Domestic dairy brands how to fight

At the end of August this year, the central leadership’s comrades said during the inspection of Mengniu Saibei Dairy Co., Ltd.: “I have a desire: a country with a population of 1.3 billion should cultivate its own dairy breeds and produce high-quality milk and dairy products. Their own milk and dairy products brands not only have to occupy the commanding heights in China, but also take a leading position in the world, which requires a difficult and long-term process of hard work, but as long as dairy companies, dairy workers and the agricultural sector are determined, Working together to climb the peak will certainly achieve this goal."

Comrades of the leading comrades said the voices and demands of the broad masses of people and at the same time are a great spur to the dairy industry. At present, China's dairy industry is in a critical period of transforming the mode of development. Dairy industry upgrading and striving for a world-class level depends on a good milk source, excellent product quality, and a good brand reputation. It is inseparable from standards, regulatory, technology, industrial chain, corporate conscience, etc. It is a systematic project. It takes hard work. To this end, this edition is based on the question of “how domestic dairy brands are striving for breath” and invites the heads of two well-known dairy companies to answer.

Zhang Jianqiu, Executive Director of Yili Group:

Increase competitiveness based on the entire industry chain

The production of high-quality milk and dairy products and the development of trustworthy milk and dairy products brands are leaders’ eager expectations. They are also the requirements of Chinese people for Chinese dairy companies. With the continuous maturation of the domestic dairy product market, consumers' milk demand has shifted from the past “milk drinking” to the current “drinking good milk”. Chinese dairy products companies must provide consumers with safer, higher quality products. Establish a healthy development model.

With the continuous maturation of the market and increasingly fierce competition, dairy products companies, especially leading companies in the industry, must complete the transition from simple simple industries to controlling the entire industrial chain, strengthening the supervision of upstream and downstream links, and truly enhancing the structural competitiveness of enterprises. Erie’s core idea is to build a “green industry chain” that covers the balanced and stable development of the dairy industry in the upper, middle, and lower reaches through the “green industry chain” strategy, and establish a core competitiveness based on the status of China’s dairy industry and industry. Means to form a scientific and balanced product matrix, and gradually move toward the high-end competition in the industrial chain.

Milk source construction is still a top priority. In the next 10 years, China will become one of the fastest growing markets in the global dairy industry. Faced with such a huge market demand, it has become the consensus of the industry to strengthen dairy product quality control from the source. With the completion of China's dairy industry qualification review and replacement work, the industry's access threshold has been further enhanced. This requires companies to do their best from the beginning. The exploration of domestic companies in the field of milk sources can be more active. From 2007 to 2010, Yili invested more than RMB 6 billion in the construction of a milk source base. It not only created the three major gold milk source bases in Hulun Buir, Xilin Gol and Xinjiang Tianshan, but also relied on the construction of its own large-scale ranch, cooperative ranch, and large scale. The ranch parks, milk associations and other models have formed a nationwide milk matrix.

The current focus of China's dairy industry has shifted from products to the entire industry chain. Just like the core competitiveness of organic milk of Yili Jindian, it is formed through the integration of high-quality milk sources, international advanced technologies and strict inspection systems through the “organic industry chain”. From the upstream milk source, the downstream sales channels, to the logistics system, it will have a significant impact on the quality of the final product. The Chinese dairy industry runs through agriculture, industry, and commerce, involving millions of farming families, tens of thousands of domestic and foreign companies, and hundreds of millions of Chinese consumers. In this chain, the raw milk comes from the grasslands, and the packaging materials come from the forest. The product service runs through the growth process of consumers, and the final product packaging returns to nature. This is not just a food safety issue. Therefore, the harmony and win-win of every link in the industry chain is the greatest guarantee for its sustainable development, and it is also the ultimate goal that Erie has been striving for over the years.

