June 30, 2015, Zhu Hangming took over as president of Bright Dairy. At the end of next month, his term of office will be exactly one year. Then, the first new media of dairy industry, "Food-gnosis" (ID: food-gnosis), will review with you. In this year, the new official took office.
The first fire: On December 29, 2015, Bright Dairy released the "Food Safety White Paper". Three keywords can be summarized from Guangming's external publicity draft: the first in China, the entire industrial chain, and corporate responsibility. It is worth noting that this is Zhu Hangming's first statement to the outside world after taking office half a year ago. After arriving in Guangming, he kept visiting various regional markets and listening to work reports from various departments. "You must have an in-depth understanding and cannot do it according to your own ideas. Only by fully understanding can you make more objective decisions." Zhu Hangming is very clear that if you judge based on your personal likes and dislikes, it may be right in the short term, but it may have adverse effects in the long term.
This first fire looks very empty, but it has its value and necessity. First of all, the release of this food safety white paper responds to the new version of the Food Safety Law that came into effect on October 1, 2015. As a local state-owned enterprise, Bright Dairy, this move is the implementation and implementation of the policy, and it claims to be "the first in China" and is at the forefront of the dairy industry.
Secondly, dairy products are an industry with a particularly obvious industry chain. The era of pure processing and production has passed. With 35% of its own milk source and 65% of its cooperative milk source, Bright Dairy can showcase the advantages of the entire industrial chain to the outside world, and good products have good milk sources to support it. This will further win the trust of consumers.
The second fire: In March 2016, Guangming Innovation launched the new Moslian "two fruits and three vegetables". Since Moslian was launched, he has been making great progress in four years. Just like the NBA playoffs, the winning side will not make too much adjustments to the strategy in the next game. By the same token, Moslian has less innovation in recent years.
But since the first slight decline in performance in 2015, Guangming and Zhu Hangming have realized this. Is Moslian old? Therefore, on the one hand, the company continues to strengthen its position as a classic original product category, and at the same time conducts a large amount of market research on young markets, deeply explores consumer demand, and develops new products of two fruits and three vegetables.
enhances the nutrition of room temperature yogurt through fruit and vegetable nutrition, and meets the different consumption needs of young people through a variety of flavors. In addition, red and green packaging is extremely youthful and visually impactful on the shelves.
The third fire: May 2016, just last week, Bright Dairy disclosed its new spokesperson: Mayday. A five-person star group whose endorsement slogan is: My new health proposition!
In 2009, Moslian officially launched it on the market and began to distribute goods nationwide in 2012. In the past 3+4 years, this room-temperature yogurt super item has always been the image of Bulgarian rose Queen holding a cup of Moslian in her hands, and Guangming has not invited other domestic celebrity spokespersons.
Obviously, after facing the dilemma of brand aging and sales decline, Guangming had to spend huge sums of money to invite new spokespersons to inject fresh vitality into Moslian. Guangming will not disclose the endorsement fee for Mayday to endorse Moslian, but the first new media of dairy industry, "Food-gnosis", has stolen the public. In 2013, Mayday's agent confirmed that HTC will find Mayday to endorse, with a reward of up to $1 million, endorsing the entire brand image.
After three years, it is unknown how much Mayday's endorsement fee has increased. In short, Guangming spent a lot of money this time, so that after Mayday's endorsement, Moslian could exceed 6 billion and stop the decline. So, can the spokesperson save Moslian?
Let’s analyze the environmental pattern of room temperature yogurt. After years of crazy development, this category has penetrated into most high-quality markets and has approached saturation. Under the surveillance of Anmuxi and Chunzhen, which have better channel networks, the cake in the high-quality area is so big. There are more people, and there are naturally fewer people.
Therefore, it is a test of Bright Dairy's ability to deeply distribute, but at present, whether the entire group is gambled for this single product? Judging from Zhu Hangming's strategy of "continuously developing new products", it seems that the energy to continue to deepen Moslian is very limited. In particular, in-depth distribution and channel cultivation should consider the input-output ratio.
"As a company's manager, what we pursue is not much sales revenue," Zhu Hangming once said to the public, "What we are worried about is that we cannot keep up with the pace of the development of the times." On May 22, Bright Dairy announced that it would upgrade its brand image after seven years, re-play the "fresh" brand, and add the four small words "Happy Fresh" to its new brand logo.
You should know that Bright Dairy started with fresh milk, and its advantage is freshness. Super single products like Moslian appear in the room temperature category, which will not and cannot influence Guangming's strategic direction. If you are like a fence-bearing plant, falling as you like the wind, the light will be in danger.
This piece of freshness must be captured! In 2015, Bright Dairy, which mainly operates fresh milk, had revenue in Shanghai of 5.123 billion yuan, a year-on-year decrease of 6.2%. This means that under the invasion of Weiquan , Yaledo , Mengniu , Yili , New Hope, Modern Animal Husbandry , etc., the base market of Bright Dairy was broken and revenue declined for the first time.
In the first year of his term, Zhu Hangming burned "three fires", but for this kind-faced and slow-talking new president, the test is everywhere, and three fires are far from enough. (exclusively provided by the first new media of dairy industry "Food-gnosis" (ID: food-gnosis), please indicate the source when reprinting)
