Hong Kong's new giants

Chapter 753 [To be a beer giant]

9 month.

New Era Group headquarters.

Yuan Tianfan and Zhang Xili, the president of Times Beer Holdings, came to Lin Zuhui's office together.

After the two sat down, Zhang Xilihui reported: "Boss, Fuzhou's largest beer company - Xuejin Beer, listed at the Fuzhou Property Rights Exchange Center at the end of August, inviting bids to transfer 39.48% of the state-owned equity, looking for strategic partners from all over the world .”

Hearing this, Lin Zuhui regained his spirits.

'Times Beer Holdings' currently controls the two major brands of 'San Miguel' and 'Harbin Beer' as well as some small brands, with business spread throughout Asia.

However, it can only be regarded as a medium-sized Asian beer group, and it is not a card company on the world level.

He didn't intend to develop into a world-class cast, but he has always been eager to develop into a big cast in the mainland. After all, the market is a market he is familiar with, and he is familiar with it, and he can still get official care.

However, "Harbin Beer" is only a local beer beer. If you want to develop a beer enterprise in China and form a large scale, you can only continue to acquire other local beer brands, open up national channels and production, and thus establish a national beer. group.

Why do you say that the acquisition of local brands can establish a national beer?
Because in the mainland, the influence of a beer has been greatly reduced if the range exceeds 200 kilometers, and local beer still dominates at present.

As for later generations, as the game of 'big fish eats small fish' progressed, national brands such as 'Snowflake', 'Tsingtao', 'Yan Beer' and 'Ha Beer' were gradually born.

Although Tsingtao and Harbin Beer are local beers, they became national brands in their previous lives because they acquired local beer brands during the period, used their channels and factories, and then developed across regions.

Therefore, Tsingtao and Harbin Beer are not national brands at present, but they can acquire other local brands to develop into national brands.

Because of this, "Harbin Beer" has acquired several local beer brands with the support of "Times Beer Holdings" in the past year; A large beer 'Sedrin size large.

"What about Xuejin's specific information?" Lin Zuhui got up and came to the sofa, and asked enthusiastically.

Zhang Xili had been prepared for a long time, and directly dictated the report:
"As the largest beer company in Fuzhou, Xuejin Beer was established in 1986. Since 2000, its production and sales have grown at a rate of over 10 tons per year, and its per capita tax revenue and tax revenue per ton of wine are among the best in the country. During the period, Xuejin Tianjin continues to expand its scale and brand. In 2002, it merged with Fujian Sanming Riyuexing Beer Co., Ltd. This year, it invested in the establishment of Xuejin Beer (Nanchang) Co., Ltd. with an annual output of 10 tons, which has taken a substantial step into the national strategic market. One step. In just six years, Xuejin has achieved leapfrog development from product management to brand management to capital management, with a strong momentum of development.”

"Suejin currently has three production bases, located in PT City, SM City, Fuzhou Province and NC City, Jiangxi Province. The annual production capacity has reached 90 tons. In 2004, the market share in Fuzhou Province was 45%. The province's market share is about 18 percent."

"The profit of Xuejin Beer reached 2004 million RMB in 4.1, and the growth rate is very impressive."

"If we win Sedrin Beer, our production in China can reach 280 million tons, and the global production can reach 330 million tons."

"Relevant data show that the annual sales of Huaxia Beer market reached 60 billion US dollars, and it is growing at a rate of [-]% every year, while the growth rate of beer markets in developed countries in Europe and the United States is only [-]% to [-]%. Such a growth rate of Huaxia Beer market makes Various beer giants set off a wave of mergers and acquisitions and expansion in the Chinese market.”

After listening to the specific report, Lin Zuhui had a map in his mind - the beer industry.

In the next three years, New Era Group's cash flow will reach more than 1000 billion U.S. dollars, which is Lin Zuhui's prediction.

With so much cash, it is natural to look for businesses with stable growth, while traditional industries with low returns are more suitable for New Era Group.

For example, Li Chaoren's Hutchison Whampoa has recently begun to seek investment in 'public utilities', such as investing in water, electricity, and telecommunications in the UK and Australia.

New Times Group is not very good at investing in these industries, because New Times Group's experience and channels in the infrastructure field are very weak; even in Xiangjiang, New Times Group's strength in the infrastructure field is not good.

"Take the Xuejin beer with all your strength!" In the end, Lin Zuhui said directly.

"it is good"

Yuan Tianfan and Zhang Xili were also full of confidence immediately, and replied at the same time.

