Chapter 877 Who's reacting faster?

Lei listened to the explanation of Fan Dan's disease. It’s roughly enough to get it."

The so-called general form of liquor brand buyout operation is that the distributor pays a considerable amount of money to the manufacturer to obtain the right to operate one or several products of the manufacturer. The product is monopolized by the distributor within the time and area specified in the contract. Operation and exclusive sales.

Distributors can put forward their own propositions, design product style, price, taste, packaging, etc. The manufacturer is responsible for production and filling, and the distributor is responsible for market promotion, sales network construction and product pricing.

The price that the manufacturer gives to the distributor is confidential, and the product brand is usually taken back by the manufacturer after a few years.

Brand buyout operation is another type of operation transfer after the general distribution and agency system. To a certain extent, it has realized the joint operation of strict businessmen and strengthened the cooperation between manufacturers and the market, thus contributing to the further development of the market as a whole. Mature.

In general, the marketing model of liquor brand buyout management still has some positive effects. The winery collects hundreds of thousands of yuan in franchise deposits from distributors. Putting it into production and operation can relieve one's own financial pressure, which not only reduces capital investment, but also reduces market risks.

Since the products are designed and developed by the dealers, they are more in line with the consumer demand of the market, and the prices are also set by the dealers, leaving a larger profit margin. For distributors, the more they sell, the more profit they can make, and they have the autonomy of advertising and promotion and are willing to actively promote sales.

Consumers in the liquor market are distributed in different regions and their consumption habits are also different.

For example, Wuliangye Group's "Jingjiu" for the Beijing market and the "Holy Wine" for the Tibetan market cater to local consumers, and it is easy to quickly form brand communication power, from the packaging, degree, flavor and taste of the wine. Fully satisfy local consumers.

The advantage of a manufacturer lies in its strong production capacity, its brand and quality, while the advantage of a distributor lies in its ability to do business, to be proficient in management and sales, and to have a broad sales channel and network. Buy out the brand because of the cooperation with the local distributor to open the brand. It is easy to obtain support from the local government. The strength of local distributors, social relations, and the quality assurance and reputation of the manufacturers not only break the barriers of local protectionism, but also help mobilize local enthusiasm.

In addition, the products are exclusively operated by distributors within the scope of the towel market as stipulated in the contract, avoiding price reductions caused by several companies operating the same kind of goods in the same market. Because the purchase channel is single and direct, it is easier to produce counterfeit and counterfeit behaviors, which reduces the impact of counterfeit and inferior goods.

Of course, there are also some problems in the brand buyout management model concubine.

Many liquor companies do not have strict requirements on distributors due to sales pressure. As long as you pay, you can run a brand in Modu. But one, the core brand of the enterprise can only be one or two, otherwise it can only become more and more chaotic. It is not uncommon for strong dealers to have three to five buyout brands. Therefore, the brand requires careful maintenance and management by the company.

Many brands buy out the products that the distributors provide their own product packaging and bottles. Therefore, some distributors use the low-end wines provided by the manufacturers with high-end luxury packaging, and set high prices to sell in order to make high profits. In order to increase sales, the default attitude towards this phenomenon is often adopted. As a result, consumers will show their feet when they drink, which has repeatedly reduced consumers' trust in the brand. Some manufacturers focus on buying out products because of the pursuit of interests. However, it ignores the cultivation and maintenance of its own flagship products, and believes that vigorously expanding the buyout operation will not worry about the products being sold. It regards the buyout operation as the main mode of operation and completely relies on the distributors to engage in general distribution. If you do not actively develop your own leading products, there are market risks in disregarding buyout operations, and products also have market life cycle restrictions. If the buyout operations come to an end, the market for these manufacturers will be difficult to maintain.

"Cultivating and developing leading products and maintaining core brands are the basis for the survival and development of enterprises. Although buyout operations can be carried out, it is necessary to firmly control the sales channels of leading products. We must concentrate funds and energy to cultivate and develop our own leading products. Products. Maintain the core brand image and ensure the initiative to seize the market, so as to gain a firm foothold in the highly competitive liquor market. Provide high-quality services, effectively meet consumer needs, increase consumer brand loyalty, and enhance Brand image and brand value can ensure that the company grows bigger, stronger, and lasts forever." Fan Wubing said to Shen Ying, "Nowadays buyout operations are a bit too rampant. Wuliangye is now considering the fact that its sub-brands are still too big. How to cut the tail? Where is Xiao Xiao in the mood to consider the acquisition?"

