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.
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.
1998, Niu Gensheng, vice president of Yili, was suddenly swept out of the house by Zheng Junhuai, president of Yili. Prior to this, Niu Gensheng was in charge of national production and operation, and his performance has been particularly outstanding. Niu Gensheng started from scratch, and through the hardships and repression of his old club Yili, he fought his way out in heavy encirclement and suppression. Six years later, Mengniu surpassed Yili in sales and market share to become the first in China.
More dramatically, six years later, Zheng Junhuai was jailed for ill-gotten gains, but Niu Gensheng became famous for squandering 10 billion dollars! It's thirty years in Hedong, thirty years in Hexi! Feng shui turns, ice and fire are two days!
This kind of thing, whether at home or abroad, is very rare!
There are too many secrets behind the legend. Why did Zheng Junhuai turn against Niu Gensheng who helped him 16? 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 about the outside world.
On the night of April 7th, 2005, at their homes in Hohhot, Inner Mongolia and Niu Gensheng, Linger County, Chen Bin, a reporter of Human Capital, had a long talk with Niu Gensheng all night. Niu Gensheng told the truth and finally uncovered the secrets of Niu Gensheng and Mengniu.
Execute him and force him to rebel.
Human capital disclosure: Niu Gensheng submitted his resignation to Zheng Junhuai three times, the first two times 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 to!" Niu Gensheng said: "Then I take back this resignation!" When Niu Gensheng reached for his resignation, Zheng Junhuai quickly held it tightly.
Zheng Junhuai: Yili has him without me, with me without him!
1998 in the first half of the year, Niu Gensheng, as the vice president of production and operation of Yili, suddenly felt something was wrong. He works in Yili 16, but recently he feels a little uncomfortable in the use of resources, that is, he has mobilized a small amount of funds, but many departments are constrained. At its most extreme, Niu Gensheng had to ask for approval to buy a broom.
In a sense, Niu Gensheng was the first hero of Yili in that year, and more than 80% of Yili's turnover came from various business divisions headed by Niu Lao. In addition to performance, Niu Gensheng's prestige among Yili employees is not worse than that of Zheng Junhuai. People's belief in Niu Gensheng comes from his way of being a man and his personality charm: an ordinary worker was seriously ill, and Niu Gensheng donated 6,543,800 yuan for the first time; At one time, the commuter driver had something to do, and Niu Gensheng did it for him. A new worker doesn't know Niu Gensheng, and has been praising Niu Gensheng to others: "The new fat driver has a good attitude and can stop wherever he wants"; Because of his outstanding performance, he won a sum of money and bought a good car. Niu Gensheng folded into four vans and distributed them to his immediate subordinates; Niu Gensheng basically distributed the annual salary of 1 more than ten thousand to his employees.
Niu Gensheng found Zheng Junhuai to reflect the problem. For the first time, he felt the "strangeness" and "distrust" in the eyes of his eldest brother. Niu Gensheng seems to understand something. If it is only prestige and good performance, Zheng Junhuai and Niu Gensheng will not be turned against each other. After many interviews, the reporter finally got the truth from several old employees who knew both Yili and Mengniu. The fuse of Zheng Junhuai's decision to "break" with Niu Gensheng lies in the difference of enterprise development strategy. When the reporter mentioned this matter, Niu Gensheng had no objection to it.
Zheng Junhuai's strategic thought is to strive for the upper reaches, and Niu Gensheng's strategic thought is to boldly advance and make use of all available means and resources to make Yili "extraordinary growth". But Zheng Junhuai is worried that if Yili develops according to Niu Gensheng's strategic thought, he will lose control of Yili, which he absolutely cannot allow. 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, the second time, Zheng Junhuai said something to keep him: "I didn't mean to, you misunderstood!" Niu Gensheng had to withdraw his resignation. But Niu Gensheng found that his environment has not changed, but is getting worse. Niu Gensheng submitted his resignation for the third time at a board meeting in 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 I personally influence the development of the enterprise." Zheng Junhuai looked a little ugly, but still said, "I didn't mean to!" Niu Gensheng took it and said, "Then I 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, "Don't worry about us first, let's discuss it before making a decision!" As soon as Niu Gensheng left, Zheng Junhuai, who was rarely excited at ordinary times, suddenly said to the people present with tears: "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 quit? Then I'll relieve you of your duties. We take a transitional approach. The company arranges for you to go to university for further study, but there are two conditions: first, you must leave Hohhot, 500 kilometers away; Second, the study time should not be less than two years. " "After staying in Yili for 16 years, your performance is very good and the employees love you very much. You suddenly left the company for no reason, neither resisting nor shouting. Can you really accept this reality? " The reporter asked.
