Chapter 199 Market Expectations
"The ones attacking us are mainly from an internet celebrity brand founded by another celebrity."
Chen Pingsheng took the investigation materials given by Tong Zelan and read them carefully.
Yang Mi had told him once before that Yang Baobei had established his own milk tea brand in Shanghai.
At that time, she felt that it would affect Bobo Milk Tea, so she took the initiative to remind him once.
He just didn't care.
Different from Bobo Milk Tea’s low-price strategy, a cup of milk tea from Yangbaobei costs at least dozens of yuan.
In addition to her own fans, countless people complained about it online.
Expensive and undrinkable.
I also keep comparing it with Bobo milk tea.
Both were founded and endorsed by top stars. One is economical and popular among young people.
One company is extremely expensive and is taking advantage of its fans.
Over time, this led to a lot of resentment towards Bobo Milk Tea.
After secretly sending people to investigate for a long time, the franchisees blocked the door on the first day of listing.
Tong Zelan said, "It's not just Milk Tea. I think the deeper reason is that your Tengying has affected the Huayi Group. We are both entertainment groups, and the speed at which your Tengying has risen is obviously too fast. It's understandable that others want to step on you at a critical moment."
Yang Baobei herself is nothing, it is Huayi behind her that is the big capital.
Otherwise, as a top star, how could she go against Bobo Milk Tea, which is backed by Tencent Film Entertainment?
Isn't this asking for a seal?
After all, Tencent Pictures is an entertainment group valued at tens of billions, and no celebrity in the entertainment industry dares to stand up and say anything bad about Bobo Milk Tea.
Yang Baobei is different, she relies on Huayi.
There is a natural opposition between Huayi and Tengying. The faster Tengying rises, the more disadvantageous it will be for the old giant Huayi.
Chen Pingsheng had long known that the rapid development of Bobo Milk Tea would definitely affect the interests of some people, but he did not expect that another star brand would be the first to jump out.
In the past two years, there have been many examples of celebrities starting their own businesses, including those in the catering industry, those selling milk tea, and even quite a few opening barber shops.
The only difference is the industry, but the same thing is that the prices are all set extremely high.
It seems like there is no way to make money without cutting the leeks of fans.
It’s like a celebrity noodle restaurant, where any small bowl of noodles costs forty or fifty yuan.
At the beginning, it can still be popular for a while by relying on the star fan effect, but after a long time it will be nothing.
Basically, all the companies that should go bankrupt have gone bankrupt.
"Sometimes I don't know whether I should hit her or not."
After Chen Pingsheng put down the investigation report, he said:
"I'm doing nothing on her side, so I guess this milk tea shop won't be open for long."
"Indeed," Tong Zelan said, "The price is too unreasonable and out of touch with reality. But since they dare to come out and target us like this, if we do nothing, won't we be easily taken advantage of and exploited?"
Chen Pingsheng nodded, agreeing with what she said, but after all, the top stars in the entertainment industry also rely on a big tree.
He didn't even bother to deal a blow that didn't hurt him.
"Leave it to me. I'll let her know the price."
Chen Pingsheng said, "In the current situation, although I have invested 400 million to stabilize the stock price, the key is to restore the market confidence of Hong Kong shareholders in Bobo Milk Tea. Otherwise, once I withdraw this money, the stock price will collapse again, and none of you will be able to successfully exit your shares in half a year."
He still owns 13% of the shares, not including the stocks he has acquired in the stock market.
No matter what, I can't let myself continue to be addicted to Bobo Milk Tea.
Tong Zelan is also very clear about this. The current situation is that he has temporarily stabilized the situation with 400 million yuan.
If Bobo Milk Tea wants to push up its stock price, the key is to produce a good financial statement.
Or prove to the market that they have the momentum to move forward sustainably.
It is not difficult to recover financial reports in the short term.
Chen Pingsheng has his own way.
Charlotte was about to be released, and he clearly remembered that it was a blockbuster movie.
It is also the first film fully invested by Tencent Pictures.
Having invested 50 million, Tengying owns 100% of the profit rights.
He transferred 25% of his investment shares to Bobo Milk Tea for 15 million yuan.
With this 25% investment return.
It can immediately offset the massive losses that Bobo Milk Tea has incurred due to compensation from franchisees.
