Hong Kong's new giants

Chapter 582 [Not qualified yet]

LEIT Building.

In the conference room, the top management of LEIT Group and the management of Xtep sports brand gathered together to listen to Lin Zuhui's instructions.

The focus of the development of the 'Xtep' sports brand is in the mainland, and the price is suitable for the mainland; after a few years of development, it can take advantage of the difficulties of 'Fila' and win the global brand rights.

For sports brands, Lin Zuhui feels that his biggest advantage is the development of "added value", that is, the selection of spokespersons; in addition, maybe he can provide some suggestions on design.

Of course, LEIT Group is a mature and excellent clothing group company with abundant internal talents, perfect system management, strong financial strength and so on.

With so many advantages, if you can’t beat Anta, it’s a bit unreasonable; even Nike and Adidas will add a strong opponent in the future-Fila.

Lin Zuhui glanced at everyone, and then began to say: "Now the meeting begins, and the whole meeting must abide by the confidentiality."

"Yes, boss!" Everyone said in unison.

Lin Zuhui nodded and said:
"The Xtep sports brand is mainly developed in the mainland, and the price is set in the position of the Li-Ning brand in the mainland. It is not a problem to be a little higher."

"My understanding of sports brands has three points: first, it is the added value, that is, the value enhanced by celebrity endorsements. The Xtep sports brand has to sign endorsement contracts with mainland female football player Sun Wen and male table tennis player Kong Linghui. To find a male and female star among the stars, the requirement is to be a young and energetic entertainment star who is popular in the Mainland, and adopt the endorsement model of a cultural and sports star.”

Everyone quickly wrote it down, in their hearts, Lin Zuhui is a god, and what he said is the most reasonable words.

"How many years is it appropriate to sign a contract?" Xtep President Li Zhenlong asked.

"Mainland sports stars signed contracts for 8 years, and Hong Kong artists signed contracts for 5 years." Lin Zuhui said without hesitation.

"Ok"

He has taken the time to think about these issues. Sun Wen is the main player for the silver medal in next year's Olympic women's football team, and she was praised by Feng Gong in a sketch in 1997. She is definitely famous enough; and Kong Linghui is a representative figure of national table tennis. The influence is also large enough.

It can be said that with the endorsement of these two people alone, Xtep will become popular in the mainland.

Then, Lin Zuhui said: "It's still the first point. I thought of an advertisement for Xtep 'Xtep, the feeling of flying', you can use this! And the whole marketing model follows the 'star + CCTV' model, from Spread the market in first- and second-tier cities, and then kill third-tier cities.”

Everyone's eyes lit up, simple and catchy, this is the essence of the advertisement, and what the boss said undoubtedly fits.

As for expanding the market from first- and second-tier cities, everyone is also full of confidence. It is not going to the United States to compete with Nike and Adidas. Mainland companies are beginners, and Hong Kong companies are rivals there.

"The second point is the technology element. If you want the sports brand to develop forever, not to make quick money, then you must have your own core technology, so the company must insist on investing in research and development funds every year, and the proportion must be Bigger. Look at the kangaroo, how high it jumps, can we carry out long-term research and development of bionic technology, the future may be the direction, you pay attention to this. In terms of other technologies, we should learn more from big European and American brands.”

"The third point is that the quality system is the key point. We adopt the OEM model, so the quality must be guaranteed."

"Okay, just remember the three points. I hope Xtep will be listed within half a year! In terms of funds, the company will give you the greatest support; in terms of sales, we will establish our own exclusive stores in first- and second-tier cities as soon as possible. Franchise stores again, but we must be strict; in terms of management, we will greatly use the mainland's local talent system."

LEIT Group has mature sales channels in the mainland, so it is still very fast in this regard.

"Okay, boss!"

Next, the conference room entered into reports and discussions. Overall, Lin Zuhui was very satisfied with the current progress.In the four months since its establishment, the company already has the ability to design sports shoes. If the time is right, Lin Zuhui plans to direct the designer to try a few styles that he can remember.

