Tian Wenhua, Chairman Of Sanlu Group, Has No Known History Of Entrepreneurship.

As Sanlu, a professional dairy producer in China, milk powder has been sold for the first time in 11 consecutive years. It can be called the real "milk powder king". Yogurt keeps the first place in the country; Sanlu liquid milk has been sitting in the country for fourth years, but Sanlu has not stopped.

At present, Sanlu aims at the leading level of the international dairy industry, and has formulated a new strategic plan.

So how will Sanlu Group achieve its new strategic goals?

Reporters interviewed Tian Wenhua, chairman of Sanlu Group.

The strategic goal of Sanlu Group is: by 2007, milk powder production and sales will be 130 thousand tons, liquid milk production and sales will be 1 million 800 thousand tons, and sales revenue will be 16 billion yuan. In 2007, the production and sales volume of milk powder will continue to be the first in the country. Yogurt and series of high value-added health foods will strive to be the first in the country. Liquid milk ranks among the top three in the country, and at the same time, we will further develop the high-end milk powder market with foreign brands for a long time.

The Shijiazhuang Sanlu Group is relying on milk powder to "get rich", especially infant formula milk powder, which is the product of Sanlu's fist product.

The reputation of Sanlu milk powder is well known throughout the country. Rural consumers prefer Sanlu milk powder to its good quality and high price.

With such strength, Sanlu milk powder has entered thousands of households in 31 provinces (municipalities and autonomous regions) of the whole country. Sanlu milk powder production and sales surged year after year, reaching 62 thousand tons in 2003.

At the end of the 1990s, with the improvement of people's living standard, convenient and fresh liquid milk has gradually become the new favorite of consumers, especially urban consumers.

In 1999, some domestic dairy enterprises had launched the liquid milk production line, some of them were "watching the situation".

After careful investigation and demonstration, Sanlu leadership group agreed that liquid milk will soon become the preferred product of Chinese consumers. Who will occupy the liquid milk market first, who will have absolute market advantage, and the milk powder market will also see a thriving scene. Consumers' demand for high added value products such as fortified milk powder and health food will be high. It is also a good opportunity for Sanlu. Sanlu research and development must follow the market and follow the tastes and needs of consumers. "Consumer demand is our research and development goal"; the liquid milk market will play a great role in further expanding the milk powder market, and the two can promote each other and make up for each other in the market.

In 1999, Sanlu entered the liquid milk market and launched a series of liquid milk products such as ultra high temperature sterilized milk, sour milk, flavored milk, lactobacillus beverage and so on.

Over the past few years, the production and sales volume of liquid milk has increased rapidly, increasing from 6 thousand tons in 1999 to 460 thousand tons in 2003.

"In the future, we will increase investment in milk powder and liquid milk production line according to the strategic objectives of 2007, further expand the market and make a secret network, so that every Chinese can drink nutritious and healthy Sanlu dairy products."

Zhang Zhenling, deputy general manager of Sanlu Group.

Practice has proved that the decision of the Sanlu Group leader was correct.

The capital of Sanlu Group, Tian Wenhua, told reporters that Sanlu is using the national milk source as the national market. Sanlu has established its own milk source base in Hebei, Henan, Tianjin, Shanxi, Gansu, Inner Mongolia and other provinces (municipalities and autonomous regions). There are "breeding cattle", "dairy cattle apartments" and "ecological dairy farming park" and other breeding modes. The implementation of the "four unification and one concentration" management mode.

With the scarcity of resources in urban dairy enterprises and the degradation of grasslands in Inner Mongolia and other places, Shijiazhuang's surrounding areas are highlighted as the most suitable areas for dairy farming in China. The Ministry of agriculture has identified the "Jizhong" dairy belt centered on Shijiazhuang as one of the ten major dairy bases in the country.

Now, Sanlu has 160 thousand cows distributed throughout the country. "Adequate milk sources are the best weapons for Sanlu to win in competition".

About quality, consumers have the most say.

During the Fuyang milk powder incident, Sanlu consumers in all parts of the country sent letters to them to fight against Sanlu, giving Sanlu their greatest confidence and support and condemning the counterfeiters.

A letter from Wang surnamed, a consumer in Zhenjiang, Jiangsu, said that his son had been drinking Sanlu milk powder for 13 months since he was born. His son had not had a single illness, and his physical examination returned to health.

"I am a consumer who has the most say."

I want to prove that Sanlu products are trusted by Sanlu.

I am the beneficiary and I have the obligation to prove that Sanlu milk powder is a good product.

If you have Sanlu, your baby will be healthy and happy. "

This is the voice of tens of thousands of consumers and the best return for Sanlu.

Sanlu regards product quality as the life of an enterprise. Chairman Tian Wenhua has a habit of maintaining for decades. The first thing to do in work is to see the quality inspection report provided by the quality inspection department.

First class milk source, first-class testing equipment, first-class production technology, first-class research and development team, first-class management, to ensure the quality of first-class Sanlu products.

Consumer trust is the greatest wealth. "Consumers trust and favor Sanlu is our greatest wealth," Tian Wenhua confidently said.

In recent two years, the growth of dairy enterprises has mushroomed. Whether large enterprises or small enterprises, the degree of homogenization of products is very serious, leading to vicious competition.

As a result, the profit margins of dairy enterprises have declined and even losses have occurred. Consumers of special groups are less satisfied with their products.

In order to avoid the above situation, Sanlu Group allows more consumers to drink Sanlu dairy products. The R & D team composed of doctors and masters has been closely following the pulse of the market and the needs of consumers. Successively developed the products of middle-aged and old aged milk powder, high calcium and high iron milk powder, lady's low fat and high calcium milk powder, quasi Mommy milk powder, Bifidobacterium factor milk, AD milk, high calcium acid milk, sugar free sour milk and so on, and won the popular welcome and favor of consumers.

Sanlu's strong R & D capability is progresses in continuous learning, digestion, absorption, accumulation and innovation. Sanlu invited dairy experts from New Zealand and Britain to teach technology to enterprises, and hired 28 senior designers, nutritionists, doctors, academics and senior engineers who are influential in China as advisers, offering advice for Sanlu Group's new product development.

"We can save some other places, but we can not invest a single cent in new product development". The Sanlu Group National Dairy Research Center, which invested 30 million yuan, has introduced 139 sets of advanced scientific research equipment and instruments abroad and in China.

Sanlu Group and Jiangnan University announced the establishment of a post doctoral workstation at Sanlu Group headquarters.

Sales decide everything.

Without sales, there will be no conditions for enterprises to exist.

"High quality sales personnel, hard working spirit and United Sales team are the super weapons for Sanlu to win the market."

Sanlu's sales network in the whole country is increasingly solid and meticulous. Every village and every small shop can find Sanlu products. This marketing network has attracted the attention of the food industry, and Sanlu has become a household name and famous brand in China.

Sanlu regards "speed marketing" as a marketing creed, and the sales network changes from the hierarchical management mode to the flat management mode. Sanlu new products can be sold to every store in the country within 4 days through the sales network.

Sanlu has successively worked with Carrefour, big run fat and WAL-MART supermarkets to implement the strategy of "encircling the cities in the countryside" step by step.

Shijiazhuang Sanlu Group has achieved a great leap forward by virtue of its wisdom and capital.

The Sanlu people, who are striving for the revitalization of the national dairy industry and striving to improve the level of nutrition and health of the masses, are striving for the strategic goal of 2007, and are also moving towards the goal of "aiming at the leading international dairy industry and becoming an advanced industry in the world dairy industry".