Mengniu: good quality, green life, winning market

The fundamental key to the survival of an enterprise is insight to demand of consumers and action of satisfying this demand. At the same time, consumption trend insight is also quiet important. For today s consumers, quality and green are two major themes at present. To win market and consumers trust, quality and green consumption are necessary weapons. As Chinese dairy champion, Mengniu has early set green and quality strategy on the day when it is founded. Today, Mengniu holds good quality, green life as its brand advocate which arouses sympathetic chord with consumers and lays foundation of trust from consumers.

However, nowadays, consumption becomes more and more rational and the concept of consumption is relatively mature, which means that consumers don t care about what you says, but what you do. So what actions Mengniu take to support good quality, green life ?

A workman must first sharpen his tools before doing his work well. Regarding quality, Mengniu takes action from the fundamental of milk source-farms building. Menngiu builds farms on 40 degree of north latitude where grass flourishes. Farm experts say that there is the best place for raising cows in the world. If we do not take good use of this natural barn, it will be a large amount of waste. At present, Mengniu has jointly built fourteen ten-thousand-herds farms nationwide and will build 20-30 such farms in the coming future. As a good example of farm building, Mengniu Austasia International Dairy Farm gathers talents from 7 countries (China, America, Britain, Australia, Indonesia, New Zealand and Singapore) to construct and manage; several milking ways are utilized such as method of European, American, Australian and Asian; high protein forage and grass breeds are also introduced from 12 countries such as Europe, America, Australia and Asia. It is called the farm of United Nations with which the product quality is ensured.

Meanwhile, the R&D Center and high-tech workshop spending RMB 1.2 billion is the largest with highest technology production base and R&D center gathering functions of research and development, examination, production and training in China. It attracts 16 world s top dairy R&D institutes (Cambridge University, Monash Universiry, Chinese Academy of Science, Agricultural University of China) and technological champion resource. It builds a globally-advanced and complete chain from R&D to production. Mengniu has the world s most advanced and largest dairy production workshop where each pack of milk has to go through 9 procedures, 36 monitoring points, 105 tests and 367 food safety items examination before outing the factory so that all products are fresh and safe.

Mengniu s good quality, green life brings consumers qualified enjoy and green consumption. Mengniu has been making efforts to creating green life and green enjoyment. Mengniu joins hands with National Afforestation Committee, State Forestry Administration, and China Green Foundation to firstly found Mengniu Eco-grassland Fund aiming at eco-grassland construction; Mengniu proactively responds 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 encourages employees to take commute bus or carpool instead of driving to work; 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. At present, Mengniu even makes strategic cooperation intention with the world s largest environmental protection organization WWF and would soon to be the first ever enterprise who joins carbon emission reduction plan . This will achieve double progression of enterprise development and social responsibility.

Mengniu is now making constant efforts to practicing brand advocate of good quality, green life to maintain the excellent performance( World s Top 16 Dairy Companies, The Asia s 500 Most Influential Brands and Huapu Award). Mengniu s sustainable growth and leading position makes good quality, green life not only a brand slogan, but also the unceasing power to push forward Mengniu s actions taken on green, which will ultimately provide consumers with better product quality and more beautiful green life. From: sohu.com