Back to the golden age

Compete with international beverage giants?

Song Yuanchao's goal is really big. Those international beverage giants, especially the two super giants Coca-Cola and Pepsi, do Song Yuanchao really have the ability?

When later generations heard about these giants, many similar companies felt terrified. Compared with their strength and scale, many domestic manufacturers are just a small shrimp.But many people don't know that, in fact, during the period from the 80s to the 90s, the domestic beverage industry was not vulnerable, and it even had enough strength to compete with these international beverage giants.

Then why did they lose their helmets and armor later, were beaten to a slump, and even the familiar old brands before could not be seen in the market. There are many reasons, but the biggest reason is not a crime of non-war at all.

Song Yuanchao came from that era, and it is very clear what the real reason for this result is.In fact, not only beverage brands, but also many old brand products in other industries, most of which are in the fast moving consumer goods industry.

Capital is profit-seeking. After entering the domestic market, those international giants often adopt the so-called "joint venture" and "acquisition" models in order to control product advantages and sales channels, and at the same time eliminate competition or potential competitors.Using this model to directly annex and freeze these brands, use their brand product foundation as a springboard, and at the same time attribute all the production and sales channels of the original domestic brands to themselves.

On the surface, the enterprise has obtained short-term benefits, not only attracting foreign capital but also obtaining "advanced technology". The employment rate has also been greatly improved in terms of economic benefits.

Joint ventures are not bad, but in the long run, domestic brands are killed in the name of joint ventures, and the snow storage of these brands is completely destroyed, and many familiar old products completely disappear from people's eyes overnight. It wasn't until 20 years later that people gradually realized that there would never be pies in the sky. What foreign capital gave was not help, but plundering the domestic market and drawing salaries from competitors. They used these methods with ease. The entire market structure has been changed, thus achieving the goal of completely occupying the market.

Tianfu Cola, Beibingyang, Bawangsi, Laoshan, Shanhaiguan, Asia, etc., these beverage brands that were once popular all over the country disappeared in the market, and the representative Beibingyang was hidden by foreign capital for 15 years. In the end, it spent a lot of money to redeem itself, and it barely reappeared in the market after paying a higher price when it was acquired (joint venture).

But at this time, the past glory of the Arctic Ocean has long passed, and it is difficult to regain the lost market. Until Song Yuanchao returned to this era, the Arctic Ocean still failed to return to its peak, and because of production and sales channels. As a result, the cost of the Arctic Ocean has remained high, and in the end it can only be maintained by a high-priced sales model based on feelings, which has been criticized by consumers.

Compared with other brands that have completely disappeared, the ending of Arctic Ocean is still good, but there is no possibility of more brands coming back, and they are only left in the memories of Song Yuanchao's generation.

Thinking of this, Song Yuanchao couldn't help but shook his head with a wry smile, maybe it was the memory of later generations that made him think of these involuntarily.

From the current point of view, the first branch factory is just a small-scale beverage company, and the whole company does not have the background of a big beverage brand at all. It is just one of the many common beverage brands in Jinling.

In terms of production and sales influence, the products of the first branch factory cannot even satisfy the entire Jinling market, let alone go out of Jinling and rush to the whole country.

In the eyes of major international brands, a large manufacturer of the size of the Arctic Ocean is still an opponent, but a small factory like the first branch factory is not even a shrimp. At best, it is nothing more than an insignificant dust in their eyes. And the brand Xuezang is a joke.

But there is a good saying that a soldier who doesn’t want to be a general is not a good soldier. Although Song Yuanchao doesn’t know how long he can stay in Nandu or in the first branch factory, since he is here, he is not here to dawdle. This place is full of opportunities. In this era, everything is possible, at least there is still time now, he wants to try and see where he can go in the end.

It's a pity that the foundation of the first branch factory is too weak. For so many years, there are only two products, one of which is salt soda, which is only a seasonal product, and the sales area is also very limited.As for orange soda, it can be regarded as the flagship product of a branch factory, but there are not only one branch factory producing similar products in the market. Not to mention foreign brands, there are several local manufacturers of orange soda in Jinling alone. They are almost the same, and there is no advantage in comparison.

Using sales means to open up the market is only the first step in changing the first branch factory.To do things, we must first stabilize our heels, and let the first branch come back to life from the dying.

Just like building a house, you can’t do it without laying a foundation. A tall building built on sand and gravel will fall down if you push it lightly. Use sales methods to restore the vitality of the factory first. From the current situation, Sun Yaoliang has done a good job, even surpassing him. expected.

Yesterday, Sun Yaoliang had a special talk with Song Yuanchao. The sales model of starting from the cigarette paper shop and directly facing the final sales terminal has achieved good results. Although the sales in the six sales regions have not yet reached the final saturation, it can be seen from the product sales As a result, the current output in the factory can hardly meet the demand.