Niu Gensheng frowned and said with great emotion, "I was very uncomfortable at that time. I have been very uncomfortable three or two times in my life. This is one of them, almost to the point of dying. "
Reflection: exile in Peking University, ten years to break the wall.
Niu Gensheng, who was in the same boat with Yili 16 years ago, came to Peking University and rode a broken bicycle between classrooms all day. When Niu Lao sat in the classroom, all the students sitting next to him were about 18 years old. Niu Lao was 40 years old. "I don't know if this is 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 have a diploma from the Chinese Academy of Social Sciences, and I designated myself as a' visiting scholar' at that time. " Visiting scholar is not good. Niu Gensheng must first resolve his inner grievances and pains before he can settle down and blend into the unfamiliar campus environment.
"Fortunately, I can get over it. There are too many sad things in my history. When I was 18 and 19 years old, I was arrested by the public security bureau for fighting in society because of loyalty and righteousness, and I was put in a detention center for three months and two months of administrative detention. Fortunately, I was not sentenced. Later, the leaders of the Hohhot Political and Legal Committee visited Mengniu, and I got to know one third. They trained and educated me in those years. " Niu Gensheng ha ha laugh.
"I experienced such a thing before I was 20 years old, and then I got better naturally, so my face was passable. It happened that I didn't go to a famous university, so I enjoyed studying in a famous university. During this time, I have done a lot of research and listened to many lectures by economists, trying to find out what I don't know. Only John huilainai's legs, legs, feet, feet, feet, feet and lips are in danger. "When you sit in the classroom of Peking University, can you really let go of the enterprise in your mind?" The reporter doesn't believe that the old cow is so idle.
"Can't let go! I always go with questions when I attend classes. " Niu Gensheng said.
A subordinate who followed Niu Gensheng from Yili told the reporter: "After Niu Lao came back from Peking University, he was much more mature in terms of perspective and way of doing things. Niu Lao used this time to re-examine his experiences and lessons in Yili 16, and changed the stress response mode originally formed in the enterprise into a rational thinking mode. As the saying goes, if you walk for three days, you should sit up and take notice. Think about it. After half a year's painstaking thinking and summary, Lao Niu has been thinking 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. For Niu Lao, this semester is not only a study, but also a process of reflection. By the time he finished his studies, he might have formed a draft of Mengniu in his mind.
Helpless: cross the rubicon, put it to death and be born.
"Do you want someone like me?" On the end of 1998, Niu Gensheng, who has officially resigned from Yili, strolled to the talent market in Hohhot. He stood in front of the recruitment counter of a company and asked the people who came to recruit. "How old are you?" The other party asked. "40 years old." The old cow replied. "Sorry, your age belongs to the list of laid-off workers in our company." The other party smiled and answered bluntly.
Niu Gensheng doesn't really want to find a job through the talent recruitment market. Niu Lao's idea 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 himself engaged in management for many years, and no one in other enterprises wanted him. Other enterprises do not mean that Niu Lao can't find a good job. After learning of Niu Gensheng's resignation, the boss of a dairy company immediately found Niu Gensheng and offered 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 network resources to become a shareholder." As a result, this condition scared the other party away. Niu Gensheng later said to his subordinates: "They thought my request was daydreaming!" Later, some people commented that this enterprise didn't realize that Niu Gensheng was a printing machine.
Not appreciated by the new owner, Niu Lao intends to do something to solve his livelihood. At first, Niu Gensheng wanted to open a seafood stall. I chose a house and considered the mode. As a result, an "invisible" force made it difficult to produce this plan. Until this time, Niu Gensheng realized that although he left Yili, the shadow of Yili hanging over his head did not disperse.
