Winner Takes It All, Resurrection 2009

"Ceebao water, Wanglaoji herbal tea, Yuqing and Zhujiang beer, Lao Qin, are you planning to turn the bottle and can business into a complete monopoly retail empire?"

There are endless things to deal with and endless collaborations to discuss every day in eastern Guangdong. Just the matter of a semiconductor industrial park has delayed it for a week.

I finally freed up my hands to solve the overseas expansion issue, and now I have to go to Guangdong Pharmaceutical to discuss cooperation.

On the way, Li Zehua took Qin Xiangli and joked: "Why not add some white wine and take Jianlibao as well? It's a whole industry chain, and it's essential to make it bigger and stronger."

Qin Xiangli laughed and said, "You know what, I really have such a plan. To make beverages and liquor, we cannot do without the support of COFCO. Don't forget, Mr. Ning, the last chairman of Runhua.

He is now the chairman of the board of directors of COFCO. With this relationship, we can fully utilize COFCO's channels to develop our own cola brand.

I won’t mention Jianlibao’s past. If you can successfully take it back, with a multifunctional beverage in one hand and cola in the other, coupled with your business theory of surrounding cities with villages and towns, you may be able to cause some trouble for Coca-Cola.”

In the seven-seater business car, Yangcheng prefect Zhang Guanning turned around and asked curiously: "Is it reliable to make Coke?"

In one sentence, the three bosses fell silent...

The mainland has organized many special researches on Coca-Cola's unique business model, not to mention its so-called secret recipe that it regards as a treasure and keeps hidden from outsiders.

In fact, it is just a common thing. In today's industrial information age, if you want to make a cola with a similar taste, you can easily make it by ordering tens of millions, or even hundreds of millions. It is not a matter of recipe at all.

Coca-Cola's core competitiveness lies in its unique industrial supply chain advantage. Its daily sales of billions of bottles and cans support its strong bargaining power in raw material procurement.

That is, it ensures that it can infinitely compress costs on the production side. Once a competing brand appears on the market, it can lower prices through various promotional activities and quickly regain market dominance.

For a single competitor, constrained by the huge initial investment, it is almost impossible to spread the cost through market consumption, because the sales channels of the two traditional colas have stronger brand awareness.

When superior products are more cost-effective, latecomer products must adopt measures such as price cuts and promotions and invest huge amounts of money in advertising channels to increase their visibility if they want to seize market share.

And many measures such as giving more concessions to sales agents are needed to barely survive, and each of these requires massive amounts of money to invest in the market. With hundreds of millions of bottles sold every day, how much subsidy will be needed?
You say no subsidies, then how can we grab the market?
Consumers' fixed consumption habits will not change easily. If others are selling something for three yuan, and you want to grab a share, you can only sell it for two yuan and eighty yuan, two yuan and fifty yuan, or even buy one get one free.

The key is to place it in the most conspicuous place in the sales area, otherwise it will not even be qualified to be discovered, which will add another marketing cost.

The most important thing is that comparing the production, distribution and promotion channel costs with the two major cola brands is a false proposition in itself. Who dares to say that the cost of the cola they produce can be lower than that of the two traditional brands?
Only by making a loss in the market through large-scale subsidies in the early stage can one successfully gain a foothold. In this case, the losses will not be a little bit, and will not be just for one or two days.

The two major cola brands would like their opponents to do this, and would even take the initiative to give up some market share in the initial stage to lure them, because only when sales volume increases will latecomer brands make additional investments, resulting in increased sunk costs.

And then, nothing happened. As soon as the new production capacity built with large-scale investment was put into place, the company had to face fierce competition from the two major cola companies, and was completely caught up in their rhythm until its capital chain collapsed and it went bankrupt.

Because the latecomer competitors' initial sales market is limited to a corner and their losses are not large enough, once they decide to enter the national market, their investment costs will surge.

Taking a canning base in a province as an example, the investment in production capacity of tens of thousands or even hundreds of thousands of tons would cost hundreds of millions or even billions of RMB, right?
Adding in the investment in sales channels and publicity and promotion channels, if one wants to pose a threat to the two colas nationwide, it will require an investment of at least hundreds of billions of yuan.

Once these production capacities are put into operation, what should we do if Coca-Cola cuts prices on a large scale to engage in malicious competition?
They have a complete network throughout the world and can use the profits from other regions to subsidize loss-making regions until their competitors are driven into bankruptcy, and then offer extremely low prices.

