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.

------Zhuge Changqing

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.

   Mengniu Vision 

    　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“很猛”的六大秘诀  

   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。

                             ------ 诸葛长青

   蒙牛乳业由自然人出资，采取发起设立方式于1999年7月成立。短短7年时间，主营业务收入在全国乳制品企业中的排名由第1116位上升至第2位。其中，UHT牛奶销量居全球第一，液态奶销量居全国第一，冰淇淋销量居全国第一。7年多来，蒙牛带动内蒙古及周边地区新增奶牛80多万头，产业链条辐射几百万农牧民。 
    2004年，销售收入达到72亿多元，年收奶量150万吨，发放奶款约30亿元，成为中国乳界收奶量最大的农业产业化“第一龙头”。
          
   目前，公司已在全国15个省级行政区建起20多座生产基地。产品覆盖全国除台湾省外的所有地区，并出口港澳、东南亚、蒙古、美国塞班等国家和地区，是过乳业牛奶出口最大的企业。开发的产品有液态奶、冰淇淋、奶粉及奶片等系列100多个品种。对于蒙牛的快速成长，笔者认为主要体现在以下几个方面：
    一、先创品牌，后占市场 
     正如美国品牌专家LarryLight所言，“拥有市场比拥有工厂重要得多，而唯一能拥有市场的途径是拥有具备市场优势的品牌。”对于在创业初期的蒙牛来说，无论是规模还是实力都无法同同城的伊利相媲美，直接操作市场都面临巨大的困难，在处理和竞争对手伊利的关系时，蒙牛都尽量保持低调和形成竞合的形象，把自己定位于市场大潮中的补缺者，在广告宣传上，刻意高调地和伊利牵扯在一起，喊出“争创内蒙古乳业第二品牌”的口号，“向伊利学习”的标语也印上了蒙牛产品的包装，倡导共建乳都。因为品牌竞争力来自它在消费者心目中的形象和信誉，而品牌的形象和信誉来自企业的品牌定位。品牌定位是把企业所期望的形象建立在消费者的心目中，形成与竞争品牌的差异性特点，突出鲜明品牌特征，从而影响消费者针对品牌的态度，增加品牌的价值。在品牌的打造过程中，蒙牛有其独特的“秘籍”：一是对品牌的认识，蒙牛老总牛根生认为品牌是企业的产品和企业的行为，企业产品的品质，以及我们每个员工包括我们企业在社会上给观众、大众留下印象的一种总和，认为品牌由三点组成，首先你的产品品质怎么样，同时你的产品的品位让人们感觉到是怎么回事，还有企业的所有跟社会活动的品行，品行、品位和品质，决定企业品牌的含金量；二是对品牌的运作，从公益活动到体育营销、从娱乐营销到政治与事件营销，蒙牛每一次的活动都是在“造势”和“借势”，提升了品牌的影响力；三是逆向经营模式，蒙牛在创业之初即采取了“虚拟联合”模式，即与国营大企业进行托管、承包、租赁、委托生产等形式的合作，实现了“先建市场，后建工厂”的逆向经营的模式。

    二、策划制胜 
     “蒙牛神话”的创造，在很大程度上得益于其营销策划，特别是在事件营销方面的运作能力，蒙牛的策划值得许多企业和策划人士学习和思考，创造市场热点、嫁接典型性的活动、介入社会活动、历史事件、体育赛事、国际展会等，通过事件策划提升影响力和注意力，快速打造品牌，占领消费者的心智。

