China Food

Shandong has shouldered half of China’s new consumption!



“ 
After the madness of the previous few years, the foam of new consumption gradually faded. The competition in the future cannot be separated from the competition in the supply chain. When it comes to the power to support new consumption, it can not be separated from Shandong Province.
 ”

Not long ago, the National Bureau of statistics released the national economic operation in the first half of the year, and listed the GDP growth of provinces, autonomous regions and municipalities directly under the central government in the first half of the year.

Among them, Shandong has aroused extensive discussion. Its GDP in the first half of this year reached 4171.7 billion yuan, an increase of 3.6% year on year. And the increment reached 281.1 billion yuan, surpassing Guangdong and Jiangsu provinces and ranking first in the country.

On the one hand, Shandong’s achievements have benefited from the rise in the prices of steel, coal, cement and other bulk commodities in recent years. These industries are relatively mature traditional projects in Shandong. The deeper reason behind this is that the effect of Shandong’s transformation of new and old kinetic energy in the past five years has become apparent.

For a long time, Shandong has been dominated by iron and steel, coal, cement, chemical industry and papermaking. Its industrial structure is biased and it is called “silly, big, black and rough”. Even large private enterprises such as Weiqiao, Xinfa and Nanshan rely on traditional resource-based industries. In the Internet era, Shandong missed the Internet wave again.

In 2018, Shandong, which “learned from the bitter experience”, started the transformation of old and new driving forces. The development direction was adjusted to the “top ten industrial clusters” including the new generation of information technology industry, high-end equipment industry, new energy industry and new material industry. The elephant began to turn around hard.

Five years later, Shandong’s transformation has achieved remarkable results. The new industries that have grown quietly have not only reshaped the regional economic pattern, but also become a source of development resilience in an uncertain environment.

In Shandong’s new industries, there are not only high-end equipment, new materials, information technology and other fields that are prone to “specialized, special and new”, but also new consumption that has been quite popular in recent years and has entered the second half of the year.

After the madness of the previous few years, the foam of new consumption gradually faded. The competition in the future cannot be separated from the competition in the supply chain. When it comes to the power to support new consumption, it can not be separated from Shandong Province.

Shandong enterprises behind new consumption

In recent years, with the popularity of sugar free beverages launched by Yuanqi forest, Coca Cola, Nongfu mountain spring, Xi tea, Naixue tea, etc., major beverage enterprises have followed suit, and erythritol has gradually entered the public’s vision.

Erythritol is the only natural zero calorie sweetener produced by microbial technology among all sugar alcohols. Since there is no enzyme system in the human body to decompose erythritol, erythritol will not participate in the metabolism of sugar after entering the human body, and will hardly generate heat and cause changes in blood sugar, which is more in line with people’s needs for health and safety.

The concentration of erythritol industry is high. In 2019, five companies in the world produced 95% of erythritol in the market, and three of them – Sanyuan biology, Zhucheng Dongxiao and bowling treasure are all located in Shandong.

China, and even more Shandong, has become the global erythritol manufacturing center.

By 2021

The core raw material of artificial meat is pea protein. Shuangta food is the main supplier of pea protein in the world, accounting for about 40% of the global total production capacity.

In 2021, Shuangta food earned 829 million yuan from pea protein. At present, it has established cooperative relations with many world-famous artificial meat brands, and the market development potential is huge.

It is still in the field of eating. Under the catalysis of the current fast-paced lifestyle and the epidemic home, the popularity of prefabricated dishes continues to soar, becoming a strong wind. Even Luo min, the “originator of campus loans”, has joined the Bureau of prefabricated dishes.

In this sector, Shandong has 7 listed enterprises including delis, Huifa food and Longda food, with a total market value of more than 30 billion.

According to the data of China prefabricated vegetable industry alliance, as of May this year, there were 66700 enterprises related to prefabricated vegetables in China, and Shandong ranked first in the country with 8200 enterprises.

Delis, an old brand food enterprise, said not long ago that the company’s 100000 ton prefabricated vegetable project has been put into operation. Exposed the “ambition” in the field of prefabricated dishes.

In April this year, Weifang, the industrial city where delis is located, proposed to build “the first city of China’s Prefabricated vegetable industry”. Relying on the leading enterprises such as delis, Zhucheng Foreign Trade, Huifa, xinhesheng and Shouguang vegetable industry group in the region, cross regional, cross industry and cross ownership merger and reorganization will be implemented.

In the beauty industry, Qingdao Pingdu, a little-known small county in Shandong Province, has more than 3000 processing plants, contracting 70% of the girls’ false eyelashes in the world. It is a real “source of false eyelashes”, with an output value of 7 billion.

