Chapter 482 [Great development of beverages and food]
In early April, Lin Zuhui, Yuan Tianfan and others came to the mainland again for inspection.
This inspection is for investment in the beverage/food field;
Regarding his ambitions in this area, Lin Zuhui plans to build a business empire from Wong Lo Kat, Nongfu Spring, Master Kong and Red Bull in his previous life.
Of course, he also knows that this goal is a bit big, so everything depends on the efforts of the company's talents.
As for him, to put it bluntly, he can only provide financial development/planning support.
"Hengchang Beverage and Food Group" was established after integration several years ago and currently has three brands: Jinmailang, Wanglaoji, and Nongfu Spring.
His first stop was Yangcheng, where he inspected the Wanglaoji factory.
The Yangcheng Wanglaoji factory (beverage factory) covering an area of 300 acres is divided into three phases of construction. Currently, the first phase of the factory has been completed, and even the equipment has been installed.
Walking into the modern factory, Lin Zuhui was in a very good mood.
Wong Lo Kat is not starting from scratch. Xiangjiang Wong Lao Kat has been sold in Hong Kong, Macao, Taiwan, and Southeast Asia for nearly a year. Although it has not become a popular drink, it has gradually become popular and the team also has rich experience.
Lin Zuhui said to the people around him: "Wang Lao Kat already has all the factors for success. There are no problems with the product and marketing. Success in the mainland is inevitable. But there is only one factor missing. Do you know what it is?"
How could you not know? The boss has told you this many times!
Zhang Guocheng, president of Wanglaoji brand, said: “It’s the sales channel!”
Hengchang Holdings President Yuan Tianfan and Hengchang Beverage and Food Group Luo Wenxiang nodded their heads!
Lin Zuhui said with satisfaction: "China has a vast land and rich resources, and transportation is not very convenient now, so it is not as easy to establish channels as Hong Kong, Macao, Taiwan, and Southeast Asia. We can divide China into five large areas, southeast, northwest, and middle, and then set up hundreds of outlets.
Next are thousands of dealers, and then hundreds of thousands of sales points. Of course, this is a long-term channel laying plan. Because the investment is huge, but fortunately we can share all the products of Hengchang Beverage and Food.
Channels. If the mainland opens up the retail industry, we will still have our own terminals. Only by mastering the terminals can we be the final master!"
With just a few words, we will save ten years of travel!
In the early days, the cost of building channels seemed high, but Lin Zuhui shared one channel with multiple brands, thus saving several times the channel construction cost.
This is a factor that makes it difficult for those single-product groups to succeed.
Good products, good marketing, and good channels are the key to victory.
Luo Wenxiang immediately stood up and said: "I will coordinate all the brands under my banner and discuss the issue of unified channel construction."
Lin Zuhui nodded with satisfaction. It seemed that his brands were operating independently, building factories and investing separately, but they were all under the overall management of Hengchang Beverage and Food Group, as well as the management of Hengchang Holdings and Lin Zuhui.
Of course, the only direct management party is Hengchang Beverage and Food Group, which is the management team led by Luo Wenxiang. This team brings together elite Chinese talents at home and abroad. With Lin Zuhui as a sycamore tree, these phoenixes are happy to come and make their home.
Lin Zuhui then asked: "How do you plan to promote it to the market?"
This is a very important question. As a time traveler, Lin Zuhui knows that in his previous life, Jiaduobao started marketing in 1996, and its sales in 2001 were only 100 million RMB, but ten years later it had soared to 15 billion.
The most important factor here is the growth of the per capita income of the motherland. Otherwise, no matter how good the marketing or the best products are, they will be useless.
Zhang Guocheng said: "My products and marketing are very good, but the mainland's economy has just started, so it is necessary to build up word of mouth and reputation step by step in the early stage. Advertising expenses should be controlled within a reasonable range every year, and we will strive to achieve success in five to ten years.
Become a well-known, best-selling brand."
Without being impatient or impatient, Lin Zuhui nodded with satisfaction.
"Yes, word-of-mouth is accumulated, and the market is built step by step. Wong Lao Kat is not a necessity, so if you want it to become the same as Coca-Cola, it is to promote it over time, 'If you are afraid of getting angry, drink Wong Lao Kat.' When a person listens
After hearing it too much and listening to it for a long time, he developed the habit of drinking Wong Lao Kat! Just like Tang Monk reciting sutras, Wukong begged for mercy with his hand gestures."
Everyone couldn't help but be "dumbfounded". I really learned this marketing concept again today.
"The boss is indeed a media company. This marketing concept cannot be heard by others. It is simply a business secret!" Yuan Tianfan said with a smile.
He really admires the boss!
Moreover, such an all-powerful boss pays more attention to talents. It stands to reason that Lin Zuhui’s role almost occupies a large part of the company. If the salary of senior executives is above average, no one will have any objection. But just
On the contrary, New Era Group's salary is at a very high level among its peers, even at the top of the industry.
