Mengniu

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Mengniu logo

China Mengniu Dairy Company Limited (SEHK: 2319) is a manufacturing and distribution giant for dairy products in China, including Hong Kong and Macau. The Company, based in Inner Mongolia, manufactures dairy products under the Mengniu brand. China Mengniu Dairy Company Limited's products include liquid milk products, such as ultra heat treated (UHT) milk, yogurt and milk beverages, ice cream and other dairy products, such as milk powder and milk tablets. During the year ended December 31, 2005, the Company operated 14 production bases with an aggregate annual production capacity of 2.78 million tons. China Mengniu Dairy Company Limited's operates in three segments: the liquid milk products segment, which manufactures and distributes processed UHT milk, milk beverages and yogurt; the ice cream products segment, which manufactures and distributes ice cream products, and the other dairy products segment, which manufactures and distributes processed milk powder and milk tablets products. The name Mengniu literally means 'Mongolian cow'.

The owner and founder of Mengniu is Mr. Niu Gensheng, a former employee of Yili, which is now Mengniu's largest competitor. He started the company in 1999.

The company is a leading manufacturer of milk, yoghurt and other dairy products in mainland China, partly due to its high-profile advertising campaigns. One such campaign advertised "special milk for China's astronauts" after the successful launches of the Shenzhou 5 and Shenzhou 6 spacecraft(in fact the company sponsors the Chinese space program), and Mengniu also sponsored the popular SuperGirl contest. SuperGirl Zhang Hanyun (aka Baby Zhang) became associated with Mengniu's brand, appearing in Mengniu's commercials, which became instrumental in her elevation to fame. In marketing campaigns, it also uses the slogan "中國牛世界牛蒙牛" (literally China go strong; World go strong; Mengniu).