Product portfolio product line length: liquid milk milk powder cold drink yogurt cheese high-end milk milk drink children's milk milk and milk drink infant formula milk powder adult milk powder soy milk powder milk tea powder leisure milk food Qiaolezi series ice factory series Yili ranch series white beans series other excellent products Jiaren yogurt smooth probiotic yogurt fruit yogurt basic yogurt. QQ Star Children's Yogurt Catering Series Breakfast Cheese Series Nutrition Soothing Milk Pure Milk Yogurt QQ Star Children's Growing Milk Gold Collar Series Enhanced Formula Listening Box Low-sugar and High-calcium 200g Raw Milk Tablets Boxed Single Pack Single Pack Single Pack Single Pack Single Pack Single Pack Single Pack Small Pudding Elegant Original Flavor Large Fruit Series Probiotics Series Original Crown Series QQ Star Children's Cheese Series Li's Milk Fruit QQ Star Children's Milk Gold Series High-calcium Milk Powder Multidimensional 400g Strawberry Flavor Milk Tablet Box Family Pack Family Pack Gold Torch Happy Blue Berry Strawberry Fruit Compound Fruit Series Shang Bufang Strawberry Fruit Paste Taste Series Triangle Cheese Series Cereal Milk Fruit Yogurt Drink QQ Star Children Milk Drink Pregnant Women Series Camp. Milk powder original milk tablets bagged home loaded bitter coffee torch moisturizing aloe peach fruit series Yiran series Miaozhi fresh cheese series breakfast milk delicious school milk strawberry milk tablets bagged corn fragrant apricot sugar-free aviation cup series Pareti natural cheese series.

