Development course of Hunan Taizi Milk Biotechnology Co., Ltd.
1In the early spring of 1996, Mr. Li Tuchun, who was working in Shenzhen while seeking career development, and Professor Sheng Yanling, who was engaged in research and development of lactic acid bacteria, met for the first time in Shenzhen Gelai Tianyun Hotel. Mr. Wang's strong enterprising spirit touched Professor Sheng's family, and they decided to help him return to Zhuzhou, Hunan Province to develop lactic acid bacteria drinks.
1in March, 1996, the first set of production equipment arrived at a 960m2 workshop opposite to Huangnitang Latex Research Institute in the east of Zhuzhou City, which was leased from the Construction Office in the south of Zhuzhou City. After eight months of installation and debugging, the first batch of active lactic acid bacteria milk beverage products were officially produced from1996165438+10/0 ml glass bottles. Mr. Li Tuchun named it "Taizi Milk" and the factory named Zhuzhou Taizi Milk Factory.
After the product went on the market, it was immediately welcomed by citizens in Zhuzhou and Changsha. At that time, only a few news reports that Zhuzhou leaders visited the factory were publicized, but the situation of short supply immediately appeared. In order to meet the market demand, the factory immediately leased the newly-built workshop of the former Zhuzhou Baiyun Electric Appliance Factory, which had been discontinued due to poor management, that is, No.5 Hongqi Middle Road 15 in Zhuzhou City, and began to install and debug the sterilized milk production equipment, which was officially put into production on September 8 1997. Through two phases of the project, from personnel training, engineering design, equipment selection, process formula, strain supply to equipment installation and debugging, Professor Sheng and all the staff lay on the floor of the workshop day and night, regardless of the hot summer, directing at the scene and working hard, finally ensuring the smooth progress of production and making the products have the ability to push to a larger market. 199710 In June, Li Tuchun learned that CCTV would hold a prime-time advertising tender for 1998, and immediately went to Beijing to negotiate with advertising companies. 18/0, 165438+, Li Tuchun and his assistants appeared at the bidding venue of CCTV on time, finalized the tender at a quarter of an hour before the box was sealed, won the champion of consumer goods in that year with the auspicious figure of 88,888,898 yuan, and the products were quickly introduced to the national market.
1In August, 1998, Taizi Milk was included in the national torch plan as a high-tech project. In June+10, 5438, Taizi Milk participated in the national autumn sugar and wine party for the first time. During the meeting, a special evening was successfully held to thank the dealers-"Prince's Milk Night". Zhou Bohua, executive vice governor of Hunan Province, attended the party and delivered a warm speech, saying that the provincial party committee and government would spare no effort to publicize and protect this Hunan brand.
During the period of 1999, Taizi Milk was rated as "the first choice brand of Hunan consumers in 1999" by the Provincial Statistical Information Center, and the enterprise was awarded the honorary title of "Top 100 Enterprises in Hunan". In the same year, several series of special reports about the company and lactic acid bacteria milk were launched in the economic programs of CCTV 2, and Taizi milk was promoted in the Hainan section of CCTV 1 a prime-time weather forecast column, and won the bid for well-known brand programs such as "The Covenant of Roses" and "Happy Camp" of Hunan Satellite TV. A large number of series advertisements have been put on more than 0/00 local TV stations in China. Large billboards 15 and 266 light box advertisements were set up in Tiananmen Square in Beijing, Changsha Railway Station and Wuhan Yangtze River Bridge, making Prince Edward's milk a well-known brand-name beverage.
In 2000, while local TV stations continued to invest a lot of advertisements, the company and Changsha Railway Corporation jointly held the naming activity of "V. 1.2" Prince Milk Train, cooperated with CCTV to hold the selection activity of prime-time TV series, and held the "China Lactic Acid Bacteria Beverage Development Seminar" at Diaoyutai State Guesthouse and China Institute of Food Science and Technology.
During NPC and CPPCC sessions in 2000, Prince's milk, as a designated drink, attracted the attention of party and state leaders. After the NPC and CPPCC meeting, the company's senior management accompanied four members of the Political Bureau and eight members of the Central Committee to participate in the "Prince's Milk Cup" tennis match. In four hours, Chairman Li Tuchun gave a detailed report to the central leaders on the achievements of Zhuzhou's reform and opening up and the company's development goals. Li Ruihuan, Wu Bangguo, Li, Luo Gan, Jia Qinglin and other central leaders were full of praise after tasting the Prince's milk. At the same time, they also fully affirmed that private enterprises still insist on drinking Prince's milk. In order to meet the market demand, the company introduced a group of experts, scholars and senior marketers to develop concentrated Prince's milk. According to the preferences of different consumers in the market, eight series of milk products of 80ml, 248ml, 500ml and 1000ml were added. At the same time, the information network has been improved and the awareness of self-protection has been enhanced. The company applied for more than 40 industrial property rights and registered online in China and international domain.
In August 2000, the company successfully realized the shareholding system reform. Zhuzhou Taizi Milk Factory, together with Zhuzhou State-owned Assets Management Company, Hunan Trust and Investment Company, Ziguang Group Company, Peking University Pioneer Technology Co., Ltd., China Agricultural University Science and Technology Development Co., Ltd. and Yantai Development Zone Kaimingming Food Co., Ltd., established Hunan Taizi Milk Biotechnology Co., Ltd., with Li Tuchun as the chairman. After the restructuring, the company's various management systems have been gradually standardized, and the company's development has also brought new impetus.
In April 2002, Hunan Taizi Milk Hunan Flavor Food Co., Ltd. was registered, located in Maowu Street, Dongjia Section, Lusong District, Zhuzhou City, and rented the workshop of Zhuzhou Furong Machinery Company for production. Hunan local special condiments, the products are Laba beans, chopped peppers, fermented bean curd and so on. At the end of 2002, the company began trial production of low-alcohol fermented wine and fruit wine.
On July 28th, 2002, the company's production base in Beijing Miyun Development Zone was officially put into operation, and the new production capacity of Taizi milk series products was 150T/ day. In September and June, the company established the North Sales Company and Beijing Marketing Department, reorganized the original sales company into the South Sales Company and Hunan Marketing Department, and managed the sales work by segments with the Yellow River as the boundary. The company's advertising planning department moved from Changsha to Beijing to set up Prince Media Advertising Company.
In September, 2002, Beijing Taizi Children's Wear Co., Ltd. was registered, with Jin Xiaolin as the chairman. The address is located at No.0/47, Shengda Road, Zone A, Miyun County Industrial Development Zone, Beijing. It produces and sells children's wear and children's products. From June 5, 2002 to 10, Beijing Prince Children's Wear Co., Ltd. held a grand opening ceremony and investment promotion activities in the Great Hall of the People.
At the end of the year, the headquarters was established in Huatai Hotel, Beijing, and a group of senior managers were introduced to prepare for the formation of the group company and listing.