The first tree brand, and then seek the globalization road map of the upstream Yili

In recent years, from sponsoring the Beijing Olympics to helping the Chinese sports delegation in London, from sponsoring the New York Yankees to the Hollywood blockbuster "Transformers", Yili's series of overseas marketing is dazzling, but some wonder: what is the purpose of Yili, which has always been the main domestic market? At the beginning of the July, all this came to the answer--yili, the largest milk company in the United States, the DFA (DFA), was a global ambition. What is the global roadmap for the years of Erie buried in the line? The reporter interviewed Yili Group CEO Jianqiu on the Global strategy of Yili Group. Brand Globalization: Sailing compared to Mengniu dairy in a pile of mergers and acquisitions case, Yili group overseas cooperation play in the rhythm of more comfortable. Jianqiu introduced that Yili Group has long had the dream of globalization. 2007, Yili Group produced 28.8 tons of butter exported to Egypt, to achieve the first export of solid dairy products in China, but also exported to the Middle East countries with a long history of dairy production, which was called by the industry "in the dairy products with the highest technology content, ' Made in China ' finally conquered the world standard." "This is an important product export test water, testing the quality of Yili." But after all, in the dairy industry, there is also a lack of truly renowned overseas Chinese brands. In the water test, Yili felt the importance of promoting brand awareness on a global scale. In 2008 and 2010, Yili took the world stage through the Beijing Olympic Games and the Shanghai World Expo, and appeared in foreign consumers ' vision. At the end of 2010, Yili carried out a comprehensive brand upgrade and established the Enterprise Development vision of "becoming a world-class health food group". Brand globalization strategy makes the world know Yili, but also more and more world-class partners and Yili holding hands. Since 2011, Yili has been in full cooperation with Disney for 5 years, which is also one of the few large-scale cross-border cooperation in recent years, and a clear signal of the international attributes released by the new brand image of Yili. Through the rapid accumulation of brand awareness, Yili let consumers around the world in a short span of two or three years to understand this from China's Inner Mongolia dairy enterprises. The power of this brand of energy, in the current global dairy industry pattern is very rare, but also attracts a more heavyweight international partners: The United States DFA Company. According to the introduction, the DFA company is headquartered in the United States Missouri State Kansas City, is the largest milk company in the United States, with 18,000 large farms in 48 U.S. counties, independent of the United States has 21 large-scale dairy production and processing base, export markets throughout Mexico, Europe, Central America, South Africa, Asia, The Middle East and the Pacific Rim countries. The hand of the largest milk company in China and the United States has become a major event in Sino-American dairy industry cooperation. Perhaps because the vision has always been aimed at overseas cooperation and world-class brands, in the recent domestic dairy enterprises in a number of mergers and acquisitions, has never seen the figure of Yili. According to the reporter understand, Guangdong enterprise in the process of looking for the buyer originally, and yili and other enterprises have had contact, but whenWhen he offered the offer, it was 2.6 yuan per share, much higher than yili expected. Because of this, when the media on the final 3.5 yuan of the transaction price requirements for Yili evaluation, Yili's response is only: Each business needs are different, pay the price and the value of the evaluation is different. In this respect, Yili is inconvenient to evaluate. Obviously, overseas background + top strength is the golden rule for Yili to choose partners. This is from the Inner Mongolia grassland, intended for the global dairy enterprises, its own perseverance and perseverance. Technology globalization: Serve early in the 90 's, the Chinese dairy industry began the international advanced production technology applications. At present, Yili and other domestic top milk enterprises, have procured the international advanced equipment, in the production equipment level and foreign milk enterprises there is no gap, or even more advanced than abroad, in technology and management and other aspects of continuous exchanges and cooperation with foreign counterparts. So what is the difference between the current technology globalization and the already existing use of international advanced technology? Jianqiu said that when the study and introduction of international advanced technology, or standing in the domestic market to catch up with the international advanced level, and the current technology globalization, is already integrated into the global industrial chain requirements and inevitable choice. Technology globalization is an important part of Yili's globalization strategy, and also an inexorable trend of the development of dairy industry. "Jianqiu introduces, this time the Yili and the DFA strategic cooperation, also includes the Pasture management Service." DFA has the world's best milk source control experience and the most scientific and technological content of the processing technology, and exchanges and cooperation for domestic milk source management level of further promotion will have a greater role. "actively introducing and digesting advanced technologies and concepts in developed countries and implementing the highest management and product standards in the world, both now and in the future, will be an important part of the internationalization of China's dairy enterprises, including Yili." Jianqiu told the newspaper reporter. Globalization of resources: better advantages the long-term strategic procurement as one of the main elements of cooperation with the DFA, which reflects Yili has been an important part of the global strategy-the world's resources for me to use. In the milk source construction, Yili Group is the industry's first to complete the national milk source layout of the enterprise. As early as the 90 's, Yili began to layout the milk source, formed the hulunbeier, Xilinguole and the Xinjiang Tianshan three big gold milk source belt production base network, and become the only one master "three big gold milk source base" dairy enterprise. Since there is such a huge source of milk in the country advantage? Why is Yili struggling to find global resources? Experts told reporters that using global resources to do the global market is already the industry consensus and the general trend, in this sense, Yili is the first step. Experts said that the DFA is the largest upstream raw materials supplier of dairy industry in the United States, the DFA in cheese, whey powder, large packaged milk products in the international has a huge advantage. And our domestic current raw milk in short supply, especially the milk powder of important raw materials whey, basically from imports. After reaching a long-term strategic purchase with the DFA, Yili can obtain a stable supply of raw materials. In an interview with the media, an industry expert has evaluated Yili's global strategy: from the current overseas warIn brief, Yili and its main competing products Mengniu are two completely different development ideas. Yili Group is a "better advantage" of the idea, and constantly strengthen their own milk source advantage, pay attention to the fundamental quality improvement; While the latter completed 4 bulk mergers and acquisitions at lightning speed in the first half of the year, it reflected more of a "complementary short board" mentality, Mainly trying to replace the stock right in a short period of time to grow into a whole industry chain, balanced development of enterprises. The former is intended to tamp upstream, while the latter seeks to expand the scale, the former is intended to control the upstream industrial chain, the latter to seek the rapid development of weak business units. "There is a fundamental difference between the two in strategic choice. "The expert said the analysis of the industry, Jianqiu said, as an important step in Yili internationalization strategy, cooperation with the DFA is a new beginning. In the next stage, Yili will further integrate into the world dairy production chain and realize the vision of becoming a world-class health food group.