Gao Jia Jia Talks About M & A: The Era Of "Better For Chicken" Has Passed.

Gao Guijia's M & a story is another sample.

The king of biscuits is noble, and Zhu Xinli, the beverage king, is a fellow townsman. Zhu Xinli is a native of Yiyuan. Gao Gao Jia is a Yishui native.

Gao Guijia, President of China leisure food, called Zhu Xinli "the elder generation".

Before 2006, Zhu Xinli's "pig raising theory" was still unknown. Gao Gao Jia often asked him for advice.

At that time, Gao Jia Jia met Zhu Xinli's similar acquisition problem.

Internally, quite a few employees at the time were puzzled and asked around the office of Gao Jia Jia.

Externally speaking, Shandong's position as the largest province of biscuits production is also at stake.

First,

Actually, being a boss is very painful. When we really grow up, we find that we are not strong enough to turn to internal management. We find that there are many problems in communication, management and innovation. At this time, we need more resources to support.

I chose to marry.

Gao Guijia said to Chinese entrepreneurs.

In fact, the first "husband's family" that was sailing is not Jiale.

At the beginning of 2006, when danhang was trapped in its own breakthroughs and growth, Danone found Gao Jia Jia.

However, the rapid change of the capital market is so sad and annoying.

The so-called Mantis catches the cicada, and the yellow star is behind us. When the 18 month negotiations are about to be delivered, Danone's global biscuit business is taken up by the United States Kraft Foods Company for $7 billion 800 million, and it will also be handed over to all the production bases in China and the middle and high-end market channels.

The first love affair of Zheng hang ended with nothing.

After the withdrawal of Danone bidding, according to Gao Jia Jia, it is "immediately falling into a kind of pain similar to failure": it is necessary to find partners again, and all processes should go again.

However, the 18 months' rehearsal will not be wasted. The three guidelines for setting up a joint venture have been gradually clear in Gao Jia Jia's mind.

First of all, Gao hopes that this is a real joint venture.

For the family who came to knock on the house, the intention was no more than going to the Chinese biscuit market through the distribution channel of Zheng hang, which is also a matter of concern to former president Gutierrez, former US Commerce Minister, who gave up the market.

"In recent years, there are many dealings with foreigners. They are quite different from the Chinese people. They will never do anything more than icing on the cake. If you match your strategy, they will make less detours. This is the process of achieving overnight success.

Otherwise, you will not be able to find them if you are in trouble.

Secondly, after Wahaha's Zong Qinghou (blog), bright Wang Jiafen and fellow townsman Zhu Xinli had all kinds of capital game samples, Gao Gao Jia has already prepared.

"When I made this decision, I had a common mind, and I needed to be prepared for it to be diluted."

According to the agreement, Jiale's acquisition of 70% of the assets of Hang Hang, the right to operate the enterprise to the original navigation side, by Gao Guijia as president of the joint venture company in Qingdao, the "Zheng hang" brand continues to be retained.

Under the premise that the third, first private enterprises are in line with the strategic concept of a multinational giant, the introduction of culture and the reengineering of management processes are major projects.

On the introduction of culture, Gao Jijia was lucky to get the recognition from employees at the very beginning, and the business culture of Jiale was close to that of Zheng hang, and it also made cultural integration less detour.

The clarity of the three baselines led to the overnight success of JAC and JL in joint ventures.

In June 30, 2008, Jiale (Qingdao) company announced its formal establishment.

For the 37 year old Gao Jia Jia, the establishment of a joint venture and its smooth operation in the past 2 years may be only a "phased success". The expansion of the group may not be his ultimate goal. His strategic goal is to "elongate the industrial chain" and go upstream.

Gao Guijia: listing is just a kind of capital channel.

What opportunities make you realize that "marriage" is the best way to navigate?

Gao Guijia: as I said, in the past, the pressure is very great, because I do not know if the direction of the investment is right, is it consistent with the food safety requirements of our country in the future.

As a matter of fact, until last year, when I visited a similar manufacturer, I could tell people that "this place is better than me", "this place is not as good as mine" and "this place is almost the same".

Looking back to analyze what the enterprise needs? When a company has a certain scale and relatively meets the requirements of the listed company, you will find that what you lack is not money. What you lack is talent and technology. The use of UF NC software has promoted the development and operation of enterprises. You suddenly realized that listing is only a capital channel, and there are more ways to cooperate and communicate.

When the age of "chicken head rather than Phoenix Tail" is over, when the enterprise considers how to make the next goal, it will eventually turn to "marry".

Is there any problem in the enterprise management mode after the joint venture?

Gao Guijia: once I read a magazine saying that when Li Kaifu left Google China, many people thought that it would have a great impact, but in fact it would not.

American enterprises have a series of laws and regulations to control them. They rely solely on systems and processes to carry out flat matrix management, which is completely consistent with our informatization.

As the leader of the enterprise, I am just looking for the right position in the system to promote the product.

In fact, in today's economic structure and economic pformation process, the full application of information technology has become an important guarantee for the realization of the strategic objectives of enterprises and the increase of core competitiveness.

Over the past few years, we have worked with UF to build an integrated logistics, capital flow and information flow management platform, and we have been constantly improving to connect the international advanced management mode with the experience and wisdom of China's elite management.

Even under the impact of the financial crisis, the Kellogg Co is still rising steadily.

Historically, some McDonalds like enterprises, initially based on food processing positioning to do information, but ultimately rely on information technology to control the entire industry chain, this is a train of thought.

I wonder if you are laying the road for enterprise informatization.

Gao Guijia: information for us is similar to buying a car, buying a car is to pport and earn money, rather than let you buy back to dismantle the car, has become a vehicle repair school.

Similarly, we buy information software, it is to achieve synergy, fine control of cost, global dynamic inventory, multi accounts, multi accounting support, supply chain to achieve our goal, rather than training IT experts, because the application of this system is the most grass-roots enterprise employees.

Of course, after making money, we can buy more cars, so that each terminal has information intervention, how long the antenna is, and how long the system will be.

At present, many entrepreneurs have chosen the pformation from industry to capital. Do you have any consideration in this regard?

Gao Guijia: many enterprises think this way: I listed, that is, let enterprises become public, and they can encircle large sums of money and do other things with this money.

Last month, I went to Dongguan, and I felt that when Dongguan was under the temptation of the real estate industry and the resource industry, Dongguan was very calm. The housing prices in the country were 4000-5000 and the villa was only 10 thousand.

Some enterprises in Dongguan may have collapsed partly, but the rest of the enterprises did not say that I have done real estate, and also involved in the investment and financing market. I am deeply touched by the fact that I follow the goal step by step.