LEIT Building.

In the conference room, the senior management of LEIT Group and the management of the 'Xtep' sports brand gathered together to listen to Lin Zuhui's instructions.

The development focus of the 'Xtep' sports brand is the mainland, and the pricing is suitable for the mainland, and after a few years of development, it can take advantage of the difficulties of 'Fila' and win the global brand rights."

For sports brands, Lin Zuhui feels that his biggest advantage is the development of 'added value', that is, the selection of spokespersons, and in addition, he may be able to provide some suggestions on design.

Of course, LEIT Group is a mature and excellent garment group company, with a wealth of internal talents, perfect system management, and full financial strength.

With so many advantages, if you can't do Anta, it's a bit unreasonable; It is Nike and Adidas, and a strong opponent will be added in the future - Fila.

Lin Zuhui glanced at everyone, and then began to say: "Now that the meeting begins, the whole meeting must be kept confidential. ”

"Yes, boss!" Everyone said in unison.

Lin Zuhui nodded and said:

"The Xtep sports brand is mainly developed in the mainland, and the price is set at the position of the Li Ning brand in the mainland, and there is no problem if it is a little higher."

"My understanding of sports brands has three points: first, it is added value, that is, the value enhanced by celebrity endorsements. Xtep sports brand should complete endorsement contracts with mainland women's football player Sun Wen and male table tennis player Kong Linghui, and then find a pair of male and female stars from the Xiangjiang stars, and the conditions should be young and energetic, entertainment stars who are popular enough in the mainland, and adopt the endorsement model of cultural and sports stars. ”

Everyone hurriedly wrote it down, in their hearts, Lin Zuhui is a god, and what he said is a wise saying.

"How many years is it appropriate to sign a contract?" Xtep President Li Zhenlong asked.

"Mainland sports stars signed contracts for 8 years, and Xiangjiang artists signed contracts for 5 years." Lin Zuhui said without hesitation.

"Okay"

He has already taken the time to think about these issues, Sun Wen is the main player of the women's football silver medal in next year's Olympic Games, and was praised by Feng Gong in the 1997 sketch, and her fame is definitely big enough; And Kong Linghui is a representative figure of national table tennis, and as a national ball, his influence is also great enough.

It can be said that with the endorsement of these two people alone, Xtep will become popular in the mainland.

Then, Lin Zuhui said: "It's still the first point, I thought of an advertising slogan for Xtep 'Xtep, the feeling of flying', you can use this!" The entire marketing model follows the model of 'star + CCTV', spreading the market from the first- and second-tier cities, and then killing the third-tier cities. ”

Everyone's eyes are bright, simple and catchy, this is the essence of the advertising slogan, and what the boss said is undoubtedly in line with it.

As for rolling out the market from first- and second-tier cities, everyone is also full of confidence, and they are not going to the United States to compete with Nike and Adi, mainland companies are beginners, and they are the opponents of Hong Kong capital.

"The second point is the technical element of science and technology. If you want the sports brand to develop forever, rather than to make quick money, then you must have your own core technology, so the company must insist on investing in research and development funds every year, and the proportion must be larger. If you look at the kangaroo, how high it jumps, then we can carry out long-term research and development of bionic technology, the future may be the direction, you pay attention to this. In terms of other technologies, if you want to learn more from big European and American brands. ”

"The third point is that the quality system is the key, and we adopt the OEM model, so the quality must be guaranteed."

"Okay, just remember the three points, I hope that 'Xtep' can be listed within half a year! In terms of funds, the company will give you the greatest support; In terms of sales, we will set up our own stores in first- and second-tier cities as soon as possible, and then franchise stores, but we must be strict; In terms of management, the local talent system in the Mainland has been greatly utilised. ”

LEIT Group has mature sales channels in the mainland, so this aspect is still very fast.

"Okay, boss!"

