What happened to the Niogensheng milk incident?

Niu Gensheng, a member of the Communist Party of China, holds an MBA from the Graduate School of the Chinese Academy of Social Sciences and studied at Peking University. Worked in dairy industry for 27 years. At the end of 2004, Niu Gensheng donated all his personal shares to establish the "Lao Niu Special Fund", becoming "the first person to donate shares in China" and "the first person to donate shares among Chinese in the world." Niu Gensheng founded Mengniu Dairy in 1999. He forged ahead under the predicament of "no factory, no milk source, and no market." Mengniu now has "a global model factory, an international model ranch, and liquid milk." The sales volume ranks first in the country.” At present, Mengniu has built more than 20 production bases in 14 provincial-level administrative regions across the country. The products cover all regions in the country except Taiwan Province. The products developed include three series, including liquid milk, ice cream, and milk products, with more than 100 varieties. "Mengniu Speed" attracts attention in the Chinese business community. CCTV's 2003 "China Economic Person of the Year" award speech for Niu Gensheng wrote: "He is a cow, but he ran at the speed of a rocket!" Mengniu has created a number of national records, such as: winning the "Top 100" China Growth Enterprises , ranked "No. 1 in the competitiveness of China's dairy industry", has China's largest "international demonstration farm", and introduced milking robots for the first time. It is the "number one leader" in agricultural industrialization with the largest milk collection volume in China's dairy industry; Mengniu ranks first in the world in terms of single product sales of pillows, and ranks first in the country in terms of liquid milk sales, and ranks first among similar products in "consumer comprehensive satisfaction". It is also the only mainland brand to win an award in a Hong Kong supermarket in 2003; Mengniu is also China's first company in Dairy products company listed overseas, and won the title of "Best IPO in 2004" in one fell swoop. Niu Gensheng believes in the business philosophy of "small victory depends on wisdom, big victory relies on virtue" and "wealth gathers people, wealth disperses people gather". Under his leadership, Mengniu has cooperated with hundreds of millions of consumers, millions of shareholders, millions of dairy farmers and hundreds of thousands of people. The production and marketing army formed a unified body with a shared destiny, and was known as "China's largest rice bowl enterprise" since the development of the western region. From this, a widely circulated folk song was born: "Every family has a cow, and the wife and children are on the hot bed; One family has two cows, so they don’t have to worry about food and clothing; one family has three cows, and it takes three to five years to build a western-style building; one family has a group of cows, which are even better than the old cows of Mengniu." In 1978, it became Hohhot Daheihe Milk. A cattle worker in the factory. In 1983, he was appointed as the director of Inner Mongolia Yili Group (formerly Hohhot Muslim Dairy Food Factory). In 1992, he was appointed as the Vice President of Production and Operations of Inner Mongolia Yili Group. At the end of 1998, he was dismissed from the position of Vice President of Production and Operations by Inner Mongolia Yili Group. From 1999 to present Niu Gensheng, who founded Inner Mongolia Mengniu Dairy (Group) Co., Ltd. and served as chairman and president, has received the following honors: "One of China's Top Ten Entrepreneurial Figures in 2002"; "The Most Valuable Cover Person of China's Economy in 2002"; "Leader of China's Private Industry"; "New Leader of Chinese Enterprises in 2003"; 2003 CCTV "China Economic Person of the Year"; 2004 "China's Top Planning Award", etc.

Inner Mongolia Mengniu Dairy (Group) Co., Ltd. It was established in August 1999 through sponsorship and establishment by natural persons. At present, the company is a Sino-foreign joint-stock enterprise. In just a few years since its establishment, Mengniu's business revenue ranking has risen from 1,116th to 2nd among national dairy companies.

Although there may be hidden secrets unknown to outsiders, Niu Gensheng and Zheng Junhuai, this pair of happy enemies who have been colleagues for many years and have competed in the "ring" for many years, have very different attitudes towards wealth. Difference: Zheng Junhuai seemed to take things that did not belong to him, while Niu Gensheng took away the wealth that originally belonged to him.

