When Mengniu won the advertising spots such as News Network, Before Focus Interview and 2 1 point TV series with the winning bid of 3 1 10,000 yuan, it became the advertising champion of CCTV in 2004, and Mengniu undoubtedly became the benchmark for the development of china dairy in 2004. On June 10, 2004, Mengniu Group successfully listed on the main board of Hong Kong, issuing 350 million shares. At that time, the main board market in Hong Kong was in a downturn, and Mengniu defeated the market and activated the once-depressed Hong Kong stock market. The international subscription enthusiasm is high, and the subscription price falls to the highest end of the price range, that is, 3.925 yuan per share, and the raised funds are nearly 6,543.804 billion yuan. Most people in the management of Mengniu Group immediately became conspicuous "millionaires" and "multimillionaires". Among them, Niu Gensheng personally holds 6. 1%, which is worth over 100 million overnight.
After Mengniu completed the financing, Niu Gensheng said that in the future, Mengniu will acquire and merge some large local brand dairy enterprises through a series of operations in the capital market. After the acquisition, Mengniu will continue to use these brands and then gradually unify them into Mengniu brands. Niu Gensheng once famously said that Mengniu has a spaceship law, which is to grow or perish at a high speed. If you can't reach the speed around you, you can only fall; Enterprises can only develop continuously if they exceed the peripheral speed. Niu Gensheng's brand concept is: go against the trend, make full use of your own strength, stand on the shoulders of giants and leave your opponents behind. Niu Gensheng's goal is not just to be at the forefront of the country. He was deeply moved by attending the APEC meeting: "It's not easy for a milk and ice cream seller to attend this international event!" He said that Mengniu entered the international market on behalf of 6,543,800+2,000 dairy farmers in China. One of the charms of Niu Gensheng lies in his speed, which has increased thousands of times in just a few years; Niu Gensheng's second charm lies in his forbearance, and his "courage to be the second" under the aura of Yili; Niu Gensheng's third charm lies in his sense of smell. He grasped business and political opportunities well. 1999 1 Mengniu was formally incorporated with a registered capital of 1 10,000. In 2002, Mengniu Dairy was rated as the fastest-growing enterprise in China market by a well-known financial media in Beijing, which increased from 40 million yuan to 8.5 billion yuan. In less than 24 months, the growth rate of wealth exceeded that of Microsoft Empire, which made the world respect. When exploring the reasons for the rapid growth of Mengniu Dairy, a figure has been firmly occupying our sight. He is Niu Gensheng, the head of Mengniu.
Niu Gensheng still doesn't know who his biological father and mother are, let alone his family name. I only know that I was born less than a month ago and sold it to a family named Niu at the price of 50 yuan. Father Niu's occupation is raising cattle, and his life has been inextricably linked with cattle since then. Because there are no children, the adoptive father expects to plant roots through adoption and name him "Gensheng".
Defeat Erie, despair
During the period of 1998, Niu Gensheng was the vice president of Yili Group and the first hero of Yili in that year. More than 80% of Yili's turnover comes from his business department. Niu Gensheng's prestige among Yili employees is also quite high, and people's conviction of Niu Gensheng comes from his way of existence and personality charm. In the first half of the same year, Niu Gensheng suddenly felt something was wrong. He worked in Yili for 16 years, but he felt some difficulties in using resources, that is, he mobilized a small amount of funds, but many departments were constrained. At the most extreme time, even buying a broom must be reported for approval. Niu Gensheng found the headmaster Zheng Junhuai to reflect the problem, and read "strangeness" and "distrust" from his eldest brother's eyes for the first time. Niu Gensheng suddenly realized that he was in deep trouble and the situation was in jeopardy. Niu Gensheng submitted his resignation to Zheng Junhuai three times. The first two times, Zheng Junhuai said something to retain, and Niu Gensheng withdrew his resignation. Niu Gensheng found his environment not only unchanged, but getting worse. Niu Gensheng submitted his resignation for the third time at a board meeting in Yili.
Niu Gensheng put his resignation in front of Zheng Junhuai. He said to him, "Brother Zheng, if you want me to leave, I will formally resign now, at least not because of the development of my personal influence." Zheng Junhuai looked a little ugly and said, "I didn't mean to!" Niu Gensheng said: "Then I will withdraw this resignation!" When reaching for his resignation, Zheng Junhuai quickly held his hand tightly and said to Niu Gensheng, "Don't worry about us first, let's discuss it before making a decision!" As soon as Niu Gensheng left, Zheng Junhuai, who was rarely excited at ordinary times, suddenly said to the people present with tears: "Yili has him without me, and I have him without him!"
