The Development History of Mengniu in China

Mengniu was founded on 1999. In the first year of its establishment, Mengniu achieved a sales income of 37 million yuan, and its ranking in the national dairy industry jumped to 1 19. Although we are short of money everywhere, the contacts, experience and courage accumulated by Mengniu team in market operation have become valuable wealth for future development. In 2000, 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 erected a billboard of "Come on for Inner Mongolia", and also strengthened its determination to be a grassland brand. In the second year, Mengniu took the attitude of an industry leader, aiming at the growth of the industry, the development of grassland and the physical and mental health of all citizens. 200 1, 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 Mengniu's brand reputation and promoted the rapid and lasting development of Mengniu enterprises. In the same year, Mengniu's sales quickly rose to the fifth place, becoming the "first brand of foreign milk" in Shanghai, the commanding height of the mainland dairy market. In 2002, Morgan, Dinghui and Lianying, the top international investment companies, jointly injected more than 26 million US dollars into Mengniu, which is the largest one-time foreign investment project in Inner Mongolia and the largest foreign investment project 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 has begun to take shape. In April, 2003, after many rigorous tests, Mengniu Milk stood out from many brands, was identified as "special milk for China astronauts", and began to "serve" in the National Space Administration, accompanying Shenzhou 5 astronauts to successfully complete the first manned space flight in China. With the "Shenzhou" ascending to the sky, Mengniu began to lead the industry: liquid milk became the national champion, consumer satisfaction was the first, and brand radiation was the first. This achievement has been maintained to this day and won the "Outstanding Award for New Product Performance" in the Hong Kong market. In June 2004 10, Mengniu was officially listed on the Hong Kong Stock Exchange, becoming the first mainland dairy enterprise to be listed overseas. The listing set a number of new records in the Hong Kong stock market and won the title of the best IPO of the year. Mengniu began to use the money of global investors to do things for farmers in China (raising cattle to increase their income) and 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 road of pursuing dreams 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 2005, the annual "Happy China Mengniu Yogurt Super Girl" contest swept the country. 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". On February 5th, 2006, Yang Wenjun was elected President of Mengniu Dairy Group. On June+10, 5438, 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 500 Asian Brands". Mengniu Telunsu won the "Asian Brand Innovation Award". In June, Mengniu launched the charity activity of "One catty of milk a day makes China people strong", which started the China Milk Love Action and 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 2007, at the Boao Forum for Asia, Telunsu became the only milk brand to entertain international VIPs. In July, Mengniu invested 65.438+0.2 billion yuan to build a high-tech dairy research institute and a high-intelligence production base. In August, Mengniu became the official partner of NBA China. In this year, Mengniu became the first dairy enterprise in China with an annual income exceeding 20 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, and its brand value ranked first among private enterprises; 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". 2008 is a year full of responsibilities. On June+10, 5438, Mengniu won the "Best Public Welfare Enterprise Award of the Year" in Sina Network Festival. In March this year, Niu Gensheng became the first China entrepreneur to give a speech on "Social Responsibility" at the Harvard Forum. In April, at SIAL International Food Exhibition, Mengniu Fruit won the "SIAL Gold Award National Award" on behalf of china dairy. At the beginning of 2009, Mengniu won the title of "Pioneer of Fast-growing Enterprises in Inner Mongolia in 30 Years of Reform and Opening-up". According to the authoritative survey data of the National Bureau of Statistics and China Federation of Industry and Commerce, the sales volume of Mengniu liquid milk, yogurt and lactic acid beverage ranks first in China, and Mengniu has become the first choice for consumers.

In July, the Dutch cooperative bank, known as "the most sustainable bank in Europe", released the latest global dairy enterprise ranking report. Mengniu Dairy Group ranks 19, which means that china dairy ranks among the top 20 for the first time. The strategic cooperation between Mengniu and COFCO, with the help of COFCO's global business network, will promote Mengniu's "three-oriented process", that is, the raw material market will be more integrated, the food safety will be more international, and the strategic resource allocation will be more global, helping Mengniu step into the ranks of the world dairy giants and start a new journey of the dream of "the world milk capital".