At that time, Yili was a small street factory in Hohhot, with an annual operating income of less than 60 million. Pan Gang, who just graduated from university, is a grass-roots employee in the factory. No one knew at that time that the young man would rewrite the fate of this factory.
1999, Yili established the liquid milk division. The founder of this team is Pan Gang, who is also the general manager. The far-sighted national layout made the income in the second year exceed 500 million. In the following years, the performance soared and the income doubled for many years.
In 2004, Pan Gang, who has become the management of Yili, set the strategic goal of "Top 20 global dairy industry" and achieved the goal ahead of schedule in 2009. In 20 14 years, under the background that Yili's revenue exceeded 50 billion and its market value reached 1000 billion, Pan Gang also put forward the goal of "the top 5 in the global dairy industry".
On August 28th, 2020, in the list of "Top 20 Dairy Industry in the World" published by ABN amro, Yili Group ranked first in Asian dairy industry and successfully ranked among the top five in the world-Pan Gang did it again. Today, Yili's annual operating income has exceeded 90 billion.
At the "2020 National Entrepreneur Annual Meeting" held in Guangdong in June, 2020, the chairman of Yili Group was awarded the highest honor of enterprise management in China-Yuan Gold Medal. The selection of this award is extremely harsh, and only the entrepreneurs who have made outstanding contributions to the enterprise management in China are recognized. Zhang Ruimin, Ma Weihua and other entrepreneurs have won this honor.
The evaluation of Pan Gang by the jury is: ideal, passionate, educated, broad-minded, far-sighted and full of innovative spirit.
Obviously, in the overwhelming development of Yili, Pan Gang is the soul figure in absolute sense.
Innovation is the key.
"In the eyes of Yili people, there are only two kinds of people in the world: people who drink milk and people who don't drink milk. The mission of Yili people is to turn these two kinds of people into people who drink milk-people who enjoy the nutrition and health of milk. " As early as the 1990s, Pan Gang had a clear understanding of the market and products and a sense of mission.
Under his guidance, Yili carried out strategic product structure adjustment, from frozen food, liquid milk, quick-frozen food and mineral water to focusing on resources based on dairy industry.
With the country making full use of its resource advantages to develop dairy industry, China dairy enterprises, represented by Yili, introduced foreign advanced UHT technology and Tetra Pak aseptic packaging technology, and vigorously developed normal temperature milk, which opened a new era in china dairy.
1997 The first Tetra Pak liquid milk production line was officially put into production, and Yili successively invested and built factories in Hohhot, Northeast China and Beijing. At the end of 1999, Pan Gang led the establishment of the liquid milk division, which caused a lot of discussion in the industry, because Yili was the first domestic dairy enterprise to implement the division system, and the national dairy industry quickly followed suit, which became the beginning of the later prosperity of the national liquid milk.
In 2005, the income from the main business of Yili Group has exceeded 654.38+0 billion yuan, becoming the first all-category dairy enterprise to break through the 10 billion yuan mark and cover the national market. The national dairy industry has entered the "liquid milk era", and the developed areas in China have obtained the excess milk production capacity in the west and north, even consumers in remote areas can drink milk. Under the guidance of Yili and other dairy enterprises, the drinking habits of Chinese people have changed.
The product innovation launched by Yili in response to market demand began to flourish.
In 2005, Yili entered the high-end white cow milk category and launched its sub-brand Jin Dian on the premise of quality first. Since 2003, Yili has independently studied the characteristics of breast milk in China and started to establish the first China enterprise breast milk research database; In 2008, it also developed the first golden collar formula milk powder according to the physical characteristics of infants in China.
In order to make more people drink milk, Yili did another unexpected thing. From 265438 to the beginning of the 20th century, more than 2000 subjects of all ages in Beijing, Harbin and Xi 'an accepted Yili's experiment of drinking milk for lactose intolerance. As expected, 50.6% of them lack lactase. In view of this situation, Yili has developed Shu Hua lactose-free milk for four years, which is the first milk product in China that can effectively solve the problem of lactose intolerance or lactase deficiency, and has achieved great market success, completely solving the milk drinking problem of lactose intolerant people.
With the improvement of residents' living standards and the change of consumption structure, the strategic transformation in this period has accurately stepped on the wheel of the rolling forward era.
In 20 14, Yili's revenue exceeded 50 billion yuan, becoming the first dairy enterprise with a market value of 100 billion yuan in China. At the same time, it has also entered the take-off period of "thickness is better than speed, industry prosperity is better than personal glory, and social value is greater than commercial wealth".
Pan Gang's "telescope"
Pan Gang has a famous management concept of "telescope" and "microscope". As a manager, we should not only focus on the long-term and clear the strategic direction; We should also pay attention to details and do refined management.
