Chapter 2813

At this moment, the Zhicheng Building in Puer city.

Sixty-two-year-old Lu Zhicheng had just finished the dealer conference.

Because there was still a dinner party to entertain dealers at the hotel in the evening, although he was already exhausted, he could only rest in the office for a while, and when the time came, he would force himself to go to the banquet scene.

Today, Lu Zhicheng was feeling a bit frustrated.

In recent years, dealers have become increasingly aggressive in front of the group. In the past, it was the group that put pressure on dealers, requiring them to assess their performance, forcing them to continuously stock up to increase inventory, and even often deducting their year-end rebates for various reasons, in order to force them to work harder and be more obedient.

But in recent years, with the rise of e-commerce, the vast majority of traditional brands have lost this absolute advantage in front of dealers.

Especially in the opaque fast-moving consumer goods industry like liquor and tea, new brands emerge every day to brag about themselves, packaging themselves as the second Moutai or the king of tea.

They are better at packaging and telling stories than traditional enterprises, and they are also particularly shrewd and good at marketing. They just find an OEM manufacturer to produce a bottle of liquor, make the packaging better, hang a link for five hundred yuan a bottle on the website, and then use various promotional packaging offline. In the end, fifty yuan a bottle including shipping, the result is that such liquor, its true cost doesn't even need five yuan.

The cost of liquor is five yuan, the cost of promoting and buying traffic is ten yuan, plus two or three yuan of logistics cost, which is basically all the costs of this liquor.

Selling to consumers for fifty yuan a bottle, there is at least thirty yuan of profit space.

Tea is the same principle.

Lu Zhicheng sells ordinary mass-market Puer tea, which is only one hundred yuan a cake, a cake is about more than three hundred grams, but marketing experts divide the same quality tea into small portions of five grams, and then customize a story for it, a small portion can be sold for fifty yuan;

There are also peers who are not good at packaging and telling stories, but are good at price wars. They package the garbage tea that people who know tea would find choking even if used as firewood. Others sell one hundred a cake, he sells one hundred for three cakes, three cakes are not enough, add another cake, not enough, add another cake, a total of five big cakes, plus three small cakes for travel, and then send a pot for making tea, packed and sold for one hundred.

This kind of seemingly thin-profit and high-volume honest sales method is actually more deceptive. Five big and three small, a total of eight cakes of tea, the cost combined doesn't need twenty yuan. The tea pot is ordered in bulk from Yiwu, the cost may only be one point five. The remaining seventy-plus yuan of profit space, twenty-plus is given to the internet celebrity who brings goods, and he can still earn half.

Lu Zhicheng knows these ways of his peers, and also knows that they have earned more money by using this way, and at the same time have greatly snatched away his target customers. But Lu Zhicheng himself cannot learn such inferior marketing means from the other party.

These competitors are not people who really understand and love tea. They just treat tea as a track to make money and profit temporarily. When they choose tea, they will use this way to harvest tea consumers. When he aims at health products tomorrow, they will start another stove, package another health product, and use the same way to wash a wave of health product customers.

In Lu Zhicheng's words, those people lack awe for tea.

And he is different.

He has loved tea all his life, and relying on tea, he has become a relatively famous entrepreneur in the local area, rich and powerful, so he has a burning affection for tea.

He feels that the premise of making money is to do tea well first, and only the money earned in this way is peace of mind.

It is precisely because of this love and awe that he has never been able to find a real opportunity to get rich overnight.

And those scammers are different. A tea that earns 50 per order, they may sell tens of thousands of orders a day, and earn millions of profits easily in one night.

Sometimes seeing these people making a fortune, Lu Zhicheng will also lose confidence in the tea industry. He feels that the vast majority of industries will form an embarrassing situation of bad money driving out good money.

If he is not willing to become bad money, then he can only be driven out by bad money.

Rather than this, it is better to cash out and leave early.

But cashing out is not as simple as imagined.

Just like a bun shop, the boss painstakingly operates for a year, although he can earn more than one hundred thousand, but if the boss says to sell this bun shop at ten times PE, that is, to sell it at the price of the profit of the next ten years, directly sell it for more than one million, that is simply a daydream, can't even eat a fart.

At today's dealer conference, Lu Zhicheng was hit hard again.

Those agents demanded to lower the purchase discount, from the original 50% off, directly pressed to 40% off, and also said that if the group did not agree, they would reduce or even stop purchasing.

Don't underestimate the difference of this 10%, a fifty yuan thing, pressed to forty, is equivalent to being pressed by 20%.

If it were in the past, Lu Zhicheng would have lost his temper in front of the agents, but he still endured the anger, and promised the dealers with good words that he would carefully consider their proposal.

Sitting in the office, Lu Zhicheng dared to scold his mother alone behind his back, scolding these dealers for crossing the river and tearing down the bridge.

At this time, Lu Zhicheng's son, Lu Youfeng, knocked on the door outside: "Dad, can I come in?"

Lu Zhicheng rubbed his temples and said: "Come in."

Lu Youfeng pushed the door in, seeing his father's bad face, hurriedly closed the door carefully, and then said indignantly: "Dad! These dealers are too fucking not things, the purchase price has to be pressed to 40% off, then aren't we going to drink the northwest wind?"

