The Pioneer of the Rebirth Era

In the office of the chairman of Yanjing Millennium Supermarket, Yang Dongxu looked at the progress of various projects in front of him. Originally, the domestic expansion has been completed, and the overseas expansion is difficult.

Many executives of the Millennium Supermarket who have turned into turtles are lying still and preparing for retirement. Stimulated by Yang Dongxu's expansion of the group's territory and the blueprint of the business empire.

Each of them seems to have a second spring, and doing things is like being beaten with chicken blood, which is called a positive.

Of course, the main motivation for being positive still comes from the fact that one’s future pension may be doubled directly by seizing this opportunity, or even several times or dozens of times. Can this not be positive?

After all, even if it fails in the end, there will be no reduction in the current pension with a big boss. There is nothing to lose if you succeed and make blood and fail. If you don't work hard, it is simply a brain problem.

"The next step is to focus on making the best alcohol. First of all, beer brands must adopt a big brand strategy. That is to say, when a brand expands across the country, it can produce several beer styles, but the brand can only use one to become bigger and stronger.

As for liquor, it is divided into regions and regions to make small wines. 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 wine making.

It just happens that the first step is linked to the second step. While taking the first step, it can also pave the way for the second step, so that the second step will be much easier when the time comes. "

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

It’s easy to understand why beer takes the route of big brands, because it’s hard for small brands of beer to survive in the market. In the end, it takes the route of big brands to distribute goods globally, and even expand abroad to form a large scale, so as to stabilize its market position.

He can understand that beer should take the route of big brands, but Hu Dashan can't understand why baijiu should take the route of small wines. After all, no matter what the product is, big brands are definitely more valuable and easier to occupy market share. What's the use of having a small brand live in a corner?

"Literally, it means taking the route of small wines." Yang Dongxu said, "Although there are various fermented wines similar to baijiu in various countries, the main force in the pure baijiu consumption market is only in China.

Others are just some sporadic markets. As for the vodka in the north, the sake of Benben, and the liquors such as Korean soju, they are actually not the same type as Huaxia Baijiu.

But the pattern of the domestic liquor market, I must have known the liquor market during this period of time. "

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

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

The rest of the other brands of wine, like Liuyanghe, which was advertised overwhelmingly in the early years, were popular for a while when they hit the advertisements, but as time goes by, although they can also be seen in tobacco shops across the country, the main consumer However, the army is still trapped in the local area, and there is no way to think that the top four brands will sell well all over the country.

"Then do you think we are competing with these four major brands of liquor, when will we be able to defeat them? Or take a step back and say 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 tough competition.

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

There is an essential difference between competing with them and competing with those big foreign companies. Whether it's hard work or playing the banner of a national enterprise, you have someone. As for various support and preferential policies, you 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 build a big brand of liquor, the investment and income are not proportional. It's better to break it up from the beginning. Can avoid head-on competition with these big brothers.

After all, the muscles of these big brothers are stronger than each other, so it's really not easy to be stubborn. "Yang Dongxu said with a helpless smile.

"Split the whole into pieces for unified management?" Hu Dashan seemed to have realized something.

"That's right!" Yang Dongxu snapped his fingers, "Compared to confronting these big brothers head-on, breaking things up into parts is the best way out.

There is a saying in the liquor industry that you should have heard of, 'If you don't go to Anhui from the east, go to Sichuan from the west'. It means that the local baijiu in these two places is too powerful.

Take my hometown of Anhui Province as an example. There are well-known ones such as Gujing Gongjiu, Kouzijiao, Yingjia Gongjiu, Golden Seeds, Jintanzi, and Blast Furnace Liquor. In short, there are more than ten types of baijiu that people in Anhui Province are familiar with.

Not to mention those small brands and bulk wines that are not too 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 been forced to close down.

And if we buy this small winery, it is actually equivalent to buying the local market share. At the same time, because the market share of small wines is not large, once we go the original brewing route, we will add a point of weight. "

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

Dozens or even hundreds of small wines are planted all over the country, and through the fragmented market share, they are spliced ​​into a territory of the baijiu market. "Hu Dashan's eyes suddenly lit up and instantly understood what Yang Dongxu meant.

"That's right, that's it." Yang Dongxu nodded with a smile, "Don't just mention the market share, just think of those high-end brands, and the number of inconspicuous small markets is 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 baijiu blended according to people's tastes is actually more popular."

"Then brew the original brewed liquor that suits the tastes of customers. It is exactly the route of blended wine that everyone is taking, and there are a lot of raw materials in the ingredient list.

We will have a way out if we follow a single original brewing route. Otherwise, if you are a small wine breeder and still follow the same path as others, then how can you compete with them?

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

All of these can affect the word-of-mouth of consumers, which is why blended wine is so prosperous now. That is, everyone makes blended wine. Consumers have no choice but to drink blended wine.

With a choice, only who is good and who is bad, consumers naturally have their own judgments. Otherwise, why is Sanbai, which does not even have a small wine brand in some small places, so popular among locals, even if it is a famous wine?

Good things can cultivate the tastes of consumers, so take a long-term view. Those high-quality products have cultivated a group of loyal customers, which will last longer than following the trend to pursue sales. "