Sanlu’s predecessor was the Xingfu Dairy Cooperative established in 1956. At that time, there were only 32 dairy cows and 170 dairy goats. After 50 years of hard work, Sanlu has now developed into a company integrating dairy farming, dairy processing, and scientific research. Developed into a large enterprise group. In today's increasingly fierce competition in the dairy industry, what is the secret to Sanlu's steady and strong development momentum? Tian Wenhua, Chairman of Sanlu Group, said: "Innovation is the core driving force for Sanlu's development. Every day of Sanlu's past has been spent in continuous innovation, improvement and self-transcendence. Only our learning and innovation speed is faster than our competitors. Only then can we win the competition."
Integrating innovation with enterprise reality
Chairman Tian Wenhua said: "China has only had a short time to develop a market economy, and the environment for enterprise survival and development is complex. Changes may occur, and a little careless decision-making may affect the development or even survival of the company. However, I firmly believe that no matter what happens, as long as the company is down-to-earth and based on its affordability, Sanlu will be able to develop in any situation. We have come a long way."
From the perspective of enterprise system, Sanlu has gone through the cooperative system stage, the breeding farm stage, the factory stage, the company stage, the joint system stage and the enterprise group stage. The joint venture negotiations between Sanlu and New Zealand's Fonterra lasted four years, fully reflecting Sanlu's steady and pragmatic attitude in insisting on innovation. The first issue Sanlu discussed with Fonterra before negotiating was to explore the reasons why many joint ventures were unsuccessful. The two sides discussed this issue seriously and proposed targeted countermeasures.
Innovate and keep up with the market
Consumers are God, how to win over them? For 50 years, Sanlu has insisted on keeping close to the market, starting from consumer needs, constantly innovating products and marketing models, and winning the trust of consumers.
When Sanlu was founded in 1956, it only sold fresh milk. But Sanlu was not satisfied with selling only fresh milk at that time. In 1983, it took the lead in developing and producing breast-milk milk powder nationwide. From the single infant milk powder in the past to the current series of milk powder, series of liquid milk, series of yogurt, series of milk drinks, etc., there are 171 varieties in 9 series, which meet the needs of consumers of different ages and needs. Sanlu's new product research and development has formed a virtuous cycle of "production for one generation, reserve for one generation, research for one generation, and conceive for one generation".
In terms of marketing model, Sanlu Group strongly advocates team marketing, optimally combining the group's human, intellectual, and financial resources with the agents' transportation capacity, warehousing, popularity, and geographical advantages; changing the traditional marketing network Vertical management is "flat" management, and the marketing network can respond quickly to market changes. Sanlu's latest products can be sold throughout the country within four days.
After the "problematic milk powder" incident in Fuyang, Anhui, there was a temporary "vacuum" in China's rural milk powder market. In order to quickly seize this market, Sanlu extended its sales network from the county level to the township and town levels; In the past, the head office only directly managed agents at the prefectural and municipal levels, and began to intensively cultivate the rural market in order to manage agents at the county and township levels. In 2004 alone, Sanlu Group established 123,000 township sales points across the country in a short period of time.
Innovation insists on independence
Tian Wenhua said that an enterprise without the ability to innovate independently cannot be among the first-class enterprises, and "copying" will only lag behind others.
For many years, Sanlu has always focused on independent research and development and formed core technologies with independent intellectual property rights. Currently, there are 78 authorized invention patents and appearance patents. The national invention patent Sanlu "Low Lactose Formulated Milk" is developed and produced for the 20% of consumers with lactose intolerance in my country. It effectively solves the milk drinking problem of these groups and is of great significance to expanding the dairy consumer market. National invention patents such as Sanlu’s infant formula milk powder have also become Sanlu’s core technologies.
Sanlu’s innovation autonomy is also reflected in “insisting on following its own path.” In recent years, the competition in the dairy industry has been extremely fierce, and various concepts have emerged one after another. Sanlu has always insisted on not following the trend, not hyping, and focusing on the basics. Milk source is the foundation for the healthy development of the dairy market.
In the past two years, Sanlu has been building a milk source base in a down-to-earth manner while domestic dairy giants are engaged in a milk source war. It is the first in the country to create dairy apartments, cattle nurseries, ecological dairy breeding parks and other breeding management that are suitable for the development of China's dairy industry at this stage. model, and successively developed dairy community management software, milk source electronic files, and dairy cow breeding and matching software, taking the lead in realizing microcomputerization of key aspects of dairy farming and management in the country.
Shijiazhuang Sanlu Group is a large-scale enterprise group integrating dairy farming, dairy processing, and scientific research and development. It is one of the top 100 food industries in China, a national key leading enterprise in agricultural industrialization, and a key enterprise in Hebei Province and Shijiazhuang City. The enterprise group it supports has been selected into the top 500 Chinese enterprises for six consecutive years. The company has successively won honors such as the National "May Day" Labor Certificate, the National Advanced Grassroots Party Organization, the National Top Ten Enterprises in Light Industry, the National Advanced Enterprise in Quality Management, the Spark Leading Enterprise in Scientific and Technological Innovation, the Outstanding Enterprise in China's Food Industry, and the Outstanding Integrity Enterprise in China. There are more than 200 titles. In 2007, the group achieved sales revenue of 10.016 billion yuan, a year-on-year increase of 15.3%.
