Liu Ning, Deputy Party Secretary of SEM, delivers the welcome speech
Wang Jiao from Xuzhou Mengniu Dairy Sales Co., Ltd. delivers a speech
Li Enpu from Jiangsu Regional Department delivers a speech
Group Photo
On the afternoon of March 12, the opening ceremony of the 2nd Digital & Intelligent Management Innovation Practice Competition and the 9th “Mengniu Sweet XiaoHai Cup” Marketing Research and Planning Competition was successfully held in Room B108 of the School of Economics and Management at China University of Mining and Technology (CUMT).
Attending the ceremony were representatives from Xuzhou Mengniu Dairy Sales Co., Ltd., including Ms. Wang Jiao and Mr. Li Enpu, as well as Mr. Liu Ning, Deputy Party Secretary of the School of Economics and Management; Mr. Chen Feiyu, Director of the Discipline and Talent Office; Mr. Yang Zhongxi, Head of Student Innovation and Entrepreneurship; Mr. Mou Yupeng, Director of the Department of Business Administration; Ms. Yue Ting, Party Branch Secretary and Deputy Director; Deputy Directors Liu Manzhi, Lü Xueqing, Liu Bei; and faculty members Wang Xiaozhen, Cheng Xiufang, Feng Ying, Wang Dianwen, Yu Haimiao, Li Zongbo, Jiang Luyuan, and Wu Changsong. Over 150 student participants and faculty attended the event.
Mr. Liu Ning delivered the opening speech, noting that this year’s competition, themed around digital and intelligent management innovation and real-world marketing strategy, aims to provide students with a practical platform where learning is integrated with application. Through deep integration of marketing management and human resource management, the event expands the new business education model and enhances students’ comprehensive abilities in authentic business settings, helping lay a solid foundation for their career development.
Following this, Ms. Wang Jiao, speaking on behalf of Mengniu, emphasized the company’s strong commitment to university collaboration. She highlighted that the competition not only injects youthful energy into the brand but also integrates public welfare by adopting the “One Yuan Donation Per Box Sold” model, channeling students’ practical work into real social impact—specifically in support of rare disease groups. She encouraged participants to apply their creativity and demonstrate both their professional competence and social responsibility.
Mr. Li Enpu from Mengniu’s Jiangsu Regional Operations Management Department then gave a keynote speech drawing from his industry experience. Using the theories of Zhang Peigang and Ronald Coase, he illustrated how to identify “a good problem” and how to build customer trust, uncover pain points, and communicate effectively to close deals. He reminded students that sales is not only about product promotion, but also about shaping brand perception and enhancing customer experience through attention to detail.
To conclude the session, Ms. Wang Jiao explained the competition rules in detail and addressed students’ questions, ensuring participants were fully prepared for the challenges ahead.
This year’s competition introduces an innovative model of “industry-academia collaboration + hands-on empowerment + public welfare drive.” It focuses on research and practical projects related to human resources, market insight, creative planning, and marketing execution for Mengniu’s Xuzhou marketing team. The competition serves as a bridge between classroom theory and workplace practice, helping students apply their academic knowledge to real-world business problems.
By bringing together enterprises, research institutions, and academic faculty, the event aims to foster students’ capabilities in human resource and marketing management, while also enhancing their overall competencies. The event not only equips students to meet industry demands but also reinforces the university’s mission to serve society, injecting momentum into the cultivation of business talents who are knowledgeable, innovative, and socially responsible.
Writers: Dong Jiayin, Liu Chuhan
Photography: Dong Jiayin
Proofreading: Li Jingyi, Guo Jia
First Review: Zhao Jie
Second Review: Liu Ning
Final Review: Li Xinchun
