.Chapter 873: Live Auction

On the eve of the Century's turn, two major events in China's liquor industry have made the 2000s' footsteps become unprecedentedly heavy and uneasy. Shen Ying easily won the CCTV bid for two consecutive years, shocking the Chinese people, attracting media to investigate and suppress liquor. The poisonous liquor incident in Shanxi two years ago caused a murder case, alarming the central government, and last year's new liquor incident caused industry turmoil. Although the three major events were different in nature, they all shocked the whole country and affected the industry. Under such a background, the entire Chinese liquor industry was carrying huge public pressure and staggered into the first year of the century.

In fact, in addition to the fact that the bidding king incident allowed ordinary consumers to see the huge profits behind the glory of the liquor industry, the poisoned wine incident and the new type of liquor incident made consumers discouraged. For a long time, they were afraid of fake poisoned wine. Many people even became timid when talking about wine and even quit drinking.

These two major events have had a very heavy blow to the entire liquor industry. Many small wineries have even been closed because of this, and even large wineries have been seriously affected.

On New Year's Day this year, an industry media said in an investigation report that the national liquor production is currently in decline, with a bad start at the beginning of the year and no longer the good start of previous years. Enterprises generally have insufficient starts and their economic benefits have deteriorated sharply. This constitutes the landscape of the liquor industry in the first quarter. Even some companies whose output and benefits were still at the middle and upper levels in the industry last year also exposed the clues of the bad situation.

When everyone here talks about this issue, they are all worried.

In fact, since 1997, some people have called the liquor industry a sunset industry. Some even proposed the theory of the extinction of liquor. However, the actual situation seems to be the same. In recent years, China's liquor industry has entered a long period of lows and hovering. Now there is no sign of bottoming out and rebounding, but has continued to decline.

The current situation is actually the situation where Shen Ying's Kongfu Banquet and Wuliangye's two heroes coexist. In sharp contrast, the liquor star camp that emerged in the 1990s almost completely turned against each other, and all of them returned to the local regional market, either lingering or silenced. Even the national liquor Moutai was squeezed so hard that it was breathless.

There are internal reasons why Kongfu Banquet Wine and Wuliangye are able to be unique and lead the way. Wuliangye operates through sub-brands and has reached nearly 200 sub-brands at most. It seems that the saying "Duozi Duofu" has been verified by them. Shen Ying's Kongfu Banquet Wine relies on the power of the CCTV brand. While it has occupied the mid- and low-end markets, it has also produced green ecological wines with extremely high technological content, which are very popular in the market and are in the limelight for a while.

But Fan Wubing also realized that things are in full swing and decline. A kind of wine cannot always take the lead. The propaganda offensive of Kongfu Banquet has reached its peak, and green ecological wine cannot really make people live for a long time. As long as something containing alcohol is something that will eventually cause damage to the body. Even if it is covered with a green coat, it is just that it is not seriously polluted by metal during the production process. It does not mean that it is really like nectar and jade liquid. People drink it like a god.

On the contrary, if you drink heavily, the quality of going to the West has greatly accelerated.

Fan Wubing suddenly had an idea. So he whispered to Dunying. In Shen Ying's surprised gaze, he said to everyone present, "I plan to transfer the equity of Kongfu Banquet. Are you interested?" He said this and immediately shocked everyone. Everyone looked at Fan Wubing and Shen Ying incredible, wondering why these two people wanted to give up the proud Kongfu Banquet.

Especially the boss of Wuliangye was very surprised. Although the asset scale of Kongfu Banquet Wine is inferior to Wuliangye, its research ability is very strong and its profitability is even more jealous. At this time, Fan Wubing suddenly expressed his intention to sell it, which immediately caused a commotion among everyone.

"Is what Mr. Fan said true?" Someone immediately became interested.

In fact, Kongfu Banquet is not just a problem for a winery now. If the transfer can be successfully completed, the various halos that are crowned on Kongfu Banquet, good cooperative relationships with CCTV, and various distributor channels across the country, etc. These tangible and intangible resources can immediately become an important foundation for the large-scale expansion of any industry enterprise.

If Wuliangye had been allowed to acquire shares of Kongfu Yanjiu, everyone would feel a little chilled when they thought about it.

In fact, when Fan Wubing said that he wanted to transfer the equity of Kongfu Banquet Wine, the boss of Wuliangye was indeed tempted, and was very tempted. It is more useful to acquire Kongfu Banquet Wine's resources than to acquire one hundred small wineries by himself. Needless to say, he can immediately occupy the mid- and low-end market by himself, and at the same time he can obtain a wider sales channel and customer resources. This benefit cannot be achieved by purchasing other small wineries.

However, Kongfu Banquet Wine can bring Shen Yingge a net income of more than 500 million yuan every year. How could she give up such a large piece of fat? If possible, I guess anyone would be willing to buy Kongfu Banquet Wine in a private name. This is an old hen who can lay golden eggs!

"Of course it's true, and it's all the equity transfer, and it won't be kept for a single episode." Fan Wubing replied with a smile.

The scene was even more commotion. What a tempting deal that fully controls all the resources of Kongfu Banquet!

But everyone didn't understand why Shen Ying gave up the good winery she managed. Does it mean that she doesn't even look down on 500 million yuan a year? So someone raised this question, saying goodbye, Fan Wubing is fine and wants to mess with everyone, right?

"Oh, Neizi is unstable recently and plans to show her in other industries. She is not very interested in the already stable industries. Now everything in Kongfu Banquet has become formal and there is no newness for her." Fan Wubing explained naturally, "So, if someone is willing to bid for a purchase today, she can make up her mind to sell all the shares of Kongfu Banquet."