     事件营销是指企业或组织通过介入重大新闻事件、社会活动、历史事件、体育赛事等典型性活动或事件，迅速提高品牌知名度与美誉度，以达到“名扬天下”之目的，最终促进市场销售。随着市场竞争的升级，充分利用事件营销已成为近几年市场营销领域进行品牌推广、提升和新闻公关、传播的一把利刃。企业都在有计划地策划、组织、举办和利用名人、具有重大新闻价值的活动，通过制造有“热点新闻”效应的事件，吸引媒体、社会公众和消费者的兴趣与关注，以达到提高企业和产品社会知名度和美誉度、塑造企业良好形象，和最终促进产品或服务销售的目的。“事件营销”集新闻效应、广告效应、公关效应、形象传播、客户关系管理与一体，尤其是其新闻价值和公众话题性，使其具有很强的传播能力，具有事半功倍的营销效果，作为一种阶段性的营销策略与推广手段，事件营销关键在于事件的选择、策略的执行、后期的跟进，环环相扣，层层递进，方能凸现事件营销的威力，达到快速提高品牌知名度与美誉度的目的。

     蒙牛在事件策划过程中，既彰显个性，又合理采用战略战术，如在1999年，蒙牛一出生便打出了第一块广告牌：蒙牛向伊利学习，做内蒙古第二品牌。在其产品包装上，蒙牛也信誓旦旦：为民族工业争光，向伊利学习。从此，人们知道了在内蒙古的千里草原上，除了品质卓越的“百分百好牛，百分百好奶”的伊利，还奔腾着一头谦虚上进的蒙牛。2001年北京申奥，蒙牛第一个站起来，“我们捐赠1000万”。语惊中华，待群情稍稍平覆，蒙牛策划进一步深入，“一厘钱精神，千万元奉献”，即在每根雪糕、每袋牛奶的销售收入各提取1厘钱，7年延期付清，“真情”流露一目了然；2001年6月，蒙牛又以“我们共同的品牌——中国乳都呼和浩特”为主题，在呼和浩特的主要街道高密度投放灯箱广告，与此同时的另一个广告版本是“为内蒙古喝彩，千里草原腾起伊利集团、兴发集团、蒙牛乳业；塞外明珠辉照宁成集团、仕奇集团；河套峥嵘蒙古王、高原独秀鄂尔多斯、内部娇子兆君羊绒……，我们为内蒙古喝彩，让内蒙古腾飞。”；2003年，非典肆虐，蒙牛累计捐款物资1000多万元，并推出公益广告“保护自己、关爱他人”；同在2003年，携神舟五号之势再次加深消费者对“蒙牛”的记忆，同时以“中国航天喝彩”、“健康才能强国“的主题情感诉求再次丰富了“蒙牛”的品牌内涵，打造“航天员专用”，以“举起你的手，为中国航天喝彩”的情感诉求、“健康是强国之路”的品牌主张，通过老、青、童三代不同的形象表现，以一种全新的形象走进人们的视野，以民族情、民族自豪感影响各种类型的消费群体，走出了乳业广告诉求与品牌形象雷同的僵持局面，可谓“百花齐放，一支独秀”；2005年，蒙牛借助湖南台超级女生造星事件，成功塑造了酸酸乳：“酸酸甜甜就是我”的产品及品牌形象，且极大得到大中学生等青年人群的认同；借助连战访华，推出“祖国统一，是全球华人的共同愿望”。

   在促销终端，蒙牛同样善于策划和运作，如“来自大草原，香浓好感受。”、“城市多喝一杯奶，农村致富一家人”、“一杯奶强壮一个民族”、“深深草原情，浓浓草原心。”、天蓝色布衬、乳白色牛奶、大草原风情……，蒙牛的每一次露天促销，这些都是不变的元素。如：