While everyone was chatting, they inspected the factory.
The first phase of the Yangcheng Wanglaoji factory covers an area of 100 acres, and there are two more phases under construction. It is really too big.
Therefore, Lin Zuhui added: "When building a factory in Wanglaoji, we also need to build factories by zoning, dividing the country into eight regions, which can save a lot of logistics money. Therefore, the second phase of Wanglaoji project in Yangcheng (under construction, completed in 1993)
, will be used in Jinmailang’s beverage brands.”
Everyone nodded, but did not ask about drinks. They probably knew that the boss already had a direction.
Yes, Lin Zuhui plans to set up a research and development team this year to develop Jinmailang's "Iced Black Tea" and Jinmailang's "Iced Green Tea".
The only pity is that iced black tea and iced green tea are not patented.
In the previous life, Tonghe launched iced black tea first, followed by Master Kong and Wahaha the following year.
But the first person to eat crabs must have certain advantages.
But in the previous life of Uni-President Group, it seems that Master Kong never made iced black tea.
This chapter is not over yet, please click on the next page to continue reading! "How many workers have been recruited so far?" Lin Zuhui asked with concern.
Hengchang Beverage and Food will be a major employer in the mainland and may have as many as 100,000 employees in the future. This will be Lin Zuhui's confidence and differentiate him from Li Chaoren.
Of course, Lin Zuhui doesn't want to make a lot of money, because he will recently put forward the slogan of "take from the mainland, invest in the mainland" in the name of the Jinmailang brand.
Of course, the slogan is half true and half false. He is the chairman of a listed company, so the slogan is 100% true in the early stage, 70% true in the mid-term, and 50% true in the end (half of the profits will continue to be invested or charity)
, this is already very patriotic!
Zhang Guocheng said: "Currently, 800 workers have been recruited and are being trained by our Xiangjiang management team."
Lin Zuhui immediately said: "Gradually, we need to cultivate our own mainland management talents. They understand the mainland market better than us. A few years after the product is launched, the mainland management team will reach 70%. This is my advice to you! The company is still
We must value talents, care for talents, and be people-oriented. This is my philosophy in running a business, and it is also the philosophy of New Era Group."
He makes money not from the management and employees, but by relying on the company's efficiency to improve the profitability ratio.
The overall welfare of New Era Group is better than other real estate companies, but the profit ratio is higher than other real estate companies. The real reason is that Lin Zuhui's timing and direction are good, and he does not exploit the management and employees.
In the same way, Hengchang Beverage and Food's operations in the mainland follow the same concept.
Lin Zuhui eliminated all the internal friction of Wong Lo Kat and Jiaduobao in his previous life. The original two advertising investments and channels now require one, and it is easy to imagine how much money will be made in the future.
Therefore, he will always pay attention to the welfare of employees.
"We will definitely remember what the boss said!" all the senior executives said in unison.
This is not the first day for you to come to New Era Group, so you all know clearly.
What Lin Zuhui has done, maybe European, American and Japanese companies have done it in the mainland, maybe Taiwan Island Province, Korean companies have done it in the mainland; if they haven't done it, think about it yourself.
The factory is not yet fully operational. It is expected that the first red can of Wong Lo Kat produced in the mainland will officially roll off the production line on May 1, and the product will be launched in Guangdong Province on July 1.
This summer, Wong Lao Kat’s target is Guangdong Province, and the advertising is also in Guangdong Province.
At the same time, factories will be built one after another in eight regions across the country (self-divided regions).
The second stop for Lin Zuhui and his party was to Jiangcheng (Wuhan).
Jiangcheng is a good place with well-developed transportation links. It is New World Zheng Yutong's favorite place to invest. In his previous life, New World Development participated in various infrastructure, renovation, and manufacturing industries in 1993.
Lin Zuhui and his party came to Jiangcheng with the intention of investing in the 'Jinmailang Instant Noodles' factory.
When investing in such an enterprise, the first choice is of course one of the first 14 national-level economic development zones in the country, but Jiangcheng East Lake Economic Development Zone is obviously not one of them.
But there is no way, the first batch of 14 economic development zones are not suitable for Jinmailang.
The reason is: In October 1991, the four Wei brothers in Taiwan raised funds to enter the instant noodles field for the first time and rented a factory in the Jinmen Development Zone. If nothing else happens, in a few months, the four Wei brothers’ Master Kong
It is necessary to launch 'Master Kong Braised Beef Noodles' and become a 'phenomenal' product in one fell swoop.
Because at this time, the domestic instant noodles only had a noodle cake and a noodle packet, which tasted unpalatable. Master Kong’s first sauce packet created a huge sensation in one fell swoop. Distributors placed orders one after another, so that the supply exceeded demand for several years.
