Six secrets of Mengniu's "fierce"
Mengniu is very good. Why? Mr. Wang Huanming summed up six secrets, which I think are very practical: first, create a brand first, and then occupy the market; second, plan to win; third, gather wealth and scattered people; fourth, consumer education; fifth, resource integration; sixth, Mengniu vision. The six secrets are very practical, such as planning. With planning, you will be more powerful, In the world, as long as you want to succeed and think of ways to succeed, you will succeed.
Mengniu Dairy was funded by natural persons and established in July 1999 by way of initiation. In just seven years, the main business income has risen from 1116 to 2 in the national dairy enterprises. Among them, UHT milk sales ranked first in the world, liquid milk sales ranked first in the country, and ice cream sales ranked first in the country. Over the past seven years, Mengniu has driven more than 800000 new cows in Inner Mongolia and surrounding areas, and the industrial chain has radiated millions of farmers and herdsmen.
In 2004, the sales revenue reached more than 7.2 billion yuan, the annual milk collection was 1.5 million tons, and the milk payment was about 3 billion yuan, making it the "first leader" of agricultural industrialization with the largest milk collection in China's dairy industry.
At present, the company has built more than 20 production bases in 15 provincial administrative regions across the country. The products cover all regions of the country except Taiwan Province, and are exported to Hong Kong, Macao, Southeast Asia, Mongolia, Saipan and other countries and regions in the United States. It is the largest dairy milk export enterprise. The products developed include more than 100 varieties of liquid milk, ice cream, milk powder and milk tablets. The rapid growth of Mengniu is mainly reflected in the following aspects:
1、 Create a brand first and then occupy the market
As Larry Light, an American brand expert, said, "owning the market is much more important than owning the factory, and the only way to own the market is to have a brand with market advantages." For Mengniu, which was in the early stage of its business, neither its scale nor strength can be comparable with that of Yili in the same city. Direct operation of the market will face huge difficulties. When dealing with the relationship with its competitor Yili, Mengniu tries to keep a low profile and form a competitive image, positioning itself as a supplicant in the market tide. In the advertising, it deliberately and high-profile involves Yili, shouting the slogan of "striving for the second brand of Inner Mongolia dairy industry", and the slogan of "learning from Yili" is also printed on the packaging of Mengniu products, advocating the co-construction of the dairy capital. Because brand competitiveness comes from its image and reputation in the eyes of consumers, while brand image and reputation come from the brand positioning of enterprises. Brand positioning is to establish the desired image of the enterprise in the minds of consumers, form the distinctive characteristics with competitive brands, highlight the distinctive brand characteristics, thus affecting consumers' attitude towards the brand and increasing the value of the brand. In the process of brand building, Mengniu has its unique "secret script". First, Mengniu's boss, Niu Gensheng, believes that the brand is the product and behavior of the enterprise, the quality of the enterprise's products, and the sum of our employees, including our company, who impress the audience and the public in the society. He believes that the brand consists of three points. First, how about the quality of your products, At the same time, the taste of your products makes people feel what is going on, and all the corporate and social activities' conduct, conduct, taste and quality determine the value of the corporate brand; The second is the operation of the brand. From public welfare activities to sports marketing, from entertainment marketing to political and event marketing, every activity of Mengniu is "building momentum" and "borrowing momentum", which improves the brand's influence; The third is the reverse operation mode. Mengniu adopted the "virtual alliance" mode at the beginning of its business, that is, it cooperated with state-owned large enterprises in the form of trust, contract, lease, and commissioned production, and realized the reverse operation mode of "building the market first, then building the factory".
2、 Plan to win
The creation of "Mengniu Myth" has largely benefited from its marketing planning, especially its operational ability in event marketing. Mengniu's planning is worthy of learning and thinking by many enterprises and planners, creating market hotspots, grafting typical activities, intervening in social activities, historical events, sports events, international exhibitions, etc., improving influence and attention through event planning, and rapidly building brands, Occupy the minds of consumers.