As the vice president of the group, Yuan Tianfan is responsible for the strategic acquisitions of the entire group, and is also responsible for the overall layout of the emerging industries of the entire group. He can be regarded as one of Lin Zuhui's right-hand men.

The team formed by Yuan Tianfan, Zhang Xili, and Liang Botao came to Fuzhou to prepare to bid for the equity of Xuejin Beer.

Of course, this bidding is not an auction, but a kind of non-strict time limit. The enterprise that intends to negotiate will negotiate with the "Fuzhou Property Rights Exchange Center". It depends on whose price is higher, which company has better qualifications, and whose relationship is strong, etc., to determine who wins.

In recent years, due to China's accession to the WTO, many provinces can almost use the exaggeration of "sell to foreign capital" when it comes to attracting investment.

The reason is actually very simple. When selling to foreign capital, the management can get unexpected benefits, and it may be legal income.For example, when Harbin Beer was sold, the five managements only paid 500 million RMB, and when they exited, they received 5000 million RMB in revenue. In short, China's market has been fully opened.

Fuzhou Property Rights Trading Center.

"Mr. Zhang, I didn't expect to meet you here!" InBev Enterprise Management Co., Ltd. Huaxia President Wang Renrong saw Zhang Xili and greeted him.

In recent years, major international brands such as InBev and Heineken have come to China to acquire local beer companies; even Huarun Beer and Tsingtao Brewery have achieved rapid expansion through mergers.

Of course, although 'Times Beer' is a rising star, its reputation in the industry is very loud because of the strength of its parent company.

"It's easy to meet the same goal as Mr. Wang." Zhang Xili responded calmly.

Wang Renrong seemed to be a little familiar with Yuan Tianfan and Liang Botao, so he asked, "Who are these two?"

Yuan Tianfan introduced his Liang Botao with a smile, and Wang Renrong was immediately surprised. The New Era Group is bound to win, and the two generals from that group came to negotiate in person.

After greeting Wang Renrong, he suddenly smiled and said, "This time, Times Beer may be disappointed!"

Zhang Xili was taken aback for a moment, then sneered and said, "President Wang, this matter has only just begun, you must be talking too much!"

Wang Renrong still said proudly: "I'm dissatisfied with this! As far as I know, this time Xuejin intends to find a sincere and capable strategic partner to make the beer industry bigger and stronger, so it proposed to the bidder High threshold for entry into the bidding——Enterprises engaged in beer production and sales should have a total asset scale of more than RMB [-] billion, and the total revenue from global beer production and sales should be more than RMB [-] billion. The working capital used, no risk of capital chain breakage and other conditions.”

Zhang Xili groaned, because the total revenue of Times Beer from the production and sales of beer machines around the world did not reach 400 billion RMB.

Yuan Tianfan said: "There will be no decision until the last moment."

After the speech, the three left the scene with others.

"Hmph, overestimate your own strength!" Wang Renrong said brokenly.

New Era Group headquarters.

Lin Zuhui said unexpectedly: "The Fuzhou Property Rights Exchange Center directly rejected our acquisition?"

Yuan Tianfan said: "I didn't directly reject it, but tactfully expressed that they hope to cooperate with a large beer group, and the threshold is an enterprise with annual sales of more than 400 billion RMB."

Lin Zuhui thought about it, and the request of the Fuzhou Property Rights Exchange Center is also understandable. After all, the technology, channels, and management of large companies are better.

In fact, Times Beer is not weak in these aspects. After inheriting San Miguel, Times Beer is similar to the old beer group in all aspects.At its peak, San Miguel was as famous as "Tiger" in Asia.However, the business started to go bad later.

After Times Beer won the 'San Miguel', its output has doubled several times, but after all, it is still a little behind the big beer companies.

Lin Zuhui tapped on the table!

Yuan Tianfan and the others were very curious, did the boss intend to continue, even if the boss used ZZ power, the goal might still not be achieved.

The reason is actually very simple, the conditions are too different, and it is easy to be questioned by foreign investors in the media.If the conditions of Stella Artois are met, then it may be given priority.

In fact, what Lin Zuhui thought at this time was that it is best not to miss this opportunity.

In the previous life, the development of foreign beer in China was actually not very good, because they all wanted to promote their own brands, but ignored the local brands they acquired or invested in.

In fact, Chinese people still like to drink local brands, and foreign brands occupy a large market in those mid-to-high-end occasions.

If Times Beer wants to develop the beer industry in the Mainland, it must rely on 'Harbin Beer' and other local brands, so this time he really does not want to miss 'Sedrin Beer'.

