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蒙牛(02319.HK):企業要同時滿足消費升級及最基礎消費需求 對供應鏈體系屬大挑戰
阿思達克 11-10 11:40
據《經濟觀察報》報道,蒙牛乳業(02319.HK)總裁盧敏放表示,行業面臨的第一個挑戰是,在中國這個具有活力與多元化的消費市場中,企業既要滿足消費升級的需求,也要滿足最基礎的消費需求,這對於蒙牛的供應鏈體系是一個很大的挑戰。 盧敏放以基礎白奶舉例,一袋白奶2元人民幣,這個定價多年都沒有調整,這是因爲在消費升級的同時,也有更多的消費者對於產品的期許是不降價,而且還要保證高品質。至於如何滿足這個需求,考驗的是企業的供應能力、數字化物流、排產等各方面的能力,他認爲,要想保障巨大的基礎產品需求,就要把企業自己的基礎做大,在合理的成本下,不斷提升品質和效率。 另一個挑戰來自於市場上層出不窮的新興公司,盧敏放強調,並不是他們的產品「威脅」到蒙牛,而是這些新興公司與消費者之間不斷縮短的距離,讓蒙牛的市場營銷、與消費者溝通的方式面臨挑戰。 他認爲的第三個行業挑戰便是可持續發展,特別是應對氣候變化和環境保護的挑戰。對此,盧敏放表示用科技的手段解決排放問題目前已有探索,比如通過飼草的改變降低牛的排放,又如通過可穿戴設備吸收一部分甲烷和二氧化碳等。 官媒《經濟日報》近日發文表示,國內奶業發展存在人均乳製品消費水平低、城鄉之間及城鄉內部不同人羣消費水平差距大的問題,乳製品價格偏高在一定程度上抑制了乳製品消費需求增長,因此國內奶業發展的一個重要任務,仍是面向廣大消費者提供價格親民、營養又安全的優質乳製品,而優質並不意味高價格與高端化。
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