Chapter 381 Wanglaoji Herbal Tea, 30-Year Lease
There are so many categories of beverages. If all categories are involved, it is very likely that they will bite off more than they can chew.
Therefore, among so many categories, Deng Shirong must make choices, or give priority to what to do, and put other less important ones in the back row. If he can take care of it in the future, he will do it, otherwise forget it.
After all, it is not necessarily a good thing to participate in all of the so many tracks.
Among the many categories of beverages, mineral water is a must. This is a product with extremely stable sales until later generations. Zong Lao and a certain Zhong, who sell mineral water, have become China's richest man more than once. You can imagine how awesome this category is.
There is also the category of milk, which is also a giant level. Now, whether it is Yili or Mengniu, they have not been established yet. If they are involved in milk products at this time, the timing is still very appropriate.
However, making dairy products is more complicated than making other things. This requires the cooperation of ranches.
If you want to develop and grow dairy products, you must go to places with vast grasslands such as Inner Mongolia or XJ. This can be seen from Yili and Mengniu in the previous life. The companies were both opened in Inner Mongolia.
Therefore, although there is great potential for the development of milk products, Deng Shirong decided to put it aside for now and decide whether to do it later.
Then there are functional drinks. The peak sales of Red Bull, a giant, are tens of billions, and this thing is really damn profitable. In the late 1990s, the product was sold for 6 yuan a can in China, and it was still sold for 6 yuan a can in later generations. The price has not changed for more than 20 years.
You can imagine how profitable Red Bull was in the early stage.
Of course, all kinds of investment in the early stage of land reclamation are also real money, and the development of Red Bull is not smooth sailing. In the early stage, the price of Red Bull was really expensive. In the same period, Coca-Cola carbonated soda was only 2 yuan/bottle, and the retail price of 6 yuan made it difficult for many consumers to accept it.
In addition, domestic consumers at that time did not have the habit and scene of consuming functional drinks, so the Chinese Red Bull project faced the risk of huge losses in the first year of listing.
In short, Red Bull in the previous life took a long ten years to open up the market, and finally let the sales volume rise steadily, and once occupied 80% of the market share of functional drinks.
Even if Deng Shirong enters the functional beverage market now, the formula is already a hassle. There is no functional beverage formula in China, so he needs to go abroad. At this time, the supervision and review procedures for imported food in China are strict, especially for beverages containing caffeine, which not only require expert demonstration, but also require approval from multiple relevant departments.
In the previous life, Thai Red Bull adjusted the beverage formula. The adjusted formula not only meets the requirements of the regulatory authorities, but also retains the efficacy of functional beverages to the greatest extent, and is more suitable for the taste of Chinese people.
These are not just a simple sentence. I don’t know how much time it will take to toss, and at the same time, it will take a lot of time to cultivate the market, and then step by step to develop and expand functional beverages. The manpower and material resources spent during this period may be far beyond imagination.
Therefore, although he knew that the functional beverage track was also very powerful, Deng Shirong finally chose to give up, or give up temporarily. It is better to let Red Bull open up the market first than to spend so much energy on it now. It is not too late to come out and pick the fruits after Red Bull has cultivated the market to maturity.
Then there is the tea beverage, which is also a giant level. Whether it is iced black tea or herbal tea, the sales volume at its peak is at the level of tens of billions.
Let's talk about iced black tea first. In the past life, there was an adjective on the Internet called "migrant workers' beverage".
The origin of this adjective is that this kind of beverage, which costs 3 or 4 yuan per bottle, can be seen everywhere on the construction site.
Workers work outdoors, and their body water evaporates quickly, so they need to replenish energy in time. Almost everyone has a bottle of large and affordable beverage, and they take a few sips when they are thirsty and hungry.
Among these beverages, Master Kong iced black tea has the highest sales volume.
Especially the 4 yuan per liter bottle, which can not only cool down and quench thirst but also replenish sugar and water, and soon became the "life-extending tea" for workers.
