Chapter 452 Dr. Pepper
“How is the development of Jianlibao during this period?”
Xu Liang asked.
“As Yao Ming develops better and better in the NBA, the sales of Jianlibao have increased a lot compared with last year. From January to May, compared with last year, there was a year-on-year increase of 87%.
The sales of Jianlibao will definitely exceed 10 billion this year.”
"Where's Huiyuan?"
"As for Huiyuan, we have signed an endorsement contract with Liu Xiang, but he doesn't have any commendable honors yet, and he hasn't filmed any commercials yet.
However, Huiyuan has an excellent brand reputation accumulated over the years. With the marketing system we have established, as well as the continuously improving taste and more and more new products, sales are currently good, with a year-on-year increase of 27%.
Huiyuan's sales this year. It will definitely exceed 4 billion Huaxia coins. As for whether it can exceed 5 billion, it depends on whether there can be a breakthrough in the second half of the year. "
"What about Tianshan Ice Spring?"
Xu Liang continued to ask.
“At present, two mineral water production plants have been established in Hualin County, Hunan Province, and Xiquan County, Hui Province, based on local water resources. If everything goes well, they can be officially put on the market in June.
In terms of advertising, we have signed a comprehensive advertising contract with Hongmeng, including Bing keywords, Sina homepage, Bing offline advertising alliance, etc.
In terms of television, CCTV is the main advertising location. ”
Online and offline joint promotion was Xu Liang’s original advice.
Qiao Yuhui, who has tasted the benefits of Jianlibao and Huiyuan marketing, naturally chose this plan.
“You didn’t sign a spokesperson?” Xu Liang asked.
“Aren’t we planning to ask for your opinion?”
The effect of Yao Ming’s endorsement is too good, the money given is small, and the effect is great.
Although Liu Xiang can't see the effect yet, one Yao Ming is enough.
Figures of people flashed through Xu Liang's mind, and it seemed that he couldn't find a more suitable candidate in sports.
“You didn’t do your own inspection?”
“Of course you did. Isn’t it because you are a big boss and the people you recommend are good, so why don’t I ask your opinion first?” Qiao Yuhui tucked her long messy hair behind her ears with bare hands, her pretty face with a smile showing her charm.
The slender legs reached under the dining table and rubbed against Xu Liang's calves.
In front of Xu Liang, she seemed to have lost all her courage, like a newlywed wife, acting coquettishly and teasing her man.
He grabbed the beautiful legs under the table and played with them carefully.
"I have no one to choose from here. Can you tell me the goals of your investigation?"
"Currently we have two candidates here, one is Tian Liang and the other is Guo Jingjing. Both of them are He is a leader in the national diving team and has a good image.
We prefer Tian Liang. He has an Olympic gold medal and a very friendly smile, so he is very suitable to be a spokesperson. ”
Xu Liangdian. He nodded, he was no stranger to both of them.
They are all the best in the field of diving, and even if they retire, they have not disappeared from everyone.
After Xu Liang thought for a while, "Are they known as the 'golden girls' in the diving world?"
"There is such a saying, but it is all fabricated by the media. The two are not men. Girlfriend. "
"It's not important, but reputation is important. Since both of them are suitable, it won't cost much anyway."
For now. In China, even Olympic champions only get hundreds of thousands of endorsements a year, up to millions. Even if their image is not good, they won’t receive endorsements.
In January 2003, Tian Liang became the image spokesperson of Aodi Beverage with a total net worth of 10 million yuan, setting a record for the highest net worth of a Chinese sports star.
But not all of the ten million was given to him.
This includes the signing fee, the two-year sponsorship fee for the Chinese Diving Team, and the advertising production fee.
After deducting these, he can probably earn about 1.5 million to 2 million a year.
This is considered a top-notch price.
Qiao Yuhui thought for a while, "It would be a good idea for the two of them to go together."
Tian Liang is more expensive, but Guo Jingjing is cheaper.
"You'd better pay more and extend the contract period."
"Like Yao Ming?"
Qiao Yuhui smiled.
They made a huge profit from Yao Ming's signing.
I signed a contract for 2 million a year for eight years, and now my net worth has at least quintupled, and it’s still rising.
Xu Liang nodded, "Six years, it doesn't have to be too long."
The value of athletes lies in their continuous good results.
Six years later, both of them basically retired.
Moreover, since Guo Jingjing became the daughter-in-law of the Huo family, it was impossible for her to continue to show her face.
"How is your promotion in Japan?"
"It's not going well."
Qiao Yuhui frowned and shook his head.
“Although we have invited Hidetoshi Nakata as a spokesperson, placed advertisements on major TV stations, and successfully entered supermarkets across Japan, the sales situation is not ideal.
It is currently losing money. ”
“It is not easy to open a market in one place. It is normal to start losing money. "Xu Liangdao.
"That's what I say, but I still don't want to accept it. Moreover, we invested a lot in Japan, but the results were not as much as sold in the United States. ”
“Yao Ming allowed the company to open up the US market? "
Qiao Yuhui nodded, "This can be considered an unexpected surprise. "Xu Liang touched his chin, with a look of thought on his face.
