Chapter 355: The only one; the loser
Liu Xiang won the championship at home and even broke the world record. His influence is beyond the imagination of the world.
Guo Yang walked around and returned to the office. Before he could sit down, he received congratulatory calls from the city, province, and Yasheng.
"Mr. Guo, congratulations!"
"Liu Xiang never forgets to mention Hexi Dairy. The brand value of Hexi Dairy has soared this time!"
"It's worth hiring this image spokesperson!"
Although I felt very happy, it felt like he had won the championship.
However, the purpose of these people is pure, to let Jiahe support the development of the city's livestock industry.
Especially the Yasheng Group, the Provincial Farm Reclamation has plans to let Yasheng take over the Yuerhong Ranch.
Yuerhong Ranch is located in Subei County. It is a large state-owned ranch with an area of more than 2 million acres and an extremely favorable ecological environment.
The main business is cashmere goats and sheep, which are complementary to Jiahe.
But now we are also facing the problems of environmental degradation and poor industrial efficiency.
More importantly, Yuerhong is located in the upper reaches of the Shule River. Although it has not yet reached the source of the glacier, it is also an important water conservation area.
Guo Yang naturally agreed.
Ma Peng, chairman of Yasheng Group, said: "Mr. Guo, there is one more thing. We hope to make an announcement in the name of Hexi Dairy about the cooperation."
"Okay." Guo Yang smiled and said: "Actually, it's the same. In the end, Jiahe Ecological Environment Management Company will implement it."
"No, no, no, it's different."
Ma Peng said anxiously : "Hexi Dairy is now gaining momentum. At this time, the news of the signing between Yasheng and Hexi will be of great benefit to boost the stock price."
Good guy!
The original purpose was to leave it here!
Since the stock price reached its peak at the end of last year, the market has been falling, and it fell below the 3,000-point mark at the end of June.
Now it is hovering at 2560 points.
Yasheng Group has also plummeted, and its stock price has dropped to the range of 4 yuan.
"That's no problem." Guo Yang said: "But, is Yasheng taking over Yuerhong Ranch just an idea for farming?"
Ma Peng said: "There is news. Yes, it’s not necessarily accepted yet! Alas, the area there is huge, but except for the Changma Basin, the conditions are very difficult!”
Guo Yang was thoughtful.
The name ‘Changma’ comes from the Tang Dynasty. It was the place where the famous Tang Dynasty general Fan Lihua raised military horses.
But Changma only occupies a small part of Yuerhong Ranch, and its main body is in the folds of the Qilian Mountains on the northeastern edge of the Qinghai-Tibet Plateau.
"Okay, I will ask someone to cooperate."
Guo Yang agreed immediately, no matter what, now the fallow water conservation in the middle reaches of the Shule River Basin requires the assistance of agricultural reclamation.
To put it bluntly, Yasheng and Nongken also want to take advantage of the popularity.
This is understandable.
There is indeed a possibility of cooperation with Yuerhong Ranch.
Not only that, Guo Yang also notified Xie Shijie and asked him to pay attention to the developments at Yuerhong Ranch.
This morning, Guo Yang just made phone calls.
After Hexi Dairy has experienced the Olympics, no one will question its status.
Since the beginning of summer, the consumption of consumer goods has gradually heated up, and milk products have once again become a hot topic of public attention.
Leveraging the popularity of the Olympic Games, Hexi Dairy has always been at the forefront.
The Liu Xiang phenomenon has once again raised the popularity to a level that no one can match.
And Liu Xiang’s love for Hexi Milk is sincere and has gone beyond the role of image spokesperson.
I would like to ask which spokesperson can put the product on his lips anytime and anywhere?
Liu Xiang did this for Hexi Dairy!
Guo Yang took the time to browse the portal website in the morning. News about Liu Xiang had already dominated the list, and netizens were discussing it enthusiastically.
Photos of Liu Xiang drinking milk also appear from time to time.
And the popularity is still rising!
When Guo Yang was about to go for lunch, even Li Xingjian, the top leader of Jiugang, called.
