Go back to 1980 and enjoy it

Chapter 381 Wanglaoji Herbal Tea, thirty-year lease

There are so many categories of beverages. If all categories are dealt with, it is very likely that you will end up biting off more than you can chew.

Therefore, among so many categories, Deng Shirong must have a choice, or what to do first, and put other less important things in the back row. If he can take care of it in the future, he can do it, and if he can't, forget it.

 After all, there are so many tracks, and it may not be a good thing to participate in every one of them.

Among the many categories of beverages, mineral water is a must-have. This is a product with extremely stable sales until later generations. Zong Lao and a certain bell who sell mineral water have become the richest men in China more than once. It is conceivable that this category has How awesome.

There is also the category of milk, which is also at the Big Mac level. Neither Yili nor Mengniu has yet been established. If we get involved in dairy products at this time, the time is still very suitable.

  However, dairy products are more complicated than other products, and this requires the cooperation of the ranch.

 If you want to develop dairy products, you must go to places with vast grasslands such as Inner Mongolia or XJ. You can see this by looking at Yili and Mengniu in the previous life. Both companies were established in Inner Mongolia.

Therefore, although dairy products are developing rapidly, Deng Shirong decided to put it aside first and wait until later to decide whether to develop it or not.

Then there are functional drinks. The peak sales of Red Bull, a giant, are tens of billions, and this thing is so **** profitable. When the product was launched in China in the late 1990s, it sold for 6 yuan a can. The result is Later generations still sold a can for 6 yuan, and the price has not changed in more than 20 years.

 You can imagine how profitable Red Bull was in the early days.

Of course, all the investment in the early stage of land reclamation was real money, and the development of Red Bull was not smooth sailing. In the early stage, Red Bull was really expensive. During the same period, Coca-Cola carbonated soda was only 2 yuan/bottle, and the retail price was 6 yuan. Many consumers find it difficult to accept it at once.

 Coupled with the fact that domestic consumers did not yet have the habits and scenarios to consume functional drinks at that time, the China Red Bull project faced the risk of huge losses in the first year of its launch.

 In short, Red Bull in the previous life spent a long decade to develop the market, and finally the sales volume increased steadily, once occupying 80% of the market share of functional drinks.

Even if Deng Shirong enters the market to make functional drinks now, the formula will be quite troublesome first. There is no functional drink formula in China, so he needs to go abroad to make it. At this time, the country has strict supervision and review procedures for imported foods, especially beverages containing caffeine. , not only requires expert argumentation, but also requires approval by multiple relevant departments.

Thai Red Bull in its previous life adjusted the beverage formula. The adjusted formula not only met the requirements of the regulatory authorities, but also retained the efficacy of the functional drink to the greatest extent and was more suitable for the taste of the Chinese people.

These are not just a few words. I don’t know how much time it will take to fiddle with it. At the same time, it will also take a huge amount of time to cultivate the market, and then develop and expand the functional drinks step by step. The manpower and material resources spent during this period will probably be far away. Super imaginative.

Therefore, although he knew that the field of functional drinks was quite impressive, Deng Shirong finally chose to give up, or give up temporarily. Now that he spends so much energy on it, he might as well let Red Bull develop the market first and wait for Red Bull to mature the market. Now, it’s not too late to go out and pick fruits again.

 Then tea drinks are also at the Big Mac level. Whether it is iced black tea or herbal tea, the sales volume at its peak was tens of billions.

Let’s talk about iced black tea first. There was an adjective called “migrant worker drink” on the Internet in my previous life.

 The origin of this adjective is because these drinks, which cost 3 or 4 yuan a bottle, can be seen everywhere on construction sites.

 Workers work outdoors, and their body water evaporates quickly, so they need to replenish energy in time. Almost all of them have a bottle of large and affordable drinks, and they take a few sips when they are thirsty and hungry.

 Among these drinks, Master Kong’s iced black tea has the highest sales volume.

Especially the 4 yuan per liter bottle, which not only relieves summer heat and quenches thirst, but also replenishes sugar and moisture, it soon became the "life-extending tea" for workers.

