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 given a shot of chicken blood, which is called a positive attitude.
Of course, the main driving force for positivity 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 from a small 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 product it 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 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 understanding 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 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, were popular for a while when they were advertised, but as time went by, although they could be seen in tobacco shops across the country, they were the main consumers. But Jun is still trapped in the local area, and there is no way to imagine that the first four major brands will sell well nationwide.
"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.
Competing with them is fundamentally different from competing with large foreign companies. Whether it is to strive for hard power or to pursue the banner of national enterprises, you have others who have them. As for various support and preferential policies, you have others who may have more than you do.
"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, these big brothers' muscles 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 once 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.
Dozens or even hundreds of small wineries have been planted all over the country, and through the fragmented market share, a liquor market has been spliced together. "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 mention market share, think of those high-end brands. The number of small and inconspicuous markets is also very influential when combined."
"But is it a bit risky to go the original brewing route? After all, everyone is now making blended liquors. It is a fact that liquors blended according to people's tastes are actually more popular."
“Then brew original liquor that meets customer tastes. That’s why everyone is taking the blended liquor route, and there are a lot of raw materials in the ingredient list.
The only way out is if we take the single original brewing route. Otherwise, if you are a small wine maker and follow the same path as others, then how can you compete with them?
What's more important is that the original wine is in line with human health, and with economic development, people are paying more and more attention to health. When consumers drink a wine, in addition to the taste, they also wonder whether they will feel uncomfortable or have a headache the next day after being drunk the night before.
These can affect consumers' reputation, which is directly why blended wine is so prosperous now. That’s because everyone is a blended wine consumer and has no choice but to drink blended wine.
With choices, consumers will naturally make their own judgments about who is good and who is bad. Otherwise, how could Sanbai, which does not even have a small wine brand in some small places, be so popular among the locals that they would not change it even for famous wines?
Good things can cultivate the taste of consumers, so take a long-term view. The high-quality products will cultivate a group of loyal customers, which will last longer than following the trend and pursuing sales. "
