The global industrial chain layout of Australia excellent milk powder

Australia excellent milk powder latest events: After the acquisition of Sea Punoke, Australia excellent dairy industry's three high-quality milk source and infant formula supplier has been from Australia's Tatura, France's Novartis to expand to its own milk source-the Netherlands Century milk Enterprise Sea Punoke, the global quality dairy supply chain layout has become very reliable. March 29, Australia Excellent Dairy Co., Ltd. (hereinafter referred to as "Australia excellent") announced: to acquire the more than 110-year-old Dutch Sea Punoke Dairy (HYPROCADAIRYGROUPCORPORATIONB.V) 51% of the shares, become its controlling shareholder.　　Through this acquisition, Australia excellent dairy industry further expanded its own industrial chain, in a long tradition of dairy products in the Netherlands has its own research and development and production base, for Australia excellent products in China's sales growth eliminates worries, and for Australia excellent global sales added a valuable platform. As we all know, mergers and acquisitions are the way for enterprises to grow and grow, but also a high degree of complexity and risk of strategic activities, especially cross-border mergers and acquisitions. According to statistics only 2008 years, the loss of Chinese enterprises overseas mergers and acquisitions is as high as about 200 billion yuan, enterprise overseas mergers and acquisitions failure rate between 50%-70%.　　This shows that the road of Chinese enterprises ' overseas mergers and acquisitions is not smooth sailing. In the continuous spread of Chinese dairy enterprises in the overseas purchase and failure of the news, the Australian excellent dairy to the Dutch sea Punoke successful mergers and acquisitions, access to the industry's admiration. What is even more surprising is that, in a sense, is not in the list of large and medium-sized enterprises in Australia, and what advantages to win the Dutch baby milk giant's unique favor?　　Does its global industrial chain layout really desire geometry? The domestic dairy industry's "source of concern" in fact, in China's dairy industry to maintain rapid growth in the meantime, milk source is the Chinese dairy enterprises in the heart of a dull pain. Industry survey data show: At present, China's dairy cattle breeding is still mainly in the range, more than 23.1% of the size of the feeding, planning to this year, before the end of October, more than the proportion of more than 30%, feeding dispersed, risk control of the current situation can not be completely changed in the short term.　　To add insult to the problem, due to the long feeding cycle of dairy cows, the national milk production, which was affected by the 2008 melamine incident, has not yet returned to the levels of 2008 ago, resulting in widespread overcapacity in dairy enterprises, and the scramble for milk and dairy quality safety problems. Australia excellent dairy industry is very lucky, the company began to adhere to the international best milk source and with the best local dairy enterprises in the supply chain model, and the requirements of manufacturers in strict accordance with the formula production, enterprise standards to achieve higher than the national standard enterprise standards.　　Therefore, in the Chinese market in recent years of all the storms, Australia excellent have been spared. With Australia's excellent business development, the company devoted more energy to the safety of the supply chain. The French Nordy Beo is Australia excellent in Tatura after the development of the second strategic milk source partner, SJM plans to buy its 10% stake in its second largest shareholder, but Australia excellent dairy executive Director Yen Weibin Tan Chen,"Although Nordy Beo opened the window of equity to Australia, we could not grasp the dominant position."　　Because Nordy Beo is France's largest infant and toddler food Enterprise, its large shareholder Sodiaal group after the merger of Entremont, has become France's largest dairy enterprise, the European Union infant liquid milk market share in the first, it will not easily give up the Nordy Beo of the holding rights. The milk supply in Australia is no exception, and seasonal is also very obvious. "We have to diversify risk. "The international supply risk, including the quality risk of the Origin dairy products, also includes the political risk, currency risk and the quarantine risk of the specific area in the international market," Yen Weibin said. Therefore, SJM thinks that putting all the eggs in one basket is too risky.　　China's ban on Japanese dairy products in 2010 has sounded a wake-up call to Australia. As a result, Australia excellent dairy has acquired and holding an international high-quality dairy enterprise idea. "In fact, this idea has always been, not only because the holding can give Australia a greater say in cooperation, but also because Australia must expand the diversity of the global supply chain."　　"Australian excellent Dairy executive director, chief executive Chen Yuanlong said that the listing in Hong Kong makes Australia more powerful, and more importantly, as a transparent and regulated listed company in the international capital market, Australia is more likely to get the trust of partners, and the means and methods of foreign cooperation have more choices. To win a good partnership Australia excellent dairy industry has established its own strategic objectives and the global market layout, first through the industry to search for the value of the cooperation of the target enterprises, the other party has a complete industrial chain, with the industry's leading research and development standards and production technology. Haipnoke so into the Australian excellent sight. And Haipnoke as a veteran of the Netherlands, research and development capacity and supply capacity for the obvious, but also has a strong desire to explore Asian markets, are actively looking for and negotiate Asian partners.　　An Asian-European love affair, so began. March 29, Australia and excellent dairy industry and Haipnoke jointly held a press conference in Beijing: O Excellent acquisition of the sea Punoke 51% of the shares.　　