Niu Gensheng, male, entrepreneur and philanthropist, born in 1958, is the founder of Mengniu Dairy Group in Inner Mongolia, the founder and honorary president of Laoniu Foundation, and "the first person to donate shares in the world". In 1999, he left Yili and founded Mengniu. In just eight years, Mengniu became the global champion of liquid milk and the champion of china dairy. One of the Top Ten Entrepreneurial Figures in China in 22.

Behind every successful person, there are some little-known stories. "You can be a master only if you suffer" is a good interpretation of Niu Gensheng's experience.

The first of the three ups and downs

Cattle worker turned into Niu Gensheng, vice president of Yili, male, born in Inner Mongolia in 1958.

Shortly after his birth, his family was forced by life, and he was sold to others by his biological parents in 5 yuan, and raised by his adoptive parents.

at the age of 14, my adoptive mother died.

In 1978, his adoptive father was gone, and Niu Gensheng, who was 2 years old, began to work.

Zi followed in his father's footsteps and became a cattle worker in Daheihe Dairy Factory in Hohhot.

Five years later, I entered Huimin Milk Food Factory, the predecessor of Yili, and started as a bottle washer.

The children of the poor are in charge early, and Niu Gensheng comes first and leaves last every day. Even if he repeats the same action of brushing bottles every day, he has no complaints.

The eyes of the masses are discerning, especially those of the leaders. After half a year, Niu Gensheng was promoted as the leader of the evaluation team.

Later, the factory engaged in the contract system, and Niu Gensheng was the first to rush to contract a processing workshop.

After that, with hard work and brute force, the workshop turned a profit that year, and Niu Gensheng was promoted to sales manager.

Although he was promoted to a high position, Niu Gensheng, who was 3 years old, was afraid that he could not keep up with this era and his promotion was limited by his academic qualifications, so he chose to take the self-taught examination and major in business administration.

In 1992, Niu Gensheng, aged 4, was promoted to vice president of production and operation of Yili Group, with his bachelor's degree in self-taught examination and excellent performance at work.

After working in Yili for more than ten years, Niu Gensheng became the vice president of the group from the grass-roots level. More than 8% of the company's turnover came from the business department he was in charge of. With his outstanding leadership and sales skills, he built great prestige among employees.

The first of the three ups and downs:

Being swept out of the house by Yili

In 1998, Niu Gensheng, who had been in the position of vice president of Yili for many years, suddenly felt something was wrong.

I began to encounter some difficulties in the use of resources. Even if only a small part of funds were mobilized, there were many departments to obstruct it.

at the most extreme, even buying a broom requires a report for approval.

Niu Gensheng went to Zheng Junhuai, the chairman of the board of directors, to report the problem. Unexpectedly, the problem has not been solved and the situation is getting worse and worse.

Realizing the growing contradiction between himself and the chairman, Niu Gensheng decided to resign. Twice before, Zheng Junhuai said something to keep him, until the third time, Zheng Junhuai agreed.

Two tigers can't be accommodated in one mountain, so Niu Gensheng felt hopeless at losing Yili.

The second of the three ups and downs

started all over again, founded Mengniu

and left Yili. Niu Gensheng, who is 4 years old, decided to go back to Peking University for further study.

He used this time to re-examine his experiences and lessons in Yili for 16 years, and the grand blueprint of "Mengniu Dynasty" gradually matured in his heart.

In 1999, Niu Gensheng founded Mengniu Dairy (Group) Co., Ltd. with a registered capital of 1 million.

as soon as Mengniu was founded, many old men working in Yili defected in batches, totaling hundreds.

They found Niu Gensheng together, hoping that Niu Gensheng would lead them to a new path. In addition to the heads of personnel and finance of Yili, the heads of various business divisions of Yili have arrived in Niu Gensheng.

That's it. Although Mengniu had no market, milk source and equipment in its early days, more than 3 technical talents followed it and fought for the country together.

despite being suppressed by former owner Yili, Niu Gensheng has repeatedly made extraordinary moves, leading Mengniu to survive and make breakthroughs in the cracks.

First, put forward the slogan "Learn from Yili, strive for the national industry and strive for the second brand of Inner Mongolia dairy industry!" Make consumers know Mengniu through Yili and remember that Mengniu is the second brand of Inner Mongolia dairy industry.

Then it took three years to make Mengniu a "well-known trademark in China" and a "famous brand product in China". And won the CCTV "Biaowang" at a price of 31 million, and sponsored the first Super Girl Competition. Mengniu is therefore called the fastest growing enterprise in China.

In 23, with the success of Shenzhou 5's manned space flight, Mengniu said, "Raise your right hand and cheer for China!" As a slogan, let the people of the whole country remember this "special milk for astronauts".

In June, 24, Mengniu Group was successfully listed on the main board of Hong Kong, and issued 35 million shares. In the same year, Niu Gensheng announced that he would donate all his personal shares to set up the "Old Bull Special Fund", becoming the "first person in China to donate shares".

After 25, Mengniu surpassed Yili in sales and market share to become the first in China.

It took only a few years for Niu Gensheng to turn Mengniu into a global champion of liquid milk, and create a "Mengniu Speed" that makes the world awe!

The second drop of three falls:

Melamine left a stain and resigned as the chairman

In 28, the melamine incident broke out, and melamine was detected in milk powder from many manufacturers including Sanlu milk powder, Yili, Mengniu, Guangming, Shengyuan and Yashili.

The "tainted milk" incident caused Mengniu a huge loss of 948.6 million yuan in that year, and the positive image of "public welfare" established by Niu Gensheng in the past 1 years also collapsed.

In p>211, Niu Gensheng resigned as the chairman and COFCO took over Mengniu. He planned to devote most of his time to charity work and gradually fade out of business.

The third of three ups and downs:

Back in the Jianghu, making a public appearance

In 216, Niu Gensheng, 58, returned to Mengniu as a member of the Strategy and Development Committee.

After a lapse of one year, Niu Gensheng once again made a public appearance and became a strategic consultant of water resources in Tibet, with the aim of making high-quality products into brands and contributing to the development of Tibet.

Niu Gensheng has gone from being worth 5 yuan to being worth over one billion. I think his success can't be separated from three points: perseverance, hard work and continuous learning.

When he succeeded, he continued his studies and improved his academic qualifications; When frustrated, he chose to study and settle himself. In the end, it will achieve miracles again and again.

Classic Quotations:

1. A small victory depends on wisdom, and a big victory depends on virtue.

2. If you are motivated, you will sweat; If you have knowledge, you will give wisdom; Neither of them is available, please give up your post.

3. study hard and do it comfortably; Learn comfortably and work hard.

4. It is not good to benefit people who know you; It's good to benefit people who don't know you.

5. A product is not as warm as catching the eye and pulling the ear.

6. A person with mental problems is a defective product; If a person has a problem with his soul, it is dangerous goods. Managing people's hearts is running a business

7. A good attitude is the only way to have a good state.

8. Help others, but don't hurt others.

9. If you want to win three times and two times, three years and five years, just have a little IQ; If you want to be a century-old shop and win all your life, you can't do it without German businessmen.

1. It is a happy thing to start from scratch. And from there to nothing, it is also a pleasure.