An article about Mengniu and Yili is that Niu Gensheng was excluded by Yili and later founded Mengniu.

In p>1998, Niu Gensheng, the vice president of Yili, was suddenly swept out of the house by Zheng Junhuai, the president. Before that, Niu Gensheng was in charge of national production and operation, and his performance had been particularly outstanding. Niu Gensheng started from scratch, suffered from the difficulties and suppression of his old club Yili, and fought his way out in the midst of heavy encirclement and suppression. Six years later, Mengniu's sales and market share surpassed Yili to become the first in the country.

More dramatically, today, six years later, Zheng Junhuai was jailed for ill-gotten gains, but Niu Gensheng made a name for himself by spending one billion dollars! It's really thirty years in Hedong, thirty years in Hexi! Feng shui turns, ice and fire are two days!

this kind of thing is very rare, no matter in China or abroad!

There are too many secrets hidden behind the legend. Why did Zheng Junhuai turn against Niu Gensheng who helped him for 16 years? Why did Niu Gensheng create Mengniu out of thin air in just six years? For six years, Niu Gensheng and Mengniu kept their mouths shut to the outside world.

On the night of April 7th, 25, at the home of Niu Gensheng in Hohhot and Linger County, Inner Mongolia, our reporter Chen Bin and Niu Gensheng had a long talk all night, and Niu Gensheng told the truth, finally uncovering the secrets that were not known to outsiders on Niu Gensheng and Mengniu.

Desperate to force Liangshan to rise up

This print reveals exclusively: Niu Gensheng submitted his resignation to Zheng Junhuai three times, and Zheng Junhuai persuaded him twice before. When he submitted his resignation to the board of directors for the third time, Zheng Junhuai said: I didn't mean it! Niu Gensheng said: Then I take back this resignation! When Niu Gensheng reached for his resignation, Zheng Junhuai quickly pressed it tightly with his hand.

Zheng Junhuai: Yili has him without me, and I have him without me!

In the first half of p>1998, Niu Gensheng, as the vice president of production and operation of Yili, suddenly felt something was wrong. He had worked in Yili for 16 years, but recently he felt some kind of unsmooth use of resources, that is, mobilizing a small part of funds, but also being constrained by many departments. At the most extreme time, Niu Gensheng had to report for approval to buy a broom.

In a sense, Niu Gensheng was the first hero of Yili in that year, and more than 8% of Yili's turnover came from various business departments headed by Lao Niu. In addition to performance, Niu Gensheng's prestige among Yili employees is not worse than that of Zheng Junhuai. People's conviction of Niu Gensheng comes from his way of being a man and his personality charm: an ordinary worker is seriously ill, and Niu Gensheng's first donation is 1, yuan at once; For a while, the commuter driver had something to do, and Niu Gensheng did it for him. A new worker didn't know Niu Gensheng, and he kept praising Niu Gensheng to others: the new fat driver has a good attitude, so he can stop wherever he wants; Because of his outstanding performance, he won a sum of money to buy a good car. Niu Gensheng folded into four vans and distributed them to his direct subordinates; Niu Gensheng basically distributed the annual salary of more than 1 million to his employees.

Niu Gensheng found Zheng Junhuai to reflect the problem, and felt the strangeness and distrust in Big Brother's eyes for the first time. Niu Gensheng seemed to understand something. If it's just prestige and good performance, it won't make Zheng Junhuai finally turn against Niu Gensheng. After many interviews, the reporter finally got the truth from several old employees who know both Yili and Mengniu. The fuse for Zheng Junhuai's decision to break with Niu Gensheng lies in the differences in enterprise development strategy. When the reporter mentioned this, Niu Gensheng had no objection to it.

Zheng Junhuai's strategic thought is to strive for progress while Niu Gensheng's strategic thought is to boldly advance and use all available means and resources to make Yili grow supernormal. However, Zheng Junhuai is worried that if Yili develops according to Niu Gensheng's strategic thought, he will lose control of Yili, which is absolutely not allowed to happen. At this time, Zheng Junhuai has made up his mind to let Niu Gensheng out. When Niu Gensheng realized this, it was difficult for him to display his ambition in Yili.

Niu Gensheng submitted his resignation to Zheng Junhuai three times. The first time and the second time, Zheng Junhuai said something to keep her: I didn't mean it, you misunderstood! Niu Gensheng had to withdraw his resignation. However, Niu Gensheng found that his environment had not changed, and it was getting worse. Niu Gensheng submitted his resignation for the third time at a board meeting of Yili. Niu Gensheng put his resignation in front of Zheng Junhuai and put it on the table for the first time. Niu Gensheng said to Zheng Junhuai: Brother Zheng, if you want me to leave, I will resign now, at least not because of the development of my personal influence enterprise. Zheng Junhuai looked a little ugly, but he still said, I didn't mean it! Niu Gensheng took over and said: Then I'll take back this resignation! When Niu Gensheng reached for his resignation, Zheng Junhuai quickly pressed his resignation tightly with his hand and said to Niu Gensheng, Please leave us alone, and we will discuss it before making a decision! As soon as Niu Gensheng left, Zheng Junhuai, who was rarely excited, suddenly said with tears to the people present: Yili has him without me, and I have him without him! After the meeting, Zheng Junhuai talked to Niu Gensheng and told Niu Gensheng: Don't you want to resign? Then I'll relieve you of your post. We take a transitional approach. The company arranges for you to go to a university for further study, but there are two conditions: first, you must leave Hohhot 5 kilometers away; Second, the study time should not be less than two years. After 16 years in Yili, your performance was very good, and your employees loved you very much. You suddenly left the company inexplicably, neither resisting nor shouting. Can you really accept this reality calmly at that time? The reporter asked.

