When Comrade Lao Pei was young, he had the dream of expanding his own distillery and making it a well-known liquor brand in the country.

A dream is a dream because it's so hard.

Socialism slaps in the face. The current Peijia distillery is still huddled in Chongqing, which is very revealing.

Even today, the shrinking market and the squeeze of inventory have made it almost impossible for wineries to form a good cycle.

If it weren't for the last resort, the fifty-year-old Pei Ju wouldn't be able to talk about juvenile madness, and run to the imperial capital to find Han Jun to cooperate.

That's the previous article, and I won't talk about him.

It is said that after the National Day, Han Jun sent technicians to Yudu to do research on the liquor of Peijia Distillery.

Now we can still sit together and talk happily, which shows that the two sides have the intention to cooperate.

The cooperation between the distillery and the distributor can be very simple, the distillery gives the sales rights to the distributor, who promotes it externally.

Percentage based on sales. Either the east wind overpowers the west wind, or the west wind overpowers the east wind. It depends on who is strong.

The cooperation between the winery and the distributor can also be very difficult, and the difficulty lies in how to do it well, become bigger, and stronger.

And this is exactly what bothers Pei Ju and Han Jun.

Zhao Punctuality, who had been silent, did not miss their topic, and also understood Han Jun's purpose for finding him.

There is a way that [the authorities are obsessed with bystanders]. Zhao Punctuality's current role is that of a bystander.

It just so happened that Zhao Punctual really had some inspiration. To be exact, it was an idea, after he received a call from Han Jun from Mount Tai on National Day, he began to think about this problem.

After deliberation and consideration, there is some simple research work. Zhao Punctual naturally has at least some reference for his own ideas.

As for whether it can be in the eyes of these two [authorities], then another matter will be counted.

After all, in the liquor industry, Zhao Punche is a rookie.

······

Da Da Da 、、、

Han Jun tapped on the table, raised his hand, drew a circle, and looked at Zhao Punctual and circled the three of them in it: "You must have guessed the reason why I came to you specially to find you." Mr. Pei and you, me and you, we are not an ordinary relationship, I will save the routine. Get straight to the point.

A few days ago, I went to Yudu to inspect Mr. Pei's winery. Not bad, more than I expected, to be exact.

I have been in the liquor business for 20 years. Although he is only a second-hand dealer, he still has some resources in hand.

My resources are all on the traditional channel. I don't know much about what you said about e-commerce and new media promotion.

Now we are thinking about trying the waters of new media promotion. What is the effect of advertising on TV stations? If it does, Mr. Pei and I are going to give it a try.

It's too expensive, it's just tens of millions of dollars, don't even think about it. What can't you do with that spare money?

On the premise of guaranteeing the effect, the cheaper the better. You work in a TV station, not to mention that you have channels in this area, you should know about this aspect. Give us ideas. ”

Zhao Shoushi said directly without thinking: "Advertising will definitely have an effect, if it weren't for it, there wouldn't be so many advertisers throwing money into it." But if you can expect it to skyrocket your sales, that's hard.

A significant part of this investment is to increase the purchase intent of the potential customer base. Won't give us sales anytime soon.

Now that the times have changed, the wine fragrance is not afraid of the deep alley, and the set has long been out of the market. Even if the return on advertising investment cannot be accurately calculated. But it is still the most convenient, direct and convenient way to promote at present.

It is definitely necessary to do it, but how and to what extent it is still to be discussed. If the advertising volume is too small, it is likely to be a rain on the sea. Don't set the tone too high, the steps are too big and it's easy to pull the eggs. ”

After a pause, Zhao Punche stretched out an index finger: "According to my plan, next year's advertising investment cannot be less than 1000W." It could be even higher. ”

1000W. It's easy to say, it's just a few characters.

But if the real money is paid out for 10 million, it is estimated that everyone's heart will be stunned.

Zhao Punctual doesn't have 10 million, and he doesn't need to pay for it, he can say it lightly.

But Pei Ju has it, and paying 10 million is enough to feel distressed. Not to mention that there is a [higher] behind 10 million.

Pei Ju didn't know how much higher this [to be higher] was. But he knew his blood pressure was going up.

Three years ago, Pei Youqing was going to study in the imperial capital. Out of consideration for the future and the idea of investment, I bought the house I live in now.

The down payment for a house of 120 square meters was 80W, and the installment of 160W for 20 years was only 300W.

Today, three years later, the house is worth 500W.

In less than three years, the value has increased by 200W. An average of 70W a year. Compared to the down payment of the upfront investment, it is almost 100% profit.

Even if it can't be exchanged for real money, it doesn't affect Pei Ju's pride in this investment.

