Text | Wine Weekly Chronicles
On the eve of the Spring Festival, the advertising slogan of "the top three sales of Chinese famous wines" made Jian Nanchun fall into controversy.
Although the wine circle will be "Mao Five Swords" side by side, Jian Nanchun has long been far away from the first two, and even wine companies such as Yanghe and Luzhou Laojiao have already overtaken Jian Nanchun.
That is to say, in the liquor industry, in addition to the two strongest in Moutai and Wuliangye, grabbing the third is to grab the first, while Yanghe, Luzhou Laojiao, and Fenjiu are the main competitors.
According to the published performance of listed companies in 2020, Among the listed wine companies, Yanghe ranks third with a revenue of 21.101 billion yuan. According to Jian Nanchun's advertising rhetoric, has it already broken through the 20 billion yuan sales mark?
In this regard, industry insiders close to Jian Nanchun explained to Zhou Zhi that Jian Nanchun is based on the sales of crystal swords, which ranks among the top three in the sales of large liquor products.
"Word games, edge ball publicity", a relevant person in charge of a liquor company who did not want to evaluate too much replied to Jiu Zhouzhi. In the eyes of several industry insiders, Jian Nanchun, who has a strong card slot of 400 yuan price band, is also falling into a "siege" that cannot be high-ended.
A well-known liquor factory, in the advertisement, such a big play word game card, is it really good?
How to define the top three famous wine sales?
"The imperial court liquor of the ancient royal family, the elite of the famous liquor in modern society, jian nanchun, the top three in the sales of famous chinese wine." On the eve of the Spring Festival, in the elevator advertisements of many communities in China, this brainwashing advertisement of Jian Nanchun began to be rotated.
"Jiannanchun's sales have exceeded 20 billion?" Seeing this news, Mr. Zhang, an agent of a liquor brand, had some doubts.
According to the published performance of listed companies in 2020, Yanghe ranked third in 2020 after Moutai and Wuliangye with a revenue of 21.101 billion yuan.
Although this is a performance announcement in 2020, if Jian Nanchun's goal of "top three sales of Chinese famous wines" is achieved, then at least the sales mark of 20 billion yuan must be exceeded. Is this really the case? Jiu Zhouzhi flipped through the official websites and platforms such as Jian Nanchun, and as a non-listed company, Jian Nanchun was finally vague about sales.
It is worth noting that on July 8, 2020, the Mianzhu Municipal Party Committee organ publication "Mianzhu Today" reported that Cai Fafu, deputy secretary of the party committee and deputy general manager of Jiannanchun Group Company, said: "The development goal of Jiannanchun in the next few years is to reach 20 billion yuan in operating income of the group by 2025, and strive to move towards 30 billion yuan. ”
If according to Cai Fafu, Jian Nanchun, who only strives to break through the 20 billion yuan revenue mark in 2025, completes the set target 4 years ahead of schedule in 2021?
Jiu Zhouzhi called the official customer service hotline of Jian Nanchun, and the relevant staff of Jian Nanchun said that the data of "the top three sales of famous wines in China" comes from the statistics of the China Food Industry Association in 2020, and relevant data can be consulted.
On the official website of the China Food Industry Association, Jiu Zhouzhi searched for "Jian Nanchun" as a keyword, and an article titled "2019 Development Status and Trend of Famous Liquor Brands in China's Liquor Industry" showed that "among them, the top three liquor brands in the country are Feitian Maotai, Wuliangye, and Jian Nanchun".
According to the chart below the text, this ranking is not the sales of wine companies, but the statistics and rankings of the sales of large single products of each wine company.
An industry insider close to Jian Nanchun also told Jiu Zhouzhi that according to his understanding, Jian Nanchun's crystal sword single product will have sales of about 15 billion yuan in 2021. "Jian Nanchun is in accordance with the sales of crystal swords, ranking after the sales of Moutai Feitian and Puwu, so it is declared that 'the top three in the sales of Chinese famous wines'" The industry insider also admitted that this kind of publicity is indeed a bit flattering.
"For wine companies, they need to have the support of large items, and they need a richer series to meet the needs of consumers at all levels." The above-mentioned dealer Mr. Zhang believes that even Moutai cannot rely only on feitian to "fight the world". He believes that the crystal sword sales are indeed strong, but behind the strength, it is actually the lack and confusion of Jian Nanchun in the multi-level product layout.
"Scraping the edge ball publicity, word game" A relevant person in charge of a liquor company who did not want to evaluate too much replied to Jiu Zhouzhi. He believes that the liquor industry should make progress together, and it is not advisable to demean the efforts of peers through edge-ball propaganda.