I. Total revenue and total profit in the first half of 20 13 According to the performance report for the first half of 20 13 released by Yili Group, from June to June of 20 13, Yili achieved a peak operating income of 2,4021100 million yuan, a year-on-year increase of13.5000000408 Among them, the sales volume of organic milk in Jin Dian has maintained a substantial growth for seven consecutive years, contributing significantly to the improvement of performance; With the increasing market share of Jinling Crown infant milk powder, the income of Yili milk powder approached 3 billion yuan in the first half of the year. In addition, the market share of high-tech and high-value-added products such as Yili QQ Star Children's Growth Milk, Nutrition Shuhua Milk, Changguang Series Yogurt, Youyi Active Lactic Acid Bacteria Beverage and Qiaolezi Series Ice Cream has occupied the top three sales positions in the market segment. The hot sale of high-end star products brought by the upgrading of product structure has become one of the decisive factors supporting the net profit growth of Yili Co., Ltd. Driven by the growth of performance, Yili performed equally well in the investment market. Not long ago, Yili was selected as a sample stock of 20 13 of the CCTV Finance and Economics 50 Index. According to statistics, since its listing, the market value of Yili shares has jumped by 700 times, the share price has risen by nearly 100 times, the accumulated dividend is nearly 654.38+06 billion yuan, and the accumulated tax paid is 654.38+06 billion yuan, which fully demonstrates its "gold content" and social returns. Second, the product line analysis of Yili Group At present, Yili Group has five business divisions: liquid milk, cold drink, milk powder, yogurt and raw milk, and has more than 80 enterprises under its jurisdiction. Yili Group produces 1000 varieties of ice cream, milk powder, milk powder tea, sterile milk, yogurt, cheese and so on. Among them, Yili ice cream and ice cream ranked first in the country for ten consecutive years; The production and sales of ultra-high temperature sterilized milk ranked first in China for seven consecutive years; The production and sales of Yili milk powder and milk tea have always ranked in the top three in the country; From the market share of Tetra Pak pillow milk, Yili Tetra Pak pillow is also among the best. Through the excavation of product technology, raw materials and product characteristics, Yili found out the unique points and differences between products and competitors, made the original products highlight new personality and realized the new value embodiment of products to consumers' interests. Yili launched breakfast milk; By adding milk calcium, an energy substance, to develop high-calcium milk, and adding iron-rich raw materials to develop iron-rich blood-enriching milk, Yili introduced high-calcium milk. By changing the packaging to form product differentiation, Yili launched "tetra pak Pillow"; Through the effective combination of product content, new products were born, and Yili introduced blueberry, mulberry yogurt and other products. On the basis of existing or molded products, Yili developed sweet orange, strawberry and pineapple flavor products on the basis of the original lactic acid bacteria beverage by extending the taste of the products. Redesign products according to the special needs of consumers. For example, Yili develops sugar-free yogurt according to the special needs of diabetics and low-lactose milk according to consumers' lactose intolerance; In order to effectively solve the problem that some consumers are uncomfortable drinking milk, and let consumers who like to drink milk absorb the nutrition in milk better and more comprehensively, Yili has launched "nutritious and comfortable milk"; According to the physical needs of China people, Yili Group, with its advanced science and technology, launched "Jin Dian Organic Milk" through extensive research and experiments. Yili pursues product differentiation and gains competitive advantage by constantly introducing new products. 1. The product line of this company is: liquid milk; Cold drinks; Milk powder; Yogurt; Cheese. 2. The broad names of product lines are: pure milk, Yili Ice Workshop, formula milk powder, Yili yogurt and breakfast cheese. The deepest product line is liquid milk. 4. The products with the deepest product line are: Yili Jin Dian series, nutritious soothing milk, pure milk, high calcium milk, whole grain milk, Maixiang series breakfast milk and health delicious series seasoning milk. 5. The product combination length is: 33. 6. The most beautiful packaging of this company's products is: Big Fruit Series. 7. The most reasonable packaging of this company's products is boxed pure milk. Reason: This package is the right size, which can be drunk at one time, and it is also convenient to drink through a straw. 8. The most unreasonable packaging of this company's products is: tetra pak pillow, which is filled with pure milk. Reason: when a person can't finish drinking at one time, he can't put it down standing, which is not conducive to storage. 9. The most distinctive trademark design of this company is the fragrant pudding ice cream trademark of Yili Ranch, which embodies the green grassland Ranch. 10. The cheapest product of this company is: the price of 200g plain yogurt 1.5 yuan. 1 1. The most expensive product of this company is: big baby formula, canned, 900g, the price is 156 yuan. 12. Do you think the price is reasonable? A: It is reasonable, because the price of competing brands of the same type of products is on the high side, and the price of infant formula increased by Yili is medium. 13. The competitive disadvantages of products in the industry are: only milk drinks are not competitive in the field of non-milk drinks; The company started with liquid milk, and the competitiveness of milk powder is poor in professional milk powder enterprises; Products are easy to be imitated by the same industry after R&D goes on the market. If the promotion and marketing are improper, some products may be squeezed out of the market by the same industry. 14 The outstanding products of this company are: yogurt, pure milk and milk powder. 15. The company's new products are: yogurt, big S endorsement 16. Are there any promotions for the new products? No. 17. Are there any gifts for this company's products? Please describe: buy Yili adult milk powder and send two tins of U-shaped massagers; Buy 8 for free in a small box of yogurt1; Buy two big fruits and get one free. 18. The brands of this company are: milk series: pure milk, school milk, Jin Dian, Vickers, breakfast milk, skim milk, nutritious and comfortable milk, QQ children's milk; Yogurt: light fruit, QQ star, small wonderful yogurt, yogurt, big fruit yogurt and so on. 19. Is there a spokesperson on the packaging of this company: Yes, yogurt spokesperson: Jay Chou; Youpinjia spokesperson: The product trademarks of Big S. Company 20 are (choose five to ten): 1, low lactose milk) 2, pure milk) 3 and strawberry yogurt) 4 in Chinese and English respectively. Yili milk powder 5, Yili ecolean original yogurt) 6, Yili cheese) 7, Yili evergreen yogurt. 2 1. Which products of this company are in the mature stage: pure milk, yogurt, and various formulas. The competitive advantages of products in the industry are: actively developing diversification strategy, from single liquid milk to various products such as yogurt, cold drinks, milk powder, etc., and relying on its own strong scientific and technological research and development capabilities and positive awareness of scientific and technological cooperation, constantly introducing nutritious and comfortable milk, Jin Dian milk, Youpinjiaren yogurt, Yili Jinguan infant formula milk powder and multi-grain. With its safe quality and rich nutrition, it is favored by consumers. In Yili liquid milk, Jin Dian organic milk is the only milk produced under a complete organic chain in China.

