I'm sure you'll find that there are more and more runners around you.
On November 26 this year, the Shanghai Marathon, 380,000 people participated, 180,000 people are fitness runs, and 20,000 people are whole marathons. In my circle of friends, there are twenty or thirty people who post ** and grades.
Why do so many people run and run horses?I think one reason is that in the environment of "everything is rolling", running is a good way to strengthen the body and relieve stress.
In the words of Japanese writer Haruki Murakami, running is not only a rewarding physical exercise, but also an effective metaphor- "By raising the crossbar of the goal little by little, surpass the self of yesterday". He also mentions the words of a marathon runner who said "Pain is inevitable suffering is optional）。
Among the runners in the business world, Wei Lihua, chairman and president of Junlebao Dairy Group, is a very legendary one. Junlebao was originally famous for making yogurt, and when he brewed to make milk powder in 2012, Mr. Wei's weight was 90 kilograms, which was seriously over-the-top and often felt unwell. He started running, first running 200 meters and feeling like his lungs were exploding, but by 2014 he had completed his first marathon, and in 2019 he had achieved the Grand Slam of the world's six marathons at the Berlin Marathon.
A while ago, I saw an exchange and conversation between Mr. Wei and Kipchoge on the Internet. Anyone who runs a horse knows Kipchoge, who is the creator of the men's world record in the marathon. Dairy entrepreneurs know Wei Lihua, he graduated from Agricultural University, assigned to the Provincial Department of Agriculture, life is very stable, but resolutely resigned to go to the sea, and in 1995 with 90,000 yuan, 3 bungalows, 1 yogurt machine and two manpower tricycles to establish Junlebao, is a highly respected evergreen tree in the industry.
Recently, I communicated with Mr. Wei, from running horses to talking about the industry. I asked: "Now most of the industry is very rolled, how does Junlebao feel, is there any way to break the volume?".”
Mr. Wei said that after the epidemic prevention and control was relaxed, many people felt that the economic recovery was not as strong as expected. Although China's per capita dairy consumption (42 kg) is still far from the world average (more than 100 kg), it is a long process, and no one can get rid of the fate of volume.
Junlebao's experience is that the key is to the ** volume. If homogeneous competition bargains, it is to roll down, and the more it rolls, the more difficult it becomes. If we roll up to scientific and technological innovation and differentiated products, we will roll up and roll out new horizons and hopes. ”
On December 1, at the first China International ** Chain Promotion Expo, the documentary "Exploring the Ultimate Code of Freshness" of the Discovery Channel was unveiled, which brought together a number of "black technologies" in the dairy industry, and the protagonist was Junlebao.
Junlebao's breakthrough run, what kind of reference and inspiration can we get?
Use "black technology" to break the volume.
Human beings have long had the Xi of drinking milk, but milk is easy to deteriorate, not easy to preserve, and needs to be disinfected and sterilized.
There are two main methods of disinfection and sterilization. One is pasteurization, in which milk is heated at a temperature of 70 or 80 degrees Celsius for 10 to 15 seconds, killing harmful bacteria while retaining active enzymes and vitamins. There are also companies that use the modified pasteurization method (ESL), high-temperature sterilization (2 4 seconds), which also needs to be stored at low temperature, but the storage time is longer than that of ordinary pasteurized milk.
More milk on the market is room temperature milk, also known as sterilized milk, which is made of raw milk or reconstituted milk as raw materials, and is sterilized at a high temperature of 135 to 150 degrees Celsius for a few seconds to more than ten seconds. It has the advantage of being able to store at room temperature for 8-12 months, but it destroys the microorganisms that can grow in the milk, and some nutrients are lost when sterilized.
In November 2019, Junlebao's Yuexian fresh milk was launched, taking the path of high-end fresh milk (low-temperature milk), and soon became the first bottled fresh milk with a convenient system.
1. Tmall ranked first in the fresh milk category, and its market share in the high-end fresh milk category reached 29 in July this year6%, ranking first in the country.
Mr. Wei said that the most important breakthrough of Yuexianhuo is the use of inf009 seconds ultra-instantaneous sterilization technology, that is, in a huge vacuum steam space, let the milk pass through at an average speed in the form of natural dripping, directly contact with the steam, to achieve heating, and then pass through the sterilization temperature pipeline at high pressure to achieve instantaneous sterilization. This sterilization process, in which the milk is heated directly with steam, is only 009 seconds, which can maximize the retention of the natural active protein in the milk. Fresh Milk has the same nutritional level as pasteurized milk, but is more thoroughly sterilized and tastes better.
