Niu Gensheng, engaged in dairy industry for 27 years. At the end of 2004, Niu Gensheng donated all his shares to set up the "Old Bull Special Fund", becoming "the first person in China to donate shares" and "the first person in the world to donate shares by Chinese". Niu Gensheng founded Mengniu Dairy on 1999, and made pioneering efforts under the predicament of "no factory, no milk source and no market", so that Mengniu now has "a global model factory, two international demonstration pastures and three national sales of liquid milk". At present, Mengniu has built more than 20 production bases in 14 provincial administrative regions. The products cover all areas of the country except Taiwan Province Province. The products developed include liquid milk, ice cream, dairy products and other three series 100 varieties. "Mengniu Speed" attracts people's attention in China business circles. CCTV2003 "China Economic Person of the Year" wrote in Niu Gensheng's acceptance 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: won the title of "Top 100 Growth Enterprises in China", ranked first in competitiveness in china dairy, owned the largest "international demonstration ranch" in China, introduced milking robots for the first time, and became the "first leader" in agricultural industrialization with the largest milk collection in china dairy; 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. It is also the only mainland brand that won awards in Hong Kong supermarkets in 2003. Mengniu is also the first dairy company in China to be listed overseas, and won the title of "Best IPO in 2004" in one fell swoop. Niu Gensheng believes in the business philosophy of "small victory depends on wisdom, big victory depends on morality" and "wealth is scattered". Mengniu, led by him, has formed a community of destiny with hundreds of millions of consumers, millions of shareholders, millions of dairy farmers and hundreds of thousands of production and marketing troops. It is called "the largest rice bowl enterprise in China since the development of the western region", and thus a popular folk song was born: "A cow in one household, a wife and children are hot; There are two cows in a family, so you don't have to worry about food and clothing; A family with three cows will build a foreign building in three or five years; A cow is more cattle than Mengniu's old cow. " 1978 became a cow worker in Dahehei Milk Factory in Hohhot 1983 Director of Inner Mongolia Yili Group (formerly Hohhot Huimin Milk Food Factory) 1992 Vice President of Production and Operation of Inner Mongolia Yili Group 1998 1998 was removed from the post of Vice President of Production and Operation by Inner Mongolia Yili Group at the end of 1998./kloc- Niu Gensheng, Chairman and President of Niu Dairy (Group) Co., Ltd., won the following honors: "Top Ten Entrepreneurs in China in 2002"; "The most valuable cover figure of China economy in 2002"; "China private industrial industry leader"; "2003 China New Enterprise Leaders"; 2003CCTV "China Economic Person of the Year"; In 2004, "China Planning Highest Award" and so on.
Inner Mongolia Mengniu Dairy (Group) Co., Ltd. was established in August 1999 with the contribution of natural persons. At present, the company is a Sino-foreign joint venture. In just a few years after its establishment, Mengniu's business income has risen from 1 1 16 to the second in the country.
interview
Although there may be secrets unknown to outsiders, Niu Gensheng and Zheng Junhuai, who have worked together for many years and worked hard in the boxing ring for many years, have completely different attitudes towards wealth: Zheng Junhuai seems to want to take away what does not belong to him, while Niu Gensheng takes out the wealth that originally belongs to him.
Recently, Niu Gensheng launched the "Old Cow Foundation", and Niu Gensheng revealed that the foundation has been registered in Hohhot. In addition to him, there are milk association, government officials and middle-level leaders of Mengniu, but within three years, other institutions and individuals can only provide 1 yuan to the foundation at most. At present, the main fund is 565,438+0% of Niu Gensheng's dividend in 2003, which is about 3 million yuan.
12 18 in the afternoon, our reporter had an exclusive conversation with Niu Gensheng at the headquarters of Mengniu Group for more than two hours. Its office is relatively simple, the most prominent feature is that there are many cows, and there are three cow-shaped handicrafts and three "cow" paintings in the room.
It is difficult to make a decision.
China Business News: Is it easy to make a decision to set up a foundation?
Niu Gensheng: At the end of 2002, I was thinking about this. This is a very difficult process and has been repeated several times. At that time, I also settled down to read books for a while, and the most I read was the Tao Te Ching. It started operation at the end of 2003. But in the year after I made this decision, I experienced the happiness I had never experienced in my life, a kind of transcendental happiness (at this time, Niu quickly loosened her tie). I am also very practical now, I am not worried about the intimidation of others, and I have no misunderstanding about my crazy pursuit of wealth, so it will be true for children to find someone.
China Business News: Does your family agree?
Niu Gensheng: Now my wife and two children have signed an agreement, but when I told them this idea at the end of 2003, my family and relatives were very contradictory. In our family, everyone agrees, just the depth of understanding.
China Business News: You have been on the rich list, but I heard that you don't consider yourself rich. Why?
Niu Gensheng: Before I founded Mengniu, I thought I was rich. At that time, I had more than 6,543,800 yuan realized from Yili stock. I can live comfortably in Inner Mongolia. But now, I owe more than 2 million foreign debts. As for the shares I own, it's just a number, and I may never spend them all, because in the extremely sensitive Hong Kong stock market, I may never dare to realize the shares all my life, because it will have a very bad impact on the stock price of enterprises. Why should I let that number bind me for life?
