Twenty-eight years have passed, and now I am striding to start from scratch.
For Xie Hong, who founded Beinmei for 28 years, the present Beinmei is definitely not his "ideal appearance".
1 65438+1October1,Xie Hong, the founder of beinmei, first talked about the difficulties faced by beinmei in recent years and put forward new thoughts on the future of beinmei. He said that Beinmei has only done one thing in recent years, that is, "to be alive and to be strong."
In the future, Beinmei should "always be different and insist on being herself". Xie Hong asked himself and his team to "start from scratch", without complaining, to face it positively, to fight hard and protracted war, to return to the origin and the initial heart. Xie Hong reiterated, "Please stop treating Beinmei as a dairy industry". He believes that the field of parent-child (family) consumption is the blue ocean of Beinmei, and adhering to the maternal-child ecological circle route is a competitive strategy to deal with the Internet and give full play to Beinmei's advantages.
At the highlight moment when Beinmei 20 1 1 went public, Xie Hong returned to the Jianghu two years ago because of the drastic fluctuation of Beinmei's performance. The first task of Xie Hong's comeback is to save Beinmei from fire and water. In the first year, I took off the hat of st, adjusted the products, and the revenue returned to growth, making profits for five consecutive quarters-a vigorous campaign to rebuild Beinmei started.
However, this battle is doomed to be a protracted one, not an overnight one.
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It's a preface.
Everything in the past is a preface.
Looking back on Beinmei's 28 years, there are moments of high light and moments of darkness. Xie Hong said frankly in his internal letter, "In 2008, it rose against the trend, and then the IPO went public, and the throttle was fully open, making great strides; However, I was stepped on the brakes urgently, and then I fell all the way, even fell to the bottom by ST, and then walked out step by step ... Along the way, many people said that I couldn't understand Beinmei. "
In fact, the outside world does not understand Beinmei. Beinmei's past is clear, and people can't understand it because they are vague about its future prospects. Beinmei 20 1 1 went on the market and became the first domestic milk powder; In 20 13, Beinmei became the first in China, with revenue of 6010.20 billion and net profit of 720 million. In 20 15, the market value of beinmei once exceeded 30 billion yuan. However, in the next few years, due to the external milk powder environment, rising prices of raw materials and other reasons, Beinmei's revenue declined.
In this context, Xie Hong, the founder of Beinmei, came out again. Xie Hong made a series of changes to Beinmei, including strategic reconstruction, brand reconstruction, single product strategy, dealer system and equity incentive. In 20 19, Beinmei's revenue stopped falling for the first time in recent years, increasing by 12.3% year-on-year to 2.8 billion yuan.
The financial report of the first three quarters of 2020 shows that Beinmei achieved a total operating income of 2,205.09 million yuan from June 5438 to September, an increase of187.68 million yuan, an increase of 9.3%; The net profit attributable to shareholders of listed companies was 50.8 million yuan, an increase of156.74 million yuan or 147.95%.
There is hope that the revenue will continue to grow, and a white cat and a black cat will be a good cat if they catch a mouse. Based on this, other performance indicators of Beinmei may be improved one after another. In the first three quarters, the income of Beinmei's main products increased by nearly 1 1%, the gross profit of main business increased by 2.64%, and the sales expense ratio decreased by 5.58% year-on-year.
There are indications that Beinmei is gradually adjusting and stepping on the right track after Xie Hong's return. However, these are not enough to change the overall situation of Beinmei. Beinmei is now facing a stronger opponent and a brand-new business environment.
Everything has to start over.
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Start a new business
According to the "Five-year Plan" formulated by Xie Hong on October 20 18, Beinmei's new position is "parenting expert, parent-child consultant", returning to the construction of mother-infant ecological circle, helping babies grow up healthily, helping mothers achieve maternal love and helping families to be happy and harmonious.
As can be seen from the Planning, Xie Hong has never regarded Beinmei as a pure dairy company in his bones. He reiterated this point in his internal letter. In the future, Beinmei will focus on the field of parent-child (family) consumption, adhere to the route of maternal-child ecological circle, respond to the competition in the Internet market, and give full play to its own advantages.
