Author: Nonsense is reasonable
The first domestic enterprise to play the word sheep and produce goat milk powder - Red Star Meiling ** people officially appeared.
Last weekend, the 2024 New Year Ceremony of Red Star Meiling was held in Fuping, Shaanxi.
At this prosperous annual meeting, heavy information was constantly revealed to the outside world: in addition to the difficult downturn of the industry in 2023, Red Star Meiling will achieve stable and good development; What has attracted more attention from the outside world is that Wang Baoyin, the founder of Red Star Meiling, handed over the general manager Shuai Yin to his daughter Wang Lijun.
At the annual meeting, Wang Lijun brought the new leadership team to the show, including Liu Rundong, deputy general manager and head of the marketing center, Wang Jiansheng, quality licensee and vice president of production, Zhang Na, chief accountant and financial manager, and Bai Yu, director of human resources. For the company, employees, and consumers, Wang Lijun gave exciting goals and expectations on the spot.
The chairman's daughter**, showing three major goals
A person familiar with the matter revealed to Hu Shuo that at this annual meeting, Wang Lijun, the daughter of Wang Baoyin, chairman of Red Star Meiling, appeared as the general manager of the company.
From the scene of the ** can be found that Wang Lijun is a temperament beauty, "As the new general manager of Red Star Meiling, I have the confidence to lead Meiling to a new height", Wang Lijun was very straightforward in his speech: Red Star Meiling's solid industrial foundation and strategic layout of the whole industrial chain are the confidence to move to a new height. At the same time, after experiencing the "baptism" of listing, the company's production rigor, financial compliance, and employee welfare are all leaders in the industry.
For his daughter's **, when communicating with Wang Baoyin, she was quite proud of her old father: she studied finance in college, and also had the experience of studying abroad.
Hu said that after returning from studying abroad, Wang Lijun had started his own e-commerce company, and it took only one year to achieve remarkable results in the sales of Red Star Meiling.
Hu said that it is reasonable to check public information and find that in fact, before taking up his new position, Wang Lijun was already the head of the marketing department of Red Star Meiling. After years of experience, now it is smooth, Wang Baoyin said to Hu Shuo Youli: "Young people are full of passion and vitality, advanced market thinking, full of confidence in the new team, and full of expectations for the rapid development of Red Star!" ”
As soon as Wang Lijun appeared, the work goals she set were very down-to-earth, which made all Meiling people excited, she said: "In the next work, the company will be committed to improving the happy life index of every Meiling person, from income to health; It will bring more benefits to partners; The most important thing is to continue to bring higher quality products to our consumers. This is the persistence and belief of every Meiling person! ”
The industry is full of difficulties, but Meiling is bucking the trend
Wang Lijun's goal is not water without a source.
At the meeting, the work report of Liu Rundong, the head of the marketing center, revealed that in 2023, in the face of multiple factors such as the decline in the birth rate, the sluggish consumption after the epidemic, and the long-term out-of-stock of infant powder due to the approval cycle of the national secondary formula registration system, Red Star Meiling has made drastic reforms and still achieved stable and good development.
The most noteworthy thing is that Red Star Meiling has always adhered to the standard of infant formula goat milk powder to create first-class powder, which has the same production line, the same quality control standards, and the same quality as infant powder. Meiling dairy products have occupied the top spot in the praise list of Tmall goat milk powder for a long time, and will achieve a 50% increase in sales on the whole platform in 2023, ranking first in sales on the whole network for eight consecutive years.
It is also understood that after the launch of the new national standard milk powder of Red Star Meiling, more than 300,000 cans of infant formula milk powder will be sold from September to December 2023, an increase of 142% month-on-month, and the repurchase rate will be 100%; In January 2024, the sales volume will increase by 482% year-on-year, and the brand awareness of Meiling will be greatly improved.