With the continuous improvement of people's living standards, people's demand for dairy products is constantly changing, and "the driving force of innovation" has become the driving force for the sustainable development of China's dairy industry. Among them, through continuous research and development and technological innovation to form a competitive advantage of enterprises; through management innovation to enhance business efficiency; through the active development of industrial fields, balanced industrial development, enrich product category of industrial innovation, create a "blue ocean" in the market; through the initiative to grasp More and more subdivided market demands, as well as consumers' special needs in terms of functionality, are innovating to expand the market. All these are the driving forces that Chinese dairy companies can try. Over the years, Yili has always attached importance to scientific and technological innovation work and has pioneered the three-level research and development system in the industry. The first-level R&D system cooperates with important national scientific research departments and conducts research on major basic topics; the second-level R&D system is Yili's technology center and conducts forward-looking research on products and technologies; and the third-level R&D system is the R&D staff of the business department. Focus on consumer research. Erie established the first “Institute for Dairy Research” in China with research institutes and achieved positive results in product innovations to meet market demands. At present, Yili’s high-tech and high-value-added products have already exceeded 40% of its total operating income.

Guang Ben Dairy Co., Ltd. President Guo Benheng:

Keep improving to create quality products

The expectation of a strong Chinese dairy industry has deeply impressed me with the sense of mission of myself and the company. In fact, Bright Dairy (600597) is practicing the "bright road" of continuous improvement, excellence, and excellence.

Bright Dairy began to take the lead in the industry in early 2007 to create quality, bright "quality", that is, "high-quality milk and dairy products." Behind this is the bright "from the pasture to the table" full quality management system, to promote the quality of domestic dairy products and the outstanding standards of developed countries in full compliance.

As we all know, good cows can produce good milk. The factors that cause the backwardness of China's milk source are complex, and the main reasons involving aquaculture are the genetic constitution and feeding level of dairy cows. Every cow managed by Bright Holstein, a company with more than 50 years of experience, is "behind the front door," and its daily routines, diet, exercise, and health care processes are tailored to meet the needs of experts.

Good milk comes from the tube, and the “ranch-thousands” standard is the first step in Bright Dairy's “Good Housekeeping”. The "Paddy Millennial" standard was the first in Bright Dairy. It was fully implemented in self-operated ranches in 2009. It has standardized the full range of pasture management standards to 350, 800 is passed to the pass line, and its main module consists of 5 parts: cattle defense Disease control and epidemic prevention, feed and feeding management, daily production and operation, environmental sanitation, and quality management system including ISO9001, National Good Agricultural Practice (GAP) and other standards. The advantage of the “Hardland Millennial” standard is not only to promote the quality of raw milk, but also to help the headquarter accurately understand the quality and management level of milk sources in pastures across the country, and to implement advanced management experience or send out relevant Experts helped to improve and improve. Although the production cost was increased, the safety of dairy products was greatly enhanced.

In the process of processing, since 2006, the bright decision-making management team has chosen “AIB1000” as the reference, combined with the unique quality and safety management needs of the dairy industry, established and gradually improved the bright “factory thousands” standard assessment system. Dairy product quality management system, construction equipment and other hardware facilities, inspection technology, process control, employee training, management and environmental hygiene five project modules. AIB is the abbreviation of American Institute of Baking. Based on its rigorous and meticulous assessment system and evaluation criteria, AIB 1000 has become one of the international standards for food safety and environmental sanitation that are common in developed countries. Last year, Guangming’s Fengxian branch became the first dairy company to pass the AIB food safety standard review, and was the only dairy company to achieve “excellent” rating.

I believe that various advanced equipment, leading standards, and management systems are very important, but the most critical factor in ensuring the high quality of dairy products is not yet there. It is the philosophy and culture that the company adheres to. It is often said that “good intentions make good milk”. . "Conscience + courage" and persist in doing the right choices are the bright beliefs of the company and the embodiment of "giving gratitude to fulfilling all-round social responsibilities" and being a good corporate citizen.

Now, not only do more and more Chinese dairy consumers become loyal proponents of Bright Dairy, but also have an international impact: In May of this year, Bright China R&D and production of China's first room temperature Yosemophila Mosslian won 2011 World Food Quality. Assessing the General Assembly Awards, Guangming has thus become the only Chinese company that has won the award since its 50th anniversary.

In early August, the State Key Laboratory of Dairy Biotechnology of the Bright Dairy Hi-tech Pyramid opened officially. One of the main research directions is “Control of the quality and safety of raw milk and dairy products”. We are looking forward to backing the big tree of the State Key Laboratory of Dairy Biotechnology. Bright can provide consumers with more high-quality dairy products and try our best to promote the concept of dairy products consumption of the Chinese people from being “bright in the west” to being “bright in the red”. ". The dairy industry needs to work together and strive for its own sake so that we can live up to the expectations and expectations of the country and consumers.