In 1998, Yili Vice President Niu Gensheng was suddenly kicked out by President Zheng Junhuai. Before that, Niu Gensheng was in charge of national production and operations, and his performance had been particularly outstanding. Niu Gensheng started from scratch. After suffering difficulties and suppression from his old employer Yili, he managed to fight his way through numerous sieges. Six years later, Mengniu's sales and market share surpassed Yili's and became the first in the country.

What is even more dramatic is that today, 6 years later, Zheng Junhuai was imprisoned for ill-gotten gains, but Niu Gensheng became famous after spending one billion of his wealth! It’s really thirty years of Hedong and thirty years of Hexi! The wind and water are turning, the sky is full of ice and fire!

This kind of thing is very rare in China and abroad!

There are too many secrets hidden behind the legend. Why did Zheng Junhuai turn against Niu Gensheng, who had been assisting him for 16 years? How did Niu Gensheng create Mengniu out of thin air in just 6 years? For the past six years, Niu Gensheng and Mengniu have been keeping silent to the outside world.

Late at night on April 7, 2005, at Niu Gensheng's home in Horinger County, Hohhot City, Inner Mongolia, "Human Capital" reporter Chen Bin talked with Niu Gensheng all night long. Niu Gensheng told his true feelings and finally lifted the cover one by one. The secrets of Niu Gensheng and Mengniu that are unknown to outsiders.

Despite his own life and force him to revolt

"Human Capital" reveals: Niu Gensheng submitted three resignations to Zheng Junhuai. The first two times he was "persuaded" by Zheng Junhuai, and the third time at the board meeting After submitting his resignation, Zheng Junhuai said: "I didn't mean that!" Niu Gensheng said: "Then I take this resignation back!" When Niu Gensheng reached for his resignation, Zheng Junhuai quickly pressed it tightly with his hand.

Zheng Junhuai: Yili has him but not me, and Yili has me but not him!

In the first half of 1998, Niu Gensheng, who was the vice president of Yili's production and operations, suddenly felt something was wrong. He had been working at Yili for 16 years, but recently he felt some discomfort in the use of resources, which was the transfer of resources. A very small amount of funds is constrained by many departments. At its most extreme, Niu Gensheng had to file a report for approval before buying a broom.

In a sense, Niu Gensheng was the number one contributor to Yili back then. More than 80% of Yili's turnover came from various business units under Lao Niu's supervision. In addition to his performance, Niu Gensheng's prestige among Yili employees is no worse than Zheng Junhuai. People's belief in Niu Gensheng comes from his way of doing things and his charisma: when an ordinary worker got seriously ill, Niu Gensheng was the first to donate, and all of a sudden he donated 10,000 yuan. ; For a while, when the commuter bus driver was busy, Niu Gensheng took over the job. A new worker, who didn't know Niu Gensheng, kept praising Niu Gensheng to others: "The new fat driver has a really good attitude. He can stop wherever he is asked." Because of his outstanding performance Niu Gensheng was awarded a sum of money to buy a good car, which he converted into four vans and distributed them to his direct subordinates. Niu Gensheng basically distributed all of his annual salary of more than 1 million to his employees.

Niu Gensheng went to Zheng Junhuai to report the problem. For the first time, he felt the "strangeness" and "distrust" conveyed in Big Brother's eyes. Niu Gensheng seemed to understand something. If it were just prestige and good performance, Zheng Junhuai would not eventually turn against Niu Gensheng. After many interviews, the reporter finally got the truth from several old employees who knew both Yili and Mengniu. Zheng Junhuai decided The trigger for the "break" with Niu Gensheng lies in the differences in corporate development strategies. When reporters mentioned this, Niu Gensheng had no objection.

Zheng Junhuai’s strategic idea is to seek improvement while maintaining stability, while Niu Gensheng’s strategic idea is to advance boldly and use all available means and resources to make Yili “grow beyond the norm.” However, Zheng Junhuai is worried that if Yili According to Niu Gensheng's strategic thinking, he will lose control of Yili, which he will never allow to happen. At this time, Zheng Junhuai had already made up his mind to eliminate Niu Gensheng. When Niu Gensheng realized this, it was already difficult for him to realize his ambitions in Yili.

