Sell canned coffee to continental Europe! How was the beverage kingdom built with an annual income of billions?

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Li Tiancai, founder of the Golden car Group, and his eldest son, Li Yuding, general manager of the Golden car, a pair of entrepreneurs, have gradually sold MIT drinks from 100000 strongholds in Taiwan to 70 countries in the world over the past 40 years, creating a beverage kingdom with annual revenues of more than 15 billion New Taiwan dollars (the same below).

In the latest Fortune World Rich list, the Li Tiancai family ranks 41st in Taiwan with a value of nearly 24 billion yuan.

Almost no one in Taiwan's beverage factories can get out of the Chinese market, but their canned coffee has been sold all the way from betel nut stalls in rural Taiwan to major cities in Europe, and has become the number one brand with more than half of the market share in Jordan, Cyprus, and Guam. more than 50% of Czech gas stations sell Brown coffee.

Li Tien-Tsai, founder of the Golden car Group, was born in Jinguashi, New Taipei, and only dropped out of primary school. in 1979, when he made a joint venture with his brothers on the first bucket of money from selling pesticides in his early years, he set up a joint venture with his own brothers. because the sales of the product root and SARS were not as expected and faced with heavy compensation, even his brothers were scared away and withdrew their shares.

When he was forced to prop up the golden car with sole proprietorship, why did he turn around? The key lies in the oasis tactics that the Li family is good at, daring to choose barren land, continuous irrigation, creating something out of nothing, and creating vitality. The 17,000 betel nut stalls in Taiwan are the first oasis to turn the golden car around.

In 1982, Li Tiancai experienced a tragic loss of root and SARS, abandoning the relatively mature soda market and producing Brown coffee instead. At that time, canned coffee was just budding, and the industry was not optimistic about the market. At that time, Taiwan could be said to be a coffee desert.

Faced with the challenge, Li Tiancai did not spend money to poach dealers in the same industry, but more intuitively took the whole Taiwan to visit betel nut stalls, citrus shops, and bakeries door to door. Business personnel from purchase to discharge, all help businesses take care of, win by service, one by one to persuade stores to sell coffee, with the most labor-intensive and time-consuming way to cultivate the access system.

In contrast, in recent years, large road operators, such as supermerchants and volume stores, have built their own logistics systems, and drivers in charge of beverage distribution in the same county and city need only one bus to deliver the goods to the local goods distribution center to meet the demand; on the other hand, drivers running betel nut stalls may take a whole day to replenish the goods, and the distribution efficiency is very different.

Jinche even directly distributes beverage refrigerators in betel nut stalls. Approachable, so it can be found from the front line that the two major needs of blue-collar workers to buy drinks at home are to quench their thirst and refresh themselves, which are more accurate channels for coffee sales.

When the industry retreated one after another, the Li family went against the trend to raise the threshold of competition, increasing the size of the distribution fleet to the largest 400 vehicles in the industry, and ploughing out the most complete beverage distribution network with 100000 strongholds in Taiwan.

Nowadays, under the impact of channel operators driving up shelf fees, beverage operators have lamented, "assuming that beverages that could also earn 5 yuan were originally made, now supermerchants can only earn 2.5 yuan, but betel nut stalls can still earn 5 yuan." Because of its firm grip on blue-collar workers, the Golden car has become the biggest winner from the traditional channel back to the supermarket and mass store channels, monopolizing the leader of canned coffee in Taiwan for more than 30 years.

Taiwan Coffee counter-attacks the Holy Land of Coffee in Europe and the United States, which is the second oasis to raise golden cars.

A listed beverage manufacturer pointed out that exporting Taiwan beverages to the world is a business that "everyone wants to do, and almost everyone has gone out to challenge", but because the tastes, regulations and tax systems of various places are different from those of Taiwan, logistics and distribution, marketing, publicity and other expenses are astonishing, and other operators either "have suffered losses and given up" or "profits are too thin to continue to do" for many years. It has evolved into a Taiwanese beverage that has no way to step out of the industrial ecology of the Chinese market.

But more than 30 years ago, Li Tiancai firmly believed that if he wanted to make his career bigger, he must go out. " However, the earth is so big, what is the oasis they want to raise? They will consider two points.

First, there must be no competitive products with more than half of the market share. The market for canned coffee such as Cyprus is still small and there is no leading brand with more than half of the market share. Second, there must be double-digit growth in the first three years.

In line with the first two items, the third step is to try our best to grab half of the market share, even if 100% of the revenue is invested in marketing. Dare to spend resources on marketing, so that overseas dealers are willing to cooperate with them for a long time, in order to have the opportunity to cultivate new markets.

In whisky desert Taiwan, the production of world champion wine is the third fastest growing oasis for golden cars in recent years.

"they (brewery consultants) all told us it was impossible, but we just kept on doing it, and it seemed that the less likely it was, the more we wanted to do it." Li Yuding said. The Ilan whisky distillery has invested more than 3 billion yuan in more than 13 years, from factory construction, equipment to marketing, before it finally came to the fore in the world, winning the world championship of the international spirits competition for eight times in the past 10 years. Li and his son were inducted into the Whisky Hall of Fame last year.

In this way, Golden car, from coffee to wine, from Taiwan to Europe and the United States, has established an international beverage kingdom that sells 70 countries. Their next target is the Middle East market. At present, canned coffee has entered Iraq, Jordan and other countries. Recently, they have moved to Dubai to participate in the exhibition. They are expected to introduce Islamic countries on a large scale and continue to open up a new oasis.

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