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English>>Special Coverage >> Bright Food (Group) Co., Ltd.

Chairman Lv Yongjie Elaborates on Bright Food's Brand Operation

(People's Daily Online)    16:35, November 19, 2015

At the 2015 China Food Industry Development Forum, Lv Yongjie, Secretary of the Party Committee and Chairman of Bright Food (Group) Co., Ltd. (or Bright Food for short), elaborated on Bright Food's development strategy. Guided by the missions and vision, supported by industry chain operation, boosted by international operation, driven by the innovation strategy, Bright Food will keep intensifying fine historical brand inheritance, innovative brand support and international brand cultivation, so as to form one or two domestically influential innovative brands with operating revenues of over RMB10 billion each, two or three national time-honored brands with operating revenues of over RMB1 billion each as well as an array of internationally influential brands, construct and perfect the system of business management and strategic coordination of the group's parent and sub brands, and build a Chinese leading food brand with significant market competitiveness, a large share and high reputation, he said.

Bright Food will implement four strategies: First, guiding brand operation with the vision and missions. As an enterprise focusing on food, Bright Food has gradually formed three missions universally recognized in the group during reform and development, especially in the discussions about Bright Food last year: Bright Food will become a model supplier of "safe, quality and healthy" food, a key supplier of staple and non-staple food in Shanghai, as well as a globalized Chinese leading food brand. Generally, the missions are the mission of safe food, the mission of supply assurance and the mission of resource integration, which are Bright Food's core values of brand building, operation and development.

Second, supporting brand operation through industry chain operation. Currently Bright Food is building an industrial layout of "8 plus 2" according to the strategic concept of focusing on the primary industries, and endeavoring to create a model of industry chain development based on the primary industries. "8 plus 2" means "dairy, sugar, meat, grain & oil, vegetable, branded food, modern agriculture and distribution & retail" plus "property & logistics and finance". In terms of dairy, Bright Dairy has been reorganized with the cow breeding arms of the group's other subsidiaries. Next, Bright Dairy will further integrate and merger Tnuva Food Industries Ltd. in Israel. In terms of sugar, Bright Food has held a share of 25 percent in the domestic market, with an annual output of 1.5 million tons and an annual sales volume of 3.5 million tons, so as to form a sugar industry chain of "resource control at the upper level, logistics control at the middle level and network control at the lower level". In terms of meat, based on Maling Aquarius, Bright Food has formed an industry chain of swine breeding, slaughtering and meat processing, and built fine meat brands such as Aisen, Sushi and Maling. In terms of industries such as grain & oil and vegetable, Bright Food is restructuring them under the strategy of industry chain development. Also, Bright Food is constructing an integral ecosystem by strengthening the linkage and coordination of all units in the internal industry chain, to constantly enhance its overall market influence and competitiveness.

Third, promoting brand operation through globalization. In recent years, based on domestic demands, driven by consumption upgrading, to integrate its resources with international resources, construct global network and build international brands, Bright Food has conducted overseas distribution of resources, advance the strategy of globalization in an accelerated manner, and acquired eight companies: Synlait Milk (New Zealand), Manassen Foods (Australia), Diva Wine (France), Weetabix (UK), Million (Far East) Ltd.(Hong Kong), Salov (Italy), Tnuva (Israel) and Miquel Alimentació (Spain). The implementation of the internationalization strategy is playing an increasingly important role in promoting the group's brand operation. International operation is conducive to enhancing the global influence and competitiveness of Bright brand, further enhancing the competitiveness of group brands through the global allocation of resources and the globalization of Chinese brands, accomplishing the global distribution of Chinese brands through overseas distribution network, and introducing internationally advanced concepts of brand operation to improve the group's capacity for brand operation.  

Fourth, advancing brand operation under the innovation strategy. Bright Food has adhered to the innovation strategy, taken technology innovation, model innovation and management innovation as means, and constantly adapted to changes in the requirements of the times, to ensure that its brand connotation advances with the times. In the coming three to five years, with focus on its vision and missions, according to its strategic development plan, Bright Food will proactively advance innovation and transformation, further deepen industry chain operation and advance the internationalization strategy, so as to build a world-renowned Chinese leading brand. 

(For the latest China news, Please follow People's Daily on Twitter and Facebook)(Editor:Yao Chun,Bianji)

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