Brand Marketing
Yili and Mengniu: An 18-Year Saga of Rivalry and Redemption
The history of China's dairy industry cannot be told without mentioning Yili and Mengniu, whose 18-year rivalry began with Niu Gensheng's resignation in 1999. This article traces their rise, the turning point of the melamine scandal, and Yili's subsequent resurgence, highlighting the marketing strategies and financial performance that shaped their fortunes.
钱真理