Comparative Analysis between Mengniu and Yili/data publication
Dairy product industry hot topics in 2013:
As China's two largest dairy companies, Mengniu and Yili are competing in a close game, including the R&D of products, production technology and marketing, etc. Two enterprises are supposed to increase their market share by expanding brand influences and adjusting the marketing strategy and so on.
Purpose of report:
To clearly describe the comparative analysis between Mengniu and Yili, CCM has collected lots of information in various ways. In this report, basic information of the two dairy enterprises has been described in detail, comparisons on brand strategy, marketing strategy and business indicator also have been analyzed.
What to report:
In this report, comparative analysis between Mengniu and Yili has been analyzed exhaustively from the following aspects:
With the increasing demand for dairy products, Mengniu and yili will continue to grow and they will have broader prospects in the near future. Besides, competition between Mengniu and Yili will become more intense in various fields.
- In June 2013, in the hope of establishing and expanding Mengniu's infant milk powder production, Mengniu acquired Guangdong Yashili Group Co., Ltd.(Yashili) by USD1.61 billion, which accounted for 89.82% share of Yashili.
- In September 2013, Yili invested USD50 million in joining China Huishan Dairy Holdings Co., Ltd (Huishan Dairy). At the same time, Huishan Dairy was listed in Hong Kong. Yili and Huishan Dairy signed a long-term contract for milk, which helped Yili to maintain a stable supply of raw milk in Northeast China.
- In 16 June, 2013, General Office of the State Council issued the Suggestion on Further Improve the Quality and Safety of Infant Milk Powder. The Ministry of Industry and Information Technology together with the China Food and Drug Administration introduced the common regulation policy of infant milk powder.
As China's two largest dairy companies, Mengniu and Yili are competing in a close game, including the R&D of products, production technology and marketing, etc. Two enterprises are supposed to increase their market share by expanding brand influences and adjusting the marketing strategy and so on.
Purpose of report:
To clearly describe the comparative analysis between Mengniu and Yili, CCM has collected lots of information in various ways. In this report, basic information of the two dairy enterprises has been described in detail, comparisons on brand strategy, marketing strategy and business indicator also have been analyzed.
What to report:
In this report, comparative analysis between Mengniu and Yili has been analyzed exhaustively from the following aspects:
- Basic information of Mengniu and Yili
- Brand strategy comparison
- Marketing strategy comparison
- Business indicator comparison
With the increasing demand for dairy products, Mengniu and yili will continue to grow and they will have broader prospects in the near future. Besides, competition between Mengniu and Yili will become more intense in various fields.
1 OVERVIEW
2 BASIC INFORMATION OF MENGNIU AND YILI
3 PRODUCT COMPARISON
4 BRAND STRATEGY COMPARISON
4.1 Brand positioning
4.2 Brand communication
4.3 Brand extension
4.4 Brand innovation
5 MARKETING STRATEGY COMPARISON
5.1 Marketing strategy of Yili
5.2 Marketing strategy of Mengniu
6 BUSINESS INDICATOR COMPARISON
6.1 Operating results
6.2 Earning capacity
6.3 Financial status
6.4 Assets utilization
6.5 Debt paying ability
2 BASIC INFORMATION OF MENGNIU AND YILI
3 PRODUCT COMPARISON
4 BRAND STRATEGY COMPARISON
4.1 Brand positioning
4.2 Brand communication
4.3 Brand extension
4.4 Brand innovation
5 MARKETING STRATEGY COMPARISON
5.1 Marketing strategy of Yili
5.2 Marketing strategy of Mengniu
6 BUSINESS INDICATOR COMPARISON
6.1 Operating results
6.2 Earning capacity
6.3 Financial status
6.4 Assets utilization
6.5 Debt paying ability
LIST OF TABLES
Table 4.2-1 Costs in marketing and advertising of Mengniu and Yili, 2009-2013
Table 4.4-1 Comparisons on R&D investment between Mengniu and Yili, 2011-2013
Table 4.2-1 Costs in marketing and advertising of Mengniu and Yili, 2009-2013
Table 4.4-1 Comparisons on R&D investment between Mengniu and Yili, 2011-2013
LIST OF FIGURES
Figure 2-1 Basic information of Mengniu and Yili
Figure 2-2 Milestones of Yili and Mengniu, 1993-2012
Figure 3-1 Product comparisons between Yili and Mengniu
Figure 3-2 The revenue of Yili and Mengniu by product segment, in 2012 and 2013, million USD
Figure 4.2-1 Sponsorship marketing milestones of Yili and Mengniu, 2000-2013
Figure 6.1-1 Revenue of Yili and Mengniu, 2009-2013
Figure 6.1-2 Net profit of Yili and Mengniu, 2009-2013
Figure 6.2-1 Operating profit margin of Yili and Mengniu, 2009-2013
Figure 6.2-2 Cash earnings ratio of Yili and Mengniu, 2009-2013
Figure 6.3-1 Total assets of Yili and Mengniu, 2009-2013
Figure 6.3-2 Net assets of Yili and Mengniu, 2009-2013
Figure 6.4-1 Accounts receivable turnover ratio of Yili and Mengniu, 2009-2013
Figure 6.4-2 Inventory turnover of Yili and Mengniu, 2009-2013
Figure 6.4-3 Total assets turnover of Yili and Mengniu, 2009-2013
Figure 6.5-1 Current ratio of Yili and Mengniu, 2009-2013
Figure 6.5-2 Quick ratio of Yili and Mengniu, 2009-2013
COMPANIES MENTIONED
Inner Mongolia Yili Industrial Group Co., Ltd., Bright Dairy & Food Co., Ltd., Beijing Sanyuan Foods Co., Ltd., Inner Mongolia Mengniu Dairy (Group) Co., Ltd.
Figure 2-1 Basic information of Mengniu and Yili
Figure 2-2 Milestones of Yili and Mengniu, 1993-2012
Figure 3-1 Product comparisons between Yili and Mengniu
Figure 3-2 The revenue of Yili and Mengniu by product segment, in 2012 and 2013, million USD
Figure 4.2-1 Sponsorship marketing milestones of Yili and Mengniu, 2000-2013
Figure 6.1-1 Revenue of Yili and Mengniu, 2009-2013
Figure 6.1-2 Net profit of Yili and Mengniu, 2009-2013
Figure 6.2-1 Operating profit margin of Yili and Mengniu, 2009-2013
Figure 6.2-2 Cash earnings ratio of Yili and Mengniu, 2009-2013
Figure 6.3-1 Total assets of Yili and Mengniu, 2009-2013
Figure 6.3-2 Net assets of Yili and Mengniu, 2009-2013
Figure 6.4-1 Accounts receivable turnover ratio of Yili and Mengniu, 2009-2013
Figure 6.4-2 Inventory turnover of Yili and Mengniu, 2009-2013
Figure 6.4-3 Total assets turnover of Yili and Mengniu, 2009-2013
Figure 6.5-1 Current ratio of Yili and Mengniu, 2009-2013
Figure 6.5-2 Quick ratio of Yili and Mengniu, 2009-2013
COMPANIES MENTIONED
Inner Mongolia Yili Industrial Group Co., Ltd., Bright Dairy & Food Co., Ltd., Beijing Sanyuan Foods Co., Ltd., Inner Mongolia Mengniu Dairy (Group) Co., Ltd.