The general scope of production can be defined as: ① under the control and management of institutions, using labor, capital and input of goods and services, engaged in the production of goods and services; (two) products provided to individuals or public producers of other units other than the producers themselves; (3) Producers' production for their final consumption or total capital formation; (4) Self-sufficient self-owned housing production and paid domestic workers production.

The influence of production scope on the editing of economic aggregate

For the sake of discussion, let's ignore foreign economic exchanges and only examine a "closed" national economic system. [ 1]

In this simplified case, it is obvious that as long as the production scope is determined, social products are the result of production activities, and income distribution is the distribution of product value first. According to the nature of the problem, if there are no other factors, only the value of social products can be distributed, so the total production of social products and the total distribution of product value should be equal. On the other hand, is the total usage of social products equal to the total production or distribution? We might as well analyze it this way: without considering the import and export factors, if some social products produced during the accounting period are not used for current consumption, actual consumption or necessary investment, these "overstocked" products will form an increase in "inventory". Although the inventory increase caused by "passive overstock" is very different from that caused by "active investment", it is sometimes difficult to strictly identify and measure them at the macroeconomic accounting level. Therefore, it can only be regarded as "inventory investment" indiscriminately, which is equivalent to using up the backlog of products. Of course, this is no longer the "use" in the usual sense. From this accounting definition, we can see that the three basic aggregates of the national economy, namely total output, total distribution (income) and total use, should be consistent objectively. Some foreign scholars call this internal mechanism of gross balance the "tripartite equivalence" principle of national economic accounting.

It directly shows that the size of production scope has a decisive influence on the basic gross of the three national economies.

However, when we introduce foreign economic exchanges, that is, when we account for an "open" national economic system, the problem becomes more complicated. Here, the influence of the division of production scope on the basic gross of the national economy still exists, but there are other new factors that will also have a corresponding impact on the relevant gross of the economy, such as the import and export of goods used in the gross domestic product, the distribution and redistribution of income and expenditure of the total domestic income abroad, and so on. This is likely to make the total output, total income and total usage of the whole national economy unequal or incomplete. Nevertheless, relative to various external economic factors, the size of production scope is still the main or basic factor that determines the above three national economic aggregates; The internal mechanism of "tripartite reciprocity" is still playing a role objectively, but the specific manifestations are hidden.

Theoretical basis of editing production scope division

The circulation of the national economy takes the production process as the starting point and the core, and the division of production areas and non-production areas naturally becomes the basic premise for establishing the national economic accounting system. Once the scope of production is determined, the scale and composition of national economic output, the structure and mode of distribution, the content and method of use will be stipulated accordingly. The measurement of output, distribution and use will be very different with different production ranges. The national economic accounting system must objectively reflect the actual height reached by the development of social productive forces, the level and status of all economic activities, and the internal relations, essential laws and development trends of the whole process and all aspects of the national economic cycle. Therefore, it is a basic problem in macro-accounting's theory to define the production range of national economy cautiously and appropriately. [ 1]

The so-called "production" generally refers to an activity in which one's labor is put into it and can produce some expected results. For this expected purpose of human labor, Marx once wrote very vividly: "The activities of spiders are similar to those of weavers, and the ability of bees to build hives makes many architects in the world feel ashamed. However, the worst architect was better than the cleverest bee from the beginning, because he built a beehive with beeswax in his mind before he built it. The results obtained at the end of the labor process have already existed in the appearance of the workers at the beginning of this process, that is, they have already existed conceptually. "

The criteria for determining the scope of production are always related to the specific provisions of the form of social labor and its results. With the development of social and economic conditions and productivity, the forms and laws of labor are constantly enriched and diversified, and people's understanding of the "productivity" of their own activities is constantly evolving, deepening and gradually accumulating, thus forming the "productive labor theory" in economics.