"How much?" someone asked.

"The after-tax income of Kongfu Banquet last year was 1.1 billion yuan, and the reward of Neizi was about 700 million yuan. You can think about it yourself. If you have the intention to take over, you can directly bid to Izhu. If the price is appropriate, you can go through the handover procedures today and catch up with the peak sales season business strategy of the Spring Festival." Fan Wubing said very clearly, "Of course, we will not sell problematic companies to everyone. With the guarantee provided by my Fan Investment Group, Kongfu Banquet is the best now, both in business management and market channels."

We also understand Jiang Ge, so we can't believe that Miss Liu will sell Kong Ma for sale today. To be honest, this is indeed a pity. "Although some people can't afford it, it doesn't delay them here fanning the flames.

The current paradox is that although Fan Wubing did not propose a bottom price for the acquisition, it was calculated based on the income of 1.1 billion after tax and Shen Ying's personal income of 700 million yuan. This time the acquisition amount should be at least based on three-year profits, and it would even be more, at least more than 2 billion yuan. If the research institutions were counted together, it would probably be more.

No matter which company it is, it suddenly takes more than 2 billion yuan to acquire Kongfu Banquet during this peak sales season. Then it reorganizes and integrates its personnel, it will take a lot of time and energy, and it is indeed not suitable for this time.

At this time, the boss of Wuliangye felt that it was a bit difficult to take it; he was now the leader in the industry. Although it was easier for him to consolidate his position as the king by receiving the Kongfu banquet, the disadvantages brought about by this were obvious. He had to consider these practical difficulties. Moreover, he still didn't know how big the appetite of Fan Wubing and Shen Ying was.

For him, pioneering and enterprising is naturally very important, but if he cannot firmly defend his existing territory and blindly aspire and be far unrealistic, rapid expansion will easily lead him into a land of no return, which is also a lesson from many precedents.

He had to act cautiously, knowing that behind him there were tens of thousands of employees waiting for a meal. A little decision-making mistake could put the entire group in danger, so he was a little hesitant for a moment and was really unable to make a decision.

Some other wineries are also tempted, but facing such a big acquisition case, it can even be considered a snake swallowing an elephant for them. To do this, people still need the courage of someone. After all, most of them are state-owned enterprises. It is not easy for the bosses of state-owned enterprises in the face of difficulties to make an important decision. There are too many ties behind them.

They are not as rich and powerful as Wuliangye, and the boss is strong and can make things happen with just a slap in the table.

Shen Ying looked at the atmosphere at the scene and whispered to Fan Wubing, "It seems that your auction plan is not working. No one dares to offer it, let alone acquire it."

Fan Wubing smiled slightly, but he didn't agree. Although the domestic liquor industry is facing a low point, it is the best time for large enterprises to engage in mergers. They cannot see this market. If the liquor industry recovers as a whole, I am afraid that it will not be able to buy Kongfuyan winery if it pays twice the price.

Such a big advantage is right in front of him, and he doesn’t believe that no one will be unmoved?

Even if Wuliangye dare not take this risk, will they not be moved by the companies that follow Wuliangye closely? This is the best time to catch Wuliangye in an instant

!

Sure enough, some of the people here were eager to try. The representative of Fenjiu Group said to Fan Wubing, "Mr. Fan, can you give us a little time? I'll ask the group boss to see if the senior executives of our Fenjiu Group have any intentions in this regard?"

Fan Wubing said generously, "Of course there is no problem. Business is always negotiated slowly. I mean, it is best to negotiate the price today. If you really can't catch up, it's okay to delay for two days. But this winter sales peak season is making money every day. If you decide too late, the loss is quite large. Haha, I won't spit out the profits generated before signing the contract."

Everyone nodded and said yes, what Fan Wubing said was indeed a matter. In fact, for the liquor industry, the sales volume during the peak winter sales season may pass by more than half of the total sales volume for the whole year, and it is money every day. If this part of the income is lost, it is really heartbreaking.

So everyone went to discuss privately, and some bosses began to use the phone to negotiate urgently with senior executives in the company. Some went to the onlookers to ask us for countermeasures. In short, it became very lively here all of a sudden. The onlookers of small and medium-sized enterprises around us soon heard about this matter, and they got together and paid attention to this matter.

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Although small and medium-sized enterprises do not have the strength to acquire Kongfu Banquet. Some people also said that if more than a dozen companies jointly complete the acquisition task, it seems that it is OK. At least the gain of the income within three years can be fully recycled.

In this way, the cocktail party that was originally summarizing and awarding became a mess, and everyone was talking about the overall sale of the Kongfu banquet wine, and Fan Wubing and Shen Ying were naturally the focus of everyone.

After a glance, the representative of Fenjiu Group ran over. "Mr. Fan, the senior executives of our group are in urgent consultations and are now studying with the leaders of the government. Everyone means that they tend to acquire. Can you wait for us for a while?"

"No problem. I still have this kind of patience." Fan Wubing nodded and replied with a smile.

Fenjiu Group can also be regarded as a key enterprise in the domestic liquor industry. Between 1991 and 1994, it was once the leader of the domestic liquor industry. The reputation of Xinghua Village Fenjiu is always above Wuliangye and Moutai. It was not until the third consecutive championship that Wuliangye won the championship position and ranked second for several consecutive years. However, in the past two years, due to the Western Poison Wine incident, sales have plummeted and plummeted, and are not even among the top ten.
Chapter completed!