"Xu Sheng, it's me, Bao Yugang!" Bao Yugang's voice came from the other side of the phone!

"It turned out to be Bao Sheng, hello. Xu Zhi replied with a smile, the phone in the office has a special control program, and the general number will only be intercepted by the secretariat, and then the useless information will be filtered out, and only those with a certain identity will be transferred in.

However, there are also some people whose numbers are not needed, such as the Governor of Hong Kong, Chief Secretary, Li Ka-shing, Fok Ying-tung, Bao Yugang and other rich and well-known figures.

Bao Yugang said: "Xu Sheng, I don't know if I will be free next Friday night?"

Xu Zhi asked, "Is there something wrong?"

Bao Yugang said: "My father had a big birthday that day, I will hold a party at the Peninsula Hotel that night, and invite some business friends to have a lively time, Xu Sheng, your fame is big enough, my father also wants to see you!"

Xu Zhi smiled: "That's no problem, I will definitely attend on time." ”

Bao Yugang said: "Okay, then I'll send someone to send the invitation over immediately." ”

Xu Zhidao: "Thank you so much!"

Bao Yugang is obviously a busy person, so naturally he doesn't have time to waste time on the phone, and after hanging up the phone, Xu Zhi began to deal with his company's business.

At noon, after having lunch in the canteen of the building, he had just returned to the office and was about to take a nap, when Yao Mingcheng hurriedly trotted over and said: "There is information from Thailand that the negotiation has failed!"

"Xu Subiao still refuses to give up his equity?" Xu Zhi took Yao Mingcheng into the office and asked.

Yao Mingcheng nodded and said: "Yes, no matter how much we offer, Xu Subiao is unwilling to sell all the Red Bull brands, but he also took a step back, originally he had been asking for half of the shares, and now he promised to only 35%, as for the purchase price, he wants 20 million US dollars!"

"A 65% stake is $20 million, is Red Bull worth the price now?" Xu Zhi asked.

Yao Mingcheng shook his head and said: "It's not worth it at all, the current main market of Red Bull is still in Thailand and nearby countries, although its products are also sold to Europe and the United States, but the market share is very small, and the channel has not expanded at all." ”

Xu Zhi said with a smile: "You think 20 million US dollars is expensive, but what people may value is this 35% of the shares, you must know that if we become a shareholder, with our funds, Red Bull will definitely be able to open the European and American markets, he is only afraid that he can earn more." ”

Yao Mingcheng nodded and said: "But just got another news, Xu Subiao's team has proposed another plan, they want to sell markets outside Asia and Europe to us, and sell separately from us in the future, they are responsible for Asia and Europe, and we are in other regions!"

He also came up with this method. Xu Zhi smiled, this is actually the same as the historical Red Bull business mode, in 1984, Austrian businessman Matschz learned about Red Bull Drink during a business trip to Thailand, and then found Xu Subiao, the two sides agreed to their respective markets, together to develop the brand of Red Bull Beverage.

But in fact, Red Bull's global advertising effect is basically done by Matt Schitz, a large number of F1 advertisements and football advertisements have made great contributions to Red Bull's publicity, and Xu Subiao is lying on other people's shoulders to make money.

Even the later Chinese Red Bull did the same, accounting for a lot of international advertising.

The reason why Xu Subiao decided this way is because he himself does not have the ability to enter the European and American markets of Red Bull, and now Yao Mingcheng is looking for negotiations, and will naturally be investigated by Xu Subiao, the power behind Yao Mingcheng is a hundred times that of him, Xu Subiao is naturally unwilling to just make a profit, he wants to cooperate for a long time.

"So what should we do now?" asked Yao Mingcheng. He has been in charge of the negotiations on this matter for half a year, but in the end, it still did not meet the expected requirements.