Because of this, he is still more concerned about the housing prices in the imperial capital. At present, the housing price in the third ring road is 4W+.

The house price of the fourth and fifth ring roads is 2W~3W+.

1000W can be exchanged for several houses, and Pei Ju is a little bit uncountable.

How much pressure 1000W of cash is on his own distillery, Pei Ju is very clear.

If you can't get the effect you want, such a large amount of money flow is likely to become the last straw that breaks the camel's back.

(⊙o⊙)... , the last bullet.

Pei Ju, who was full of worry, glanced at Han Jun vaguely, wanting to see what his attitude was.

was a little surprised, because Han Jun didn't have a trace of embarrassment on his face except for thinking.

Han Jun directly agreed: "Yes, this amount is within my psychological acceptance." But you have to be careful in this matter and try to spend every penny wisely. ”

Han Jun, who gave an affirmative answer, turned his head to look at Pei Ju and said, "Mr. Pei, I think this preliminary investment is still very necessary." However, since we are working together, your opinion is also important. ”

Pei Ju's attitude is definitely not a happy agreement but also a categorical refusal, but he is hesitant about this almost child's play decision to advertise.

If you don't know that Zhao Punctual has another relationship with you, you really have to wonder if these two brothers are doing tricks and want to cut themselves off as leeks.

Han Jun's attitude was very clear, so that Pei Ju would not be able to fold his face in public, and said in a tactful tone: "My opinion is the same as that of Mr. Han, as long as it is beneficial enough for us, we must not be stingy where we should spend." It's just that after all, it's 1000w, so we'd better plan a direction in advance. ”

"Brother, it's angry. ”

Han Jun, who gave a thumbs up, suddenly sighed: "Mr. Pei, the punctual sentence [times have changed] touched me deeply.

You're pretty close to punctuality. But I don't have a relationship with him either. You may not like to hear it, but maybe I know more about him.

Since he dares to ask us for 1000W, then he will at least spend 2000W worth it for you. I'm still a little confident in this. ”

After glancing at the noncommittal Zhao Shoushi, Pei Ju was about to speak, but was interrupted by Han Jun: "Don't worry, Mr. Pei, I'll tell you a little story." Longjiang Homestead, like us, is a strong aroma of sorghum wine, and they also want to promote their own brand.

Advertising agencies introduce them to place ads in a movie. The asking price is 300W, which can be discounted by 10%. Lao Liu in Longjiang found a friend and said that if 200W could be taken down, he could sign a contract immediately.

But who wants to reply the next day, the advertising company will reply, let alone 200W, there is no chance of 300W entering the game. A winery took down the list of product placement with a phone call. Guess how much this distillery costs?"

“300W？”

Han Jun's index finger crossed and compared a [ten] figure, and said in a deep voice: "10W." Just 10W, only 10W won the only alcohol product placement. Some people can't get into the game with 200W, and some people with 10W only need a phone call. What's the gap?"

What gap?

It's definitely not the money factor, it's definitely the relationship between the people.

Pei Ju looked at Han Jun suspiciously, not understanding why he suddenly said this.

Han Jun, who smiled mysteriously, not only did not explain Pei Ju's doubts, but asked again: "Mr. Pei, guess which winery did it?"

Pei Ju shook his head directly. Isn't it interesting that you're not a child?

Han Jun laughed: "It's our Yubei Daqu." Don't look at me like that, I don't have such a big face. It's punctual to help with the operation. He is a good friend of the director, and originally people directly gave a very sincere five-fold offer considering the feelings, as long as 100W.

But the punctuality is also ruthless enough, and it is cut to 100,000 in one go, is there more. It's just 100,000, and it hasn't been given to anyone yet.

I also know this director, who is Zhang Mou's son. If it weren't for the time when we got together to listen to him complain, I wouldn't have known about it. Someone wilted and couldn't make a sound, and he had an idea in his heart. ”

Zhao Punctual was also not good at taking credit, and said politely: "Brother Jun, don't joke with me." I don't dare to speak, okay? The movie is still being filmed at Hai#kou, and it is planned to be released in the summer vacation next year.

It didn't work out for a while. After the release, I didn't dare to pack tickets. I'm also afraid of doing bad things with good intentions. ”

Pei Ju nodded and said approvingly: "Good intentions can't do bad things." Anyway, I remember this friendship. I'll transfer the money to you in a moment. Let you take advantage of the favor, but you can't take the money again. ”

"No, no. Zhao Punctual hurriedly waved his hand and refused, explaining: "10W is a joke. My friend said that as long as the money is collected, then you have to explain it to the investor. It also affects the pricing of subsequent product placements.

