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Minute. Author |Chen Shifeng.
Edit |Lu Xucheng.
Since the reform and opening up, the private economy has continuously injected vitality and possibilities into the development of the national economy. Over the past 40 years, China's private economy has grown from small to large and from weak to strong, contributing more than 50% of tax revenue, more than 60% of GDP, more than 70% of technological innovation achievements, more than 80% of urban labor employment, and more than 90% of the number of enterprises. Promoting Chinese-style modernization is inseparable from the high-quality development of the private economy.
Up to now, New Hope Group has the world's largest feed production capacity, China's leading poultry meat processing capacity, and is one of China's largest comprehensive meat, egg and milk suppliers. At the same time,New Hope Group has been laying out innovative business early, constantly sowing "seeds of hope", opening up a test field for "new and new" prosperity, and giving birth to another "new hope". 
Open up a "new and new" experimental field for gloryMore than 10 years ago, Liu Yonghao began to think that after the growth of enterprises, there may be large enterprise diseases, which will lead to insufficient response. Especially when the cycle and market changes come quickly, there may be problems such as slow U-turn and untimely turning.
In this regard, Liu Yonghao thought deeply and came to the conclusion:New Hope Group needs to have a new mechanism and new changes, and at the same time pay attention to and appoint young people, and let some people break through the partnership system. At that time, the new economy was developing rapidly, and emerging enterprises were also rising, Liu Yonghao was also thinking, under the new trend, how can New Hope Group keenly enhance its perception of the outside and further optimize its decision-making and innovation capabilities? In the case that the TO C market is bursting with huge potential, how can New Hope Group, which has been focusing on TO B for a long time, not miss the opportunity? In order to solve these problems, Liu Yonghao personally designed a binary innovation scheme:On the basis of adhering to the main business of New Hope Group, we will use a new model to build an industrial investment-oriented ecological enterprise and endow it with the strategic mission of innovation and development. Liu Yonghao has high hopes for this enterprise: to maintain a relatively independent structure, set up a new team, to incubate and cultivate, to combine the strategic concept and business experience of New Hope Group with the innovation and entrepreneurship of young people, and to explore the C-end transformation of New Hope Group while supporting the development of the enterprise. Once the direction is set, who will take the helm? Liu Yong chose Xi Gang after thinking about it several times. Xi Gang, born in the 70s, has lived up to expectations since joining New Hope Group in 1994, and after becoming the president of New Hope Dairy in 2010, he has fought a beautiful battle - unswervingly put forward and practiced the "fresh strategy", so that New Hope Dairy can achieve a turnaround in performance, and its operating power and brand power continue to improve, and after going public in 2019, he has formed a strategic consensus by strengthening management and achieving endogenous and stable growth under a sustainable incentive mechanism. Xi Gang not only has rich practice and keen insight into the C-side, but also dares to try new things, and can face difficulties head-on. In July 2015, the grassroots Zhiben Group officially set sail, and Xi Gang became the "helmsman". 
Create a dual-drive model of "investment" and "operation".
From industry to investment and operation, how to sow seeds, cultivate, and even harvest? You can only figure it out on your own.
After several rounds of research and repeated investigations, Xi Gang and the management team decided to take root in the food consumption industry. They argued:Consumption is an industry that can go through the cycle and accompany it for a long time, and it is also the direction that the team is good at and likes. What's more, after decades of accumulation by New Hope, grassroots Zhiben can provide entrepreneurs with not only capital, but also management experience and industrial chain. The grassroots Zhiben team is good at operations management, especially in the food field. This means that grassroots Zhiben can not only integrate in-depth operations through mergers and acquisitions to carry out full life cycle investment in the consumer industry, but also empower potential small and medium-sized enterprises with the whole industry chain. This is different from traditional VC investment institutions, and in the consumer industry that requires deep accumulation, industrial investors can better capture the hearts of "entrepreneurs". Grassroots Zhiben firmly chooses the consumption track, focusing on the layout of six tracks, including dairy, condiments and catering, cold chain transportation, snack