Feng Yu’s goal seems big, but it’s really not that far from Lehaha. >Bar w·w-w·．·In China’s beverage market now, Jianlibao is still the leader, while other brands such as Coconut Tree and Lebaishi have been overtaken by Lehaha.
As for foreign giants such as Coca-Cola, they are still lukewarm in the Chinese market. Although they are making money, they are not making much, and their brands have not taken off. This is also related to their lack of vigorous promotion. They believe that China is not yet able to do it every day. If you have money, you can drink soda.
While the beverage industry giants in the previous life, such as Jiaduobao and Fenhuang, have not yet appeared, Xurisheng has only been active in this province. Huiyuan has made some progress, but it is mainly concentrated in Shandong and Beijing-Tianjin areas. Sales It's far from comparable to Lehaha.
As long as Jianlibao continues to grow, Lehaha will become the market leader. However, at this time, Lehaha's sales, including oral liquid sales, are far from comparable to Jianlibao. It was Jianlibao that prevented Coca-Cola and Baishi Cola from becoming rampant in China. Among carbonated drinks, the Chinese choice is Jianlibao.
Last year, Jianlibao formed a football youth team and went to Brazil to study in an attempt to create a platinum generation of Chinese football. However, they did not select many people, and many of them were recruited from related households. Therefore, in the future, this youth team will have a bright future. There are not many people, and the platinum generation is even more nonsense.
This year Jianlibao won the beverage sponsorship of the Asian Games. In the next four to five years, Jianlibao's sales will continue to rise and it will firmly occupy the leading position. At this time, the annual sales of Jianlibao exceeded one billion yuan, and it was still growing rapidly!
But Feng Yu remembered that in his previous life, starting in 1998, Jianlibao declined rapidly. 8 ｗ`ｗ`ｗ=．`There are several reasons. The first is the emergence of many kinds of beverages, crazy publicity, and seizing the market. Jianlibao considers itself the market leader and does not pay attention to those brands. As a result, Jianlibao's brand influence is getting lower and lower. Market share is also getting smaller and smaller.
The second point is also very interesting. The sales of Jianlibao are booming, and the local government is constantly taking away the profits. Jianlibao was also asked to expand production. How to expand production? Loans to acquire small local factories. This allowed Jianlibao to expand quickly, but unfortunately it did not consider the issue of funds. After sales dropped, profits dropped severely and the capital chain suddenly broke. Without even the funds for production, it naturally declined.
The third point is that the sales of Jianlibao have always been based on the traditional model, and even a complete sales network has not been established. When they wanted to establish it, they found that they couldn't afford the money to establish it, and the funds were gone.
The fourth point is that the relationship with the local government has deteriorated. Originally, Jianlibao relied on profits to continuously develop, and there would be no break in the capital chain. However, the local government's endless extraction of profits has made Jianlibao's funds increasingly stretched. The leaders of Jianlibao believe that the local government system interferes seriously and extracts endless profits. This led to the decline of Jianlibao.
In short, there are many theories, and Feng Yu only knows that Jianlibao declined due to a broken capital chain, insufficient brand maintenance, and a backward sales model. This also made Feng Yu not pay much attention to the former chairman of Jianlibao. ﹎Bar﹍w·w·w·．·
Of course, the former chairman Li Jingwei is also quite powerful. Not to mention founding Jianlibao, there is another feat, that is, he also co-founded Li Ning Company with world champion Li Ning. Although the major shareholder is Li Ning and he was kicked out very early, at least his vision is good in this era.
Another reason why Feng Yu did not plan to recruit him was that Li Jingwei was not young. Now in my fifties, my energy is declining and my decision-making is less astute.
In his previous life, he was imprisoned because he misappropriated tens of millions of funds during the restructuring of Jianlibao, which shows that this person is also greedy for money. And his character is not that trustworthy.
Create a brand, but don’t know how to hold the brand in your own hands. They relied on the government, but they didn't know that when enterprises across the country were undergoing restructuring, they took the lead in demanding restructuring to gain profits for themselves. Instead, they couldn't help but reach out at the last moment, which made them unsafe.
If only he had the skills of Hongta's Chu Shijian, even if he took the money, all the workers would support him and jointly submit a letter to commute his sentence. As for him, after he was found to have transferred assets, no one spoke for him, which has to be said to be sad.
Of course, it is also related to the fact that Chu Shijian created hundreds of billions of value for Hongta and made the lives of Hongta’s employees better and better, while Li Jingwei made money with Jianlibao, but did not benefit the workers, and ultimately wanted to benefit the workers. By the time, there was nothing we could do. Jianlibao was in decline.
If you want to acquire Jianlibao now, it is absolutely impossible without more than a billion. But after Jianlibao goes downhill in a few years, a few hundred million will be enough.
But no matter what, Lehaha still cannot shake Jianlibao's dominance at this time, unless Feng Yu uses some extraordinary means to trick Jianlibao.
It would be easy for Feng Yu to cheat Jianlibao, but Feng Yu didn't do that. This is a brand that the nation is proud of, so let it continue to develop and acquire it when it declines.
Besides, Feng Yu is equally confident that he will step on Jianlibao under his feet within five years without using those shady means and being fair and aboveboard!
The biggest failure of Jianlibao is that it does not know how to manage its brand and how to use the influence of the brand to expand its business. If Feng Yu manages Jianlibao, then Jianlibao will launch nutritional drinks, carbonated sodas, etc., such as Pulse, Red Bull and other drinks, which will not only conform to Jianlibao's brand image, but also earn a lot of profits.
But Jianlibao sticks to this kind of sports drink, and doesn’t even mention other flavors. It doesn’t understand brand management or the power of TV advertising.
Another interesting thing is that Jianlibao strongly resisted Coke, and the first can of Jianlibao was actually produced on a borrowed Baishi production line.
In other words, Baishi helped Jianlibao at that time, but when he turned around, Jianlibao resisted Baishi. This made Baishi very dissatisfied, otherwise he would not have stepped on Jianlibao when he was in decline. A kick instead of a pull.
Lehaha wants to launch carbonated drinks because it wants to take advantage of Jianlibao's boycott of Baishi and Coca-Cola to seize the market, and then join forces with Jianlibao to overwhelm Baishi and Coca-Cola!
In terms of carbonated drinks, Lehaha is a latecomer, but in terms of yogurt drinks, Lehaha has already become the market leader. Feng Yu just wants Lehaha to launch the beverage that swept the Chinese beverage industry in his previous life - Nutrition Express!
Nutrition Express is just yogurt with some other nutrients added. To put it bluntly, there is nothing mysterious about it, but it is such a drink that, with good publicity and perfect sales channels, has created a miracle of annual sales exceeding 40 billion!
Zong Qingxian nodded thoughtfully at the large bottle of yogurt. Yes, why didn't I expect that not only children can drink this, but adults can also drink it, and the sales will definitely reach a new peak!
It is not impossible to catch up with and surpass Jianlibao within five years! Lehaha, why can’t we become the leader in China’s beverage industry? (To be continued.)
ps: Second update, there is a chapter ahead, don’t miss it. Thanks for reading the original version for Laosi, Wuhen aLoVe, Book Friends 16o415223329775, Amitabha Laojie, The Road to Shu is Dangerous, Troubled Times Vs Tenglong, Chen Chi, Li Bai, Thousands of People Admire, Calabash Fairy, Youth Without Regrets 23, Lengfantou and other books Friends’ reward, thank you miz731 for your 1888 points reward, thank you all.