Hundreds of fast-moving consumer goods brands were densely written on the white paper.

These are all what Lin Haoran came up with after racking his brains.

Moreover, they were all fast-moving consumer goods brands that he was familiar with in his previous life, including well-known brands of food, beverages, personal care products, household cleaning products, alcohol, etc., but he did not know what the situation of these brands was like today.

However, he is certain that in this era, the brand value of most of these brands is still average.

In other words, if he wanted to acquire the company, except for a few parts, the rest would not cost much.

Lin Haoran put down the pen, took a quick look at the brand name on it, and was very satisfied.

Even if these brands may not be well-known now, their sales can be greatly increased through 711- convenience stores.

After all, there are now more than 711 – convenience stores.

This was the situation before he took over.

Now that he has taken over the Southern Company, the next step will naturally be massive expansion.

For him, expanding the 711-Eleven convenience store brand to stores within one or two years is not an unattainable dream.

Imagine if a product was sold in all 711- convenience stores, as long as the product was good, the sales volume would definitely be a considerable number.

How bad can a product be if it can become a well-known brand in the future?
This is also the reason why Lin Haoran wants to acquire those well-known fast-moving consumer goods brands.

After the acquisition, as long as product sales increase significantly, it is natural to need to expand production.

Today, places like Pengcheng, Dongguan, and Yangcheng are obviously very suitable for building a large number of manufacturing plants.

Cheap labor, favorable export policies and a market with huge potential are the significant advantages of Pengcheng, Dongguan, Yangcheng and other places as locations for manufacturing factories.

Moreover, these cities are close to the Hong Kong River and can be better managed.

Fast-moving consumer goods were his first step into the manufacturing industry.

Lin Haoran picked up the phone beside him and called Cui Zilong who was far away in Hong Kong.

After telling him the purpose, he faxed the brand to the other party and asked Cui Zilong to investigate the current status of these brands.

After settling the matter, Lin Haoran called Ma Shimin again.

There was a busy tone on the phone, obviously Ma Shimin was on the phone.

A few minutes later, Ma Shimin called Lin Haoran.

“Boss, do you have anything to talk to me about?” It was obvious from the other end of the phone that Ma Shimin knew who was calling him the first time.

Although Ma Shimin did not come to Japan to deal with the affairs of the branch of the Jardine Matheson Group, this place is still a branch of the Jardine Matheson Group after all, so Huo Jianning also had contact with Ma Shimin.

Therefore, Ma Shimin was well aware of the progress on the Japanese side.

“Well, I called you because I do have something to talk to you about.” Lin Haoran said with a smile.

“Boss, please speak!”

“711 convenience store, have you heard of it?” Lin Haoran continued.

“Of course, Boss. I know that 711-Eleven is one of the world’s leading convenience store chains. In fact, Dairy Farm International started negotiations with Southern Company two years ago with the intention of working together to secure the agency rights for the 711-Eleven brand in Hong Kong.

The convenience store model has developed very well in Japan in recent years. I believe it can also develop in Hong Kong like it did in Japan.

Over the past two years, the two sides have had many in-depth exchanges. Last year, after I took over the management responsibilities of the Hong Kong Land Group, I also held a new round of talks on behalf of Dairy Farm International with Mr. Anton Allison, CEO of Southern Company.

Moreover, the negotiations have basically been settled. 711-Eleven convenience stores will officially enter the Hong Kong market this year, and it is almost certain that we, Dairy Farm International, will obtain the agency rights for 711-Eleven convenience stores.

After all, in Hong Kong, Dairy Farm International has no rivals when it comes to retail influence, and Southern Company’s options are also quite limited. Boss, why did you suddenly mention 711-Eleven convenience stores? ” Ma Shimin said at the end, revealing some confusion.

Lin Haoran’s acquisition of Southern Company was so sudden that he didn’t even tell anyone. Even Huo Jianning was not very clear about it. He only knew that Anton Allison was an executive under Lin Haoran.

As for Ma Shimin, who was far away in Hong Kong, it was even more impossible for him to know about this.

In fact, in another world, 711-Eleven convenience stores really entered Hong Kong in 1981, and its partner was Dairy Farm International, a subsidiary of Jardine Matheson. Even the 711-Eleven convenience store brand was able to enter the mainland market through Dairy Farm International.

However, now that Dairy Farm International is controlled by the Hong Kong Land Group, it naturally has nothing to do with Jardine Matheson.

Despite this, there will not be any changes to Dairy Farm International’s development strategy and the company will continue to cooperate.

“Let me tell you one thing. The 711-Eleven convenience store brand is now mine. Even the entire Southern Company has been completely acquired by me. And I have called Mr. Anton to Tokyo!” Lin Haoran said with a smile.

