What is the historical origin of Yili and Mengniu Company?

1998 in the first half of the year, Niu Gensheng, as the vice president of production and operation of Yili, suddenly felt something was wrong. He works in Yili 16, but recently he feels a little uncomfortable in the use of resources, that is, he has mobilized a small amount of funds, but many departments are constrained. At its most extreme, Niu Gensheng had to ask for approval to buy a broom.

In a sense, Niu Gensheng was the first hero of Yili in that year, and more than 80% of Yili's turnover came from various business divisions headed by Niu Lao. In addition to performance, Niu Gensheng's prestige among Yili employees is not worse than that of Zheng Junhuai. People's belief in Niu Gensheng comes from his way of being a man and his personality charm: an ordinary worker was seriously ill, and Niu Gensheng donated 6,543,800 yuan for the first time; At one time, the commuter driver had something to do, and Niu Gensheng did it for him. A new worker doesn't know Niu Gensheng, and has been praising Niu Gensheng to others: "The new fat driver has a good attitude and can stop wherever he wants"; Because of his outstanding performance, he won a sum of money and bought a good car. Niu Gensheng folded into four vans and distributed them to his immediate subordinates; Niu Gensheng basically distributed the annual salary of 1 more than ten thousand to his employees.

Niu Gensheng found Zheng Junhuai to reflect the problem. For the first time, he felt the "strangeness" and "distrust" in the eyes of his eldest brother. Niu Gensheng seems to understand something. If it is only prestige and good performance, Zheng Junhuai and Niu Gensheng will not "turn against each other" in the end. After many interviews, the reporter finally got the truth from several old employees who knew both Yili and Mengniu. The fuse of Zheng Junhuai's decision to "break" with Niu Gensheng lies in the difference of enterprise development strategy. When the reporter mentioned this matter, Niu Gensheng had no objection to it.

Zheng Junhuai's strategic thought is to strive for the upper reaches, and Niu Gensheng's strategic thought is to boldly advance and make use of all available means and resources to make Yili "extraordinary growth". But Zheng Junhuai is worried that if Yili develops according to Niu Gensheng's strategic thinking, he will lose control of Yili, which he absolutely cannot allow. At this time, Zheng Junhuai has made up his mind to let Niu Gensheng out. When Niu Gensheng realized this, it was difficult for him to display his ambition in Yili.

Niu Gensheng submitted his resignation to Zheng Junhuai three times. The first time, the second time, Zheng Junhuai said something to keep him: "I didn't mean to, you misunderstood!" Niu Gensheng had to withdraw his resignation. But Niu Gensheng found that his environment has not changed, but is getting worse. Niu Gensheng submitted his resignation for the third time at a board meeting in Yili. Niu Gensheng put his resignation in front of Zheng Junhuai and put it on the table for the first time. Niu Gensheng said to Zheng Junhuai, "Brother Zheng, if you want me to leave, I will formally resign now, at least not because I personally influence the development of the enterprise." Zheng Junhuai looked a little ugly, but still said, "I didn't mean to!" Niu Gensheng took it and said, "Then I take back this resignation!" When Niu Gensheng reached for his resignation, Zheng Junhuai quickly pressed his resignation tightly with his hand and said to Niu Gensheng, "Don't worry about us first, let's discuss it before making a decision!" As soon as Niu Gensheng left, Zheng Junhuai, who was rarely excited at ordinary times, suddenly said to the people present with tears: "Yili has him without me, and I have him without him!"

After the meeting, Zheng Junhuai talked to Niu Gensheng and told Niu Gensheng, "Don't you want to quit? Then I'll relieve you of your duties. We take a transitional approach. The company arranges for you to go to university for further study, but there are two conditions: first, you must leave Hohhot, 500 kilometers away; Second, the study time should not be less than two years. "

"After staying in Yili for 16 years, your performance is very good and the employees love you very much. You suddenly left the company for no reason, neither resisting nor shouting. Can you really accept this reality? " The reporter asked.

Niu Gensheng frowned and said with great emotion, "I was very uncomfortable at that time. I have been very uncomfortable three or two times in my life. This is one of them, almost to the point of dying. "

Reflection: exile in Peking University, ten years to break the wall.

Niu Gensheng, who was in the same boat with Yili 16 years ago, came to Peking University and rode a broken bicycle between classrooms all day. When Niu Lao sat in the classroom, all the students sitting next to him were about 18 years old. Niu Lao was 40 years old. "I don't know if this is glorious or shameful. When you arrive at Peking University, people ask you what you do. It doesn't look harmonious to sit with some little girls and boys all day. Fortunately, I have a diploma from the Chinese Academy of Social Sciences and was engaged in teacher training at that time, so I called myself a' visiting scholar'. "

It is not easy to be a visiting scholar. Niu Gensheng must first resolve his inner grievances and pains before he can settle down and blend into the unfamiliar campus environment.

"Fortunately, I can get over it. There are too many sad things in my history. When I was 18 and 19 years old, I was arrested by the public security bureau for fighting in society because of loyalty and righteousness, and I was put in a detention center for three months and two months of administrative detention. Fortunately, I was not sentenced. Later, the leaders of the Hohhot Political and Legal Committee visited Mengniu, and I got to know one third. They trained and educated me in those years. " Niu Gensheng ha ha laugh.

"I experienced such a thing before I was 20 years old, and then I got better naturally, so my face was passable. It happened that I didn't go to a famous university, so I enjoyed studying in a famous university. During this time, I have done a lot of research and listened to many lectures by economists, trying to find out what I don't know. As long as I don't know, I will learn. How do university teachers give lectures? What are the ways and methods of learning? What are the ways and angles of thinking? "

"When you sit in the classroom of Peking University, can you really let go of the enterprise in your mind?" The reporter doesn't believe that the old cow lives so leisurely.

