Super quality mind

Chapter 466 Donghai Beer
Smith, the negotiator of Anshai Company, kept urging Xu Guofu: "Mr. Xu, can we start a price negotiation with the other party today? Time waits for no one. The sooner the negotiation is completed, the faster we can make the layout, SAM The company's ice and snow beer production is still increasing, and we have to fight back."

Xu Guofu said calmly: "Mr. Smith, don't be in a hurry. Ice Snow Beer and Bingcheng Beer have launched promotions one after another, fighting a price war. We can clearly see that this kind of promotion is definitely a loss. Even if Bingcheng Beer There is almost no transportation cost for beer, but the research and development cost of new recipes is not low, right? The more intense their battle is now, the more losses Donghai Beer will make, right?"

Smith nodded thoughtfully: "Mr. Xu means, let's wait a little longer. The more losses Donghai Beer makes, the lower the price of their brewery will be?"

"That's not all. Wait for half a month, when Ice and Snow Beer and Ice City Beer are inextricably standing, we can just take a strong hand. With the thickness of our funds in Ansihai, even if we can't defeat Ice and Snow Beer, but Is it okay to knock down Bingcheng Beer? At that time, we will wait for Bingcheng Beer to make ends meet and take the opportunity to take Bingcheng Beer down. This is our ultimate goal, isn’t it?” Xu Guofu looked like he was holding a pearl of wisdom.

"Hahaha, that's right, that's right, our first goal is the brand of Bingcheng Beer. Then we'll just wait, just to let the people of Donghai Beer worry about it, so that we can lower the price!" Smith felt that he was looking for The broker Xu Guofu is really good. He is very considerate of their company. If he works well, he can be recruited into the company in the future as the deputy sales director.

Shi Lei was driving Hu Changsheng's car at this time, heading to the headquarters of the northern branch of Donghai Beer.The Northern Branch of Donghai Brewery, headquartered in Bingcheng, has a brewery in each of the four cities in the Northeast. In addition to producing their Donghai brand beer, they also have the original local beer brand.

Originally, Donghai Beer was doing well. Although it couldn't be said to be making a lot of money, it was still making money.Unfortunately, since the year before last, Bingcheng Beer has expanded its production capacity, and Bingxue Beer has begun to tentatively sell to the Northeast. The sales of Donghai Beer’s northern branch have been declining, and it has been losing money for two consecutive years.

According to current estimates, this year will definitely be a loss, and there will be more losses.The more they produce, the more they lose money.But without production, even the value of the brand will disappear.Although the production is losing money now, at least some people still remember their brand.

Donghai Beer is similar to Bingcheng Beer. Both are state-owned enterprises, and their sales are very good in the eastern part of Guangdong.At the beginning, they also wanted to expand the enterprise, and they also set their sights on Bingcheng Beer.If you want to adopt the strategy of encircling the city from the countryside, you should first seize the market of Bingcheng Beer, and then buy Bingcheng Beer.

I didn't know that it would be okay to start developing, but with the expansion of Ice and Snow Beer, Ice City Beer also expanded its production capacity, causing their sales to gradually decline.After all, that kind of city-level brand is still inferior to the leader of Northeast beer like Bingcheng Beer.

The boss of the northern branch of Donghai Beer has long intended to sell the branch, and the head office has also agreed.The branch lost money, and the stock price of their head office also fell.If you can sell this burden, not only can you get back a large amount of cash, but you can also increase the stock price, killing two birds with one stone.

However, Ansihai Company came to contact them a few days ago. They had a good talk, but when they were about to discuss the specific purchase price, the other party suddenly became silent.I don't know if I don't want to buy it, or I'm pretending to lower the price.

And today someone contacted him again, an investment company called Shisheng Holdings, intending to acquire their company.He hoped to succeed this time, and he also had an explanation to the head office, at least he shopped around and sold it at a high price.

"Mr. Cui, hello, we are the chairman of Shisheng Holdings, and my name is Hu Changsheng."

"Hu Changsheng? You are Hu Changsheng from Changsheng Group? Hey, it's better to be famous than to meet each other. If I knew it was Mr. Hu, I should go to Mr. Hu's company for an interview." Mr. Cui heard that the other party was Longjiang Hu Changsheng, and immediately asked the boss He stood up on the chair and stretched out his hands far away.

Hu Changsheng is a rich owner, and this time the branch may fetch a good price.

"Hahaha, Mr. Cui has heard of me. This is Shi Lei, the director and vice president of our Shisheng Holdings."

"Hello, Mr. Shi."

"Hello, Mr. Cui, Mr. Cui already understands why we are here?" Shi Lei asked while holding Mr. Cui's hand.

"It's clear, of course it's clear. Sit down, let's have a good talk." Mr. Cui looked at Shi Lei secretly. He is so young, but he is actually a director of Shi Sheng Holdings. It seems that he has never heard of this person before?
Mr. Cui took out his soft Zhonghua, and handed two to Hu Changsheng and Shi Lei.Shi Lei took it over and lit it, but Hu Changsheng waved his hand, took out a cigar from his pocket, and took a deep breath while lighting it on his own.