Also using Liu Xiang as the starting point, he boasted a bit, and then talked for a while about the ecological management of Jingtieshan and Jiayuguan, as well as Jiugang’s wind power project, etc.
“Mr. Guo, we may need to set up wind turbines on your site in the future, and we need more help from Jiahe.”
“Easy to say, easy to say.”
“ I won’t disturb you anymore. I’ll treat you to tea some other time. No, you have to treat me to tea. I tasted Jiahe’s kenaf tea once, and it’s well-deserved!”
"I'll bring you some someday."
"Haha, I'll remember that!"
After hanging up the phone, Guo Yang was a little embarrassed. The heat was really overwhelming. .
When he arrived at the canteen, he found that it was also decorated with lights and colorful decorations, as if it was a festival. All the products of Hexi Dairy were placed at the entrance and exit.
It says: "Company benefits, one per person, can be collected independently."
The dishes are also extremely rich, with a wide variety, which is dizzying, and the aroma is overflowing, making people salivate.
“Oh, it’s the Chinese New Year!”
Xie Shijie, who had just finished cooking and sat down next to Guo Yang, said, “It’s the Chinese New Year!”
“Today The office is about to explode!”
“It’s really exciting,” Xie Shijie said with a smile, “With Liu Xiang’s victory, Hexi Dairy’s sales are about to explode.”
"It's also good for the business of Alfalfa." Guo Yang picked a piece of beef and ate it. "Has the problem of Yugu Fort mentioned last time been solved?"
"The rent of Huangni Fort has been paid, but There are some new problems." Xie Shijie said: "The reclamation of cultivated land in Sunan Minghua Township is too exaggerated."
"There are 200,000 to 300,000 acres of cultivated land in one township, and groundwater overexploitation is serious, which has already affected Yugu Township. "
Guo Yang said in a deep voice: "Look for Ning Xiaojing, this time the Minghua Township will be included in the scope of the project." Developing an alfalfa base in Zhangye? ”
"Think about it together."
"In addition, Yu'erhong will take time to visit the scene, or send a few professional investigation teams there."
"Great."
Feeling the atmosphere in the canteen, Guo Yang originally wanted to let the employees take a collective vacation.
However, the group's branches are too large, and companies such as Tianhe, Alghe, Hexi, Ecological Management, Jiahe Cereals and Oils are busy again.
At this time, the headquarters is on vacation, which is too much of a delay.
It is only right to continue working.
…
Nielsen IQ is a monitoring and data analytics company with operations around the world.
Since entering the Chinese market in 1984, we have established cooperation with many consumer companies and advertising companies.
Help customers fully understand consumer habits and trends, and understand the driving factors of consumer behavior.
Develop, improve and market customers' products to achieve continuous innovation.
Yili is one of Nielsen’s clients.
Its Jindian and other series of products were launched under Nielsen’s suggestion.
At this time, a meeting was being held in Hohhot.
Pan Gang, the president of Yili, said: "Mr. Chris, the situation is not good now. Our marketing strategy has failed and we urgently need a better solution!"
Under the advice of Nielsen, Yili started from Two years ago, I started toying with various Olympic concepts.
National health, national fitness, strategic partnership with CCTV Sports Channel, blanket marketing, and various interactive brand marketing.
After two years, Yili has done no worse than Hexi Dairy in marketing.
But the melamine incident eclipsed the effect.
It took nearly a year to recover, and I originally wanted to find a new way to gain some popularity in the Olympics. However, the recent popularity of Hexi Dairy Industry has simply overwhelmed everything.
“There is nothing we can do for the time being.”
Keris, the director and president of Nielsen China Region, helplessly spread his hands.
“In fact, being able to reach this point is already a very good result.”
“Yili’s brand reputation is recovering.”
Pan Gang was expressionless, "That's because we have also invested heavily in the construction of milk sources. Yili has introduced alfalfa grass and Quanwang's organic pasture management plan. We are still the number one selling brand in China!"< br>
“But if this continues, Yili will be overtaken by Hexi Dairy.”
Kris shook his head, “Judging from the situation in the first half of the year, Yili has already been overtaken.”< br>
“Yili has all the Hexi Dairy Industry. This time, the Olympic concept was used, and the original effect was good, but the sports stars signed by Hexi were so good.”