In the medical and beauty industry, hyaluronic acid is now highly sought after by beauty loving girls. Huaxi biological, focus biological, Fufeng biological, Dongchen biological and Anhua biological, the top five manufacturers in the industry, are all native Shandong enterprises.

By March 2021, there were 39 hyaluronic acid enterprises in Shandong Province alone, accounting for 75% of the global sales of hyaluronic acid, forming a pattern of “the world’s hyaluronic acid sees China, and China’s hyaluronic acid sees Shandong”.

Strong industrial chain to support new consumption

Why can Shandong play such an important role in the new consumption field?

When people in the South hear about Shandong, they will confuse it with the northeast; When people in the Northeast mention Shandong, they will ask whether it is the south. More people’s impression of Shandong can not escape the word “soil”, which is mainly attributed to Shandong satellite TV’s eternal Lanxiang excavator, Stanley compound fertilizer and Honghui Fu doll advertisement.

But economically, Shandong has always been unambiguous.

In the 1980s, Shandong’s GDP ranked first in China for four consecutive years (1982-1985). In 1992, the newly rising Guangdong became the largest GDP, and Shandong fell into a fierce struggle with Jiangsu.

In 2003, China’s economy entered the rising stage of the new growth cycle, and the advantages of “group image” were fully displayed. Shandong relied on large-scale enterprises, state-owned enterprises and traditional resource-based enterprises

In 2020, Shandong became the first province in China with a total agricultural output value of more than trillion yuan. The export of agricultural products ranked first in the country for more than 20 consecutive years. Shouguang vegetables, Zhangqiu green onions, Yantai apples, Laiyang pears, Rushan oysters, Dezhou grilled chicken… Showed the richness of products.

On the basis of minerals, it is easier to derive a variety of industrial types. Shandong is rich in mineral resources and has established a solid industrial foundation on this basis. Among the 41 industrial categories announced by the United Nations, Shandong is the only province in China with all categories.

As a major manufacturing province, Shandong can realize self circulation, self-protection and self-repair from heavy trucks and smart appliances to masks and clothing.

More importantly, Shandong is the only province in China with a permanent resident population and a registered residence population of more than 100 million. It supports a large number of labor-intensive industries and has great consumption potential.

If technology and industry are applied on the basis of resource endowment, it is easy to become an industry. The raw materials of ternary biology and erythritol of bowling treasure, furan resin adhesive of Jinan Shengquan group, and corn germ edible oil of Xiwang Group are all from corn.

Hyaluronic acid was originally extracted from chicken crowns, pig eyes, cattle eyes and other parts. The developed animal husbandry in Shandong has provided a biological basis for its research and development.

The biomedical industry is an industry that needs supporting facilities, and is closely related to chemical, food, steel, materials and other industries. Shandong’s heavy industry has a relatively good foundation, which has led to the development of bio medicine as a dominant industry in Shandong.

Prefabricated vegetables and artificial meat are closely related to agriculture. Delis and Huifa food, the outstanding in the field of prefabricated dishes, are located in Weifang, Shandong Province.

Compared with Weifang, you may be more familiar with Shouguang, the hometown of vegetables. In fact, Shouguang is a county of Weifang. As an important vegetable distribution center, price formation center, information exchange center and logistics distribution center in China, Shouguang has unique advantages in prefabricated vegetables.

In the field of artificial meat, the raw material of artificial meat is mainly pea protein. The most famous product of Shuangta food was Longkou vermicelli. The raw materials of this product were peas and mung beans. Perhaps we can also understand that the transformation of Shuangta food into a supplier of artificial meat is natural.

In fact, pea protein is extracted from the wastewater from the production of vermicelli. For every ton of vermicelli produced, 13 to 15 tons of wastewater will be discharged, which not only wastes a large amount of bean protein, but also causes environmental pollution. In order to solve this problem, double tower food has developed the technology of extracting separated protein from wastewater.

Through this technology, the recovery rate of pea protein can reach 95.5%, and Shuangta food has also become the largest pea protein production enterprise in the world, developing the sideline industry into a project that makes more money than the main industry.

As for Qingdao Pingdu becoming a false eyelash production base, it is related to Shandong’s geographical advantages. Qingdao and South Korea face each other across the sea. In the 1970s, many South Korean enterprises producing fake eyelashes came to Qingdao to set up factories and brought the technology of making fake eyelashes.

