Chapter 877 Who Reacts Faster?

Chapter 877: Who reacts faster?

Lei heard an explanation for Fan Dan's illness. It’s easy to figure out how to ask for it.”

The general form of the so-called liquor brand buyout operation is that the dealer pays a considerable amount of money to the manufacturer to obtain the right to operate one or several products of the manufacturer. Within the time and area specified in the contract, the products are monopolized by the dealer. Operation and exclusive sales.

Distributors can put forward their own ideas and design the style, price, taste, packaging, etc. of the product. The manufacturer is responsible for production and filling, and the distributor is responsible for marketing promotion, sales network construction, product pricing, etc.

The price given by the manufacturer to the dealer is kept confidential. Generally, the product brand will be taken back by the manufacturer after a few years.

Brand buyout operation is another operation mode after the general distribution and agency system. It realizes strict business joint operation to a certain extent and strengthens the cooperation of manufacturers and the market, thus contributing to the further development of the market as a whole. Mature.

Generally speaking, the marketing model of liquor brand buyout operation has some positive effects. The winery collects hundreds of thousands of yuan in franchise deposits from dealers. Injecting it into production and operation can relieve its own financial pressure, which not only reduces capital investment, but also reduces market risks.

Since the product is designed and developed by dealers, it is more in line with the market's consumer demand, and the price is also set by dealers, leaving a large profit margin. For dealers, the more they sell, the more profits they make, and they have the autonomy to advertise and promote products and are willing to actively promote them.

Consumers in the liquor market are distributed in different regions and have different consumption habits.

For example, Wuliangye Group's "Beijing Liquor" launched for the Beijing market and "Holy Liquor" launched for the Tibetan market cater to local consumers and can easily form brand communication power, including the packaging, strength, aroma and taste of the wine. Satisfy local consumers in all aspects.

The advantage of a manufacturer lies in its strong production capacity, brand and quality, while the advantage of a dealer is that it knows how to do business, is proficient in management and sales, and has a broad sales channel and network. Buy out the brand because it cooperates with local dealers to develop the brand. It is easy to obtain the support of the local government, the strength and social relations of the local dealers, and the quality assurance and popularity of the manufacturers not only break down the barriers of local protectionism, but also help mobilize local enthusiasm.

In addition, the products are exclusively operated by the dealer within the scope of the market stipulated in the contract, which avoids price competition caused by several operators of the same kind of goods in the same market. Because the purchase channel is single and direct, it is easier to detect counterfeiting and counterfeiting, reducing the impact of counterfeit and shoddy goods.

Of course, there are also some problems in brand buyout management models.

Many liquor companies are under sales pressure.

There are no strict requirements for dealers. As long as you pay, you can continue to operate a brand. But there can only be one or two core brands of a company, otherwise it will only become more and more chaotic. It is not uncommon for strong dealers to have three to five buyout brands, so the brands require serious and meticulous maintenance and management by the company.

Many brands buy out products for which the dealers themselves provide product packaging and bottles. Therefore, some dealers use low-end drinks provided by the manufacturers, match them with high-end luxury packaging, and sell them at high prices to make high profits, while the manufacturers In order to increase sales, a default attitude is often adopted towards this phenomenon. As a result, consumers' flaws are exposed as soon as they drink it, which repeatedly reduces consumers' trust in the brand. Some manufacturers focus on buying out products because of the pursuit of profit. However, it has neglected the cultivation and maintenance of its own flagship products. It believes that if it vigorously develops buyout operations, it will not worry about the products not being sold. It regards the buyout operation as its main business method and completely relies on dealers for general distribution. If you don’t actively develop your own leading products and ignore buyout operations, there are market risks. Products also have market life cycle restrictions. If the buyout operations come to an end, the market for these manufacturers will be difficult to maintain.

"Cultivation and development of leading products and maintenance of core brands are the basis for the survival and development of enterprises. Although buyout operations can be carried out, the sales channels of leading products need to be firmly controlled, and funds and energy must be concentrated on cultivating and developing one's own leading products. Products. Maintain the core brand image and ensure that we seize the initiative in the market, so as to gain a foothold in the highly competitive liquor market, provide high-quality services, effectively meet consumer needs, increase consumer brand loyalty, and enhance consumer loyalty. Brand image and brand value can ensure that a company becomes bigger, stronger and prosperous," Fan Wubing said to Shen Ying, "Today's buyout operations are a bit too common. Wuliangye is considering it because its sub-brands cannot be eliminated. How can I cut off my tail? How can I be in the mood to consider the acquisition? "

In fact, Wuliangye Group is indeed facing relatively strong pressure. Due to the erosion of the market by sub-brands and the huge profits brought by buyout operations, the main business has been greatly affected. At this time, many service companies under Wuliangye Group are also taking advantage of the same plastic screen Lianduo Group. Wuliangye Group's brand effect has been maximized, and the number of authorized buyout sub-brands is even greater than that released by the group headquarters.

