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合生元披洋奶粉外衣5年净利暴涨2000%(3)

发布日期：2014-06-23 11:32:32编辑：Chen

近日，面对外界质疑，合生元总裁罗飞不得不承认，这些来自法国的奶粉只在中国销售。

记者查阅合生元最近5年财报数据，发现其增长速度惊人。从2008年的3.26亿销售，到2012年的33.82亿，短短5年之间暴涨940%。净利润也从2008年的0.35亿，一路飙升至去年的7.43亿，暴涨2022%。同时，合生元2012年的毛利率达到66%。

合生元最新发布的半年报显示，上半年收入20.6亿元，同比增长51.3%，远超业内平均水平，其纯利增长8.6%至2.98亿元，若撇除发展改革委一次性罚款1.63亿元，则期内核心溢利增68.1%至4.6亿元。

一家知名奶粉企业营销总监告诉记者，合生元奶粉的报关均价仅53元/罐，而市场平均售价却近400元/罐，其毛利高于业内平均水平五成以上。

品牌营销专家王天伟表示，从发改委的处理结果看，合生元受到的最大冲击也就是交了1.63亿元的罚款，但其终端价格变动并不大，依旧远高于市场上同类产品价格，合生元仍可以用高毛利补贴经销商，目前看尚未伤及其经销体系。

假洋鬼子合生元背后的暴利：成本50一罐卖400

据中 广 网报道，1.63亿元人民币的罚款，把一个名不见经传的广东民营乳企推向了风口浪尖。如果没有这笔处罚，也许更多的人没有意识到，这个披着洋奶粉外衣的国货——成了奶粉中最贵的一罐。

8月7号，国家发改委对合生元、美赞臣、等6家乳粉生产企业的价格垄断行为开出罚单，共处罚款6.68亿元。这是迄今为止我国反垄断史上开出的最大罚单。其中，一家名叫广州市合生元生物制品有限公司的乳品企业，因为“违法行为严重、不能积极主动整改”被处上一年度销售额6%的罚款，被罚1.63亿元人民币，数额仅次于著名的外资奶粉品牌美赞臣和多美滋。

合生元最新发布的半年报显示，上半年收入20.6亿元，同比增长51.3%;净利润达到近3亿元，如果撇除发改委一次性罚款1.63亿元，净利润增长近70%。而合生元暴利的背后是堪比顶尖奶粉的价格，有媒体报道，合生元奶粉的报关均价仅仅53元一罐，而市场平均售价却将近400元每罐，毛利率高于业内平均水平五成以上。

处罚以后，合生元曾先后两次降价

销售人员：这个奶粉大概降了得有将近30块钱，我们在原有的积分上再赠送10%的积分，商城活动加起来要比降价之前便宜了大概50块钱左右。

不过很多消费者质疑，合生元降价的产品都是一些库存积压的产品，而畅销的产品价格几乎没降，对此发改委相关负责人警告说。

发改委负责人：对于这个承诺的整改，包括降价的措施如果不落实，以后我们会继续监督，另外也会给予它们其他一些处罚的措施。我们在下达处罚决定的时候，跟所有企业做了重申，不得变相恢复价格，必须落实它们提出的承诺，否则会受到更加严厉的处罚。

与伊利、圣元等国内奶粉大牌相比，2008年才开始正式介入配方奶粉市场的合生元只是个新兵。这家总部位于广州，以研制益生菌起家的企业，2006年才开始研发奶粉配方，2008年开始推出奶粉产品。但是，根据公开数据显示，5年时间让合生元成为整个奶粉行业内业绩增长最快的本土民营企业，而且没有之一。

合生元的财报披露， 2008年的销售额是3.26亿元人民币，到2012年达到33.82亿元人民币，5年暴涨940%。净利润则从2008年的0.35亿，攀升至2012年的7.43亿，暴涨20倍。与此同时，奶粉收入增长也超过了50%，而且80%的业务都是婴幼儿配方奶粉，2012年奶粉销售增长高达61.2%。

合生元是一家很精明的企业，仔细研究其发家史就会发现，它崛起在三聚氰胺事件之后，打着来自法国的旗号，走高端路线，一下子抓住了中国消费者的心理。当合生元穿着洋装，用“法国合生元”的名头亮相时，开创了一条新路。当时国内奶粉企业固有的品牌形象已经不被消费者认可，合生元没有这个历史负担。

合生元公司在宣传中使用“法国合生元”的称号，一直对外强调采用欧洲奶源原罐进口，并率先在市场推出超过300元/罐的高价奶粉，这样的标榜甚至让消费者一度以为合生元奶粉就是一个来自法国的品牌。然而合生元总裁罗飞在被处罚后，不得不承认，这些来自法国的奶粉只在中国销售。内容来源于：https://life.21cn.com/healthnews/a/2013/0829/16/23734434.shtml

本文由妈妈育儿网（https://www.mmyuer.com/）小编摘自于21CN

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