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从饼干到豆奶 一家民营食品企业的转型样本

2017-05-30 14:42:41 来源: 北京日报

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DALIYUANXIAOMIANBAO、KEBIKESHUPIAN、“HAOCHINIJIUDUOCHIDIAN”、HEQIZHENGLIANGCHAYIJISUNLIZAIDIANSHISHANGNIANTAODE“DOUBENDOUDOUNAI”……DUIYUGUONEIDADUOSHUXIAOFEIZHELAISHUO,ZHEIXIECENGJINGHUOXIANZAIPUTIANGAIDIDEGUANGGAOHEPINPAIYINGGAIDOUBUMOSHENG;DANBIJIAOSHAOHUIBAYISHANGPINPAIQUANBULIANXIZAIYIQI。

TAMENBEIHOUSHITONGYIJIAGONGSI,JIDALISHIPINJITUAN。XIANGJIAOYUDANPINLEIDEZHIMINGDU,DALIJITUANDEXINGXIANGXIANWEIRENZHI,ZHEIYUQISHIXINGDUOPINPAIZHANLVEDUIKANGSHICHANGJINGZHENG、CHUANGSHIJIAZUXIANGDUIDIDIAOYOUGUAN。

1989NIAN9YUE,CHUANGSHIRENXUSHIHUIZAIFUJIANQUANZHOUHUIANCHUANGLILEDALIJITUANDEQIANSHENHUIANMEILISHIPINCHANG,DIYIKUANCHANPINSHI“MEILIPAI”BINGGAN。ZAIDANGNIANSHIPINPUBIANYISANZHUANGCHENGJINDEQINGKUANGXIA,MEILIKAISHICAIYONGXIANGDUIJINGMEIDEBAOZHUANG,DAKAILEXIAOLU。1992NIAN8YUE,FUJIANHUIANDALISHIPINYOUXIANGONGSICHENGLI,KAISHISHIYONG“DALI”ZIHAO。

CIHOUDALIKAISHIZAIQUANGUOGEDICHENGLIFENGONGSI,MUQIANYONGYOU21JIAFENGONGSI;BUDUANTUICHUXINDEPINLEI、CAIYONGDUOPINPAIZHANLVE;CONGGAODIAN、BINGGANDENGXIUXIANSHIPINLEIKUAYUEZHIYINLIAOCHANYE,DALISHIPINJITUANPINPAIMEITICEHUABUBUZHANGCENGXUCONGRIQIANJIESHOU21SHIJIJINGJIBAODAOCAIFANGSHIBIAOSHI,“CHENGWEIGEXIANGDANLEIPAIMINGGUONEIQIANSAN,CONGYIQIANDEDALIYUANZUODAZHONGXIUXIANSHIPINDAOLEHUZHEIYANGDEGONGNENGXINGYINLIAO,WOMENBUDUANZAIZHAOBUTONGPINLEIFAZHANDEKONGJIAN。”

ZAIGUOQUJINERSHINIANZHONG,DUOPINLEI、TONGGUOGAOZHIMINGDUMINGXINGDAIYAN、CHUANTONGYINGXIAOQUDAODALIANGTOUFANGGUANGGAODEYINGXIAOTIXI,XIACHENZHISANSIXIANGUANGDASHICHANGSIHUSHIBENTUSHIPINQIYEDEXIANGSIDAFA。ZAISHOUHUOLEPANGDADERENKOUHONGLI、HUOQUQIANGDADEXIANJINLIUZHIHOU,DUIJINGXIAOSHANG、SHANGCHAODENGCHUANTONGQUDAOYUEFAQIANGSHIKONGZHIDETONGSHI,BENTUSHIPINQIYEGENGMIANLINZHEZISHENPINPAISHENGJI、YOUHUA,WAIBUDIANSHANGQUDAOQIANGYING,XIAOFEIZHEZHONGCHENGDUJIANGDI、KOUWEIBIANHUAJIAKUAIDENGTIAOZHAN,RUHEXUNZHAOXINDELIRUNZENGZHANGDIANHEPINPAIQUDONGLICHENGWEIGUANJIAN。

“豆奶”转型

GENJUBEIENFABUDE《ZHONGGUOGOUWUZHEBAOGAO》,ZHONGGUOKUAISUXIAOFEIPINSHICHANGZENGZHANGYIRANHUANMAN。SHIYU2011NIANDESHICHANGPIRUANCHIXUZHI2017NIANSHANGBANNIAN,POSHIGEPINPAIBIXUTONGGUOCHUANGXINFANGSHITISHENGZAIJIATINGHUZHONGDESHENTOULVYIHUOQUSHICHANGFENE。QIZHONGSHIPINHEYINLIAOPINLEIJIXULIANGNIANLAIDEXIAOLIANGFUZENGZHANGQUSHI。SHIPINQIYEZUIWEIYANGLAIDECHUANTONGQUDAOYEBULEGUAN;XIANGFAN,DIANSHANGQUDAOJIXUPENGBOFAZHAN,XIAOSHOUEZENGZHANGCHAOGUO52%。BENTUPINPAIZAIGERENHULIPINLEIDEJINGZHENGZHONGHUOSHENG,ERWAIZIPINPAIZAISHIPINHEYINLIAOPINLEIZHONGDESHICHANGFENEYOUSUOZENGZHANG。

