How did Yili get back to the boss?

October 29, Yili shares bright three quarterly, its 1-9-month total operating income reached 23.525 billion yuan, an increase of 22% per cent, to obtain net profit of 563 million. This figure has surpassed the annual main business income of Yili 2008 Olympic year. In the previous June 7, Yili shares finally removed the dark St hat.　　If you pull the timeline a little longer, it can be found that since 2009, Yili has continued to outperform the industry, whether it is turnover or profit growth is the highest in the industry first. All this means that the boss of the dairy industry, Ching in the shadow of melamine, which has enveloped China's dairy industry for nearly 3 years.　　Analysts pointed out that, relying on the "post-melamine era" of outstanding performance, Yili to sit in the position of China Dairy champion is no suspense. This is not inseparable from the chairman of Yili exacting, the 35-year-old when the less handsome, led the Erie this ship has been steadily sailing, even if several times in the "danger", eventually turn the corner.　　After succeeding in the return of the Jedi counterattack, exacting received an interview with reporters to decipher how Yili returned to the position of the boss of the dairy industry. Among them, for the dairy industry most concerned about food safety issues, exacting pointed out; "History has taught us a lesson." "" Pay attention to the construction of milk source, strengthen the safety control of raw milk, is the survival of the enterprise, conforms to the natural law, is also the rational return of the natural value of enterprises.　　He pointed out that in order to ensure the supply of milk from the source, Yili will invest heavily in the upgrading of the modern construction of the milk source base in the next 5-10 years.　　History has taught, the milk source of the world "21st Century": food safety is still the biggest concern in the dairy industry, the melamine incident has greatly affected consumer confidence in dairy products, since the outbreak of food safety problems, the company is how to deal with?　　Exacting: For decades, Yili has always been committed to the production of safe and healthy dairy products, we have used the top precision instruments and technology to ensure the safety of products in raw milk quality monitoring, dairy processing, logistic distribution and so on. First of all, Yili has the most perfect management monitoring system in the industry. On the one hand, Yili started the ISO9000 process management system, to quantify all aspects of control, any link problems can not enter the next link to ensure product quality.　　On the other hand, through the adoption of the most advanced international "hazard analysis and Critical Control point system (HACCP)" Control system, Yili conducts the whole product, whole industry chain hazard Assessment Analysis (Hazard analysis covers many aspects of physics, chemistry, biology, etc.), we have a dynamic evaluation of key control points every year. Secondly, Yili group adheres to the strictest international inspection standards. At present, Yili Group has invested more than 100 million yuan, from the United States, Japan imported gas chromatography-mass spectrometer, enzyme labeling instrument, high-performance liquid chromatography and other advanced testing equipment, in 30 minutes to produce melamine, antibiotics and pesticide residues and other items of detection data,Ensure that the products in the market are approved. The total number of testing and testing indicators in Yili has reached 899, which is much more than the current national regulations. Yili will also work with the national research institutes to establish the most advanced "research and Development Testing Risk Assessment Center" in China.　　In order to ensure the supply of milk from the source, Yili will invest heavily in the upgrading of the modern construction of the milk source base in the next 5-10 years. At the same time, Yili group has achieved the entire product traceability. Consumers can trace the product's production information according to the bar code of Yili product, such as which factory, which workshop, even which batch of cows and feed of dairy cows.　　This retrospective mechanism further ensures that every aspect of product production is under strict supervision, which is beneficial to the public's supervision of each production detail, and fundamentally guarantees the safety and high quality of yili products. Finally, we set up a transparent monitoring platform specifically to let consumers fully understand the process and details of enterprise production. 2008 Yili also opened the domestic food industry's first "digital tour platform", the first "fully open, panoramic live, transparent" to show the dairy production. Through this digitized and technical way, Yili has made consumers become an important participant in food safety supervision.　　This is not only the respect for consumers, but also Yili's confidence in their own product safety. "21st century": After the outbreak of melamine, from the source to strengthen control to become the industry consensus, the public response measures reflect the differences in the development of their milk source, more and more dairy enterprises to the upstream milk source, of which the cooperation between COFCO Group and Mengniu Dairy industry first started from the upstream milk source construction, China's dairy industry in the past few years the popular "light upstream construction, heavy marketing" development model is also facing transformation, how do you think of this industry development model change?　　How does Yili carry out milk source construction? Exacting: First of all, pay attention to milk source construction is the return of natural value. There is an irreconcilable contradiction between the market-oriented marketing and the farm law that pays attention to accumulation and obeys the laws of nature. Blindly chasing the speed of pure market operations, is contrary to the laws of social and natural development, history has given us lessons.　　