The merger of the Haipnoke is the largest since the establishment of Australia's merger and acquisition, Haipnoke became the Australian Tatura, France, after the Berber Europe, Australia excellent milk industry's third-largest supplier of milk source, improve its international milk source system and quality assurance system, improve its global industrial chain layout. Benbusser, founder and executive director of Haipnoke, said that over the years, excellent market growth in Australia excellent dairy industry has been impressive, showing its excellent market development and management capabilities. "When we decided to look for a strategic partner in China, we examined several companies and finally we chose Australia." From last October, November, the two sides on the specific transaction of the detailed communication and negotiations, and ultimately we believe that Australia is the most suitable partner. One of the reasons for choosing Australia is that we are culturally compatible and we are very much on the scale. And we are seeking to build partnerships, not simply to be acquired. OExcellent in the market performance is well-known, very good. And in the contact with Australia, we have an excellent management style, especially the personal charm of several senior managers left us a deep impression. Because no matter what business, what kind of business, to the end are people dealing with people.　　"Benbusser said. Australia excellent dairy industry was founded in September 2003, the development has only more than 500 employees, even with the distribution in China around the shopping guide staff, the total number of employees not more than 4,000 people.　　Such a and people's traditional impression of large and medium-sized enterprises hanging not above the enterprise, but in October 2009, by virtue of 6 years of continuous growth in the same industry first, from the beginning of the top five industries in the forefront of the performance, landed in the Hong Kong Stock Exchange motherboard, successfully listed, the market value of up to 7 billion Yen Weibin that: "Australia excellent dairy is a business model is very good business, cash flow is very strong, even in the model adjustment in 2010, after-tax net profit also has 110 million, relative to peers or maintain a good level." We hope that Haipnoke can benefit from the growth of Australia, so that our interests can be more consistent, the two sides can be long-term and friendly cooperation.　　"Choose Australia yogurt as a partner, Haipnoke will enter China, the world's most important market, and can fully release its milk source and research and development, manufacturing overall strength." Mutual appreciation from the common interests of Australia and the Haipnoke between the two countries agreed to set up a sea Punoke in Hong Kong, the Netherlands holding the Punoke Hong Kong Nutrition Company, as both sides in Asia sales and promotion platform. "Our first goal is to focus on the introduction of goat milk products because we have a globally unique market position in goat milk products," he said. So goat products will be ' Jia Bei Love Special ' brand (transliteration) to the market. Of course, in the future, the two sides will launch more products, especially some high-end special formula dairy products, also includes some product based on milk. Even if the Australian yogurt industry has its own brand, but it is the Punoke shareholders, so the interests of both sides are consistent. Australia excellent dairy industry in the high-end market performance has been very active, has a very strong brand expression, but the concept of the Netherlands origin will give Australia excellent dairy industry inject richer connotation. I think the concept of Australian origin should not be challenged by anyone. The existing business of Australia yogurt industry will not conflict with our future development.　　"Benbusser said. The acquisition, Haipnoke, sold a 51% per cent stake, equivalent to Benbusser and other founders losing control of the company. In this regard, Ben said: "There are several reasons." First Australia excellent dairy is a listed company and well-known brands, so at the time of negotiations, Australia excellent put forward a very clear request, hoping to Haipnoke gain control status. Of course it's a very big decision for us, and it's not our intention. We originally invited the Australian excellent to Haipnoke Equity, Haipnoke founder still maintain its control position. Of course, in terms of personal emotion,This is more logical. But after several rounds of discussion, it feels like the fusion between the two is getting better. The two sides have established a relationship of mutual trust, so in the end we are very happy to give control to Australia. But this is really a very difficult decision. "Yen Weibin said:" First of all, our request is a total win, we also to the Punoke founder of the Australian equity, so that the other side to become an excellent part of Australia, from Australia excellent growth benefits. Secondly, we should establish a transparent, trust corporate governance mechanism, in the board of listed companies to Haipnoke founder a seat, so that the other party can know the information of Australia, participate in strategic planning and decision-making, so that our partners can rest assured. Where does trust come from? From the strategic consensus, information transparency, the achievement of sharing, from the win-take, from the interaction brought about by the participation of the team from the common pursuit of the cause, from the common values. "Upstream, positioning high-end for food safety, the source of supply security is the most important." Why the Australian excellent choice of this business model, Yen Weibin's answer is very clear: "To achieve the long-term development of the company, truly create value for consumers, control the quality of products is the first priority." To this end, we have grasped two principles: milk source and supply optimization, the first to milk source quality can really be controlled. o Excellent in the establishment of the time, limited strength, it is not possible to directly deal with multiple milk suppliers, which is not a new company can do, in this case, we chose the best foreign suppliers to do this thing, and second, although the milk source in foreign countries have many choices, first of all chose Australia. "Adhere to the high-end brand road is the first Australian excellent set up the goal." "Because to prove that we Chinese people can also create a very international, long-term development and in the world very high-end brand." In this case, we have set a very large premise with the supplier, must be in accordance with the Australian brand to do things, must follow our formula to do things, and we choose the object must be world-class enterprises for our OEM production. "In order to create an international high-end brand, Australia excellent dairy industry adhere to the internationalization of the three main elements: product internationalization, that is, the quality of the product standards are internationally accepted, the internationalization of products is essentially the internationalization of product quality, brand internationalization, that is, with global recognition of international brands; That is, the product is not only sold in a specific market, but towards the global market.　　