Therefore, Jinmailang must win unexpectedly and find his own position.
Take Taiwan Uni-President Group as an example. They also invested in instant noodles in the mainland this year, but they will end up in a disastrous failure; because they launched Taiwan's best-selling shrimp instant noodles as a product, and the mainland did not buy it very much.
Therefore, Lin Zuhui has already thought of a strange way to break through Jinmailang instant noodles, which is to launch ‘Lao Tan Pickled Cabbage Noodles’ in the southwest region (a region that eats spicy food).
In the previous life, this product was developed by Uni-President Group after the turn of the millennium. It was first promoted in the southwest region and then nationwide. This flavor was as popular as the 'braised beef' flavor back then.
Therefore, Lin Zuhui chose Jiangcheng, a place with well-developed connections. It is close to the southwest region, can also eat spicy food, and has similar tastes and customs. It can be said to be the best place to invest.
The reason why we do not invest directly in Shudu and Shancheng is because the high-tech development zones there are not yet mature, and the Jiangcheng East Lake Development Zone was established in 1988.
Jiangcheng.
As soon as Lin Zuhui and his party arrived, they were warmly welcomed and entertained by the officials here. They first had a dinner in the hotel and then had a good night's rest.
The next day, everyone did not go straight to the development zone. Instead, accompanied by municipal officials, Lin Zuhui and his party took a cruise to enjoy the beautiful scenery of the Three Gorges.
The strange peaks and gorges on both sides of the strait, the mighty Yangtze River, and its endless flow make people forget to leave.
While admiring the scenery, Lin Zuhui and his party also talked about investment with local officials.
"Leader, the people we sent to Jiangcheng to inspect also informed me of the situation in the East Lake Development Zone. Even the factory buildings have been promising! So, after last night's discussion, we decided to invest 200 million RMB to establish in the East Lake Economic Development Zone.
'Jinmailang' instant noodle factory. However, you have to give us preferential policies. We ignored the coastal cities and chose Jiangcheng because the environment here is very good."
Because he is confident, Lin Zuhui plans to invest more and build two production lines. They will make bags and bowls.
When the municipal leaders heard about the 200 million RMB investment, they were immediately shocked. Then they heard Lin Zuhui talking about coastal cities and immediately said: "Mr. Lin, don't worry, we are very sincerely cooperating with our friends in Xiangjiang and will give Jinmailang the maximum
preferential policies.”
This chapter is not finished yet, please click on the next page to continue reading the exciting content! Any preferential policies will naturally be discussed by subordinates.
In fact, Jin Mailang's team did not inspect other places at all. They had been inspecting Jiangcheng.
"Jiangcheng is really a blessing to the people to have parents like you. I believe that more and more Hong Kong investors will choose Jiangcheng to invest because the transportation here is developed and the prospects are limitless!"
"Then please Mr. Lin, please promote our Jiangcheng more and introduce it to your friends in Xiangjiang!"
"sure!"
The exchanges between everyone were very pleasant. As a Hong Kong investor, in this era, it is basically a sideways business, and Lin Zuhui is the largest Hong Kong investor and a patriotic businessman, so naturally he can get the best treatment.
Touring the Three Gorges and singing karaoke, this is what Lin Zuhui did during his trip to Jiangcheng.
Of course, discussions and negotiations began on the boat. Du Huilun, president of Jinmailang Company, and Luo Wenxiang, president of Hengchang Beverage and Food, negotiated with city officials on behalf of Lin Zuhui.
Lin Zuhui chatted with municipal leaders, sang songs, and enjoyed the scenery of the Yangtze River and both sides.
But after getting off the boat, Lin Zuhui went to East Lake to inspect it and immediately signed an investment agreement with Jiangcheng, which was quite refreshing.
Before leaving, Lin Zuhui summoned the senior staff of Jinmailang's team for a meeting.
"The sauerkraut factory must also be modernized and managed well! After the product comes out, we will be the first batch of customers!" Lin Zuhui said.
A journey of a thousand miles begins with a single step. Do it right at the beginning to avoid getting into problems in the future.
Of course, there will still be "Tukeng pickled cabbage" time in the future, but it will not be the Jinmailang brand; the impact will definitely be there, but by that time Jinmailang will already have various flavors, and soup masters will also sit up.
Du Huilun said: "Okay, I remember it!"
Lin Zuhui has informed the team about the product ‘Jinmailang Laotan Pickled Cabbage Noodles’. Now the Jinmailang team is setting up a production line, developing the product, and striving to launch it early next year.
Research and development is also underway in Xiangjiang, but mainly on the taste of the noodles, so Lin Zuhui's work is almost completed.
According to the current progress, the product will definitely be launched on the market next spring. At that time, Master Kong may not even be sold outside the Beijing-Tianjin Wing.