Rebirth Begins with Rejecting my Childhood Friend - Chapter 477

Anhui Province has always been a fiercely competitive market for alcoholic beverages, with many renowned distilleries. Most consumers are accustomed to a particular brand of alcohol and naturally prefer the one they usually drink. Furthermore, the reputation of Guangming’s new liquor is not particularly strong.

Although Guangming Distillery once enjoyed its glory days, its current level of recognition and credibility is far from what it used to be. Combined with the high price of Guangming’s new liquor, most consumers are reluctant to try it, leading to the brand’s inability to break into the liquor markets outside Langya District.

This situation was something Xu Xiuwen had anticipated. The explosive popularity of the new liquor in Langya District relied on local sentiment and advertising campaigns. Consumers in other cities within the province lack this emotional connection to Guangming’s new liquor, and the distillery has not invested in advertising in these areas.

It’s unsurprising, then, that the new liquor struggles to sell. Although the distillery has proposed multiple times to advertise, Xu Xiuwen always put these suggestions on hold. It wasn’t because he was unwilling to spend money—he was waiting for the right opportunity.

The premiere of He Yi Sheng Xiao on satellite TV was the perfect moment. In the original version of this drama, the characters were seen drinking RIO, which became wildly popular thanks to overwhelming advertising. Xu Xiuwen vividly remembers how even his family drank RIO during the Lunar New Year that year, a testament to how a hit drama can significantly boost product sales.

Xu Xiuwen was smart enough not to spend a fortune advertising in other dramas when his company had produced its own. He had long set his sights on the company’s drama. In He Yi Sheng Xiao, directed by Hang Fei, the characters drink Guangming’s new liquor during all their meals and gatherings. These scenes prominently feature the product in close-up shots.

As the drama became a sensation on Anhui Satellite TV, Guangming’s new liquor gained increasing recognition. In addition, after signing a contract with Meng Dong, Xu Xiuwen finally moved forward with the advertising campaign he had been holding back. The commercials had already been produced and were aired simultaneously with the drama on Anhui Satellite TV.

It was expected that the combination of in-drama product placement and external advertising would deliver excellent results. However, based on the reports from the managers during the meeting, this didn’t seem to be the case. After the ads aired, the number of calls to the distillery did indeed surge, but the inquiries were primarily from small-scale buyers who needed only limited quantities. In contrast, the major distributors in various cities remained hesitant to take action.

This unexpected outcome made Xu Xiuwen more aware of the complexities of Anhui’s liquor market.

It’s worth mentioning that Xu Xiuwen understood that the taste and quality of the liquor were fundamental. At the distillery, he made a promise: anyone who could improve the quality of the new liquor would receive a substantial reward. This incentive greatly motivated the distillery’s brewers.

Through collective brainstorming and relentless research, the brewers continuously improved the product. The latest batches of the new liquor are significantly better in taste than the initial ones. Xu Xiuwen himself tasted it and was convinced that, in terms of flavor alone, the new Guangming liquor could rival top-tier brands, even without the same history or prestige.

As the saying goes, a fine wine needs no bush. With the help of small-scale distributors, Guangming’s new liquor gradually found its way into cities and counties. An increasing number of people have now had the chance to taste it, and nearly everyone who has tried it has sung its praises.

At this point, there’s nothing more Xu Xiuwen needs to do.

The sales of Guangming’s new liquor were bound to rise as its reputation slowly spread. However, waiting for word-of-mouth to ferment naturally was far too slow for Xu Xiuwen, and he wasn’t one to wait indefinitely.

During the meeting, Xu Xiuwen didn’t share many opinions but gave a few brief instructions as the discussion wrapped up. After the meeting, he called Liu Xinran. Since he had already decided to have her join the company, he wouldn’t hold back in leveraging the resources she could provide.

Through Liu Xinran, Xu Xiuwen got in touch with Qian Jian, the largest liquor distributor in Fei City, and arranged a meeting two days later to discuss a potential partnership.

Two days later, Xu Xiuwen drove to Fei City with Xu Qian. The meeting was scheduled for 5 p.m. at a well-known local restaurant. Maintaining a modest demeanor, Xu Xiuwen arrived at the reserved private dining room half an hour early.

To his surprise, Qian Jian was already there and appeared to have been waiting for quite some time.

Qian Jian was short and plump, with pale skin. His face, layered with flesh, gave a greasy impression when he smiled, yet his demeanor was harmless and amicable. However, his small, shrewd eyes betrayed a cunning glint.

He greeted Xu Xiuwen warmly and courteously stood up to welcome him. After a brief exchange of pleasantries, the two quickly hit it off.