Tong Le, a senior lawyer at Beijing Jingshi (Zhengzhou) Law Firm, said that according to the Advertising Law of the People's Republic of China, the Anti-Unfair Competition Law of the People's Republic of China and other relevant laws and regulations, advertising and publicity should be true and legal, and false or misleading commercial publicity should not be made to deceive or mislead consumers about the performance, quality and sales status of its goods.
He believes that if the facts involved in Jian Nanchun are proved by the corresponding evidence, it can basically be determined that his behavior is suspected of false propaganda and unfair competition. "Of course, it is not excluded that the sales in a certain year have reached the 'top three sales of Chinese famous wines', but even so, the advertising behavior is more likely to mislead consumers without specific clarity, and there are also irregularities in publicity." Tong Le said.
Liquor companies, why are they keen to compete for rankings?
Jian Nanchun's far-fetched explanation of "china's top three famous wine sales" has also made some people in the industry feel a little inexplicable. Jia Honghai, a food industry research expert, believes that if the advertising logic of Jian Nanchun is used, can Miaoke Lando, which has the largest market share in the cheese industry, claim to be the first in China's dairy industry?
This is not the first time that Jian Nanchun has caused controversy over the competition for the ranking. After the 2021 "Double 12" Tmall Year-end Shopping Festival, Jian Nanchun released a war report, saying that "the official flagship store of the Jiannan Spring Cat platform won the first place in the transaction index of Tmall's 'Double 12' liquor brand flagship store with its super popularity and hot sales." ”
In a promotional article, Jian Nanchun also said that from 2020 to 2021, Jian Nanchun has won the first place in the transaction index of the official flagship store of the brand in four shopping festivals, such as "618", "Double 11" and "Double 12".
The liquor industry competes for various "first" titles, which is the usual means of marketing. For example, this year' rare wine during the "Double Eleven" period, not hesitate to offend dealers, but also to win the title of Jingdong's "Double Eleven" sales list.
However, Zhenjiu haohao made it clear that it won the top spot in sales, which was a real, real money and silver sales. So, what does Jian Nanchun mean by "the first place in the liquor brand flagship store trading index"?
Jian Nanchun's small characters below the good news are explained: according to the core index in the product trading process, such as the number of orders, the number of buyers, the number of payment pieces, the amount of payment, etc., the larger the value, the greater the transaction heat. In addition to these complex explanations, restrictive modifiers such as liquor brands and flagship stores have also suddenly narrowed the scope of this evaluation.
Why does Jian Nanchun love to compete for rankings? Or from the enterprise's "what is missing to make up for what".
In the early years, the saying of "Mao Five Swords" made Jian Nanchun rank in the first echelon of China's famous wines. But now Jian Nanchun had long lost its former aura.
"Although Jian nanchun's sales are still considerable and belong to the famous liquor sequence, compared with the high-end liquor positioning of Maotai and Wuliangye, Jian Nanchun is already difficult to follow." An industry insider believes that Jian Nanchun, who has fallen to the second echelon of liquor, may still try to maintain the high-end image as much as possible through sales rankings and the marketing of "Mao Wu".
"A lot of wineries in China like to be self-centered. Consumers are more concerned about whether there is face and whether there is better service when drinking. Xiao Zhuqing, a liquor expert, believes that instead of painstakingly looking for the first name, the publicity of the distillery should focus on how to create greater value for consumers, which is the basis for continuing to gain the favor of consumers.
The "Siege" of Jiannanchun
In fact, Jian Nanchun, who likes to compete for the first place on various occasions, has always been vague in terms of annual revenue.
"The crystal sword is indeed a good single product, but even if the sales of the crystal sword of 15 billion yuan are real, plus the sales of other products, it will not exceed 20 billion yuan, otherwise the marketing ideas of the sword Nanchun have long been publicized with great fanfare." Mr. Yang, an industry insider, told Jiu Zhouzhi that in the liquor industry, "to compete for the third is to compete for the first", after all, the performance of Moutai and Wuliangye has long been riding the dust, and other liquor companies can only hope for the dust.
"More sincerity, less routine, it may be easier to achieve a rise in volume and price." Xiao Zhuqing believes that Jiannanchun is an old famous wine in China in history, and its status as a jianghu has influenced generations.
In his view, the marketing of Jian Nanchun is now very backward, or too traditional, and has not kept pace with the times. Xiao Zhuqing believes that Jian Nanchun should learn from Yanghe, Luzhou Laojiao, and Fenjiu, all through continuously building brand IP, interacting and promoting opinion leaders with consumers, and achieving a simultaneous increase in volume and price.
For example, as early as 2009, Fenjiu proposed the "Chinese Wine Soul Belief System" to gradually promote "Fenjiu Culture" to "Cultural Fenjiu". Since then, the "culture" emphasized by Fenjiu has penetrated into the minds of consumers across the country along with the carrier of "Fenjiu".
