我一直在流浪,
穿越草原, 树林, 江河, 高峰.
每到一处, 我都会驻足观望,
我在搜寻过去的踪迹,
在寻找未来的天堂.
然而, 我不敢停留太久,
因为外面的世界充满疯狂.
匆匆一瞥,
我便带上行囊, 继续浪迹四方.
偶而路过风景旖旎之乡,
我终究无法抵挡, 久久徘徊徜徉.
理智被天真蒙蔽, 情感败给了信仰.
当一切良辰美景幻灭之际, 我才明白,
我不能挥霍自己的痴狂, 不能放纵自己的渴望.
停留之际, 荆棘疯长,
直到它将我刺伤, 我才明白,
原来放弃最初的梦想, 也不值得徨彷.
带着伤口, 我继续前行.
穿越草原, 树林, 江河, 高峰,
我还是一直在浪流.
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China Mengniu Dairy Company Limited was established in Inner Mongolia in China in 1999. It produces a variety of dairy products such as liquid milk, milk beverage, yogurt, etc. After the company was founded, its business soared dramatically and almost became the second largest dairy company n China in 2007. Currently, it has established 34 production bases around China and has an annual milk production capacity of 2.78 million tons.
However, things changed magically in 2008 and Mengniu encountered his biggest blow since its establishment. In July 2008, a large Chinese dairy scandal erupted. Six infants in Gansu Province in China died from kidney stones and other kidney damages and an estimated 300,000 infants fell ill after they had been fed with the contaminated milk powder produced by the Sanlu Group, which was one of the oldest and most popular brands of infant formula in China. After chemical analysis of the contaminated milk powder, a material called melamine was found. Melamine is a chemical material that can promote the protein level in the milk. It has been used by those milk producers to reduce the cost while maintaining required protein level in the milk. But melamine is a toxic material that can severely damage human beings’ kidney if it is over-used.
The authorities began investing this case and conducted a wide inspection of all the milk produced by various companies in China. Then, quite an amount of dairy products produced by Mengniu were found containing melamine. Then, a disaster broke out to this company. As you can see on the screen, on 5 August 2008, shares of Mengniu were sold by a lot of its shareholders, including its two largest shareholders. On 17 September 2008, its trading was suspended in the Hong Kong Stock Exchange. On 23 September 2008, its share prices had dropped 60%. Malaysia, Singapore, Taiwan and the Philippines have decided to pull Chinese dairy products off shelves.
In face of this fatal disaster, most of you may think that Mengniu could hardly overcome this crisis. But the fact is that it does have overcome this ever-severe crisis. So you may wonder what effective strategies he had adopted to get out of the trouble.
Actually there are mainly five key strategies that Mengniu has adopted to achieve its renewal. The first one is Apologize for the Mistake and Recall Products. After the scandal, Mengniu immediately recalled all its dairy products around the country and promised to refund to all customers who had bought its products. Meantime, Mengniu’s chairman of board made a public apology to the masses through mass media and made a solid promise that he would clarify the fundamental problems in the production process.
Secondly, Mengniu penalized the staff for the contaminated milk. Those senior executives who had permitted adding the melamine into the milk were fired and even sent to the police station for judicial investigation.
Thirdly, Mengniu made a solid commitment to quality. Not long after the scandal took place, Mengniu required all its production bases and relevant companies to issue a joint letter of commitment pledging to guarantee good quality for all its products.
Fourthly, in face of the disaster, Mengniu did not stop investing in its brand. Instead, it continued investing in its brand so that it could still maintain its brand recognition among the public. In its advertisement, on top of promoting its product features, it also showed what specific measure it would take to tackle the current issue, so as to regain customers’ trust.
The last one is that Mengniu involved the mass media to its ongoing process after the scandal. For example, it called the mass media to visit its production bases and supervise its production and packaging process. Also the company welcomed any sudden visit from the public and journalists to check its production process. Then the mass media would convey this positive information to the public, which had greatly helped the company recover from the crisis.
All these measures demonstrated great effect to the company’s recovery. After hitting the bottom sales volume in 2008, the company’s sales began to take off again in 2009. In 2010, the company had totally recovered from the crisis and ranked within the top 50 dairy companies around the world. At the beginning of this year, its CEO claimed that the company aims to rank within the top 10 dairy companies in the world by 2015. |
