What is the milk incident in Niu Gensheng?

Niu Gensheng, party member, Master of Business Administration, Graduate School of Chinese Academy of Social Sciences, went to Peking University for further study. Engaged in dairy industry for 27 years. At the end of 24, Niu Gensheng donated all his personal shares to set up the "Old Bull Special Fund", becoming the "first person to donate shares in China" and "the first person to donate shares by Chinese in the world". Niu Gensheng founded Mengniu Dairy in 1999, and made pioneering efforts under the predicament of "no factory, no milk source and no market", so that Mengniu now has "one global model factory, two international demonstration pastures and three national sales of liquid milk". At present, Mengniu has built more than 2 production bases in 14 provincial administrative regions across the country. The products cover all areas of the country except Taiwan Province Province. The products developed include liquid milk, ice cream, dairy products and more than 1 varieties in three series. "Mengniu Speed" attracts people's attention in China business circles. CCTV23 "China Economic Person of the Year" wrote in Niu Gensheng's award speech: "He is a cow, but he ran out of the speed of a rocket!" Mengniu has created a number of national records, such as: it won the title of "Top 1 Growing Enterprises in China", ranked first in the competitiveness of dairy industry in China, owned the largest "international demonstration ranch" in China, and introduced milking robots for the first time, making it the "first leader" of agricultural industrialization with the largest milk collection in China dairy industry; The sales volume of Mengniu pillow products ranks first in the world, the sales volume of liquid milk ranks first in the country, and the "comprehensive satisfaction of consumers" ranks first in similar products, and it is also the only mainland brand that won an award in Hong Kong supermarkets in 23. Mengniu was also the first dairy company in China to list overseas, and won the title of "Best IPO in 24" in one fell swoop. Niu Gensheng believes in the business philosophy of "small victory depends on wisdom, big victory depends on morality" and "wealth gathers people, wealth gathers people". Mengniu led by him and hundreds of millions of consumers, millions of shareholders, millions of dairy farmers and hundreds of thousands of production and marketing troops have formed the same fate, which has been called "the largest rice bowl enterprise in China since the development of the western region", thus giving birth to a popular folk song: "One cow per household, one cow per household. There are two cows in one family, so you don't have to worry about food and clothing; A family with three cows will build a foreign building in three years and five years; A family of cows is more cattle than Mengniu's old cows. " In 1978, he became a cattle worker in Daheihe Milk Factory in Hohhot. In 1983, he served as the director of Inner Mongolia Yili Group (formerly Hohhot Huimin Milk Food Factory). In 1992, he served as the vice president of production and operation of Inner Mongolia Yili Group. At the end of 1998, he was removed from the post of vice president of production and operation by Inner Mongolia Yili Group. Since 1999, he has founded Inner Mongolia Mengniu Dairy (Group) Co., Ltd. and served as the chairman and president. Niu Gensheng has won the following honors: "One of the Top Ten Entrepreneurs in China in 22 "The most valuable cover figure of China economy in 22"; "China private industrial industry leader"; "New Enterprise Leaders in China in 23"; 23CCTV "China Economic Person of the Year"; Inner Mongolia Mengniu Dairy (Group) Co., Ltd. was established in August 1999 with the contribution of natural persons, such as "the highest prize for planning in China" in 24. At present, the company is a Sino-foreign joint-stock enterprise. In just a few years since its establishment, Mengniu's business income has risen from the 1116th to the 2nd in the national dairy enterprises.

Although there may be secrets unknown to outsiders, Niu Gensheng and Zheng Junhuai, tell it to the judge, who have worked together and fought in the ring for many years, have very different attitudes towards wealth: Zheng Junhuai seems to want to bring something that doesn't belong to him, while Niu Gensheng takes out the wealth that originally belongs to him.

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 7, 25, at the home of Niu Gensheng in Hohhot and Linger County, Inner Mongolia, Chen Bin, a reporter of Human Capital, talked with Niu Gensheng 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

Disclosure of Human Capital: Niu Gensheng submitted his resignation to Zheng Junhuai three times, the first two were "persuaded back" by Zheng Junhuai, and the third time he submitted his resignation at the board meeting. 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 such a good attitude that 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. For the first time, he felt the "strangeness" and "distrust" in Big Brother's eyes. Niu Gensheng seemed to understand something. If it's just prestige and good performance, it won't make Zheng Junhuai and Niu Gensheng "turn against each other". After many interviews, the reporter finally got the truth from several old employees who know both Yili and Mengniu. The fuse of 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 steadily, 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 him: "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 formally resign now, at least not because of the development of my personal influence enterprise." Zheng Junhuai looked a little ugly, but 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, "Leave us alone first, 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 in an unexplained way, neither resisting nor shouting. Can you really accept this reality calmly?" 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. This is 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 had a diploma in the Chinese Academy of Social Sciences, and at that time I was engaged in teacher training, so I called myself a' visiting scholar'. ""Visiting scholar "is 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, the 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. Only John Hui Lai Nai's legs, legs, feet, feet, feet, feet, and lips are in danger. " When you are sitting in the classroom of Peking University, can you really put down the enterprise in your mind? "The reporter doesn't believe that the old cow is so carefree.

"I can't let it go! I went with questions when I was listening to the lecture. "Niu Gensheng said.

One of Niu Gensheng's subordinates told reporters from Yili: "After coming back from Peking University, Lao Niu is much more mature in terms of seeing problems and 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, which is not only a study for Lao Niu, but also a process of reflection." When he finished his study, the draft of Mengniu may 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? "Asked the other party." 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 bluntly answered 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 a dairy company learned that Niu Gensheng resigned, the boss immediately found Niu Gensheng and was willing to pay a high salary to invite Niu Gensheng to join. Niu Gensheng made a condition to the other party: "Use my old cow's management experience and contacts to become a shareholder. "As a result, this condition scared the other side 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 this 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 "exterminate" 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 break 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 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, "The 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.

The first thing is to solve people's problems

In January, 1999, Mengniu was formally incorporated with the name of "Mengniu Dairy Co., Ltd." with a registered capital of 1 million, 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" and "dark". Faced with the "three no environments" of "no market, no factory and no milk source", no one can guarantee that Mengniu will have a bright future. However, the old men joined Mengniu's team without hesitation. Among Mengniu's new management team, Niu Gensheng only