Mengniu invited to Cannes Lions International Advertising Festival

Cannes Lions International Advertising Festival is the annual gala in global marketing and sales circle. Recently on the 2010 Cannes Lions International Advertising Festival, companies like Coco Cola and Mengniu jointly participated luncheon party of marketing and sales communication between eastern and western managers in the theme of enjoy Cannes, China glory at the Ritz-Carlton Hotel. Mengniu s vice president Zhao Yuanhua attended the party and delivered wonderful speech. She introduced Mengniu s international brand marketing and sales strategy under world s latest trend of information, globalization and ecology theme, by which Mengniu demonstrated its large potential in front of the world.
Information society emphasizes the interaction with consumers
Along with the emergency of web 2.0, there is a variety of marketing methods such as blog marketing, viral marketing, e-mail marketing and Internet membership marketing. At luncheon party, Zhao Yuanhua said that as the largest dairy enterprise of China, Mengniu paid great attention to the power of the influence of marketing and had been exploring ways of promoting future brands by using today s media.
To let consumers actually know the producing process of each glass of milk, Mengniu paved the way to set a particular program named panoramic view on Mengniu on its official website. As long as you click the mouse, you can examine all key links of milk production at Mengniu industrial park. This innovative action made free on-line green industrial tour possible for consumers, and consumers could experience high-tech dairy science through light and happy atmosphere and could strengthen interaction.
In order to adapt to consumers demands of quick and convenience in this modern society and let consumers have the chance to taste Mengniu s products by on-line purchasing, Mengniu even set up another sales channel, electronic shopping mall to bring consumers about B2C fashion and convenience of e-business. On e-business shopping mall, Mengniu set milk knowledge and dairy forum to provide platform for communication with consumers. Consumers can get guidelines from the forum which realizes deep communication between enterprise and consumers. Mengniu takes the lead to continuously innovate Chinese dairy consumption trend.
Mengniu s vice president Zhao Yuanhua at Cannes
Under globalization, head the way from China Mengniu to world Mengniu
Recently some scholars came up with ideas such as macro national strategy and China s Marshal Plan, and they hoped China carry out national brand marketing to make Chinese brands well known around the world. Zhao Yuanhua said that under circumstance of national brand marketing, Mengniu would also upgrade marketing strategy and strengthen internationalization construction to upgrade the enterprise s international development.
Zhao Yuanhua introduced that at the beginning of founding, Mengniu set up the strategy of grassland Mengniu, China Mengniu and world Mengniu, and imported world s most advanced dairy production equipment and best breeding cows to build the Asia-largest single dairy farm Austasia International Dairy Farm. In addition, Mengniu integrated worldwide resource to carry out international cooperation and successively built strategic partnership with Arla Foods, NBA, Boao Forum for Asia and other world leading enterprises and institutes to fully absorb advanced experience from the west, and at the same time promoted Chinese brands among foreign consumers.
In June of this year, Mengniu for the second time entered the world s top 20 dairy companies released by Rabobank Group and ranked No. 16. It was very hopeful for Mengniu to step onto the world s top 10 in the next five years to further consolidate national brand s first class position in world dairy industry. Zhao Yuanhua said, being the top 16, Mengniu was dedicated to make Chinese dairy industry become the wind vane for the world dairy industry so that Chinese power could trend the world.
Under the age of ecology, green marketing is the benchmark
Zhao Yuanhua thought that Copenhagen Summit was the symbol that the world entered into the low carbon economy age. Nowadays, low carbon bad become the gate pass for enterprises on the way of internationalization, and it was also the inevitable choice for their future development. Many enterprises like Mengniu would carry out their economic activities in accordance with low carbon strategy.
In the process of transforming green economy into gold, Mengniu inherits its consistent green milk source and ecological dairy farm building to launch a new round of green strategy. Zhao Yuanhua introduced that Mengniu had build the world s largest biomass methane power station. From April to July of this year, Mengniu launched large-scale experiencing activity named ecological movement support China , and carried out carbon calculation test activity on Internet to exert efforts to China s era of ecology.
The upgrading of cow s image attracted attention from international giants. In the meeting of Cannes international marketing elites considered that Mengniu s green marketing strategy on one hand protected ecology, and on the other cut the cost of enterprise operation. This achieved double benefits of ecology and economy, which benchmarked the Chinese dairy industry in the world dairy industry.