Ma Wenbin's entrepreneurial road: Ying's complementary food foundry was questioned, some products were not suitable for infants under 1 year old

Produced: the front line of entrepreneurship

"In 2021, Yingshi will achieve a revenue of 2.5 billion yuan to create the first domestic brand in infant food."

This is the strong words made by Ying's complementary food, Ma Wenbin, in an interview with the media in 2018. Later, he put forward the goal of "three years challenges for three years and five years" in the domestic supplementary food market.

Although Ying's auxiliary food has not announced their revenue in 2021, Ma Wenbin delivered a speech on "winning the championship, one step away" at the annual meeting of 2021. The year is the year of Ying's championship. "

Obviously, the goal of Ying's auxiliary food is very clear, that is, to become the first in the food supplementary food industry.

To this end, they also opened the brand upgrade plan in 2018, and in 2019, they used a whole year to hatch high -end brand Yingshi Yige. In 2020, they put forward the concept of precision feeding of the 5th stage of food supplement.

According to the "Research Report on the Insight and Innovation Opportunities of Chinese Infant Food Market", in the 2020 infant supplementary food market, Jiabao's domestic and import market share was 18.5%, which is the largest brand in the market. Heinz's market share is 8.3%, and the first two are foreign brands. The third place is Yingshi, accounting for 6.6%, and they are currently the first place in domestic supplementary food brands.

However, more than 61%of the domestic supplementary food market is still occupied by unknown brands, so the rise of domestic brands is still large.

Ma Wenbin used to be the national marketing general manager of Nanshan milk powder in Hunan. In 2007, he abandoned his high salary and started starting a business. He aimed at the rare domestic brands at that time. In 2008, he founded Yingshi supplementary food. In the early days of entrepreneurship, he also encountered major setbacks. The first batch of rice noodles produced by the first batch of rice noodles were insufficient because of insufficient product differentiation and poor sales channels, which once made them lose more than 2 million yuan. Fortunately, through the method of first goods, they eventually sold rice noodles, and they paid more attention to the functional selling points of the product in the later entrepreneurship.

They successively created products such as Niu Chu milk rice noodles, orange -flavored firebao solid beverages, etc., and Ying's complementary foods, which are standing firm, launched noodles, biscuits, meat crisp, glucose, and molar rods. Today, Yingshi Holdings already has 3 major brands, namely British, Shuobich and Mispotomy. Among them, Roubich and Mispotomy are both infant diapers brands.

However, Ma Wenbin's entrepreneurial road is not smooth, and they have been questioned.

For example, their suppliers have been punished by administrative penalties. Fujian Meiyi Food Co., Ltd. produced fruit -soluble beans for Ying's auxiliary food, but this company was punished by 50,000 yuan for food safety problems in 2017 and 2018.

In January 2022, the company produced by this company's quick -soluble dragon fruit nuts lotus ravioli was also spotted. Although the nominal manufacturer of the fast -molest drainage dragon fruit nuts is a company in Shandong, it is enough to explain that Fujian Meiyi Food When a limited company is for other companies, it is necessary to improve its own food safety production conditions.

And such a company, at the Yingshi complementary supplier conference in February 2021, is also a "supplier representative".

Other suppliers of Ying's supplementary food, such as Jiangmen Xinlebei Food Co., Ltd., were also punished by administrative warnings in October 2021 because they "did not implement the production and operation process of production and operation in accordance with regulations."

In addition, the China Food News also published on October 13, 2021, "Most of the" Dissolved Beans "claimed to be supplementary food", and once named Yingshi Yige in the article, saying that they used large font labels on product packaging. The relevant name of "dissolved beans" is in the inconspicuous position of "solid drink" or "fruit products" in a very small word.

In addition, the reporter of the China Food News also found that they added white granulated sugar in the relevant product ingredients table of Yingshi Yige, and according to doctors, "infant metabolism is slow, and the kidney function is not strong. Babies under 1 year old are prohibited from taking pictures. Enter white sugar. "

The establishment of Ying's supplementary food has a history of 14 years, and they still popularize the concept of precision feeding in the 5th stage of supplementary food in the circle. Ma Wenbin should be more familiar with what kind of complementary foods should eat under 1 year old. For providing specific supplementary food for infants and young children of a certain age group, this is what Ma Wenbin pays special attention, and it is also the foundation of their business. What he needs to pay attention to is that you must not add too much additives to infants and young children. Not to make incorrect feeding concepts for making money.

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