Category: Money tips Release Date: 2006-02-23
Niu Gensheng is a business textbook, we can learn from him when the business is still very weak, when, how and industry leading game; in the use of international capital that double-edged sword, how can we not hurt themselves. Niu Gensheng, led by Mengniu business since 1999, started from absolutely nothing, in the A crowded side by side the "Dairy Jiang Hu" literally to fight the biggest one under construction, and by 2004 has become the industry leader Mengniu, its revenue totaled 72.138 billion yuan, after Erie's 8.734 billion, while net profit of 319.4 million Mengniu is far from the Erie behind. So doing, he entered the 2004 "Forbes" rich list, worth 135 million.
6 years to build out an annual income of more than 7 billion of the giant enterprises to retreat competitive strategy and broken ax Shen team incentive pay is the invincible two tricks.
Ax 1: A retreat for the enterprise to create the best environment for the survival
In 1978, the 20-year-old Niu Gensheng into the cattle work, five years later, Niu Gensheng entered the Erie, from the workers and started a bottle washing, and then workshop and gradually promoted to director in 1992, has served as vice president of operations Erie , 1998, Niu Gensheng Erie Board of Trustees has been removed. Removal is no reason, and the credit became the only high-cover the main analytical.
Niu Gensheng unwilling desolation choose their own businesses. In January 1999, Mengniu formally incorporated, registered capital of 1 million, basically Niu Gensheng Erie and his wife sold the stock of money. "At that time in a residential area in Hohhot, where he rented a small cottage as an office, a total of only 53 square meters, monthly rental of more than 200 yuan. Mengniu to be formed, only in Inner Mongolia, to Erie, led by dairy enterprises have hundreds. Mengniu and Yili Group in Hohhot with at that time had been available for many years, a complete ice cream, liquid milk and milk powder production and sales operations, when net profit of more than 80 million yuan. Mengniu had just been born in 1999, when , there is no milk, no factories, no market can be said that nothing "
However, Niu Gensheng people. Niu Gensheng of Mengniu banner Yi Che a hero the world's hearts, that this message is still the work of the old men put down Erie Gaoguanhoulu defected from the beginning a number of land grants, a total of hundreds of people without any complaint from him Da Jiangshan start from scratch, but the pattern of interests in the dairy industry's got the basic shape, Mengniu living space suffering from squeezed, overtly or covertly from all corners of the calculations.
There is competition began to want to strangle Mengniu this infant in the cradle, the Mengniu has experienced smashed billboards, milk has been cut down and other events. Ming knife stab in the face of strong competition, Niu Gensheng chose to retreat into the strategy.
Erie then president of Zheng Junhuai Niu Gensheng ability to have a deep understanding of why Erie is also the most powerful pressure Mengniu. However, Niu Gensheng, who had abandoned his severely Erie, in any occasions, has shown full respect. Mengniu at the beginning of time is very modest, outgoing advertising slogan is: learning to Erie disappointing national enterprises. External publicity at that time was Inner Mongolia Mengniu Dairy's second-largest brand, is the first Erie. Niu Gensheng on various occasions referred to Erie, words are always full of Erie and the sentimentally attached to the old leadership of Zheng Junhuai respect. Niu Gensheng the practice of gradually win more sympathy and support.
Why would they do for their own time, Niu Gensheng to resolve is "playing does not fight back, cursing is not also mouth, and only in this way can survive, while growing up." Face of strong competition you want to set the kill strategy Niu Gensheng, admits: "If you do not fight back is to pinch immortality. as long as the possibility of a fight back strangled is particularly big. was beaten and scolded the future, not to be beaten is not scolded, in order that they can survive out, develop, and Finally can we not take a beating is not scolded. When you're playing for several years, playing and cursing after the process had experienced, we must learn not to fight what would win, how to win without fighting. "
Competitors vicious tactics have thus been Niu Gensheng resolved trace.
