September.

New Era Group Headquarters.

Yuan Tianfan and Zhang Xili, president of 'Times Beer Holdings', came to Lin Zuhui's office together.

After the two sat down, Zhang Xili reported: "Boss, Xuejin Beer, the largest beer company in Fuzhou Province, was listed on the Fuzhou Provincial Property Rights Exchange Center at the end of August, inviting bidding to transfer 39.48% of the state-owned equity and looking for strategic partners around the world. ”

When Lin Zuhui heard this, he suddenly came to his senses.

Times Beer Holdings, Inc., currently controls two major brands, 'San Miguel Beer' and 'Harbin Beer' and some smaller brands, with operations throughout Asia.

However, it can only be regarded as a medium-sized Asian beer group, and it is not a cast on the whole world level.

He also has no intention of developing into a world-class cast, but he has always been eager to develop into a big cast in the mainland, after all, the market is a market he is familiar with, familiar with the way, and can be taken care of by the government.

In order to develop beer enterprises in China and form a large-scale, we can only continue to acquire other local beer brands and open up channels and production across the country, so as to establish a national beer group.

Why is it necessary to acquire local brands to build a national beer?

Because in the mainland, the influence of a beer over 200 kilometers has been greatly reduced, and it is still local beer that dominates.

As for later generations, with the game of "big fish eating small fish", national brands such as "Xuehua", "Qingdao", "Yan Beer" and "Harbin Beer" were gradually formed.

Don't look at the names of Tsingtao and Harbin Beer as local beers, but they became national brands in the previous life because they acquired local beer brands during the period, used their channels and factories, and then carried out cross-regional development.

Therefore, at present, Qingdao and Harbin Beer are not national brands, but they can acquire other local brands and develop into national brands.

Because of this, in the past year, Harbin Beer has acquired several local beer brands with the support of Times Beer Holdings, but these brands have a small local influence and are far less large than Xuejin, the largest beer in Fuzhou Province today.

"What about the specific information of Seokjin?" Lin Zuhui got up and came to the sofa and asked with interest.

Zhang Xili was prepared for a long time and reported directly:

"As the largest beer enterprise in Phuoc Province, Seojin Beer was established in 1986, and since 2000, its production and sales have grown at a rate of more than 100,000 tons per year, and its per capita tax revenue and tax revenue per ton of liquor have ranked among the best in the country. During this period, Xuejin continued to expand its scale and brand, merged Fujian Sanming Riyuexing Beer Co., Ltd. in 2002, and invested in the construction of Xuejin Beer (Nanchang) Co., Ltd. with an annual output of 100,000 tons this year, taking a substantial step into the national strategic market. In just six years, Xuejin has achieved leapfrog development from product management to brand management to capital management, with a strong development momentum. ”

"Seojin currently has three production bases, which are located in PT City, SM City and NC City, Jiang X Province, with an annual production capacity of 900,000 tons, with a market share of 45% in Phuoc Province in 2004 and a market share of about 18% in Jiang X Province."

"In 2004, the profit of Xuejin Beer reached 410 million RMB, and the growth rate is very impressive."

"If we take Sejin beer, we can produce 2.8 million tons in China and 3.3 million tons globally."

Relevant data show that the annual sales of the Chinese beer market reach 6 billion US dollars, and the annual growth rate is 6%, while the growth rate of the beer market in developed countries in Europe and the United States is only 1% to 2%. The growth rate of the Huaxia beer market has led to a wave of mergers and acquisitions and expansion in the Chinese market. ”

After listening to the specific report, Lin Zuhui had a map in his mind - the beer industry.

In the next three years, the cash flow of New Era Group will reach more than 100 billion US dollars, which is Lin Zuhui's prediction.

With so much cash, it is natural to seek stable growth of the business, and the traditional industry with a low rate of return is suitable for the New Era Group.

For example, Hutchison Whampoa has recently begun to seek investment in 'public utilities', such as investing in water, electricity, telecommunications, etc., in the United Kingdom and Australia.

However, it is not easy for New Era Group to invest in these industries, because New Era Group's experience and channels in the field of infrastructure are very weak; Even in Xiangjiang, the strength of New Era Group in the field of infrastructure is not good.

"Go all out to get Seoljin Beer!" In the end, Lin Zuhui said directly.

"Good"

Yuan Tianfan and Zhang Xili were also full of confidence and replied at the same time.

As the vice president of the group, Yuan Tianfan is responsible for the strategic acquisitions of the entire group, and is also responsible for the overall layout of emerging industries of the entire group.

