Foreword to the third edition
Remarks to the second edition
Author’s preface: Looking at Mengniu with “two and a half eyes”
Preface by Shi Ziyi Mengniu: The Meridian Palace of "Heart"
Guo Zhenxi's Preface to "Golden Body" Niu Gensheng
Editor's Introduction Look, this man
Introduction
"Mengniu Speed", a banner of Chinese enterprises
1. "Prairie Cyclone"
2. Growth of 200 times in 5 years
3. Decathlon Setting a "national record"
4. Niu's Theorem: "0-1-∞"
5. Spaceship Law
Part One Mengniu Phenomenon
p>Prologue
Niu Gensheng VS Zheng Junhuai - the little-known civil war between two giants
1. The story of the lion and the antelope
2. From From bottle washer to vice president
3. The contest between two giants
4. Abandoning the "light" and embracing the "dark"
5. The most powerful person in China's dairy industry A few tough heads
6. Zheng Debt Niu Repay
7. "One Divided into Two" and "One Divided into Three"
8. Practice It is the greatest training
Nine. Helping in times of need
Chapter 1
Pangu opened the sky - Mengniu’s "three axes" to create the world
1. Alchemy 1: The philosophy of naming
2. Alchemy 2: Build the market first, then build the factory
3. Alchemy 3: The quality of the product It is equal to the quality of personality and conduct
Four. The first step: Spread your wings to the city, "Mengniu Brick Milk" leaps forward six thousand miles
Five. The second step: Aspire to Beijing, "Mengniu Milk" "Big Ice Brick" won the victory
6. The third plan: Competing in Shanghai, "Mengniu Pillow Milk" flew online
Chapter 2
Two dragons fighting - —The secret of calves surviving under the feet of tigers
1. Taking advantage of the situation to rise to the top: Create the second brand of Inner Mongolia dairy industry
2. Avoiding strength and showing weakness: Mengniu’s "three things not to do" when collecting milk
3. United Front: Cheers for Inner Mongolia·China’s Milk Capital
4. Stand out from the crowd: Give me a reason to choose you
5. It’s hard to guard against hidden arrows: encounter fake News defamation
6. Hand-to-hand combat: multiple competitions among the 4Ps of marketing
8. Changes in the situation: Will Mengniu acquire Yili?
9. Harmony and glory: forgetting grudges and letting go of each other with a smile
Chapter 3
The bulls run wild - the "three big ones" in the championship journey Battle"
The first battle: naval battle, building the longest breast bridge in China
The second battle: land battle, "extraordinary marketing" during the SARS period
The third battle: air combat, special milk for astronauts informs the operation
Chapter 4
Escape from death - turning danger into opportunity
1. Threats: The God of Death knocks on the door in the middle of the night
2. Rumors: The storm is rising
3. Old Niu: Write a will and go to the battlefield
4. Help: Give *** A letter from the Prime Minister of the People's Republic of China
5. Solving the case: joint operation of public security in four provinces
6. Public relations: milk for athletes
7. Trial: intimidators Sentenced to death
8. Thinking: When did the unfair competition end?
Chapter 5
Moving to attack - Mengniu’s “Wiring Movement”
1. Market layout
2. Factory layout
3. Milk source layout
Chapter 6
What exists and what doesn’t exist—creating the “heart” on the stage of CCTV
1. Media influence
2. CCTV’s conceptual revolution
Part 2 Mengniu Model
Chapter 7
The "360-degree model" in decision-making management - "25 rules for achieving leading companies" Decision-making Management Chapter
Mengniu Rule One: The Law of Total Blindness
Mengniu Rule Two: Goal Backward
Mengniu Rule Three: "Heaven
"Talent" comes from "system"
Mengniu Rule 4: The Rule of Difficulty and Easy
Chapter 8
The "Diamond Rule" in Brand Communication - "Achievements" "25 Rules for Leading Enterprises" - Brand Communication
Mengniu Rule 5: Advertising creates a "glass brand" and news creates a "diamond brand"
Mengniu Rule 6: There is no media, big or small. News is no small matter
Mengniu Rule 7: The points of event marketing merge into the line of brand growth
Mengniu Rule 8: The Princess Principle
Mengniu Rule 9: Visiting is Great Productivity
Chapter 9
The "Leading Model" in Marketing - "25 Rules for Achieving Leading Enterprises" Marketing Chapter
Mengniu’s Rule 10: From the consumers, to the consumers
Mengniu’s Rule 11: The new “bringing doctrine”
Mengniu’s Rule 12: “Giving away doctrine”
Mengniu Rule 13: Walk the “last mile of the brand”
Mengniu Rule 14: The highest level of marketing is to train consumers
Tenth Chapter
The "Three-In-One Model" of Humanistic Management - Humanistic Management Chapter of "25 Rules to Achieve Leading Enterprises"
Mengniu Rule 15: Promote good people and avoid relatives
Mengniu’s rule 16: The “three-level theory” of selecting talents
Mengniu’s rule 17: The “three-stage rocket theory” of using talents
Mengniu’s rule 18: Learn the "Substitution Philosophy" on the court
Chapter 11
The "Global Laws" of Mengniu's Capital Strategy - Capital Strategy of "25 Laws to Achieve Leading Enterprises" Chapter
Mengniu Rule 19: If you have a market economy mind, everything will come true
Part 3 Mengniu Culture
Chapter 12
Mengniu Corporate Culture Series
1. “Three Hypotheses” about corporate culture
2. The basic framework of Mengniu Culture
3. The essence of Mengniu Culture : "Three Reliances on Philosophy"
Chapter 13
Victory relies on virtue: I wish every Chinese to be physically and mentally healthy
1. Entrepreneurship Program
2. Managing people’s hearts
3. Competing with yourself
4. “Enterprise ecosystem” theory
Chapter 14
Great wisdom comes from learning: Standing on the pinnacle of history
1. Mengniu’s “Slogan Culture”
2. Niu Gensheng’s “On Selection of Teachers”
3. Team Learning
Chapter 15
Big names rely on innovation: Niu Gensheng’s “*** production experiment”
1. Global stock donation No. One person
2. The management team collectively disperses wealth
Part 4 Mengniu Outlook
1. Lao Niu resigns: Following the trend of globalization, the chairman and president Divided
2. From "Pioneering Cow" to "Innovative Cow"
3. Click: 8 "Keywords" for the new CEO to take office
Postscript "Mengniu "The Inside Story"