September.

New Era Group Headquarters.

Yuan Tianfan and Zhang Xili, president of Stella Artois Holdings, came to Lin Zuhui’s office together.

After the two sat down, Zhang Xilihui reported: "Boss, Xuejin Beer, the largest beer company in Fujian Province, was listed at the Fujian Property Rights Exchange Center at the end of August, inviting bidding to transfer 39.48% of state-owned equity, and looking for strategic partners around the world.

.”

When Lin Zuhui heard this, he immediately became energetic.

Stella Artois Holding Company currently controls two major brands, San Miguel Beer and Harbin Beer, as well as some smaller brands, with business throughout Asia.

However, it can only be regarded as a medium-sized beer group in Asia and cannot be regarded as a company on the world level.

He has no intention of developing into a world-class cast, but he has always aspired to develop into a big cast in the mainland. After all, the market is a market he is familiar with, he is familiar with the industry, and he can get official care.

And 'Harbin Beer' is only a local beer. If you want to develop beer companies in China and build a large scale, you can only continue to acquire other local beer brands and open up channels and production across the country, thereby establishing a national beer company.

group.

Why is it necessary to acquire local brands to establish a national beer brand?

Because in the Mainland, if a beer has a range of more than 200 kilometers, its influence has been greatly reduced. At present, local beer still occupies a dominant position.

As for later generations, as the game of "big fish eats small fish" progressed, national brands such as "Snowflake", "Qingdao", "Yan Beer" and "Harbin Beer" were gradually formed.

Regardless of Qingdao, Harbin Beer's name is a local beer, but they became a national brand in their previous life because they acquired local beer brands during that period, used their channels and factories, and then developed cross-regionally.

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

Because of this, in the past year, Harbin Beer, with the support of Stella Artois Beer Holdings, has acquired several local beer brands; however, these brands have relatively small local influence and are far inferior to the current Fuzhou No.

A big beer's size in Sejin.

"Where are the specific information about Xuejin?" Lin Zuhui stood up and came to the sofa, asking enthusiastically.

Zhang Xili was well prepared and reported directly orally:

"As the largest beer company in Fujian Province, Xuejin Beer was established in 1986. Since 2000, its production and sales have increased at a rate of more than 100,000 tons per year, and its per capita tax profit and tax revenue per ton of wine have ranked among the best in the country. During this period, Xuejin Beer

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 100,000 tons, taking a substantial step forward 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 strong development momentum."

"Xuejin currently has three production bases, located in PT City, Fuzhou Province, SM City and Jiangxi Province NC City. The annual production capacity has reached 900,000 tons. In 2004, the market share in Fuzhou Province was 45%.

The province’s market share is about 18%.”

"Xuejin Beer's profit reached 410 million RMB in 2004, and the growth rate is very impressive."

"If we win Sedin Beer, our production in China can reach 2.8 million tons, and global production can reach 3.3 million tons."

"Relevant data shows that the annual sales of the Chinese beer market reach 6 billion US dollars, and are growing at a rate of 6% every year, while the beer market in developed countries in Europe and the United States only grows by 1% to 2%. The growth rate of the Chinese beer market makes

Beer giants from all over the world have launched a wave of mergers and acquisitions and expansion in the Chinese market."

After listening to the detailed report, Lin Zuhui thought of a territory - the beer industry.

In the next three years, New Era Group's cash flow will reach more than 100 billion US dollars. This is Lin Zuhui's prediction.

With such a large amount of cash, it is natural to seek stable growth businesses, while traditional industries with low returns are 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 services, electricity, telecommunications, etc. in the UK and Australia.

It is not easy for New Era Group to invest in these industries because New Era Group's experience and channels in the infrastructure field are very weak; even in Hong Kong, New Era Group is not good at infrastructure construction.

"Go all out to win the Sejin Beer!" Finally, Lin Zuhui said directly.

"good"

Yuan Tianfan and Zhang Xili were immediately confident and answered 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.

........

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

Of course, this bidding is not an auction, but a kind of bidding without strict time limit. Negotiations are carried out between the companies that are interested in negotiating and the 'Fu Province Property Rights Trading Center'. In the end, within a certain period of time, the 'Fu Province Property Rights Trading Center' will

Whoever has the higher price, which company has better qualifications, and whose relationship is the best will decide who wins.

