Six years ago, Mengniu people erected the banner of Mengniu for the first time on the vast grassland in Inner Mongolia, and set up the cornerstone of Mengniu on a wasteland. Six years later, Mengniu Group has been able to compete with Yili Group, the first powerful dairy enterprise in China, and is called "Grassland Dairy Industry". How did Mengniu build its brand into a top brand in china dairy in just six years? Niu Gensheng, chairman and president of Mengniu, told the secret of Mengniu brand creation. Standing on the shoulders of giants, if a brand wants to have a good reputation, it must be creative and know how to publicize. 1999, when Mengniu was founded, its strength was weak. How easy is it to create a famous brand? But everything has two sides. Yili is not only a strong opponent, but also an example for Mengniu to learn. Ok, let's carry it on the shoulders of giants. So the idea of "building the second brand of Inner Mongolia dairy industry" was born. As we all know, the first brand of Inner Mongolia dairy industry is Yili, but who is the second brand of Inner Mongolia dairy industry? Nobody knows. As soon as Mengniu was born, it proposed to build a "second brand", which is equivalent to leaving all competitors behind and occupying the commanding heights of less than one person and more than 10,000 people for itself. A good idea came out. How to spread it effectively? Niu Gensheng's idea is: "It must be sensational and can't spend more money." At that time, the street sign advertisement in Hohhot was just budding, and few people did it. Niu Gensheng realized this was an opportunity, so he found the person in charge of the street sign advertisement. He said, "if your brand doesn't advertise for a long time, it will go on indefinitely, and a small shortage will cause a big shortage;" If Mengniu has been working for 3 months, someone will realize its value and buy 100 people alone. Therefore, we use your media a lot, in fact, we are advertising for you. If you only charge for the work, you will become a big winner. " The person in charge thought this was reasonable, so he sold it to Mengniu at cost price for more than 300 street sign advertisements for three months. So, that year, all the main streets in Hohhot were covered with red billboards of "Mengniu Dairy, Building the Second Brand in Inner Mongolia". In this way, Mengniu started the first shot of entrepreneurship, which shocked the whole grassland. Under the signboard of "second brand", it achieved sales of 37 million in the first year. Those who are good at catching business opportunities win 10 2003 10/6. The smooth return of Shenzhou 5 is an epoch-making event in the history of the Chinese nation. For marketing, this is a golden opportunity. Mengniu just saw this and said, "Raise your right hand and cheer for China!" As a slogan, the advertisement of "special milk for astronauts" was launched, which appeared on street signs and buildings in big cities such as Beijing, Guangzhou and Shanghai, and Mengniu advertisements on the streets of more than 30 cities across the country were also everywhere; Mengniu's TV advertisements also appeared in the programs of dozens of TV stations across the country, and "delivery-supply-docking" appeared simultaneously on the channels of central and local TV stations, which was impressive. At the same time, the newly packaged milk with the logo of "Special Milk for Astronauts" and many corresponding pop and publicity pages also appeared in various stores and sales terminals immediately. For a time, Mengniu's propaganda offensive was unstoppable. It is precisely because of this opportunity that Mengniu's sales have also increased substantially. There are many tigers in one mountain, and Mengniu people understand that only by creating a harmonious living environment can they get a chance of smooth development. During the birth and development of Mengniu, the relationship with Yili was very tense. However, Mengniu believes that competition can win-win, and there are many tigers in one mountain. Since Mercedes-Benz and BMW can keep pace in Germany, Pepsi-Cola and Coca-Cola can jointly lead the global beverage market, and Mengniu can develop and grow together with grassland dairy brands such as Yili. As a result, Mengniu shouted the slogan "Prairie brand is glorious, and it will be damaged for a while", and then put forward the slogan "Come on for Inner Mongolia", trying to find a way to live in harmony with competitors and implement the "* * * win-win strategy". From September 2000 to February 20001,Mengniu launched a public service advertisement-"Come on for Inner Mongolia, China is the milk capital". In more than 300 light box advertisements, Mengniu not only promoted the Inner Mongolia enterprise team, but also improved its image by taking advantage of the situation, among which Yili, Mengniu's biggest competitor, ranked first. In addition, on the packaging of ice cream, Mengniu directly printed the words "Strive for national industry and learn from Yili". Mengniu is so humble that it has nothing to say to its competitors. Depression, then accumulation; Bend and then hit; Mengniu used its humility to promote mutual learning and promotion among regional brands, and promoted the whole grassland dairy industry to enter a stage of healthy competition, which not only won a good development environment for itself, but also established a good brand image for the enterprise. "A small victory depends on wisdom, and a big victory depends on virtue". Mengniu is following the motto of the pioneer Niu Gensheng, exploring its own brand market again and again with superb creativity, and maintaining its brand image again and again with noble morality. Through unremitting efforts, Mengniu people have achieved themselves, and through unremitting efforts, Mengniu people have been refined into today's world-famous brand-Mengniu Dairy. Mengniu Dairy Group has created the myth of the rapid development