Adopt a cow, give the domestic milk again ...

Chinese people do not have time to drink milk for a long time, but the harm of milk to the Chinese is a lot at all.

For so many years of the Sanlu milk powder incident, it is hard to say whether the quality of domestic milk powder brands has improved, but the ability of bragging and marketing has become stronger and stronger ...

From TV, to TV series, from long videos to short videos, from outdoor large screens to elevator halls, as long as you can advertise, the advertisement of milk brands will never be less.

Despite the search for searching for research and development, it is most willing to spend money on advertisements, and looking at the expenditures of these brand financial reports, it seems that each year, the core energy and maximum expenses are spent on research on how to advertise.

Play a positioning, advertising bombing to consumers brainwashing, what is "most suitable for Chinese baby constitution", what "national sales lead" ...

What constitution of Chinese babies? A superpower with a span of more than 5,000 kilometers from east, west, and south, and covering five climates. How do you recognize a can of milk powder?

As for what is far ahead, the advertising company that is positioned for this milk powder brand, customers sell second -hand cars and are also far ahead; customers sell electric cars and are also far ahead; customers who sell milk powder are still far ahead.

It seems that except for this advertisement, other Chinese characters do not know it. As long as the law is not controlled, they can be shameless.

Of course, after these traditional routines are gradually figured out and worked very little, some brands have played Internet thinking in the milk industry.

For example, in the past few years, a cow relied on simple and rude positioning and advertising. Although it was only six or seven years since its establishment, the fire was a mess.

Why fire? The quality of milk and strong story packaging and marketing each occupy each. As the process of adopting a cow's IPO is advancing, the filter is gradually erased, and consumers naturally raised a shot in their hearts.

The advent of adoption of a cow, holding an extremely sexy story in his mouth, this sexy story is enough to impress countless Chinese parents who scared the Chinese milk powder.

Of course, these new consumer brands have a so -called new key link.

At the beginning of the establishment of a cow, his founder Xu Xiaobo became a frequent visitor on the business media layout, and the content of Xu Xiaobo's media reporting was to repeat a story pancake.

It was probably in 2012 that Xu Xiaobo brought milk powder from Hong Kong to his children, and was asked by the customs for four hours.

In the face of humiliation, then he began to think: "Isn't we a big country, we can't make a good milk?"

With this idea, Xu Xiaobo spent two years to start visiting various ranch, and then began to decide to raise cattle;

In 2014, Xu Xiaobo established his own pasture and was equipped with 60,000 acres of pastures;

Two years later, in 2016, the consumer brand of adoption of cows was established. Wu Xiaobo and other big V platforms were obtained by consumer money through crowdfunding without milk.

Is this story sexy enough? Obviously, it is even a bit old, but when this story is pushed by capital to countless Chinese parents' mobile phones, it is sexy enough.

The story of adopting a cow is not only Xu Xiaobo, but most Chinese parents themselves.

After grasping such a consensus, adopting a cow continued to strengthen the mind, "We are not dairy companies, but a company that raises cattle for users."

Subsequently, ads to adopt a cow began to spread all over the corners.

Then you see that a cow who adopts a cow is queuing to do SPA;

You also see that adopting a cow is still listening to various elegant music;

You also see that countless labels have been posted on dairy cows;

You also see that countless children go to the ranch to touch the cattle they adopt;

You also see that the food cost of each cattle exceeds its own spending day, up to 80 yuan a day;

Native

This is obviously enough to reassure countless parents. There will be problems with milk produced by dairy cows, so there will be problems with milk in the world.

Of course, consumers proved this with their actions. In 2021, a cow revenue was 2.567 billion, and the 6 -year revenue of 6 years has been established for more than 20 years.

You know, today's milk market is difficult to insert.

The more clever part of adopting a cow is the clever model.

In order to expand the contacts, adoption has also launched a variety of adoption models, cloud recognition, joint adoption and real -name adoption, although the so -called adoption was only implemented in 2020.

In fact, is it really adopting a cow? Not, according to the introduction of a cow, the number of members of the company exceeds 16 million and the number of cows exceeds 60,000.

The fundamental, the so -called adoption is just an Internet gameplay, but the clever place is that this not only obtains the trust of consumers, but also locks the long -term consumption of consumers;

At the same time, adoption is also a reverse thinking of the supply chain. It not only helps the brand to precipitate a large amount of funds, but also greatly reduces the cost of loss and the cost of the channel through the predicted scale of the predicted production scale.

For example, according to the real -name adoption of a cow, that is, the price ranging from 2999 to 10,000, you can subscribe to a cow. He will send the milk production of this cow to the user according to the monthly, quarterly, and annual annual milk. In this operation, he can get 2999 or even 10000 without selling milk. From this point of view, do you adopt a cow to be honest with consumers? The answer is clear.

Earlier, a cow has also played a bull -raising partner plan, which includes named cows, got distributed commissions, and so on.

For example, the cumulative sales of sales can be upgraded to cattle raised people, and the cumulative sales of sales can be upgraded to a bull -breed partner than 5,000 yuan. 10%commission.

In addition, invite friends to join their own "cattle raising team" and get 3%to 7%invitation rewards.

Latin the head to be rewarded, familiar?

Is this innovation? Obviously not, just moved the WeChat's set over ...

Of course, it seems that this is a micro -business -style milk, but in fact the core is still the marketing category, what private domain, social and the like.

Of course, there is another point that the information points for adopting a cow to adopt a cow to promote the promotion of the ink is also poor about the dairy cows, listening to music, and 80 yuan per day.