Niu Gensheng frowned and said with great emotion, I was very uncomfortable at that time. I was very uncomfortable three or two times in my life, and this was one of them, almost to the point of dying.

reflection: exiled to Peking University, the wall was broken in ten years

Niu Gensheng, who has been in the same boat with Yili for 16 years, came to Peking University and rode a broken bicycle between classrooms all day. When the old cow was sitting in the classroom, all the students sitting next to him were about 18 years old. The old cow was already 4 years old. I didn't know whether it was glorious or shameful. When you arrive at Peking University, people ask you what you do. It doesn't look harmonious to sit with some little girls and boys all day. Fortunately, I have a diploma in Chinese Academy of Social Sciences. At that time, I was engaged in teacher training, so I called myself a visiting scholar. Visiting scholars are not good. Niu Gensheng must first resolve his inner grievances and pains before he can settle down and integrate into the unfamiliar campus environment.

Fortunately, I can get over it. There are many more sad things in my history. When I was 18 or 19 years old, I was arrested by the Public Security Bureau for fighting in society because of loyalty and loyalty, and I was put in a detention center for trial and administrative detention for 3 months and 2 months. Fortunately, I was not sentenced. Later, leaders of the Hohhot Political and Legal Committee visited Mengniu, and I knew one third of them. They all trained and educated me in those years. Niu Gensheng ha ha laugh.

I experienced this kind of thing before I was 2 years old, and then I naturally got better, so I still got by on the face. As it happens, I didn't go to a famous university, so I enjoyed my study in a famous university. During this time, I have done a lot of research, listened to many economists' lectures, and tried to figure out what I don't know. As long as I don't know, I will learn. How do university teachers give lectures? What are the ways and methods of learning? What are the ways and angles of thinking? When you are sitting in the classroom of Peking University, can you really put down the enterprise in your mind? The reporter didn't believe that the old cow lived so leisurely.

I can't put it down! I went with questions when I was listening to the lecture. Niu Gensheng said.

From Yili, one of Niu Gensheng's subordinates told reporters: After coming back from Peking University, Lao Niu has become much more mature in terms of perspective and ways of doing things. Lao Niu used this period of time to re-examine his various experiences and lessons in Yili for 16 years, so that the stress response mode originally formed in the enterprise could be transformed into a rational thinking mode. As the saying goes, when you leave for three days, you should sit up and take notice. Think about it, the old cow has been thinking and summarizing for half a year, and he has always thought higher and farther than the average person. How much progress has this precipitation and sublimation made in thought? Niu Gensheng studied in Peking University for a semester. For Lao Niu, this semester is not only a study, but also a process of reflection. The wall was broken in ten years, and by the time he finished his study, the draft of Mengniu might have been formed in his mind.

Helpless: cross the rubicon and die, and you will be born

Do you want someone like me? One day at the end of 1998, Niu Gensheng, who had officially resigned from Yili, strolled to the talent market in Hohhot. He stood in front of the recruitment counter of a company and asked about the recruiters. How old are you? The other party asked. Forty years old. The old cow replied. I'm sorry, your age belongs to the list of laid-off workers in our enterprise. The other party answered bluntly with a smile.

Niu Gensheng didn't really want to find a job through the talent recruitment market. What Lao Niu thought at that time was to see how much his value would be recognized if he left his familiar environment and dairy industry. As a result, he found that he had been engaged in management for many years and no one wanted him in other enterprises at all. Other enterprises don't mean that Lao Niu can't find a good job. After learning that Niu Gensheng resigned, a dairy company's boss immediately found Niu Gensheng and offered a high salary to invite Niu Gensheng to join. Niu Gensheng made a condition to the other party: use my management experience and contacts to become a shareholder. As a result, this condition scared the other party away. Niu Gensheng later said to his subordinates: They thought my request was a pipe dream! Later, someone commented that this enterprise didn't realize that Niu Gensheng was a printing machine.

since there is no appreciation from the new owner, Lao Niu intends to do something to solve his livelihood. At first, Niu Gensheng wanted to open a seafood stall. The house was chosen and the model was considered. As a result, an invisible force made the plan difficult to produce. Until this time, Niu Gensheng realized that although he left Yili, the shadow of Yili that covered his head did not disperse.

since seafood stalls can't go on, it's ok to set up a factory to polish shoes for others, right? Not even! People obviously want to be driven to extinction, and don't want to give old Niu Yi a way out. At this time, a group of brothers who originally followed Niu Gensheng were dismissed by Yili, and they found Niu Gensheng together, hoping that Niu Gensheng would lead them to blaze a new trail. These people are: Yang Wenjun, general manager of Yili's liquid milk, Qiu Lianjun, chief engineer of Yili, Sun Yubin, general manager of Yili's refrigeration division, and Sun Xianhong, general manager of Yili's advertising planning department. In addition to the heads of personnel and finance of Yili, the heads of various divisions of Yili have come to Niu Gensheng.

