文 | 食悟（ID：food-gnosis）
Shiwu has just learned exclusively from a number of reliable sources that Bai Ying, the founding father of Mengniu, has returned to the dairy industry after 7 years of leaving Mengniu and is about to take full charge of Yuexiu Huishan.
This also means that Han Chunhui, who participated in the reorganization and served as the secretary of the party committee and general manager of Yuexiu Huishan for 3 years and 5 months, after bringing Yuexiu Huishan on the right track, now according to the latest arrangement of Yuexiu Group, she has to hand over the command of Yuexiu Huishan to Bai Ying, a veteran of the dairy industry.
When Shigo heard about this personnel adjustment, he was first "surprised", then "understood", and then "optimistic". I really admire the courage and vision of Yuexiu Group, and in the Chinese dairy industry, where professional managers are gathered, we have indeed found a real fierce general, a helmsman who has the ability to lead Yuexiu Huishan out of the region and into the whole country.
Who is Bai Ying?
When it comes to Bai Ying, everyone in the dairy industry knows that because he is one of the founding members of Mengniu, he has made significant contributions to the establishment, growth and expansion of Mengniu.
At the beginning of Mengniu's business, Bai Ying and the Mengniu team organized the production of Mengniu's first packet of Tetra Pak pure milk. On February 21, 1999, China's first bag of Tetra Fino rolled off the production line in Mengniu, and Mengniu became the first Chinese company to develop Tetra Fino milk. The development of Tetra Fino has enabled the successful nationalization of milk in China, and it has also created the history of milk transportation from the north to the south, and since then consumers in remote areas and all corners of the country have drunk milk.
In 2006, Bai Ying became the general manager of Mengniu's room temperature liquid milk division, and he and his team jointly developed China's first high-end white milk "Trensu". As of now, Telunsu is still the core star product of Mengniu, and it is also the high-end pure milk with the largest sales volume in the industry, and it is invincible.
As the first pure milk born in China specifically for children over 3 years old, Mengniu Future Star has maintained its leading position in the market segment since its inception in 2008 with its professional formula and rich nutrition.
On August 31, 2017, Bai Ying resigned as vice president and executive director of Mengniu, and in October of that year, he became CEO of Kingenta Group. Kingenta is the leader of the compound fertilizer industry in China.
This time from Kim Zhengda to Yuexiu Huishan, it means that after 7 years, the veteran has returned to the dairy industry, and returned to the Chinese dairy industry he knows and loves.
According to the data, Bai Ying was born in November 1970 and is 54 years old this year. And for young students like Yuexiu Huishan after reorganization, there is a great need for a professional manager with a big mind and wolf wildness to lead the entire Yuexiu Huishan to become bigger and stronger.
Yuexiu Huishan made the most correct decision at the most critical moment and tapped the best talent, while Bai Ying met a very powerful Bole at his most important moment, although the current volume of Yuexiu Huishan is not as good as Yili Mengniu, but Yuexiu Huishan is definitely one of the most promising Chinese dairy enterprises.
What can Bai Ying bring to Yuexiu Huishan?
According to Shiwu's interviews and professional research, after three and a half years of development, the reorganized Yuexiu Huishan now has a "family base" including: 120,000 dairy cows, a liquid milk business with a volume of about 1 billion yuan, and a milk powder business with a relatively low base but a slight growth.
Some people who are familiar with Bai Ying and know Huishan gave Bai Ying advice: when you first arrive, you should first stabilize the basic market of animal husbandry; the general environment of the milk powder industry is sluggish, practice your internal skills, and wait for the time to be ripe before exerting your strength. Therefore, combined with Bai Ying's experience, the first thing he started after taking charge of Yuexiu Huishan should be the liquid milk business.
With such a strong milk source advantage, it is urgent to innovate and break through the development of several explosive products under Bai Ying's control. Of course, whether it is China's dairy industry ten years ago or today's industry environment, products that explode and break the circle still need strong brand investment.
Yuexiu Group is not short of money, what is lacking is super large single products.
Therefore, next, Bai Ying and the new team of Yuexiu Huishan led by him, will they make a fuss about low-temperature dairy products, or make a fuss about white milk at room temperature? Whether it will blast at low temperature fresh or low temperature acid, or start at room temperature white or room temperature acid, we will wait and see.
I remember that after Bai Ying created Telunsu and successfully opened the market, he gave all the bonuses to the R&D personnel, Bai Ying said at the time: "I have engaged in more than 100 new products, and there are not many that are really listed, and what I didn't do was Bai Ying's poor leadership, and I was scolded for being alone, so I can only blame me for not grasping the market enough." Who's it? It's not that I, Bai Ying, is powerful, it's you who are the most powerful, who will drink if you don't drink wine and eat meat?"
This passage was said by Bai Ying more than ten years ago, and this matter was also done by him more than ten years ago, but even today, such a leader is very charismatic and responsible.
Not greedy for merit, not throwing the pot, willing to share the fruits of victory with the team, such a leader, everyone is willing to follow with all their hearts.
Give Yuexiu Group a thumbs up for its courage to reform!
About Yuexiu Group, people in Guangdong or the real estate circle may be more familiar with it, but people in the dairy industry or FMCG field know little. But if you mention "popular milk" and "Wuyang ice cream", it is estimated that many people know it.
Yuexiu Group is currently focusing on building the dairy sector into an important growth pole. Up to now, Yuexiu Group has formed a national development pattern of "Beihuishan (Liaoning Yuexiu Huishan), Zhongchangcheng (Zhangjiakou Great Wall Dairy) and Nanfengxing (Guangzhou Fengxing Dairy)". By the end of 2022, the total assets of Yuexiu Dairy exceeded 13 billion yuan, and it has become an important force in the development of the national dairy industry.
According to the official website of Yuexiu Huishan, during the "14th Five-Year Plan" period, Yuexiu Huishan will adhere to the enterprise spirit of "continuous transcendence and excellence", continue to adhere to the development model of the whole industry chain, insist that 100% of the milk source comes from large-scale self-operated pastures, and insist on making the "Huishan" brand bigger and stronger. By 2025, it will achieve the leading dairy product market in Northeast China, the top three in the dairy farming scale industry, the top ten in the overall revenue industry, and develop into a "regional leading, national breakthrough, milk source, and better quality dairy enterprise", so as to achieve a high starting point, high quality, and leapfrog development.
The first quarter of 2024 has just ended, and the second quarter has begun to change the coach, obviously focusing on the development goals of 2025, Yuexiu Group deeply feels that "time is running out", and hopes that Bai Ying will turn the tide, increase its horsepower, and successfully and exceed expectations to achieve the set goals.
According to Shiwu's professional research, if the goal of 2025 is achieved, Yuexiu Group will not only leave Bai Ying with the stage of Yuexiu Huishan, but also the entire Yuexiu Dairy, including Fengxing and the Great Wall, which can be safely handed over to Bai Ying to be in charge.
It is more likely that the employees of Yuexiu Dairy who are now reading this article, no matter what position you are in, which city you are in, and which position, as long as you work hard enough and are good enough, you may stand in the center of the stage of the A-share or Hong Kong stock exchange with Bai Ying at some point in the future, ringing the bell for Yuexiu Dairy's IPO listing and starting a new journey.
Are you looking forward to this moment?