Chapter 2847 There is a great thing!
·
Ye Chen
At this moment, the Zhicheng Building in the urban area of Poole.
62-year-old Lu Zhicheng has just finished the dealer conference.
Since there was going to be a dinner party for distributors at the hotel in the evening, although he was exhausted, he could only rest in the office for a while, and when the time came, he would forcefully go to the banquet site.
Lu Zhicheng felt a little depressed today.
In recent years, dealers have become more and more powerful in front of the group. In the past, the group put pressure on the dealers to assess their performance, forcing them to continue to purchase goods and increase inventory, and even often deducted their sales for various reasons. Rebate at the end of the year to force them to work harder and be more obedient.
However, with the rise of e-commerce in recent years, most traditional brands have lost this absolute advantage in front of dealers.
Especially in the opaque fast-moving consumer goods industry such as alcohol and tea, new brands will emerge every day to boast about it, packaging themselves as the second Moutai or the king of tea.
They are better at packaging and storytelling than traditional companies, and they are also very shrewd and good at marketing. They just find an OEM manufacturer to produce a liquor with better packaging, hang a link on the website for a bottle of 500 yuan, and then Various promotional packages were used offline, and the last 51 bottles were free of postage. The result was this kind of liquor, the real cost of which was not even five yuan.
The cost of the wine is five yuan, the cost of advertising and buying traffic is ten yuan, and the logistics cost of two or three yuan is basically the entire cost of this wine.
If 51 bottles are sold to consumers, there is still a profit margin of at least 30 yuan.
The same is true for tea.
Lu Zhicheng sells ordinary mass-grade Pu-erh tea for only 100 yuan per cake, which weighs more than 300 grams, but marketing experts divide the tea of the same quality into small portions of five grams, and then customize a story for it. Can be sold for 50 yuan;
Some colleagues are not good at packaging and telling stories, but they are good at price wars. They package those who know tea as firewood and think it’s too choking. If the cake is not enough, add another cake, and if it is not enough, add another cake, a total of five big cakes, plus three small cakes for travel, and then a teapot for making tea will be packed on the car, and the total price is [-].
This seemingly kind sales method with small profits but high sales is actually even more deceitful. There are eight cakes of tea leaves in five large and three small ones, and the cost adds up to less than 20 yuan. Five, the remaining profit margin of more than 70 yuan, if more than 20 yuan is allocated to the online celebrities who bring the goods, I can still earn half of it.
Lu Zhicheng knew the tactics of his peers, and knew that they made more money by using this way of playing, and at the same time took away their target customers, but Lu Zhicheng himself could not learn from the other party's such low-level marketing methods .
These competitors are not people who really understand tea and love tea. They just regard tea as a temporary profit-making track. When they choose tea, they will use this method to harvest tea consumers. When they aim at health care products, they will start anew, package another health care product, and use the same method to wash a wave of health care product customers.
In Lu Zhicheng's words, those people lack reverence for tea.
And he was different.
He has loved tea all his life, and relying on tea, he has become a relatively well-known and wealthy entrepreneur in the local area, so he has a passionate affection for tea.
He feels that the premise of making money is to make tea well first, and only the money earned in this way can he feel at ease.
It is precisely because of this love and awe that he has never been able to find a real chance to get rich overnight.
And those scammers are different. They may sell tens of thousands of orders a day for an order of 50 tea leaves, and easily make millions of profits in one night.
Sometimes seeing these people make a lot of money, Lu Zhicheng will lose confidence in the tea industry. He feels that most industries will form an embarrassing situation where bad money drives out good money.
If you don't want to become bad money, you can only be expelled by bad money.
Instead of this, it is better to cash out and leave the market as soon as possible.
But cashing out is not as simple as imagined.
Just like a steamed stuffed bun shop, the boss has worked hard for a year, although he can earn 10,000+, but the boss wants to say that the steamed stuffed bun shop will be sold at ten times the PE, that is, sold at the profit price of the next ten years, and sold directly. More than 100 million, that is simply a dream, and I can't even eat a fart.
Today's dealer meeting, Lu Zhicheng suffered another big blow.