In mid-October, Dicos, which has been operating in China for more than a year, was acquired by Hengchang Beverage and Food Group for 10 million US dollars to operate the mainland, Hong Kong and Macau due to unacceptable conditions.

Hengchang Beverages and Foods began to pursue Dicos as early as two years ago, but at that time, American Dicos wanted to operate in China and opened its first branch in Shudu.

Beijing.

Lin Zuhui attended the high-level meeting of Hengchang Beverage and Food Group. This group is the key industry of Hengchang Holdings. It is blunt to say that this group will be ranked among the world's top 500 companies in the future.

Jinmailang instant noodles/'tea' beverage series (black tea, green tea, jasmine tea), Red Bull, Wanglaoji, Nongfu Spring, Decos, a total of five brands.

The presidents of major brands made detailed work reports for Lin Zuhui, and the overall development was better than expected.

Wanglaoji has entered the mainland market for three years, and its annual sales have exceeded 1 million RMB (very powerful); you must know that this is a niche and targeted drink.After all, Wanglaoji's marketing is very successful, regional advertising, eye-catching red can trademarks, catchy advertising words, accurate market positioning; especially in the flood in South China last year, Wanglaoji donated 1000 million, which is very good Advertising, including the usual Wanglaoji also attaches great importance to public welfare activities in terms of student aid.

Red Bull, which was officially launched in the first half of this year, is still in the initial stage of development; this is also a niche and targeted drink. Lin Zuhui plans to develop steadily, gradually opening up brand awareness and market acceptance.

Nongfu Spring, currently occupying a place in China's bottled mineral water, is developing very fast; its marketing is very good, and it is expected to become the top domestic bottled water hegemon in a short time.

Jinmailang instant noodles and Master Kong are one of the two overlords of instant noodles in the mainland. Both claim to be the number one in sales. In fact, the sales volume of Jinmailang is still higher than that of Master Kong, mainly because of the channel and capital advantages in the early stage.

Jinmailang tea drink is currently selling very well, occupying an important share of the beverage market; in the tea beverage market, it deserves a well-deserved dominance. Master Kong and Uni-President brands are all imitators later.

Dexter has just been acquired and has not yet developed.

Lin Zuhui asked: "Have you made a development plan for the newly acquired Dexter?"

Luo Wenxiang quickly said: "The plan has already been made! At present, we have dispatched 30 talents from the group to Dicos. The specific plan is: invest 5000 million US dollars, improve the management system, improve the management system, and re-establish the CIS system. Make it a member of the five major brands under its current umbrella. In terms of stores, we plan to follow in the footsteps of KFC, where they open, we will open there, and the cluster effect. Although they are all fried chicken, but since Dexter fried chicken is fried in an open pan Therefore, the chicken nuggets are golden, crispy, delicious and juicy, which is in stark difference from KFC's fried chicken, and Dexter is most famous for its crispy fried chicken."

Lin Zuhui thought for a while and said: "I suggest you start from the second-tier cities and avoid the first-tier cities. The reason is that the rent in the first-tier cities is too expensive and you may not be able to make money; moreover, depending on what you mean, you plan to expand the stores. It is more difficult to make a profit. Therefore, it is most realistic to avoid the four major cities of Beijing, Shanghai, Shenzhen, and Guangzhou.”

Everyone was a little surprised immediately. You must know that in their hearts, Lin Zuhui is an omnipotent strongman; the four major brands of Jinmailang, Wanglaoji, Red Bull, and Nongfu Spring are all aimed at the top domestic brands.

Luo Wenxiang immediately said: "Okay, we will remember!"

The words of the boss are still trustworthy.

