Milk, as a delicious and nutritious natural food, is guarded by Bright Dairy throughout the whole process from farm to consumer. Through the creation of the whole industry chain, the farm management, dairy processing, logistics and cold chain, brand sales linked together to provide consumers with safe and high quality dairy products.
Under the model of the whole industry chain, Bright Dairy looks at the world and continuously improves each link in the production process. In addition to developing a wide range of products to better meet demand, we also monitor the logistics and sales processes to ensure consistent high quality products and services.
Ranch management
Bright Holstein Ranching Co., Ltd, with more than 50 years of cattle-raising history and 26 existing large-scale ranches, is one of the largest comprehensive service companies in the domestic ranching industry. Farm management adopts Bright's world's first "1,000-point farm" evaluation standard system, which scores all farms on six major sections, including veterinary health care, breeding, feed raising, raw milk quality, heat prevention and cooling, and safe production, to ensure that the quality of raw milk is safe, reliable, and of high quality.
Milk processing
Bright Dairy has 25 factories located in all major provinces and cities in China. Among them, the central factory in East China covers an area of 232 mu, with a total construction area of 126,000 square meters and an annual production capacity of 600,000 tons, introducing the most advanced production technology, management system and testing methods, which is a world-class large-scale comprehensive dairy production base.
In terms of management, Bright first started to implement the "1,000-point factory AIB1000 points" standard, which is a dairy plant quality system, factory environment, product control, process control, employee management of the five sections of the assessment and evaluation management. The standard is a five-part assessment and evaluation of the quality system, product control, process control, and employee management of a dairy production plant.
Lead Fresh Logistics
Shanghai Lead Fresh Logistics Co., Ltd, a subsidiary of Bright Dairy, adheres to the business goal of "regional logistics leader and food logistics expert" and the service concept of "freshness, swiftness, accuracy and friendliness". We are committed to providing high-quality, multi-temperature modern food logistics services for the community and our customers. Lead Fresh Logistics has set up 19 modern cold chain distribution centers in Jiangsu, Zhejiang, Shanghai and Anhui Province, with a total warehouse area of more than 40,000 square meters and about 8,000 terminal outlets covered by transportation; Lead Fresh Logistics has implemented modern information systems, such as WMS, DPS, TMS, and on-board GPS, to provide effective support for logistics operation and management.
Sales terminals
Bright Dairy's own sales terminals have been spread throughout the country, with more than 400 dealers and 400,000 effective sales outlets. On the basis of maintaining the advantages of modern superstores and traditional retail channels it has also established the advantages of full coverage of catering, group purchasing, network and student milk.
The Bright With Order milk home delivery service is the company's specialty channel, covering more than 20 cities across the country, providing more than 2 million families with easier and more convenient milk home delivery service every day.
WCM World-Class Manufacturing
WCM (World-Class Manufacturing) is a world-class manufacturing organization that aims to "create a world-class manufacturer" and integrates supply chain management, total quality management, strategic cost management, and lean manufacturing with TPM as its foundation. It is a comprehensive system that integrates supply chain management, total quality management, strategic cost management, lean production management and other management elements based on TPM.
In 2010, Dairy Plant 8 took the lead in applying the WCM system, making Bright Dairy the first and only dairy company in China's dairy industry to introduce the WCM management system.
In 2013, Bright Dairy won the TPM Excellence Award issued by JIPM (Japan Institute Of Plant Maintenance).
(Total Productive Maintenance), which is also the first domestic food company to win this international award. This is the first footprint on Bright's way to "World Class Manufacturing": in the future, Bright will continue to challenge itself and continue to improve to reach new heights.
East China Central Plant
East China Central Plant, officially put into operation in August 2013, covers an area of 232 mu, with a total construction area of 126,000 square meters, and after the full production line is put into operation, the daily output will reach 2,600 tons, with an annual output of more than 600,000 tons of high-quality dairy products. In terms of production capacity and scale, this is the world's largest single processing plant for dairy products.
The plant is designed to make use of centralized automation control technology and introduce top international production equipment to record and monitor the entire production chain in real time, thus realizing the optimization of the entire dairy production chain. Based on the world's advanced dairy processing technology, combined with the latest international production process concepts to create a world-class large-scale integrated dairy production base, the East China Center plant is committed to "everyone manages quality, all staff involved in safety", to provide consumers with safe and secure dairy products.
New Zealand Synlait
In November 2010, Bright Dairy acquired its first overseas subsidiary, New Zealand Synlait Milk Limited, and began an important step towards globalization.
As the third largest supplier of dairy ingredients in New Zealand, Synlait provides Bright Dairy with high-quality milk sources.
In 2011, Bright Dairy set up a production base at Snowy Mountain Farm in Canterbury, New Zealand, which enabled New Wright to start production of its high-end infant milk powder Pei'er Berry, which quickly captured 10 percent of China's high-end infant milk powder market in just over a year.
In 2012, two years after the acquisition, New Wright's sales were NZ$380 million;
In 2013, sales were NZ$420 million, a growth rate of 10 percent.
On July 23, 2013, New Wright was listed on New Zealand's main board, making Bright Dairy the first dairy company to acquire a high-quality milk source company outside China and successfully facilitate its listing. Compared with the listing price and cost of New Wright, the asset appreciation rate of this investment reached 100% in 32 months.
In addition, Bright Dairy also took advantage of New Wright's IPO to introduce the world's leading cooperative dairy company, Royal Friesland Campina (Royal Friesland Campina).
Sales Area
More than 400 distributors and 400,000 effective sales outlets cover the national sales network. On the basis of maintaining the advantages of modern superstores and traditional retail channels, we have established an all-round coverage of catering, group purchasing, internet and student milk. In the "horizontal to the edge, vertical to the end" of the channel layout at the same time, the development of secondary and tertiary markets.
Distribution channels
Modern supermarkets, milk delivery and in-depth distribution channels are the three carriages of Bright Dairy's distribution channels, with average annual sales growth of more than 15%.
In the modern supermarket channel, Bright Dairy has made intensive efforts to optimize the product structure, and the sales of single store have reached a record high every year; in the milk delivery channel, the Bright milk delivery service has covered more than 20 cities nationwide, and provided more than 2 million families with easier and more convenient milk delivery service to their homes every day; in the in-depth distribution channel, Bright Dairy has continued to drive the channel sinking and the expansion of new channels with its products, and the first is that the basic products have gradually covered the towns, villages and townships. Firstly, the basic products gradually cover the town and village level areas; secondly, the developed dairy ingredients also gradually enter the food processing industry and catering industry.
The above are only some of the distribution channels, in no particular order
Bright milk delivery service
Bright milk delivery service, the brand was established in 2000, covering more than 20 cities, mainly in East China, and providing more than 2 million families with milk delivery service every day.
Service system
Bright milk ordering pioneered the establishment of the "four with" milk ordering service system of "order at any time, pay anywhere, choose at will, change at will", providing consumers with easier and more convenient service.
Product selection
In terms of products, in addition to more than 70 kinds of commercially available dairy products that can be purchased by subscribers at their own discretion, they can also choose to subscribe to the channel-specific products.
Fresh to the home
Just log on to the "With Heart" website and complete the payment or call the milk subscription hotline, and a professional will come to your home to install the milk tanks free of charge. With the perfect cold chain system, the temperature is controlled within 4 degrees Celsius to ensure freshness.
Fresh products, attentive "four with the service", Bright with the book to a more professional image of the side of the "drinking milk adviser".
"Bright with the heart order, fresh direct delivery" in the bright with the heart order.