Xu Zhi said with a smile: "I will not agree to the joint venture, but if the global market is separated, you tell Xu Subiao that Europe is not good, and I can not want Asia, but the mainland, Xiangjiang, Omen, and Wanwan areas also have to belong to us." ”

It is estimated that Xu Subiao will not agree. Yao Mingcheng shook his head and said: "But even if we agree, we will have a big problem, although the market in Asia is far less than that of Europe and the United States, but a brand, two companies hold, it is always a troublesome thing, if we operate well in the future, how can we guarantee that Xu Subiao will not be red-eyed, what if the drink here is smuggled to our market?"

"I didn't think about this!" Yao Mingcheng said this, Xu Zhi also found out the problem, in history, Matschz and Xu Subiao are joint ventures, the equity of both sides is half, and even later the Red Bull in the mainland has shares in Thailand, so even if their respective market shares are different, but no matter how Xu Subiao can profit from different markets.

Originally, Xu Zhi wanted to directly acquire the entire Red Bull brand, but after Yao Mingcheng arrived in Thailand, he found out that Xu Subiao had invented the Red Bull drink as early as 1966 and had become a famous "beverage king" in Thailand, and the follow-up negotiations were also in trouble.

Xu Subiao's vision is also very long-term, he refuses to give up his company, at most allows joint ventures, and now there is another sub-market cooperation, after all, for him, it is better to sell the foreign market that has not been able to open at a high price, but the Asian market that has been operating maturely will not be sold.

And if the cooperation is really determined by market in this way, Xu Subiao's Asian market will inevitably bring some advertising effects because of the hype in Europe and the United States.

But people's hearts will not be satisfied, Xu Subiao also has the right to produce Red Bull in Asia, even if he does not participate, as long as the price positioning is different, then I don't know how many "red-eyed people" will participate in this smuggling, after all, Xu Zhi's future positioning is the high-end beverage market.

Lawyer Yao Mingcheng was born and saw at a glance the loopholes in this kind of cooperation, cross-border commercial disputes are already relatively difficult to fight, not to mention that the other party still has the right to produce Red Bull, and if it is just smuggling and affecting profits, it is just a big disaster for fear of security problems and being caught by competitors.

Xu Zhi said: "Then what do you think we should do?"

Yao Mingcheng said: "During this time, I went to Thailand several times, in addition to negotiating with Xu Subiao, I also found that there are actually many kinds of refreshing drinks in Thailand, but each has its own shortcomings, many tastes are not good, of course, the most important thing is the lack of capital to operate!"

Xu Zhi also understood, and asked, "You mean that we collect the recipe ourselves and then set up our own brand?"

"Not bad. Since we don't have Xu Subiao's sales channels in Asia and factories in Thailand, what's the point of buying a brand with only a name? Yao Mingcheng explained: "The most important thing in the beverage industry is not only efficacy, but more importantly, advertising and brand building.

"I've heard of it. Xu Zhi smiled and said, in the 70s, PepsiCo invited a group of random passers-by and invited them to drink two glasses of Coke with a mask, and the final results showed that more people felt that Pepsi was better than Coca-Cola, and the creative person of this routine was Pepsi CEO Scully, who is now the CEO of Apple, and in a few years he will kick Jobs out of Apple!

Yao Mingcheng said: "It doesn't matter if this advertisement is true or not, but it also shows that in the field of beverages, the advertising of a brand is the most important, as for the taste of the drink, as long as it is not too bad." ”

"Kind of makes sense. Xu Zhi nodded and said, the Red Bull of later generations actually doesn't taste so good, but it is as popular all over the world because of a lot of advertising and sports sponsorship.

Yao Mingcheng then asked: "Xu Sheng, I brought back a batch of Red Bull drinks from Thailand last year, and I don't know if there are any experimental results. ”

"I've cracked the ingredients a long time ago!" Xu Zhi said, Xu Subiao has already registered a global patent for Red Bull's ingredients, which can be read, and Xu Zhi's team has obtained more detailed results based on the data on the drink and the patent.