Chapter 180 Layout When Fu Qiuyan heard that her boss was determined to obtain the qualification of exclusive dairy sponsor of the Olympics, she was in a Olympics! This is the most grand sporting event in the country's history, and anyone with a discerning eye can imagine how fierce the competition is. Fu Qiuyan gritted her teeth and said, "If the marketing expenses are not enough, we may not be able to compete. With the escalation of the price war this year, Yli's sales expenses in the first few months have reached 16 billion, and Mniu is not much behind." Guo Yang raised his eyebrows. Compared with the two major domestic dairy giants, Hexi is really just a child. Yli Dairy’s annual revenue has exceeded 10 billion, and Mniu’s has exceeded 9 billion. In the past, Hexi Dairy worked hard to improve its internal strength and did not invest heavily in brand publicity and promotion, nor did it have that much money to invest. But in the next two years, Hexi Dairy will have a significant increase in production capacity. Brand promotion has to keep up. From experience, advertising has a more obvious effect on the sales growth of fast-moving consumer goods in the dairy industry. The influence of the Olympics is unquestionable, and Guo Yang is also thinking about competing for the first bid for YTV next year.
In addition, Guo Yang also plans to learn from Mniu's flexible marketing strategies and use major events for marketing. The manned space flight event, [Super Girls] Mengniu yogurt, etc. have all been very successful in enhancing the Mengniu brand and promoting it at the terminal. Event marketing is also the biggest secret to the growth of the Mniu brand. But in terms of familiarity with the impact of major future events, it would be difficult for anyone to surpass this time traveler. After thinking for a while, Guo Yang said, "Don't worry about the money for now. You write the report and I'll approve the note." Fu Qiuyan was stunned. After working at Hexi Dairy for two years, she believes that Hexi Dairy is a freak. The major players in the dairy industry are busy increasing their marketing investments and launching price wars. What about Hexi Dairy? However, more funds are invested in pasture and production base construction, milk source control, reducing logistics costs and so on. Are you turning? Guo Yang continued: "In the next three years, we will focus on sports marketing, and at the same time pay attention to shifting the marketing focus to second- and third-tier cities." Fu Qiuyan also understood that her boss's marketing strategy was basically in line with the trend, and the two major dairy giants, Mniu and Yli, also tended to focus on sports marketing. But can the company come up with so much money? Thinking of what her boss said, 'You write the report and I approve the note', Fu Qiuyan didn't dare to speak for a moment. It took half a month to get a thorough understanding of the situations of all the major ranches under its umbrella, and the relevant materials were also organized and prepared. Guo Yang immediately organized a meeting on dairy industry development at the group headquarters and confirmed some new development plans and directions. The meeting was still chaired by Guo Yang. The overall development direction is also proposed and controlled by him, but the specific details are perfected by each department. There are mainly several aspects: First, we will fully enter the dairy industry and accelerate the layout and construction of production bases and milk source bases in various regions, with an investment of nearly 27 billion yuan in the next two years. Second, brand marketing and promotion, carry out sports marketing around forage and milk sources; at the same time, shift the marketing focus downward, with average annual sales expenses of more than 15 billion yuan.
Third, establish high-end brand advantages and give full play to the milk quality advantages brought by high-quality pasture and good-breed dairy cows. Fourth, vigorously developing a cold chain transportation and logistics system. Fully automatic mechanical milking - low-temperature pasteurization - 0-4℃ refrigerated transportation - arriving at the store within 12 hours is the most basic requirement. 5. Mid- and low-end products… As Guo Yang finished explaining all the plans, the conference room fell silent at first, and the employees who did not participate in the survey looked at each other. Would this be too radical? Guo Yang looked at the scene and said, "Everyone please speak up and feel free to ask any questions you have." After a while, a question was raised. "Where does the money come from?" Everyone turned around and saw a relatively unfamiliar face. It was unknown which branch company this young man was promoted from. Look, here is an honest man! Guo Yang smiled encouragingly and said, "This is a good question. I also know that you are worried about the operating conditions of the group." Guo Yang walked around the conference room, observing everyone's reactions. "You might think that the group is so aggressive and aggressive in its expansion that its financial situation must be bad." "We will lease the physical assets of Delong Livestock and plan a merger next, which will cost at least million yuan." “The acquisition of Denong Agricultural Materials and subsequent development will require an investment of million.” "The 10 mu organic soybean base we have cooperated with Jiusan Grain and Oil will be expanded to 30 mu in the future, requiring a total investment of 3 million yuan." " million yuan was spent on the Gobi Desert between Jiuquan and Jiayuguan, and subsequent improvements will cost a conservative million yuan per year." "The expansion of Fengkai Agricultural Machinery's Shandong base, the upgrading of its Northwest base, and the construction of its overseas wheel tractor production base all require 5 million yuan." "The reclamation of 200 million mu of land in the Afoetida Gobi Desert and the construction of water diversion projects such as drilling holes through the mountains will cost nearly 20 billion this year for land reclamation and water diversion projects alone, and at least another 10 yuan will have to be invested to generate benefits." "The construction of Falcon Town of Falcon Agriculture and the reseeding of 60 mu of degraded grassland will cost million yuan." "Shahai Agriculture and Animal Husbandry has a fixed annual investment of 2 million..." Guo Yang stopped. "The total is billion." "Including the 57 billion yuan investment of Hexi Dairy in the next two to three years, it has exceeded 100 billion yuan." “Moreover, some projects still require continuous investment.” Everyone in the conference room couldn't help but swallow. The data the boss said might not be completely accurate, but just listening to this series of investments. It makes people's heart surge. Guo Yang looked around and said in a deep voice: "Are you scared?" There was silence. “Perhaps some of you are now wondering whether the group can afford to come up with so much money?”
