Chapter 873 Live Auction
Chapter 873 Live Auction
On the eve of the turn of the century, two major events occurred in China's liquor industry, making the doorstep of the 20th century become unprecedentedly heavy and uneasy. Shen Ying easily won the CCTV title for two consecutive years, astonishing the people of the country and attracting attention. The media conducted unannounced visits to crack down on liquor. The poisoned liquor incident in Shanxi the year before last year resulted in a murder, alarming the central government, and the new liquor incident last year caused a turmoil in the industry. Although the three major events are of different nature, they all shocked the country and affected the industry. Against this background, the entire Chinese liquor industry is staggering into the first year of the century, bearing huge pressure from public opinion.
In fact, in addition to the Biaowang incident that allowed ordinary consumers to see the huge profits behind the prosperity of the liquor industry, the poisoned liquor incident and the new liquor incident both discouraged consumers. For a long time, I was afraid of fake and poisonous wine. Many people even become sexually obsessed with drinking and even quit drinking.
These two major incidents have dealt a very heavy blow to the entire liquor industry. Many small wineries have even closed down because of this, and even large wineries have been very seriously affected.
On New Year's Day this year, an industry media said in a survey report that liquor production across the country is currently experiencing a decline, with a bad start at the beginning of the year and no good start at the beginning of previous years. Enterprises are generally under-operated, and economic benefits have deteriorated sharply. This constituted the landscape of the liquor industry in the first quarter. Even some companies whose output and efficiency last year were still in the middle and upper reaches of the industry have also exposed signs of a bad situation.
When everyone here talks about this issue, they are all worried.
In fact, since 1997, some people have described the liquor industry as a sunset industry. Some people even put forward the theory of the demise of liquor. However, the actual situation seems to be the same. In the past few years, China's liquor industry has entered a long period of trough wandering. Now there is no sign of bottoming out and rebounding, but it has been sinking all the way.
The current situation is actually a situation where Shen Ying's Kongfu Yanjiu and Wuliangye coexist. In sharp contrast, almost all the liquor star camps produced in the 1990s have defected, and all of them have retreated to the local regional market. , either lingering or dying, even the national liquor Moutai is squeezed out of breath at this time.
There are internal reasons why Kongfu Yanjiu and Wuliangye are able to stand out and take the lead. Wuliangye operates through sub-brands, and at its peak, it had nearly 200 sub-brands. It seems that the saying "more children, more blessings" is widely used. It has been verified by them, and Shen Ying's Kongfu Banquet relies on the power of the CCTV brand. While it has occupied the mid-to-low-end market, it has also launched a green ecological wine with extremely high technological content, which has been greatly welcomed by the market and has become a hot topic for a while.
But Fan Wubing also realized it. Things tend to prosper and then decline. One kind of wine cannot always be the best. The publicity campaign of Confucian banquet wine has gone to the extreme, and green ecological wine cannot really make people live longer. As long as it contains alcohol. Things will eventually cause damage to the body. Even if it is covered with a green coat, it only means that it has not been contaminated by heavy metals during the production process.
It does not mean that it is really like nectar, and people who drink it will become like gods.
On the contrary, if you drink too much. The progress of going to the West has been greatly accelerated.
Fan Wubing suddenly had an idea. So he whispered something to Chuanying. Under Shen Ying's surprised gaze, he said to everyone present, "My wife is planning to sell the shares of Kongfu Banquet. Are you interested?" He said this He said, and everyone was shocked. Everyone looked at Fan Wubing and Shen Ying in disbelief. They didn't know why these two people wanted to give up the prosperous Kongfu Yan Winery.
Especially the boss of Wuliangye was very surprised. Although the current asset scale of Kongfu Yanjiu is inferior to Wuliangye, its research and development capabilities are very strong, and its profitability is even more jealous. At this time, Fan Wubing suddenly said The transfer immediately caused a commotion among the people.
"Is what Mr. Fan said true?" Someone was immediately interested.