However, he owns 90% of the shares in Tencent Pictures and only 13% of Bobo Milk Tea.
Add in the 30% of stocks swept back from the stock market, and the total is still only 43%.
He obviously suffered a loss personally.
Considering that the 13% in hand can be used for random amplification, this small loss is completely acceptable.
The important thing is to quickly offset the losses of Bobo Milk Tea.
Tong Zelan didn't know that Charlotte had such high returns, and always felt that his method was rather risky.
If Charlotte's box office fails to meet expectations after its release, Bobo Milk Tea investing more than 10 million yuan in it at this time will only make people feel that it is not doing its job properly.
Considering that Tencent Film has never invested in a loss-making drama, she didn't say anything.
This time she came not only to discuss the matter of Bobo Milk Tea with Chen Pingsheng, the key point was that the sales of Hua Qiangu's peripheral products had completely ended.
Hua Qian Gu was a hit all summer long, and even now, the popularity of "Hong Huang Li" is still everywhere.
But after the show was over, their sales were not very good.
Just stop.
Tong Zelan gave him a piece of financial data. The sales of Hua Qiangu peripherals started in June and ended at the end of August.
Three months.
The investment proved to be very successful.
"Total sales were 2.1 billion, product costs were 430 million, and after deducting other labor costs, the net profit reached 1.5 billion."
With the hit TV series "Hua Qiangu" there, the biggest marketing cost of the product is completely saved.
It is normal for the profit to be so high.
According to the earlier agreement, he holds a 40% stake.
Tong Zelan is responsible for online sales 20%.
Hu Ding, who is responsible for offline channels and production, also accounts for 40%.
Chen Pingsheng got 600 million without any effort, Tong Zelan got 300 million, and Hu Ding got the other 600 million.
Everyone made a lot of money together.
It was another very successful investment, and Tong Zelan was very happy.
certainly.
She wasn't the only one to share the money, just like Chen Pingsheng.
He also wanted to give Zhao Liying 150 million yuan, which had been agreed upon before.
She was given a 10% share, which she deserved.
Without her, the genuine Hua Qianguyan, no one can earn so much.
The reason why Tong Zelan distributed the money in advance was mainly because she considered that Chen Pingsheng had taken out too much money at once.
I'm afraid it will be a financial burden on him.
After all, everyone has money, but cash is completely different.
A lot of it is in assets.
Chen Pingsheng notified Zhao Liying to come to Shanghai. Together with the shares she cashed out from Bobo Milk Tea, she has already earned about 300 million in this business market this year.
Far surpassing all the top-tier stars.
Although celebrities make a lot of money, they also have standards.
Anyone who can earn over 100 million yuan a year is definitely a top star.
Only a very few can achieve it.
Not to mention people like her who earn two or three hundred million without relying on filming or endorsements.
The only person who can compare with her this year is Yang Mi, who cashed out more than 200 million yuan from Bobo Milk Tea.
They are both artists under Tencent Film.
When Zhao Liying heard that she was going to share the money, she came quite quickly.
Chen Pingsheng transferred the money directly to her account.
…
As night falls, the lights come on.
The Huangpu River on the Bund exudes even more charming charm.
Chen Pingsheng picked up Zhao Liying and others for dinner at his small home on the Bund. She brought Bai Lu and Jiang Peiyao with her.
in addition.
Chu Qiuyan and the other two were also on his side.
We all know each other, so there is no generation gap when we chat.
The status of a celebrity is only for ordinary people. To him, no matter how big a celebrity is, he is just an ordinary person.
If you get along well, chat a little longer. If you don’t, you won’t even meet a second time.
"Brother Chen, your house is very cozy."
Chen Pingsheng cooked a few side dishes himself, as the food in Shanghai was not to his liking.
Zhao Liying was helping out, just like before.
"I'm here alone on a business trip. There's no need for a house that's too big. This one is just right. If you want some tea, make it yourself. I don't have time to serve you right now."
"That's fine. I don't like living in a house that's too big by myself."
Chen Pingsheng is quite fast at cooking. There are so many beautiful women in the room, and he is the only married man, so there is nothing to be embarrassed about.
A dish of chopped pepper fish head and a few home-cooked side dishes can be prepared quickly.
I haven't eaten yet, so a few bites will be fine.