Niu Gensheng submitted three resignations to Zheng Junhuai in one ***. The first time and the second time, Zheng Junhuai said something to persuade him to stay: "I didn't mean that, you misunderstood!" Niu Gensheng had to withdraw his resignation. But Niu Gensheng found that his environment not only remained unchanged, but also became increasingly worse. Niu Gensheng submitted his resignation for the third time at a board meeting of Yili. Niu Gensheng placed his resignation in front of Zheng Junhuai, putting the resignation on the table for the first time. Niu Gensheng said to Zheng Junhuai: "Brother Zheng, if you want me to leave, I will officially resign now, at least not because I personally affect the development of the company.

Zheng Junhuai's face looked a little ugly, but he still said: "I didn't mean that!" Niu Gensheng took the words and said: "Then I will take back this resignation!" When Niu Gensheng reached for his resignation, Zheng Junhuai quickly pressed it tightly with his hand and said to Niu Gensheng: "You can avoid it first, and we will discuss it before making a decision!" As soon as Niu Gensheng left, Zheng Junhuai, who was seldom excited, suddenly cried and said to the people present: "Yili has him but not me, and I have not him!" After the meeting, Zheng Junhuai talked to Niu Gensheng and told him: "Don't you want to resign?" Then I will remove you from office. We adopt a transitional approach. The company arranges for you to study at a university, but there are two conditions: first, you must leave Hohhot 500 kilometers away; second, the study time must not be less than two years. ""After staying in Yili for 16 years, your performance was very good, and your employees loved you very much. Then you suddenly left the company without any explanation, without resisting or complaining. Could you really accept this reality calmly at that time? "The reporter asked.

Niu Gensheng frowned and said very emotionally: "I was very uncomfortable at the time. I have been very uncomfortable three or two times in my life. This is one of them. It almost reached the point of sexual desire. degree of death. "

Reflection: Exiled to Peking University, facing the wall for ten years and trying to break through it

Niu Gensheng, who has been with Yili through thick and thin for 16 years, came to Peking University and rode a broken bicycle all day long. Between various classrooms. When Lao Niu was sitting in the classroom, the students sitting next to him were all around 18 years old. Lao Niu was already 40 years old at the time. "I didn't know whether it was an honor or a shame. When you arrive at Peking University, people ask you what you do? It seems inharmonious to sit with some young girls and boys all day long. Fortunately, I have a diploma from the Academy of Social Sciences, and I was doing teacher training at that time, so I named myself a 'visiting scholar'." "Visiting scholar" is not easy to be, Niu Gensheng must first resolve the grievances and pain in his heart, and then he can Maybe I can calm down and integrate into the unfamiliar campus environment.

"Fortunately, I can think about it. There are many more sad things in my history. When I was eighteen or nineteen years old, I got into a fight in society because of my loyalty and righteousness. I was arrested by the Public Security Bureau and put in a detention center for interrogation and administrative detention. Three months, two months, okay. There is no sentence. Later, the leaders of the Hohhot Municipal Law Committee visited Mengniu, and I knew one-third of them. They all trained and educated me back then. "Niu Gensheng chuckled.

"I experienced this kind of thing before I was 20 years old, and it naturally got better later, so I can still get by in terms of face. Fortunately, I didn't go to a famous university, so I just enjoyed my study life at a famous university. I used this time to do a lot of research, listened to a lot of lectures by economists, and tried to figure out what I didn’t know. "When you sit in the classroom at Peking University and listen to lectures, can you really let go of the company in your mind?" The reporter does not believe that Lao Niu is living like this. Leisure.

"I can't let it go! When I attended the lectures, I always came with questions." Niu Gensheng said.