Since the seafood stalls are no longer working, can we set up a factory to shine shoes for others? Not even! People obviously want to be "extinct" and don't want to give the old cow 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 Liquid Milk, Qiu Lianjun, Chief Engineer of Yili, Sun Yubin, General Manager of Yili Refrigeration Division, and Sun Xianhong, General Manager of Yili Advertising Planning Department. In addition to the personnel and financial directors of Yili, the directors of various divisions of Yili came to Niu Gensheng.
Niu Gensheng thought about his predicament, and then said to them, "The loser wins! Since we are not allowed to do anything, let's build another Erie! Let's have a new name. " As a result, everyone was named Mengniu.
The first thing is to solve people's problems.
1999 1, Mengniu was formally incorporated with the name of "Mengniu Dairy Co., Ltd." with a registered capital of 1 10,000, which was basically the money from the sale of Yili shares by Niu Gensheng and his wife. As soon as Mengniu was founded in Niu Gensheng period, 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". In the face of "no market, no factory and no milk source", no one can guarantee that Mengniu will have a bright future. However, the old people joined Mengniu without hesitation. In Mengniu's new management team, Niu Gensheng invited only one person from outside, that is, Lu Jun, former deputy secretary of Yili Party Committee, who has been transferred to Inner Mongolia Securities as a director. Niu Gensheng once said to his subordinates, "All competitions must start with design". Lu Jun is not only an expert in party and government, but also an expert in dairy industry and a master of securities. Niu Gensheng invited her with a clear purpose: to make Mengniu into a joint-stock company from the beginning, so that Mengniu can have a healthy start.
Only eight months later,1August 8, 1999, "Mengniu" was transformed into "Inner Mongolia Mengniu Dairy Co., Ltd.", the registered capital soared to13.98 million yuan, and the shares were converted into13.98 million shares, and the promoter was 10 natural person. According to the capital contribution, they are: Niu Gensheng, Deng Jiuqiang, Hou, Qiu Lianjun, Yang Wenjun, Sun Xianhong, Lu Jun, Pang Kaitai and Xie. Among them, Deng Jiuqiang was the boss of Hohhot Light Industry Machinery Co., Ltd., providing equipment for Mengniu's ice cream and milk industry, and later went to Niu Gensheng to become the vice chairman of Niu Gensheng. Xie is the chairman of Guangdong Chaozhou Tian Yang Printing Co., Ltd. Before, he met Niu Gensheng and became his close friend when printing milk and ice cream packaging boxes with Yili. Later, he cooperated with Mengniu and was the largest natural person shareholder of Mengniu for a period of time. Most of the others are management and technical talents of the former "Yili" company.
Secret negotiation, virtual management
Everything is difficult at the beginning! In a 53-square-meter building in Hohhot, Niu Gensheng moved a sofa, a table and a bed from home, and the development miracle of Mengniu began. Know yourself and know yourself, and fight every battle! Niu Gensheng knows that his short board is "no market, no factory, no milk source" and his long board is "talent". These people who followed Niu Gensheng were originally the top leaders of Yili liquid milk, ice cream and planning and marketing. They are top talents in the industry in production, management, sales, marketing, raw materials and equipment. Niu Lao decided to exchange "talents" by means of "virtual operation". Several negotiations on "virtual operation" fell through, so Niu Gensheng had to "build a smooth road and sneak in". In February of 5438+0999, Niu Gensheng signed a cooperation agreement with a dairy company in Harbin through secret negotiations, and Niu Gensheng sent eight people including Yang Wenjun to take over the company. Through their management, it has brought good benefits to this enterprise, and Mengniu's products have also been "freshly baked" by this factory. The old cow is a wise man, and it is only a stopgap measure to borrow chickens to lay eggs! 1999 65438+ 10 From April to April, Niu Gensheng, who was in Hohhot, started to produce the first batch of Mengniu products while remotely commanding a team of eight people in Harbin factory. At the same time, he turned himself into a migrant worker and started his own factory in a desolate and barren land far away from Hohhot and Linger County.
The billboard was smashed, and every dark cloud had a silver lining.
