Niu Shenggen came to the Mengniu reception room, only to see Liao Ke sitting in danger, while Luo Heng was leisurely sipping tea.

"Mr. Niu, hello. I'm Luo Heng, I used to be the president of Xingchen Company, and now I'm stepping down, but my words are quite effective. Next to me is Liao Ke, a producer of Mango Satellite TV in Hunan Province. ”

Luo Heng stood up and shook hands with Niu Shenggen, while Liao Ke also hurriedly got up to say hello.

Niu Shenggen had already heard what his old subordinates had said, and he was not surprised.

"Hello, I don't know what Mr. Luo is doing today?"

"Mr. Niu, we are here to deliver life-saving straw to Mengniu today!"

After Niu Shenggen sat down, he looked at Luo Heng with a smile, he wanted to see what medicine was sold in the other party's gourd.

"Mr. Luo, don't be alarmist, our Mengniu seems to have been developing very well, where do we need any life-saving straw!"

"Since its establishment in 1999, under your leadership, in 1999, 2000 and 2001, Mengniu has become the growth champion of China's non-listed and non-state-owned enterprises with a growth rate of 1947.31%.

In the national dairy enterprise sales revenue ranking, Mengniu company has risen from the initial 1116th place to the third place in 2003. ”

Luo Heng also gave Niu Shenggen a thumbs up as he spoke, and Niu Shenggen didn't care much about Luo Heng's praise.

In 2002, Mengniu signed an investment agreement with Morgan Stanley and three other foreign companies, selling 32% of its shares in exchange for funds.

And just last October, in order to obtain the injection of funds, Mengniu signed a convertible document with these three foreign investors, in fact, I prefer to call it a VAM agreement:

If Mengniu's annual profit compound growth cannot reach 50% in the next three years, it must compensate 78.3 million shares to foreign investors. Then Mengniu may no longer be surnamed Niu! ”

This case of Mengniu is known as the first successful "betting" transaction in the Huaxia financial market, and it is a case that Luo Heng heard in his previous life in his MBA.

Although it is a VAM agreement on the surface, it is actually unfair at all, because according to the content of the agreement, foreign capital is sure to make a profit and not lose money.

Mengniu has completed the goal, then the value of the shares in their hands can rise by more than 5 times, and the shares of Mengniu will be given to them, and with these shares plus the previous ones, they can directly obtain the controlling stake in Mengniu, a high-quality company, and the room for operation is too great!

But there was no way, Niu Shenggen didn't want Mengniu to lose the opportunity to rise because of the shortage of funds, so he gritted his teeth and signed this gambling agreement.

"Mr. Luo, how do you know about this agreement?" Niu Shenggen stared at Luo Heng.

The signing of this agreement is only known to a few senior executives of their own family, and even their competitors should not know.

"If I say I heard it from Morgan Stanley, do you believe it?"

Niu Shenggen looked at Luo Heng suspiciously.

"So it doesn't matter where I learned about it, so why bother with it?" Luo Heng spread his hands with a smile and continued to talk.

According to the agreement, at the end of 2006, Mengniu's net profit after tax should reach 550 million yuan, and the sales of that year should reach more than 12 billion yuan according to the profit margin of 4.5%, while Mengniu's sales in 2003 were 4.07 billion yuan. I wonder how confident you are to complete this 3-fold growth? ”

After hearing this, Niu Shenggen also smiled:

"Confidence? Since the beginning of entrepreneurship, Mengniu has never lacked confidence! Our sales increased by 625% in 2000; in 2001 it increased by 193 per cent; 147 per cent in 2002; 100% in 2003, Mr. Luo, according to this growth rate, will we be able to complete a three-fold growth in 2006? ”

"Hehe, Mr. Niu, it's not that you don't understand the truth that the bigger the volume, the harder it is to grow.

Last year, Mengniu made a big show by sponsoring Shenzhou 5, and sales surged, but is there still Shenwu this year? Moreover, the Mengniu poisoned milk incident that has just occurred has made many consumers worried.

Now the fierce competition in your dairy market has long grinded the price to the end, and the first price increase means that you will lose market share, and the price reduction will not make profit margins at all.

Now you can only open up new markets, to expand to product diversification, I heard that Mengniu launched yogurt last year, I don't know if the effect has reached the expectations of Mr. Niu? ”

Hearing this, Niu Shenggen's face darkened, as Luo Heng said, the yogurt launched last year was the same competitive product modeled after Yili Youyogurt, and Niu Shenghe had high hopes.

However, Yili's yogurt sales reached more than 1.5 billion yuan last year, and yogurt did not even have a fraction of others' sales, and now it has become the product with the lowest sales in Mengniu's product chain, hovering on the verge of elimination.

"Brother Luo is worthy of being a young talent, I didn't expect to know a lot about our dairy market, I don't know what you think?" Niu Shenggen's attitude is much more enthusiastic than just now.

"Brother Niu, I admire your Mengniu model, before your CCTV standard marketing, aerospace marketing, and anti-counterfeiting marketing are all talked about, I will add fire to you, entertainment marketing!"

The reason why Luo Heng came to Mengniu is because Mengniu, which has grown and grown in a few years, is inseparable from marketing all the way.

He is well aware of the importance of marketing to Mengniu, and has said in public that "the investment in advertising is absolutely proportional to the increase in sales".

"Entertainment marketing?"

"The main target group of Mengniu's yogurt is young people under the age of 25, and this part of the young people is also the main viewer group of today's entertainment programs.

We are teaming up with Mango TV in Hunan Province to create one of the best large-scale audition singing reality shows in China, "Super Girl".

The girl who came out of the common people sang with her youth on stage, and this style is the youthful, high-spirited, and healthy image promoted by your yogurt!

This program will be auditioned in ten provinces and cities across the country, and broadcast in conjunction with local TV stations.

We are very confident that it will become the hottest show in the variety show industry! ”

Niu Shenggen smiled when he heard this: "Brother Luo, I agree very much with what you said about the style that fits this, but what effect can the show achieve, that's not what it says, we can find other popular variety shows now!" ”

Luo Heng said with a serious face:

"Number one, there's no other show that is better suited to yogurt than us.

Second, we are auditioning from the civilians in the top ten cities, and in the semi-finals, we will use the public vote to decide whether the contestants will stay or not, and give all the rights to the public, and countless ordinary people will personally participate in it, chasing stars and making stars, which is a kind of mass entertainment that the audience devotes themselves to, and it is a real national carnival!

Third, this is the first variety show in China to adopt the form of co-production and broadcasting, and the whole process is broadcast, and the impact and sensation brought by it are definitely not comparable to other programs. Moreover, the production team already had a season of production experience in the local area of Star City last year, which was quite popular in the local area, and Mengniu could go to Star City for field research.

Fourth, among the ten cities we selected, at least half of Mengniu was suppressed by Yili locally, what other programs can have our model to create an opportunity for Mengniu to surpass Yili? ”