Wang Jinghai: China's dairy industry has to go through a crisis of confidence

How can China's dairy industry get out of the crisis of confidence? In the "Sanlu Incident," the domestic dairy product company, which is the only company in its own right, and Wang Jinghai, chairman of Heilongjiang Wandashan Dairy Co., Ltd., believes that in this regard, domestic companies need to strengthen self-discipline; on the other hand, they need to reshape consumerism for the national dairy industry. confidence.

After domestically produced dairy products lost their land in the “Sanlu incident,” due to the strong distrust of domestic brands, the days of Chinese dairy companies have become increasingly sad, and it has been difficult for foreign dairy companies to attack the city at the right time.

For Chinese consumers, foreign brands seem to be more secure than domestic goods. In the supermarket, the foreign brands almost occupied the most prominent position on the dairy shelf. On the Internet, "original import" and "buy milk powder" rank high in the list of people.

In Hong Kong, Macao and other places, consumers from the Mainland are buying mad milk powder in a near-crazy manner. As a result, stores have also adopted “restricted purchase” measures for milk powder.

Statistics show that in 2008 China imported only 14,000 tons of milk powder, and in 2010 it surged to 48,000 tons. In 2011, the import volume of milk powder in the first six months exceeded the total amount in 2010.

Industry development "One shot over one boater"

For Wang Jinghai, this situation is too unfair: "This is obviously a trip to overthrow a boatman."

“We have never incorporated melamine into our products, as evidenced by previous inspections passed by Wandashan,” said Wang Jinghai at the Wandashan plant in the city of Shuangcheng in Heilongjiang Province. “This computer fully controls the production workshop. You are It's impossible to add something."

However, no matter how some domestic dairy companies describe and emphasize their own safety standards, for Chinese consumers, it seems that all dairy products on the market naturally fall into two categories: domestic goods and foreign brands.

“We are suffering from such a misconception,” said Ma Junxi, Assistant to General Manager of Wandashan.

"China's dairy industry is like a four-generation family. Although we are active and healthy young people, it is still difficult for consumers to distinguish themselves from old age," Wang Jinghai said. "Some domestic products including Wandashan are included." The brand has been safely checked in the melamine crisis, but it is still implicated in innocence."

Reshaping Consumer Confidence It is the unanimous view of domestic dairy companies that they are trying to change consumer perceptions of domestic products and reshape consumer confidence.

“The dairy farmer milked the cows by hand in his yard and then poured the milk into the open lid of the milk can, which was what people thought of when people raised the domestic milk,” Wang Jinghai said. “But this is not a big deal, at least. Not at Wandashan."

After the foreign brands have fully attacked the first-tier cities, they have gradually deepened the layout of the second and third-tier cities, leaving little time for domestic dairy companies.

However, for Wandashan and other domestic dairy companies, they must also find a way out for themselves.

"Wandashan is part of the Heilongjiang Land Reclamation Bureau, and the system is a team built by the General Wang Zhen that was created decades ago by General Wang Zhen." Wang Jinghai said at the 8511 ranch near Xingkai Lake, a Sino-Russian border lake. "Our ranch All of them are still compiled according to the number of troops. We have inherited the iron discipline and will never deceive consumers."