Mr. He, Mr. He, is a legend among the entrepreneurs of the Dragon Kingdom.

He led a group of young people to not only cultivate a little-known local brand into a well-known food and beverage brand in the country, but also create a miracle that is widely praised in the industry.

Mr. He created a legend for the first time, for the brand. During the Spring Festival of 1989, he was already the deputy director of the pharmaceutical factory in Xiaolan Town, Zhongshan, Lingnan, and went to Hong Kong Island to celebrate the Spring Festival, and accidentally found a milk yogurt on the street, "8 cents a bottle, a bottle for children".

"The combination of milk yogurt and * will definitely be popular!" You must know that at that time, there was a boom in the mainland, and the first "Moon God" in the Dragon Kingdom to introduce the VI system had sales of more than 100 million in less than a year.

But at that time, Mr. He was just a factory director, and he didn't have much money in his hands, and he didn't have money and wanted to do big things? Yes, He Boquan was He Boquan, and he used his connections to rent the brand of Xiaolan Town, Le Pepsi.

In March 1989, he established Lepepsi Health Products Company in a small house of less than 10 square meters, and started his own business, mainly making milk yogurt.

In 1992, he recruited names from Longdu University in Longguo and established the "Jinri Group".

In 1994, he purchased the formula of the famous coach Ma Junrong's "Life Nuclear Weapon" for 10 million yuan, and auctioned the product distribution rights in the same year, which obtained extremely high market returns.

In 1997, it acquired Lingzhou "Le Pepsi", and changed from a trademark tenant to an owner, and the scale of the enterprise became increasingly large.

Recently, it has invested heavily in hiring McKinkin, an international consulting company, to provide senior management strategy consulting and introduce the world's most advanced SAP management information system.

Among them, the sales of "Lepepsi" milk rose rapidly from several million yuan in 1989 to about 1.5 billion yuan in 1997, and the brand of Lepes has become a household name, ranking first in the national market share for five consecutive years.

Of course, the inside information that Jiang Lao got was that Mr. He wanted to sell the company, or that he wanted to cooperate with foreign brands, hoping that Cui Ning and Wan Xinglong could learn more about the situation, and of course it was best to stop this transaction.

I have just watched the ending of too many joint ventures, and Cui Ning and Wan Xinglong understand Jiang Lao's mood very well.

"The enterprises have all achieved the first place in the country, why do you think about joint ventures or selling? Isn't the lesson of Tianfu Cola, Panda, and Vitality 28 not profound enough?" On the way to "Le Pepsi", Wan Xinglong has never understood.

Cui Ning says:

"There are so many possibilities, the business is too hard and too tiring. Or maybe you've earned enough and think about retirement

"Or is it worry, fear, fear that one day the company will fail and you will become the target of hundreds of millions of people?"

"It's even possible, thinking about creating a joint venture model, since so many joint venture brands have failed, I just want to succeed, it's possible, this Mr. He, is not a person who plays cards according to common sense"

Wan Xinglong nodded, "That's right, I think back then, Coach Ma Junrong, who was a powerful figure in the world, trained too many world champions, so the whole world thinks that he has a unique coaching method, or food formula, in order to produce results." ”

"By the way, Cui Ning, do you believe the so-called life nuclear weapon formula that Mr. He auctioned for 10 million?"

Cui Ning shook his head, and then suddenly remembered his own blood, and then Jiang Lao told himself that his blood had been used by a few people, and as for who it was, Jiang Lao had not told him, and it was extremely secretive.

"How could it be that the formula is actually used by athletes? If it is, once it is announced, it will be a traitor in the first place," Cui Ning said.

"But Coach Ma must have a unique teaching method, that's for sure, the so-called auction recipe is more like a self-directed or negotiated play"

Wan Xinglong said, "I also think that the formula auctioned is just a brand story, how can it be possible to achieve industrial large-scale production of formulas that can produce world champions, even raw materials."

"We still have to admire Coke Coke," Cui Ning said, "You should know their brand story."

Wan Xinglong replied, "I probably know that although the version is slightly different, the ability to make up the story is indeed worthy of the world's first carbonated drink"

The recipe and brand story of Coco Cola have always been a classic told all over the world.

In order to ensure the monopoly position of the world's best-selling Coco cola beverage in the international market, Coco Cola has taken great pains to keep the beverage formula confidential.

Cococo was born in 1886 in Atlanta, Georgia, with only two people in charge of the recipe: a manager and a technical leader.

They split the recipe in two, with each taking half of it. To prevent leaks, the two were not even allowed to travel on the same plane, and they regularly formulated a fragrance formula called 7-X in their own laboratory and sold it to manufacturers.

The secret recipe must be approved by the company's board of directors, and the door to the vault can only be opened within a specified period of time and in the presence of a government official, and it is strictly forbidden to record it.

In addition, the manufacturers of Coco-Cola have been enjoying the special treatment of not having to label the formula on the product packaging approved by Meiguo Food and Drug Administration.

