Mengniu was established in 1999. In its first year of business, Mengniu achieved sales revenue of 37 million yuan and jumped to 119th in the national dairy industry rankings. Although there are many difficulties, the contacts, experience and courage accumulated by the Mengniu team in market operations have become an extremely valuable asset for future development. In 2000, China's first bag of Tetra Pak rolled off the production line at Mengniu, and Mengniu entered a period of rapid growth. In September, Mengniu erected a "Cheers for Inner Mongolia" billboard and established its determination to become a prairie brand. In the second year since its establishment, Mengniu has positioned itself as an industry leader, targeting the growth of the industry, the development of grasslands, and the physical and mental health of all citizens. In 2001, Mengniu took the lead in advocating the construction of Hohhot into the "Daily Capital of China" to closely integrate corporate development with the local economy. This move has enhanced Mengniu's brand reputation and promoted the rapid and sustained development of Mengniu Enterprises. In the same year, Mengniu's sales volume quickly rose to fifth place, and it became the "No. 1 milk brand in other places" in Shanghai, the commanding heights of the mainland dairy market. In 2002, top international investment companies Morgan, Dinghui, and Actis jointly invested more than 26 million US dollars in one-time investment in Mengniu. This was the largest one-time private project to introduce foreign investment in Inner Mongolia, and it was also the largest foreign investment received by the domestic dairy industry. In the same year, Mengniu milk entered the Hong Kong market and won the favor of Hong Kong citizens. Mengniu’s “Global Cow” strategy is beginning to take shape. In April 2003, after many rigorous inspections, Mengniu milk stood out from many brands and was identified as "milk for Chinese astronauts". It began to "serve" in the National Space Administration and accompanied the "Shenzhou" 5 astronauts successfully. Completed China's first manned space flight. With the ascension of "Shenzhou", Mengniu also began to lead the industry: its liquid milk became the national champion, first in consumer satisfaction, and first in brand radiation. This achievement has been maintained to this day, and it won the "New Product Performance Award" in the Hong Kong market. Excellence Award". On June 10, 2004, Mengniu was officially listed on the Hong Kong Stock Exchange, becoming the first mainland dairy company to be listed overseas. This listing set many new records in the Hong Kong stock market and won the title of best IPO of the year. Mengniu began to use the money of global investors to do things for Chinese farmers (raising cattle to increase income) and Chinese citizens (drinking milk for health). Media comments: “In accordance with the ‘three-step’ brand strategy of ‘Grassland cattle-Chinese cattle-World cattle’ proposed by the Mengniu team, this marks that Mengniu has embarked on the road to pursue the dream of ‘World cattle’.” In the same year, Mengniu milk became an "athlete-specific product" for all athletes of the Training Bureau of the State Sports General Administration to prepare for the Olympic Games. "Astronauts in the sky, athletes on the ground" became synonymous with Mengniu's high quality.
In 2005, the "2005 Happy China Mengniu Sour Yoghurt Super Girl" annual competition swept the country. Mengniu Sour Yogurt broke through traditional concepts and made milk a fashionable and healthy drink loved by young people, opening up new opportunities for young people to drink milk. important channels. “Dare to pursue and realize dreams” became the keyword of the year, and Mengniu’s dream for many years was also realized - the China Dairy Industry Association officially named Hohhot the “Dairy Capital of China”. On February 5, 2006, Yang Wenjun was elected president of Mengniu Dairy Group. In October, Mengniu won the IDF World Dairy Innovation Award, known as the "Oscar" of the global dairy industry, and won the first world gold medal for China's dairy industry. In the same year, Mengniu entered into an alliance with Hong Kong Disneyland and became the only dairy supplier of Hong Kong Disneyland. It was selected into the "Top 500 Asian Brands" and Mengniu Deluxe won the "Asia Brand Innovation Award". In June, Mengniu launched the "One Pound of Milk a Day to Strengthen Chinese People" milk delivery public welfare campaign, launching China's milk love action, and opening up a new pattern for Mengniu's development policy of "big things come with me". That year, Mengniu won the "Best Corporate Public Image Award" and "China's Most Respected Enterprise" again. In April 2007, Deluxe became the only milk brand to entertain international VIPs at the Boao Forum for Asia. In July, Mengniu invested 1.2 billion to build a high-tech dairy research institute and highly intelligent production base that brings together global dairy wisdom. In August, Mengniu became the official partner of NBA China. This year, Mengniu became China's first dairy company with annual revenue exceeding 20 billion, basically entering the ranks of world-class dairy battleships. In the same year, Mengniu was awarded the first "Most Market Competitive Brand" by the Ministry of Commerce, ranking first among private enterprises in brand value; it was awarded the honorary title of "National Corporate Culture Construction Demonstration Base" by the China Corporate Culture Promotion Association (the first in the dairy industry, The only one among private enterprises) and won the "People's Social Responsibility Award".
2008 is a year of responsibility. In January, Mengniu won the "Best Annual Public Welfare Enterprise Award" at the Sina Internet Festival. In March, Niu Gensheng became the first Chinese entrepreneur to speak on "social responsibility" on the Harvard podium. In April, at the SIAL International Food Exhibition, Mengniu Real Fruit Grains won the "SIAL Gold Award Country Award" on behalf of the Chinese dairy industry. At the beginning of 2009, Mengniu won the title of "Pioneer of Inner Mongolia's Rapidly Growing Enterprises in the 30 Years of Reform and Opening Up". According to authoritative survey data from the National Bureau of Statistics and the All-China Federation of Industry and Commerce, Mengniu's liquid milk, yogurt and lactic acid beverage sales rank first in the country, and Mengniu has become the first choice dairy brand for consumers.
In July, Rabobank, known as "Europe's most sustainable bank", released the latest global dairy company ranking report. Mengniu Dairy Group ranked 19th, representing the first time that China’s dairy industry has entered the top 20. Mengniu and COFCO have formed a strategic partnership. With the help of COFCO's business network around the world, Mengniu will promote Mengniu's "three modernization processes", that is, the raw material market will become more integrated, food safety will become more international, and strategic resource allocation will become more global. , helping Mengniu enter the ranks of the world's dairy giants and start a new journey for the dream journey of "World Dairy Capital".