History of Mengniu in China

Mengniu was founded in 1999. In its first year of business, Mengniu realized a sales revenue of 0.37 billion yuan and jumped to 119th place in the national dairy industry ranking. In 2000, China's first bag of Tetra Pillow came off the production line in Mengniu, and Mengniu entered a period of rapid growth. in September, Mengniu set up the "Cheers to Inner Mongolia" billboard, and also set up the determination to make the grassland brand bigger. In September, Mengniu set up the "Cheers to Inner Mongolia" billboard, and also established the determination to make the grassland brand bigger. In its second year of business, Mengniu took on the role of industry leader, targeting the growth of the industry, the development of the grasslands, and the physical and mental health of the entire population. 2001 saw Mengniu take the lead in advocating the construction of Hohhot as the "Dairy Capital of China," closely integrating the company's development with the local economy. This initiative enhanced Mengniu's brand reputation and promoted the rapid and sustainable development of Mengniu. In the same year, Mengniu sales rose rapidly to fifth place, and in the mainland dairy market high point - Shanghai jumped to "the first brand of milk in foreign ports. 2002, the top international investment companies Morgan, Dinghui, British Union to Mengniu a one-time injection of more than 26 million U.S. dollars, which is the largest amount of one-time introduction of foreign investment projects in Inner Mongolia private sector. One-time introduction of foreign capital amounted to the largest project, but also the domestic dairy industry by the largest amount of foreign capital injection. In the same year, Mengniu milk into the Hong Kong market, won the favor of Hong Kong people. Mengniu's "World Cow" strategy began to take shape. 2003, April, after a number of stringent tests, Mengniu milk stood out from many brands, was identified as "China's special milk for astronauts", began to "serve" in the National Space Administration (NASA), which was the first time that Mengniu's milk was used in China. "In April, 2003, Mengniu's milk was selected as the "special milk for Chinese astronauts" after a number of stringent tests, and began to serve in the National Space Administration (NASA), accompanying the astronauts of Shenzhou V to successfully complete China's first manned space flight. With the ascension of "Shenzhou", Mengniu also began to lead the industry: liquid milk became the national champion, the first consumer satisfaction, the first brand radiation, this achievement has been maintained to date, and won the Hong Kong market "new product performance excellence award".2004 On June 10, 2004, Mengniu was officially listed on the Hong Kong Stock Exchange, becoming the first mainland dairy company to be listed overseas. The listing set a number of new records in the Hong Kong stock market and won the best IPO of the year. Mengniu began to use the money of global shareholders to do the things of Chinese farmers (raising cows to increase income), and to do the things of Chinese citizens (drinking milk health). The media commented: "According to the 'three-step' brand strategy of 'Grassland Cow-China Cow-World Cow' put forward by Mengniu's team, this marks that Mengniu has embarked on the dream road of 'World Cow This signifies that Mengniu has embarked on the road of seeking the dream of 'World Cow'". In the same year, Mengniu milk became the "special product for athletes" for all athletes of the Training Bureau of the General Administration of Sport of China to prepare for the Olympic Games, and "astronauts in the sky, athletes on the ground" became synonymous with Mengniu's high quality.

In 2005, "2005 Happy China Mengniu Lactic Acid Super Girl" annual contest swept the country, Mengniu lactic acid breakthroughs the traditional concept of milk as a fashionable and healthy drink loved by young people, and opens up an important channel for young people to drink milk. The keyword of the year was "to pursue and realize the dream", and Mengniu's dream of many years was realized - China Dairy Products Industry Association officially named Hohhot as "China's Dairy Capital". 2006, February 5th, Yang Wenjun was elected as the president of Mengniu Dairy Group. In October, Mengniu won the IDF World Dairy Innovation Award, which is regarded as the "Oscar" of the global dairy industry, winning the first world gold medal for China's dairy industry. In the same year, Mengniu allied with Hong Kong Disneyland and became the sole dairy supplier to the park, and was selected as one of the "Top 500 Asian Brands", with Mengniu Tremendous winning the "Asian Brand Innovation Award". In June, Mengniu initiated the "A Catty of Milk a Day to Strengthen Chinese People" milk delivery campaign, which started the Chinese Milk Love Campaign and opened up a new pattern for Mengniu's development policy of "Big Things Come to Me". In 2007, Mengniu won the "Best Corporate Public Image Award" and "China's Most Respected Enterprise" for the second consecutive year. 2007, in April, at the Boao Forum for Asia, Terensu became the only milk brand that entertained international VIPs. In July, Mengniu invested 1.2 billion RMB to build a high-tech dairy research institute and a highly intelligent production base, and in August, Mengniu became the official partner of NBA China. In August, Mengniu became the official partner of the NBA in China. In that year, Mengniu became the first dairy company in China with an annual revenue of more than 20 billion dollars, basically entering the ranks of world-class dairy battleships. In the same year, Mengniu was honored as the first "Most Competitive Brand" by the Ministry of Commerce and ranked first in brand value among private enterprises; it was awarded the honorary title of "National Enterprise Culture Construction Demonstration Base" by the China Association for the Promotion of Enterprise Culture (the first one in the dairy industry and the only one among private enterprises); and it was awarded the honorary title of "National Enterprise Culture Construction Demonstration Base" by the China Association for the Promotion of Enterprise Culture. In 2008, it was a year of responsibility; in January, Mengniu was awarded the "Best Public Welfare Enterprise of the Year" in the Sina Network Ceremony; in March, Niu Gensheng became the first company to be honored with the Harvard Lecture on "Social Responsibility". In March, Niu Gensheng became the first Chinese entrepreneur to deliver a speech on "social responsibility" at Harvard Lecture Theater, and in April, Mengniu Real Fruit Pellets won the "SIAL Gold Country Award" on behalf of China's dairy industry at the SIAL International Food Exhibition. 2009, at the beginning of the year, Mengniu was honored with the " In 2009, at the beginning of the year, Mengniu was honored with the title of "Pioneer of Fast-Growing Enterprises in Inner Mongolia in 30 Years of Reform and Opening Up". National Bureau of Statistics, China Federation of Industry and Commerce and other authoritative survey data show that Mengniu liquid milk, yogurt and lactic acid beverage sales are the country's first, Mengniu has become the first choice of consumers of dairy brands.

In July, Rabobank, which is known as "Europe's most sustainable bank", released its latest report on the ranking of global dairy companies. Mengniu Dairy Group was ranked 19th, representing the first time China's dairy industry was among the top 20. Mengniu's strategic partnership with COFCO, with the help of COFCO's worldwide business network, will promote Mengniu's "three processes", i.e., more integration of raw material markets, more internationalization of food safety, and more globalization of strategic resource allocation, and help Mengniu enter the ranks of the world's dairy giants, and contribute to the dream of "World Dairy Capital". The dream journey of "World Dairy Capital" has started a new journey.