Group job-hopping

* Collective job-hopping is a combination of individual job-hopping, and it is the departure of a certain team in the enterprise. Generally speaking, collective job-hopping is not just a matter of a few people leaving. With this job-hopping, a company's management methods, production technology, marketing strategies, supply channels, customer relationships, etc. will also jump to other companies. "It's gone.

Take Mengniu as an example. In the eyes of the outside world, Mengniu Group President Niu Gensheng is considered the initiator of Yili’s collective job-hopping incident. His departure triggered more than 500 people to leave Yili. "But Niu Gensheng is not strictly job-hopping. Anyone who joined Niu Gensheng at that time can be said to have abandoned the bright and the dark, because at that time Mengniu's efficiency was far less than that of Yili, and the personal income of employees was not as good as that of Yili." Sun Xianhong, Vice President of Mengniu Group In an interview, he believed that Niu Gensheng was the master of great achievements. After he left, some middle-level managers felt that they could start a business with Niu Gensheng, and Yili bosses would feel that everyone who left Yili was Niu Gensheng.

Facing the core figures in their companies, business owners are proud but also inevitably panicked. Therefore, in order to avoid the "tragedy" of executives collectively changing jobs, it is key to be prepared for a rainy day.

There are many departments that impose constraints on mobilizing a very small amount of funds. At its most extreme, Niu Gensheng had to file a report for approval before buying a broom.

In 1983, Niu Gensheng entered the "Hui Dairy Factory", the predecessor of Yili, and worked in Yili for 16 years. He started as a bottle washer and became the Vice President of Production and Operations. In a sense, Niu Gensheng was the number one contributor to Yili back then. More than 80% of Yili's turnover came from the various business units under Lao Niu's supervision. In addition to performance, Niu Gensheng's prestige among Yili employees is no worse than Zheng Junhuai. People's belief in Niu Gensheng comes from his way of doing things and his charisma: when an ordinary worker got seriously ill, Niu Gensheng was the first to donate, and all of a sudden he donated 10,000 yuan. ; For a while, when the commuter bus driver was busy, Niu Gensheng took over the job. A new worker, who didn't know Niu Gensheng, kept praising Niu Gensheng to others: "The new fat driver has such a good attitude, he can stop wherever he is told; he was rewarded for his outstanding performance." A sum of money can be used to buy a good car. Niu Gensheng converted it into four vans and distributed them to his direct subordinates. Niu Gensheng basically distributed all of his annual salary of more than 1 million to his employees.

Niu Gensheng went to Zheng Junhuai to report the problem. For the first time, he felt the strangeness and distrust in Big Brother's eyes. Niu Gensheng seemed to understand something. If it were just prestige and good performance, it would not be the reason that Zheng Junhuai and Niu Gensheng would eventually turn against each other. After many visits, the reporter finally got the truth from several old employees who knew both Yili and Mengniu. The trigger for the breakup lies in differences in corporate development strategies. When reporters mentioned this, Niu Gensheng had no objection.

Zheng Junhuai’s strategic thinking is to seek improvement while maintaining stability, while Niu Gensheng’s strategic thinking is to advance boldly and use all available means and resources to make Yili grow beyond the norm. However, Zheng Junhuai is worried that if Yili follows Niu Gensheng’s If his strategic thinking develops, he will lose control of Yili, which he will never allow to happen. At this time, Zheng Junhuai had already made up his mind to eliminate Niu Gensheng. When Niu Gensheng realized this, it was already difficult for him to realize his ambitions in Yili.

Niu Gensheng submitted three resignations to Zheng Junhuai in one day. The first time and the second time, Zheng Junhuai said something to persuade him to stay: I didn’t mean it, you misunderstood! Niu Gensheng had no choice but to withdraw his resignation. But Niu Gensheng found that his environment not only remained unchanged, but also became increasingly worse. Niu Gensheng submitted his resignation for the third time at a board meeting of Yili. Niu Gensheng placed his resignation in front of Zheng Junhuai, putting the resignation on the table for the first time. Niu Gensheng said to Zheng Junhuai: Brother Zheng, if you want me to leave, I will officially resign now, at least not because I personally affect the development of the company.

Zheng Junhuai's face looked a little ugly, but he still said: I didn't mean that! Niu Gensheng took the words and said: Then I will withdraw this resignation! When Niu Gensheng reached for his resignation, Zheng Junhuai quickly pressed it tightly with his hand and said to Niu Gensheng: You can avoid it first, and we will discuss it before making a decision! As soon as Niu Gensheng left, Zheng Junhuai, who was rarely excited, suddenly shed tears and said to the people present: Yili has him but not me, and me but not him! After the meeting, Zheng Junhuai talked to Niu Gensheng and told him: Don’t you want to resign? Then I will remove you from office. We adopt a transitional approach. The company arranges for you to study at a university, but there are two conditions: first, you must leave Hohhot 500 kilometers away; second, the study time must not be less than two years.