One of the oldest basic problems in economics is how to increase wealth through production. The theory of productive labor was originally associated with this problem. However, economists in different times have different understandings of "wealth". Historical data show that there was no clear concept of productive labor before the physiocratic school, and individual economic thinkers only touched on related issues from the perspective of investigating the relationship between labor and wealth growth. For example, the mercantilist school of16th century believed that money was the only form of wealth, and the increase of money meant the increase of wealth. Therefore, "foreign trade is the usual means to increase our wealth and cash." At this point, we must always abide by this principle: in terms of value, we must sell more goods to foreign countries than we consume them. " This means that the productive labor in the eyes of mercantilists is essentially those activities that increase the monetary wealth of the country through foreign trade, or labor used in export industries. This is obviously a very narrow view.

As the founder of classical political economy and statistics, william petty has always been involved in issues related to productive labor. Patty has a famous saying: "Land is the mother of wealth, and labor is the father and active factor of wealth". Here, what he said "wealth" refers to all kinds of income, property and articles related to the "income" of the country; In other words, as long as labor and means of production are combined to create wealth, they are all "production" activities. On this basis, Petty actually used the method of "political arithmetic" to calculate the national income of Britain and other major European countries, and was praised by later generations as the originator of the concept of "comprehensive" production. However, in another place, Patty wrote: Priests, judges, doctors, wholesalers and retailers are just people who "make little contribution to society but get considerable rewards", especially businessmen among them. "They can't produce anything by themselves except as veins and arteries to promote the circulation of blood and nutrients (that is, agricultural and industrial products) in the country." This shows that Petty's concept of productive labor is still unclear and inconsistent, and there is a theoretical tendency to emphasize material production and despise service activities.

/kloc-French physiocrats in the 0/8th century were the first economists with a clear concept of productive labor, and their representative francois quesnay expounded their views on productive labor through a highly abstract economic table. The main points are as follows: among the activities of the landlords (landowners), farmers and craftsmen, only agricultural activities can create new material products and form a part of surplus ("pure products") after compensating the consumption in the production process; Landlords themselves do not produce products, but only possess and enjoy surplus products by virtue of land ownership; Because craftsmen only changed the material form and did not create new material products, their income from selling finished products was only enough to compensate consumption and feed themselves, and made no contribution to the remaining products. Therefore, only farmers are the "production class", agricultural activities are productive activities, and other activities outside agriculture are "unproductive" unproductive activities. The unique analytical logic of the physiocratic school to distinguish productive labor from unproductive labor can be summed up in a simple creed, that is, "man cannot create material things." This obviously confuses "wealth growth" and "material creation". It can be seen that the main limitation of the physiocratic school is that it does not have a wealth view based on an appropriate value theory, which makes it difficult for them to go beyond the narrow vision of pure agricultural production in the theoretical understanding of labor productivity.

Adam Smith, a classical economist, systematically expounded the theory of productive labor. However, when discussing productive labor and unproductive labor, he unconsciously introduced two dividing standards. Marx first discovered this. He pointed out that in Smith's works, there are two contradictory definitions of productive labor. According to his first definition, productive labor is labor exchanged with capital, and unproductive labor is labor exchanged with income; According to another definition, productive labor is labor materialized into tangible goods, while unproductive labor is labor that is not fixed or materialized on specific objects or goods. The so-called "labor exchanged with capital", in Marx's view, is labor that provides surplus value (capital is defined as the value that brings surplus value). This was originally an important original idea. However, when Smith tried to develop the concept of productive labor from the perspective of value reproduction, he stipulated in his "Scottish way" that this kind of labor must be materialized in a tangible commodity. In Smith's view, this may be because only such goods can still exist after the end of the labor process and eventually accumulate into the form of wealth stocks. In the final analysis, this is still caused by the limitations of a "material wealth accumulation view".