Many years later, Niu Gensheng recalled this incident with great sadness. He said: "I was very uncomfortable at the time. I have been very uncomfortable three or two times in my life. This is one of them, almost to the point of dying. " Why did Zheng Junhuai turn against Niu Gensheng who helped him 16? Why did Niu Gensheng create Mengniu out of thin air in just six years?
Get up and sneak into their position.
After being expelled by President Zheng Junhuai, Niu Gensheng returned to Peking University for further study. During his stay at Peking University, Niu Gensheng rode a broken bike to and from the classroom all day. The 40-year-old "old cow" sat in the classroom and looked at the "classmates" around him who were in their prime of life and even slightly childish. He felt very uncomfortable. "I must first resolve my inner grievances and pains before I can calm down and integrate into the strange campus environment." Niu Gensheng told himself so in my mind. In the process of studying at Peking University, he used this time to re-examine his experiences and lessons in Yili 16, so as to change the stress response mode originally formed in the enterprise into a rational thinking mode. After three days of parting, we should be impressed. Niu Gensheng is taller than the average person and thinks far. After the precipitation and sublimation of Peking University, the grand blueprint of "Mengniu Dynasty" matured in the bottom of my heart.
Niu Gensheng came from Peking University, just as his former subordinates were dismissed by Yili. They found Niu Gensheng together, hoping that Niu Gensheng would lead them to find a new way. In addition to the personnel and financial directors of Yili, the directors of various divisions of Yili have all arrived in Niu Gensheng.
1999 1, Mengniu was formally incorporated with the name of "Mengniu Dairy Co., Ltd.", with a registered capital of 1 10,000, which was all the money for Niu Gensheng and his wife to sell Yili shares. As soon as Mengniu was founded, many elderly people working in Yili defected in batches, totaling hundreds. Niu Gensheng once warned them not to abandon "light" for the sake of "darkness", and he himself could not guarantee that Mengniu would have a bright future. However, the old people joined Mengniu without hesitation.
In a 53-square-meter building in Hohhot, Niu Gensheng moved a sofa, a table and a bed from home, and the legend of Mengniu began. Niu Gensheng knows that its disadvantage is "no market, no factory, no milk source" and its advantage is "talent". These people who follow Niu Gensheng are the top leaders of Yili liquid milk and ice cream, planning and marketing. They are top talents in the industry in production, management, sales, marketing, raw materials and equipment. Niu Lao decided to adopt the way of "virtual management" and exchange "talents" for "resources". As Yili got in the way, several negotiations to start "virtual management" fell through, so Niu Gensheng had to "take the plank road and sneak in". 1February, 1999, Niu Gensheng signed a cooperation agreement with a dairy company in Harbin through secret negotiations, and Niu Gensheng sent eight people to take over the company. Through their management, it has brought good benefits to this enterprise, and Mengniu's products are also "freshly baked" by this factory. 1999 65438+ 10 From April to April, Niu Gensheng, who lives in Hohhot, started to produce the first batch of Mengniu products while remotely commanding a team of eight people in Harbin factory. At the same time, he turned into a migrant worker and opened his own factory near Hohhot and Linger County.
Strange tricks come one after another, and a dead end comes.