Next, the conference room entered the report and discussion, and on the whole, Lin Zuhui was very satisfied with the current progress. Four months after its establishment, the company already has the ability to design sneakers, and if the time comes, Lin Zuhui also plans to direct the designer to try a few styles that he can remember.

In mid-October, Tekes, which has been operating in China for more than a year, was awarded the right to operate in the mainland, Hong Kong and Macau by Hengchang Beverage and Food Group for 20 million US dollars because of its unadaptability.

Hengchang Beverage & Food Pursuit Tex started as early as two years ago, but at that time, Tex USA wanted to operate in China and open its first branch in Shudu.

Capital.

Lin Zuhui attended the high-level meeting of Hengchang Beverage and Food Group, which is the key industry of Hengchang Holdings, and unceremoniously said that this group will be ranked among the world's top 500 enterprises in the future.

Jinmailang instant noodles/'tea' drink series (black tea, green tea, jasmine tea), Red Bull, Wanglaoji, Nongfu Spring, Tekes, there are five brands.

The presidents of major brands made detailed work reports for Lin Zuhui, and the overall development was better than expected.

Wang Laoji has been in the mainland market for three years, and his annual sales have exceeded 100 million RMB (very powerful); You know, this is a niche, targeted drink. In the final analysis, Wang Laoji's marketing is very successful, with regional advertising, eye-catching red can trademarks, catchy advertising words, and accurate market positioning; Especially in the flood in South China last year, Wang Laoji donated 10 million yuan, which is a good advertisement, including ordinary Wang Laoji also attaches great importance to public welfare activities in terms of student assistance.

Red Bull, which was only officially launched in the first half of this year, is still in initial development; This is also a niche and targeted beverage, and Lin Zuhui's plan is to develop steadily and gradually open up brand awareness and market acceptance.

Nongfu Spring, currently in the Chinese bottled mineral water, has occupied a place, the development speed is very fast; The marketing is very good, and it is expected to reach the top of the domestic bottled water hegemony in a short time.

Jinmailang instant noodles and Master Kong are one of the two overlords of instant noodles in the mainland, and both sides claim to be the number one in sales; In fact, Jinmailang's sales volume is still higher than that of Master Kong, mainly because of the channel and financial advantages in the early stage.

Jinmailang tea drink, the current sales are very good, occupying an important share of the beverage market; In the tea beverage market, the well-deserved hegemony, Master Kong and the unified brand are later imitators.

Tex has just been acquired and has not yet developed.

Lin Zuhui asked: "The newly acquired Tex, has the development plan been formulated?" ”

Luo Wenxiang hurriedly said: "I have already made a plan!" At present, we have sent 30 talents from the group to Tex. The specific plan is: invest 50 million US dollars, improve the management system, improve the management system, and re-establish the CIS system, so that it will become a member of the five major brands under its current umbrella. In terms of stores, we plan to follow in the footsteps of KFC, where they open, we open there, and the cluster effect. Although they are all fried chicken, because the Tex fried chicken is fried in an open pan, the chicken nuggets have the characteristics of golden crispy, delicious and juicy, which is very different from the fried chicken of KFC, and the most famous Tex is the crispy fried chicken. ”

Lin Zuhui thought for a while and said: "I suggest you start with the second-tier cities and avoid the first-tier cities, because the rent in the first-tier cities is too expensive and may not be able to make money; And, depending on what you mean, you plan to open the store bigger, which will make it even more difficult to make a profit. Therefore, it is most realistic to avoid the four major cities of Beijing, Magic City, Shenzhen, and Guangzhou. ”

Everyone was immediately a little surprised, you must know that in their hearts, Lin Zuhui is an omnipotent strongman; The four major brands such as Jinmailang, Wanglaoji, Red Bull, and Nongfu Spring can be said to be aiming for the top domestic brands.

Luo Wenxiang immediately said: "Okay, we remember!" ”

The word of the boss is still trustworthy.