Hence, this iced black tea is worth trying.

Let’s talk about Wong Lao Kat herbal tea. This is an old brand with a history of 160 years. When the voice of good voice became popular in the previous life, Wong Lao Kat, which won the naming rights, also took advantage of the trend and reached its peak. At that time, the annual sales volume was more than 20 billion. It was a real herbal tea. King of.

It’s a pity that the big boss who single-handedly made Wong Lo Kat famous, he only got the trademark authorization of Wong Lao Kat, and when the authorization time came, he was immediately beaten.

 In fact, when the authorization time was about to arrive, the big boss panicked and was unwilling to give up everything he had worked so hard for, so he resorted to the disgraceful method of bribery to renew the authorization agreement.

 At the beginning, Guangzhou Pharmaceutical didn’t pay much attention, after all, Wong Lao Kat had not yet become popular at that time.

 But after the annual sales exceeded 10 billion, the degree of emphasis was different, and the benefits were really too great.

In the end, the incident came to light, and the person who accepted his bribe was sentenced to life imprisonment. However, due to lack of evidence, the boss took measures to be released on bail pending trial.

 In the end, I don’t know what the big boss was thinking, but he made a decision that stunned everyone.

 He actually ran away while he was out on bail awaiting trial!

 Yes, he actually ran away!

Originally, due to lack of evidence, it was impossible to convict him in this matter. His escape was regarded as absconding in fear of crime, and the crime 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.

 There is no other reason, mainly because he is in the Guangdong and Guangxi areas, so making herbal tea is the most suitable. What’s more, he knows the potential of this herbal tea and also knows the advertising slogan that made Wanglaoji 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 title.

　　The CCTV standard king coupled with those two extremely classic advertising slogans is definitely a hit. There is absolutely no problem in becoming the mineral water overlord in one fell swoop.

Precisely because he has this trump card, Deng Shirong is not in a hurry at all. It doesn’t matter if the mineral water is launched two years earlier or two years later.

After thinking about it 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 I called everyone over for a meeting to discuss two main things. "

Deng Changyu asked: "Chairman, what are the two things?"

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 the passenger transport 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 prepare the money.”

Deng Shirong looked at the financial manager and asked: "How much liquidity does our company have in its accounts now?"

Deng Changhua smiled and said: "There is no problem in spending 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 Wanglaoji trademark.

In this era, two hundred million people don’t believe that they can’t stun the opponent 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 the previous life, Deng Shirong thought of the important information of defensive trademarks.

 The so-called defensive trademark refers to the 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 successful registration of a defensive trademark, enterprises can obtain additional income through trademark pledge, trademark authorization, trademark transfer, trademark auction, etc., and at the same time, they can 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. That would be disgusting.

So Deng Shirong ordered Deng Changyu to arrange someone to do this.

 …

 The next day.

Deng Shirong took the food company’s legal team with him and took the bus to Guangzhou again.

The legal team of the food company is also newly established this year. As a reborn person, Deng Shirong is naturally very aware of the importance of forming a legal team. Well-known companies in previous lives basically have their own legal teams.

 After arriving in Guangzhou, after some inquiries, Deng Shirong learned that the current owner of Wanglaoji was Yangcheng Pharmaceutical Factory.

After resting in the hotel for a night, Deng Shirong set off for Yangcheng Pharmaceutical Factory the next day, preparing to discuss with the other party the purchase of the Wong Lo Kat formula and trademark.

 Normally, Deng Shirong is relatively low-key, but when conducting business negotiations outside, he cannot keep a low profile. He must reveal his identity no matter what, so that others know his weight, so that things can be done easily.

 Otherwise, if you, an unknown guy, go to discuss cooperation with others, you may 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 the two sides exchanged polite greetings, they got down to business.

Deng Shirong asked: "Director Zhang, the ownership of the time-honored brand Wanglaoji Herbal Tea is owned by your factory. Is this correct?"

 Factory 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, "Dr. Deng, your company wants to purchase Wanglaoji herbal tea from our factory?"

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!"