Niu Gensheng, who had been with Yili through thick and thin for 16 years, came to Peking University and rode a broken bicycle between classrooms all day long.

Since the seafood stall cannot continue, then it is okay to set up a factory that shines shoes for others, right? No way! They clearly wanted to kill them all and did not want to give Lao Niu a way to survive. At this time, a group of brothers who had followed Niu Gensheng were dismissed from their posts by Yili. They found Niu Gensheng together, hoping that Niu Gensheng would lead them to a new path. 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 business department, and Sun Xianhong, general manager of Yili's advertising planning department. In addition to the heads of Yili's human resources and finance, all the heads of Yili's business departments are here. Niu Gensheng.

Niu Gensheng thought about his predicament, and then said to them: The soldiers who mourn will win! Since we are not allowed to do anything, we will build another Yili! Let's all come up with a new name. As a result, everyone named it Mengniu.

In January 1999, Mengniu was officially registered and established as Mengniu Dairy Co., Ltd. with a registered capital of 1 million, which was basically the money Niu Gensheng and his wife made from selling Yili shares. As soon as Niu Gensheng's Mengniu was established, his old subordinates who were still working in Yili began to defect to the company in batches after hearing the news, a total of several hundred people. Niu Gensheng once warned them not to abandon the bright future and turn to the dark side. Faced with the three-no environment of no market, no factory, and no milk source, no one can guarantee that Mengniu will have a bright future. However, the old subordinates joined Mengniu’s team without any hesitation. Among Mengniu's new management team, Niu Gensheng only hired one person from outside, and that was Lu Jun, Yili's former deputy party secretary, who had been transferred to the appointed director of Inner Mongolia Securities. Niu Gensheng once said to his subordinates: All competition starts from the design stage. Lu Jun is not only an expert in the party and government, but also an expert in the dairy industry and a master in securities. Niu Gensheng’s purpose of inviting her here is very clear: Mengniu must do something right from the beginning. The establishment of a joint-stock company will give Mengniu a healthy start.

Just eight months later, on August 18, 1999, Mengniu carried out a shareholding reform, and its name became Inner Mongolia Mengniu Dairy Co., Ltd., with the registered capital soaring to 13.98 million yuan, and the share price was 1,398 yuan. Ten thousand shares, the sponsors are 10 natural persons. In order of investment amount, they are: Niu Gensheng, Deng Jiuqiang, Hou Jiangbin, Sun Yubin, Qiu Lianjun, Yang Wenjun, Sun Xianhong, Lu Jun, Pang Kaitai, and Xie Qiuxu. Among them, Deng Jiuqiang is the boss of Hohhot Light Industry Machinery Co., Ltd., which provides ice cream and milk industry equipment to Mengniu. He later defected to Niu Gensheng and became Niu Gensheng’s vice chairman. Xie Qiuxu is the chairman of Guangdong Chaozhou Yangtian Printing Co., Ltd. When he used to cooperate 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 within a period of time, He is the largest natural person shareholder of Mengniu. Most of the others are management and technical talents from the original Yili Company.

Everything is difficult at the beginning! In a 53-square-meter building in Hohhot, Niu Gensheng moved a sofa, table and bed from home, and Mengniu's development miracle began.

Know yourself and the enemy, and you can fight a hundred battles without danger! Niu Gensheng knows that his shortcomings are that he has no market, no factory, and no milk source. He also knows that his strong point is talents. The group of people who followed Niu Gensheng were originally the leaders of Yili liquid milk, ice cream, and planning and marketing. They are all top talents in the industry in terms of operations, sales, marketing, raw materials and equipment. Lao Niu decided to adopt a virtual management method and exchange talents for resources. Because Yili interfered, several negotiations at the beginning of virtual management were disrupted. Niu Gensheng had no choice but to build a plank road openly and cross Chencang secretly. In February 1999, Niu Gensheng signed a cooperation agreement with a dairy company in Harbin after secret negotiations. Niu Gensheng sent eight people including Yang Wenjun to take over the company. While their management has brought great benefits to this enterprise, Mengniu products are also freshly produced from this factory. Lao Niu is a sensible person, borrowing a chicken to lay eggs is just a temporary measure! From January to April 1999, Niu Gensheng, who was in Hohhot, remotely commanded a team of 8 people in the Harbin factory to start producing the first batch of Mengniu products. They built their own factories in full swing on the relatively desolate and barren land.

