他,有着传奇的人生:从刷瓶工到副总裁,从副总裁又沦为一无所有;东山再起,创业六年,打造出中国乳业的又一巨头——蒙牛集团,期间磨难自不言说。他,有着非凡的经营智慧:从零开始,带领团队5年实现企业增长200倍,无不显示其过人才华。他,有着不同寻常的经营哲学:主张财聚人散,财散人聚,小胜凭智,大胜靠德,捐出市值几亿的个人股份,实属难得。他,不是神人,却创造了奇迹;不是圣人,却演绎着神圣的人生!他,就是牛根生——蒙牛集团董事长、总裁。管理人心之术“小胜凭智,大胜靠德”“小胜凭智,大胜靠德”,这是常挂在牛根生嘴边的话,因为“德”是制服人心的最佳利器。“想赢两三个回合,赢三年五年,有点智商就行;要想一辈子赢,没有‘德商’绝对不行。”当初牛根生被迫离开伊利,卖掉伊利股票成立蒙牛时,原来跟随牛根生的兄弟便一起投奔到了牛根生的麾下。据了解,这几个人分别是:伊利原液态奶总经理杨文俊,伊利原总工程师邱连军,伊利原冷冻事业部总经理孙玉斌,伊利原广告策划部总经理孙先红。牛根生在和林格尔所竖起的蒙牛大旗之所以有这样的号召力,这与牛根生的“德商”有着最为直接的联系。在伊利工作期间,因为业绩突出,公司曾奖励牛根生一笔钱,让他买一部好车,而牛却用这笔钱买了四辆面包车,此举使得其直接部下一人有了一部车;据接近牛根生的人介绍,当时牛根生还曾将自己的108万元年薪分给了大家。这就是牛根生给部下的一种心理预期,这样的预期让他们知道,只要牛根生能走向成功,牛根生绝不会亏待跟自己一起打天下的部下。也正是因为这样的预期,曾经的老部下便义无反顾地投其麾下。在采访叶中,牛根生还讲述了一段五年前的“让车”故事。2000年,和林格尔政府奖励牛根生一台菱志车,价值104万,而当时比牛根生大八岁的副董事长的奖励是一辆捷达车。但是,此时的牛根生并没有打算享受这豪华轿车,而是提出了与这位副董事长换车。换车之后,牛根生会开车的女儿很不理解父亲的作为,在很长时间内都用一种怀疑的口吻问牛根生:“这个车是不是真的给了邓大爷?”这正是牛根生所追求的“德”,牛根生想通过这样的行为来向人们传递出一个信息,“牛根生做企业不是为了个人赚钱和享乐。”据牛根生介绍,在物质方面,自己的各项条件都要比身边的副手差。“我们的书记还有两位副总坐的都是奔驰350,我的副董事长坐的是菱志430,雷副总坐的是沃尔沃,而我是一辆小排量的奥迪。”人性很复杂,人心更是难以揣测,而牛根生却能自如地管理人心,也许这要源于牛根生“以德服人”的准则。牺牲自己,成全别人,听起来都像是不真实的歌颂之词,而牛根生做到了。2005年1月12日,牛根生再次将自己的“德商”发挥到了极至,宣布将其个人所得股息的51%捐给“老牛基金会”,49%留作个人支配;在他百年之后,将其所持股份全部捐给“老牛基金会”,这部分股份的表决权授予其后任的集团董事长,家人不能继承其股权,每人只可领取不低于北京、上海、广州三地平均工资的月生活费。对此,在采访中,我问牛根生,在很多人希望将原本不属于自己的东西占为己有的情况下,为什么要将原本就属于自己的财富散尽,难道你的理想就是要建立一个乌托邦吗?牛根生的答案仍是那老套的四个字:大胜靠德。在对蒙牛厂区的参观中,陪同人员指着一片片没有被围起来的水果林告诉我们:每年秋天的时候,这里会有很多种类的水果,但是蒙牛人没有人会自由地去采摘……这也许是牛根生对蒙牛人的一种告戒:不属于自己的东西不要随便去拿。 He has a legendary life: from brush bottlers to vice presidents, from vice president again reduced to nothing; comeback, venture for six years, to create another giant in China's dairy industry - Mengniu Group, during the hard time to speak for themselves. He, with extraordinary business wisdom: from scratch, led the team five years to achieve business growth of 200 times, all show its extraordinary talent. He has an unusual business philosophy: Advocating the gathering of wealthy people, the gathering of wealthy people, the triumphant victory by virtue of victory over morality, and the donation of hundreds of millions of individual shares of the market capitalization are indeed rare. He, not God, but created a miracle; not a saint, but the interpretation of the sacred life! He is Niu Gensheng - Mengniu Group Chairman and President. Management of the heart of the “small victory with wisdom, victory by virtue,” “a small victory by virtue, victory by virtue,” which is often linked to Niu Gensheng mouth, because “virtue” is the best tool to unify people's hearts. “Want to win two or three rounds, win three years five years, a little IQ on the line; to win a lifetime, there is no 'German business' definitely not.” When Niu Gensheng was forced to leave the Erie, sold Erie stock to set up Mengniu, the original follow Niu Gensheng Brother went defeat to Niu Gensheng under the command. It is understood that these individuals are: Yang Lijun former general manager of liquid milk Yili, former chief engineer Erlian Qiu Lianjun, Yili former general manager of frozen department Sun Yubin, Yili former general manager of advertising planning Sun Xianghong. Niu Gensheng and Ringel put up Mengniu banner of the reason why there is this appeal, which is Niu Gensheng's “German business” has the most direct contact. During his time at Erie, the