"I remember the Newcastle Beer Group in Scotland, England, which is also one of the top ten beer groups in the world. Please sort out the information for me and have a meeting later. By the way, collect the information of the top ten beer groups in the world and discuss together."

Yuan Tianfan and Liang Botao were immediately excited.

But Zhang Xili was very shocked. The emotional boss decided to acquire the top ten beer group in the world for the sake of a domestic top ten Sedrin beer.

"Ok"

After the three left, the expression on Lin Zuhui's face was still very relaxed.

He suddenly decided to acquire a worldwide beer group because he felt that the beer industry was very stable, at least until 2020.

However, the New Era Group has a large amount of available funds, so it is better to acquire this type of property than to depreciate the funds in the account.

If we can negotiate with one of the top ten beer groups in the world first, and then turn around and acquire 'Sedrin Beer', it might be too late.

Even if it's too late, it doesn't hurt.

By then, 'Times Beer' can enter the world's top five existence.

Looking at the beer industry in the previous life, Anheuser-Busch InBev is undoubtedly the best example of growth through mergers and acquisitions: driven by '3G capital', at first it was the leader of the beer business in Brazil and Argentina, and then it annexed Interbrew in Belgium in Europe Group, and later annexed the Budweiser Group in the United States, and became the leader of the world's beer industry in one fell swoop.

The beer industry is a business where the big fish eat the small fish, and the small fish eat shrimp.

Once it becomes a big fish, it can integrate resources, enhance competitiveness, and even control the situation of the industry and increase profitability.

A week later, the information of 'Newcastle Beer Group' was already in front of Lin Zuhui.

Founded in 1749, the Newcastle Brewery Group in Scotland is a leader in the brewing industry based in Edinburgh. It is one of the top ten brewers in the world, with operations in more than 55 countries around the world.

As the world's largest exporter of brown beer, 'Newcastle Beer Group' has an annual output of more than 100 million liters and has many brands, including: Newcastle Brown Beer, mcewan`s, courage, beamish irishstout, john smith` s, kronenbourg, theakston`s and so on.

In the UK, the 'Newcastle Beer Group' is also authorized to distribute and brew other famous brands of beer, such as Baker, Fujitec and Miller; in addition, the 'Newcastle Beer Group' also operates a chain of pubs in the UK, with a total of 1400 chain stores .

'Newcastle Beer Group' is currently the sixth largest beer maker in the world, operating or investing in more than 50 breweries around the world, and its beer is exported to more than 60 countries.Beer sales topped the markets of 15 European and Asian countries, ranking first in the UK, France, Russia and India.

After reading the information, Lin Zuhui became interested immediately.

He remembered that the 'Newcastle Beer Group' was divided up by Carlsberg and Heineken around 07 in his previous life, and since then there has been no 'Newcastle Beer Group'.

This is definitely an opportunity!
Of course, this acquisition has to be done by foreigners, not Chinese.

Therefore, Lin Zuhui conveyed the information to Barings Bank and asked Andre to form a team as a consultant for New Era Group;
In order to be more sure, two large local British syndicates were hired as financial advisors.

And he himself, even personally dispatched to participate in this large-scale acquisition, it can be said that it is inevitable.

All of a sudden, the wind picked up!

In late October, the acquisition team of New Era Group formally proposed an acquisition offer to the shareholders of 'Newcastle Brewery Company', with an offer price of 10 billion pounds (65 billion U.S. dollars).

Once the news came out, the world focused on it.

Xiangjiang Local was even more shocked. After all, this was a transaction of nearly 870 billion Hong Kong dollars. For a while, the stock of New Times Group soared by 3.5%.The citizens are even more honored, after all, this is the acquisition of a large British company.

As for the UK, the public opinion reaction is not strong. The UK itself is a very friendly country and region to foreign investment, not to mention that the beer industry is not an industry that affects the country or people's livelihood.

Of course, if this transaction is to be concluded, it must be approved by the UK and EU Business Commissions, and the shareholders of the 'Newcastle Brewery Company' agree.

So, what follows is a tug of war.

Another month passed in the blink of an eye.

On this day, Lin Zuhui led the team to Newcastle Beer Group.

After a month of negotiations, there is great hope that this deal will be concluded, mainly because there is very little interference from ZZ forces.

As for the issue of funds, Lin Zuhui doesn't care if it's a little more expensive.

Even, he already has a way to reduce the acquisition cost.

Of course, it can only be realized after the transaction is concluded.

"Mr. Lin, welcome to Newcastle Beer Group!"

As the president of Newcastle Beer Group, Jonah warmly welcomed Lin Zuhui and his party and showed them around the company.