“Boss, although the current market value of 711 convenience stores is not high, it has great potential in the future. Its popularity is much higher than its market value. It is also a well-known brand. It must be difficult to acquire it, right? You actually managed to acquire it?” Ma Shimin was a little surprised.

Although Southern Company is obviously not very prominent among the many companies acquired by the boss, it is not a Hong Kong company but an American company, so the difficulty will naturally increase accordingly.

In terms of market value, Southern Company is not a very powerful company today. Even in Hong Kong, it would not be among the top 100.

However, Ma Shimin can see that the value of the 711 convenience store brand will only increase in the future.

Therefore, Ma Shimin strongly supports Dairy Farm International’s acquisition of the agency rights for 711-Eleven convenience stores.

Although, there is no shortage of convenience stores and grocery stores in the streets and alleys of Hong Kong.

But convenience stores are definitely a different concept from grocery stores.

Convenience stores mainly focus on snacks, drinks and snacks. The product variety is relatively limited, and they usually have a very casual decoration style and display method.

Convenience stores are small retail stores that mainly sell instant goods or services to meet convenience needs. They usually provide daily necessities, food and beverages, etc. to meet the daily needs of consumers of all ages.

Although convenience stores and grocery stores have some overlap in product categories, their positioning and service targets are different.

Stores focus more on the sale of snacks and canapés, while convenience stores offer a wider range of daily necessities and food.

Therefore, although Hong Kong already has many convenience stores, the convenience store model will definitely have great potential!
“The difficulty of acquisition? It’s indeed not small, but it’s not big either. By the way, I have a question. With Dairy Farm International’s influence in Hong Kong, since it wants to adopt the convenience store model, why doesn’t it create a convenience store brand of its own, but instead seek to join 711-Eleven convenience stores?” Lin Haoran asked his doubts.

It is normal for Ito-Yokado to obtain the agency rights for 711-Eleven convenience stores.

After all, Ito-Yokado itself is not a very powerful company in Japan.

But Dairy Farm International is different. It is already the most powerful retail enterprise in Hong Kong. With the support of the giant Hong Kong Land Group, it should be easy for it to establish its own convenience store brand in Hong Kong.

Moreover, the financial strength of the Swire Group is dozens of times greater than that of the Southern Company.

However, whether it is Dairy Farm International in the Niubeijian era or Dairy Farm International in the current Ma Shimin era, both choose to obtain the agency rights of 711-Eleven convenience stores instead of creating a convenience store brand of their own.

This is also what Lin Haoran is curious about.

“Boss, the reason is actually very simple. 711 is a well-known convenience store brand in the United States with decades of history. It has already accumulated mature operating models, supply chain management technology and brand influence.

As a retail giant in Hong Kong, Dairy Farm International has experience in many fields such as supermarkets and drug stores, but the convenience store industry requires extremely high levels of refined operations.

Agents of the 711 convenience store brand can directly inherit its standardized store management and product selection strategies, such as fresh food accounting for up to 40%, and an efficient joint distribution system, avoiding the costs and risks of exploring from scratch.

For example, the 711-Eleven convenience stores in Japan now use the sharing economy model to integrate the resources of manufacturers, logistics providers and franchisees to form a light-asset operation system. This model is very attractive to Dairy Farm International.

Moreover, 711-Eleven convenience stores adopt a regional licensing model around the world, allowing local companies to adjust their strategies based on regional characteristics. This model not only retains brand unity, but also gives regional operators autonomy. Dairy Farm does not need to rely entirely on headquarters decisions and can balance efficiency and adaptability in localized innovation.

In addition, as a member of the Hong Kong Land Group, Dairy Farm International’s business covers multiple areas including retail and catering, such as Wellcome Supermarket, Mannings Drugstore, Maxim’s Cakes, etc. The agency of 711-Eleven convenience stores can complement its existing business, such as sharing supply chain resources, reducing procurement costs, and enhancing overall competitiveness through a multi-brand matrix.

It can be said that obtaining the agency rights of 711 convenience stores has much more benefits than creating a convenience store brand yourself! “Ma Shimin patiently explained to Lin Haoran.

After listening to Ma Shimin’s words, Lin Haoran suddenly realized that he had indeed thought about some things too simply.

“This is why I am not suitable for managing a business. It is better for me to stay out of the management of each company. It is not bad to be a hands-off manager!” Lin Haoran couldn’t help but laugh at himself in his heart.

If he were to manage the company, perhaps the first thing he would think of would be to create his own convenience store brand.

In this case, the biggest possibility is that the cost will increase greatly and the possibility of loss will also increase greatly.

My understanding of business management is far from deep enough, and many things are not as simple as they seem. (End of this chapter)