Those agents have asked to reduce the purchase discount, from the original 5% discount to 4% discount, and said that if the group does not agree, they will reduce or even stop the purchase.
Don't underestimate the difference in this discount. If something worth 50 yuan is discounted to 20 yuan, it means that it has been discounted by [-]%.
Normally, Lu Zhicheng would have gotten angry in front of the agent, but he still suppressed his anger, and promised the dealer that he would seriously consider their proposal.
Sitting in the office, Lu Zhicheng dared to scold his mother behind his back, scolding these dealers for crossing rivers and tearing down bridges.
At this time, Lu Zhicheng's son, Lu Youfeng knocked on the door: "Dad, can I come in?"
Lu Zhicheng rubbed his temples and said, "Come in."
Lu Youfeng opened the door and came in. Seeing his father's face was not good, he quickly and carefully closed the door, and then he said indignantly: "Dad! These dealers are too fucking worthless. The purchase price is [-]% off, so why don't we Aren't you going to drink the northwest wind?"
Lu Zhicheng said helplessly: "There is no way, these people who came today are at least agents above the prefecture-level city. They are our ancestors now, and they dare not offend anyone, let alone they are now in a group. If you do, then you won’t be able to offend me even more.”
"Why?" Lu Youfeng said with a look of displeasure: "They are simply raising prices and extorting money. If I were you, I would have scolded them a long time ago!"
Lu Zhicheng sighed: "In the past, it was okay to scold and scold. If you slap twice and then step back and give some dates, everyone will be satisfied in the end, but the situation is different this year..."
Speaking of this, Lu Zhicheng cursed dejectedly: "Using the words of your young people, this year's Pu'er tea market is too fucking busy!"
After a pause, Lu Zhicheng said again: "Damn it, not only several major traditional tea companies are desperately cutting prices to lower the market price, but those emerging brands are also using marketing and price means to constantly impact the market space of our traditional tea companies. You say your tea Well, he said that the price of the same tea next door is less than half of ours. You said let him try the taste of these two teas, which are completely different. He said that there is no difference in his taste. What can you do with them? manage?"
Lu Youfeng said depressedly: "There are more and more people drinking tea now, but there are not many people who really understand tea. All of them are pretending to be coercive, 100 yuan a catty of tea and 1 yuan. He can't drink tea that costs a catty in front of him, which one is good and which one is bad."
Lu Zhicheng nodded in agreement, and sighed: "What's worse is that now even the bottled beverage industry is focusing their firepower on entering the tea market. In the past, everyone mainly made oolong tea and green tea, which didn't have a big impact on us, but now Pu'er tea has also been targeted by them;”
"Puer tea is troublesome to brew, so people simply brew it and fill it into bottles. Consumers can not only drink it after unscrewing it, but also drink it iced. Our consumers can only make tea with boiling water at [-] degrees. , the tea has been left for a long time, the temperature has dropped, and the taste has changed;”
"But the canned products come from the production line, and the quality control is very standard. No matter how you drink it or where you drink it, it tastes the same. How do you think it competes with them?"
Lu Youfeng sighed, and said depressedly: "Dad, let me tell you the truth, I have long felt that our business is not so easy to do, and the competition is too fierce;"
"And you said that we have been developing in southern Yunnan, and our resources and contacts are only here, but the industry here is not developed, and the transportation is not convenient. Even if we switch to dry tea drinks here, we still can't do it. The old godmother next door is The best example, when the e-commerce didn’t start, they were the number one in the sauce category, but after the e-commerce started, they were quickly left behind…”
At this point, Lu Youfeng plucked up his courage and said to Lu Zhicheng: "Dad, in my opinion, we should find a suitable next home and sell the company. You have worked hard for most of your life. You should retire and enjoy the benefits." Blessed."
Lu Zhicheng snorted and asked him back: "Looking for a new home? Are you so easy to find a home now? You are not optimistic about this industry, why should others be optimistic? Our group is the most embarrassing right now, and groups bigger than us are now Reducing expenses, it is impossible to spend money to acquire us, those emerging brands that are smaller than us, they are playing the model of making quick money, wishing that the money invested today will make a profit tomorrow, and it is impossible to spend money to buy such a burden like us, People like us look down on others as OEM workers, why? Because our tea production costs are high! If the law is ignored, they would like to sell rotten leaves as tea, how can they use our things?"
