On May 16, the Paris Olympic Games Qualification Series Shanghai Station officially started at the Huangpu Riverside in Shanghai. As a global partner of the Olympics, Mengniu Group not only made a "strong" appearance in the arena, but also actively advocated the concept of combining nutrition with exercise and health in the advertising film released on the same day, and is committed to becoming the best partner for consumers in various life and sports scenarios.

Olympic TOP partner protects the health of every consumer

The Paris Olympic Qualification Series Shanghai Station will be held from May 16 to 19. The world's top athletes in freestyle BMX, skateboarding, breakdancing and rock climbing will compete for the qualification for the Paris Olympic Games in Shanghai.

During this event, Mengniu conveyed its "born to be strong" sports spirit and culture through the theme booth in the stadium. At the same time, in the advertising film released by Mengniu on the same day, Mengniu products not only helped athletes shine on the field, but also appeared in people's daily life and sports scenes such as dog walking, shopping, camping, and kitchens. It is committed to providing nutritional support for ordinary consumers and becoming everyone's sports partner.

Milk and sports can bring health and happiness to people, and sports culture has also become an important way for Mengniu to communicate with global consumers. For a long time, Mengniu has been committed to providing consumers with nutritious and delicious dairy products, advocating a healthy and active lifestyle, and supporting the development of sports worldwide. In 2019, Mengniu cooperated with the International Olympic Committee to join the Olympic Global Partner Program (TOP), becoming China's first and only Olympic TOP partner from the consumer goods industry.

It is understood that TOP partners are leading companies in various fields selected by the International Olympic Committee from around the world, and strict entry rules are implemented. Taking this year's Paris Olympics as an example, only 13 companies were selected as Olympic global partners. Therefore, becoming an Olympic TOP partner represents the International Olympic Committee's high recognition of Mengniu's product quality and brand influence.

Demonstrating the spirit of "being strong" and running in both directions with the Olympics

The Olympic motto of "higher, faster, stronger, and more united" is well-known to everyone and is the most concise summary of the spirit of sports struggle. At the same time, Mengniu's corporate culture is also a culture of "being strong". Mengniu's brand spirit is "born to be strong", which is highly consistent with the sports spirit advocated by the Olympics, and has also become the spiritual core of Mengniu's "two-way running" with the Olympics.

Mengniu has always adhered to long-termism to support domestic and foreign sports events and narrate brand stories around "born to be strong". At the 2022 Women's Asian Cup, the Chinese women's football team, which Mengniu has long supported, went from being in a desperate situation to turning the tide and winning the championship. Mengniu also took out tens of millions of bonuses at the first time to pay tribute to its "strong" spirit on the field. In the same year, at the Beijing Winter Olympics, Mengniu spokesperson Gu Ailing challenged herself and completed a jump that broke the human limit, creating a "strong" legend in the ice and snow arena.

At the same time, Mengniu is also a long-term partner of the FIFA World Cup. From "I am not born strong, I am just born to be strong" in the 2018 Russia World Cup to "Every bit of the nutrition world is strong" in the Qatar World Cup, Mengniu has always created a strong spiritual resonance with consumers by conveying the brand proposition of "strengthening".

It is with the spirit of "strengthening" that Mengniu continues to climb up and move towards the world stage, telling the story of China's dairy industry, cheering for Chinese sports, and winning glory for the country with athletes.

Join hands with the Centennial Olympics and go to the Centennial Mengniu

It is understood that Paris hosted an Olympic Games in 1924. In 2024, Paris will welcome the Olympic Games again after a lapse of 100 years. The century-old look back and glory will bloom in this midsummer. A century is also Mengniu's long-term goal-to build a century-old dairy company in China and establish a century-old brand.

For food companies, quality is the cornerstone of building a "century-old foundation". Since its establishment in 1999, Mengniu has kept in mind that "milk safety is the most important thing" and has continued to improve the quality management system of the entire industry chain "from pasture to milk cup", using digital and intelligent means to cover all links such as breeding, processing, and logistics, and comprehensively create world-class quality products. At present, all nine categories of Mengniu products have completed the upgrade of EU standard product standards and passed SGS certification, becoming the first company in China to pass EU food standard product certification for all categories.

At the same time, to achieve the long-term goal of a century, we must adhere to sustainable development. As the national team of China's dairy industry, Mengniu benchmarks the United Nations Sustainable Development Goals, comprehensively promotes the "GREEN" sustainable development strategy, promotes rural revitalization and achieves common prosperity through the revitalization of the dairy industry, and takes the lead in releasing the industry's leading dual-carbon strategic goals, clearly stating that carbon peak will be reached before 2030 and carbon neutrality will be achieved in the entire industrial chain before 2050, actively assisting the realization of the country's dual-carbon goals, and promoting the sustainable development transformation of the upstream and downstream of the industrial chain. In 2023, Mengniu's MSCI ESG rating jumped to "AA", the highest level in the industry.

On July 26 this year, the 2024 Paris Summer Olympics, which attracted worldwide attention, will kick off. Mengniu will also take the stage of top sports events for the first time as an Olympic TOP. Under the sports atmosphere driven by the Paris Olympics, it will continue to bloom the brand spirit of "born to be strong", bring nutrition and health to global consumers, become everyone's sports partner, and bring them more health and happiness.