Event marketing means that enterprises or organizations can rapidly improve brand awareness and reputation by participating in major news events, social activities, historical events, sports events and other typical activities or events, so as to achieve the goal of "famous in the world" and ultimately promote market sales. With the upgrading of market competition, making full use of event marketing has become a sharp edge for brand promotion, promotion, public relations and communication in the field of marketing in recent years. All enterprises are planning, organizing, holding and utilizing celebrities and activities with great news value in a planned way to attract the interest and attention of the media, the public and consumers by creating events with the effect of "hot news", so as to improve the social awareness and reputation of enterprises and products, create a good image of enterprises, and ultimately promote the sales of products or services. "Event marketing" integrates news effect, advertising effect, public relations effect, image communication, and customer relationship management, especially its news value and public topicality, which makes it have a strong communication ability and a marketing effect of getting twice the result with half the effort. As a phased marketing strategy and promotion method, the key of event marketing lies in the selection of events, the implementation of strategies, and the follow-up in the later stage, which are interlinked and progressive, Only then can we highlight the power of event marketing and achieve the goal of rapidly improving brand awareness and reputation.
In the process of event planning, Mengniu not only showed its personality, but also adopted strategic tactics reasonably. For example, in 1999, Mengniu played its first billboard as soon as it was born: Mengniu learned from Yili and became the second brand in Inner Mongolia. In its product packaging, Mengniu also vowed to win glory for the national industry and learn from Yili. From then on, people know that on the Qianli Grassland in Inner Mongolia, in addition to Yili, who has excellent quality of "100% good cattle and 100% good milk", there is also a modest and progressive Mengniu. In Beijing's bid for the Olympic Games in 2001, Mengniu was the first to stand up, "We donated 10 million yuan". The words shocked China, and when the public sentiment calmed down a little, Mengniu planned to go further, "one penny spirit, ten million yuan dedication", that is, to withdraw one penny from each ice-cream and each bag of milk sales revenue, and to pay off after seven years, the "truth" revealed at a glance; In June 2001, Mengniu launched a high-density light box advertisement on the main streets of Hohhot with the theme of "our common brand - Hohhot, the dairy capital of China", At the same time, another advertising version is "Cheer for Inner Mongolia, Yili Group, Xingfa Group and Mengniu Dairy Group have been launched from the Qianli Grassland; Huizhao Ningcheng Group and Shiqi Group, the pearl outside the Great Wall; Hetao's towering Mongolian King, the plateau's unique Ordos, the inner Jiaozi Zhaojun cashmere... We applaud Inner Mongolia and let Inner Mongolia take off"; In 2003, when the SARS epidemic raged, Mengniu donated more than 10 million yuan of materials and launched a public service advertisement "protect yourself and care for others"; In the same year of 2003, with the momentum of Shenzhou V, consumers' memories of "Mengniu" were deepened again. At the same time, the brand connotation of "Mengniu" was enriched again with the theme emotional appeal of "China Aerospace Cheers" and "Health is the Way to Power". The brand connotation of "Mengniu" was created with the emotional appeal of "Only for Astronauts", the emotional appeal of "Raise your hand to cheer for China Aerospace", and the brand proposition of "Health is the Road to Power" The different image of the three generations of children came into people's vision with a new image, and affected various types of consumer groups with national sentiment and national pride. They walked out of the stalemate of the dairy advertising appeal and brand image, which can be described as "a hundred flowers bloom, one stand alone"; In 2005, Mengniu successfully created the product and brand image of yoghurt: "Sour and sweet is me" with the help of the Hunan Super Girl Star Event, which has been greatly recognized by young people such as college and middle school students; With the help of Lien Zhan's visit to China, he launched the "reunification of the motherland is the common aspiration of Chinese people all over the world".
At the promotion terminal, Mengniu is also good at planning and operation, such as "coming from the prairie, fragrant and good feeling.", "drinking more than one cup of milk in the city, making the countryside rich and a family", "one cup of milk strengthens a nation", "deep prairie feeling, thick prairie heart.", sky blue cloth lining, milk white milk, prairie style... These are the constant elements of every outdoor promotion of Mengniu. For example:
On the leaflet of the terminal, it is introduced that women are not beautiful, and men should take half the responsibility
A famous person said that a person should be responsible for his appearance. I think that for a woman, what she looks like is only half the responsibility of herself, and the other half is the responsibility of men.
