Mengniu s theme in 2011, reinforce foundation and promote growth

During the 11th Five-Year Plan , the overall production force of domestic farm industry had been greatly improved, and as important national livestock production base, Inner Mongolia had been for many years stepping on the top of domestic milk production volume which pushed forward the growth of Chinese dairy industry. It is known that during the 12th Five-Year Plan , Chinese dairy industry will go on keeping rapid development. It is projected that in 2015, domestic raw milk production volume will rise up to 5,000 tons.
Regarding this, national leading dairy company Mengniu expresses his ambition of making more efforts on milk base construction, model restructure and new product development by which Mengniu can seize market opportunity and ensure sustainable growth of group company s performance in 2011.
Green industrial chain, good raw milk quality
Fine quality raw milk ensures product quality fundamentally, and in recent years, Mengniu sustainably increases investment on milk base construction to lay a solid foundation for long term development. It is known that currently Mengniu has jointly built fourteen 10,000-herds farms and will go on to build 20 to 30 such large scale farms in future. In the first half year of 2010, Mengniu invested over RMB 400 million Yuan to build 10,000 herds dairy farm in Tongliao and Yinchuan where a model factory for organic milk production was also founded. Sustainable investment in ecologic construction strengthens advantage of Mengniu s raw milk quality.
Besides, Mengniu also proactively builds green industrial chain by making great efforts to green and low carbon promotion on links of industrial chain so that green and natural quality can be realized.
Regarding raw milk supply, Mengniu proactively pushes forward the construction of large scale dairy farm so that milk supply foundation could be further reinforced. Mengniu builds world s largest biogas power plant to recycle manure; strictly implements low carbon production model and control of energy consumption and disposal. Mengniu also builds sewage disposal plant for recycling water, optimizes logistic plan for reducing transportation carbon emission, and gradually use FSC recognized packaging materials to build green industrial chain together with suppliers to enjoy natural endowment and realize sustainable development.
Industrial insiders point out that it is the perseverance and transmission of green concept, enterprises are not only inspired by green vigor and competitiveness, but also steps forward to a significant transfer to green development of Chinese dairy industry.
Product innovation follows market trend
Green raw milk is the fundamental and quality guarantee for product. Facing fierce market competition, product differentiation, function, and innovation will determine the development of an enterprise. Innovation is sustainable power for company breakthrough and development. Over past years, Mengniu actively dedicates to new product development and explores nutritional dairy food to satisfy consumer needs in various kinds. At present, Mengniu s new products have already flourished to many kinds of categories represented by from the first professional children milk Future Star, to Milk Deluxe with over 3.3 g natural dairy protein, to state recognized health food Guanyiru Yogurt, to New Style Milk targeting to resolve lactose intolerance. Mengniu has successively made breakthroughs to build milk plan for Chinese people.
Experts say that Mengniu s innovative power partially comes from inspiration of newly built High-tech Dairy H&D Center, it not only has world s most advanced production equipment, but also collects advantageous technology from 16 international and domestic dairy suppliers and institutions such as Cambridge University, Monash University, Arla Foods, Chinese Academy of Sciences, and China Agricultural University. With such world class R&D team, Mengniu lays a solid foundation for fine quality product.
Just a few years ago, Mengniu s True Fruit Bits milk beverage won The State Intellectual Property Award by innovation in liquid milk technology, which duly illustrated wide recognition on Mengniu from the general public of society. By support of innovation, Mengniu has been successively stepping on champion among Chinese dairy industry and leading the whole dairy circle to make breakthrough to the world s top 20 dairy companies.
The year 2011 is going to be a rapid growth year for Chinese economic development, and consumers ongoing developing demands will become to the wind vane for all dairy companies. Insiders point out that along with the upgrade of consumption, dairy market will be unshed in the threshold of explosion. Responsible person of Mengniu said that in the future, Mengniu will make further efforts to R&D construction and diversified product function to meet market demands. In addition, based on solid support of raw milk supply and innovation, Mengniu is also full of confidence in realizing goal of stepping to world s top 10 dairy companies.