What is Mengniu’s corporate culture?

The "Cow Culture" of "Mongolian cattle, Chinese cattle, world cattle", walking into the factory area, saw a huge banner slogan: "Today you are proud of Mengniu, tomorrow Mengniu will be proud of you." On the road, I saw more than 30 billboards erected on the spacious lawn, with corporate terms in Chinese and English printed on them. This just shows that Mengniu Group is an export-oriented enterprise. The billboards such as "Take Mengniu's business as our responsibility , don’t take Mengniu’s interests as your own”, “Small victory depends on wisdom, big victory depends on morality; work seriously and be honest” and other core values ??of the enterprise. Walking into Mengniu gives people a new vision and different feelings.

In the short seven years of Mengniu Group, Mengniu people have achieved many firsts in the world with their unremitting struggle for self-improvement. Against the background of fierce market competition, Mengniu people dare to "build the market first" With the development strategy of "building factories first, then building pastures", with the spirit of daring to "shine the sword", not being afraid of the many masters in the dairy market, and with the tenacious and enterprising spirit of denying oneself and surpassing oneself, Mengniu people have achieved the goal of "promoting dairy products, strengthening agriculture, and benefiting hundreds of millions of people". Thousands of Chinese" dream.

In 7 years, sales revenue has increased from 40 million to 10 billion, investment income has exceeded 5,000, and sales have ranked first in the country on the list of Chinese enterprise liquid milk for five consecutive years. Mengniu people have With the mission of "Century Mengniu, healthy dairy products", it has created the "Mengniu myth" of China's economy and has run at "train speed", which cannot but be admired.

Behind the ultra-rapid growth, in a sense, Mengniu’s performance is the result of “planning”. From its inception to the present, Mengniu has planned dozens of marketing events, large and small, pushing Mengniu to the forefront. Each new height. Examples include Super Girl, Milk for Astronauts, and Providing Breakfast Milk to 500 Primary and Secondary Schools in the West, etc., which have attracted a lot of attention. Every event is newsy, explosive, and interesting, making the audience remember Mengniu while being excited. What is a brand?

A brand is popularity plus reputation. Visibility depends on exposure to the public, including the media and terminals. Reputation depends on the direction of information. Continuous positive information will lead to brand improvement.

Mengniu Tongzhou Branch was built in 2002. The first-phase project invested 300 million yuan, and the second-phase project invested 230 million yuan. It built the largest ice cream three-dimensional warehouse in China, and all adopted sterile disinfection control. There are no cows in sight, most of the fresh milk is delivered directly by milk trucks. On the Mongolian grassland, Mengniu Group took the lead in building a global model factory, raising Mongolian cattle, American cattle, British cattle, Australian cattle and other dairy cows, standardizing and pasturing production operations, forming a "United Nations of Pastures".

In the product inventory room of the Tongzhou branch, we saw 49 small dots marked on the map of China, representing the 49 production bases of Mengniu Group. There are a dazzling array of Mengniu products stacked on the shelves, representing the "gold content" of scientific and technological research and development. The small dairy products go abroad and go global. After visiting the storage room, we were led by the guide to visit the office and production workshop on the second floor. Through the clear glass windows, I saw the managers busy each other. There was a small mirror on the desk with a line of small words below: "Your expression represents the company's image."

Moving forward, I saw the employees Work in an orderly manner and the production site is in good order. On the wall is the company introduction and corporate culture terms, which are clear at a glance. There is a cultural phrase that we feel deeply, which is the 98 rule of Mengniu management: 98% of the brand is culture, 98% of business is human nature, 98% of resources is integration, and 98% of contradictions are misunderstandings. Mengniu Group relies on the "Three Upright Atmosphere" to create "Three Complete Employees". According to the commentator's explanation: Mengniu divides people's working status into three types: selling one's words, working hard, and working one's life.

Which one of these three states a person adopts, the key influencing factor, in addition to personal quality, is corporate philosophy. The nobleness of corporate philosophy determines the nobleness of employees. Only a great cause can create great employees; only noble humanity can generate inexhaustible morale.

Mengniu people have always created a "Three Righteous Atmosphere" that pursues correctness, advocates justice and is full of righteousness. Without "the same desire from top to bottom", there would be no "Three Perfect Employees" - wholehearted, full-time and full-time.

"Wholehearted" means loyalty, "all-out" means energy, and "full-time" means uninterrupted. Mengniu people believe: "After you have 'competed with yourself' countless times, looking back, you have changed the world by changing yourself!" In Mengniu, there is a saying that almost all women and children know: "If you don't like others, it's you who doesn't like it." "Lack of self-cultivation", "Shine your own light, but don't blow out other people's lights"

The sun shines brightly, the kindness of parents is great, the gentleman is great, and the villain is popular. Really experiencing Mengniu culture, I feel: The ultimate goal of corporate culture is to enhance the corporate brand. Character is equal to products, the same high quality, the same 100%.