“ZHONGGUOMINYINGQIYEZAIKUAIXIAOPINFAZHANGUOCHENGZHONGJINGLILEHENDUOBOZHE。YIQIANDALIYONGYIERXIANDAPINPAIDEZHANLVEQUDASANSIXIANSHICHANG,ZHEIZHONGCUOWEIYINGXIAOSHIBIJIAORONGYICHENGGONGDE。DANDAOLEYIGEJIEDUANHOU,PINPAISHIZHONGYAOHUIDAOYIERXIANZUOPINPAISHENGJI、CHUANGXINHUOZHUANXING,DANDUIYUHENDUOBENTUQIYELAISHUO,HAIMIANLINZHEPINPAICHENDIANBUZU、XIAOFEIZHEJIAOYUBUDAOWEI、SHICHANGBUPIPEIDENGTIAOZHANHEBUZU。”ZHONGGUOSHIPINCHANYEFENXISHIZHUDANPENGZAIJIESHOU21SHIJIJINGJIBAODAOCAIFANGSHISHUO。

DALIDEYINGDUICELVESHIJINRUYIGEQUANXINDEPINLEI。

2017NIAN4YUE,DALISHIPINJITUANTUICHU“DOUBENDOU”DOUNAIPINPAI,JUCENGXUCONGDESHUOFA,XUSHIHUIZAITICHUYAOZUODOUNAISHIZUOLEZHUDUODIAOYANHEKOUWEIYANFA。

“GUORENDEZAOCANXUANZEDIYIWEIQISHISHIDOUNAIDOUJIANG,YESHIDONGXINANBEIQUYUDOUZAIYINYONGDEYINPIN。”CENGXUCONGTIGONGDESHUJUXIANSHI,YINSHIXIGUANHENEIDIJIEJINDEXIANGGANG,DANGDIZUIDADEDOUNAIQIYE2015NIANZAIXIANGGANGSHICHANGDESHOURUCHAOGUO17YI,XIANGGANGRENKOU700DUOWAN,“NEIDIRENKOUJIANGJIN14YI,SHIXIANGGANGDE200BEI,RUGUOANDENGBITUISUAN,DALUDOUNAISHICHANGHUOKEDADAO1000YIGUIMO。”

YIFANGMIAN,YUTONGLEIBIEDENIUNAIXIANGBI,ZHONGGUONIUNAISHICHANGGUIMOYIJINGCHAOGUO3000YIYUAN,ZHONGGUOYETAINIUNAIDERENJUNNIANXIAOFEILIANGWEI33GONGJIN,DANZHONGGUOYOUGAODA30%DERUTANGBUNAISHOURENQUN,DOUNAISHIGENGHAODEXUANZE。CENGXUCONGBIAOSHI,“LINGYIFANGMIAN,GUONEIDEDOUNAICHANYEHAICHUYUFEICHANGZAOQIDEJIEDUAN,SHENGCHANHUANJING、GONGYI、CHANPINDOUBUDABIAO,QUESHAOLONGTOUPINPAI,ZHEIXIEDOUSHIJIHUISUOZAI。”

“TONGSHIWOMENDUIXIAOFEIQUSHIDEBIANHUAYEBIXUYAOQUZHUA,YOUHENDUOKEYIJINRUDESHICHANG,DANDADUOSHUQISHISHIKENG。”CENGXUCONGJIESHI,JINRUDOUNAIHECANBAODENGPINLEI,WEIDESHIJINRU“JIATINGXIAOFEICHANGJING,DUIYUQIYELAISHUOYEYAOSHIHE、XIANGGUANMUQIANDEQUDAOHESHENGCHAN。”

疯狂赛车官网DALIQUESHIYEDUIDOUBENDOUJIYUHOUWANG,JUQICHENGQUNIANQUDELE7YIBAODEXIAOSHOUCHENGJI,“JINNIANHUIZHUBUKUODAJINGXIAOWANGLUO、QUDAOXIAOSHOU,JINNIANMUBIAODINGZAI20-30GEYI。”

DOUBENDOUTONGSHISHANGSHILEXIANGGANGSHICHANG,DALIJIANGQISHIWEIDAKAIWAIBUSHICHANGDEQIJI,“GUONEIHAISHIZHUYAOSHICHANG,DANBUGUANXIANGGANGHEDONGNANYADOUSHIWEILAIYAOQUFAZHANDE。TONGSHIXIANGGANGGONGHUODUIWOMENYESHIYIZHONGKAOYAN,WOMENGONGJINEIDIHEXIANGGANGDECHANPINHEBIAOZHUNDOUSHIYIYANGDE,BUXUYAOTEGONG。”

