Top of the Great Era

Chapter 2028 Dongpeng
If you want to acquire Dongpeng Special Drink, this case is still relatively complicated.

Because Dongpeng Special Drink is only a product of Dongpeng Beverage Group, the company also has many products, such as plant drinks, refreshing drinks, as well as various products such as bean products, water and tangerine peel preserves.

Those things are really not worth mentioning, and Yuanwei Group has no interest.

The handling of these miscellaneous product lines has become the focus of discussion between the two parties.

After all, the scale of Dongpeng at this stage is still very small. Last year's annual sales were only 2.5 million yuan, and the annual sales of Yuanwei Group have steadily exceeded 120 billion yuan.

Fortunately, Dongpeng has a very effective negotiation point, that is, their growth rate is very high.

Dongpeng Beverage was originally a state-owned enterprise rooted in eastern Guangdong Province, mainly serving the Cantonese-speaking areas of Guangdong and Guangxi.However, with the opening of the market, it became increasingly difficult to survive.

The beverage market is highly open, not only allowing private enterprises to develop freely, but even foreign enterprises to develop freely.

This is very broken.

All industries are similar. If private enterprises are allowed to develop unrestrictedly, state-owned enterprises will be marginalized; if foreign enterprises are allowed to participate in an industry without restriction, state-owned enterprises will be completely neglected.

Dongpeng was like that back then, and it really couldn't continue to operate.Lin Moqing, the deputy general manager at the time, approached several Chaoshan fellows and promoted a management buyout. He personally contributed 147 million yuan and pooled more than 200 million yuan together to buy this state-owned enterprise that was on the verge of bankruptcy.

Then, Lin Moqing became the boss of this restructured company, and since 2003, it has developed step by step.It started in Pengcheng, then went to Guangdong Province, then covered Guangdong and Guangxi, and finally launched "Dongpeng Special Drink" in 2009, and went to the whole country.

In 2003, Dongpeng Beverage's annual sales were only 1500 million yuan, with an annual loss of more than 300 million yuan; by last year, Dongpeng Beverage Group's annual revenue had reached 2.5 million yuan, and its net profit exceeded 1700 million yuan.

After the restructuring, under the leadership of Lin Moqing, the performance of this company has continuously reached new highs and its development is booming.

In this case, it will not be easy to negotiate the acquisition.

Zhou Buqi's appearance made Dongpeng's executives feel enthusiastic and excited. They all spoke very substandard Mandarin and came over to shake hands with him excitedly.

Now Dongpeng is just a small local company.

Who is Zhou Buqi?
The richest man in the country!

The richest man in China!

The appearance of the richest man made Dongpeng's Chaoshan executives excited, and they also felt the sincerity of Yuanwei Group for this transaction.

However, sincerity cannot be eaten as food.

When it came to the negotiating table, the two sides unsurprisingly encountered major differences.

Dongpeng Beverage Group has many businesses and product lines, including many local snacks and snacks, as well as herbal tea, coconut milk, and mineral water.

In the view of Yuanwei Group, these product lines are tasteless and worthless.

Has herbal tea surpassed Jiaduobao and Wanglaoji?
Is coconut milk better than coconut milk?

There are also those obvious regional snacks, which have no possibility of national promotion at all, and there is no need to keep them.

Therefore, Shi Jinglin proposed two acquisition plans.

[-]. Only acquire the Dongpeng special drink product line under Dongpeng Beverage Group;

Second, buy Dongpeng Beverage Group, but after the acquisition is completed, all those messy product lines will be closed, and only the "Dongpeng Special Drink" product will be kept.

Dongpeng disagreed with these two proposals.

They have only one plan, which is to sell Dongpeng Beverage Group as a whole.At the same time, retain the existing management and cannot close any product line at will.

In short, in one sentence, acquisitions are fine, but Dongpeng Beverages must be operated independently.

In order to convince the other party, Shi Jinglin even offered 2.6 million Hong Kong dollars worth of stocks and 1.2 million Huaxia dollars in cash to complete the deal.

This price is very sincere.

Last year, Dongpeng Group's net profit was only 1700 million yuan, which is more than 20 times the price-earnings ratio.

But the other party still refused.

Lin Moqing's Mandarin is also not standard, but fortunately he speaks slowly, "It's not about money."

Seeing that the negotiations had reached an impasse, Zhou Buqi smiled and said, "First of all, the most important thing is that the intentions of both parties are consistent. Next, if there is any disagreement, just resolve the issue. Mr. Lin, if you don't say it's not about money, then What's the problem? Is it convenient to disclose?"

Boss Zhou still has a lot of face.

Because on the negotiating table, leaking secrets means losing the right to speak in negotiations, and it is easy to be lowered.

Fortunately, Shi Jinglin was generous enough to ask a high price.

In addition, a world-class big entrepreneur like Zhou Buqi would never play tricks for such a small amount of money.