Therefore, this iced black tea is worth trying.
Let's talk about Wanglaoji herbal tea. This is an old brand with a history of 160 years. When the Voice of China was popular in the past life, Wanglaoji, which won the naming rights, also took advantage of the trend and reached its peak. At that time, the annual sales volume was as high as more than 20 billion, making it the real king of herbal tea.
Unfortunately, the boss who made Wanglaoji famous only got the trademark authorization of Wanglaoji. When the authorization time came, everything was gone.
In fact, when the authorization time was about to come, the boss was a little panicked. He was unwilling to give up everything he had worked hard for, so he used the dishonorable means of bribery to renew the authorization agreement.
At the beginning, Guangyao didn't care, after all, Wanglaoji was not yet a big deal at that time.
But later, after the annual sales exceeded 10 billion, the degree of attention was different, and the benefits were too great.
In the end, the truth was revealed, and the person who accepted his bribe was sentenced to life imprisonment, and the boss took the measure of bail pending trial due to insufficient evidence.
As a result, no one knows what the boss thought, and he made a decision that stunned everyone.
He actually ran away during the period of bail pending trial!
Yes, he actually ran away!
Originally, due to insufficient evidence, he could not be convicted. His escape became a fugitive, and the charge was completely confirmed.
As a result, this boss set a record and became the only wanted fugitive on the Forbes rich list.
Among the many beverage categories, Deng Shirong tends to give priority to Wong Lo Kat.
Otherwise, mainly because he is in the Guangdong and Guangxi areas, making herbal tea is the most suitable. What's more, he is well aware of the potential of this herbal tea and also knows the advertising slogan that made Wong Lo Kat take off.
Therefore, Deng Shirong decided to talk to the owner of Wong Lo Kat about formula transfer first to see how far they could go. If the result was ideal, then he would start with the Wong Lo Kat herbal tea. If not, he would start with the mineral water. .
The reason why he is not in a hurry to develop mineral water is that Deng Shirong wants to hold back. Nongfu Spring has not yet been established. He only needs to develop this mineral water before the first CCTV bid winner appears, and then go to CCTV to win the first bid. Wang can easily make the mineral water brand he founded become popular.
After all, Deng Shirong is very clear about the value of CCTV's first bid for the title.
The CCTV standard king coupled with those two extremely classic advertising slogans, it is definitely a king, and there is absolutely no problem in becoming the mineral water overlord in one fell swoop.
Because of this trump card, Deng Shirong was not in a hurry at all. It didn't matter whether the mineral water was produced two years earlier or two years later.
After thinking clearly, Deng Shirong returned to the food company and held a high-level meeting.
Attending the meeting were the general manager of the food company Deng Changyu, deputy general manager Lin Zhongjun, financial manager Deng Changhua, marketing manager Li Guanghui, purchasing manager Deng Changqing, administrative manager Zhao Wanli, human resources manager Zhou Haiming, Master Kong instant noodle factory director Deng Changpei, and Dengjiayue mooncake factory director. Deng Changpei.
The four middle and senior leaders, Lin Zhongjun, Li Guanghui, Zhao Wanli, and Zhou Haiming, are all top students recruited from outside.
As food companies grow bigger and bigger, they naturally need more and more talents. It’s just not possible to hire Deng’s talents. More talents must be recruited from outside, otherwise the management will not be able to keep up. If so, no matter how awesome the strategy given by Deng Shirong is, it will be useless.
During the meeting, Deng Shirong did not rush to talk about Wong Lo Kat, but said: "Everyone, the development of Master Kong's instant noodles is getting better and better, and the eight-treasure porridge has also made a good start. The next development has been planned. Here I won't repeat it again.
This time we called everyone over for a meeting to discuss two main things. "
Deng Changyu asked: "Chairman, what two things are you doing?"
