On January 20, 2022, China Feihe (6186. HK) milk powder fresh standard upgrade and xingfeifan zhuorei listing conference were held online. At the meeting, Feihe newly upgraded the fresh infant formula standard system (hereinafter referred to as the fresh formula standard system), and proposed a “6 + 1 + 1” new fresh standard system covering feed, milk source, formula, processing, storage and transportation, intelligent manufacturing, products and consumer service experience for the first time in the industry. Relying on the “pioneering” standard formulation and the standard upgrading of the whole industry chain, it can be seen that, as the leader of milk powder, China Feihe is demanding itself with higher standards and leading the industry into a new stage of high-quality development.
As we all know, high-quality milk powder is first in the milk source. Therefore, the quality and safety level of cattle feed is very important to the quality of infant milk powder. It is understood that the quality of high-quality forage or high-quality silage of dairy cows has a great relationship with its producing area. In this regard, the chief scientist of the national dairy industry technology system Li Shengli, a professor at China Agricultural University, said: “China’s high-quality alfalfa hay comes from Northeast China, Gansu, Ningxia, Qinghai, Hebei and Inner Mongolia. These places are also the main producing areas of Chinese dairy cows. First, these places are suitable for planting high-quality roughage and low forage cost; on the other hand, these places have good natural conditions, temperature and humidity, which are suitable for dairy farming. They are similar to the advantages of Chinese dairy farming The potential area is very consistent with the advantageous area of forage planting. ” Li Shengli further said: “high quality roughage has played a very important role in improving the per unit yield of dairy cattle and the quality of milk. China now attaches great importance to the development of dairy industry and has issued a plan to revitalize dairy industry, which has played a great role in boosting relevant industries. At present, the output has come up and the quality is basically close to the international advanced quality.”
In order to make Chinese babies drink fresher and more suitable milk powder, as early as 2006, with the strong support of the state and relying on China’s high-quality natural conditions of planting and breeding, China Feihe took the lead in establishing an exclusive farm and its own pasture in China, built the milk powder factory around the pasture, and gradually built an efficient and highly coordinated industrial cluster. Zhu Beiwei, academician of Dalian University of technology, made a special field witness. She said, “Through field investigation, I found that Feihe factory is on the golden milk source belt at 47 degrees north latitude. The local black land is very scarce, which can grow very good silage, and the local drinking water source is better than natural mineral water. Moreover, in the whole feeding process, Feihe adopted the non drug epidemic prevention scheme, and 10000 cattle can trace the source of raw materials and process intelligence. This series All provide a guarantee for our Chinese babies to obtain good quality. “
Based on more than ten years of painstaking practice and deep cultivation of the industrial chain integrating the planting, breeding and processing of raw milk, in 2018, China flying crane and China Institute of standardization officially prepared six standards, including fresh forage and new fresh milk source. For the system standardization of the concept of “freshness”, Dr. Zhou Zhenfeng, Deputy Secretary General of China Dairy Association, agrees very much. He stressed that “the function of milk is mainly to be more nutritious and healthier. It should mainly ensure freshness, and freshness should be the core grasp to keep freshness.”
At the same time, the exclusive launch of China Feihe fresh standard system in the industry has also been highly recognized by Li Defa, President of China Dairy Association and academician of Chinese Academy of engineering. He appreciated: “Feihe is very advanced and took the lead in making the fresh standard system. This is the first time in the industry and will certainly play a great role in leading the development of our industry.”
Wang Jiaqi, director of the Institute of food and nutrition development of the Ministry of agriculture and rural areas, also has high hopes for the fresh standard, He believes that: “The freshness standard system for infant formula milk powder is of pioneering significance. It has two guiding functions: first, if we want to be fresh, we must realize the integration of grass planting, cattle raising and processing, so that China’s dairy industry will not be ‘stuck’ and ensure industrial safety. Second, we know that the biggest difference between breast milk and infant formula powder is the composition and freshness, and we focus on it At the same time, the establishment of fresh standard system is also of great significance. I hope Feihe can give full play to its environmental advantages, dig out the internal value of fresh quality standards, and really make our own contribution to the health of healthy China and baby. “
At the end of 2021, relying on the strong advantages of the whole industrial chain, China Feihe further revised and upgraded the fresh standards, and incorporated the product freshness and consumer fresh service experience into the system, forming a “6 + 1 + 1” fresh standard system covering the industrial chain, namely 6 process standards, 1 product standard and 1 service standard. In this regard, Liang Aimei, vice president of China Feihe, said, “Freshness and nutrition have always been the bottom requirements of Feihe dairy products. With the development of the enterprise, we also hope to standardize and systematize this requirement. Therefore, with these eight standards of Feihe, we also hope that through this standardization, the quality of our products can be better. This is also what Feihe wants to do in this industry.”
Therefore, on December 26, 2021, the review meeting of Feihe fresh standard system was officially held. On the day of the meeting, 14 industry authoritative experts and 4 quasi drafting experts came to the site to jointly conduct strict review and rigorous questions on the fresh standard system. Finally, the participating experts agreed that the standard system passed the review, and suggested that China flying crane release and implement the standard system as soon as possible.
