Xikang University, at the entrance of the school.

Song Weiyang had already gotten into the taxi, and Lin Zhuoyun's family waved goodbye to him.

Xiao Doudou hugged the poodle and reluctantly said, "Uncle, will you come to see me next year?"

"Of course, Doudou is so well-behaved. Song Weiyang said with a smile.

"Then I'll fold a thousand paper cranes for you, one a day. Xiao Doudou said seriously.

Song Weiyang sweated wildly, this Nima thousand paper crane was fried by him, and it was actually spread from middle school to elementary school.

As for Xiao Doudou, it is estimated that she has lacked father's love since she was a child, her father is often away from home, and last year she went to the south to wander around, lacking her father's participation from childhood to adolescence. No wonder she likes older men, when she was in her last life, she always cried and begged for mercy and called her father at critical moments.

Oh mom, it's dirty, it's evil.

When Song Weiyang returned to Rongping, it was almost the New Year.

Xifeng's iced tea and cola are working overtime, and according to Song Weiyang's instructions, a 1.25-liter large bottle was launched for the Spring Festival this year. The weight is more than twice that of the small bottle, but the price is only twice as much, the packaging is red and joyful, printed with a big "Xi" word, and the marketing slogan is: "Increase the amount without increasing the price, the Spring Festival is coming." ”

This is a revolutionary beverage packaging strategy!

During the Spring Festival, there is always a party to feast guests. When men drink, women should drink drinks, and this festive and affordable large bottle has become the first choice.

As soon as it was launched, it immediately detonated the market, and the sales were as good as everyone expected.

Let's put it this way, Xifeng Iced Tea and Very Coke have directly monopolized the family drink market for this year's Spring Festival. Whenever you buy a drink to drink at the dinner table, you must choose a large bottle of iced tea or Coke. Affordability is only one aspect, but more importantly, it is hassle-free and cheap – other drinks are bottled in too small a few glasses and gone, while large bottles can be used to pour an entire table.

During this month during the Chinese New Year, the market share of Very Coke skyrocketed to 68%!

Coca-Cola and Pepsi are stupid, they belong to the famous and decent families, and they are completely stunned by Xifeng's sword.

Xifeng company, the phone of the sales department rings non-stop.

"Jiangcheng is out of stock again? Okay, arrange the dispatch immediately. ”

"The capital can't hold on? Next week, next week will definitely arrive on time!"

"Wait, the headquarters is already thinking of a way, and I also have a headache here. ”

"Wait, it'll be sent as soon as it's in stock. ”

“……”

The reminder call even reached the general manager's office, and Yang Xin smiled from ear to ear while promising perfunctory.

"Smack!"

The other party hung up the phone, but Yang Xin's microphone was leaning on the desk, keeping the line busy. He really couldn't stand the phone bombardment, stretched his waist and walked to the aisle outside, just happened to bump into Chen Tao, greeted him with a smile and said, "Happy New Year!"

"Mr. Yang, this is to worship the early years. Chen Tao said.

"I'm happy, it's the New Year every day," Yang Xin sincerely admired and praised, "The chairman is really amazing, so he changed the packaging and directly dominated the Spring Festival market." Genius, absolute marketing genius!"

Chen Tao smiled and said, "He has a lot of ideas." ”

Yang Xin corrected: "This is not a ghost idea, this is business wisdom, and all aspects have been taken into account." The first is the packaging, which makes the festive and New Year's flavor; the second is the content, the amount of large bottles is increased without increasing the price, and consumers feel affordable; and the last is the use, the large bottles are too convenient at family banquets! Really, if it were me, I would never have thought of doing this in my life. ”

Although Song Weiyang has been the shopkeeper for a long time, he has convinced Yang Xinxin, and there is a sign of becoming a brainless powder.

In previous years, during the Spring Festival, ordinary people basically chose glass bottles or cans to drink drinks, one bottle per person (hall), and it was very troublesome to move up and down. And this year, Xifeng's iced tea and cola have killed all competitors, including fruit juice, coconut water, soda and other types of products, just because they are in large bottles!

Coca-Cola and Pepsi failed in glass bottles, and plastic bottles and cans were even more ineffective.