1 April 9991day, the people of Hohhot woke up, and 300 billboards beside the main streets of Hohhot were all advertisements of Mengniu: learn from Yili, strive for national industry and strive for the second brand of Inner Mongolia dairy industry! On May 1 day, 48 "Mengniu" billboards were smashed beyond recognition overnight, just as people were discussing the residual heat of "Mengniu". Mengniu's billboard was smashed, which made the society pay more attention to Mengniu, and Mengniu began to become "more mysterious and better". At that time, media reporters tracked down Mengniu's spokesperson and found that this person turned out to be Niu Gensheng, once the vice president of Yili's production and operation. Niu Gensheng doesn't want to be interviewed by the media, but he is willing to talk to reporters. During the conversation, the reporter found that Hohhot has such a very individual entrepreneur.
When a reporter asked why Niu Gensheng was dismissed by Yili, Niu Gensheng replied: "You told me to die, and I have to die!" Who smashed the billboard of Mengniu? Niu Gensheng didn't give an answer. In Lao Niu's view, the answer is well known, but he would rather let everyone know.
Whose enterprise is Mengniu? Niu Gensheng said that the registrant was not him, because the environment was dangerous and he was not allowed to show his face.
Is Mengniu cloning Yili? Niu Gensheng said it's not cloning, it's filling the gap. He mentioned that Coca-Cola and Pepsi, BMW and Mercedes-Benz can compete together, but develop better.
Can Mengniu do well? Niu Gensheng said: "You must have the idea of making shoes for yourself before you can make them well!"
Keep a low profile and you will get more help.
Boil beans and burn beans, and the beans cry in the pot. We are born from the same root, so why should we speculate with each other? At the beginning of 1999, although Niu Gensheng hid behind the scenes, he did not escape the fate of being suppressed. In order to block Mengniu and compete for milk sources, some milk trucks of Mengniu were stopped halfway and the milk was dumped on the spot.
In order to reduce contradictions and unnecessary troubles, and at the same time protect themselves to the maximum extent, Niu Gensheng quickly formulated the policy of "three mistresses are not allowed": ▲ Where large enterprises such as Yili have milk stations, Mengniu will not do it (no milk stations will be built); ▲ Mengniu does not make (do not accept) milk from non-dairy stations; ▲ Mengniu will not do anything that is inconsistent with Yili's acquisition standards and prices.
At the same time, Niu Gensheng introduced the concept of "China Milk Capital" and "Our Common Brand-China Milk Capital" through public service advertisements. The slogan "Hohhot" puts Yili in front of itself when it is mentioned on many occasions, branding all dairy enterprises in Inner Mongolia as "one glory and one loss". As a direct result, Mengniu won the support of the government, tied its fate with the overall economic development of Inner Mongolia, and protected itself while upgrading its competitors.
Niu Gensheng is not superhuman powers. Even if he doesn't sleep for a day, he only has 24 hours at most. How can he operate so many things at the same time without being confused?
"If a person dies and can live again, he can certainly do anything with his second life. It is impossible to turn over a new leaf, but it is possible to turn over a new leaf. Before I became Mengniu, I raised cattle and planted grass, and worked in dairy industry for 265,438+0 years. I have experienced the whole process of the company from small to large, from scratch. After 2 1 year, I started dairy industry from scratch again. I went back and thought about what I had experienced in the past: what did I do every year then, and now I do it again. Can doing the right thing improve efficiency? Can those mistakes that have been made not be repeated? This is practice makes perfect, and hair is hard to grow. " The old cow said.
Speaking of feelings, my feelings for Yili are actually no less than those for Mengniu.
In 2003, Yili held a grand celebration to celebrate the tenth anniversary of the establishment of the joint-stock system. To the surprise of Zheng Junhuai and all Erie people, Niu Gensheng came uninvited. The old cow said a word to the employees of Yili on the spot: "I worked in Yili for 16 years and worked in Mengniu for 5 years. My best years have been dedicated to Yili, where I shed more tears, sweat and blood than in Mengniu! So when it comes to feelings, I actually have no less feelings for Yili than for Mengniu. " After the activity, Niu Gensheng got a tea set, which is now neatly placed on the tea table opposite the old cow's desk. Perhaps this proves the complex feelings of the old cow for Yili, or perhaps it reminds the old cow of something. However, in any case, Niu Gensheng's "emotional action" in Yili has achieved results, and at least those Yili employees who know or don't know Niu Gensheng have some "other" views on Niu Lao.
