Mengniu Secrets: Unveiling the Mystery of Mengniu's Rapid Growth for the First Time

Author: Sun Xianhong, Zhang Zhiguo
Publisher:
Publish Date: 2005-08-01
Features: Starting from scratch, grew 200-fold in 5 years, achieved sales of 20 billion in 6 years, and ranked first among China's Top 100 Growing Enterprises! At only six or seven years old, Mengniu has endured countless hardships and created countless glories! Behind the scenes, what is the true nature of Mengniu? Undoubtedly, the "Mengniu Phenomenon" has become a focal point for numerous entrepreneurs, managers, scholars, media, consumers, and even curious onlookers. The two authors of this book are core members of Mengniu's management team. As witnesses to Mengniu's growth, they deeply feel a responsibility to lift the veil on Mengniu, thoroughly summarize its successes and failures, and transform the vague and chaotic into clarity and transparency. The book explores Mengniu's development history, business model, and culture, providing a comprehensive perspective on its roller-coaster growth trajectory, and aims to extract universal principles that can inspire managers and even ordinary people.
Part 1 provides a detailed outline of the "Mengniu Phenomenon," meticulously chronicling Mengniu's development journey. It vividly showcases the entrepreneurial spirit of the Mengniu people while revealing many previously unknown internal secrets, making it highly readable.
Part 2 summarizes Mengniu's business model, elaborating on the 25 principles that have contributed to its current success. Each principle is a golden rule that managers can learn from.
Part 3 explores Mengniu's culture, "culture is the second productivity," a concept that deserves deep reflection for Chinese business managers.
Is this book a legendary tale of entrepreneurship, an epic of enterprise, or a classic management masterpiece that triumphs through wisdom and comprehensive techniques? It is certain: This is a work that shakes the soul and stimulates the mind!