One person drinks one beer.

He Changchuan grew up with the development of local beer in Min.

When he first entered the industry, there were many beer brands in the province, each with its own swing, which carried the youth memories of many people.

Twenty years later, like many people's lost youth, many regional brands, in the fight, have gone away and become a part of history.

There are not one or two brands in his hands, it can be said that Huiquan Beer can have today's status, He Changchuan has contributed a lot.

Huiquan beer is already the first camp in Min Province, but it is a pity that it is insignificant when you look at the whole country.

So the choice of the next step is very important.

However, he wants to expand externally, but the boss just wants to wait for the giant's recruitment.

He Changchuan was a little depressed for a while, after so many years of hard work, could it be that he achieved it in order to make wedding dresses for others?

Just when he was hesitating, the old director of Qingyuan Beer sent him an invitation.

The old factory director is his Bole. At that time, he was single-handedly promoted from a worker to the position of a sales backbone, which is not unimportant.

It's just that after the old factory director retired, the new management did not want to see him, which led him to join the enemy camp in anger, and helped Huiquan Beer to fight step by step, beating Qingyuan Beer to the ground.

Today's Qingyuan beer is bleak, but it is barely supported.

The old factory director never blamed him, but took the initiative to defend him when others scolded him as a traitor.

He Changchuan is very grateful for the consistent maintenance of the old factory director.

He knew that Qingyuan Brewery had been acquired by a new investor, and the old director invited him at this time, and it was self-evident that he had come to visit.

So he gladly attended.

......

Qi Zheng looked at He Changchuan, the proud protégé of the old factory director.

started from Qingyuan Beer, and after being excluded, he jumped to the camp of competitors, and single-handedly helped the former enemy camp to fight back against his old club.

The move was mixed, with some seeing it as revenge and others as an ungrateful betrayal......

Qi Zheng doesn't have any negative views.

As the old factory director said, each is his own master. You can't keep talent, talent will naturally be owned by others.

He was curious that now Huiquan Beer has suppressed Qingyuan Beer in a corner of the state, how could He Changchuan be willing to seek the near and far and regain interest in Qingyuan Beer?

The two did not sit in the office and had a face-to-face interview.

They were chatting casually while visiting the factory.

The adjustment of management did not affect the operation of the production line, and the production workshop was still busy.

The two did not stay in the workshop for long, and left silently after the visit.

He Changchuan said with emotion: "I also came out of the production workshop back then, and if it wasn't for the support of the old factory director, I would definitely not be where I am today." Now that I'm back here, I feel like things are wrong. ”

"So you happily agreed to the old factory director's invitation?" Qi Zheng asked with a smile.

He Changchuan also did not deny it, "There are reasons for this. Of course, I think the lack of future for Huiquan beer is another reason. ”

"Oh, if it's not a trade secret, is it convenient to talk about it?"

He Changchuan smiled slightly bitterly, "Actually, it's not a secret, almost everyone in the industry knows that Huiquan Beer is now waiting for the price to be sold, waiting for the giant's surrender." ”

Recalling the information collected, Qi Zheng was a little impressed.

"Aren't you able to enter a bigger platform after being acquired by a giant?" Qi Zheng asked pointedly.

He Changchuan pursed his lips and sighed, "Maybe this choice is better for many people." But I just don't feel reconciled. Why do you have to be under the wings of giants to survive? In fact, it's hard to say whether it's backbone or stubbornness, anyway, I personally think that I have to forge my own way to leave no regrets. ”

Qi Zheng somewhat understands He Changchuan's views, there are always some people who are unwilling to be subservient, and they are the same kind of people.

But only those who have the ability can be regarded as talented, and those who have no ability are just complaining too much about the sky.

So is He Changchuan in front of him the former or the latter?

Qi Zheng did not express his opinion, but moved on to another topic: "The old factory director is very optimistic about you. I'm looking for a helmsman for Qingyuan Beer, and he recommended you right away. However, I will not look the other way because you are the proud protégé of the old factory director, and if you do not meet my requirements, then I can only say sorry. ”

He Changchuan knew that this was a formal interview, and he nodded: "Of course, if you cooperate, you will not be separated, it is normal for people to be different." I am already grateful that the old factory director can think of me. ”

"Good. Then how do you think the newborn Qingyuan Beer should break through?" Qi Zheng went straight to the topic.

