Chapter 180 Layout
Fu Qiuyan was in a daze when he heard that his boss was determined to win the exclusive dairy sponsor qualification for the Olympic Games.
Olympics!
The most grand sporting event in the history of the country, anyone with a discerning eye would like to know how fierce the competition is.
Fu Qiuyan gritted his teeth and said: "The marketing expenses are not enough, and we may not be able to compete. With the escalation of this year's price war, Yili's sales expenses in the first few months have reached 1.6 billion, and M Niu is not much more. Let.”
Guo Yang raised his eyebrows. Compared with the two domestic dairy giants, Hexi is really just a child.
The annual revenue of Yili Dairy has exceeded 10 billion, and the number of milk cows has exceeded 9 billion.
In the past, Hexi Dairy worked hard and did not invest heavily in brand promotion, nor did it have that much money to invest.
But in the next two years, Hexi Dairy will increase its production capacity significantly.
Brand promotion has to keep up.
Judging from experience, advertising has a more obvious role in promoting the sales growth of fast-moving consumer goods in the dairy industry.
The influence of the Olympic Games is undoubted, and Guo Yang is still thinking about competing for the number one spot in YTV next year.
In addition, Guo Yang also plans to learn from M Niu’s flexible marketing strategy and use big events for marketing.
The manned space incident, [Super Girl] Mengniu Sour Yoghurt, etc. have all been very successful in improving the M Niu brand and terminal promotion.
Event marketing is also the biggest secret to the growth of M Niu brand.
But in terms of familiarity with the influence of major events in the future, it should be difficult for anyone to surpass him as a time traveler.
After thinking for a while, Guo Yang said: "Don't worry about the money for now. You write the report and I will approve the note."
Fu Qiuyan was stunned.
Having worked at Hexi Dairy for two years, in her opinion, Hexi Dairy is a weirdo.
Big players in the dairy industry are busy increasing investment in marketing and constantly launching price wars.
What about Hexi Dairy?
However, more funds have been put into the construction of pastures and production bases, milk source control, reduction of logistics costs, etc.
Are you going to turn?
Guo Yang continued: "In the next three years, we will focus on sports marketing, and at the same time, pay attention to shifting the marketing focus to second- and third-tier cities."
Fu Qiuyan also understands that the boss's marketing strategy is basically In line with the trend, the two major dairy giants, M Niu and Yili, also tend to focus on sports marketing.
But can the company come up with that much money?
Remembering what his boss said, ‘You write the report, I will approve the notes’, Fu Qiuyan did not dare to speak for a moment.
It took half a month to get a thorough understanding of the conditions of each of its major ranches, and the relevant materials were also sorted and prepared.
Guo Yang immediately organized a meeting on dairy industry development at the group headquarters and confirmed some new development plans and directions.
Guo Yang still presided over the meeting.
The entire development direction is proposed and controlled by him, but the specific details are improved by each department.
Mainly in several aspects:
First, go all out to enter the dairy industry and accelerate the layout and construction of production bases and milk source bases in various places. The investment in the next two years will be nearly 2.7 billion yuan.
Second, brand marketing promotion, focusing on pasture and milk sources, to carry out sports marketing; at the same time, the marketing focus has shifted downward, with an average annual sales expense of more than 1.5 billion yuan.
Third, establish high-end brand advantages and give full play to the milk quality advantages brought by high-quality pasture and well-bred cows.
Fourth, vigorously develop the cold chain transportation and logistics system. Fully automatic mechanical milk extraction - low-temperature pasteurization - 0-4°C refrigerated transportation - and arrival at the store within 12 hours are the most basic requirements.
Fifth, mid-to-low-end products...
As Guo Yang finished explaining all the plans, there was silence in the conference room at first, and the employees who did not participate in the research looked at each other.
Is this too radical?
Guo Yang looked at this scene and said, "Everyone is speaking out enthusiastically. If you have any questions, you can ask them."
After a while, a question came out.
“Where does the money come from?”
Everyone turned around and saw a relatively unfamiliar face. It was unknown which branch he was promoted from.
Look, there is an honest man here!
Guo Yang smiled encouragingly and said, "This is a good question. I also know that you are worried about the operating conditions of the group."
Guo Yang walked around the conference room while observing everyone's reactions.
“Maybe you will think that the group’s rapid expansion and rapid expansion must have a very bad financial situation.”
“Leasing the physical assets of Delong Animal Husbandry, the next step is to plan mergers and acquisitions, at least 150 million. "
"The acquisition of Denong agricultural inputs and subsequent development will require an investment of 258 million."
"The 100,000-acre organic soybean base in cooperation with Jiusan Grain and Oil will be followed up. Expanding to 300,000 acres will require a total investment of 300 million yuan.”
"120 million to purchase the Gobi between Jiuquan and Jiayuguan, and subsequent improvements are conservatively 30 million per year."
"Fengkai Agricultural Machinery's Shandong Province base expansion, northwest base upgrade, and overseas wheel tractor production base construction, there are no 5 Billion is not possible.”
“The land reclamation of 2 million acres in the Asafoetida Gobi and the construction of water diversion projects such as digging holes through the mountains will require nearly 2 billion this year for land consolidation and water diversion projects. At least more investment will be needed to generate benefits. Nearly 10 yuan."