Lu Zhicheng said helplessly: "No way, the people who came today are at least agents above the prefecture-level city. They are all our ancestors now, I dare not offend any one of them, let alone they are huddled together now, then it is even more impossible to offend."

"Why?" Lu Youfeng said with an indignant face: "They are sitting on the ground and raising prices, blackmailing and extorting. If I were you, I would have scolded them long ago!"

Lu Zhicheng sighed: "It was okay to scold in the past, give two slaps and then take a step back to give some dates, everyone can actually be satisfied in the end, but the situation is different this year..."

Speaking of this, Lu Zhicheng scolded depressedly: "In the words of you young people, this year's Puer tea market is too fucking rolled!"

After a pause, Lu Zhicheng added: "Damn, not only are the major traditional tea enterprises desperately lowering prices to lower the market price, those emerging brands also use marketing and price means to continuously impact the market space of our traditional tea enterprises. You say your tea is good, he says the same tea next door is only less than half our price. You say let him go and taste the taste of these two teas is completely different, he says he tastes no difference, you say what can you do with them?"

Lu Youfeng said depressedly: "There are more and more people drinking tea now, but not many people who really understand tea. They are all following the trend and pretending to be forced. 100 yuan a catty of tea and 10,000 yuan a catty of tea, put in front of him, he can't drink who is good and who is bad."

Lu Zhicheng nodded in agreement and sighed: "What's more fatal is that now even the bottled beverage industry has fucking concentrated its firepower into the tea drink market. In the past, everyone mainly made oolong tea and green tea, which didn't have much impact on us, but now Puer tea has also been targeted by them;"

"Puer tea is troublesome to brew, people just brew it and bottle it. Consumers can not only unscrew and drink it, but also fucking drink it iced. Our consumers can only guard the boiling water of one hundred degrees to brew tea. After the tea is left for a long time and the temperature drops, the taste changes;"

"But people's canned ones are all from the production line, the quality control is very standard, how to drink, where to drink, it's that taste. You say how to compete with them?"

Lu Youfeng sighed and said depressedly: "Dad, let me tell you the truth, I have long felt that our line is not so easy to do, the competition is too fierce;"

"And you say we have been developing in Diannan, resources and connections are only here, but the industry here is not developed, transportation is not convenient. Even if we change careers here to do tea drinks, we still can't beat others. The old godmother next door is the best example. When e-commerce didn't rise, they were the first in sauce, but after e-commerce rose, they were quickly thrown behind..."

Speaking of this, Lu Youfeng summoned the courage to say to Lu Zhicheng: "Dad, in my opinion, why don't we find a suitable buyer and sell the company. You have worked hard for most of your life, it's time to retire and enjoy happiness."

Lu Zhicheng sneered and asked him back: "Find a buyer? Do you think a buyer is so easy to find? You don't look at this industry, why should others look at it? Our group is the most awkward now. Larger groups than us are also reducing expenses now, it is impossible to spend money to acquire us. Those emerging brands smaller than us, people play the model of making quick money, wishing to invest money today and make a profit tomorrow, it is even more impossible to spend money to buy our burden. For ours, people don't look down on us for OEM, why? Because our tea production cost is high! If the law doesn't care, they wish to use rotten leaves as tea to sell, how can they use our things?"

Lu Youfeng sighed dejectedly and asked him: "Is there no opportunity to cash out and leave?"

Lu Zhicheng nodded and said: "Yes, of course there is. The current profit situation of the group, according to the algorithm of the capital market, plus net assets, the serious market value should be around 1.1 or 1.2 billion. We don't pursue high premiums, a discount of 800 million is always reasonable, right? But this price, no one will pay now, because no one will give us a premium space. If we set the price below 500 million, there is a possibility of selling. If it is set below 400 million, it is highly likely to be sold."

As he spoke, Lu Zhicheng added: "But 400 million is too low, at least 700 million is reasonable, right?"

"700 million?" Lu Zhicheng curled his lips and said disdainfully: "If you have the energy to daydream, it's better to think about how to make those dealers drink well tonight. They want 40% off, I definitely can't give this. See if we can compromise after drinking too much, raise it to 4.5, and sign the contract quickly."

Lu Youfeng couldn't help but say: "Dad, dreams always have to be there, what if they come true?"

Lu Zhicheng said impatiently: "If someone buys 700 million, I will run three laps around Heping Road with my bare ass!"

Lu Youfeng heard this, suddenly looked dejected. He thought that if he asked for 100 million less, he might be able to sell it. He didn't expect the old man to be so pessimistic.

Just when the father and son were depressed, they heard the door bang open, and then saw the secretary rush in stumbling like crazy. The secretary hadn't stood firm yet, and said excitedly: "Chairman... there... there is a huge good thing!"

Lu Zhicheng was already frustrated. Seeing the secretary rush in without knocking, the fire immediately rose, and he scolded angrily: "When did you learn not to knock on the door?"

The secretary couldn't care about the accusation, while swallowing hard, and said with excitement that could not be concealed: "Chairman, the Su Group... is that the Su Group that ranks first in the country! Their board secretary just called and said they want to talk to you about the acquisition!"