In the first half of this year, affected by the rapid expansion of production capacity and the weak recovery of consumption, the dairy industry as a whole faced the dilemma of overcapacity and oversupply. In this context, Mengniu rose to the challenge and ran out of contrarian growth, showing the trend of the strong and the strong. So in the industry's first downward cycle, how to grow against the trend?The secret is hidden in every detail.
As a leading enterprise in China's dairy industryMengniuAlwaysWork hard around the "dairy industry".Deep ploughing the trackContinuously improve the ability of high-quality developmentAt the same time, in recent years, Mengniu has anchored the "first" strategy, demonstrated strong development resilience, continued to strengthen its development capabilities, improved its development quality, continuously optimized its business structure, deepened its transformation and upgrading, and reached a new high in its reputation.
Strategy determines the way out of the enterprise, and how to implement it is a test of the comprehensive strength of the enterprise. In terms of product quality, since its establishment, Mengniu has adhered to the original intention of "one pound of milk a day, strong Chinese", adhering to the values of "consumer first, first first", controlling product quality with the world's strictest standards, starting from a grass, creating a cup of assured and good milk for consumers, and creating a "food safety business card" for China's dairy industry.
Its original "4Q" quality management system realizes the quality control of the whole industrial chain of "forage to table", and builds every line of defense for food safety. At present, Mengniu's 9 major categories of products have all completed the EU standard product standard upgrade and passed the SGS certification, becoming the first enterprise in China to pass the EU standard product certification for all categories of food.
In terms of the layout of the whole industrial chain, Mengniu continues to promote the development of the whole industrial chain of "one grass to one cup of milk", and takes frequent actions. Just like at the forage end, Mengniu promotes high-end forage research and becomes the leader of forageAt the end of the seed industry, we should establish an independent breeding system for breeding cattle to promote the solution of the problem of high dependence on foreign countries in the core provenance of dairy cows in ChinaOn the animal husbandry side, we will build the world's largest animal husbandry group - modern animal husbandryAt the milk source end, resource integration and continuous improvement of self-control capabilities. Lay out the industrial chain and extend the value chainConsolidate the foundation of the brand, Mengniu counts every step of the way!
Innovation is the eternal moat of an enterprise. In terms of R&D and innovation, Mengniu has been forging ahead. At the beginning of October this year, Mengniu Group's self-developed breast milk oligosaccharides (HMOs) were approved by the National Health Commission, and Mengniu became the only Chinese local enterprise among the first batch of approved enterprises.
This scientific research achievementIt has broken through the problem of "stuck neck" of raw materials in China's milk powder industrytowardThe key is to strengthen the localization of functional raw materialsoutA solid step,It is of epoch-making significance for the upgrading of China's milk powder industryIn the future, Mengniu will focus on the three major fields of milk science, nutrition and health, and biotechnology based on consumer needs, achieve more technological breakthroughs, accelerate the transformation and implementation of achievements, and dedicate more new products to partners and consumers.
While focusing on product innovation, Mengniu has not forgotten the global issue of ecological civilization construction. Peter Drucker, the godfather of management, once said that any cross-era enterprise must be able to deeply participate in the global issues of each era. As early as 2019, Mengniu put forward a three-year ESG development strategy plan, establishing the mission of "protecting the common health of mankind and the earth", as well as the development vision of "more nutritious products, healthier life, and more sustainable earth", and raised ESG to a strategic level.
Recently, according to the latest ESG rating results released by MSCI, an international authoritative index company,Mengniu is the only comprehensive dairy enterprise in China that has obtained AA levelIn addition, in the newly released "ESG Pioneer 100 Index of Central Enterprises",Mengniu ranked third, ranked first in the food and beverage industry, and was selected as an excellent ESG case.
Lu Minfang, President of Mengniu, said: ".There are only milestones in sustainabilityThere is no finish lineIn the future, Mengniu will continue to practice the concept of sustainable development, promote the construction of ecological civilization with more ESG practices, and protect the green future of mankind and the earth.
China's dairy industry has been running wild for 30 years and has come to the second half. In this regard, Lu Minfang, President of Mengniu, said that Mengniu will focus on "more nutritious, smarter and greener", focus on the "three focuses" of R&D and innovation, brand building and digital and intelligent transformation, accelerate the "two accelerations" of channel optimization and accelerate the development of new business, and take consumer service as the "one center" to support the long-term development of the business, "kick" the second half of the dairy industry, and achieve a century-old career.
There is no road longer than a foot, no mountain higher than a man. In 2023, in the visible battlefield and the invisible battlefield, Mengniu will blossom everywhere and climb the top podium one after another. In 2024, we look forward to Mengniu writing a new chapter of high-quality development with more nutritious, greener and smarter products and services.
In the future, it is expected that Mengniu will grow from "grassland cattle" and "Chinese cattle" to "world cattle", provide more nutritious, smarter and greener products and services for global consumers, lead China's dairy industry to the world, and write a new legend of Mengniu's development.