On the eve of the 315 International Consumer Rights Day, the interface reporter found on the black cat complaint platform that a consumer you bought 30 boxes of Niulan Mountain on an e-commerce platform on January 3, all of which were identified as fakes. After that, in the process of communicating the return and replacement of goods, there was a complaint of obstruction.
While the phenomenon of fake goods on the e-commerce platform is frequent, offline terminals are not able to stand alone, and the phenomenon of fake goods is frequent. In the Jingxi Jinxiu Land Wholesale Market, the interface reporter found that Niulan Mountain Aged Liquor (hereinafter referred to as "White Bull II") is also difficult to escape the fate of fake goods here. As a wholesale market for agricultural and sideline products and tobacco and alcohol, Fairview Land is one of the important channels for terminal catering and tobacco hotel purchases.
During the visit, the interface reporter purchased 6 boxes of White Bull II products in multiple stores, and after two calls to niulan Mountain manufacturers for identification, 5 boxes were identified as fakes due to non-compliance with the verification code.
While the terminal market is flooded with fakes, Niulan Mountain is still constantly running around because of fake goods. Through combing the data interface, the reporter found that Niulan Mountain had previously fallen into a dispute with dealers in different places due to the problem of false identification, and later lost the lawsuit in court.
As the only enterprise to break into the 10 billion club with affordable liquor, the problem of white bull two fakes has become the "soft underbelly" of Niulan Mountain.
Counterfeits are frequent
Recently, the interface reporter visited some terminal markets in Beijing and found that among the various offline channels including tobacco hotels, wholesale markets and terminal catering stores, there are still many fakes of the Niulan Mountain brand Bainiu.
When visiting the Fairview Land Wholesale Market, the interface reporter found that the price of the 52-degree FCL of Bainiu II ranged from 130 yuan to 160 yuan, and the price of the 42-degree FCL ranged from 100 yuan to 130 yuan. The interface reporter purchased six boxes of white cattle two in five stores, including 52 degrees 500ml white cow two one box, 42 degrees 500 ml white cow two four boxes, 52 degrees 300 ml white cow two one box.
The interface reporter called Niulanshan Distillery to learn the identification method, that is, scanning the two-dimensional code on the box and entering the corresponding password to verify the authenticity of the product. If there is no QR code, you can call the identification phone on the box and enter the password according to the voice prompts.
After verification, the production date on the 52 degree 500ml Spanish ii packaging indicates April 16, 2021, and the verification code has been verified at 18:24 on January 22, 2018; the production date on the 52 degree 500ml White Bull II packaging indicates September 6, 2021, the verification code has been verified at 18:40 on November 20, 2020, and the production date on the 52 degree 500ml White Bull II packaging indicates March 6, 2021, The verification code was verified at 21:55 on January 27, 2018; the production date on the 52 degree 500ml Spanish second package indicated September 18, 2020, the verification code was verified at 11:23 on January 21, 2018, and the production date on the 42 degree 300ml White Bull two packaging indicated october 28, 2021, and the verification code was successfully verified.
In response to the verification results, the interface reporter called the relevant departments of Niulanshan Distillery again and learned that if the password verification time is earlier than the product factory time, it will be identified as fake wine. In addition, the factory time can be based on the time on the box or the time on the cap of the wine bottle, and there will be no major difference between the two times.
Therefore, if this verification method is used as a standard, of the six boxes of products purchased by the interface reporter in this sampling survey, 5 boxes are fakes.
"The white bull two itself has no oil head to earn, and selling it is purely a thankless thing." Therefore, some merchants sell fake goods, but also to alleviate the profits pressed on the channel. Beijing dealer Li Hang said.
"The price of Spanish two products is low, and restaurants can't raise prices to sell too much, resulting in no money, so the only way is to reduce the cost of purchase." The purchase price of a case of fake wine is only a few tens of dollars, so the profit margin is set aside. Beijing one or two batches of businessmen pointed out to the interface reporter.
Cure leave
Faced with the problem of counterfeit goods in the terminal market, Niulanshan Distillery has also organized regular training for product identification.
According to informed sources, Niulan Mountain has professionals in various regions who have undergone professional training in wineries and are engaged in identifying the authenticity of products. They all have relevant certificates in their hands, and they can issue product authenticity certification materials after the identification of related products. In addition to the identification personnel in various places, Niulanshan Distillery also has an inspection department to accept samples and send products for review so that consumers can identify the authenticity of the products.
Although Niulan Mountain has set up a heavy defense line for fake wine, at the terminal market level, Niulan Mountain not only faces the phenomenon of fake goods, but also repeatedly goes to court because of the problem of fake goods.
