China Net Finance news on October 24 (reporter Ye Qian trainee reporter Xing Nan) recently, Hebei Yangyuan Zhihui Beverage Co., Ltd. (hereinafter referred to as "Yangyuan Beverage") released the third quarter report of 2021.
In 2021, Yangyuan Beverage achieved a double increase in operating income and net profit attributable to the mother after deducting non-deductions. In the third quarter of 2021, Yangyuan Beverage achieved operating income of 1.600 billion yuan, an increase of 29.51% over the same period of the previous year, and net profit attributable to the mother after deducting non-deductions was 431 million yuan, an increase of 59.53% over the same period of the previous year.
In order to cope with the trend of consumption upgrading, Yangyuan Beverage adheres to innovation and change, and the company has completed a new layout of products and categories to achieve a new round of performance growth, while also meeting the personalized, healthy and functional consumption needs of consumers. The company's layout of omni-channel strategic upgrades, through online and offline link barriers, to achieve regional sales revenue growth. In the future, Yangyuan Beverage will strengthen the core positioning of the brand and create a consumer-centric, digital-driven brand with sustainable development as the concept.
Diversified product innovation Layout of new tracks
For people with heavy brain use, Yangyuan Beverage launched the functional six walnuts 2430. Six Walnuts 2430 is a functional product launched by Yangyuan Beverage and experts from China Walnut Industry Research Institute, and has been unanimously recognized by the market and experts.
Consumers insist on drinking one can of 2430 every day, and after 30 consecutive days, they can effectively solve the brain health problems of people who use their brains excessively. According to the "Randomized Double-blind Controlled Study of the Effect of Supplementing Walnuts on Students' Memory" released in 2018, giving walnut milk drinks containing 24g of walnuts to experimental samples every day can significantly promote their memory quotient after 30 days of intervention.
Six Walnuts 2430 also uses a new lean formula, with 0 flavor, 0 cholesterol, 0 trans fat, 0 sugar and other multiple attributes, can effectively meet the health needs of consumers.
In addition, Yangyuan Beverage launched the second largest product based on the concept of human health and environmental protection - Yangyuan Plant Milk. Yangyuan Beverage is the largest plant milk production enterprise in China, and the company successfully introduced the first and only global top whole bean production equipment in China, and officially put into operation in 2021. At the same time, the company also adopts the world's most advanced European plant milk production process to ensure the quality of plant milk products.
In recent years, the global "plant meat" and "plant milk" categories of heat continue to rise, many families in Europe and the United States have replaced animal milk with plant milk. According to market research firm Euromonitor, the global plant-based milk market reached $16.88 billion in 2020, with a compound annual growth rate of 4.8% over the past three years. Meanwhile, data from the U.S. Department of Agriculture (USDA) shows that per capita liquid milk consumption in the United States has fallen by 40 percent since 1975. It can be seen that people realize that milk contains cholesterol and artificial hormones that pose hidden dangers to human health.
At the same time, from the perspective of environmental protection, the dairy cow feeding process is extremely damaging to the environment, and plant milk can avoid this problem from the source. According to a 2019 study by the World Wide Fund for Nature (WWF), traditional livestock farming is the largest source of most greenhouse gases (methane and nitrous oxide), more than all cars, trucks, planes, trains and ships combined, directly affecting global warming.
For the rich nutritional value of plant milk, experts said, "The nutritional value of Yangyuan plant milk is as high as milk, and at the same time, 0 cholesterol, 0 trans fat, and 0 artificial hormones are more likely to be favored by first-tier cities and literate environmental protection groups." ”
As a leader in the plant protein industry and the leading formulator of the national standard, Yangyuan Beverage continues to increase research and development, and further upgrades the taste and nutrition of products with "5·3·28", "full walnut CET cold extraction process" and "five-fold refined grinding process" through the company's technical original industry advantages.
Yangyuan Beverage said, "In response to the needs of diversified consumption grading and upgrading, the company will upgrade the taste of products, improve product quality, innovate product categories, continue to launch multi-flavor, multi-packaging products, adapt to the needs of consumers in different scenarios, and continue to improve the sales potential of six walnut products." ”
All-region sales revenue growth Omni-channel strategy upgrade
According to the announcement of yangyuan beverage's operating data for the first three quarters of 2021, the sales revenue in the first three quarters of 2021 increased by 1.991 billion yuan over the same period last year, an increase of 65.97% year-on-year.
From the perspective of sales channels, the sales revenue of Yangyuan Beverage's distribution and direct sales channels in the first three quarters increased compared with the same period last year. Among them, the sales revenue of the distribution model increased by 69.66% over the same period of the previous year.
Data source: Yangyuan Beverage operating data announcement for the first three quarters of 2021
From the perspective of sales area, Yangyuan Beverage achieved an increase in sales revenue in the whole sales area in the first three quarters compared with the same period last year. Specifically, the sales revenue of East China, Central China and Southwest China in the first three quarters increased by 604 million yuan, 545 million yuan and 404 million yuan respectively over the same period of the previous year.
The sales revenue growth of Yangyuan Beverage in the whole region benefited from the company's omni-channel strategic upgrade, which opened up online and offline link barriers. On the basis of retaining the advantages of traditional channels, Yangyuan Beverage launched the marketing model upgrade strategy with the creation of customer value as the core, and in view of the changes in consumer shopping habits and drinking scenes, the company continued to make efforts to expand emerging channels such as online e-commerce, KOL celebrity live broadcasting, and community group buying, to break through online and offline marketing barriers and enhance market sales.
Yangyuan Beverage also develops targeted products and opens up emerging channel markets for the consumption needs of various emerging scenarios in the current market. The company intensively cultivates traditional channels, on the basis of doing a good job in offline KA, supermarkets, and traditional terminal outlets, strengthens community stores, fruit stores, convenience stores and other terminal outlets, and refines the market stock. Yangyuan Beverage also actively explores emerging channels such as live streaming with goods, community group buying, and O2O home, and constantly expands the market increment.
At the same time, Yangyuan Beverage comprehensively promoted the digital transformation of channels, and the company used digital tools to empower marketing, forming dealer business visualization, point-of-sale management and process standardization, consumer link precision, and full-chain channel content integration, so as to achieve the growth of overall market operation capabilities.
In 2021, Yangyuan Beverage launched a new marketing strategy in the all-media era, joined hands with top domestic think tank institutions, and continuously carried out brand trust, reputation, youthfulness and high-end building, and achieved sustainable brand development in becoming bigger and stronger. In the future, Yangyuan Beverage will take consumers as the center, digital as the driver, and sustainable development as the concept to achieve category expansion and product innovation. At the same time, the company will create precision marketing, achieve mental occupancy among more consumers, and promote industrial optimization and upgrading.
(Editor-in-Charge: Chu Dye Xi)