On May 12, Qi Zheng and Wang Yuye led the M&A team to Quanzhou.

Quanzhou is a coastal city in the southeast of Minsheng Province, with a long history and developed economy.

Qingyuan Beer, the target of the merger, is located in Quanzhou, formerly known as Quanzhou Brewery, which was once one of the three major breweries in Minzhou Province.

Today's Qingyuan Beer, under the impact of other brands, is getting worse day by day, and can only be in a corner of the state, no longer glorious in the past.

According to the information obtained from the investigation, today's Qingyuan Brewery, "Qingyuan" brand beer, is still producing. But more lines are making cans for other beer brands.

In the small conference room of the hotel, Qi Zheng, Wang Yuye, Zhang Zehong and Shen Shixing of the legal department gathered together.

Zhang Zehong introduced the current situation of Qingyuan Brewery.

"Qingyuan Beer has a brewery, three production lines, and an annual production capacity of 250,000 tons, and now it can only survive in one place across the state. ”

"The ownership of the brewery is not complicated, after the restructuring in the nineties, the municipality still retains 40 percent of the shares, and the management holds the remaining 60 percent in total. Due to the declining of Qingyuan Beer, the government is the party with the strongest willingness to transfer shares, so the key lies in the inclination of the brewery management. ”

Shen Shixing flipped through the information in his hand and said with a mocking smile: "A good brewery is completely decayed due to poor management. Look, since the year before last, Qingyuan beer has appeared in front of the public more because of internal control and product problems. If such management continues like this, what is the use of having more shares in their hands?"

Wang Yuye also looked at the information and nodded, "If we win the brewery, the management will definitely have to be replaced, and the current management is simply useless." ”

According to incomplete statistics, since 2000, Qingyuan Beer has had at least 5 production accidents and at least 3 product accidents.

If product accidents such as beer bottle explosions and foreign objects in beer are "uncontrollable", major manufacturers cannot avoid them. Then production safety is a test of the management ability of the enterprise, and the major breweries rarely make mistakes. However, Qingyuan Beer has repeatedly affected the nerves of the industry.

In the current market situation, the integration of the beer industry has evolved from big fish eating small fish to big fish eating big fish. If Qingyuan Beer can't increase its efforts to improve management, products, marketing, etc., it will definitely be a dead end.

The management problem is controlled by Wang Yuye, Qi Zheng does not have to worry, he asked directly: "How is the contact with Qingyuan Beer?"

"I got in touch with the city government and the brewery's management team. Needless to say, the attitude of the city government is positive, and the management team gives me the impression that there is a certain intention to sell the shares, but the intention is not strong enough, and many middle management also have doubts. ”

Zhang Zehong added: "It is mainly Budweiser and Hua Yan who have intervened, and the two companies are also interested in entering the Min provincial market through the acquisition of Qingyuan Beer. Compared with these two giants, we have a poor reputation and are prone to losses. ”

Qi Zheng's eyes froze when he heard this, "Budweiser and Hua Yan have also joined the competition?"

"Yes. At present, it is mainly the competition between the three of us, among which we are at a disadvantage. Zhang Zehong replied.

Qi Zheng thought for a while and laughed, "The beer industry has really entered the Warring States Period, and the expansion of the giants is not slow at all, and they are about to extend their tentacles to this province." ”

"Min Province is half of our home stadium, but we can't be ashamed. Continue to talk to the city government and show our strength to the management. Don't forget, Jiagu has the support of the rich behind it. ”

As soon as these words came out, the other three all laughed.

At the end of the meeting, Qi Zheng was soon left alone in the conference room, and he sat behind the conference table, focusing on the competition of Huayan Group.

In Qi Zheng's view, although Budweiser has outstanding global strength, its current strength in China is limited.

Of course, if Budweiser competes with all its might, even today's industry leader Tsing Beer will not dare to say that it can win 100%.

However, it is obvious that Budweiser, which focuses on the high-end route, will not pay too much attention to Qingyuan Brewery.

There are so many goals for it, and a brewery that has declined to this point can certainly be taken down by the way, and if it can't, it won't be too persistent.

But Hua Yan Xuehua's strategy is different.

Once the mushroom cultivation in the region is successful, this experience can be replicated in other regions, and the mutual support between each region can be realized, and when the time is ripe, these mushrooms can be linked into a piece, and the market share will also expand.

Qingyuan Brewery is clearly the first mushroom it wants to grow in Min.

Therefore, Hua Yan Xuehua's willingness to win Qingyuan Beer is stronger than that of Budweiser.

It is undoubtedly Jiagu's biggest competitor.

Interestingly, the path Jiagu is taking now is actually the same as the choice made by Huayan Snow when it entered the beer industry.

