China Food

Say milk powder is not good dry? Listen to the flying crane executives talk about where this growth comes from

In order to win 30% of the infant milk powder market share in 2023, we will accelerate the gallop. Yes, the flying crane.



Super high end “war”

Looking through Feihe’s interim report, we can see that the Northeast dairy enterprise with more than 5600 employees achieved 8.707 billion yuan of business revenue in the first half of the year, up 47.8% year-on-year, and realized a net profit of 763 million yuan, up 105.3% year-on-year. At present, the market value of flying crane is HK $142 billion.


However, the overall situation of the milk powder industry is hard to say. According to Euromonitor, a market research company, the growth rate of China’s milk powder industry (including baby food) has declined to about 10% and gradually stabilized, compared with 20% in 2013. In such a stable market, to win the stock competition of milk powder industry, we must “eat” a higher market share.


(Financial Summary of the first half of 2017-2019, Feihe official website)

Offline, when the epidemic situation stabilized, Feihe said that from the end of March to the beginning of April, offline face-to-face activities would gradually resume. Cai Fangliang said at the meeting that in the first half of this year, there were more than 330000 online and offline activities, and it is expected that the number of activities in the whole year will exceed 700000. After a simple calculation, it means up to 1900 activities a day on average. Of course, we have to return to the products eventually: positioning the super high-end star flying sail and Zhenzhi organic as the main growth engine. According to CAI Fangliang, President of Feihe, super high-end products accounted for more than 60% of Feihe’s revenue in the first half of the year, compared with 51.4% in the same period last year.

Subsequently, Cai Fangliang introduced the specific growth of the main product, xingfeifan, in the reply.

According to reports, the growth rates of the first, second and third stages of xingfeifan were 45%, 63% and 55% respectively in the first half of the year, while the growth rate of the fourth stage products was as high as 666%. The flying crane executives who attended the meeting disclosed that in the sales of xingfeifan, the proportion of products from the first stage to the fourth stage was 22%, 21%, 45% and 12% respectively.

Thanks to the help of super high-end products, Feihe has won many “No.1” markets. According to the company in the first half of the year, Feihe ranked first in the market participants of China’s infant formula milk powder with 13.9% market share, and became the first market participant of China’s super high end infant formula milk powder with a market share of 25.5%

It is worth noting that in order to keep high-end “ammunition reserves”, flying crane will also launch “more high-end” milk powder than star flying sail. According to CAI Fangliang, the company plans to launch a new infant milk powder product in the second quarter of next year, and describes the new product as “the most advanced infant formula milk powder of Feihe” after its launch, which is a “beneficial supplement” to the high-end products of Feihe.


Whose cheese has moved?

At the meeting, flying crane senior management disclosed that the company has achieved growth in many provincial markets. In addition to harvesting the share of some small brand milk powder, it even covets the “territory” of some powerful peers.

Cai Fangliang said that the 14 provinces of Feihe, Yunnan, Guizhou, Guangxi, Hubei, Hainan, Fujian, Jiangxi, Sichuan, Guangdong, Chongqing, Anhui, Zhejiang, Shaanxi and Hunan achieved high growth offline. Among the high-speed growth provinces and regions mentioned above, Yunnan (up 150% in the first half of the year), Hunan (50%) and Guangdong (70%) will continue to make efforts.

Liu Hua, chief financial officer of Feihe, pointed out that in the Hunan market, Feihe should be very close to Aoyou in the local market. In the first half of the year, Aoyou, a dairy giant headquartered in Hunan Province, achieved an income of 3.859 billion yuan, a year-on-year increase of 22.6%.

He predicted that based on the current growth momentum, Feihe is expected to surpass other brands in Hunan in the fourth quarter of this year, and to surpass other brands in Guangdong next year. In response to how Feihe achieved growth far higher than the average level of the industry, Cai Fangliang said that on the one hand, some small brands could not provide consumer services after the outbreak of the epidemic, “so we have seized the market share of some small brands.”. On the other hand, in the online cities greatly affected by the epidemic situation, due to its “strong service ability and rapid response to the impact of the epidemic”, it has also seized a lot of foreign investment shares.

Check the performance of foreign leading milk powder, it seems that they have encountered some problems of their own. Nestle said the decline in Wyeth’s milk powder sales slowed in the second quarter, while CEO Schneider said he was still committed to improving its milk powder business in China to achieve its goal. As for Danone, its CFO said that sales of mother and baby stores in China rose by about 50% in the second quarter, but milk powder sales were affected by factors such as the closure of ports in Hong Kong and travel restrictions on the epidemic.

Xiaoshidai has introduced that Feihe said in the annual report of 2019 that it will accelerate its penetration into first tier cities, and its strategy is “point to area”, that is, concentrate resources into key terminals, so as to expand the volume and consumer groups. At the meeting, Liu said that flying crane will continue to implement this “steady” strategy.

So what is the current inventory turnover of Feihe after the first quarter of “milk powder hoarding” by dealers and consumers? It is reported that in the first half of the year, the inventory turnover days of Feihe were 58 days, down 6 days.

“In fact, the problem of high channel inventory level should be in March and April. At present, there is no problem. ” Cai Fangliang said frankly that after Feihe took the lead in finding problems in the industry, it has carried out strict control since late March, and held additional market activities since April, and strictly controlled the purchase of dealers. “By June and July, this problem has been completely alleviated. Because our own performance has far exceeded expectations, there is no need to do this kind of channel bulk cargo action. ” He said. It is reported that the channel inventory in the second quarter has returned to the level within two months.

Cai Fangliang also said that due to the great pressure on terminal business after the epidemic, xingfeifan was also facing “unprecedented” price pressure. However, since the special management of flying crane began in April, the overall situation is controllable, and only a few areas have pressure. “In the future, with the increasing size of starsail, we will have major actions in the fourth quarter of this year and the first quarter of next year for how to ensure the health (Development) of starsail.” Cai Fangliang said.

Add new capacity

At the meeting, he also learned about the latest development of the flying crane Canada factory. According to CAI Fangliang, the above-mentioned factories are currently in trial production stage, and will be mainly responsible for the production of super high-end infant milk powder, with an annual production capacity of 40000 tons. He also revealed that according to the plan, Feihe will launch three super high-end infant milk powder series produced by Canadian factories in 2022, including two milk powder series and one sheep milk powder series.

The company is expected to achieve double digit growth with Huanhe in half a year. “Last year, we mentioned to investors in the roadshow that our expectation is that the market share of infant milk powder in China will not be less than 30% by 2023. Now we are very confident.” Cai Fangliang said.

In order to support the realization of the above goals, Feihe has made a large investment in the upstream and downstream industrial clusters. In terms of the upstream pasture, xiaoshidai introduced that this year, Feihe invested 1.2 billion yuan in Longjiang County and Tailai County to build two 10000 head dairy farms, and the construction has started at present. In terms of downstream factories, Feihe said in the financial report that it was building a new Harbin plant and expanding the Longjiang plant. According to the Qiqihar daily news, after the delivery, the Feihe dairy (Longjiang) infant milk processing project with a total investment of 550 million yuan will become the largest single infant formula milk powder production line in China.

A kind of

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