Who knows the detailed growth experience of Niu Gensheng, the boss of Mengniu Group? thank you

Niu Gensheng: The Secret of Mengniu's Enlargement

2005- 12- 15 9:54:00

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(Keywords: Niu Gensheng Mengniu Secret)

Niu Gensheng's resume:

1978 became a dairy worker in Daheihe Milk Factory in Hohhot.

1983 Director of Inner Mongolia Yili Group (formerly Hohhot Huimin Milk Food Factory)

1992 served as vice president of production and operation of Inner Mongolia Yili Group.

At the end of 0998, 65438 was removed from the post of vice president of production and operation by Inner Mongolia Yili Group.

1999 Inner Mongolia Mengniu Dairy (Group) Co., Ltd. was established as the chairman and president.

Niu Gensheng won the following honors: "Top Ten Entrepreneurs in China in 2002 (I)"; "The most valuable cover figure of China economy in 2002"; "China private industrial industry leader"; "2003 China New Enterprise Leaders"; 2003cctv "China Economic Person of the Year"; In 2004, "China Planning Highest Award" and so on.

Inner Mongolia Mengniu Dairy (Group) Co., Ltd. was established in August 1999 with the contribution of natural persons. At present, the company is a Sino-foreign joint venture. In just a few years after its establishment, Mengniu's business income has risen from 1 1 16 to the second in the country.

Mengniu's development speed is really dazzling, and the growth achieved in just a few years is unexpected by some enterprises with decades or even hundreds of years of history. Speaking of Mengniu, I can't live without Niu Gensheng anyway. What kind of "magic power" does this bold northwest man have, which can make an originally young enterprise become a miracle of china dairy?

Dairy products and human beings: Mengniu developed for six years and became one of the three giants in china dairy. Mengniu only had a small bungalow at the beginning of its establishment, and the monthly rent was in 200 yuan? Niu Gensheng: Mengniu was founded in 1999. At that time, I rented a small bungalow as an office in a residential area of Hohhot, only 53 square meters, and the monthly rent was more than 200 yuan. When Mengniu was founded, there were hundreds of dairy enterprises headed by Yili in Inner Mongolia alone. Yili Group, which was in Hohhot with Mengniu, had been listed for many years and had a complete production and marketing system for frozen products, liquid milk and milk powder. The net profit of that year reached more than 80 million yuan. When 1999 was born, Mengniu had no milk source, no factory building and no market, so it can be said that it had nothing.

Dairy products and human beings: When Mengniu was founded, its sales reached more than 40 million. How is this done?

Niu Gensheng: At that time, we raised more than 6,543,800+million start-up funds. In order to open the market, from this start-up fund, three sums of more than 3 million yuan were first taken out. The first 3 million was spent on Mengniu's advertisement in Hohhot. Almost overnight, people in Hohhot knew about Mengniu.

The second one, more than 3 million yuan, is used to carry out technical transformation and equipment renewal for those contracted, leased and operated enterprises. We come up with standards and product requirements and use other people's equipment to produce, but the brand is our own.

The third sum of more than 3 million yuan was used in Mengniu's own "acquisition territory"-the first investment of Mengniu's first-phase factory construction project. 199965438+On February 28th, Mengniu ice cream production line was officially put into production, only half a year.

Dairy products and human beings: Mengniu started from Tetra Pak Pillow. How to choose such a product? Niu Gensheng: At that time, there were two major problems in the milk market in China: First, Tetra Pak's milk was of good quality, but it was expensive, and many consumers could only look back on it; Second, although the shelf life of pasteurized milk is short, the quality is unstable and consumers are not very satisfied.

Tetra pak pillow is ultra-high temperature sterilized milk, which is cheaper than tetra pak, has a longer shelf life, and can also guarantee the product quality. Therefore, Tetra Pak pillow milk won the favor of consumers immediately after it was put on the market.

Dairy products and people: Mengniu was an early foreign cooperative enterprise in china dairy. What benefits do you think the cooperation with foreign capital has brought to Mengniu?

Niu Gensheng: We firmly believe that the great development of China market will create a number of strong brands and enterprises, and Mengniu will definitely let the world know in this largest emerging market. Mengniu Dairy has been formulating its development strategy from the perspective of international competition and integration of global resources.

Mengniu has developed from a small enterprise of 1999 to now, and many investors and partners have come to the door. On June 5438+February 65438+February 09, 2002, world-renowned investment institutions such as Morgan Stanley, CDH Investment and Win-Win Investment injected capital into Mengniu. Investors are optimistic about the good development trend of Mengniu, while Mengniu values the internationalization background of investors. The injection of these international financial capitals has made our equity structure more reasonable and our management more standardized. Mengniu's successful listing in Hongkong means spending the money of global investors to do things in china dairy.

Dairy products and human beings: Mengniu started from an unknown small enterprise and has now developed into a leading large enterprise in china dairy. What do you think is the most important thing for entrepreneurs in dairy industry to make their enterprises bigger and stronger?

Niu Gensheng: As an enterprise, the way of thinking determines the way out, and the layout determines the outcome. In dairy industry, tonnage also determines the status. In addition to these, I think an entrepreneur in dairy industry must be forward-looking in four aspects, namely, big vision, big mind, big sense of responsibility and big industrial chain.

Dairy products and human beings: talents are very important for the development of any enterprise, especially for Mengniu, a young but rapidly developing enterprise. How does Mengniu solve the talent problem?

Niu Gensheng: Mengniu has a team with strong experience and execution. These people spontaneously gathered in Mengniu in just a few years. Mengniu did not pull up any peers, nor did it dig any corners of peers.

Mengniu has its own principles and responsible culture. Mengniu uses culture to unite people's hearts. What we advocate is "virtue without talent, practice and use it;" Talent without virtue, restricted use; Only with virtue can we reuse it; Without virtue and talent, use it resolutely. "We often hold production meetings and ideological management exchange meetings, which is conducive to unifying our thinking on a regular basis, cultivating our own talents from within the enterprise, and forming our fist to win the market.

Dairy products and human beings: Now the whole dairy industry is facing the dilemma of survival. How do you think enterprises should view their relationship with society and peers?

Niu Gensheng: Through years of practice, we deeply realize that every enterprise has its own ecological circle, and at the same time, enterprises are combined into a higher-level ecological circle, so an enterprise that patronizes itself will have no way out. The survival value of an enterprise is not that you bring hope to yourself, but that you can bring hope to others. Shareholders seek investment returns, banks inject interest, employees participate as income, partners need to make money, and people expect taxes. Only the' balanced income' of consumers, shareholders, banks, employees, society and partners is the real' sustainable income'; Only a cause that concerns the fate of the overwhelming majority of the people is a real' sustainable cause'. You take away the benefits that others deserve, others will leave you, and the ecological circle of the enterprise will be destroyed. The future competition is not between one enterprise and another, but between one ecosystem and another.

Dairy products and human beings: The competition in china dairy in 2004 was very cruel. What do you think will happen to the dairy market in China in 2005?

Niu Gensheng: Compared with 2004, the competition in china dairy should be eased in 2005. Recently, I noticed that some dairy enterprises in the south began to raise milk prices, because no one can live well if the competition is so cruel. However, in the north, Yili and Mengniu still have natural advantages at a relatively low cost.

But we can't slack off because of this. This year, in terms of product development and listing, our actions are definitely faster than in previous years, because the demand of consumers is constantly changing and improving.