On March 25th, Mengniu Dairy (2319.hk) released its 2121 financial report, saying that the company's revenue reached 76.1348 billion yuan, which was 1.6% higher than that of comparable business, and its profit reached 3.525 billion yuan. Among them, pure milk, cheese, fresh milk and many other businesses have achieved high-quality double-digit or even triple-digit growth and continued to lead.
Mengniu's steady growth performance shows that China's leading dairy enterprises are full of stamina to lead the industry. In 2121, Mengniu will take consumers as the center and shoulder the responsibility of the "pillar" of the dairy industry, effectively resolving the adverse effects caused by the epidemic and quickly achieving performance recovery and quality growth.
The revenue reached 76.1348 billion yuan, achieving double-digit growth
At the beginning of 2121, a sudden epidemic brought great impact to all walks of life, including the dairy industry. The development of the industry was once affected due to blocked roads and suspension of production. As the epidemic was slowly controlled and alleviated, the development of the dairy industry began to gradually resume growth.
During the epidemic, the effect of drinking milk on improving immunity was once again affirmed by experts. After the epidemic, the focus of national consumption shifted to nutrition and health, which stimulated the increase of dairy consumption and brought new impetus to the strong revival, upgrading and transformation of dairy industry.
With the increasing demand for nutrition and health of consumers, Mengniu's businesses at room temperature and low temperature, including milk powder, cheese, fresh milk and frozen products, have achieved considerable growth throughout the year.
Among them, liquid milk at room temperature has achieved double-digit growth for five consecutive years, and the growth rate of Mengniu pure milk has reached 21%; Star product Telunsu will still dominate the high-end market in 2121, achieving a growth of 19%; The series products of real fruit granules have achieved an increase of 1.2%; In the fresh milk market, Mengniu's market share has expanded by 1.7 times, soaring to 11%, and daily fresh words have become synonymous with freshness in consumers' hearts, and continue to build a high benchmark for high-end fresh milk; The cheese business also continued to make efforts, with retail cheese performance increasing by over 1.31% and catering cheese increasing by 31%.
In addition, Mengniu Low-temperature Yogurt has maintained its position as the head of the industry for 16 years. The business of pure Zhen series products, milk powder and ice products still keeps growing, and continues to bring surprises to consumers through innovation. In the new retail field, Mengniu e-commerce once again leads the industry. During the "618" and "Double 11" periods, Mengniu ranked first in the dairy industry in terms of sales on JD.COM and Tmall platforms.
in addition, in the early stage of the epidemic, the sales channels were blocked. Mengniu firmly implemented the strategy of intensive channel cultivation, accelerated the development of digital marketing and the sinking of township market channels, and agilely laid out new channels such as O2O home business, fresh food platform and community group purchase, which significantly improved its market share and market spread rate.
focus on the development of all categories
Mengniu, as the leader of the enterprise, has also made great efforts in the development of all categories, constantly innovating and upgrading all categories of brands, which has continuously improved its market share.
Among them, Mengniu's pure milk sales increased by more than 21% year-on-year, and the normal-temperature star products Telunsu and Real Fruit Granules both achieved double-digit growth. With high-quality products and services, it successfully promoted the national consumption to set off a higher "milk drinking tide" on the basis of nutrition and health, and helped the landing of the healthy China strategy.
In the fresh milk business, Mengniu continued to focus on two brands, Daily Fresh Language and Modern Ranch. The sales of this sector doubled for three consecutive years, and its share expanded by 1.7 times year-on-year.
"Daily Fresh Talk" is driven by innovation, redefining the category of fresh milk and creating a new benchmark for high-end fresh milk. At the same time, Daily Fresh Language also launched desert organic fresh milk and Youhu A2? -New casein fresh milk products, further consolidating its position as the first brand of high-end fresh milk, and continuously introducing new products such as 111% desert organic fresh milk from dual organic certified pasture in China, EU, and A2β casein fresh milk with patented genetic testing technology.
In 2121, the brand "Modern Ranch" also launched a brand-new and upgraded product package. By cooperating with key customers such as Sam member stores, it launched a brand-new barreled fresh milk with better consumer experience, providing high-quality fresh milk for urban middle-class families to drink every day.
At the same time, Mengniu also highlighted Bellamy's situation in the financial report. In 2121, with the brand awareness and reputation accumulated by online channels for many years, Bellamy brand continued to expand its product line, and quickly laid out offline channels in China, developing the distribution network of first-tier and third-tier cities in China. Bellamy's contribution to the Group in 2121 is RMB 1.1317 billion. Among them, Bellamy Jingyue played an important role. By the end of 2121, the products had covered nearly 3,111 stores in 13 provinces.