"From the development experience of Yili, enterprises must take strategy first if they want to develop in the long run." From the long-distance runner to the front runner, Pan Gang, the strategic commander, believes that the strongest driving force for the Group to keep pace with the times is the innovation of strategy, technology and products.
When Pan Gang was in his thirties, he set his sights on the global market. With the spring breeze of the national "Belt and Road Initiative", Yili's international layout has accelerated. Starting from 20 15, Yili began to lay out seven major markets in Southeast Asia. In 20 19, Westland, the second largest dairy company in New Zealand, was acquired to open up the global supply chain, and Yili European Innovation Center was established in the Netherlands with Vakhnin University.
As Yili is about to enter the post-100 billion development era, the group is facing a new development stage of more complicated consumption environment, global market operation, global resource allocation and global competition. In this regard, Pan Gang put forward the concept of "global healthy ecosystem" and adhered to the internationalization strategy of enterprises.
Brand Finance, an international authoritative brand value evaluation agency, released a series of lists, and Yili became the most valuable dairy brand in the world in the "Top 50 Most Valuable Food Brands in the World in 2020 10" and jumped to the second place in the world in the "Top 50 Most Valuable Food Brands in the World in 2020" list.
Today, Yili Group has become one of the top five dairy companies in the world, ranking first in Asia, and Pan Gang's pursuit does not stop there. Yili is accelerating to become "the most reliable health food supplier in the world".
In the development of any enterprise, "strong products, large operations and long culture" is the only way.
At this point, Yili seized the Olympic marketing.
165438+1October16, 2005 is an unforgettable day for Yili people. Yili officially became a sponsor of the 2008 Beijing Olympic Games, and became the only enterprise in China that met the Olympic standards and provided dairy products for the Olympic Games. This not only makes the image of Yili national brand more stable, but also greatly enhances the cohesion of internal employees.
With the success of Olympic marketing, 20 10 Yili has made persistent efforts in brand marketing. One is to successfully hand in hand with the Shanghai World Expo and superimpose the Expo quality on the basis of the Olympics; Form a strategic cooperative relationship with the famous Disney Group and become the sole licensee of the dairy industry; Announced a new brand identity, brand proposition and corporate vision.
On August 30th, 20 17, BOCOG officially signed a contract with Yili Group, announcing that Yili became the only official dairy partner of Beijing 2022 Winter Olympics and Paralympic Winter Games, and started the goal of helping the country "300 million people get on the ice".
As Pan Gang said: "Brand is the spiritual symbol of the enterprise, which conveys the value concept of the enterprise."
Humanism and social responsibility
Pan Gang attaches great importance to the development of talents. He believes that "talents are the foundation of enterprise development".
All walks of life under the COVID-19 epidemic are facing the challenge of production and operation. On the other hand, Pan Gang told everyone at an internal meeting that "no amount of money can save employees' money, and we will continue to give employees a raise this year". Therefore, in 2020, Yili not only didn't lay off employees, but raised wages against the trend, and distributed enough masks and milk to front-line employees, insured employees with "COVID-19 accident insurance" and opened a psychological hotline to protect the physical and mental health of Yili employees.
"Spring Rain Plan" is also a system to help employees grow and develop, which was put forward by Pan Gang on 20 12. In 20 19, the Spring Rain Plan focuses on three aspects: the change of managers' style, the growth and development of employees and the improvement of the company's organizational atmosphere, constantly improving the professional quality of all employees and creating a healthy and energetic organizational atmosphere. Yili also provided a "spring rain loan" for employees' capital needs in housing purchase, medical care and education, which solved their urgent needs.
Pan Gang always believes that "innovation can make a company go to Excellence, and responsibility can make a company go to greatness."
He has a dream of "making the world enjoy health", and public welfare practice has risen to a strategic level in Yili. In this field, Yili has built a wish system of * * * to enjoy healthy and sustainable development, which is translated into English as "the whole world shares health", meaning "a better life", which is an important embodiment of Yili's benchmarking and implementation of the United Nations sustainable development goals (sustainable development goals).
By the end of 20 19, "Yili Nutrition 2020" had covered 25 provinces and regions, with a total investment of nearly 80 million yuan, benefiting more than 600,000 children.
Yili, who has the courage to assume social responsibility, is making unremitting efforts to improve the nutritional level of vulnerable groups.
From a small street factory to the top five dairy enterprises in the world, Yili has made brilliant achievements by relying on its own endogenous development. Being in the first echelon of the global dairy industry is not its end.
Under the strategic command of Pan Gang, Yili will keep its promise to global consumers' health, never stop pursuing higher quality, meet people's demand for a better life, and forge ahead bravely towards the strategic goal of "the world's first dairy industry and the top five healthy foods".