【CXO观点】蒙牛集团CDO张决：零售行业如何成为数字化转型先锋

蒙牛集团其实大家也都比较了解了，我就在这儿不多作介绍了。今天简单给大家分享一下蒙牛的数字化转型历程。

一、2025年新蒙牛FIRST战略的一个模型

首先我们先说说蒙牛其实最近做了一个叫做2025年新蒙牛FIRST战略的一个模型，这个新模型就是说到2025年的时候我们要再创一个新蒙牛。First是五个字母的拼接：消费者至爱(First-Choice)、具有国际化复制能力(International)、更具责任感(Responsibility)、文化基因强大(Spirit)和数智化(Technology)。我们来看看这五个字母各自代表什么意思。

2025年新蒙牛其实不仅仅是说收入和利润翻番，更重要的是到2025年，我们的蒙牛将是一个更有价值、更可持续的一个蒙牛，我们要有一些全新的面貌和全新的打法，会有一些更新的生态，这样的一个新蒙牛。

这个当中提到了First模型，消费者挚爱，也就是说消费者的First Choice是需要我们创新迭代、品牌提升的价值认同。第二个是拥有强大的文化基因。这件事情上，我们的使命、愿景和价值观要强大地植根于蒙牛人的基因。更具责任感的蒙牛是指公司公益、企业形象、企业的社会责任。数智化的蒙牛是具有国际化、具有可复制能力的蒙牛。

二、消费者挚爱的蒙牛是说蒙牛将从原来的以产品为中心，转向以消费者为中心

消费者挚爱的蒙牛是说蒙牛将从原来的以产品为中心，转向以消费者为中心，就是说我们原来可能都是关注销量、关注交易额、关注市场份额，未来我们要关注消费者的心智、消费者的旅程，看蒙牛在什么阶段可以深入进去。我们还要看数据和业务的洞察，我们要用新的媒体、新的打法来做市场营销，我们要从交易导向变成长期的关系运营的导向。消费者的反馈将指导蒙牛一切的业务行动。所以这一切都是依赖消费者的数据洞察。所以数字化转型是蒙牛能够成为做消费者挚爱的一个最关键的保障因素。

第二个，要从布局全球到赢在全球，非常重要的就是数字化的平台要能够复制，要能够尽快的复用，要把蒙牛的供应链领先优势、品牌的领先优势、人才的领先优势、模式的领先优势等等，能够用数字化的手段尽快地复制到全球中去。所以蒙牛拥有国际化能力，需要数字化平台的支持。

第三个，大家都知道最近我们都关注“双碳”、碳达峰、碳中和等等的，蒙牛在这件事上已经走在了前头。同时蒙牛也是一个关注社会责任、关注公益的企业，蒙牛要做到商业的向善，一定需要绿色和可持续，需要科技来支撑。所以数字和绿色科技同样也是能够支撑蒙牛更具责任感的一个重要手段。

第四个，强大的文化基因，我们说点滴营养，绽放每个生命。这其实是蒙牛向聚焦个性化营养与健康，做一个科技公司的宣言。要做到个性化营养健康，首先要洞察消费者的个性化，其次要有高科技的平台等等。所以从这个强大的文化基因当中，我们提到的点滴营养绽放每个生命，提到的消费者第一作为我们的核心价值观等等的，这些同样需要数字化转型来支撑。重塑文化和引领变革，现在是集团管理层一个重要的使命。

第五个，最后我们来看看科技，数字化的蒙牛更不用说了。数字化转型我们能做到的不仅仅是说支撑原有业务的数字化的改良，更重要的我们能够支撑蒙牛的开拓边界极限、突破局限，进而来升级蒙牛的商业模式。

在做完文化的转型或者说描绘了蒙牛数字化的战略蓝图之后，我们也做了一个顶层设计，这个金字塔的数字化顶层设计，首先我们要有一个高维的商业战略，在商业战略当中，其实我们也确定了一个目标，就是说蒙牛要做乳业的特斯拉，意味着高科技、意味着算法、意味着自动化的决策。

三、蒙牛数字化转型的关键路径和策略

同时，我们也制定了我们蒙牛数字化转型的关键路径和策略，关键的路径其实我们会把蒙牛未来的发展有三个曲线，就是第一曲线、第二曲线、第三曲线来做蒙牛数字化转型的，未来我们说再创一个新蒙牛肯定不是原有业务简单的扩大规模，更重要的我们一定会有第二曲线第三曲线。

这个当中我们一定要打造一个底层能力，是什么呢？通过数字技术的使用，把我们的数字技术的强度越来越大，我们高科技人才的密度越来越大，再加上我们多维的商业模式，也就是我们说的三浪齐发的商业模式，然后来实现蒙牛高维的商业发展这样一个战略。

我们来看看我们刚才说到的三浪齐发是什么意思，第一曲线是聚焦原有的核心业务，我们要把传统原有的核心业务数字化做到极致。第二曲线就是把原有传统业务一些优势跟我们供应链的优势、品牌的优势等等，能够去向相邻的业务进行分形的创新，来支撑相邻创新业务快速的上线。

四、第三曲线是什么

第三曲线是什么？第三曲线就是我们刚才提到的个性化营养健康，蒙牛一定要使用高科技，就是关注那些颠覆性的生物技术、生物合成技术等等的，让蒙牛业务的边界能够无限的扩大。所以这是蒙牛的数字化转型的三浪叠加。

蒙牛最近在做各种类型的创新大赛，包括我们在双十一的时候推出了牛客松的创新大赛，这个大赛其实我们是用命题作文的方式，发布了三个赛道：智慧牧场、智慧零售、大健康，我们向全社会包括全球发出比武招亲这样的形式，引入各种生态伙伴、独角兽公司、正在创业的团队，我们会用一些项目的合作，或者资本的投入，或者人才的招募等等多种方式，让整个咱们的生态合作伙伴跟蒙牛共创共赢，然后共同来打造我们的数字乳业，为中国乳业的数字化做出蒙牛应有的贡献，同时也为打造新蒙牛做出贡献。

因为时间的关系，今天的分享也只能到这儿。

翻译：

Mengniu Group in fact, we are more understand, I will not introduce here. Today, I would like to share with you the digital transformation process of Mengniu.

