Mengniu Dairy has risen rapidly to become a prominent brand in the history of China's dairy industry, and Niu Gensheng became famous along with Mengniu Dairy. on October 15, 2003, China's first astronaut, Yang Liwei, went to the sky, and Mengniu became the only milk sponsor. On November 18 of the same year, CCTV's 2004 prime advertising bidding, Niu Gensheng slammed 310 million yuan, and won the "king of the bidding" in one fell swoop. The outside world in commenting on the Mengniu Group under the leadership of Niu Gensheng's rapid growth of a common word is: "miracle." The trajectory of this "miracle" is: three years, Mengniu dairy industry from the industry rankings outside the thousand to be among the top four, and successfully built a well-known trademark in China.
When Mengniu became the king of CCTV advertisement in 2004 with a winning bid of 310 million RMB, Mengniu undoubtedly became the benchmark of China's dairy industry development in 2004 after winning consecutive advertisements in the back of "News Broadcasting", in front of "Focus Interview", and in the middle of 21:00 TV series. 350 million shares. At that time, the Hong Kong main board market was in the doldrums, Mengniu outperformed the market, activating the once depressed Hong Kong stock market, international subscription was enthusiastic, the subscription price fell at the highest end of the price range pricing, that is, 3.925 yuan per share, to raise funds of nearly 1.4 billion yuan. Most of the management of Mengniu Group immediately became notable "millionaires" and "multimillionaires". Among them, personal stake of 6.1% of Niu Gensheng overnight worth more than 100 million.
Mengniu completed financing, Niu Gensheng said, Mengniu will be in the capital market through a series of operations in the future acquisition and merger of a number of large local brands of dairy enterprises, after the acquisition of Mengniu will continue to use these brands, and then slowly unified to the Mengniu brand up. Niu Gensheng once had a famous saying, Mengniu has a spaceship law, either in the high-speed growth, or in the high-speed destruction. If you can't reach the encircling speed, then you can only fall down; only beyond the encircling speed, the enterprise can be sustainable development. Niu Gensheng's brand concept is: to go against the grain, to leverage the power to grow, to stand on the shoulders of giants, and to leave the rivals behind. Niu Gensheng's goal is not only to be at the forefront of the country. He was overwhelmed with emotion at being able to participate in the APEC meeting: "It's not easy for a milk seller and ice-cream seller to participate in this international event!" He said Mengniu is representing China's 1.2 million dairy farmers to the international market. One of Niu Gensheng's charms lies in his speed, a few years across the thousand-fold growth; Niu Gensheng's charm of the second is his patience, in the Yili aura of "the courage to do second"; Niu Gensheng's charm of the third lies in his sense of smell, no matter the business, or political opportunities are well grasped. In January 1999, Mengniu was formally incorporated with a registered capital of 1 million yuan, and in 2002, Mengniu Dairy was honored by a famous financial media in Beijing as the fastest-growing enterprise in China's market, from 40 million yuan to 8.5 billion yuan in less than 24 months, with a growth rate of wealth exceeding that of the world's gigantic Microsoft empire, and creating the "Mengniu Speed" that the world is in awe of. The "Mengniu Speed" has been created to the world's awe. In exploring the reasons for the rapid growth of Mengniu dairy industry, there is a figure has been firmly occupied in our line of sight, he is the Mengniu boss Niu Gensheng.
Niu Gensheng still do not know who his biological father and mother are, and even more do not know what his last name. Only know that he was born less than a month, the price of 50 yuan sold to a family surnamed Niu. Niu surnamed father's occupation is to raise cattle, and from then on his life will be with the cattle bonded. Because of the lack of children, the foster father expects to be adopted to plant roots to establish the rear, to give him the name "Gen Sheng".
