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Shen Ying listened to Fan Wuxi's explanation. I roughly understand it.

The general form of the so-called buyout operation of liquor brands is that the distributor pays a considerable amount of money to the manufacturer to obtain the right to operate one or several products of the manufacturer, and the products are monopolized and sold by the distributor within the time and area specified in the contract.

Dealers can put forward their own ideas, design product style, price, taste, packaging, etc., manufacturers are responsible for production, filling, dealers are responsible for marketing publicity, sales network construction and product pricing.

The price given by the manufacturer to the dealer is confidential, and generally after a certain number of years, the product brand is recovered by the manufacturer.

Brand buyout operation is another form of operation after the general distribution and agency system, which realizes the joint operation of manufacturers to a certain extent, strengthens the cooperation between manufacturers and the market, and thus contributes to the further maturity of the market as a whole.

In general, the marketing model of liquor brand buyout operation still has some positive effects, and the distillery can alleviate its own financial pressure by collecting hundreds of thousands of yuan from distributors for franchise deposits and investing them in production and operation, which not only reduces capital investment, but also reduces market risks.

Since the product is designed and developed by dealers, it is more in line with the consumer needs of the market, and the price is also formulated by dealers. Leave a large profit margin. For dealers, the more they sell, the more profitable they are, and they have the autonomy of advertising and promotion, and they are willing to actively promote.

The distribution of consumers in the liquor market is different, and their consumption habits are also different. For example, Wuliangye Group's "Beijing Liquor" developed for the Beijing market and "Holy Liquor" for the Tibet market cater to local consumers, and it is easy to quickly form brand communication power, which can meet local consumers in an all-round way in terms of packaging, degree, aroma and taste.

The advantage of the production enterprise lies in the strong production capacity, the brand and quality, while the advantage of the dealer is that it can do business, is proficient in management and sales, and has a broad sales channel and network. Because of the cooperation with local dealers to develop the brand, it is easy to obtain the support of the local government, the strength of local dealers, social relations, plus the quality assurance and popularity of manufacturers, not only break the barriers of local protectionism, but also help to mobilize the enthusiasm of the local government.

In addition, the products are exclusively operated by the distributor within the market scope specified in the contract, which avoids the price reduction competition caused by the operation of several companies of the same commodity in the same market. Because the purchase channel is single and direct, it is also easier to find counterfeiting and counterfeiting, which reduces the impact of counterfeit and shoddy goods.

Of course, there are some problems in the brand buyout business model.

Many liquor companies are forced by sales pressure and do not have strict requirements for distributors, as long as you pay money, you can monopolize and operate a brand. But there can only be one or two core brands of an enterprise, otherwise it can only become more and more chaotic. And it is not uncommon for powerful dealers to have three to five buyout brands. Therefore, the brand needs to be carefully maintained and managed by the enterprise.

Many brands buy out the products are dealers themselves to provide product packaging, bottles, so some dealers use the low-grade wine provided by the manufacturer, with high-end luxury packaging, to develop high-price sales to make high profits, and manufacturers in order to increase sales, often take a default attitude towards this phenomenon, as a result of consumers will drink the horse's feet, which makes consumers' trust in the brand repeatedly reduced.

Some manufacturers because of the pursuit of interests, the main focus on the buyout of products, but ignore the cultivation and maintenance of their own flagship products, that the vigorous development of buyout management will not worry about the product can not be sold, the buyout management of this mode of operation as the main way of business, completely rely on dealers to engage in general distribution, do not actively develop their own leading products, regardless of the buyout operation also has market risks, products also have market life cycle restrictions, in case the buyout operation comes to an end, the market of these manufacturers will be difficult to maintain.

"Cultivating and developing leading products and maintaining core brands is the basis for the survival and development of enterprises. However, it is necessary to firmly control the sales channels of leading products, concentrate funds and energy on cultivating and developing their own leading products, maintain the core brand image, and ensure that they seize the initiative in the market, so as to gain a firm foothold in the fiercely competitive liquor market. Only by providing high-quality services, effectively meeting consumer needs, improving consumers' brand loyalty, and enhancing brand image and brand value can we ensure that enterprises become bigger and stronger, and will prosper for a long time. Fan Wuxian said to Shen Ying, "Today's buyout operation is a bit too flooded, and Wuliangye is now thinking about how to cut off the tail because the tail of the sub-brand is too big, where is the mood to consider the acquisition?" ”

In fact, Wuliangye Group is now indeed facing a relatively strong pressure, due to the erosion of the sub-brand to the market, as well as the huge profits brought by the buyout operation, has caused huge pressure on the main business, at this time, many service companies under Wuliangye Group are also taking advantage of the same Wuliangye Group, the brand effect of Wuliangye Group has been brought into full play, and the authorized buyout sub-brands are even more than those released by the group headquarters.

