Chapter 1662 Learn from Master Yao
·
Ku Mao
"Competing for business with beer companies?"
Hearing Chen Mo's words, all Panda Beverage executives, including Song Ziyan, were stunned.
Because in their perception, beer and carbonated drinks are completely products on two tracks. Even if there is some overlap in some channels, it is not very big.
Even Gong Ziyuan looked at Chen Mo with confusion.
Chen Mo smiled lightly: "Now that our company has acquired Coca-Cola Company, the beverage market is basically dominated by one company. If we want to continue to develop business in the beverage market, we are basically getting twice the result with half the effort."
"If we want to double our beverage sales in China, we must compete with beverages in different fields."
After saying this, Chen Mo stopped explaining in detail and gave some time to think.
Immediately afterwards, Chen Mo pointed to Song Ziyan: "Teacher Song, why did I choose the beer industry as a competitor? Please tell me your understanding."
Song Ziyan frowned slightly: "Well... let me explain my simple understanding."
"Since the beginning of the 21st century, various small restaurants and barbecue stalls have begun to pop up across the country. Along with barbecue, beer has emerged."
"Because the shipment volume and consumption are so large, they are sold in bundles and bundles."
"We are still in the early stages of the mobile Internet era. Convenience stores, supermarkets, and e-commerce are not particularly popular. Catering channels can account for more than half of the entire beer sales."
"As for our Panda beverage, the sales volume in domestic catering channels is ridiculously low, not even one-tenth of that of beer."
The more Song Ziyan talked, the more confident she became, and she seemed to have found the root of the problem.
The executives present also looked as if they were suddenly enlightened.
Chen Mo nodded with satisfaction: "It seems that Teacher Song has indeed put a lot of effort into the beverage industry. It is indeed what you said."
"Nowadays, KTVs and nightclubs are not as powerful as barbecue stalls and food stalls selling drinks. Therefore, all beer manufacturers have placed heavy bets on catering channels. At the most brutal time, dealers and salesmen even directly use the physical functions of beer bottles to rob them. market.
Now, our Panda Beverage has achieved a monopoly on online channels, and we must start arranging the largest offline channels! "
At this time, a senior executive raised a question: "I don't think it's realistic. Who of the adults who go to a barbecue or restaurant will drink?"
Someone echoed: "Yes, if you let someone drink a drink in my hometown, they would think you were scolding them."
Chen Mo nodded: "It is of course unrealistic to take away the entire market share of beer like taking away Coca-Cola.
What we have to do is not to increase the market share of this channel to 90%, but to increase it to 30%.
For example, if you buy 10 bottles of beer, someone will want to buy 3 bottles of drinks to drink together, which is enough. "
Song Ziyan still shook her head and said: "This is too difficult. People who drink at barbecue stalls are basically impossible to want to drink. Just the first step, changing these people's drink consumption habits is as difficult as heaven!"
Chen Mo lowered his voice: "What if drunk driving is going to be punished?"
In the last life, beer sales began to decline, and major manufacturers began to get involved, starting with the criminalization of drunk driving.
Dayao, a domestic beverage company, saw this opportunity and launched a crazy combination of punches, stealing a lot of market share from beer companies.
Because of Chen Mo's rebirth, Daxia's economy took off much earlier than in the previous generation. The sales volume of private cars in 2005 was already comparable to that in 2011.
According to Chen Mo's speculation, drunk driving should be punished within a year, or even half a year.
At this time, Panda Beverage will follow the strategy of Dayao Beverage in the previous generation and make the layout first, then the road ahead will be much easier.
As soon as this remark came out, everyone's eyes widened.
"If this is the case, beer sales will definitely decline. If we can seize the free market, an increase of 30% will not be a problem!"
"This is possible!"
Chen Mo continued: "The first step mentioned by Teacher Song, the problem of changing the will, has been solved. Then the next step is how to rob it."
