Heilongjiang Wandashan Dairy Co., Ltd. is one of the largest and most modern dairy enterprises in Northeast China. Has a complete production and R&D system, with an annual output of 40,000 tons of dairy products and 65,438+10,000 tons of fresh milk. It can produce 965,438+0 varieties of milk, dairy products, bean products, beverages, feed and health food. Eight sales regions, 30 provincial markets and more than 65,438+0,000 sales outlets have been established in 30 provinces, municipalities and autonomous regions, forming a nationwide sales network. Wandashan became the first green food dairy production base in China, and 23 products were identified as green food; It is listed as one of the leading enterprises in agricultural industrialization in China by the State Council. It was listed as the first batch of national spark leading enterprises by the Ministry of Science and Technology. The enterprise passed the ISO9002 international quality assurance system certification, won the Heilongjiang Quality Management Award, and was rated as the national advanced quality management enterprise by the State Bureau of Technical Supervision. Uni-President enterprises in Taiwan Province Province have invested in Wandashan, which makes it possible for Uni-President to cooperate deeply with Beidahuang Group.
First, the company's main competitive advantages
(A) the advantages of milk quality
Wandashan has established a milk source base covering the main agricultural and pastoral areas in Heilongjiang reclamation area, relying on high-quality and pollution-free natural pasture. At present, the milk source base that guarantees the company's fresh milk supply has 60,000 hectares of natural pasture and nearly 220,000 China Holstein thoroughbred cows, and the fresh milk supply can reach 550,000 tons/year; The company's main milk source bases are located in Mishan, Hulin, Qiqihar, Bei 'an and other places. The high-quality milk produced in these areas has the characteristics of high dry matter content, high milk fat rate and rich nutrition. At the same time, the above milk source bases have not been polluted by industrial production in terms of growth environment and feed feeding, creating ideal milk source conditions for producing high-quality, safe and pollution-free green dairy products. From June 5438 to 10, 2000, after long-term product tracking inspection and strict environmental protection index inspection, the company was certified by the National Green Food Development Center as the first "green food dairy processing and production base" in China dairy industry.
(2) Strict quality control
Its subsidiary Heilongjiang Wandashan Harbin Dairy Co., Ltd. specializes in producing liquid milk series products. The company has established a preventive quality control system for HACCP food safety production to effectively ensure the quality of drinking milk. Wandashan has passed ISO9002 international quality system certification; Many products have been approved as "inspection-free products" by AQSIQ; Wandashan brand series dairy products were recognized as "national authoritative testing quality standard assured brand" by China Quality Inspection Association.
(3) domestic leading technical level
The company introduced advanced liquid milk production lines from International Paper (USA), APV Far East Co., Ltd. (UK), Combibloc Co., Ltd. (Germany) and Electrolux Co., Ltd. (Finland), which can produce a series of products with different specifications, such as fresh milk, yogurt, lactic acid beverage and cocoa milk, to meet the needs of the market and consumers.
Wandashan once pioneered the "production technology of large granule instant milk powder" in China; At present, the main milk powder production lines are at the leading level in China, and the liquid milk production lines have reached the international advanced level. National brands represented by "Wandashan" and "Yili" have made their products very close to foreign brands in physical and chemical indicators and microbial indicators through years of technical research and strict quality control. At present, the technical gap between national brands and foreign brands is mainly manifested in the quick solubility, compatibility, taste, trace element content and antibiotic content of milk powder. At the same time, compared with foreign advanced production lines, there are still some gaps in the application of packing automation, fluidized bed and secondary agglomeration technology.
Second, the company's current main problems
(a) Reduced investment in research and development
Wandashan has a food science and technology research and development center, and there are 9 researchers in the food science and technology research and development center, all of whom have bachelor degree or above, including 2 graduate students. In the past two years, the company has not asked the market for new products. The so-called new product is just a change of packaging. Yili and Guangming Technology Center have been recognized as national enterprise technology centers. Yili * * * has 405 R&D technicians, including 60 experts with senior technical titles and doctoral degrees and 122 experts with intermediate technical titles. We also employ 1 1 overseas experts for a long time, and full-time R&D personnel account for 5.5% of the total employees. A comprehensive and advanced R&D team has been established, and advanced R&D equipment and high-quality scientific research team have been created.
(B) weak human resources management, serious brain drain
The company's personnel training and career planning are almost blank. The employees of the company lack proper vocational training and do not bear the cost of continuing education (such as graduate school fees, etc.). For senior managers, employees rarely get promotion opportunities. I believe that any enterprising person does not want to be buried in such a place with no bright career prospects, which will inevitably lead to a large number of brain drain.
(C) imperfect distribution of marketing outlets
The company has established more than 65,438+0,000 sales and service outlets nationwide, covering 29 provinces, municipalities and autonomous regions. However, it has no branches in the rural market and basically relies on dealers to radiate the rural market.
Third, ways to enhance the core competitiveness of enterprises
Based on the above analysis, Wandashan should take the following measures to improve the core competitiveness of enterprises:
(1) Continue to consolidate and expand the construction of green milk source base, and lay a solid foundation for the company's development.
