Mengniu Corporate Background

Mengniu returns to talk about culture

In the golden autumn of Beijing, the autumn air is refreshing. The students in our Emerging Cast Pipe Corporate Culture (Phase II) training class were fortunate enough to visit the Tongzhou Branch of Mengniu Group and have a glimpse of the "cattle culture" of "Mongolian cattle, Chinese cattle, and world cattle".

When I walked into the factory, I saw a huge banner with the slogan: "Today you are proud of Mengniu, and 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.

Under the leadership of Wang Ying, the commentator of Mengniu’s corporate culture department, we watched the TV short film "Vision in Mengniu" in the branch conference room. In just 7 years, Mengniu Group has made Mengniu people The fighting spirit of self-improvement has set many world firsts. In the context of fierce market competition, Mengniu people dare to "build the market first, then build the factory, and then the pasture" development strategy. Fearing that there are many experts in the dairy market, with their tenacious and enterprising spirit of denying themselves and surpassing themselves, they have realized the dream of Mengniu people to "promote dairy and strengthen agriculture and benefit hundreds of millions of Chinese people". In 7 years, sales revenue increased from 40 million to 10 billion, investment income exceeded 5,000, and sales ranked first in the country on the list of Chinese enterprise liquid milk for five consecutive years. "Having done his duty, he 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, to push Mengniu to new heights. 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 the brand? 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 working in an orderly manner. There was a small mirror on the desk with a line of small words below: "Your expression represents the company's image." Moving on, I saw the employees working in an orderly manner and the production site in order. Orderly. 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 of these three states a person adopts, the key influencing factor, in addition to personal qualities, 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 above and below", there would be no "three-round 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 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 little man 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%.