International gaming?

In the summer of 2010, the "ice source" storm created by Qingyuan Beer went to sea did bring unknown changes to the world beer pattern.

When Qingyuan Beer stepped out of the country, its main rival became a world-class beer giant.

Especially in the Southeast Asian market, the industry giants who have felt the strong impact of Qingyuan beer have all set their sights on this young but ambitious new opponent.

At the group headquarters of Asahi Beer, the king of beer in the island country, President Akegi Koji read the group's overseas business report with a gloomy expression and sighed: "It's not good!"

He looked up at the behemoth in the east, as if he had seen a formidable opponent rising!

- This was not the first time he had heard of Qingyuan Beer, but it was definitely the first time he felt the painful threat of Qingyuan Beer.

Last year, Asahi Brewery Co. Ltd. acquired a 19.99% stake in Chinese beer giant Tsingtao Brewery from AB InBev, making it the second largest shareholder of Tsingtao Brewery, and in the same year, Qingyuan Beer became the king of Chinese beers.

He had hoped to use Tsingtao Beer's well-developed sales channels to drive sales of Asahi Group's beer products in China, and Asahi Group could also help Tsingtao Beer in the Southeast Asian market.

But after a year, Xiaolu Mingshan found that he really thought too much.

Qingyuan Beer has launched a rapid expansion strategy in China, with more than 40 breweries, a total of nearly 40,000 employees, and a beer output of nearly 10 million tons, accounting for 20% of China's beer production.

In this situation, Tsing Beer is simply not able to do its job, and the taste style and price of Asahi Beer are obviously not pleasing in China, and it has not even made a wave.

——The stake in Tsing Beer has become a chicken rib, no wonder AB InBev gave up so decisively.

But before Xiaolu Mingshan had time to regret it, he found that Qingyuan Beer had burned the war to Southeast Asia.

At this moment, he wanted to scold his mother.

In the context of the shrinking domestic market, Japanese beer companies have accelerated the pace of entering new countries in Southeast Asia, intending to build emerging countries in Southeast Asia into "overseas base camps".

But now, the "overseas base camp" has been overturned by the Chinese - Qingyuan Beer, with a magical product, punches the "ground snake" and kicks the "river dragon", and its market share in Southeast Asia has soared.

Xiaolu Mingshan once again carefully browsed the report's description of Qingyuan Beer's trump card for expanding its territory - "Bingyuan" series of beers, and fell into deep thought.

At present, the beer industry is monopolizing on a global scale, which is showing a state of "chair game". In other words, there are not many residual beer companies worth acquiring now. This makes it impossible for the Asahi Group to give full play to its advantages in corporate mergers and acquisitions.

Besides, the volume of Qingyuan beer is no longer inferior to Asahi, and of course I don't have such a big appetite, but will the product "Bingyuan" beer be an opportunity?

......

In New York's East 46th Block and Park Avenue, a very high and compact place, next to JP Morgan, Metropolis, 10 minutes drive to the New York Stock Exchange and Wall Street.

This is the real "headquarters" of AB InBev, the "boss" of the world's beer.

Although AB InBev is headquartered in Belgium, in fact, it should be called an American company - stripped of the coat of beer, AB InBev is actually a financial company, to be precise, a capital company.

You must know that capital is a goblin, and it needs to be adsorbed on an entity in order to extract the surplus value of labor and grow bloodthirsty. Now, this goblin has his sights on Qingyuan Beer.

"I think this will be our strongest competitor in the future," Brito, the current president of AB InBev, said seriously to AB InBev's largest shareholder, Brazil's legendary billionaire Lehman.

For Southeast Asian economies, a combination of favorable conditions, including demographic factors, has attracted the salivation of major beer giants, including AB InBev, with strong growth prospects for beer consumption.

But now the focus is not on the Southeast Asian market, but on Qingyuan Beer, which has demonstrated its super competitiveness in the Southeast Asian market.

The 70-year-old Lehman's eyes narrowed, and the information about Qingyuan Beer flashed in his mind.

In 04, when Inbev Beer Group's predecessor, Interblue, acquired the American beverage company and established its dominance in South America, Qingyuan Beer was just starting;

In 08, when Anheuser, the parent company of Budweiser in the United States, was taken over by him, and the merged AB InBev became the world's largest beer company, Qingyuan Beer began to emerge;

In just two years, AB InBev has not yet completed the integration, but Qingyuan Beer has completed its advancement in the Chinese market and began to expand around the world.

"How are we doing in China?" Lehman asked first.

"It's not going well. Brito paused, adding, "Our main high-end and ultra-high-end markets in China have been strongly blocked by Qingyuan Beer. ”

"Can we replicate the 'Ice Source' series?" asked Lehman again.

With Lehman's sharp vision, it is not difficult to see that the "Ice Source" series of beers is the biggest threat to AB InBev.

This product is too competitive, with its own "ice" effect and cheap, think about it, this is in many low-end markets that lack electricity and refrigerators, what kind of "big killer"?

It is true that AB InBev pays more attention to the high-end market, but it does not mean that it can watch the low-end market lose completely.

But Britto shook his head: "According to the information we have so far, it is difficult! Because Qingyuan Beer has mastered the most critical hop raw materials." ”

Lehman looked up and said softly, "In that case...... Are you sure you can buy Qingyuan Beer?"

Britto didn't have any surprises.

In the beer industry, AB InBev can be said to be "Cao Cao", which does not only refer to its "treacherous", but also refers to its courage and ambition to achieve hegemony.

There is a saying that the birthplace of the beer industry is in Europe, the best beer is in Europe, and the largest per capita beer consumption is in Europe, but the largest beer company is not European.

A very key reason is that Europeans can make wine, innovate products, and perfectly meet the pain points of consumers in marketing, but in terms of capital operation, they are not as good as the Americans or Brazilians who have been fighting in the mall for a long time and have a slightly wild business style.

- AB InBev's largest shareholder, Lehman, is Brazilian, but it really stepped onto the world stage because of its acquisition of Budweiser, the world's largest beer company, and the securitization of industry capital.

What scares competitors the most is that AB InBev is a skillful "snake" strategy - using leverage to make acquisitions, and then cleaning up the management team with iron and blood, cutting unnecessary expenses in the original team, infinitely squeezing costs, and rebuilding a super management team, rebuilding the brand, accumulating funds, and accumulating strength for the next acquisition.

But this time, after a long silence, Britto said, "It's also difficult...... Moreover, if we want to take Qingyuan Beer, we must be prepared for heavy bleeding. ”

"As long as you can strangle the biggest opponent in the future, it's worth the price!" Lehman waved his hand, and he liked to say bluntly to the most prominent general who helped him achieve beer hegemony, "We have all succeeded in buying Budweiser for $52 billion, will we pay a greater price to win a Chinese company?"

At this time, his eyes were shining with blood, where was half old, and he was completely heroic.

Brito's eyes flashed, and he said slowly: "I'm afraid...... We do have to pay a bigger price!"

......