Marx's productive labor theory was formed and developed on the basis of critically transforming Smith's theory and its labor theory of value. On the one hand, Marx transformed Smith's first definition of productive labor by using his original surplus value theory, and expounded the theoretical significance of dividing capitalist productive labor and unproductive labor accordingly. On the other hand, it also fully affirmed the theoretical significance of another more general category of productive labor. He once pointed out: "It is much more basic to interpret productive labor as the labor of producing goods than to interpret productive labor as the labor of producing capital." From the perspective of Marx's analytical logic, the "commodity" mentioned here refers not only to tangible goods, but also to intangible services, that is, to the unity of any value and use value.

The history of economic theory shows that there are two different standards to determine productive labor. One is that productive labor is general considering the general labor process, and the other is that productive labor is special considering the specific social form (or mode of production) of labor. The former reflects the * * nature of labor in different historical periods or different social forms in the same historical period. The essence of this problem is: which fields of labor are those that create general social production results and provide original income, while other fields obtain derived income by participating in the redistribution process, and then enjoy social production results. The latter is only meaningful for the analysis of specific social forms and production purposes.

There is no doubt that national economic accounting needs productive labor theory. But what it needs is not the theory of productive labor in a specific social form, but the theory of "general productive labor". Because national economic accounting must be comprehensive, comparable and objective when measuring production, it must meet the following requirements: First, in principle, it must include the production activities of the whole society and must not be omitted. Because the labor process in the real economy is not a single pure social form, but a variety of social forms are intertwined in a complex way, in order to measure and synthesize the labor achievements of various social forms in a unified way, when dividing the production scope, the general category of productive labor becomes a necessary analytical basis. Second, the national economic accounting of any country must meet the comparability requirements in two aspects, namely, historical (dynamic) comparability and international comparability. The analytical value of one-time national economic accounting data in a place is relatively limited. Once these materials are organized through appropriate dynamic comparison and international comparison, their rich connotations can be more fully explored. Therefore, according to the requirements of dynamic analysis and international comparison, the definition of production scope and the measurement of production results must also break through the special prescribed boundaries of labor forms in different periods or countries, and be based on the general homogeneity of productive labor. Third, modern national economic accounting is essentially a highly comprehensive gross economic accounting, which means that the whole accounting must be measured by the value scale. The necessity of proper evaluation and unified measurement of various economic flows and stocks determines that the category of productive labor, which is the basis of the whole national economic accounting, should be the category of providing goods. The "goods" here include both tangible goods and intangible services, both material goods and spiritual goods.

It can be seen that it is reasonable to determine the production scope according to the concept of "comprehensive production" in national economic accounting. However, people who agree with the concept of "restricting production" often look for theoretical basis from Marx's words about "productive labor" in Das Kapital, which actually misunderstood the essence of the abstract analysis method used by Marx to a great extent and ignored the complete development process of Marx's economic thought.

On the other hand, some people who deny the concept of "comprehensive production" often think that it is the product of explaining the essence of production with the "three elements theory" of bourgeois vulgar economics. In fact, whether the "three elements theory" can properly explain the nature of production and the division of production scope can be another matter. From a historical perspective, the concept of production is not static. With the development of social and economic conditions and productivity and the progress of human civilization, the scale of human demand is increasing day by day, and the content and composition of demand are increasingly diversified. The way to meet demand is bound to change constantly, and the means of acquiring wealth and the form of accumulating wealth are also evolving. Therefore, the development of production concept from "restrictive" to "comprehensive" is a historical necessity. This inevitability will not be easily denied because a certain theory cannot be well explained. Related to this, there is another opinion that the "three elements theory" cannot explain the essence of production, so it avoids explaining the distribution of national income according to the composition of production factors. However, the concept of production factors is not the same as the theory of three factors. Today, no one can deny the basic fact that "labor, land and capital are factors of production". Therefore, in national economic accounting, the concept of "factor income" is used to explain the income distribution process, just to make the problem clearer. Does not include the recognition of specific economic theories.

