A:1~ February normal temperature liquid milk 16~ 17% increased year-on-year, and this caliber refers to all cases of order+payment. In February, the growth rate increased by 5 to 6 points. Here, all orders in February are counted. There may be some closed orders in monthly orders, and some orders at the end of February will not be delivered until March. If the impact of customs clearance is excluded, the income in February may increase by 2~3%.
In February, Anmuxi decreased 1~2%, Jin Dian+1~12%, white milk +2~3%, milk beverage +9% and growing milk+19%. 1~ in February, Amuxi +9%, Jin Dian +22%, pure milk+14%, growing milk +7%, and milk beverage +20~2 1%.
1~ February together, the statistics are more even, and there will be related bills every month. Sometimes, according to the situation of each region, in order to rush the task, the order will be placed at the end of the month, and this part of the order will be delivered in March. More orders are placed at the end of the month, and the delivery is slow, and it will take until March to deliver. For example, the closing order in February is the order after 2.25, and it will not be issued until March.
Compared with 1 month, the sales in February are weaker, and the sales before 2. 15 are ok, and then it will be weaker. Every year after the Spring Festival, there is a low season. In the past, the Spring Festival was in mid-February, so it was relatively light from the end of February to March. This year's Spring Festival is ahead of schedule, and it will be a little dull in February.
The specific sales situation needs to be investigated at the terminal. What we are talking about is the growth rate of orders, which may increase by three points. The three-point growth rate of sales may determine the growth rate of orders 10. The base of dynamic sales caliber is relatively high, and it is impossible to have a very high growth rate on the high base.
At present, the inventory is 26 days, the overall average is high, the inventory of high-end milk is less, and the inventory of milk drinks and children's growth is higher, mainly because some dealers can't control the order rhythm well after the new year, which will bias the inventory, resulting in more inventory of sketches. The storage days in Jin Dian and Anmuxi are more than 20 days, in Jin Dian it is 20 days, and in Anmuxi it is 22-23 days. The basic white milk is not high, 17~ 18 days.
The company has a prescribed inventory cycle, but it is only an interval range, and there are points in the off-peak season that lead to fluctuations in inventory levels. Play in March will focus on some, because the milk source is relatively loose, it will increase the cost of basic products by a little bit, and then it will become a KA system in line 3~5, and pure milk will make the activity price of 36 yuan and 37.8 yuan to speed up the delivery of basic products. High-end products will do 49.9 activities in some areas, but these are staged promotions, routine operations, not vicious competition. Then, we will continue to promote channel refinement, display products through single carriers and composite carriers, and promote product sales.
Q: What are the specific measures for channel refinement?
A: Yili channel refinement: Yili business personnel need to do a lot, and there are more than a dozen project jobs every day. For example, in March, all business system personnel went to the chief marketing supervisor to visit the market, and each person attached an indicator. For example, the number of dealers I control, my white milk delivery level (for example, I now have 20 cars, and each car needs to deliver 100 boxes of white milk every day), and the number of days of inventory cannot exceed 18 days. Then the internal regional channel department personnel are needed to supervise and report the presented results. For different categories in each area, we do newspaper unpacking and packaging, how much exhibition area, how many SKUs are put on shelves, how to build piles, how to modify the Olympic image and so on.
Q: How about the offline rate in February?
A:1~ February, the offline expense rate was flat year-on-year. In February this year, the rate was reduced by 0.5pct compared with last February, and this year 1 month was 0.4pct higher than last year 1 month.
Q: compared with the competition, what is our marketing and investment?
A:1~ February, our sales performance was better than Mengniu's, and Mengniu's overall product line investment was greater than ours. Their pure price band is much lower than that of Anmuxi, and the pure price band and Anmuxi are two price bands. 1~ There is not much change in Telunsu in February, and the promotion range of Telunsu and Jin Dian has not changed much. Basic white milk, Mengniu is 2~3 yuan lower than Yili at present. In 2020, the prices of basic white milk in Mengniu and Yili will remain basically the same, because everyone is short of milk. 18~ 19 years, the basic white milk prices of Yili and Mengniu were different.
Q: Is the terminal price of normal temperature acid going up or down year-on-year?
A: Judging from the basic acid at room temperature, the price band is going down year-on-year. Nielsen shows that the acid price at room temperature has increased, which means that the product structure has changed, and the proportion of high-end products has increased, which has brought about an increase in the price. In recent years, the price list of basic models of Ilian Muxi has gone down, and the most obvious performance is 19~20 years, which has dropped a lot in these two years. 2 1 year1~ February, almost the same as last year.
Q: In March, it is generally necessary to go to stock and buy new year's goods, so the promotion in March has increased?
A: At present, Yili's New Year's products account for a small proportion. After visiting the terminal market, there are not many goods in 1 February, and the goods produced in1and February are still the main ones. There may be a slight increase in sales promotion in March, and the subsidy for basic products will increase. At the same time, the cost of dealing with temporary goods will increase, and it will be lighter in March, and1February will be recalled in a centralized way.
Q: Is there a digital tool for Yili's channel management?