So, where is Beinmei's future, and how should Xie Hong play his cards?
Xie Hong believes that large scale is not the ultimate goal of Beinmei, but strong ability is the standard to measure whether an enterprise is excellent or not and whether it can go on for a long time. Beinmei should focus on improving profitability, innovation and sustainable competitiveness in the future.
Accordingly, we can preliminarily judge the general direction of Beinmei's rebirth:
First, continue to strengthen the core single product strategy and strengthen the high-end. Under the current circumstances, Beinmei will inevitably continue to focus on the main products to stabilize the basic plate of revenue and profit. According to the annual report of 20 19, beinmei aijiacheng was a single product of 654.38+0 billion, up by 3.5 15% year-on-year. In the first half of 2020, Ai Jia achieved an increase of 20.57% even under the epidemic situation.
Super single product IP has proved to be a very effective strategy. In 20 18, the annual sales of Hefei single product Xingfeifan exceeded 5 billion yuan. Ai Jia, who is committed to improving the baby's resistance, is bound to have high hopes for Beinmei, especially in the post-epidemic era.
The second is to open up new fronts. Judging from the current revenue structure of Beinmei, 90% is still formula milk powder, and about 10% is nutrition. In the future, formula milk will be mainly handed over to Ai Jia and other key projects to attack. Nutrition will also be an important consumption point in the future. However, what really has a great impact on Beinmei's future may be the "mother-infant ecological circle".
What is the "mother-infant ecological circle" in Xie Hongkou? The outside world does not understand this and even has some doubts.
In fact, this can be seen from Beinmei's fixed-income plan. In its fundraising plan of 654.38+02 billion yuan, it will invest 235 million yuan to build a "Southern and Regional Distribution Center Project with an annual output of 20,000 tons" and 455 million yuan to build a new retail terminal empowerment project. In the future, Beinmei will build parent-child e-station, intelligent cloud shelves, mobile intelligent terminals and other digital retail system empowerment stores.
At present, offline maternal and child stores are still the main channel for purchasing maternal and child goods. The data shows that in 20 18, the channel of maternal and child stores accounted for 56% of the total market share of maternal and child products, and it is expected to increase to 60% in 2023. It can be seen that Beinmei's "ecological circle construction" is about to enter the substantive landing stage. It is not the logic of products, but the logic of Internet tools and platforms, which ultimately links parent-child relationship and consumer demand with products and brands. This will be the key point of Beinmei's future reform, and there is also great room for growth.
Third, start a business and forge a team that will fight hard and fight a protracted war. After all, strategy depends on people. High-level differences and poor implementation at the grassroots level may ruin all good visions. In fact, Xie Hong is very aware of the situation facing Beinmei. Shareholders who disagree with Beinmei's direction must break up. For the team, from ourselves to the top management to every grass-roots employee, Xie Hong asked us to admit the problem objectively, take responsibility, face it positively, and fight a protracted war with the mentality of "giving up who I am".
At the same time, Beinmei will resolutely promote the "partner" system, fully carry out "all-staff marketing" and promote the comprehensive transformation of digitalization and intelligence. Xie Hong emphasized that "ideal Beinmei" means "always be different and insist on being yourself".
There is no doubt that Xie Hong has carried the banner of leading the team to recover mountains and rivers.
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label
Xie Hong's first five-year plan after his comeback is already halfway through. The new layout is about to surface, opening the road of Beinmei's rebirth. Although Beinmei still faces many challenges at present, it is not surprising that Beinmei ushered in a new life when it began to improve step by step.
In the history of business, there are not a few big men who have made a comeback like Xie Hong, such as Jobs, Liu Chuanzhi and Li Ning. A brand, in fact, can not be separated from the soul of the founder from beginning to end; Once the founder returns, everything is often easier to get back on track and create greater glory.
For Xie Hong, who has only been back for more than two years, people can give him more patience.