How To Turn Mengniu Into A "Digital Cow" In The Tide Of Intelligence Transformation

The dairy industry is one of the earliest industries in China.

In Mengniu, every box of milk has to go through 6 to 7 links from pasture to factory, then to terminal stores and consumers. This means that a complete and reliable information system is needed to solve the accurate transmission of commodities, finance and information flow.

　　 "Wisdom pasture": from "grassland cattle" to "digital cattle"

In the winter January 2020 Davos forum, Mengniu Group CEO Lu Minfang said, "a box of Mengniu milk has 170 megabytes of data behind it." Finally, when the data fluctuates, the system can start early warning and realize the process of dealing with things, not just the subsequent rounds.

　　 Smart supply chain: connecting upstream and downstream full link ecosystem

If the intelligent pasture is the supply side, the smart supply chain is the whole link to control supply and demand, and to match and plan.

Through the service mode of "digital drive + operation capability", Mengniu's intelligent supply chain platform has enabled more than 5000 partners in the upstream and downstream ecosystem to achieve production and marketing synergy. Mengniu provides real-time data for the national milk collection, provides data for the co-ordination and allocation of raw milk, and moves from the information island to the interconnection of the industrial chain.

In the new crown epidemic, the value of the smart supply chain has been maximized.

During the epidemic period, factories in some cities are completely shut down, so the milk must be delivered to a specific factory in the shortest way through the new planning. "It can be said that this is a race against the clock", and with the support of the smart supply chain, Mengniu has dealt well with the supply and demand black swan event.

In addition, the smart supply chain can also help Mengniu understand the cost from the global perspective, achieve cost reduction and synergy. "In the information age, we see the cost is a single link, one link can transfer some costs to other links, thereby reducing the cost of this link, and in the smart supply chain system, we can see the overall cost."

　　 Four "online" to promote intelligent transformation

Behind the wisdom ranch and the wisdom supply chain are Mengniu's four online strategies, that is, "channel online", "consumer online", "supply chain online" and "online management".

The essence of channel online is transparent data, occupying channels and improving sales volume. When consumers are online, Mengniu can understand their real demands and adopt different touch and marketing strategies for different groups of people. The supply chain is online to deal with the fluctuation between supply and demand, so as to achieve full link cost reduction and efficiency improvement.

For Mengniu management, how to deliver information quickly among 45 thousand employees has always been a pain point. The emergence of nail has solved all these problems and realized the on-line management.

　　 Mengniu donated milk to medical institutions at the fastest speed.

During the epidemic period, Mengniu donated 740 million yuan worth of milk to 31 provinces, more than 350 prefecture level cities and more than 1800 districts and counties. In this process, the handover of each link in logistics is accompanied by a number of inventory, statistics and confirmation. In the past, new documents were generated for each handover, but after using nails, a document could go to the end.

　　 Dual central Taiwan strategic drive to fight against new crown disease

Number intelligence is itself a top priority project. "Leading leadership in business transformation, effective execution of business teams and IT teams, plus adequate budgets and talents, are key factors in the process of intelligent transformation", Zhang said. "Real intelligence is based on business transformation, so Mengniu's intelligence is a dual platform strategy, that is, data. Taiwan and business Taiwan.

　　 epilogue

"At present, these systems which are built together with ALI cloud are the former ones. We have no case to refer to. The last IT system, no story is a good story," Zhang concluded. "We have a good starting point, a strong backstage, and Ali cloud for cloud computing, algorithm understanding and application is ahead of schedule, so that we can through Ali cloud for our customized standard platform, and finally extended to the smart front desk."

As a dairy giant covering 87% of China's population, Mengniu is advancing on the road of intelligence and intellectualization.