By accepting all production channels of the latecomers, there will not be any competitors during this period. Because of the lessons learned from the past, no fool will continue to invest in the cola industry and compete with the two giants.

As for latecomers, without market sales, the capital chain will be broken immediately, investors will lose all their money, and they will soon fall into bankruptcy.

If they continue to provide subsidies, that would be even worse. Sales would be low and revenues would be low, and it would take an indefinite amount of time to recover the investment. Which investor could accept a commercial project that would continue to suffer losses in the future for decades?

Moreover, even if you succeed in occupying a certain market share by chance, you may not make money because competition is always there.

With high sales volume, in order to maintain market share, they have no choice but to keep throwing money into a bottomless pit.

The key is to use a single market against the global market, how to win?
This is even more cruel than Tokyo University fighting against the entire European and American market on its own. At the very least, there is competition between countries and the possibility of temporary cooperation for short-term interests.

In the cola industry, the two traditional giants will never compromise. This is a brutal competition that is destined to continue from start to finish until one side completely surrenders.

Therefore, challenging Coca-Cola's market position is a nightmare for any investor. Even if the initial investment is tens of billions, it is doomed to be in vain.

Countless people have used their painful experiences to warn those who come after them that challenging the two giants of cola is a false proposition and is doomed to fail.
But today, a new headstrong kid has emerged. It has made all the preparations and put forward a complete business feasibility plan, and it started secretly planning one or two years ago!

Qingyun's ambition is so huge that any outsider who sees even the tip of the iceberg will be amazed!

It has proved with practical actions that it will risk everything to follow the increasingly powerful motherland and challenge the commercial hegemony of American capital!
If we can't even beat a Coke, how can we talk about replacing America and becoming the maker of a new global order? !

"I can't do it, but this guy definitely has a way."

Qin Xiangli did not act on a whim. Rather, he had sensed that there was such an ambitious overall challenge plan within Qingyun since the day he came out of retirement to take charge of Runhua again.

Seeing that Li Zehua was unwilling to speak, he took the initiative to reveal the truth: "First of all, Qingyun controls the largest logistics and transportation channels in the country and can provide timely and efficient transportation support.

This can be seen from the transportation for Runhua Yibao. Although timeliness is not important, you have implemented the most stringent rules and regulations to ensure that it arrives on time. "

Li Zehua denied it. "What can this prove? It's just about timeliness. These are all experiences gained from delivering express and takeout food. Yibao Water just happened to enjoy internal benefits."

Qin Xiangli interrupted without hesitation, "Stop fooling people. As mentioned before, Mr. Ning was transferred from the position of Chairman of Runhua to COFCO Group. You can fool others.

Still want to fool me?
Qingyun’s agricultural service company grows various raw materials for cola on a large scale in more than 100 counties across the country, and the regions it chooses are quite particular.

Either it was close to the water source or close to the canning site, clearly they were scouting the area in advance...

I don't need to say more about the rest, right?"

Facing overwhelming evidence, Li Zehua still tried to defend himself, saying, "It never happened. Providing Coca-Cola raw material orders to COFCO is just an ordinary business cooperation with stable orders.

Agricultural service companies can develop better and faster. You really think too much. I am not crazy about making Coca-Cola. I can't waste my money. "

“Okay, even if you can explain it, then tell me, what’s going on with the 6000 IKEA convenience stores that are still opening new stores all over towns and villages?

Also, within your company, you are trying to conduct large-scale internal investment promotion and incubation of the Burger King project. What do you think about Qingyun Real Estate's plan to purchase large-scale commercial storefronts in counties and towns?
In the next three years, we will open more than 20,000 Burger King stores in all counties and towns with a population of more than 10,000, and open image display stores in the most prosperous areas of major cities. How do you explain this? "

Qin Xiangli came prepared. As his questions came one after another, Zhang Guanning's expression changed obviously, and he looked at Li Zehua with eager eyes.

This guy, if he doesn't do anything, he will make a big splash.

So he couldn't wait to say: "Mr. Li, please tell me the truth, are you really planning to do something big? If you can, please tell me whether you can put the headquarters of Coca-Cola in Guangzhou.

As long as you nod, Guangdong and Yangcheng are willing to do their best to support your plan.

