Go back to 1980 and enjoy it

There are so many categories of beverages. If all categories are involved, it is very likely that they will bite off more than they can chew.

Therefore, among so many categories, Deng Shirong must make choices, or give priority to what to do, and put other less important ones in the back row. If he can take care of it in the future, he will do it, otherwise forget it.

After all, it is not necessarily a good thing to participate in all of the so many tracks.

Among the many categories of beverages, mineral water is a must. This is a product with extremely stable sales until later generations. Zong Lao and a certain Zhong, who sell mineral water, have become China's richest man more than once. You can imagine how awesome this category is.

There is also the category of milk, which is also a giant level. Now, whether it is Yili or Mengniu, they have not been established yet. If they are involved in milk products at this time, the timing is still very appropriate.

However, making dairy products is more complicated than making other things. This requires the cooperation of ranches.

If you want to develop and grow dairy products, you must go to places with vast grasslands such as Inner Mongolia or XJ. This can be seen from Yili and Mengniu in the previous life. The companies were both opened in Inner Mongolia.

Especially the one that costs 4 yuan per liter, which can not only relieve heat and thirst but also replenish sugar and water, and soon became the "life-saving tea" for the workers.

Usually, Deng Shirong is a low-key person, but when he is conducting business negotiations outside, he can't be low-key. He has to show his identity and let people know his weight so that he can do things.

This is equivalent to sitting and collecting money. No matter how Deng Shirong's business is, it will not affect the income of the pharmaceutical factory. Moreover, when the lease period is up, he can take it back and operate it himself. It is indeed a business that makes money.

Therefore, this iced black tea is worth doing.

"Since it is to be built, all branches must be taken care of."

Deng Shirong said: "Then I'll trouble Director Zhang!"

Deng Shirong nodded and said: "I have this intention. I wonder if your factory is willing to transfer it? The price is negotiable."

He actually ran away during the period of bail pending trial!

Yes, he actually ran away!

In the process, state-owned assets suffered heavy losses, which made some people eat fat.

The main purpose of this practice is to prevent others from using the same or similar trademarks in the same or similar categories, thereby protecting the brand from infringement and preventing counterfeiting.

Deng Changpei continued: "Chairman, I have heard of this. This Wanglaoji herbal tea is quite famous in Guangdong."

Nothing else, mainly because he is in the Guangdong and Guangxi regions, it is most suitable to make herbal tea, not to mention that he knows the potential of this herbal tea and the advertising slogan that made Wanglaoji take off.

Although the rent behind made Director Zhang very excited, he still shook his head and said: "Director Deng, this lease period is too long, the leader will not agree."

Deng Shirong nodded and said: "Okay, then I will wait for your good news, Director Zhang."

The so-called defensive trademark refers to the trademark holder registering the same or similar trademark in the category of the original registered trademark, or in a similar category or other unrelated categories.

Director Zhang looked at Deng Shirong in surprise and asked, "Mr. Deng, does your company want to buy our Wang Laoji herbal tea?"

Deng Shirong said, "I plan to go to the company where Wang Laoji is located to discuss the transfer of the formula. This century-old brand is still very valuable. I don't know if they are willing to transfer it. If they are not willing to transfer it, I will try another way of cooperation.

Director Zhang naturally understands this truth. For example, Wang Laoji herbal tea in their pharmaceutical factory really does not make 1 million in a year, and the rent given by the other party is not fixed, but increases with the growth of time. The higher the rent is, the more sincere it is.

In the end, it is naturally Dongchuang After the incident, the person who accepted his bribe was sentenced to life imprisonment, and the boss was released on bail due to insufficient evidence.

Deng Shirong took the legal team of the food company and took a bus to Guangzhou again.

Then there is the tea beverage, which is also a giant level. Whether it is iced black tea or herbal tea, the sales volume at its peak is tens of billions.

The lease period was changed from 40 years to 30 years, and the authorization period starts from 1990 and ends in 2020.