In recent years, due to China's accession to the WTO, many provinces have exaggeratedly used the phrase "sell to foreign capital if they can" when it comes to attracting investment.

The reason is actually very simple. When selling to foreign investors, the management can get unexpected benefits, and they may also be legal gains. For example, when selling Harbin Beer, the five management companies only contributed 5 million RMB, and received 50 million when they exited.

Income... In short, China's market has been fully opened.

Fuzhou Property Rights Trading Center.

"Mr. Zhang, I didn't expect to see you here!" Wang Renrong, China President of Yingbo Enterprise Management Co., Ltd., saw Zhang Xili and stepped forward to say hello.

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

Of course, although Stella Artois is a rising star, its reputation in the industry is very strong because of the strength of its parent company.

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

Wang Renrong's generals, Yuan Tianfan and Liang Botao, seemed familiar, so he asked, "Who are these two?"

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

After Wang Renrong said hello, he suddenly smiled and said: "This time Stella Artois may be disappointed!"

Zhang Xili was stunned for a moment, and then sneered: "Mr. Wang, this matter has just begun. You are talking too much!"

Wang Renrong still said proudly: "This is not satisfactory! As far as I know, this time Sejin intends to find a sincere and powerful strategic partner to expand and strengthen the beer industry, so it put forward a proposal to the bidder.

High entry bidding threshold - companies engaged in beer production and sales should have total assets of more than RMB 7 billion, and total revenue from global beer production and sales should be more than RMB 40 billion, with sufficient potential.

The working capital used is free of risk of capital chain breakage and other conditions.”

Zhang Xili snorted, because Stella Artois's total revenue from global beer machine production and sales did not reach 40 billion RMB.

Yuan Tianfan said: "The matter will not be decided until the last moment."

After finishing speaking, the three people left the scene with others.

"Humph, you are not overestimating your own capabilities!" Wang Renrong said in a broken voice.

........

New Era Group Headquarters.

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

Yuan Tianfan said: "They didn't reject it directly, they just expressed tactfully that they hope to cooperate with large beer groups. The threshold is companies with annual sales of more than 40 billion RMB."

Lin Zuhui pondered, and the request of the Fuzhou Property Rights Trading Center was understandable. After all, large companies have better technology, channels, and management.

In fact, Stella Artois is not weak in these aspects. After inheriting San Miguel Beer, Stella Artois Beer is similar to the old beer group in all aspects. At its peak, San Miguel Beer was as famous as Tiger Brand in Asia. However,

Then the business started to go bad.

After Stella Artois won San Miguel, its output has doubled several times, but after all, it is still lagging behind the large beer companies.

Lin Zuhui banged on the table!

Yuan Tianfan and others are curious, does the boss still plan to continue? They know that even if the boss uses ZZ's power, he may still not achieve his goal.

The reason is actually very simple. If the conditions are too different, it is easy for foreign investors to question it in the media. If Stella Artois meets the conditions, it may be given priority.

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

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

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

If Stella Artois wants to develop the mainland's beer industry, it must rely on 'Harbin Beer' and other local brands, so this time he really doesn't want to miss 'Settin Beer'.

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

Yuan Tianfan and Liang Botao were immediately excited.

Zhang Xili was very shocked. The emotional boss decided to acquire one of the top ten beer groups in the world for the sake of Sedin Beer, one of the top ten in the country.

"OK"

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

He suddenly decided to acquire a global beer group because he felt that the beer industry was very stable, at least in the previous life of 2020.

The New Era Group has a large amount of available funds, and it is better to acquire this type of industry than to leave the funds in the account to depreciate.

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

Even if it's too late, you won't suffer any loss.

By then, Stella Artois will be among the top five in the world.

Looking back at the past life of the beer industry, Anheuser-Busch InBev is undoubtedly the best example of merger and acquisition growth: driven by '3G Capital', it was only the beer business leader in Brazil and Argentina at first, and then annexed Interbrunn beer in Belgium in Europe.

Group, and later annexed the American Budweiser Group, becoming the leader of the world beer industry in one fell swoop.
To be continued...