Guo Yang looked in a certain direction. Seeing the boss's eye signal, the financial director Hua Linqing also introduced the group's operating conditions to everyone. "Alfalfa Agriculture and Animal Husbandry expects annual revenue of 16 billion yuan and net profit of 8 million yuan." "Tianhe Seed Industry expects annual revenue of 15 billion yuan and net profit of 9 million yuan." "Fengkai Agricultural Machinery expects annual revenue of million yuan and profit of million yuan." "Quanwang Bio expects annual revenue of million yuan and profit of million yuan." "Hexi Dairy expects annual revenue of million yuan and profit of million yuan." "Sand Sea Farming and Animal Husbandry... (Ignore)." "In addition, equity financing income was billion yuan, and Weiguang Investment's stock and real estate appreciation income was approximately 4 million yuan." "The group's annual revenue was approximately billion yuan, and its net profit was approximately 24 billion yuan." "The original value of Weiguang Investment's stocks and real estate stores was approximately 15 billion yuan..." The people in the conference room were basically middle and senior management from the group headquarters, as well as senior management from Hexi Dairy. This is the first time for many people to hear this financial data so intuitively. In the past, these were kept secret. Be it surprise, excitement, or confidence, the expressions on everyone's faces changed to some extent. In just 3 years, From nothing to something, From zero to a multi-billion revenue behemoth. They are part of Golden Harvest. In addition to the top senior managers, many core managers at the group headquarters have joined Golden Harvest three years ago. Some are in charge of finance at Alfalfa Agriculture and Animal Husbandry, some are in charge of administration at Tianhe Seed Industry, and some may be technical directors at a certain base. When the group headquarters was established, they were grouped together because they were familiar with a certain section of the business. These people also have the highest sense of identity in their hearts. The executives who joined in the middle of the company had also seen money before. They had worked in companies that were several times or even dozens of times larger than Jiahe. But it’s really rare to see an agricultural enterprise with such a high profit margin! Guo Yang gave them enough time to buffer the surprise and joy in their hearts. After calming down. These people also started to think about it, especially the senior team, who were most sensitive to financial data. Once the accounts are settled,
The money is still not enough! But with the support of the long list of data just now, everyone in Jiahe felt more confident. Take into account the loans of each company, subsequent operating income, and various investments. Oh, there are still gaps. But no rush! Miao Lanchun from the Strategic Investment Department asked, "Will Jiahe continue to raise funds?" The others also sat upright. Guo Yang held up the chair, sat down and said with a smile: "Just go ahead boldly, I will back you up. If necessary, Tianhe and Muhe can continue to raise funds." Everyone in Jiahe was greatly encouraged. Y Li and M Niu, right! I've been fed up with you guys for a long time. It's time to let the world see what real milk is! The outside world only knows that Hexi milk is expensive and that its quality is good, but they don’t know how good it is. Outsiders believe that Hexi milk has high costs and slim profits, but with the development of the entire industrial chain, the costs of Hexi dairy industry can be reduced at any time, and even to an astonishing level. After the meeting. Guo Yang looked at the majestic Qilian Snow Mountains above the city, feeling lonely yet fascinating. I couldn't help but hear the sound of swords and horses. The debate at the top has already concluded. His mentor Weng Lixin also told him immediately. In terms of who benefits the most from this game, Hexi Dairy is still a little far behind. Jiahe’s real trump card is alfalfa farming and animal husbandry. Restrictions on seed sales have been lifted, and regulations for large-scale improvement of saline-alkali land by the private sector are also being formulated. It's nothing more than how to charge fees, save water resources, protect the environment, strengthen supervision, and strictly prohibit illegal mining and illegal sand and gravel mining. After all, the Northwest is so large, and there are saline-alkali areas along the coast. No one knows whether there are undiscovered resources buried underground. The reason why we are making a large-scale layout in the dairy industry at this time is that we have made preparations in production, logistics, cost control and other aspects. This is also because Jiahe has a more abundant source of funds. Selling seeds. (End of this chapter)