Lost Yili, all thoughts
In 1998, Niu Gensheng was the vice president of Yili Group, but also the year of Yili's first minister. More than 80 percent of Yili's turnover came from the division he headed. Niu Gensheng's prestige among Yili employees was also quite high, and people's confidence in Niu Gensheng came from his way of being a human being and his charisma. In the first half of the same year, Niu Gensheng suddenly felt wrong, he did 16 years in Yili, but in the use of resources but felt some kind of smooth, that is, mobilize a very small part of the funds, there are many departments to constraints. The most extreme time, even to buy a broom have to report for approval. Niu Gensheng found the president Zheng Junhuai reflect the problem, the first time from the eyes of the big brother read "strangeness" and "mistrust", Niu Gensheng suddenly realized that he was in deep trouble, the situation is precarious. Niu Gensheng a **** to Zheng Junhuai submitted three resignations. On the first two occasions, Zheng Junhuai said something to retain him, and Niu Guansheng withdrew his resignation. Niu Gensheng found himself in the environment not only did not change, but also more and more bad. The third time Niu Gensheng submitted his resignation was at a board meeting of Yili.
Niu Gensheng put his resignation in front of Zheng Junhuai, to whom he said, "Brother Zheng, if you want me to leave, I'll formally resign now, at least I can't affect the development of the company because of me personally." Zheng Junhuai's face looked a little ugly and said, "I didn't mean that!" Niu Gensheng spoke, "Then I will withdraw this resignation!" As he reached for his resignation, Zheng Junhuai quickly held it down firmly with his hand and said to Niu Gensheng, "Recuse yourself for a moment, we'll discuss it and then make a decision!" As soon as Niu Gensheng left, Zheng Junhuai, who is rarely agitated, suddenly burst into tears and said to those present, "Erie has him but not me, and I have me but not him!"
After many years, Niu Gensheng recalled this incident are like a knife in the heart, he said: "I was very difficult, I was very difficult in my life so three times, twice, this is one of them, almost to the point of death." Zheng Junhuai why to assist their own 16 years of Niu Gensheng turn against? How did Niu Gensheng create Mengniu out of thin air in just six years?
Rise up and go dark
Niu Gensheng was swept away by president Zheng Junhuai and returned to Peking University for further study. In that period of time in Peking University, Niu Gensheng rode a broken bicycle all day long between the classrooms. 40-year-old "old cow" sitting in the classroom to listen to lectures, looking at those around the young, even slightly childish "students", inside very difficult. "I must first dissolve the grievance and pain in my heart, before I can calmly integrate into the unfamiliar campus environment." Niu Gensheng admonished himself in his heart. In the process of further study in Peking University, he used this time to re-examine his 16 years of experience and lessons learned in Yili, so that the original stress reaction mode formed in the enterprise into a rational mode of thinking. When you are looking at a person, Niu Gensheng was originally higher than the average person, think farther, after the precipitation and sublimation in Peking University, "Mengniu dynasty" grand blueprint in the heart of the brewing maturity.
Niu Gensheng from Peking University out, just his original gang of subordinates were Yili removed. They found Niu Gensheng together and hoped that Niu Gensheng would lead them to break a new path. In addition to the heads of Yili's personnel and finance departments, the heads of Yili's various divisions all came to Niu Gensheng.
In January 1999, Mengniu was formally incorporated under the name "Mengniu Dairy Company", with a registered capital of 1 million dollars, which was the money that Niu Gensheng and his wife had earned from the sale of Yili shares. As soon as Mengniu was established, many of his old subordinates who worked at Yili defected in batches, totaling several hundred people. Niu Gensheng once warned them not to abandon the "bright" to the "dark", and he himself could not guarantee that Mengniu would have a bright future. But the veterans joined Mengniu's team without a second thought.