China Business News: Do you want your entrepreneurs, friends and colleagues to follow your example? What do they think of your practice?
Niu Gensheng: No, but to be honest, it's really hard to do. Even my colleagues and subordinates have different opinions.
There are "successors" above the middle level.
China Business News: What do you think is good for the long-term healthy operation of your enterprise?
Niu Gensheng: I understood this truth when I was young. My friends listen to me when I spend money for everyone, and they listen to me when I do bad things.
The food industry itself is a high-risk industry. As an enterprise less than seven years old, we must make a new breakthrough in the way and means of competition and the management system. I should have what foreign countries should have, and what he doesn't have, so should we. The establishment of Lao Niu Foundation is such a breakthrough for the long-term healthy development of enterprises.
For the new chairman and CEO, he not only got the benefits he deserved, but also won the highest award in business. According to the foundation's articles of association: after I no longer serve as the chairman, less than 10% of my voting rights will be inherited and exercised by the next chairman, and the chairman will also have the control right of the fund and the maximum share reward given by the foundation. Not only have the right to speak, but also the right to distribute, which will certainly attract excellent management talents. Who can give you so much?
China Business News: Do you think this is the only way to build a century-old Mengniu?
Niu Gensheng: Of course not, but I really can't think of a better way.
"China Business News": Can you sit back and relax after building Mengniu for a century? Do you have any other ideas?
Niu Gensheng: It's not enough to rely on yourself. If everything else is done, doing more will probably make Mengniu healthier.
China Business News: The biggest purpose of your foundation is to make Mengniu develop healthily, so have you considered the issue of successors?
Niu Gensheng: Of course, we thought about it. Generally speaking, there are two or three successors. Our company has identified two successors and told me that the other is uncertain and ready to "airborne"; The successor of the chairman was determined in 2002, and the candidate is among my vice presidents.
I have not been exploited by foreign capital.
"China Business News": Some media said that when you went public, you were not clear about some things, and now you are being exploited miserably, right?
Niu Gensheng: This statement is not objective. There is no eternal friendship in the world, only eternal interests. Each listed company has its own characteristics on the premise of observing the rules. Mengniu is the first private enterprise in the mainland to be listed on Hong Kong red chips. Many problems, such as ownership structure, are very complicated. If you want to be listed legally in Hong Kong, you can only ask someone else. Since you are inviting others, how can you not benefit me? Moreover, these foreign investors have a history of many years, and they have cooperated with many companies in many countries and industries before. We are just one of them. Are investors all fools?
China Business News: What do you think of china dairy in 2004 and 2005?
Niu Gensheng: 2004 was a difficult year for china dairy. According to the news on the Internet, Yili lost his handsome, Wandashan clashed, Sanlu was wronged, and Sanyuan lost for the handsome. We have also been slandered, and the five major foreign-funded dairy enterprises have basically withdrawn, which is inseparable from the brutal competition of the whole industry. Now the price of milk in some places is not as high as that of water. I believe that 2005 is promising, because the extremes meet, and the dairy industry will rebound to a certain extent.
● 1958 was born in Inner Mongolia.
●65438-0978, worked as a cow worker in Daheihe Milk Factory in Hohhot.
● 1983 Director of Inner Mongolia Yili Group (formerly Hohhot Huimin Milk Food Factory)
● 1992 served as vice president of production and operation of Inner Mongolia Yili Group.
● 1998 was removed from the post of vice president of production and operation by Inner Mongolia Yili Group.
● 1999 Established Inner Mongolia Mengniu Dairy (Group) Co., Ltd. as the chairman and president.
● In 2002, Mengniu won the title of "Top Ten Entrepreneurs in China", "The Most Valuable Cover Person of China Economy" and "The Leader of China Private Industry", and its ranking among dairy enterprises in China rose from 1 1 16 to the fourth place.
● In 2003, he was awarded the title of "China New Enterprise Leader" and "China Economic Person of the Year" by CCTV.
● It was listed in Hongkong in 2004 and won the "China Top Planning Award".
● At the end of 2004, Niu Gensheng donated all his shares to set up the "Old Bull Special Fund", becoming "the first person in China to donate shares" and "the first person in the world to donate shares by Chinese".
● Resigned as president of Mengniu Group in 2006.
● On August 28th, 2009, Niu Gensheng resigned as the chairman of Inner Mongolia Mengniu and was replaced by Yu Xubo, president of COFCO, but Niu Gensheng continued to serve as the company's director.
During this period, I studied in Peking University, and got an MBA from the Graduate School of Chinese Academy of Social Sciences.
market quotations
"A pound of milk a day makes China strong!"
"My own motto is to win with wisdom and win with virtue."
"I feel safe about what others think is risky. What is safety? Extraordinary adventures are safe. What most people can't think of is definitely safety, because others haven't thought of that area yet, and that area is mine! "
"Shake is the biggest failure. If you want to fail, you must waver. There is only one result of wavering, and that is failure. If you don't shake, there will be two results, one is failure and the other is success. "
"The first thing to do is to do a good job. If people don't do well, what they do is not personnel. There are three conditions for entrepreneurs to do a good job: first, they understand human nature. Second, being president must be far-sighted. Third, courage, the president's' cutting' needs courage. "