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, domestic expansion had been completed, but overseas expansion was struggling.

Many senior executives of Millennium Supermarket, who have turned into turtles and are lying down in preparation for retirement, are stimulated by Yang Dongxu's group expansion and business empire blueprint.

Each one of them seemed to have a new lease of life, and their work was as if they had been injected with blood, which is called a positive attitude.

Of course, the main motivation for being positive 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, the current pension will not be reduced if there is a big boss. If you succeed, you will make money, 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, we can make small wines in different regions and regions. And stick to raw grain brewing. This can be linked to the second step of basic agriculture. You can contract land, or invest in farms abroad to plant sorghum, wheat and other raw materials for brewing.

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It just so happens that the first step is linked to the second step. 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 a small wine type?”

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 that beer should go the route of a big brand, but Hu Dashan cannot understand why liquor should go the route of a small wine. After all, no matter what the product is, big brands are definitely more valuable and easier to occupy market share. It is difficult for you to build a small brand.

What's the use of living 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, I must have already known about 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 very 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 can sell well all over the country.

The remaining other brands of wine, such as Liuyanghe, 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.

However, the army is still trapped in the local area, and there is no way to imagine that the first four major brands are as popular 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 if it was just a rough estimate, it was clear that this was a very difficult competition.

Because these are all well-known brands in the alcohol market, not to mention they have a strong backing force. And they are all national brands.

There is an essential difference between competing with them and competing with large foreign companies. Whether you are fighting for hard power or running the banner of a national enterprise, you have others. As for various support and preferential policies, you have others who 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 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. This will be better.

Can avoid direct competition with these big brothers.

After all, the muscles in these big brothers' bodies are stronger than the others, 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 have understood 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." It means that the local liquor in these two places is too powerful.

Take Wan Province, my hometown, as an example. Famous ones include Gujing Gong Liquor, Kouzijiao, Yingjia Gong Liquor, Golden Seed, Jin Jar, and Bofong 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, 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, when we take the original brewing route, we will add a connecting point weight."

"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, so that through the fragmented market share, a liquor market can be spliced ​​together." Hu Dashan's eyes suddenly lit up and he instantly understood what Yang Dongxu meant.

"That's right, that's it." Yang Dongxu smiled and nodded, "Don't mention market share, think of those high-end brands. The large number of inconspicuous small markets will be 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 the original liquor that meets the customer's taste. That's why everyone is taking the blended liquor route, and there are a lot of raw materials in the ingredient list.

Only by taking a single original brewing route can we find a way out. Otherwise, if you are a small winemaker and follow the same path as others, then how can you compete with others?

What's more important is that the original wine is in line with human health, and with the development of the economy, people are paying more and more attention to health. When consumers drink a wine, in addition to the taste, if they were drunk the night before, they will not be happy the next day.

Will I feel uncomfortable or have a headache?

These can affect the reputation of consumers, which is directly why blended wines are so prosperous now. That is because everyone is making blended wines and consumers have no choice but to drink blended wines.

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

Good things can cultivate the taste of consumers, so take a long-term view. The high-quality products can cultivate a group of loyal customers, which will last longer than following the trend and pursuing sales."