Yanzi Valley of Jingcheng

Chapter 165 Meeting Mr. Lian

Chapter 165 Meeting Mr. Lian

"It's tasteless to blindly pursue profits. Good companies are works of art. Many ordinary people in the world can't appreciate works of art. For example, if you look at Facebook and Tesla in the early years, it seems to me that Works of art, perennial losses are works of art."

Sitting opposite Xiao Jie was a white-haired, but only 45-year-old partner of a certain venture capital institution. His white hair was so long that it even covered his entire neck. He was wearing a white tunic suit and a coat. Always love to grin, showing a few golden front teeth.

This person's surname is somewhat rare. His surname is "Lian". The name of Lian from Dalian is Tianhai, and his full name is Lian Tianhai. Everyone in the industry calls him "Mr. Lian".

Mr. Lian is the founding partner of a domestic investment company, which focuses on domestic private equity investment management. He used to be the founder of a well-known listed company. After his success, he went to New York University for further study. The company was handed over to professional managers, and after graduation, he transformed into a well-known Chinese investor on Wall Street.

Mr. Lian has no fixed investment industry. He has invested in automobiles, finance, media, video sites, water affairs, chain restaurants, and tea factories. He has also created some unicorn companies in his hands. Mr. Lian, an average young investor in China I don't like it, except Xiao Jie.

About three years ago, Xiao Jie grabbed an air purifier project that Mr. Lian was about to sign. The founders of the company were also very frank. They said that there were two reasons why they changed their minds and chose to cooperate with Jinquan Group. The first is Jinquan Quan's brand is even louder. The second is that Xiao Jie helped them find two very professional PhDs in the United States, who can solve several key problems encountered by the company's current R&D team for them.

From then on, Mr. Lian remembered Xiao Jie, even though he was not very happy every time he thought of Xiao Jie.

In Mr. Lian's opinion, Xiao Jie's temperament is the kind of talented scholar who graduated from an overseas university and only knows how to read but not practice. Such a person should know how to mess around better than himself. I didn't expect that the meat on his mouth would end up being Snatched away by this bratty young man.

The dinner was held in a wine estate bought by Mr. Lian. As soon as Ren Tianxing got off the car, he was fascinated by the fruity aroma. The glass of original wine from the winery in front of him tasted rich and rich. He took a sip, but in that sip, he seemed to taste caramel, tobacco, coffee and strawberry at the same time...

Whenever Xiao Jie took him to this kind of dinner party, Ren Tianxing gained some insight.

Words highly related to wine such as "Lafite", "French Bordeaux", "Caberne Sauvignon", "highly astringent", "beauty" were mentioned by everyone at the beginning of the dinner, although Ren Tianxing was stupid He couldn't say anything, but he also remembered that the queen of the wine kingdom is Lafite, and Hongyanrong Chateau began to plant wine grapes in the [-]th century, etc.

Mr. Lian took out a bottle of Hongyanrong for everyone to taste. This wine is light in color, elegant and fragrant, pure and lovely, and there is a passionate aftertaste after entering the throat.

For some reason, the color and taste of the wine reminded Xiao Jie of Guan Sha. Xiao Jie felt that Guan Sha's light red lips and undisguised temperament were very similar to the red face he was holding in his hand at this time.

After coming to Qingyang, Xiao Jie likes to take Ren Tianxing with him when he is in business. Firstly, he does this to broaden Ren Tianxing's horizons. Secondly, this kind of gathering inevitably requires drinking. It is very helpful to find a free driver to drive for himself. Necessary, by the way, Ren Tianxing, who doesn't have a car, can practice his driving skills more. As for the third point, it is actually the most important point, and it is also a point that Xiao Jie didn't tell anyone.

When Xiao Jie decided to recruit Ren Tianxing Company, firstly, this young man had the potential to become an excellent investor, and secondly, because he was "safe enough".

When he came to Qingyang to be the president of the branch, Xiao Jie naturally didn't want his words and deeds to be monitored by the people in the headquarters, so Xiao Jie actually didn't get very close to Ma Yu who was transferred from the headquarters with him. Not only that, he also made excuses The original secretary to the president was replaced.

Xiao Jie believes that a character like Ren Tianxing who has no background and was kicked out by Jin Quan, especially the character who was kicked out by Ma Yu himself, probably has nothing to do with the senior management of the headquarters, and he has been by his side since he joined the company. Not too close to others.

Xiao Jie's purpose for this dinner was very clear. He wanted to transfer a half-dead "once Internet celebrity milk tea shop" in Hongfeng Invesco No. 1 Fund - "Yuanzhiwei" to Mr. Lian.

When Yuanzhiwei milk tea shop was bought by Wang Chao, it was indeed the overlord in the southeast region of China. It opened more than 8 stores every month. Because it adopted the franchise model, the business expanded very fast, but because of the business expansion It was too fast, and the quality of the franchise store could not be guaranteed [-]%, so some negative news about unhygienic storefronts and hair strands in the milk tea broke out, its reputation was seriously damaged, and its turnover also declined rapidly.

Ren Tianxing felt that the world was quite small, because the milk tea he often drank in Yanzi Valley was Yuanzhiwei, which was actually invested by Jinquan Group. This milk tea shop is indeed everywhere in Qingyang, and some franchised stores will have quality control Problems are inevitable.

From then on, the founder of Yuanzhiwei felt that the franchise model was unreliable. If he wanted to make a good milk tea brand, he had to do direct sales and monitor all aspects by himself.