Let alone giving you the formula of Yueyao's Wanglaoji brand, we will not hesitate even if we package it as a whole and inject it into Qingyun Cola brand." This matter is of great importance, Zhang Guanning did not even bother to consider the negotiation with Yueyao that was scheduled in the morning. From what he heard, Qingyun has been planning for a long time.

Not only the raw materials, production links, sales channels, but even the terminal channels facing consumers were considered clearly. The most important thing was that Qingyun had money, and Li Zehua was determined to do it.

That would inevitably cause a huge and earth-shattering event. Once it succeeded, Zhang Guanning couldn't even imagine what kind of severe impact it would have on Guangzhou, eastern Guangdong, and even the world economic situation in the future.

That is millions of stable jobs, steadily growing tax revenue every year, and a golden signboard representing the city's century-long prosperity, which cannot be bought with any amount of money.

In comparison, Guangdong Pharmaceutical's acquisition negotiations for Wang Laoji's brand are simply not worth mentioning. As long as Qingyun can come up with a complete business plan, there is only a 50% chance of success.

The entire eastern Guangdong is willing to accompany it and take a gamble, and even the entire Guangdong medicine can be packaged and injected into Qingyun, which is not impossible to discuss.

East Guangdong and Guangzhou have no choice but to take it seriously, because looking around the world, everyone understands that investment in high-end technology industry clusters is hard to come by and is often accompanied by fierce competition once the technology dividend cycle is over.

It is extremely difficult to transform and create new glory.

As for the basic necessities of life such as food, clothing, housing and transportation, once they exceed a certain critical point and establish a solid monopoly position, it will be almost impossible to be replaced again.

Look at Coca-Cola and Pepsi, what a stable and perfect business model they have. They are guaranteed to make a profit regardless of economic cycles.

Even when the economic crisis hits, their sales remain as stable as a rock!
The economy is on the rise, sales are skyrocketing, and there are new surprises every year!
That steady growth curve is the dream company that all investors around the world dream of. Invest once and you will benefit for life.

As long as human beings exist, as long as the human body will secrete substances representing happiness and joy when it ingests sugar, sugary drinks represented by cola will exist forever!

With Coca-Cola as its signature drink, the other beverage series derived from it, with sales of tens of billions of bottles each year, are enough to drive anyone crazy.

What can Li Zehua say?
He could only smile bitterly, then stopped the car in a deserted place, and then pulled the two bosses aside to talk in private.

"Lao Qin, you are such an unkind person. The conditions proposed by Yueyao are indeed a bit excessive, but you can't sell me out for your own business plan, right?
We are currently discussing cooperation with COFCO and investment in building factories with various places. We are still advancing in secret. If Coca-Cola notices something is wrong, won’t Qingyun’s plan go to waste? "

Faced with the accusation, Qin Xiangli ignored it and said eagerly: "So, you are really ready to do something big, tell me in detail, and leave a position for me no matter what!"

As he spoke, his eyes sparkled with a gleam that was almost cannibalistic.

Zhang Guanning next to him figured out something else, "Wait, that's not right, you just said there's a Burger King that's planning to open 20,000 to 30,000 stores.

There is also Qingyun Real Estate, which plans to purchase commercial properties in all counties and towns across the country. Isn’t this the same strategy as McDonald’s?

We purchase all the real estate ourselves and rent it out to fast food franchisees. We participate in the management throughout the entire process, unify the food service standards, and take the lead in establishing a stable sales system in rural towns and villages.

In addition, you now control the takeout business, have invested in the existing sales channels of many catering brands, and Qingyun Real Estate controls commercial real estate in major cities.

Wouldn't this move be like declaring war on the two largest food empires in the world at the same time?
It seems that the chance of winning is not low. Mr. Li, let's put the matter of Guangdong Medicine King Lao Ji aside for now. I have already contacted Governor General Wang and he has turned down all matters.

You decide where is more convenient to discuss. Anyway, we at Yuedong are willing to do our best to keep you here. Please feel free to ask for any conditions you want!"

At that moment, Zhang Guanning almost thought Li Zehua was crazy.

But if you think about it carefully, there is no possibility of success no matter who tries.

Only Qingyun is not talking empty words, because it has the Qingyun Agricultural Service Company covering the whole country, and in terms of raw materials, it is far superior to McDonald's and Coca-Cola.