In a 53-square-meter building in Hohhot, Niu Gensheng brought sofas, tables and beds from his home, and the Mengniu saga began. Niu Gensheng understands that his weakness is "no market, no factory, no milk", but also knows that his advantage is "talent". Follow Niu Gensheng's group of people were originally Yili liquid milk, ice cream, planning and marketing a hand, they are in the production, operation, sales, marketing, raw materials and equipment in the industry are the top talent, the old cow decided to take the "virtual business" approach, with "talent" for "resources". The old cow decided to adopt the "virtual management" way, using "talents" to exchange "resources". Because of Yili obstruction, the beginning of the "virtual management" of several negotiations were spoiled, Niu Gensheng had to "openly repair the stack road, the secret storehouse." In February 1999, Niu Gensheng after secret negotiations and Harbin, a dairy enterprise signed a cooperation agreement, Niu Gensheng sent eight people to take over all aspects of the business. Niu Gensheng sent eight people to take over the company. Through their management to this enterprise to bring good benefits at the same time, Mengniu products by the factory "freshly baked". 1999 January to April, in Hohhot, Niu Gensheng in Harbin factory on the far side of the team of eight remote control command, began production of the first batch of Mengniu products, while transformed into a head of the Civilian Labor, in the distance from Hohhot and Heringer. closer to Hohhot and Heringer County, where he worked feverishly to build his own factory.
Strange moves, blood road fight
Yili ruled the market, Mengniu can only survive in the cracks, to expand the popularity of Mengniu, Niu Gensheng know to rely on conventional marketing means, it is difficult to achieve a major breakthrough, only to win by strange moves. Mengniu put forward the idea of "creating the second brand of dairy industry in Inner Mongolia". At that time, the first brand of the dairy market in Inner Mongolia is, of course, Yili, Mengniu is unknown, even the top five can not be squeezed into. However, Niu Gensheng's superiority is shown in this, Mengniu through the benchmark as Yili, so that consumers through the Yili know Mengniu, and leave an impression: Mengniu also seems to be very big. April 1, 1999, the people of Hohhot woke up, Hohhot main street next to the 300 billboards are all advertisements of Mengniu: learn from the Yili, for the national industry to compete for the creation of the second brand of the dairy industry in Inner Mongolia! The second brand of dairy industry in Inner Mongolia! A stone can stir up a thousand waves, and 300 billboards at the same time into the market, naturally set off a huge wave of the market. "Mengniu" has become a topic that the people of Inner Mongolia are keen to talk about, people remember the Mengniu, but also remember the Mengniu is the second brand of the dairy industry in Inner Mongolia. May 1, in the people's discussion of the "Mengniu" afterheat is not yet dispersed, 48 pieces of "Mengniu" billboards were smashed to pieces overnight. Of course, Niu Gensheng understood that this is Yili people do, smart people are good at turning bad things into good things, the crisis into opportunities. Niu Gensheng utilized the billboard smashing incident to make the society pay attention to Mengniu's enthusiasm again, and Mengniu began to become "more mysterious, more beautiful". Billboards can be smashed, but advertisements printed on product wrappers, the opponents should not be able to do anything. So, Mengniu in the ice cream packaging, playing "for the national industry, learn from Yili" words; Mengniu on the surface seems to be free advertising for Yili, in fact, for their own ads, obscure Mengniu just by Yili big business "potential", and Mengniu has made its own "name". Niu Gensheng started from scratch, subjected to the difficulties and suppression of his old boss Yili, and killed his way out of the siege. Mengniu dairy industry with Niu Gensheng's superior wisdom, to achieve high-speed development, from the original "borrowing" metamorphosis into a "strong".
Dairy wizards, cast brilliant
In 2002, Mengniu won the "China Well-known Trademark" and "China Famous Brand Product" title. It takes three years to build a "China Well-known Trademark", but Mengniu has used only three years. This is exactly the goal of Mengniu to pursue high-speed growth and become a strong brand in a short period of time.On October 16, 2003, Shenzhou V returned smoothly, and at 6:46 p.m., the Beijing Command and Control Center declared that China's first manned space flight was a complete success! A few hours later, accompanied by the slogan "Raise your right hand and cheer for China! A few hours later, with the slogan "Raise your right hand and cheer for China!", advertisements for Mengniu's "Milk for Astronauts" appeared on street signs and buildings in Beijing, Guangzhou, Shanghai and other major cities, and advertisements for Mengniu could be seen everywhere on the streets and alleys of more than 30 cities across the country; Mengniu's TV advertisements also appeared on dozens of TV stations across the country in the program, "Launch - Resupply - Docking". Launch - Supply - Docking" appeared simultaneously on CCTV and local channels, which was very impressive and launched a new round of large-scale TV advertisements; the advertisement of "Milk for Astronauts" instantly occupied the space. The advertisements of "Milk for Astronauts" have occupied various prominent positions in large and small supermarkets in China!
