Statistics show that, in 2008, the sales volume of the Golden Dragon Fish was about 2 million tons, and the market share accounted for 30%-40%, and the edible oil industry has not been able to compete with it. COFCO's Fulinmen has been second. According to industry analysts, in the field of edible oil Yihaijiali has been difficult to have more space. Yihai Jiali in 2008 to achieve sales revenue of more than 100 billion yuan, its small packages of edible oil Jinlongyu, Koufu, Hu Ji Hua, etc., occupying more than 40% of the market share. However, in the edible oil industry after a steady first, Kerry grain and oil did not willingly.
In fact, since the second half of 2009, Kerry's Xiangmanyuan flour, goldfish rice and COFCO's Fulinmen rice have formed a bombardment of advertisements on CCTV and many local TV stations. At the same time, in all parts of the superstore full pavement, in the terminal market began a real battle. At present, the rice processing industry is "small, scattered, low" phenomenon, the lack of core competitiveness and economic strength, although there are a number of small brands in various regions, but the lack of large brands to lead the industry. Two major enterprises in China's rice processing industry into a new brand era.
According to the reporter's understanding, soon, in Beijing Daxing District, Huangcun Town, Mineral Forest Road, a 6 place, more than 80,000 square meters of land, Yihai Kerry an annual output of 244,200 tons of flour, bran 82,500 tons of new flour mill will rise. Of course, this is only part of Yihai Kerry's recent capacity expansion plan. As the saying goes, "Grain and oil are not separate". After occupying most of China's edible oil market, the international grain and oil giant IHEKKARI has begun to penetrate the rice and flour industry on a large scale. Chen Bo, general manager of IHG Food Marketing Co., Ltd. told the media here that IHG is one of the world's largest grain and oil companies, and that its products in China used to be mainly edible oils, but now it will also focus on rice and flour. This seems to be a signal that it is not difficult to see the ambition of IHG, as a foreign investor, for China's grain and oil market.
Data show that China's annual consumption of rice is about 240 million tons, but less than 2 percent of that is sold in small packages of branded rice. COFCO and Kerry, coincidentally, are targeting this huge gap in the market. About 20 years ago, Kerry grain oil will be small packages of edible oil into China, with the later Fulinmen, Luhua together, the end of the era of bulk oil consumption. Now, the No. 1 edible oil brand Jinlongyu is trying to clone its own success in the rice sector; in fact, before Jinlongyu's rice was centrally listed later this year, Yihai Kerry had already been planning in the rice-processing industry for five years.
At present, Yihai Kerry's rice brands include Jinlongyu, Xiangyan, Xiangmanyuan and Jinyuanbao, etc.; soybean, corn, and miscellaneous grain processing and distribution industries are also being gradually enriched. Yihai Kerry in Heilongjiang Wuchang, Liaoning Panjin, Jilin Meihe and other places, the establishment of the order agriculture model, has completed 290,000 acres of rice order agriculture, control from the breeding, order planting, deep processing, product branding, by-products comprehensive utilization of the entire link.
In its 2008 annual financial report, Fengyi International elaborated on its China business this way, saying that after achieving industry-leading positions in small-package oil and soybean crushing, it is improving its existing structure and capabilities by extending into other crop businesses.
Not long ago, the media reported that on Dec. 10, Hua Shifei, commander of the Xinjiang Production and Construction Corps, met with Guo Kungfeng, chairman of IH Kerry Investments, and his delegation, who were visiting the corps. Guo Kongfeng said, IHI Kerry and the Corps has carried out cooperation in the deep processing of rice and other projects. The company will increase its investment in the Corps in the future, hoping that the two sides can realize complementary advantages, *** with prosperity. In fact, before, during July-September this year, Guo Kongfeng and others have visited Jiamusi, Lianyungang, Chengdu, Henan Zhoukou, Heilongjiang and other places, to meet with the highest local leaders, and investment in the construction of factories and a series of strategic layouts, seems to weave an invisible net in China.
Take off the "hat" of foreign investment at all costs
From the end of the 1980s, Malaysia's richest man, Guo Hernian, the family department of the company to play the raw materials, capital, technology and management of the advantages of the "troops in two directions" to start the siege of the oil market in China. The company has been in the oil market since the late 1980s, and it has started to encircle China's oil market in two different directions.
