Reborn Tycoon Rise

"Xu Sheng, it's me, Bao Yugang!" Bao Yugang's voice came from the other end of the phone!

"It turns out to be Mr. Bao, hello." Xu Zhi replied with a smile. The phone in the office has a special control program. Incoming calls from ordinary numbers will only be intercepted by the secretariat, and then after filtering out useless information, there will be a certain number of calls. Only those with certain identities will be transferred in.

However, there are some people whose numbers are not needed, such as the Governor of Hong Kong, the Chief Secretary, Li Ka-shing, Huo Yingtung, Pao Yugang and other rich and famous figures.

Bao Yugang said: "Xu Sheng, I wonder if you are free next Friday night?"

Xu Zhi asked: "What's the matter?"

Bao Yugang said: "My father is celebrating his birthday that day. That night I will hold a party at the Peninsula Hotel and invite some business friends to have fun. Xu Sheng, you are famous enough. My father also wants to meet you. !”

Xu Zhi smiled and said: "That's no problem, I will definitely attend on time."

Bao Yugang said: "Okay, then I will send someone to deliver the invitation immediately."

Xu Zhidao: "Thank you very much!"

Bao Yugang was obviously a busy man, so he naturally had no time to waste time on the phone. After hanging up, Xu Zhi began to handle his company's business.

At noon, after having lunch in the building cafeteria, he had just returned to the office and was about to take a nap. Yao Mingcheng hurried over and said, "There is news from Thailand that the negotiation has failed!"

"Xu Subiao still refuses to give up his equity?" Xu Zhi brought Yao Mingcheng into the office and asked.

Yao Mingcheng nodded and said: "Yes, no matter how much we ask, Xu Subiao refuses to sell the entire Red Bull brand. However, he has also taken a step back. Originally, he had been asking for half of the shares, but now he has agreed to only 35%. As for the purchase price, He wants $20 million!"

"20 million US dollars for 65% of the equity? Is Red Bull worth this price now?" Xu Zhi asked.

Yao Mingcheng shook his head and said: "It's not worth it at all. Currently, Red Bull's main market is still in Thailand and nearby countries. Although its products are also sold in Europe and the United States, its market share is extremely small, and its channels have not expanded at all."

Xu Zhi said with a smile: "You think 20 million US dollars is expensive, but people may value the 35% of the shares. You have to know that if we become a shareholder, with our funds, the drink Red Bull will definitely be able to open up the European and American markets. He only I’m afraid I can make more.”

Yao Mingcheng nodded and said: "But I just received another news. Xu Subiao's team has proposed another plan. They want to sell markets outside Asia and Europe to us, and sell them separately from us in the future. They are responsible for Asia and Europe and us the rest!”

"He can also think of this method." Xu Zhi smiled. This is actually the same as Red Bull's business method in history. In 1984, Austrian businessman Matt Schitz learned about Red Bull beverage during a business trip in Thailand. Then I found Xu Subiao, and the two parties agreed on their respective markets and jointly developed the Red Bull beverage brand.

But in fact, Red Bull's global advertising effect is basically the work of Mattschitz. A large number of F1 advertisements and football advertisements have made huge contributions to Red Bull's promotion, while Xu Subiao is making money by lying on the shoulders of others.

Even China's Red Bull later did the same, accounting for a lot of international advertising.

The reason why Xu Subiao made such a decision is because he himself does not have the ability to bring the Red Bull brand into the European and American markets. Now that Yao Mingcheng has come to negotiate, Xu Subiao will naturally investigate clearly. The power behind Yao Mingcheng is a hundred times greater than his. Xu Subiao will naturally He doesn't want to just make a buck, he wants long-term cooperation.

"Then what should we choose now?" Yao Mingcheng asked. He has been responsible for negotiating this matter for the past six months, but in the end he still failed to meet the expected requirements.

Xu Zhi said with a smile: "I will not agree to a joint venture, but if the global market is separated, you tell Xu Subiao, Europe is not good, I can do without Asia, but the mainland, Hong Kong, Aomen, and the Bay Area must also belong to us. .”