It is reasonable to say that it is good to keep cool by backing on a big tree. However, in March this year, goer’s share price plummeted, and it reached the intraday limit. The main reason is that the online Apple or the airpods will reduce the output by 10 million sets this year.

Coincidentally, in the optical field, Goethe is also the core supplier of meta (original Facebook) VR products. This business surpassed Apple Earphones in 2021, contributing 41.29% of Goethe’s gross profit.

However, in the past June, a news that “meta lowered its shipment forecast by 40% in 2022” evaporated Goethe’s market value by 12.9 billion yuan.

It can be seen that suppliers are sometimes at the mercy of others and are not controlled by themselves.

As for technology, such as false eyelashes and prefabricated dishes, there are no high technical barriers. The local middle-aged and elderly women are mainly engaged in the production of false eyelashes in Pingdu. Most of them are handmade by small family workshops, and there are few enterprises above designated scale. The management of many factories is loose, and it is difficult to guarantee the products from the hygienic standard to the finalized process.

Most of the false eyelash enterprises are OEM factories of foreign famous beauty enterprises, which only charge a small processing fee, and a large amount of added value is taken away by foreign brands. The relatively well-known domestic brands Yuetong and Milan diary are not located in Shandong.

If the goal of the false eyelash enterprises is to produce more fashionable and high-quality false eyelashes that meet the personalized needs of consumers, then the competitive point of the prefabricated dishes is the research and development of the dishes, which is more recognized by the market in terms of taste and price. However, in this respect, the prefabricated dish enterprises in Shandong do not have visible competitiveness. The research and development expenses of Shandong Huifa food are high in the industry, but only account for 2.86%.

The industry competition is becoming more and more fierce. Guangdong, Henan, Fujian and other provinces are vigorously promoting the development of the prefabricated vegetable industry. How can Shandong make characteristics in this track?

As for Shuangta food, although its pea protein technology is in the leading position in the world, it is the only enterprise in the market that has three extraction technologies: wet process, dry process and new dry process. But who can guarantee that the core raw material of artificial meat will always be pea protein?

On the other hand, the core barrier of the artificial meat industry is the extrusion technology simulating real meat, not pea protein. Domestic enterprises that have not mastered this technology can hardly have technological advantages.

The same is true for erythritol. The technical difficulty is relatively low. The core of enterprise competition still lies in more production capacity, lower cost and better bargaining power. For example, ternary biology relies solely on erythritol and depends on major beverage giants. In fact, its own development is very limited.

Under the pressure of the actual situation, more and more Shandong supplier enterprises have begun to realize that the only way out is to transform from OEM enterprises to develop independent brands.

The story of Zhang Ruimin smashing the refrigerator has been widely spread, and has also shaped Haier, a well-known household appliance brand. To this day, Haier, Hisense and Tsingtao beer are still popular consumer brands in Shandong.

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On the surface, supply chain enterprises have a shorter path to build their own brands, and everything is ready to be processed. It’s only good to stick their own brand logo. Why don’t so many suppliers do it?

In fact, the new consumption is nothing but new products, new demands, new channels and supply chains.

At present, the supplier has only mastered the supply chain. In addition, it also needs to invest a large amount of research and development funds to launch new products, a large amount of marketing funds to communicate with users in depth to meet consumer needs, and spend a lot of energy to layout online and offline channels.

Brand building is a long and slow process, which needs careful care. A negative news may make the previous efforts fail.

The supply of raw materials can save a lot of investment. There are three loopholes in cunning rabbits. We supply more brands. If one fails, there will be another. We can always live with orders.

However, in the long run, it is still necessary to build a brand to enable supply chain enterprises to realize the true “my life is determined by me, not by heaven”, and have the opportunity to obtain greater profits. Shandong, as a region with a complete and abundant industrial chain, has sufficient strength to support a number of new brands.

In 2003, China National Geographic gave the cover of the January issue to Shandong. In the Shandong map on the cover, the peninsula area is integrated with the head of an eagle, with calm and firm eyes and a crooked beak. At the bottom of the map are two lines of large characters: Shandong, a microcosm of China.