On the one hand, Kerry focuses on the back-end of the industrial chain in the field of oil refining and sales, creating a series of small-package edible oil brands, such as "Golden Dragon Fish", and in the process, leading the transformation of China's consumption structure of edible oils, which lays a solid foundation for the integration of middle and upper reaches of the market.
On the other hand, the Yihai Group was established through a joint venture between Fengyi Holdings and ADM, one of the four major international grain traders, which has an advantage in raw materials, to lay out the squeezing link in the middle of the industrial chain, and to take advantage of the 2002-2003 soybean rollercoaster market, which led to the almost total collapse of China's soybean squeezing enterprises, to sweep through the country's small and medium-sized crushing factories and to carry out large-scale mergers and acquisitions, which made the Yihai Group a leader in China's soybean industry in a short time. In a short period of time, Yihui Group became the dominant player in China's crushing industry. At the same time, Fengyi Holdings utilized its advantage in palm oil raw materials to take a full stake in the oil and fat enterprises under the COFCO family. As a result, the Guo family in China's oil and grease industry chain in the middle and lower reaches of the formation of almost "all eat" pattern.
In fact, in the process of the rapid growth of foreign-funded grain and oil companies such as Fengyi International in China, domestic public opinion has been concerned about the food security problems brought about by their monopoly layout in China, and the government has also introduced a series of policies to encourage the development of domestic-funded grain and oil enterprises. The opinions clearly put forward to support the national soybean processing enterprises, guide the domestic processing enterprises through mergers, reorganization, integration of resources, and cultivate a number of processing capacity of 2000 tons / day or more, production, processing, marketing integration, with strong competitiveness of soybean oil processing enterprises (groups); and foreign investment restrictions, foreign mergers, reorganization of domestic oil processing enterprises, in strict accordance with national laws and regulations relating to foreign investment and the Foreign investment in industrial policy for processing.
And in the National Development and Reform Commission issued "on doing a good job in 2009 on the acquisition of rapeseed notice" for the first time that enterprises can participate in the purchase of market, according to the provisions of the market price of rapeseed in the oil recovery to more than 4.00 yuan per kilogram before the central government to entrust enterprises with a one-time cost of 0.20 yuan per kilogram of subsidies, and, in turn, the cost per ton of the pressing enterprises is less than 200 yuan. There is not a single foreign company in the list of more than 100 companies subsidized.
According to the reporter's understanding, in July 2009, the company began planning to spin off all of its China operations and list them in Hong Kong, in response to China's domestic policy and public opinion tilting towards domestically owned food enterprises and seeking to "de-foreignize" the company. Obviously, if Yihai Kerry were to list in China, it would make the company more "localized," helping to stabilize its China business and reduce policy resistance to further expansion in the country.
Whether rice and noodles will repeat the same mistake as cooking oil
At a time when multinational capital is expanding, it should be especially wary of over-penetration of the food sector, which is a key issue for the nation's economy.
Qinghai experts analyze, foreign capital on soybean (oil and grease) industry chain through the control of logistics, sales links, first with low-priced dumping to occupy market share, to defeat the domestic manufacturers, and then raise the threshold, and ultimately raise the product selling price. At present, many rice and flour mills are in a loss-making situation, can not start, which gives foreign capital to further penetrate the grain field provides an opportunity. Because of the strength of foreign capital, the existing domestic small and medium-sized rice and flour processing enterprises simply can not resist its impact.
Yihai Kerry on the one hand, fast and furious in the Northeast, Jiangxi, Sichuan and other major rice-producing areas, on the one hand, but also in the end of the sale of various aspects of the COFCO and other mutual wrestling. Yihaijiali's efforts are in the shortest possible time to replicate the myth of goldfish oil to the wealth of the rice.
And industry insiders are worried that, right now, the domestic edible oil market is led by the big international brands such as the goldfish and control the situation is getting more and more intense. After soybeans, another food war is imminent. For the large-scale layout of Yihai Kerry, China's rice and noodles will repeat the mistake of edible oil? "If foreign grain merchants expand from food oil to flour and rice segments, the impact will be great." Cao Jianhai, director of the Investment and Market Research Office of the Institute of Industrial Economics at the Chinese Academy of Social Sciences, pointed out in a previous interview with reporters.