The team formed by Yuan Tianfan, Zhang Xili and Liang Botao came to Fuzhou Province to prepare for the bidding for the equity of Xuejin Beer.

Of course, this bidding is not an auction, but a kind of negotiation without a strict time limit, by the intention to negotiate with the "Fu Province Property Rights Trading Center" to negotiate, and finally in a certain period of time, the "Fu Province Property Rights Exchange Center" will depend on whose price is high, which enterprise has better qualifications, whose relationship is hard, etc., will determine who wins the attribution.

In recent years, due to China's accession to the WTO, many provinces have been able to use the exaggerated point of 'selling to foreign capital' to 'selling to foreign capital' in attracting investment.

The reason is actually quite simple, when selling to foreign capital, the management can get unexpected benefits, and it may still be a legitimate gain. For example, when selling Harbin Beer, the five management only contributed 5 million RMB, and when they exited, they received 50 million yuan in income, in short, the market in Huaxia has been fully opened.

Fu Provincial Property Rights Trading Center.

"Mr. Zhang, I didn't expect to meet you here!" Wang Renrong, president of InBev Enterprise Management Co., Ltd., saw Zhang Xili and stepped forward to greet him.

In recent years, international brands such as InBev and Heineken have come to China to acquire local beer companies; Even Huayan Beer and Qingdao Wine Tasting have achieved rapid expansion through mergers.

Of course, 'Times Beer' is a rising star, but its reputation in the industry is very loud because of the strength of its parent company.

"The same purpose as Mr. Wang, naturally it is easy to encounter." Zhang Xili responded calmly.

Wang Renrong seemed to be a little familiar with Yuan Tianfan and Liang Botao, so he asked, "Who are these two?" ”

Yuan Tianfan introduced his Liang Botao with a smile, Wang Renrong was suddenly surprised, the New Era Group is bound to win, and the two generals came to negotiate in person.

After Wang Renrong greeted him, he suddenly smiled and said, "This time Times Beer may be disappointed!" ”

Zhang Xili was stunned for a moment, and then sneered: "Mr. Wang, this matter has just begun, you are too full of words!" ”

Wang Renrong still said proudly: "This is not enough! As far as I know, the Xuejin side intends to find a sincere and powerful strategic partner to make the beer industry bigger and stronger, so it has put forward a high threshold for bidders to enter the bidding - enterprises engaged in beer production and sales, the total asset scale should be more than 7 billion yuan, and the total revenue of global beer production and sales should be more than 40 billion yuan, with sufficient available liquidity, no risk of capital chain breakage and other conditions. ”

Zhang Xili sighed, because the total revenue of Times Beer's global beer machine production and sales did not reach 40 billion RMB.

Yuan Tianfan said: "If the matter is not until the last moment, there will be no decision." ”

After speaking, the three of them left the scene with the people.

"Hmph, it's not enough!" Wang Renrong broke a sentence.

New Era Group Headquarters.

Lin Zuhui said unexpectedly: "The Fu Provincial Property Rights Trading Center directly rejected our acquisition? ”

Yuan Tianfan said: "I didn't refuse directly, but just euphemistically said that they hope to cooperate with large beer groups, and the threshold is more than 40 billion RMB per year." ”

Lin Zuhui pondered, the request of the Fu Provincial Property Rights Trading Center can also be understood, after all, the technology, channels, and management of large enterprises are better.

In fact, Times Beer is not weak in these aspects, and after inheriting Shengli Beer, Times Beer is similar to the old beer group in all aspects. At its peak, San Miguel was as famous as Tiger in Asia. It's just that later on, the business began to be poor.

After Times Beer won 'Shengli Beer', its production has increased several times, but after all, it is still a little worse than the big beer companies.

Lin Zuhui banged on the table!

Yuan Tianfan and the others were very curious, did the boss still plan to continue, you must know that even if the boss uses ZZ power, he may not achieve his goal.

The reason is actually very simple, the conditions are too different, and it is easy for foreign investors to question them in the media. If the conditions of the era beer are met, then it is possible to give priority.

In fact, what Lin Zuhui thought at this time was that it was best not to miss this opportunity.

In the previous life, the development of foreign beer in China was actually not very good, because they all wanted to promote their own brands, and ignored the local brands that they acquired or invested in.

In fact, Chinese people still like to drink local brands, and for those mid-to-high-end occasions, foreign brands occupy a large market.

If Times Beer wants to develop the beer industry in the mainland, it will inevitably rely on 'Harbin Beer' and other local brands, so he really doesn't want to miss 'Seojin Beer' this time.

