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“吃喝”里面的大生意，半年收入11.64亿。
作者 | 吴勇
编辑丨高岩
来源 | 野马财经
一杯牛奶可以用来做什么？除了直接饮用，还可以发酵成酸奶，或者是成为面包、蛋糕的原材料……
市场上就有这么一家公司，将牛奶物尽其用。或许，你曾在路边见过这家公司的店铺——一鸣真鲜奶吧。其在全国拥有2000+家门店，归属于A股上市公司一鸣食品（605179.SH）。
如今的一鸣食品，产品已经不局限于奶制品，除了乳品及烘焙食品外，还经营米制品等业务。值得一提的是，为了更好地解决全家的奶制品消费需求，一鸣食品还自建了牧场和工厂、打造自有冷链配送体系。
这家从2005年就已经成立的公司，2020年12月28日已经在上交所主板挂牌上市。从其近期发布的2022年半年报来看，即便受到疫情影响，今年上半年仍然实现营业收入11.64亿元，同比增长5.71%。
一杯牛奶之中，到底如何跑出了半年就收入十亿以上的“大生意”？
疫情中的营收增长
2022年过半，一鸣食品动作频频。
公司官网显示，一鸣食品成立于2005年，坐落于浙江省平阳县昆阳镇，是一家集奶牛养殖、乳制品、烘焙食品生产加工、销售于一体的农业产业化国家重点龙头企业。
在市场端，一鸣食品经营一鸣真鲜奶吧。作为一个健康营养补给站，一鸣真鲜奶吧持续为顾客提供新鲜牛奶、健康营养套餐、烘焙品及休闲下午茶等产品，具体产品包括菠萝包、原味温酸奶、半熟芝士等。另外，一鸣食品还通过与各大社区及学校合作推出学童奶计划和学校课间餐等项目，做孩子的营养师，培养孩子营养认知并积累忠实客户。
根据公开信息，一鸣真鲜奶吧主要集中在华东地区五大省份，具体以浙江为主，按照提前勘测的最优门店密度，逐步扩展至江苏、上海、福建，以及安徽。2021年年报显示，一鸣食品计划在华东地区开设6600家门店。
除了扩宽店铺覆盖范围，一鸣食品还通过打造IP联名产品拉动销售量。今年上半年，一鸣食品携手《熊出没》动画IP共同推出多款联名产品，不仅有贴纸、勋章、公仔玩偶等限定周边，还联名《熊出没》推出了“牛气冲天蛋白套餐”系列，为消费者提供每日健康早餐。除此以外，一鸣食品还打造了熊出没主题卡通门店，吸引了众多粉丝纷纷前往打卡。
作为一家以奶制品闻名的公司，除了受到行业监管机构的强监管外，一鸣食品深知自身作为餐饮尤其乳品品牌对消费者健康所担负的使命。公司管理层透露，门店管理对于产品质量严格把关，对于临期、过期产品每日均需检查、销毁等。
中秋在即，一鸣食品还将产品边界扩展到了月饼上。官网信息显示，一鸣食品推出港式流心月饼系列及望月怀远伴手礼，其中广式月饼系列内含蛋黄莲蓉广式月饼、香辣牛肉广式月饼两种口味月饼及“清风明月”“银河漫游”“秋江花月”三种伴手礼。
虽然新冠疫情仍在多点爆发，但上半年，一鸣食品得益于以上活动的拉新以及门店管理效率的提升，营业收入仍保持5.71%的同比增长至11.64亿元。而之所以能够取得以上成绩，也离不开一鸣食品在奶源管控、冷链物流上的高效投入。
自有奶源夯实大后方
作为地方性乳品企业，做精做深奶源管理是一鸣食品的一大特色。
2005年，一鸣食品在泰顺县建成自有生态牧场。2011年，一鸣食品从澳大利亚引进优质牧草和系谱纯正的荷斯坦、娟姗奶牛种群，建立了包括牧草种植、乳牛饲养等全方位的牧业管理体系，打破了当时小、散、乱的牧场养殖环境，率先建立核心牧场、标准奶站等，促进了奶源质量的提高，并提高了奶农发展生产的积极性。
目前，一鸣食品已经行成成熟的“公司+农户”奶源管理模式，即通过牧场培养奶源相关技术人员，包括产品把控、检验技术、管理能力、饲养能力等，随后牧场负责技术输出，为合作社提供包括用料、饲养环境上的指导，从奶源质量上考量合作社，根据奶源质量确定合作力度及采购价格，从源头上做好奶源质量把控。
今年上半年，一鸣食品还曾表示，拟出资9000万元在泰顺设立1800头规模牧场，其中引进奶牛预计使用资金4000万元，基建设备投入5000万元。
除了牧场和中心奶站，伴随着自动化多温存储系统项目的落成，一鸣食品拥有了自己的冷链物流，最终实现了从牧场资源、自有工厂、冷链配送到门店管理的一体化超级供应链体系，这也是其大规模开店的底气。
自有牧场进行奶源管理、中心奶站检查、再到冷链配送，令一鸣食品实现牧场到门店一天甚至半天的运送时长。根据门店预期的销量定量定产，高效配送，将最新鲜的乳品送至消费者面前。
另外，在这套供应链体系下，一鸣食品开启了加盟商扩店之路，在自主经营门店的情况下，通过提高门店使用效率与调动经营者参与度，逐步提高门店效率。另外，疫情之下，一鸣食品给予自主经营者极大优惠，以2022年新加盟者可免5万元加盟费的方式拉动就业并调动经营者积极性。
护城河夯实， 增长潜力可观
国家统计局数据显示，2021年我国牛奶产量累计达到3683万吨，同比增长7.1%；居民人均奶类消费量达到14.4公斤，同比增长10.6%。
另外，伴随消费升级及疫情下居民生活习惯的改变，低温奶成为增速最快的细分品类。有关数据分析统计，2018年，中国低温奶市场规模达298亿元，预计2022年低温奶销售额将达到371亿元。
常见的全国性乳品品牌见长于常温奶的生产与运输，原有的商业模式中供应链及经销商均集中在常温奶上，加持低温奶需大量投入资金与时间建设低温奶路线供应链，于是市场上流行“未来乳品品牌间的竞争，得冷链者得天下”的看法。而一鸣食品作为自身具备完整牧场、奶站、冷链物流的地方性乳品品牌，在行业人士看来，具备夯实的企业护城河。
