Dairy industry young leader Figure Yang: Imilk

No one will deny that Yang is China's dairy industry is a veritable young leader figure, more valuable is mengniu under the hand of Yang grew up. Niu gradually faded out of the public view, Yang led the Mengniu has undergone a great change.　　has been a private enterprise identity as the Mengniu, this year, ushered in the state-owned large shareholder Cofco Group. At this time, Mengniu ranked "Global dairy companies ranked report" 19th, turnover of 3.4 billion U.S. dollars.　　It took 10 years to get there.　　Even today, Mengniu "run out of the rocket speed" of the development model in the industry has been controversial, "poisonous milk powder Incident" affected Mengniu is in such a criticism of the attention.　　This is a big test, but the Chinese dairy industry leader, the Mengniu, its leader, Yang, is going to be on the run.　　This year, Mengniu President Yang also received the board's new task: 5 years into the world's top ten dairy industry. According to the original plan, Mengniu will use 10 years to sprint World dairy industry ten strong, to achieve turnover of 8.1 billion U.S. dollars.　　However, the board gave Yang a new mandate to shorten the completion time by 5 years.　　This means that both Yang and Mengniu have to run faster.　　The story of Yang and Mengniu began with his departure from Yili.　　Yang graduated from Inner Mongolia Light Industry school and assigned to the ice cream workshop of Yili's predecessor Hohhot hui Milk Food Factory. At that time, ice cream processing is very primitive, a mold put 32 ice cream, Yang work is to pull out the ice cream from the mold.　　In order to facilitate separation, each ice cream inserted a bamboo stick, because the bamboo is full of stubble, the time is long, his hands are punctured wounds, sometimes the wound swelling even the fingers are not close.　　Like many entrepreneur's growth story, Yang from the enterprise grass-roots to step up, workshop workers, Toolpusher Monitor, workshop director, Production Department minister. Years, a turning point for Yang. Zheng Junhui, who served as Yili's leader, personally promoted him to be the head of the liquid Milk project.　　He was 29 years old. It was during this time that Yang met TetraPak, a company that had traveled across the sea from Sweden to produce liquid food paper packaging.　　This is the small composite paper packaging, in the future to change the Chinese people's long-standing habit of drinking fresh milk, but also changed the fate of Yili, Mengniu, Yang's career trajectory has also changed. In July, the Yili liquid Milk project was put into production. Yili introduced the company's packaging production equipment, the first time the sterile brick packaging milk (high-temperature sterilization (UHT) milk, the concept of bringing into the Chinese market. High temperature sterilization milk for a long time, and do not need low-temperature preservation, is commonly known as room temperature milk. At that time, occupy domestic liquid milk market more than 90% of the share, is the shelf-life days pasteurized milk.　　Entrenched in Shanghai's light and rooted in Beijing's ternary, is the market leader. However, Yang is responsible for the Yili liquid Milk ProjectIt didn't go well at first.　　Because the market did not open, the cost of fixed assets is too big, put into production did not profit. In the second quarter of the year, Yili's liquid milk began to appear in short supply.　　However, at the end of that year, Yang left Yili. When he hesitated whether to build a brand to his own, his former colleagues in Erie, is planning Mengniu's Niu waved to him.　　In the early 1999, Yang joined Mengniu, became one of the first initiators of Mengniu, and began his partnership with NIU for more than 10 years. He fought the first battle, is in neither milk source, there is no factory situation, how to produce Mengniu brand products.　　oem--, a more common way of manufacturing in China, has been given a swaddling cow, and Mengniu has started from scratch. In February, Yang rushed to Harbin to discuss taking over a liquid milk company. The business was poorly run and lacked managerial talent.　　"The other side has the boat does not move, Mengniu has the oar does not have the boat to row", both sides hit, mengniu liquid milk smoothly pastes the card. According to "Mengniu Insider" book Records, at that time Yang led the liquid milk team to less than 3 million yuan input, quickly invigorated the need to invest more than 300 million to organize the capacity. Mengniu set up the first year, its liquid milk to achieve sales revenue of more than 20 million.　　That year, Mengniu total turnover is 37.3 million, young yang in the liquid milk business in order to erupt again strong force.　　This year, Yang 32 years old. "First build the market, after the construction of the factory" mode of production, quickly in the early Mengniu ice cream, milk powder and other business areas by extension.　　Although the future of this development model has been criticized, but Yang this pioneering style of business model really let the start-up Mengniu quickly foothold. Year, leading the domestic dairy market, is a variety of high prices of the Lego brick milk and long-term market dominance of pasteurized milk. Mengniu won once again with Yang and Le Company's mature contact closely. At that time, the company launched the new Lee Lok Pillow Packaging, this paper packaging milk shelf-life of 45 days, and the same as the Le brick without refrigeration, but the cost is low, save time and long Uba milk.　　Yang seized the opportunity. Dependent on the expansion of milk business at room temperature, from 2003 onwards, Mengniu's liquid milk business into the fast lane, for many years to control the national liquid milk sales first. By 2005, Mengniu won the first annual sales of tens of billions of records, more than 80% of the share from Yang general manager of the liquid milk division. Until today, the business is still the main source of revenue for Mengniu.　　Lee Lok Company in 2003 years to the Mengniu issued a special award, "Le Pillow aseptic packaging Use the world's first." In order to fast Gongchenglvede, Mengniu successively in the domestic liquid milk market provoked price war.　　As other enterprises follow up, spread the scope of expansion, from the old products to new products, from a single product to the entire line, domestic liquid milk prices is a nosedive, especially the dominant temperature milk. By the 2005, the price war to open the territory of the momentum, the line to the peak. Data show that 2006 years-2007 is the domestic temperature milk market growth rate from 1998 to 2007, the slowest annual growth of 14.7%, but also the previous 9 years, the first decline in market growth below 20%. As one of the instigators, Mengniu's yang had a sense of urgency earlier.　　