Lu Youfeng sighed dejectedly, and asked him: "Is there no chance to cash out?"
Lu Zhicheng nodded and said: "Yes, of course, the current profit situation of the group, according to the calculation of the capital market, plus the net assets, the serious market value should be around [-] billion. Let's not pursue high premiums. A discount of [-] million is always reasonable, right? But no one will offer this price now, because no one will give us room for a premium. If we set the price below [-] million, it is estimated that there is a possibility of selling. Below [-] million, there is a high probability that it can be sold.”
After speaking, Lu Zhicheng said again: "But [-] million is too low, at least [-] million is reasonable?"
"Seven billion?" Lu Zhicheng curled his lips and said disdainfully: "You have the time to daydream, why don't you think about how to drink up those dealers tonight, they want [-]% off, I definitely can't give it to you, see Can you make a compromise after drinking too much, raise it to [-], and sign the contract quickly."
Lu Youfeng couldn't help but said: "Dad, there is always a dream, what if it comes true?"
Lu Zhicheng said impatiently: "If someone buys [-] million, I will run around Heping Road three times with my bare butt!"
When Lu Youfeng heard this, he immediately looked resentful. He thought that he might be able to sell it if he asked for [-] million less, but he didn't expect the old man to be so pessimistic.
Just when the father and son were both depressed, they heard the door being knocked open with a bang, and then they saw the secretary rushing in like crazy. Before the secretary could stand still, he said excitedly: "The director It's a great thing to grow...to have...to have a day!"
Lu Zhicheng was already bored, seeing the secretary rushing in without knocking, he immediately got angry and shouted angrily, "When did you learn not to even knock?"
The secretary ignored the accusations, swallowed hard, and said excitedly: "Chairman, the Su Group... is the Su Group that ranks first in the country! Their secretary just called and said they wanted to Talk to you about the acquisition!"
62-year-old Lu Zhicheng has just finished the dealer conference.
Since there was going to be a dinner party for distributors at the hotel in the evening, although he was exhausted, he could only rest in the office for a while, and when the time came, he would forcefully go to the banquet site.
Lu Zhicheng felt a little depressed today.
In recent years, dealers have become more and more powerful in front of the group. In the past, the group put pressure on the dealers to assess their performance, forcing them to continue to purchase goods and increase inventory, and even often deducted their sales for various reasons. Rebate at the end of the year to force them to work harder and be more obedient.
However, with the rise of e-commerce in recent years, most traditional brands have lost this absolute advantage in front of dealers.
Especially in the opaque fast-moving consumer goods industry such as alcohol and tea, new brands will emerge every day to boast about it, packaging themselves as the second Moutai or the king of tea.
They are better at packaging and storytelling than traditional companies, and they are also very shrewd and good at marketing. They just find an OEM manufacturer to produce a liquor with better packaging, hang a link on the website for a bottle of 500 yuan, and then Various promotional packages were used offline, and the last 51 bottles were free of postage. The result was this kind of liquor, the real cost of which was not even five yuan.
The cost of the wine is five yuan, the cost of advertising and buying traffic is ten yuan, and the logistics cost of two or three yuan is basically the entire cost of this wine.
If 51 bottles are sold to consumers, there is still a profit margin of at least 30 yuan.
The same is true for tea.
Lu Zhicheng sells ordinary mass-grade Pu-erh tea for only 100 yuan per cake, which weighs more than 300 grams, but marketing experts divide the tea of the same quality into small portions of five grams, and then customize a story for it. Can be sold for 50 yuan;
Some colleagues are not good at packaging and telling stories, but they are good at price wars. They package those who know tea as firewood and think it’s too choking. If the cake is not enough, add another cake, and if it is not enough, add another cake, a total of five big cakes, plus three small cakes for travel, and then a teapot for making tea will be packed on the car, and the total price is [-].