In the face of this strange sales situation, all beverage manufacturers can't resist it, and they can't react at all. Even if they want to learn, they don't have enough time, from redesigning the packaging to production and delivery, at least until after the Lantern Festival, they can only sit back and watch Xifeng's drinks dominate the Spring Festival market.

After investigating the market, a reporter from the "Business Times" wrote an article and exclaimed: "There is only one star in this year's Spring Festival beverage market, and that is Xifeng! Xifeng Iced Black Tea, Xifeng Iced Green Tea, and Xifeng Very Coke have quickly become popular because of the introduction of festive large bottles, and have contributed to all markets in large, medium, and small cities with a devastating momentum! This newspaper interviewed Mr. Yang Xin, general manager of Xifeng Company, by telephone, and Mr. Yang said: Xifeng is not fighting a war this time, but making a revolution, and has set off a successful packaging and marketing revolution in China's beverage market! It is understood that the launch of large-bottle beverages originated from the creativity of Mr. Song Weiyang, in order to serve and facilitate consumers...... At present, the two giants of Coca-Cola and Pepsi have been defeated in the Chinese New Year market, and China's local beverages have made a beautiful comeback......"

……

Song family.

"Little brother, you're really amazing this time. Song Qizhi poured wine and said.

"It's ok. Song Weiyang said with a smile.

Song Qizhi said: "This year's CCTV bid king is so dangerous, I originally wanted to quote 60 million, but fortunately, you asked me to quote 88.88 million, and I was almost snatched away by Qin Chi." ”

Song Weiyang said: "Let you watch more news and learn more about policies." As soon as the "Measures for the Administration of Alcohol Advertising" was promulgated, it was strange that the advertising fee did not increase!"

"I also knew that the advertising fee would definitely rise, but I didn't expect the CCTV standard king to rise so much. Song Qizhi shook his head and sighed.

Since 1994, the state has been restricting liquor. First of all, the consumption tax on liquor was directly set from 0 to 25%, and now it restricts the content and quantity of liquor advertisements, making the marketing cost of liquor skyrocketing.

Because of this, at the bidding meeting of CCTV Bid King at the end of last year, several major liquor manufacturers directly doubled the bid price last year, and Qin Chi even invested a sky-high price of 66.66 million, and then was suppressed by the 88.88 million of Xianjiu.

Song Qizhi asked: "Will you still take next year's bid king?"

Song Weiyang shook his head and said, "Don't take it?"

"Why?" Song Qizhi has already tasted the addiction of King Biao.

Song Weiyang explained: "The state is cracking down on the liquor industry, and I estimate that the next few years will be a cold winter for China's liquor industry. What Xianjiu has to do is to steadily expand the channel, and if you do this well, you will succeed, anyway, the two standard kings have already made enough fame. ”

Song Qizhi concluded: "I know that it is to sell wine with peace of mind. ”

Historically, the decline of brands such as Qinchi, Confucian Family Liquor, and Confucian Banquet Liquor, aside from the messy reasons, in the final analysis, there is only one point: the state suppresses the liquor industry!

Why suppress?

Because of China's lack of grain, agricultural production is declining every year, while the grain consumed by liquor is increasing year by year.

This is related to the country's security strategy, after all, in the 90s, there was still a discussion about whether China could feed its own 1 billion people.

Since 1996, the central government has not only restricted the advertising of liquor, but also the production of liquor. At the same time, consumers are encouraged to drink beer, red wine, sugar cane wine, sweet potato wine, etc., and the tax rate on these alcoholic beverages that consume not much food is super low!

China's annual liquor production has fallen rapidly from a peak of 8 million tons in 1996 to 5 million tons in 2000 and is planned to fall to 3.5 million tons. In the past few years, there have been wineries all over the country that have closed down and gone bankrupt, and it is difficult to move forward. It wasn't until 2004 that the state stopped worrying about the food problem, and finally lowered the consumption tax on liquor by 5 percentage points and relaxed production restrictions, and China's liquor industry quickly recovered.

Wuliangye and Moutai also achieved leapfrog development after 2004.

As long as the immortal wine can be steady and steady, it will last until 2004, and it may not be able to become another Wuliangye.