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supermarket dairy products in China, sales area the size of each box next to the Queen of liquid milk, there will be piles of Mengniu liquid milk.
However, the relationship between the two prairie warriors do not look like their products as compared physiognomy as students, staged by the end of October this year, Mengniu Dairy (2319.HK) Joint public relations firm Yili malicious attacks (40.75, -1.21, -2.88%) (600887.SH) event, the scandal has been the development of both the cut-throat competition to the extreme.
product imitation: Future Star War

Running out of both sides and the battles of the original source, or from among the leaders of the two companies in a early scores. In 1998, as vice president of the Queen, President Zheng Junhuai Niu Gensheng suddenly swept out, before, Niu Gensheng charge of the national production and management, performance is excellent.
year, Niu Gensheng family property of 100 million yuan, the joint group of the original founder of the Queen's Jiujiang Mengniu Group, allegedly suffered business at the beginning of making things difficult for his former club and suppress the Queen But Mengniu is followed step by step.
from the sales point of view, Mengniu is the Queen in 1999 to 1 / 30, 2000 is 1 / 5, 2001 is 1 / 3, 2002 1 / 2, close to 2 in 2003 / 3. By 2004, the Queen was 87.3 billion yuan, Mengniu was 72.1 billion yuan, and then later either sales or market share, Mengniu more than the Queen became the first.
lasting two tit for tat battle began for. The first is the height of the imitation of product positioning.
back in March 2008, Mengniu announced the launch of a professional children's liquid milk Early in this commercial war,
see each other from behind, Mengniu clearly outdone, announced in May this year, composition containing DHA extracted from algae.
was suspected to be the Queen, according to an insider who posts to the network released a Mengniu internal code-named planning program.
the planning program is designed to DHA than fish oil, DHA algal oil awareness.
electronic evidence seized by the police, the plan introduced this year on July 14, the day is scheduled for July 16 issue of The newspaper published a front page that day, entitled
marketing strategy: Olympic sponsorship war

serious as product homogeneity, coupled with the same city, in addition to the two giants to grab the consumer through product imitation, but also In product development, marketing, and even World War II and later taste of the public relations strategy and launched a battle. Triggered the
Since November 2005, Yili Group in Hohhot and Beijing Olympic Organizing Committee signed a contract to become the Beijing 2008 Olympic Games in dairy sponsor. The second day, the media Mengniu issued an urgent letter to the nation called business application activities.
reasons for the withdrawal, the first Red Sun said that the matter too much money, too costly, the municipal government that the city should not be too much competition between partners, it is recommended to exit with two applications for the Beijing Olympic Games sponsor activities, the two companies have jointly confirmed that the
exclusively on the final Olympic Dairy Queen sponsor, Mengniu clear that But the Queen denied, claiming that
two years later, in March 2007, the Queen began to fight back Mengniu, both sides renewed scores. Posted at Mengniu Dairy was awarded a This message caused the Queen of discontent.
Queen aspects of the subsequent statement, questioning the accuracy, authority, and the wording of the intense, not only to the National Bureau of Statistics of China Industrial Information Centre questioned the identity of, and directed at the statistics, said that questioned the accuracy of the data center issued, impartial and authoritative.
Remote Expansion: the milk to the battle

February of this year, Yili and Mengniu Zhangbei County of Zhangjiakou City in Hebei Province, Shenyang City, Liaoning Province, Fuxin County in place of milk source battle, To this end, let the local government involved. Erie side said Mengniu milk to make up less than grab sent to various media, and incitement to media reports.
It is understood that Zhaodong milk as the main base of Erie, Mengniu plant is not in the Zhao Dong, Yili milk in 187 local stations, Mengniu milk has 17 stations. However, due to historical reasons and to pursue profits of dairy farmers, dairy farmers of both mutual investment and other milk stations had led to competition for the Queen and Mengniu milk.
In fact, the two sides have also been followed in the expansion of each other. In 2005, the Queen has Wulanchabu in Inner Mongolia, Heilongjiang Zhaodong, Hefei, Jinan, Shandong and Anhui to invest in production bases, the total investment of about 9 billion, and later in Huanggang, Urumqi, Xinjiang, Sichuan, Qionglai Shihezi and establish a new dairy production base.
Mengniu is not far behind. Invest about 10 billion yuan in 2005, Ma On Shan in Anhui, Hebei and other places established Chabei dairy production base with annual output of up to 68 tons. Entered since 2006, Mengniu also do its utmost expansion in the country, has Baoji in Shaanxi, Heilongjiang Hisashi other new production base, and Beijing, Tangshan base expansion.
Mengniu and Yili to fight in many years, the Beijing Business Management Consultants Limited Tin Yan Lee, Principal Consultant, that a malicious attacker becomes the victim, that our business in which the eco-challenge, a Competition among these companies have begun to conceptualize or lie of the competition.
In fact,[link widoczny dla zalogowanych], from the point of departure or from the final results, such a cut-throat competition is bound to be a poor show. Semi-annual report this year showed the Queen during the main business revenue 14.693 billion yuan, while operating income Mengniu 14.434 billion yuan in the first half, this is the first time overtake Queen Mengniu years.