King of Capital

Chapter 83 Go to a windy place
The mountains are high and the valleys are deep. The midday sun shines through the green leaves, casting dappled shadows on the soil.

Cui A Liu personally acted as a guide and took Xie Jingxing and Concubine Pei to visit the Wuliangshan Tea Garden. At the same time, the lawyer team hired by "Budu" and Shen Xin and Sun Tao stayed in Chuncheng to argue over every detail of the formal investment agreement.

"Mr. Cui, the air here is really good, and the scenery is nice too. It's suitable for developing a tourist attraction." Concubine Pei looked around at the natural scenery with a longing look.

Cui A Liu smiled and pointed in a direction: "Over there is the most famous Sakura Valley in Wuliang Mountain. Every winter, a large number of tourists come here to play. There are also many tourist experience tea gardens around here."

"That's great. You can talk to Director Ning Hao later to see if it's possible to shoot in Sakura Valley." Xie Jingxing said casually while pouring mineral water into his mouth.

Cui A-Liu was a little confused for a moment. He said that in order to promote "Bu Du" and invest in the film, he stuffed his girlfriend into the crew as the female lead; in order to promote his girlfriend and invest in the film, he would carefully think of letting the crew shoot in a tourist area that has nothing to do with it.

Xie Jing Xing paused and said bluntly: "This can be regarded as 'Budu' making a contribution to the cultural promotion and construction of his hometown."

As expected, Cui A Liu said in his heart, promoting the "Bu Du" brand + supporting his girlfriend + taking advantage of policy dividends, he has achieved three results with one dollar spent, he is truly an excellent investor.

"Boss Cui, your family has had this tea plantation for many years, right?"

Hearing Concubine Pei's question, Cui A Liu suppressed his thoughts and responded, "It was passed down from my grandfather. He has been in the tea mountains all his life."

"Oh, then why didn't you, Mr. Cui, think of turning the tea mountain into a tourist experience tea garden like you mentioned, but instead started a business making milk tea?"

"The scale of the tea garden tourism experience is not large, and it can only benefit a few people. I want to go out with the tea trees planted by my grandfather..."

Concubine Pei and Cui Aliu's questions and answers sounded very reasonable. Xie Jingxing listened silently and felt quite gratified. After two days of intensive training, the collection's thinking logic was beginning to take on his own shape.

The three of them walked and talked as they toured the tea mountain.

After listening to Cui Aliu's entrepreneurial background story, Concubine Pei praised it for its passion. She ran around with a camera taking pictures everywhere, saying that she wanted to help promote it on Weibo.

"Are you willing to change the brand business model that you created with your own hands beyond all recognition?" Xie Jingxing found a place under the shade of a tree and sat down to get to the point.

Cui A Liu stood by and was stunned for a moment: "At least this can allow 'Bu Du' to survive well."

"Actually, I have thought about this question. If this business model does not conform to your ideals and is not what you want to do from the bottom of your heart, can you do it well?" Xie Jingxing asked.

Cui A-liu lowered her head and pondered for a moment, gathering her hair around her ears so that her expression could not be seen clearly: "I think entrepreneurship is a dynamic development process, and my ideas and thoughts can change."

After the variety show was broadcast, all the investors who had met her would ask her the same question - why did Juntai not even bother to be polite and directly rejected you?

She was forced into a desperate situation by Xie Jingxing. If she didn't resolve the emotional conflicts within the team, she would not be able to raise money, and if she couldn't raise money, she would be copied to death by imitators in the market.

So she had to put an end to her love affair first and then her entrepreneurial dream. Capital poured in instantly, and she went from being bullied to being sought after. The feeling is indescribable and can only be experienced personally.

“What if I said, I can give you a business model that you want to do?”

Xie Jingxing did not keep anyone in suspense and revealed all his thoughts: "Two lines, open franchisees to serve the low-end and mid-end markets, while continuing to directly operate high-end brands."

"Two brands?" Cui Aliu looked up suddenly.

Xie Jingxing raised his eyebrows in satisfaction: "If you don't cross the river, you can continue to live."

According to the original business plan, the brand name "Bu Du" needs to be changed. It is okay to use a tongue-twisting name for a high-end brand, but if it opens up franchise rights and enters the mid- and low-end markets, the brand name must be catchy.

However, if the business plan is changed again to walk on two legs, the "Bu Du" brand name will continue to be retained, the average customer price of the product will be increased to more than 25 yuan, and the low- and mid-end market will be completely abandoned. The focus will be on the high-end market with Chinese style trends, competing with HEYTEA + CHAYAN YUESE.

In addition, it will create a separate sub-brand for the mid- and low-end markets, sell milk tea in the upstream supply chain benchmarked against Cha Baidao + Bawang Cha Ji, or further integrate traditional finished tea retail channels into online vertical e-commerce.

The time point is early enough now. Heytea is stuck in the quagmire of plagiarism and can't raise its head; Chayanyuese opened its first store in Changsha and tried to find the way to win by relying on service like Haidilao; Chabaidao has grown in the low-competitive regional market of Sichuan with a small fortune and a cute growth; Bawang Chaji is still a long way from being established...

"Bu Du" can bypass the lessons and pitfalls that countless milk tea companies have learned with tens of billions of funds in the original timeline, and accurately target two market segments and move forward.

Xie Jingxing was looking forward to the scene when Budu led the entire industry to grow rapidly, and many milk tea brands would be inspired and wake up to catch up. That would definitely be very interesting.

…………

In the evening, Uncle Cui, who had come from the foot of the mountain with two jars of wine to drink with Xiao Xie, looked a little unhappy.

The food on the table was already cold, but my eldest niece and Xiao Xie were still arguing. You said that the average customer spending was too high, and I said that five of the nine existing stores should be closed.

