With the advent of the era of consumer sovereignty, the relationship between manufacturers has also entered an inflection point. From single point connection to multi-point interworking, this change is a progression from two to three dimensions, which means that manufacturers and channels are no longer split individuals, they belong to an economic system, each other as a whole, inseparable, and mutually prosperous.
This is a major issue that manufacturers and channels must face together, because no matter from the point of view of either side, it is an indisputable fact that consumers' right to speak is enhanced, the supply side (whether it is products or purchase channels) is greatly enriched to dilute the market position of a single enterprise, at this time, only the initiative to extend upstream and downstream, constantly expand the alliance system, In order to maintain a place in the hearts of consumers.
In our infant milk powder industry, the change is obviously more urgent. More than 10 years ago, the milk powder market just entered a period of rapid growth. In the face of sudden supply gap, Feihe stabilized its position, laid a solid foundation, and built an industrial chain under its own control. Under the background of consumption upgrading and industrial norms, as the leading enterprise of domestic infant milk powder brands, Feihe also forecasted the future with a lofty strategic vision and a grand pattern view. Planned a new manufacturer cooperation mode -- Feihe whole industry chain sharing body, and carried the responsibility to rebuild the confidence of domestic milk powder banner, took the lead in the channel to throw out the olive branch.
In a blink of an eye, the journey of sharing the whole industry chain of 2016 Feihe has come to an end. This shared journey lasted for one and a half months. Nearly two thousand channel partners from all over the country came to Fly-Crane. What they gained was not only the pure and comfortable natural scenery in the North, but also a sense of steadiness, confidence and a deep recognition, recognition and recognition of Fly-crane brand and industry chain after witnessing the actual production of front-line operations.
The industry chain of Feihe is like a huge and sophisticated machine. After scientific management and layout, each seemingly independent link can maintain its own efficient operation while achieving the tacit understanding of the whole resonance of the same frequency. In the course of this season's shared journey, your experience can perhaps be summed up in three numbers:
"3" : "agriculture, animal husbandry, labor" trinity -- mode
After more than ten years of grinding, through the integration of farms, ranches and factories, Feihe finally realized the industrial cluster effect under the integration of the whole industry chain of Feihe milk powder, creating the best development mode for Chinese dairy enterprises. Especially in the infant milk powder industry access threshold is greatly increased at present, the strict competition situation forces enterprises to extend to the upstream construction of the whole industrial chain, Feihe "agriculture, animal husbandry, industry" trinity of development mode is a keen insight into the direction of the industry, is based on the profound understanding of China's dairy industry and the enterprise conscience of the prophet, is bound to lead the whole industry.
A good model is the soul of the enterprise, also determines the way to go. More than 10 years ago, when the milk powder market just entered a period of rapid growth and many enterprises were busy taking shortcuts and making fast money, Feihe instead spent 10 years focusing on building an industrial chain that he could control based on his original intention, which is precisely the significance of the foundation of the model.
"2" : 2-hour ecosphere -- Efficiency
As we all know, the first factor to consider the quality of a food is its freshness. Similarly, as the baby's main diet, the freshness of milk powder is also a key indicator before its nutrition. Feihe's focus on raw milk preservation is not just a marketing slogan. It relies on the advanced mode of the whole industrial chain to create the famous "2-hour ecological circle". The fresh milk squeezed from the original ecological pasture can be transported to the factory within 2 hours, and then directly spray dried to produce powder, reducing secondary pollution and making the product safer and fresher.
Behind the 2-hour ecosystem is the strong support of the flying crane speed, which reflects the production efficiency of a modern enterprise. In the ever-changing market environment, efficiency is like the lifeline. It enables enterprises to stand out from the homogenized competition and move forward steadily and forcefully.
"1" : First -- benchmark
As the main force of domestic infant milk powder, Feihe has many "No.1" labels: the first milk powder enterprise in China with complete industrial chain for Chinese babies; The first one in China to pass the clinical feeding experiment of infant formula milk powder; China's first infant milk powder company listed on the main board of the New York Stock Exchange; In the domestic infant milk powder industry the first to launch a traceability system; The first infant milk powder company in China to win the gold medal of the World Food Quality Evaluation Conference, which is known as the "Nobel Prize of the global food industry"...