A senior executive said at this time: "This is simple. We sell it cheaper and make the taste more refreshing and less greasy, so that consumers find it affordable and delicious."
Chen Mo shook his head: "Your ideas are too superficial. If it is sold very cheaply, how much profit can it make? If the profit of a bottle is only a few cents, do you think the restaurant owner will promote our drink? Put yourself in another position Think about it, you are the boss, what kind of drinks are you willing to sell?"
The executive thought for a moment and said, "Highly profitable."
Chen Mo: "Isn't that enough? If the profit is high, the price cannot be very low."
Song Ziyan: "Mr. Chen, please don't let us brainstorm. If they had your brain and thinking ability, how could they still be just wage earners? Just tell me what you think!"
This group of top executives in the beverage industry were told by Song Ziyan that they were not very smart at this moment. Instead of getting angry, they accepted it very humbly, sitting upright like good babies, with their ears pricked up.
Chen Mo stopped talking and directly expressed his thoughts.
We have to learn from other people’s sales models!
Who to learn from?
You have to learn about beer!
Anyone who has been in the catering business knows that alcoholic drinks have the highest gross profit. Many restaurants don’t even make money from food, and they only make money from drinks.
Consumers will also be willing to pay more for drinks when eating in restaurants. Sugar-free Coke in restaurants, which is even expensive at 10 yuan in convenience stores, can be sold for [-] yuan, and some people will still buy it.
"For the Panda beverage that we want to compete with beer, the outer packaging should be as similar as possible to beer. It should be the same glass bottle as the beer, the 520 ml kind."
"As long as the price is much cheaper than beer, half the battle is won. In barbecue stalls and hot pot restaurants, you can get a big green stick for a few dollars, and you may be full after drinking two bottles, so consumers will naturally feel that it is more cost-effective than beer. "
“But! Just making consumers think it’s cheap is not enough.
You also have to make the restaurant owner think it’s a good deal to sell you. "
Chen Mo continued to elaborate on his sales philosophy.
How can you make restaurant owners willing to sell your goods at a good price?
We should also learn from the beer master: selling it will make more money.
The profit margin per bottle is higher!
In the last life, the purchase price of Dayao beverages in the early days was very low. When the supplier delivered it to the restaurant, a 500 ml glass bottle was priced at 2 yuan a bottle. In addition, there were discounts for purchases of more than 3 pieces (10 bottles per piece). Get 1 piece for free, and get another bottle for 9 empty bottles.
In addition to having policies that are superior to those of traditional big beverage brands, its suppliers even personally help place them in the freezer, so that they can occupy a prime position. At the same time, they will also distribute posters, tables and chairs with advertisements and other promotional items to the restaurant.
The price difference of selling a bottle of Dayao can be close to 4 yuan per bottle (calculated as 6 yuan per bottle.)
If the restaurant is more ruthless and sells a bottle for 10 yuan, there will be a price difference of 1 yuan. If the restaurant is more ruthless and sells a bottle for 8 yuan, and there is only such a drink in the store, the price difference will be as high as heaven!
How did you win the beer war?
The essence is the same as Dayao, which is to make merchants make more money!
During the beer war, we first advertised to let everyone know about this brand.
Then give everyone in the restaurant an incentive to place their beer and sell their beer.
After the waiter opens the beer to the customer, he will take the bottle caps away, and then use these bottle caps to ask for money from the manufacturer or distributor. A bottle cap ranges from one or two cents to five or six cents. At the end of the day, the waiter earns dozens of dollars. Yuan is very easy.
Which beer brand charges the waiter a higher corkage fee, the waiter will naturally recommend that beer.
In order to seize high-quality catering resources, beer distributors also sign exclusive agreements with restaurants, commonly known as "buying stores."
When the fight is at its fiercest, let alone exclusivity, you have to pay an admission fee if you want to come in and sell.
To put it bluntly, whoever makes the restaurant more money sells it.