food, health care products and pet food, hoping to work together with entrepreneurs in related fields. But how can you spot good projects earlier? And how can we keep the project moving forward in an orderly manner? In line with Liu Yonghao's original idea-"Grassroots Zhiben is not only a test field for innovation and entrepreneurship, but also an internal open platform for all employees of New Hope, a platform for the value realization of outstanding professional managers, and a win-win platform for excellent partners to start a business. βXi Gang practiced the concept that investment is to "be".Invest in peopleβγTo this end, grassroots Zhiben has made a new attempt, creatively created a partnership model, attracted industry elites as a "business partner", selected founders with a common idea, based on the "four common" cultural concept of "consensus, co-creation, sharing and sharing" planned by Liu Yonghao, and used the values of openness and win-win to give partners the space for free development, and the partners are together with each other and have the same cognition; The eyes are together, in the same direction; Legs together, the rhythm is the same, create a win-win situation. Grassroots Zhiben is positioned as a dual-drive partnership enterprise for investment and operation, including the selection of "partners", investment projects and post-investment operation management. Grassroots Zhiben has set up multiple departments such as operation, digital technology, R&D, and marketing, and works around the invested companies, and insists on providing comprehensive post-investment services for the invested companies, including:Share a vision, set a team, set goals, optimize mechanisms, set systems, and draw red linesWait; Passed"Three controls, three management, three empowermentand a series of systems to promote organizational reengineering from the dimensions of enterprise incentive mechanism, restraint mechanism, corporate culture, resource introduction, and digital transformation; Use innovation management tools such as PD and PSP to fully communicate long-term strategies, business objectives, priorities, key capacity building, and quantifiable metrics with portfolio companies, and conduct in-depth research on the reasons for the results, formulate countermeasures, and review implementation, so as to release the innovation momentum of the enterprises and help the portfolio companies build sustainable competitiveness. "Four points of investment, six points of management".This is the basic concept of Xi Gang and grassroots Zhiben's investment in the consumer industry, and provides a platform for consumer entrepreneurs to thrive from the cultural, institutional, and organizational levels. 
Inherit the original intention and perseverance of the old farmersFor "business partners", Liu Yonghao constantly gives them platforms and opportunities. Liu Yonghao believes that some entrepreneurs of FMCG companies are young, energetic, and have strong innovation and technological capabilities. If business management is like hard work, then the new young entrepreneurs are like "small farmers" who have just started farming. The grassroots Zhiben team that has grown up from New Hope Group has been deeply engaged in the fields of agriculture, animal husbandry and consumption for more than ten years, with a relatively macro vision and rich practical experience in enterprise management.
As an industrial investment institution, the grassroots know more about investors in the consumer industryOn the basis of the study of advanced industrial investment companies, combined with its own operation and management advantages in the field of food consumptionEstablish a strategy for balanced development of investment and operation, pay special attention to post-investment operation management, and help enterprises establish endogenous growth force. Xiaocao Infinity Technology *** referred to as Xiaocao Infinity) is an attempt to export the comprehensive ability of grassroots knowledge to the outside world. As an incubator for the consumer industry, Xiaocao Infinity is committed to finding and empowering innovators in the early stage, mature tracks, and "specialized, special and new" new consumer brands with sustained and stable profitability to help them establish product power and brand power. When choosing the person in charge of the company, Xi Gang "took a fancy to" Tian Min. Tian Min has been deeply involved in the consumer industry for nearly 20 years, and has first-class operation experience in different consumer goods industries such as dairy, beverages, snack foods, nutritional products, etc. Xi Gang believes that: on the one hand, Tian Min has senior industry experience and deep insight; On the other hand, Tian Min has a strong enabling ability and knows how to support and empower start-up projects after investment. "Make bold assumptions and carefully verify".Later, Xi Gang selected the project and the person in charge, which reflects the rich heritage and experience of grassroots Zhiben in selecting talents, forming teams, and exploring and innovating.
