Mengniu Secrets (First Full Revelation of Mengniu's Rapid Growth Mystery)

Author: Sun Xianhong
Publisher:
Publish Date: 2005-08-01
Features: First to comprehensively uncover the mystery of Mengniu's rapid growth, endorsed by Zhang Ruimin, Shi Ziyi, Guo Zhenxi, Jin Bei, and Liu Donghua! The miracle of Mengniu's swift growth, in the context of traditional industry, can be described as unprecedented. It is creating a new chapter in the history of the Chinese nation and establishing a new image of Chinese enterprises in the world. I believe this book reveals the meaning of life to readers, inspiring them to actively create value and make their lives more fulfilling. Therefore, I am delighted to recommend this book to all those who aspire to grow, and I hope the Chinese nation will produce more outstanding entrepreneurs. —Shi Ziyi (Master of Business Management, Chairman of the Global Chinese Competitiveness Foundation)
Over the years, I have witnessed the rise and fall, birth and death of countless companies, truly as the saying goes, "their rise is swift, their fall is sudden." Therefore, I generally refrain from judging young enterprises. But Mengniu is an exception. After reading The Inside Story of Mengniu, it seems I have seen a path for companies to break free from the "cycle of prosperity and decline": character always precedes products, software always precedes hardware, and culture always precedes calcification. —Jin Bei (Renowned Economist, President of China Business News)
There is one thing I have always wanted to remind people of: a lion is a lion, no matter how kind, it must eat meat and cannot live on grass alone. But as my understanding of Niugensheng and Mengniu deepens, I begin to doubt: isn't Niugensheng a lion that eats grass? Isn't Mengniu the kingdom ruled by this lion, expanding rapidly and striving for dominance? Eating grass is an illusion—is it its unique nature, or the result of a genetic mutation? If you look closely, you might find some answers in this book. —Liu Donghua (President of China Entrepreneurs Magazine)
Mengniu has done an excellent job. Niugensheng has done an excellent job. The Inside Story of Mengniu for the first time reveals the growth journey of Mengniu. From it, you can not only see the "roots and branches" of Mengniu but also the "form and spirit" of China's dairy industry. Many chapters of this book don't just write about the company but write about the "circle," revealing relationships, competition, and the duality of yin and yang as the way. After reading this book, you will surely find inspiration in its words. —Guo Zhenxi (Director of the Economic Channel of China Central Television)
Starting from zero, growing 200-fold in five years, achieving 20 billion in sales in six years, and rising to the top of the list of China's fastest-growing companies! At just six or seven years old, Mengniu has endured countless hardships and created countless glories! Behind the curtain, what is the true face of Mengniu? Undoubtedly, the "Mengniu phenomenon" has become a focal point for entrepreneurs, managers, scholars, media, consumers, and even those who like to stir the pot. The two authors of this book are core members of Mengniu's management team. As witnesses to Mengniu's growth, they feel a deep sense of responsibility to lift the curtain and provide a thorough summary of Mengniu's successes and failures, transforming the vague and obscure into the clear and transparent. The book comprehensively examines Mengniu's development history, business model, and culture, offering an in-depth look at the ups and downs and peaks of Mengniu's growth trajectory, while striving to distill universal principles that can inspire managers and even ordinary people: The first part, "The Mengniu Phenomenon," provides a detailed account of Mengniu's development history, vividly showcasing the entrepreneurial spirit of the Mengniu people while revealing many little-known internal secrets, making it highly readable. The second part summarizes Mengniu's business model, elaborating on the 25 rules that have contributed to its current success, each of which is a golden rule that managers can learn from. The third part explores Mengniu's culture, "culture is the second productivity," a concept worth deep reflection for Chinese business managers. This book is a tale of entrepreneurial legend, an epic of enterprise, and a classic of management that triumphs through wisdom and comprehensive methods. It is certain: this is a work that shakes the soul and stimulates the mind!