Yili dominates the market, and Mengniu can only survive in the cracks. In order to expand Mengniu's popularity, Niu Gensheng knew that it was difficult to make a major breakthrough by relying on conventional marketing methods, and he could only win by surprise. Mengniu put forward the concept of "building the second brand of dairy industry in Inner Mongolia". At that time, the first brand in Inner Mongolia dairy market was of course Yili, and Mengniu was unknown, and even the top five could not be squeezed in. However, Niu Gensheng's outstanding performance lies in this. Mengniu let consumers know about Mengniu through Yili by setting the benchmark as Yili, leaving an impression: Mengniu seems to be very big. 1 April 9991day, the people of Hohhot woke up, and 300 billboards beside the main streets of Hohhot were all advertisements of Mengniu: learn from Yili, strive for national industry and strive for the second brand of Inner Mongolia dairy industry! A stone stirred up a thousand waves, and 300 billboards entered the market at the same time, which naturally set off a huge market wave. Mengniu has become a hot topic among the people in Inner Mongolia. People remember Mengniu, and also remember that Mengniu is the second brand of dairy industry in Inner Mongolia. On May 1 day, 48 billboards of "Mengniu" were smashed beyond recognition overnight, while everyone was discussing the residual heat of "Mengniu". Niu Gensheng certainly understood that this was done by Erie people. Smart people are good at turning bad things into good things and crises into opportunities. Niu Gensheng's incident of hitting people with billboards once again raised the enthusiasm of the society to pay attention to Mengniu, and Mengniu began to become "more mysterious and better". Billboards can be smashed, but if advertisements are printed on product packaging paper, opponents should be helpless. As a result, Mengniu in the ice cream packaging, played a "national industry, learn from Yili" words; On the surface, Mengniu seems to have advertised for Yili for free, but actually advertised for itself. Mengniu, who is not well known, just used the "potential" of Yili's large enterprises to make its own name. Niu Gensheng started from scratch, and through the hardships and repression of his old club Yili, he fought his way out in heavy encirclement and suppression. With the extraordinary wisdom of Niu Gensheng, Mengniu Dairy has achieved rapid development, from the initial "borrowing" to "exerting".
Dairy wizards create brilliance.
In 2002, Mengniu won the title of "China Famous Trademark" and "China Famous Brand Product". It takes at least three years to build a "well-known trademark in China", and Mengniu just spent three years. This is Mengniu's goal of pursuing rapid growth and becoming a strong brand in a short time. June 65438+10/October 65438+June 2003, Shenzhou 5 returned smoothly. At 6: 46, Beijing Command and Control Center announced that China's first manned space flight was a complete success! A few hours later, accompanied by "Raise your right hand and cheer for China!" Slogan, Mengniu's advertisement for "special milk for astronauts" has appeared on street signs and buildings in Beijing, Guangzhou, Shanghai and other big cities, and Mengniu's advertisements can be seen everywhere in the streets and alleys of more than 30 cities across the country; Mengniu's TV advertisements have also appeared in the programs of dozens of TV stations across the country. "Delivery-supply-docking" appeared simultaneously in CCTV and local TV channels, which won people's attention and launched a new round of large-scale TV advertising offensive. The advertisement of "special milk for astronauts" has occupied various prominent positions in domestic supermarkets, large and small!
In the first "Super Girl" competition in 2004, the big names in the advertising and dairy industry scoffed at Mengniu's decision to become a title sponsor. In people's impression, milk brands are always associated with traditional elements such as virtuous housewives, healthy children and warm families.
After 2005, Mengniu surpassed Yili to become the first in China in terms of sales volume and market share. After numerous setbacks and successes, Niu Gensheng has always endured humiliation and remained calm. Wealth from existence to nothingness is scattered and needs a strong sense of professionalism and social responsibility as the pillar. Niu Gensheng intends to step down as chairman at the age of 50 in 2008. By then, Mengniu will be able to perfectly interpret "China Cattle" as "World Cattle" by taking the Olympic train! China Economic Person of the Year
Year: 2003
The winners are listed as follows:
Ding Lei, founder and CEO of Netease.
Niu Gensheng, Chairman and President of Inner Mongolia Mengniu Dairy Group Co., Ltd.
Long Yongtu, Secretary General of Boao Forum for Asia
Wu Ying, President and CEO of UT Starcom China Co., Ltd
Zhang, General Manager of China Aerospace Science and Technology Corporation
Miao Wei, General Manager of Dongfeng Motor Corporation
Tang Yunxiang, Chairman of China People's Property Insurance Co., Ltd.
Fajing Huang, Chairman of Wenzhou Rifeng Lighter Co., Ltd.
Person of the Year Award: Zhang, General Manager of China Aerospace Science and Technology Corporation.
Outstanding Award of the Year: Chen Tianqiao, Chairman and President of Shanda Network Development Co., Ltd.
Annual Social Welfare Award: Xiong Deming, a farmer from renhe town, Yunyang County, Chongqing.