After all, the service company is to make money, and the interests of the entire group are not taken into account at all, so the steps are very big, the courage is very big, and the money is enough to make a profit.

"I heard that Wuliangye Group is now considering taking back the power to operate the sub-brand, and will also spin off the service companies," Fan Wuxian said to Shen Ying.

When the two of them were chatting. Someone came to the door to ask for a meeting, but it was the vice president of Moutai, and after he came in, he said a little apologetically, "Mr. Fan, Miss Shen, let the two of you wait for a long time." Our company's senior management conducted urgent consultations, on the one hand, discussed the response policy of liquor consumption tax, on the other hand, discussed the feasibility of acquiring your company's distillery, and finally came to a relatively unanimous opinion, if your company's offer does not exceed 2 billion yuan, we are willing to put forward an acquisition motion, and all the purchase price will be paid off within three months. ”

"One price, two and a half billion!" Fan Wuxian spoke instead of Shen Ying, "This also includes specialized research institutions and some research results other than the Confucian Banquet Wine, which is very cost-effective." ”

"Can you negotiate?" The other party's heart of 2.5 billion seems to be a bit high, so he has to cut it down a little.

"It's not negotiable, it's a fixed price." Fan Wuxian is naturally reluctant to give in, after all, the entire production link, sales link, and market channels of Confucius Mansion Banquet Wine are now optimal, not because he is down, but because Shen Ying has done enough in the liquor industry and doesn't want to play anymore.

After a while, the representative of Fenjiu Group also came over and spoke more sincerely. "The new liquor deal, hit us off guard, it is estimated that the market pressure encountered in a short period of time will be great, in this case, want to complete the acquisition of a large amount of funds, it is obviously inadequate, although the provincial government expressed its approval, but also can not come up with much money to support us, so, unless we use the way of installment payment, it is unlikely to participate in this acquisition."

"Installments?" Fan Wuxi smiled and patted his forehead. The idea of the heart is also very creative.

However, in the next few years, the inflation rate will be relatively high, with the rapid increase in people's wages, in fact, the same funds will depreciate to a greater extent, and it is impossible for them to suffer losses because of this, of course, this installment statement is not feasible.

However, Fan Wuxian himself has more feelings for Fenjiu, he does not like to drink Wuliangye or Moutai, that style is more suitable for the taste of southerners, as Fan Wuxian who has lived in the north for a long time since he was a child, he is more interested in Fenjiu with a more affordable price, and he is more intimate.

Of course, having a good impression is a good feeling, but it does not mean that you are at a loss.

Regarding the attitude of Moutai, Fan Wuxian felt that he was not very happy, what kind of situation his current identity is, it is self-evident, and adding a research institution is only 2.5 billion, which is actually a very fair price, if the other party accepts this price, if he encounters any small trouble in the future, he can also help him, but now seeing that they are so unfavorable, Fan Wuxie's interest is not high.

Therefore, the intention of Fenjiu Group has become more important, and Fan Wuxian hopes to find a more suitable way to reach an acquisition intention with Fenjiu Group to achieve a win-win situation.

So the people from Wuliangye went back to ask the high-level for instructions, and the people from the Fenjiu Group were left behind by Fan Wuxi.

The people of Fenjiu Group were a little surprised by Fan Wuxi's move, it seemed that the installment payment method was always much weaker than paying it off in a lump sum, and it was indeed not easy for Wuliangye to give them a chance to talk when Wuliangye was willing to pay two billion.

After thinking for a while, Fan Wuxian said to the representative of Fenjiu Group, "I think you are also more sincere, so we might as well give your company a chance to participate." ”

The representative of Fenjiu Group listened to Fan Wuxi's words. I was very surprised, I didn't know why Fan Wuxi had such a high opinion of his company, just thinking about what Fan Wuxian was next?

If the asking price is too high, it is not negotiable.

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