Although Deng Shirong doesn't care about specific affairs, he has always been in control of the general direction of the company's development. Before, the company was all members of the Naye Deng clan, so it didn't matter whether he had a position in the company or not. Anyway, the clan members would listen to whatever he said.
But since the company began to recruit senior leaders from outside, Deng Changyu and other company leaders unanimously requested Deng Shirong to take the position of chairman, so that those external senior executives would know who has the final say in the company.
Therefore, Deng Shirong is now the veritable chairman of the food company and passenger transportation company.
Deng Shirong said: "The first thing is to establish a series of auxiliary factories such as carton factories, plastic factories, and packaging factories. Now our instant noodles, moon cakes, and eight-treasure porridge are all cooperating with others in terms of packaging. Let's not talk about it for now. A lot of profits have been made by others. From a practical point of view, it is not as convenient to cooperate with others as to set up your own factory. "
Deng Changyu nodded and said: "The chairman is right. Sometimes just coordinating this matter will waste a lot of time and establish our own supporting factory. Then we can rest assured in the packaging aspect and don't have to worry about any accidents. "
Deng Changpei said: "Chairman, if you want to build these supporting factories, they will not only be built here in Bobai, but also in other cities with branch factories, so that they can be completely self-sufficient."
"Since it is going to be built, all branches must be taken care of."
Deng Shirong nodded, then looked at Lin Zhongjun and said, "Mr. Lin, I'll let you be responsible for this. Is that okay?"
Lin Zhongjun responded: "Chairman, I have no problem. I promise to complete the task."
Deng Shirong hummed and said: "The next thing is the second thing. The company's next new product, I intend to enter herbal tea. There is a herbal tea brand in Guangdong with a history of 160 years, Wong Lo Kat. I wonder if you have heard of it. heard about it?"
Deng Changpei answered: "Chairman, I have heard about this. Wanglaoji herbal tea is quite famous in Guangdong."
Deng Shirong said: "I plan to go to Wong Lo Kat's company to talk about formula transfer. This century-old brand is still very valuable. I don't know if they are willing to transfer it. If they are not willing to transfer it, I will try another way of cooperation. .
If we can't reach an agreement, forget it. If we can negotiate, then our food company's next product will be Wanglaoji herbal tea. "
Deng Changyu asked: "Chairman, what should we prepare?"
"Just have the money ready."
Deng Shirong looked at the financial manager and asked: "How much working capital does our company have in its accounts now?"
Deng Changhua smiled and said: "There is no problem in using 200 million."
Deng Shirong nodded. With such a large sum of money, he still had some confidence in purchasing the herbal tea formula and the ownership of the Wong Lao Kat trademark.
Two hundred million people in this era don't believe that they can't knock each other out if they hit them.
Even if the other party is a state-owned enterprise, it is estimated that it will not ignore such a large sum of money.
Of course, if you really meet a leader with a long-term vision and refuse to sell the Wanglaoji trademark for 200 million yuan, then the worst possible outcome is to follow the example of Jiaduobao in his previous life and adopt the method of renting.
However, the term of renting a trademark must not only be ten or eight years, but must be longer to prevent the Jiaduobao incident from the previous life from happening to their company.
Thinking of the trademark dispute between Wanglaoji and Jiaduobao in his previous life, Deng Shirong thought of the important information of defensive trademarks.
A so-called defensive trademark refers to a trademark holder registering an identical or similar trademark in the category of the original registered trademark, or in a similar category or in other unrelated categories.
Take Lao Ganma as an example. Similar trademarks such as Lao Ganba, Lao Ganba, Lao Ganniang, Godson, and Goddaughter have all been registered by Lao Ganma. These are defensive trademarks.
The main purpose of this approach is to prevent others from using the same or similar trademarks in the same or similar categories, thereby protecting the brand from infringement and preventing copycats.
After the defensive trademark is successfully registered, the company can obtain additional income through trademark pledge, trademark authorization, trademark transfer, trademark auction, etc., and it can also resist infringement attacks by others.
