.Chapter 877 Who reacts faster?

After hearing Fan Dan's explanation of the tattoo, Lei understood the question "

The so-called general form of liquor brand buyout operation is that the dealer pays a considerable amount of funds to the manufacturer to obtain the operating rights of one or several products of the manufacturer. Within the time and area specified in the contract, the products are monopolized and operated by the dealer and sold exclusively.

Dealers can make their own claims, design the style, price, taste, packaging, etc. The manufacturer is responsible for production, filling, and the dealer is responsible for marketing promotion, sales network construction and product pricing.

The price given to the dealer by the manufacturer is confidential. Generally, the product brand will be recovered by the manufacturer after several years.

Brand buyout operation is another type of operational transfer after the general distribution and agency system. It has achieved strict business joint operations to a certain extent, strengthened the business cooperation and market strength, thus helping the market to further mature as a whole.

Overall, the marketing model of liquor brands buying out operations still has some positive effects. By charging dealers hundreds of thousands of yuan in franchise deposits and investing them in production and operation, it can alleviate its own financial pressure, which not only reduces capital investment, but also reduces market risks.

Since the product is designed and developed by dealers, it is more in line with the market's consumption needs, and the price is also formulated by dealers, leaving a large profit margin. For dealers, the more sales, the more profit it makes, and have the autonomy of advertising and promotion, and are willing to actively promote it.

The consumer distribution areas and consumption habits of the liquor market are different.

For example, Wuliangye Group's "Beijing Liquor" for the Beijing market, the brand names of "Sheng Liquor" for the Tibet market cater to local consumers and easily form brand communication power. It can meet local consumers in all aspects in terms of wine packaging, degree, fragrance and taste.

The advantage of a manufacturer lies in its strong production capacity, brand and quality, while the advantage of a dealer lies in its ability to do business, be proficient in business management and sales, and have a broad sales channel and network. The buyout brand is easy to gain support from the local government, the strength of local dealers, social relations, and the manufacturer's quality assurance and popularity, not only breaks the barriers of local protectionism, but also helps mobilize local enthusiasm.

In addition, the products are exclusively operated by dealers within the scope of the contract, which avoids price reduction and disputes caused by several companies operating the same product in the same market. Because the purchase channels are single, direct, and it is easier to make or make fake products, reducing the impact of counterfeit and shoddy products.

Of course, there are also some problems in brand buying out and operating model concubines.

Many liquor companies are under sales pressure and do not have strict requirements for dealers. As long as you pay, you can run a brand. However, one company can only have one or two core brands, otherwise it will only become more and more chaotic. It is not uncommon for strong dealers to own three to five buyout brands, so brands need to be carefully maintained and managed by the company.

Many brands buyout products are provided by distributors themselves with product packaging and bottle bodies. Therefore, some distributors use low-end wines provided by manufacturers and paired with high-end luxury packaging to set high prices to sell them to make high profits. In order to increase sales, manufacturers often adopt a default attitude towards this phenomenon. As a result, consumers are exposed when they drink, which makes consumers' trust in the brand repeatedly reduce. Some manufacturers focus on buying out products because of their pursuit of interests. However, they ignore the cultivation and maintenance of their main products, and believe that if they vigorously carry out buying out operations, they will not have to worry about the product being sold. They regard the buying out operations as their main business method and rely entirely on dealers to conduct general distribution. Do not actively open their own leading products, regardless of the buyout operations, and there are market risks. The products also have market life cycle restrictions. If the buyout operations come to an end, the market of these manufacturers will be difficult to maintain.

"Cultivating, displaying leading products and maintaining core brands is the basis for the survival and development of enterprises. Although buyout operations can be done, they need to firmly control the sales channels of leading products. We must concentrate funds and energy to cultivate and display our own leading products. Maintain the core brand image and ensure that the initiative of the market can be seized, so that we can gain a firm foothold in the fiercely competitive liquor market. Provide high-quality services, effectively meet consumer needs, improve consumer brand loyalty, enhance brand image and brand value, and ensure that the company will become bigger and stronger and last forever." Fan Wubing said to Shen Ying, "Now the buyout operations are a bit too rampant. Wuliangye is now considering how to cut off the tail. Where can I have the mood to consider the acquisition?"