Lin Zuhui nodded and continued:
"Not entering first-tier cities for the time being does not mean that the company's financial strength is weak. Therefore, this second-tier city is a provincial capital city plus an important coastal city. You can choose 20 to 30 cities and open 2 stores in 3 to 100 years, with a unified price. , unified signboard, unified service, unified taste, and unified decoration. 'Unified' is the biggest advantage compared to mainland restaurants."

"In a city like Hangzhou, we must choose a good location near the West Lake. Such a facade is not profitable, because it is a scenic spot, and the annual advertising fee can save us a fortune."

"Select stores in need and open them individually for 24 hours."

"In all stores, customers are not allowed to be driven away under any circumstances. This will be the corporate culture of Dicos."

"The taste must be localized, and an investigation team must be set up to analyze the tastes of the people in the mainland and make improvements."

After expressing a lot of opinions in a row, the executives quickly recorded them.

Lin Zuhui nodded in satisfaction. He has been in business for so many years, so his level is naturally very high; he has the experience of his previous life, and the two connect with each other, forming a very good attention.

To put it bluntly, the Dexter in this life is definitely better than the previous life, and may even be close to KFC's share.

One of the most important reasons is that Lin Zuhui often eats KFC in the mainland with his children, and understands various elements of success such as food varieties and tastes.

Of course, for food issues, he will slowly intervene later, and he also needs to decide what products to launch based on the market research report.

For example, in his previous life, he liked to eat KFC's 'Beef Burger' the most. How is the acceptance and consumption level of beef in the mainland?
Is it suitable for egg tarts to be released now?
And so on, after market research is required, Lin Zuhui will get involved.

Lin Zuhui personally participated in this meeting. The presidents and executives of various brands felt that they had benefited a lot. They praised the boss in their hearts as the "God of Management" and "God of Almighty". Every sentence is the key point and there is no nonsense.

Then, Lin Zuhui said: "When will Jinmailang's 'Soup Daren' go public?"

The soup Daren brand has been prepared two years ago, but Lin Zuhui has high requirements and is not in a hurry. After all, the domestic high-end market does not have much potential.

Du Huilun, president of Jinmailang, said: "It will be officially launched in Asia on New Year's Day, and all preparations have been completed."

Lin Zuhui nodded. Since it is a high-end brand, it is naturally carried out in Chinese areas because the taste is similar.

"The Nongfu Spring brand also needs to prepare a high-end mineral water brand, let's call it 'Hundred Years Mountain'. Let's go to Luofu Mountain in Guangdong Province for inspection as the first base!"

Yu Hai, the president of Nongfu Spring, immediately said: "Okay, I will prepare as soon as possible."

Lin Zuhui said: "Don't worry, I still have a task for you!"

"Boss, tell me!"

"Nongfu Spring establishes a research and health institution similar to 'Yangshengtang'. It can consider researching health business, and can also produce health care products. What I'm talking about is to have real technology products, don't fool people."

Everyone smiled one after another. As the boss, he would naturally not do such outrageous things.

"No problem, without good products, we would rather not come out. This organization can still serve the mineral water industry!"

Lin Zuhui nodded, and then said: "Nongfu Spring is going to release a juice series, and you have to make preparations too!"

Nongfu Spring’s bottled water has been on the market for more than a year, and has achieved great results, which made Lin Zuhui more convinced that as long as the water quality is good and the channels are good, the rest depends on advertising.

Undoubtedly, Nongfu Spring's "Nongfu Spring is a bit sweet" and "We don't produce water, but only porters of nature" are simply magic weapons for success.

Yu Hai's spirit was shaken, the more products he produced, the bigger the business of Nongfu Spring, and he naturally benefited from it.

"Well, I will prepare as soon as possible."

Finally, Lin Zuhui said: "The advantages of Hengchang Beverage and Food are very obvious. I don't think I need to tell you more. You just need to work harder and use your brains, then we will soon become a world-wide enterprise. Apart from those advantages, The retail group under Hengchang Holdings has already developed in Shanghai and Pengcheng, and in the future we can still control the terminal channels, which is our advantage."

