Chapter 1960 Breaking the Whole Into Small Parts

In the office of the chairman of Yanjing Millennium Supermarket, Yang Dongxu looked at the progress of various projects in front of him. Originally, domestic expansion had been completed, but overseas expansion was struggling.

Many senior executives of Millennium Supermarket have turned into turtles and are lying motionless in preparation for retirement. Stimulated by Yang Dongxu's group expansion and business empire blueprint.

Everyone seems to have a new lease of life, and their work is as if they have been injected with chicken blood, which is called a positive attitude.

Of course, the main motivation for being positive still comes from the fact that if you seize this opportunity, your pension in the future can be directly doubled, or even doubled several times or dozens of times. Can you not be positive?

After all, even if it fails in the end, there is a big boss who will support the current pension and it will not be reduced. If you succeed, you will gain blood, but if you fail, there will be no loss. If you don't work hard, there is simply something wrong with your brain.

"The next step is to focus on making the best wines. First of all, beer brands must follow the big brand strategy, which means that if a brand expands across the country, it can create more beer styles, but the brand can only use one to become bigger and stronger.

As for liquor, small wines are made according to regions and regions. And insist on making raw grain brewing. This can be linked to the second step of basic agriculture. You can contract land, or invest in farms abroad to grow sorghum, wheat and other raw materials for brewing.

The first step and the second step are precisely linked. While taking the solid first step, you can also lay the foundation for the second step, so that the second step will be much easier to take. "

"How do you understand that baijiu is a small wine brand?"

It is easy to understand why beer takes the big brand route, because it is difficult for small brands of beer to survive in the market. In the end, it takes the big brand route to distribute its products globally, or even expand abroad to build scale, in order to stabilize its market position.

He can understand why beer should go the route of a big brand, but Hu Dashan cannot understand why liquor should go the route of a small brand. After all, no matter what the product is, big brands are definitely more valuable and easier to capture market share. What’s the use of building a small brand to stay in a corner?

"Literally, it means taking the small wine route." Yang Dongxu said, "Although various countries have various fermented wines similar to liquor, the main force in the pure liquor consumer market is only in China.

Others are just sporadic markets. As for the vodka in the north, sake, Korean soju and other liquors, they are actually not the same type as Chinese liquor.

But the pattern of the domestic liquor market must have been known to everyone who has been familiar with the alcohol market during this period. "

"The four major brands occupy the high-end market, and other small and medium-sized wines can only survive locally." Hu Dashan nodded. His work attitude has always been very correct. Since he wants to enter the alcohol market, he has naturally done his homework in advance.

As far as the current liquor market is concerned, Moutai, Wuliangye, Jiannanchun and Luzhou Laojiao are the top four. This brand occupies the high-end liquor market and sells well all over the country.

The remaining other brands of wine, such as Liuyang River, which was heavily advertised in the early years, became popular for a while when they were advertised. However, as time went by, although they could be seen in tobacco shops across the country, they were the main consumers. However, Jun is still trapped in the local area, and there is no way to imagine that the first four major brands will sell well across the country.

"Then when do you think we can defeat these four major liquor brands when we compete with them? Or take a step back and ask what price we have to pay to compete with them in order to occupy a certain market share."

"This." Hu Dashan couldn't answer for a while, because he hadn't thought about this question yet. But even a rough estimate makes it clear that this is a very tough competition.

Because these are all famous brands in the alcohol market, not to mention, the strength behind them is also very strong. And they are all national brands.

There is an essential difference between competing with them and competing with large foreign companies. Whether it is to strive for hard power or to pursue the banner of a national enterprise, there are others who have it. As for various support and preferential policies, there are others who may have more than you.

"So beer can be unified into a big brand, and then various types of beer can be made under this brand. If you want to make a big brand for liquor, the investment is not directly proportional to the income, so it is better to break it into parts from the beginning. Can avoid direct competition with these big brothers.

After all, the muscles in these big brothers' bodies are more powerful than the last, so it's really hard to argue with them. Yang Dongxu said with a helpless smile.

"Break it into parts and manage it uniformly?" Hu Dashan seemed to understand something.

"That's right!" Yang Dongxu snapped his fingers, "Rather than confronting these big brothers head-on, breaking it into pieces is the best way out.

There is a saying in the liquor industry that you may have heard: ‘Don’t enter Anhui from the east, enter Sichuan from the west’. This means that the local liquor in these two places is so powerful.

Take Wan Province, my hometown, as an example. Famous ones include Gujing Gong Liquor, Kouzijiao, Yingjia Gong Liquor, Golden Seeds, Jin Jar, and Blast Furnace Liquor. In short, there are more than ten types of liquor that people in Anhui Province are familiar with.

Not to mention those small brands and bulk wines that are not very famous. In the past two years, due to the invasion of foreign wines, the domestic liquor business has not been easy to do, so some small wineries have begun to be forced to close down.

And if we acquire this small winery, it is actually equivalent to acquiring the local market share. At the same time, because the market share of small wines is not large, we will add a connecting point weight as soon as we take the original wine route. "

"What you mean is that we don't use one brand of liquor to compete for the national market share. Instead, we break it into parts and a small liquor brand occupies a small place.

Make dozens or even hundreds of small wine varieties all over the country, so that through the market share of fragments, they can be pieced together into a map of the liquor market. "Hu Dashan's eyes suddenly lit up and he instantly understood what Yang Dongxu meant.

"Yes, that's it." Yang Dongxu smiled and nodded, "Don't think of those high-end brands when you mention market share. The number of inconspicuous small markets is also very influential when combined. "

"But is it a bit risky to go the original brewing route? After all, everyone is making blended wine now. It is a fact that liquor blended according to people's tastes is more popular. "

"Then brew original brewed liquor that suits the taste of customers. It is precisely because everyone is going the blending route that there are a lot of raw materials in the ingredient list.

We will have a way out if we go the single original brewing route. Otherwise, if you are a small wine variety and you are going the same way as others, how can you compete with the other party?

More importantly, the original brewing is in line with human health, and with the development of the economy, people pay more and more attention to health. Consumers drink a kind of wine. In addition to the taste of the wine, will they feel uncomfortable or have a headache the next day if they get drunk the night before?

All these can affect the reputation of consumers, which is why blended wine is so prosperous now. That's because everyone makes blended wine and consumers have no choice but to drink blended wine.

With the choice, consumers will naturally make their own judgments about who is good and who is bad. Otherwise, why can some small places without even small wine brands be so popular among locals, even if they don't change for famous wines?

Good things can cultivate consumers' tastes, so look at the long term. Fine products can cultivate a group of loyal customers, which will last longer than following the crowd to pursue sales. "