Back in the meeting room, Lin Zuhui said: "Newcastle Beer Group, our New Times Group attaches great importance to it. If it is acquired, its headquarters will still be in England and there will be no layoffs. At the same time, Newcastle Beer Group can also receive Times Beer , to increase its share in the Asian beer field in one fell swoop."

After the merger, it will definitely not be called 'Times Beer', it can be changed to 'Times & Newcastle Beer Group', and the operation of dual headquarters will be implemented.

Jonah and other management staff had satisfied expressions on their faces, thinking that global businessmen are different.

They also know that Lin Zuhui has developed very well in Europe and America and is very good at local management.

What is strange is, why are Europeans and Americans so loyal to this man?
In fact, they don't know that Lin Zuhui has a charismatic personality. The longer he works with him, the more loyal he will be.

Jonah said: "With regard to the acquisition plan of New Era Group, we don't have a big problem here, but the shareholders are not satisfied with the price."

That's good, as long as the price can be negotiated, Lin Zuhui will let the team talk and withdraw from the negotiation by himself.

In the end, the price was fixed at 70 billion pounds (including debt), which was about 7.8% higher than the first quotation, which was almost the limit of New Era Group.

"Okay, regarding your acquisition offer, we need to hold another shareholders' meeting to make a resolution."

Lin Zuhui said with satisfaction: "OK, I believe this deal can be concluded soon."

The so-called general meeting of shareholders is more of a formality, because this price is nearly 3% higher than the stock market premium, as a shareholder, how can you not know the reason to agree.

In comparison, the approval of the business committees in Europe, America and the United Kingdom is the most critical thing in the follow-up.

Of course, Lin Zuhui is also very confident about this. The acquisition does not involve a monopoly, because Newcastle Beer is only ranked sixth in the world, and there are three companies in Europe that rank ahead of him.

The beer industry is not the core industry of a country, and the current public opinion in the UK is not big, so there is great hope of success.

Finally, Lin Zuhui suddenly said: "Before the acquisition is concluded, I have a proposal!"

Jonah said: "Mr. Lin, please speak!"

Lin Zuhui nodded, talked about Huaxia Xuejin Beer, and then said: "So, I would like to invite Newcastle Beer to bid for it now. Our Times Beer is willing to make a match, and it is bound to succeed in one fell swoop. Of course, if this deal is concluded, it will also It will not affect the transaction between us."

For Xuejin Beer, Lin Zuhui is still thinking about it. The important thing is that the current ownership of Xuejin Beer has not yet been finalized.

When Jonah heard it, it was nothing more than that this guy wanted to get Sedrin beer, so it didn't matter.

"No problem, we can form a team right away and participate with Stella Artois."

InBev (China).

"What, Newcastle Brewery Group was invited by Times Beer to participate in the bidding for the shares of Sedrin Beer?" Wang Renrong said incredulously.

Recently, when InBev and Fuzhou officials have almost entered the critical stage of negotiations, the Newcastle Beer Group suddenly participated, which obviously added a lot of variables.

Wang Renrong also knew that Times Beer was acquiring Newcastle Beer Group, which made him understand that Times Beer did not give up Sedrin Beer because of insufficient conditions.

This style?Wang Renrong was stunned, it was incredible.

"Yes, it is said that the quotation is very high. Even Lin Zuhui, the boss of New Times Group, personally participated in this acquisition." The executive continued to add.

Wang Renrong immediately felt bad, and Lin Zuhui personally participated, which shows that the balance of victory in this acquisition has already tilted towards Times Beer.

end of June.

Xiangjiang and mainland media have reported news about the ownership of Sedrin Beer.

According to the report, because "Times Beer" did not meet the bidding threshold, Lin Zuhui, the boss of New Times Group, aggressively acquired the Newcastle Beer Group, which is the world's sixth largest beer group.

Then look back at the moon and use the Newcastle Beer Group to participate in the bidding for Sedrin Beer.

For a time, public opinion was in an uproar.

People were amazed. For a Huaxia beer brand worth about 60 billion RMB, it turned to a world beer brand with an investment of nearly [-] billion RMB. It seems a bit strange how to calculate this amount.

"The richest man in the world is the richest man in the world. This acquisition of hundreds of billions of dollars is just child's play!"

"Who told you it's a child's play? Newcastle Beer Group, Harbin Beer, and Xuejin Beer. They directly formed the top five beer groups in the world!"

"It makes sense, New Times Group is so rich, maybe others want to become the world's beer giant."

(End of this chapter)