"Can't let go! I always go with questions when I attend classes. " Niu Gensheng said.

A subordinate who followed Niu Gensheng from Yili told the reporter: "After Niu Lao came back from Peking University, he was much more mature in terms of perspective and way of doing things. Niu Lao used this time to re-examine his experiences and lessons in Yili 16, and changed the stress response mode originally formed in the enterprise into a rational thinking mode. As the saying goes, if you walk for three days, you should sit up and take notice. Think about it. After half a year's painstaking thinking and summary, Lao Niu has been thinking higher and farther than the average person. How much progress has this precipitation and sublimation made in thought? "

Niu Gensheng studied in Peking University for a semester. For Niu Lao, this semester is not only a study, but also a process of reflection. By the time he finished his studies, he might have formed a draft of Mengniu in his mind.

Helpless: cross the rubicon, put it to death and be born.

"Do you want someone like me?" On the end of 1998, Niu Gensheng, who has officially resigned from Yili, strolled to the talent market in Hohhot. He stood in front of the recruitment counter of a company and asked the people who came to recruit. "How old are you?" The other party asked. "40 years old." The old cow replied. "Sorry, your age belongs to the list of laid-off workers in our company." The other party smiled and answered bluntly.

Niu Gensheng doesn't really want to find a job through the talent recruitment market. What Niu Lao thought at that time was to see how much his value would be recognized if he left his familiar environment and dairy industry. As a result, he found himself engaged in management for many years, and no one in other enterprises wanted him. Other enterprises do not mean that Niu Lao can't find a good job. After learning of Niu Gensheng's resignation, the boss of a dairy company immediately found Niu Gensheng and offered a high salary to invite Niu Gensheng to join. Niu Gensheng made a condition to the other party: "Use my old cow's management experience and network resources to become a shareholder." As a result, this condition scared the other party away. Niu Gensheng later said to his subordinates: "They thought my request was daydreaming!" Later, some people commented that this enterprise didn't realize that Niu Gensheng was a printing machine.

Not appreciated by the new owner, Niu Lao intends to do something to solve his livelihood. At first, Niu Gensheng wanted to open a seafood stall. I chose a house and considered the mode. As a result, an "invisible" force made it difficult to produce this plan. Until this time, Niu Gensheng realized that although he left Yili, the shadow of Yili hanging over his head did not disperse.

Since the seafood stalls are no longer working, can we set up a factory to shine shoes for others? Not even! People obviously want to be "extinct" and don't want to give the old cow a "way out". At this time, a group of brothers who originally followed Niu Gensheng were dismissed by Yili, and they found Niu Gensheng together, hoping that Niu Gensheng would lead them to break a new path. These people are: Yang Wenjun, General Manager of Yili Liquid Milk, Qiu Lianjun, Chief Engineer of Yili, Sun Yubin, General Manager of Yili Refrigeration Division, and Sun Xianhong, General Manager of Yili Advertising Planning Department. In addition to the personnel and financial directors of Yili, the directors of various divisions of Yili came to Niu Gensheng.

Niu Gensheng thought about his predicament, and then said to them, "The loser wins! Since we are not allowed to do anything, let's build another Erie! Let's have a new name. " As a result, everyone was named Mengniu.

Hiding a low profile, being countered by the Jedi.

Exclusive disclosure: XXX company supported XXX brand company with funds and planned dozens of media to maliciously slander Mengniu. After the public security organs found out, the local government took three punishment measures against XX Company: "Fine 60 million yuan, apologize publicly, and it won't happen again." Then ask Niu Gensheng for advice. Apart from "it won't happen again", Niu Gensheng suggested that the other two measures should not be implemented.

1999 1, Mengniu was formally incorporated with the name of "Mengniu Dairy Co., Ltd." with a registered capital of 1 10,000, which was basically the money from the sale of Yili shares by Niu Gensheng and his wife. As soon as Mengniu was founded in Niu Gensheng period, the old men who were still working in Yili began to defect in batches, with a total of several hundred people. Niu Gensheng once warned them not to abandon the "bright" and "dark". In the face of "no market, no factory and no milk source", no one can guarantee that Mengniu will have a bright future. However, the old people joined Mengniu without hesitation. In Mengniu's new management team, Niu Gensheng invited only one person from outside, that is, Lu Jun, former deputy secretary of Yili Party Committee, who has been transferred to Inner Mongolia Securities as a director. Niu Gensheng once said to his subordinates, "All competitions must start with design". Lu Jun is an expert in party and government, dairy industry and securities. Niu Gensheng invited her for a clear purpose: Mengniu should be a joint-stock company from the beginning, so that Mengniu can have a healthy start.

Only eight months later,1August 8, 1999, "Mengniu" was transformed into "Inner Mongolia Mengniu Dairy Co., Ltd.", the registered capital soared to13.98 million yuan, and the shares were converted into13.98 million shares, and the promoter was 10 natural person. According to the capital contribution, they are: Niu Gensheng, Deng Jiuqiang, Hou, Qiu Lianjun, Yang Wenjun, Sun Xianhong, Lu Jun, Pang Kaitai and Xie. Among them, Deng Jiuqiang was the boss of Hohhot Light Industry Machinery Co., Ltd., providing equipment for Mengniu's ice cream and milk industry, and later went to Niu Gensheng to become the vice chairman of Niu Gensheng. Xie is the chairman of Guangdong Chaozhou Tian Yang Printing Co., Ltd. Before, he met Niu Gensheng and became his close friend when printing milk and ice cream packaging boxes with Yili. Later, he cooperated with Mengniu and was the largest natural person shareholder of Mengniu for a period of time. Most of the others are management and technical talents of the former "Yili" company.