Mengniu Secrets

Author: Sun Xianhong
Publisher:
Publish Date: 2005-08-01
Features: First comprehensive revelation of Mengniu's rapid growth mystery, endorsed by Zhang Ruimin, Shi Ziyi, Guo Zhenxi, Jin Bei, and Liu Donghua! The miracle of Mengniu's swift growth, in traditional industries, 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 showcases the meaning of life, inspiring people 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 (Management Master, Chairman of the Global Chinese Competitiveness Foundation)
Over the years, I have witnessed the rise and fall, birth and death of countless companies, truly living up to the saying, "Its rise is swift, its 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 discovered 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 ossification. —Jin Bei (Renowned Economist, President of China Business News)
There is one thing I have always wanted to remind people: a lion is a lion, no matter how kind, it must eat meat and cannot live on grass. 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 ranking first among 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 onlookers. Both authors of this book are core members of Mengniu's management team. As witnesses to Mengniu's growth, they deeply feel the responsibility to lift the curtain and provide a thorough summary of Mengniu's successes and failures, transforming the vague and obscure into clarity. The book comprehensively examines Mengniu's development history, business model, and culture, offering an in-depth look at its ups and downs and the rise of its growth trajectory, while striving to extract 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 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 principles that have contributed to its current success, each a golden rule worth learning from for managers. The third part explores Mengniu's culture, "culture is the second productivity," a thought 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 stirs the soul and shakes the mind!