Standing on the shoulders of giants
If a brand wants to have a good reputation, it must be creative and know how to publicize.
1999, when Mengniu was founded, its strength was weak. How easy is it to create a famous brand? But everything has two sides. Yili is not only a strong opponent, but also an example for Mengniu to learn. Ok, let's carry it on the shoulders of giants. So the idea of "building the second brand of Inner Mongolia dairy industry" was born. As we all know, the first brand of Inner Mongolia dairy industry is Yili, but who is the second brand of Inner Mongolia dairy industry? Nobody knows. As soon as Mengniu was born, it proposed to build a "second brand", which is equivalent to leaving all competitors behind and occupying the commanding heights of less than one person and more than 10,000 people for itself.
A good idea came out. How to spread it effectively? Niu Gensheng's idea is: "It must be sensational and can't spend more money." At that time, the street sign advertisement in Hohhot was just budding, and few people did it. Niu Gensheng realized this was an opportunity, so he found the person in charge of the street sign advertisement. He said, "if your brand doesn't advertise for a long time, it will go on indefinitely, and a small shortage will cause a big shortage;" If Mengniu has been working for 3 months, someone will realize its value and buy 100 people alone. Therefore, we use your media a lot, in fact, we are advertising for you. If you only charge for the work, you will become a big winner. " The person in charge thought this was reasonable, so he sold it to Mengniu at cost price for more than 300 street sign advertisements for three months. So, that year, all the main streets in Hohhot were covered with red billboards of "Mengniu Dairy, Building the Second Brand in Inner Mongolia". In this way, Mengniu started the first shot of entrepreneurship, which shocked the whole grassland. Under the signboard of "second brand", it achieved sales of 37 million in the first year.
Those who are good at capturing business opportunities win.
June 2003 65438+1October 65438+June. The smooth return of Shenzhou 5 is an epoch-making event in the history of the Chinese nation. For marketing, this is a golden opportunity. Mengniu just saw this and said, "Raise your right hand and cheer for China!" As a slogan, the advertisement of "special milk for astronauts" was launched, which appeared on street signs and buildings in big cities such as Beijing, Guangzhou and Shanghai, and Mengniu advertisements on the streets of more than 30 cities across the country were also everywhere; Mengniu's TV advertisements also appeared in the programs of dozens of TV stations across the country, and "delivery-supply-docking" appeared simultaneously on the channels of central and local TV stations, which was impressive. At the same time, the newly packaged milk with the logo of "Special Milk for Astronauts" and many corresponding pop and publicity pages also appeared in various stores and sales terminals immediately. For a time, Mengniu's propaganda offensive was unstoppable. It is precisely because of this opportunity that Mengniu's sales have also increased substantially.
A mountain can accommodate many tigers.
Mengniu people understand that only by creating a harmonious living environment can they get a chance for smooth development.
During the birth and development of Mengniu, the relationship with Yili was very tense. However, Mengniu believes that competition can win-win, and there are many tigers in one mountain. Since Mercedes-Benz and BMW can keep pace in Germany, Pepsi-Cola and Coca-Cola can jointly lead the global beverage market, and Mengniu can develop and grow together with grassland dairy brands such as Yili.
As a result, Mengniu shouted the slogan "Prairie brand is glorious, and it will be damaged for a while", and then put forward the slogan "Come on for Inner Mongolia", trying to find a way to live in harmony with competitors and implement the "* * * win-win strategy". From September 2000 to February 20001,Mengniu launched a public service advertisement-"Come on for Inner Mongolia, China is the milk capital". In more than 300 light box advertisements, Mengniu not only promoted the Inner Mongolia enterprise team, but also improved its image by taking advantage of the situation, among which Yili, Mengniu's biggest competitor, ranked first. In addition, on the packaging of ice cream, Mengniu directly printed the words "Strive for national industry and learn from Yili". Mengniu is so humble that it has nothing to say to its competitors. Depression, then accumulation; Bend and then hit; Mengniu used its humility to promote mutual learning and promotion among regional brands, and promoted the whole grassland dairy industry to enter a stage of healthy competition, which not only won a good development environment for itself, but also established a good brand image for the enterprise.