Dayao Beverage made the catering channel profitable while running C-end advertising, and finally stood out and grabbed a big piece of meat from the brewery manufacturers.
Chen Mo taught these executives all the tricks of Dayao Drinks in his previous life, leaving them stunned.
Everyone looked at Chen Mo in disbelief.
My boss actually knows so much about the beverage industry?
They were all senior executives of other companies before, and they were all recruited by Song Ziyan.
According to what they have come into contact with and learned about, the top industry leaders almost only understand their own industry, and they don’t even understand their own industry thoroughly.
A boss like Chen Mo who can span many industries such as finance, IT, real estate, petroleum, food, beverages, etc., and is a top expert in all of them...
They had seen this one before in their lives!
"If a restaurant thinks that selling drinks packaged like beer will affect its taste and refuses to purchase them, what should we do?" Song Ziyan asked.
"As long as we spread our products widely enough and let diners ask the restaurant several times if they have panda drinks, the restaurant will naturally buy them."
Because it is cheap, and because the shape is too similar to beer, it leaves a deep impression on consumers. Consumers will try it. Because of the early adopters, consumers will become dependent on the taste and will keep buying it again.
Enough consumers can really influence the purchasing decisions of restaurants and restaurants.
This brand is easy to sell, and the profit is higher than other brands. I am afraid that you will not buy it, but as long as you buy it, you will not be afraid that it will not taste good.
This is also one of the secrets of Dayao's success!
"Are there any questions? If there are no questions, the general idea of competing for catering channels in the next few years will be determined according to what I just said."
"In addition, I have also told Teacher Song about the overall development ideas of Panda Drinks. If you have anything you don't understand, just ask her."
"For a long time in the future, I will have to work on collecting treasures and sharing bicycles. The development of the beverage industry depends on everyone here."
After Chen Mo finished speaking, there was thunderous applause.
Under everyone's admiring gaze, Chen Mo strode out of the conference room with Gong Ziyuan, leaving everyone with a tall figure behind him.
Hearing Chen Mo's words, all Panda Beverage executives, including Song Ziyan, were stunned.
Because in their perception, beer and carbonated drinks are completely products on two tracks. Even if there is some overlap in some channels, it is not very big.
Even Gong Ziyuan looked at Chen Mo with confusion.
Chen Mo smiled lightly: "Now that our company has acquired Coca-Cola Company, the beverage market is basically dominated by one company. If we want to continue to develop business in the beverage market, we are basically getting twice the result with half the effort."
"If we want to double our beverage sales in China, we must compete with beverages in different fields."
After saying this, Chen Mo stopped explaining in detail and gave some time to think.
Immediately afterwards, Chen Mo pointed to Song Ziyan: "Teacher Song, why did I choose the beer industry as a competitor? Please tell me your understanding."
Song Ziyan frowned slightly: "Well... let me explain my simple understanding."
"Since the beginning of the 21st century, various small restaurants and barbecue stalls have begun to pop up across the country. Along with barbecue, beer has emerged."
"Because the shipment volume and consumption are so large, they are sold in bundles and bundles."
"We are still in the early stages of the mobile Internet era. Convenience stores, supermarkets, and e-commerce are not particularly popular. Catering channels can account for more than half of the entire beer sales."
"As for our Panda beverage, the sales volume in domestic catering channels is ridiculously low, not even one-tenth of that of beer."
The more Song Ziyan talked, the more confident she became, and she seemed to have found the root of the problem.
The executives present also looked as if they were suddenly enlightened.
Chen Mo nodded with satisfaction: "It seems that Teacher Song has indeed put a lot of effort into the beverage industry. It is indeed what you said."
"Nowadays, KTVs and nightclubs are not as powerful as barbecue stalls and food stalls selling drinks. Therefore, all beer manufacturers have placed heavy bets on catering channels. At the most brutal time, dealers and salesmen even directly use the physical functions of beer bottles to rob them. market.