“So good that the whole world is paying attention. .”
"It has to be said that sports events are indeed a powerful tool for emotional marketing."
"From Guo Jingjing's successful defense of the title, the men's basketball team entering the quarterfinals, and praise from international athletes, to Lin Dan winning the badminton men's singles championship, Hexi Dairy has won step by step Emotional resonance."
"Until Liu Xiang appeared, won the championship at home, and broke the world record again, each of which could completely ignite the national mood, but these two appeared at the same time."
" At this time, consumers are no longer consuming for consumption, but consuming for emotion.”
“Buying a piece of milk is not like buying a car. It requires careful decision. A piece of milk costs up to 180 yuan. If consumers are happy, they will buy it.”
"This is how Liu Xiang won the championship and broke the world record."
"The quality of Hexi Dairy can withstand this wave of traffic."
"In Nielsen's consumer survey, Hexi Dairy The dairy industry has been widely recognized by consumers, and the market share of all major product lines has increased significantly!"
Every time Kris said something, the expressions of Yili executives on the scene became more and more ugly.
But Coris did not stop because of this, but said the fatal blow.
"Yili is no longer number one."
"What needs to be considered now is not to be too far behind."
"If you can accept this reality, based on the tone of catching up, Nielsen can continue to make suggestions for Yili. "Maybe it can avoid becoming a second-rate brand."
"If not, Nielsen will try to establish cooperation with Hexi Dairy."
< br>
The conference room was eerily quiet.
President Pan Gang had a heavy face, and the others also had pale faces.
Yili was reorganized in 1993. Since 1995, it has been the number one in sales in the country.
Even though it was hit hard by melamine at the end of last year, it still maintained its leading position.
Now, the world's authoritative research institutions have clearly pointed out that they are no longer number one.
It may even become a second-rate brand.
How do people accept this?
Most of the people present here are old people from Yili. They have deep feelings for this brand. At this time, their eyes are red.
The boss in charge of marketing and publicity couldn’t help but roared when he thought of his efforts in marketing and publicity in the past two years.
“Why do you say we are not number one?”
"Why?"
"We still have a chance in half a year!"
Everyone in the conference room couldn't help but look at Chris.
Kris sighed.
“Nielsen released a consumer confidence index last month, and consumer confidence around the world has dropped to the bottom.” “Nielsen will release this year’s latest dairy consumption report next month.”
"Hexi Dairy's 'Olympic Milk', represented by organic milk and other high value-added dairy products, has become the biggest winner in the dairy industry this year with a market share increase of more than 30%."
"You guys You may not believe it, but this is the fact.”
“In major supermarkets in various cities, the dazzling counters of Hexi Dairy have become one of the areas most frequently visited by consumers.”
“ Other brands around it eclipse it!”
I don’t know how long it was silent.
There was a squeaking sound of chairs being moved in the conference room. It turned out to be Chris seeing that the Yili senior management team had been silent.
I decided to get up and leave.
Nielsen can accept this service failure. Hexi Dairy made a desperate bet on the Olympics and Liu Xiang in marketing, which also taught him a lesson.
But Yili doesn’t seem to agree with Nelson’s judgment, so there’s nothing to say.
As soon as Coris took two steps, Pan Gang said, "Wait."
"Eli is willing to accept this failure..."
After the meeting.
Pan Gang led a group of senior executives to personally and secretly visit the counter of a supermarket.
After standing for more than ten minutes, it was true that as Chris said, Hexi Dairy felt like it stood out from the crowd.
Everyone also tasted the new product of Hexi Dairy. Once they tried it, they were surprised to realize that this milk indeed has a magical power.
Hexi organic fresh milk has no rival!
Sighing secretly for a while, Pan Gang confessed: "Negotiate the agreement with Hexi to introduce dairy breeds, sign it!"
......
Saturday, go On the way to Jiayuguan Airport.
Guo Yang received a call from Qiu Jingrang of Hexi Animal Husbandry, "Boss, Yili has agreed to the seed introduction agreement."