In fact, Kongfu Yanjiu is not just a problem of the winery. If the transfer can be successful, it will also bring various auras over Kongfu Yanjiu, a good cooperative relationship with CCTV, and Various dealer channels throughout the country, etc., these tangible and intangible resources together can immediately become an important foundation for the large-scale expansion of any enterprise in the industry.
What if Wuliangye acquired the shares of Kongfu Yanjiu? Everyone felt a little shuddering when they thought about it.
In fact, when Fan Wubing said that he wanted to transfer the equity of Kongfu Yanjiu, the boss of Wuliangye was indeed tempted, and he was very tempted. Acquiring the resources of Kongfu Yanjiu would be more expensive than acquiring a hundred small wineries by himself. It is useful. Needless to say, it can immediately occupy the mid-to-low-end market. At the same time, it can also obtain a wider range of sales channels and customer resources. This advantage cannot be achieved by acquiring other small wineries.
However, the Confucian banquet can bring Shen Ying more than 500 million in net income every year. How could she give up such a big piece of fat? If possible, anyone would be willing to purchase the Confucius Banquet Wine under his own name. This is an old hen that can lay golden eggs!
"Of course it's true, and it's a complete transfer of equity, not even a single episode is left behind." Fan Wubing replied with a smile.
The scene became more commotion. What a tempting deal it is to fully control all the resources of Confucius’ banquet and wine!
It's just that everyone doesn't understand why Shen Ying gave up a well-run winery. Could it be that they don't even look down on the income of 500 million a year? So someone also raised this question. Is it because Fan Wubing is fine and wants to play tricks on everyone?
"Oh, my wife has been unstable recently and plans to develop in other industries. She is not very interested in the already stable industry. Now everything about the Confucius Banquet and Wine has been on track. For her, there is no What a novelty." Fan Wubing explained naturally, "So, if someone is willing to bid for it today, she can make up her mind to sell all the shares of Kongfu Yanjiu."
"How much?" someone asked.
"The after-tax income of Kongfu Yanjiu last year was 1.11 billion, and the return for my wife was about 700 million. You can think about it yourself. If you are willing to take over, you can bid directly to me. If the price is right, The handover procedures can be completed today, and it will be in time for the peak sales season of the Spring Festival," Fan Wubing said very clearly, "Of course, we will not sell the problematic enterprises to you. With the guarantee provided by our Fan Investment Group, now. Kongfu Yanjiu is the best in terms of business management and marketing channels. ”
We also understand Jiang, so we can't believe that Miss Liu is going to sell Kongma at an old price, to be honest. This is indeed a pity. "Although some people can't afford it, it doesn't stop them from fanning the flames here.
The paradox now is that although Fan Wubing did not propose a minimum purchase price, his after-tax income was 1.1 billion. Calculating Shen Ying's personal income of 700 million, the amount of this acquisition must be based on at least three years of profit, or even more, at least over 200 million. If the research institutions are included together If included, it would probably be more.
No matter which company it is, it suddenly spends more than 2 billion to purchase Confucius Banquet Wine during this peak sales season. Then reorganizing and integrating its personnel will consume a lot of time and energy, which is really not appropriate at this time.
The boss of Wuliangye felt that it was a little difficult to win at this time; he was now the leader in the industry. Although it would be easier for him to consolidate his position as king by having a banquet at the Confucius mansion, the disadvantages brought about by this are also obvious. He had to take these practical difficulties into consideration. Moreover, he still doesn't know the appetites of Fan Wubing and Shen Ying. How big is it?
For him, pioneering and enterprising is naturally very important, but if he cannot firmly defend his existing territory and it is unrealistic to blindly pursue high goals, rapid expansion will easily lead him to a point of no return. , this also has a lot of lessons learned from the past.
He had to act cautiously, knowing that behind him there were tens of thousands of employees waiting to eat. A slight mistake in decision-making could put the entire group into crisis, so for a moment, he hesitated a little and was really unable to make a decision.
Some other wineries are also interested, but facing such a large acquisition, it can even be regarded as a snake swallowing an elephant. To do this kind of thing, someone still needs the courage. After all, they Most of them are state-owned enterprises. It is not easy for the bosses of state-owned enterprises facing difficulties to make a very important decision. There are too many obstacles behind them.
