"If our national football team can reach the top of the world, no, as long as we can enter the semi-finals of the World Cup, I am willing to give a big discount. He Changchuan, a beer boss who is a part-time World Cup fan, sighed with a melancholy face.

"No, why don't you wait for the national football team to qualify for the World Cup before you say this, what are you daydreaming about now?" Qi Zheng said mercilessly.

In exchange for a rather neat sigh in the conference room.

Qingyuan Beer will become the first listed subsidiary in the Jiagu system, and a consensus was reached after a small discussion with the management at the headquarters.

But when it comes to the "beer shortage" that allowed Qingyuan Beer to establish its international status and the well-timed World Cup...... The former is okay, the Jiagu people are dancing with their eyebrows; the latter plus the national football team, the Chinese are all eyebrows.

He Changchuan even said that if the national football team can reach the top of the World Cup this year, he can sell Qingyuan beer crazy in the world.

That's not a lie. The fire of German stout beer in the 60s and the popularity of Belgian monasteries in the 80s are the most obvious benefits of football.

Because their national team won the World Cup and gained a large number of fans, at the same time, the fans who supported them would buy their beer, similar to the behavior of music festival fans buying musician merchandise.

However...... Domestic beer is still sold in bars by other people's World Cups.

"Forget it, let's talk about something happy. Qingyuan Beer's revenue in the first quarter was 24.7 billion yuan, and its net profit was 3.45 billion yuan, an increase of 40% over the same period last year...... But the second and third quarters of each year are the peak seasons for beer consumption, and this year there is a beer shortage and the World Cup, and our performance is worth looking forward to......" He Changchuan coughed lightly and said with a smile.

Someone made a "hey-yo" sound, causing a soft laugh.

Wang Yuye also smiled and said: "In this way, it seems that in a year or two, you will be able to earn back this year's acquisition expenditure." ”

In order to win the assets sold by international beer giants such as AB InBev and South Africa's Miller, Qingyuan Beer has spent an unprecedented amount of nearly $10 billion on acquisitions this year.

Although there is still a considerable gap compared with foreign aircraft carriers such as AB InBev, Qingyuan Beer is already a formidable "battleship", which can be used to play with multinational companies in the world's beer sea.

The quadrennial "World Cup" is a grand event for hundreds of millions of fans around the world, and it is also a season for brewers to increase brand awareness and reap profits. In Brazil, Qingyuan Beer maintains a strong competitiveness.

"Our overall market share in Brazil has soared to 11%, and our share will continue to grow rapidly as Brazilian breweries expand. Another point is that we also won the right to sell alcohol in the World Cup stadium. He Changchuan raised his head and said.

Qi Zheng sighed: "Then Budweiser InBev is still angry?"

The crowd laughed.

Since 03, Brazil has implemented the "stadium alcohol ban", and it is forbidden to sell any alcoholic beverages within 200 meters of the stadium and its surroundings, and fans who use alcohol to make trouble are prohibited.

But Budweiser is the official sponsor of the World Cup, and in order to protect the interests of the big financiers, FIFA (FIFA) has both soft and hard. At one point, the Secretary-General stressed that beer was sold at the stadium, and the host country "kicked them in the ass" if they did not agree; Eventually, the Brazilian government gave in, and during the World Cup, Budweiser was temporarily allowed to sell its branded beers in the stadium.

How much money did the sponsor boss spend and how much effort did he put in to make the Brazilian stadium open for selling alcohol? Unexpectedly, Qingyuan Beer took the opportunity to take a ride and squeeze in. Moreover, compared with the "featureless" Budweiser beer, Qi Zheng has a hundred reasons to believe that the sales of the ice source series beer with its own "iced" effect will be much better than Budweiser!

He Changchuan also thought so, so he was very tough on this condition, and finally AB InBev still pinched his nose and agreed: "From this, it can be seen that AB InBev is shrinking more decisively than we expected, and the problem may be more serious than we expected." ”

As mentioned earlier, the production of hops in the United States in the past few years was not ideal, resulting in the serious consumption of Budweiser's physical inventory of hops. Although in exchange for benefits, Jiagu agreed to supply some hops, even if it was supplemented by Jiagu, it could not make up for AB InBev's shortage.

At the end of the day, it all came too suddenly. The World Cup comes at a time when the beer industry is experiencing brutal production cuts and a dramatic competitive landscape, and the giants are heartbroken about the cuts before they have had time to taste the joy of the World Cup economy.

This also gives Chinese beer brands an opportunity to catch up.

Qingyuan Beer's capital expenditure of tens of billions of US dollars, such acquisition projects, and such costs are unimaginable for other domestic brewers.

But they also have their own way of expanding.

Tsing Beer used the international talents it had cultivated over the years to acquire several small and medium-sized breweries in Southeast Asia and South America that were not well run or went bankrupt, and quickly entered new markets with local brands.

Snow Beer does not have much international experience, but through the network of its parent company Hua Yan, it has granted the right to commercialize the Snow Beer brand to European brewers, and opened up overseas markets through joint ventures.

Yan beer is the most bitter haha. Whether it is capital, talent or channels, it is not as good as the first three, and it is more to fill part of the vacated share of Heineken and Carlsberg in the Chinese market and strengthen the local offensive......

But in any case, at this time, domestic brewers are enjoying orders from all over the world, and machines are running at full speed, and bottles of beer are being quickly delivered to consumers around the world. The prosperity of wine rolling out and money rolling in makes the older generation of beer industry people think of the domestic beer market from the 80s to the 90s, with the same snowflake-like orders and the same crazy influx of capital.

Of course, there are also cruel elimination of the weak and the strong after the good days.

In Qingyuan Beer, there are not many people who have experienced the last good era, but the people of Jiagu in the new era with a more long-term vision are already thinking about the situation after the good years brought about by the "beer shortage".

He Changchuan restrained his smile and reported with a little seriousness: "During the World Cup, we want to let the trademark, taste and concept of Qingyuan Beer cling to the tip of the tongue, stomach and mind of the fans; This World Cup is likely to be an important force in shaping the beer industry......"

Wang Yuye nodded approvingly: "At least in the South American market, led by Brazil, this year should be established." ”

Qi Zheng thought for a moment and reminded: "In the later stage of the World Cup, you might as well increase the investment in Europe." ”

"Boss, do you think that this year's World Cup champion will be a European team?" He Changchuan reacted quickly.

Qi Zheng nodded and scolded: I don't think so, I just know.

"No, the Brazilian team has taken advantage of the time and place, and it is very likely that they will win the cup on home soil. ”

"Not necessarily, there are so many strong teams in Europe, the last one was Spain, I guess the championship still belongs to the European ......"

The "emperors who understand the ball" in the high-level also discussed it with great interest.

Qi Zheng looked sympathetically at the old Wang who was optimistic about the Brazilian team winning the championship - conceded 5 goals in 18 minutes, and the host set a record for the largest score loss in the history of the World Cup semifinals; even if no matter how imaginative the screenwriter is, he can't write a 1:7 script, but the reality is what happened.

Qi Zheng doesn't care what the mood will be at that time, but the sales of beer in Brazil will definitely have an impact - because after the loss, Brazilians will use wine to drown their sorrows, but more will definitely cry to themselves.

However, Qi Zheng only mentioned it simply, and the others also behaved very easily.

Anyway, it's all about making other people's fun, anyway, Jiagu's business has taken a ride on the Brazil World Cup, so there is no reason not to make money, it's just the difference between earning more and earning less.

......