A subordinate who has followed Niu Gensheng since Yili told reporters: "After Lao Niu came back from Peking University, his perspective on problems and his way of doing things have become much more mature than before. Lao Niu took advantage of this period Time has re-examined the various experiences and lessons I have learned in Yili for 16 years, and transformed the stress response mode originally formed in the enterprise into a rational thinking mode. As the saying goes, after seeing each other for three days, you should look at me with new eyes. Niu concentrated on thinking and summarizing for half a year. He already thinks higher and further than ordinary people. How much progress will he make in his thinking through this accumulation and sublimation? "Niu Gensheng studied at Peking University for one semester. This semester is, for Lao Niu, It’s not just learning, it should be a process of reflection for him. "Facing the wall for ten years and trying to break the wall", when he finished studying, the draft of Mengniu may have been formed in his mind.

Helpless: burn the boat, put it to death and live again

"Do you want someone like me?" One day at the end of 1998, Niu Gensheng, who had officially resigned from Yili, was strolling. In Hohhot's talent market, he stood in front of a company's recruitment counter and asked people who came to recruit. "How old are you?" the other party asked. "40 years old." Lao Niu replied. "I'm sorry. At your age, our company is on the list of laid-off workers." The other party answered bluntly with a smile.

Niu Gensheng didn’t really want to find a job through the talent recruitment market. Lao Niu’s idea at the time was to see how valuable he would be if he left the familiar environment and the dairy industry. I was somewhat recognized, only to find that I, who had been engaged in management work for many years, were not wanted at all in other companies. Other companies do not mean that Lao Niu cannot find a good job. After a dairy company learned that Niu Gensheng resigned, the boss immediately approached Niu Gensheng and was willing to offer a high salary to invite Niu Gensheng to join. Niu Gensheng put forward a condition to the other party: "Use my Lao Niu's management experience and personal network resources to invest in shares, and let me 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 a fantasy!" Later someone commented that the company did not realize that Niu Gensheng was a money printing machine.

Since there is no appreciation from the new owner, Lao Niu plans to do something to make a living on his own. Niu Gensheng initially wanted to open a seafood food stall. After choosing the house and considering the model, it turned out that an "invisible" force made the plan difficult to bring to fruition. Only then did Niu Gensheng realize that although he had left Yili, the shadow that Yili had cast over his head had not dissipated.

Since the seafood stall cannot continue, then it is okay to set up a factory that shines shoes for others, right? No way! They clearly wanted to "kill them all" and did not want to give Lao Niu a "way to survive." At this time, a group of brothers who had followed Niu Gensheng were dismissed from their posts by Yili. They found Niu Gensheng together, hoping that Niu Gensheng would lead them to a new path. These people are: Yang Wenjun, general manager of Yili's liquid milk, Qiu Lianjun, chief engineer of Yili, Sun Yubin, general manager of Yili's refrigeration business department, and Sun Xianhong, general manager of Yili's advertising planning department. In addition to the heads of Yili's human resources and finance, the heads of Yili's various business departments are all headed by Niu Gensheng.

Niu Gensheng thought about his predicament, and then said to them: "The sad soldiers will win! Since we are not allowed to do anything, we will build another Yili! Let's give it a new name." , everyone named it Mengniu.

The first thing is to solve people's problems

In January 1999, Mengniu was officially registered and established under the name "Mengniu Dairy Co., Ltd." with a registered capital of 1 million, basically. Niu Gensheng and his wife made money from selling Yili shares. As soon as Niu Gensheng's Mengniu was established, his old subordinates who were still working in Yili began to defect to him in batches after hearing the news, totaling several hundred people. Niu Gensheng once warned them not to abandon "light" for "dark". Faced with the "three no environment" of "no market, no factory, and no milk source", no one can guarantee that Mengniu will have a bright future. However, the old subordinates joined Mengniu’s team without any hesitation. Among Mengniu's new management team, Niu Gensheng only hired one person from outside, and that was Lu Jun, Yili's former deputy party secretary, who had been transferred to the appointed director of Inner Mongolia Securities. Niu Gensheng once said to his subordinates: "All competition starts from the design stage." Lu Jun is not only an expert in the party and government, but also an expert in the dairy industry and a master in securities. Niu Gensheng's purpose of inviting her here is very clear: Mengniu has To become a joint-stock company, Mengniu will have a healthy start.

