April 16, 2025 | Business – China
Discover how Niu Gensheng, once sold for just 50 yuan, rose to become China’s dairy tycoon. From founding Mengniu Dairy to launching Aice ice cream, his journey is an inspiring tale of resilience, vision, and social impact.
From a humble beginning in Inner Mongolia to building one of China’s top dairy empires, Niu Gensheng’s life journey is a testament to resilience, hard work, and visionary thinking. Once sold for just 50 yuan, Niu rose above adversity to create Mengniu Dairy and the popular Southeast Asian ice cream brand Aice—proving that no dream is too big when driven by purpose.
Highlights
- Niu Gensheng was sold as a child for just 50 yuan (approx. ₹600)
- Faced child labor, poverty, and loss before building his career
- Founded Mengniu Dairy, now among China’s leading dairy brands
- Created Aice, a budget-friendly ice cream brand dominating Southeast Asia
A Childhood Marked by Struggle
Born into an impoverished family in Inner Mongolia, Niu Gensheng’s early life was defined by hardship. His parents, unable to provide for him, sold him to a local cattle farmer. Though adopted, his life remained tough. By the age of eight, Niu was forced into manual labor—sweeping streets and hauling goods—after his adoptive father lost everything due to political unrest. Tragically, he lost both adoptive parents soon after.
Climbing the Ranks: From Bottle Washer to Executive
In 1983, Niu got a job as a bottle washer at a modest dairy factory, which would later become Yili Group, one of China’s biggest dairy companies. Through sheer dedication, he climbed the ranks and eventually became Vice President of Production and Operations, earning over 1 million yuan annually. But internal politics and growing market challenges led him to resign and chart his own path.
The Birth of Mengniu Dairy
Armed with 10 million yuan and a bold vision, Niu founded Mengniu Dairy in 1999. Competing against his former employer, Yili, which was already a billion-yuan enterprise, Niu took a grassroots approach. He focused on affordability, local marketing, and building trust in rural communities. His strategy paid off—by 2005, Mengniu had become China’s leading dairy brand.
Expanding Horizons: Launching Aice in Southeast Asia
Not stopping with Mengniu’s success, Niu turned his attention to the international market. In 2015, he launched Aice in Indonesia with a mission to deliver affordable, quality ice cream to the masses. Selling at just ₹5 to ₹9, Aice became popular with flavors like durian and coconut milk coffee.
Niu also empowered local businesses—offering free freezers, subsidizing electricity bills, and making distribution easier for small vendors. Today, Aice operates in 1,200+ districts and leads Southeast Asia’s ice cream market.
Philanthropy: Giving Back to Society
Beyond business, Niu Gensheng has remained deeply committed to social welfare. He supports medical aid for critically ill children in Inner Mongolia and funds the construction of schools across rural China. His legacy extends beyond business success—reflecting a deep sense of responsibility and compassion.
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