Everyone was so excited, the entire industry chain was fully laid out, and Hengchang Beverages and Foods was in excellent condition.

Everyone is also a little surprised. You must know that the mainland is currently under retail control, and it is difficult for foreign capital to enter; the fact that Xishiduo Convenience Store and Yonghui Supermarket can enter Pengcheng and Shanghai is obviously due to Lin Zuhui's strong background.

In fact, everyone’s guess is not entirely correct. Even if Lin Zuhui’s background is strong, it is impossible to develop his own retail business in the mainland; therefore, he has obtained retail licenses in two cities, and entered through a joint venture.

Of course, Lin Zuhui didn't value the mainland's retail industry at first, because he couldn't make much money; but he had to develop, because he had to master the terminal sales channels, and Hengchang's beverage and food products could "run wild".

For example, the white elephant instant noodles in the previous life were not sold in most supermarkets; when the "emotional brand" advertisement was made, people went into the supermarket to cheer, and found that they were not sold.

Of course, that situation is also due to the fact that Baixiang instant noodles have not had a market for a long time, and some supermarkets decided not to put them on the shelves; or, they did not give money to the supermarkets.

All in all, C-Sto convenience stores will focus on developing in the Mainland in the future. As for Yonghui Superstores, they may not necessarily focus on development, and must consider the issue of profitability.

The ParknShop supermarket in the previous life, that is, the supermarket under Superman Li, collapsed in the mainland. This is a good example.

As for opening small and medium-sized supermarkets in the Mainland, local companies generally have an advantage; while large supermarkets have an advantage over international brands.

Only convenience stores are a viable retail model.

Jinmailang and Master Kong are the two major enemies of instant noodle companies in the Mainland. Master Kong first invented the 'Braised Beef Instant Noodles' and occupied the Beijing-Tianjin area. Now Mailang invented 'Laotan Pickled Vegetable Instant Noodles' four months later and occupied the Southwest and Central Plains. .

Next, Jinmailang began to 'copy' the taste of braised beef, and Master Kong also copied the taste of Laotan sauerkraut, and the two began to compete.

Jinmailang's advantage lies in its financial strength, but after Master Kong returned to Taiwan to raise money, he also kept up with the speed of development.The two compete, and once unified, there will be no strength.

Afterwards, Jinmailang successively invented: three types of iced black tea, iced green tea, and jasmine tea were profitable, and Master Kong copied all of them without missing a single one.However, the advertising model adopted by Jinmailang's three beverages is better than that of Master Kong, and currently occupies a large lead in sales.

Dingxin Group.

The four Wei brothers were sitting in the office, discussing the acquisition of Dexter.

The boss Wei Yingzhou said: "I missed the opportunity. If Dexter is acquired by us, we will definitely be able to create a second 'KFC' in the Mainland. However, we cannot shrink back. We are all involved in the three industries of foreign fast food, pastry and beverages, and retail. To develop, build a huge group."

The second child Wei Yingjiao said: "However, Hengchang Beverage and Food is very powerful. Backed by Hengchang Holdings and New Times Group, it is indeed a difficult opponent. Not only are we not as good as them in advertising and marketing, but we are also inferior to them in terms of financial strength. It's too far away."

Wei Yingzhou immediately said: "So next year, Dingxin Group will go public in Xiangjiang. Through raising funds, our financial strength will no longer lag behind."

"Yes, go public, only in this way can the company truly grow!"

"Lin Zuhui also used listed companies to become the richest man in the world today."

For a time, the four brothers quickly unified their opinions and listed in Xiangjiang to raise funds and obtain the development of the company.

However, these do not understand how powerful Hengchang Beverage and Food's Nongfu Spring, Wanglaoji, and Red Bull will explode in the future.

Only then did they realize that compared with Hengchang Beverage and Food, Dingxin Group was not qualified yet.

(End of this chapter)