In 2004, when the first "Supergirl" contest was held, Mengniu's decision to become the title sponsor was scoffed at by bigwigs in the advertising and dairy industries as a "deviation from the norm". In people's minds, milk brands have always been traditionally associated with virtuous housewives, healthy children and cozy families.
After 2005, Mengniu's sales and market share overtook Yili's to become the nation's No. 1. After numerous setbacks and successes, Niu Gensheng has been spoiled and calm. From the wealth of nothing lax, which requires a strong sense of enterprise and a high degree of social responsibility as a pillar, Niu Gensheng intends to in 2008, his 50 years old, from the position of chairman of the board of directors to retire, and at that time the Mengniu ride the Olympic train, will be able to perfect the "China cow" interpretation of the " The "World Cow" style! CCTV China Economic Person of the Year
Year: 2003
The winners are as follows:
Ding Lei, Founder and Chief Architecture Executive Officer of NetEase
Niu Gensheng, Chairman and President of Inner Mongolia Mengniu Dairy Group Co.
Long Yongtu, Secretary-General of Boao Forum for Asia
Wu Ying, President and Chief Executive Officer of UTStarcom China Ltd. Ltd.
Zhang Qingwei, General Manager of China Aerospace Science and Technology Corporation (CASC)
Miao Wei, General Manager of Dongfeng Motor Corporation (DFMC)
Tang Yunxiang, Chairman of People's Property and Casualty Insurance Company of China (PICC)
Huang Fa-Jing, Chairman of Wenzhou RiFeng Lighters Co. Zhang Qingwei, General Manager of China Aerospace Science and Technology Corporation (CASC)
The Emerging Person of the Year Award: Chen Tianqiao, Chairman and President of Shanda Network Development Company Limited
Social Welfare Award of the Year: Xiong Deming, a farmer from Renhe Township, Yanyang County, Chongqing Municipality
In 2003, Mr. Xiong Deming was honored as the CCTV's "Person of the Year of China's Economy". From 2003 to 2007, Xiong Deming was awarded "China's Most Influential Enterprise Leader" for five consecutive times. 2005, he was honored as "The First China's Top Ten Environmental Protection Figures of the Year". 2007, he was selected as one of the "Top Ten Philanthropists of China" by the Ministry of Civil Affairs of the People's Republic of China. In 2007, he was selected as one of "China's Top Ten Philanthropists" and won the highest award "China Reform Person of the Year" at the China Reform Person Award Ceremony. 2008, he was selected as one of the "30 People Influencing China's Economy in the 30 Years of China's Reform and Opening Up". 2009, he was selected as one of the "Top Ten People Influencing China's Economy". "In 2009, Niu Gen was selected as one of the "60 People Influencing China's Economy in 60 Years of China's Reform and Opening Up", and in 2010, Niu Gen was honored with the "Lifetime Achievement in Philanthropy Award", the only award set up for the first time by China Charity Ranking. After the rise of the enterprise, Niu Gensheng gradually transformed from an entrepreneur to a philanthropist. 2004, he founded the "Old Bull Foundation", and in January 2005, he donated all the shares he held in Mengniu, becoming the "first person in the world to donate shares". 2006, he resigned as the president of Mengniu Group. In February 2006, he resigned as president of Mengniu Group and shifted his main focus to philanthropy; in August 2009, he resigned as chairman of Mengniu Group and became a full-time philanthropist. The Phoenix Weekly called Bill Gates, Warren Buffett, Li Ka-shing and Niu Gensheng "the world's four biggest donors".