Just eight months later, on August 18, 1999, "Mengniu" underwent a joint-stock reform, its name became "Inner Mongolia Mengniu Dairy Co., Ltd.", and its registered capital soared to 13.98 million yuan. , converted into 13.98 million shares, and the sponsors were 10 natural persons. In order of investment amount, they are: Niu Gensheng, Deng Jiuqiang, Hou Jiangbin, Sun Yubin, Qiu Lianjun, Yang Wenjun, Sun Xianhong, Lu Jun, Pang Kaitai, and Xie Qiuxu.

Among them, Deng Jiuqiang is the boss of Hohhot Light Industry Machinery Co., Ltd., which provided ice cream and milk industry equipment to Mengniu. He later defected to Niu Gensheng and became Niu Gensheng’s vice chairman. Xie Qiuxu is the chairman of Guangdong Chaozhou Yangtian Printing Co., Ltd. When he used to cooperate with "Yili" to print milk and ice cream packaging boxes, he met Niu Gensheng and became a close friend of Lao Niu. Later, he cooperated with "Mengniu" and worked in For a period of time, he was the largest natural person shareholder of Mengniu. Most of the others are management and technical talents from the original "Yili" company.

Secret negotiations, virtual management

Everything is difficult at the beginning! In a 53-square-meter building in Hohhot City, Niu Gensheng moved a sofa, table and bed from home, and Mengniu's development miracle began. Know yourself and the enemy, and you can fight a hundred battles without danger! Niu Gensheng knows that his shortcomings are "no market, no factory, and no milk source." He also knows that his strong point is "talent." The group of people who followed Niu Gensheng were originally the top leaders in Yili liquid milk, ice cream, and planning and marketing. , they are all top talents in the industry in terms of production, operation, sales, marketing, raw materials and equipment. Lao Niu decided to adopt a "virtual management" method and exchange "talents" for "resources". Because Yili interfered with it, he began to " Several negotiations for "virtual operation" were disrupted, and Niu Gensheng had no choice but to "build plank roads openly and cross Chencang secretly." In February 1999, Niu Gensheng signed a cooperation agreement with a dairy company in Harbin after secret negotiations. Niu Gensheng sent Yang Wenjun and other eight people to comprehensively took over the company. While their management has brought good benefits to the company, Mengniu products are also "freshly baked" from this factory. Lao Niu is a sensible person, borrowing a chicken to lay eggs is just a temporary measure! From January to April 1999, Niu Gensheng, who was in Hohhot, remotely commanded a team of 8 people in the Harbin factory to start producing the first batch of Mengniu products. They built their own factories in full swing on the relatively desolate and barren land.

The billboards were smashed, a blessing in disguise

On April 1, 1999, the people of Hohhot woke up to see that the 300 billboards next to the main streets in Hohhot were all Mengniu advertisements. : Learn from Yili, strive for national industry, and strive to become the second brand of Inner Mongolia dairy industry! On May 1, just as people were still discussing Mengniu, 48 "Mengniu" billboards were smashed beyond recognition overnight. The smashing of Mengniu's billboard caused the public's attention to Mengniu to rise again, and Mengniu began to become "more mysterious and more beautiful." Media reporters at the time followed the clues and found the spokesperson of Mengniu, and found that this person turned out to be the person in charge of production and operation of Yili. Vice President Niu Gensheng. Niu Gensheng was unwilling to be interviewed by the media, but he was willing to chat with reporters. During the chat, the reporter discovered that there is such a unique entrepreneur in Hohhot.

When a reporter asked why Niu Gensheng was dismissed from his post by Yili, Niu Gensheng replied: "If you ask me to die, I have to die!" Who smashed Mengniu's billboard? Niu Gensheng did not give an answer. In Lao Niu's view, the answer was known to everyone, but he would rather let everyone understand it tacitly.

