In order to catch up with leading enterprises as soon as possible, enterprises with relatively weak strength often adopt? Follow the strategy? Choose a follower, and then imitate the leading enterprises in products, pricing and even packaging. This is a good strategy for weak enterprises to avoid being left behind by leading enterprises. Mengniu quickly shortened the gap with Yili by following the strategy in the early stage, and gradually began to surpass it after 2004.
At the beginning of 1999, Mengniu was just established, but its strength is very weak, and its capital is only 1000 million, which is really insignificant in the dairy industry; At the same time, Mengniu's living environment is very bad, and its roots are in Niu Gensheng.
1. Keep a low profile: avoid direct conflict with Yili.
Niu Gensheng was essentially expelled from Yili, and Yili certainly didn't want her rebels to live too well, which would make Yili lose face. Mengniu's management team almost all defected from Yili, especially? Great rebellion? Yili suppressed Mengniu's behavior, not only to vent, but also as a deterrent to stabilize its own army and prevent a larger-scale defection. Therefore, Mengniu has encountered many inexplicable setbacks since its birth. For example, some milk trucks of Mengniu were stopped halfway and the milk was dumped on the spot. The outdoor billboard made by Mengniu was smashed several times as soon as it was erected. Everyone with eyes knows who did these things.
At this time, Niu Gensheng's Jianghu wisdom played a role. He understands a truth: even if this kind of thing is illegal, it is difficult for Mengniu to obtain evidence. Even if some evidence is obtained, it is unreasonable for Mengniu's weak position at that time; If you do the opposite, it will intensify contradictions and even destroy Mengniu. So the only sensible thing to do is. Patience .
In order to reduce contradictions, avoid unnecessary troubles, not rob Yili's milk source, and also to protect themselves, Niu Gensheng quickly formulated the Three? What? Policy: First, Mengniu does not build milk stations in places where large enterprises such as Yili have milk stations; Second, Mengniu does not accept milk from non-dairy stations; Third, Mengniu will not do anything that is inconsistent with Yili's acquisition standards and prices. These measures separated the interests of Mengniu and Yili, thus avoiding direct conflict.
2. dark Chen Cang: claiming to have done it? Inner Mongolia second brand?
Patience is only a defensive behavior, and it is smarter to turn passivity into initiative. Smart people are good at turning bad things into good things and crises into opportunities. Around 2000, Mengniu proposed? Create the second brand of dairy industry in Inner Mongolia? Creativity. At that time, the first brand in Inner Mongolia dairy market was of course Yili. Mengniu was still unknown at that time, and even the top five could not get in. However, Mengniu's cleverness is also reflected here. By setting the benchmark as Yili, Mengniu lets consumers know Mengniu through Yili, leaving consumers with a great impression.
Mengniu first used this idea in outdoor advertising, and the location was selected in Hohhot. In 2000, Mengniu bought an outdoor billboard in Hohhot at a low price of 3 million yuan, which few people paid attention to at that time. Overnight, rows of red road signs appeared on both sides of the road in Hohhot, which read:? Mengniu Dairy, Building the Second Brand of Inner Mongolia Dairy? ,? Learn from Yili, strive for national industry and strive for the second brand of Inner Mongolia dairy industry! ? This has made many people remember Mengniu and remember that Mengniu is the second brand of dairy industry in Inner Mongolia.
Mengniu is still on the packaging of ice cream, playing? Strive for national industry and learn from Yili? Words; Some billboards say? Senecio original leap Yili, Xingfa, Mengniu Dairy? . On the surface, Mengniu seems to have advertised for Yili and Xingfa for free, but actually advertised for itself. The unknown Mengniu just borrowed two big enterprises in Inner Mongolia? Potential? , out of their own? Name? .
This strategy has an additional benefit, which is to reduce Yili's? Hostility? This is very important for the newborn Mengniu.
3.？ Keep neck and neck? Create? Milk capital? The concept of
Mengniu's second brand in Inner Mongolia? The creative use time is very short, and it is rarely used after Mengniu's performance has made rapid progress and Mengniu has truly become the second brand in Inner Mongolia. At this time, if you use this idea again, you can't borrow Yili's? Potential? Will you kill yourself for no reason? Name? .
After Mengniu grew to a certain extent, Mengniu revised its follow-up strategy in time, began to be on an equal footing with Yili, and began to look at the whole country and put forward? China's milk capital? This slogan has been used for a long time.
From September 2000 to February 2006, 5438+0,65438, Mengniu launched a public service advertisement "Come on for Inner Mongolia? China is the milk capital. In more than 300 light box advertisements, is it the first time? Our * * * brand China Milk Capital? Hohhot? .
? Milk capital? The concept is an innovation, which is not only beneficial to Mengniu and Yili, but also a good promotion and publicity for the regional economic strategy of Inner Mongolia. Mengniu firmly maintains the fate of the overall economic take-off with Inner Mongolia. At the same time, in other domestic regional markets, milk capital? Positioning can also improve the authenticity of Mengniu's milk source, although most of Mengniu's milk sources in the later period are not in Inner Mongolia, thus distinguishing itself from brands such as Guangming and Sanyuan and giving consumers a good imagination. ? Milk capital? The concept highlights the status of Inner Mongolia dairy brand in the country. As one of the best dairy enterprises in Inner Mongolia, Mengniu is also? Milk capital? The creators and propagandists of the concept naturally leave an impression: Mengniu is? Milk capital? The first brand of enterprise group, although there are still some gaps between Mengniu and Yili at this time.
4. Challenge first
Many implementers who follow the strategy, the ultimate goal is to achieve overtaking. They should be patient before overtaking, but once the time is ripe, they should take the initiative. Compared with Yili, Mengniu's development ideas and strategic operation also have many amazing moves.
Proposed in Mengniu? Milk capital? In the concept of the same period, Mengniu relied on the huge investment of well-known investment institutions such as Morgan Stanley, which laid the foundation for its extraordinary development. After 2003, I no longer took myself and Ilibi in propaganda, but began to take the initiative. At this time, Mengniu is full-fledged. In 2004, Mengniu successfully went public in Hongkong, which solved the capital problem and took a series of big moves to become the first in china dairy.
At the beginning of 2005, Mengniu invested 300 million yuan to build a Tongzhou factory with a daily output of 100 tons. This is the first large-scale yogurt R&D and production base in Asia. Yogurt is a product with great development potential. The reason why Mengniu wants to invest in the construction of this base instead of adopting the virtual operation mode is because Mengniu relies on this base to lay the foundation for its catch-up strategy. In 2005, Mengniu successfully sponsored again? Super girl? From June to June, 2005, the sales volume of Mengniu yogurt in China increased by 2.7 times compared with the same period of last year, and many sales terminals were in short supply.
From avoiding the conflict with Yili to following Yili step by step, Mengniu adopted the following strategy well within a few years after starting its business, thus quickly shaping its own brand and avoiding the suppression of powerful competitors. Then, when there is a certain strength, change the following strategy in time and start to focus on the product structure, which is different from Yili, thus surpassing Yili in some aspects. For example, in the ice cream market, Yili comes first and Mengniu comes second, but in the liquid milk market, Mengniu comes first. By 2004, Mengniu became the second brand in China. At this time, Mengniu is not only the second brand in Inner Mongolia, but also the second brand in China, and its development momentum is very fierce. Not far from Ili.