If there is a consumer products company that can always attract consumers to pay attention to new trends, new products, and new technologies, it must be because the consumer products company is very good at "pampering" consumers.
Mengniu is such a company.
Up to the president, down to frontline employees and distributors, 365 days × 24 hours a year, all open the "Domestic" mode.
They even shouted a slogan that only Mengniu people can come up with in the dairy industry for this behavior of focusing solely on consumers. That is to say the important thing three times-"Consumer first, first first".
In December last year, Mengniu’s corporate culture underwent a comprehensive upgrade and established the core values of “consumer first, first first”, putting consumer demand first, consumer experience first, and consumer welfare first. One, this is exactly what Mengniu has been doing.
Let us now take a look at how this leading dairy company has "spoiled" consumers over the past year.
Dairy quality is responsible for "with consumers" to create a zero-distance product and service experience
On the eve of this year's "3•15" International Consumer Rights Day, Mengniu held the "3•15 I am with consumers" theme event kick-off meeting, and all employees practiced the core values of "Consumer First, First First".
In Mengniu's history, this is the first time that the "3•15" International Consumer Rights Day has been combined with corporate culture, and all employees have strengthened their awareness of serving consumers.
In this event, Mengniu President Lu Minfang personally acted as a "customer service specialist", answering consumer calls, patiently answering questions and answering questions, and giving Mengniu people the best example of No. 1 customer service.
With "3•15" as the tipping point, Mengniu ignited the passion of all employees to strengthen service awareness. Every day is "3•15", combining consumer day, corporate culture, and daily work, and fundamentally attaching importance to consumer experience , Pay attention to consumers' attention to product quality, and carry out quality actions prosperously.
Through comprehensive and in-depth development of the special quality defense battle of "controlling risks and improving quality", Mengniu has carried out a series of measures around milk sources, logistics, traceability, and quality design to further consolidate the world's quality foundation and improve the perfect consumer experience; through the establishment of the "Huxiuqi Academy" ", with the code name of "Huxiuqi", which means "pioneer" in Mongolian, the college has the mission of cultivating pioneers in China's dairy industry quality and safety technology, and promotes the high-quality development of China's dairy industry together with the upstream and downstream industries.
In November, Mengniu launched the "World Quality Must Have Me" quality series activities, and held the "World Quality TOP With Me" 10,000-person quality commitment action. More than 26,000 Mengniu people from various business types wrote down their ingenuity in the pursuit of quality. Commitment to create a strong quality cultural atmosphere and continue to improve the quality level.
Integrity, good milk, toast, build a "bridgehead" of integrity in the dairy industry
To be honest with consumers, this is the bottom line and "old rules" that Mengniu has faithfully followed since its inception.
In July, Mengniu launched the "Honesty Day" with the theme of "Stay Honest and Righteousness".
Lu Min said in his speech: "The integrity of a company determines the long-term development of the company. It is Mengniu's integrity to employees, integrity to partners, integrity to consumers, and integrity to the society. Eternal background color."
Focusing on consumers, Mengniu promotes a culture of integrity and advocates integrity and co-construction to employees, partners, consumers, and the public.
In this cultural event, Mengniu’s “State, Enterprise, and Family” joint establishment of integrity, presented the “Integrity and Heart Card” to the families of hundreds of senior managers of the group, as well as the two “Strictly Governing the Family” The family members who silently support Mengniu’s family members use the letter as a medium to express their firm support for shaping a corporate culture of integrity and integrity in the form of "a letter from the family".
Innovative research and development of new flavors and new nutrition to double the care of consumers' health
As a qualified international large dairy company, we must always be keenly aware of the latest trends in global nutrition, and meet the constantly changing consumer needs of consumers with healthier new products.
The confidence to fully "spoil" consumers is to keep innovating.
Mengniu is such a dairy company that strives to innovate. It breaks the circle with innovative products, and uses unique and interesting marketing strategies and new product research and development to help innovation and rejuvenation and win the love of a group of young consumers.
In September, the Coca-Cola Company and Mengniu's joint venture "Ke Niu Le" launched the "Fairlife" brand, which is more nutritious and enriched for joy. Mengniu has created a new track of original high-strength nutritious milk to provide Chinese consumers with more nutrition. Plenty of choices.
In addition, Mengniu continues to broaden its category boundaries, and continues to introduce various products such as organic, low-fat, low-sugar, and nutrient-enriched products, and take good care of consumers with full of innovative love.
Enough sincerity, in exchange for consumers to vote with their wallets.
In the China Brand Power Index (C-BPI) released in May this year, Mengniu won the first place in multi-category brand power: Liquid milk won the first place in "C-BPI Brand Power in China’s Liquid Milk Industry", and Youyi C for five consecutive years Ranked No. 1 in "C-BPI China's Lactic Acid Bacteria Beverage Industry Brand Power", and the No. 1 brand in five industries including yogurt and ice products.
Similarly, Mengniu also received the highest honor for scientific research from the national level: In November, the 2020 National Science and Technology Progress Award was announced, and the “Key Technologies for the Safety Control and Quality Improvement of Milk and Dairy Products” won the second prize of the National Science and Technology Progress Award. Mengniu Dairy received the commendation as the award-winning unit.
This is the best affirmation of Mengniu's tireless efforts to reward consumers with innovation and high-quality dairy products.
Focusing on consumers, Mengniu has carefully planned its layout to spread the reputation of the Chinese dairy brand internationally, and has also won the recognition and love of international consumers.
In December, Mengniu's YoyiC brand was awarded the authoritative certification of Superbrands, an international brand research and evaluation agency, in Singapore for the third consecutive year.
In Singapore, YoyiC has become 7-Eleven's best-selling probiotic brand.
In Southeast Asia and Hong Kong, YoyiC has successfully achieved localized operations and has become a consumer product brand that is popular with local consumers and has the fastest increase in local brand power.
Mengniu YoyiC's super brand power is inseparable from Mengniu's solid overseas operation strategy.
In Southeast Asia, marked by the completion of Mengniu's Indonesian factory in November 2018, Mengniu has deeply rooted in the local area and has created a complete industrial chain of "overseas milk source-overseas processing-overseas sales", with strong regional radiation power, steadfast Cultivate the huge consumer market in Southeast Asia.
In many years of international practice, Mengniu has deeply integrated the spirit of “born to be strong” into its development and operations at home and abroad, continuously enhancing its core competitiveness, and achieving mutual benefit and win-win results.
Mengniu also deeply moved the international top designer Rob Janoff (Rob Janoff) who designed the classic LOGO for Apple. He not only designed the classic "Bitten Rainbow Apple" LOGO for Apple, but also created IBM , Intel, Kraft, Citibank and many other classic LOGO.
Mengniu’s consumer-centric practice has brought the inspirational “muse” to Rob Janov. It extracts representative elements from China’s dairy industry, China’s mother river, and China’s green development practices, and brings it to Mengniu. The LOGO, which has a new image of inheritance, youthfulness and internationalization, is renewed and upgraded.