Indeed, Shandong’s industrial structure, resource endowment, population situation and other aspects are like the epitome of the whole of China. Even the characteristics of the gradual decline of the economic development level from east to West are surprisingly consistent with the whole of China. China is also doing the transformation of new and old driving forces and building its own brand.

reference material:

1. Prism “Shandong, unexpectedly taking over the global hyaluronic acid business”

2. Wei Dao, where are the advantages of Shandong

3. Qingbao guanxiangshan “GDP growth exceeds Guangdong, leading the top four in growth rate! Shandong, opening the” catch-up mode “

4. Moose “Shandong people quietly support half of the new consumption”

5. Global tiger Finance: it is said that Apple cut the order, causing goer’s shares to flash and fall by the limit, and Qianhai Kaiyuan’s position of 3.4 billion is “lying on the gun”

6. 36 krypton “almost all the artificial meat in the world has been contracted by this fan factory in Shandong”

7. Chen Hong, “Research on the transformation and upgrading path of export-oriented small commodity industry — Taking Qingdao false eyelash industry as an example”

8. Titanium media “when Huaxi biology becomes a” cosmetics “company”

9. AI financial news agency “new consumption through the year of life and death”

10. Financial associated press “identity reversal? New consumer brands struggle for profit and suppliers cluster to impact IPO”

11. Outlook think tank “Shandong is in a hurry, not a declining Shandong!”

Media business cooperation: Amy (wechat: 13701559246);

Reprint authorization and media cooperation: Jennifer (wechat: 15151447934);

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Shandong has shouldered half of China’s new consumption!


原料大省的隐忧


或许有读者会疑惑,山东在新消费领域这么厉害,为什么却几乎没怎么听说过呢?

不知道大家有没有发现,山东主要是为其他品牌提供原材料,并没有发展起知名的品牌。


原材料供应企业要想占据优势,一看价格,二看技术。价格低,订单多,薄利多销,自然饿不死。如果拥有独家专利技术,让品牌企业下订单时有不得不选你的理由,也可以长期立于不败之地。


但如果供应商一味压低价格,只是做二手订单、原料加工,利润空间将会被不断挤压,且非常依赖下游企业的订单情况。山东歌尔股份就是典型的前车之鉴。


作为声光学领域的龙头企业,歌尔在普通消费者之中并不那么有名。它更重要的身份是苹果AirPods的第二大代工厂。


自2010年歌尔进入苹果供应链以来,就为iPhone、iPad供应扬声器模组、麦克风以及耳机等,市值一路暴涨。2020年,仅苹果业务就占据了歌尔将近50%的营收比重。

按理说背靠大树好乘凉,但在今年3月,歌尔股价大跌,盘中触及跌停。主要是因为网传苹果或对AirPods砍单,今年产量将减少1000万组。


无独有偶,在光学领域,歌尔也是Meta(原脸书)VR产品的核心供应商。该业务在2021年超过苹果耳机,为歌尔贡献了41.29%的毛利。


但在刚过去的六月份,一条“Meta将2022年出货量预测下调40%”的消息,让歌尔市值一天蒸发了129亿元。


由此可见,供应商有时是任由别人拿捏,跌涨不受自己控制


至于技术,像假睫毛、预制菜并没有很高的技术壁垒。在平度从事假睫毛制作的以当地中老年妇女为主,多为家庭小作坊手工生产,规模以上企业较少。很多工厂管理松散,货品从卫生标准到定型工艺上都很难得到保证。


多数假睫毛企业都是国外知名美妆企业的代工厂,只收取微薄的加工费,大量附加值被国外品牌拿走。国内相对比较知名的品牌悦瞳和米兰日记,也都不在山东。


如果说假睫毛企业的目标是生产更加时髦、质量更加上乘,满足消费者个性化需求的假睫毛的话,那预制菜的竞争点就在于菜品研发,在口感和价格上更被市场认可,但在这方面,山东的预制菜企业并没有肉眼可见的竞争力,山东惠发食品的研发费用在业内已经算是较高水平,但也只占2.86%。


行业竞争愈发激烈,广东、河南、福建等省份都在大力推进预制菜产业发展,山东如何在这个赛道做出特色呢?


至于双塔食品,尽管它的豌豆蛋白技术处于世界领先地位,是目前市场上唯一具备湿法工艺、干法工艺、新干法工艺等三种提取技术的企业。但谁又能保证人造肉的核心原材料会一直是豌豆蛋白呢?


从另一个方面来说,人造肉行业的核心壁垒是模拟真肉的挤压技术,而非豌豆蛋白。尚未掌握这一技术的国内企业,也谈不上具备技术优势。


赤藓糖醇也是如此,技术难度相对较低,企业竞争的核心,仍然在于更多的产能、更低的成本以及更好的议价能力,像三元生物,单一依赖于赤藓糖醇,依附于各大饮料巨头,其实自身发展也很受限。


