The new team faced with the choice and test for the children's milk

While the world is in a frenzy of rapid growth in the Chinese market for infant formula milk, Beime has made a very different choice: the food business outside of powdered baby milk. Recently, Beime issued a bulletin that will be listed for the project "North Sea Shellfish Nutrition Food Co., Ltd. Annual output of 6000 tons of rice noodle project" changed to "annual output of 3000 tons of rice noodles project", the total investment from the original 148 million yuan to 73.9482 million yuan. And the U.S. plans to the project's remaining 74.1348 million yuan to raise funds to invest in children's milk new business. Since 2011, when the founder of Xiahong resigned as chairman of the company, the domestic infant milk powder giant has been in the frequent replacement of high-level personnel constantly reincarnation, in three years replaced three chairman. In Xiahong, Zhu Deyu, Huang after the departure, the current Bedouin power handover rod fell to the new chairman of the hands of Wang Zhentai. Wang Zhentai's business thinking is undoubtedly under the rule of the great changes, in the U.S. 350 million yuan in the United States in the Guangxi Zhuang Autonomous Region investment in the establishment of a wholly-owned subsidiary of the United States Children's Milk Co., Ltd., the children's milk plate rapidly grow into the core of the future of the U.S. In June this year, Berlusconi said the group has a long-distance running plan. According to China's infant industry market environment changes, infant formula milk powder industry is now in an eventful situation, business adjustment is also responsible for the company investors. But in the dairy companies generally on the infant milk powder business constantly overweight, the transformation of children's milk market is really a good choice? Betting children's milk According to the latest bulletin from Belle-USA, the company will invest 120 million yuan for the "annual output of 60,000 tons of children's milk production line technology Reform Project", at present, the U.S. plan in the original liquid milk workshop based on the use of Beihai base existing more than 6,000 square meters of plant and more complete pretreatment equipment, planning and construction of 5 children's milk production line. The cost of billions of dollars spent on the children's milk business is clearly not a small number, and the US has opted to cut the budget for the original fundraising program to make a "transfusion". The announcement shows that the United States will be the original "annual output of 6000 tons of rice noodle Project" Change to 3000 tons, its investment budget also suddenly from the original 148 million yuan cut to today's 73.9482 million yuan. The reason for this is that, as the consumer upgrades, various types of rice noodles replacement products continue to emerge, rice noodle market capacity growth is slow, the company adapt to the market change the initiative on rice Noodle production capacity adjustment to improve market adaptability. and children's liquid milk market in recent years, the rapid development of the annual consumption of more than 35 billion yuan, and the annual growth rate of 30%, from the market capacity of Chinese children's milk and the current market consumption, the market potential is huge, the development of a bright future. But dairy expert Song Liang told the 21st century economic reporter, because of the two years of food safety reasons, the child milk market growth has slowed. At the same time, although the child milk market has the growth potential, but also faces the high price and the nutrition question. Guang-Sheng Heng Seng analyst Wang Jianhu is that the children's milk market and the United States has been involved in infant milk powder has a greater difference, the newBuild channels, the development of distributors more expensive, and in the market competition has been more intense, products increasingly homogenization of the premise of the United States will be difficult to judge what to win. A distributor in Henan Province told the 21st century economic Reporter: "In the consumption habits, children after eating three milk powder began to eat milk, children's milk is not the concept of just need, and market prices are high, it is difficult to be received by the local market." "and Bedouin laudatory name, the current children's liquid milk market does not have a strong foreign brand, the company has the opportunity to cut, will be the product line of the United States and extended to children liquid milk, to seize this segment of the market to achieve continued growth in sales." However, according to Song Liang, the current children's milk market, Taiwan's booming children's milk products have a market share of more than 10 billion yuan a year, in addition to Yili and Mengniu have achieved good results in the market, this segment of the market does not lack a strong competitor. The new team's "long-distance running" plan with the U.S. 120 million yuan investment in children's milk announcement also issued a senior executive resignation report, Bedouin laudatory, Mr. Yan Jianhua for health reasons, apply for resignation of the company's deputy general manager and other positions held in the company. 21st Century Economic Report reporter noted that Yan Jianhua in 1992 joined the U.S. company, in 2011, Xiahong founder of the United States for personal health reasons to resign the company director, Chairman and general Manager Post, Beime original Vice Chairman Zhu Deyu successor company chairman, former deputy general manager Ye Hong become the company's new general manager. After the new team came to power, the rapid surprise promotion of 4 vice President, respectively, Yan Jianhua, Wen Gong, Qian Huifang and Liu Hui-yu. And a very interesting fact is that the four executives who took office after Xiahong left no one to stay at the top. In the 2012 annual report of the United States, Liu Hui Yu will have not been in the company's list of executives, and then Qian Huifang, respectively, in 2013, the former deputy president of the United States company, June 2014, Yan Jianhua also announced the departure of the Bedouin United States. A former employee who worked for 6 years in Belle-Yan Jianhua told the 21st century economic reporter that he was the first group of pioneering veterans in the United States, and was responsible for the management of many areas in the United States, and in the United States has a high reputation. "His departure may have something to do with the takeover of the new leadership by the United States, and may prefer to enable new entrants to complete the adjustment." "According to the Beime 2014 quarterly status, the company realized operating income of 1.088 billion yuan, a decrease of 35.85% per cent, the realization of the parent company attributable to the shareholders of the net profit of 68.5751 million yuan, compared with the same period in 2013 36.34%." Such a performance is clearly not satisfactory to the investors in the United States, and Chenhui, vice chairman of the board, said the company's business in recent years limited to infant formula, rather than the overall baby food, to create the current performance bottlenecks. Statistics show that infant formula business sales in recent years accounted for more than 90% of the overall business of the United States and more than the proportion of 2012, of which 92.89% in 2013, 93.49% in 2014, the firstQuarter is 94.87%. And Beime hopes in this business adjustment, will reduce the proportion of infant and baby milk powder business to One-third. In a public setting before this, Wang Zhentai said: "I will do my best to achieve this long-distance running plan set by the Board of directors, without leaving these problems to the successor." "For many Bedouin investors, it remains to be expected how far the new masters can bring the Bedouin."