To this day, Zhu Xianfu said frankly that if it were not for the interaction between Shuanghui and Yurun in the capital market, Zhongpin would not be so successful on Nasdaq. In his words, "Everyone can see the vision and development space of Shark Miao from the big shark."
There is an allusion that someone suggested that Wanlong destroy the public products that were rising around Shuanghui. Wanlong said that the industry was too big and Shuanghui alone could not finish it. He had the energy to fight against his opponents. It’s better to spend time in the market.
"This is the style of an industry leader." Zhu Xianfu praised. The two became close friends forever.
When it comes to meat product production and processing enterprises, the first thing people think of is Luohe Shuanghui Group. There is a famous saying in MBA textbooks: No grass grows under big trees. It is only a short distance away from Shuanghui Group, the leader in the industry. How to grow under the supervision of strong players is a topic that Zhongpin Company cannot avoid.
Zhu Xianfu, chairman of Zhongpin Company, respectfully calls Wan Long, the boss of Shuanghui Group, "big brother", but it was this big brother who started a fierce market battle with his younger brother in 1996. The battle started in Xuchang.
Marketing is the lifeline of modern enterprises. Meat product processing companies produce daily necessities that ordinary consumers cannot live without. Whoever controls the sales terminal can make their products directly accessible to more consumers. Its importance is self-evident. At that time, Zhongpin Company was the first in the industry to open its own store and try to connect production and sales. After its first batch of stores opened in Xuchang, it naturally attracted the attention of the industry, and "Shuanghui", which was only one city away from "Zhongpin", quickly took action. Employees of the Zhongpin Company's stores on Yuxiu Road and Jiefang Road in the urban area suddenly discovered one day that a "Shuanghui Store" sign was hung up next door overnight. It is said that at that time, "Shuanghui" made such an internal requirement: Wherever competitors' stores open, Shuanghui specialty stores should also open wherever they are, and the distance between the two stores should not exceed 50 meters!
Although time has passed, when Zhu Xianfu recalled this incident eight years later, he still felt only two words: tragic. At that time, "Shuanghui" was already well-known throughout the country and advertised every day during prime time after the CCTV News Network. However, "Zhongpin" only took two or three years to restructure. Since the two stores are opened together, ordinary consumers will naturally choose the more famous one. Faced with a competitor that was 10 times stronger than itself and determined to win, "Zhongpin" came up short.
The Art of War says: Thirty-six strategies, walking is the best strategy. But this time the "leave" of "Zhongpin" is not a defeat, but a transfer. While "Shuanghui" was casting its net across the board and advancing gradually, "Zhongpin" began to find another way.
Ben Lenko, the vice president of "Zhongpin", learned a "cup and plate" theory from marketing experts: the diameter of the plate is large, but its bottom is very shallow and cannot hold much water; Although the cup looks small, its volume is larger than that of the plate. The Chinese market can be compared to a plate. Although China has a large population, there are relatively few people with real purchasing power. The markets in big cities and developed areas are like cups. If companies want to "drink water", they must use a "plate." "It's better to use "cup".
Henan Zhongpin Food Industry Co., Ltd.
Henan Zhongpin Food Industry Co., Ltd. is a specialized company engaged in agricultural product processing, food manufacturing and low-temperature logistics services.
In 1993, Zhongpin Food Industry started based on the original state-owned food company. During this period, after three system innovations, the company's core competitiveness increased rapidly. In 2007, the company's comprehensive strength ranked among the top in the industry nationwide.
In February 2006, Zhongpin Food Industry was successfully listed in the United States; in December 2007, the company was upgraded to the Nasdaq Global Select Board, becoming the first company in the Chinese food industry to be listed on the Nasdaq Main Board. company. The company's operating performance has been widely recognized by investors at home and abroad.
As one of the first batch of national key leading enterprises in agricultural industrialization, Zhongpin Food Industry has driven the strategic adjustment of regional agricultural structure through industrialized operations, regional layout, professional development, standardized management and international operations. , enhancing the comprehensive competitiveness of regional agricultural products. Currently, Zhongpin has deployed agricultural product processing and low-temperature logistics bases in major agricultural areas across the country. Among them, there are 5 bases in Henan. After all are completed and put into production, the pig processing capacity will account for 1/10 of the total annual pig slaughter in Henan Province; it is the largest quick-frozen vegetable processing and export base in Henan.