They are not as wealthy as Wuliangye, with a strong boss who can settle matters with a slap on the table.
Shen Ying looked at the atmosphere at the scene and whispered to Fan Wubing, "It seems that your auction plan is not working. No one dares to bid, let alone acquire it."
Fan Wubing smiled slightly, but he disagreed in his heart. Although the domestic liquor industry is facing a downturn, this is also the best time for large companies to engage in mergers. It is impossible for them not to see this trend. If the overall liquor industry is recovering, I am afraid that even if the price is doubled, I will not be able to buy Kongfuyan Winery.
With such a big bargain right in front of him, he didn't believe that no one would be tempted?
Even if Wuliangye does not dare to take this risk, what about the companies that closely follow Wuliangye? Wouldn't they be tempted? This is the best time to catch Wuliangye instantly!
really. Some of the people present were eager to give it a try. The representative of Fenjiu Group said to Fan Wubing, "Mr. Fan, can you give us a little time? I'll go ask the group boss for instructions and see if our senior executives of Fenjiu Group have any ideas." Intention in this regard?”
Fan Wubing said magnanimously, "Of course there is no problem. When it comes to business, we always have to negotiate slowly. What I mean is that it would be best if we can negotiate the price today. If you really can't make it in time, you can just delay it for two days." Yes. It’s just that in this winter sales season, money is being made every day. If you decide late, the loss will be huge. Haha, I won’t spit out the profits made before signing the contract.”
Everyone nodded in agreement, and what Fan Wubing said was indeed true. In fact, for the liquor industry, the sales volume in the winter sales season may exceed more than half of the total annual sales. Every day is money. It would be really distressing to lose this part of the income.
So everyone went to discuss privately, and some CEOs began to use the phone to urgently negotiate with the company's senior executives. Some went to ask the CEO for advice on countermeasures on behalf of those attending the reception. In short, this place suddenly became very lively, and the representatives of the surrounding small and medium-sized enterprises also heard about this matter soon, and gathered together to pay attention to this matter.
Although small and medium-sized enterprises do not have the strength to acquire Kongfuyanjiu. However, some people also said that if more than a dozen companies jointly joined forces to complete the acquisition task, it seems that it is also possible. At least the profit gain within three years can completely recover the current investment.
In this way. The reception, which was originally a summary and award, became a mess. Everyone was discussing the overall sale of Kongfuyanjiu, and Fan Wubing and Shen Ying were naturally the focus of everyone.
After a glance, the representative of Fenjiu Group ran over. "Mr. Fan, the senior executives of our group company are in urgent consultation and are now studying with the government leaders. Everyone is inclined to acquire the company. Can you wait for us for a while?"
"No problem. I still have some patience." Fan Wubing smiled and nodded.
Fenjiu Group can be regarded as a key enterprise in the domestic liquor industry. Between 1991 and 1994, it was once the leader of the domestic liquor industry. The reputation of Xinghua Village Fenjiu was unparalleled. It was far more popular than Wuliangye and Moutai until it won three consecutive championships before Wuliangye took over the championship position. It ranked second for several consecutive years. However, in the past two years, due to the suspension of the West Poison Liquor incident, sales have plummeted and plummeted, and it is not even among the top ten.
In fact, the Fenjiu Group was also quite wronged. Although the den of poisonous liquor was in Shanxi at that time, the people who made counterfeit liquor were basically outsiders, mainly some "liquor workshop owners" who came to work in the West. These people unscrupulously used industrial alcohol to blend, which caused a disaster. In addition, Shanxi had no awareness of crisis public relations, which led to the matter getting worse and worse. For a while, Shanxi liquor, no matter what brand it was, could not be sold. The Fenjiu Group was affected by this. It immediately lost its king status. From this point of view, the Fenjiu Group was holding back a breath of anger in its heart. Suddenly, it encountered such a good opportunity, and of course it was unwilling to let it go. This was a godsend opportunity for them to turn things around!