Text Volume 203【Large Bottle】

Xikang University, the school gate.

Song Weiyang had already got into the taxi, and Lin Zhuoyun's family waved goodbye to him.

Xiaodoudou hugged the poodle, reluctantly said: "Uncle, will you come to see me next year?"

"Of course, Doudou is so obedient." Song Weiyang laughed.

"Then I'll make a thousand origami cranes for you, one a day." Xiaodoudou said seriously.

Song Weiyang sweated furiously, he was the one who created this nima thousand paper cranes, and it was actually passed down from middle school to elementary school.

As for Xiaodoudou, it is estimated that she lacked fatherly love since she was a child. Her father was often away from home, and even went to the south last year to make a living. From childhood to adolescence, she lacked her father's participation. No wonder she likes older men. In her previous life, when she had sex, she always cried and begged for mercy and called her father at critical moments.

Ouch, so dirty, so evil.

When Song Weiyang returned to Rongping, it was almost Chinese New Year.

Xifeng’s iced tea and Coke are both working overtime. According to Song Weiyang’s instructions, this year’s Spring Festival launched a 1.25-liter large bottle. The weight is more than twice that of the small bottle, but the price is only twice. The packaging is bright red and beaming, with a big "囍" printed on it. The marketing slogan is: "Add quantity without price increase, and the Spring Festival is coming."

This is a revolutionary beverage packaging strategy!

During the Spring Festival, there are always parties and banquets. When men drink, women should drink, and such a festive and affordable large bottle is the first choice.

Once launched, it immediately detonated the market, and the sales volume was beyond everyone's expectations.

Let’s put it this way, Xifeng Iced Tea and Very Coke have directly monopolized this year’s Spring Festival family beverage market. But if you buy a drink on the dinner table, you must choose a large bottle of iced tea or cola. Affordability is only one aspect, and more importantly, it is trouble-free and cheap. The bottles of other beverages are too small, and they will be gone after a few cups, while the large bottles can fill the entire table.

During the month of Chinese New Year, Very Coke's market share soared to 68%!

Both Coca-Cola and Pepsi were stupid. They belonged to the famous and decent families, and they were completely dumbfounded by Xifeng's slanted sword.

In Xifeng Company, the phone in the sales department keeps ringing.

"Jiangcheng is out of stock again? All right, arrange the transportation immediately."

"The capital can't hold it anymore? Next week, the next week will definitely arrive on time!"

"Wait a minute, the headquarters is already thinking of a way, and I have a headache too."

"Just wait, I'll send it out as soon as it's in stock."

"..."

The call to urge the goods even reached the general manager's office. Yang Xin smiled from ear to ear while promising to be perfunctory.

"Snapped!"

The other party hung up the phone, but Yang Xin's microphone was placed on the desk, keeping the line busy. He really couldn't stand the phone bombardment, so he stretched his waist and walked to the outside aisle, just bumped into Chen Tao, and greeted with a smile, "Happy New Year!"

"Boss Yang is paying homage to the early years." Chen Tao said.

"Happy, celebrate the New Year every day," Yang Xin admired from the bottom of his heart, and praised, "The chairman is really amazing, so he changed the packaging and directly dominated the Spring Festival market. A genius, an absolute marketing genius!"

Chen Tao smiled and said, "He has a lot of tricks."

Yang Xin corrected: "This is not a ghost idea, this is business wisdom, and all aspects have been considered. The first is the packaging, which makes it festive and festive; the second is the content. The large bottle does not increase the price, and consumers feel that it is affordable; the last is the use. , Big bottles are so convenient for family banquets! Really, if it were me, I wouldn’t be able to think of doing this in my life.”

Although Song Weiyang has been a hands-off shopkeeper for a long time, he has already convinced Yang Xin, and there is a sign of becoming a brain-dead fan.

During the Spring Festival in previous years, people basically choose to drink drinks in glass bottles or cans, one bottle per person (room), and it is very troublesome to move up and down. And this year, Xifeng’s iced tea and cola have killed all competitors, including fruit juice, coconut juice, soda and other types of products, only because they offered large bottles!

