In August 1999, along with the establishment of Inner Mongolia Mengniu Dairy Group at a wasteland of Helingeer, Hohhot, Inner Mongolia Tourism added a new bright spot.

At the beginning Mengniu opened the market rapidly by its marketing strategy of “Market first, factory later” and grew in a national astonishing “Mengniu speed”. In 2001, Mengniu raised the concept of “Chinese Dairy Capital”, took the advanced culture as the direction, took the prairie culture as the foundation, took Zhaojun culture as the characteristic, and took the enterprise culture as the core spirit, constructed the “Dairy capital culture”, achieved the goal of best unification of society, economical, the cultural benefit. By the ways of opening the visit channel in workshop, Mengniu showed the whole set of production flow of customer favorite products such as Mengniu milk, ice cream from manufacture, process to the finished product.

In order to better the visitor reception, the company set up the reception center of director office integrated management department, which had three people who were in charge of government inspection reception and investment research reception. With the increase of company reputation, Mengniu built tourism department in 2003, it had dozens of employees, and this led Mengniu industrial tourism to a more professional way. It was authorized as the first Industrial and Agricultural Model by National Tourism Bureau in 2004, the company welcomed thousands of visitors all over the world since it had established. On 2nd January 2003, Chinese President Hu Jintao, on 10th May, China's top legislator Wu Bangguo, on 29th December, Jia Qinglin and other national leaders visited the company. On 2nd August 2004, Deputy Director General of National Tourism Bureau, Sun Gang visited the company and research Mengniu industrial tourism. In 2004, the company planned and organized the biggest tourism activity in China – “experience the natural travel, Mengniu prairie trip”, it achieved great success. Mengniu industrial tourism entered into the new phrase under the care of country, municipality and Hohhot government sectors and world-wise consumers.

The characteristic of Mengniu Industrial Tourism is mysterious story of unbelievable company development speed from the 1116th to the top 2 in Chinese dairy industry in a short time of 6 years. How can a bottle brushing worker, a man over 30 years old, create the miracle of Mengniu? The most attractive part of Mengniu is that the milk is closely related to the healthy pursuit of modern consumers. The Inner Mongolia prairie, which Mengniu located, has the natural source of dairy culture from green grassland, all these therefore demonstrates strong characteristic.

In the past a few years, Mengniu industrial tourism brought billions of sales, Helingeer, the location of Mengniu industrial tourism area, attracted millions of visitors. The foundation of Mengniu industrial tourism made use of two three-star hotels in the state level poverty-stricken county, increased more than 90 regular bus from Hohhot to Helingeer, more than 100 restaurants with capacity of 100 people, brought along millions of visitors in Hohhot, formed the new scenery of original prairie civilization and modern prairie civilization.

Related equipment

Mengniu industrial tourism area was strictly constructed in terms of National Checkup Standard of National Agriculture Tourism Model Spot, Industrial Tourism Model Spot when applied for National Industrial and Agricultural Model, outlined the surroundings of the factory area, developed dozens of sightseeing, designed several visiting lines, and offered convenient facilities and services: a unique visitor dinner area departed from Mengniu employee dining-room; visitors are allowed to taste dairy product and read Mengniu electronic materials in the foreign expert department “Yuanyuan” center assembly hall; guests are able to select the souvenirs the same time visiting Mengniu and Shengle Economic Park; bituminous macadam is paved outside the factory area and marked the zebra crossing according to the International standard, Internationalized Chinese-English signs and tourist complaint telephone are also embodied.

Mengniu industrial tourism is ready to add “Learn” into the traditional 6 factors of tourism, based on the visit and reception, utilize the Mengniu Business School to exploit “Business tour”, let the visitor feel the Mengniu idea from all aspects, shorten the distance with Mengniu and increase mutual interaction. This will put an extra value on Mengniu tourism industry, build up Mengniu visitor platform, and transform the input (reception) model to input & output coordinating model, factories all over the country develop the same function industrial tourism product and perform a network marketing and management.