Competing with international beverage giants?

Song Yuanchao's goal is really big, those international beverage giants, especially Coca-Cola and Pepsi, the two super giants, does Song Yuanchao really have this ability?

As soon as the later generations heard about these giants, many similar companies were terrified, compared with their strength and scale, the volume of many domestic manufacturers is just a small shrimp. However, many people do not know that in fact, in the period from the 80s to the 90s, the domestic beverage industry was not vulnerable, and even had enough strength to compete with these international beverage giants.

So why did they lose their armor and be beaten to a slump, and they couldn't even see the familiar old brands on the market, there are many reasons, but the biggest reason is not a crime of non-war at all.

Song Yuanchao came from that era, and it is clear what the real reason for this result is. In fact, this is true not only for beverage brands, but also for many other established brand products, most of which are in the FMCG industry.

Capital is profit-seeking, and those international giants often adopt the so-called "joint venture" and "acquisition" models in order to control product advantages and control sales channels after entering the domestic market, and at the same time eliminate competition or potential competitors. Use this model to directly annex and hide these brands, use their brand product base as a springboard, and at the same time own all the production and sales channels of the original domestic brands.

On the surface, the enterprise has obtained a short-term benefit, not only attracted foreign capital but also got the "advanced technology", the large-scale entry of foreign capital has given enterprises and local governments a lot of bright spots, and at the same time, the social employment rate has increased after the entry of large brands, and the economic benefits have also been greatly improved.

Joint ventures are not bad, but in the long run, in the name of joint ventures to strangle domestic brands, so that these brands of snow are completely destroyed, a lot of familiar old products overnight completely disappeared from people's eyes, until one or two decades later, people gradually woke up, the original sky never fell pie, foreign capital is not also help, but the plundering of the domestic market and the bottom of the competitors, they used these means to easily change the entire market structure, So as to achieve the goal of completely occupying the market.

Tianfu Cola, Arctic Ocean, Bawang Temple, Laoshan Mountain, Shanhaiguan, Asian ...... Among them, the Arctic Ocean as a representative of the Arctic Ocean was hidden by foreign capital for 15 years, and finally spent a lot of money to redeem itself, and paid a greater price for the acquisition (joint venture) before reluctantly reappearing in the market.

But at this time, the past glory of the Arctic Ocean has long passed, and it is difficult to regain the lost market, until the Song Dynasty returned to this era, the Arctic Ocean still failed to return to the peak, and because of the restrictions on production and sales channels, the cost of the Arctic Ocean has been high, and finally can only rely on feelings to maintain a high-price sales model, which is blamed by consumers.

Compared with other brands that have completely disappeared, the ending of the Arctic Ocean is still good, and more brands have no possibility of returning, only remaining in the memories of Song Yuanchao's generation.

Thinking of this, Song Yuanchao couldn't help but smile bitterly and shook his head, maybe it was the memories of later generations that made him involuntarily think of these.

From the current point of view, the first branch is only a small beverage company, and the whole enterprise does not have the background of a big beverage brand at all, and is only one of the many common beverage brands in Jinling.

From the influence of production and sales, the products of a branch factory can not even meet the entire Jinling market, let alone rush out of Jinling to the whole country.

In the eyes of international brands, a large manufacturer of this scale in the Arctic Ocean is still a rival, but a small factory like a branch is not even shrimp, at best it is just an insignificant dust in their eyes, and it is a joke to talk about joint ventures and brand snow storage with each other.

However, there is a good saying, a soldier who doesn't want to be a general is not a good soldier, although Song Yuanchao doesn't know how long he can stay in Nandu and a branch factory, but since he came, he didn't come to mess around, in this era full of opportunities, everything is possible, at least there is still time now, he wants to try it and see where he can go in the end.

It's a pity that the foundation of a branch factory is too thin, and it has been two products for so many years, and one of the salt soda is only a seasonal product, and the sales are also very limited. As for orange soda, it is the fist product of a branch factory, but the production of similar products on the market is not a branch, not to mention foreign brands, there are several local orange soda manufacturers in Jinling alone, and the price and taste of each other are similar, and there is no advantage in comparison.

Using sales methods to open up the market is only the first step in changing a branch. To do things, we must first stabilize our heels and let a branch factory come back to life from its dying breath first.

Like building a house, it is not possible to lay a foundation, the high-rise building built on the sand will fall down with a slight push, and the use of sales means to restore the vitality of the factory first, from the current situation, Sun Yaoliang has done a good job, and even exceeded his expectations.