Director Zhang said: "Mr. Deng, I'm really sorry. I can't make the decision on this matter alone. I need to discuss it with other leaders in the factory and report to the leaders. I can only give you an answer after getting the approval of the leaders. ”

…

In the previous life, Thai Red Bull adjusted the formula of the beverage. The adjusted formula not only met the requirements of the regulatory authorities, but also retained the efficacy of the functional beverage to the greatest extent, and was more suitable for the taste of the Chinese people.

Even if the other party is a state-owned enterprise, it is estimated that it will not ignore such a large sum of money.

Take Lao Gan Ma as an example. Similar trademarks such as Lao Gan Die, Lao Gan Ba, Lao Gan Niang, God Son, God Daughter, etc. have all been registered by Lao Gan Ma. This is a defensive trademark.

In addition, domestic consumers at that time did not have the habit and scene of consuming functional beverages, which made the Chinese Red Bull project in its first year of listing face the risk of huge losses.

As a result, I don’t know what this big guy was thinking, and he made a decision that stunned everyone.

…

In this era, I don’t believe that two hundred million yuan will not knock the other party unconscious.

Deng Shirong nodded and said, "Yes, our company will rent at a high price, hoping to obtain the operating rights and trademark usage rights of Wanglaoji Herbal Tea. "

The CCTV standard king coupled with those two extremely classic advertising slogans, it is definitely a king, and there is absolutely no problem in becoming the mineral water overlord in one fell swoop.

After all, this is a state-owned enterprise. When it comes to the sale and purchase of assets, it will definitely not be that easy. Deng Shirong knew it well and said with a smile: "Director Zhang, please report to the leader to see if the leader is willing to sell Wong Lo Kat." Herbal tea, the price is guaranteed to satisfy the leaders.”

Deng Changhua smiled and said: "There is no problem in using 200 million."

Deng Shirong nodded. With such a large sum of money, he still had some confidence in purchasing the herbal tea formula and the ownership of the Wong Lao Kat trademark.

It's a pity that the big boss who single-handedly made Wong Lao Kat famous only obtained the trademark authorization of Wong Lao Kat. When the authorization time came, he was immediately defeated.

Among these drinks, Master Kong’s iced black tea has the highest sales volume.

There are two main contents in the agreement, one is the lease term and the other is the rent.

The origin of this adjective is because these drinks, which cost 3 or 4 yuan a bottle, can be seen everywhere on construction sites.

At first, Guangzhou Pharmaceutical didn’t pay much attention, after all, Wong Lao Kat had not yet become popular at that time.

Lin Zhongjun responded: "Chairman, I have no problem. I promise to complete the task."

Because of this trump card, Deng Shirong was not in a hurry at all. It didn't matter whether the mineral water was produced two years earlier or two years later.

Deng Shirong nodded, then looked at Lin Zhongjun and said, "Mr. Lin, I'll let you be responsible for this. Is that okay?"

Deng Shirong has long been mentally prepared for this. In this era, many state-owned enterprises have become a burden to the country due to consecutive losses. If the country wants to develop rapidly, it must get rid of these heavy burdens one by one.

Deng Shirong looked at the financial manager and asked: "How much working capital does our company have in its accounts now?"

After some polite exchanges, the two sides got down to business.

Therefore, although he knew that the field of functional drinks was quite impressive, Deng Shirong finally chose to give up, or give up temporarily. Now that he spends so much energy on it, he might as well let Red Bull develop the market first and wait for Red Bull to mature the market. Now, it’s not too late to go out and pick fruits again.

So, the two sides began to bargain, and it took more than a week to finally come up with an agreement that was acceptable to both parties.

Of course, all the investment in the early stage of land reclamation was real money, and the development of Red Bull was not smooth sailing. In the early stage, the price of Red Bull was indeed expensive. During the same period, Coca-Cola carbonated soda was only 2 yuan/bottle, and the retail price was 6 yuan. Many consumers find it difficult to accept it at once.