Faced with this situation, Song Yuanchao has decided to start three shifts of production at the first branch factory to maximize production to meet sales.But even so, according to Sun Yaoliang's estimation of the market, the products produced in three shifts are far from enough. It is only a Jinling market, which needs at least 6000 pieces of output per day to meet the needs, and this does not include those urban-rural fringe areas and nearby counties. In the city's market, at least 8000 pieces are needed if they add up.

Calculated on the basis of 8000 pieces per day, the output per day is 192000 bottles. This figure seems a lot, but compared with some current big factories, such as Yanjing’s Arctic Ocean, Shanghai’s Zheng Guanghe is only one-third of their normal output. None.

To achieve this output, the current equipment and production capacity of the first branch factory is far from enough. This figure is already twice the maximum output of the first branch factory with three shifts.If it hadn’t been for Song Yuanchao’s order to fully resume production on the first day he officially took over the first branch factory, and began to rush to stock up on goods, based on the current sales volume of the sales company, all the soda produced in the factory every day would not be enough to sell of.

It is imperative to expand production. This is a problem facing Song Yuanchao. The market is over there. How can you see it but not eat it?However, in order to expand production, it is necessary to install a new assembly line, or even completely replace the entire assembly line currently used by the first branch factory.

The assembly line equipment currently used by the No. 40 branch factory has been used for almost [-] years, and it is older than Song Yuanchao. These equipments were still there when the Hongqi factory, the predecessor of the No. [-] branch factory, was first built. The word "advanced" can be said, but in terms of technical level, it is at best the technology of the [-]s and [-]s. Compared with the current international advanced assembly line equipment, the gap can be imagined.

Old equipment, low efficiency, and low degree of automation are all objective problems that limit the expansion of production.But it is not so easy to replace the equipment, this is not Song Yuanchao's final decision, as mentioned earlier, on the one hand, it is because the capital to replace the entire assembly line is not small, and the first branch factory simply cannot afford the money at present.The second aspect is that although the first branch factory has a certain degree of independence, it is a subsidiary factory of Nandu after all, and such a major event cannot be done without the consent of the main factory.

As a last resort, Song Yuanchao can only put the matter of the new assembly line later, at least until next year before considering this issue.However, in view of the current shortage of production, Song Yuanchao must meet the requirements of the market, expand production as soon as possible, and occupy the market.

Considering these problems, Song Yuanchao asked Zhan Linhong to help in the research and development of new beverages. Zhan Linhong is a technical expert and a professional in food technology. Although she often worked in the main factory before, I have much more contact with confectionary products than beverages, but I am also an expert in beverages.

For new beverages, Song Yuanchao put forward several requirements based on the memory of later generations. The specific flavors are mainly fruit-based, and other fruit-flavored beverages besides orange soda are developed.

At present, the comparative units of beverages on the market are basically orange soda and salt soda when it comes to soda, and at best there are cola products that have just entered the country.

Opening new flavors of beverages is a bright spot, and it is also an easy way to open up the market. At the same time, it can also take this opportunity to thoroughly promote the brand of the first branch factory, so that the products of the first branch factory can go out of the Jinling area and be sold to other places and even the national market.

The four confirmed flavors of Song Yuanchao are all good. Zhan Linhong made a total of seven flavors, and the other three also have merits.But just like what Song Yuanchao said, the other three are in conflict with the current taste needs of consumers. It’s not that the products are not good, but that they are not suitable for the current market. Taste requirements will also change, and products with these flavors will be able to adapt to the market at that time.

When choosing products, Song Yuanchao, in addition to the different tastes, also considered several popular beverage flavors in his later generations, among which peach, lychee and sorbet are like this. As for the pineapple flavor, there are many children who like to drink it. It was also added in, and these four models were preliminarily determined.

Song Yuanchao does not intend to make these four beverages into soda drinks, but sell them as soft-packed fruit-flavored beverages, which has many advantages.

First of all, the soda filling line of the No. [-] branch factory is already saturated, and there is no excess production at all.Secondly, it does not go to the filling line and only relies on equipment such as containers for modulation, that is, the production method of salt soda has a much smaller production limit than that of soda production.

Coupled with flexible packaging, that is, Song Yuanchao uses plastic materials for packaging, the production is much simpler than bottle packaging, and the cost is also lower.

More importantly, Song Yuanchao has seen such products in later generations. These products are not positioned for ordinary consumers but for children. In the mid-80s, some students held a long strip of lychee water in their mouths and bit it with their teeth. It takes a long time to inhale and suck, and the sales are really good.