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国货记|新希望乳业:从“鲜”出发不走寻常路

2001NIAN,ZHONGGUOSHOUJIAMINYINGQIYEJITUANXINXIWANGKAISHIJINJUNRUYEBANKUAI,ZOUCHULEYITIAOFEITONGXUNCHANGDEFAZHANDAOLU。SHIJINIANLI,XINXIWANGRUYEXIANHOUZHENGHELE14JIADIFANGRUYEPINPAI,QUELILEYIBASHINAIWEIHEXINDE“XINXIAN”ZHANLVE,CONGYIJIAQUYURUQICHENGZHANGWEIQUANGUOXINGDECHENGSHIXINGRUQILIANHETI。

BUJIUQIAN,XINXIWANGRUYETICHUSHUZIHUAZHUANXINGZHANLVE,WEIXIAOFEIZHETIGONGGENGJIAJINGZHUNDECHANPINHEFUWU。

国货记|新希望乳业:从“鲜”出发不走寻常路

打造城市型乳业联合体

一筒国际ZI2002NIANQI,XINXIWANGRUYEZAIGUONEIXIANQIDUOLUNBINGGOUCHAO,TONGGUOZHENGHEHUOLIANYINQUYUXINGCHENGSHIRUQI,SHIXIANZAIQUANGUODEXUNSUKUOZHANG,MUQIANZAISICHUAN、YUNNAN、ZHEJIANG、ANHUI、JIANGSU、HEBEI、SHANDONG、HUNAN、FUJIANYIYONGYOU14JIAZIGONGSI。

ZAIXINXIWANGRUYEDONGSHIZHANGXIGANGKANLAI,BINGGOUZHEITIAOLUFEICHANGNANZOU,MOUZHONGCHENGDUSHANGBIXINJIANYIGEPINPAIGENGNAN——LAOYUANGONGDEGUANNIANNANYIZHUANBIAN,BUTONGGONGSITIZHIJIANDECHONGTURANGZHENGHEYINGLIDENANDUDOUZENG。YUSHIXINXIWANGZAIBINGGOUGUOCHENGZHONGSHOUXIANXUEHUIDESHIZUNZHONGDUIFANGDEJIWANGLISHI、YITONGGUOJIHEYUANYOUTUANDUI。

2008NIAN,XINXIWANGRUYEQIXIAYUNNANDIEQUANHEXUELANLIANGGEPINPAIZAIGUOQIGAIZHI、QIYEKUISUNDEQINGKUANGXIA,TONGSHIMIANLINZHETONGQUYUJINGZHENGDENANTI。DUICI,XINXIWANGRUYEZAIYUNNANFAQI“TOUMINGGONGCHANGJIHUA”,YAOQINGXIAOFEIZHE、JINGXIAOSHANGCANGUANMUCHANG,LEJIECHANPINJIAGONGGUOCHENG,XIAOLIANGZAI3GEYUEHOUHUISHENG。

一筒国际2019NIAN1YUE25RI,XINXIWANGRUYECHENGGONGDENGLUSHENJIAOSUO。CIRIYELI,XIGANGZAIPENGYOUQUANFAWENSHUO,“SHINIANMOYIJIAN,DUIXIANLEYIGECHENGNUO,LIANJIULEYIGETUANDUI,PAOCHULEYIGEMOSHI。”

新鲜战略寻差异化发展

XINXIWANGJITUANDONGSHIZHANGLIUYONGHAORENWEI,XINXIWANGRUYE“XIN”ZAICHAYIHUAFAZHANZHANLVEHEXINXIANZHANLVE,SHIZHENGGEJITUANZHUIQIUGAOZHILIANGFAZHANDESUOYING。

SHUODAOXINXIANZHANLVE,JIUBUDEBUTIBASHINAI。2011NIAN,XINXIWANGRUYEKAISHIZUO“24XIAOSHIBASHIXIANNIURU”,JICHANPINCONGSHENGCHANDAOXIAJIABUCHAOGUO24XIAOSHI,BUMAIGEYENAI。ZHEIYIDADANXIANGFACENGZAODAONEIBUZHIYI,“DINGDANZENMEZUO?”“MAIBUWANZENMEBAN?”ERZHENZHENGDENANDIANZAIYUGONGYINGLIANHEDINGDANGUANLI。

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一筒国际2018NIAN,XINXIWANGRUYEYOUTUICHU“HUANGJIN24XIAOSHI”,ZHIXUANQUSHENGTAIZIYINGMUCHANGFUHE“ZHONGGUOYOUZHIRUGONGCHENG”DEYOUZHIYUANNAI,BINGZAIQUANCHENGLENGLIANTIAOJIANXIAYUNDIGONGCHANG,ZAIYI72℃、15MIAODEJISHUJINXINGDIWENSHAJUN,QUEBAOYINGYANGWUZHIDECHONGFENBAOLIU,MIANYIQIUDANBAIHANLIANGBIPUTONGXIANNAIGAO20BEI。

“TUICHU‘24XIAOSHIXILIECHANPIN’DUIZHENGGEGONGYINGLIANHETUANDUIDEJIANSHEBANGZHUHENDA,5TIAN、7TIAN、21TIANCHANPINDINGDANDEZHUNQUEXING、WULIUDEGUIFANXINGDOUTIGAOLE。”XINXIWANGRUYEZONGCAIZHUCHUANSHUO。

国货记|新希望乳业:从“鲜”出发不走寻常路

数字化转型战略启动

“24XIAOSHIXILIECHANPIN”BEIHOUNINGJULEXINXIWANGRUYEMOLIDUONIANDE“XINKEJI”——SHUZIHUAKEZHUISUDEZIDONGHUAMUCHANG、XIANJINDERUNIUSIYANGJISHU、GUONEIJINYOUSHAOSHUQIYEZHANGWODE“72℃”CHAODIWENSHAJUNJISHU、LINGXIANGUOJIDEJIANCEZHIBIAO、KESHISHIZHUIZONGDEZHINENGLENGLIANTIXI……

一筒国际ZAIBUJIUQIANJUBANDEDIQIJIEXINXIANSHENGDIANSHANG,XINXIWANGRUYEYOUTICHUSHUZIHUAZHUANXINGZHANLVE,ZHIZAIDAZAOHULIAN+CHUANGXINDEZHIHUIRUPINQIYE,JIANGTONGGUORENGONGZHINENG、WULIANWANG、CHELIANWANGZAIMUCHANG、SHENGCHANDUANHEWULIUDUANDEQUANMIANYINGYONG,QUANMIANZHANGWOXIJIESHUJU,XUNSUPIPEIXIAOPILIANGROUXINGSHENGCHAN,SHIXIANGENGJINGQUEDEHUOWUPIPEIHEQUANCHENGBAOXIAN,GOULECHUGENGWEIJINGZHUNDEXUQIUHUAXIANG。

一筒国际CIWAI,ZHENDUIWOGUOQINGSHAONIANJINSHILVGAOFADEWENTI,XINXIWANGRUYEHAIXIESHOUCHENGDOUZHONGYIDAXUEYINHAIYANKEYIYUANYANFACHULEYOUHUYANZUOYONGDERUPIN。XINXIWANGRUYEDONGSHIZHANGXIGANGTOULU,WEILAIHUIJINYIBUBUJUGONGNENGXINGRUPIN,BINGZUOWEIZHUYAOFANGXIANG。


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