of private enterprises in China. Since the establishment of 1999, Mengniu's ranking among dairy enterprises in China has risen from116 to the first place in just five years. On February 3, 65438, Mengniu made another amazing move-spending 200 million yuan to build Mengniu Aoya Demonstration Ranch in Hohhot. This ranch combines the techniques of planting grass, raising cattle and milking in Europe, America, Australia and Asia, and is simply a "Ranch United Nations". What is Mengniu's intention? A few days ago, the reporter interviewed Niu Gensheng, chairman and president of Mengniu Dairy Group in Hohhot. Mengniu set up the "Ranch UN" reporter: This ranch is not so much a down-to-earth dairy farm as a deliberate global ranch display. Niu Gensheng: Ranch United Nations is really for demonstration. This ranch is located in Hohhot and Linger County, covering an area of 8,848 mu. There is a circular visiting hall in the center, and there are three demonstration areas outside the hall: the milking demonstration area is next to the exhibition hall; The milking area is connected with the cattle raising demonstration area; The periphery is the pasture demonstration area. In the milking area, you can see the most modern milking platforms in the world, such as the "robot" of small European pastures, the "turntable" of medium-sized Australian pastures and the "fishbone" of large American pastures. There is only one milking robot in China at present. Milking robots provide all-weather service for cows. Cows can be milked at any time as many times as they want. Every time, the robot will patiently work according to the procedure of "cleaning the breast-massaging the breast-milking", and there will be music accompaniment when milking, so that the cows can milk in a happy mood. Another example is the "turntable" platform in Australia, which can milk 60 cows at a time. After the cow got on the turntable, she milked while eating grass and turned to finish milking. Reporter: Will you lose money and make money by building such a large and comprehensive "Ranch United Nations"? Niu Gensheng: Besides showing, this ranch is also a real business entity. The ranch is jointly invested, designed and built by Mengniu Dairy Group, Australia Australia Asia Company and Indonesia Linsan Group. With a scale of about 10,000 heads, it is a large-scale pasture with the largest scale benefit in China. This ranch was built and managed by professionals from seven countries, including China, the United States, Britain, Australia, Indonesia, New Zealand and Singapore, and imported foreign cattle raising technology: foreigners introduced foreign cattle, built foreign pastures, and produced milk for Mengniu with foreign management, technology and equipment. Different from the previous practice of focusing on the introduction of cattle, Mengniu built this demonstration pasture and made a fuss about "milk" for the first time. Foreigners come to China to raise cattle in order to make money by selling milk. The trade is milk, not cows. Therefore, it should be said that they bring high-yield dairy cows in the world, and the average annual milk output of each dairy cow is between 8 tons and 10 tons. Every year, thousands of descendants of excellent cattle enter the family pastures of people around China. If you do this, you will definitely not lose money, but you can also make money. See how foreigners raise cattle. Reporter: Did Mengniu build this ranch for a show to pursue a sensational effect, or did it have other considerations? Niu Gensheng: Not for show. The fundamental purpose of Mengniu is to promote the way of raising cattle in China to keep pace with the world. Although Mengniu has helped millions of dairy farmers get rid of poverty and become rich, the way of raising cattle in China is too backward! 80% of cows in China are still scattered in dairy farms, and there are problems in quarantine, milking, collecting and transporting milk. I often visit pastures all over the world. There are thousands of cows in a foreign ranch, but many of our dairy farmers still stay at the stage of one household. A Niu Yi produces three or four tons of milk a year, less than half of others. The gap is too big! The completion of international demonstration pasture has brought about a revolution in concept, which is more important than the introduction of cattle and technology. Imagine how many of us are qualified to go abroad. Even if you have the conditions to go abroad, you don't have the conditions to visit dozens of pastures in more than a dozen countries around the world. Mengniu, on the other hand, allows dairy farmers (especially large cattle farmers) and village heads, townships, county heads, mayors and even governors in China to visit the world's grass planting technology, cattle raising technology and milking technology in a small environment within one hour. You can really see, "foreign cows are raised like this!" This is more demonstrative and impactful than listening to ten thousand stories. Reporter: How much can this ranch benefit Mengniu? Niu Gensheng: The benefits are limited. However, our ideal is "a hundred years of Mengniu, strong milk to promote agriculture". Mengniu is already the boss of china dairy, and the boss will be like the boss. After the demonstration ranch is completed, anyone can visit it, including our competitors. Everyone can come to learn, and in three to five years, China's technology of planting grass, raising cattle and milking can quickly meet the century-old experience and technology of developed countries in Europe and America! This is a great event to promote the development of china dairy. The evaluation of the insiders is that the international demonstration pasture is a landmark event in the development history of dairy industry in China, which indicates that dairy farming in China will develop from decentralized farming to large-scale, intensive, scientific and international.