Lin Zuhui nodded and continued:

"The temporary absence of first-tier cities does not mean that the company's financial strength is poor. Therefore, this second-tier city is the provincial capital city and an important coastal city, you can choose 20~30 cities, open 100 stores in 2~3 years, unified price, unified signboard, unified service, unified taste, unified decoration.' 'Unification' is the biggest advantage over mainland catering. ”

"For a city like Hangzhou, we must place a good façade near the West Lake, even if such a façade is not profitable, because it is a scenic spot, and the annual advertising fee can help us save a fortune."

"Select stores that need them and open them 24 hours a day."

"All stores, no customers are allowed under any circumstances, this will be the culture of Tex enterprise."

"Tastes should be localized, and an investigation team should be set up to analyze the tastes of the people in the mainland and make improvements."

A lot of opinions were expressed in a row, and the executives hurriedly recorded them.

Lin Zuhui nodded with satisfaction, after so many years in business, his level is naturally very high; I have the experience of my previous life, and when the two are interconnected, they form a very good attention.

To put it bluntly, the Tex in this life is definitely better than the development in the previous life, and may even be close to the share of KFC.

One of the most important reasons is that Lin Zuhui often eats KFC in the mainland with his children, and understands various elements of success such as food varieties and tastes.

Of course, when it comes to food issues, he will slowly intervene later, and he also needs to decide what products to launch based on market research reports.

For example, in his previous life, he liked to eat KFC's 'beef burger' the most, what is the mainland's acceptance of beef at this time, and what is the consumption level?

Is the tart suitable for now?

and so on, all of which need to be investigated by the market before Lin Zuhui gets involved.

Lin Zuhui personally participated in this meeting, and the presidents and executives of various brands felt that they had benefited a lot, and praised the boss in their hearts for being worthy of being the 'god of management' and 'the god of all-rounding', and every sentence was the focus, no nonsense.

Then, Lin Zuhui said: "When will Jinmailang's 'Tang Daren' be listed? ”

The Tang Daren brand has been prepared as early as two years ago, but Lin Zuhui has high requirements, plus he is not in a hurry, after all, the domestic high-end market does not have much potential.

Du Huilun, President of Jinmailang, said: "The official listing in Asia on New Year's Day has been completed, and all preparations have been made. ”

Lin Zuhui nodded, since it is a high-end brand, it is naturally carried out in the Chinese area, because the taste is close.

"Nongfu Spring brand, also to prepare a high-end mineral water brand, just call it 'Baisui Mountain', the first base to go to Luofu Mountain in Guangdong Province to investigate!"

Yu Hai, president of Nongfu Spring, immediately said: "Okay, I'll prepare as soon as possible." ”

Lin Zuhui said: "Don't worry, I still have a task for you!" ”

"Boss, you say!"

"Nongfu Spring has set up a research and health institution similar to 'Yangshengtang', which can consider researching health careers and can also produce health care products, what I am talking about is to have real scientific and technological products, don't fool people."

Everyone smiled, as the boss, naturally they would not do that kind of hurtful thing.

"No problem, there are no good products, we would rather not come out, this institution can still serve the mineral water industry!"

Lin Zuhui nodded, and then said: "Nongfu Spring is also going to produce a juice series, and you have to prepare too!" ”

Nongfu Spring's bottled water has been on the market for more than a year, and the results have been very great, which makes Lin Zuhui even more convinced that as long as the quality of the water is good and the channels are good, everything else depends on advertising.

Undoubtedly, Nongfu Spring's 'Nongfu Spring is a little sweet' and 'we don't produce water, only as nature's porters' are simply the magic weapon for success.

Yu Hai's spirit was shocked, the more products, the greater Nongfu Spring's business, and he naturally benefited.

"Well, I'll prepare as soon as possible."

