After winning "Next Weekly" and turning from the injured person to the knife holder, Xia Tian's plan only started.

Since he made up his mind to cheat the Huifeng system, Xia Tian would naturally not be polite. He then acquired a company in Thailand called Tiansi Pharmaceutical Factory. Although the name of this pharmaceutical factory is not amazing, it has a drink under it, which is world-famous. That is the famous - Hongniu!

In the 1970s, a pharmaceutical factory opened by a Chinese Thai businessman Xu Shubiao developed a functional beverage rich in caffeine, taurine and vitamins, named "Hongniu".

The early consumers of Hongniu Drink were mainly night shift workers and truck drivers, helping them boost their spirits and replenish their energy.

After the launch of this drink, it soon became popular in Thailand. Later, it was introduced to Europe by Austrian tycoon Dietrich Mattschz, and since then it became popular in the Western market, making Hongniu a world-famous drink.

Xia Tian naturally knew the name of Hongniu. In his previous life, it was one of the most popular functional drinks in the mainland, with annual sales of up to 20 billion yuan, even comparable to Wanglaoji herbal tea. So when he decided to invest in Southeast Asia, he immediately selected Tiansi Pharmaceutical Factory.

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Tiansi Pharmaceutical Factory was founded by Xu Shubiao in 1962 and has a history of more than 30 years. Because it has well-known drinks like Hongniu, Xu Shubiao did not intend to sell them at the beginning.

Because he could see clearly that as long as Hongniu drinks were not eliminated by the market, he and his family would continue to make money. On the contrary, if the pharmaceutical factory is sold now and if they cannot find a better investment opportunity, their family may be in vain. Therefore, Xu Shubiao, a chicken that can lay golden eggs, does not want to sell it at all.

However, it would be better if he refused to sell it, and he couldn't resist the price of summer. Tiansi Pharmaceutical Factory was worth up to 2 billion US dollars at that time, which was already a first-class enterprise in Thailand.

Xia Tian directly paid 4 billion US dollars, which was twice the valuation, which made Xu Shubiao very moved. You know, although Hongniu was popular worldwide at that time, Xu Shubiao could not make all the money.

Because of Hongniu's agency rights in European and American countries, he has authorized it to Austrian tycoon Dietrich Mattschtz, who can only earn a share of it.

The market that truly belongs to Tiansi Pharmaceutical Factory is just in Asia. In fact, the market revenue is limited. It only makes up to 100 million US dollars a year. So selling 4 billion US dollars to Xiatian is actually a very cost-effective transaction.

However, Xu Shubiao did not agree immediately and shouted a sky-high price of "5 billion US dollars", but unexpectedly, Xia Tian agreed, which made him feel a little regretful for a while. If he had known, he would have called out "6 billion US dollars".

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In the summer, I won five billion US dollars and won the Hongniu drink.

The transaction was immediately reported by the media.

Many people think that this deal in summer was a loss. You should know that in 1993, PepsiCo, as the world's second largest beverage group, had a market value of only US$30 billion.

Although Hongniu is also a world-famous beverage, its reputation is still far from Pepsi, and its annual revenue is even more difficult to compare, which is an order of magnitude.

Therefore, it can be sold for 5 billion US dollars, which makes many people unable to understand. They think that Xia Tian miscalculated this time and made a loss-making deal.

In fact, they didn't know what summer was going on.

The reason why Xia Tian agreed to a purchase price of 5 billion US dollars was because he knew the power of the "Hongniu" drink. In China alone, its sales volume in a year reached 20 billion RMB.

In fact, the cost of a can of Hongniu is not high. Whether it is caffeine, vitamins, taurine, etc., it is not considered a high-priced chemical.

Vitamins can be bought for two yuan; taurine costs no more than twenty yuan per kilogram (available for Taobao x, you can buy them for yourself if you are interested); caffeine is a little more expensive, but the cost per kilogram will not exceed six US dollars (my country exports more than 10,000 tons per kilogram each year, with an average price of seven to eight US dollars).

So, in fact, this drink from Hongniu is very profitable. As long as you spread the channels in the early stage and do some marketing, this drink will undoubtedly become popular.

After five years of operation in the mainland, Tianxia Food has long built a sales network covering the entire China and directly to counties and townships.

Therefore, it is not difficult to sell Hongniu. Xiatian estimated that its sales in the first year will reach 2 billion yuan. The cost of 5 billion US dollars can be recovered in less than five years.

And for the rest of his life, he made pure profits. So he would not lose at all by buying Hongniu for 5 billion US dollars.

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After Xia Tian took over the Hongniu Drink, he immediately seized the time to build a factory in the mainland to start production. The familiar advertising slogan, "Drink Hongniu when you are thirsty, drink Hongniu when you are sleepy, and even if you are tired, drink Hongniu when you are tired" was also taken out by him as a slogan to promote Hongniu Drink.

He also advertised heavily on TV stations to increase the popularity of Hongniu drinks.

In the 1990s, TV advertising was still very powerful, especially CCTV, which was deeply trusted by the people of the whole country.

Like Qin Chi Tequ, it was just a small local winery back then. It became a hit because it won the CCTV bid, and its marketing volume increased by five times that year. At that time, the winery manager said proudly that he sent a Santana to CCTV every day and drove a luxury Audi. It can be seen that the power of CCTV advertising is.

The famous health care product has obtained tens of billions of annual marketing through overwhelming publicity. That classic advertising slogan is too brainwashed and unforgettable to hear it. This is also a classic in the marketing industry.

Summer has experienced that crazy era, so it is not stingy with publicity.

The annual investment in publicity costs of Tianxia Group is as high as HK$5 billion, which is more than the advertising revenue earned by CCTV throughout the year.

Therefore, Hongniu Functional Drink quickly became a name in the mainland. People all know that this drink can refresh the mind and have advantages that other beverages cannot match.

In addition, experts and scholars also stood up for this drink, which also made the people full of confidence in this drink, so "Hongniu" quickly became popular.

During the Spring Festival in 1994 alone, in less than a month, Hongniu Beverage sold three million yuan nationwide, generating nearly 10 million yuan in income.

And this is just the beginning. Xia Tian believes that with the advent of functional beverages, the provision of people's living standards, and the increase in work pressure, the sales of Hongniu Beverage will become higher and higher. In the past life, three million cans were just one day's sales.

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Chapter completed!