Appropriate mergers and acquisitions will promote the implementation of Australia's internationalization strategy, and further improve their business model. Yen Weibin said that Australia's excellent dairy industry's goal is to develop into a global operation, in the field of infant and young nutrition leading enterprises. "The first is the internationalization of research and development, followed by the globalization of supply, Australia, the beginning of the time, the import of high-quality dairy products." As Australia continues to evolve, we must diversify our risk, including political risk, currency risk, and quarantine risks in specific areas, so that we have to achieve global supply, so we have chosen the AustralianAfter the suppliers of the Great Asia, we chose the largest dairy company in France as our supplier. We think we have to invest more in the supply chain, but the French supplier is a very large enterprise, and it is impossible for us to take the lead when we cooperate with it, after a lot of investigation and negotiation, we decided to cooperate with the Dutch Sea Punoke, which is a key step in our supply globalization. "Australia excellent Milk powder latest events: After the merger, Australia excellent dairy and Haipnoke will carry out in-depth cooperation: first, the integration of technology research and development system: Australia will be the Haipnoke more than 100 years of the formation of the dairy technology advantages of integration in, improve the Australian excellent technology research and development capabilities; Secondly, the integration of product quality assurance system: Haipnoke has accumulated rich experience in technology research and development and management, which can bring strong guarantee to the "high standard of nutrition and safety" of Australia yogurt industry. Finally, the integration of products and brands.　　The future, according to the specific situation of the market, the two sides of the original product and brand integration, the introduction of differentiated products, new brands. Through the holding of the sea Punoke, Australia excellent dairy and sea Punoke pasture, milk source, research and development, technology, quality system, such as all-round docking. "and Haipnoke such a more than 100-year history of corporate cooperation, in particular, we have 51% of the equity, Australia can fully borrow Haipnoke in talent, research and development, supply, production, quality control, brand building and other aspects of the formation of advantages, so that Haipnoke development better, let Australia excellent development better.　　"Chen Yuanlong said. "Bi-directional channel" achievement "within excellent external expansion" Yen Weibin that Haipnoke was originally a global operation of enterprises, the two sides to promote the development of Haipnoke, but also to help Australia excellent dairy industry to achieve the global sales strategic goals. "Now Australia's suppliers of products are global sales, such as our suppliers in Australia, but also to the international top brands for processing and sales to the global market, but Australia is mainly focused on the Chinese market, including Hong Kong, Macao Market." Through the partner's marketing channels, Australia can achieve international sales, because our partners have a sound sales network and effective marketing model to help us promote the Australian brand. "The Australian excellent dairy industry and the sea Punoke cooperation also includes the integration of market channels."　　After the merger, Australia and the sea Punoke will exchange relevant personnel to participate in each other's business management, participate in the development of market channels, their products will also enter the other channel for sale. Yen Weibin revealed that marketing globalization is an important part of both sides ' cooperation. "Australia excellent dairy in foreign sales there are several channels, the first is our own sales channels, the second is to use the existing channels of the market to cooperate, and then strengthen the relationship between the two sides, and ultimately let Australia superior in the international market occupy a more powerful position." Why did we set up a sales platform in Hong Kong immediately after working with Haipnoke, and it was geared towards the entire Asian market? Because the Punoke already has some business in Asia, but because it is too far away, in the Asian market is a bit powerless. DoubleAfter cooperation, we can take advantage of our advantages in Asia, such as Australia is listed in Hong Kong companies, with unique conditions, Haipnoke can quickly expand sales in Asia. "and Chen Yuanlong said:" After the listing of enterprise development strategy and model has been challenged, coupled with the market of dairy products trust crisis, have brought some trouble to our brand. So we want to optimize the sales model, last year has been the channel and sales structure has been adjusted to the sale of sales and concessions to upgrade the sales, the previous sales of our stores accounted for a smaller proportion. Second, the quality of management also determines the level of enterprise efficiency, so we began last year, "three unified" management: Unified management ideas, unified management methods, unified management tools. Management is actually very simple, is to manage people, the steward, doing things, how to pipe, with the target to control people, with the system to the steward, with the process to work! " Now we are moving towards the desired goal. Through strategic alliances with Haipnoke, we will send our staff to Punoke factories and bases, and Haipnoke will also send staff to participate in our sales work and we are interacting. Ben will often come to China, after the merger of the entire company is a family, we have to integrate the corporate culture, the management approach to unify, and we must employ international talent, while Australia excellent sales model and experience they can also learn from each other through mutual interaction to explore the global market. Chen Yuanlong concludes.