Lao Niu Foundation to "develop public welfare, build a harmonious society" for the purpose, since its inception has been the development of education, health care, environmental protection and other aspects of public welfare and charitable projects more than 50, showing seven characteristics:
One is committed to do "mother foundation
One is dedicated to being a "mother foundation", serving as a "midwife" or "runner" for various foundations. Such as the launch of the establishment of the "China Jet Li One Foundation Foundation", the creation of the "Old Bull Shifu University of excellence in training funds", for the Hohhot City Charity Federation donated "Founding Fund", funding Northeast University of Finance and Economics to establish "Education Foundation", support Yao (Yao Ming) Fund, and the Red Cross Society of China, China Foundation for Poverty Alleviation, Youth Development Foundation, Inner Mongolia Charity Federation, China National Culture Promotion Association and other *** with the development of public welfare and charitable projects.
Secondly, the company is committed to developing a "genetic model of philanthropy" and transforming society through the transformation of "cultural genes". For example, it supports Peking University to set up a research center for charity, sports and law to conduct legislative research, and jointly creates the "Beijing Normal University Public Welfare Research Institute" with the One Foundation to provide a "source" for public welfare and charity, and so on.
Thirdly, we are committed to environmental protection, so that "the sky is bluer, the mountains are greener and the water is clearer". Such as with the Nature Conservancy hand in hand "to clothe the earth": in the Nature Conservancy within the limits of the provisions of the Old Bull Foundation in the greening of each contribution of 1 yuan, the U.S.-based Nature Conservancy to provide matching funds of 1 yuan, the first phase of the two families put out a total of 60 million yuan for ecological restoration in western China.
Fourth, it is committed to the cause of education, so that children in underdeveloped areas are well educated and have a happy childhood. For example, the company has donated more than 20 elementary school and 6 libraries across China, supported the construction of university degree programs, funded the "Mountain Flower Project", funded the Little Angels Love Education Program, funded the enrollment of poor college students, and funded the operation of Lijiang Huaping Girls' Senior High School in Yunnan for one full academic year.
Fifthly, we are committed to medical care, and we have been sending charcoal to those who are suffering from illnesses. For example, it has set up two mobile hospitals in remote grassland pastoral areas, subsidized 120 medical emergencies, and sponsored cochlear implant surgeries for deaf children.
Sixth, it is committed to the cause of the three rural areas. For example, it supports the construction of 100 water cellars for 100 families in the drought-stricken areas of Guangxi, and the construction of water cellar diversion projects in two villages and towns in the drought-stricken areas of Guizhou.
Sevenly, it is committed to disaster relief and helping the disadvantaged groups, and promotes the harmonious development of the society as a whole. For example, to help the snowstorm in the south, in the earthquake-stricken areas of Sichuan, the establishment of the adoption of the "three orphans" in the "Root Sang Bojia Home".
Niu Gensheng is the first advocate of the "genetic model of charity". In his opinion, the domestic and international charity models can be summarized into two types, one is "blood transfusion" and the other is "blood creation"; "blood transfusion" is The "blood transfusion mode" is "teaching people to fish", while the "blood creation mode" is "teaching people to fish". Therefore, in 2007, he first proposed and began to advocate the third model of charity, namely, the "gene-based" - it is focused on the transformation of "social genes" (especially the "cultural genes"). "cultural genes"), such as the inclusion of philanthropic legislative research, institutional research, cultural research, etc. in the scope of philanthropic support, because a good law, a good system, a cultural paradigm often changes the entire country's entire landscape, such as the characteristic market economy system to replace the planned economy system has brought us a radical change.
On January 12, 2005, Niu Gensheng and his family donated all of their shares in Mengniu to create the "Old Bull Foundation".
On December 28, 2010, China Mengniu Dairy Company Limited announced in Hong Kong that its founder, Niu Gensheng, had transferred all of his offshore Mengniu shareholding assets to the Hengxin Trust to contribute to public welfare and charity.