"Although there was also a dispute over whether Moutai originated from Shanxi Fenjiu during this period, this controversy is a cultural controversy and also plays a role in popularizing science." A liquor researcher in Henan believes that Jian Nanchun should adjust its direction and carry out publicity from a consumer-centric perspective.
"Jian Nanchun's big item is selling well, and the crystal sword is firmly 'stuck' in the price band of 400 yuan." A wine merchant in Henan who distributes Jian Nanchun said that for Mao Wu, its main large single product is in the price band of one thousand yuan or even several thousand yuan, and the large single product of Jian Nanchun is in the price band of 400 yuan, which is almost a must for low-end business banquets.
However, for Jian Nanchun, it seems to have entered a besieged city, and other brands are difficult to seize the 400 yuan price band, but jian Nanchun has a gimmick of famous wine, and it is difficult to break through the high-end. A liquor dealer told Jiu Zhouzhi that the crystal sword has also raised the price twice in the past two years, but the market reaction is not recognized, and the transaction price is still about 450 yuan.
As early as 2018, Crystal Sword has ranked among the industry's tens of billions of large single product camp, and the relatively single product structure has also imprisoned the overall sales of Jian Nanchun. Jian Nanchun also recognizes the relevant problems, and has publicly stated that the company's strategic goal is to take the crystal sword as the core strategic single product and the two-way development with the treasured sword and the oriental red as the high-end support.
To seize the high-end market, Jian Nanchun's brand power is obviously difficult to support. Since 2020, Jian Nanchun has also been increasing brand marketing to enhance brand image.
"The price increase and brand upgrade of Puwu are replaced by small steps in accordance with algebra, and Yanghe gradually determines the brand positioning through new products." But Crystal Sword has maintained its brand identity for many years and has not made essential changes. "Many people in the industry believe that in addition to the crystal sword, other high-end brands and iteration methods of Jian Nanchun may be a bit messy in the eyes of consumers," even if the title of the 3rd generation of crystal sword is added, the quality of the crystal sword is endorsed, which may also enhance some price points and market positions. ”
The difficult question of Jian Nanchun's dilemma
Perhaps Jian Nanchun also understands that whether it is in various e-commerce platforms to compete for the first place, or the slogan proposed this time, more moves are stuck on the surface, and there is no substantive market breakthrough, which may stem from the delicate situation within Jian Nanchun's enterprise.
In 2008, the 5.12 Wenchuan earthquake caused Mianzhu, which was less than 60 kilometers away from the epicenter, to suffer heavy damage, causing Jiannanchun to be greatly traumatized, with a loss valuation of up to 800 million yuan, fortunately, the wine cellar pool of Jiannanchun was still intact, and the "core" was not damaged.
Jian Nanchun, who was resting, gave other wine companies a "golden period" to catch up, and Luzhou Laojiao, Yanghe and other powerful factions took the opportunity to complete a gorgeous turn, opened a gap with Jian Nanchun, and advanced to the first echelon.
In 2012, Qiao Tianming, chairman of Jiannanchun, launched the employee equity trust plan, replacing the "Certificate of Capital Contribution" in the hands of employees with the "Trust Certificate", which further weakened the equity of employees. This move pushed Jian Nanchun to the cusp of the storm. At that time, some employee representatives publicly questioned Jian Nanchun's assets, saying that "Jian Nanchun may be involved in tax evasion and loss of state-owned assets."
Since 2015, Qiao Tianming has been investigated by relevant departments, and in 2018, he was prosecuted by prosecutors for suspected bribery and private division of state-owned assets, which stirred up thousands of waves for a time, and there is still no conclusion.
These twists and turns made Jian Nanchun miss many golden opportunities. For example, rapid development through landing in the capital market is a necessary path for many liquor leaders, but Jian Nanchun still claims that there is no listing plan in the past two years.
"Now Qiao Tianming is still the actual controller of Jian Nanchun. If qiao Tianming's case has a result and Qiao Tianming is judged to have embezzled state-owned assets, then the assets or equity he has embezzled will be ordered to be returned, which may accelerate the process of Jiannanchun's listing. On the contrary, before the Qiao Tianming case was revealed, the listing of Jian Nanchun could only stay in the planning stage. Some insiders have analyzed it this way.
In the fiercely competitive liquor industry, if you run slowly, you are going backwards. It can be said that without the help of the capital market and the management dare not make a strong voice of innovation, Jian Nanchun is moving forward.
"For Jian Nanchun, the challenge is the first, and the opportunity is behind." Ouyang Jian, executive dean of the Baijiu Research Institute of Sichuan University, once told the media that if Jian Nanchun cannot solve the problem of equity structure and cannot appear a very stable management team that can carry out long-term strategic thinking, it is unlikely that they will achieve their business goals.
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