When Wei Donghu woke up from his dream, the beautiful woman was gone, and there was only a dejected assistant.

Faced with the situation that had already settled, Wei Donghu seemed to realize that he was being put on a role.

Hunting geese all day long, I don't want to be pecked by geese. He couldn't help but curse angrily: "What the hell, dare to be a laborer, do you really think that everything will be fine if you buy a brewery? I'm just waiting to see how the rampage young man hits his head in the industry......"

It's a pity that young people never care about the clamor of the dog of the loser.

After reaching an agreement, the final signing ceremony was set in the brewery area, and local reporters came to take pictures, and the atmosphere was more casual.

After exchanging contracts and agreements, the leaders of the city government posed for the reporter to take pictures, then rubbed their wrists and smiled at Wang Yuye: "I hope you can revitalize the factory well, and I also hope that the next time I come back will be the time to celebrate your achievements." ”

Wang Yuye smiled: "Thanks to the expectations of the leaders, we will develop the factory." ”

......

Qi Zheng was impatient with the leader, he pulled the old director of Qingyuan Beer who was rehired to chat on the side, combined with the memories of the past, and had a deeper understanding of the beer industry.

It is often said that Moutai is a company that can be managed well by pigs, but beer is really not, and it is difficult to make money while lying on beer.

The industry attribute that beer is not resistant to storage and transportation determines that in the early days, the industry pattern must be full of local brands.

In the early 90s, the number of domestic beer manufacturers grew to more than 800.

What is this concept?

There are a total of 661 cities in China, and on average, there is at least one beer manufacturer in each city.

With such a serious overcapacity, industry consolidation is imperative.

Local powerhouses are eager for new markets, and foreign players are eager to try the emerging Chinese market.

So since the 90s, beer has won the era of the jungle.

Jianghu does not believe in the feelings of the weak.

After more than 10 years of fighting and enclosing land, a three-legged competition situation has been formed, including Tsing Beer, Yan Beer and Snow Beer, and many local beer companies and foreign-funded enterprises are fighting with each other.

As the current boss, Tsing Beer has the longest history, far from being comparable to the rising star Yan Beer and Snow Beer. But the position of this boss has never been secure. It was once surpassed by swallow beer, and later by snow beer.

Yan Beer is the most qualified to say that it is a national brand, because it has not yet entered into a joint venture with anyone. In less than 20 years, from small to large, from a local group to a national cross-regional group. At one point, it surpassed Tsing Beer and climbed to the first place. But then it was overtaken by Tsing Beer again. In my memory, this was not the end of the beer, which was then overtaken by Snow Beer, overtaken by Budweiser, and slipped to fourth place, and the profitability was the worst.

Snow Beer was established at the latest, but backed by Huayan Group, it has launched rapid and strong mergers and acquisitions, and has carved out a world in this world.

Martial arts in the world, only fast is not broken, and the speed of snow beer is needless to say.

What deserves more than one book is its strength. The merger of Snow Beer is obviously different from other beer groups, and Snow Beer has all been replaced with the Snow brand.

This kind of single-brand strategy, without consistent execution, is difficult to break through the obstacles to implement. The single-brand strategy ensures rapid integration of the acquired brands.

At this time, Budweiser was not the Budweiser InBev of later generations, but it was already a world-class enterprise. This competitor is proficient in all kinds of large-scale mergers and acquisitions, and plays cross-cultural and cross-border differences, which is an advantage that domestic giants do not have at present.

The most chicken thief is definitely Carlsberg.

This guy was unaccustomed to China's water and soil in the early years, and he was beaten to the ground. He came to China at the same time as Budweiser, but arrogantly insisted on his heavy European beer flavor and gave up the good fortune to Budweiser.

But as I remember, Carlsberg's management soon had a sudden revelation in their heads. The so-called east is not bright and the west is bright, and the expansion in western China began. By adopting the form of holding and joint ventures for nearly 20 well-known beer companies, it has occupied half of the beer market in the west and won the confidence to compete with the princes in the east.

Compared with the above giants, the newly established Jiagu Liquor is just a new Ding who has only won a foothold.

