Dairy champion Mengniu firstly steps into Asia s Fab 50

Recently famous financial magazine Forbes releases names of Asia s Fab 50 and 16 Chinese mainland companies are included on the list. As Chinese dairy champion, Mengniu firstly comes into top 50 on behalf of Chinese dairy industry.

Asia s Fad 50 selection started from 2005 by Forbes who aimed to look for top 50 companies who had largest assets and best profit status as examples for the industry. This year s winners come out of 936 candidates with criteria of over 3 billion US dollar market or capital value and successive 5 years of fine profit premium, recent financial status, stock price and prospect of development.

Industrial analysts consider that the quantity of Chinese candidates increases a lot from 2008. It demonstrates Chinese economy represented by Chinese enterprises becomes more influential in Asia, which is closely related to Chinese enterprises like Mengniu.

World s Top 16 Dairy Companies, Asia s Fad 50, and Huapu Award won by Mengniu prove that Chinese dairy brands gets systematic influence and promotion to the world again and again. 2010 half-year report of Mengniu showed that Mengniu gained RMB 14.4342 billion revenue growing 19.31% and RMB 618.8 million profit. From quality to brand, from performance to international status, Mengniu fully deserved the champion of Chinese dairy industry.

In the back of these honors, it is the determination of building Mengniu into the dairy center of the world that supports proactive attitude of life and pursuance of quality which is also Mengniu s brand appeal, good quality, green life .

Green farms, good milk

Mengniu exerts efforts towards building green ecological dairy farms adhering to modernization, intellectualization and ecologicalization. Austasia International Dairy Farm integrates grass planting, cow breeding and milking into a whole referring management and experience as well as experts from America, Britain, Australia, New Zealand and China. Mengniu also introduces grass fitted for planting in Inner Mongolia from globe and builds the world s largest biogas power plant and sewage disposal plant capable of processing over 10,000 tons sewage. Treated sewage can be utilized to irrigate grass and vegetables as well as breeding fish. Mengniu realizes the goal of generating power by manure and breeding fish by treated water, which makes Mengniu s production free from public hazard, pollution and discharge which in turn keeps promise of ecological industry strategy to thoroughly protect grass land ecology.

At present, Mengniu has been jointly invested and built 14 super large dairy farms with each holding capacity over 10,000 herds. Joint by National Afforestation Committee, State Forestry Administration, and China Green Foundation, Mengniu founds the Mengniu Ecological Grassland Fund which is the first ever fund dedicating to grassland construction and protection. A series of green industrial chain construction layout provides a solid foundation for green quality milk supply and further strengthens Mengniu s advantage on milk supply in China.

Green, low carbon and healthy life

In addition to greatly promoted green milk supply construction, Mengniu also makes efforts on publicity of green development to call upon more people to join low carbon and environmental protection so that green and healthy lifestyle can be widely realized.

In 2008, Mengniu proactively responded to the call of green travel and Carbon Footprint which advocated all staffs to go to work by subway, public bus, riding or on foot. Mengniu also encouraged employees to take commute bus or carpool instead of driving to work. What s more, Mengniu joined Beijing broadcast to initiate large scale activity themed Mengniu green riders march towards Beijing to advocate more green transportation. This activity participating riders went by Shanghai, Tianjin, Shenyang, Qingdao and finally Beijing and during the journey many exited public welfare activities were organized to publicize knowledge of green development and environmental protection to the public and citizens.

The year 2010 is the first year of China s green economy development, and Mengniu initiates large experiencing activity of ecological movement supports China . Through favorable types of experiencing activities such as packaging box and environmental protection dress show, consumers bodily experienced the interests and participation of green economy. In addition to city ecological patrolling exhibition over 30 cities, Mengniu tries to plant this concept into the mind of every citizen by inventing online carbon consumption calculation program cooperated with web partners. Through pioneering activities of recycling use of milk package and taking off non-working plugs to accumulate scores which can exchange souvenirs in various levels, Mengniu encourages people to contribute efforts by actions in detailed areas.

In September of 2010, Mengniu made exploration to new model of low carbon development for dairy industry and signed cooperation agreement with one of largest world s environmental protection organization WWF and joined the carbon emission reduction plan . This was also one of important strategic measures of Mengniu. Carbon emission reduction pioneer program is developed by WWF targeting at resolving climate change problems and seeking partners from global commercial industry. This program requires industrial leading participants to make promise of enormously cutting carbon emission and set long-term strategic carbon emission reduction with taking potential opportunities and cost of that reduction into consideration so that company development and enterprises social responsibility can be doubly realized.

Good quality, green life is like blood running around vessels of every Mengniu person and it also strongly influences a large amount of people and their thinking model as well. Green grassland cultivates excellent quality of Mengniu milk; high quality Mengniu milk brings good quality life for people. Therefore, it is the green succeeds in high quality life.

Because of enterprises like Mengniu, Chinese brands are gradually gaining more influence and power in the world. Presumably there will be more and more Chinese brands emerging among world s brand list.