China Food

Today, the chairman of the new dairy revealed a new move

Not only low-temperature fresh milk, but also new hope dairy, which earned nearly 9billion yuan last year, will win more territory in low-temperature yogurt.

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“We have maintained a high growth of low-temperature fresh milk in recent years, but from the perspective of the relatively long-term strategy of the dairy industry, we should not only ensure the high growth of low-temperature fresh milk, but also make every effort to promote the high-quality growth of yogurt.” Xi Gang, chairman of new hope dairy (hereinafter referred to as “new dairy”) spoke at the 2021 annual general meeting and brand press conference held today.

Xi Gang, chairman of new dairy

In addition, the dairy company, which started with M & A, disclosed its layout of oat milk and goat milk for the first time, and talked about the business progress under the influence of the epidemic. Now, let’s have a look.

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Expected to maintain growth in the second quarter

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Although the recent epidemic has impacted many enterprises, the new dairy industry is still expected to grow against the trend.

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Xi Gang said at the exchange meeting after the meeting that the new dairy industry achieved a double increase in revenue and net profit in the first quarter of this year. “There are also some challenges in the second quarter, and we are expected to maintain a relatively good growth.”.

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Xiaoshidai learned that in Shanghai, which used to carry out global static management, the high-end fresh milk “Asahi vipshop” under new dairy still has a rapid growth in the near future. At present, East China is also one of the most important markets for the brand.

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ZhangShuai, vice president of new dairy, revealed at the meeting that in March and April this year, vipshop achieved growth of more than 50% and 100% respectively in Shanghai. During the epidemic period, the number of wechat users of vipshop enterprises also increased by 17 times.

ZhangShuai, vice president of new dairy

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It is understood that during the epidemic in Shanghai, the brand cooperated with more than 200 team leaders to quickly launch the community purchase project, and adopted the “full customer service + digital marketing” mode of the Shanghai sales team to efficiently meet the demand. In addition, the cold chain advantage of new hope has enabled the products to be delivered to consumers smoothly.

He also pointed out that several changes have taken place in the dairy industry under the epidemic. The first is that consumers pay more attention to health. “Because isolation includes various uncertainties, people become more anxious. Users pay more attention to their health and protect themselves.”. At the same time, consumers will pay more attention to the food that helps to strengthen their physique and improve their resistance.

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“For the dairy industry, we should constantly strengthen our ability in combination with these changes, ensure better service and deliver our products in the case of limited users.” Xi Gang said that another most realistic question is whether the new dairy industry can develop better products to help users improve nutrition, enhance immunity and seize opportunities.

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According to wangwendan, executive general manager of CICC and chief analyst of the food and beverage industry, the demand for dairy products has increased after the epidemic, “especially since 2020, the performance of the low-temperature track has been outstanding, which has become one of the main driving forces for the growth of the dairy industry in these years”.

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She said that in the post epidemic era, it has become a trend for low-temperature fresh milk to be gradually high-end and for consumption to shift from normal temperature milk to low-temperature milk. Mengniu, Yili and xindairying are all accelerating the layout of the low-temperature fresh milk track. Under this pattern, enterprises with sufficient pasture resources, developed cold chain system and strong brand strength have more advantages.

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According to the 2021 annual report of new dairy, as of the end of last year, the company had 59 holding subsidiaries, 15 major dairy brands, 16 dairy processing plants and 13 self owned pastures. In 2021, the share of low-temperature fresh milk of the new dairy industry maintained growth for 12 consecutive months, ranking the third in the country in terms of market share and the regional dairy enterprise with the largest share increase.

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“Fresh and sour”

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Low temperature fresh milk has always been the most important category of new dairy industry. At the same time, the company also operates low-temperature yogurt and normal temperature dairy products.

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“In the new dairy marketing department, those in charge of fresh milk are either ‘one brother’ or ‘one sister’. To put it bluntly, they are given important responsibilities, burdens, resources and rights to promote marketing measures and help make fresh milk sell better.” Zhu Chuan said at the conference.