As one of the experts, academician Zhu Beiwei said, “I hope Feihe has formed the enterprise standard, and can further cooperate with other enterprises to make the group standard, and finally make it our national standard.” Lu Jiaping, a researcher at the Shenzhen Agricultural Products Group Co.Ltd(000061) Processing Research Institute of the Chinese Academy of Agricultural Sciences, said after the review, “Infant formula grandma, our country basically refers to the drug standards for supervision, so it is a very high requirement for enterprises and a very strict requirement for products. Although Feihe project is an enterprise standard, it has a very wide range of indicators and extremely high requirements. It can be seen that enterprises add to themselves in order to ensure the production of safe, fresh and nutritious products It’s too big. ” At the same time, he also believes that “more importantly, this standard is done from the perspective of the whole industrial chain, and the next Shenzhen Agricultural Products Group Co.Ltd(000061) processing of the Ministry of agriculture is also working in this direction. Therefore, in the food industry, Feihe should have made a benchmarking measure, which belongs to the first step.”
It is understood that China Feihe has taken the lead in formulating a fresh standard system for the whole industrial chain, Professor Li Shengli sighed: “as a Chinese dairy worker, I think this standard is the first time in China to formulate a standard system from the aspects of fresh feed, fresh milk source, fresh formula, storage and transportation, manufacturing, fresh infant formula and consumer experience, which is very innovative and leading for the whole industry.”
It is worth mentioning that after joint review, the expert jury also collectively gave a fair and open comprehensive evaluation. According to the review conclusion, Feihe fresh standard system runs “fresh” through the whole process from field to household consumption, puts forward “fresh” requirements for all links, and pioneers the definition of fresh in the whole industrial chain of infant formula industry. At the same time, the review conclusion also believes that the standard is significantly innovative in many aspects and is generally at the world leading level.
In the future, the implementation of the standard system will play an important exemplary role in excavating the quality characteristics of domestic infant formula, promoting the quality improvement of domestic infant formula, improving the competitiveness and reputation of domestic infant formula, and promoting the transformation, upgrading and high-quality development of China’s dairy industry.
At present, the formulation of service standards is a trend both in the world and in China. Red weekly notes that an important new addition to the “6 + 1 + 1” series of fresh standards released by China flying crane this time is about fresh service experience. What role will this service standard play in improving the experience of consumers? In this regard, Yao Xin, Secretary General of the commercial industry committee of the China Council for the promotion of international trade, believes that, “In the past, the standardization of our dairy industry mainly focused on product standards and technical standards, and the service standards were released for the first time. The release of such standards will help Feihe dairy further strengthen its communication and interaction with consumers, and increase consumers’ awareness of Feihe brand and their recognition of the keyword ‘fresh’. Therefore, I think this is the first time The release of these standards is a very good direction for leading the dairy industry to pay attention to services. ” At the same time, he said, “the service industry is becoming a new driving force and engine for economic development. Feihe can innovate and think of bringing the service experience into the scope of the whole brand. I think Feihe is also adapting to such a general direction.”
In addition, the standard issued by China flying crane this time also includes a storage and transportation standard. For the role and significance of this standard, Si Jiahua, deputy director of the planning and consulting professional committee of China logistics society, gave his own opinion: “the efficient operation of the supply chain is inseparable from the support of the whole standard. In the future, with the improvement of supply chain efficiency, it means that everyone can enjoy better services, get better product experience, and possibly obtain better products at a lower cost.”, At the same time, he also believes that, “The series of standards formulated by Feihe stand high and are self optimizing behaviors that are constantly consumer centered. Feihe puts forward the concept of fresh dairy products, which is also very advanced in the world and a new thing in China. In particular, this standard is based on the 2018 version and the practice of Feihe enterprise itself, so this Standards are operable and leading. “
The upgrading of the whole industry chain of the new standard has a very pragmatic role and leading significance for China Feihe and even the industry. Song Huanlu, a professor at Beijing University of technology and industry, was also impressed by this: “the eight standards, on the whole, the conclusion given by experts is that they have reached the world advanced level, which is bound to play a very great role in the healthy development of China’s dairy products. I once worked at People.Cn Co.Ltd(603000) According to the blind evaluation of Chinese and foreign products, Feihe is the best, so it is such good product quality that it has been favored by consumers. In the end, the Chinese bottle should still be in their own hands. “
At present, China’s dairy market is in the stage of fierce competition. In this environment, relying on the upgrading of the whole industrial chain, China Feihe fresh standard system has obviously revealed the company’s strategic intention of “holding high and fighting high”. The final establishment of fresh standard will undoubtedly help it continue to expand its industry leading advantage while helping itself improve product quality and enhance its differentiated competitive advantage, So as to further consolidate and broaden its own “moat” and realize the continuous expansion of market share and the continuous and stable growth of company value.
