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The Future of Summer Milk
If you ask Xiajin how he has such breadth of mind, tolerance and courage, it is because Xiajin has an unusual development dream: strategic vision: to become a leading brand to carry forward China's progressive culture, to build a benchmark enterprise to enrich the people in northwest China, to achieve the best platform for employees' career dreams, to become a well-known brand in domestic dairy industry and related fields and a leading enterprise in the same industry, and to fully cultivate core competitiveness.

Strategic goal: Northwest Dairy's flagship position, the first choice brand in the national target market, and the star of food industry management in China. The production scale of liquid milk will reach 800,000 tons in three years.

With the acquisition of Ningxia Xinhua Department Store by Beijing Wumart, Wumart invested 300 million yuan in Xiajin Dairy, and put forward "implementing Xiajin brand strategy": the first one is "accelerating capital injection, optimizing equity structure, and implementing capital expansion strategy"-besides investing 300 million yuan, there is another one: accelerating product structure adjustment and technology research and development, and implementing product innovation strategy-in the next three years, Xiajin's product series will be represented by wolfberry milk in addition to sterilizing pure milk. It is planned to produce 300,000 tons of liquid milk and 20,000 tons of milk powder annually within three years, and strive to achieve sales of 2 billion yuan. Really make Xiajin a leading enterprise to promote the development of dairy industry in the autonomous region, and drive Qian Qian's 10 million dairy farmers to increase their income and get rich. The grand listing of Lycium barbarum health milk is one of the major measures to adjust the product structure in Xiajin. Third: accelerate brand building and implement brand promotion strategy-widely publicize through various media to improve Xiajin brand awareness; Take Lycium barbarum health milk as a breakthrough to promote the sales of other products. Strive to turn Xiajin from a regional brand into a national famous brand within three years. Fourth, strengthen the construction of marketing network and implement all-round marketing strategy-based on the sales network of 250 large and medium-sized cities in China, more than 600 stores in wu mart will be opened in an all-round way, providing Xia Jin with the best sales location and the most favorable access conditions. Fifth, strengthen the management team and talent introduction, and implement the talent development strategy-on the basis of paying attention to cultivating and selecting existing talents within the enterprise, hiring experts in financial management and marketing at home and abroad to join the management team of Xiajin will significantly improve the management level and efficiency of Xiajin Dairy, thus comprehensively enhancing the core competitiveness of Xiajin Dairy. Sixth, strengthen the construction of milk source base, and regard high-quality milk source as the basis for competing for the dairy market-on the basis of the existing production capacity of 230,000 tons, continue to expand the production capacity and investment scale of Lycium barbarum milk and milk powder production equipment. By 2009, the amount of fresh milk purchased by Xiajin Dairy will reach more than 400,000 tons from 1.3 million tons, which is equivalent to 90% of the total fresh milk production in the whole autonomous region, and the amount of fresh milk purchased by dairy farmers will reach 65,438 tons every year. Establish a long-term and stable relationship between supply and demand with dairy farmers, ensure the income of dairy farmers, and gradually improve their enthusiasm and economic benefits.

As the largest shareholder of Xinhua Department Store, Wumart Group has incorporated the development of Xiajin Dairy Group into the important strategic framework of the group's development, which has injected new vitality, brought new ideas and created new opportunities for the development of Xiajin Dairy Group, marking the development of Xiajin Dairy into a new milestone.