Niu Gensheng thought about his predicament, and then said to them: A sorrowful soldier will win! Since we are not allowed to do anything, we will build another Yili! Let's have a new name. As a result, everyone named Mengniu.

bide one's time, bide one's time and yield to adversity, and be countered by the Jedi

Our exclusive disclosure: XX company supported XX brand company with funds and planned dozens of media to maliciously slander Mengniu. After the public security organs found out, the local government took three punitive measures against XX company: a fine of 6 million yuan, a public apology, and it won't happen again. Then ask Niu Gensheng for advice. Apart from this, Niu Gensheng suggested not to implement the other two measures.

in January, 1999, Mengniu was formally registered as Mengniu Dairy Co., Ltd., with a registered capital of 1 million yuan, which was basically the money from Niu Gensheng and his wife selling Yili shares. As soon as Mengniu in Niu Gensheng was established, the old men who were still working in Yili began to defect in batches, with a total of several hundred people. Niu Gensheng once warned them not to abandon the bright future, and no one can guarantee that Mengniu will have a bright future in the face of no market, no factory and no milk source. However, the old men joined Mengniu's team without hesitation. Among Mengniu's new management team, Niu Gensheng invited only one person from outside, that is, lujun, the former deputy secretary of the Party Committee of Yili, who had been transferred to the appointed director of Inner Mongolia Securities. Niu Gensheng once told his subordinates that all competition should start from the design. lujun is an expert in the party and government, an expert in dairy industry and an expert in securities. Niu Gensheng invited her for a clear purpose: Mengniu should be a joint-stock company from the beginning, so that Mengniu can have a healthy start.

just eight months later, on August 18th, 1999, Mengniu was transformed into Inner Mongolia Mengniu Dairy Co., Ltd., with a registered capital of 13.98 million yuan and 13.98 million shares converted, with 1 natural persons as sponsors. According to the amount of investment, they are: Niu Gensheng, Deng Jiuqiang, Hou Jiangbin, Sun Yubin, Qiu Lianjun, Yang Wenjun, Sun Xianhong, lujun, Pang Kaitai and Xie Qiuxu. Among them, Deng Jiuqiang is the boss of Hohhot Light Industry Machinery Co., Ltd., providing Mengniu with ice cream and milk industrial equipment, and later went to Niu Gensheng to become the vice chairman of Niu Gensheng. Xie Qiuxu is the chairman of Guangdong Chaozhou Yangtian Printing Co., Ltd. Before, when he cooperated with Yili to print milk and ice cream packaging boxes, he met Niu Gensheng and became a close friend of Lao Niu. Later, he cooperated with Mengniu and was the largest natural person shareholder of Mengniu for a period of time. Most of the others are management and technical talents of the former Yili Company.

secret negotiation, virtual management

everything is difficult at the beginning! In a 53-square-meter building in Hohhot, Niu Gensheng moved a sofa, a table and a bed from home, and the development miracle of Mengniu began. Know yourself and know yourself, and fight every battle! Niu Gensheng knows that his short board has no market, no factory and no milk source, and he also knows that his long board is talents. These people who followed Niu Gensheng were originally the top leaders of Yili liquid milk, ice cream and planning and marketing. They are top talents in the industry in terms of production, operation, sales, market and raw materials and equipment. Lao Niu decided to adopt the way of virtual operation and exchange talents for resources. Because Yili got in the way, several negotiations to start virtual operation were ruined. Niu Gensheng had no choice but to build a long road and sneak in. In February 1999, Niu Gensheng signed a cooperation agreement with a dairy company in Harbin through secret negotiations, and Niu Gensheng sent eight people, including Yang Wenjun, to take over the company. Through their management, it has brought good benefits to this enterprise. At the same time, Mengniu products have also been freshly baked by this factory. The old cow is a wise man, and it is only a stopgap measure to borrow chickens to lay eggs! From January to April, 1999, Niu Gensheng, who was in Hohhot, started to produce the first batch of Mengniu products while remotely commanding a team of eight people far away from Harbin factory. At the same time, he turned into a migrant worker's head and set up his own factory in a desolate and barren land away from Hohhot and Linger County.

Billboards smashed, every cloud has a silver lining

On April 1, 1999, people in Hohhot woke up, and 3 billboards beside the main streets of Hohhot were all advertisements of Mengniu: learn from Yili, strive for national industry and strive for the second brand of Inner Mongolia dairy industry! On May 1st, when people were discussing the residual heat of Mengniu, 48 billboards of Mengniu were smashed beyond recognition overnight. Mengniu's billboard was smashed, which made the society pay attention to Mengniu again, and Mengniu began to become more mysterious and beautiful. At that time, the media reporter tracked down Mengniu's spokesperson and found that this person turned out to be Yili's former owner.