At present, the company has controlled 42 1 milk stations all over Heilongjiang Province. Wandashan milk source base is located in Songnen Plain, Sanjiang Plain and Muxingping Plain at 45-47 degrees north latitude, most of which are close to the Sino-Russian border. 45-47 degrees north latitude is an internationally recognized excellent dairy belt; At the same time, Songnen Plain, Sanjiang Plain and Muxingping were originally one of the three black soil belts in the world, with fertile land and abundant rainfall, which are suitable for the growth of fine grass such as alkali grass, forming a green and pollution-free natural pasture. Based on the above-mentioned unique natural conditions, Wandashan should continue to consolidate and expand the construction of green milk source base to lay a solid foundation for the company's development.
(2) Strengthen quality control and strictly control the quality of milk source.
Enterprises should strictly follow the standards prescribed by the state to test the indicators of the purchased raw milk. For example, aflatoxin is a serious carcinogen, which is produced by cows eating moldy grass. Enterprises must carry out testing, and can't be lucky or fail because the testing cost is too high. Everyone should feel free to drink our milk. The dairy industry has strict requirements on product quality, and a moment's negligence may lead to the closure of the whole company. Therefore, we must strictly control the quality and be responsible to consumers, so that enterprises can flourish.
(three) to speed up technological innovation and promote the pace of new product development.
Although the consumption of milk powder in large and medium-sized cities has maintained a steady upward trend, the growth rate has lagged behind the growth of dairy products such as liquid milk, and the main consumption areas of milk powder have gradually shifted to rural areas. From the long-term market prospect analysis, it is an inevitable trend that liquid milk will become the mainstream of dairy consumption in large and medium-sized cities, and the proportion of milk powder consumption will decline to some extent. At present, the domestic dairy market is dominated by pure milk and milk powder, and yogurt only accounts for about 15% of the whole dairy market. The output of yogurt in China is increasing year by year, and it shows a linear upward trend. In the past two years, the growth rate of production and sales has reached more than 40%, which greatly exceeds the growth rate of liquid milk by about 30%. The gross profit margin of yogurt industry can reach about 35% to 40%, and the gross profit margin of yogurt in slightly better-run enterprises is generally above 40%. In some enterprises, the gross profit margin of some items of yogurt will even exceed 100%.
Due to the limited base of high-quality green milk source, it is suggested that the company vigorously develop high-quality green pasteurized milk to ensure freshness, safety and nutrition, and appropriately raise the price; Appropriately shrink the production of HUT to meet the needs of the three northeastern provinces; Concentrate on developing dairy products such as milk powder, yogurt and ice cream.
In terms of milk powder, it is suggested that the company actively develop new formula milk powder and functional milk powder to meet the growing demand of urban consumers for characteristic milk powder and advanced infant formula milk powder; On the other hand, focusing on the development of rural markets, we will develop products with reasonable prices, moderate tastes and comprehensive nutritional functions for farmers and consumers by expanding the sales end.
(4) Strengthen human resource management to attract outstanding talents.
First of all, make a competitive salary system and try to strengthen employees' sense of ownership by means of employee stock ownership and stock options; Secondly, provide employees with good vocational training and promotion opportunities, and give those with outstanding performance opportunities for further study and promotion; Thirdly, well-designed welfare system, such as endowment insurance, medical insurance, paid vacation, traveling abroad, etc. , so that employees can have a good rest after work.
(5) Innovating corporate culture and establishing a learning organization.
Enterprises should establish a lifelong learning mechanism for employees, innovate corporate culture through continuous learning, and establish modern corporate values. A truly outstanding enterprise in the future will be an organization that can make people at all levels devote themselves wholeheartedly and have the ability to keep learning. Great groups don't succeed at the beginning, but create amazing results through learning. Wandashan enterprise is not very successful at present, but as long as it can learn from its competitors and consumers, it will become an excellent business leader in the future.
(6) Establish and improve the marketing network.
On the basis of the existing distribution model, the company should innovate the marketing model according to the characteristics of rural market; Under the market background that dairy consumption in most cities has become saturated, the key development and deep layout of county and township markets will become the focus of most enterprises. In this competitive field, dairy enterprises with strong channel control in these markets will gain obvious competitive advantages. Wandashan should strengthen the construction of sales network, especially in small towns and rural areas, shift the market focus to regional and county-level markets and rural markets, focus on developing local and county-level markets and rural markets, set up sales agencies in local and county-level markets, and focus on supporting secondary and tertiary dealers to find market gaps.
Wandashan dairy enterprises should enhance their core competitiveness by strengthening the construction of milk source base, quality inspection, human resource management and establishing reasonable distribution of marketing outlets. For large dairy enterprises with ability, they can enhance their core competitiveness through technological innovation and the establishment of learning organizations. In short, as long as enterprises operate in good faith, not only pay attention to short-term interests, but also pay attention to the acquisition of long-term advantages and the sustainable development of enterprises in the future, they can win a place in the fierce market competition.