In the conference room, senior executives of the LEIT Group and the management of the 'Xtep' sports brand gathered together to listen to Lin Zuhui's instructions.
The development focus of the 'Xtep' sports brand is on the mainland, and its pricing is suitable for the mainland. After a few years of development, it can take advantage of the difficulties of 'Fila' to gain global brand rights.
For sports brands, Lin Zuhui feels that his biggest advantage is the development of ‘added value’, that is, the selection of spokespersons; in addition, maybe he can provide some suggestions on design.
Of course, LEIT Group is a mature and excellent clothing group company with abundant internal talents, perfect system management, strong financial strength, etc.
With so many advantages, it would be unreasonable if it cannot beat Anta; even Nike and Adidas will have a strong rival in the future - Fila.
Lin Zuhui glanced at everyone, and then began to say: "Now the meeting will begin, and the entire meeting must be kept confidential."
"Yes, boss!" everyone said in unison.
Lin Zuhui nodded and said:
"The Xtep sports brand is mainly developed in the mainland. The price is set at the same level as the Li-Ning brand in the mainland. It is no problem if it is slightly higher."
"I have three points of understanding about sports brands: first, it is added value, that is, the value increased by celebrity endorsement. Xtep Sports brand needs to complete endorsement contracts with mainland female football player Sun Wen and male table tennis player Kong Linghui, and secondly, it will sign contracts with mainland women's football player Sun Wen and male table tennis player Kong Linghui.
Find a couple of male and female celebrities among the celebrities. The conditions must be young and energetic entertainment stars who are popular in the mainland, and adopt the endorsement model of cultural and sports stars.”
Everyone quickly wrote it down. In their hearts, Lin Zuhui was God, and his words were the wise words.
"How many years is a suitable time to sign a contract?" Xtep President Li Zhenlong asked.
"Mainland sports stars sign contracts for 8 years, and Hong Kong artists sign contracts for 5 years." Lin Zuhui said without hesitation.
"OK"
He has taken the time to consider these issues. Sun Wen is the main player for the silver medal in the women's football team at next year's Olympic Games. She was even praised by Feng Gong in a 1997 skit. She is definitely famous enough; and Kong Linghui is a representative figure of national table tennis. As a national football player,
The influence is also large enough.
It can be said that with just these two endorsements, Xtep will become popular in the mainland.
Then, Lin Zuhui said: "This is the first point. I thought of an advertising slogan for Xtep, 'Xtep, feels like flying.' You can use this! The entire marketing model follows the model of 'Star CCTV'.
Expand the market in second-tier cities and then kill third-tier cities.”
Everyone's eyes lit up. It was simple and catchy. This was the essence of the advertising slogan, and what the boss said was undoubtedly in line with it.
As for expanding the market from first- and second-tier cities, everyone is very confident. We are not going to the United States to compete with Nike and Adidas. Mainland companies are just beginners, and there are competitors for Hong Kong capital.
"The second point is technology and technology elements. If you want a sports brand to develop forever, rather than to make quick money, then you must have your own core technology, so the company must persist in this aspect and invest in R&D funds every year, and the proportion must be
A little bigger. Look at how high the kangaroo jumps. Can we carry out long-term research and development of bionic technology? This may be the direction in the future. Please pay attention to this. In terms of other technologies, we need to learn more from big European and American brands."
"The third point is that the quality system is the key point. We adopt the OEM model, so the quality must be guaranteed."
"Okay, just remember the three points. I hope that 'Xtep' can be listed on the market within half a year! In terms of funds, the company will give you the greatest support; in terms of sales, we will set up our own stores in first- and second-tier cities as soon as possible.
Franchise stores must be stricter; in terms of management, the mainland’s local talent system must be greatly utilized.”
LEIT Group has mature sales channels in the mainland, so it is very fast in this regard.
"Okay, boss!"
