Niu Gensheng, founder and honorary president of Lao Niu Foundation; Founder, former chairman and president of Mengniu Group; Member of the founding team of Yili Group, former director and vice president; Vice President china charity federation; Deputy Director of the Strategy Committee of COFCO; China entrepreneur club, executive director; Vice Chairman of China Nature Conservancy. For five consecutive years, he was awarded "China Economic Person of the Year" and "China's Most Influential Business Leader" by CCTV. Twice won the China Charity Award, Lifetime Achievement Award, Special Contribution Award and TNC Oak Leaf Award 20 14.

1978, starting as a cattle breeder and bottle washer, until he became a director and vice president of production and operation of Yili Group. During the period of 10 (1987- 1997), Yili became the "No.1 brand of ice cream in China".

1999, Mengniu Dairy was founded in the predicament of "no market, no factory and no milk source", and it took seven years to create the "Mengniu Speed" with an average annual growth of 158%-CCTV's 2003 "China Economic Person of the Year" wrote to Mr. Niu: "He is a cow, but he ran out of the speed of a rocket. ; Leading Mengniu Dairy to become the global champion of liquid milk and the champion of china dairy.

At the end of 2004, the Lao Niu Foundation, the first non-public family foundation in China, was established. At present, it is one of the largest and most influential charitable foundations in China and the first brand of family foundation. At the same time, he donated all the shares and most of the dividends of Mengniu Dairy with his family, and was praised as "the first person to donate shares in the world"; At present, the assets donated by Niu Jia are worth more than 4 billion yuan.

Since 2006, he has resigned as president and chairman of Mengniu Group and devoted himself to charity.

In addition, under the influence, encouragement and support of Mr. Niu, all members of the Niu family, except son-in-law Saiin (a civil servant), are devoted to charity and related work: wife Shen Shuxiang is engaged in caring for the elderly, son Niu Ben is engaged in environmental protection, daughter-in-law Chen is engaged in cultural education, and daughter Niu Qiong is engaged in caring for children; Recently, in order to better engage in charity, Niu Ben and Niu Qiong jointly initiated the establishment of the "Lao Niu Brothers and Sisters Charity Foundation" to further expand the family charity.

The founder's value motto/charity idea:

Small victory depends on wisdom, and great victory depends on virtue; The more wealth, the greater the responsibility; Give help to others and cultivate your own kindness; Advocate the giver to be grateful to the receiver; Everyone does good, then everything is bad; Happiness depends on the number of people who love you.