"I remember the Newcastle Beer Group in Scotland, England, which is also one of the top ten beer groups in the world, you guys will sort out the information for me and have a meeting later. By the way, we will collect information on the top 10 beer groups in the world and discuss them together. ”

Yuan Tianfan and Liang Botao were suddenly excited.

Zhang Xili was very shocked, and the emotional boss decided to acquire the world's top ten beer groups for the sake of a top ten domestic Xuejin beer.

"Okay"

After the three of them left, the expression on Lin Zuhui's face was still very relaxed.

He suddenly decided to buy a global beer group because he felt that the beer industry was very stable, at least until 2020.

The New Era Group has a large amount of available funds, and it is better to acquire such industries than to put the funds in the account to depreciate.

If we can negotiate with one of the top 10 beer groups in the world, then we may be able to turn around and buy 'Seoljin Beer'.

Even if it's too late, it won't suffer.

At that time, 'Times Beer' will be able to enter the world's top five existences.

Turning over the beer industry in the previous life, AB InBev is undoubtedly the best example of M&A growth: driven by '3G capital', it was only the leader of the beer business in Brazil and Argentina at first, and then annexed the Interblue Beer Group in Belgium in Europe, and then annexed the Budweiser Group in the United States, becoming the leader of the world's beer industry in one fell swoop.

The beer industry is a proper format in which big fish eat small fish, and small fish eat dried shrimp.

Once you become a big fish, you can integrate resources, enhance competitiveness, and even influence the situation in the industry and improve profitability.

A week later, the information of the 'Newcastle Beer Group' was already in front of Lin Zuhui.

Founded in 1749, the Scotland Newcastle Brewery Group is a leader in the Edinburgh-based brewing industry and one of the world's top 10 brewers, with operations in more than 55 countries around the world.

As the world's leading exporter of brown beer, Newcastle Beer Group produces more than 331 million litres a year and owns a wide range of brands, including: Newcastle Brown Ale, Mcewan's, Courage, Beamish Irishstout, John Smith's, Kronenbourg, Theakston's and many more.

In the UK, Newcastle Brewery Group is also authorized to distribute and brew a variety of other well-known brands of beer, such as Baker, Fujita and Merlot; In addition, Newcastle Beer Group operates a chain of 1,400 branded pubs in the UK.

Newcastle Brewery Group is currently the sixth largest beer manufacturer in the world, operating or investing in more than 50 breweries around the world, and exporting its beers to more than 60 countries. Beer sales are among the best in 15 European and Asian countries, with the UK, France, Russia and India in the market.

After reading the information, Lin Zuhui was immediately interested.

He remembered that the 'Newcastle Beer Group' was divided between Carlsberg and Heineken around 07 years ago, and there was no 'Newcastle Beer Group' again.

This is undoubtedly an opportunity!

Of course, this acquisition has to be done by foreigners, not Chinese.

Therefore, Lin Zuhui conveyed the information to the Bank of Bahrain and asked Andre to form a team as a consultant for the New Era Group;

In order to be more sure, two large British syndicates were also hired as financial advisers.

And he himself personally went out to participate in this large-scale acquisition, which is inevitable.

For a while, the wind rose!

In late October, New Era Group's acquisition team formally made a tender offer to the shareholders of Newcastle Brewery, offering £6.5 billion (US$11.18 billion).

As soon as the news came out, the world paid attention.

Hong Kong was even more shocked, after all, this was a transaction of nearly 87 billion Hong Kong dollars, and the stock of New Era Group soared by 3.5% for a while. The public is even more proud, after all, this is the acquisition of a large British company.

As for the UK, the public opinion reaction is not strong, the UK itself is a country and region that is very friendly to foreign investment, not to mention that the beer industry is not an industry that affects the country or people's livelihood.

Of course, the deal will need to be approved by the UK and EU Business Commissions, as well as the shareholders of Newcastle Brewery.

So, what follows is the tug-of-war.

Another month has passed in the blink of an eye.

On this day, Lin Zuhui led the team to Newcastle Beer Group.

After a month of negotiations, there is a lot of hope for this deal, mainly because there is little interference from the ZZ forces.

As for the issue of funds, it is a little more expensive to buy, and Lin Zuhui does not care.

Even, he already has a way to reduce the cost of acquisition.

Of course, it can't be realized until the deal is done.

"Mr. Lin, welcome to Newcastle Beer Group!"

As the president of Newcastle Beer Group, Jonah warmly welcomed Lin Zuhui and his party and took them to visit the company.

