From May 10th to 12th, the "2024 World Brand Moganshan Conference" jointly sponsored by Xinhua News Agency and China Brand Construction Promotion Association was held in Deqing, Zhejiang. As one of the representative activities of China Brand Day, the conference was themed "Brand, Make the World a Better World", and more than 4,000 representatives from all over the world gathered together to make a global brand voice. Mengniu Group was invited to participate and share its practical experience in brand building.
On May 12, Mengniu was invited to jointly release the report "Ten Years of Chinese Brands", and Li Pengcheng, deputy secretary of the Party Committee and CEO of Mengniu Group, said at the press conference that since its birth in 1999, Mengniu has been committed to building a century-old brand of Chinese dairy enterprises in the spirit of long-termism. Over the past 25 years, Mengniu has 6 categories and more than 700 single products from its inception to the present, and has created a number of popular brands such as Telunsu, Chunzhen, and Daily Xianyu, and its products sell well in Southeast Asia, Oceania, North America and other parts of the world, ranking among the top eight in the global dairy industry, and realizing the leap from "grassland cattle" to "world cattle".
Behind the brand leap is Mengniu's long-term adherence to the brand spirit. The brand spirit of "born to be strong" has run through the whole process of Mengniu's 25-year development. Whether it is the spirit of manned spaceflight that is "particularly able to endure hardships and fight", or the sportsmanship spirit of "higher, faster, stronger and more united", it is highly consistent with Mengniu's brand spirit of "being born strong".
It is understood that Mengniu is a global partner of the Olympic Games (TOP), and is the only Chinese FMCG brand among the 13 TOP partners in the world of the Olympic Games. This not only represents the IOC's high recognition of Mengniu's product quality and brand influence, but also the two-way rush of the brand's strong spirit and the Olympic spirit. In 2024, the Olympic Games will return to Paris after 100 years, and Mengniu will once again appear on the stage of the world's top events as the top partner of the Olympic Games, and join hands with the Centennial Olympic Games to go to the 100th anniversary of Mengniu.
In addition, at the "Global Brand Innovation and Development Think Tank Forum" held on the 11th, Li Pengcheng was invited to share his practice and experience in brand building.
Over the years, Mengniu has taken innovation as the fundamental driving force to create new quality productivity and achieve high-quality development, and adhered to the long-term principle of brand innovation. As early as 2005, Mengniu innovatively launched China's first high-end milk brand, Telunsu, which has become the largest single product in the global dairy industry after nearly 20 years of vigorous development, with annual sales exceeding 30 billion yuan. In 2022, Mengniu and Moutai jointly launched Moutai ice cream, which has become a classic of the brand's cross-border. It is worth mentioning that Mengniu once again entered the field of sports nutrition last year and launched the first liquid protein beverage brand "Maisheng" in China to provide professional nutritional support for sports and fitness people.
As the national team of China's dairy industry, Mengniu deeply practices its mission and adheres to the long-term principle of brand responsibility. In order to actively respond to the national dual-carbon strategy, Mengniu took the lead in pledging to "peak carbon emissions by 2030 and carbon neutrality by 2050" to drive the green transformation of the entire industrial chain. Mengniu's Shengmu Grass Industry has been cultivating greenery in Ulan Bu and Hanhai Desert for more than ten years, planting more than 97 million trees and turning 410,000 acres of desert into organic pastures.
Not long ago, Mengniu Group and Baylor Group signed the "Sustainable Development Cooperation Proposal" at the sixth meeting of the Sino-French Entrepreneur Council, working together in the fields of agricultural cooperation, carbon management and emission reduction in dairy production, and child nutrition and health to jointly promote the sustainable development of the global dairy industry. With its outstanding performance in the field of ESG, Mengniu has been rated the highest in the industry with an "AA" rating by MSCIESG, an international authoritative rating agency, and ranked first in the industry in the Pioneer 100 Index of Central Enterprises.
At this conference, with its excellent brand performance, Mengniu won two awards: "Typical Case of Global Brand Innovation and Development" and "Like My Favorite Chinese Brand in 2024".
Facing the future, Mengniu will continue to achieve the goal of "100 years of Mengniu", uphold the spirit of "be strong", adhere to innovation, practice social responsibility, build a "golden signboard" made in China with long-termism, and make greater contributions to the construction of a brand power.
Source: China.com Food