company rewarded Niu Gensheng for a good fortune because of his outstanding performance, and Niu bought a four van with the money, which gave his direct individual one Ministry of cars; according to people close to Niu Gensheng was introduced, Niu Gensheng also had its own annual salary of 1.08 million yuan to everyone. This is Niu Gensheng to give a sub-part of a psychological expectations, such expectations let them know that as long as Niu Gensheng can be successful, Niu Gensheng will not be willing to treat with their own world under the men. It is precisely because of such an expectation that once the old men took the liberty to cast their arms. In the interview leaves, Niu Gensheng also tells the story of “let the car” five years ago. In 2000, the Hellingar government rewarded Niu Gensheng with a Mitsubishi car valued at 1.04 million while the vice chairman, who was eight years older than Niu Gen, rewarded him with a Jetta. However, this time Niu Gensheng did not intend to enjoy this limousine, but proposed the transfer of vice chairman. After the car change, Niu Gensheng driving daughter did not understand his father's behavior, for a long time with a skeptical tone asked Niu Gensheng: “This car is not really to the uncle?” This is Niu Gensheng pursuit “Niu Gensheng wants to pass such a message to people to convey a message,” Niu Gensheng doing business is not for personal money and pleasure. “According to Niu Gensheng introduction, in material terms, their own conditions are better than the side of the deputy difference. ”Our secretary and two vice presidents are both Mercedes-Benz 350, my vice chairman is Ling Chi 430, Ray Vice President is sitting Volvo, and I am a small displacement Audi.“ Humanity Very complex, the human mind is even more difficult to speculate, but Niu Gensheng is able to manage people's mind freely, perhaps this stems from Niu Gensheng ”to serve the people with morality“ guidelines. Sacrificing yourself and doing what others say sounds like untruthful words, and Niu Gensheng does it. On January 12, 2005, Niu Gengsheng once again played his ”German business“ to the utmost, announcing that 51% of his personal dividend should be donated to the ”Bullfighting Foundation“ and 49% should be left at his disposal. After his centenary , All the shares held by him donated to the ”Lao Niu Foundation". The voting rights of these shares were granted to the group chairman who succeeded him. His family members can not inherit their equity and each person can only receive an average of no less than the average of Beijing, Shanghai and Guangzhou Wages monthly living expenses. In response, in an interview, I asked Niu Gensheng why, in the case of a lot of people wanting to take over what they did not own, why they want to get rid of the wealth they already owned. Is your ideal to establish a Utopia? Niu Gensheng's answer is still the old four words: victory by virtue. During the visit to Mengniu Plantation, the accomplices pointed at a piece of fruit forest that has not been encircled and told us that there will be many kinds of fruits here every fall, but no one in Mengniu will be able to freely pick it ... Perhaps Niu Gensheng Mengniu people a caution: do not belong to their own things do not just take.