The only good news is that today's market is nowhere near where it was a decade ago. The next ten years will be the second climax of mergers and acquisitions in the domestic beer industry, and it will also be the last opportunity for Jiagu Liquor to be among the forefront.

Although the old factory director did not see the general trend as clearly as Qi Zheng, he had the experience of bringing Qingyuan Beer to the peak after all, and he also had his own unique views on the beer industry.

In his words, once a factory is put into the beer industry, it is a declaration of war, and it is basically ready to fight the incumbents of this market to the death.

And this kind of fight is not felt in the liquor market, the liquor market is ranked in seniority, elegant and profitable, no one in the beer market can say who is more noble, and the battlefield will see the real move.

At present, 90% of the consumption of beer market comes from the low-end market.

The low-end market is all about channels and prices.

The predominance of low-end beer also determines how high the income of the consumer group is. Therefore, the sales channels of beer are divided into hall drinks and non-hall drinks, which account for half of each other.

Dine-in mostly refers to the collective consumption of restaurants and hotels.

Dine-in channels account for half of the consumption of small and medium-sized restaurants, and non-dine-in channels of grocery stores account for 60% of consumption.

Modern channels that seem to be lofty, such as hypermarkets, supermarkets, convenience stores, etc., are just chicken.

Such a channel determines that the beer manufacturer is facing a group of people who are crawling, teaching and fighting, and full of survival wisdom.

There is no doubt that those who can control this group of people and kill them in such rivers and lakes are all characters.

Listening to the rules of the beer industry said by the old factory director, Qi Zheng was a little fascinated.

This is simply like a martial arts novel, there are heroes, killers, and more third-rate nine factions, but no one will inevitably be eliminated by the rivers and lakes.

There is a way that the rivers and lakes are not fighting and killing, but human feelings.

Qi Zheng couldn't help but think of a world-famous story:

When the 26-year-old Steve Jobs persuaded John Scully, then president of PepsiCo, to join Apple, he famously said, "Do you want to sell sugar water for the rest of your life?"

Everyone knows the result, John Scully, who sells sugar water, joined Apple, but within a few years, Jobs was put on the spot by John Scully and was expelled from Apple, which he created, so there was a legend of the return of the king.

What does this story tell us?

Don't look down on people who sell sugar water!

The beer market is somewhat similar to the beverage market, although many companies and brands have appeared in the past few decades, it is still the group of "old guys" who survive to the end, especially the most ruthless "old guys".

......

After taking the Qingyuan Brewery, it is time for Wang Yuye to fight.

With the assistance of the old factory director, Wang Yuye made drastic adjustments to the management of Qingyuan Beer.

The dismissal of the dismissal, the promotion of the promotion, and the redundant positions are all revoked......

Enterprises with 100% equity are cool, and they can be transformed according to their own wishes.

With the assistance of the old factory director, this adjustment did not cause panic.

After all, who is really capable, who is really doing things, and who is fishing in troubled waters, in fact, everyone is clear in their hearts.

Now it is a new boss and a new atmosphere, and for the real talents, they have been promoted, and everyone is full of hope for the future.

Qi Zheng clearly understands that in the beer industry, it is necessary to fight for funds and products, but in the end, it is the talent echelon that needs to be spelled.

Only by recruiting the best talents under his command and giving them a platform to show their talents can they dominate the rivers and lakes.

But this is not enough, the wolves can only burst out with the strongest combat power under the leadership of the wolf king.

Qi Zheng needs to find a wolf king.

Wang Yuye is only temporarily in charge of Qingyuan Beer, and by the way, he clears the obstacles for his successor, and finally wants to return to the group headquarters.

And Jiagu itself is a radish and a pit, and it can't draw manpower.

So if you want to find a suitable wolf king, you have to rely on the old factory director.

The old factory director has been immersed in the industry for many years, and his connections are naturally not comparable to Qi Zheng.

According to Qi Zheng's request, he carefully considered it for a few days before offering Qi Zheng a candidate.

Coincidentally, this person had a lot of fate with Qingyuan Beer, but it was just a bad fate.

......