Mengniu case analysis (200 points high rewards)

Niu Gen Sheng, a member of the Communist Party of China, and a master's degree in business administration of the Graduate School of the Chinese Academy of Social Sciences. He has visited Peking University. He has been engaged in dairy for 27 years. At the end of 2004, Niugen Sheng donated all personal shares to set up the "Old Bull Special Fund", becoming "the first person in China" and "the first Chinese donation of the global Chinese donation". Niu Gen founded Mengniu Dairy in 1999, and pioneered for progress under the dilemma of "one factory, two no milk sources, and three markets", so that the current Mengniu "one has a global model factory, the second has an international demonstration ranch, and the third has liquid milk Selling the country first. " At present, Mengniu has built more than 20 production bases in 14 provincial administrative regions across the country. The product covers all areas except Taiwan. The developed products include more than 100 varieties of liquid milk, ice cream, and milk products. "Mengniu speed" is noticeable in the Chinese business community. The CCTV2003 "Chinese Economic Person" wrote the award of Niu Genheng: "He is a cow, but runs out of the rocket speed!" Mengniu set a number of national records, for example: won the "top 100 crown" of China's growth enterprises " , Ranked first in "China's Dairy Industry Competitiveness", with the largest "international demonstration ranch" in China, and introduced milking robots for the first time. It is the "first leader" in agricultural industrialization in China's dairy industry; Mengniu pillow single products rank first in the world, and liquid milk sales ranks first in the country. The "Consumer Comprehensive Satisfaction" ranks first in the same product. It is also the only mainland brand in Hong Kong supermarket in 2003. Mengniu is the first in China. Overseas -listed dairy companies have won the "Best IPO in 2004" in one fell swoop. Niu Genzheng believes in the business philosophy of "small victory with wisdom, great victory depends on virtue", "wealth gathering people, wealth scattered people", and its leadership Mengniu and hundreds of millions of consumers, millions of shareholders, millions of dairy farmers and hundreds of thousands of thousands The production and sales army formed a community of destiny, and was called "China's largest rice bowl company" since the development of the Western Grand Development. As a result, a widely circulated folk songs were born: "family one by one, a cow, his wife and children hot buns; Two cows do n’t worry about eating and wearing life; one -family three -headed cows, three years and five years, built a foreign building; a group of cows, one group of cows, more cow than the old cattle. " In 1983, the famous cattle raised workers served as the director of the Inner Mongolia Illi Group (formerly Hohhot Return to Minfan Food Factory). Dairy (Group) Co., Ltd. also served as the chairman and president of Niu Gensheng's honor: "2002 China's top ten entrepreneurial figures (one)"; Industry Industry Leaders ";" New Leaders of Chinese Enterprises in 2003 "; 2003CCTV" Chinese Economic Persons "; 2004" China Planning Supreme Award "and so on.
The Mengniu Dairy (Group) Co., Ltd. in Inner Mongolia was invested by natural persons and was established in August 1999. At present, the company belongs to a Sino -foreign joint venture company. In just a few years since its establishment, Mengniu's business income has risen from 1116 to 2nd in dairy companies.
[Edit this paragraph] Interview
Although there may be a hidden love that is not known for outsiders, Niu Genosheng and Zheng Junhuai, this pair of colleagues who have been colleagues for many years and have been playing for many years for many years. The attitude is very different: Zheng Junhuai seems to bring things that do not belong to himself, and Niu Gensheng takes out his own wealth.
Recently, Niugen Sheng launched the "Old Bull Foundation", and Niu Genshi revealed that the foundation has registered in Hohhot. In addition to his members, there are also the Dairy Association, government officials, and the middle -level leaders of Mengniu, but within three years, other institutions and people can only provide the foundation with a maximum of 1 yuan of funds. At present, the main funds are 51%of Niugen's stock red in 2003, with about 3 million yuan.

On the afternoon of December 18th, the reporter made a conversation with Niu Gensheng exclusively at the headquarters of Mengniu Group. Its office is relatively simple. The most prominent feature is "cattle", three beef -shaped crafts, and three "cattle" pictures are placed in the house.
is difficult to make decisions
"First Financial Daily": Is it easy to make a foundation decision?
