If a company has negative public opinion, how will it generally deal with it? The announcement statement denied it, leaving aside the relationship and cutting it, the apology was still not over.
Recently, a liquor company has fallen into such public opinion, let's look at the cause of the incident.
On January 12, Phoenix Network had a "Willing Wisdom Person", invited the talk show master Yang Kasa as a guest of the show, causing dissatisfaction among netizens, and even verbal abuse, with the fermentation of the incident, the listed company had to issue a series of announcements to clear the relationship.
Coinciding with the continuous decline in the company's stock price, is this matter related to "Yang Kasa"? What exactly caused netizens to boycott and go to the live broadcast room of the liquor industry to make inappropriate remarks?
The protagonist of the incident is Yang Kasa, who previously said such a sentence in a certain issue of the "Talk Show Conference" such a sentence "Obviously looks so ordinary, but can be so confident" This sentence immediately detonated the topic, some netizens felt that this was deliberately provoking the confrontation between men and women, and the follow-up caused a lot of controversy, causing controversy and also gaining a huge reputation, it is precisely these statements that have also been resisted and opposed by some netizens.
It was these controversial statements that quickly plunged the company into a huge network whirlpool, and netizens who had nowhere to vent flocked to the live broadcast room of the liquor industry to brush the screen and leave messages.
Let's take a look at the questions and answers on this issue in the interactive Q&A of the willing wine industry investors, the total has been as high as 73 people to ask, too many inquiries and harassment also make the company unbearable to harass, the "stain" of public figures spread to the brand products undoubtedly brings great risk, this risk currently makes this company very difficult, depending on the "drink shed wine, do Puxin man" has become this kind of labeling prank, the future of this label will accompany the brand for a long time, the cooperation between the brand and the artist is a double-edged sword.
Returning to the two protagonists of the incident, Shede Liquor is one of the "six golden flowers" of Sichuan Liquor, which has two well-known trademarks of "Tuo Brand" and "Shede". Since its listing, the company has gradually shaped its brand and positioning with good publicity, and as the third listed liquor company in the history of domestic A-shares, it can be seen that the status of shed liquor in the industry can be seen.
Yang Kasa, who came from a talk show, after the previous controversial program came out, was draped in some kind of labeled human society by some people, and was repeatedly subjected to Internet violence, and similar controversies appeared in business cooperation many times. In fact, this way of performing is more to amuse the audience like cross-talk, and it is mostly unintentional between laughter and anger, but many people may not think so.
Over the years, Shede liquor has been positioned as a "Chinese cultural liquor" unique in domestic high-end liquor, with the help of the essence of Traditional Chinese culture to spread brand culture, to inherit and carry forward the essence of Chinese Sinology culture as its own responsibility, in the dissemination of Chinese culture at the same time to establish the image of Shede wine, "Willing Way" has also evolved into the current "wisdom willingness" and "taste willingness" two core product systems.
Started in 2017, the large-scale high-end IP "Shede Wisdom Series" created by Shede Liquor Industry is divided into two series of "Shede Wisdom Lecture Hall" and "Shede Wisdom Figures" A total of 88 programs were recorded, with a program exposure of 8.2 billion, and it was listed on the 24 hot searches on the whole platform.
Who would have expected that one of the guests in one of the fifth quarters of 2022 would be met with verbal condemnation as soon as it appeared, in fact, this irrational questioning did confuse the merchants. Is the market value really caused by Yang Kasa's "Puxin wine"?
We look at the timeline of the incident from the time frame of the incident, January 12 "Shede Wine" Weibo released a program preview, and then ushered in netizen condemnation, the next day the opening of the listed company on Monday "Shede Liquor" immediately fell sharply and fell -6.26%, the market value evaporated billions on the same day, the subsequent two trading days, the market value again slightly pulled back, public opinion reached its peak on the 17th, after the unified reply of interactive questions and answers.
Is the decline in market value really caused by the negative impact of Yang Kasa's "Puxin wine"?