    在终端的宣传单页上，推出：女人不美，男人要负一半责任 
    一位名人说过，一个人要为自己的相貌负责。我想，对于女人来说，相貌长成什么样，自己只有负一半的责任，另一半则应由男人来负。 
    蒙牛正如他的当家人牛根生一样，在策划方面非常牛气，他认为：凡社会关注的事情，无一例外，蒙牛都关心，而且想方设法参与其中。蒙牛关心社会大事，社会关心蒙牛，就这么简单，“事件营销”和品牌塑造既有关系也没关系。做企业我认为实际上包含三层含义：做事、做势、做市。产品做好了，是“做事”；营销做好了，是“做势”；品牌做好了，是“做市”；他认为“事件营销”是品牌塑造的直接载体，关键是两者间要形成共鸣与共振。首先是知名度，其次是美誉度，最后才是忠诚度，“事件营销”可以在消费者头脑中实现这样的升级。认为一个品牌的成长，是满足消费者的结果，而不是消灭竞争对手的结果，就乳制品行业而言，品牌实际上由三部分构成：品质、品味、品行。品牌这个无形资产的建立，第一个前提，或者说“最大的支点”，就是品质，这是所有品牌的出发点和立足点，没有品质，一切都是负数！所以，“以品牌为中心”，其第一个构件就是“以产品为中心”，没有好的产品，品牌是空中楼阁，第一盖不起来，第二即使勉强盖起来，也是空架子，风一吹就倒。通过事件策划和集束传播，使得蒙牛得以以最小的资本投入，最快的速度，获得了快速的成长，形成了品牌个性和鲜明品牌形象。蒙牛的策划在于有效把握了消费者的心理和行为，在于影响力和注意力的获得，如利用民族情感、利用年轻人梦想走向“星光大道”的心理、利用公益事业和道义诉求、将情感性诉求和功能性诉求有效结合、采取比附定位、善于借势和造势，通过策划，提升了形象和销量。

 　三、财散人聚 
    “财聚人散，财散人聚”，如果将财散给其他人，那这些人就会聚集在你的身边。而如果你将财聚集在自己的手里，那么，将没有人跟随你，人们就会象水一样离开。在蒙牛发展的过程中，为了留住核心的人才，充分发挥人才的主观能动性，蒙牛将财散给股东和职工，如牛根生成为全球捐股第一人，在2004年底，他将自己持有的约10%的蒙牛股份全部捐献出来，创立保障蒙牛百年发展的“老牛专项基金”，具体的操作分成两步：第一步是在牛根生有生之年，将股份红利的51%转为“老牛专项基金”，其余49%的红利依旧由牛根生自己支配，在牛根生卸任董事长之后，表决权授予继任者；第二步，牛根生天年之后，股份全部捐给“老牛专项基金”，家人不享有继承权，妻子、儿女只领取不低于北京、上海、广州三地平均工资的收入，作为生活费。如在非典期间，蒙牛第一家捐献抗击非典资金，数额达100万元；在抗非典之役结束后，蒙牛又向教师免费赠送蒙牛产品；为了敲开各个市场，蒙牛多次使用散财的手段，如免费品尝、先尝后买等，都实现了“财散人聚，人聚财聚”的目的，仅上海一地，蒙牛为了打开市场，就送出了价值约800万元的蒙牛产品；蒙牛除了“散财”给消费者，也“散财”给企业的职工，为企业职工解决后顾之忧，让他们可以安心为蒙牛工作，从而继续创造蒙牛的辉煌，通过财散蒙牛积聚了巨大的人力资源财富，为蒙牛的可持续发展奠定了坚实的基础。

  四、消费者教育 
  “每天一斤奶，强壮中国人”，由于奶中至少有100多种化学成分，其中主要有蛋白质、脂肪、碳水化合物、矿物质、维生素等。为此，牛奶有“白色血液”、“人类保姆”等美称，蒙牛一直在倡导希望全国人都喝牛奶，可以不是蒙牛的，在培育市场和消费者教育方面，蒙牛想了很多办法：如在全国范围内进行了有史以来最大的一次捐奶助学工程，蒙牛给全国为500所贫困学校的贫困学生免费提供一年的牛奶，折合人民币上亿元；如蒙牛提出口号“城市多喝一杯奶，致富农村一家人”；如蒙牛连同政府部门、科研机构、行业协会将一起创造一个中国健康史的里程碑，在人们意识到牛奶的价值之后，想必会有更多的人去响应“每天一斤奶”的号召，势必会引起全国公众的饮奶“大行动”和牛奶的普及；如向消费者赠送光盘，蒙牛曾经买下一些草原歌曲的版权，在中间夹杂牛奶生产线及牛奶知识的介绍，并制作成光盘，将其放在奶箱里，赠送给消费者；另外，蒙牛还十分注重向大众传媒输出案例，蒙牛认为，一个好的案例可以成为千百万大学老师及培训机构讲师的讲课素材，其教育消费者的作用更加广泛而深远，这比“派出一万名导购员还管用”。这些培训和教育消费者的方式虽然不能立竿见影，但是对中国乳制品行业发展的影响是十分深远的，毕竟，中国喝牛奶的人越来越多。蒙牛作为行业的“领头羊”在扮演着引导市场的角色，履行相应的社会责任，当然，也使企业获得了相应丰厚的回报，从蒙牛的言论和行为中，透露出蒙牛对奶农、对消费者、对社会、对国家的关心和支持，也正是蒙牛从消费大众的利益出发，不断培育市场、教育消费者，一直在为中国民族的强壮事业努力着，从而一次次成为消费者关注的焦点，一次次赢得消费者的信赖，让蒙牛从“一无工厂，二无品牌，三无市场”的企业发展到今天的行业冠军。