Niu Gen Sheng: At the end of 2002, I was thinking about it. It was a difficult process, repeated several times. At that time, I also calmed down to read the books for a while, and I saw Lao Tzu's "Tao Te Ching" the most. At the end of 2003, it began to operate. But in the year after making this decision, I experienced the joy that I had not experienced in my life, a kind of happiness beyond (at this time, the cattle quickly loosen the tie). I am also very solid in my heart now, I don't worry about the intimidation of others, and there is no misunderstanding of others' mad pursuit of wealth, and the child is real.
"First Financial Daily": Does your family agree?
Niu Genheng: Now my wife and two children have signed the agreement, but when I told them this idea at the end of 2003, my family and relatives were contradictory. In our house, we agree to all agree, just to understand the depth.
"First Financial Daily": You are already on the rich list, but I heard that you don't think you are a rich man. Why?
Niu Gen Sheng: Before the establishment of Mengniu, I also felt that I was a rich person. At that time, I had more than 1 million yuan in the realization of Yili stocks. In Inner Mongolia, I could live comfortably. But now, I owe more than 2 million yuan in foreign debt. As for the shares I have, it is just a number, and I may not be able to spend a lifetime, because in the extremely sensitive Hong Kong stock market, I may not dare to monetize stocks in my lifetime, because this has a very bad impact on the company's stock price. Why should I let that number tie me for a lifetime?
"First Financial Daily": Do you want your entrepreneur friends and colleagues to follow you, what do they think of your approach?
Niu Gen Sheng: I never thought about this problem, but to be honest, it is really difficult to do so, and even my colleagues and subordinates have different views.
The "successor" above the middle level
"First Financial Daily": What do you think is good for your company's long -term healthy operation?
Niu Gen Sheng: The wealth gathers and the wealth is scattered. When I was young, I understood this truth. My money was spent, my friends listened to me, and I did something "bad things" and listened to me.
The food industry itself is a high -risk industry. A company like us in less than 7 years must have a new breakthrough in competitive methods and measures, and new breakthroughs in the management system. I should have what I should have abroad, he did not, and we should have it. The establishment of the Lao Niu Foundation is such a breakthrough for the long -term healthy development of the enterprise.
For the new chairman and CEO, he not only gets the benefits he deserves, but also get the highest award in operation. According to the Foundation Articles of Association: After I no longer serve as the chairman, the voting right of less than 10%of my shares will be inherited by the next chairman. Reward of share. Not only has the right to speak, but also the right to distribute, which can definitely attract excellent business talents. Who can give you so much?
"First Financial Daily": Do you think can only build a century -old Mengniu?
Niu Gen Sheng: Of course not, but I really can't think of a better way.
"First Financial Daily": Create a century -old Mengniu, can you have to worry about it alone? Do you have other ideas?
Niu Gen Sheng: It is not enough to rely on this alone. If other things are done, do a little more likely to make Mengniu healthier.
"First Financial Daily": The biggest purpose of your founding foundation is to make Mengniu develop healthy, so have you considered it on the successor issue?
Niu Gen Sheng: Of course, we have considered that the cadres above our middle manager have successors. Generally speaking, there are two or three. Preparing "airborne"; the successor of the chairman was determined in 2002, and the candidate was among my vice president.
I was not exploited by foreign capital
"First Financial Daily": Some media said that when you were listed that year, you were not clear about something. As a result, it is very exploited very well, is it?
Niu Gen Sheng: This statement is not objective. There is no permanent friendship in the world, only eternal interests. Every listed company has its own characteristics on the premise of obeying the rules. Mengniu is the first private enterprise listed in the Hong Kong red -chip stocks in Hong Kong. Please, since you are invited to others, how can you not let me gain profit? Besides, these foreign capital have many years of history. Before, many companies in many industries in many countries have many cooperations. We are just one of them. Is it a fool?
"First Financial Daily": What do you think of the Chinese dairy industry in 2004 and 2005?
Niu Gen Sheng: 2004 is a year of uncomfortable Chinese dairy industry. According to online news, Yili is handsome, Wanda Mountain, Sanlu Mengjie, three yuan in losses and coaches. We have also been slandered. Dairy companies have basically exited, which is inseparable from the cruel competition in the entire industry. At present, some places are not as high as water prices. I believe that in 2005, there is great hope that because the thing must be reversed, the dairy industry will rebound to a certain extent.
