The post epidemic situation is urging the pace of enterprise transformation. On March 4, after handing over a brilliant annual report card, By-Health Co.Ltd(300146) also announced the transformation plan and direction in the next few years - to become a "strong science and technology enterprise". For Liang Yunchao, the By-Health Co.Ltd(300146) chairman of this transformation plan, this may be an important goal in the next few years.
"You'll never find Newland Digital Technology Co.Ltd(000997) " with an old map. " In Liang Yunchao's view, only those who can cross wave after wave of dividend cycles and even cross the test of economic cycles can be regarded as excellent consumer goods enterprises. Their core competitiveness must come from internal forces, not external forces.
probiotics business enters the harvest period
By-Health Co.Ltd(300146) the latest annual report released on March 4 shows that By-Health Co.Ltd(300146) achieved an operating revenue of 7.431 billion yuan in 2021, an increase of 21.93% over the same period of last year; The net profit attributable to shareholders of listed companies was 1.754 billion yuan, an increase of 15.07% over the same period last year.
In this annual report card, the main brand " By-Health Co.Ltd(300146) " achieved a revenue of 4.445 billion yuan, a year-on-year increase of 24.36%; The revenue of "life space" Chinese products reached 184 million yuan, with a year-on-year increase of 36.33% - the business growth in the field of probiotics related to people's healthy diet is the most obvious, which also means that the By-Health Co.Ltd(300146) large-scale overseas acquisition four years ago has entered a steady market harvest period.
Time back to 2018, in order to quickly enter the probiotic supplement market, By-Health Co.Ltd(300146) completed the acquisition of LSG in Australia. It is reported that LSG's main product is life space brand probiotics, which occupies a leading position in the Australian probiotic industry. With the synergy of the company's original business, "life space" Chinese products were launched in Chinese pharmacies, mothers and infants and other channels in March 2019. Relying on the registration approval of "life.space probiotic powder" health food obtained in January 2020, enrich the product matrix and accelerate the coverage of online and offline channels.
At the same time as By-Health Co.Ltd(300146) the probiotic track, not only many dairy giants such as Aoyou and heshengyuan, but also new consumer brands such as wonderlab. According to the data of China Commercial Industry Research Institute, the overall market scale of probiotic products in China will be about 87.98 billion yuan in 2020.
As for the dairy giant's entry into the probiotic track, people in the dairy industry also told reporters that the first thing is that the probiotic supplement market has become the fastest-growing segment of healthy food, which has triggered the giant to speed up the layout. Since the epidemic, the explosion of sales of probiotics and other health products has also confirmed the great market potential, These tracks have also become the direction of continuous cultivation in the future.
Faced with the influx of many competitors into this market, By-Health Co.Ltd(300146) also told the reporter of Huaxia times that it would increase the resource investment in life space in 2022, so as to promote its rapid growth in China's offline and cross-border e-commerce market, enhance its brand strength and brand potential, and consolidate its leading position in the market of professional probiotics with subdivided groups and functions.
"Regardless of the dietary nutritional supplement industry or probiotic track, with the introduction of policies by relevant departments, the degree of industry standardization and the further improvement of access threshold, it will have a significant impact on the long-term development and competition pattern of the industry." Industry analysts believe that these factors not only bring challenges and pressure to industry participants, but also urge enterprises to constantly adjust themselves according to policy and industry changes.
why did industry giants start transformation
China is the second largest consumer market of dietary nutritional supplements (VDS) in the world after the United States. Euromonitor data show that in 2021, the total retail scale of China's vitamin and dietary supplement (VDS) industry was 189.2 billion, with a growth rate of about 6.6% By-Health Co.Ltd(300146) has a market share of 10.3%, ranking first in the market. However, for Liang Yunchao, despite the stable growth of performance, the enterprise at his helm has reached the moment of transformation.
"From the beginning of 2021, I began to think about the problems of 'quality' and 'quantity' in China's consumer goods market in the past two years. I visited a number of consumer goods enterprises with the team, including a considerable number of cutting-edge consumer brands. Each enterprise gave me different inspiration and gains." By-Health Co.Ltd(300146) chairman Liang Yunchao pointed out that consumer goods brands are undergoing changes from variety brands to category brands to enterprise brands, that is, from commodity brands to enterprise personal brands. In a sense, brand is "character". The character of the management team should match the brand of consumer goods. The consumer goods industry is also undergoing changes from the era of brand sovereignty to the era of channel sovereignty to the era of consumer sovereignty.
Based on the observation of the whole industry, Liang Yunchao hopes to preliminarily complete the transformation of strong science and technology enterprises in another eight years. He revealed that as early as new year's day this year, he internally issued a new year's vision for the transformation of By-Health Co.Ltd(300146) to a strong technology enterprise.
The reporter learned from By-Health Co.Ltd(300146) that By-Health Co.Ltd(300146) began to implement the transformation of functional independent innovation R & D strategy since 2014, and has made a number of advanced scientific achievements. Including a number of innovative new functional products and phased scientific research achievements of PCC1 basic research.
Liang Yunchao also talked about three points about how to realize the transformation of By-Health Co.Ltd(300146) into a strong scientific and technological enterprise in the future. He implemented the "scientific nutrition" strategy and continued to build different By-Health Co.Ltd(300146) hard technology product power and scientific and technological competitiveness advantages, enabling the scientific and technological content of VDS industry and bringing incremental value to VDS industry; Continuously strengthen and consolidate the product scientific and technological power of "high-precision and advanced" functional health food with outstanding competitive advantages of By-Health Co.Ltd(300146) to enlarge the unique advantages of By-Health Co.Ltd(300146) industry; In 2022, Shanghai Research Center and AI research center of By-Health Co.Ltd(300146) nutrition and Health Research Institute were established.
Liang Yunchao believes that what we do now determines what By-Health Co.Ltd(300146) 's future can be. Now, By-Health Co.Ltd(300146) will learn from global benchmark pharmaceutical enterprises and strive to become one of the VDS enterprises with the strongest scientific and technological power and innovation in the world.
"More and more industries and people will be forced to make a choice between 'quality' and 'quantity' in 2022. The emperor's new clothes will eventually run naked, and the ostrich's head will eventually be pulled out of the sand. If you can take the initiative to win a certain time difference, you will have more 'opportunities' than others in' danger ', which may block a greater crisis before a greater opportunity comes." Liang Yunchao pointed out.