  五、资源整合 
    蒙牛在发展成长过程中，不断地进行资源整合，从获取摩根的风险基金到全球招聘总裁，从产品开发到具体的营销，蒙牛都以资源整合为手段，如依照产学研相结合的思路，与中科院联合，开发产品、塑造品牌；与中间商联合，开辟全国市场；在内蒙古建厂拥有自己的根据地，与内蒙古人民水乳交融；如大力发展股份合作制经济的时代潮流，依托大草原的天然优势，为子孙后代创造出一个“百年蒙牛”；如在营销过程中利用中心城市的辐射，把京津冀地区根据市场特征划分为若干个区域，以中心地级市场为圆心，周边县区为卫星，最终形成循环运作、稳定高效的营销网络；在客户选择上，重点发展综合实力较强，能全面推广蒙牛系列产品，能以做品牌为起点，能紧跟公司发展步伐长期协作的客户；在实际操作中，采取营销三段论：第一阶段，依照各个地域的不同特征，以地区中心城市为圆心，划分市场类型，合理设定客户，进行地毯式配货，迅速提高市场覆盖率，扩大公司知名度。第二阶段，巩固原有中心网络，加强对周边县区分销商的开发与辐射；利用灵活多边的营销方式，厂商联手，对营销主渠道实行激励销售；发展培养多家“卫星经销商”，全面提高占有率。第三阶段，健全销售网络，在加大产品销售量和公司知名度的基础上，维护价格稳定，完善售后服务，使区域销售保持有序发展；如提出了大品牌的理念，打造内蒙中国乳都等等，通过在具体运作过程中对资源的不断整合，进而在发展过程中保持快速的健康成长。
     

   六、蒙牛愿景 
    　随着企业的发展，蒙牛在围绕常温液态奶、低温鲜奶、冰淇淋、奶品产品四大主要生产线的基础上，一是向高端延伸，推出金牌牛奶“特仑苏”；二是进一步细分市场，如针对不同群体的细分，如针对不同场合的细分，如针对不同口味的细分等等；三是加强体验，如推出蒙牛工业旅游。正如蒙牛文化中所言：“用辅导代替领导，用服务代替行销，用期许代替要求”；“每一个好的想法（观念）让每一个员工都知道（接受）；每个好的做法（技术）让每一个员工都去做”；“虽然你不能控制他人，但你可以掌握自己；你不能预知明天，但你可以把握今天；你不能样样胜利，但你可以事事尽力；你不能延伸生命的长度，但你可以决定生命的宽度；你不能左右天气，但你可以改变心情；你不能选择容貌，但你可以展现笑容”。凭借蒙牛的专业、专注与专心，通过做公益营销“赢得人心”，打造蒙牛品牌知名度和美誉度，使蒙牛从中国牛走向世界牛。(王唤明） 

(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.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

Selected Articles in Previous Periods

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往期精选文章

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1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

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)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5 如何念地藏经：念地藏经仪轨方法（完整版）

6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化：改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化：中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向：回向修改为简洁回向