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ManualofCorporateCulturecontentsIntroductionoftheCompanyTheLogoTheCompanyAimTheMissionStrategicObjectivesCorporateSpiritManagementPhilosophyDevelopmentStrategyCodeofConductofStaffFoundedin1999andheadquarteredinthecoreofChinaDairyCapitallocatingatShengleEconomicDevelopmentZoneofHelingeerCountyinHuhhot,InnerMongolia,MengniuDairy(Group)Co.,Ltd.(MengniuDairyGroup)hasatotalassetofRMB10billionand30,000employees,andtheannualproductioncapacityofdairyproductsreaches6millionmetrictons.IntroductionoftheCompany
SofarMengniuDairyGrouphasestablishedover20productionbasesincludingHelinbasein15provincesofChinaandowned5majorseriesofproductswhichareliquidmilk,yogurt,icecream,drymilkandcheese,inwhichareincorporatedover200categories.Relyingonthesupremequality,Mengniu’sproductscoverallChinesemarketandareexportedtooverseassuchasAmerica,Canada,MongoliaRepublic,HongKong,MacaoandotherSoutheastAsiancountries.Targetingtothecorporatepositioningofbuildingadairyproductionandserviceenterprisewhocommitstothehealthofmankind,MengniuDairyGrouphascreatedthemiraculouslyrapiddevelopmentthatdrawstheworldwideattentioninashortperiodof10years.Bytheendof2023,thesalesrevenuehadreachedRMB23.9billionwithaCAGRof104%whichmadeMengniuthefirstdairycompanythatexceededRMB20billionsalesrevenueinChina.Themarketshareofmajorproductshadsurpassed35%;thesalesofUHTmilkhadrankedNo.1intheworldandthatofliquidmilk,yogurtandicecreamNo.1inChina;theexportvolumeandthenumberofregionsexportedtoalsohadrankedNo.1inChina.
TheLogoThisisthelogoofMengniu.AthickandsolidelegantdashmetaphorizesfavorableclimateandgeographicalconditionsgrantedfromboundlessgrasslandandsoilofsurpassingfertilityofInnerMongoliawithwhichMengniuDairyGroupisendowed.TheLogoThecrescenthornsketchesanimageoffirmnessandaggressiveness,symbolizingthecorporatebeliefofbeingproactive,steadfastandenthusiastic,andthroughwhichdemonstratesthecow’snatureofenduranceandhardworking.Thelogoinwhiteandgreenemphasizesthecompany’spursuancefornatureandfreefrompollution.TheCompanyNameThecompanyname“Mengniu”inChinesefocusesonthelatterphoneticpart“Niu”(acollectivenounofoxandcow)andintendtotakeox’snatureofdiligence,persistenceanddedicationasaloftyspiritforthecompanyandremindpeople’sintimationandworshipforoxandcow.Thename"Mengniu"alsoexplicatesthecompany’spursuanceforthetrue,thegoodandthebeautiful,whichfurtherexpectsthespiritofwillingox(servantofthepeople)tobecarriedforwardinthecompany.TheProductNameThenameofMengniu(“Meng”meansInnerMongolia)indicatesthatthefreshmilkisproducedbycattlefromInnerMongolia.Theprocessesfromforagegrasstheyeattofreshmilktheyproduceallrelyontheadvantageofuniquenaturalresourcewithwhichanoutstandingdairybrandisduetoemerge.TheCompanyAim
Providegoodandqualifieddairyfoodforeveryconsumerforthepurposeof
his/herphysicalandpsychologicalhealth.TheMission
·Foundanoutstandingand
internationallycompetitiveenterpriseforChina.
·Buildatime-honoredandworld-famousbrandfortheChinesenation.
·Performserviceforpromotingconsumers’healthlevel.
·Provideanarenaforemployeestorealizetheirvalueoflife.StrategicObjectivesMengniushallmakeunceasingeffortstoexplore,unswervinglyadheretothe
principleofscientificwayofdevelopment,exerttoinnovate,and
integrate
worldwideresourcestobecomeaworldleadingdairymakerCorporateSpirit
·Uniteinallsincerityanddedication;
·havethecouragetostruggleagainst
tremendousodds;
·learnandinnovate;
·pursueexcellency;
·advancewiththetimes;
·renderservicetothenationEssenceofCorporateCultureHonorcredibility:weshallkeepgoodfaithandincrediblewithgovernment,partners,clientsandconsumers;alsoweseekhonestybetweenthehigherlevelandtheirsubordinatesandthatofstaff.Self-reflection:trytotranscendourselvesbyreflectingfaultsonourown.PrinciplesofTalentUseOpen,JustandImpartialPeoplewithbothtalentandvirtuecanbecomehighlyregarded;Peoplewithvirtue,yetlackingintalent,canbetrainedforuse;Peoplewithtalent,yetlackinginvirtue,shouldberestrictedinuse;Peoplewithneithertalentnorvirtueshouldneverbeused.Commitments
Providenaturalandhygienicdairyproductsandpropagateconceptofhealthforconsumers.Achievewin-winandcommondevelopmentforclients.Takefullresponsibilityandmakelong-termreturnforshareholders.Trainstaffandhelpthemsucceed.Operatebusinessaccordingtolaw,invigoratedairyindustryandprosperdairyfarmers,protectenvironmentandreturntothepublic.·Achieveaunifiedmindbycorporateculture.·Standardizehumannaturebyregulations.·Fulfilleminentsuccessbyestablishinganhonorablebrand.ManagementPhilosophyService,Coordination,Guidelines,Supervision,PerformanceTest
·Service:thesuperiorsservetheirsubordinates;officesservethegrassrootunits;thepreviousworkingprocessservesthenext;staffsserveclientsandconsumers.
·Coordination:tocoordinaterelationsbetweenthecompanyandgovernmentaswellasotherunits,departmentandotherdepartments,employeeandotheremployees.ManagementPolicy
·Guidelines:toprovideguidanceonthewholeaswellasonprofession,guideascoachinsteadofathlete,andavoidskip-levelinterview.
·Supervision:toconstantlysuperviseandexaminesubordinatingdepartmentandstaffomni-directionally.
·PerformanceTest:toomni-directionallyassessallstaff’sperformancetowhichthesalaryislinked.ManagementPolicyMakeMengniuatime-honoredworldfamousbrandandgaintheadvantageofmarketshareandbrandprestigebyscientificmanagement,assuredquality,extensivemarketopportunities,increasedbenefitandgoodservice.DevelopmentStrategyCodeofCondu
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