Mr. Cui is a little embarrassed. Big bosses like Mr. Hu seem to be unaccustomed to cigarettes, and smoking cigars can show their identities.If I had known that he would have prepared two boxes of cigars in the office, I wouldn't be too embarrassed to meet someone like Mr. Hu.

All three of them lowered their heads, and no one spoke first.

Mr. Cui couldn't help but said: "Mr. Hu, Mr. Shi, have you Shisheng Holdings ever done wine business?"

"We didn't have it before. From now on, we will start this business. We feel that the beer business has great potential. Nowadays, people are under a lot of pressure, and many people like to drink some wine to relieve stress after get off work. The alcohol content is too high, and the red wine is too much. Expensive, beer is the most economical." Hu Changsheng said with a smile.

Mr. Cui was secretly delighted. They have never been in the beer business, so they must not have a thorough understanding of this business. Does it mean that I can ask for a higher price?Maybe if you sell it to them, not only will you not lose money, but you can also make some money.

"Let me introduce our Donghai Beer North Branch. Our Donghai Beer North Branch is a branch of Donghai Beer Group. Its headquarters is in Bingcheng, with four breweries and five beer brands..."

Mr. Cui talked eloquently for more than ten minutes, and he came up with the information as soon as he opened his mouth. It seems that he knows the company very well.In fact, these materials were only remembered by Mr. Cui when he talked with Xu Guofu and the others a few days ago. Who remembered such details before.

"I don't know how much Shisheng Holdings intends to acquire. Is it all factories, brands, sales channels, or only part of it?"

"Of course it's all of them. Since Shisheng Holdings has made a move, it won't be a small fight. Mr. Cui, please make an offer. If it's suitable, we can sign the contract now." Hu Changsheng said with a deep pocket look.

Mr. Cui was overjoyed. This is the Boss Hu he had heard about. Let's see how he does business.

"Well, that's why Shisheng Holdings acquired the northern branch of our Donghai Beer? But let me explain first that we can't let you use the brand of Donghai Beer. If you want to use it, you need to pay us the right to use the trademark. One bottle Ten cents. As for the other four brands, they can be sold directly to you, Mr. Hu, do you think this is okay?" Mr. Cui asked cautiously, for fear that Mr. Hu would be unhappy, so he left immediately.

"Of course there is no problem. In fact, we don't plan to produce the brand of Donghai Beer, and we don't plan to have the four brands. We will follow the example of Bingxue Beer and create an independent brand. I am afraid that these small brands It's history."

Hearing what Hu Changsheng said, President Cui frowned.No brand?How can this work, they have been operating at a loss for so long, isn't it just to preserve the brand value.If they don't want the brand, then it's useless to keep Donghai Beer. These four brands are only recognized in their respective cities. How many people have heard of it outside?

"Mr. Hu, the brand and the factory are integrated. If you only want the factory and not the brand, who will we sell the rest of the brand to?" Mr. Cui asked anxiously.

"I said, it's useless for us to have a brand. Your brands are not well-known. What are we buying them for? If you are willing to sell the brand of Donghai Beer, we can still consider it." Hu Changsheng said with his finger Light the coffee table.

In fact, this is just an excuse for Hu Changsheng. If the other party is willing to sell the Donghai Beer brand, they will of course be very interested.But I also know that the other party will definitely not sell it, and it will be a sky-high price to sell it.As for the four small brands, of course they also need them. Otherwise, what kind of beer will be produced, and will the new registration be in time?Why continue to stir up wind and rain in Longjiang?
"Mr. Hu, there is another company that is in contact with us. We don't have to sell to Shisheng Holdings. I made it very clear that these four brands are tied to the four factories. If you want to buy it, you have to do it together. If you buy it, you will never sell it separately. Moreover, these four brands are also very well-known in the local cities, accounting for at least [-]% of the local sales.”

Hu Changsheng smiled and shook his head: "When you Donghai Brewery acquired those four factories, they all accounted for more than [-]% of the sales volume in the local city, right? After you have been in business for several years, the market share has dropped by one-third. That is to say, the brand is going downhill. Do you think there is much value in a brand that is going downhill? Besides, there are still companies that are in contact with you, so what price can they offer?"

Mr. Cui was silent, what price did they offer?They didn't bid.The representatives of Ansihai Group had a good talk at first, but suddenly they stopped contacting. It seems that it is necessary to contact them later, even if the price is lowered because of this, they can only accept it. Whoever makes them willing to buy the brand, Shi Sheng Holdings don't care at all.

"Mr. Hu, you can't say that. The sales volume of our beer has not declined. It is only because of the large advertisements of Bingcheng Beer and Bingxue Beer and many promotional methods that squeezed our market. It is still the number one, and it is still very valuable. Besides, our Donghai Beer North Branch ranks third among all the beer companies in Longjiang, and there is not a big gap from the second place. The acquisition of us will also affect your company's industrial layout. It's very beneficial, President Hu think about it."

(End of this chapter)