Behind the halo of the first is the crane man's decades of concentration and fine cultivation. Focus on the milk powder industry without distractions, spare no effort in professional improvement, and dare to be the first in mode exploration. This is the right spirit of benchmarking.
"3, 2, 1" is the flying crane accumulation, in the product, brand, channel all-round sound of the take-off horn. Under the background of consumption upgrading and industrial norms, the whole industry chain of Flightcrane has begun to exert its power, to leverage the growth of Flightcrane in the sluggish pattern of the whole industry. Now, the market is facing restructuring, and Feihe has discovered a new value system, that is, the sharing economy of mutual benefit and win-win. Because Feihe knows very well that in order to implement the brand strategy of "milk powder more suitable for Chinese babies' physique" into the minds of consumers, it is not enough to rely solely on publicity, but also needs strong support from channels. Therefore, with its strong resource integration ability, Feihe hopes to share its ecological resources, cultural resources and industrial chain resources with channels to create a powerful sharing body and provide consumers with more intimate and thoughtful services.
Chang Denghai, deputy general manager of Feihe Marketing Division, said at the Sharebody conference that China is a rapidly developing economic system, which is especially evident in the milk powder industry in the past 10 years. However, no matter how urgent the need for development, enterprises must not lose the guidance of feelings, because infant milk powder is a mother's industry, not the slightest false. Because of this, a few years ago, when the milk powder industry was in its golden development period, others were spending money on advertising to seize the market, while Feihe insisted on spending money on buying cattle and building factories. This industrial chain foundation at the expense of development speed is the greatest sincerity of Feihe.
In the face of more than 100 channel partners of Feihe, General Manager Chang also pointed out that the baby channel has entered the stage of capital competition. If the store wants to continue to survive, it must choose to manage good brands and good products, and change the old way of thinking to adapt to the coming era of milk powder with low profits.
Indeed, Mr. Chang's speech is not only consistent with the emphasis of the regional directors who delivered the company's strategy and planning to their respective territories in the previous ten meetings, but also proposes to all the partners of Flying Crane to face the changeable market together in the future. In the past, children's stores focused on the management of goods, to the "user thinking" as the core of the management of consumers in recent years. In the future, "operation ecology" will become the key ability of the channel to deeply cultivate the regional market. Now the baby market is at an inflection point, channel diversification is the general trend, even an e-commerce can play physical stores to complain, not to mention the continuous segmentation of channels, there are always more advanced emerging channels in some fields will respond to the call of the market demand, to share the market. For mother and baby stores, the era of high gross profit and high turnover is gone forever, the living space is squeezed by many sides, and it is becoming more and more difficult to make a living by fighting alone. Therefore, choosing big brands and good brands and allying with brands has become an effective shortcut.
Indeed, nowadays manufacturers and channels are no longer just the simple upstream and downstream relationship linked by goods trading, but have a new definition in the new era. The channel is a link of the whole industry chain of Flying Crane. Both sides should not only share resources, but also share honor and shame. The rise and fall of channels is related to the success or failure of enterprises. The two have formed a community of common destiny. Any problem of either party is a problem of the entire industrial chain, which needs to be solved by joint efforts of the upstream and downstream.
From first-tier cities to well-off urban and rural areas in China, where domestic milk powder consumption is booming in the future, nearly 2,000 channel partners went to the 2016 whole industry chain sharing tour sincerely set up by Fei He to view production areas, discuss operation, transfer energy and enjoy the future. In such a new system jointly created by "we", manufacturers can trust and communicate with each other, achieve a high degree of unity from concept to implementation, and effectively integrate financial resources, intelligence resources and human resources, which will bring synergy into full play. Under the general trend of sharing economy, Flying Crane once again acts as a pioneer, bravely takes the first step, and gets the full support of channel partners. We believe that in the near future, Flying Crane sharing body will break out huge energy!
