The temperature has risen to more than 20 degrees. As the temperature rises, so does the domestic beer market, which has just gone through the off-season.
Compared with the battle between the three giants in the north, competition in the beer market in Sichuan Province is also fierce.
On April 1st, Lan Jian issued a notice to all dealers, completely changing the payment-before-delivery model and reducing the advance payment to 50%.
As soon as this news came out, it caused a lot of criticism in the business circles of Sichuan Province, especially many beer companies led by Shancheng.
After Lan Jian did this, the downstream dealers were naturally robbed by the other party.
However, Lan Jian is a living conspiracy. If you don't follow it, you will only die.
The next day, Shancheng Beer held a high-level meeting. After the meeting, Shancheng Beer also changed its dealer cooperation requirements and proactively reduced the advance payment to the same 50% as Lanjian.
The two giants in the province took the lead in plundering dealers, and this was a disaster for the second- and third-tier breweries.
They have accumulated a month's worth of inventory and are preparing to make a big move when the market picks up in April. However, if the two giants do this, there will be no dealers to cooperate with them.
If they also choose to lower the advance payment, the little money they get will only be enough to cover production costs, and there will be no profit at all.
For a time, while the provincial beer market was recovering, the wind direction was also changing rapidly.
Not only second- and third-tier beer companies were also threatened, but Xingyao Liquor also lost a number of distributors.
In the office.
Du Guoying paced back and forth in front of Chu Tianyao with an anxious look. In Chengdu alone, he had already received several calls from dealers canceling cooperation.
On the side, Chu Tianyao was holding a phone and talking to Chen Feipeng.
"Mr. Chu, our losses are all small and medium-sized dealers, and they are still within the tolerable range."
On the phone, Chen Feipeng said in a calm tone.
He is in Shancheng City, and he knows the actions of Lan Jian and Shancheng before Chu Tianyao. However, due to the dealer rebate policy Chu Tianyao introduced before, his sales company has a firm grasp on many large-scale
Dealer cooperation orders.
"The loss of dealers is inevitable. If we want to quickly open up channels, we have to rely on our sales team." Chu Tianyao said.
After hearing this, Chen Feipeng also responded on the phone:
"Sales teams in various places are almost established. Relying on this advertising effect, our products are performing well in the terminal market. It is not difficult for the sales team to sell them, and merchants are also willing to accept them."
Speaking of this, Chen Feipeng also admired Chu Tianyao.
When Chu Tianyao wanted to spend two million on advertising placement, he was actually a little worried, but he didn't expect that the effect would be so obvious in just one month.
Xingyao Beer can successfully enter the market of Hanwu City this time, and Chu Tianyao’s advertising can be said to have made a great contribution.
Not only in Hubei Province, but also in Yunnan and Guizhou provinces that border Sichuan Province, market consumption enthusiasm is also rising. Xingyao Beer sells well, and local dealers are also willing to pursue popular products. Over time, Xingyao Beer has entered the market of Yunnan and Guizhou provinces.
It only took less than two months.
"The sales team will face a lot of pressure this time. I plan to re-enable the sales rebate policy and establish offices in large areas along the route. We must ensure one city and one stop."
In the office, as soon as Chu Tianyao said these words, Chen Feipeng on the other end of the phone was a little embarrassed: "Mr. Chu, if we do this, we will have to give the sales team at least ten points of profit, and also build a large-scale office and recruit salesmen.
It also requires a considerable amount of capital.”
The sales company had just been established, and although Chu Tianyao let Chen Feipeng take over all the power, to put it bluntly, except for the few people under his command, Chen Feipeng was still a polished commander.
"Money is not an issue. I will separately allocate 10 million as the start-up capital for the various offices. You are responsible for this special fund. You can make your own arrangements for personnel and I will not interfere."
Although he knew Chu Tianyao's intention to establish the board of directors, Chen Feipeng did not expect that Chu Tianyao would actually delegate power to himself this time.
10 million start-up capital is really a lot of money.
"Mr. Chu, do we need to be in such a hurry?"
On the other end of the phone, Chen Feipeng said with rare hesitation.
After all, this is the largest amount of capital he has ever handled. It can be said that Chu Tianyao handed over all of Xingyao Liquor’s profit for one month to his hands.
No matter how confident Chen Feipeng is, he can't help but murmur in his heart.
"in a hurry?"
After hearing Chen Feipeng's question, Chu Tianyao changed the subject and his tone suddenly became cold.
"Do you know the consequences of Lan Jian and Shan Cheng taking the lead in lowering dealers' advance payments? In less than two months, at least half of the large dealers in your hands will disappear. If you don't worry about it then, I'm afraid you will have to wait.
Declared bankrupt."
Chu Tianyao's words not only made Chen Feipeng's heart tremble, but also Lu Qiuyu and Du Guoying in the office trembled.
Lanjian and Shancheng just lowered the dealer's advance payment, are the consequences really that serious?
You know, Xingyao Wine also has a corresponding rebate policy for dealers. Could it be that it can't even retain half of its dealers?
"There is no long-term cooperation in the market. Our dealer rebate policy has a certain lag, but Lanjian and Shancheng are actually giving away money by lowering the advance payment. They only need to use half of the previous money to get the goods.
Selling, if it were you, how would you choose?"
Chu Tianyao held the phone and glanced at Du Guoying and Lu Qiuyu while talking.
This explanation was naturally addressed to the two of them.
None of them were stupid. After Chu Tianyao said this, they figured out the key and couldn't help but feel a chill down their spines.
Lan Jian's move is drawing money from the bottom of the cauldron!
"Mr. Chu, I know what to do!"
After a moment of silence, Chen Feipeng's voice on the phone suddenly became a little more serious.
The smooth marketing path of Xingyao Winery for more than a year has caused him to have some misunderstandings and slackness. In fact, Chen Feipeng is not stupid. He was also the first to react to Chu Tianyao's words.
After all, there is still a gap between Xingyao Liquor Industry and large provincial companies like Lanjian and Shancheng.
Taking the dealer's advance payment as an example, Chu Tianyao would never dare to reduce the advance payment to 50%, because in this way, the early income will not be able to cover production, and production problems may occur at any time due to a shortage of funds.
For fast-moving consumer goods like beer, especially during the peak season, as long as the production line is turning, that means a steady stream of money.
The reason why Lan Jian and Shan Cheng had the confidence to do this was because their deep pockets were fully sufficient to support them in fighting this tough battle.