In fact, Wuliangye Group is indeed facing relatively strong pressure now. Due to the erosion of the sub-brands on the market and the huge profits brought by the buyout operation, it has caused great concern to the main business. At this time, many service companies under Wuliangye Group are also taking advantage of the advantages of the same belonging to the Plastic Mu Lianduo Group to maximize the brand effect of Wuliangye Group. The authorized buyout sub-brands are even more released than those at the Group Headquarters.

This has caused the interests of the group headquarters to be overwhelmed. After all, the service company is just to make money and does not consider the interests of the entire group at all. Therefore, they take great steps, dare to let go, and collect money quickly. The sub-brands released are all in a bunch, which makes the entire group's brand almost destroyed by them.

"I heard that Wuliangye Group is now considering collecting rights and completely taking back the power of sub-brand operation. And it will also record various service companies. Fan Wubing said to Shen Ying.

While the two were chatting, someone came to ask for a meeting, but it was the vice president of Maotai. After he came in, he said a little apologetically, "Mr. Fan, Miss Shen, have let the two wait for a long time. The senior management of our company held an emergency consultation. On the one hand, they discussed the policy of responding to the consumption tax of liquor, on the other hand, they discussed the feasibility of acquiring your company's winery. Finally, they came up with a relatively unified opinion. If your company's offer is only 2 billion yuan, we are willing to propose a purchase motion. All acquisitions will be paid within three months. Small,

"One-price, 2.5 billion!" Fan Wubing said instead of Shen Ying, "It also includes specialized research institutions and some research results outside of Kongfu Banquet, which are very cost-effective."

"Can you negotiate?" The other party thought to himself that the 2.5 billion seemed a little high, and he had to cut a little bit.

"You can't negotiate, just a small price." Fan Wubing naturally didn't want to give in. After all, the production and sales links of Kongfu Banquet wine are the best in the current production and sales links. It is not because he has to be auctioned because he is down, but because Shen Ying has done enough in the liquor industry and doesn't want to play.

After a glance, the representative of Fenjiu Group also came over and said in a more sincere way, "The new policy of liquor caught us off guard. It is estimated that the market pressure encountered in a short period of time will be very high. In this case, if you want to complete a large amount of funds, you are obviously unable to do it. Although the provincial government expressed its approval, it could not afford much money to support us. Therefore, unless we use installment payment, it is unlikely to participate in this acquisition.

"Installation payment? Fan Wubing smiled and patted his forehead, thinking that this idea was also very creative.

However, in the next few years, the inflation rate will be relatively high. As people's wage levels increase rapidly, the same funds will actually depreciate to a large extent. Of course, it is impossible for them to suffer losses. This is the statement of installment payments.

However, Fan Wubing himself has a lot of feelings for Fenjiu, and he does not like to drink Wuliangye or Moutai. The style is more suitable for the tastes of southerners. As Fan Wubing, who has lived in the north for a long time since childhood, he is more interested in the more affordable Fenjiu and feels more intimate.

Of course, having a good impression means having a good impression, and it does not mean that you are at a disadvantage.

Fan Wubing felt unhappy about Moutai's attitude. It goes without saying what his current identity is. Besides, a research institution is only 2.5 billion, which is actually a very fair price. If Shi Fang accepted this price, he could help him with any minor troubles in the future. But now seeing that they are so unfavorable, Fan Wubing is not very interested.

Therefore, the intention of the Fenjiu Group has become more important. Fan Wubing hopes to find a more suitable way to reach an acquisition intention with the Fenjiu Group to achieve a win-win situation.

So the people from Wuliangye went back to ask the senior management for instructions, and the people from the Fenjiu Group were kept by Fan Wubing.

The people of the Fenjiu Group were a little surprised by Mu Wubing's behavior. They seemed to pay in installments and were always much weaker than paying for one-time payment. When Wuliangye was willing to pay 2 billion, Fan Wubing could give them a chance to talk, which was indeed inappropriate.

It's right.

After thinking about it, Fan Wubing said to the representative of Fenjiu Group, "I think you are also quite sincere, so we might as well give your company a chance to participate." After hearing Fan Wubing's words, the representative of Fenjiu Group was very surprised. He didn't know why Fan Wubing looked at his company so highly, but just thought about what Fan Wubing's following is.

Woolen cloth?
Chapter completed!