Just like a company preparing to go public, it always likes to exaggerate the prospects and opportunities of its own industry. For example, Kangning Hospital, whose IPO was rejected in later generations, once claimed that 1 in 8 people in China suffered from mental illness, which triggered a wave of ridicule and irony.

However, when Tsing Beer was listed, it is said that the CEO of Hua Yan at that time was moved by the prospectus of Tsing Beer and thought that there was a huge opportunity in China's beer industry, so he decided to enter the beer industry.

Before that, Hua Yan had never set foot in the beer industry.

At that time, Hua Yan knew almost nothing about the beer business, and he didn't even know how to value the target of the acquisition.

It took two weeks for the negotiator to work out the price of the Snowflake Brewery, only to find out that the formula was wrong a year after the merger was successful.

Hua Yan rushed into the beer industry in such a reckless posture.

But Hua Yan has a lot of money after all, and a slight loss should be regarded as paying tuition.

The point is that people have money and connections, which is difficult.

In my impression, Huayan soon reached a cooperation with SAB (South African Beer Group), the fourth largest beer company in the world.

In this way, Hua Yan has changed from a layman to a number one player with both capital and experience.

Kaya is also copying the same path.

Beer is a regional product, which is related to the attributes of the industry.

Beer has a high carbon dioxide concentration and alcohol can dissolve a variety of organic matter, while glass bottles are pressure-resistant and non-deformable as inorganic substances, making them ideal for storing beer. However, the weight of the glass bottle, coupled with the problem of bottle return, the transportation cost is extremely high.

Therefore, the layout of Chinese beer enterprises is scattered, and its sales radius is only 150~200 kilometers.

In markets where there are no production plants, it is difficult to gain a large market share by relying only on out-of-town transportation, and it is most likely to succeed in concentrating resources to expand market share in the region where production plants are established.

Unfortunately, the current Jiagu can also be said to have deep pockets, and is ready to break into the beer industry with the same reckless posture.

So the current situation can be said to be a challenge from the "apprentice" to the "master".

......

A kilometer away from Qi Zheng's hotel, Huayan Snowflake's M&A team is also talking about Jiagu.

Huayu Snow Flower occupies a more obvious advantage in Northeast China and Jiangsu and Zhejiang, and now it has taken the step of acquisition in Min Province, which is the first attempt to lay out the whole country, hoping to further improve the company's production layout in East China and South China by establishing a production base in Min Province.

Therefore, the senior management also attaches great importance to this merger and acquisition, and specially sent the experienced Wei Donghu to lead the team.

Although Wei Donghu has a big belly, he has participated in many mergers and acquisitions of Huayan Snowflake, and with the support of the head office, he is full of confidence in winning Qingyuan Beer.

"Tell me, what is the situation of our competitors?" Wei Donghu asked the assistant on the side.

The assistant opened the information and reported: "One of them is called Jiagu, which is from Nankai City, Min Province, and its main business is agricultural production and operation, and it has a certain financial strength......

Wei Donghu waved his hand and interrupted the assistant's words: "Needless to say, this one is one who has some spare money and wants to diversify his investment, if he doesn't meet us, forget it, if he meets us, he can only say that he is unlucky, let's talk about another one." ”

"Uh......" The assistant wanted to speak and stopped, but looking at Wei Donghu's expression, he didn't dare to refute, so he had to report according to his request: "The other is Budweiser, Budweiser is the leader in South China, and now it is obvious that it wants to expand its advantages to Min Province......"

Wei Donghu attaches a completely different level of importance to Budweiser.

When Budweiser entered the Chinese market, it was already a fragmented market, and other foreign brands had already laid out in China. Despite an unfavorable start, Budweiser has still become the No. 1 brand of high-end beer in the minds of Chinese young people, occupying half of China's high-end beer market.

M&A expansion is also Budweiser's forte, and its experience in this area is enough to beat the snowflakes.

But he wasn't very worried, he could also think of what Qi Zheng could think of. High-end is Budweiser's unremitting pursuit, and Qingyuan Brewery is not worth Budweiser's investment of too many resources, so as long as you increase your chips a little, I believe Budweiser will retreat.

After thinking for a while, Wei Donghu instructed the M&A team to contact the brewery's shareholding management and formulate a detailed M&A plan, and dismissed everyone.

In Wei Donghu's view, this merger and acquisition is just a piece of cake, and the follow-up management is the big one, but there will be another team to support him, so he doesn't have to worry too much.

He looked out the window at the bustling downtown area of Quanzhou, rubbed his hands, and smiled.

Speaking of which, it's the first time I've come to Jeonju.

Hehe, since you are not nervous at work, you might as well have some fun for yourself, you are a good person, and you like to send warmth to the girl who has lost ~ foot......