The problem, if it is dealt with strictly, the Chinese dairy industry will be finished. Due to this concern, they may still have a way out, but now only nine companies have found the problem, and seven of them are small companies, even if they are all eliminated. will not affect the overall situation.

Instead, these companies will be used to stage a good show of killing chickens and monkeys to quickly reverse consumers' distrust of domestic milk and the authority of relevant management departments, so what awaits them must be the highest punishment.

Amid the strong indignation of consumers, the final result of the punishment came out. The nine companies were fined at the highest level, and the relevant responsible persons were detained in criminal detention awaiting legal punishment. The seven small companies were fined because they could not pay the fine. Bankruptcy and liquidation, even if the remaining two big companies can survive, the brand will be stinky, and no consumers will buy their products again.

As for those illegal vendors who produced melamine protein powder and added melamine to milk, their verdicts came out soon. Several key members who manufactured and sold melamine protein powder were sentenced to death. Nong was also sentenced to fixed-term imprisonment of different years according to the amount added, and these people have all received the punishment they deserved.

After the final test results were announced, Wandashan immediately began to implement a new publicity plan. They used "good grass produces good milk" as the advertising slogan, and produced a new advertising video, fully presenting the modern pasture of Wandashan to the public. The audience, the endless green grassland, the clean and tidy cattle pens, and the very advanced production workshop all left a deep impression on consumers.

At the same time, a large number of expert articles appeared on the Internet, newspapers and magazines. They started from the experience of New Zealand, Australia, the Netherlands and other dairy powerhouses, and began to instill a truth to readers, that is, intensive farming can ensure the original The quality of milk, and a healthy dairy company should achieve a 6:3:1 ratio of milk source construction, production and processing, and advertising and marketing in terms of capital allocation. The mode that domestic dairy companies spend most of their funds on advertising and marketing is Very unreasonable.

If you don’t pay attention to the construction of milk sources and only know about advertising, then sooner or later the product will have quality problems. Even if there is no melamine, there will be tetracyanamide and pentamine in the future.

Oh, I understand, whoever is willing to spend a lot of money to build a milk source base, whose milk quality is good, we can rest assured after drinking it!This is the first reaction of many readers after reading these articles. Combined with the new advertisement of Wanda Mountain, many people immediately changed the brand of milk they often drink to Wanda Mountain.

Especially in the markets previously occupied by SL and MN, where the consumers have been bitten by snakes for ten years and are afraid of well ropes, they pay more attention to the quality of milk than consumers in other places; Dashan put a lot of advertisements in the local area to show them his milk source base, and quickly won their trust and quickly occupied the local market.

Dairy companies such as YL, Guangming, Sanyuan, and Chaoge’s New Hope also took advantage of this opportunity to expand, but their preparations are far from as sufficient as Wandashan. Among other things, there are not many modern ranches. They can't build it in a few years. Without high-quality pastures, they can convince consumers of their own strength with just a few advertisements?I'm afraid this is a bit much to think about.

Therefore, Wandashan has eaten the biggest piece of cake that SL and MN have fallen. After a short-term stagnation in sales performance, it quickly rushed forward. By the end of the year, it had left YL and Guangming far behind, and firmly established itself in the country The throne of the First Dairy Company, and MN and SL, which were at the top of the dairy sales list last year, have disappeared at this time.

SL soon declared bankruptcy. Sanyuan Company took a fancy to their factory building and ranch, and they are currently negotiating, but news has been released that even if the acquisition is successful in the future, they will not continue to use the SL brand. Completely disappeared.

Although MN will not go bankrupt immediately, life is becoming more and more difficult. There are two main reasons why they can survive this hurdle in the future. First, the law does not blame the public, and there are many companies that have problems. They are among a large number of companies. It is not particularly conspicuous, and secondly, they have completed capital accumulation at that time, and they have enough strength to withstand the storm.

But now, neither of these two conditions is met. There are only two big companies involved in the accident this time, and one of them has already collapsed, so they have become more and more conspicuous. return the goods.

As long as they have financial strength, although they made a lot of money in the past few years, they used it for advertising as soon as they changed hands. Otherwise, they would not seek financing from institutions such as Morgan Stanley. These financial institutions have always given umbrellas, Putting away the umbrella on a rainy day, and asking to withdraw the capital immediately after hearing about the accident, MN is already a headache enough to deal with this, so there is still energy to think about other things.

From now to 08 is the golden period for the development of China's dairy industry. Once this period is missed, it will be difficult to become bigger and stronger! MN has been hit hard now, even if it can recover, it will definitely not be as big as it was in the original history, and the domestic dairy market probably does not have their seat.

After some reshuffle, the domestic dairy industry now presents such a layout. Wandashan is the only one, leaving other companies far behind. No business can challenge their position.

Guangming and YL are listed as the second group, and the remaining companies such as Sanyuan and New Hope are the third group. Changfu Dairy took advantage of this opportunity to increase sales and barely squeezed into this group, but if they don't make up for themselves In terms of shortcomings, the future development is still limited.

Of course, these are all later things, and now Li Lei still has an important task to solve.

(End of this chapter)