Your own company should also learn from this method and register these defensive trademarks in advance to avoid the appearance of knock-off products like Master Kang Braised Beef Noodles with exactly the same packaging and even the same pronunciation in the future. That would be too disgusting.
So Deng Shirong ordered Deng Changyu to arrange someone to do this.
…
The next day.
Deng Shirong took the legal team of the food company and took the bus to Guangzhou again.
The legal team of the food company was also newly established this year. As a reborn person, Deng Shirong naturally knew the importance of forming a legal team. Well-known companies in previous lives basically had their own legal teams.
After arriving in Guangzhou, after some inquiring, Deng Shirong learned that the current owner of Wanglaoji was Yangcheng Pharmaceutical Factory.
After resting in a hotel for a night, Deng Shirong set off for Yangcheng Pharmaceutical Factory the next day, preparing to discuss the purchase of the Wong Lo Kat formula and trademark.
Normally, Deng Shirong is relatively low-key, but when he is conducting business negotiations outside, he cannot keep a low profile. He has to reveal his identity no matter what, so that others know his importance, so that things can be done easily.
Otherwise, if you, an unknown guy, go to discuss cooperation with others, you might not even be able to meet the factory leaders.
Deng Shirong's approach was undoubtedly correct. After he revealed his identity, he was immediately invited to the factory director's office and met with Director Zhang of Yangcheng Pharmaceutical Factory.
After some polite exchanges, the two sides got down to business.
Deng Shirong asked: "Director Zhang, your factory owns the ownership of the time-honored brand of Wanglaoji Herbal Tea. Is this correct?"
Director Zhang nodded and said, "Yes, the ownership of Wanglaoji Herbal Tea belongs to our factory."
Deng Shirong did not beat around the bush and went straight to the point: "Director Zhang, I would like to ask, does your factory have any idea of transferring this Wanglaoji herbal tea?"
Director Zhang looked at Deng Shirong in surprise and asked: "Director Deng, your company wants to buy our factory's Wanglaoji herbal tea?"
Deng Shirong nodded and said: "That's what I mean. I wonder if your factory is willing to transfer it? The price is negotiable."
Factory Director Zhang said: "Director Deng, I'm really sorry. I can't make the decision on this matter alone. I need to discuss it with other leaders in the factory and report to the leader. I can only give you the answer after getting approval from the leader."
After all, this is a state-owned enterprise. When it comes to the sale and purchase of assets, it will definitely not be that easy. Deng Shirong knew it well and said with a smile: "Director Zhang, please report to the leader to see if the leader is willing to sell Wong Lo Kat." Herbal tea, the price is guaranteed to satisfy the leaders.”
Director Zhang responded: "Okay, I will discuss it with other leaders in the factory later, and then report to the leader after we have unified our thinking."
Deng Shirong said: "Then I'll trouble Factory Director Zhang!"
Next, the two parties chatted for a few more words, and Deng Shirong left his contact information and left Yangcheng Pharmaceutical Factory.
…
Three days later.
Deng Shirong appeared again in the office of the director of Yangcheng Pharmaceutical Factory.
After greeting each other, Director Zhang said with a regretful look on his face: "Dr. Deng, I have already discussed it with other leaders in the factory about your intention to acquire Wanglaoji Herbal Tea. Some support and some oppose, and I have also reported it to the higher-ups. I have reported it to the leader, and I am afraid that the leader’s intention is to disappoint Mr. Deng.”
Deng Shirong has long been mentally prepared for this. In this era, many state-owned enterprises have become a burden to the country due to consecutive losses. If the country wants to develop rapidly, it must get rid of these heavy burdens one by one.
Among them, state-owned assets suffered heavy losses, which made some people feel fat.
The operating status of Yangcheng Pharmaceutical Factory is not bad, and it is normal that the leaders are unwilling to sell it, because this Wanglaoji herbal tea was originally changed from privately owned to state-owned during a special period. If it changes from state-owned to privately owned now, it will be hard to say.