The whole industry chain is at the forefront of the industry, and the channel reform has entered a virtuous circle
The industry as a whole is downward, and it is not easy for Red Star Meiling to achieve such performance, and the strong support behind it, Wang Baoyin's words tell the true meaning: "Planting good grass and raising good sheep is the basis of good products, large enterprises have just entered the game, the industrial chain needs to be cultivated for a long time, and Red Star Meiling has won the opportunity in this competition", "I dare to confidently say that in the whole industrial chain, Red Star Meiling is at the forefront of the industry".
Hu said that after 40 years of accumulation and development, Red Star Meiling has built its own self-controlled milk source, and has the production capacity of domestic goat whey powder, which also breaks the previous situation that the main raw material of China's infant milk powder - whey powder is all dependent on imports.
With the improvement of consumers' awareness of the nutritional advantages of goat milk, goat milk has become one of the most promising milk powder subcategories, and product power is the fundamental reason for the growth of Red Star Meiling against the trend.
On the other hand, in 2023, Red Star Meiling will also make drastic reforms in terms of channels, re-sign contracts with all dealers, focus on supporting advantageous channels, revitalize developed channels, strengthen the spirit of contract, and safeguard the interests of channels.
Heavy new products continue, and two domestic health goat milk powders are in the bag
In the next 2024, under the leadership of the new general manager, Red Star Meiling will roll up her sleeves and press the accelerator button to do a big job.
Hu Shuo is justified in learning that at the annual meeting ceremony, Red Star Meiling released a number of blockbuster news: in 2024, the company will also have an infant formula powder debut; In addition, the company will also release the second domestic health goat milk powder.
For the latter, it was reported in 2020 that as the first health food registration certificate in China's goat milk powder industry, Red Star Meiling, its listed Meiling fructooligosaccharide goat milk powder has the function of enhancing immunity and health care.
Today, the second health care brand photo of the goat milk powder industry is still in the bag of Meiling, which also demonstrates the strength of Red Star Meiling's research and development. "This health goat milk powder is called 'Meiling chitosan goat milk powder', which has been proven by animal function and human food testing tests to have the health care function of assisting in lowering blood sugar", Red Star Meiling insiders revealed to Hu Shuo that it is expected to be officially listed in the first quarter of this year.
When it comes to R&D capabilities, it is worth mentioning that the Shaanxi Goat Dairy Innovation Center of Red Star Meiling Shenchuang has also been approved and agreed to be built by the Shaanxi Provincial Department, which will aim at the key core technology of the "stuck neck" of the goat dairy industry and promote the industrial application of goat dairy manufacturing technology and achievements. In addition, the company and Professor Chang Zhijie of Tsinghua University School of Medicine jointly developed goat milk in-depth development research (special medical food direction), through goat milk exosome research, it can be widely used as a potential drug carrier for tumors**.
Continue to increase the construction of high-quality sources, and the target growth rate is 40% in 2024
Although in the goat milk industry, there are more and more brands and the market competition is becoming more and more fierce, but in the end, who is stronger, in the final analysis, it is the advantages of the industrial chain and the advantages of products", Liu Rundong said, Red Star Meiling has laid a solid foundation through 46 years of deep cultivation of the industry, and in 2024, the company will continue to promote the construction of milk source bases and increase investment in self-built farms. In 2023, Shaanxi Meiantelope Animal Husbandry Group will be established, with 5 self-built breeding bases, 46 self-controlled breeding farms, and nearly 3 dairy goats in stock50,000 of them, has initially formed a new milk source alliance model with the farm as the core and radiation driving the surrounding dairy goat breeding.
This year, we will add 5 new self-built breeding bases, and increase the number of self-controlled breeding farms to 50. By the end of 2025, we will strive to achieve the world's largest animal husbandry company with a self-built and self-controlled dairy goat herd of 100,000 sheep", Liu Rundong said, with the maturity of goat milk consumption education and the arrival of the trend of cow to sheep consumption, the Meiling brand has also reached the stage of accumulation. In 2024, the marketing center will focus on the direction of "laying a foundation in one year, stepping up in two years, and making a big breakthrough in three years", and this year's sales target is to achieve 40% growth, and in the future, it will become a leading Chinese brand in the field of goat milk in terms of comprehensive strength!