在现实状况的倒逼下,越来越多的山东供应商企业开始意识到,只有从代加工企业转型发展自主品牌,才是唯一出路。


张瑞敏砸冰箱的故事广为流传,也塑造了海尔这一家电驰名品牌。时至今日,山东仍然叫得响的消费品牌还是海尔、海信、青岛啤酒。


而品牌,意味着更高的行业知名度、顾客忠诚度、企业价值以及自主发展权。在新消费领域,山东亟需建立本土品牌,来打破现在只做原材料供应,高度依赖其他企业订单的局面。


好在山东早已察觉到了这个问题,就拿美妆行业来说,山东今年发布了《山东省促进化妆品产业高质量发展实施意见》,提出要着力打造“北方美谷”的官方宣言,往化妆品终端品牌大省迈进。


玻尿酸行业的头部企业华熙生物率先尝到了自建品牌的甜头。华熙生物如今不仅仅是一家玻尿酸原材料公司,同时也是化妆品公司,旗下布局了润百颜、夸迪、米蓓尔和BM肌活四大功能性护肤品牌。


2021年华熙生物营收49.48亿元,其中玻尿酸原材料供应业务只占18.29%,而功能性护肤品业务以33.2亿元的收入占据总营收的六成以上。


可以说,华熙生物基本从一家to B的原料公司转变成了一家to C的“化妆品”公司。未来或将在市场端布局功能性食品、母婴、洗护等等一些新领域,逐步撕掉玻尿酸企业的标签。


或许是新的机会


今年,新消费不像前两年那样受到资本追捧,热度急转直下。不少新消费领域的上市企业股价下跌,经营状况也不尽如人意。


不少人开始谈新消费色变,其实大可不必如此恐慌。这不过是因为之前被捧得太高,营销泡沫过多,企业发展过快,现在回归正常均值而已。


在这种背景下,新消费行业面临重新洗牌,市场对于企业自身的供应能力、现金流、盈利能力等提出了更高的要求。


今年一个有趣的现象是,在众多新消费品牌艰难求生之时,它们背后的供应商却开始扎堆冲击IPO。到今年7月,共有包括三元生物、恒鑫生活等在内的7家公司上市,涉及食品原料、添加剂、餐具等多个领域。资本看中的,正是供应商较强的抗风险能力和持续的盈利能力。


表面上看,供应链企业建自有品牌路径更短,东西加工出来都是现成的,只不过贴上自己品牌的logo就好了。那为什么这么多供应商不去做呢?


其实,新消费的新,无外乎新的产品、新的需求、新的渠道和供应链。


目前看来,供应商只是掌握了供应链这一项。除此之外,还需要投入大量的研发经费推出新的产品,大量的营销经费与用户深度沟通迎合消费者需求,以及花费大量精力布局线上线下渠道。


品牌建设是一个长期缓慢的过程,需要细心呵护,一个负面新闻就有可能会让之前的努力功亏一篑。


而做原料供应,可以省去大笔投资。狡兔三窟,多供应几家品牌,一个倒了,还有下一个,有订单总能活下去。


但从长远来看,仍然还是建设品牌能让供应链企业实现真正的“我命由我不由天”,也有机会获得更大的盈利。而山东,作为一个产业链完备充裕的地区,有足够的底气撑起一批新的品牌。


2003年时,《中国国家地理》将1月号的封面给了山东。封面的山东地图中,半岛区域融入了一只老鹰之首,眼神沉着而坚定,喙呈弯钩,坚硬锐利。地图下方是两行大字:山东,中国的缩影。


的确,山东在产业结构、资源禀赋、人口状况等方面都像整个中国的缩影,甚至从东到西经济发展程度像台阶一样逐步降低的特点,也跟整个中国出奇地一致,新旧动能转换、打造自己的品牌,也是中国在做的。

参考资料:

1、棱镜《山东,意外包揽全球玻尿酸生意》

2、魏道《山东的优势在哪里》

3、青报观象山《GDP增量超广东,增速领跑四强!山东,开启“追赶模式”》

4、驼鹿《山东人悄悄撑起新消费半壁江山》

5、环球老虎财经《传苹果砍单致歌尔股份盘中闪崩跌停,前海开源34亿持仓“躺枪”》

6、36氪《全世界的人造肉,几乎都被山东这家粉丝厂承包了》

7、陈虹《外向型小商品产业的转型升级路径研究——以青岛假睫毛产业为例》

8、钛媒体《当华熙生物成为一家「化妆品」公司》

9、AI财经社《新消费穿越生死之年》

10、财联社《身份倒转?新消费品牌盈利挣扎 供应商扎堆冲击IPO》

11、瞭望智库《是着急的山东,不是衰落的山东!》

者:阿空;来源:商隐社(ID:shangyinshecj),转载已获得授权。

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