Once you have money, you can eat anything you want in a high-end hotel. But after eating too much of those things, you will find that home-cooked dishes are the ones you will never get tired of.
"Brother-in-law, is Bobo Milk Tea okay?"
Jiang Peiyao is already twenty years old, but she is still pretty. To Chen Pingsheng, she may always be a little girl.
"What could possibly happen? It's just a normal business development process."
Chen Pingsheng picked up a small piece of fish head for her and said: "As for you, have you acted well? Your brother-in-law is counting on you to become a big star in the future."
"Yes, the drama I starred in is about to be broadcast. Will you watch it then, brother-in-law?"
Jiang Peiyao looked expectant, and Chen Pingsheng nodded: "I will definitely watch it."
"Brother Chen, I'll do some news endorsements tomorrow to see if I can help Bobo Milk Tea."
Zhao Liying suggested, and Chen Pingsheng did not object:
"You have a huge fan base now, so your endorsements will definitely be effective. However, celebrity endorsements are mostly targeted at offline consumer groups and may not be of much help to the stock market."
"What should we do then?"
Zhao Liying really wants to do her part, but it seems she can't think of any good way other than endorsement.
"Don't worry."
Chen Pingsheng said: "After this incident, I have thoroughly reflected on myself. I think opening a milk tea shop and franchising should be mutually beneficial. We should not rely solely on collecting franchise fees to make money, but should consider helping franchisees make money before earning our own share of the profits."
I don’t quite understand.
Chu Qiuyan explained further: "Uncle Chen's meaning is that Bobo Milk Tea will no longer charge a franchise fee. Instead, after the franchise stores make money, profits under 10,000 yuan will not be shared, and profits above 10,000 yuan will be split 70% and 30% of the profits.
"We have three franchisees and seven franchisees. This not only lowers the investment threshold for Bobo Milk Tea, but also makes it more acceptable to franchisees."
Even though the share ratio may not seem high, if you have more stores, it will be very profitable.
Bai Lu, who was standing by, didn't dare to interrupt and just listened quietly.
Among the few people here, she seems to have the least experience.
Now she was barely a third-tier player, and she thought Chen Pingsheng wouldn't pay attention to her, but she didn't expect him to ask:
"Bai Lu, I saw your filming of Zhao Yao. You acted really well. By the way, where do you live now?"
"I plan to buy a house in Shanghai by installment."
Bai Lu was flattered to be suddenly addressed by the big boss, and he felt that his answer was stupid.
Why is it so real? Can't you be a little humorous?
Chen Pingsheng put down his chopsticks and said, "Don't bother with the installment plan. I happen to have a similar house downstairs that's also fully furnished. Qiuyan, you can arrange for someone to buy it tomorrow and transfer it to Bai Lu's name."
Forehead?
It’s about the same as this, at least about 200 square meters, and fully decorated.
With this location, you can’t afford it without 20 or 30 million?
"Uncle, I didn't contribute anything?"
Bai Lu is really good.
Chen Pingsheng smiled and said, "You made 30 million from that TV series. This house is your reward. Don't worry, tens of millions is nothing to me. Just focus on acting. If you are bullied or if anyone dares to take advantage of you, just tell me. Tengying has been operating for so long that it will not allow its artists to be bullied."
Suddenly I felt protected.
Bai Lu feels that signing with Tencent Film is the best decision she has ever made in her life.
The boss is really nice and doesn't want anything from them at all.
To be able to make it out of the artist class, you must have some ability.
This can be considered as Chen Pingsheng's early change of heart.
As for his little cousin, Chen Pingsheng also asked her where she wanted to live.
Jiang Peiyao wanted to live next to them, or in the capital.
Chen Pingsheng didn't say anything, but took out a bunch of keys and handed them to her, and left his convertible Phantom here for her to drive.
At his age, a top-of-the-line four-seater Phantom would be more suitable.
The phantom really means nothing to him.
You can buy it at will if you want, and you can give it as a gift at will if you want.
Didn’t you see that he made another 700 to 800 million yuan from Hua Qiangu’s peripheral products and Vanke shares with tears in his eyes?
The money is almost gone, and more is left to realize my dreams.
Neither of them expected that they would receive such a big gift after making such a trip.
Everyone is a little confused.
As for Zhao Liying, she no longer needs to be rewarded.
