The witch Yang Kasa once again caused an endorsement storm, and this time it also affected the stock market.
On January 11, Shede Liquor released a short film with an interview with Yang Kasa on Douyin, which was from the talk show "Shede Wisdom Figure" jointly created with Phoenix.com. On January 12, the full version of the interview aired. Since then, for more than a few days, this interview has been finely cut into a number of short videos and successively launched on Douyin. Previously, Yang Kasa had made remarks such as male "Pu But letter" in public, which triggered heated discussions. This round of marketing has been opposed and resisted by some netizens, and some netizens have called it "Puxin wine". Until the press release, the insulting comments on Yang Kasa under these short videos were still constantly updated.
This time it is not only the impact of the brand image. Flush shows that on January 13, the stock price of Shede Liquor directly fell below the 200 yuan / share mark. Until January 17, the decline reached 4.51%. Compared with the closing price on January 12, the stock price evaporated by 5.3 billion yuan.
The latest news, on January 17, some investors asked shedding wine industry, what is the relationship between you and Yang Kasa? Why do you want to promote her on Weibo? The company replied that "Willing wisdom people" is a character interview program sponsored by the company, and the company does not hold a specific position on the invited guests of the program. The Company has no commercial partnership with Ms. Yang.
Witch Yang Kasa
This is not the first time that the witch Yang Kasa endorsement caused a storm.
In February 2021, Heilan Home released a talk show of Yang Kasa as his platform and a picture of Yang Kasa wearing brand clothes on the e-commerce launch on the official blog, which was boycotted by a large number of netizens.
On March 18, 2021, Yang Kasa was pushed to the forefront for endorsing Intel-related products. In the promotional video, Yang Kasa said: "Intel's vision is too high, higher than the vision of my picked objects. "The move has once again caused an uproar. Some people believe that Yang Kasa provoked male and female antagonisms in the talk show and was not qualified to serve as an Intel product promoter who was "mainly male users". However, there are also a large number of female netizens who are uneven for Yang Kasa. Under pressure, Intel deleted the relevant Weibo, and its Taobao flagship store also removed all promotional posters related to Yang Kasa.
However, the internet violence against Yang Kasa is not over. In the later live broadcast about Yang Kasa, a large number of male netizens also rushed to the live broadcast room to launch a boycott, and female netizens were not willing to show weakness. Although the two sides are at war, they bring millions of traffic to the live broadcast room.
Willing to take the risk of the liquor industry, many netizens interpreted it as traffic, not the market, "do you have to rely on a group of women to buy liquor"?
The stock price soared nearly 70 billion a year
According to the official website, as one of the "Six Golden Flowers" of "Chinese Famous Wine" enterprise and Sichuan Liquor, Shede is the third winner of the National Quality Award and the third listed company in the liquor industry, with two liquor brands of "Tuopai" and "Shede". In 2016, Shede Liquor completed the restructuring of the enterprise. On December 31, 2020, 70% of the equity of Shede Group was publicly auctioned in Suining City, and Fosun Group won 70% of the equity of Tuopai Shede for 4.53 billion yuan, and has since become the owner of Tuopai Shede.
It is reported that Fosun was founded in 1992 and has deeply cultivated the four major sectors of health, happiness, wealth and wisdom. According to the official website, the total revenue of its listed company Fuxing International in 2020 reached 136.6 billion yuan. As of June 30, 2021, the Company's total assets amounted to RMB778.9 billion (approximately US$120.6 billion). Ranked 459th in the 2021 Forbes Global Listed Companies 2000, and ranked in the top 50 in the list of China's top 500 private enterprises for three consecutive years.
After Fosun joined the Shede Group, the stock price began to rise round after round. From March 2021, the stock price has soared from 60 yuan / share, and in July 2021, it has soared through 200 yuan / share, reaching a maximum of 265.76 yuan / share, with a market value of 88 billion yuan.
What exactly is it that has stimulated the soaring stock price of the liquor industry, is it speculation or value investment? unknown.
According to the financial report of Shede Liquor in the third quarter of 2021, from January to September 2021, Shede Liquor achieved operating income of 3.607 billion yuan, an increase of 104.54% year-on-year. The non-net profit attributable to the shareholders of the listed company was 960 million yuan, an increase of 233.1% year-on-year.
In December 2021, although the stock price of Shede Liquor Industry fell slightly, it still had considerable potential. On December 31, Ma Li and Zhang Xiaoqian of Zheshang Securities Co., Ltd. conducted a study on The Shede Liquor Industry and released the research report "Shede Liquor Industry Update Report: The Dual Brand Strategy Initially Shows Results, and the Channel Quantity and Quality Rise", which gives a buy rating to the Shede Liquor Industry in this report.
The Yang Kasa incident has affected the wind evaluation market of the shede liquor industry to a certain extent. But for the major shareholder Fosun, it is only a small storm.
Fosun Group is a senior investor in the wine industry. In 2017, Fosun became the second largest shareholder of Tsingtao Beer with a capital of approximately HK$6.6 billion. After the acquisition was completed, Tsingtao Beer's stock price began to climb. In May 2018, it once soared from 25 yuan / share to 50 yuan / share, and in mid-2019, it began to stabilize at about 50 yuan / share. By the beginning of 2020, the stock price continued to rise, and by May 2021, the highest reached 117 yuan / share.
During this period, Fosun also began to reduce its holdings in Tsingtao Beer. According to China Net Finance, from November 2020 to the end of 2021, Fosun has reduced its holdings in Tsingtao Beer H shares by a total of 10.15%, accumulating about HK$11.422 billion (about RMB9.3 billion), and a floating profit of HK$2.7 billion (about RMB2.2 billion) at the purchase price of 6.617 billion yuan in the current year.