Next, the conference room entered into reporting and discussion. Overall, Lin Zuhui was very satisfied with the current progress. Four months after its establishment, the company already has the ability to design sports shoes. If the time is right, Lin Zuhui also plans to instruct designers to try several other models.
Styles I can remember.
In mid-October, Dicos, which had been operating in China for more than a year, was unable to adapt to the local environment, so Hengchang Beverage and Food Group acquired the operating rights in the Mainland, Hong Kong and Macau for US$20 million.
Hengchang Beverage Food started pursuing Dicos two years ago, but at that time American Dicos wanted to operate in China and opened its first branch in Shudu.
Beijing.
Lin Zuhui attended the high-level meeting of Hengchang Beverage and Food Group. This group is a key industry of Hengchang Holdings. It is not polite to say that this group will be ranked among the world's top 500 companies in the future if taken alone.
Jinmailang instant noodles/tea beverage series (black tea, green tea, jasmine tea), Red Bull, Wanglaoji, Nongfu Spring, Dicos, five brands.
The presidents of major brands gave Lin Zuhui detailed work reports, and the overall development was better than expected.
Wong Lao Kat has entered the mainland market for three years, and its annual sales have exceeded 100 million RMB (very impressive); you must know that this is a niche, targeted drink. In the final analysis, Wong Lo Kat’s marketing is very successful, regional
Sexual advertising, eye-catching red can trademark, catchy advertising slogans, accurate market positioning; especially during the floods in South China last year, Wong Lo Kat donated 10 million, which is even better advertising, including Wong Lo Kat also attaches great importance to student aid
public welfare activities.
Red Bull was only officially launched in the first half of this year and is still in preliminary development. This is also a niche, targeted drink. Lin Zuhui plans to develop steadily and gradually increase brand awareness and market acceptance.
Nongfu Spring currently occupies a position in China's bottled mineral water market and is developing very fast; its marketing is very good and it is expected to become the dominant domestic bottled water company in a short time.
This chapter is not over, please click on the next page to continue reading! Jinmailang instant noodles and Master Kong are one of the two overlords of instant noodles in the mainland. Both parties claim that they are the number one in sales; in fact, Jinmailang’s sales are still higher than
Master Kong mainly has early channels and financial advantages.
Jinmailang Tea Drinks currently has very good sales and occupies an important share of the beverage market. In the tea beverage market, it is a well-deserved dominant position. Master Kong and Uni-President Brand are all later imitators.
Dicos was just acquired and has not developed yet.
Lin Zuhui asked: "Has the development plan for the newly acquired Dicos been drawn up?"
Luo Wenxiang said quickly: "We have already made a plan! At present, we have dispatched 30 talents from the group to Dicos. The specific plan is: invest 50 million US dollars to improve the operating system, improve the management system, and re-establish the CIS system.
Make it a member of the five major brands under the company. In terms of stores, we plan to follow the footsteps of KFC. Where they open, we will open there, creating a cluster effect. Although they are all fried chicken, because Dicos fried chicken uses an open pan to fry
The chicken nuggets are made from scratch, so the chicken nuggets are golden, crispy, juicy and juicy, which is a sharp difference from KFC’s fried chicken, which is most famous for its crispy fried chicken.”
Lin Zuhui thought for a while and said: "I suggest you start from the second-tier cities and avoid the first-tier cities. The reason is that the rent in the first-tier cities is too expensive and you may not be able to make money; and, depending on what you mean, you plan to open a larger store. This way
It is even more difficult to make a profit. Therefore, it is most practical to avoid the four major cities of Beijing, Shanghai, Shenzhen and Guangzhou."
Everyone was immediately surprised. You must know that in their hearts, Lin Zuhui is an omnipotent strongman; the four major brands such as Jinmailang, Wanglaoji, Red Bull, and Nongfu Spring can be said to be targeting the top domestic brands.
Luo Wenxiang immediately said: "Okay, we remember it!"
The boss's words are still trustworthy.