Never again, never again!
From 2003 to 2004, an "undercurrent" began to form, and some media questioned and vilified Mengniu and Niu Gensheng. In some places, "black forces" threatened and intimidated Mengniu by means of "poisoning".
At this time, Mengniu has accumulated enough strength to use sunshine to deal with this unscrupulous means. When the public security organs came forward, "undercurrents" and "black forces" were discovered and destroyed one by one, and the responsible persons were punished by law. Among them, a brand planning company is solely responsible for defaming Mengniu with false news. The investigation found that XX company ordered the contract amount of 6 million yuan in disguise to support this company, and libel news articles involved dozens of media and nearly 100 articles. After the case was found out, the local government drew up three punishment measures for XXX company: first, XXX company publicly apologized to Mengniu in the news media to restore its reputation; Second, XX Company can compensate Mengniu for libel of 6 million yuan, and the resulting loss is at least 10 times of this amount, and compensate the economic loss of 60 million yuan; Third, XX Company will never do it again, never do it again!
When the local government asked Niu Gensheng for advice, Niu Lao said, "The grassland brand is one piece, and Mengniu and XX Company are half-and-half. The apology of XX Company damages not only the brand of XX Company, but also everyone's brand, so there is no need to apologize. 60 million is not a small sum. Most employees of Mengniu are from XX Company. Think of this 60 million as Mengniu's tuition for employees. Third, I accept it. I hope it won't happen again, it won't happen again! " The old cow has a proverb: "A small victory depends on wisdom, and a big victory depends on virtue". Niu Gensheng understood his motto like this: "In fact, it means' competing with yourself'! If you have any problems, look for reasons from yourself first. Because it is easy to change yourself, but difficult to change others. If the responsibility of both sides of the contradiction is 50%, then you should start by changing yourself. When you take the initiative to change, you will find that the other person will change with you, and this change is not proportional. Often after you change 10%, it will change by 30%. It's really called' you respect him one foot and he respects you one foot'. What if you change 50% of the other party? You still have to insist on' competing with yourself', because 95% of the cases are not like this. When you compete with yourself countless times, looking back, the effectiveness of the law of large numbers will appear: you changed the world by changing yourself! " As the old saying goes, a sorrowful soldier will win. In fact, Niu Gensheng knows very well that "forbearance" means "a knife in the heart". Compared with Mengniu, which has just started, if we resist Yili's ban, it may intensify contradictions. If things get out of hand, who will fight with a big profit and tax collector and help a small one? Retreat for progress, and the old cow with a bloody personality is actually very wise.
Know yourself and yourself. The raiders won. Soldiers are quick.
Our exclusive disclosure: When Niu Gensheng met Yang Liwei, he said to him, "Li Wei, besides your parents, your wife and children, your immediate family members, the leaders of the CPC Central Committee and the State Council, besides your team and comrades-in-arms, besides your friends, among all strangers you don't know, I care about your affairs most ..."
"There are supermarkets around the community, and all products are free to taste." Niu Gensheng knew that he could not compete with Yili in the market, so he set his first goal in Shenzhen. Yili has just been defeated here. Yili adopted the strategy of advertising in the media first, followed by the supermarket, and the result was a complete failure, because the people in Shenzhen basically recognized the taste of foreign brands, and Yili paid millions of advertising fees for it without success.
Knowing Yili's shortcomings and weaknesses, Niu Gensheng decided to adopt another set of "tactics": people from all walks of life in Mengniu wore Mongolian costumes and held banners at the gates of various communities, which read "Pure natural and pollution-free milk in Inner Mongolia prairie" and "It's your fault not to drink, it's my fault not to buy", and all Mengniu products were given to residents free of charge. As a result, residents in the community will ask when to go to the supermarket after drinking, and Mengniu's products will soon catch fire in major supermarkets in Shenzhen.
Relying on this strategy of "surrounding supermarkets with communities and tasting all products for free", Mengniu's products quickly entered the markets of Beijing and Shanghai from 1999. From 1999 to 200 1, Yili's main business income and