贝因美回归原点

Beingmate’s nightmare on entire industria chain

贝因美是一家有争议的公司，上市不到一年，两任董事长及部分高管先后辞职，现在，管理层虽然比较稳定，但业内和投资者对这家企业的担心却更多。因为，贝因美在2011年已经是国产奶粉销售额第一名，其荣辱成败，和庞大的国产婴幼儿奶粉市场有着紧密关联。

Beingmate, a company started with infant food, as it grows, tries to build entire industrial chain on infants and children. However, how could Beingmate reach the goal which international enterprises such as Disney and Mattel couldn’t? Eventually, Beingmate has to sell the infants’ appliance business due to its drastic loss. In this business story, what role Xie Hong, the founder of Beingmate, played? What prevents him from leading the enterprise ahead after being listed in the stock market? What fatal flaw did it exist in the present operation system? Why the retails who played important role in boosting up the food sales failed to pull up the sales of infants appliances?