Mengniu was founded in p>1999. In the first year, Mengniu achieved sales revenue of 37 million yuan, and jumped to the 119th place in the national dairy industry ranking. Although we are short of money everywhere, the contacts, experience and courage accumulated by Mengniu team in market operation have become an invaluable asset for future development. In 2, the first bag of Tetra Pak pillows in China rolled off the production line in Mengniu, and Mengniu entered a period of rapid growth. In September, Mengniu set up a billboard of "Cheering for Inner Mongolia" and also established its determination to be a prairie brand. In the second year of starting a business, Mengniu took the attitude of an industry leader, aiming at the growth of the industry, the development of grasslands, and the physical and mental health of all citizens. In 21, Mengniu took the lead in advocating the construction of Hohhot as the "Milk Capital of China", closely combining enterprise development with local economy. This move has enhanced the brand reputation of Mengniu and promoted the rapid and lasting development of Mengniu enterprises. In the same year, Mengniu's sales volume rose rapidly to the fifth place, and it became the "No.1 brand of foreign milk" in Shanghai, the commanding height of the mainland dairy market. In 22, Morgan, Dinghui and Yinglian, the top international investment companies, jointly injected more than US$ 26 million into Mengniu, which was the largest one-time foreign investment project in Inner Mongolia and the largest foreign investment in domestic dairy industry. In the same year, Mengniu milk entered the Hong Kong market and won the favor of Hong Kong citizens. Mengniu's "world cow" strategy is beginning to take shape. In April, 23, after many rigorous tests, Mengniu Milk stood out from many brands, was identified as "China astronaut's special milk", and began to "serve" in the National Space Administration, accompanying Shenzhou V astronaut to successfully complete China's first manned space flight. With the "Shenzhou" ascending to the sky, Mengniu also began to lead the industry: liquid milk became the national champion, consumer satisfaction first, brand radiation first, and this achievement has been maintained to this day, and won the "New Product Performance Excellence Award" in the Hong Kong market. On June 1th, 24, Mengniu was officially listed on the Hong Kong Stock Exchange, becoming the first mainland dairy company to be listed overseas. This listing set a number of new records in the Hong Kong stock market and won the best IPO title of the year. Mengniu began to use the money of global investors to do things for farmers in China (raising cattle to increase income) and for citizens in China (drinking milk healthily). Media comment: "According to the brand strategy of" Grassland Cattle-China Cattle-World Cattle "put forward by the Mengniu team, this indicates that Mengniu has embarked on the dream-seeking road of" World Cattle ". In the same year, Mengniu milk became an "athlete-specific product" for all athletes in the Training Bureau of the State Sports General Administration to prepare for the Olympic Games, and "astronauts in the sky and athletes on the ground" became synonymous with Mengniu's high quality.

In p>25, the annual contest "Happy China Mengniu Yogurt Super Girl" swept the country, and Mengniu Yogurt broke through the traditional concept, making milk a fashionable and healthy drink for young people and opening up an important channel for young people to drink milk. "Dare to pursue and realize dreams" has become the key word of the year, and Mengniu's dream for many years has also been realized-China Dairy Industry Association officially named Hohhot as "China Milk Capital". In 26, on February 5th, Yang Wenjun was elected president of Mengniu Dairy Group. In October, Mengniu won the IDF World Dairy Innovation Award, which is known as the "Oscar" of the global dairy industry, and won the first world gold medal for china dairy. In the same year, Mengniu teamed up with Hong Kong Disneyland to become the sole dairy supplier of Hong Kong Disneyland and was selected as one of the "Top 5 Asian Brands", and Mengniu Telunsu won the "Asian Brand Innovation Award". In June, Mengniu initiated the public welfare activity of "A catty of milk a day makes China people strong", and started the milk love action in China, which opened up a brand-new pattern for Mengniu's development policy of "I am responsible for major events". At that time, Mengniu won the "Best Corporate Public Image Award" and "The Most Respected Enterprise in China". In April, 27, at Boao Forum for Asia, Telunsu became the only milk brand to entertain international VIPs. In July, Mengniu invested 1.2 billion yuan to build a high-tech dairy research institute and a highly intelligent production base that gathered global dairy wisdom. In August, Mengniu became the official partner of NBA China. This year, Mengniu became the first dairy enterprise in China with annual revenue exceeding 2 billion, and basically entered the ranks of world-class dairy warships. In the same year, Mengniu was awarded the first "Most Competitive Brand in the Market" by the Ministry of Commerce, ranking first among private enterprises in brand value; It was awarded the honorary title of "National Demonstration Base of Corporate Culture Construction" by China Corporate Culture Promotion Association (the first dairy industry and the only private enterprise) and won the "People's Social Responsibility Award". 28 is a year of responsibility. In January, Mengniu won the "Best Public Welfare Enterprise Award of the Year" in Sina Network Festival. In March, Niu Gensheng became the first China entrepreneur to give a speech on "Social Responsibility" at Harvard Forum. In April, in SIAL International Food Exhibition, Mengniu Fruit Grains won the "SIAL Gold Award Country Award" on behalf of china dairy. In 29, at the beginning of the year, Mengniu won the title of "Pioneer of Fast-growing Enterprises in Inner Mongolia in 3 Years of Reform and Opening-up". According to the authoritative survey data of National Bureau of Statistics, China Federation of Industry and Commerce, the sales of liquid milk, yogurt and lactic acid drinks of Mengniu rank first in China, and Mengniu has become the first choice for consumers.

in July, ABN amro, known as "the most sustainable bank in Europe", released the latest ranking report of global dairy companies. Mengniu Dairy Group ranked 19th, representing the first time that China dairy industry was among the top 2. The strategic partnership between Mengniu and COFCO, with the help of COFCO's business network all over the world, will promote Mengniu's "three-oriented process", that is, the raw material market will become more integrated, food safety will become more international and the allocation of strategic resources will become more global, helping Mengniu step into the ranks of the world's dairy giants and start a new journey for the dream of "the world's milk capital".