Niu Gensheng, male, entrepreneur and philanthropist, born in 1958, is the founder of Inner Mongolia Mengniu Dairy Group, the founder and honorary president of Niu Lao Foundation, and "the first person to donate shares in the world". 1999 left Yili to start Mengniu. In just eight years, Mengniu became the global champion of liquid milk and the champion of china dairy. One of the top ten entrepreneurs in China in 2002.

Behind every successful person, there are some little-known stories. "Only suffering can be the master" is a good interpretation of Niu Gensheng's experience.

The first of three ups and downs.

Cowboy, turned to be the vice president of Yili.

Niu Gensheng, male, was born in 1958, Inner Mongolia.

Shortly after his birth, his family was forced by life, and he was sold to others by his biological parents in 50 yuan and raised by his adoptive parents.

14 years old, adoptive mother died.

1978, the adoptive father died, and 20-year-old Niu Gensheng began to work.

Following in his father's footsteps, he became a cow worker in Daheihe Milk Factory in Hohhot.

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

Children from poor families are taken care of early, and Niu Gensheng is the first to come and the last to leave every day. Even if he brushes the bottle repeatedly every day, he has no complaints.

The eyes of the masses, especially the leaders, are discerning. Half a year later, Niu Gensheng was promoted to the leader of the evaluation team.

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

Since then, with hard work and brute force, the workshop turned losses into profits that year, and Niu Gensheng was promoted to sales manager.

Although he was promoted to a very high position, Niu Gensheng, 30, 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.

1992, 40-year-old Niu Gensheng was promoted to vice president of production and operation of Yili group by virtue of his self-taught undergraduate degree and excellent performance in his work.

After working in Yili for more than ten years, Niu Gensheng became the vice president of the group from the grassroots level. More than 80% of the company's turnover comes from the business department he is responsible for. With excellent leadership and sales ability, he has established great prestige among employees.

The first of the three waterfalls:

Be swept out of the house by Yili

1998, Niu Gensheng, who has worked 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 amount of funds were mobilized, many departments imposed obstacles.

At the most extreme time, even buying a broom must be reported for approval.

Niu Gensheng found Zheng Junhuai, the chairman, to reflect the problem. Unexpectedly, the problem has not been solved, and the situation is getting worse.

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

There is no room for two tigers in one mountain, and Niu Gensheng feels hopeless to be defeated by Yili.

The second of the three waterfalls

Start over, start Mengniu.

After leaving Yili, 40-year-old Niu Gensheng decided to go back to Peking University for further study.

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

1999, Niu Gensheng established Mengniu Dairy (Group) Co., Ltd. with a registered capital of 1 10,000.

As soon as Mengniu was founded, many elderly people working in Yili defected in batches, totaling hundreds.

They found Niu Gensheng together, hoping that Niu Gensheng would lead them to find a new way. In addition to the personnel and financial directors of Yili, the directors of various divisions of Yili have all arrived in Niu Gensheng.

That's it. Although Mengniu had no market, milk source and equipment in its early days, more than 300 technicians followed and fought together.

Despite being suppressed by former owner Yili, Niu Gensheng still made many surprising moves, leading Mengniu to survive and make breakthroughs in the cracks.

First, the slogan "Learn from Yili, strive for national industry and strive for the second brand of Inner Mongolia dairy industry!" Let consumers know about 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 CCTV's Wang Biao at a price of 3. 1 10,000, and sponsored the first Super Girl Competition. Mengniu is therefore called the fastest growing enterprise in China.

In 2003, with the success of manned space flight in Shenzhou 5, Mengniu "raised your right hand and cheered for China!" As a slogan, let the people of the whole country remember this "special milk for astronauts".

In June 2004, Mengniu Group successfully listed on the main board of Hong Kong, issuing 350 million shares. In the same year, Niu Gensheng announced that he would donate all his shares to set up the "Old Bull Special Fund", becoming the "first person in China to donate shares".

After 2005, Mengniu surpassed Yili to become the first in China in terms of sales volume and market share.

It only took Niu Gensheng a few years to turn Mengniu from thousands of industries into a global champion of liquid milk, creating a "Mengniu Speed" that makes the world awe!

The second of the three waterfalls:

Melamine left a stain and resigned as chairman.

In 2008, the melamine incident broke out. In addition to Sanlu milk powder, melamine was also detected in milk powder from Yili, Mengniu, Guangming, Shengyuan and Yashili.

The "tainted milk powder" incident caused Mengniu a huge loss of 948.6 million yuan that year, and the positive image of "public welfare" established by Niu Gensheng 10 also collapsed.

20 1 1, Niu Gensheng resigned as chairman and COFCO took over Mengniu. He plans to devote most of his time to charity work and gradually fade out of business.

The third of the three waterfalls:

Make a comeback and make public appearances.

In 20 16, 58-year-old Niu Gensheng returned to Mengniu and served as a member of the Strategy and Development Committee.

After a lapse of one year, Niu Gensheng made another 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 Tibet's development.

Niu Gensheng went from being worth 50 yuan to being worth over one billion. I think his success is inseparable 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. Eventually, miracles will be realized again and again.

Classic quotations:

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

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

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

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

5. A product that catches eyes and pulls ears is not as warm as people's hearts.

6. People with mental problems are defective; If a person's soul has a problem, it is dangerous goods. Managing people's hearts is managing business.

7. A good attitude leads to a good state.

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

9. 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 a lifetime, you can't do without German businessmen.

10. Starting from scratch is a happy thing. And from there to nothing, it is also a pleasure.