---
title: "Gao Fei, Vice President of Mengniu Group: Mengniu's Strategy Formulation and Organizational Empowerment"
description: "Gao Fei, Vice President of Mengniu Group, shares insights on Mengniu's core capabilities, three-step strategy, and organizational empowerment. He emphasizes the importance of vision, pattern, courage, and organizational ability, and discusses how Mengniu has achieved rapid growth through innovation, digitalization, and a culture of openness and agility."
author: "土士君"
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published: "2019-07-04"
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# Gao Fei, Vice President of Mengniu Group: Mengniu's Strategy Formulation and Organizational Empowerment

> Gao Fei, Vice President of Mengniu Group, shares insights on Mengniu's core capabilities, three-step strategy, and organizational empowerment. He emphasizes the importance of vision, pattern, courage, and organizational ability, and discusses how Mengniu has achieved rapid growth through innovation, digitalization, and a culture of openness and agility.

Click to read the original article for details.
Source: Tosee Learning Alliance (ID: tosee-2015)

**Mengniu's Core Capabilities**
Every enterprise has its own dream, but how to realize it? According to Mengniu's corporate culture, whether for a company or an entrepreneur, there are several core capabilities: first, vision; second, pattern (or mindset); third, courage, that is, the spirit of risk-taking; and fourth, organizational capability. These four dimensions constitute the essential elements for a company or entrepreneur.

Gao Fei, Vice President of Mengniu Group

**Mengniu's Three-Step Strategy**
Mengniu has developed very rapidly, achieving the leap from "Grassland Cow" to "China Cow" to "World Cow" in three steps, which can be realized in 25 to 30 years. Mengniu's development speed is not a miracle; it is the result of continuous innovation and continuous learning.

One characteristic of Mengniu is its ability to keenly observe things, and after insight, it responds very quickly. A common phrase in the company is "respond immediately, act swiftly." This is due to its genes, because it is very fast, so its innovation capability is particularly strong. In the dairy or FMCG industry, one must be good at seizing opportunities, and once seized, act quickly.

Today's Mengniu has a more open and inclusive culture. During the development process, it quickly adjusts, corrects mistakes, and corrects deviations. I am very clear about Mengniu's three-step strategy: first, digitalization in marketing; second, factory data; and third, digitalization of the entire supply chain. We are advancing in these three steps.

**Common Traits of Successful Enterprises**
At Tosee, while learning from other enterprises, I have summarized that many Chinese companies, whether in the past or present, that have truly developed rapidly share common traits. When I was at Tosee, I also visited Huawei, and I think the core elements are common. The growth of this generation of enterprises is driven by: first, innovation capability; second, mechanism-driven; and third, organizational culture.

**"Mengniu Standard"**
People often ask: Is today's milk safe? In the food sector, milk should be the safest. The product quality of large enterprises is reliable because they have experienced crises and undergone industrial upgrading. In addition, the government has invested heavily in the dairy industry, including corporate investment. The safety of milk has undergone fundamental changes. In the past, because the industry chain was too long and relied on human supervision, it was difficult to control. Today, it is indeed different. So, this industry has been through a baptism.

From raw milk source control to quality inspection, we benchmark against international management standards in all aspects and continuously optimize and upgrade. To this day, Mengniu implements the strictest quality inspection standards in the industry, which we call the "Mengniu Standard." Our own technology, as well as our cooperative research institutes, our own R&D layout, and the large supplier system, all add value to products during each technological upgrade.

**Building a Big Marketing Platform**
We are good at creating top-tier IP marketing. This year's "Creation Camp," last year's World Cup, "Sound of People's Hearts," and "Longing for Life" all feature Mengniu. The feeling of Mengniu's marketing is back. During last year's World Cup, Mengniu's marketing was very successful. After sponsoring the World Cup, the deeper question is how to market. So we invited Messi, integrating with our brand concept of "born to be strong," and combined with online and offline mini-program interactions, the effect was very good.

In the past, Mengniu gave people the impression of being like a steel warrior, a grassland culture. Today, we are also adjusting our strategy to make Mengniu more approachable and soften the brand tone. The World Cup marketing made this very clear.

Today's marketing, especially for young groups, emphasizes interaction. As long as there is interaction, there is affinity, and they will have awareness and perception of your brand. Therefore, Mengniu has undergone many changes in communication tone, which is also a process of continuous summary and change.

**The Spaceship Law**
In the past, when Mengniu set goals, there was the "Spaceship Law." What is this law? It says that once a spaceship is launched, it has only two fates: either it cannot escape Earth's gravity and falls halfway, or it breaks free and flies out. Whether it falls or flies out depends on whether it reaches or exceeds the "orbital speed." If it cannot grow at high speed, it will perish at high speed; there is no third state of hovering in mid-air. Once speed is up, your enterprise may develop rapidly. So at that time, Mengniu indeed pursued speed, setting high standards and using a goal-driven mechanism. After setting goals, resources, organization, strategy, tactics, methods, and strategies must all follow up. Of course, Mengniu has a result-oriented culture, always admiring heroes and champions, and not sympathizing with the weak.

**Four Supporting Capabilities**
To coexist in this era, an enterprise needs to be more open and inclusive. Embrace change with this mindset. Today's retail is undergoing great changes, all revolutionary. So you should respond with this attitude, adapt, or even create new business models. So the main line of communication going forward, I think, is that Mengniu's changes in internationalization, digitalization, and youth orientation should be significant.

As an FMCG enterprise, brand marketing and channel capability are two core capabilities that are very important. Of course, there are also four supporting capabilities: digitalization, R&D capability, organizational support, and supply chain.

**New Organizational Characteristics in the New Environment**
Today's employees are younger, and managers need to think about how to change these things in your organizational ecosystem. The employees we recruit now are post-95s. Whether in the workshop or in the office, the first question they ask is: Can I dye my hair? Can I wear earrings? These fundamental changes are due to the different groups in the new environment. Today's post-95s and post-00s are more of a new generation of employees who don't worry about food or clothing and have grown up in the internet ecosystem. It is probably difficult for them to understand the hard work of the post-70s in starting businesses and the struggle of the post-80s. Therefore, Mengniu empowers the organization from three aspects: people, systems, and culture, promoting the "Empowerment Plan, Quantum Plan, and Happiness Plan."


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