Significance of determining the scope of production editing

The accounting scope of social production is the first problem that must be clarified in establishing the national economic accounting system. In the process of social reproduction, production is in the primary position, and production determines distribution, exchange and use. Therefore, the production scope determines the accounting scope of the whole system. Where is the scope of production, even the results of production, intermediate input and final use, distribution and redistribution, original income and derived income. This is the general principle that national economic accounting must abide by. [2]

Influence of production scope on accounting structure editing

Further investigation shows that the influence of production scope on national accounting is not limited to the scale of macroeconomic aggregate and "tripartite equivalence" In a deeper sense, it also stipulates the internal relations of each link of national economic accounting, mainly the internal structural relations of distribution and use. [ 1]

From the perspective of income distribution, national economic accounting and macroeconomic analysis need to distinguish between primary distribution and redistribution. "Initial distribution" refers to the direct distribution of output value in the production field according to the relevant production factors (such as wages and bonuses paid by the production enterprise, product tax paid, depreciation extracted and retained operating surplus, etc.). ), the result of the initial distribution forms the "original income" of the relevant units or departments; "Redistribution" refers to the income distribution that continues on the basis of the initial distribution (such as personal income tax levied by the government on wage income, enterprise income tax levied on enterprise profits, hardship subsidies and relief funds paid to residents, social insurance contributions paid by enterprises or employees, social insurance premiums paid by the government, remittances between permanent residents and non-permanent residents, etc.). ), the result of redistribution forms the "derived income" of relevant units or departments. Different from the initial distribution, redistribution can occur within the production field or between the production field and the non-production field, but even if it occurs within the production field, it is not a direct distribution of the relevant production factors put into the production process. It can be seen that the different ways and results of dividing the production scope will inevitably affect the boundaries between primary distribution and redistribution, and between original income and derived income. For example, according to the understanding of parliamentarians, the education department is a non-production department, so the education expenses paid by residents are redistributed, and the education department uses these derived income to pay teachers' salaries, which is redistribution at a lower level; According to SNA, it's completely different. According to the concept of "comprehensive production", the education department is the production department. Then the education expenses paid by residents are the expenses of purchasing service products, and the education department uses these incomes to pay teachers' salaries, not redistribution, but for the first time.

From the perspective of product use, national economic accounting and macroeconomic analysis also need to distinguish between intermediate use and final use. "Intermediate use" refers to products that are further processed or consumed at one time in the process of social production after they are produced. These products are "intermediate products" (such as various raw materials, fuel power, office supplies and other low-value consumables. ); "End use" means that once the product is produced, it will not be processed in the accounting period. They are either completely divorced from the production field and used as consumer goods, or exported abroad, or remain in the social production field for continuous turnover, but they are not used as labor objects for one-time consumption, but continue to play a role as labor means (fixed assets) in the long-term production process, or as an increase in inventory to meet the relevant production needs in the subsequent period. All these products, obviously, the difference between intermediate products and final products is largely determined by the division of production scope. For example, according to MPS, the financial sector is a non-production sector, so the power and office supplies it consumes are the final products; According to SNA, the financial sector has become a production sector (and also an important service production sector), and the power and office supplies it consumes are no longer final products, but intermediate products.

To sum up, the division of production scope and the division result will really have a great impact on the total balance and internal structure of the whole national economic accounting. In fact, this inherent restriction mechanism and the resulting balance relationship have formed an important methodological basis for national economic accounting. The overall framework and specific methods of national economic accounting should meet and reflect the requirements of this basic methodology, so it is necessary to formulate and implement the relevant basic principles of national economic accounting.