The dilemma before him is, what is the next stone of the liquid milk market? At the end of September, Yang, as usual, called his team's 5 main members to dinner, and the central topic of the get-together was what to sell next year. How do you sell it? The results of the discussion were locked in milk beverage "sour milk". At that time, Yili yogurt sales were above Mengniu.　　Another result of the discussion is that yogurt, as a fashion product, needs a suitable fashion carrier. For Mengniu agent CCTV advertising company matchmaking, recommended Hunan TV's "Super Girl", when the performance of the column mediocre.　　At the negotiating table, Hunan TV station Chang Ouyang Chang Lin to Yang put forward a cooperative condition, as long as not to change Hunan TV to Mengniu Taiwan, the other can be. Finally, Mengniu to 14 million to get "Super Girl" 2005 title.　　With Hunan TV hundreds of broadcasts, "Mengniu sour milk" spread rapidly, 2005 sales reached 2.5 billion, to know the first year to do 700 million. Now looking back, "Super Girl" event is a successful product marketing. But Yang at that time risked a lot of risk. Prior to this, local television has almost no in-depth cooperation with enterprises, "implantable marketing" success stories, Mengniu Such marketing operation is also the first time. Afterwards, Niu had disclosed that if he had been involved in the initial planning, things would probably have miscarried.　　In close proximity to the Yang, Yang once the strategic thinking formation, will not easily change, and go all out, undisturbed. To Yang as the core Mengniu Liquid milk team, for the future Mengniu products to explore the "entertainment marketing" a way.　　At this point, Yang began to think about what products dairy companies should offer to compete. In January 2, in the global recruitment of Mengniu President of the auditions, when the vice president of Mengniu Group, Liquid Milk Division general manager of the Yang won, succeeding Niu as Mengniu Group president, Niu retained chairman of the post.　　New handsome led, Mengniu 2007 sales of more than 20 billion yuan, became the first Chinese dairy industry to enter the 20 billion camp enterprise.　　But the wind has not lasted long. In September, the melamine incident erupted and the industry quake.　　The entire dairy market is still recovering, at the beginning of 2009, is regarded as the Mengniu Taurus product of the omp involved in the "Storm", the omp of the series of special materials, its safety and function are questioned. This is undoubtedly the biggest crisis that Yang has suffered since he became president. The importance of the special LUN to Mengniu is evident from one detail. Yang in public drink must be special LUN Su, and every person recommended drink special LUN su. The storm sacrificed a single product, a series of specialThe omp milk is suspended from production.　　Since then, the Mengniu large number of additional TV, print ads to reshape the image of the high-end milk.　　Yang in Mengniu's tenth year, the variable and not calm may have been doomed in the universe. In July of this year, the COFCO group jointly with the Hopu fund acquired 20% of Mengniu's 6.1 billion Hong Kong dollars to become the largest shareholder of Mengniu. The Mengniu team, which attaches great importance to the controlling rights, has not yet verified the real purpose of this transaction. Some people think that the melamine incident and the "Omp incident" under the double blow, huge financial pressure caused Mengniu management to give up the position of large shareholders.　　Although Niu and the Cofco were denied. As the first person in charge of the Mengniu operations team, Yang has received a new mission from the board: 5 years into the world's largest dairy industry.　　This may be the most important challenge he has to face. History is sometimes strikingly similar.　　2003, Morgan Stanley and other three investment banks injected Mengniu, signed the next three years per share of earnings growth 50% of the betting agreement, thus stimulating mengniu in this period "rocket speed" of the hurricane. However, Yang apparently did not have time for emotion. He needs to answer the composition of the board of Directors: where is the motivation for Mengniu to run in the future?　　This is also the question he has been thinking about. In the outside world, Mengniu since its inception, has been relying on liquid milk, especially at room temperature milk.　　But the Yang, which has made the mengniu liquid milk bigger, has tried to change. This includes the 2004 's reorientation of yogurt to "fashionable drink". At the time, Yang had been so reflective of the success of the sour milk operation: who stipulated that consumers can only drink milk at the table? Why can't milk penetrate other aspects of people's lives?　　Why can't a milk drink be a fashionable drink, like Coca-Cola, being loved and consumed by young people in their daily lives? The liquid milk price war hit to the extreme, Mengniu launched a high-end liquid milk "special lun su." Since then the brand has evolved into a product line. This also confirms the Mengniu high-end milk ideas of success.　　Although Mengniu did not disclose the sales revenue and profit margin.　　Mengniu makes these changes, it is because the dairy people, including Yang, have seen this market change: from 1998 to 2007, China's dairy industry experienced the golden decade of Speeding Development, the development of the dairy industry has been completed, even without the occurrence of melamine, industry annual growth of over 20% madness has been difficult to reproduce. Everyone is looking for further market segments.　　Yang with Coca-Cola, Wahaha to analogy with this change: packaging water, beverages as the main business of Wahaha launched nutrition fast Line, become the first sales of milk beverage products; The king of carbonated drinks Coca-Cola first launched the juice "the source of Beauty", and recently launched a milk drink "fruit yogurt."　　In his conception, the range of milk extension will continue to expand, from milk to fashion drinks, to fruit juice and so on, to build a suitable for different people different needs of the milk matrix, functional subdivision and high quality to combat the industry price war and fierce competition. Yang saidFor, Imilk.