 The two sides chatted for a while, 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 with other leaders in the factory about your intention to acquire Wanglaoji Herbal Tea. Some support and some oppose. 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.

 In this process, state-owned assets suffered heavy losses, which made some people feel very satisfied.

The operating conditions of Yangcheng Pharmaceutical Factory are not bad, and it is normal that the leaders are unwilling to sell it, because this Wanglaoji herbal tea originally changed from private to state-owned during a special period. If it changes from state-owned to private now, it will be hard to say or not.

In fact, Deng Shirong is not obsessed with buying it. If he does buy it, it will cost a lot of money. He is mainly afraid that if he makes Wanglaoji herbal tea bigger and stronger in the future, he will be said to be embezzling national property like some people. Such a reputation is What he didn't want to see.

Therefore, after hearing what Director Zhang said, Deng Shirong did not force it, but immediately adjusted his strategy and said: "Director Zhang, since your factory is not willing to sell, can we rent it?"

 Director Zhang said in surprise: "Rent?"

Deng Shirong nodded and said: "Yes, our company will rent it at a high price, hoping to obtain the management rights and trademark use rights of Wong Lao Kat herbal tea."

 This method of cooperation was obviously somewhat beyond Director Zhang’s expectation. He thought about it and asked, “Director Deng, how much does your company plan to pay for the lease and how long is the lease period?”

Deng Shirong offered a price: "The lease term is 50 years. From the 1st to the 5th year, the annual rent is 1 million; from the 6th to the 10th year, the annual rent is 2 million; from the 11th to the 15th year, the annual rent is 3 million; From the 16th to the 20th year, the annual rent is 5 million; from the 21st to the 30th year, the annual rent is 10 million; from the 31st to the 40th year, the annual rent is 20 million; from the 41st to the 50th year, the annual rent is 3,000 Ten thousand."

Although the subsequent rent made Director Zhang very excited, he still shook his head and said: "Director Deng, this lease period is too long, and the leader will not agree to it."

“Director Zhang, he will have to rent it for at least 40 years.”

Deng Shirong explained: "Although I am optimistic about the prospect of Wong Lao Kat herbal tea, it is just a prospect. I don't know how much time and money we need to invest in the operation to see profits. If we only rent it for ten or eight years, then we The company probably won’t even be able to make back the rent, so it’s no fun.”

Director Zhang naturally understands this truth. For example, the Wanglaoji herbal tea in their pharmaceutical factory really does not earn 1 million yuan in a year, and the rent given by the other party is not static, but increases with time. The higher the rent will be later, the more sincere it will be.

Thinking of this, Director Zhang said: "Dr. Deng, I understand what you mean. It's still the old rule. You have to wait for me to discuss with the leaders of the factory and report it to the leaders to see what they mean before I can give you a Accurate responses."

Deng Shirong nodded and said, "Okay, then I'll wait for the good news from you, 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 back and collecting money. No matter how well Deng Shirong's business is done, it will not affect the income of the pharmaceutical factory, and when the lease period is up, he can take it back and run it himself. It is indeed a business that will make a profit without losing money.

 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 was acceptable to both parties.

 There are two main contents in the agreement, one is the lease term and the other is the rent.

 The lease period was changed from the original 40 years to 30 years, and the authorization period started in 1990 and ended in 2020.

According to the age in his previous life, Deng Shirong has one foot in the coffin by 2020, so he no longer worries about the lease period. Anyway, before 2020, this Wanglaoji herbal tea can already make a lot of money. Yes, there is no need to be too greedy.

The rent has also increased compared to the original. The rent from the 1st to the 5th year remains unchanged at 1 million yuan per year; from the 6th to the 10th year, the annual rent is 3 million yuan; from the 11th to the 15th year, the annual rent is 3 million yuan. The annual rent is 5 million yuan; from the 16th to the 20th year, the annual rent is 10 million yuan; from the 21st to the 30th year, the annual rent is 20 million yuan.

Thinking of the sales volume of Wanglaoji herbal tea at its peak, Deng Shirong naturally ignored the rent. After several discussions with the other party, he agreed.

 At this point, both parties happily reached an agreement.

 (End of this chapter)