In fact, according to media reports, the dairy -dairy strokes of Guangming Ranch also enjoyed a massage. The food cost of a day is about 104 yuan; the dairy cow of the new hope of Qiandao Lake fell asleep Xi Mengshi's rubber pad, and the food fee was about 110 yuan per day.

Obviously, adopting a cow is not the best. It's just that this information is not propagated by other brands before, and consumers don't know.

In addition, adopting a cow also emphasized the "100%raw milk" of pure milk in the publicity. In fact, milk that meets national standards is 100%raw milk.

A few years ago, a colleague of Xiao Chai talked about a classic marketing case in the office. Probably the case, saying that an old man asked someone to chat on the plane and talked about a boss selling beer.

This boss frowned, saying that his beer was selling around, but he couldn't sell it. The old man listened and said, "You should refine the highlights of your beer to pack and promote ..."

After listening to hehe, who doesn't know! But my beer has no highlights. So the old man asked the boss to tell the entire production process again.

It is mentioned that during the production process, the workers blew into the wine bottle into the high -temperature pure oxygen and used a pure water under the deep well to produce beer with a deep water under the well.

The old man was very surprised to say, why don't you promote this? The boss said, you don't understand beer too! This is the process of brewing beer.

The old man replied: "Writing these will definitely surprise everyone." At the same time, he proposed a selling point full of confidence: "Every bottle of beer must be blown by high temperature and pure oxygen before filling. To ensure the clearness of the taste. "

This boss is still disdainful: "Advertising this advertisement will make people laugh to death ..."

The old man said angrily, "We bet, I will pay for advertising. If you make money, you will return me to me. If you don't make money from time to time, this advertisement is in vain."

In the end, this brand of beer sales reached the first place in a short time.

And adopting a cow is obviously the same as this routine. But is it wrong to do this? The law can not be prohibited. This is the bottom line of the capitalist.

What's more noteworthy is that with the disclosure of adopting a bullish share, more filters about this brand are also erased.

For example, the publicity fee of 80 yuan and high -quality pastoral grass is not excellent in the industry, but the prospectus shows a more dishonesty side.

The prospectus shows that the feed used for adopting a cattle is derived from external procurement. In 2021, the company's total corn feed procurement was 156 million yuan, and the total amount of soybean meal feed procurement was 49.937 million yuan.

According to China.com, the number of 60,000 cows can be counted as the daily "food fee" of each dairy, which is only 9.41 yuan, which is not one -eighth of the publicity.

Take a step back, even if the production auxiliary materials of 106 million yuan are added, the daily cost of cows is only 14.25 yuan. If you calculate all the costs of the pasture, it is far from the 80 yuan promotion.

In addition, adopting a cow has always claimed that milk sources are their own core competitiveness. The company has been interviewed and stated that they are all their own milk sources. The IPO prospectus also promotes 7 modern large -scale dairy pastures and cows. head.

However, the company made it clear when taking stock of productive biological assets. As of the end of 2021, there were 37062 cows, of which 13,569 cows, 18,420 young cows, and 5073 calves.

In addition, the prospectus also shows that the amount of raw cow milk purchased from 2019-2021 was 109 million yuan, 21 billion yuan and 411 million yuan, respectively. Tons and 86,300 tons.

From 2019 to 2021, the sum of the total output of a cow pure milk and yogurt was 51,400 tons, 121,900 tons, and 174,100 tons, so it is not difficult to calculate that the proportion of autonomous milk sources used for adopting a cow product is 46.65, respectively. %, 57.16%, 50.43%. In other words, adopting a cow does not come from its own ranch, especially in 2019 and 2020, more than 90%of pure milk and more than 95%of yogurt are produced by external factories.

It means that these external procurement milk is to use their own brand advantages to help Junlebao and Guangming sell milk.

Of course, this series of operations have no difference in protein content compared with many competing products, but the price can be 1.4 times more expensive than peer milk.

The prospectus also shows that from 2019 to 2021, its sales costs were 194 million yuan, 302 million yuan, and 483 million yuan, respectively. For such high sales costs, a cow said that expenditure was mainly used for product sales of e-commerce platforms. And brand marketing promotion.

Advertising and marketing spending money on the market make its sales cost much higher than those of peers. From 2019 to 2021, the sales cost rate for the adoption of cattle was 22.46%, 18.35%, and 18.82%, respectively; at the same time, the average sales rate of A-share market dairy companies was 17.72%, 13.81%, and 12.18%.

The prospectus also shows that this IPO is raised by 1.851 billion yuan, of which 520 million yuan will be used for brand building marketing.

But what about research and development? From 2019 to 2021, the R & D expenses of the adoption of cattle were empty, 613,900 yuan, and 6.8713 million yuan, respectively, and the R & D cost rates were only 0%, 0.04%, and 0.27%, respectively.

Just ask you, scary is not scary!

In the introduction of a cow's encyclopedia, it is written like this: the company takes the mission of "only one cup of good milk", and controls the quality of milk from the source links of pastoral planting, dairy breeding and other sources. , Interactive marketing and other methods to realize the in -depth connection of the industrial chain, brand and consumers.

However, with the disclosure of its listing prospectus, we found that the second half of the introduction is true, through various advertisements and various marketing companies (HU) connected (You) users.

As for the first half, I dug a pit for myself, but the core of the problem is that the first half of this sentence is the core! But the first half of the sentence turned over and fragmented.

A brand of such a brand, a brand that uses marketing upper position, a brand that spends most of funds and energy on marketing, is it saving domestic milk or giving domestic milk?

The question is, what is the ingredients, color, and understanding of a cow to be questioned and eradicated the filter by yourself, but no one has come to manage it yet?

Chai Dogsky 夫 ️ ️

Author ｜ Xiao Chai No. 3

Edit ｜ Tan Song

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