He Changchuan gathered his mind, thought carefully for a moment, and said slowly: "Actually, it's already very late to enter now, but it can't be said that there is no chance. ”

"The entire Chinese market is almost within the scope of competition for beer giants, including the ambition of regional hegemony, the desire for economic plunder, and the shadow of market protection...... There are too many market competition factors and forces, and they exert their crazy competitive forces in their respective territories. And having capital means having all the capabilities you need, and both national and regional are chasing all possible capital. ”

Speaking of this, he glanced at Qi Zheng.

Qi Zheng calmly replied and did not explain anything.

Seeing this, He Changchuan retracted his gaze and continued: "In the past, the expansion of domestic beer capital, although it was sharp, lacked efficiency and integration, and was only a kind of market strategic competition and layout; ”

"In the period of great expansion of Chinese beer, in order to seize market share and suppress competitors, in fact, many giants are not profitable in the regional market. But this is the way low-end products play, and high-end products are fighting brand and technology wars. This gives those companies that did not have a high share in the past, but have excellent brand power and product power, to rise. ”

Therefore, the breakthrough road of Qingyuan Beer should start from the middle and high-end, create a differentiated and high-quality brand strategy, further explore the preferences of consumers, and seek innovation and change in beer categories, taste and personalized packaging. ”

Qi Zheng secretly praised in his heart, but deliberately asked rhetorically: "You mean to build Qingyuan Beer into a high-end brand?" But the current market is mainly low-end, the high-end market is limited, and it is facing the encirclement and suppression of foreign giants such as Budweiser, so it is more difficult to take this road, right?"

He Changchuan was faintly disappointed in his heart, but still replied seriously: "Actually, I think it is best to create a '1+1' brand strategy, one focusing on the low-end market and the other on the high-end market." Only by attaching equal importance to both high and low ends can we fully reflect our competitiveness. ”

"I'm not optimistic about Tsing Beer's multi-brand strategy today, but Snow Beer's single-brand strategy is more advantageous. Concentrated resources are the guarantee of the rapid accumulation and amplification of brand value, and the power of one punch is better than five fingers. ”

"But there are also concerns with a single brand strategy. That is, with the rise of the middle class, the market will evolve one day. When the beer industry rushes past the highs and returns to quality, strategic expansion is almost unnecessary, and the focus is on maximizing profitability. At that time, low-end brands will not only consume a lot of resources, resulting in low profit margins, but also hinder the future competitiveness of the brand. ”

Speaking of this, He Changchuan stopped.

This has been his deliberate experience for many years, but it has not been approved by the owner of Huiquan Beer.

If Qi Zheng also thinks the same way, then there is no need for him to salivate.

He is a proud man, and he believes that few people in China today have a deeper understanding of the future of the beer industry than he does.

Qi Zheng probably saw He Changchuan's thoughts, and smiled slightly: "The structure of the domestic beer market today is pyramid-shaped: more than 90% of the beer market is a low-price market, the mid-price market accounts for about 7%, and the high-price market accounts for only 3%. But I believe that within a decade, the proportion of mid-to-high-end will rise rapidly. At present, the competition in the beer market is mainly reflected in turf wars and capital acquisitions, but if you want to really get out of the predicament, you must have your own high-end brand. ”

He Changchuan was shocked when he heard this.

"You have a good eye. Qi Zheng praised from the bottom of his heart.

He Changchuan's heart fluctuated a little, is this finally recognized?

Qi Zheng seemed to be able to feel He Changchuan's mood swings, and I think that no one would agree with his opinion.

But from the perspective of future generations, He Changchuan is all right.

When the market pattern seems to have been fixed, beer giants are adjusting their product lines to develop high-end new products, closing low-end idle capacity, shrinking the front line, and returning to the core market.

With the rise of the middle class, the personalized consumption concept represented by the post-80s and post-90s generations has become popular, and the beer market has been polarized: low-end beer is struggling to crawl, and high-end beer is soaring.

And the biggest beneficiaries are Budweiser and Carlsberg.

He Changchuan can see the market changes after more than ten years, which is really shocking, and therefore destined to not be recognized by most people.

But Qi Zheng is not an ordinary person.

The following chat, from the establishment of the brand to the promotion of channels, from the market pattern to the general trend, made He Changchuan thoroughly feel the extraordinaryness of Qi Zheng, and his gaze at Qi Zheng also changed from the previous level to admiration and admiration.

In the end, Qi Zheng took the initiative to reach out his hand, "So, happy cooperation?"

He Changchuan smiled and shook hands back, "Happy cooperation!"

......