The documentary of the Discovery Channel shows in detail the whole process of locking freshness: firstly, due to the use of advanced ranch factory integration mode, the time from ** to filling is shortened as much as possible, and the raw milk is squeezed through a 310-meter low-temperature aseptic pipeline to reach the first pass - membrane filtration in a very short time, and the machine has a precision of less than <0001 micron pore size, only water molecules can pass through;This is followed by the INF steam immersion sterilization systemAfter that, the filling adopts aseptic cold filling equipment imported from Italy, and the bottle body adopts PAA wet sterilization to ensure that every link after sterilization remains sterile.
With "black technology", you have a reason to prove your unique value to consumers. Consumers are the smartest and will make informed choices.
Break through with consumer insights.
The second case cited by Mr. Wei is the yogurt brand Jane. "Afraid of sucrose, drink Jane alcohol", Jane alcohol is the pioneer of the category of zero sucrose yogurt.
At the end of the 90s of last century, the international food industry began to consider "sugar control". In 2016, the National Health and Family Planning Commission issued the Dietary Guidelines for Chinese Residents (2016), emphasizing that "the daily sugar intake should not exceed 50 grams, and it is best to control it below 25 grams". In 2017, the national strategy of "Healthy China" was released, and reducing sugar and lipids became the consensus of the beverage industry. Junlebao launched "Jane Mel" in this year, and became the first brand of low-temperature yogurt in a few years.
Mr. Wei said that everyone understands the direction of sugar control and sugar reduction, Junlebao is to do it early, and the second is to do it firmly, firmly occupying the minds of consumers, "first mover first".
Behind the first mover is in-depth research on consumers. Junlebao found that "low GI life" is a trend that consumers highly recognize. The GI value (glycemic index) reflects the unique glycemic ability of food, and long-term consumption of low-GI drinks will slow down the digestion and absorption of sugar, secrete less insulin, and burn fat more efficiently.
But in order for more people to choose low-gi yogurt for a long time, it must also have a good taste. In Junlebao's sensory laboratory, the "electronic nose" with sensory intelligent analysis function digitizes various taste attributes of yogurt, and at the same time allows taste experts to score according to various dimensions such as sweetness, acidity, and consistency, continuously optimize and upgrade, and finally find the best balance between low GI and taste.
The combination of consumer insights and scientific nutrition has resulted in Janeol, the first low-GI certified yogurt brand in China.
Break the roll with differentiated features.
The third case cited by Mr. Wei is the Youcui organic milk powder launched in 2020, which is characterized by organic, including organic pasture, organic breeding, organic raw materials, organic production, and organic traceability, that is, "full-chain organic".
In order to build a full-chain organic environment, Junlebao has built its own organic grassland, and the soil and pasture of the grassland have not used pesticides, insecticides, synthetic fertilizers, herbicides, plant growth regulators and other chemicals for at least three years.
In the breeding process, organic dairy cows should ensure a certain amount of activity time, and it is strictly forbidden to use antibiotics, animal growth hormone, prolactin and other chemical agents. Farming must follow the laws of nature, and milk production and milk extraction must only be produced and taken during lactation. The organic pasture provides the cows with natural and healthy organic and nutritious pasture, and the organic pasture makes every drop of raw milk produced by the cows organic raw milk.
In the documentary "Exploring the Ultimate Code of Living", it can be seen that in the hot summer pasture, hundreds of giant fans run 24 hours a day to ensure the air circulation of the barn, and there is a spray every few minutes to help the cows resist the heat with the most direct physical cooling method.
Finally, when consumers get the organic milk powder, they can enter the 17-digit organic code at the bottom of the can in the China Food and Agricultural Products Certification Information System to directly query the organic certification. Scanning the bottom and inside of the can can can allow for full product traceability.
Of course, in order for the baby to grow in an all-round way, it is not enough to be organic, but also to customize the scientific formula, especially by adding small molecule proteins, plus two active probiotics provided by Chr. Hansen in Denmark and DuPont Danisco in the United States, BB-12 and HN019, which are more conducive to the absorption of the baby's stomach.
Junlebao Youcui milk powder has been on sale since 2020 and has now become the No. 1 brand in the market share of organic milk powder. Emphasizing organic, doing a good job in organic, so that Junlebao has formed a distinctive differentiation feature.
Lay a solid foundation so that you are not afraid of volumes.
Junlebao's breakthrough run has obvious effects, but for three minutes on stage, it relies on ten years of work off the stage.