We look at the market as a whole, the three major indexes of the market closed down across the board on the same day, even if the top plate of the day's decline list, the representative CSI liquor index looked at -3.51% on the day, the liquor two leading Guizhou Moutai closed -4.56%, Wuliangye closed -4.14%, the biggest factor in the decline of the liquor industry depends on whether it is not the negative risk caused by Yang Kasa, the overall decline in the industry sector Is a bigger factor.
Let's look at the company's operation from the financial report data of Shede Liquor: the company has achieved a year-on-year increase in net profit for six consecutive quarters, achieving operating income of 3.607 billion yuan from January to September 2021, an increase of 104.54% year-on-year, and deducting non-net profit attributable to shareholders of listed companies of 960 million yuan, an increase of 233.1% year-on-year. Among them, the operating income in the third quarter was 1.216 billion yuan, an increase of 64.84% year-on-year. The non-net profit attributable to the shareholders of the listed company was 231 million yuan, an increase of 64.23% year-on-year.
From a single quarter point of view, the third quarter of 2021 is slower than the first and second quarters, but we look at the listed companies with similar products, the third quarter is mostly the traditional off-season of liquor, and the single quarter is lower than the first and second quarters is mainly affected by the epidemic, but the overall annual performance will not be too bad, fosun's Yuyuan Shares Holdings after the willing, the two sides have repeatedly deepened cooperation, the willing team and distributors and consumers to boost strongly, especially the company's main promotion of the dual brand + old wine strategy to further consolidate the industry ranking, In recent years, the development of the liquor industry has shown a trend of concentration to famous and special brands, especially the continuous upgrading of high-end liquor consumption, strong demand, and excellent performance as a sub-high-end liquor.
The traditional channel of liquor is a layer of distribution model, the gradual stratification of high-end liquor consumer groups in recent years, so that each liquor company to do their best to empower themselves, in order to make consumers distinguish, win a larger market, willing to Tuopai Group to deepen the concept of "culture + old wine" for multi-channel publicity, its own IP incubation and so on. The "Willing Wisdom Lecture Hall" is a cultural conversation column created by the company in recent years.
According to the data of the Feigua platform, the flagship store's live broadcast sales were 1.328 million yuan from January 10 to January 16, and even in the seven days of continuous fermentation of "Puxin Wine", the average daily sales of the live broadcast room reached 189,700 yuan, while the average daily sales before the time were only 119,200 yuan, and the average daily increase of fans was much higher than before. From the fan composition, men accounted for 88.13%, women only 11.87%, 25-35 years old accounted for 53.81%, from the live sales data to see the company's high-end product sales accounted for a relatively high.
Combined with the comparison of the company's 2021 semi-annual report, it can be seen that the sales of the company's high-end liquor account for a relatively large proportion, the total sales volume of the current live broadcast is low, the dealer model, the mainstream consumer population and the group that publishes anger in the live broadcast room overlap is low, and the netizens watching the live broadcast are mostly young groups, which shows that this incident is purely a simple attack on the "Yang Kasa" people's society, depending on the impact on the brand.
Coincidentally, just when the public opinion of this incident is gradually extinguished, the company issued a pre-increase announcement for 2021 annual results on January 19, and it is expected to achieve a net profit attributable to shareholders of listed companies in 2021 of 1.23 billion yuan to 1.28 billion yuan, an increase of 650 million to 700 million yuan compared with the same period last year, an increase of 112% to 121% year-on-year. Good products, stories, and channels may be the main reason why the company can continue to increase revenue, and the impact of accidental events is only a sudden "small accident" in the operation of the enterprise.
Since the cycle of the incident occurred in January 2022, the current data can not be seen until April at the earliest, but this controversy has been slowly diluted in the endless "accidents" and ridicule in the capital market, but for individual enterprises, the future brand promotion is bound to be carefully selected, otherwise the overturning car will be another negative ridicule topic for consumer goods.
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