This has caused the interests of the group headquarters to be squeezed. After all, the service company only wants to make money and does not consider the interests of the entire group. Therefore, it takes big steps, boldly lets go, collects money quickly, and lets it go. There are so many sub-brands that the entire group’s brands are almost destroyed by them.

"I heard that Wuliangye Group is now considering taking back the rights. It will completely take back the power of sub-brand management. It will also remove various service companies." Fan Wubing said to Shen Ying.

While the two were chatting, someone came to see them, but it was the vice president of Moutai. After he came in, he said apologetically, "Mr. Fan, Miss Shen has kept you two waiting for a long time. The senior management of our company Emergency consultations were held. On the one hand, we discussed the policies to deal with the liquor consumption tax, and on the other hand, we discussed the feasibility of acquiring your company's winery. Finally, we came to a relatively unified opinion. If your company's asking price does not exceed RMB 2 billion, we will We are willing to make the acquisition proposal and pay off all the acquisition money within three months.

"One price. Two and a half billion!" Fan Wubing said on behalf of Shen Ying, "This also includes the specialized research institutions and some research results besides the Confucius Banquet. It is very cost-effective."

"Can we discuss it?" The other party thought that 2.5 billion seemed a bit high and had to be cut down a little.

"It's not negotiable. It's a fixed price." Fan Wubing was naturally unwilling to give in. After all, the entire production, sales, and market channels of Kongfu Banquet Wine are now optimal. It's not just because he is down and out that he wants to auction it. Yes, but because Shen Ying has had enough of the liquor industry and doesn't want to play anymore.

After taking a look, the representative of Fenjiu Group also came over and said more sincerely, "The new liquor policy has caught us off guard. It is estimated that the market pressure we will encounter in a short period of time will be great. 1 In this case, I think It is obviously beyond our ability to complete an acquisition with a large amount of funds. Although the provincial government agrees, it cannot spend much money to support us. Therefore, unless we adopt the method of installment payment, it is unlikely to participate in this time. The acquisition was successful

"Payment in installments?" Fan Wubing smiled and patted his forehead, thinking that this idea was indeed very creative.

However, in the next few years, the inflation rate will be relatively high. With the rapid increase in people's wages, the same funds will actually depreciate to a greater extent. Of course, it is impossible for you to suffer losses because of this, of course. The installment plan is not feasible.

but. Fan Wubing himself is quite passionate about Fenjiu. He doesn't like to drink Wuliangye or Moutai. That style is more suitable for southerners' tastes. As Fan Wubing, who has lived in the north for a long time since he was a child, he is more interested in Fenjiu, which is more affordable and more approachable.

certainly. Having a good impression means having a good impression, which does not mean that you are at a disadvantage.

Regarding Moutai's attitude, Fan Wubing felt that he was not very happy. It was self-evident what his current status was. Besides, with the addition of a research institution, it was only 2.5 billion, which was actually a lot. It's a fair price. If Shi Fang accepts this price, I can help him if he encounters any minor troubles in the future. But now that they were so unlucky, Fan Wubing lost interest.

Therefore, Fenjiu Group's intention became more important. Fan Wubing hoped to find a more suitable way to reach an acquisition intention with Fenjiu Group and achieve a win-win situation.

So the people from Wuliangye went back to ask for instructions from the top management, while the people from Fenjiu Group were left behind by Fan Wubing.

People at Fenjiu Group were a little surprised by Mu Wubing's move. It seemed to them that installment payment was always much weaker than a one-time payment. Since Wuliangye was already willing to pay two billion, Fan Wubing can still give them a chance to talk, which is really unacceptable.

.

After Fan Wubing thought for a while, he said to the representative of Fenjiu Group, "I think you are quite sincere, so we might as well give your company a chance to participate." The representative of Fenjiu Group listened to Fan After Wu Bing's words, he was very surprised. He didn't know why Fan Wu Bing had such a high regard for his company. He just thought about what Fan Wu Bing's future would be.

Woolen cloth?

If the asking price is too high, it will be impossible to negotiate.