"A small victory depends on wisdom, and a big victory depends on virtue". Mengniu is following the motto of the pioneer Niu Gensheng, exploring its own brand market again and again with superb creativity, and maintaining its brand image again and again with noble morality. Through unremitting efforts, Mengniu people have achieved themselves, and through unremitting efforts, Mengniu people have been refined into today's world-famous brand-Mengniu Dairy.
Mengniu Dairy Group has created the myth of the rapid development of private enterprises in China. Since the establishment of 1999, Mengniu's ranking among dairy enterprises in China has risen from116 to the first place in just five years. On February 3, 65438, Mengniu made another amazing move-spending 200 million yuan to build Mengniu Aoya Demonstration Ranch in Hohhot. This ranch combines the techniques of planting grass, raising cattle and milking in Europe, America, Australia and Asia, and is simply a "Ranch United Nations". What is Mengniu's intention? A few days ago, the reporter interviewed Niu Gensheng, chairman and president of Mengniu Dairy Group in Hohhot.
Mengniu established the "Ranch United Nations".
Reporter: This ranch is not so much a down-to-earth dairy farm as a deliberate global ranch display.
Niu Gensheng: Ranch United Nations is really for demonstration. This ranch is located in Hohhot and Linger County, covering an area of 8,848 mu. There is a circular visiting hall in the center, and there are three demonstration areas outside the hall: the milking demonstration area is next to the exhibition hall; The milking area is connected with the cattle raising demonstration area; The periphery is the pasture demonstration area.
In the milking area, you can see the most modern milking platforms in the world, such as the "robot" of small European pastures, the "turntable" of medium-sized Australian pastures and the "fishbone" of large American pastures. There is only one milking robot in China at present. Milking robots provide all-weather service for cows. Cows can be milked at any time as many times as they want. Every time, the robot will patiently work according to the procedure of "cleaning the breast-massaging the breast-milking", and there will be music accompaniment when milking, so that the cows can milk in a happy mood. Another example is the "turntable" platform in Australia, which can milk 60 cows at a time. After the cow got on the turntable, she milked while eating grass and turned around to finish milking.
Reporter: Will you lose money and make money by building such a large and comprehensive "Ranch United Nations"?
Niu Gensheng: Besides showing, this ranch is also a real business entity. The ranch is jointly invested, designed and built by Mengniu Dairy Group, Australia Australia Asia Company and Indonesia Linsan Group. With a scale of about 10,000 heads, it is a large-scale pasture with the largest scale benefit in China. This ranch was built and managed by professionals from seven countries, including China, the United States, Britain, Australia, Indonesia, New Zealand and Singapore, and imported foreign cattle raising technology: foreigners introduced foreign cattle, built foreign pastures, and produced milk for Mengniu with foreign management, technology and equipment.
Different from the previous practice of focusing on the introduction of cattle, Mengniu built this demonstration pasture and made a fuss about "milk" for the first time. Foreigners come to China to raise cattle in order to make money by selling milk. The trade is milk, not cows. Therefore, it should be said that they bring high-yield dairy cows in the world, and the average annual milk output of each dairy cow is between 8 tons and 10 tons. Every year, thousands of descendants of excellent cattle enter the family pastures of people around China. If you do this, you will definitely not lose money, but you can also make money.
See how foreigners raise cattle.
Reporter: Did Mengniu build this ranch for a show to pursue a sensational effect, or did it have other considerations?
Niu Gensheng: Not for show. The fundamental purpose of Mengniu is to promote the way of raising cattle in China to keep pace with the world. Although Mengniu has helped millions of dairy farmers get rid of poverty and become rich, the way of raising cattle in China is too backward! 80% of cows in China are still scattered in dairy farms, and there are problems in quarantine, milking, collecting and transporting milk. I often visit pastures all over the world. There are thousands of cows in a foreign ranch, but many of our dairy farmers still stay at the stage of one household. A Niu Yi produces three or four tons of milk a year, less than half of others. The gap is too big!