After the establishment of Xiaocao Infinity, it has made many attempts, such as making some ecological links with JD.com and Alibaba, and the team has a deeper understanding of how start-up brands build channels from 0 to 1, and gradually formed their own unique model. Based on the investment of the whole life cycle, we find and empower more "specialized, special and new" new consumer brands, and Xiaocao Infinity has become the incubation "booster" of many start-ups. Since its establishment, Xiaocao has efficiently invested in a number of new consumption track companies such as "Elephant Daddy Planet", a professional brand of healthy children's food, "Paliado", which focuses on specialty milk, and "Lu Youxian", a deep-sea fish food expert, and has been further recognized by the capital market and doubled the valuation of the second round of financing. "Running along" is Xiaocao's infinite knowledge of the grassroots"Post-reinvestment operations".The real practice of the concept. For example, Xiaocao Infinity helped "Elephant Daddy Planet" to adjust its business structure together, and helped it adjust to the children's room temperature dairy track based on the understanding of the founding team and the founder's strategic direction, combined with the resource advantages within the group, and the products were well recognized by the industry. In 2023, "Elephant Papa Planet" will be on the Forbes Top 100 Chinese Emerging Brands. With the support of grassroots Zhiben, Xiaocao Infinity continues to "copy" various excellent inheritances and experiences to more consumer start-ups to help them achieve better development. The "Xinxin Xiangyu" invested by grassroots Zhiben is another classic case. Xinxin Xiangyu is a fishery-based enterprise, its core team, from Zhoushan, Zhejiang, they have decades of experience in seafood production and processing, import and export, but also face many difficulties in the development process, such as how to achieve the transformation from bulk ** to B end + C end, and from raw materials ** to snack food transformation. At the same time, in terms of the construction of new fields, new resources, new chain systems and new market systems, Xinxin Xiangyu also has great challenges. According to the team and business characteristics of Xinxin Xiangyu, Grassroots Zhiben helps it analyze the market pattern and build a closed business loop through investment empowerment and post-investment management. At present, Xinxin Xiangyu has built an ecological chain of high-quality seafood ingredients "from the source to the table", and the research and development of vermicelli squid and seafood fried snacks have been well received by the market. On the "fertile soil" of New Hope Group, the grassroots Zhiben, an "old farmer", has gradually "copied" various capabilities to various innovative "experimental fields", giving solid support to the "small farmer" partners. 
The field of hope eventually becomes a forestAfter 8 years of hard work, grassroots Zhiben has incubated 1 company to go public, 2 companies with a valuation of more than 10 billion, 3 companies with a valuation of more than 3 billion and rapid development, and nearly 10 innovative enterprises with a value of 1-1 billion. The seeds sown by New Hope Group are gradually growing from small grasses to big trees, converging into forests, and becoming an ecology of their own.
At the bottom of the ecology, it is the support of New Hope Group's huge first-chain system. After more than 40 years of development, New Hope Group has obvious advantages in global first-class chain management, low-temperature products, retail channels, and consumer services. Taking the unicorn enterprise with a valuation of up to 10 billion yuan, Fresh Life Cold Chain, a grassroots Zhiben company, as an example, relying on New Hope Group's strong resource integration capabilities and brand building strength, Fresh Life Cold Chain integrates the resources of the cold chain logistics industry, links upstream and downstream enterprises, integrates the resource advantages of direct procurement and direct supply of food ingredients, and forms a national warehouse and distribution network, digital and intelligent operation and management, and a perfect food safety system, realizing the "three-in-one" of efficient and accurate logistics, business flow and information flow, and becoming a "three-in-one" from "field" to "consumer's table" important logistics intermediaries. For another example, Grassroots Zhiben's Shengwang** successfully led the B+ round of snack Youming, and promoted the development of this dark horse of the snack channel with a unique "industrial collaborative acceleration" model. For example, food brands such as New Hope Dairy, Huiji, and Chuanwazi in the grassroots Zhiben track can provide professional product customization, and the fresh life cold chain can provide commodity and capacity support for its nationwide expansion. Huiji Food, a subsidiary of Grassroots Zhiben, can integrate offline husband-and-wife stores through its Xinlong Digital Supply ** Chain Company, which also stems from the digital intelligence capabilities of Grassroots Zhiben, which can help it quickly open up the full-link big data application of FMCG supply, marketing, procurement and distribution, and realize one-stop fast purchase through online transactions and digital intelligent logistics fulfillment, so that brand owners, distributors and store owners can operate more efficiently. In terms of digital construction, New Hope and Grassroots Zhiben are also at the forefront, accelerating the formation of an ecosystem. Since its establishment, Grassroots Zhiben has built various capabilities such as user digitalization, channel digitalization, logistics digitalization, factory digitalization, and marketing digitalization, which can not only effectively help enterprises solve internal digital transformation, but also enable these projects to keep up with market trends and improve transaction efficiency. For example, in terms of digital marketing, New Hope Dairy unswervingly promotes the digitalization of users, carries out digital collection and capture through the "Fresh GO" project, realizes the collection and feedback of product sales information, and attaches importance to the feedback