Qian Jian, the top liquor distributor in Fei City, lived up to his reputation. He was well-versed in the offerings of all major distilleries in the province and had a unique perspective on Anhui’s liquor market.

When Xu Xiuwen mentioned that the advertising campaign hadn’t produced the desired results, Qian Jian burst into laughter before offering an explanation.

It turned out that the province’s liquor distributors were already well aware of Guangming’s new liquor and its explosive popularity in Langya District. Yet, many remained skeptical of its prospects.

The liquor market in Anhui Province was intensely competitive. The top tier featured brands like Gujing Liquor, Koujiu, and Yingjia Liquor. The second tier included Wan Liquor, Jinzhongzi Liquor, and Xuan Liquor. These brands were far more established and widely recognized than Guangming’s new liquor.

Moreover, the price of a liquor product was closely tied to its marketability, and Guangming’s new liquor was simply too expensive. For a relatively underdeveloped province like Anhui, such a price point was unaffordable for many.

As a result, distributors were hesitant to back the product.

Most critically, Guangming’s new liquor had a thin profit margin. Despite its high retail price, its wholesale cost was equally steep, leaving distributors with little room for profit.

Although Guangming’s new liquor positioned itself as a mid-to-high-end product in terms of pricing, the profit margin it offered was barely better than the high-volume, affordable liquors from top-tier brands.

Given the choice, distributors naturally preferred selling more popular, high-margin products from well-established brands.

The issue of low profit margins had been brought up at the distillery before, but Xu Xiuwen hadn’t paid it much attention. Hearing it directly from Qian Jian finally made him realize the gravity of the problem.

The conversation with Qian Jian lasted a long time, and by the end, Xu Xiuwen couldn’t help but acknowledge how shallow his understanding of the provincial liquor market had been.

He humbly asked many questions, and Qian Jian showed no signs of impatience, patiently answering each one in detail. They resembled a teacher and a student—one eager to learn, the other willing to teach.

The scene amused Xu Qian, who couldn’t help but smile as she watched them.

After an hour of discussion, Xu Qian gently reminded them, “Mr. Xu, Mr. Qian, how about we continue chatting while we eat?”

It was only then that the two paused their conversation. Xu Qian quickly instructed the waiter to serve the dishes.

Even during the meal, their lively discussion continued.

Notably, the liquor served at the table was Guangming’s new product that Xu Xiuwen had brought from the distillery. Qian Jian was full of praise for its taste.

Time passed quickly, and soon the meal was drawing to a close. Qian Jian’s face was flushed from drinking, but his eyes remained clear and bright, showing no signs of drunkenness. In contrast, Xu Xiuwen appeared slightly tipsy.

The main purpose of today’s meeting was to discuss a partnership. However, as the meal neared its end, the topic still hadn’t come up.

Feeling anxious, Xu Qian discreetly nudged Xu Xiuwen’s side. His reaction, slower than usual due to the alcohol, was slightly delayed.

To everyone’s surprise, it was Qian Jian who guessed her intentions first. He spoke up with a smile, “Brother Xu, don’t worry about the partnership. Did you bring the contract?”

“I did,” Xu Xiuwen replied. He had prepared the contract in advance.

Qian Jian proved to be a straightforward man. Before signing, he didn’t meticulously read every detail of the contract but merely gave it a quick glance.

As soon as the meal ended, the two signed the contract right in the private dining room.

It’s worth mentioning that the contract stipulated Qian Jian would purchase at least 100,000 bottles of Guangming’s new liquor annually for five years. The purchase price would remain at the current rate set by Guangming Distillery, with no reductions.

Frankly, even if Qian Jian had requested a slight discount, Xu Xiuwen would have agreed. It wasn’t worth risking a good relationship with such a major client over a minor profit margin. After all, Guangming’s new liquor had low production costs and already yielded high profits.

Yet, Qian Jian didn’t haggle over the price at all. His straightforwardness was almost startling.

After signing the contract, Qian Jian suggested going to a karaoke bar to celebrate. Xu Xiuwen readily agreed.

Qian Jian invited Xu Xiuwen to ride in his car, but Xu Xiuwen politely declined. Qian Jian didn’t insist and left for the karaoke bar in his car.

Xu Xiuwen and Xu Qian made their way to his BMW.

The cold evening breeze outside the restaurant helped sober Xu Xiuwen up a bit. He felt confident that he was fine to drive, but Xu Qian wasn’t convinced.

In high spirits and slightly more relaxed than usual due to the alcohol, Xu Xiuwen noticed her concern. With a soft smile, he reached out and gently ruffled her hair in a playful, affectionate gesture.

“Don’t worry, silly. I’m not drunk,” he said warmly.

Xu Qian’s cheeks flushed instantly, and her heart raced.