Deng Changyu asked: "Chairman, what two things are you doing?"

Otherwise, if you, an unknown guy, go to discuss cooperation with others, you might not even be able to meet the factory leaders.

Next, the two parties chatted for a few more words, and Deng Shirong left his contact information and left Yangcheng Pharmaceutical Factory.

Among the many beverage categories, Deng Shirong tends to give priority to Wong Lo Kat.

As a result, this boss set a record and became the only wanted fugitive on the Forbes rich list.

Your own company should also learn from this method and register these defensive trademarks in advance to avoid the appearance of knock-off products like Master Kang Braised Beef Noodles with exactly the same packaging and even the same pronunciation in the future. That would be too disgusting.

Therefore, Deng Shirong decided to talk to the owner of Wong Lo Kat about formula transfer first to see how far they could go. If the result was ideal, then he would start with the Wong Lo Kat herbal tea. If not, he would start with the mineral water. .

The next day.

Deng Changpei said: "Chairman, if you want to build these supporting factories, they will not only be built here in Bobai, but also in other cities with branch factories, so that they can be completely self-sufficient."

Deng Shirong offered a price: "The lease term is 50 years. From the 1st to the 5th year, the annual rent is 1 million; from the 6th to the 10th year, the annual rent is 2 million; from the 11th to the 15th year, the annual rent is 3 million; From the 16th to the 20th year, the annual rent is 5 million; from the 21st to the 30th year, the annual rent is 10 million; from the 31st to the 40th year, the annual rent is 20 million; from the 41st to the 50th year, the annual rent is 3,000 Ten thousand."

Therefore, after hearing what Director Zhang said, Deng Shirong did not force it, but immediately adjusted his strategy: "Director Zhang, since your factory is not willing to sell, can we rent it?"

This method of cooperation was obviously beyond Director Zhang's expectations. He thought about it and asked, "Director Deng, how much does your company plan to rent and for how long?"

So Deng Shirong ordered Deng Changyu to arrange someone to do this.

Director Zhang nodded and said, "Yes, the ownership of Wanglaoji Herbal Tea belongs to our factory."

Deng Shirong appeared again in the office of the director of Yangcheng Pharmaceutical Factory.

Therefore, Deng Shirong is now the veritable chairman of the food company and passenger transportation company.

Director Zhang responded: "Okay, I will discuss it with other leaders in the factory later, and then report to the leader after we have unified our thinking."

Deng Changyu asked: "Chairman, what should we prepare?"

After resting in a hotel for a night, Deng Shirong set off for Yangcheng Pharmaceutical Factory the next day, preparing to discuss the purchase of the Wong Lo Kat formula and trademark.

But since the company started recruiting senior leaders from outside, Deng Changyu and other company leaders unanimously requested Deng Shirong to take the position of chairman, so that those external senior leaders would know who has the final say in the company.

Three days later.

Although Deng Shirong does not care about specific matters, he has always been in control of the company's development. Before, the company was full of Naye Deng clan members, so it doesn't matter whether he has a position in the company or not. Anyway, the clan members will listen to what he says.

Of course, if you really meet a long-term leader who is unwilling to sell the Wanglaoji trademark for 200 million, then at most you can learn from Jiaduobao in the previous life and rent it.

Thinking of the trademark dispute between Wanglaoji and Jiaduobao in the previous life, Deng Shirong thought of the important information of defensive trademarks.

After the successful registration of defensive trademarks, enterprises can obtain additional income through trademark pledge, trademark authorization, trademark transfer, trademark auction, etc., and at the same time, they can also resist infringement attacks from others.

In fact, when the authorization time was ready, the boss was a little panicked. He was unwilling to give up everything he had worked hard for, so he used the dishonorable means of bribery to renew the authorization agreement.

But later, after the annual sales exceeded 10 billion, the degree of attention was different. The benefits were too great.

