产品结构趋于“黄金比例”
伊利打开盈利空间
作为中国食品行业特别是乳业的龙头企业,伊利一向以稳健著称。公司此次发布的2013年年报也不例外,全年总营收略高于行业增幅。就伊利现在接近500亿元的体量来说,保持适当的发展速度显示出伊利对节奏的精准把握。显然,这是长期投资者乐意看到的。也正因此,伊利成为基金当仁不让的重仓股。
如果说伊利营收的平稳增长,在投资者意料之中的话,那么利润的大幅增加则给了投资者意外之喜。尤其在去年原奶价格高企、乳制品制造商整体盈利压力增大的情形下,伊利的业绩更显得难能可贵。“伊利仍能保持净利润高位增长的关键因素,一方面在于创新能力提升带来的产品结构升级;另一方面在于多年来集团高效的管理能力和经营水平,使公司费用率持续逐年下降。”乳业专家陈连芳表示。
事实上,经过近几年的产品结构升级,伊利目前中高端产品占比已经超过40%。而据专家预测,3年~5年后,中国食品总体消费结构才可能完成由目前的“金字塔型”向“纺锤型”转变,届时中高端产品才会达到这一比例。
中高端产品一度曾是外资乳企极力维护的领地,现在伊利已逐渐与其形成分庭抗礼之势,而且这种势头在不断延续。另外,瑞银证券近期终端调研显示,2014年一季度金典与金领冠的增长已经超过50%。
据麦肯锡分析,收入增加与对高品质、高营养食品的需求之间,存在着直接的关联。而伊利除金典、金领冠、畅轻、巧乐兹等传统的中高端产品外,味可滋香蕉牛奶、安幕希常温酸奶乃至全球首发推出“舒适配方”奶粉托菲尔都已陆续上市,进一步巩固了中高端产品阵营。不难想见,伊利后续的盈利能力将持续增强。
打造“专属”全球乳业体系
伊利消融外资品牌势能
众所周知,外资乳业巨头在中国竞争的利器在于能运用全球其它市场的资源,包括国外的奶源以及产品研发、食品检测体系等,并由此建立了“高端”的品牌势能。甚至在中国,它们也借此与本土的乳企多方合作,让它们成为自身链条中的一环,进而获得额外利益。
伊利并没有走这条看似顺理成章的“终南捷径”,而是以我为主,构筑起属于自己的全球乳业体系。究其原因,在于伊利认识到中国乳业已经成为影响全球乳业格局的中心力量,而伊利恰恰是中国综合实力最强的乳企,这使其能撬动全球优质资源。
除了早已为人熟知的新西兰婴幼儿奶粉项目,与斯嘉达、DFA的合作外,伊利还抓住全球化创新的契机,依托基于本土需求创新的独到理解,将国外优势研发资源与自身对接,推动中国与全球双向研发升级,从而回馈中国市场。“伊利开创的东方视角的”反式创新”,是中国乳业的一个创举,能保证伊利的研发始终向着最符合中国消费者需求的方向。”乳业专家陈渝表示。
今年2月份正式成立的伊利欧洲研发中心就是伊利创新的载体。就在前些天,已悄然运行许久的伊利欧洲研发中心采用世界先进的蛋白酶水解技术和欧洲BID复合益生菌技术,全球首发推出“舒适配方”奶粉托菲尔,该奶粉完全是基于中国宝宝的成长所需而来。
此外,伊利还与荷兰顶尖学府瓦赫宁根大学,达成了共建食品安全保障体系的战略协议。该体系针对生物细胞培养,评价生物细胞安全和功能因子等方面的世界先进技术达成合作,并将率先引入大数据概念应用于两国乳制品的质量分析,从而最终实现中国与欧盟乳品检测系统的同步。
随着伊利全球乳业体系的不断运转,将产生出多少激动人心的成果?又将推动中国食品如何变化?这给了外界充分的遐想空间。
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