In industrial production, Coco also has another process and story.

The production of Keku is divided into several parts.

The first step is to produce the first puree, and the three senior employees who master the key ingredients will have special factories under their hands, and these factories will produce the first cola puree containing the key ingredients, and all employees working in such factories must sign strict confidentiality agreements, and if the slightest secret is leaked, they will face huge compensation.

When the first cola puree is produced separately, these purees are sent to the second-stage factory for mixing, and the three purees with different key ingredients are mixed according to a certain proportion to make the second cola puree.

The puree is then distributed to cola factories around the world for water and aeration, and when the cola is finished, it is transported to bottling plants for aluminium, plastic and glass bottles.

Then there's the Coco Coke that is all over the world, and the ubiquitous brand myth.

Moreover, Coku Cola is also the first enterprise and brand to enter the Dragon Country in the 70s, after the resumption of diplomatic relations between Meiguo and Dragon Kingdom, in the early 80s, it built a factory in Dragon City and realized localized production, which shows the sensitive business nerves and rapid response ability of this enterprise.

"When we mention the brand story of Coco, many young people will think that this company is really amazing," Cui Ning said.

"But when we talk about a domestic * company and their brand story, more consumers think it's nonsense, or making something out of nothing, which is the sadness of domestic brands."

"That's really the case, in addition to the accumulation of time, the brand is actually a commercial religion," Wan Xinglong also sighed.

Cui Ning, who is familiar with the brand, suddenly became interested in this topic and continued:

"In fact, from a commodity point of view, where is the formula so important, and Coco Cola was first sold in the form of *, and even a medicine for headaches and colds, and finally the inventor Dr. John Pemberton died of poverty."

Wan Xinglong thought for a while, "But this proves that the later strategy is right, if it is still according to the strategy of treating headaches and colds, maybe this product will be gone long ago, or it may be an ordinary potion"

"Yes, but because it's an ordinary drink, the recipe and the brand story are all about making a concept. Cui Ning asked Wan Xinglong:

"Do you know about blind testing experiments in the beer industry?"

"I don't know, you say"

Cui Ning laughs, "Many beer brands say how their beer is different, and even the foam is 10% more than other brands. So an organization did a blind test experiment of dozens of brands.

The condition of the experiment was that all the beers were packed in numbered black cups, the color was barely visible, and after the foam had gone down, all the beers were placed on the table, lined up, and the most well-known industry experts were invited, with dozens of experts participating.

The requirement is for the experts to taste the beer and then write down the beer in the cup and what brand they think it is.

Guess what the result is?"

Wan Xinglong smiled, "The result is definitely not optimistic, the so-called fragrance and taste are meaningless."

Cui Ning nodded: "It's not just meaningless, it's just ridiculous and generous, the so-called beer experts, guess the result is not the right horse's mouth, and in the end, many experts think that the best beers are actually domestic, and the price is only a few tenths of imported beer."

When promoting several high-end beers with delicate taste, recipe and foam, when blind testing, more than half of the experts thought that it was an inferior domestic brand, which was simply hehehe.

And when we people drink beer, they are all sweet and sour and spicy food combinations, what is the meaning of taste and foam?

And it is impossible to lose weight with beer, liquid bread is not in vain, drinking too much will definitely be obese, they are all the same, the so-called formula and taste are also one of the marketing methods.

We can accept such marketing methods, can accept Coku Cola to become a world-class brand, can accept the higher price of electrical appliances in the East, and do not give domestic enterprises a chance, do not think that localized brands also have excellent products, and think that * should be advertised according to textbooks, which is the sadness of business and the market. ”

Wan Xinglong asked: "Then you think that appropriate marketing methods are understandable, is that what you mean?"

Cui Ning nodded, "At this stage, we should give more time to domestic enterprises and entrepreneurs, and we should no longer have more vitality 28 or Tianfu Cola because of various restrictions, we should study why Coku Cola is successful, and treat our enterprises and entrepreneurs according to the dream of Coku Cola, as well as a tolerant enough market environment"

"I understand what you mean, a recipe story like Lepepsi is actually no worse than Coco Cola, why can't it be made into another Coco Cola, this is the world's No. 1 brand" Wan Xinglong sighed very emotionally.

"Yes, therefore, we have the responsibility, maybe in our generation, the Dragon Country brand has a chance to surpass the Meiguo brand" Cui Ning said "It's not a price war, it's not just a manufacturing factory, it's a brand power"

Wan Xinglong answered: "Then you see, Mr. He doesn't believe in domestic consulting companies, and has invited foreign consulting companies, in fact, he is thinking about connecting with international companies in advance, so as to sell the company more smoothly, or joint ventures with international companies, but I am very worried, it is another vitality 28 or Tianfu Cola."

"It's all possible, but you have to ask Mr. He about this and see what he thinks," Cui Ning said.