Finally, Lin Zuhui said: "The advantages of Hengchang beverage and food are very obvious, I think there is no need to say more to you, you only need to work harder, more brains, then we will soon become a world enterprise." In addition to those advantages, the retail group under Hengchang Holdings has been developed in Modu and Pengcheng, and we will be able to master the terminal channels in the future, which is our advantage. ”

Everyone suddenly beat the blood, the entire industrial chain is completely laid out, and the conditions of Hengchang beverage and food are simply too good.

Everyone is also a little surprised, you must know that the mainland is currently controlled by retail, and it is difficult for foreign capital to enter; And Xishiduo convenience store and Yonghui supermarket can enter Pengcheng and Magic City, obviously Lin Zuhui's background is hard.

In fact, everyone's guess is not all right, even if Lin Zuhui's background is hard, it is impossible to develop his retail in the mainland on a large scale; Therefore, he has now obtained retail licenses in two cities, and he has entered in a joint venture situation.

Of course, Lin Zuhui didn't pay attention to the retail industry in the mainland because he couldn't make any money; However, he had to develop, because to master the terminal sales channels, Hengchang beverage and food products can be 'rampant'.

For example, the white elephant instant noodles in the previous life were not sold in most supermarkets; When the 'Sentiment Card' advertisement was made, people walked into the supermarket to cheer and found that there was no sale.

Of course, that situation is also because of the white elephant instant noodles, which have not had a market for a long time, and some supermarkets have decided not to put them on the shelves; Or, they didn't give the money to the supermarket.

In short, Xishiduo convenience stores will focus on the development of the mainland in the future, while Yonghui supermarkets will not necessarily focus on development, and the issue of profitability should be considered.

In the previous life, PARKnSHOP, that is, Li Chaoren's supermarket, collapsed in the mainland, which is a good example.

As for the opening of small and medium-sized supermarkets in the mainland, local enterprises generally have more advantages. Large supermarkets are more advantageous for international brands.

Convenience stores are the only retail model that can be fought for.

Master Kong first invented 'braised beef instant noodles' and occupied the Beijing-Tianjin-Yi area, and four months later, Jinmailang invented 'Laotan sauerkraut instant noodles' to occupy the southwest and Central Plains.

Next, Jin Mailang began to 'copy' the taste of braised beef, and Master Kong also copied the taste of Laotan sauerkraut, and the two competed.

Jinmailang's advantage is financial strength, but then Master Kong returned to Taiwan Island to raise money, and he also kept up with the speed of development. The two compete and unify all of a sudden, and they have no strength.

Later, Jinmailang successively invented: ice black tea, ice green tea, and jasmine tea, and Master Kong did not leave behind all the plagiarism. However, the advertising model adopted by these three drinks of Jinmailang is better than Master Kong, and currently occupies a significant lead in sales.

Dingxin Group.

The four Wei brothers sit in their offices, discussing the acquisition of Tex.

Boss Wei Yingzhou said: "I missed the opportunity, if Tex is acquired by us, we will definitely be able to build a second 'KFC' in the mainland." However, we must not back down, we must develop the three industries of foreign fast food, pastry and beverages, and retail, and build a huge group. ”

Wei Yingjiao, the second elder, said: "However, Hengchang Beverage and Food is very strong, backed by Hengchang Holdings and New Era Group, it is indeed a difficult opponent. Not only are we not as good as them in advertising and marketing, but we are also far behind in terms of financial strength. ”

Wei Yingzhou immediately said: "Therefore, next year, Dingxin Group will be listed in Xiangjiang, and through fundraising, our financial strength will no longer lag behind." ”

"Yes, go public, only in this way can the company really grow and grow!"

"Lin Zuhui also used listed companies to become the richest man in the world today."

For a time, the four brothers quickly agreed and went public in Xiangjiang to raise funds and obtain the development of the company.

However, these do not understand how much the Nongfu Spring, Wang Laoji, and Red Bull of Hengchang Beverage and Food will break out in the future.

At that time, they found out that compared with Hengchang Beverage and Food, Dingxin Group was not qualified.

(End of chapter)