The completion of international demonstration pasture has brought about a revolution in concept, which is more important than the introduction of cattle and technology. Imagine how many of us are qualified to go abroad. Even if you have the conditions to go abroad, you don't have the conditions to visit dozens of pastures in more than a dozen countries around the world. Mengniu, on the other hand, allows dairy farmers (especially large cattle farmers) and village heads, townships, county heads, mayors and even governors in China to visit the world's grass planting technology, cattle raising technology and milking technology in a small environment within one hour. You can really see, "foreign cows are raised like this!" This is more demonstrative and impactful than listening to ten thousand stories.
Reporter: How much can this ranch benefit Mengniu?
Niu Gensheng: The benefits are limited. However, our ideal is "a hundred years of Mengniu, strong milk to promote agriculture". Mengniu is already the boss of china dairy, and the boss will be like the boss. After the demonstration ranch is completed, anyone can visit it, including our competitors. Everyone can come to learn, and in three to five years, China's technology of planting grass, raising cattle and milking can quickly meet the century-old experience and technology of developed countries in Europe and America! This is a great event to promote the development of china dairy. The evaluation of the insiders is that the international demonstration pasture is a landmark event in the development history of dairy industry in China, which indicates that dairy farming in China will develop from decentralized farming to large-scale, intensive, scientific and international.
Want to be the world's dairy boss
Reporter: You mentioned that Mengniu's strategic goal is to become the leader of professional dairy products manufacturers in China and even the world within 5- 10 years. Mengniu is now the boss of china dairy. How can we become the world's largest dairy industry?
Niu Gensheng: Mengniu Dairy has been making development strategies and integrating effective global resources from the perspective of international competition. On June 5438+February 65438+February 09, 2002, world-renowned investment institutions such as Morgan Stanley, CDH Investment and Win-Win Investment invested 26 million US dollars in 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 successfully went public in Hongkong this year, and it also spent the money of global investors to do things in china dairy.
The characteristics of Mengniu's corporate culture: two highs, two strengths and three types.
Two high-high goals: global dairy leader; High realm: a hundred years of Mengniu, strong milk to promote agriculture.
Corporate culture innovation of the two strong enterprises; The core competitiveness of enterprises is strong.
Three types-learning, respect and competition.
◆ Mengniu's strategic goal:
Formulate development strategies from the perspective of international competition and strengthen the construction of learning enterprise culture; With innovative methods and effective global resources, it will take 5- 10 years to become the leader of professional dairy manufacturers in China and even the whole world.
2003: Leading Brand in china dairy
20 10: the world's leading dairy brand
◆ Values of Mengniu people:
Only change is the truth of the universe, so people should adapt to change, actively create opportunities and create their own life value in constant change.
(1) The value of people is greater than the value of things.
(2) Enterprise value is greater than individual value.
(3) Social value is greater than enterprise value.
◆ Working concept of Mengniu people:
Understand life and work as a process of learning, innovation and creating meaning.
◆ Three Atmosphere of Mengniu Corporate Culture
(1) The institutional atmosphere is the guarantee.
(2) The material atmosphere is the foundation.
(3) Emotional atmosphere is the core.
The Core Content of Mengniu Corporate Culture
◆ Business philosophy
Hundred Years Mengniu Strong Milk Promotes Agriculture
◆ Enterprise spirit
Learn to communicate and surpass yourself.
(1) Learn to communicate: Everyone in Mengniu should work hard to reduce mutual misunderstanding and misunderstanding in the team.
(2) Self-transcendence: be brave in competing with yourself to make every little thing complete and complete.
◆ Corporate purpose
For users: provide green dairy products and spread health concepts.
To customers: win-win cooperation and common growth.
To shareholders: highly responsible for long-term returns.
For employees: learning and training to realize themselves.
To society: pay attention to environmental protection and give back to the public.
Management concept-scientific, market-oriented and systematic
Talent concept-internationalization, specialization and branding
Quality concept-humanization of products and globalization of standards
◆ Mengniu's mission
Create an excellent enterprise with international competitiveness for the country;
Create a world brand with a hundred years of development for the nation;
Improve the health and quality of consumers;
Build a platform for employees to realize the value of life.
◆ Mengniu's core competitiveness
The ultimate goal is to successfully manage people's hearts, integrate global effective resources and achieve strategic goals with a win-win interest mechanism and innovative learning methods.