“How is the company’s marketing system in the United States?”
“Jianlibao opened up the Wal-Mart channel when it was advertising in Times Square in the 1990s, although the sales were not very good. Ideal, but this channel is still there.
After we acquired Jianlibao, I made certain adjustments in product packaging and taste for the US market.
This is also what we achieved in the US market. One of the reasons for growth," Qiao Yuhui said.
Xu Liang nodded and thought for a moment.
"I don't have any good ideas here in Japan for the time being. But there is an opportunity here in the United States. Do you want to try it?"
"What opportunity?"
"This year The NBA draft is called the golden generation. Many players are very capable and we can sign them as spokespersons in advance.”
With the example of Yao Ming, Qiao Yuhui is not opposed to this.
And even if it has no effect in the United States, it will increase the "international flavor" of Jianlibao and feed back the domestic market.
Just like when Jianlibao was advertised in Times Square, although it did not completely open up the US market, it increased the popularity of Jianlibao and made its sales exceed 5 billion Chinese dollars that year.
5 billion in 1996, you can imagine what a concept this is.
“Do you have a suitable target?”
“There is a good one named Wade.”
Of course James is better, but James is too expensive.
Influence is built up little by little. If you try to become fat in one bite, you will easily break your teeth.
After writing down the name.
“I’ll contact you when I get back.”
“In fact, if you want to open up foreign markets, the best way is to acquire them. You can get the other party’s mature products and marketing channels, which greatly saves energy. and time.”
"Of course I want to acquire it, but the one I like is too expensive and I can't afford it, and the one I don't like is not interesting."
"Oh? Which one do you like?" Xu Liang said with a smile.
"First, Brazil's 'Ambev Company' provides bottled water, energy drinks, coconut water, powdered and natural juices and ready-to-drink tea, which overlaps with our products, and its production and Sales channels cover Brazil, Central America and the Caribbean, southern Latin America and Canada. If acquired, our products can enter the above countries through these channels.
Second, the American Monster Beverage Company. . Offering more than a dozen beverages including carbonated energy drinks, non-carbonated ready-to-drink iced tea, lemonade, juice cocktails, single-serve juices and fruit drinks
The Magic Claw functional drink developed last year is very popular in the market.
Acquiring it, we can gain access to the US market.
Third, Dr. Pepper Group, the third largest beverage company in the United States after Coca-Cola and Pepsi-Cola.
It has more than 125 private brands such as Dr. Pepper, Yuquan Soda, DrPepper, 7-Up, and Ed Bear.
About 89% of Dr. Pepper Group's revenue comes from the U.S. market, with the remaining 11% mainly coming from Canada and Mexico.
If we acquire them, we can introduce all these brands into the Chinese market.
It will greatly enrich our product series. "
Xu Liang shook his head helplessly, "You really know how to choose. Except for Monster, each of these three companies is worth more than 10 billion US dollars. "
"Didn't you just make a huge sum of money from oil speculation? I don’t ask for much. Just invest in us as much as you earn from pledging Jianlibao’s equity. "Qiao Yuhui smiled.
"No, I still have a lot of use for the money. ”
Xu Liang refused.
"Da Yong? Where is it used?"
Looking at her curious eyes, Xu Liang didn't hide anything.
“I plan to use this money to set up an evergreen fund to invest in chips, batteries, biotechnology and other fields.”
“In the name of Hanhua?”
Looking at the inexplicable look on her pretty face, Xu Liang smiled and said, "Are you jealous?"
"Humph, how dare I. Anyway, Jianlibao is not your main business, and it is not as good as Hanhua."
“I said I’m not jealous, and my mouth was pouting to the sky.” After a pause, Xu Liang smiled and said: “Don’t worry, I won’t ignore Jianlibao. However, it is not advisable for snakes to swallow elephants, as it is easy to digest. Bad.
Moreover, the fastest growing place in the global beverage market is China. At this stage, the most important thing for Jianlibao is to integrate the domestic market.
The foreign market has basically been fixed. Acquisitions are available at any time
Moreover, don’t you want to open up the Japanese market? Being distracted at critical moments is not a good thing. "
After saying that, he put down Qiao Yuhui's jade feet.
"Follow me. "
Take her to the study, Xu Liang took out a document from the office drawer and handed it over.
"Take a look. ”
Qiao Yuhui took it and took a look and said in surprise: "Yinlu Group?"
Xu Liang nodded.
“Yinlu peanut milk, eight-treasure porridge and canned food are as famous as Wahaha in China. Acquiring them can enrich our product line. The key price is not too expensive, not exceeding US$300 million.
And Jianlibao has rich experience in integrating domestic beverage and food companies, so the integration will not be too difficult
Also, Yinlu Group itself is a top beverage and food company in the country, so it does not need to cost too much. Focus on starting from scratch and not delay your investment in the drinking water field.”
(End of this chapter)