Niu Gensheng: I'm going to resign as chairman of Mengniu in 2008

Introduction: when Mengniu saw Niu Gensheng, the day after he announced that he had given up the position of president, he told reporters that the separation of the position of chairman and the position of president was more in line with the requirements of listed companies, and later he concentrated on being his chairman Lao Niu's sternness and "Western point spirit" are well-known In the restaurant, the reporter almost "punished", because Mengniu has a rule, "never leave food, or a fine of 50 yuan" In order to avoid the embarrassment of the reception, the reporter faced with all kinds of dishes on the plate, just "propped up", and for the first time tasted the strength of Laoniu     There is a "Mengniu Group Advisory Committee" on the side of Laoniu Laoniu's orientation to the Advisory Committee is: only to make suggestions, not to make construction; only to do services, not to do business; only to check and accept, regardless of income generation; only to plan for strategy, not for tactics -- in a word: to make room for young people and give ideas for successors Mr Niu himself also said that in 2008, he was 50 years old and would resign as chairman of the board if conditions permit Management style "Huaxia times": when Mengniu encounters difficulties in execution, how does the ox always adjust it to an ideal state? Niu Gensheng: after a goal is established, there are always various difficulties in achieving it Many people change their goals when they encounter difficulties, because it is the easiest As a result, the whole system was disrupted Mengniu is characterized by not modifying the target but only the means Because the target is firm, the automatic servo mechanism of "missile target" enables the means to keep up with it naturally All human, material and financial resources, including human thinking and emotion, are "automatic servo" to this target China Times: you have donated your equity What do future managers think? Niu Gensheng: in fact, shares mainly have three rights: ownership, voting rights and dividend rights If I don't donate shares, no matter who takes over, the three rights of this share have nothing to do with him After I donate shares, the ownership belongs to the special fund, and the successor gets two rights: one is the voting right, the other is the dividend distribution right This will definitely attract excellent management talents Who can give you so much? China Times: after the establishment of the fund, have you ever considered the issue of successor? Niu Gensheng: of course, we have two or three successors for cadres above the middle manager level In our enterprise, two successors have been confirmed and told me that the other one is uncertain and is ready to "parachute"; the chairman's successor has been confirmed in 2002, and the candidate is in the middle of my vice president Huaxia times: I've been around the company and heard from the employees that you always fight against yourself Don't you think it's too "cruel" to the employees? Niu Gensheng: "competing with oneself" is one of Mengniu culture If there is any problem, first find the reason from yourself Because it's easy to change yourself, but difficult to change others If the responsibilities of both sides of the conflict account for 50%, then you should start by changing yourself When you take the initiative to change, you will find that the other party will change with you, and this change is not in the same proportion Often when you change 10%, he will change 30% It's so-called "you respect him one foot, he respects you one foot" What if you change 50% and the other party remains the same? You still have to insist on "fighting with yourself" Huaxia times: someone summed up the "eight character life" for you: selling the poor, avoiding the poor and creating the alliance to donate Is that right? Niu Gensheng: Yes, I am a bitter child I was sold to a family with the surname of Niu by 50 yuan since I was a child Poverty makes me see through life The name "Niu Gensheng" was taken by my adoptive father Because my family didn't have any children, I hope to plant roots through foster care, so I was named "root health" My mother gave me two words that I will never forget, one is "want to know, turn it upside down", the other is "it's good to lose, it's bad to take advantage" When I was a teenager, I was very rebellious Maybe you don't know, I was that kind of "little gangster" Many people surrounded me, thinking in reverse, deviant, breaking rules, indomitable, daring to take risks and so on, all related to my growing environment Huaxia times: now looking back, can you disclose the secret of the donation? To be honest, I doubted your real motive Niu Gensheng: when I was a child, my mother gave me a few dimes, and I was willing to share them with the children As a result, everyone listened to me and realized the power of "scattering wealth and gathering people" for the first time But there is a question that we can all ask: is the polarization between the rich and the poor closer to the trend of the times, or is common prosperity closer to the trend of the times? I hope you can think about it more, then my behavior will be easy to understand China Times: Yili's Zheng junhuai is very kind to you Meanwhile, in the six years of Mengniu's climbing, Mengniu and Yili have been competing fiercely What do you think of him? Niu Gensheng: I'm from a bottle washer to a vice president On the one hand, my growth conforms to the "ant tree mode": from the grass-roots level to the high level step by step; on the other hand, it also conforms to the "helicopter mode": in just three years, I've been promoted from a bottle washer to an ice cream flagman According to the outside world, the Mavericks