A: Yili started to promote the management of digital tools a long time ago, and it has been implemented for more than 10 years. We first used the URP system, which can monitor the dealers and the daily delivery and order system. In 13, we began to systematically manage the terminals, through direct customer service, but in 18, we opened the cloud business system, a very refined system, from Yili business. The system will manage vehicles, routes and outlets, and then 1 dealer's 20 business personnel will also be included in the cloud business system, which will be managed by Yili business personnel, and the distribution business personnel, including punching in, visiting, how many transactions, carrier investment, monthly return fees and other information will be monitored.
We feel that our own system is relatively advanced and developed by ourselves, and our system has a high executive power, while other systems have an average executive power. Today, Mailang also uses the system, and they may be more used for business attendance, so it is not so tight for dealer maintenance. Yili system is that both business personnel and dealers are included in the assessment, with clear rewards and punishments, and rewards will be given when they are completed, and the assessment is in place.
Q: Does channel refinement bring great progress to sales and profits? Are we widening the gap with Mengniu?
A:/kloc-since 0/0, we have opened a certain gap with Mengniu in channel refinement. Mengniu is more of a continuation of the previous management model and structure, and we continue to introduce advanced management models with the constant changes in the market, manage channels and distributors, and do a good job in splitting the dealer system. From around 10 to the present, the channels have been more refined and implemented, and the channel flattening since 15 has continued to the present. In 15 and 16, the network weaving action promoted the channel sinking, while Mengniu was18 ~/kloc-0. Simply from 1~3 tier cities, we can't see the gap between Yili and Mengniu, and the gap between Yili and Mengniu becomes more and more obvious as the third tier cities go down. We are a small business system and they are a big business system.
In most county-level markets, Mengniu is not doing very well. Many of the differences between Yili and Mengniu are county-level and rural areas with a level of 5 or below. For example, in a county-level city in the north, there are 2,500 to 3,000 points covered by Yili, and Mengniu may have 600 outlets. Mengniu, the off-line city, is a distributor, and Yili is its own distributor, so its execution will be higher. There will be a gap in the execution of distributors and distributors, which will be reflected in the promotion and cost landing effect. For example, when a basic milk promotion activity is carried out, Mengniu first gives it to the distributor, and then the distributor transfers it to the distributor. As for the distributor's rebate to the distributor, it may depend on the attitude of the big businessmen. They give more if they are happy, but don't give it if they are unhappy, resulting in a general effect. Yili is directly a two-tier relationship between the manufacturer and the distributor.
Q: What is the internal product structure of Ammushi?
A: The basic models of Amherst account for about 50%, and the high-end models account for 50%. The basic models include diamond clothes, ordinary models, blueberry flavors, vanilla flavors, etc. The high-end models mainly include PET, Tetra Pak jar yellow peach oats, pineapples, black diamonds, etc. The basic products were flat and declined slightly as a whole, and the decline in offline cities was relatively light.
Q: Who are the main users of Q：90-day ultrafiltration?
A: Benchmarking high-end organic milk, more targeting high-end low-temperature white milk, asp 10 yuan+. Ultrafiltration milk is characterized by some differences in shelf life, and emphasizes the nutritional content. One bottle of milk has two bottles of nutrition, and the protein content is high. Ultrafiltration milk is suitable for more people than Juanshan milk. Ultrafiltration milk is spread in offline cities, and Juanshan milk may cover a limited area and only cover first-tier cities. The subsequent body mass of ultrafiltration milk will increase faster than that of Juanshan milk in the future.
There are three main customer groups of ultrafiltration milk: low-temperature pasteurized milk consumers, high-end organic milk consumers and gift market. Moreover, the 3-month shelf life of ultrafiltration milk is completely in line with the gift market, while the freshness of other products may overlap, all of which are 6~9 months. At present, ultrafiltration milk and normal temperature milk are displayed together, and may be on the cold chain in the later stage. The operation rhythm of ultrafiltration milk is faster than that of Jindian from May to June, but the dealers have basic operation ability and experience in operating Japanese milk, so it is not a big problem to make this product.
Q: 21year Q 1 and Q4 growth caliber and rate?
A: the revenue is Q 1+37%, Q2+6~7%, Q3+9%, Q4+6%. The rates are Q 1 9.5%, Q2 9.7%, Q3 10% and Q4 9.2%.
Q: What's the current volume, price list and growth?
A: Zhennong spent 4 billion yuan last year, and the overall performance in 1 ~ February was not bad. In particular, the monthly growth of/kloc-0 was still high double-digit growth, and the promotion was not strong. The product growth mainly depended on the milk source. Generally speaking, in the basic white milk activity cycle, the basic Tetra Pak Pillow white milk will have a greater investment, but the concentration is not great. At present, Zhennong KA is mostly around 46 yuan, and the original price is 47~48 yuan. AnMuXi finished folding around 50 yuan. The scene of self-drinking is mainly concentrated, which is to meet the consumption upgrading trend of self-drinking milk. It is estimated that with the expansion of the share of white milk, it is possible to achieve 10 billion in the future, which will not be too difficult.
Q: low-temperature yogurt is sold?
A: It's very common to start selling after the price increase. The market competition of low-temperature products is more intense than that of normal temperature. There are promotional activities every month, such as buying gifts and promoting sales.