Like Niu Gensheng, the head of his family, Mengniu is very arrogant in planning. He believes that all matters of concern to the society, without exception, are concerned by Mengniu and try to participate in it. Mengniu cares about social events and the society cares about Mengniu. It is so simple that "event marketing" has nothing to do with brand building. I think there are actually three meanings of doing business: doing business, making potential and making market. When the product is finished, it is "doing things"; When marketing is done well, it is "momentum"; A good brand is "market making"; He believes that "event marketing" is the direct carrier of brand building, and the key is to form resonance and resonance between the two. The first is popularity, the second is reputation, and the last is loyalty. "Event marketing" can achieve such upgrading in the minds of consumers. It is believed that the growth of a brand is the result of satisfying consumers rather than eliminating competitors. For the dairy industry, the brand actually consists of three parts: quality, taste and conduct. The first premise, or "the biggest fulcrum", for the establishment of the intangible asset of brand is quality, which is the starting point and foothold of all brands. Without quality, everything is negative! Therefore, the first component of "brand-centered" is "product-centered". Without good products, the brand is a castle in the air. First, it cannot be built, and second, even if it is barely built, it is empty, and it will fall when the wind blows. Through event planning and cluster communication, Mengniu has achieved rapid growth with the minimum capital investment and the fastest speed, forming a brand personality and distinctive brand image. Mengniu's planning is to effectively grasp the psychology and behavior of consumers, and to gain influence and attention, such as using national emotions, using the psychology of young people's dreams to go to the "Star Road", using public welfare and moral appeals, effectively combining emotional appeals and functional appeals, adopting comparative positioning, being good at taking advantage of opportunities and creating momentum, and improving the image and sales through planning.
3、 Wealth is scattered and people gather
"Wealth gathers and people scatter, wealth scatters and people gather". If you distribute wealth to other people, these people will gather around you. If you gather money in your own hands, then no one will follow you and people will leave like water. In the process of Mengniu's development, in order to retain the core talents and give full play to the subjective initiative of talents, Mengniu distributed its wealth to shareholders and employees. For example, Niu Gensheng became the first person to donate shares in the world. At the end of 2004, he donated about 10% of his shares in Mengniu to create the "Laoniu Special Fund" to guarantee Mengniu's centennial development. The specific operation is divided into two steps: the first step is in Niu Gensheng's lifetime, 51% of the share dividend will be converted into "special fund for old cattle", and the remaining 49% of the dividend will still be controlled by Niu Gensheng himself. After Niu Gensheng leaves the chairman, the voting right will be granted to his successor; The second step is that after Niu Gensheng was born, all the shares were donated to the "Special Fund for Old Cows". The family members do not have the right of inheritance. The wife and children only receive income not lower than the average wage in Beijing, Shanghai and Guangzhou as living expenses. For example, during the SARS period, Mengniu was the first to donate funds to fight against SARS, amounting to 1 million yuan; After the war against SARS ended, Mengniu gave Mengniu products to teachers for free; In order to open various markets, Mengniu has repeatedly used the means of dispersing wealth, such as free tasting, tasting and buying, to achieve the goal of "gathering wealth and gathering wealth". In Shanghai alone, Mengniu has sent out Mengniu products worth about 8 million yuan in order to open the market; Mengniu not only "scatters money" to consumers, but also "scatters money" to the employees of the enterprise, so that they can work for Mengniu at ease, so as to continue to create the glory of Mengniu, through which Mengniu has accumulated huge human resources wealth, laying a solid foundation for the sustainable development of Mengniu.
IV. Consumer Education
"As there are at least 100 kinds of chemical components in milk, including protein, fat, carbohydrates, minerals and vitamins. For this reason, milk is known as "white blood", "human nanny", etc. Mengniu has been advocating the hope that the whole country will drink milk, but not Mengniu's. In cultivating the market and consumer education, Mengniu has thought of a lot of ways: such as a nationwide campaign to donate milk, the largest ever. Mengniu has made the biggest milk donation project ever, providing 500 poor students in poor schools with free milk for a year, which is equivalent to hundreds of millions of RMB; Mengniu has put forward the slogan "One more glass of milk in the city, enriching the rural family"; Mengniu, together with government departments, scientific research institutions and industry associations, will create a After people realize the value of milk, more people will respond to the call for "one catty of milk a day", which will inevitably lead to a national public "action" of milk drinking and the popularization of milk; such as giving CDs to consumers, Mengniu Mengniu has bought the copyright of some grassland songs, interspersed them with the introduction of milk production line and milk knowledge, and made CDs to be put in milk crates and given to consumers; in addition, Mengniu also pays much attention to exporting cases to the mass media, as Mengniu believes that a good case can become the lecture material for millions of university teachers and training institution lecturers, and its role in educating consumers is more extensive and far-reaching than "sending out 10,000 shoppers works better". These training and consumer education methods will not have immediate impact, but they will have a profound impact on the development of China's dairy industry, as more and more people are drinking milk in China. Mengniu, as the "leader" of the industry, is playing a leading role in guiding the market and fulfilling its social responsibility, which, of course, has also brought the company a correspondingly rich return. Mengniu has been working hard for the cause of China's national strength by cultivating the market and educating consumers, thus becoming the focus of consumers' attention and winning their trust time and again, allowing Mengniu to develop from a company with "no factory, no brand and no market" to the industry champion today.
