Everyone must have a feeling that well-known dairy companies such as Mengniu Yili Guangming have always occupied a dominant position in the dairy products area of various supermarkets or stores, and their products are dazzling, occupying half of the shelves.
However, when the island owner visited the supermarket recently, he found an interesting phenomenon. There is an exclusive area in the dairy area, where there are many kinds of products, including pure milk, yogurt and even milk beer. And the taste is different, the packaging is novel, and the most eye-catching thing is the name of yogurt, such as "ice cream!" "The chocolate is broken!" "Roses are red!" Wait, it's unforgettable. Become a unique landscape in the dairy industry.
Under the encirclement and suppression of these dairy giants, where is the magic milk that can kill its own sky? The island owner picked up a bag of "ice cream melted!" There are two big characters "Tianrun" written on the trademark.
Speaking of golden milk source, the first thing we think of is the prairie in Inner Mongolia, where Mengniu Yili, the two dairy giants, originated. But in addition, not far from the foot of Tianshan Mountain in Xinjiang at 42 degrees north latitude, it is also a "golden milk source belt" with abundant sunshine, rich pasture and vast territory. There are dozens of local dairy brands in Xinjiang, among which Tianrun is the best.
Tianrun Dairy was established in 2002, formerly known as Urumqi Agricultural Reclamation Dairy Group Company, which is subordinate to the 12th Agricultural Division of Xinjiang Production and Construction Corps and implements semi-military management. This is the so-called corps milk.
XPCC has made outstanding contributions to Xinjiang's economic development. The first electricity, the first piece of steel and the first piece of cloth made in Xinjiang are all sweat. Tianrun is the representative of Bingtuan in dairy industry.
At the beginning of Tianrun's establishment, although it built its own milk source base, due to insufficient research and development, single products and amazing quality and taste, it has never been possible to create a star product that drives the overall product line. In the fierce competition in Xinjiang milk market, it is not dominant and the road to development is difficult.
Under the grim situation, Tianrun didn't choose to avoid the problem, just waiting for death, but actively responding. Around 2007, Tianrun introduced a lot of fresh blood to the enterprise and tried to upgrade its products.
As the saying goes, if you don't break, you will stand. Through resource integration and R&D discussion, Tianrun boldly gave up the once brand signature item "bovine colostrum" and chose a differentiated road different from other milk.
This is an adventure. Through a lot of market research and product research and development, Tianrun gave the answer to the first bag of pasteurized milk of 400 ml in Xinjiang market.
As it turns out, Tianrun won the adventure.
Pasteurized fresh milk refers to pasteurized milk, which is fresher, more natural and more nutritious than traditional milk, and has a large number of vermicelli bases.
However, because pasteurized milk has a short shelf life and needs to be refrigerated, it belongs to the category of "fresh and ready-to-eat", so its capacity is generally small. However, with the deepening of people's understanding of milk, the demand for daily intake of fresh milk is increasing. Small packages often need to buy multiple bags, which is more troublesome, so large packages of pasteurized milk will be a new trend. Tianrun seized this opportunity.
After several years of precipitation in the milk market, coupled with technological innovation, Tianrun pasteurized milk has a mellow taste and first-class quality, coupled with unique large packaging, which quickly caused a consumption boom in the milk market in Xinjiang.
The success of pasteurized milk made Tianrun gain a firm foothold in Xinjiang and began to catch up with others. First, in 2009, Tianrun cooperated with another dairy brand "Jiali" in Xinjiang to launch Tianrun milk beer, which was a fire in the future.
Then, 20 10 Tianrun grabbed food, won the first place in the auction with Xiyuchun, a leading dairy enterprise in Xinjiang, and acquired Gary Dairy Co., Ltd., which avoided the monopoly of Xiyuchun and embarked on the road of collectivization development. In the end, it succeeded in the backdoor of 20 13, entered the ranks of listed companies and became one of the dairy giants in Xinjiang.
But Tianrun's ambition doesn't stop there.
Xinjiang's achievements have not stopped Tianrun's progress. Instead of working hard in the local market, it is an inevitable choice for Tianrun to develop to a certain stage.
On 20 15, Tianrun, which adheres to the road of differentiation, launched "Aikelin" series of low-temperature concentrated yogurt. It is this product that completely changed Tianrun's fate and achieved Tianrun's ultimate goal of "going out".
Since the production of "Aikelin" concentrated yogurt, the average daily sales volume is 62 tons, and the peak season sales volume can reach 100 tons. After winning the sales champion in Xinjiang market, it entered the overseas market in one fell swoop, and the market was still hot, which was in short supply. Annual sales account for 30% of the company's total sales, and it is the leading product of Tianrun.
The first question we discussed first, why did Tianrun choose low-temperature yogurt as a breakthrough to enter the mainland market?