市场挑战

DALIJITUAN2017NIANCAIBAOXIANSHI,YINGSHOU198YIYUAN,TONGBIZENGZHANG11%;MAOLI74.6YIYUAN,ZENGZHANG9%;MAOLILV37.7%,XIAHUA0.6GEBAIFENDIAN;JINGLIRUN34.3YIYUAN,ZENGZHANG9.5%;JINGLIRUNLV17.3%,XIAHUA0.3GEBAIFENDIAN。

QIZHONG,GAODIANLEI(-3.6%)ZAIXIAHUA,SHULEIPENGHUASHIPIN(20.1%)、BINGGAN(3.8%)SHANGSHENG;GONGNENGYINLIAO(31.4%)、ZHIWUDANBAIHEHANRUYINLIAO21.93YIYUAN(32.9%)ZAISHANGSHENG,LIANGCHA(-7%)HEQITAYINLIAO(-3.1%)XIAJIANG。

YUNYINGCENGMIAN,KAIFA、TUICHUJITUIGUANGXINCHANPINZHANBI20%,ZHICHU4.25YIGANGYUAN;KUOCHONGJITISHENGSHENGCHANSHESHIJIWANGLUOZHANBI20%,ZHICHU10.46YIGANGYUAN;TISHENGZAIXIAOSHOUQUDAODEDIWEIJITUIGUANGPINPAIZHANBI20%,ZHICHU11.42YIGANGYUAN。

XIAOSHOUJIJINGXIAOKAIZHITONGBIZENGJIA16.5%ZHI2017NIANDE32.48YIYUAN,CIKAIZHIZHANSHOUYI16.4%。ZENGJIADEYUANYINZHUYAOWEIXINCHANPINYIJIGAOMAOLICHANPINDAILAIDEGAOTUIGUANGFEIYONG,XIAOSHOUCELVEDIAOZHENGJIXIANDAIQUDAOZHANBITISHENGDAILAIDETUIGUANGFEIYONGTISHENG,YIJIXIAOSHOURENYUANPINGJUNGONGZIZENGJIA。

CAIBAOZHONGZHICHU,“NEIBUGUANLIFANGMIAN,BENJITUANZHENDUIDOUNAIHEPINZHIZAOCANZUJIANLEZHUANMENDEXIAOSHOUTUANDUI。XIAOSHOUTIXIFANGMIAN,ZHENDUIDIANSHANGHECANYINQUDAOFENBIEJIANLILEGUANLITUANDUI,WANSHANYISHICHANGWEIDAOXIANGDEZHUANYEHUA、BIANPINGHUAXIAOSHOUJIEGOU,TIGAODUIJINGXIAOSHANGHELINGSHOUZHONGDUANDEZHANGKONGNENGLI;TONGSHIYEXITONGDISHULILEJINGXIAOSHANGTUANDUI,YOUXIAODITIGAOLEJINGXIAOSHANGDEZHILIANG。”

DANSHICHANGSHANGYECENGPUCHUDOUBENDOUDEXIAOLIANGYIBUFENLAIZIJINGXIAOSHANGDECHENGYA,JIYAZAIKUFANGZHONG,QIZHONGDEKUISUNZEXUYAOJINGXIAOSHANGZIXINGCHENGDAN。

CENGXUCONGBIAOSHI,“WOMENYUJINGXIAOSHANGSHIHENBIANPINGHUA、GAOXIAODETIXI,ZAICHANPINSHANGSHIZHIQIAN,WOMENYIJINGZUOHAOCHANPINJIAGETIXIDESHULI,DUIYUZHONGDUANYEJINXINGLEZHENGTIDEXIEZHUGENZHICHI。HUIGENJUZHENGGESHICHANGDEBUJU,GENCHANPINDELIRUNHUOZHEMAOLITICHUHELIPEIBI,JIDAOGEGEHEZUOFANG。”

“DOUBENDOUQISHISHIZHENGGEDALIJITUANWEIYIYIGEBUSUANGENFENGDECHANPIN,TAYOUZIJIMINGQUEDEPINPAI、SHICHANGDINGWEIHEXIAOFEIQUNTIDINGWEI。ZHUANXINGFANGXIANGSHIDUIDE,DANZAIFAZHANGUOCHENGZHONGTADEYOUXIEYINGXIAOCELVEHAIBUPIPEIDAPINPAIDEZUOFA,YEZAOCHENGLEYIXIEJIANJIESUNSHI,BIRUKUCUNLIANGGUODA、JINGXIAOSHANGCHANPINZHIXIAO、FEIYONGHEXIAODENGWENTI,CHANGJIAHEJINGXIAOSHANGDOUYOUWENTI。”ZHUDANPENGZHICHU,“ZHEIKENENGSHIHENDUOZHONGGUOMINYINGQIYEBIXUJINGLIDEZHENTONGHEJINGYAN,SHUYUZHENGCHANGXIANXIANG。SHUANGFANGRUHEJIEJUEBUTONGSHICHANGDEPIPEIDU、PINPAICHENDIAN、XIAOFEIZHERENZHIHECUXIAODENGWENTI,CAISHIZHENGTILIANGXINGYUNYINGDEGUANJIAN。”

责任编辑:ERM523

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