Mr. Wei said that "planting good grass, raising good cattle, producing good milk, and making good products" is a complete chain, which is not possible without any link, but the short-term benefits of planting grass and raising cattle are not obvious, and a large amount of long-term investment is required. In the past 10 years, Junlebao has invested more than 8 billion yuan in front-end forage planting and dairy farming alone, and the area of its self-built forage planting base has reached 5250,000 acres, the large-scale breeding of all milk sources has reached 100%.
Dairy cow breeding is the source of the first chain of the industrial chain and the "chip" of the dairy industry. In 2021, Junlebao established a breeding company, Pinyuan Biotechnology, which has breeding institutions such as the domestic breeding bull station, the wholly-owned subsidiary of Aisen Technology in the United States, the core breeding farm and the embryo transfer demonstration farm, and the embryo laboratory with an annual production capacity of 50,000 pieces has been put into use. At present, Aisen Technology has 1 breeding bull in the top 10 in the world, 3 breeding bulls in the top 50 in the world, and 13 breeding bulls in the top 200 in the world. The combination of frozen sperm from breeding bulls and high-quality eggs from 150,000 cows provides a solid backing for healthier, better-performing cows.
At present, Junlebao has 25 modern ranches and 25 production plants in the country, all production processes are highly intelligent, the air cleanliness of the infant formula milk powder area has reached 100,000 levels of cleanliness, and the filling workshop built in accordance with the national drug GMP standard has reached 100 levels of ultra-clean.
Taking Junlebao Banner Dairy, located in Zhangjiakou Chabei Management Zone, Hebei Province, as an example, it has realized the real zero distance and self-control of the whole industrial chain of forage planting, dairy farming, production and processing.
Without the high standards and basic skills of the whole chain integration, it will not be able to support the characteristics of fresh milk, low GI, and organic.
Mr. Wei said that Junlebao's investment in the integration of the whole industry chain seems to be heavy, but the more it goes forward, the more obvious the advantages.
Only scientific and technological innovation can break the volume for a long time.
In 2021, Junlebao invested 500 million yuan to establish a scientific nutrition research institute to build a comprehensive R&D center focusing on new product research and development, including dairy cow feeding nutrition, embryo breeding, breast milk research, strain development, consumer research, packaging development, regulatory research, etc. This year, the Global Scientific Expert Committee on Infant Nutrition Research was established to explore and introduce cutting-edge results in early life nutrition research and promote the long-term sustainable development of maternal and infant nutrition.
Science is now the key word of Junlebao, which is implemented in all aspects.
For example, scientific farming. Each cow is equipped with a smart collar, which is a unique data code. Real-time feedback of genetic files, health files and other data of dairy cows, the health, rumination, exercise and estrus of dairy cows can be obtained in the first time. During subsequent testing, the system can also accurately identify the cows to which the milk sample belongs, and measure 63 raw milk indicators of the milk sample to form an inspection report to accurately control the quality of the milk source.
In terms of R&D, Junlebao has cooperated with the University of Colorado in the United States, Wageningen University in the Netherlands, Vanderbilt University in the United States, the Department of Agriculture and Food Development in Ireland, Charles Sturt University in Australia, Jiangnan University, Xinhua Hospital affiliated to Shanghai Jiao Tong University School of Medicine, Sichuan University, Peking University Third Hospital and other domestic and foreign universities and research institutes have formed close cooperative relations to create a new environment for the transformation of scientific and technological achievements, and have obtained 214 authorized patents in the fields of breast milk and infant nutrition around the dairy industry chain, and 51 scientific and technological achievements have been transformed.
It is precisely by relying on the empowerment of scientific research strength that Junlebao has been able to efficiently realize the iteration of dairy product categories, provide accurate health upgrade solutions for people of all ages with scientific nutrition, and many brands and products have quickly become leaders in market segments.
In the dairy industry, Junlebao rarely follows the trend, and its main products are self-developed. Relying on self-research and innovation, we continue to break through.
Mr. Wei said that it is necessary to make money to do business, but if you only think about making money, this thing may not be done for a long time, because there will always be tuition fees in the process, which is very difficult. Junlebao exists for a vision, that is, to strive to become a leader in China's nutritional and healthy dairy enterprises. Do a good job in every link and stick to it, and the company will naturally be profitable.
I have only one belief: dare to think, dare to do, and persevere. When encountering difficulties, find ways to solve them, not half-heartedly, and persist in working until success. Human beings have inertia, but they also have the determination and potential to be put to death and then reborn. ”
It is believed that such runners are winners of long-distance races.
I believe that such an enterprise is an enterprise that can break the volume for a long time and build an everlasting business.