of that year were capable, and Lao Zheng was visionary When the two "forces" meet, the "negative number" becomes the "deputy" To sum up, I have worked for eight years in Lao Zheng's deputy position Huaxia times: it is said that you were very ambitious and gave a master planner to Kan Meng? Niu Gensheng: when Mengniu started, he wanted to find a master planner to integrate his strategy He looked down upon Mengniu, and I said, I sell popsicles But my cousin is not bad My cousin is also very amazing The schemer asked: who is your cousin? Who is your cousin? "My cousin's name is McDonald's, and my cousin's name is Coca Cola." Ha ha China Times: what is the real reason for your last resignation? Character conflict? Different ideas? Niu Gensheng: at one meeting in Zhengzhou, he blurted out a sentence "this leading group can't do great things" because some things have not been settled He thought Zheng would let me further explain the reason Unexpectedly, this sentence angered and stabbed Zheng At the meeting, Zheng's face changed greatly He walked away and asked me to resign [NextPage] I submitted my resignation to Zheng junhuai three times, and I was "persuaded back" by Zheng junhuai two times before The third time he submitted his resignation to the board of directors, Zheng junhuai said, "I don't mean that!" "Then I will take back this resignation!" When I reached for my resignation, Zheng junhuai quickly pressed it tightly Zheng junhuai said: Yili has him but not me, and I have not him! In fact, there is no special contradiction between Zheng junhuai and me, that is, the character leads to the final collapse of the two people If we don't pay attention, my habitual "big step" will rush to the front of "small step" If you are always alert, you will not be offside; if you relax a little bit, offside will become a fact Zheng Niu split, it should be said that the first is the system, the second is character conflict Mengniu future China Times: after leaving Yili, you went to Peking University to study When you sat in the classroom of Peking University, could you really put down the enterprise in your mind? " Niu Gensheng: I can't put it down! When I was listening, I went with problems After returning from Peking University, both the perspective of seeing problems and the method of doing things are much more mature than before I used this period of time to re-examine my 16 years of experience and lessons in Yili, so that the stress response model originally formed in the enterprise can be transformed into a rational thinking model At the end of my study, Mengniu's draft may have been formed in my mind Huaxia times: how do you understand the market competition between Yili and Mengniu? Is it better to score and win or to make peace? Niu Gensheng: competition can only promote development When you develop others, the final result is often "win-win", not necessarily "kill me" There are many famous brands in a place due to competition at home and abroad One year, a reporter asked the boss of "Mercedes Benz", why is Mercedes Benz making rapid progress and sweeping the world? "Mercedes Benz" boss replied, "because BMW drives us too hard." The reporter turned to the same question from the boss of BMW, who replied, "because Mercedes is running too fast." To occupy a market is like seizing a position "If you hit one shell every five minutes, and one shell every five minutes, it will be for nothing if you hit 10000 years; if you hit 100, 1000, 10000 rounds a second, it will be effective." If you delay for a long time, the blockhouse of your competitors will be built At that time, no matter how much you spend, it will be difficult to rush up China Times: what are the risks of listing for Mengniu? Niu Gensheng: at the beginning, the CEO of baifuqin expressed puzzlement about Mengniu's postponement of listing I explained three reasons to him: age, optimal scale and reputation CEO of baifuqin expressed his appreciation for Mengniu's development strategy and thought that Mengniu's preparation to absorb the international capital of Morgan Stanley and British alliance is a wise move, which is conducive to improving Mengniu's reputation in the international capital market It is inevitable for Mengniu's management to sell some shares: in the past six years, they have been in the "investment state" since they became shareholders and then became shareholders; in the past six years, almost all of their house purchase money and car purchase money have come from bank loans, and all of them are "debtors" The sale of some shares can partially subsidize household use, relieve economic pressure and improve living conditions Mengniu's management only accounted for 8.9% of the total equity They promised not to reduce their holdings in the next 12 months China Times: Mengniu has experienced two "darkest periods" in six years How to spend it? Niu Gensheng: one is the peer attack when starting a business There are two kinds of things that are difficult to give birth in the world One is stillbirth and the other is giant baby We seem to be forced into the latter The other is the "poisoning scare" in March and April 2004 At that time, every day was bad news! Return every day! Every day is an invisible threat! Is that the end of Mengniu? During the emergency period, I sent someone to make three copies of all the confidential information, put them in three different places and lock them in the safe One of my employees later told me that one day, I called him to get to Beijing quickly When I got to Beijing, I stood under a bridge and waited for him "At that time, there was a strong wind, and the cattle were always covered with soil, which made them a little unstable At that time, I thought that if a gangster rushed out at this time, our cattle would never go back Later, CCTV