In fact, Wuliangye Group is indeed facing relatively strong pressure. Due to the erosion of the sub-brands on the market and the huge profits brought about by the buyout operation, the main business has already created a huge heart. At this time, many service companies under the Wuliangye Group are also taking advantage of the advantages of the same group of plastic screens. The brand effect of Wuliangye Group has been maximized, and the authorized buyout sub-brands are even more than those released by the group headquarters.

This has caused the interests of the group headquarters to be overwhelmed. After all, the service company is to make money and does not take into account the interests of the entire group. Therefore, it has taken a big step and boldly collected the money quickly enough to let it go. The sub-brands of the company are nestled in nests, making the brand of the entire group almost destroyed by them.

"I heard that Wuliangye Group is now considering taking over rights. It will completely take back the power of sub-brand management. And it will also remove all service companies. Fan Wubing said to Shen Ying.

When the two of them were chatting, someone came to see you, but it was the vice president of Moutai. After he came in, he said a little apologetically, "Mr. Fan, Ms. Shen and let the two have been waiting for a long time. Our company’s top executives Urgent consultations were held. On the one hand, they discussed the policy on liquor consumption tax and on the other the feasibility of acquiring your company’s winery. Finally, a more unified opinion was reached. If your company’s offer is only 2 billion yuan, We are willing to submit a proposal for acquisition. All the acquisition funds will be paid in three months. Small,

"One price. Two and a half billion!" Fan Wubing spoke in place of Shen Ying. "It also includes specialized research institutions and some research results besides the Confucius Mansion Banquet, which is very cost-effective."

"Can you discuss it?" The other party thought that 2.5 billion seems to be a bit too high, so I have to cut it down.

"I can't discuss it, let's buy it." Fan Wubing was naturally unwilling to make concessions. After all, the entire production and sales links and market channels of Confucian Banquet Wine are now the best. Yes, but because Shen Ying has done enough in the liquor industry and doesn't want to play anymore.

After a while, the representative of the Fenjiu Group also came over and said sincerely, "The New Deal for Baijiu. I was caught off guard. It is estimated that the market pressure encountered in a short period of time will be very great. 1 In this case, think To complete the acquisition with a relatively large amount of capital, it is obviously powerless. Although the provincial government has expressed its approval, it can’t provide much money to support us. Therefore, unless we adopt the installment payment method, it is unlikely to participate in this time. Acquisition is in progress

"Pay in installments?. Fan Wubing smiled and patted his forehead, thinking that this idea is also very creative.

However, in the next few years, the inflation rate will be relatively high. With the rapid increase in people's wages, in fact, the same funds will have a greater degree of depreciation. Of course, it is impossible for oneself to suffer losses due to this, of course. The installment argument is not feasible.

but. Fan Wubing himself has feelings for Fenjiu, and he doesn't like drinking Wuliangye or Moutai. That style is more suitable for the tastes of southerners. As Fan Wuyi, who has lived in the north for a long time since he was a child, he is more interested in wines that are more affordable to the people, and he is more cordial.

certainly. A good impression is a good impression, but it does not mean that you are at a disadvantage.

Fan Wubing felt unhappy about his attitude towards Moutai. What kind of status is his current status is self-evident. Moreover, with a research institution of only 2.5 billion yuan, it is actually very good. The price is fair. If Shi Fang accepts this price, he will be able to help him if he encounters any minor troubles in the future. But now that they are so unfavorable, Fan Wubing's interest is not high~lightnovelpub.net~ Therefore, the intention of the Funjiu Group has become more important. Fan Wubing is so sick that he hopes to find a comparison. In a suitable way, reach an acquisition intention with Funjiu Group to achieve a win-win situation.

So the people from Wuliangye went back to ask for instructions, and the people from the Funjiu Group were left behind by Fan Wuyi.

The people in the Funjiu Group were a little surprised by the action of Mu Jianwu. They seem to be a lot weaker than paying in installments. With Wuliangye already willing to pay two billion yuan, Fan Wubing can also give them a chance to have a dialogue, which is really intolerable

NS.

After thinking about it for a while, Fan Wubing said to the representative of Fenjiu Group, "I think you are also more sincere. Then, we might as well give your company a chance to participate." The representative of Fenjiu Group listened to Fan. After being free of illness, I was very surprised. I don’t know why Fan Wubing took such a high look at his company. He just thought about what Fan Wubing’s following is.

Woolen cloth?

If the asking price is too high, it is impossible to negotiate.