◆ The concrete embodiment of Mengniu corporate culture.
(1) Integrity: Baide is the first, Pepsi is the foundation, and integrity is the core of Mengniu culture.
(2) Gratitude: the kindness of dripping water, the gratitude of the spring, is the principle of Mengniu.
(3) Respect: establish a mutually respectful Mengniu thumb culture, so that everyone can feel great and noble, and feel the meaning of life at work.
(4) Cooperation: two people are benevolent, three people are numerous, and the herringbone structure supports each other. Cooperation and win-win is the principle of Mengniu people.
(5) Sharing: A person's greatest wisdom is the wisdom shared with others. Only the idea of sharing has power. Without sharing, there will be no team growth.
(6) Innovation: Innovation is the new integration of old resources, innovation is the soul of Mengniu's career development, and keeping pace with the times is the key to continuous innovation.
◆ Mengniu's unique festival
Learning Festival: July 19
The team summed up the festival of sharing learning results with half a year's work.
Thanksgiving Day: 165438+ 10 Last Friday.
165438+ The last Friday in October is an internationally recognized Thanksgiving Day. Mengniu regards this day as a particularly important festival, and sincerely thanks and thanks our partners, supporters and consumers.
◆ Comprehensive embodiment of Mengniu corporate culture.
Build the core of Mengniu culture with honesty; Taking strong milk to promote agriculture as Mengniu's mission; With the enterprise spirit of learning, communication and self-transcendence, we will build a century-old Mengniu brand and become the leading dairy brand in China and even the world within 5 ~ 10 years.
The Connotation of Mengniu Corporate Culture
◆ What is Mengniu?
(1) Chengxin Mengniu Green Mengniu Technology Mengniu
(2) Mengniu is a grassland
◆ Characteristics of Mengniu people
Have brains, eyes, thoughts and character.
Mind: as broad as grassland (as broad as mind and career)
Vision: as high as an eagle.
Thinking: galloping like a horse (thinking ahead and innovating ideas)
Personality: as noble as Hada (white and flawless, straightforward)
◆ Motto of Mengniu people
(1) A small victory depends on wisdom, and a big victory depends on virtue.
(2) Take the cause of Mengniu as its own responsibility, not the interests of Mengniu as its own responsibility.
(3) In today's society, the revolution of ideas and ways of thinking is far more important than the revolution of technology, software and speed.
(4) Do the right thing and then do it right. Do something, do something.
(5) Avenue to Jane. Simplify complex things and perfect simple things.
(6) There are no miracles in the world, only concentration and the power of concentration.
◆ Mengniu enterprise advertising language
(1) Mengniu strong milk boosts agriculture for a hundred years
(2) Mengniu is a grassland
(3) Mengniu green dairy products spread the healthy concept.
(4) Integrity Mengniu Green Mengniu Technology Mengniu
12 basic policy: service, coordination and encouragement; Management, supervision and control
◆ Service
Provide all-round services for all employees of Mengniu Group to achieve a successful life.
Provide resource integration services for business headquarters to promote business development.
Provide comprehensive management services for business headquarters to ensure normal operation.
◆ Coordination
Coordinate the relationship between Mengniu Group and the external environment: governments at all levels, industries, news, finance, and the public.
Coordinate the resource allocation and cooperation between business headquarters and between business headquarters and various functional departments.
◆ Incentive
Cultivate and promote the incentive culture with Mengniu characteristics to achieve a win-win situation within the group.
Establish and promote an incentive system for all employees, combining tangible and intangible values within the group.
◆ Management
Responsible for high-level human capital management;
Introduction, appointment, removal, assessment, training and development of senior management personnel of the Group.
Responsible for Mengniu core brand management;
CIS development and implementation management, corporate image promotion and brand maintenance of Mengniu brand.
◆ Supervision
Supervise and inspect the product quality of the business headquarters in all directions and in the whole process.
Supervise and audit the financial management of the business headquarters in an all-round and whole process.
◆ Control
Income research group development strategy, do a good job of strategic control in the process of overspeed growth.
Establish a risk early warning and prevention system, and do a good job in risk control in the process of overspeed growth.