Whose company is Mengniu? Niu Gensheng said that he was not the registrant because the dangerous environment did not allow him to show his face.

Is Mengniu cloning Yili? Niu Gensheng said that it was not cloning but filling gaps. He mentioned examples of Coca-Cola and Pepsi-Cola, BMW and Mercedes-Benz competing at the same time but developing better.

Can Mengniu do well? Niu Gensheng said: "When making shoes, you must have the thought of making shoes for yourself, so that the shoes can be made well!"

Hide one's strength and bide your time, gain more help

Boil the beans and burn the beans, the beans are in the cauldron weep. They are born from the same root, so there is no need to rush into mutual conflict. In early 1999, although Niu Gensheng was "hiding" behind the scenes incognito, he did not escape the fate of continued suppression. In order to block Mengniu and compete for milk sources, competitors had some of Mengniu's milk trucks stopped midway and the milk was dumped on the spot.

In order to reduce conflicts and unnecessary troubles, while protecting himself to the maximum extent, Niu Gensheng quickly formulated a policy of "three no-ops for collecting milk": ▲Wherever large companies such as Yili have milk stations, Mengniu will not (Do not build milk stations); ▲ Mengniu will not do (will not accept) any milk from non-dairy stations; ▲ Mengniu will not do anything that is inconsistent with Yili’s acquisition standards and prices.

At the same time, Niu Gensheng launched the concept of "China's Milk City" and launched the slogan "Our unique brand - China's Milk City. Hohhot" through public service advertisements, and mentioned Yili on many occasions. He has always put Yili ahead of himself, branding all dairy companies in Inner Mongolia as "all prosperous, all damaged" in all calibers. The direct result of this is that Mengniu has won the support of the government, tied its destiny to the overall economic development of Inner Mongolia, and promoted its competitors while protecting itself.

Niu Gensheng is not a man of three heads and six arms. He just doesn't sleep for a day, and he only has 24 hours at most. How can he handle so many things at the same time without losing control of his position?

"If a person dies and can live again, then he will definitely be able to accomplish anything in his second life. It is impossible to start a new life as a person, but it is possible to start a new business. I am Before starting Mengniu, I had been raising cattle, growing grass, and doing dairy business for 21 years. I have experienced the entire process of the company from small to large, from scratch to something. 21 years later, I started the dairy business from scratch again. I looked back and thought about the things I had experienced in the past: What did I do every year at that time, and if I do it again now, can I improve my efficiency by doing the right things? Can I not make the same mistakes again? It’s just that practice makes perfect, and accumulation makes you better,” said Lao Niu.

"In terms of feelings, my feelings for Yili are actually no less than those for Mengniu."

In 2003, Yili held a massive event to celebrate the tenth anniversary of the founding of the joint-stock system. celebrations. What Zheng Junhuai and all the Yili people did not expect was that Niu Gensheng went uninvited. Lao Niu said some touching words to the employees of Yili on the spot: "I have worked in Yili for 16 years and only in Mengniu for 5 years. My best years were dedicated to Yili, and the tears I shed here, I have shed much more sweat and blood than I did at Mengniu! So in terms of feelings, my feelings for Yili are actually no less than those for Mengniu." At the end of the event, Niu Gensheng got a tea set, this set. The tea sets are now neatly placed on the coffee table opposite Lao Niu's desk. Perhaps this proves Lao Niu's complicated feelings for Yili, and perhaps this makes Lao Niu always remind himself of something. However, in any case, Niu Gensheng's "emotional action" in Yili has achieved results. At least it gave Yili employees who knew or did not know Niu Gensheng some "different" views on Lao Niu.

Never do it again and never do it again!

From 2003 to 2004, an "undercurrent" came from some media to question and slander Mengniu and Niu Gensheng. Some local "black forces" used "poisoning" and other means to threaten and slander Mengniu and Niu Gensheng. Threats to threaten Mengniu also began to occur one after another.

