The new Hope dairy industry borrows the market sequela of buying and robbing: trap integration dilemma

Although the new Hope dairy industry in the southwest is among the top, but its development mainly depends on the purchase of local dairy enterprises, these dairy enterprises are almost all local state enterprises or collective enterprises, the integration of these enterprises are facing restructuring problems, which makes the new hope that the dairy industry not only paid a great price, and delayed the integration of the pace, the results are very little recently, New Hope Group's new Hope Dairy Holdings Limited (hereinafter referred to as "New Hope Dairy") production of multiple batches of products by the State administration of Food and Drug Administration (hereinafter referred to as "Food and Drug Administration") is not qualified, in addition, the new Hope dairy industry under the name of a beverage called V Beauty now two production date, suspected to be tampered with. "The first financial daily," a number of times yesterday to contact the new Hope dairy industry-related leaders, as of press, has been unable to get a reply. The new Hope dairy industry, a former senior executive to the "First financial daily" reporter said that the milk test unqualified behind the new hope that the merger of the dairy enterprises in the past few years into trouble. If the production date has been tampered with, it may be related to the failure of the new Hope related products, lax control of distributors and outdated product handling. The problem of control is very recent, general administration of food and drug supervision of the country to inform the results of surveillance, Yunnan New Hope Dengchuan Dairy Co., Ltd. and Kunming Snow Blue Milk Limited Liability company produced 5 batches of products were judged unqualified, two enterprises are subordinate to the new Hope Group's new Hope dairy industry. Close to the new Hope dairy professionals told reporters: "The new hope that the milk industry was detected acidity unqualified, which is associated with its merger and acquisition of milk source quality control." These two companies are located in Yunnan, although the development of aquaculture industry is not bad, but the main source of milk rely on farm households, local farmers collect milk process is not standardized, and some even take bowls and other utensils to send the original milk, and the factory quality control is not strict, especially in the second half of last year when the milk shortage, many enterprises to retail home grab milk, This lets the enterprise more relaxed to the milk source quality control, causes to collect the original milk microorganism to exceed the limit, the final acidity is too high, the milk also unqualified. Of course, in recent years the New Hope dairy industry is also focused on collecting milk, but pushing slowly. "And for V-Mei Beverages appeared two production dates, New Hope Dairy executives told reporters, first of all, V-Mei Beverage promotion blunder." New Hope dairy is good at making milk but not good at drinks, because in the cost is far higher than similar products, cost or even close to or higher than some of the same products purchase price, leading to this product sales has been bad, which is likely to lead to a large number of dealers products unsalable, and the new hope that the Some dealers are likely to tamper with production dates to reduce losses, and second, to prevent the product date from being tampered with. The production date of the V-US packaging bottle is easily tampered with by the ink coding in fact, in order to prevent tampering with the date, a lot of plastic bottled beverages such as the United States will take the laser spray code; Finally, the new Hope dairy industry also did not have a good supervision of the distributor expired products, to prevent dealers from being recycled back to sales. The trouble of inadequate mergers? In the eyes of New hope executives and dairy experts, the root cause of the new Hope dairy industry isIts merger strategy. New Hope Group is one of the largest agricultural enterprises in China, as the new Hope Group's dairy enterprises, the new Hope milk has been in the country 7 provinces and cities to invest in holding more than 10 dairy enterprises. The new Hope dairy industry currently contains the Sichuan Huaxi, Yangping Dairy, Kunming Snow Orchid Dairy Industry, Yunnan Butterfly Spring Dairy, Qingdao licensing milk Industry, Hangzhou Shuangfeng Dairy, Anhui Baidi dairy industry, Hebei Tian Xiang Dairy industry and other brands. However, in the integration of these dairy companies are expected to encounter difficulties in the dairy industry. New Hope dairy industry a former senior executive told reporters: "Although the new Hope dairy industry in the southwest, but its development depends mainly on the purchase of local dairy enterprises, these dairy enterprises are almost all local state enterprises or collective enterprises, the issue of the butterfly Spring milk industry predecessor is a collective enterprise." Integration of these enterprises are facing restructuring problems, which makes the new Hope dairy industry not only paid a great price, and delayed the integration of the pace, the results are very little. It was only in recent years that it was getting back on track and making profits. However, compared with the Yili Mengniu, its production plants around the factory is only a processing plant, and the new hope that the dairy industry to acquire the various enterprises until now is equivalent to an independent company, each factory has an independent sales, resulting in new hope that dairy industry can not be like Mengniu, Yili, such as large dairy enterprises as fully realize the unified sales company. "Jane, a food industry researcher at CIC, told reporters that the new hope is that the dairy industry will choose to expand by merging local dairy companies and retaining brands. Although the merger of other dairy enterprises can use the existing consumer base to quickly occupy the market, but because of its brand forces have a certain area restrictions, so the new hope that the power of the dairy industry is also scattered state. And with Mengniu and Yili two big dairy giants to the market further infiltration, the new hope that its brand not only out of the region of the possibility of weakening, its domestic development will face fierce competition. In addition, Jane pointed out that the choice of mergers and acquisitions can be faster to occupy the market, but also face the problem of integration. In particular, the food industry is very easy to appear after the merger due to lax supervision of food safety incidents, so for the whole brand image maintenance and maintain is unfavorable, may also be the adverse impact of transmission to other dairy brands. It is noteworthy that, due to poor performance, the new Hope dairy industry in 2010 has been stripped of the new hope of the listed companies. In addition to mergers and acquisitions in the face of difficulties, the new hope in the business development has little to build, especially in 2008 after the "melamine" incident, the New Hope failed to grasp the infant milk powder market reshuffle opportunities, vigorously develop infant formula, but specialize in not good and span the larger beverage market. Although the new Hope dairy industry has been aware of this problem, and at the end of last year announced a partnership with New Zealand milk industry to produce infant formula. Close to the new Hope dairy professionals told reporters, because the New Zealand milk powder by the "Botox" and other food safety incidents and the Government of the import of infant milk powder a series of policy adjustments, the current new Hope Dairy Milk products in childbirth, difficult to find traces in the market. Jane said: "The future development of New Hope dairy industry should pay attention to two points: if you can keepParty market share is sufficient, of course, the premise is based on excellent product quality, so need new hope dairy industry to strengthen the supervision of its dairy companies, in fact, although Mengniu and Yili continue to penetrate the market, but local brands in the consumer base still has the advantage , in the domestic infant milk powder market expansion and individual foetuses policy release, the new hope that the milk industry began to use imported milk powder distribution infant milk powder market, domestic milk powder market competition is more intense, new Hope dairy industry or will be in the product publicity, channels and many other efforts to pay more. ”