Pay attention to the construction of milk source, strengthen the safety control of raw milk, is the survival of the enterprise, conforms to the natural law, is also the rational return of the natural value of the enterprise. Yili has always believed that the milk source is the world. The second step of the "five-year three-step-walk" strategic development Plan launched in 2006 is to realize the overall layout and key construction of the milk source base.　　Through years of efforts, Yili's development of dairy industry in the upper reaches of the scarce resources have been fully controlled, exclusive possession of Hulunbeier, Xilinguole and Xinjiang Tianshan three golden milk source base, we firmly grasp the highest quality milk source in China. Also, the milk source construction must follow the natural law. Compared with other industries, the dairy industry has its own characteristics, the development of China's dairy industry, not only affected by the region, climate, but also by the dairy cow growth cycle and milk production cycle. The establishment of milk sourceSet is not to be completed overnight, we must fully respect the nature of the premise, and actively independent development of our milk source construction.　　The development strategy of "green industry chain", which is initiated and practiced by Yili, is a strategy to fully mobilize all links of the whole industrial chain on the basis of respecting the natural law. After the rapid development of the past decade, China's dairy industry is facing transformation and transformation, "green, sustainable" is the development trend of society and the Times, but also the theme of Chinese dairy industry in the next 10 years.　　Only the realization of green, sustainable development, China's dairy industry can coexist harmoniously with human society, and only to achieve the development of industrial chain, the Chinese dairy industry can be really strong and big.　　Yili is the most reasonable product structure of Chinese dairy enterprises in 21st century: We see, the company to create a full product line of thought has been continued, such as liquid milk, milk powder and ice cream, the future of the company how to plan each product line? Exacting: Yili's current product line is developing well. Yili is the first enterprise in China to realize product upgrade, the most abundant product system and the perfect product line. At present Yili has formed the liquid milk, milk powder, cold drink, yoghurt four kinds of 1000 varieties of product system, through constant scientific and technological innovation, High-tech content, high value-added products have accounted for our entire line of products about 40%.　　Yili is the most reasonable product structure of Chinese dairy enterprises. As for the future development vision of each product line, we believe that with the improvement of people's living standard, the demand for nutrition will tend to be refined and diversified.　　Therefore, in the future development, we will continue to focus on the existing products on the product line technology research and development, improve the nutritional content of the unit products, while Yili will also develop new product lines to meet the rising nutritional needs of consumers. "21st century": In recent years, the company has been increasing investment in product innovation activities, its market effect has gradually emerged, some products have become an important growth point of yili. For example, "Chang Light" probiotic yogurt in the probiotic beverage market share of rapid promotion, the series also in the high-end milk market occupies a favorable position.　　How will the company continue to develop in the future? Exacting: Innovation driving force is the source of Yili's motive force to realize sustainable development.　　Yili's innovation is not only limited to product innovation, but covers scientific and technological innovation, management innovation, industry innovation, demand innovation, channel innovation, all-round and many fields. The first is technological innovation. Yili always takes technological innovation as the hard power of sustainable development of enterprises. In the past 50 years of heavy development history, yili through scientific and technological innovation, and constantly research and development, forming a relying on technological innovation, independent research as the core competitive advantage of the model. In this process, yili through product packaging, expanded the market radius of dairy products, so that dairy products can go out of the grassland, to the national consumer side, the realization of the Chinese dream of drinking milk. Thus opened the Chinese dairy industry's "golden Decade". In addition, relying on strong research and development and innovative forces, Yili constantly optimize its industrial structure, focus on High-tech content, high value-added dairy products, the development of China's dairy industry gradually from a single liquid milk, steering fluidMilk, milk powder, cold drink, yogurt of the multiple product pattern. Under the guidance of Yili group, "Double high" products have become the mainstream of the current dairy market, and Yili group because of High-tech content, high value-added products accounted for more than the overall total business of 40%, became the only one can be in the product structure with the International dairy giants of China's milk enterprises.　　In the future, relying on scientific and technological innovation, Yili will also show the world the excellent quality and strong vitality of "Chinese creation". The second is management innovation. As early as 2005, Yili began to implement "precise management", focusing on customer needs, quantitative management, business processes and overall cooperation. The precise management of Yili's comprehensive implementation has carried on the bold reform and innovation to the business process and the working method under the premise of accurately positioning the customer demand, and through the extensive cooperation, Yili has obtained the remarkable improvement in the overall business ability and the work performance.　　