At this time, Mengniu has accumulated enough strength, and it will use sunshine to deal with such dirty tricks. The public security organs came forward, and the "undercurrents" and "underworld forces" were identified and destroyed one by one, and the relevant responsible persons were punished by law. Among them, a brand planning company was fully responsible for the use of false news to slander Mengniu. Investigation found that XX Company had made a disguised contract of 6 million yuan in order to support the company. The slanderous press release involved dozens of media and nearly a hundred articles.

After the case was investigated, the local government formulated three punitive measures against XX Company: First, XX Company publicly apologized to Mengniu in the news media to restore Mengniu’s reputation; second, XX Company could pay 6 million pairs of Mengniu. For defamation, the loss caused is at least 10 times this amount, and the compensation for economic losses is 60 million; third, ×× company must not set an example and never do it again!

The local government asked Niu Gensheng for his opinion, and Lao Niu said: "The grassland brand is one piece, with Mengniu and XX Company each having half and half. XX Company's apology will damage not only XX Company's brand, but also everyone's brand, so there is no need to apologize. 60 million is not a small amount. Most of Mengniu’s employees come from XX company, so just treat the 60 million as Mengniu paying tuition for its employees. I accept the third item and hope that XX will be used. ×If you don’t follow the company’s example, you will never do it again! "Lao Niu has a motto: "Small victories depend on wisdom, big victories depend on virtue." Niu Gensheng understands his motto this way: "In fact, if any problem occurs, first try! Find the reason within yourself. Because it is easy to change yourself, but it is difficult to change others. If both parties in the conflict hold 50% of the responsibility, then you start by changing yourself, and you will find that the other party will also change. This kind of change is not in the same proportion. Often after you change 10, he will change 30. It is true that 'you respect him a foot, and he respects you a foot'. What if you change 50, but the other party remains unchanged at all? What to do? You still have to insist on "competing with yourself". Because this is not the case in 95. When you "compete with yourself" countless times, looking back, the effectiveness of the law of large numbers will be revealed: you change. He changed the world by himself! "As the old saying goes: A soldier who mourns will win. In fact, Niu Gensheng understands very well that "forbearance" is "a knife in the heart". Compared with Mengniu, which has just started, if it resists Yili's banning move head-on or even fights with attacks, it may intensify conflicts. If the dispute gets too serious, who will go after a big profit and tax company and help a small one? Lao Niu, who uses retreat to advance and has a rather bloody personality, actually has great wisdom.

Knowing yourself and your enemy will lead to victory with speed

Exclusively revealed by this magazine: When Niu Gensheng saw Yang Liwei, he said to him: "Li Wei, apart from your parents, your Wife, children, your immediate family, leaders of the Party Central Committee and the State Council, in addition to your team and comrades, in addition to friends who know you, among all the strangers you do not know, I am the most concerned about your affairs... "

"The community surrounds the supermarket, and all products are free to taste." Niu Gensheng knew that he could not directly conflict with Yili in the market, so he set his first target in Shenzhen. Yili had just been defeated here. Yili adopted the strategy of advertising in the media first and then following up in supermarkets, but it failed completely because the people in Shenzhen basically recognized the taste of foreign brands. Yili spent millions in advertising fees but got nothing.

Niu Gensheng understood Yili’s shortcomings and weaknesses among Yili’s strengths, so he decided to adopt another set of "tactics": Mengniu’s various people dressed in Mongolian costumes went to the gates of each community with banners and slogans. The banners read "Pure, natural and pollution-free milk from the prairie of Inner Mongolia" and "It's your fault if you don't drink it. It's my fault if you drink it and don't buy it." All Mengniu products are given to residents for free to taste. As a result, residents in the community would ask if the drink was good when they went to the supermarket. Mengniu's products quickly became popular in major supermarkets in Shenzhen.

Relying on this strategy of "surrounding supermarkets in communities and tasting all products for free", Mengniu's products have rapidly entered the markets of Beijing and Shanghai since 1999. From 1999 to 2001, Yili’s main business income and