Wasn’t this kind of action far too intimate? Didn’t he realize how close this felt?

But his voice was so gentle.

Xu Qian stood in place, her face still flushed and unmoving.

It wasn’t until Xu Xiuwen got into the car and noticed her still standing there that he leaned out of the window and gently called her attention.

Only then did she snap out of her daze as if waking from a dream. She quickly scurried to the passenger side, opened the door, and got in.

Even after getting into the car, her cheeks remained a rosy red. She avoided looking at Xu Xiuwen, her gaze deliberately directed toward the window on her right. Yet through the glass, her eyes couldn’t help but sneak glances at him.

As the car moved along the road, Xu Qian gradually calmed down.

Finally, she asked, as though realizing something belatedly, “Mr. Xu, I’m not dreaming, right? Mr. Qian really signed the contract with us?”

The car approached a red light, and Xu Xiuwen stopped it smoothly before turning to her with a smile. “Bring your face closer.”

“Huh?” Xu Qian blinked in surprise.

“Hurry up,” he urged.

She hesitated, unsure of his intentions. Did he want to touch her face? That was definitely a no-go! Torn and uncertain, she eventually leaned her face toward him cautiously.

To her surprise, Xu Xiuwen suddenly reached out, pinched the soft flesh of her cheek, and gave it a playful tug.

It didn’t hurt much, but she still let out a startled yelp.

Only then did she realize how ridiculous her earlier thoughts had been. Thankfully, Xu Xiuwen didn’t seem to know what she’d been imagining. She felt relieved but also a little annoyed.

Her eyes widened as she glared at him. “Mr. Xu! Why did you pinch me?”

Laughing heartily, he said, “Wasn’t it to show you that you’re not dreaming?”

“That doesn’t mean you can pinch me! It hurt!” she retorted, rubbing her cheek as if it were really sore.

“Want me to rub it for you?” he teased.

“Ugh, no way! Who wants you to do that?”

“Alright, but let me know if you change your mind. I’m always ready to help.”

With that, he noticed the light had turned green and resumed driving.

Xu Qian muttered to herself, “Ten thousand bottles a year at 400 yuan each… That’s a minimum of 40 million yuan a year. Over five years, that’s 200 million yuan. Making money sure seems easy!”

Hearing this, Xu Xiuwen chuckled. “That’s not how profits work. You have to factor in costs.”

“I know, but even with the costs deducted, that’s still a lot of money,” she countered.

This time, Xu Xiuwen didn’t argue. She was right. Even after accounting for production costs, the distillery would earn at least 20 million yuan annually from this contract alone, totaling 100 million over five years.

In essence, with this single contract signed tonight, Xu Xiuwen wouldn’t have to lift a finger for the next five years, yet the distillery would rake in at least 100 million yuan.

Honestly, the contract had initially caught him off guard as well. Ten thousand bottles of liquor annually—most people wouldn’t have the courage to make such a commitment. If the liquor didn’t sell, it would all end up sitting in inventory.

But Qian Jian’s decisiveness in signing the contract showcased his confidence and capability.

As the largest liquor distributor in Fei City and one of the most influential in the province, Qian Jian clearly had the resources and assurance needed to handle such a significant quantity. That was the only reason he agreed to such a bold deal.

Xu Xiuwen carefully replayed the entire evening in his mind.

He realized that everything seemed almost too smooth. He hadn’t needed to put in much effort, yet the contract was signed.

What’s more, the commitment of 100,000 bottles a year wasn’t even something he suggested—Qian Jian had proposed it himself. It felt as if Qian Jian was eager to throw money his way.

Although Xu Xiuwen wasn’t naturally suspicious, this unusually smooth process made him suspect there might be other factors at play.

Thinking it through, the only connection that came to mind was Liu Xinran.

Xu Xiuwen vividly remembered her words from before. She hadn’t said she could introduce him to Qian Jian—she said she could make Qian Jian work with him.

What did that imply? It suggested that Liu Xinran had the leverage to influence Qian Jian’s actions.

Yet Liu Xinran didn’t even seem to know Qian Jian personally.

This confidence only deepened Xu Xiuwen’s curiosity about Liu Xinran’s background and family connections.

But, as the saying goes, “You’d be a fool to refuse an easy opportunity.”

Whatever the reason might be, since Qian Jian was willing to cooperate, Xu Xiuwen saw no reason to turn him down.

Before long, Xu Xiuwen arrived at the KTV that Qian Jian had mentioned.

It was the largest KTV in Fei City, though calling it a KTV felt like an understatement—it was more of a full-fledged nightclub.

At the entrance stood two rows of hostesses, each dressed provocatively, exuding confidence and charm with their alluring figures.