Lin Moqing said very sincerely: "Dongpeng is a company restructured from a state-owned enterprise, and the environment here is relatively complicated. Our company has many old employees who have worked in the company for 40 to [-] years. The reason why the state-owned enterprise restructured so smoothly , I promised some core employees that after the restructuring, they will not be laid off."

Zhou Buqi said in a deep voice: "This is reputation, it is indeed a very serious issue."

Lin Moqing nodded, "Many product lines are left over from the state-owned enterprise period, and they can't actually create much value. But keeping these product lines can allow thousands of old employees to have a stable job. When we Chaoshan people do business, reputation is not only more important than money, but even more important than life."

"understand."

Zhou Buqi nodded.

It is a bit of an exaggeration to say that reputation is more important than life.But it can be seen that Mr. Lin attaches great importance to reputation, and he is unwilling to sell the company when his group makes a lot of money, but the old employees who once trusted him will suffer.

Once those unimportant fringe product lines are closed, at least a few thousand people will be laid off, and thousands of people will point at his spine and scold him.

Lin Moqing said: "Dongpeng has developed very well in the past few years, but there is still a big gap with a big company like Yuanwei Group. We will agree to this transaction because we want to let Dongpeng’s business is developing faster and better. Especially the product of Dongpeng Special Drink.”

"Oh?" Zhou Buqi was very interested, "How to say?"

Lin Moqing said: "Dongpeng's other products are all regional products, and the main sales market is Guangdong Province. We want to create a national product, so we launched Dongpeng special drink functional drinks. But , There is a big gap between us and Red Bull. They are a big company, we are just a small company.”

Zhou Buqi smiled and said, "So you want to use the platform of Yuanwei Group to help Dongpeng Special Drink compete with Red Bull?"

"That's right," Lin Moqing hesitated for a moment, but said honestly, "Since the launch of Dongpeng Special Drink in 2009, our market performance has been satisfactory. But this year we have encountered a huge challenge, that is, Red Bull A competition has been launched, and they let supermarkets choose one of the two, and there can only be one of Red Bull and Dongpeng Special Drink on the shelves."

Then, I told the inside story here in detail.

After the launch of Dongpeng Special Drink, the luck is very good.

Because Red Bull changed its executives at that time, the new executives felt that they were quite capable, and if they wanted a new look, they had to give up the classic "drinking Red Bull when tired and sleepy" that had been used for more than ten years, which had deeply occupied the hearts of ordinary people. Advertising slogan.

At that time, Lin Moqing was depressed, what kind of slogan should he choose.

Then I heard such good news.

Damn!

What a gift!
The advertisement "Drink Red Bull when you are sleepy and tired" has been promoted for more than ten years, and it has locked consumers' awareness of functional drinks.In the minds of the vast number of consumers, functional drinks are drinks that you drink when you are sleepy or tired.

Red Bull gave up? !

Lin Moqing seized the opportunity and quickly launched a similar advertisement such as "Drink Dongpeng Special Drink when you are tired and sleepy", taking over the slogan that Red Bull had given up on that had affected the minds of consumers for more than ten years.

Then it was a success.

In addition, the development route of Dongpeng Special Drink is quite right, starting with small cities in the fourth and fifth tiers, and adopting a low-price model.A can of Red Bull costs 6 yuan, and a bottle of Dongpeng special drink costs 3.5 yuan. The taste is similar, and the market can be well opened.

However, this summer, Red Bull reacted and began to compete.

Red Bull has made clear requirements. In large supermarkets, it is not allowed to put Dongpeng Special Drink and Red Bull together;

As long as there is Red Bull on the shelf, Dongpeng Special Drink cannot be placed, otherwise it will not be available.

This threatened the market of Dongpeng Special Drink, and also blocked the access of Dongpeng Special Drink to big cities.

The reason why Lin Moqing was willing to negotiate with Yuanwei Group was because Red Bull's competitive strategy was too ruthless, which made him a little bit unbearable as a small boss.

If Dongpeng Special Drink becomes a product of Yuanwei Group, it will be different.

Yuanwei Group has Yuanwei Milk Tea, Yuanwei Black Tea, Yuanwei Green Tea, Yuanwei Orange Honey, Yuanwei Peach Honey, Orange Honey Pineapple, Yuanwei Mineral Water and other products, and its market influence is much larger than that of Red Bull.

As long as Yuanwei Group binds its products with Dongpeng Special Drinks, if Red Bull still dares to play the "choose one" routine, then the supermarket will definitely give up Red Bull when making a choice.

The spring of Dongpeng Special Drink is coming.

After hearing the other party's sincere description, Zhou Buqi's mood became clearer, because the other party sincerely wanted to reach an agreement with Yuanwei Group.

The goals of both sides are very consistent.

Next, just resolve the differences and find an answer that both parties are satisfied with.

However, it's not good for Zhou Buqi to decide on his own, so I need to communicate with Shi Jinglin later to see what she means.There is really no need to accept those leftover product lines.Making money and losing money are trivial matters. Too many business lines will greatly increase the complexity of management.

(End of this chapter)