1988: Back to the human world for a few years

Chapter 35 Market Horizontal and Vertical Coordinate Lines

As we all know, talking about value without considering its purpose is just a rogue act.

Therefore, whether to acquire or merge a company, and how much to offer, is often not based on its own objective asset value, but depends on what you will use it for after the acquisition.

Generally speaking, commercial mergers and acquisitions are either for the purpose of expanding production capacity, expanding channels, completing the industrial chain, defending against competition, or for financial value-added purposes... Of course, in state-owned enterprises in the 1980s and 1990s, such restructuring and mergers were more for systemic transfusions and mutual rescue.

If the suggestion of "promoting the subsequent restructuring of the First State-owned Winery of Linyi County" was proposed by the asset management department or other department heads of the drilling company according to the spirit of the document, then Yang Mo would have signed it. After all, it was a question of position and there was no room for hesitation... Besides, even if the winery suffered huge losses afterwards, no one in the company would dare to complain, and no trouble would be blamed on him.

But you have to understand that Miss Mu's action this time was proactive, and there was no company document to endorse it!

In other words, it was Muriya's own idea to reorganize the First Winery... or, it was her first shot to declare her existence after parachuting into the drilling company as the "leader of the diversified development research team."

Then the problem is coming...

Since this restructuring plan is not endorsed by company documents, subsequent operations are unlikely to receive full support from the company, and Miss Mu is forcing herself and Su Yu to become the responsible persons, then when the situation is stronger than people, this matter needs to be discussed seriously.

At the very least, you have to first figure out what Miss Mu's purpose is in restructuring the First Winery, right?

………………

"Purpose?"

Mu Liya looked at this peer in front of her with interest, who was full of the smell of salted fish, and vaguely felt that some of her original guesses were correct.

Nowadays, there are many people who can do "fill-in-the-blank questions", but there are very few who can do "application questions" - just from the first question Yang Mo asked, she vaguely felt that this guy might be a talent who can do application questions.

"The purpose, of course, is to effectively mobilize the company's idle funds, save the First Winery, and create benefits~!" Mu Liya looked at him with amusement, as if Yang Mo was asking a question that even a fool would know.

kindness?
Spare funds?

When Yang Mo heard this seemingly ordinary reason, his eyebrows immediately frowned.

Oh, are you sure you just want to “revitalize” it?
What a big appetite!
Yang Mo keenly noticed that the reasons given by Mu Liya did not contain any content about the employees of the First Winery. He looked at her in surprise - although she spoke very vaguely and did not directly answer his question, there was a hint of frankness in her attitude, which was not like this girl's style.

As if he had heard something, Yang Mo said impatiently: "What I'm asking is, what are you going to do after you merge the First Winery!"

"I don't care about the internal organization streamlining, personnel transfers, historical debt handling, equipment upgrades, etc. I just want to know how you will generate income by then... Are you planning to merge into the large tertiary industry project system in Dongying, or rely on the drilling company's tertiary industry project for blood transfusion, or... operate it yourself?"

To be honest, if it wasn't still 1989, he would almost ask this woman whether she was planning to carry out "shareholding reform + divestiture of non-performing assets".

Seeing that this guy was actually trying to take control of the conversation, Mu Liya's smile grew a little more: "Of course it's self-employed to generate income... Although I don't know what you heard, I came all the way to Linyi. Do you think I'm planning to use the tertiary industry project in Dongying to revitalize a small winery?"

Hearing that the woman did not mention the drilling company's tertiary industry project, Yang Mo frowned again... This woman is doing a reverse test!

But now he was in no mood, nor did he have the energy to play the pretender game with this woman. He nodded woodenly: "OK, since it is self-operated, then the next question is... What is the future positioning of the product, and what are the proposed horizontal and vertical coordinates of the market?"???

"I've heard of product positioning, but...what are the horizontal and vertical coordinate lines of the market?" Miss Mu looked at Yang Mo with some confusion.

Hearing that Mu Liya had heard of product positioning, Yang Mo looked at her with some surprise - although this term was invented by Claude as early as the 70s, it was not widely recognized by the Chinese people until around the millennium.

Yang Mo put away his contempt and coughed: "Although from a purely commercial perspective, due to the strong consumer demand in China, as long as the barriers of various places can be effectively avoided, brands can immediately enter a state of scrambling for land... However, there are certain requirements for how to scramble for land."

"The so-called market horizontal and vertical coordinate lines are the different markets and groups that the company leaders anchor at different times according to the strategic steps after objectively evaluating a series of internal factors such as their own funds, product USP, social resources, industry moat, and production capacity. The line connecting these anchored coordinate points with time as the horizontal axis is called the market horizontal and vertical coordinate lines;"

"Take fast-moving consumer goods as an example. Even if we don't consider the strategic timeline with funds as the main supporting factor, there are more than a dozen horizontal anchor coordinates that need to be considered... For example, the seed market for product experiment adjustment and user fission, the sample market for model exploration and replication, the basic market to ensure the survival of the enterprise, the funnel market for rapid distribution and diffusion, and the second fission market for exploring the brand value-added curve."

"In short, the market horizontal and vertical coordinates cover five major considerations: time, space, consumers, corporate strength, and public relations. With a relatively clear and objective horizontal and vertical coordinate, operators will naturally get twice the result with half the effort. But if you don't have this when you start the project... To put it bluntly, even if you have plenty of funds, you can only rely on luck."

What Yang Mo said was actually very objective. In the 1980s, 1990s and even the early 2000s, the domestic market was in an era of land grabbing. There were indeed many companies that made huge profits in that era, but due to the lack of top-level design and planning from the beginning, there were a large number of star companies that collapsed halfway. In fact, the reason why there were many weird big bosses at that time who did some weird and eccentric things was actually largely because they did not do a good job of top-level design at the beginning, so they wanted to try to make up for the loss in another form.

In fact, the drawing of the horizontal and vertical coordinate lines of the market is very particular, and it involves more than just commercial considerations. Until the e-commerce era, this method of formulation has always been an indispensable core component of some companies' strategic planning. Compared with the simple commercial nine-square grid canvas and those fooling things that are made based solely on macro and micro data analysis, this method is undoubtedly much more reliable.

………………

After hearing Yang Mo briefly explain to her in a slightly impatient tone what "drawing the horizontal and vertical coordinates of the market" meant, even though she understood the other party's intention, Mu Liya had to admit that this guy had gradually begun to take the initiative in the conversation.

"Product positioning? No!"

"The horizontal and vertical coordinate lines of the market? They are not drawn!"

Muliya straightforwardly admitted that she had not thought about these things, without any youthful vigor.

Yang Mo was delighted when he heard this, and a sad expression appeared on his face. Just as he was about to speak...

Miss Mu had a very confusing smile on her face and interrupted him directly: "In fact, it's not just the Linyi State-owned First Winery. Even if more wineries are reorganized later, their products will not have these things for a long time."

Hearing the implication of Mu Liya's words, Yang Mo was stunned: "Why?"

A hint of smile appeared in Mu Liya's eyes: "Because... I don't plan to target the domestic market!"

???

Not planning to target the domestic market?
So you plan to export it?
! ! ! !
wrong!

Yang Mo suddenly remembered something and looked at Mu Liya in disbelief: "Could it be...?"

(End of this chapter)