Born in the grain field, Ma Wenfeng, now an analyst at Eastern Eiger Agricultural Consulting, told the media here that in the grain field, the entire chain from soybean cultivation to the terminal market of edible oil suffered a foreign-funded war of annihilation, and the fire burned into the field of rice, flour, meat and other daily consumption of food products seems to be just a matter of time.
But some experts say free competition should follow the laws of the market. "China opened the earliest is the edible oil market, after more than a decade of development, not only fostered the goldfish and other foreign brands, and the whole industry in marketing, management, processing level than other varieties of cereals and oils to be a lot more advanced; China's rice and noodle industry, has been in the protection of the national policy, the lack of free competition in the market, so far, a big brand has not been trained out. " He pointed out that, for the rice and noodles industry, foreign capital to enter also follow the principle of appropriate guidance, such as the "Anti-Monopoly Law" has been the development of the relevant industry has played a certain role in warning, to avoid the emergence of edible oil industry like a dominant situation.
With the issue of food security has become a worldwide problem, our government for food security considerations, the policy began to domestic enterprises tend, will continue to give preferential policy support, whether domestic enterprises can seize the opportunity to open up the market and dominate, become the future of the domestic food and oil market, who is the dominant crucial factors.
Strengthen yourself to control your destiny
This time, some brands of cooking oil began to rise in price, in China's dietary habits are very dependent on cooking oil, which caused a certain amount of tension, some supermarkets appeared to rush to buy cooking oil phenomenon, and even the officials are aware of the fact that some people a breath of eight barrels of oil to the home.
The panic among the people is the most powerful expression of the pressures of life. Pork prices, water, electricity, gas prices are rising, and the people's lives most directly the price of rice, flour, grain and oil have a rising trend, these and daily life is closely related, once you can not afford it, it means that life will be affected by a huge impact. Edible oil companies rushed to the end of the year to get together the hustle and bustle of price increases, objectively exacerbated people's panic.
While the National Development and Reform Commission has clarified that cooking oil prices have not been manipulated by foreign investors, and that foreign investors can't manipulate them, the prices are really rising, and the people are really panicking. Once an agricultural expert said, a variety of agricultural products among the edible oil prices are the most difficult to predict, because the entire resource is in the hands of a few foreign-funded enterprises, enterprises say adjustments, outsiders who can not touch. And this year, the domestic cooking oil prices of several big ups and downs, just to confirm this point. Whether up or down, almost all foreign brands, occupying nearly half of the domestic market of goldfish is the initiator. So in the recent period, the goldfish has been pushed to the tip of the storm.
With the growing market size of IHG's edible oil business, it has encountered a "monopoly bottleneck" in the Chinese market. At present, the company's Golden Dragonfish edible oil market share is about to hit the ceiling. Instead of plowing into the grain industry of foreign grain merchants, the urgent need to find a more space for the product to open up a new battlefield, so, still in the industry's most primitive stage of the rice has become their new choice; rather than these powerful foreign investors on China's grain market has long been planned, China's huge market is the space they must contend for. The strong point of foreign companies is the strategic long-term layout, low-key, so they are in the rice and noodles and other food market peeping has not been a day or two.
In fact, the industry on such foreign investment has been a threat to domestic food security debate, "Golden Dragon Fish" stirred up the rice market, which is the domestic rice industry lack of industry leaders in the interest of driving, but also contains multinational food giants have to transform the hidden intentions. 17 September, the United Nations Trade and Development Organization (UNTDO) released the "World Investment Report 2009". Released by the United Nations Trade and Development Organization, "World Investment Report 2009" shows that the current global investment in agriculture, the total amount of foreign capital is growing rapidly, and investment in developing countries became the main force of cross-border acquisitions last year. Experts have warned that at this point in the expansion of transnational capital, we should be particularly wary of its excessive penetration into the food sector, which is a matter of national livelihood.
China is the world's most populous country, and thus has a huge consumption of food and agricultural by-products. Obviously, if multinational companies have too large a share of China's grain market, they will undoubtedly increase the volatility of grain prices, which in turn will make it more difficult to regulate the grain market.
However, the problem should be viewed from various aspects, foreign-funded enterprises in the Chinese market to call the wind and rain situation caused by foreign-funded enterprises should not be blamed "foreign-funded enterprises are too strong", and a big factor is "we are too small". The law of nature is that "the weak are the strongest". Therefore, if you do not let others lead their own nose, subject to others, you must be strong, only their own strong, in order to control their own destiny.