But just when he was integrating the company, two new high-end milk tea shops with super Internet celebrities suddenly popped up in the market. One of these two shops is called Hey Tea and the other is Naixue.

The boss felt that the traffic that originally belonged to him on the Internet was robbed, and the main reason for the traffic being robbed was that there were not enough people in front of his store and the queue was not long enough.

In fact, everyone who makes milk tea knows that mid-to-low-end milk tea is not real fruit or freshly brewed tea leaves, but seasoning powder in cans, so the production time of each cup of milk tea is only 3 to 5 minutes.

However, HEYTEA is different from high-end milk tea like Nayuki. The production process of cheese fruit tea is very complicated. The juice in each cup of tea is freshly squeezed, and the production time of a cup of milk tea usually takes 8 to 10 minutes.

These milk teas usually take about 15 minutes from receiving orders at the front desk to sending the cups to the back kitchen, and then delivering them to customers. If there are too many people in line and insufficient labor, customers will wait for half an hour for a cup of cheese and fruit tea. It's all normal.

Therefore, even if a high-end milk tea shop does not hire people to line up, the customers themselves have to wait in the store for at least 10 minutes. It is almost impossible not to queue up during peak hours.

But because of the long queue, the effect of hunger marketing is magnified. Most people who wait in line for a cup of milk tea for 30 minutes are more willing to say that the cup of milk tea they waited for is delicious, because if they tell others The milk tea doesn't taste good, so wouldn't I be an idiot for spending 30 minutes waiting?

Precisely because most of the people in the queue would say that the milk tea is delicious, which has continuously given positive feedback to the signboard of the milk tea shop, so the boss thinks that this business model of making high-end milk tea and thus making hunger marketing a logical one is very reliable. He told Xiao Jie:
"We have to transform. There are not many people doing high-end products now. Look at high-end liquor, so many companies are doing it, but there are only two high-end milk teas in China, so there must be room for market."

"When customers spend time waiting, they will inevitably take pictures, and they are more willing to upload and show off after getting the milk tea. As long as we decorate the store in a high-end way and the milk tea packaging is more exquisite, each customer is our free advertisement."

Yuan Zhiwei's boss has a good idea, but Xiao Jie doesn't think it's a wise move to give up the mid-end market. As long as he does well in his own field, he can make a lot of money. The Michelle Ice City in the milk tea market is inferior to Heytea and Naixue.

Moreover, in Xiao Jie's view, there is a relatively big obstacle in Yuanzhiwei's transition to mid-to-high end, that is, it does not have a matching supply chain system.

For example, if the boss wants to make a cup of Zhizhi Mildew with freshly squeezed strawberries, and at the same time ensure that the quality of each cup of Zhizhi Mildew is similar, then he must ensure the stability of the quality of the strawberries purchased in the milk tea shop.

Strawberries, peaches, and grapes are all perishable. If there is a small problem in logistics or storage, the appearance and taste of the fruit will be very different. However, these three types of fruit tea are easy to "soften" or "crushed". Fruit is the best seller, so making fruit tea has higher requirements on the supply chain system.

"There is no supply chain system that can be built!" The boss emphasized to Xiao Jie.

The boss’s words are not wrong, but from the investor’s point of view, Xiao Jie believes that high-end milk tea is a business that earns hard money. He has found someone to investigate the profit margin of high-end milk tea shops. The unit price of a cup of milk tea is 43 yuan, excluding labor costs and rent. Fees, distribution and related service fees, logistics and warehousing, water and electricity expenses and other expenses, the profit margin is only 16%, which is half of the average profit margin of 30% in the catering industry.

In Xiao Jie's view, this kind of low-profit business is relatively risky no matter how good the story is played by the outside world.

For example, as long as the upstream fruit manufacturers and tea suppliers of these milk tea shops raise their prices a little bit, the milk tea shops will immediately have no money to make. Even if they are finally listed, the stock price will not be very good for many years.

Therefore, Xiao Jie is actually opposed to Yuan Zhiwei's boss's business transformation plan.

But investors are not entrepreneurs, and they cannot force others to do things they no longer want to do. After all, doing business requires great enthusiasm, not to mention that Jin Quan's equity in this company has not yet reached the position of a controlling shareholder.

Since we can't negotiate, we can only sell it, and the two sides get together and break up. Selling this company now, Xiao Jie, can just get a transfer fee, which will return some blood for Hongfeng Jingshun No. 1 Fund.

So who would you sell it to?

At this time Xiao Jie thought of Mr. Lian.

Mr. Lian's venture capital company once invested in a first-class domestic tea producer. Not only that, he also owns the most popular high-end fruit chain store in Qingyang, which is known to the venture capital circle.

Xiao Jie believes that if he sells Yuanzhiwei to Mr. Lian, then Mr. Lian can directly help the owner of the milk tea shop integrate the supply chain needed for high-end milk tea, and all the problems of tea and high-quality fruits can be solved. It can be said that everyone is happy and a match made in heaven.

The boss of Yuan Zhiwei was overjoyed when he heard this proposal, and felt that Xiao Jie was the most conscientious investor he had ever met. The woman finds a man who meets all her requirements as her next boyfriend.

Xiao Jie wanted to sell it, and the owner of the milk tea shop agreed, but Mr. Lian didn’t necessarily want to buy it. He had so many projects in his hand that there was no shortage of a milk tea shop, not to mention that this milk tea shop was entangled in negative news.

For this young man Xiao Jie who once snatched a bite of meat from him, when Mr. Lian saw him again, he showed his golden front teeth again.

(End of this chapter)

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