1、新希望如何玩轉乳業諸侯（New hope how to play cow vassal）news backgroundJanuary 17, 2004, new hope group decided to Sichuan Huaxi Dairy Co. Ltd., Sichuan new Xinyangping Dairy Co., Sichuan Xinhua West Dairy Beverage Company Limited merger, jointly set up Sichuan new hope Dairy Co. ltd. This means that Liu Yongha

2、o unified Sichuan three dairy company, become the Southwest's largest dairy giant. Faced with Yili, Mengniu, three yuan, bright and other dairy giants in the national market expansion, the new hope also officially launched its first step in the integration of the national dairy industry.Integrat

3、ion is a necessityThe new hope group is a nationally renowned company specializing in feed, chemicals, finance, real estate and other industries. Because optimistic about the dairy industry's market prospects and profit margins, the New Hope Group officially entered the dairy industry in 2001. N

4、ew hope for three to five years, through strategic cooperation with well-known local dairy enterprises, in order to pull the total assets of more than 3 billion, to achieve 40-50 billion yuan of sales revenue, thus forming another pillar industry of new hope. In 2002, the new hope dairy company has

5、acquired the 12 famous local enterprises in Chongqing, such as "Qingdao Qin brand", "Changchun branch", "Tian friend" and so on, and completed the first step of establishing the "dairy vassal alliance" strategy. In 2003, the new hope dairy started the construc

6、tion of milk base, and made internal adjustments to the purchasing enterprises, and achieved good results. New hope dairy products sales rate of 100%, total sales jumped to sixth in the country, becoming China's second largest dairy enterprises in the south.2004 is the new hope for the national

7、dairy integration year. How does the new hope deal with an increasingly powerful dairy giant? Can the acquisition company cooperate with the new hope? How can a takeover enterprise be consolidated into a joint fleet? The expansion of new hope is different from the brand expansion of dairy giants suc

8、h as Guangming and Yili. She is the expansion of capital as the core. New hope this dairy layman, how to use the capital leveraging the national dairy, each vassal, forming an organic team? This is the focus of attention of the industry.The new hope for national dairy integration, first of all becau

9、se of the industry competition environment forced. There are more than 1700 enterprises in the dairy industry in China, and there have been three competitive camps, including well-known enterprises, well-known local enterprises and unknown enterprises. Liquid milk is the focus of competition in the

10、industry, and the trend of large-scale and centralized is becoming more and more obvious, and there have been signs of oligopolistic competition. In 2003, the total market share of Yili, Mengniu and Guangming, the three largest dairy giants in the first camp, exceeded 40%. Dairy giants will launch e

11、ven more aggressive attacks in 2004. Mengniu and Yili Wang and CCTV won the runner up, this has been to other dairy companies sounded the war horn shuffle. It is clear that the first division of the dairy giant, the next step in the expansion of the tentacles will be extended to the operating state

12、of the second camp enterprises. 12 enterprises new hope annexation are in competition in the second camp, famous enterprises and local small enterprises in the double attack. If it does not integrate, fight against the giants of the first camp to escape the misfortune of being beaten, crossed or ann

13、exed. New hope dairy industry must catch up with the dairy giant to achieve the dream of oligarchy before completing the transition from the second camp to the first camp. The new hope also faces threats from the second camp. Ji'nan Jiabao, Shenyang Huishan, Nanjing Weigang etc. snakes are not s

14、atisfied with the status quo, not only out of the nest, the fire to the surrounding new hope site, also issued the first camp to assault horn.National integration is also the realization of the new hope "dairy vassal alliance" strategy needs. The acquisition of an enterprise is a very easy

15、 thing for a new hope with a strong financial background. The expansion of the key lies in the integration of acquisitions formed a combined fleet of enterprises, give full play to group advantage, get first chips in with competitors in the game. National integration is related to the success or fai

16、lure of the new hope "dairy vassal alliance" strategy. The success of the national integration is related to the next strategic development of the new hope dairy industry. Once the country succeeds in integration, the new hope is bound to accelerate the pace of expansion and continue to ad

17、vance into Southern China and the northwest,In order to complete the layout of China's dairy industry.Ways and patterns of integrationNew hope to enter the dairy industry, and when the Hongkong Huarun group into the mainland beer industry has a striking similarity. New hope and Huarun are good a

18、t capital operation, and the investment industry almost know nothing about. Huarun spent less than ten years, has become China's third largest beer group. Huarun's successful integration model is worth new hope, dairy industry for reference. How to integrate the unfamiliar industry, Huarun b

19、oard of Changning Gao Ning answers: capital driven professional bodies to brain rattling. Huarun Brewery Co management company is the world's fourth largest beer company - SAB (South Africa beer group). Ning Gaoning explained his role: "it is very easy to find, capital into the strong compe

20、tition in industry integration decision, and a first have a strong professional resources and management ability of the company to equity ties closely, with capital as the driving force, to the professional company as the core and leading the attack cities and capture territories." New hope in

21、order to overcome the drawbacks of the lack of professional knowledge, must use professional brain. In a sense, new hope dairy can find professional brain right agency will determine the success or failure of integration, also determines the success or failure of new hope dairy.Next, new hope dairy