"Falcon Agriculture's Falcon Town and the reseeding of 600,000 acres of degraded grassland require 120 million yuan."
"Shahai Agriculture and Animal Husbandry has an annual fixed investment of 2. Billions..."
Guo Yang stopped and said
“The total is 4.558 billion.”
“Including Hexi Dairy’s investment of 5.7 billion in the next two to three years, it has exceeded 10 billion yuan.”
< br>"Moreover, some projects still require continued investment."
Everyone in the conference room couldn't help but swallowed. The data the boss said may not be completely accurate, but just listening to this series of investments.
It makes people's hearts beat.
Guo Yang looked around and said in a deep voice: "Are you afraid?" There was silence.
"Perhaps some of you are thinking now, is the group capable of spending so much money?"
Guo Yang looked in a certain direction.
Hua Linqing, the person in charge of finance, saw the expression in his boss's eyes and introduced the group's operating conditions to everyone.
"Alfalfa Agriculture and Animal Husbandry is expected to have annual revenue of 1.6 billion yuan and a net profit of 800 million yuan."
"Tianhe Seed Industry is expected to have annual revenue of 1.5 billion yuan and a net profit of 9 billion.”
“Fengkai Agricultural Machinery’s annual revenue is expected to be 550 million yuan, with a profit of 170 million yuan.”
”Quanwang Biotech’s annual revenue is expected to be 320 million yuan, with a profit of 0.1. billion.”
"Hexi Dairy's annual revenue is expected to be 250 million yuan and profit is 120 million yuan."
"Shahai Agriculture and Animal Husbandry... (ignored)."
"In addition, equity financing income is 1.092 billion Yuan, the value-added income of Weiguang Investment's stocks and real estate is approximately 400 million yuan. "
"The group's annual revenue is approximately 5.712 billion yuan, and its net profit is approximately 2.4 billion yuan."
"Weiguang. The original value of the invested stocks and real estate is about 1.5 billion yuan..."
The people in the conference room were basically middle and senior managers from the group headquarters, as well as senior executives from Hexi Dairy.
This is the first time for many people to hear this financial data so intuitively.
In the past, these were kept secret.
Either surprised, excited, or complacent, the expression on everyone's face has changed more or less.
It only took 3 years,
From nothing,
from zero to a behemoth with billions in revenue.
They are part of Jiahe.
In addition to the top-level senior managers, many backbone managers at the group headquarters entered Jiahe three years ago.
Some are from the finance of Alfalfa Agriculture and Animal Husbandry, some are from the administration of Tianhe Seed Industry, and some may be the technical person in charge of a certain base.
When the group headquarters was established, they were grouped together because they were familiar with the business of a certain sector.
These people also have the highest sense of identity in their hearts.
The executives who joined midway have not seen money before. They have worked in companies several times larger than Jiahe, and dozens of times larger.
But agricultural enterprises with such high profit margins are really rare!
Guo Yang gave them enough time to buffer the surprise and joy in their hearts.
After calming down.
These people have also thought about it, especially the senior team, who are also the most sensitive to financial data.
Once the accounts were settled,
the money was still not enough!
But with the support of the long list of data just now, everyone in Jiahe has confidence.
Count the loans of each company, as well as subsequent operating income and various investments.
Oh, there is still a gap.
But don’t rush!
Miao Lanchun from the Strategic Investment Department asked: "Will Jiahe continue to raise funds?"
The rest of the people were also sitting upright.
Guo Yang lifted his seat, sat down and said with a smile: "Just rush forward boldly. I will back you up. If necessary, Tianhe and Haohe can continue to raise funds."
Everyone in Jiahe is very encouraged.
Y Li and M Niu, right?
I have long disliked you.
It’s time for the world to see what real milk is!
The outside world only knows that Hexi milk is expensive and that its quality is good, but they don't know how good it is.
The outside world thinks that the cost of milk in Hexi is high and the profit is meager. However, with the development of the whole industrial chain, the cost of Hexi dairy industry can be reduced at any time, and it can even be reduced to a jaw-dropping level.
After the meeting.
Guo Yang looked at the majestic Qilian Snow Mountains above the city, lonely and fascinating.
I can’t help but think of the sound of fighting and iron horses.
The debate at the top has already concluded.
The instructor Weng Lixin also told him immediately.
In terms of who has benefited the most from this game, Hexi Dairy is still a little far behind.
Jiahe’s real big move is alfalfa farming and animal husbandry. The restrictions on the sale of seeds have been relaxed, and regulations on large-scale private improvement of saline-alkali land are also being formulated.
It is nothing more than how to charge fees, save water resources, protect the environment, strengthen supervision, and strictly prohibit private theft of minerals, illegal mining of sand and gravel, etc.
After all, the northwest is so large and there are coastal saline-alkali areas. No one knows whether there are undiscovered resources buried underground.
The reason for the large-scale deployment of the dairy industry at this time is that in addition to preparations in production, logistics, cost control and other aspects.
It is also because Jiahe has more abundant sources of funds.
Selling seeds.
(End of this chapter)