2017-01-14 16:44
Baiyiji carrier Qin Yufeng let Jiao retail price increase of 40 times in 10 years
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[report] net Beijing on January 14th news (Chu Tianjin) since 2006, Dong'e E-Jiao retail price from 100 yuan / kg rose to nearly 4000 yuan / kg, 10 years rose by nearly 40 times, the ratio of house prices rose too fierce, even Moutai are mortified.
Rising prices attracted many followers. Some people questioned the move will be equal to the market submissively. Dong'e County President Qin Yufeng has responded by saying: "follow the competitors in the leader can sell a higher price."
Start at the beginning
Difficult to rebuild a Dong'e County
Donkey, donkey hide gelatin boil solid, originating in Shandong Dong'e County, has been the history in 2600, Dong'e county has gradually become people heart nourishing medicine.
In 1952, Dong'e gelatin plant, with its inherent advantages, the highest was 70% of the market. But then, the gelatin industry has been marginalized, the development of Dong'e Jiao stalled. Until Qin Yufeng came to power, Dong'e E-Jiao was ushered in a qualitative leap.
In October 1974, 16 year old Qin Yufeng entered Dong'e to glue the temporary identity, from the seventh generation descendant of Liu Xuxiang. Because the body is thin, the head is small, he can only start from the skin and the skin, a little groping. Qin Yufeng was born in the countryside that is not easy to do what is cherish, coupled with his strong personality, work particularly hard, won the master of love. Usually, the master apprentice taught only several steps, not to impart a full set of skills, but Qin Yufeng is an exception, "Ejiao this piece, I did, from the processing and processing of leather to glue." He said.
After years of hard work, Qin Yufeng not only have a full set of rubber techniques, also become the eighth generation of gelatin. His identity from the temporary first, gradually become the monitor, chief, deputy chief, and finally head.
In 2006, 48 year old Qin Yufeng served as general manager of Dong'e county. At the beginning, he would face a dilemma: Although Dong'e Jiao in the care of senior Liu Weizhi couples, is the industry leader, but the gelatin industry downturn.
On the one hand, with the sharp donkey slaughter, Lvpi rising costs; on the other hand, gelatin product aging, understanding of its function remains in the blood and female exclusive products, weak demand led to price has been hovering at a low level.
Because unprofitable, many manufacturers out of the market. In 80s there are more than and 40 gelatin enterprises, by 2006 only two or three. The industry is in a state of stagnation.
Faced with this situation, Qin Yufeng grew up from the snack Ejiao, have deep feelings of gelatin, he was determined to rebuild a Dong'e county.
Substantial price increase
Changes in cultural soft power market competitiveness
"We buy Cordyceps is bought by grams, buy is bought by catty gelatin." This makes Qin Yufeng quite aggrieved. In his opinion, Ejiao undervalued. Therefore, Qin Yufeng after he took office, the first thing is to glue price 20%.
This is an important step to return to the historical value of gelatin. But the price is the need for a reason, Qin Yufeng believes that this requires starting from the culture. "We found that the biggest advantage of gelatin is culture, this culture is a kind of resource, the soft power of culture into the competitiveness of the market, commodities, into voice and pricing." He said.
To this end, he organized a special team, collect the gelatin with square, the ancient medical home of Ejiao Ejiao about evaluation, stories and historical data. Finally, sort out more than 3 thousand and 200 prescriptions, and paste the more than and 200 therapeutic side, more than and 200.
Qin Yufeng resumed nine tributary glue hundreds of years of refining. The winter solstice in 2007, he led the eight workers, taken from wells to Yin Jiao water poured into the pot of gold, lit mulberry wood, brewed Gong glue. After nine days and nights, ninety-nine steps, the former royal tribute to reproduce the world.
The nine later became the supreme tributary glue country, every 250 grams of price is as high as more than 20 thousand. In refining nine tributary glue for second years, Dong'e gelatin production techniques have been listed as a national intangible cultural heritage project, Qin Yufeng also became the skill of representative inheritors. He will also Dong'e gelatin implant "The Legend of Zhen Huan" "female biography" Princess medicine and other TV dramas, with TV hit, Dong'e Jiao's image.
Synchronized with the cultural marketing, is almost suicidal price increases. Since 2006, Dong'e E-Jiao retail price from 100 yuan / kg rose to nearly 4000 yuan / kg, up 16 times in 10 years, the ratio of house prices rose too fierce, even Moutai are mortified. In this way, Qin Yufeng also feel enough, his goal is 6000 yuan / kg. A few years later, what Qin Yufeng said was true.
Pay close attention to the donkey
When the donkey as a medicinal herb to engage in recycling development
Dong'e County, which is part of the reason is the donkey hide glue from Aconitum in Dezhou donkey. But the data show that in 1999 the amount of 9 million 350 thousand head donkey slaughter, to 2013 only 6 million 30 thousand head. The donkey in the China is on the brink of extinction, which not only make people worried Qin Yufeng Ejiao donkey skin, also let each price from 16 years ago to 20 yuan rose to 2500 yuan, up 100 times! This situation is the destruction of the gelatin industry, "if the donkey disappeared, also do business?"