Yesterday, Sun Yaoliang specially talked to Song Yuanchao, starting from the cigarette paper shop, the sales model directly facing the final sales terminal has now achieved good results, although the sales of the six sales areas have not yet reached the final saturation, from the results of product sales, the current output in the factory is almost unable to meet the demand.

Faced with this situation, Song Yuanchao has decided to start three shifts of production in a branch factory to maximize production to meet sales. But even so, according to Sun Yaoliang's estimation of the market, the products produced in three shifts are far from enough, just a Jinling market, at least about 6,000 pieces of output per day to meet, this does not include those markets in the urban and rural areas and nearby counties and cities, if they add up to at least 8,000 pieces.

According to the calculation of 8,000 pieces per day, the daily output is bottles, which seems to be a lot, but compared with some large factories at present, such as Yanjing's Arctic Ocean, Shanghai's Zhengguanghe is only less than one-third of the normal output of the other party.

It is far from enough to achieve this output with the current equipment and capacity of a branch plant, which is already twice the maximum output of three shifts in a branch plant. If it weren't for Song Yuanchao's order to fully resume production on the first day he officially took over the first branch of the factory and began to hurry up stockpiling, according to the current sales volume of the sales company, all the soda produced in the factory every day would not be enough to sell.

It is imperative to expand production, this is a problem in front of Song Yuanchao, the market is over there, how can you see it but can't eat it? However, in order to expand production, it is necessary to put on a new assembly line, or even completely replace the entire assembly line used by the current branch factory.

The first branch is now using this set of assembly line equipment has been nearly 30 years, older than Song Yuanchao's current age, these equipment is still the predecessor of the first branch of the Hongqi factory when it was first built, there is no "advanced" word at all, to the technical level, at best is the technology of the thirties and forties of this century, compared with the current international advanced assembly line equipment gap can be imagined.

The equipment is old, the efficiency is not high, and the degree of automation is low, these are the objective problems that limit the expansion of production. But it is not so easy to replace the equipment, this is not Song Yuanchao can have the final say, as mentioned earlier, on the one hand, because the funds for replacing the entire assembly line are not small, and a branch factory cannot take out the money at present. Second, although the first branch has a certain degree of independence, it is a subordinate branch of Nandu after all, and such a major event cannot be done without the consent of the head factory.

Instead, Song Yuanchao could only put the matter of the new assembly line back, at least wait until next year to consider this issue. However, in view of the current shortage of output, Song Yuanchao must meet the requirements of the market, step up the expansion of production, and occupy the market.

Considering these problems, Song Yuanchao will let Zhan Linhong help in the development of new beverages, Zhan Linhong is a good hand in technology, and a professional in food technology, although she often worked in the main factory before, and has much more contact with candy products than beverages, but she is also an expert in beverages.

For the new drink, Song Yuanchao gave several requirements based on the memory of later generations, and the specific flavors were mainly fruit-based, and other fruit-flavored drinks were developed except for orange soda.

At present, the beverage comparison unit on the market, basically when it comes to soda, it is orange soda and salt soda, and at best, there are cola products that have just entered the country.

Opening up new flavors of beverages is a bright spot, and it is also a means to open the market easily, and at the same time, it can also take this opportunity to completely launch the brand of the first branch, so that the products of the first branch can go out of the Jinling area and be sold to other places and even the national market.

Now the four flavors that have been determined Song Yuanchao feel good, Zhan Linhong has made a total of seven flavors, and the other three are also desirable. But just like Song Yuanchao said, the other three are in conflict with the current consumer taste needs, not that things are not good, they are not suitable for the current market, of course, in a few years, over time, the taste needs of consumers will also change, and then these flavors of products can adapt to the market.

Selecting products, Song Yuanchao not only had different tastes, but also took into account several best-selling beverage flavors in his later memories, among which peaches, lychees and pears were like this, as for the pineapple flavor, there were many children who liked to drink it, so Song Yuanchao added it and preliminarily decided on these four.

Song Yuanchao did not plan to make these four drinks into sodas, but to sell them as fruit-flavored drinks in flexible packaging, which had many benefits.

First of all, the soda filling line of the first branch plant is saturated, and there is no excess output at all. The second is not to go to the filling line and only rely on containers and other equipment for modulation, that is, the production method of salt soda is much less limited to the output than soda production.

In addition, flexible packaging, that is, Song Yuanchao's use of plastic materials for packaging, is far simpler than bottles, and the cost is lower.

More importantly, Song Yuanchao has seen such products in later generations, these products are not positioned as ordinary consumers but for children, in the mid-eighties, some students held a long strip of lychee water in their mouths and smashed it with their teeth and sucked it for a long time, and the sales were really good.