Zong Qing: Can you continue to write legends in the milk powder industry?

At the end of 2009, the Wahaha 22 anniversary celebrations, Zong said that 2010 Wahaha will officially enter the infant milk powder market, the annual sales target Sprint 10 billion yuan.　　At the beginning of 2010, Wahaha infant formula "Edison" in Guangzhou, Hainan and other place listed, but the quantity is not much, it is understood that the price of milk powder more than 230 yuan, sales are good.　　During the two sessions this year (March 8), Mr Zong spoke about Wahaha's foray into infant milk powder market in an interview with the mainland's "guest CCTV".　　Moderator: Why seek such a breakthrough? After Zong: It should be said that our two years are the country's fertility peak, it is said that about more than 20 million newborns are born every year, it should be said that our country in the infant formula is still relatively weak, as we are the leading enterprises, but also have the economic strength and technical strength, we want to enter this market,　　For our next generation to produce a relatively high quality, can make him healthy growth of infant formula, while on the other hand is to adjust their product structure, speed up their own enterprise development.　　Moderator: How do you feel about the current time? Zong Qing: This time choose to enter I think is still relatively good, on the one hand is a decapitated, not a good, big brand, is the common people trustworthy brand, like Wahaha has the strength, so many years of good faith management, and maintain their own product quality, I think we can play our own domestic brand of infant formula. On the other hand, I think we should also say that there is a guarantee for the health of the next generation.　　At the same time, I think that our own national brands can also compete with others. --from Zong Qing: A breakthrough in demand for baby milk powder in water test since the above talks with the moderator, Zong Qing, as before in the Battle of Dawa Image, is a national entrepreneur, with national circumstances and national responsibility, to bear the milk powder industry to produce good quality, build a good brand responsibility, For the next generation of health protection, and full of confidence, at the same time, can also hear the move is to grasp the market opportunities, and adapt to development. Before he was interviewed in the media, Zong said he had clearly realized that the beverage industry had overcapacity and a growing profit margin, so he was also looking for a new profit growth point for Wahaha.　　, and the huge space of infant milk powder industry and the current domestic brand and international brand is difficult to lead the situation also prompted Zong Qing to make such a decision. The market is not optimistic about infant milk powder after the whim of the Chinese dairy industry experienced melamine in 2008, Zong after the intention to intervene, participated in the auction of Sanlu assets, but failed to do so. And at the end of last year announced the formal entry of infant milk powder market, this year began in Guangzhou, Hainan and other small sales. Products for the Netherlands imported products. It is understood that Wahaha last year's investment in more than 6 billion expansion capacity, has been put into production this year, there will be in the future in China imported milk powderPart。　　After Zong's thoughts and the recent actions of Wahaha, Zong was optimistic about the prospect.　　The achievements and status of Zong Zong and his leading wahaha in China's beverage industry are no doubt, but can the dairy market be "taken down" as expected?　　For Wahaha into the milk powder industry, there are people in the industry said that a brand of milk powder on the market is a good thing, there is competition to price advantages, mutual supervision between enterprises to ensure quality. The prospect of Wahaha's foray into the milk powder industry is mixed. Some people think the Wahaha brand is good, has the capital strength, the sales channel is sound, does the powdered milk also to have the good result. And some people think that the current domestic brand of milk powder in the high-end market is difficult to contend with international brands, and time and again the dairy safety incident to the domestic milk powder enterprises lost confidence, and Wahaha before the success of the beverage industry is not necessarily successful in the dairy industry. In this respect, specializing in dairy industry research in Shanghai Ming Tai Ming View marketing consulting company Deputy General Manager Mr. Hu Junwei from the industry characteristics, brand impact, channel control, etc. put forward some of their own considerations: Wahaha has a strong brand influence, but the brand influence is built in the beverage industry, Wahaha is already pure water, Fruit milk beverage, etc. pronoun, can carry more category cognition, the brand's cognition extends to the milk powder industry is an unknown; milk powder industry and the beverage industry, milk powder is a high value and infant products, the safety of its products and knowledge marketing can be recognized by consumers is the key, and beverages are the mass products, The consumer population is mainly adult, easier to accept; The key point of milk powder market is to cultivate consumers, fine marketing is the mainstream, and the beverage market is the mass market, take extensive management also no problem; from the channel, Wahaha extended the interests of the community of the way, is its stable growth of the fundamental, But these dealers can manage the milk powder This category is unknown, to the dealer Operation Market support to be far more than the real economic benefits.　　Powdered milk is a Shanping, and it takes a long time to get consumer recognition. Mr. Hu Junwei's analysis shows the uncertainties of the future, when Wahaha involved in the acquisition of Sanlu's auction, dairy experts Wang Waibao said: "Wahaha comprehensive strength is strongest, but after all, the industry outside enterprises, has never dabbled in milk powder manufacturing and just started to start the milk source construction, the so-called ' Insiders ', Wahaha can activate Sanlu left quality assets, product line to achieve complementarity I am afraid there is uncertainty. "is also based on the same considerations. "Of course, these are still the attractions of Wahaha, Wahaha in the hearts of consumers still have a strong consumer base, if Wahaha can take appropriate marketing strategy, well cut into the milk powder market, the future is still promising." "There are uncertainties, but Mr Hu Junwei is still looking forward to the good development of Wahaha in the future." When it comes to marketing strategies, Wahaha's leader, Zong Zong, is a man who has never lacked marketing, and said, "marketing is important." A bad grasp of corporate marketing,Products can not sell, and other do a good job, also no use. "In this, Mr. Hu Junwei also acknowledged, and said Wahaha now to" Edison "for the milk powder brand name and positioning high-end this way is better," a brand from high-end to low-end extension is easier, from low-end to high-end extension is more difficult to take the way of the sub-brand, although the consumer awareness of low, But it is easier to find a breakthrough from brand naming and high-end positioning of products, and unlike Wahaha itself, there is a need to change consumer perceptions. At the same time, the product Department of the Netherlands imported also attractive. As Zong said, "Now I eat more people, can not easily be a mistake", "See, my action is very fast, just under the judgment of this step, I will be very careful." "Wahaha's series of milk beverage products use more than 150,000 tonnes of powdered milk a year, Xinjiang, Dali, Ningxia, Heilongjiang, Jilin five major milk powder base has also been built into production, and even acquired the Xinjiang Construction Corps of three pastures, began to raise their own cattle; in the past two years, Wahaha has also begun to adjust the channel control,　　Increase the network construction of two batches--from macroscopical layout to new product brand promotion, channel construction and marketing way exploration, Zong Zong's every step should be the result of his foresight. According to reports, "in Guangzhou, Hainan and other place listed in Wahaha infant formula ' Edison ' price of more than 230 yuan, now only 3 paragraphs within the series, Guangzhou in December last year on the first batch, in February this year before the Spring Festival has sold out." From the listed Wahaha milk powder sales, consumers on the Wahaha brand and the original imported milk powder are more confident that the market prospects should be good. "After more than 20 years of entrepreneurship, Zong has created his own drink kingdom and has made a legend." In close to the year of the year, Zong has been in Wahaha within the passionate to put forward a "third venture"; now after the misses of Zong-Qing, Wahaha 2010 realized business income 70 billion, 2012 breakthrough 100 billion. Wahaha success in the beverage industry can be copied to the milk powder industry still need time to test, but we are happy to see it, hope that milk powder can become its product structure adjustment, speed up the growth of enterprise development, but also hope that Wahaha can open up a new situation in China's dairy industry, as soon as China's first revenue breakthrough hundreds of billions of food enterprises, In the kingdom you have created, laugh to the last.