Director Zhang was surprised and said: "Rent?"

So, although dairy products have great development, Deng Shirong decided to put it aside for now and decide whether to do it later.

And Deng Shirong was not obsessed with buying. If he really bought it, he would spend a lot of money. He was mainly afraid that if he made Wanglaoji Herbal Tea bigger and stronger in the future, people would say that he embezzled state property like some people. He didn't want to see such a reputation.

Deng Shirong didn't beat around the bush and went straight to the point: "Director Zhang, I want to ask, does your factory have any idea of ​​transferring this Wanglaoji Herbal Tea?"

It is conceivable how much money Red Bull made in the early stage.

Lin Zhongjun, Li Guanghui, Zhao Wanli, Zhou Haiming, the four middle and senior leaders, are all top students recruited from outside.

After greeting each other, Director Zhang said with regret: "Mr. Deng, I have discussed your intention to acquire Wanglaoji Herbal Tea with other leaders in the factory. Some support it and some oppose it. I have also reported it to the superiors. I am afraid that the superiors are disappointed with Mr. Deng."

……

As the food company grows bigger and bigger, more and more talents are needed. However, it is definitely not enough to recruit more talents from Deng's family. More talents must be recruited from outside. Otherwise, if the management cannot keep up, no matter how awesome the strategy given by Deng Shirong is, it will be useless.

After thinking it through, Deng Shirong returned to the food company to hold a high-level meeting.

The rent has also increased a bit compared to the original. The rent from the first to the fifth year remains unchanged, which is 1 million yuan per year; from the sixth to the tenth year, the rent is 3 million yuan per year; from the eleventh to the fifteenth year, the rent is 5 million yuan per year; from the sixteenth to the twentieth year, the rent is 10 million yuan per year; from the twenty-first to the thirtieth year, the rent is 20 million yuan per year.

The Yangcheng Pharmaceutical Factory is still in good condition, and it is normal that the leaders are unwilling to sell it, because Wanglaoji Herbal Tea was originally changed from private to state-owned during a special period. If it is changed from state-owned to private again now, it is really difficult to say.

Even if Deng Shirong enters the functional beverage market now, the formula is enough to make people suffer. There is no functional beverage formula in China, so it needs to be obtained abroad. At this time, the supervision and review procedures for imported food in China are strict, especially for beverages containing caffeine, which not only require expert demonstration, but also require approval from multiple relevant departments.

Deng Shirong said: "The first thing is to establish a series of auxiliary factories such as carton factories, plastic factories, and outer packaging factories. Now our instant noodles, moon cakes, and eight-treasure porridge are all in cooperation with others in terms of packaging. Not to mention that a lot of profits have been taken away by others, from a practical point of view, it is still not as convenient to cooperate with others as to set up a factory by ourselves."

If we can't reach an agreement, forget it. If we can, then our food company's next product will be Wanglaoji Herbal Tea. "

Deng Shirong's approach was undoubtedly correct. When he revealed his identity, he was immediately invited to the factory director's office and met Director Zhang of Yangcheng Pharmaceutical Factory.

The only controversial issue was that the lease period was indeed a bit long.

Thinking of this, Director Zhang said, "Mr. Deng, I understand what you mean. It's still the old rules. You have to wait for me to discuss with the leaders of the factory and report to the leaders to see what the leaders mean before I can give you an accurate answer. "

The reason why Deng Shirong didn't rush to make mineral water was that he wanted to make a big one. Now Nongfu Spring has not been established yet. He just needs to make this mineral water before the first CCTV bid winner appears. Then he can easily make the mineral water brand he founded popular by winning the first CCTV bid winner.

Then there are functional drinks. The peak sales of Red Bull, a giant, are tens of billions, and this thing is so damn profitable. In the late 1990s, the product was sold for 6 yuan a can when it was launched in China. As a result, it is still sold for 6 yuan a can in later generations. The price has not changed for more than 20 years.