22、industry faces "net integration" and "Web integration" of the two kinds of strategies. The so-called "net type integration", that is, in the nationwide large-scale centralized advertising, national market unified brand operation, and promote the acquisition of local ent

23、erprises to achieve leapfrog development. "Net type integration" market started fast, but the model requires funds, systems, management, talent and other aspects of coordination, otherwise it will speed up, not up to, contrary to expectations. The risk of "net casting integration"

24、; is very great. Once failed, it will bring great losses to investors, and it will dampen investor enthusiasm. The Web integration "is a local enterprises gradually become stronger, the synthetic network slowly, then a nationwide brand operation when the time is ripe. The characteristics of Web

25、 integration "is the market development speed is slow, but the success rate is relatively high. At present, new hope dairy with possibility of "net integration" is a little, because the new hope only bought 12 dairy enterprises are still unable to complete the layout in a short period

26、 of time, "net integration" mode easily lead to waste of resources; two is because the new hope with the acquisition of enterprises in the management system, personnel, etc. haven't spent running in period, net type integration "mode is easy to cause injuries to the enterprise.New

27、 hope DAIRY CHINA layoutRegional companies referred to as quantitySouthwest Sichuan Huaxi Sichuan Xinyang Pingyang Tianyou dairy cows in Chongqing Kunming Yunnan Xuelan butterfly spring 6China Hangzhou Shuangfeng Suzhou Qingdao Anhui Tianxiang qinpai Baidi 4North Hebei Xintianxiang 1The 1 Changchun

28、EdisonSouthern China (vacancy) 0Northwest (vacancy) 0Southwest China is the market vulnerable areas of Yili, Mengniu, Guangming and other dairy giants. Half of the enterprises in the new hope dairy industry are in the southwest of china. Southwest is the new hope group headquarters, the KMT governme

29、nt, obviously new hope dairy must first do the Hou when southwestern vassal king, this is the concrete manifestation of the Web integration "mode. With three big dairy enterprises in Sichuan, the new hope is bound to further integration of radiation Chongqing, heavily invested in the Yunnan mar

30、ket, so as to realize the integration of the southwest stage task. In order to realize the overlord dream of the king of the country, the new hope dairy industry will never give up the two key areas of East China and North China, and will continue to strengthen the region's forces. Southern Chin

31、a local dairy, dairy and other sugar Yan will also enter the new hope that the integration of vision.Six aspects of integrationNew hope dairy chess under the 12 companies, the background is different, different regions, different system, different cultures, to turn them into an invincible fleet, mus

32、t do the following six aspects of the integration.I. brand integration. Given the lack of new hope for the status of national brands, the new hope dairy industry should reverse the brand,Adopt "sub brand to promote mother brand" strategy. The original acquisition company in the local are g

33、enerally well-known enterprises, some brands are well-known trademarks at the provincial level. Therefore, we should take the local brand as the sub brand of the new hope dairy industry, and give full play to the advantages of local well-known. Also use of national unity in the use of sub brand and

34、the parent brand, to lay a good foundation for the day after the national unified brand operation. "The parent brand + local sub brand" mode in Tsingtao Brewery who have been successful, but also a form of brand being the effective defense. In brand planning, local brands are mainly used i

35、n middle and low grade products, and the national unified brand is mainly used in middle and high grade products. In addition, the need to remind is that "new hope" has become a well-known feed brand, feed brands used in the milk industry has Lenovo side effects, it is suggested that new h

36、ope is best to use other brands as a parent brand.Two, market integration. Market integration should play four cards. First, play the difference cards. At present, the dairy giant's flagship is "room temperature milk", the new hope should play a sub brand geographical advantages, advoc

37、ate fresh milk. Next, play the network card. New hope can play short distribution channels, "door-to-door" to set up their own milk intensive and meticulous farming, station network. Once again, play good family card. Make full use of urban residents for local brands for many years of affe

38、ction, good family relations, such as the factory visit, collect opinions. Fourth, play the government cards. Give full play to local enterprises good government relations, access to policy support, and do a good job of student milk promotion.Three, hardware integration. Utilize the funding advantag

39、es of new hope to transform equipment, scale up and reduce costs, thereby increasing competitiveness and profitability. For large equipment, packaging and raw materials, we can give full play to the purchasing strength of group army, and strive to reduce product costs.Four, technical integration. In

40、 order to avoid the repeated construction of subsidiary technology research institutions, the new hope dairy industry can establish a unified technical center, and increase the strength of headquarters technical research and development. Headquarters is responsible for new technology research, new p

41、roduct development and process improvement, unified adjustment of product mix. The subsidiary of the new hope dairy industry should establish a good technical feedback and exchange system, and make full use of the strong technological development ability of the headquarters to develop products that

42、meet the local consumer demand.Five, management integration. Management integration is the new hope of national integration difficulties and priorities. New hope is the need for adjustment of personnel, strengthen personnel training, improve enterprise system, improve staff quality, create a positive work environment; and the need to prevent the original enterprise personnel with negative thoughts. For not suitable for the development of the enterprise leaders and staff, trying to arr