Mengniu Legend: Peeking Behind the Back of Mengniu's Empire Rush

Author: Liu Shiyin
Publisher:
Publish Date: 2005-09-01
Features: . Seven years ago, a cornerstone was laid in a wasteland, a marching map drawn on a blank sheet of paper, and a century-old wish was made in front of a glass of milk—Inner Mongolia burst into the scene! In seven years, Inner Mongolia's sales revenue soared from 7.3 billion yuan in 1999 to 40.7 billion yuan in 2003, with the latter being 110 times the former, and the average annual growth rate reaching an astonishing 323%! Its ranking in China's dairy industry rose from 1,116th to 2nd, creating a marketing miracle of surpassing one dairy company every day in its first 1,000 days of existence! "Inner Mongolia Speed" has become a banner for Chinese enterprises. "Inner Mongolia Speed" has been one of the most eye-catching economic terms in recent years. In its first 1,000 days of birth, it surpassed one dairy company every day! Why did Inner Mongolia grow so fast? Some say it's due to the burgeoning Chinese dairy market. But this is only the broader context, not the entire reason. Otherwise, why did only "Inner Mongolia" maintain a double-digit growth for five consecutive years, while no other companies did? Some say it's because of its advantage in resources from the Inner Mongolia grasslands. But Yili, also located in Inner Mongolia, saw its sales revenue ratio with Inner Mongolia shrink from "Yili: Inner Mongolia ≈ 30:1" in 1999 to "Yili: Inner Mongolia ≈ 1.2:1" in 2004. Moreover, Inner Mongolia's liquid milk market share surpassed Yili in 2003, ranking first nationwide. Some say it's because of the Inner Mongolia management team's long experience in the dairy industry. Although Ni Gensheng has been in the dairy industry for 27 years, time is only one of the necessary conditions for success, not a causal relationship. What is the secret to Inner Mongolia's rapid growth? Where does the mystery of Ni Gensheng's personal charm lie?