The income is already super high.
…
At night.
Chu Qiuyan and her friends all have homes in Shanghai, so they went back after dinner.
As for Zhao Liying, she chatted a little later, but still left at eight o'clock.
Bai Lu and Jiang Peiyao, who had no house, slept next to him. Anyway, the three-bedroom, two-living-room house with an actual area of 180 square meters was quite convenient.
The next day.
Chen Pingsheng went to work at the Bobo Milk Tea headquarters early.
The impact of this operational adjustment is very significant.
The entire marketing department and franchise division need to make very big adjustments.
For example, in the past, the marketing department would get a certain commission for finding a franchise store.
This is also the root cause of problems in franchise stores. Sometimes employees will not hesitate to break certain rules in order to earn the commission.
Now that everything has changed, each major business unit will rely on helping franchise stores make profits as its main source of income.
This also became the main revenue direction of Bobo Milk Tea in the future.
Once the overall business strategy changes, the market trend will also change.
Although they suffered man-made damage this time, resulting in the stock price being only 70% of the issue price.
But as long as you firmly believe that the direction is right, it will always go back up.
Besides, they just fell below the issue price, not lost their consumer group.
After this wave of compensation, Bobo Milk Tea’s reputation online has undoubtedly improved a lot.
However, the stock market does not seem to approve of their adjustments.
I especially don't approve of investing more than 10 million yuan in a movie at this time.
Isn't this just nonsense?
He can't even handle his main job, but he's trying to get a side job in the film industry.
Flop~
The Hong Kong media is still full of pessimism about Bobo Milk Tea.
Chen Pingsheng also took a detailed look at the financial statements of Bobo Milk Tea. Currently, Bobo Milk Tea has nearly 900 directly-operated stores.
The average monthly profit of a single store remains at around 20,000 yuan.
This month's revenue is almost 18 million.
If we add more than 2,000 franchise stores, the annual profit can still be maintained stably at 300 to 500 million.
With such strong financial reports, it would be reasonable for Bobo Milk Tea to have a market value of at least 5 to 6 billion.
Chen Pingsheng is very confident. It can only be said that this crisis has given him a good opportunity to buy Bobo Milk Tea at a low price.
Once the first quarter is over and the quarterly financial report is released, the stock price will inevitably experience a major upward trend.
By then, it should be no problem for him to make two or three times the profit from the stocks he bought at the bottom of 3.5 yuan.
However, although the market for Bobo milk tea is still very good, the milk tea market is obviously becoming more and more crowded.
Many people have entered this industry, including rich and poor.
If we want to maintain the continued rise in stock prices, we must create core advantages that are unique to Bobo Milk Tea.
When it comes to milk tea, if you compete for it, it will inevitably become homogenized.
The so-called homogeneity means that the things everyone sells are similar.
At this time, it’s a competition of marketing and service.
Marketing has always been the core advantage of Bobo Milk Tea.
A large number of celebrities can be mobilized to support the event at any time.
As for service, there is no standard in the entire industry.
He can first set the standards and then implement them through unified training.
As market competition becomes increasingly fierce, companies must consider taking one or two more steps forward.
As long as you take one more step than others, you can leave 90% of your peers far behind.
The remaining 10% are high-quality opponents who require all-round competition.
Chu Qiuyan also gave him a suggestion, to widen the track and combine milk tea with ice cream.
That is to say, the store not only sells milk tea, but also sells homemade ice cream like some stores in Taiwan.
For example, chocolate sundae, strawberry sundae, etc.
The two are not in conflict and can be perfectly combined in the store.
It is also very simple to make and does not require long training at all.
Chen Pingsheng thought her idea was good, but ice cream was something that was mostly eaten in summer.
By the time they are ready, winter will be here soon.
It may take a long time for the market to adapt.
However, once they can combine ice cream and milk tea, they will have blazed a special trail in this race.
In the future, we may no longer have to worry about the crazy internal competition in the milk tea industry.
Chen Pingsheng told her to feel free to give it a try and go to Guangdong first to start a pilot operation with her own store there.
Guangdong is a place with summer all year round and a large number of migrant workers, making it a perfect testing ground for this wave of experiments.
Once successful, we will start large-scale promotion across the country.
Chu Qiuyan took her people directly to Guangdong.
(End of this chapter)
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