"Tonight at 19:00, CCTV-5, listen to the flower wine invite you to cheer together to cheer the women's football Asian Cup final" this slogan, recently let the listen to the flower wine a small fire, and such a bottle of wine, the price is 5860 yuan / bottle, 53 degree boutique packaging is as high as 58600 yuan / bottle, as we all know, a bottle of 53 degrees Feitian Maotai price of 1499 yuan / bottle. Why is the price of flower wine so high? What's behind it?
Listen to the origin of flower wine
It is understood that Tinghua wine is Yibin Tinghua Liquor Industry Development Co., Ltd. under the high-end business liquor brand, enterprise investigation information shows that the company is the former Yibin Lianglu Liquor Co., Ltd., Lianglu liquor is Qinghai Spring has launched a price of more than 20 yuan of liquor, the main hot pot catering consumption scene, Qinghai Spring has spent 67 million yuan for the promotion of "cool dew wine", the first few years of advertising was once overwhelming, but in the end, a large number of promotional resources did not drive the sales of cool dew wine, cool dew wine was eventually slowed down by the company channel development Nowadays, it is difficult to see it online and offline.
Until October 2020, Qinghai Spring once again launched ultra-high-end liquor listening to flower wine. According to Zhang Xuefeng, chairman of Qinghai Spring and designer of Tinghua wine, in an interview earlier, one morning he dreamed that a person who looked like a Taishang Laojun on Kunlun Mountain came to him without saying a word, but just wrote a word on his hand with dust, and Tinghuajiu was designed and developed with this inspiration. Zhang Xuefeng once lamented that "listening to flower wine is not made by us, this is a huge favor from heaven to drinkers."
Cai Xuefei, a liquor marketing expert, once bluntly said that "some non-traditional wine merchants entering the liquor industry will inevitably need some brand stories, but Zhang Xuefeng's 'dreams' and 'people who look like Too Old Jun' certainly cannot enter the formal publicity level, and can only be used as colloquial communication of brand stories." ”
At present, there are four kinds of goods for sale on the e-commerce platform, two of which are fragrant flavors and two sauce flavors, and the pricing of both flavors is 5860 yuan / bottle of the standard version and 58600 yuan / bottle of boutique packaging. According to reports, its boutique version uses more than 10 years of special grade mature original wine, after more heavy distillation and directional concentration, only about 1/16 of the essence of the wine body can become a fine product of listening to flowers.
Super high pricing will inevitably make most consumers prohibitive, in the listening to the flower wine product below the netizens asked "what wine bottle of five thousand?" "Can you live to be two hundred years old after drinking?" ...
Qinghai Spring did not disclose the revenue data of the liquor business in the third quarter report of 2021, but its 2021 semi-annual report showed that the liquor FMCG business segment (mainly the sales business of the "Listening to Flowers" series of commercial liquors) achieved operating income of only 8.5917 million yuan.
Qinghai Spring pre-lost last year
In fact, Qinghai Spring is not a pure liquor company. In 2014, Qinghai Spring was listed as the "first stock of Cordyceps" on a backdoor listing, which was the peak of Cordyceps at that time, and the company achieved revenue of more than 2 billion yuan in the whole year. However, as the heat of Cordyceps subsided, the company's main business shrank, and revenue also fell sharply.
Recently, Qinghai Spring released the 2021 performance pre-loss announcement, saying that it is expected to achieve a net profit attributable to -265 million yuan to -325 million yuan for the whole year, and a non-net profit of -254 million yuan to -308 million yuan. This is the company's two consecutive years of huge losses in 2020 and 2021.
The company said in the risk warning that if the operating income of the final audited company in 2021 after deducting business income unrelated to the main business and income without commercial substance is less than 100 million yuan, the company will be delisted according to the provisions of the Shanghai Stock Exchange.
Qinghai Spring's net profit attributable to shareholders of listed companies in 2020 was -319 million yuan, and the non-net profit was -329 million yuan; the expected loss in 2021 also means two consecutive years of loss. The company said that the main reasons for the loss were the loss of the company's foreign investment business, the provision for asset impairment of some assets, the market development of proprietary Chinese medicine and liquor business, and the increase in sales expenses and management expenses.