In fact, Deng Shirong is not obsessed with buying it. If he really buys it, it will cost a lot of money. The main reason is that he is afraid that if he makes Wanglaoji herbal tea bigger and stronger in the future, he will be said to be like some people who embezzled national property. Such a reputation is He didn't want to see it.
Therefore, after hearing what Director Zhang said, Deng Shirong did not force it, but immediately adjusted his strategy: "Director Zhang, since your factory is not willing to sell, can we rent it?"
Director Zhang was surprised and said: "Rent?"
Deng Shirong nodded and said, "Yes, our company will pay a high price for the lease, hoping to obtain the right to operate and use the trademark of Wanglaoji Herbal Tea."
This cooperation method was obviously a bit beyond Director Zhang's expectations. He thought about it and asked, "Mr. Deng, how much does your company plan to pay for the lease and how long will the lease last?"
Deng Shirong made an offer: "The lease term is 50 years. From the first to the fifth year, the annual rent is 1 million; from the sixth to the tenth year, the annual rent is 2 million; from the eleventh to the fifteenth year, the annual rent is 3 million; from the sixteenth to the twentieth year, the annual rent is 5 million; from the twenty-first to the thirtieth year, the annual rent is 10 million; from the thirty-first to the fortieth year, the annual rent is 20 million; from the forty-first to the fifty-first year, the annual rent is 30 million."
Although Then the rent made Director Zhang very excited, but he still shook his head and said: "Mr. Deng, this lease period is too long, the leader will not agree."
"Director Zhang, it has to be rented for at least 40 years."
Deng Shirong explained: "Although I am optimistic about the prospects of Wanglaoji herbal tea, it is only a prospect. I don't know how much time and money it will take to operate it before it can see profits. If it is only rented for ten or eight years, then our company probably can't even make back the rent, then it's meaningless."
Director Zhang naturally understood this truth. For example, Wanglaoji herbal tea in their pharmaceutical factory really can't make 1 million in a year, and the rent given by the other party is not fixed, but increases with the growth of time. The higher the rent is, the more sincere it is.
Thinking of this, Director Zhang said, "Mr. Deng, I understand what you mean. It's still the old rules. You have to wait for me to discuss with the leaders of the factory and report to the leaders to see what the leaders mean before I can give you an accurate answer."
Deng Shirong nodded and said, "Okay, then I'll wait for your good news, Director Zhang."
...
Obviously, both the leaders of the pharmaceutical factory and the leaders above are very interested in Deng Shirong's proposal.
This is equivalent to sitting and collecting money. No matter how Deng Shirong's business is, it will not affect the income of the pharmaceutical factory. Moreover, when the lease period expires, it can be taken back and operated by itself. It is indeed a business that makes money without loss.
The only controversial thing is that the lease period is indeed a bit long.
So, the two sides began to bargain, and it took more than a week to finally come up with an agreement that both parties could accept.
The agreement mainly contains two contents, one is the lease period and the other is the rent.
The lease period was changed from 40 years to 30 years, and the authorization period started in 1990 and ended in 2020.
According to his age in his previous life, by 2020, Deng Shirong would have one foot in the coffin, so he didn't bother about the lease term. Anyway, before 2020, Wang Laoji Herbal Tea could make a lot of money, so there was no need to be too greedy.
The rent was also higher than before. The rent from the first to the fifth year remained unchanged, 1 million yuan per year; from the sixth to the tenth year, the rent was 3 million yuan per year; from the 11th to the 15th year, the rent was 5 million yuan per year; from the 16th to the 20th year, the rent was 10 million yuan per year; from the 21st to the 30th year, the rent was 20 million yuan per year.
Thinking of the peak sales of Wang Laoji Herbal Tea, Deng Shirong naturally didn't care about the rent. After negotiating with the other party several times, he agreed.
At this point, the two sides happily reached an agreement.