Yili is also in the industry first launched a "standardized management" management model, and has started ISO9000 process management system, HACCP control system, such as standardized implementation of standards, strict control of product quality and other aspects of innovation. Industrial innovation is also an important part, Yili actively expands the industrial field, balanced the industrial development, and enriches the product category.　　For example, Yili in the industry pioneered the introduction of nutrition rice noodles, cheese research and so on, thus forming the current balanced, sustainable development of the entire product structure and high value-added products market effect. In addition, demand innovation is also indispensable. In order to adapt to the trend of the industry more and more market segments of the development trend, and in order to meet the different consumers in the functional aspects of the special needs, Yili special research and development and design a high-quality functional products. For example, the IDF (International Dairy Federation) Functional Dairy Innovation Awards Yili Light Yogurt opened the "Drink milk, gastrointestinal" health function needs, and to meet the "lactose intolerant" consumption of milk needs of the yili nutritional comfort milk.　　In the future, for different groups of people, such as women, children, and the elderly, Yili will develop products of different functions to achieve a tailored dairy product. Finally, channel innovation. Yili is the first enterprise in the industry to sink and innovate the channel. As early as 2006, Yili Group has drawn up the plan of "three steps in five years". "Five years three steps", generally speaking, "national Market Layout", "high-quality Milk source with layout" and "Milk source transfer hub layout."　　Through this program, Yili spent about 5 years, the control of high-quality milk Source, under the palm of the national channel, the construction of milk source hub, fully guaranteed that the highest quality products in the shortest possible time to the national consumer side. Chinese dairy companies have long been integrated into the global competition "21st century": The Milk powder business growth has been rapid in recent years, with the original competitor's bankruptcy and quality problems, especially overseas brand food safety issues, as well as new competitors need time to invest, now should be an unprecedented pull a big industry leading position opportunity,　　What is the development plan for Yili? Exacting: Research data suggest China is expected to replace JapanAs the second largest infant formula market in the world after the United States, infant milk powder market has become the most competitive field in domestic and foreign dairy enterprises. 2009, Yili milk powder business production and sales of two prosperous, achieved remarkable growth. The first half of Yili milk powder business reached the highest level in history. Yili baby Milk powder to 13% market share, adult milk powder to 21% of the market share of the overall lead the Chinese milk powder market.　　Statistics show that one out of every 6 Chinese babies is drinking yili milk powder. Our planning is divided into three areas, the first is to enhance quality. Yili Milk Powder Division is one of the most powerful products division of Yili Group. World-class production equipment and strong technical force, has created a strong and vigorous development of yili milk powder.　　Milk Powder Division has long been committed to infant and adult nutrition milk powder development, forming a milk are hohhot as the center, all over the Inner Mongolia, Heilongjiang, Xinjiang, three major sources of gold milk production base network, fully guarantee that every bag of milk powder from Yili's high-quality milk. Secondly, we have improved our technological innovation capability and introduced new products to meet the needs of different consumers. Science and technology innovation has always been the cornerstone of Yili's development, Yili has invested more than 100 million yuan in technology innovation over the years, which is used in the development of new products, and finally, we continuously upgrade our service concept. Milk Powder Division has by virtue of advanced technology, reliable quality, more advantageous sales channels in China's dairy industry to stand out, we not only have the world's largest model of formula milk powder factory, but also a good operating performance of the overall lead in the Chinese milk powder market, Yili milk powder, milk tea flour production and sales since 2005 leaped the first in the country, Currently, one out of every six babies drinks yili infant formula.　　Yili hopes to provide more nutritious, safer and healthier milk powder to consumers through continuous efforts.　　21st Century: Does Yili have a "go out" strategy, and where are the challenges and opportunities? Exacting: With the acceleration of the world economic integration process and the continuous integration of Chinese market and international market, the International dairy giants are also focusing on China. Over the past 10 years, 50% of the world's dairy products have grown in China. Today China has become the world's largest consumer of dairy demand growth.　　Chinese dairy companies have long been involved in the global competition. In recent years, through the service of the Olympic Games and Expo and other international events, Yili's high-quality products have been serving the global consumer, and won a good reputation. What the Expo brings to Yili is not only the growth of performance, the promotion of brand value, but also the forging of inner management system. Doing well in the Chinese market is doing a good job in world markets.