Now, our Panda Beverage has achieved a monopoly on online channels, and we must start arranging the largest offline channels! "
At this time, a senior executive raised a question: "I don't think it's realistic. Who of the adults who go to a barbecue or restaurant will drink?"
Someone echoed: "Yes, if you let someone drink a drink in my hometown, they would think you were scolding them."
Chen Mo nodded: "It is of course unrealistic to take away the entire market share of beer like taking away Coca-Cola.
What we have to do is not to increase the market share of this channel to 90%, but to increase it to 30%.
For example, if you buy 10 bottles of beer, someone will want to buy 3 bottles of drinks to drink together, which is enough. "
Song Ziyan still shook her head and said: "This is too difficult. People who drink at barbecue stalls are basically impossible to want to drink. Just the first step, changing these people's drink consumption habits is as difficult as heaven!"
Chen Mo lowered his voice: "What if drunk driving is going to be punished?"
In the last life, beer sales began to decline, and major manufacturers began to get involved, starting with the criminalization of drunk driving.
Dayao, a domestic beverage company, saw this opportunity and launched a crazy combination of punches, stealing a lot of market share from beer companies.
Because of Chen Mo's rebirth, Daxia's economy took off much earlier than in the previous generation. The sales volume of private cars in 2005 was already comparable to that in 2011.
According to Chen Mo's speculation, drunk driving should be punished within a year, or even half a year.
At this time, Panda Beverage will follow the strategy of Dayao Beverage in the previous generation and make the layout first, then the road ahead will be much easier.
As soon as this remark came out, everyone's eyes widened.
"If this is the case, beer sales will definitely decline. If we can seize the free market, an increase of 30% will not be a problem!"
"This is possible!"
Chen Mo continued: "The first step mentioned by Teacher Song, the problem of changing the will, has been solved. Then the next step is how to rob it."
A senior executive said at this time: "This is simple. We sell it cheaper and make the taste more refreshing and less greasy, so that consumers find it affordable and delicious."
Chen Mo shook his head: "Your ideas are too superficial. If it is sold very cheaply, how much profit can it make? If the profit of a bottle is only a few cents, do you think the restaurant owner will promote our drink? Put yourself in another position Think about it, you are the boss, what kind of drinks are you willing to sell?"
The executive thought for a moment and said, "Highly profitable."
Chen Mo: "Isn't that enough? If the profit is high, the price cannot be very low."
Song Ziyan: "Mr. Chen, please don't let us brainstorm. If they had your brain and thinking ability, how could they still be just wage earners? Just tell me what you think!"
This group of top executives in the beverage industry were told by Song Ziyan that they were not very smart at this moment. Instead of getting angry, they accepted it very humbly, sitting upright like good babies, with their ears pricked up.
Chen Mo stopped talking and directly expressed his thoughts.
We have to learn from other people’s sales models!
Who to learn from?
You have to learn about beer!
Anyone who has been in the catering business knows that alcoholic drinks have the highest gross profit. Many restaurants don’t even make money from food, and they only make money from drinks.
Consumers will also be willing to pay more for drinks when eating in restaurants. Sugar-free Coke in restaurants, which is even expensive at 10 yuan in convenience stores, can be sold for [-] yuan, and some people will still buy it.
"For the Panda beverage that we want to compete with beer, the outer packaging should be as similar as possible to beer. It should be the same glass bottle as the beer, the 520 ml kind."
"As long as the price is much cheaper than beer, half the battle is won. In barbecue stalls and hot pot restaurants, you can get a big green stick for a few dollars, and you may be full after drinking two bottles, so consumers will naturally feel that it is more cost-effective than beer. "
“But! Just making consumers think it’s cheap is not enough.
You also have to make the restaurant owner think it’s a good deal to sell you. "
Chen Mo continued to elaborate on his sales philosophy.