Glass bottles of Coca-Cola and Pepsi failed miserably, and plastic bottles and cans were even less effective.

Faced with this weird sales situation, all beverage manufacturers couldn't stand it, and couldn't react at all. Even if they want to learn, they don't have enough time. From redesigning packaging to production and delivery, at least it will be delayed until after the Lantern Festival. They can only sit back and watch Xifeng's drinks dominate the Spring Festival market.

After investigating the market, a reporter from the "Business Times" wrote an article and exclaimed: "This year's Spring Festival beverage market, there is only one star, and that is Xifeng! Xifeng iced black tea, Xifeng iced green tea and Xifeng very cola, because of the launch of the festive The large bottle quickly became popular, and contributed to all markets in large, medium and small cities with a destructive momentum! This newspaper interviewed Mr. Yang Xin, the general manager of Xifeng Company by telephone. Mr. Yang said: Xifeng is not fighting a war this time, but making troubles. Revolution, set off a successful packaging and marketing revolution in China's beverage market! It is understood that the launch of large-bottle beverages originated from Mr. The big giants have already retreated across the board in the Chinese New Year market, and China's local beverages have fought a beautiful turnaround..."

...

Song family.

"Little brother, you are really good this time." Song Qizhi poured out his wine and said.

"It's okay." Song Weiyang smiled.

Song Qizhi said: "This year's CCTV bid is very risky. I originally wanted to quote 60 million. Fortunately, you asked me to quote 88.88 million. Qin Chi almost snatched it away."

Song Weiyang said: "Let you read more news and learn more about the policies. Once the "Measures for the Administration of Alcohol Advertising" is released, it's no wonder that advertising costs are so high!"

"I also knew that the advertising fee would definitely increase, but I didn't expect CCTV's bid to increase so much." Song Qizhi shook his head and sighed.

Since 1994, the country has been restricting liquor. The first is to directly set the consumption tax on liquor from 0 to 25%, and now the content and quantity of liquor advertisements are restricted, causing the marketing cost of liquor to skyrocket.

Because of this, at the bidding meeting of CCTV's bid king at the end of last year, several major liquor manufacturers directly doubled their bid prices last year, and Qin Chi even bid a sky-high price of 66.66 million, but was suppressed by Xianjiu's 88.88 million.

Song Qizhi asked: "Will you still win next year's bid king?"

Song Weiyang shook his head and said, "Don't take it?"

"Why?" Song Qizhi had already tasted Biao Wang's addiction.

Song Weiyang explained: "The country is cracking down on the liquor industry. I estimate that the next few years will be a cold winter for the Chinese liquor industry. What Xianjiu needs to do is to stabilize its expansion channels. It has earned enough fame."

Song Qizhi concluded: "I know, it's just selling wine with peace of mind."

Historically, the decline of brands such as Qinchi, Kongfu Family Wine, and Kongfu Banquet Wine, aside from those messy reasons, boils down to one thing: the state suppresses the liquor industry!

Why suppress it?

Because there is not enough food in China, agricultural output is declining every year, while the food consumed by liquor is increasing year by year.

This is related to the national security strategy. After all, in the 1990s, it was still discussing whether China could support its 1 billion citizens.

Since 1996, the central government has not only restricted the advertisement of liquor, but also restricted the production of liquor. At the same time, consumers are encouraged to drink beer, red wine, sugar cane wine, sweet potato wine, etc. The tax rate for these wines that consume little food is extremely low!

China's annual liquor production dropped rapidly from a peak of 8 million tons in 1996 to 5 million tons in 2000, and plans to keep reducing it to 3.5 million tons. In the past few years, wineries all over the country have closed down and went bankrupt, and they are struggling. Until 2004, the country no longer worried about the food issue, and finally lowered the consumption tax on liquor by 5 percentage points, and released production restrictions. The Chinese liquor industry recovered rapidly.

Wuliangye and Moutai also achieved leapfrog development after 2004.

As long as Xianjiu can be made steadily and steadily until 2004, it might not be able to become another Wuliangye.