Why are there no Yili and Mengniu in Xinjiang?

According to my five-year living experience in Xinjiang, most people living in Xinjiang will think that the quality of beef in Xinjiang is better than that in Inner Mongolia. Moreover, no matter from the perspective of consumers or from the perspective of market speculation, Xinjiang prairie and Tianshan pasture will not be worse than Inner Mongolia prairie. Then why are there no Yili and Mengniu in Xinjiang? Most people in the local industry will say that Xinjiang is too far from the mainland and the transportation cost is too high. I want to talk about a personal experience first, and then talk about my own views.

In the summer of 2002, I worked in Xinjiang branch of our company. One day, an alumnus called me and said that Datianchi (Maiquer) Food Company was looking for a job. I'd better go to work in the food industry again. After all, I am a professional counterpart. I am very happy. I will be ready to go there. Maiquer is a well-known food brand in Xinjiang, and its main products are cakes (mainly franchise chains) and dairy products. At that time, the company newly acquired a very advanced Swedish Tetra Pak packaging line, and the enterprise was very supported by the local government, so it should be said that it had considerable strength.

I thought a lot at that time. Xinjiang is rich in natural agricultural products and animal husbandry products. Grapes and cantaloupes go without saying. Others, such as apricots and pomegranates in southern Xinjiang, are of good quality, basically growing naturally and naturally pollution-free. Tomatoes, hops, carrots and so on. It is also of high quality and high yield in Xinjiang. The apricot pulp in southern Xinjiang was basically ordered by foreigners the year before last, and all the raw materials for large packaging were exported. I have seen raw apricots myself. They are big, high in sugar and delicious. In my opinion, exporting from Tunhe River is a waste of resources. Our school has developed a carrot juice beverage, which has a good health care function of moistening intestines. It is not the same as the general drinks seen on the market now, but the strength of the school is not enough after all. Later, the cooperation with Xinjiang Hop Co., Ltd. was also anticlimactic and went away.

I stayed in Xinjiang for several years, knowing that Xinjiang has a population of 20 million and the income of urban residents in Xinjiang is not very high. When I was young, I had a bold idea. Xinjiang has limited consumption and limited market space. If mcguire wants to grow up, he has to go out of Xinjiang. But how do you get out? Where is the first step? I boldly imagined Shanghai. Why Shanghai? First of all, Shanghai and Xinjiang have deep historical roots. Shanghai educated youth spread all over the north and south of Xinjiang, and Shihezi is known as "little shanghai". After 80s, many old educated youths and their children returned to Shanghai, which in itself is a huge potential consumer group. Secondly, Shanghai is not only a huge consumer market in itself, but also has a strong brand promotion and consumption-oriented role. As for how to compete with light? In fact, it is easy to explain to consumers that there is very little grass in Shanghai. What can we use to raise cattle?

I am very excited at the thought of this. At that time, Yili and Mengniu were not very powerful and were not considered. I came to Tianchi with confidence and met many applicants. I used to be quite convincing, and I soon got to know several main leaders of the enterprise. It is said that there are three Li Zong in Tianchi, and I met two. I told my thoughts completely, took out a pen and paper when I was excited, and calculated on the spot: the income of Shanghainese and Urumqi residents, the population of several places, and so on. Also mentioned in Xinjiang to find the educated youth in Shanghai to give milk and other publicity and promotion methods. Mr. Li listened carefully and finally asked me why I came to Datianchi. I replied that I like playing "big". He asked me if the milk source was big enough. I didn't react and didn't answer.

Later, I met another general manager, Li. He asked some topics such as life ideal, and finally said that he would meet another general manager Li this afternoon. At noon, I went to see the alumni who worked in it. Their dormitory area is very sanitary, which is the advantage of Xinjiang. Most people have strong discipline. My alumnus has only been working for one year. He is my younger brother, but he is very calm, so their management is still very strict. In the afternoon, a lady in the personnel department told me that their manager Li was not here and asked me to go back first. I called them a few days after I went back, and the person who answered the phone didn't make it clear. In 2002, my monthly income was above five figures, which was considered a high salary at that time. Seeing them like this, I didn't insist any more.

Go to Shanghai in the second half of 2003 and come back after dinner in the evening. I found a row of Mengniu waiting billboards on the roadside: Raise your right hand and cheer for China! I got off the bus and walked along this road for several hours. My mood is very complicated. If I had insisted, would it have been Maiquer who planted the brand first? Later, I met some Mengniu people and learned that they got them from Guangzhou and Shenzhen in the most stupid way of sweeping the streets, and they were packaged by Tetra Pak, which made me feel even more sorry.

In recent days, when I was surfing the Internet, I suddenly thought of getting to know Maiquer. Look at their advertising slogan "Chinese flavor", which is very atmospheric. It's probably written by a big advertising company. But the problem is that planning can only be truly powerful if it is implemented. How much space can there be in Xinjiang? Look again, they have opened a branch in Beijing, maybe they know too little. I don't know how much advantage they can have in setting up a factory in Beijing, so I won't think about it any more.

As for Mitchell, I don't want to think too much. After all, I was too junior at the beginning, and no one dared to believe a boastful boy. Today, I am a little sophisticated and have lost my ideals. Today's Yili and Mengniu are not what they were in 2002. Although mcguire has grown up, its strength gap cannot be compared. I don't think those master planners can come up with many good ideas. What if there is a good plan? They can't "sweep" street by street like the sales staff of Mengniu. How can there be a "Chinese flavor"?

First, the region not only caused traffic inconvenience, but also set an invisible obstacle in people's thinking consciousness. In front of this barrier, enterprises have broken their ideal wings;

Second, Xinjiang has not formed a benchmark enterprise like Yili, and there is no leading figure like Niu Gensheng, and it has lost its direction;

Third, the timing is not enough, such as the fruit and vegetable beverage market and dairy products market around 2000. Today, these markets have produced many powerful competitors, and it is difficult to compete again;

Fifth, without a strong local marketing team, the problem of sales landing is more difficult. Including market research, planning and sales. Because of the lack of benchmarking enterprises, it is impossible to form a truly powerful marketing team.

The above views are some of my views after living and working there, which may not be comprehensive and can not be verified theoretically. This is a conclusion of intuitive and rational analysis.