Mr. NIU Gensheng, aged 47, is the Chief Executive Officer and one of the Founding individuals who founded Inner Mongolia Mengniu Milk Induatry (Group) Co. ,Ltd(“Mengniu”) , in 1999. Mr. Niu graduated from Inner Mongolia University with a degree in administration and management and completed coursework for a Master degree in enterprise administration at the Chinese Academy of Social Sciences Graduate School . Mr. Niu gained the relevant management expertise and experience by previously serving as a director on the board of directors of Inner Mongolia Yili Industrial Group Co., Ltd. ("Yili") and deputy chief executive in charge of production and operations at the same company. He has in-depth knowledge of the PRC dairy industry and over 27 years of experience in the PRC dairy industry. Mr. Niu was elected as ''CCTV People of the Year in China's Economy'' in 2003 and as ong of "China's New Busineas leaders" in both 2003 and 2004 ,and was recognized as one of ''Outstanding Performers in China's Dairy Industry''. He currently serves as deputy chairman of China Milk Association and China Dairy Industry Association.