The big star whom he had never seen on TV stopped him and asked him all kinds of questions. They were all the same questions that investors had asked him eight hundred times before. There was nothing new in his questions.

I prefer Xiao Xie, who has done farm work. I like to hear him talk about how much money individual tea farmers can make and how many villagers he has helped to get out of poverty and become rich...

Uncle Cui Wu was annoyed when he heard this. He took a sip from his wine glass to clear his throat: "Liu'er, you have to be polite to Xiao Xie. How can we not give him a bite of food when a big boss comes to invest?" "Five of the nine existing stores must be closed. Since we have decided to go high-end, we must do it thoroughly."

Xie Jingxing finally reiterated his point of view to end the debate, turned around and smiled as he clinked glasses with Uncle Cui Wu.

Cui A Liu took a deep breath and calmed himself down, and managed to stay awake and answer Concubine Pei's various strange and immature business questions with a hoarse voice.

The two have been arguing since the afternoon when Xie Jingxing talked about the high-end brand business model. He insisted on keeping only four stores in Dali, Chuncheng, Modu, and Hangzhou, spending money and effort on marketing, and steadily opening and making each store a hit.

When Cui Aliu asked what was considered a huge hit, he replied that a single store sold 1500 cups per day and the queue lasted more than 15 minutes.

Cui A Liu was almost driven to death by this ridiculous goal. With average customer spending of over 25 yuan and daily sales of 1500 cups per store, there are only a few stores in the country. This is indeed a high-end brand, too high-end.

Xie Jingxing was also very unhappy. When he was doing investment, he always believed that founders without ideals could not run a good business, but idealists were completely unable to start a business.

It is not easy to go high-end without giving up the mid-range market and spending money on marketing. It is easy to lower the average order value but difficult to increase it. The brand tone must be clearly positioned from the beginning.

Otherwise, in the future, there will be Heytea in the high-end market and Mixue Bingcheng in the low-end market. Will Budu be stuck in the mid-to-high-end market and compete with more than a dozen well-known competitors?
However, despite the arguments, there is a surprisingly consistent view on brand splitting.

A parent company 'Yinshan Budu' was established, and its high-end sub-brand 'Budu' and low-end brand 'Yinshan Chayu' were deeply separated. In the future, everything from the management team to brand promotion will be parallel and non-overlapping.

After finishing the tasteless dinner, Uncle Cui Wu, with drunken eyes, held Xie Jingxing's hand and kept saying words of thanks for a long time, and then was dragged away by Aunt Wu, who went up the mountain late at night, by the ear.

Concubine Pei went back to the guest room to wash up first. Xie Jingxing stayed and talked with Cui Aliu for a long time. They reluctantly reached an agreement on the high-end brand strategy, or to say, it was completely in accordance with his ideas, high customer unit price, high-intensity marketing, and the addition of traditional Chinese elements.

"Did you think of these two business models when you came last time?" Cui Aliu, who had made infinite concessions, finally asked.

Xie Jingxing shook his head: "When we met at the Magic City store, I thought of the high-end national style brand route."

"Maybe you would be more suitable than me to start your own business." Cui Aliu feels that he is just a tool to realize the investors' ideas.

"I have no ideals and am not suitable for starting a business."

Xie Jingxing has always been very open about his own shortcomings. He exhaled the alcohol and reminded him, "'Budu' is your ideal, and for now, I am the only one willing to pay for your ideal. So you still have to work hard at 'Yinshan Chayu', and Juntai's money is not in vain."

"Thank you, you... My fifth uncle is very grateful to you. Many investors have come, but you are the only one willing to talk to him in those official terms." Cui A Liu had an unclear and complicated expression.

Xie Jingxing shrugged and said, "If we can provide 1000 jobs to the local area every year in the future, it won't be official jargon."

…………

Xie Jingxing returned to the guest room, and Concubine Pei helped him wash up, as gently and considerately as a little maid.

At the same time, he asked with concern: "Husband, how was your conversation with President Cui?"

"Almost. Tomorrow we will go to the first offline store in Dali Ancient Town to take a look and then study the specific national style route." Xie Jingxing pretended to be nonchalant to tease her.

Concubine Pei was not concerned about this. Her eyes flickered. "What about the low-end franchise brand 'Yin Shan Cha Yu'? Will it open 100 franchise stores by the end of the year as planned?"

"What did Sun Tao tell you?" Xie Jingxing asked mischievously.

"I didn't say anything. I think this project is pretty good. Husband, what do you think about me becoming the spokesperson for 'Hidden Mountain Tea Language' and using shares as the price for the endorsement fee?"

Concubine Pei finally spoke out the idea that had been in her mind for a day. Yesterday, Sun Tao added her on WeChat at the dinner table, and later sent her a message to lobby her to be his spokesperson and use his celebrity influence to attract investment.

At first, she didn't believe it at all, and even thought that Xie Jingxing was setting a trap for her. However, what she saw and heard throughout the whole day changed her attitude and made her feel uncomfortable.

Xie Jingxing lay down on the bed to relax and yawned: "How many shares do you think you should have?"

"I'm taking a big risk. Based on the 1.2 million valuation, it's not too much to ask for a 10% stake for a two-year endorsement contract, right?" Concubine Pei counted with her fingers.

Xie Jing Xing suddenly smiled: "After filming this movie, there is another TV series for you to shoot. It is about rural revitalization and returning to the hometown to start a business. How about your 'Crying' studio and 'Hidden Mountain' jointly investing in it?"

"It won't be like "Country Love", right?" Pei Fei's face was full of resistance.

"No, it's 'Where the Wind Runs'."

"where to?"

"Go for 10% of the shares."

(End of this chapter)