FIRST of all, let’s talk about Mengniu. In fact, Mengniu recently made a model called the New Mengniu First Strategy in 2025. The new model means that we will create a new Mengniu in 2025. First is a patchwork of five letters: “First-choice”, “International”, “Responsibility”, “Spirit” and “Technology”. Let’s see what each of these letters means.

In 2025, the new Mengniu is not only about doubling revenue and profit, but more importantly, by 2025, our Mengniu will be a more valuable and sustainable Mengniu. We will have some new looks and new playing methods, and there will be some updated ecology, such a new Mengniu.

The First model is mentioned in this article, which is loved by consumers. In other words, the First Choice of consumers is the value identification that requires our innovation and iteration and brand promotion. The second is having a strong meme. In this case, our mission, vision and values are strongly rooted in the Mengniu people’s DNA. More responsible Mengniu refers to the company’s public welfare, corporate image, corporate social responsibility. Intelligent Mengniu is an internationalized and replicable Mengniu.

The beloved Mengniu of consumers means that Mengniu will change from the original product-centered to consumer-centered, which means that we may have focused on sales volume, transaction volume and market share in the past. In the future, we will pay attention to the mind of consumers and the journey of consumers to see at what stage Mengniu can go deep into. We need to look at data and business insights, we need to market with new media, new ways of playing, we need to move from a transactional orientation to a long-term relationship orientation. Consumer feedback will guide Mengniu all business actions. So it’s all about consumer data insight. So the digital transformation is Mengniu can become a consumer love a key guarantee factor.

Second, in order to win in the global layout, it is very important that the digital platform should be able to copy, to be able to reuse as soon as possible, to Mengniu’s leading advantage of supply chain, brand, talent, model and so on, to be able to use digital means as soon as possible to copy to the world. Therefore, Mengniu has the ability of internationalization and needs the support of digital platform.

Third, we all know that recently we are concerned about “double carbon”, carbon peak, carbon neutral and so on, Mengniu has taken the lead in this matter. At the same time, Mengniu is also a company concerned with social responsibility and public welfare. To achieve good business, Mengniu must be green and sustainable, which needs the support of science and technology. So digital and green technology is also an important means to support Mengniu to be more responsible.

Fourth, powerful memes, we say drip nutrition, bloom every life. This is Mengniu’s manifesto to become a technology company focusing on personalized nutrition and health. In order to achieve personalized nutrition and health, first of all, we should have an insight into the individuation of consumers, followed by high-tech platforms and so on. Therefore, from this powerful cultural gene, we mentioned the drip nutrition blooming every life, mentioned the consumer first as our core value, etc., these also need to be supported by digital transformation. Reshaping culture and leading change is now an important mission for group management.

Fifth, finally we look at technology, not to mention the digital Mengniu. What we can do in digital transformation is not only to support the digital improvement of the original business, but more importantly, we can support Mengniu to expand the boundary limit and break through the limitations, so as to upgrade Mengniu’s business model.

After completing the cultural transformation or drawing the digital strategic blueprint of Mengniu, we also made a top-level design, the digital top-level design of the pyramid. First of all, we need to have a high-dimensional business strategy. In the business strategy, in fact, we also set a goal, that is, Mengniu will become the Tesla of the dairy industry. It means high technology, it means algorithms, it means automated decision-making.

At the same time, we have also formulated the key path and strategy for the digital transformation of Mengniu. In fact, the key path we will divide the future development of Mengniu into three curves, namely the first curve, the second curve and the third curve to do the digital transformation of Mengniu. In the future, we will say that creating a new Mengniu will not simply expand the scale of the original business. And more importantly we have to have a second curve and a third curve.

What is the underlying capability that we must build? Through the use of digital technology, the intensity of our digital technology is increasing, the density of our high-tech talents is increasing, and our multi-dimensional business model, that is, we say the three waves of the business model, and then to achieve the business development of Mengniu Gaowei such a strategy.

Let’s take a look at what we mean by three waves. The first curve is to focus on the old core business. We want to take the old core business digital to the extreme. The second curve is to combine some of the advantages of the original traditional business with the advantages of our supply chain and brand, etc., to carry out fractal innovation in the adjacent business, so as to support the rapid launch of the adjacent innovative business.

What’s the third curve? The third curve is the personalized nutrition and health we just mentioned. Mengniu must use high technology, focusing on those disruptive biotechnology, biosynthesis technology and so on, so that the business boundary of Mengniu can be expanded infinitely. So this is Mengniu’s digital transformation of three waves superimposed.

Mengniu has been holding various kinds of innovation contests recently, including the Niukesong Innovation Contest we launched on Nov 11. In this contest, we published three tracks in the way of proposition composition: Smart ranch, smart retail, big health, we send out a competition to the whole society, including the whole world, and introduce a variety of ecological partners, unicorn companies, start-up teams, we will use some project cooperation, capital investment, or talent recruitment and other ways, so that the whole of our ecological partners and Mengniu create a win-win situation. Then we will work together to build our digital dairy industry, and make our due contribution to the digitalization of China’s dairy industry, as well as to build a new Mengniu.

Due to time, today’s sharing can only stop here.

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