In short, Red Bull in the previous life took a long ten years to open up the market, and finally let the sales volume rise steadily, once occupying 80% of the market share of functional drinks.

After all, Deng Shirong is very clear about the gold content of CCTV's first bid winner.

After arriving in Guangzhou, after some inquiries, Deng Shirong learned that the current owner of Wanglaoji is Yangcheng Pharmaceutical Factory.

Deng Shirong explained: "Although I am optimistic about the prospect of Wong Lao Kat herbal tea, it is just a prospect. I don't know how much time and money we need to invest in the operation to see profits. If we only rent it for ten or eight years, then we The company probably won’t even be able to make back the rent, so it’s no fun.”

Let’s talk about iced black tea first. In a previous life, there was an adjective called “migrant worker drink” on the Internet.

Obviously, both the leaders of the pharmaceutical factory and the leaders above were very interested in Deng Shirong's proposal.

This time we called everyone over for a meeting to discuss two main things. "

"Director Zhang, we have to rent it for at least 40 years."

Originally, there was no way to convict him in this matter due to insufficient evidence. When he ran away, it became absconding in fear of crime, completely confirming the crime.

The legal team of the food company was also newly established this year. As a reborn person, Deng Shirong naturally knew the importance of forming a legal team. Well-known companies in previous lives basically had their own legal teams.

Deng Shirong hummed and said: "The next thing is the second thing. The company's next new product, I intend to enter herbal tea. There is a herbal tea brand in Guangdong with a history of 160 years, Wong Lo Kat. I wonder if you have heard of it. heard about it?"

Workers work outdoors, and their body water evaporates quickly, so they need to replenish energy in time. Almost all of them have a bottle of large and affordable drinks, and they take a few sips when they are thirsty and hungry.

Attending the meeting were the general manager of the food company Deng Changyu, deputy general manager Lin Zhongjun, financial manager Deng Changhua, marketing manager Li Guanghui, purchasing manager Deng Changqing, administrative manager Zhao Wanli, human resources manager Zhou Haiming, Master Kong instant noodle factory director Deng Changpei, and Dengjiayue mooncake factory director. Deng Changpei.

"Just have the money ready."

However, the term of renting a trademark must not only be ten or eight years, but must be longer to prevent the Jiaduobao incident from the previous life from happening to their company.

During the meeting, Deng Shirong did not rush to talk about Wong Lo Kat, but said: "Everyone, the development of Master Kong's instant noodles is getting better and better, and the eight-treasure porridge has also made a good start. The next development has been planned. Here I won't repeat it again.

Deng Changyu nodded and said: "The chairman is right. Sometimes just coordinating this matter will waste a lot of time and establish our own supporting factory. Then we can rest assured in the packaging aspect and don't have to worry about any accidents. "

These are not just a few words. I don’t know how much time it will take to fiddle with it. At the same time, it will also take a huge amount of time to cultivate the market, and then develop and expand the functional drinks step by step. The manpower and material resources spent during this period will probably be far away. Super imaginative.

Let’s talk about Wong Lao Kat herbal tea. This is an old brand with a history of 160 years. When the voice of good voice became popular in the previous life, Wong Lao Kat, which won the naming rights, also took advantage of the trend and reached its peak. At that time, the annual sales volume reached more than 20 billion. It was a real herbal tea. King of.

Deng Shirong asked: "Director Zhang, your factory owns the ownership of the time-honored brand of Wanglaoji Herbal Tea. Is this correct?"

According to the age in his previous life, Deng Shirong has one foot in the coffin by 2020, so he no longer worries about the lease period. Anyway, before 2020, this Wanglaoji herbal tea can already make a lot of money. Yes, there is no need to be too greedy.

Thinking of the peak sales of Wong Lao Kat herbal tea, Deng Shirong naturally ignored the rent. After several discussions with the other party, he agreed.

At this point, both parties happily reached an agreement.