The predecessor of Sanlu Group is the "Happiness Dairy Production Cooperative" established on February 16, 1956. After half a century of struggle of several generations, it has created many miracles and "five firsts" in the industry. ": In 1983, it was the first to develop and produce human milk powder (infant formula milk powder); in 1986, it was the first to create and promote the urban-rural joint model of "cows going to the countryside and milk to the city"; in 1993, it was the first to implement brand operations and group strategic operations ; In 1995, it was the first to broadcast advertisements during prime time on CCTV Channel 1; in 1996, it was the first in the industry to introduce a CI system...
Sanlu Group insists on advancing with the times and operating innovatively. Sanlu milk powder production and sales have ranked first in the country for 15 consecutive years, kefir has ranked second in the country, and liquid milk has ranked among the top three in the country. Sanlu milk powder and liquid milk were identified as national inspection-free products, and both won the honorary title of "China Famous Brand Products" again. In August 2005, the "Sanlu" brand was rated as one of China's 500 most valuable brands by the World Brand Laboratory. In 2007, it was rated as the most market competitive brand by the Ministry of Commerce. The "Sanlu" trademark has been recognized as a "China Famous Trademark"; its products sell well in 31 provinces, municipalities and autonomous regions across the country. In 2006, it ranked first in the dairy industry among the "Top 100 Chinese Top Enterprises" selected by the internationally renowned magazine "Forbes". According to the China Brand Equity Evaluation Center, Sanlu's brand value reaches 14.907 billion yuan.
Sanlu Group adheres to scientific and technological progress and brand success. The company has passed ISO9001, ISO14001 certification, GMP audit and HACCP certification, and obtained the national laboratory accreditation certificate and the title of nationally recognized enterprise technology center, laying a solid foundation for Sanlu products to go global. The "Innovation and Integration Project of New Generation Infant Formula Research and Supporting Technologies" won the 2007 National Science and Technology Progress Award issued by the State Council, making Sanlu the only dairy company in China to be on the country's highest technology podium. It fully demonstrates Sanlu's top strength in infant formula research and marks that my country's infant formula research and production has reached the international advanced level. The group adheres to the road of marriage of science, education and enterprise, cooperates with 16 scientific research institutes across the country, and hires 28 domestic and foreign experts in food, nutrition, animal husbandry, finance, and business management as consultants to carry out scientific and technological innovation and continuously improve product quality. , forming a style of Sanlu products with unique flavor and reasonable nutrition, which are favored by consumers. Sanlu products have 9 series and 278 varieties, which meet the nutritional and health care needs of different age groups and special groups of people in life.
Sanlu Group adheres to a new industrialization path that takes into account economic, social and ecological benefits. Through the implementation of capital operations, with property rights as the link and brand as the banner, we have successively carried out holdings, joint ventures, cooperation and revitalization with more than 30 enterprises in Beijing, Hebei, Tianjin, Henan, Gansu, Guangdong, Jiangsu, Shandong, Anhui and other provinces and cities. With assets of more than 1.8 billion yuan, more than 30,000 laid-off workers have been re-employed. All group companies are profitable and have become major local profit and tax households.
In order to cultivate its own milk source base, Sanlu Group has in recent years explored the intensive management model of "four unifications and one centralized management" and scientific management models such as "dairy ecological breeding park", "dairy apartment" and "cow nursery". , effectively promoted the great development of the dairy industry. Currently, it raises more than 800,000 dairy cows, with a daily output of 6,800 tons of fresh milk. Dairy cow breeding covers 130 counties (cities, districts) and more than 5,500 villages, driving more than 60,000 farmers to develop the dairy industry, and absorbing more than 800,000 rural surpluses by extending the industrial chain. The labor force has enabled them to embark on the road to wealth and prosperity. Sanlu has comprehensively promoted corn silage production technology in milk source bases all over the country. Dairy cows digest more than 3 million acres of corn fields every year, which has produced good ecological benefits.
On June 15, 2006, the joint venture between Sanlu Group and Fonterra Group of New Zealand, one of the world's largest dairy manufacturers, was officially put into operation, marking Sanlu's move towards "aiming at the international leading level and becoming the world's most advanced dairy company". The goal of "cohorts" has taken a critical step.
Sanlu has been driving at high speed in the fast lane, creating the exciting "Sanlu Speed" and achieving leapfrog development. Since the "Seventh Five-Year Plan", the main economic indicators of enterprises have increased by more than 30% annually. In 2003, the Group's "Tenth Five-Year Plan" has been realized. Standing at a new historical starting point, Sanlu has now formulated the "Eleventh Five-Year Plan" development plan, namely: adhere to the "three modernization goals", consolidate "one foundation", amplify "one advantage", and cultivate "five new growth points" ", improve the "five capabilities and three levels", referred to as the "311553" project, ensure that the production and sales of formula milk powder, functional foods and kefir milk will be the first in the country, and liquid milk and milk drinks will remain in the top three, comprehensively improving the company's production scale, Economic benefits and comprehensive strength, make Sanlu bigger and stronger, go abroad, and integrate with the international market.
In January 2008, Sanlu won the 2007 National Science and Technology Progress Award issued by the State Council, making Sanlu the only domestic dairy company to be on the country's highest technology podium. On June 25, 2008, the China Astronaut Scientific Research and Training Center announced that Sanlu has become the sole partner of the China Astronaut Center for "aerospace milk beverages and milk powder" and the only professional manufacturer of "aerospace milk beverages" in the country.