仅仅用了6年，蒙牛就成为了中国乳业的新贵。孙先红功不可没。他率领蒙牛营销团队策划的中国乳都、申奥助威、中国航天员专用产品、中国运动员专用产品、超级女声等多项策划成为中国营销界的经典。从一名记者到营销高手，5年创业路，他让蒙牛声名远扬。孙先红制造出了一个又一个的营销案例的传奇。  

作为集团十大创始发起人之一，孙先红从蒙牛成立之初就开始全面负责企业的营销运作，早年做新闻记者的经验让他对“事件营销”深谙其道。2003年10月16号清晨6：23分，中国首次载人航天飞船“神州五号”返回舱顺利降落在内蒙古草原，当全中国人民都在为这一历史性时刻振臂欢呼之时，一条蒙牛乳业为中国航天员喝彩的广告迅速登陆全国各大媒体，这距离返回舱安全着陆还不到4个小时。 

从“内蒙牛”到“中国牛”再到“太空奶”，蒙牛通过介入重大新闻事件、社会活动、历史事件、体育赛事，迅速提高了品牌知名度与美誉度。随着市场竞争的升级，充分利用事件进行营销已成为蒙牛近几年市场运营的一把利刃。2004年，蒙牛出手阔绰，以3.1亿元的天价成为中央电视台的广告标王，孙先红也坦言，蒙牛乳业的品牌营销策略，已经由拓展期进入到了维护期。 

品牌有四个层面的价值：产品、形象、服务、人员价值，不同的产品这四种价值是不一样的。孙先红认为，对于牛奶这种产品来说，一定是产品价值大于形象价值的。“牛奶品质决定了一切，蒙牛会在很多除了市场营销的方面和消费者交流，其实消费者看中的不是你巨额的市场投入，而是你的产品品质。” 

如果要用一句话来形容市场营销和一个企业品牌的成功，孙先红觉得就是:市场营销或者品牌的创立，是消费者心智资源的一个争夺战。“营销就是经营企业的这么一门学问，包括运输，包括消费者的售后服务，每个环节的应该都在营销范畴里面，所以营销的好坏就是经营企业的好坏。产品决定企业生命，品牌决定企业市场，资本决定企业未来。中国企业已经走过感性的时代，那么随之而来的将是理性的创造，中国企业强则中国强。”

Xianhong Sun  Global Vision Shows Chinese Power

                                                                                                                                                                                                        Written by Zheng Ting

Mengniu has been the hot upstart of Chinese dairy in 6 years and Xianhong Sun has made undeniable contributions. He led the marketing team of Mengniu and planned a lot of classic plans in China’s marketing, such as Chinese Milk City, Olympic Games Cheer, Dedicated Products for Chinese Astronauts and Athletes and Super Girl. From a journalist to a marketing master in 5 years, Xianhong Sun made Mengniu prestigious and created marketing miracles one after another. 

As one of the ten group sponsors, Xianhong Sun took full charge of enterprise’s marketing operation at the beginning of Mengniu, and the early experience as a journalist let him get the secrets of “event marketing”. 6:23 early in the morning on October 16, 2003, China’s first manned spacecraft Shenzhou 5 returned and successfully landed in Inner Mongolia grassland. When all Chinese people celebrated for this historic moment, a breaking AD cheering for China’s astronauts quickly log in nationwide media. It is less than four hours after the news.

Mengniu enhanced the product reputation and visibility quickly through involving in important news, social activities, historical events and sports issues. Along with the upgrading of market competition, make full use of event marketing has been a sharp sword of Mengniu’s marketing strategy. Mengniu was generous in 2004, it became the advertising king of CCTV at the price of 310 million yuan. Xianhong Sun admits that it is maintenance period for Mengniu brand marketing strategy.

There are four values of brand: product, image, services and personnel, different products have different four values. In Xianhong Sun’s opinion, for milk, product value must be greater than image value. He said:” Milk quality determine everything. Mengniu will be happy to communicate with customers in many aspects besides marketing. Actually the customers don’t care about your huge investment but your quality.”

If describe the success of marketing and brand in Xianhong Sun’s way, it might be: Marketing or brand creation, is a battle for consumers’ mental resources. “ Marketing is a learned skill for running a company, including transportation and after-sale service. The stand or fall of marketing is the enterprise’s. Product determines life, band determines market and capital determines the future. Chinese companies have already walked through the perceptual era and rational creation will come. " he said.