"It's a bit late." Guo Yang said: "Yili's management is too cautious."
In the past, Yili still had accumulated brand advantages, and melamine had limited influence in some third- and fourth-tier cities.
But now, the Olympic Games, which are attracting national attention, have also raised Hexi Dairy to the level of a national brand.
Yili basically has no advantage.
If Yili could decide to introduce seeds earlier, the situation would be better. Well, at least it wouldn’t be so hard to catch up.
On the other side, Qiu Jingrang was speechless and choked.
Actually, Yili wanted to introduce the species a few months ago.
It was just that Ji Zhuowen went to negotiate at that time and directly quoted a sky-high price.
A calf can cost RMB 50,000, and breeding cows generally cost RMB 70,000 to RMB 80,000 a head, or even more!
In the context of domestic production capacity being cleared and cows being dumped and slaughtered, the price of a cow is at most 3,000 to 5,000.
In the past few years, the most expensive imported cows were only 10,000 to 20,000 per head.
The price of Hexi Animal Husbandry makes it easy for people to feel that they don’t want to sell.
He even suspected that Ji Zhuowen deliberately quoted the price like this, just to give Hexi Dairy more time to respond.
Qiu Jingrang asked: "Then do we still want to get stuck?"
"What's the deal? You're a bastard if you have money!"
"Sell! Yili sells as much as he wants!"
"Great!" Qiu Jingrang said with a smile: "Now it's going to be paid off! ”
After the call ended, the car arrived at the airport. After waiting for a while, they saw the blond Catherine and others walking out of the aisle.
So many foreigners immediately attracted the attention of many people coming and going to pick up the airport.
Guo Yang waved his hand.
"Guo, Guo, Guo..."
The group of people also called his name, said hello, and hugged him. So many foreigners also attracted a lot of attention.
A total of two cars came to pick up the plane. After getting on the car, Guo Yang and a few people chatted for a while about their experiences in Xi'an.
The ancient capital of Thirteen Dynasties has won the favor of several foreigners.
Fran, especially, kept talking all the way.
"Guo, do you know? China is so amazing. It's completely different from what I imagined before."
"What's the difference?" Guo Yang smiled and said, "Isn't it? Are you too tempted by the delicious food here?”
“No, no, that’s not what I meant. It doesn’t feel like the Chinese you remember.”
“Huh?”
Guo Yang, who was sitting in the passenger seat, looked back and saw that Fran's expression was also very complicated.
Guo Yang probably understands.
Foreign media have never been very friendly to domestic propaganda, and many people have deep stereotypes about China.
"Fran, you don't have to think so much, you are just here to enjoy this journey."
'justenjoyit.'
Fran said: "Not only me, but Victor and the others too, this place is so amazing, I don't even know how to describe it in words!"
Guo Yang smiled and said: "I will take you with me these two days. Let’s see what’s even more amazing.”
After sending the group to the hotel, Guo Yang felt that Jiahe’s hotel in the Gobi could be moved.
There are many opportunities to use it in the future!
After a short rest, Guo Yang took a group of people to have lunch.
I don’t know whether it was because of the enthusiasm and support, or because it was really rare, but Fran and others still made various exclamations when faced with the northwest-style delicacies.
Of course, it sounds really pleasant to the ears.
After the meal, a group of people sat on deck chairs to cool off. Victor asked: "Guo, when will you take us to see the ranch? I can't wait."
Guo Yang Said: "If you are not tired, we can set off now."
"Guo, I always thought you would take Catherine to drive the tractor first." Fran smiled: "You two are here They have a common language.”
Guo Yang glanced at Catherine, "That one can go tomorrow."
Katherine also smiled, "Let's go and see Guo's farm by the way."
Guo Yang was thinking, should he take the Which farm to go to?
In the afternoon, Victor walked around the pasture of Hexi Animal Husbandry, looking at it carefully, but what puzzled him was that he didn’t see anything special.
“Guo, which brand of milk is really produced here?”
"Of course." Guo Yang knew Victor's purpose, "The reason why the quality of Hexi's milk is excellent is that alfalfa accounts for a large part of it."
"Oh?"