On April 1, 1999, when the people of Hohhot woke up, the 300 billboards next to the main streets of Hohhot were all Mengniu’s advertisements: Learn from Yili, strive for national industry, and strive to create Inner Mongolia. The second brand in the dairy industry! On May 1, just as people were still discussing Mengniu, 48 Mengniu billboards were smashed beyond recognition overnight. The smashing of Mengniu's billboard caused the public to pay more attention to Mengniu, and Mengniu began to become more mysterious and more beautiful. Media reporters at the time followed the clues and found the spokesperson of Mengniu, and found that this person turned out to be Yili's former vice president in charge of production and operations. Niu Gensheng. Niu Gensheng was unwilling to be interviewed by the media, but he was willing to chat with reporters. During the chat, the reporter discovered that there is such a unique entrepreneur in Hohhot.

From 2003 to 2004, an undercurrent of questioning and slander against Mengniu and Niu Gensheng in some media gradually formed, and some local gangsters began to use poisoning and other means to threaten and intimidate Mengniu. It happened one after another.

At this time, Mengniu has accumulated enough strength to deal with such dirty tricks with sunshine. The public security organs came forward, the undercurrents and black forces were identified and destroyed one by one, and the relevant responsible persons were punished by law. Among them, a brand planning company was solely responsible for defaming Mengniu with false news. Investigation found that XX Company had made a disguised contract of 6 million yuan in order to support this company. The slanderous press release involved dozens of media and nearly a hundred articles. After the case was investigated, the local government formulated three punitive measures against XX Company: First, XX Company publicly apologized to Mengniu in the news media to restore Mengniu’s reputation; second, XX Company could pay 6 million pairs of Mengniu. For defamation, the loss caused is at least 10 times this amount, and the compensation for economic losses is 60 million; third, ×× company must not set an example and never do it again!

The local government asked Niu Gensheng for his opinion. Lao Niu said: The grassland brand is one piece, with Mengniu and ×× Company each having half and half. ×× Company’s apology will damage not only ×× Company’s brand, but also everyone’s brand. , so no need to apologize. 60 million is not a small amount. Most of Mengniu’s employees come from XX company, so just think of the 60 million as Mengniu paying tuition for its employees. Article 3: I accept it and hope that XX company will not follow this example and never do it again! Lao Niu has a motto: Small victory depends on wisdom, big victory relies on virtue. Niu Gensheng understands his motto this way: In fact, it is to compete with yourself! If any problem occurs, first find the cause within yourself. Because it is easy to change yourself, but difficult to change others. If both sides of the conflict are 50/50 responsible, then you should start by changing yourself.

When you take the initiative to change, you will find that the other person will also change accordingly, and the changes are not in proportion. Often after you change 10, he will change 30. It is true that if you respect him a foot, he will respect you a foot. What should you do if the other person remains the same after you changed 50? You still have to insist on competing with yourself. Because this is not the case at 95. When you compete with yourself countless times, looking back, the effectiveness of the law of large numbers becomes apparent: you change the world by changing yourself! As the old saying goes: A soldier who mourns will win. In fact, Niu Gensheng knows very well that forbearance is a knife in the heart. Compared with Mengniu, which has just started, if it resists Yili's banning move head-on or even fights with attacks, it may intensify conflicts. If the dispute gets too serious, who will go after a big profit and tax company and help a small one? Lao Niu, who uses retreat to advance and has a rather bloody personality, actually has great wisdom.

The community is surrounded by supermarkets, and all products are free to taste. Niu Gensheng knew that he could not directly conflict with Yili in the market, so he set his first target in Shenzhen. Yili had just been defeated here. Yili adopted the strategy of advertising in the media first and then following up in supermarkets, but it failed completely because the people in Shenzhen basically recognized the taste of foreign brands. Yili spent millions in advertising fees but got nothing.

Niu Gensheng understood Yili’s shortcomings and weaknesses among Yili’s strengths, so he decided to adopt another set of tactics: Mengniu’s people dressed in Mongolian clothing carried banners and slogans to the gates of each community. It writes about pure natural and pollution-free milk from the prairie of Inner Mongolia. It’s your fault if you don’t drink it. It’s my fault if you drink it and don’t buy it. All Mengniu products are given to residents for free to taste. As a result, residents in the community would ask if the drink was good when they went to the supermarket. Mengniu's products quickly became popular in major supermarkets in Shenzhen.

Relying on this strategy of surrounding supermarkets and offering free tastings of all products, Mengniu's products have rapidly entered the markets of Beijing and Shanghai since 1999. From 1999 to 2001, Yili's main business income and total profit increased at an average annual rate of more than 40%. In 2001, the main business income exceeded 2.7 billion yuan; Mengniu doubled its growth rate at a rate of more than 300%, with sales income exceeding 7.24% in 2001. billion.

What is even more dramatic is that Zheng Junhuai was imprisoned for ill-gotten gains, but Niu Gensheng became famous after spending one billion of his wealth! It’s really thirty years of Hedong and thirty years of Hexi! The wind and water are turning, the sky is full of ice and fire!