Lin Zuhui nodded and continued:
"Not entering first-tier cities for the time being does not mean that the company's financial strength is poor. Therefore, this second-tier city is a provincial capital city plus an important coastal city. You can choose 20 to 30 cities and open 100 stores in 2 to 3 years at a unified price.
, unified signboard, unified service, unified taste, unified decoration. 'Unification' is the biggest advantage compared to mainland restaurants."
"In a city like Hangzhou, it must be located in a good store near the West Lake. Even if such a store is not profitable, because it is a scenic spot, it can save us a fortune in annual advertising fees."
"Select stores in need and conduct individual 24-hour operations."
"All stores must not chase customers away under any circumstances. This will be the culture of Dicos."
"Taste must be localized, and an investigation team must be set up to analyze the tastes of mainland people and make improvements."
Many opinions were expressed in succession, and the executives quickly recorded them.
Lin Zuhui nodded with satisfaction. He had been in business for so many years, so his level was naturally very high. He also had experience in his previous life. When the two were combined, he formed a very good idea.
To put it bluntly, Dicos in this life will definitely develop better than in the previous life, and may even be close to the share of KFC.
One of the most important reasons is that Lin Zuhui often eats KFC in the Mainland with his children to learn about food varieties, tastes and other elements of success.
Of course, food issues will be slowly involved later. He also needs to decide what products to launch based on market research reports.
For example, in his previous life, he loved to eat KFC’s ‘Beef Burger’. How is beef accepted and consumed in the Mainland at this time?
Is it appropriate to launch egg tarts now?
All kinds of things require market research before Lin Zuhui gets involved.
Lin Zuhui personally participated in this meeting, and the presidents and senior executives of each brand felt that they had benefited a lot. They praised the boss in his heart as the "God of Management" and the "God of Almighty". Every word was focused and there was no nonsense.
Then, Lin Zuhui said: "When will Jinmailang's 'Tang Da Ren' be launched on the market?"
The Tang Daren brand had been prepared as early as two years ago, but Lin Zuhui had higher requirements and was not in a hurry. After all, the domestic high-end market did not have much potential.
Jinmailang President Du Huilun said: "It will be officially launched in Asia on New Year's Day, and all preparations are in place."
Lin Zuhui nodded. Since it is a high-end brand, it is naturally sold in Chinese areas because the taste is similar.
"Nongfu Spring brand also needs to prepare a high-end mineral water brand, let's call it 'Baisui Mountain'. Let's go to Luofu Mountain in Guangdong Province to inspect the first base!"
Nongfu Spring President Yu Haima said: "Okay, I will prepare as soon as possible."
Lin Zuhui said: "Don't worry, I still have a task for you!"
"Boss, tell me!"
"Nongfu Spring has established a research and health institution similar to the 'Yangshengtang'. It can consider researching health businesses and producing health care products. What I'm talking about is that it must have real technology products and don't fool people."
Everyone smiled. As a boss, he would naturally not do such a harmful thing.
"No problem. If we don't have good products, we would rather not produce them. This organization can still serve the mineral water industry!"
Lin Zuhui nodded and continued: "Nongfu Spring will also launch a juice series, and you have to prepare for it!"
Nongfu Spring's bottled water has been on the market for more than a year, and has achieved great results. This makes Lin Zuhui even more convinced that as long as the water quality is good and the channels are good, the rest depends on advertising.
Undoubtedly, Nongfu Spring's "Nongfu Spring is a bit sweet" and "We don't produce water, we only act as porters of nature" are simply the magic weapon to win.
Yu Hai was shocked. The more products there are, the bigger Nongfu Spring's business will be, and he will naturally benefit from it.
"Well, I'll prepare as soon as possible."
Finally, Lin Zuhui said: "The advantages of Hengchang Beverage and Food are very obvious. I don't think I need to tell you more. You just need to work harder and use your brains more, and we will soon become a world-class enterprise. In addition to those advantages,
The retail group under Hengchang Holdings has already developed in Magic City and Pengcheng. In the future, we will also be able to control terminal channels, which is our advantage."