Guo Yang pointed Uncut alfalfa not far away.
“The protein content of alfalfa here can reach more than 30%, which can provide the best nutrition for dairy cows.”
Hearing this data, not only Victor, but also Catherine, Fran, and John also Everyone looked at him in surprise.
"Can it be so high?"
"I don't need to lie to you. You can test it at any time." Guo Yang smiled and said: "Actually, you can also try alfalfa products in your pasture."
< br>Victor asked: "Are they sold in Europe?"
"Yes, but the sales in Europe are very few." Guo Yang said: "However, they are very popular in Japan, South Korea and the Middle East. ”
“If you want to buy it, I can help introduce it.”
In fact, Guo Yang wants to use these two families to open up channels in Europe. Germany and France are the two countries with the strongest spending power on the European continent.
Although it is also an agricultural power, many agricultural production resources need to be imported.
Feed is one of them.
It was just that the relationship between Germany and the country in the past two years was not so wonderful, which made Guo Yang hesitate.
“Okay.” Victor did not hesitate, “I need to give it a try first.”
Victor's farm is about 3,000 acres, but he only raises more than 200 cows.
Most of the land is used to grow pasture. In order to increase protein, crops such as wheat and soybeans are sown in the pasture.
Even so, it is still necessary to purchase high-protein feed imported from Spain every year.
If the protein content of China's alfalfa can really reach 30%, it will be absolutely worth it.
The deal is concluded.
Fran said at this time: "Guo, this ranch won't be yours, right?"
Guo Yang smiled half-heartedly, "Congratulations, you guessed it right again."
"Then Not anymore." Fran said to himself: "Yes, this should be the most famous milk brand in China. Such a large company should have a ranch for consumers to visit."
Guo Yang. I'm a little embarrassed and feel that I should show more strength.
So at night he took everyone to the Jiahe Desert and had a bonfire party facing the starry sky.
But when he pointed to Jiahe’s headquarters building and said that it was his property, so was the seabuckthorn forest and kenaf in the entire Gobi.
Flan smiled even more happily.
"Guo, I find you are quite humorous."
The others also laughed, they already knew the area of the Gobi.
More than 300,000 acres!
In addition, the building looks extremely grand, and it is a landmark building in the entire city.
It is really difficult to combine with the young people in front of me. Although Guo's financial strength is not bad, if he is such a rich man, it would be too dreamy.
Guo Yang said no more.
Everything you say is true. If others don’t believe it, there’s nothing you can do about it.
The next day.
Guo Yang continued to take people on tours, and at the same time he also took Catherine to the farms around Suzhou, and they happily drove a tractor together.
On the newly circulated saline-alkali grassland, Guo Yang experienced the fun of operating agricultural machinery for the first time in a long time.
The tractor and the deep plow lifted up the hardened land neatly.
The operator standing on the outside of the field was surprised, "The chairman can still drive a tractor?"
The operator who has been working for many years smiled and said: "You just came in when I saw it. The two treasures of the company were brought back by the chairman.”
"You are an expert at driving a farm machine. Look how straight this plow is."
On the other Cheetah tractor, feeling the roaring power of the machine and the control feeling like an arm, Catherine He gave a thumbs up to Guo Yang, who was standing side by side.
Guo Yang responded with a thumbs up.
The two tractors suddenly started running like they were having fun.
Looking at the curve of the plowing that gradually became more and more twisty, several of the onlookers felt that something was wrong.
This kind of staying power is incredible, I can’t say enough!
One person sighed: "The chairman must have not played Happy Farm for a long time."
The other person didn't know why.
“I heard that when I first came out, the chairman was playing non-stop and looking for faults every day. That’s why he became so popular after he came out. Now he may not have time.”
"By the way, why do you ask this?"
"Nothing." The man glanced at the two tractors that started to draw circles on the grass. "The Chairman's Happy Farm may have accumulated a lot of news."
The other person felt that his colleague was a bit nagging.
Chairman Kaixin Farm has received news. What’s wrong with turning on and off the tractor?
No!
What news is coming from Happy Farm?
The food is dead? ?
(End of this chapter)