V. Resource Integration
In the process of development and growth, Mengniu has continuously integrated its resources, from acquiring the venture fund from JP Morgan to recruiting the president globally, from product development to specific marketing, Mengniu has taken resource integration as a means, such as developing products and branding with the Chinese Academy of Sciences in accordance with the idea of combining industry, academia and research; opening up the national market by joining hands with middlemen; building a factory in Inner Mongolia to have its own base, and blending with the people of Inner Mongolia. The trend of the times, such as vigorously developing the cooperative economy, relying on the natural advantages of the prairie, to create a "hundred-year Mengniu" for future generations; such as the use of the radiation of the central city in the marketing process, the Beijing-Tianjin-Hebei region is divided into several regions according to the characteristics of the market, with the central prefecture-level city as the center of the circle, the surrounding counties and districts as In the customer selection, focus on the development of comprehensive strength, can fully promote Mengniu series products, can do brand as a starting point, can follow the company's development pace of long-term cooperation with customers; in practice, take the marketing trilogy: the first stage, in accordance with the different characteristics of each region, the regional center city as the center of the circle, divide the market type, reasonable In the first stage, according to the different characteristics of each region, take the regional center city as the center, divide the market type, set the customers, carry out carpet type distribution, quickly improve the market coverage, expand the company's popularity. In the second stage, consolidate the original central network, strengthen the development and radiation of distributors in the surrounding counties; use flexible multilateral marketing methods, manufacturers join hands and implement incentive sales for the main marketing channels; develop and cultivate a number of "satellite distributors" to improve the overall occupancy rate. In the third stage, the company will improve its sales network, maintain price stability and improve after-sales service on the basis of increasing product sales volume and company popularity, so as to maintain the orderly development of regional sales; for example, it has proposed the concept of a big brand to build the Chinese dairy capital in Inner Mongolia, etc. Through the continuous integration of resources in the specific operation process, it will maintain rapid and healthy growth in the development process.
With the development of the enterprise, Mengniu, based on the four main production lines of ambient liquid milk, low-temperature fresh milk, ice cream and dairy products, is extending to the high-end, launching the gold medal milk "Trunks"; secondly, further market segmentation, such as segmentation for different groups, such as segmentation for different occasions, such as segmentation for different tastes The third is to strengthen the experience, such as the launch of Mengniu industrial tourism. As the Mengniu culture says: "use coaching instead of leadership, use service instead of marketing, use expectations instead of requirements"; "every good idea (concept) let every employee know (accept); every good practice (technology) let every employee do" Although you can't control others, you can master yourself; you can't predict tomorrow, but you can grasp today; you can't win everything, but you can do your best in everything; you can't extend the length of life, but you can decide the width of life; you can't influence the weather, but you can change your mood; you can't choose your appearance, but you can show your smile ". With Mengniu's professionalism, focus and dedication, Mengniu "wins hearts" by doing public welfare marketing, creating Mengniu brand awareness and reputation, and making Mengniu go from Chinese cattle to global cattle. (Wang Fuming)
蒙牛很牛，为什么？王唤明先生总结了六条秘诀，我觉得很切合实际： 一、先创品牌，后占市场二、策划制胜 三、财散人聚 四、消费者教育 五、资源整合六、蒙牛愿景。六大秘诀很实用，譬如策划，有了策划，就如虎添翼......，世界上，只要你想成功，想着法子成功，就一定会成功。
(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)
Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.
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Selected Articles in Previous Periods
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1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement
2Zhuge Changqing's Three Golden Keys to Changing Destiny
3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)
3 诸葛长青施食仪轨 （十五步简洁版）
4How to repent: the ritual of repentance and the method of repentance (full version)
5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)
6How to release? The ritual of releasing life
7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny
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