This seemingly kind sales method with small profits but high sales is actually even more deceitful. There are eight cakes of tea leaves in five large and three small ones, and the cost adds up to less than 20 yuan. Five, the remaining profit margin of more than 70 yuan, if more than 20 yuan is allocated to the online celebrities who bring the goods, I can still earn half of it.
Lu Zhicheng knew the tactics of his peers, and knew that they made more money by using this way of playing, and at the same time took away their target customers, but Lu Zhicheng himself could not learn from the other party's such low-level marketing methods .
These competitors are not people who really understand tea and love tea. They just regard tea as a temporary profit-making track. When they choose tea, they will use this method to harvest tea consumers. When they aim at health care products, they will start anew, package another health care product, and use the same method to wash a wave of health care product customers.
In Lu Zhicheng's words, those people lack reverence for tea.
And he was different.
He has loved tea all his life, and relying on tea, he has become a relatively well-known and wealthy entrepreneur in the local area, so he has a passionate affection for tea.
He feels that the premise of making money is to make tea well first, and only the money earned in this way can he feel at ease.
It is precisely because of this love and awe that he has never been able to find a real chance to get rich overnight.
And those scammers are different. They may sell tens of thousands of orders a day for an order of 50 tea leaves, and easily make millions of profits in one night.
Sometimes seeing these people make a lot of money, Lu Zhicheng will lose confidence in the tea industry. He feels that most industries will form an embarrassing situation where bad money drives out good money.
If you don't want to become bad money, you can only be expelled by bad money.
Instead of this, it is better to cash out and leave the market as soon as possible.
But cashing out is not as simple as imagined.
Just like a steamed stuffed bun shop, the boss has worked hard for a year, although he can earn 10,000+, but the boss wants to say that the steamed stuffed bun shop will be sold at ten times the PE, that is, sold at the profit price of the next ten years, and sold directly. More than 100 million, that is simply a dream, and I can't even eat a fart.
Today's dealer meeting, Lu Zhicheng suffered another big blow.
Those agents have asked to reduce the purchase discount, from the original 5% discount to 4% discount, and said that if the group does not agree, they will reduce or even stop the purchase.
Don't underestimate the difference in this discount. If something worth 50 yuan is discounted to 20 yuan, it means that it has been discounted by [-]%.
Normally, Lu Zhicheng would have gotten angry in front of the agent, but he still suppressed his anger, and promised the dealer that he would seriously consider their proposal.
Sitting in the office, Lu Zhicheng dared to scold his mother behind his back, scolding these dealers for crossing rivers and tearing down bridges.
At this time, Lu Zhicheng's son, Lu Youfeng knocked on the door: "Dad, can I come in?"
Lu Zhicheng rubbed his temples and said, "Come in."
Lu Youfeng opened the door and came in. Seeing his father's face was not good, he quickly and carefully closed the door, and then he said indignantly: "Dad! These dealers are too fucking worthless. The purchase price is [-]% off, so why don't we Aren't you going to drink the northwest wind?"
Lu Zhicheng said helplessly: "There is no way, these people who came today are at least agents above the prefecture-level city. They are our ancestors now, and they dare not offend anyone, let alone they are now in a group. If you do, then you won’t be able to offend me even more.”
"Why?" Lu Youfeng said with a look of displeasure: "They are simply raising prices and extorting money. If I were you, I would have scolded them a long time ago!"
Lu Zhicheng sighed: "In the past, it was okay to scold and scold. If you slap twice and then step back and give some dates, everyone will be satisfied in the end, but the situation is different this year..."
Speaking of this, Lu Zhicheng cursed dejectedly: "Using the words of your young people, this year's Pu'er tea market is too fucking busy!"
After a pause, Lu Zhicheng said again: "Damn it, not only several major traditional tea companies are desperately cutting prices to lower the market price, but those emerging brands are also using marketing and price means to constantly impact the market space of our traditional tea companies. You say your tea Well, he said that the price of the same tea next door is less than half of ours. You said let him try the taste of these two teas, which are completely different. He said that there is no difference in his taste. What can you do with them? manage?"
