Winning the new financial era

Chapter 622 Merging

Rui Peng is also one of the four giants of pet hospitals, with more than 400 chain hospitals.

Apart from Gaoling and Pete, Ruipai is the other giant among the Big Four, with more than 300 hospitals, slightly more than Pete.

Gaoling Capital made a strategic investment in Ruipeng last year and has a lot of influence in this company.

Bi Ruiji is a well-known pet staple food company in China. It is engaged in the research and development, production and sales of a full range of cat food and dog food. It has more than 400 products and ranks among the top sales in China's first- and second-tier cities.

This company was also established relatively early, established in 2002, and it can be regarded as a handful of outstanding domestic pet food.

As its direct competitor, although Dogford was established late, it caught up with the eve of the pet market explosion and quickly left this established company far behind.

There are many reasons, but the main one is one.

In the past two years, Dogford has done a lot of marketing. In addition to advertising in short videos, he also invited Beckham to be the spokesperson.

The way of playing with money is really cool, and it quickly helped Dogford establish a brand.

It is also worth mentioning that Dogford has created many industry firsts.

"The first pet food company to advertise in a short video!"

"The first to start live streaming..."

"The first to run a TV ad..."

"The first to sponsor a variety show on Mango Channel..."

"The first to advertise on a video website..."

Most of the people who keep dogs and cats are young people, especially young people who are willing to spend money on pets.

And short videos, live broadcasts, variety shows, and long videos are all the best media to reach young people.

The bullets were sold in the form of advertising fees, in exchange for a steady stream of young people placing orders online.

These orders have been transformed into abundant cash flow, which also supports Dogford to launch more forms of advertisements and reach more people.

This is the inevitability of the model running through. The more you invest, the more you earn.

When DouTV and Kuaishou first emerged, there was a huge bonus in advertising.

The advertising cost is less than one-tenth of the current one, but the effect is even better than it is now.

This is because there are always people who wait and see and linger on new things. Doushi and Kuaishou also made a lot of concessions in the early stage, hoping to let brand owners taste the sweetness, so as to drive more brand owners to come to place advertisements.

Dogford has eaten a lot of oil in this wave of bonuses. For a period of time, almost all users of Doushi and Kuaishou will see Dogford's advertisements.

A long-legged lady leads a dog or a cat to appear on camera, filming different funny sitcoms, and at the same time, anthropomorphic dubbing for cats and dogs.

In the sitcom, the young lady will feed Dogford’s dog food and cat food to the pets, and the vests on the dogs and cats are also printed with Dogford’s Logo...

The big Internet celebrity on DouTV, the account "Talking Liu Erdou" with 4000 million fans, is actually a cat. It is also the spokesperson of Dogford's pet industry, and it is also a contract Internet celebrity of Daya Wenchuang.

Of course, the cat's endorsement fee is much lower than that of Beckham, but the advertising effect is not bad at all.

Zhang Yida's Zhaoling Liujun is also currently Daya Wenchuang's contract internet celebrity, and the young ladies who shoot sitcoms are basically people from Daya Wenchuang.

This is called fat water not flowing into the field of outsiders. Many of the huge advertising fees spent by Dogford flowed back into the pockets of Zhang Yida or Zhao Erya.

Zhang Yida said that he would not engage in insider trading, but in fact he was very familiar with this job.

But none of these violated any regulations, and even the shareholders of Petro Holdings, Ruixiang, and Daya Wenchuang were happy to see their success.

In addition, Dogford also intends to launch a pet raising game with Ruixiang, and insert Dogford dog food and cat food advertisements in it.

There is also cooperation with Daya Wenchuang Group, planning to launch a cute pet cartoon, and intends to make Dogford into an IP like Wangwang.

The advertising firepower is fully activated, and its own food safety and quality control is also in place. Dogford has already come first, and has the title of the first domestically produced pet food.

For these, Zhang Sanshi is quite clear, and does not think that any domestic pet food company can challenge Dogford.

Other pet food companies are all millet plus rifles, but Zhang Yida is lucky, he went directly to nuclear bombs, which is a kind of dimensionality reduction blow.

Now the pet food industry is eager to dissect Dogford and Pet Holdings for analysis, and wants to learn how to engage in the digital economy.

Zhang Sanshi thought for a while and said, "Rui Peng should be fine. I've heard from Mr. Peng, and he should still be willing to make the cake bigger with everyone.

For Biruiji, we currently hold 35% of its shares and are the largest single shareholder.But Mr. Xu is a bit stubborn.

Since 16, Bi Ruiji has been counseled by CICC to prepare for the listing, but three years have passed, and he has not been able to go public, and there are many difficulties.

I may be able to persuade him, but there is no guarantee that I will be able to persuade him. "

Zhang Yida shrugged and looked indifferent, "As long as Ruipeng is willing to join in, it doesn't matter if he is better than Ruiji."

Zhang Sanshi smiled awkwardly, "Give me some time, I will try my best to persuade you, it's better to join in."

The corners of Shen Beipeng's mouth rose slightly. If Bi Ruiji didn't merge in, he might be pressed to the ground and rubbed hard by Pete Holdings, which is about to form a giant.

It was precisely because Zhang Sanshi saw this that he made so much effort to persuade Bi Ruiji.

Of course Zhang Yida also saw this point, it is human nature to seek advantages and avoid disadvantages, and he would not feel that there was anything wrong with Zhang Sanshi's actions.

Anyway, if St. Regis joins in, it can increase revenue and profit, and the capital market will pay for it.

So he nodded and said: "Okay, then you Gaoling will work hard."

……

Zhang Sanshi first approached Ruipeng's boss, Peng Yonghe, and told the latter the lofty ideals and ambitions of Pater Holdings.

Peng Yonghe is in his fifties. When he was young, he worked as a veterinarian on a dairy farm in Xining. In 1998, he founded Ruipeng Pet Hospital in Pengcheng.

At the beginning of the new century, the pet market was not doing well. It was not until 2012 that Rui Peng opened the first branch in Yangcheng.

In 16, Ruipeng, which already owned more than 70 pet hospitals, was listed on the NEEQ. By the time it was delisted last year, its market value had reached about 30 billion yuan.

After Peng Yonghe heard that Petro Holdings was willing to give Ruipeng a valuation of US$10 billion and acquire Ruipeng in the form of additional equity, he readily agreed.

The boss of St. Regis has been more stubborn for a long time. He firmly disagrees with the merger and insists on choosing an independent listing.

This made Zhang Sanshi a little unhappy. If you don't sit on an aircraft carrier, you have to hug your little sampan. It doesn't matter if you sink by yourself, but don't drag Gao Ling into the water.

So Zhang Sanshi coaxed and frightened, and it took the boss's strength to persuade him for a long time.

By the time he replied to Zhang Yida, half a month had passed.

The two sides took a rough inventory of their respective assets. Pater Holdings has US$57 billion, and Bayer Animal Health has US$90 billion.

One year later, in view of the slight increase in the financial performance of Bayer Animal Health, another $10 billion was added to Bayer Animal Health.

The pet hospital controlled by Gao Ling, as well as the acquisition and shareholding of the upstream and downstream of the pet industry chain such as Junbao, totaled US$30 billion.

Ruipeng Pet Hospital is valued at US$10 billion, Biruiji is US$3 million, and the remaining 49% of Dogford’s equity is priced at US$10 billion.

If all these industries are integrated into the Pet Holdings Group, the valuation of Pet Holdings will also expand to 200 billion US dollars.

(End of this chapter)