First of all, yogurt is made of fermented milk, which is sweet and sour and nutritious. It is a nutritional product with unique functions, which can adjust the balance of microorganisms in the body. Drinking yogurt can promote digestion and absorption, improve appetite, and is deeply loved by people in recent years.
Secondly, normal temperature milk is mature in the mainland market, with serious homogenization and fierce competition. Moreover, Xinjiang is far away and the transportation cost is high, so it is difficult to give full play to the characteristics of fresh milk. With the rapid development of cold chain logistics and transportation, low-temperature yogurt has become the best choice for Tianrun to go out from Xinjiang.
The second question is, why does this Tianrun yogurt stand out in the killing of the mainland market and become popular all over the country?
As mentioned earlier, Tianrun has made great efforts to build a high-quality milk source base in Xinjiang, including Tianshan pasture and golden milk source. The protein content of Tianrun concentrated yogurt is 3.3g/ 100g, which is 43.48% higher than the national standard of 2.3g/ 100g. Yogurt tastes mellow and rich, and its quality is trustworthy.
The finishing touch lies in the innovative packaging design of Tianrun Yogurt. This design is called "Acklin Packaging Design". The main component of packaging is calcium carbonate, and there is no packaging pollution. The particularity of the material makes the filled yogurt taste unique and has a good preservation effect on yogurt. Moreover, the package has a unique inflatable handle, which can stand, be placed and carried conveniently, and is widely praised by the public.
Tianrun devoted all its efforts to research and develop this yogurt, and made great efforts in innovation, creativity and word of mouth. Yogurt was introduced on 20 15, rose red was introduced on 20 16 Women's Day, chocolate chips were introduced on Children's Day, and ice cream was introduced in summer. Tomb notes are hot, and the theme yogurt of tomb notes is launched; Ginkgo fragrance was launched in June 20 17; 10 June, Banana went to Huanhuan; 1 10 launched the cheese powder triangle package in June; Fall in love with hawthorn on Singles Day. The release of 20 18 1 on the eve of Valentine's Day was confused by grapefruit. Up to now, more than ten kinds of flavors have been introduced, which sell well all over the country and are very popular. Becoming a well-known yogurt among network celebrities has achieved unprecedented success.
From the analysis of Tianrun's financial report in recent years, we can see the amazing changes brought by Tianrun yogurt.
In 20 15 years, the revenue in Xinjiang was 568 million, and that outside Xinjiang was170,000, accounting for 3% outside Xinjiang.
In 20 16 years, the revenue in Xinjiang was 705 million, and that outside Xinjiang was 654.38+68 million, accounting for 19.3%.
In 20 17, the revenue in Xinjiang was 787 million, and the revenue outside Xinjiang was 445 million, accounting for 36%.
In 20 18, the income in Xinjiang was 90 10/00000, and the income outside Xinjiang was 557 million, accounting for 38%.
Driven by this magical yogurt, Tianrun's overseas market sales ushered in explosive growth, and Xinjiang milk really swept the country.
Today, Tianrun Dairy has established a sales system in more than 20 provinces and cities across the country, with a revenue of 20 18 reaching1500 million, which has created a sales miracle, and the situation is very good.
But behind the scenery, hidden dangers still exist. From the above data, it can be concluded that from 20 15 to 20 18, the revenue growth rate of Tianrun Dairy was 80.26%, 48.7%, 4 1.7% and 17.9% respectively, and the net profit growth rate in the same period was 304.9% and 304.9% respectively. The growth rate of revenue and net profit slowed down significantly.
It is a feat of Tianrun to open up overseas markets, but the high cost of transportation management is always a problem. The gross profit margin outside Xinjiang is much lower than that inside Xinjiang, which shows that this road is not easy. It is also urgent to actively expand the market, optimize channels and reduce costs.
Secondly, Tianrun specializes in differentiated low-temperature yogurt, from scratch, taking advantage of the chaos to occupy a place in the mainland market. However, Tianrun has developed to a certain scale, and other dairy enterprises will also pay attention to it. Tianrun, which lacks core competitiveness, will face fierce competitive pressure.
Take Yili and Mengniu as examples. Last year, the advertising expenses alone were 65.438+0.07 billion and 7 billion respectively. However, Tianrun's investment in advertising can't keep up with their fraction, only relying on good word of mouth. In the long run, it is easy to snatch food from these giants.
Moreover, Tianrun yogurt has reached the extreme, and it is difficult to achieve explosive growth as before. The product is too single, which leads to Tianrun falling into a bottleneck period, which can be seen from the slowdown in revenue growth.
Based on the core position of low-temperature yogurt, Tianrun should also strengthen publicity and establish the product development idea of strengthening normal temperature and breaking through drinking milk.
It remains to be seen whether Tianrun from Xinjiang can resist the pressure, make steady progress, realize the enterprise ambition of "North and South Tianshan Mountains, China, Kang Run" and make the milk of Bingtuan fragrant all over the world.