Technological Innovation Builds on China Landmark Brand

China Brand Research Institution is an independent research unit for brand. It started the selection of the Landmark Brands of Chinese Industry in early 2006. It was introduced by the professional judge that the Landmark Brands of Chinese Industry were the brands which could stand the most influential brands in the related industry inside or outside China. Only one landmark brand could stand out from one kind of industry, so the honor had been regarded as the most powerful award for the Chinese enterprises. “And it also services as the National Business Card for China to display her image to the outside world.” 

Mengniu Group has run out the Speed of Rocket and become the model enterprises for the dairy industry in China and the typical representative for Made in China with her technical innovation ability and the international product quality. In 2007, the Group invested RMB120 million to set up the High-Tec Dairy R&D Institution and High Intellectualized Production Base. The percentage of such investment on R&D among the total sales volume has reached the 1^st class level of the dairy enterprises in the world. Under the promotion of S&T, the Group has in turn launched a series of products added with high-tech value such as Grain Milk of Miaodian, Milk Deluxe and Low Lactose Milk of New Diet etc. Currently, Mengniu milk has not only become the designated product for Chinese astronauts and athletes from the Training Department of National Sports Bureau, but also the specialized beverage for Boao Forum for Asia for consecutively 2 years. 

In addition, Mengniu Group has won praise and recognition from more and more investors and consumers all around the world. Top international brands such as KFC, NBA, Disneyland and Starbucks have chosen Mengniu milk as their designated product one after another. The Group has exported her products to dozens of countries and areas including Russia, Singapore and Malaysia etc.; and has stably covered over 50% of the local liquid milk share market for continuously several years in HK and Macau. Therefore, in the 1^st selection in 2006, the Group won the remarkable brand name of milk industry; and during the 2^nd selection this year, the Group conquered many judges and gained this honor again with no doubt at all.      

Suansuan Milk, one of the sub-brands of Mengniu, has gained the Landmark Brand in the field of sour milk by means of product upgrading. Probiotic factors have been added into the product to increase the helpful bacteria in human intestinal tract, which has started the new era in equal stress on nutrition and absorption.      

Leading Enterprise Takes on the Responsibility to Achieve Big Country of Brand

The related data shows that over 200 kinds of products in China have currently taken the 1^st lead in the production volume in the world; and China has become the Country of Manufacture of no doubt. However, due to the lack of core technology and brand support, China has few brands with international competition ability. The exported products with independent brands only cover less than 10% of the total; and China is truly a small country in terms of brand. In fact, with the deep development of the economical globalization, no matter in domestic or foreign market, Chinese enterprises will have to improve their independent brands, which is one of the key ways for them to win in the competition and also an important guarantee for the sustainable growth of Chinese economy. Therefore, during these years, from the government offices, research institutions to the private enterprises, people have been working hard to improve the independent innovation and brand construction.   

Mr. Zheng Zhanwei pointed out, “The selection of the Landmark Brand of Chinese Industry aims to build on a good air of brand innovation for the whole society; and provide room for more Chinese enterprises to exert themselves more in the respect of brand innovation.” In his sight, these Landmark Brands have born the heavy burden to change China from the Small Country of Brand into the Big Country of Brand.

Take Mengniu Group as an example, after several years’ rapid growth, the Group has come close to the group of Top 20 in the dairy industry in the world in all respects. In 2007, the Group reached a sales income of RMB 21.3 billion and became the only dairy enterprise in China with her annual income exceeding RMB 20 billion. Mr. Jv Guoyu, Chief of the Economic Research Institute of Peking University, believes that 20 billion has significant meaning not only for Mengniu Group, but also for the dairy industry of the whole country. This indicates that Chinese dairy industry, which is led by Mengniu Group etc., is reducing its gap with the global dairy tycoons. Relevant data shows that entering the “club of 20 billion " also means Mengniu Group has almost stepped into the world-class warship as well. 

Professional observer thinks that according to the current growth speed of Mengniu Group, the original target set by McKinsey, the world-known consulting company, to enter the top 20 of the global dairy industry by 2011 can be hit in advance. Mr. Zheng Zhanwei believes that in the following 10 years, China’s impact in the world will result more from Chinese enterprises. In order to propel our country into a Big Country of Brand, the leading enterprises in China shall take on more responsibility.