and collection of customer after-sales opinions. For another example, in terms of store digitalization, Paimo Technology, a pet track under the grassroots Zhiben, has helped offline stores improve their operational efficiency with digitalization through digital SaaS management system + cloud** and professional system management tools. In terms of logistics digitalization, Fresh Life Cold Chain has built a lychee transportation platform, leading the digital and intelligent upgrading of food circulation through an integrated first-chain solution. In addition, relying on the resources of New Hope Group and Grassroots Zhiben in the field of agriculture and food, the consumer enterprises under Grassroots Zhiben can better cooperate with major brands at home and abroad. New Hope Flavor has integrated the domestic condiment market and reached in-depth cooperation with a number of new retail channels such as Sam's, FamilyMart, Freshippo, Pupu, Dingdong Food, Meituan Food, etc., to jointly create channel customized products. One of the products co-created with Sam's, "Youyan Youwei Tree Tomato Hot Pot Base", has quickly won the love and praise of consumers since it entered the Sam's channel, and successfully ranked among the top 1 of Sam's seasoning pickles. For another example, Chuanwazi, a subsidiary of grassroots Zhiben, not only focuses on online e-commerce and offline chain supermarkets and convenience stores, communities**, new retail e-commerce and other channels, but also joins hands with terminal catering companies to "co-create", and co-branded the "Roast Pepper Beef Sichuan Cake" co-branded with the baking brand Aidale, and the new ...... of the Roast Pepper series launched with Wang Chunchun Chicken Soup RiceIt set off a whirlwind of roasted pepper and refreshed consumers' perception of the brand. Since 2019, Grassroots Zhiben has held the "Grassroots Zhiben Partner Night" every year, which not only accurately grasps the macroeconomic trend, the development trend of the food consumption industry, and shares the dry goods of excellent consumer enterprises in terms of chain, marketing, products, operations, etc., but also further builds opportunities for enterprises in the consumption track to display, connect entrepreneurs and investors, connect the upstream and downstream of the industrial chain, and bring investors, brands, and R&D parties together to communicate and build consensus. Helping China's food consumption industry continue to forge ahead into the future. The recently held "Huan"-themed Grassroots Zhiben Partner Night was held simultaneously online and offline, attracting a total of 710,000+ people***, which is known as a pinnacle event in the food consumption industry in early 2024. 
In 2024, walk on the "field of hope" of new consumption
In the past 2023, in the complex environment of "hot" and "cold" consumption and investment, grassroots Zhiben still maintained resilient development, helping Chinese brands to lead the business wave.
From the "virtuous circle of mutual promotion of consumption and investment" proposed by the ** work conference, to the determination of 2024 as the "year of consumption promotion", it shows that "China's consumption is recovering in fluctuations, and the importance of domestic demand represented by consumption is more prominent." Looking forward to 2024, as an experienced "old farmer", Xi Gang has his own prediction of the general trend of China's consumer industry. He believes that in this situation, the consumer industry is full of infinite possibilities, which is embodied in the following aspects:1. Consumer goods are shifting from traffic-driven to brand-driven, and the rise of national tide brands is full of huge market opportunities. 2. Technology is promoting the transformation and development of the food industry from five aspects: improving production efficiency, product innovation, chain management, sustainable development, and digital empowerment to meet the evolving needs of consumers. 3. In terms of channels, online dividends coexist with offline home venues. The opportunity of "live broadcast + private domain" is still there, but the requirements for content output, product innovation, and user retention are getting higher and higher. At the same time, the small store format has seized the share, the near-field format has innovated, and DTC is in the ascendant. 4. In terms of market, the township market, which has a quarter of the population, contains diversified upgrading needs, and many brands have seized the sinking market. Cross-border e-commerce and China's ** chain are hot at sea, and there are unlimited business opportunities. Xi Gang believes that "in the short term, there will indeed be pressure in the consumer goods industry, and we must have such an emotional cognition and mental preparation." However, in the long run, we must still adhere to the spirit of optimism and practice our internal skills for ten years, so that enterprises can achieve long-term sustainable and high-quality development. "In the past 2024 Spring Festival holiday, the consumer market ushered in the "good start" of the Year of the Dragon, and many enterprises under the grassroots Zhiben adhered to the spirit of diligence and enthusiasm for service, and achieved good results. The sales of Sam's in the new consumption channel "New Hope Flavor", a professional seasoning company, and "You's Side", an emerging brand of handmade sun-dried noodles, hit a new high; Based on the fresh milk track, Xingyu's fresh milk has been ranked TOP1 on Douyin's "Brand Low-temperature Milk Hit List" for many days....In the long river of economic and social development, resilience is the determination of an organization to go through the cycle, where does resilience come from? The answer to the grassroots knowledge is: "take root inward, grow outward", continue to cultivate in the field of hope, while maintaining the spirit of daring to innovate and pioneering, and join hands with peers to ride the wind. Different enterprises will have different answers, the 2024 New Year has arrived, confidence is power, whether it is a business or an individual, you need to be more diligent, keep pace with the times, and practice hard in order to write a new chapter of steady growth with your own practice.