Because the latter two still need support from a third-party supply chain, while Qingyun produces entirely from the source itself, with stricter quality control and lower production costs!
And Hummingbird Delivery, Hummingbird Smart Logistics Network, and Yunyunbang can provide seamless connection, and even the most remote areas in the country can be delivered in the first time, with lower delivery costs!
This is a huge advantage that no competitor can compare with.

Qingyun Real Estate provides commercial real estate support and a unified decoration style. When facing excessive price increases in a certain industry, Qingyun can minimize operating costs.

This one item alone is enough to completely defeat competitors. At a time when rent costs account for more than one-third of expenditures, Qingyun is almost invincible and has lower rent costs!
The most crucial point is that COFCO's relationship channels have been opened, and people from all parts of the country are eagerly looking forward to Qingyun's investment. In terms of policy, Qingyun will receive the greatest support.

The production process has the lowest cost!
Qingyun has WeChat technology and Douyin interactive entertainment, and its advertising costs are the lowest in the mobile Internet and Internet era!
It has millions of full-time employees and tens of millions of part-time employees, which help it promote its products like a god. In addition, it has huge online and offline sales channels, so it is not afraid of any suppression at all.

In particular, the relationship with Yanjing is very good, CCTV and provincial media are willing to actively cooperate, and the cost of traditional media publicity and promotion is the lowest!
What's more, Qingyun not only has e-commerce sales channels, but is also actively developing traditional offline retail channels. IKEA convenience stores are expanding wildly across the country at an extremely terrifying speed.

Its offline direct sales capabilities are increasing day by day!

With these unique core competitive advantages, as long as Qingyun’s management is determined, it can launch an all-out competition against Coca-Cola and McDonald’s even at the cost of losses!
As long as Qingyun can gain a firm foothold in the early stages, the more it fights, the greater its advantage will be, because it is not just one company fighting alone. In the University of Tokyo and in Southeast Asia, Qingyun relies on its own advantages and the resources of friendly competitors.

In less than two or three years, we will be able to seize the initiative in competition and launch a counterattack against the two major food empires. By then, we will have a retail empire with an annual output value of hundreds of billions or even trillions!
Will always be superior to all opponents!
As the saying goes, when the wind blows, even pigs can fly.

Qingyun has accurately hit every trend from the very beginning and has always been far ahead of its competitors. Now it has grown to the point where it can create its own trends and has already possessed the first element of success.

Destiny is mine!

Seeing this, Li Zehua simply stopped pretending and said, "Beverage industry, fast food business, Qingyun has been planning since the day it was established!

From the very beginning, we spent a huge amount of money to become a regional supplier of KFC and McDonald's, continuously tapping into their supply chain management team, and then forming Qingyun's own management team.

Then, relying on COFCO, Qingyun became the designated supplier of raw materials for Coca-Cola, Kangshifu and others. Qingyun spent billions of RMB to improve its core raw material supply chain bit by bit from scratch.

Qingyun Real Estate has focused its efforts nationwide and continuously purchased commercial properties in order to further reduce operating costs. My determination will never change!

Even if we have to sacrifice the first three years, or even the first five years, and not ask for a penny in rent, we will completely defeat McDonald's and Coca-Cola.

We have the same extremely perfect supply chain, the same large production equipment factories, and the same nationwide or even better transportation system as our competitors.

A more professional delivery system, better service attitude, and food types more suitable for Chinese people. The most important thing is that from the very beginning, we have been prepared for the worst!
Either we don’t fight, or we fight until the end of time. We will never withdraw our troops until the enemy throws away their weapons and surrenders!
From the first day of opening, I was prepared to lose 500 billion in the first three years. No matter how much I lose in the future, I will fight it to the end!

Make sure Burger King is always 10% cheaper than McDonald's, and Qingyun Xiaoyao Cola is always cent cheaper than Coca-Cola!

This is no longer a simple business competition, but a battle between the new order and the old system in which Dongda Natural's business model is superior to the American one and more cost-effective.

This is a battle for national destiny that we cannot retreat a single step from. We must win. Only then will Dongda Capital be able to take the lead and lead the global economic development, and then strive for the world's number one throne!"

As Li Zehua finished speaking, Zhang Guanning ignored the enthusiastic applause and just patted his chest with one hand. In the other hand, he held a phone with the speakerphone on.

He said excitedly: "Boss Wang, you heard everything. You decide what to do!"

On the other end of the phone, Mr. Wang from Yuedong said in a deep voice: "Where are you now? I will come over for an interview right away. Please wait for me!!!" (End of this chapter)