Qin Yufeng and his predecessors were aware of the problem as early as 2000, they thought of their own donkey. But the donkey's cost is very high, rely on the industry real donkey skin. So, Qin Yufeng put forward the strategy of meat for the skin: rely on meat to eat out of a market, so the enthusiasm of farmers to raise the donkey.
In Shandong, Henan and other places, the sky dragon meat, on the flesh of a donkey said, eat the flesh of a donkey has a broad popular base. Qin Yufeng further put forward the donkey as medicinal materials, engage in the development of living cycle thinking.
What is the living cycle of development? Simply said, is not only to his skin and flesh of a donkey, donkey, donkey milk also from the blood, the donkey placenta to benefit. As a result, the original one-time use will become a cycle of development, greatly enhance the value of the donkey.
The donkey model Qin Yufeng, "an adult female donkey, donkey milk can sell 6000 yuan a year, pregnant donkey blood can sell 2000 yuan, descendants of the colt can sell 5000 yuan, so a donkey a year to create 13 thousand yuan of income."
Compared with the traditional breeding methods, the overall income of the living cycle development increased by 6.8 times, for farmers, is an irresistible temptation. With their support, Dong'e county has in Shandong, Inner Mongolia, Xinjiang and other places to build 20 donkey base, to meet the business needs of raw materials 60%.
Today, Dong'e E-Jiao monopoly resources 90% domestic aconite ass, Qin Yufeng homeopathy also become the world's largest donkey groom. The donkey resources become Dong'e E-Jiao can not copy the killer.
Focus on the main industry
Single focus more brands to increase sales
Before 2006, Dong'e County in order to break through bottlenecks, into the beer, medicine, printing and packaging industry, light health care products to do 70 kinds, the result not only failed to successfully break through, even the industry also slowly being marginalized. After Qin Yufeng took office, decisively cut irrelevant business, the implementation of a single focus multi brand strategy, re focus on the main business.
According to Qin Yufeng's vision: the single focus is to do around the gelatin industry, multi brand is with gelatin as the platform, extending to the upstream and downstream, a strong product line.
In the upstream, Dong'e E-Jiao big investment industry, not only to build a breeding base in the country, also went to Australia, bought the 1345 square kilometers of pasture, an area equivalent to two Dong'e county. In the downstream, Dong'e gelatin gelatin block and main Fej two products, but also the development of peach Ji, really Yan small molecule Ejiao nourishing beauty products.
Qin Yufeng's goal is to get through the whole industry chain, starting from the donkey, and then back to the donkey, the formation of a closed loop donkey.
In the eyes of many people, the single focus of multi brand strategy is in a cocoon around oneself. In Tang, Yunnan Baiyao, Dong'e E-Jiao, Chinese medicine and pientzehuang four family, Dong'e gelatin in size did not dominant.
Why not develop gelatin outside products? In the face of people questioned, Qin Yufeng's answer is: in the gelatin industry, we are setting the standards, to other areas, others are standard setters, we will be deported.
Because you can set standards, Qin Yufeng put Dong'e E-Jiao into OTC (non prescription) sales of the largest single product. Not only their own bigger, but also the entire industry bigger, so that there are more cake can be divided.
After 2000, Dong'e E-Jiao quite PA 70% market, with annual sales of less than 300 million. Today, although the market share is small, sales increased to 5 billion 400 million. Push category on the one hand reflects the big pattern of Qin Yufeng, on the other hand also stems from his self-confidence. In the face of competitors look at fiercely as a tiger does Qin Yufeng, an heroic Utterance: "we want to lead the second 20 years."
Technological innovation
The builders mentality polished their products
Kindness is the essence of Lushang, but also outside of Lushang reputation, but in Qin Yufeng's opinion, this is also a kind of requirements and constraints. In Dong'e E-Jiao, he advocated being honest and kind, authentic work.
As the length of more than 40 years old man Qin Yufeng has his own gelatin, defined as a craftsman, his dream is to become a master like paoding some day in the future. The workman's early heart is excellence, continue to polish their products.
Ten years ago, Dong'e E-Jiao exports in Japan and South Korea, the results were found to exceed the standard of heavy metals. Check around, finally found the problem in the printing of cinnabar, mercury in cinnabar, therefore exceed the standard.
Informed of the reasons, Dong'e E-Jiao laser instead of lettering, to avoid similar problems. Today, Dong'e E-Jiao exports to Japan, 842 heavy metals and pesticide residues detection of all zero detection.
In Qin Yufeng view, Chinese medicine to go out, we must quantify, otherwise the road will become narrower and narrower. To do this, from the quality inspection process, Dong'e county to sell all the links, even in the upper reaches of the donkey breeding, reproduction, carry out quantization. They are implanted chip donkey, quality control for the whole industry chain through RFID technology, to ensure that every donkey can trace the quality.
In the past, glue temperature depends on the old master's experience, now through skills down old master, to find out the key parameters, control the use of digital technology, both accuracy and stability are greatly improved than before.
Now Dong'e E-Jiao, under the leadership of Qin Yufeng, has grown from a workshop for the market value of nearly 40 billion large pharmaceutical companies, with annual sales of more than 5 billion. But Qin Yufeng's ambition is more than that, Dong'e will create a qianyiji Ejiao multinational enterprise is his ultimate dream.
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