In a short period of seven years, Mengniu people have achieved many world firsts with the spirit of self-improvement. In the context of fierce market competition, Mengniu people dare to build the market first, then the factory and then the pasture. With the spirit of "bright sword", not afraid of the number of dairy market experts, and indomitable enterprising spirit of self-denial and self-transcendence, they realized Mengniu people's "promoting milk and strengthening agriculture"
In seven years, the sales revenue rose from 400 million to10 billion, and the investment income exceeded 5000%. For five consecutive years, the sales volume of liquid milk of enterprises in China ranked first in China. Mengniu people take "a hundred years of Mengniu, healthy milk products" as their own responsibility, creating the "Mengniu myth" of China economy and running out of the "train speed" that people have to admire.
Behind the ultra-high-speed growth, in a sense, Mengniu's performance is the result of "planning". Since its establishment, Mengniu has planned dozens of marketing activities, pushing Mengniu to a new height. For example, super girl, special milk for astronauts, breakfast milk for 500 primary and secondary schools in the west, etc. Being enthusiastically copied, every event is news, explosive and interesting, which makes the audience remember Mengniu while being excited. What is the brand?
Brand is popularity plus word of mouth. Fame depends on exposure to the public, including media and terminals. Word of mouth depends on the guidance of information, and continuous positive information will bring brand promotion.
Mengniu Tongzhou Branch was established in 2002, with an investment of 300 million yuan in the first phase and 230 million yuan in the second phase, to build the largest ice cream warehouse in China, all of which are controlled by aseptic disinfection. No cows were seen in the whole production area, and most of them were sent directly by milk trucks. On the Mongolian grassland, Mengniu Group took the lead in building a global model factory, raising cows such as Mengniu, American cattle, British cattle and Australian cattle, and standardized and pasture-oriented production and operation to form the "Ranch United Nations".
In the product storage room of Tongzhou Branch, we saw 49 points on the map of China, representing 49 production bases of Mengniu Group. A dazzling array of Mengniu products are stacked on the shelves, which represents the "gold content" of scientific research and development. Small dairy products go abroad and go to the world. After visiting the storage room, we visited the office and production workshop on the second floor under the guidance of the instructor. Through the clear glass window, I saw that the managers were busy, and there was a small mirror on their desks. There is a small line below: "Your expression represents the image of the company."
Go on, see the employees working in an orderly way, and the production site is orderly. On the wall are company introduction and corporate culture terms, which can be seen at a glance. There is a cultural phrase that we deeply feel, and that is the 98% rule of Mengniu management: 98% of the brand is culture, 98% of the management is humanity, 98% of the resources are integration, and 98% of the contradiction is misunderstanding. Mengniu Group relies on "three positive atmosphere" to shape "three employees". The commentator said that Mengniu can divide people's working conditions into three types: selling mouth, working hard and working hard.
Besides personal qualities, the key factor that affects which of these three states a person adopts is the enterprise concept. The noble degree of enterprise concept determines the noble degree of employees. Only a great cause can create great employees; Only noble humanities can generate inexhaustible morale.
Mengniu people always create a "three positive atmosphere" that pursues correctness, advocates justice and is full of righteousness. Without "the same desire from top to bottom", there would be no "three employees"-wholeheartedly, wholeheartedly and wholeheartedly. "wholeheartedly" is loyalty, "go all out" is courage, and "full-time" is uninterrupted. Mengniu people think: "When you compete with yourself countless times, looking back, you changed the world by changing yourself!" In Mengniu, there is a saying that almost all women and children know: "I don't like others because I don't have enough self-cultivation." "Give out your own light, but don't blow out the light of others."
The sun is shining, parents are generous, gentlemen are generous, and villains succeed. Really feel Mengniu culture, and feel that the ultimate goal of corporate culture is to enhance corporate brand, and personality is equal to products, the same quality, the same percentage.