This chapter is not over yet, please click on the next page to continue reading! Everyone was immediately pumped, the entire industry chain was completely laid out, and the conditions for Hengchang Beverage and Food were simply great.
Everyone is also a little surprised. You must know that the mainland is currently under retail control, and it is difficult for foreign capital to enter. However, the fact that Xishiduo convenience store and Yonghui Supermarket can enter Pengcheng and Magic City is obviously due to Lin Zuhui's strong background.
In fact, everyone's guesses were not entirely correct. Even if Lin Zuhui had a strong background, it would be impossible for him to develop his retail business in the mainland. Therefore, he has currently obtained retail licenses in two cities, and he entered the market through a joint venture.
Of course, Lin Zuhui originally didn't value the retail industry in the mainland because he couldn't make much money; but he had to develop because he had to master the terminal sales channels, and the products of Hengchang Beverage and Food could be 'unbridled'.
For example, the White Elephant instant noodles in the previous life were not sold in most supermarkets; when the "emotional brand" advertisement was released and people walked into the supermarket to support it, they found that it was not sold.
Of course, that situation is also because Baixiang instant noodles have not had a market for a long time, so some supermarkets decided not to put them on their shelves; or they did not pay the supermarkets.
In short, Xishiduo convenience stores will focus on development in the mainland in the future. As for Yonghui Supermarket, they may not necessarily focus on development. Profitability issues must be considered.
In the previous life, PARKnSHOP, a supermarket owned by Li Chaoren, failed in the mainland. This is a good example.
As for opening small and medium-sized supermarkets in the mainland, local companies generally have an advantage; for large supermarkets, international brands have an advantage.
Only convenience stores are a viable retail model.
Jinmailang and Master Kong are two major enemies of mainland instant noodle companies. Master Kong first invented 'Braised Beef Instant Noodles' and occupied the Beijing-Tianjin area. Jinmailang invented 'Laotan Pickled Cabbage Instant Noodles' four months later and occupied the Southwest and Central Plains regions.
.
Next, Jinmailang began to 'copy' the braised beef flavor, and Master Kong also copied the Laotan pickled cabbage flavor, and the two families started to compete with each other.
Jinmailang's advantage was its financial strength, but then Master Kong returned to Taiwan to raise money and keep up with the pace of development. As the two companies competed, Unification suddenly lost much strength.
Later, Jinmailang successively invented three profitable products: iced black tea, iced green tea, and jasmine tea. Master Kong copied all of them without missing a beat. However, Jinmailang’s advertising model for these three drinks was better than Master Kong’s and currently dominates the market.
Sales volume is significantly ahead.
Dingxin Group.
The four Wei brothers were sitting in the office, discussing the acquisition of Dicos.
The boss Wei Yingzhou said: "We missed the opportunity. If Dicos is acquired by us, we will definitely be able to build a second 'KFC' in the mainland. However, we cannot back down. We have three industries: foreign fast food, cakes and beverages, and retail.
We need to develop and build a huge group.”
Wei Yingjiao, the second eldest child, said: "However, Hengchang Beverage and Food is very powerful. Backed by Hengchang Holdings and New Era Group, it is indeed a difficult opponent. Not only are we not as good as them in advertising and marketing, but also in terms of financial strength.
It’s too far off.”
Wei Yingzhou immediately said: "So next year, Dingxin Group will be listed in Xiangjiang. Through raising funds, our financial strength will no longer lag behind."
"Yes, go public. Only in this way can the company truly develop and grow!"
"Lin Zuhui also used listed companies to become the richest man in the world today."
For a time, the four brothers quickly agreed to list the company in Hong Kong to raise funds and achieve the development of the company.
However, these people do not understand how powerful the Hengchang beverage and food companies Nongfu Spring, Wanglao Kat, and Red Bull will be in the future.
Only then did they realize that compared with Hengchang Beverage and Food, Dingxin Group was not yet qualified.