Ning Gaoning'S Adventures

If the layout of the "whole industry chain" of Chengdu and Shaanxi is only the tip of the iceberg of the strategy of COFCO, then is the strategy of COFCO's western part not an important piece of the layout of Ning Ning's "whole industry chain"?

"It seems that a stranger broke into a busy family gathering. I don't know what you are talking about, nor do you know many stories in this family. When you speak, it's easy to be abrupt."

This is the real feeling of Ning Gao Ning's entry into COFCO in 2004.

In 2004, Ning Gaoning dropped from central enterprises Huarun to central grain COFCO.

In 2006, he put forward the strategy of "limited related diversification" and "specialization of business units". It should be said that the strategy of "whole industry chain" has been launched in full swing.

The so-called whole industry chain mode refers to planting, logistics, trade and almost all chain coverage.

"This is a relatively mature and effective business model, which can be applied to COFCO."

Ning Gaoning said so.

After 5 years of preparation, the 5 years of Ning Ning, a COFCO Grain Producer, began his "whole industry chain" with thunderbolt.

In February 2009, it formally took over the bankrupt five Valley Road and stepped into the instant noodle market. Afterwards, COFCO acquired, controlled and built many enterprises, and involved in pig breeding, liquor, biological engineering, fruit juice and other fields.

At the beginning of the new year, COFCO extended its capital tentacles to the west, and continued to compile the "whole industry chain" with a continuous 20 billion hand.

However, in a seemingly prosperous and applauding of all parties, this comprehensive open and huge investment industry chain seems to have some worries in COFCO and Ning Gao Ning.

First of all, after China's accession to the WTO, the market is fully liberalized, and the international grain giants are gradually nibbling the market of Chinese agricultural products.

In the face of powerful pnational giants, most of the domestic grain enterprises are unable to fight back. Most of them have to choose the fate of "merger" or "bankruptcy", leaving only a few grain groups such as COFCO and grain reserves.

Secondly, in the field of international grain, the whole industrial chain model proposed by COFCO is not a new thing.

ADM, Jia Ji, bang Ji, Louis Da Fu and other multinational grain traders all adopt the whole industry chain mode. Can the improved "whole industrial chain" built by Ning Gao Ning be able to meet the established mode of pnational grain merchants?

At the same time, thinking of the "whole industry chain" to further expand the COFCO, it also wants to rapidly expand the scale of enterprises, and think again.

Over brand building and brand recognition have won more consumers' recognition. Both inputs are very large for enterprises. According to the relevant public information, COFCO's "whole industry chain" strategy has just begun, and the asset liability ratio of enterprises has greatly improved.

In addition, although COFCO has some product brands such as Fu Lun gate, golden emperor and the Great Wall, it is difficult to directly face the terminal consumers because of the long-term role of COFCO as a raw material supplier of food enterprises. The construction of its downstream brand is also weak, the product brand is isolated and dispersed, and the overall force is not formed.

According to publicly available data, even the edible oil brand, Fuling gate, which is regarded as a flagship brand by COFCO, has a market share of only about 10% in 2008.