Which company is better, Yili or Mengniu?

Yili is definitely the strongest in china dairy. Mengniu can't compare with it, but it's just a new stove built by Niu Gensheng. As for salary, it's not clear. If you want to make a short-term profit, you can go to Mengniu. If you want to do a career, you can go to an enterprise with strength and potential. After all, a modern enterprise is not a small job. When it comes to milk brands, Mengniu and Yili are probably the most mentioned now, and the "bright" that used to occupy the china dairy market seems to have gradually declined in recent years.

Bright Dairy can be said to be a century-old enterprise. Its historical origin can be traced back to Shanghai Keke Milk Company, which was founded by a British businessman in Shanghai in 1911, and then went public in 22. Up to now, Bright Dairy has developed for more than 1 years. Only in terms of historical time, Bright is a well-deserved "national milk". But the future of bright dairy industry is not very "bright"!

According to the financial report of Bright Dairy, the revenue of Bright Dairy in the first three quarters of 218 was 15.564 billion yuan, down 5.71% year-on-year; The net profit was 394 million yuan, down 25.53% year-on-year. This is also a "report card" with the worst revenue and profit since the listing of Bright Dairy.

At that time, when Bright Dairy went public, its sales volume, revenue and market share were at the forefront. At that time, Bright Dairy's revenue reached 5.12 billion yuan, leaving Yili and Mengniu far behind.

Bright past glory can not be separated from one person, that is, Wang Jiafen, who was called the "Iron Lady" of dairy industry at that time. Guangming is an old state-owned enterprise, and its institutional mechanism is rigid and aging. It is not easy to innovate and break through. However, Wang Jiafen just modernized such an old state-owned enterprise, making its mechanism more flexible and developing well. However, because in 23, after the normal temperature milk of Yili and Mengniu began to rise, Guangming was no longer the only one.

From 27 to 215, Bright's achievements were still very good. At that time, Guo Benheng, who had rich experience in dairy industry, took the place of Wang Jiafen and became the general manager of Bright Dairy. During this period, Bright's revenue soared. By 215, Bright's revenue had reached 2.385 billion, with an increase of 144 from 28 to 215.

However, in 215, it was a hard year for Guangming. First, Guo Benheng applied for resignation, and then it was revealed that Guo Benheng was suspected of serious violation of discipline and law, and he was investigated. Bright Dairy was in a panic. Zhu Hangming, who has no experience in dairy industry, is the president of Bright Dairy. Zhu Hangming's achievements in these bright years can be said to be average, and he has slowly lost his ability to compete with Mengniu and Yili. China dairy has also gone from the previous "three pillars" to the current "two heroes fighting for hegemony".

In recent years, Mengniu and Yili have been seeking innovation. Today, you have launched a high-end "Telunsu" for the two companies, and tomorrow I will also launch a high-end "Jin Dian"; Normal temperature yogurt is "Anmuxi" in your home, and "Pure Zhen" in my home; Lactic acid bacteria drinks "every time you add", my family will give "Youyi C". Guangming has long lost its ability to compete under the high-pressure competition between Mengniu and Yili, and the previous "momchilovtsi" has gradually been forgotten.

In fact, there are many reasons for Guangming's plummeting revenue, profit and market share.

compared with Mengniu and Yili, Guangming is slightly inferior in marketing. The marketing of milk has always been in sports and entertainment. From the perspective of entertainment sponsorship, Yili sponsored: Run, I am a singer 4, Singer 217, Singer 218, super brain 2, Where is Dad Going, Twenty-four Hours, and Mengniu has Accelerated All Staff, Qipa said, Transformers 5, Extreme Challenge 3. On the other hand, there are only Extreme Challenge 2 and The Voice of Chinese Dreams. The spokespersons are only Mayday and China women's volleyball team, while Mengniu Yili has Angelababy, Deng Chao, Guo Jingjing, Ning Zetao, Messi and other entertainment stars and sports stars who take into account both traffic and topics. Although the light is dominant in sports sponsorship, the audience of sports events is a minority after all.

There is no incentive mechanism in Guangming, which is also the reason why the marketing team, sales team and management can't keep up. An executive of Bright Dairy said in an interview with Netease Extra, "For example, an ordinary regional sales general manager of Yili or Mengniu has an annual income of more than one million; The sales director of a large area in Guangming has an annual income of around 2,, which is several times different. "

Finally, another important reason is that both Mengniu and Yili are trying to find new markets, which are not limited to normal-temperature milk and yogurt. For example, with the development in recent years, Mengniu and Yili will launch some products more accurately according to market positioning. Some are aimed at children, some are aimed at teenagers, and some are aimed at middle-aged and elderly people. They will also try in research and development, making ice cream, making milk powder, etc. These widths are beyond the reach of Bright Dairy at present.