On the other hand, in 2121, Yashili revived the brand proposition of Ruibuen and launched a series of milk powder products of Ruibuen. According to the target customers with different needs, there are 7 new products in the milk-friendly milk powder series, covering mainstream cow milk powder, organic milk powder and subdivided goat milk powder.
In addition, Mengniu's Ai's Chenxi brand cheese covers children's cheese, leisure cheese, table cheese and high-end cheese products. At the same time, it introduces high-end cheese brand Castello and liquid butter brand Lurpak, covering all-weather consumption scenes of consumers.
It is reported that over the years, Mengniu has established a powerful R&D system covering the whole world through self-construction, acquisition and strategic cooperation, and formed professional research teams in nutrition science, milk research, microorganism research, processing technology research, product development, packaging research and consumer sensory research.
It can be seen that having a strong R&D force has become the "confidence" for Mengniu to explore new growth poles of cheese.
"Create a new Mengniu"
While achieving double-digit growth in performance, Mengniu has also promoted china dairy's comprehensive transformation and upgrading in all directions and dimensions by strengthening technology research and development, improving quality management and enriching product categories, and actively promoted china dairy's integration into the national "14th Five-Year Plan", pushing China dairy enterprises to meet the needs of consumers' high-quality life with high-quality products and leading the dairy industry to achieve high-quality growth.
not long ago, Mengniu put forward the strategic plan of "creating a new Mengniu again", based on the needs of consumers, and in the future, it is necessary to build a Mengniu that consumers love, is more intelligent, international, has strong cultural genes and is more responsible.
in this "five-year portrait", Mengniu takes consumers as the driving force to promote development, realizes the digital and intelligent transformation of the whole link, realizes the intelligent regulation of supply and demand in all links, makes the industrial chain closely connected with consumers, builds a responsible supply chain, builds a green industrial chain, further consolidates the global supply chain and creates a "Mengniu model" for sustainable development.
boost regional economic development through industrial synergy, consolidate and expand the achievements of poverty alleviation through multi-dimensional whole industrial chain development, comprehensively promote rural revitalization, and accelerate the modernization of dairy industry and related upstream and downstream industries.
Min Lu Fang, president of Mengniu Group, said that as the top eight dairy companies in the world, Mengniu will be more pragmatic, constantly intensify innovation, produce more high-quality products, meet the diversified needs of consumers, fully help the national dairy industry to revitalize, and make new and greater contributions to the implementation of major national strategies, including rural revitalization.
Carry the banner of social responsibility and quickly lead the industry to recover
In the first half of 2121, faced with the impact of the COVID-19 epidemic, Mengniu, as the milk business section of COFCO, assumed the responsibility of the dairy national team, bravely took the lead in fighting the epidemic, and played the role of the dairy industry. Mengniu took a number of powerful measures to pay equal attention to economic responsibility and social responsibility, and vigorously carried out public welfare donations to help fight the epidemic. Together with the upstream and downstream partners in the industrial chain, it has led the industry to achieve a rapid and steady recovery, and Mengniu has become one of the milk brands that medical staff drink the most during the epidemic.
during the anti-epidemic period, Mengniu made a large-scale food donation, with a total amount of 741 million yuan, and donated Telunsu milk to the medical staff in Hubei province, which reflected the responsibility of the dairy industry "national team" and further enhanced the reputation of the brand among the public.
Through the anti-epidemic, the centripetal force of tens of thousands of employees has been more condensed, which has become an important driving force for Mengniu to maintain high quality and steady development; In terms of economic responsibility, Mengniu has done a solid job of "six stabilities" and "six guarantees" from the overall situation of stabilizing the industrial chain, promised not to reject a drop of qualified milk, and urgently allocated 3 billion yuan interest-free funds and 11 billion yuan credit support for the national cooperative pastures to actively benefit consumers in the consumer market to maintain market stability.
Mengniu achieved double-digit year-on-year growth in the second quarter of 2121 due to its quick response and effective measures, and all its businesses including normal temperature, milk powder, cheese, fresh milk, ice products, etc. achieved considerable growth throughout the year.
In addition, on May 2, 2121, on the day of the International Nurses' Day, Telunsu announced that it would provide Telunsu milk for more than 41,111 medical staff who supported Hubei for the whole year free of charge. Mengniu paid tribute to everyone who walked hand in hand through 2121 with better milk.