Lu Youfeng said depressedly: "There are more and more people drinking tea now, but there are not many people who really understand tea. All of them are pretending to be coercive, 100 yuan a catty of tea and 1 yuan. He can't drink tea that costs a catty in front of him, which one is good and which one is bad."
Lu Zhicheng nodded in agreement, and sighed: "What's worse is that now even the bottled beverage industry is focusing their firepower on entering the tea market. In the past, everyone mainly made oolong tea and green tea, which didn't have a big impact on us, but now Pu'er tea has also been targeted by them;”
"Puer tea is troublesome to brew, so people simply brew it and fill it into bottles. Consumers can not only drink it after unscrewing it, but also drink it iced. Our consumers can only make tea with boiling water at [-] degrees. , the tea has been left for a long time, the temperature has dropped, and the taste has changed;”
"But the canned products come from the production line, and the quality control is very standard. No matter how you drink it or where you drink it, it tastes the same. How do you think it competes with them?"
Lu Youfeng sighed, and said depressedly: "Dad, let me tell you the truth, I have long felt that our business is not so easy to do, and the competition is too fierce;"
"And you said that we have been developing in southern Yunnan, and our resources and contacts are only here, but the industry here is not developed, and the transportation is not convenient. Even if we switch to dry tea drinks here, we still can't do it. The old godmother next door is The best example, when the e-commerce didn’t start, they were the number one in the sauce category, but after the e-commerce started, they were quickly left behind…”
At this point, Lu Youfeng plucked up his courage and said to Lu Zhicheng: "Dad, in my opinion, we should find a suitable next home and sell the company. You have worked hard for most of your life. You should retire and enjoy the benefits." Blessed."
Lu Zhicheng snorted and asked him back: "Looking for a new home? Are you so easy to find a home now? You are not optimistic about this industry, why should others be optimistic? Our group is the most embarrassing right now, and groups bigger than us are now Reducing expenses, it is impossible to spend money to acquire us, those emerging brands that are smaller than us, they are playing the model of making quick money, wishing that the money invested today will make a profit tomorrow, and it is impossible to spend money to buy such a burden like us, People like us look down on others as OEM workers, why? Because our tea production costs are high! If the law is ignored, they would like to sell rotten leaves as tea, how can they use our things?"
Lu Youfeng sighed dejectedly, and asked him: "Is there no chance to cash out?"
Lu Zhicheng nodded and said: "Yes, of course, the current profit situation of the group, according to the calculation of the capital market, plus the net assets, the serious market value should be around [-] billion. Let's not pursue high premiums. A discount of [-] million is always reasonable, right? But no one will offer this price now, because no one will give us room for a premium. If we set the price below [-] million, it is estimated that there is a possibility of selling. Below [-] million, there is a high probability that it can be sold.”
After speaking, Lu Zhicheng said again: "But [-] million is too low, at least [-] million is reasonable?"
"Seven billion?" Lu Zhicheng curled his lips and said disdainfully: "You have the time to daydream, why don't you think about how to drink up those dealers tonight, they want [-]% off, I definitely can't give it to you, see Can you make a compromise after drinking too much, raise it to [-], and sign the contract quickly."
Lu Youfeng couldn't help but said: "Dad, there is always a dream, what if it comes true?"
Lu Zhicheng said impatiently: "If someone buys [-] million, I will run around Heping Road three times with my bare butt!"
When Lu Youfeng heard this, he immediately looked resentful. He thought that he might be able to sell it if he asked for [-] million less, but he didn't expect the old man to be so pessimistic.
Just when the father and son were both depressed, they heard the door being knocked open with a bang, and then they saw the secretary rushing in like crazy. Before the secretary could stand still, he said excitedly: "The director It's a great thing to grow...to have...to have a day!"
Lu Zhicheng was already bored, seeing the secretary rushing in without knocking, he immediately got angry and shouted angrily, "When did you learn not to even knock?"
The secretary ignored the accusations, swallowed hard, and said excitedly: "Chairman, the Su Group... is the Su Group that ranks first in the country! Their secretary just called and said they wanted to Talk to you about the acquisition!"