How can you make restaurant owners willing to sell your goods at a good price?
We should also learn from the beer master: selling it will make more money.
The profit margin per bottle is higher!
In the last life, the purchase price of Dayao beverages in the early days was very low. When the supplier delivered it to the restaurant, a 500 ml glass bottle was priced at 2 yuan a bottle. In addition, there were discounts for purchases of more than 3 pieces (10 bottles per piece). Get 1 piece for free, and get another bottle for 9 empty bottles.
In addition to having policies that are superior to those of traditional big beverage brands, its suppliers even personally help place them in the freezer, so that they can occupy a prime position. At the same time, they will also distribute posters, tables and chairs with advertisements and other promotional items to the restaurant.
The price difference of selling a bottle of Dayao can be close to 4 yuan per bottle (calculated as 6 yuan per bottle.)
If the restaurant is more ruthless and sells a bottle for 10 yuan, there will be a price difference of 1 yuan. If the restaurant is more ruthless and sells a bottle for 8 yuan, and there is only such a drink in the store, the price difference will be as high as heaven!
How did you win the beer war?
The essence is the same as Dayao, which is to make merchants make more money!
During the beer war, we first advertised to let everyone know about this brand.
Then give everyone in the restaurant an incentive to place their beer and sell their beer.
After the waiter opens the beer to the customer, he will take the bottle caps away, and then use these bottle caps to ask for money from the manufacturer or distributor. A bottle cap ranges from one or two cents to five or six cents. At the end of the day, the waiter earns dozens of dollars. Yuan is very easy.
Which beer brand charges the waiter a higher corkage fee, the waiter will naturally recommend that beer.
In order to seize high-quality catering resources, beer distributors also sign exclusive agreements with restaurants, commonly known as "buying stores."
When the fight is at its fiercest, let alone exclusivity, you have to pay an admission fee if you want to come in and sell.
To put it bluntly, whoever makes the restaurant more money sells it.
Dayao Beverage made the catering channel profitable while running C-end advertising, and finally stood out and grabbed a big piece of meat from the brewery manufacturers.
Chen Mo taught these executives all the tricks of Dayao Drinks in his previous life, leaving them stunned.
Everyone looked at Chen Mo in disbelief.
My boss actually knows so much about the beverage industry?
They were all senior executives of other companies before, and they were all recruited by Song Ziyan.
According to what they have come into contact with and learned about, the top industry leaders almost only understand their own industry, and they don’t even understand their own industry thoroughly.
A boss like Chen Mo who can span many industries such as finance, IT, real estate, petroleum, food, beverages, etc., and is a top expert in all of them...
They had seen this one before in their lives!
"If a restaurant thinks that selling drinks packaged like beer will affect its taste and refuses to purchase them, what should we do?" Song Ziyan asked.
"As long as we spread our products widely enough and let diners ask the restaurant several times if they have panda drinks, the restaurant will naturally buy them."
Because it is cheap, and because the shape is too similar to beer, it leaves a deep impression on consumers. Consumers will try it. Because of the early adopters, consumers will become dependent on the taste and will keep buying it again.
Enough consumers can really influence the purchasing decisions of restaurants and restaurants.
This brand is easy to sell, and the profit is higher than other brands. I am afraid that you will not buy it, but as long as you buy it, you will not be afraid that it will not taste good.
This is also one of the secrets of Dayao's success!
"Are there any questions? If there are no questions, the general idea of competing for catering channels in the next few years will be determined according to what I just said."
"In addition, I have also told Teacher Song about the overall development ideas of Panda Drinks. If you have anything you don't understand, just ask her."
"For a long time in the future, I will have to work on collecting treasures and sharing bicycles. The development of the beverage industry depends on everyone here."
After Chen Mo finished speaking, there was thunderous applause.
Under everyone's admiring gaze, Chen Mo strode out of the conference room with Gong Ziyuan, leaving everyone with a tall figure behind him.
