Along with the continuous deepening of the supply side reform of the dairy industry and the full implementation of the infant milk formula registration system in 2018, the recovery of consumer confidence, the complete roll out of China’s two-child policy and the trend of skewing towards younger consumers and more diversified demands, the industry is looking at a revival of sales of liquid milk and milk powder, opportunities arising from upgrade of the middle to high-end consumption structure and adjustment of the competitive landscape, and all these are presenting Mengniu with new development opportunities.
Looking forward, on the basis of “Focusing on Development and Gathering Strengths”, Mengniu’s new business divisions will develop different product categories by focusing on resource advantages, and enhancing cost saving, efficiency and the value of different brands. With “Quality, Innovation and Internationalization”
at heart, Mengniu will insist on its quality as core competitiveness, with the spirit of the “Craftsman of Milk”, ensuring the safety and high quality of every drop of milk it offers. Mengniu will continue to align with and also strive to surpass international standards, and enhance its efforts in innovation, and research and development. It will endeavor to develop milk source to guarantee the quality and stability of supply that it may provide products of “Golden BRICS quality” and “aeronautic quality”.
另外，本集團通過構建系統及實施領導力發展項 目，加強建設領導人才梯隊以提升各層級管理者 能力。蒙牛同時持續加強員工對蒙牛文化的認 知培養，特別是致力推動積極、進取的「狼性文 化」，各事業部在年內開展如「蒙牛人大闖關」、
「戈壁行」、「井岡山之行」等企業文化活動。
為了加強管理團隊為達成蒙牛二零二零年戰略的 決心，以及鞏固團隊對本集團未來持續增長的 服務承諾與信心，蒙牛推行關鍵崗位員工留任 計劃，通過限制性股票激勵，保留和激勵本集 團四層級及以上核心關鍵崗位。於回顧年內，
按各管理層個人績效，根據股票獎勵計劃共授 予6,998,575股，另根據購股權計劃授予購股權 10,930,005份。
展望
隨著乳業供給側改革不斷深化、嬰幼兒配方奶粉 註冊制在二零一八年全面實施，加上消費者信心 回升、中國全面開放二胎政策、消費年齡年輕化 及需求多樣化，行業正迎來液態奶及奶粉銷售復 蘇的趨勢、中高端消費結構升級的機遇以及競爭 格局的調整，為蒙牛帶來新的發展機遇。展望未來，蒙牛將在「聚焦、聚勢、凝心、凝力」
的基礎上，以新事業部平台發展各個品類，聚焦 資源優勢，節本增效，提升品牌價值。蒙牛圍繞
「質量、創新、國際化」，堅守以質量為核心競爭 力，以「牛奶工匠」精神保障每一滴牛奶的質量安 全，持續對標及超越國際標準，加大創新研發力 度，並深化奶源建設，確保奶源供應的質量及穩 定性，打造金磚質量、航天品質的產品。
Annual Report 2017 二零一七年年報 49
MANAGEMENT DISCUSSION AND ANALYSIS
管理層討論及分析Mengniu will follow closely the trend of consumption upgrade and move toward the middle and higher end of the value chain. Through actively promoting the development of chilled and ice cream products and accelerating launch of new products, Mengniu will be offering more nutritious and healthy products for consumers to enjoy. At the same time, Mengniu will continue to push forward with digitalization, by using its own “Mengniu Cloud” platform and online sales penetration and brand building, in cooperation with partners such as Alibaba and JD.com in full embrace of the Big Data era.
Mengniu will continue to join hands with its three major shareholders, namely COFCO Group, Danone Group and Arla Foods, and international leading partners such as WhiteWave and UC Davis from the US to establish a world-class dairy enterprise by bringing in advanced technologies and management methods via introducing world-leading resources and platforms. With a value chain well-deployed internationally, it will leverage overseas resources to consolidate its industry strengths. Mengniu will continue to promote construction of a global “Dairy Community”, pinpointing especially countries along the “Belt and Road”.
To further brand internationalization, Mengniu for the first time sponsored overseas sports events, becoming the Official 2018 FIFA World CupTM Sponsor with 161 products of 27 brands under its four major product categories selected as the designated products of World Cup, which represents a significant breakthrough of Mengniu in promoting soccer and sports marketing effort. At the same time, Mengniu is also the first dairy brand partnering with FIFA as a global sponsor and the first Chinese food and beverage brand to become a global sponsor of the World Cup. Mengniu is set to present itself to the world as China’s top dairy enterprise and letting consumers around the world know about Mengniu’s natural, nutritious and delicious products at the most prominent sports event in 2018, thereby achieving another breakthrough in gaining influence both in China and overseas.
The Mengniu team will embrace its original “Wolf Culture”, uphold the pure heart it has from day one building the Group’s business and hasten the pace of the Group in scaling new heights in the industry. Mengniu will continue to improve the quality and the brand reputation of its products, keeping in mind its original intention of
“Cows of Inner Mongolia, Cows of China and Cows of the world”
and determination to “must-win and win-win”, that it may stand firm on the forefront of the global dairy industry as it pushes ahead with its “2020 Goal” to achieve sales of RMB100 billion in 2020, putting its best effort into becoming a world class dairy enterprise.
蒙牛將緊跟消費升級，引領消費趨勢，邁向價值 鏈中高端，積極拓展低溫、冰淇淋產品，加速新 品推出，為消費者帶來更多的營養、健康享受。
同時，蒙牛繼續推進數字化建設，通過自有「蒙牛 雲」平台，及與阿里巴巴、京東等合作夥伴深化在 線銷售、品牌建設等合作，全面擁抱大數據時代。
蒙牛將繼續攜手三大股東中糧集團、Danone集團 及Arla Foods，以及美國WhiteWave、UC Davis等 國際領先的合作夥伴，利用世界先進的資源及平 台引進先進的技術和管理模式，打造世界級的乳 品企業。通過全產業鏈的國際化佈局，利用海外 資源鞏固行業優勢，蒙牛將繼續推進全球、特別 是「一帶一路」沿線國家「乳業共同體」的建設。
為了進一步推進品牌國際化，蒙牛首次贊助國外 舉行的體育賽事，成為2018 FIFA世界盃全球官方 贊助商，4大產品類別27個品牌共161個產品成為 世界盃指定產品。這是蒙牛推動足球事業發展，
深化體育營銷佈局的重大突破，同時，蒙牛也是 國際足聯在全球贊助商級別首次合作的乳品品 牌，及中國食品飲料行業中成為世界盃全球贊助 商的第一個品牌。蒙牛有望借勢二零一八年全球 最具影響力的體育賽事，向全球展現中國頂級乳 品企業，向全球消費者介紹天然、營養、美味的 蒙牛產品，蒙牛於國內外影響力有望進一步突破。
蒙牛將回歸高執行力的「狼性」團隊文化，抱以創 業初心，加速邁向行業巔峰。蒙牛將持續提升質 量及品牌，以「內蒙牛，中國牛，世界牛」的初 心，及「必贏、共贏」的決心，堅守在全球乳業第 一陣營，向「2020目標」、即蒙牛在二零二零年銷 售額要達到千億元人民幣穩健邁進，為成為世界 級乳品企業而努力。
52 China Mengniu Dairy Company Limited 中國蒙牛乳業有限公司