Zhuchuan, President of new dairy

After the low-temperature fresh milk takes its place, the new dairy industry will start to put more chips on the low-temperature yogurt. Xi Gang put forward at today’s meeting that in the next three to five years, the new dairy industry will adhere to the strategy of “giving priority to low temperature and strengthening both fresh and sour”.

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Xiaoshidai also learned that new dairy will launch a new brand of low-temperature yogurt called “travel notes of taste buds” this year, which is said to be its first “cross-border enjoyment brand integrating yogurt and cheese”. “We spent 1500 days polishing this brand.” Zhang Shuai said that the new products are designed to meet consumers’ demand for delicious food.

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Although the company did not disclose the specific sales or share targets of low-temperature yoghurt at the same time, the snack generation noticed that new dairy has become the “top player” in China’s yoghurt market, and has also significantly increased its share in the past three years.

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According to the 2021 China yoghurt report data obtained by snack food from Mintel, in terms of sales share, new dairy ranked fifth in the market from 2019 to 2021, with a share of 4.1% in 2021. In the past three years, the share of new dairy industry has increased by 1.1 percentage points, ranking the second among the top five enterprises (Note: 2021 is the estimated share).

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According to the annual report of new dairy in 2021, in the field of low-temperature yogurt, the company has launched many products, such as ice cream yogurt, pudding yogurt, live run meal (large cup) yogurt, milk beer and so on, aiming to make breakthroughs in functional and sugar control segments through continuous product differentiation innovation. Last year, its Zero sugar products increased by more than 150%.

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Cross border investment

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Today, new dairy also released a series of investment incubation cases and revealed that it has set foot in potential categories such as oat milk and goat milk.

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Xi Gang said at the meeting that under the “excellent investment” strategy, the three key directions of the new dairy industry include upstream high-quality milk sources, regional expansion and ecological layout.

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In terms of upstream high-quality milk sources, he said that since the listing of new dairy in 2019, more funds have been invested in upstream high-quality milk sources. Our first investment (after listing) is modern animal husbandry, which has become the second largest shareholder of modern animal husbandry. Second, we have also recently invested in Australia Asia ranch. Australia Asia should be one of the enterprises with the best breeding level in China



席刚还透露,除了外部投资,新乳业同时在投建自有牧场,分别在甘肃、青海投资了两个万头牧场。

“For the dairy industry itself, without good raw materials, there can be no good products. Therefore, the investment in high-quality milk sources has played a very important role in the sustainable development of the new dairy industry in the past two to three years.” Xi Gang preached.

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In terms of regional expansion, new dairy has insisted on acquiring local leading dairy enterprises in recent years, such as Xiajin dairy in Ningxia, to improve the nationwide layout. “Xia Jin’s entry has enabled the original new dairy industry to consolidate the advantages of Sichuan, Chongqing and Yunnan, and establish a market dominant position in the northwest.” Xi Gang said that last year, Xiajin dairy’s income increased by 18%, the highest growth rate in the past five years; Profits increased by more than 20%.

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In addition, in terms of ecological layout, the new dairy industry also began to invest in sub categories other than milk.

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Xi Gang disclosed at the meeting that in addition to investing in the tea chain “a sour cow” last year, xindairying has recently participated in the “planting” of oat milk and incubated “Xianjian” which is mainly goat milk. In addition, new dairy has also incubated and invested in the b-end milk tea coffee raw material supplier “naixun” and the start-up brand “Da Vinci” which focuses on sweet yogurt.

Talking about the company’s current investment logic, Xi Gang said in the exchange that, first of all, the investment target must conform to the future strategy of new dairy. Secondly, it should complement the development of the new dairy industry, whether it is regional, industrial chain or user groups. In addition, new dairy will adhere to value M & A.

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“Now we are a public company, and every penny we invest comes from investors. We should consider value M & A, that is, whether this M & A can enhance the core competitiveness of the new dairy industry and enhance our profitability.” He said.

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