Back in the conference room, Lin Zuhui said: "For Newcastle Beer Group, our New Era Group attaches great importance to it, if after the acquisition, its headquarters will still be in England, and there will be no layoffs. At the same time, Newcastle Brewery Group can also take over Times Beer and increase its share of the Asian beer sector in one fell swoop. ”

After the merger, it will definitely not be called 'Times Beer', but can be changed to 'Times & Newcastle Beer Group' and implement dual-headquarters operation.

Jonah and other management, with a satisfied expression on their faces, are different from the world's businessmen.

They also know that Lin Zuhui's development in Europe and the United States is particularly good, and he is very good at local management.

What makes people wonder why Europeans and Americans are so loyal to this one?

In fact, they don't know that Lin Zuhui has a kind of personality charm, and the longer they work with him, the more loyal they will be to him.

Jonah said: "We don't have much of a problem with the New Era Group's acquisition plan, but the shareholders are not happy with the price. ”

That's good, the price can be negotiated, and then Lin Zuhui asked the team to negotiate and withdrew from the negotiation by himself.

In the end, the price was fixed at 7 billion pounds (including debt), which is about 7.8% higher than the first offer, which is almost the limit of New Era Group.

"Okay, for your takeover offer, we need to convene another shareholder meeting to make a resolution."

Lin Zuhui said with satisfaction: "OK, I believe this deal can be concluded soon." ”

The so-called shareholders' meeting is more of a formality, because this price is nearly 3% higher than the securities market.

In contrast, the approval of the business committees in Europe, the United States and the United Kingdom is the most critical thing in the follow-up.

Of course, Lin Zuhui is also very confident that this acquisition does not involve a monopoly, because Newcastle Beer is only ranked sixth in the world, and there are three in Europe alone ahead of him.

The beer industry is not the core industry of a country, and the current public opinion in the UK is not large, so there is a great hope of success.

In the end, Lin Zuhui suddenly said: "Before the acquisition is reached, I have a proposal!" ”

Jonah said, "Mr. Lin, please speak! ”

Lin Zuhui nodded, told the story of Huaxia Xuejin Beer, and then said: "So, I want to invite Newcastle Beer to bid now, our Times Beer is willing to match, and it is bound to succeed in one fell swoop." Of course, if this deal is completed, it will not affect the transaction between the two of us. ”

For Xuejin Beer, Lin Zuhui is still worried about it, and the important thing is that the current ownership of Xuejin Beer has not yet been finalized.

When Jonah heard it, it was nothing more than this person who wanted to get Xuejin beer, so it naturally didn't matter.

"No problem, we can immediately form a team and participate with Times Beer."

InBev (Huaxia).

"What, Times Beer invited Newcastle Beer Group to participate in the bid for Sejin Beer shares?" Wang Renrong said incredulously.

Recently, InBev and the provincial government have almost entered a critical stage of negotiations, and the Newcastle Beer Group suddenly participated, which obviously added a lot of variables.

Wang Renrong also knew that Times Beer was acquiring Newcastle Beer Group, which made him understand that Times Beer did not give up Seokashi Beer because of insufficient conditions, but first acquired Newcastle Beer Group, and then went back to buy Seokjin Beer.

This style? Wang Renrong was dumbfounded, it was very incredible.

"Yes, it is said that the offer is very high, and even Lin Zuhui, the boss of the New Era Group, is personally involved in this acquisition." The executive continued.

Wang Renrong suddenly felt bad, and Lin Zuhui personally participated, indicating that the balance of the victory of this acquisition has been tilted towards Times Beer.

End of December.

Heung Kong and mainland media have reported news about the ownership of Xuejin Beer.

In the report, because the 'Times Beer' was not enough to bid for the threshold, Lin Zuhui, the boss of the New Era Group, domineeringly acquired the world's sixth Newcastle Beer Group.

Then look back at the moon and use the Newcastle Beer Group to participate in the bidding for Sejin beer.

For a time, public opinion was in an uproar.

People were surprised, for a Chinese beer brand worth about five or six billion RMB, and instead invested nearly 100 billion RMB in the world's beer brand, this account seems a bit bizarre.

"The richest man in the world is the richest man in the world, and these 100 billion-level acquisitions are all such child's play!"

"Who told you that it was child's play, Newcastle Beer Group, Harbin Beer, Sejin Beer. They directly formed the world's top five beer groups! ”

"It makes sense, the New Era Group is so rich, maybe someone else wants to be among the world's beer giants."

(End of chapter)