[Edit this paragraph] File
Niu Gen Sheng ● In 1958 Born in Inner Mongolia
● In 1978, he became a cattle raised worker in Hohhot Dahei Milk Factory
● In 1983, he served as Inner Mongolia Yili Group (Original Hohhot returned to Min Dairy Food Factory) Factory director
● In 1992, he served as vice president of production and operation of Inner Mongolia Yili Group
● In 1998, he was removed from the post of vice president of production and operation by Inner Mongolia Yili Group
● 1999 In the year, the founding of Mengniu Dairy (Group) Co., Ltd. in Inner Mongolia and serving as chairman and president
● In 2002, he won the "China's Top Ten Entrepreneurship Character Characters", "China's Economic Most Valuable Cover People", "China Private Industry Industry In honor of the leader, Mengniu's ranking among the national dairy companies has risen from 1116 to 4th
● In 2003, he won the title of "Chinese Enterprise New Leaders" and CCTV "Chinese Economic Annual". ● In 2004, it was listed in Hong Kong and won the "China Planning Supreme Award"
● At the end of 2004, Niugen Sheng donated all personal shares to set up a "Old Bull Special Fund", becoming "the first person in China" and "Global Chinese donation The first person in the stock ".
● In 2006, he resigned from the President of Mengniu Group
● During the period, he studied at Peking University during the period, and the Master of Business Administration of the Graduate School of the Chinese Academy of Social Sciences n [Edit this paragraph] Quotations n "One pound per day Milk, strong Chinese! "
" My own motto is a little victory, and the victory depends on virtue. "
" Other people seem to be adventurous, I feel safe, what is safe? The adventure beyond ordinary people is safe. What ordinary people don't think of, must be safe, because others have not thought of that area, that area is mine! "
" shaking is the biggest failure. There is only one result that shakes, and that is failure, and if it is not shaken, there are two kinds of results, one is failure, and the other is success. "
" must be done first. It is not personnel to do. Entrepreneurs do three conditions for people to do well: first, understand human nature. Second, the president must be visible. Third, the bold, the president's "tailoring 'requires guts." n 1. Xiaosheng relied on wisdom, and he rely on virtue.
. If you are motivated, you sweat; if you have knowledge, you will give wisdom; neither of the two, please give up the post.
3. Drink a glass of milk in the city, and get rich in the countryside.
4. The wealth is gathered, and the wealth gather.
5. A product, grasping the eyeballs, and the ears, is not as warm as warm.
6. There is a problem with a person's intelligence, which is a secondary product; a person's soul is a problem, which is a dangerous product. The business of the business is the business.
7. Good attitude is good.
8. Help others, but not hurt others.
9. If you want to know, fight upside down.
10. From nothing, it is a happy thing. From nothing to nothing, it is also a kind of pleasure.
11. The product market is hundreds of millions of citizens, the capital market is tens of millions of shareholders, and the raw material market is millions of farmers.
12. It is good to benefit those who know you; it is good to benefit those who don't know you.
13. When you can't eat anymore, you won't suffer. If you are much more bitter, the sweetness is great.
14. I want to win three times and two times, three years and five years, a bit of IQ; I want to be a century -old shop, I want to win forever, and it is absolutely impossible to win in my life.
15. Learn hard and do it comfortably; you learn comfortably and do hard work.
16. Products are equal to character, quality is life.
17. Seeing that others are not pleasing to the eye, first of all, it is not enough to cultivate.
18. From the most dissatisfied customers, the most learned.
19. Management is serious love.
. Operating an enterprise is to operate people's hearts.
21. People cannot bring money into the grave, but money can bring people into the grave.
22. A happy person is not because he has more, but because of less care.
23. Whether a career can be successful is designed by the system.
24. Others started from zero, and I started from negative numbers.
25. It is a lucky person who does not hear Fengquan, but the person who cannot hear criticism is a danger.
26. Treat every cow because they are all mothers.
27. The layout determines the ending.
28. There are many things in the world. As long as you do it through it and be an expert, you can create a chance to succeed for yourself.
29. Speaking products sell quickly, and dumb products go slowly.
30. If you take the strength of five points with others, others will come up with the power of twelve points to compete with you

It's so good! 100 points are amazing!