It's better to just keep your hands in your hands and drink a few big drinks, not to mention anything else, at least save a lot of tongue. ”

Han Jun interjected: "Mr. Pei, I said so much, definitely not to praise someone. It's to explain a fact to you. This 1000W is punctual, and he is definitely more serious than spending his own money.

From what I know about him, he must have an idea in his heart if he dares to open this mouth. ”

As soon as the words fell, Han Jun looked directly at Zhao Punctual and nodded lightly to indicate that 'you can start your performance'.

Han Jun's obvious [business mutual praise] made Pei Ju connect a lot of things. His own girl went to Hai#kou to film, he knew this.

I don't remember the name of the crew, and I don't know who the director is, but when I mention Zhang Mou's son, I have an impression in my mind.

Moreover, a few days ago, Pei Youqing asked Xianghai # to send a batch of liquor, and the recipient seemed to be a surname.

This information can be regarded as a side corroboration of Han Jun's words, which made Pei Ju interested in Zhao Punctuality's 'thoughts'.

Pei Ju nodded, which gave Zhao Punctuality confidence. Instead of directly telling them the answer they wanted, they asked a question: "Both of them are leaders in the industry, and they must know this phenomenon: once a liquor consumer likes a certain aroma, it is extremely difficult to change the taste." ”

Pei Ju and Han Jun glanced at each other and nodded: "Indeed." ”

"In that case, then I will be ashamed to talk about my thoughts, and if there is anything that is not well thought out, you two will give me some advice. ”

After thinking about it, Zhao Punctual continued: "Before we talk about advertising, we need to determine our positioning. I heard from a friend that more than half of Mr. Pei's wine is sorghum wine with strong aroma, because of the recipe problem, it is less rich than ordinary sorghum wine, but it makes the aftertaste and refreshing taste more prominent.

There is also a small half of the fragrant sorghum wine. Others, rice wine, fruit wine, flower wine or something, the output is not much, as a good pairing, but obviously not suitable for the main promotion.

In order to maximize the effect, we can only promote one type of wine in the first place.

Before deciding whether to have a strong fragrance or a light fragrance. We have a bigger problem to solve. There is a winery in Yubei that is more famous than ours.

The traffic itself is not easy to come by, and it may also attract traffic to others, isn't it worth the loss.

One thing personally, I relaunched a new liquor brand. ”

Zhao Punnentime stopped talking, waiting for the two to give their opinions.

Pei Ju's face was a little unkind, but he was obviously restrained: "Yubei Daqu is actually the same as Yubei Laojiao. At that time, Yubei Distillery was still called Taihe Distillery. My grandfather was originally an apprentice of Mr. Huang of Taihe Distillery.

Because of an operation error, there was a problem with the batch of wine he was responsible for. The wine was poured into the river.

My grandfather also left the Taihe Distillery because of this. For the purpose of alerting himself, he smuggled a jar of failed wine.

But who would have thought that after a few more days of fermentation, this wine has a different taste. After a few years, my grandfather finally mastered this method of brewing.

When he tried to find Mr. Huang, Mr. Huang had already passed away. My grandfather can only return gloomily.

Mr. Huang is a native of Yubei. In order to commemorate Mr. Huang, my grandfather named the wine [Yubei Daqu].

At that time, the old cellar in Yubei was still called Taihe wine. About seven years ago, Taihe Distillery was restructured and established the current Yubei Laojiao.

In the past, we did benefit from the similar taste to Taihe and the low price.

Knowing that Taihe Wine changed its name, all this part of the dividends was swallowed up. Even except for Yubei District, other areas only know Yubei Laojiao, but do not know Yubei Daqu. ”

Pei Ju must have been unwilling in his heart. But he wasn't averse to launching a new liquor, and he probably had the idea beforehand.

“”

Zhao Shoushi continued: "The current domestic liquor market is so big, and most of the cakes are controlled by old distilleries such as Moutai series, Wuliangye, Jiannanchun, and Luzhou Laojiao.

The cake is so big, someone has to eat enough, someone has to starve. Instead of snatching someone else's cake, let's make our own cake again.

According to data, the post-90s generation has become the absolute main force in the consumer industry. This group of people has just come into contact with baijiu and has not yet formed their own drinking habits.

Young people have a literary heart.

They don't like a baijiu because of the taste, at least not because of it. It's more about the edge of the eye.

The market segment of this literary and artistic youth is not very large. But at present, there are no wine companies deeply involved in it. That's our chance.

How about the brand of the new liquor is called [Jiang Xiaobai]? Our positioning is fashion, low alcohol and small wine. ”