除此以外，一鸣食品还在乳品基础上发展出烘焙食品及米制品业务。公开信息显示，其食品销售创收已占总营业收入高达50%的比例，未来这一比例或将继续增长。
值得一提的是，在疫情常态化的未来，许多实体企业都在经历“寒冬”。形势越是严峻，越是考验品牌门店的效益，降本增效成为诸多企业不约而同选择的策略。相较于其他乳企，一鸣的奶吧“直营+加盟”模式，或成为夯实其“护城河”的关键一环。
这种竞争优势，一方面体现在营收贡献上，2022年年中报显示，报告期内一鸣食品加盟结算款约425万元，预收加盟费约2416万元，成为公司营收的重要部分。另一方面体现在增长潜力上，尤其是“加盟”模式，以“0加盟费”开放江浙沪闽皖自主加盟，标准化供应链体系给予强劲支持，这种高效加盟模式不仅撬动社会资本建设渠道，加速开店抢占市场，还打开了业绩上涨空间。
截至8月28日，一鸣食品已开业自主经营加盟门店31家，已签约待开业加盟门店数74家，其中自主经营加盟门店数46家。通过激活加盟商的主观能动性，降低单店运营成本，提升营收水平，7月份扬州新开3家自主经营门店，日均业绩完成率超150%；8月份安徽滁州新开自主经营门店现烤店业绩日均超14000元，预包装店超7000元。
行业人士分析指出，可以预见，随着疫情逐步缓解和消费需求不断复苏，更多加盟门店的不断开出及成熟化发展或将带动一鸣食品业绩开启高能级跃升周期。
在这样的背景下，具备夯实的奶源供应链，依托乳品优势开拓烘培食品新业务，不断加码门店提高经营效率，规模效应渐显的一鸣食品，接下来有望进一步整合自身的品牌价值、产业融合、市场运营、门店拓展、创业服务等优势，朝“标准化、连锁化、产业化、数字化”方向转型升级。在行业人士看来，未来具备非常大的增长潜力。
你对于乳制品还有哪些了解？留言区聊聊吧。
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2023年哪些行业会爆发呢？那就要先看2022年的暴利行业了! 首先就是新能源汽车行业带动的锂电池等产业链。融捷股份作为比亚迪的一个供应商，利润全年暴涨了超过45倍。它们利润来源主…
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上班工资太低了，哪些副业可以多赚钱？
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现在年轻人的事业心真的很重！十个人里有九个人都想做副业。而且现在做副业的也不局限于上班族和全职宝妈了，许多在校大学生也已经干起了副业，现在的社会和别人交往，真的是张嘴闭嘴就是“搞钱…
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种下中药材_开出“致富方”_四川仪陇大力推进半夏产业发展
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封面新闻记者 赵紫君 半夏是一种用于止咳平喘的传统名贵中药材，在治疗现代肺部疾病中发挥重要作用。 在四川仪陇，半夏是当地特色农业的支柱产业之一。当前，仪陇正大力培育中药材品牌，种药…
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爆款！19元255G的电信沧期卡上市了，快抢！随时可能下架！(目前性价比最高的流量卡)31岁在春晚一炮而红，观众都以为他隐退了，其实已经去世10年了
作者：值友5255747110 2023年10月底了，你还在用着线下的电话卡吗？ 如果还在用，建议直接办理保号套餐，在办一张线上流量卡，绝对是完美配合。 小刘已经在通信行业5年，对…
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对于一个行业的选择，可能很多人都会感到迷茫，因为现如今各行各业竞争都比较大，那些靠拼人脉拼资金的生意，几乎不会给到我们普通人太多机会去经营。 所以我们没有在优势的资源扶持下，个人想…
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见过养猫、狗、鱼、鸟的，没想到还有人把孔雀当宠物养。邗江区西湖街道胡场村余爱勇就孵养了一对美丽可爱的蓝孔雀。近日，用这对孔雀产的蛋，他又孵化出3只小孔雀。在他看来，这是喜上加喜的事…
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咸安区抓住致富“鸡”遇，“18”生态养殖模式让村民走上致富路
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荆楚网（湖北日报网）讯（记者黄铮 通讯员胡剑芳）十里桂花香，花鸡只只壮。“咯咯，咯咯哒，来吃食喽！” 麻花鸡们“开饭”了。通讯员 供图 11月17日清晨，在咸安区桂花镇高升村奋钧种…
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我今年52岁，年轻的时候，在一个工厂里面做电气维修，那时候我最羡慕的，就是那些坐在写字楼里面工作的人。 我们是一个私人老板，平时他对我还是挺好的，工资给得也让我挺满意。 可好景不长…
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2022年3月，山东省德州市武城县公安局电信网络诈骗侦查大队接到上级公安机关下发线索：武城县境内有人在从事帮助信息网络犯罪活动。据警方介绍，犯罪嫌疑人使用名为GOIP（虚拟拨号设备…