Through industrialized management, more than 60,000 rural laborers have been employed, forming an agricultural product industry chain with a total scale of more than 6 billion yuan.
In 2007, Zhongpin Food Industry entered the ranks of the 100 key industrial enterprises in Henan Province and became one of the leading team members of Henan industrial enterprises.
Over the years, Zhongpin Food Industry has given full play to the advantages of Henan’s agricultural product resources, built industrial bases in agricultural areas, and turned farmers into industrial workers. Zhongpin Food has thus become the first batch of national agricultural product processing industry demonstration enterprises and a national One of the top 100 demonstration enterprises for new rural construction.
Zhongpin has formed a market network and low-temperature logistics supply chain covering urban and rural areas through the implementation of the "Ten Thousand Villages and Thousands of Townships" market project, and the influence of the Zhongpin brand has continued to increase. The Zhongpin trademark was awarded the title of China’s Well-known Trademark, and the brand’s cold fresh meat and the brand’s low-temperature meat products were awarded the title of China’s Famous Brand Products.
Shuanghui Group is a large food group mainly engaged in meat processing. It currently has total assets of more than 6 billion yuan, more than 40,000 employees, and more than 20 factories in more than 10 provinces and cities across the country. The modern meat processing base has an annual slaughtering capacity of 15 million pigs and an annual sales of more than 2 million tons of chilled meat and meat products. It is the largest meat processing base in China.
Shuanghui Group developed from a small local meat factory that was insolvent. In the mid-1980s, the company's annual sales were less than 10 million yuan. In 1990, it exceeded 100 million yuan. In 1995, it exceeded 2 billion yuan. In 2000, it exceeded 6 billion yuan. In 2003, it exceeded 10 billion yuan and reached 12 billion yuan. It became China's meat processing industry. Enterprise and the first batch of enterprise groups in Henan Province with sales exceeding 10 billion yuan. In 2005, Shuanghui Group's sales revenue exceeded 20 billion yuan, once again becoming the first company in the food industry and the first batch of enterprises in Henan Province with sales exceeding 20 billion yuan. It ranks among the top 500 large enterprises in China. Ranked first in the 131 food industry.
Shuanghui Group is one of the first batch of national key leading enterprises in agricultural industrialization recognized by eight ministries and commissions including the Ministry of Agriculture, and was awarded the "National Quality Management Excellence Enterprise" by the General Administration of Quality Supervision, Inspection and Quarantine. Shuanghui meat products are "China's famous brand products" , "National Quality Inspection-Exempted Products", Shuanghui cold fresh meat and meat products are "National Safety Foods".
Shuanghui Group insists on making a fuss around the word "agriculture" and focusing on meat processing projects, vigorously carries out technological innovation, product innovation, management innovation, and market innovation, and continuously introduces, digests, and absorbs the most advanced international technologies. technology and equipment to transform China's traditional meat industry. More than 3 billion yuan has been invested to introduce more than 1,000 sets of advanced meat processing equipment from the United States, Japan, Germany, the Netherlands and other countries, and the industrial base has been developed in strict accordance with international standards. Construction and management, the company has successively obtained ISO9001 international quality system certification and HACCP certification audited by CQC, and passed the export registration of meat processing plants to Japan, Singapore, Philippines, Russia and other countries.
Shuanghui Group took the lead in introducing advanced foreign "cold chain production, cold chain distribution, cold chain sales, and chain operation" models into China, and created a Chinese meat brand, creating "horizontal integration, The new meat business format of "vertical one-stop service" has changed the practice of selling meat along the streets and alleys and setting up stalls for thousands of years in my country, and provides a basis for solving the problem of safe meat.
In the next step, Shuanghui Group will continue to focus on meat processing and stretch the industrial chain, expanding from pork processing to beef, sheep, chicken and other meat processing; from meat processing to grain processing , fruit and vegetable processing extension; from domestic factories to foreign factories; from domestic financing to overseas financing, to build Shuanghui into an internationally competitive multinational group. It is planned that by 2010, the company's production and sales will exceed 50 billion yuan, and meat products will enter the world The top three in the industry will lay the foundation for reaching 100 billion yuan by the end of the "Twelfth Five-Year Plan" and entering the world's top 500 companies.