"I guess Xu Subiao will not agree." Yao Mingcheng shook his head and said, "But even if we agree, we will still have big problems. Although the market in Asia is far less than that of Europe and the United States, one brand is owned by two companies. It’s a troublesome thing. If we run well in the future, how can we guarantee that Xu Subiao won’t be jealous? What if drinks here are smuggled into our market?”

"I didn't consider this!" Yao Mingcheng said this, and Xu Zhi also discovered the problem. Historically, Matschitz and Xu Subiao were joint ventures, with half of the equity of both parties. Even the mainland's Red Bull later had Thai shares. , so even if their respective market shares are different, Xu Subiao can profit from different markets.

Originally, Xu Zhi wanted to directly acquire the entire Red Bull brand, but after Yao Mingcheng arrived in Thailand, he discovered that Xu Subiao had invented the Red Bull beverage as early as 1966 and had become the famous "beverage king" in Thailand, and subsequent negotiations were also in trouble.

Xu Subiao also has a long-term vision. He refuses to give up his company. At most, he allows a joint venture. Now there is another sub-market cooperation. After all, for him, the foreign market that has been unable to open is better than selling it at a high price, but in itself Asian markets that are already functioning are not for sale.

And if the cooperation is really determined by market, Xu Subiao's Asian market will definitely bring some advertising effects due to the vigorous publicity in Europe and the United States.

But people's hearts will not be satisfied. Xu Subiao also has the right to produce Red Bull in Asia. Even if he does not participate, as long as the price positioning is different, then I don't know how many "jealous people" will participate in smuggling in this area. After all, Xu Zhi's future Positioning is in the high-end beverage market.

Yao Mingcheng was a lawyer, and he could see the loopholes in this kind of cooperation at a glance. Transnational business disputes are inherently difficult to fight, not to mention that the other party also has the right to produce Red Bull. If it is just smuggling that affects profits, he is afraid of it. Safety issues, if competitors take advantage of them, will be a huge disaster.

Xu Zhi said: "Then what do you think we should do?"

Yao Mingcheng said: "I have been to Thailand several times during this period. In addition to negotiating with Xu Subiao, I also discovered that there are actually many kinds of refreshing drinks in Thailand, but each has its own shortcomings, and many of them taste bad. Of course, the most important thing is the lack of capital to operate!”

Xu Zhi also understood and asked: "You mean we collect the formula ourselves and then establish our own brand?"

"That's right. Since we can't get Xu Subiao's sales channels in Asia and factories in Thailand, what's the point of acquiring another brand that only has a name? It's better to register a brand ourselves." Yao Mingcheng explained: "The beverage industry is the most important It’s not just the efficacy, but more importantly the advertising and brand building. Has Xu Sheng heard of the American (masked Coke drinking) advertisement in the 1970s?”

"I've heard of it." Xu Zhi said with a smile. In the 1970s, PepsiCo in the United States invited a group of random passers-by and invited them to drink two cups of Coke while masked. The final results showed that more people thought Pepsi tasted better than Coca-Cola. This The creative person behind the routine was PepsiCo CEO Sculley at the time, who is now the CEO of Apple. In a few years, he would kick Jobs out of Apple!

Yao Mingcheng said: "It doesn't matter whether this advertisement is true or false, but it also shows that in the field of beverages, a brand's advertising is the most important. As for the taste of the beverage, as long as it is not too bad, it will be fine."

"It makes sense." Xu Zhi nodded. In fact, the later generations of Red Bull did not taste that good, but they were still popular all over the world because of a large amount of advertising and sports sponsorship.

Yao Mingcheng then asked: "Xu Sheng, I brought back a batch of Red Bull drinks from Thailand last year. I wonder if there are any experimental results."

"The ingredients have been cracked long ago!" Xu Zhi said. Xu Subiao had already registered patents for the ingredients of Red Bull around the world. These can be read. Xu Zhi's team obtained more detailed results based on the data on the drinks and patents. .