In 2003, he was named "China Economic Person of the Year" by CCTV. From 2003 to 2007, he was rated as "the most influential enterprise leader in China" for five consecutive times. In 2005, he was awarded the honorary title of "Top Ten Environmental Protection Figures of the First China". In 2007, he was selected into the list of "China Ten philanthropist" issued by People's Republic of China (PRC) and the Ministry of Civil Affairs, and won the highest award "China Reform Person of the Year Award" at the China Reform Person Award Ceremony. In 2008, he was selected as one of the "30 people who have affected the economy in China in the past 30 years of reform and opening up". In 2009, he was selected as one of the "60 countries that have influenced China's economy in the past 60 years". 20 10 won the only "Lifetime Achievement Award for Charity" established by China Charity Rankings for the first time. After the rise of enterprises, Niu Gensheng gradually transformed from an entrepreneur to a philanthropist. In 2004, the "Lao Niu Foundation" was established. From June, 5438 to October, 2005, he donated all his shares in Mengniu, becoming the "first person to donate shares in the world". In February 2006, he resigned as the president of Mengniu Group, and his main energy was transferred to charity. In August 2009, he resigned as the chairman of Mengniu Group and became a full-time philanthropist. Phoenix Weekly named Bill Gates, Buffett, Li Ka-shing and Niu Gensheng as "the top four donors in the world".
With the aim of "developing public welfare undertakings and building a harmonious society", Lao Niu Foundation has carried out more than 50 charitable projects in the fields of education, medical care and environmental protection since its establishment, showing seven characteristics:
One is to be a "mother foundation" and be a "midwife" or "runner-up" of various foundations. For example, we initiated the establishment of "China Jet Li One Foundation", established the "Talent Training Fund of Laoniu Normal University", donated the "Founding Fund" to the Hohhot Charity Federation, funded Dongbei University of Finance and Economics to set up the "Education Foundation", supported the Yao (Yao Ming) Fund, and jointly carried out charitable projects with the China Red Cross, China Foundation for Poverty Alleviation, Youth Development Foundation, Inner Mongolia Charity Federation and China National Culture Promotion Association.
The second is to develop the "gene charity model" and transform the whole society by transforming "cultural genes". For example, support Peking University to set up a charity, sports and legal research center to conduct legislative research, and jointly set up the "Beijing Normal University Public Welfare Research Institute" with the One Foundation to provide a "source" for charity.
Third, we are committed to environmental protection, making "the sky bluer, the mountains greener and the water clearer". For example, join hands with the Nature Conservancy to "add clothes to the earth": within the limit set by the Nature Conservancy, for every 1 yuan invested by the Lao Niu Foundation in greening, the Nature Conservancy headquartered in the United States will provide 1 yuan in matching funds, and the two companies will invest a total of 60 million yuan in ecological restoration in western China in the first phase.
Fourth, we are committed to education, so that children in underdeveloped areas can get a good education and a happy childhood. For example, we donated more than 20 primary schools and 6 libraries across the country, supported the construction of degree programs in colleges and universities, sponsored the "Mountain Flower Project", sponsored the charity little angel love education project, sponsored poor college students to enter school, and sponsored the Huaping Girls' High School in Lijiang, Yunnan to run the school for the whole school year.
The fifth is to devote ourselves to the medical cause and help the sick people in time. For example, two mobile hospitals were established in remote grassland pastoral areas, and 120 medical emergency service and cochlear implant surgery for deaf children were funded.
Sixth, we are committed to the cause of agriculture, countryside and farmers. For example, 100 water cellars were built for 100 families in drought-stricken areas in Guangxi, and water diversion projects were built for two towns in drought-stricken areas in Guizhou. ...
Seventh, we are committed to disaster relief and assistance to vulnerable groups, and promote the harmonious development of the whole society. For example, we should help the snowstorm in the south, set up a "home of rooted scholars" and adopt the "three orphans" in the Sichuan earthquake-stricken area.
Niu Gensheng is the initiator of "Gene Charity Model". He believes that there are basically two charitable models at home and abroad, one is "blood transfusion" and the other is "hematopoiesis"; "Blood transfusion" means "giving people fish" and "hematopoiesis" means "giving people fish". Therefore, in 2007, he first proposed and began to advocate the third charity model, namely "gene model", which is a charity model focusing on transforming "social genes" (especially "cultural genes"), such as bringing charity legislative research, institutional research and cultural research into the scope of charity support, because a good law, a good system and a cultural paradigm will often change the whole.
On June 5438+1October 65438+February, 2005, Niu Gensheng and his family donated all their shares in Mengniu to establish the "Old Cow Foundation".
On February 28th, 2065438+0010, China Mengniu Dairy Co., Ltd. announced that Niu Gensheng, the founder of the company, had transferred all the equity assets of overseas Mengniu under his name to Hengxin Trust for donation to charity.