Recently, the interface reporter learned that Quzhou Jiu square trading co., Ltd. (hereinafter referred to as "Jiu square company") appealed to Shanghai Shun Niu Liquor Marketing Co., Ltd. (hereinafter referred to as "Shun Niu Company"), Xu Caiqin, and Beijing Shun Xin Agricultural Co., Ltd. NiulanShan Distillery (hereinafter referred to as "Niulan Mountain Distillery") in the second instance of the case of commercial defamation dispute.
According to the Civil Judgment (2021) Zhejiang Minzhong No. 1117 of the Higher People's Court of Zhejiang Province, Shunniu Company compensated Quzhou Jiu square trading co., Ltd. for economic losses and reasonable expenses incurred to stop the infringement within 10 days from the date of service of this judgment, totaling 800,000 yuan; Niulanshan Distillery was jointly and severally liable for the amount of the aforementioned damages.
"As a liquor salesman, I am most afraid of encountering the problem of fake wine, because of this incident, not only the goods of 300,000 yuan cannot be sold normally, but other products have also been implicated, and the direct loss is nearly one million yuan at present." Now there are more fake wines in Niulan Mountain, and the market is more sensitive, but many business managers always open one eye, close one eye, and speak with relationships when identifying fake wine. Nine square companies pointed out to the interface reporter.
In response to this phenomenon, the interface reporter interviewed NiulanShan Distillery by email, but as of press time, there was no reply.
In fact, for the Bullpen Mountain, fake wine gradually became the Achilles heel that restricted its development.
The interface reporter sorted out the information and found that previously, the official website of the Shenzhen Municipal Bureau of Market Supervision issued a food safety sampling inspection notice, in the wine sampling inspection, 3 batches of unqualified samples were detected, and the unqualified items were total sugar, total ester, and alcohol, and one of the batches of "Shanzhai" Niulan Mountain aging was detected as unqualified in alcohol.
"The problem of fake goods has plagued NiulanShan Distillery for a long time, which is also a problem that is difficult to avoid for low-end products, mainly because of the low gross profit margin and the serious squeeze on the profit margin of the channel." In this regard, industry insiders pointed out.
Gross margin "original sin"
It is no accident that "White Bull II" has been "copied" by various sources, resulting in the flood of fake goods. Too cheap low-end products, resulting in gross profit margins lower than the industry level, thus also making the channel profit margins are constantly compressed. In this context, it is not surprising that Li Ghost pretends to be Li Kui to rub the brand heat of the big factory.
In 2020, the sales revenue of low-end products in Niulan Mountain fell by 1.52% year-on-year, but it is still the main product of the overall liquor sector. Of the total sales revenue of 10.185 billion yuan, Niulanshan low-grade wine accounted for 74.93%, reaching 7.632 billion yuan.
When the entire industry is busy with high-end, the proportion of low-grade wine in Niulan Mountain has risen steadily, becoming the "alternative" of the industry.
From 2017 to 2019, the sales revenue of Niulan Mountain rose from 4.7 billion yuan to 7.7 billion yuan, and the proportion of low-grade liquor was also quietly increasing. From 2017 to 2019, the proportion of low-grade wine in the cattle pen was 73.1%, 73.65% and 75.31%.
"In the low season of the second pot head of Niulan Mountain, because it is all drunk at home, sales have been very good." A salesman in Xicheng pointed out to the interface reporter, "But the products are also very concentrated in products with relatively low prices, and the unit price of basic customers is within 50 yuan, and the sales volume is still very good." ”
Not only the supermarket channel, the interface reporter landed on the Niulan Mountain Tmall flagship store and found that the top two of the store's hot list were originally 42 degrees aged white cattle two full box, 52 degrees aged white cow two full box, the price is 300 yuan, sales of more than 600, 300 respectively. These two products are low-grade products of the "tower base" category of Niulan Mountain.
"At present, Niulan Mountain is mainly based on low-end products, if the future does not extend to the 'tower waist' and 'spire' products, still based on 'tower base' products, 'tower base' channels and 'tower base' market, niulan mountain will enter a bottleneck period." In this regard, Chinese food industry analyst Zhu Danpeng pointed out to the interface reporter.
Below the volume of tens of billions, is the meager gross profit margin of Niulan Mountain. Niulan Mountain, which hits the world with low-end products, has become a label that cannot be erased.
"Products like BaiNiu'er that don't go to price, we are not willing to sell, we don't have to earn." Li Hang said helplessly.
According to public information, in 2016, the gross profit margin of Niulan Mountain reached a peak value of 62.59%, but since then it has been "stagnant". According to public information, from 2017 to 2020, the gross profit margin of Niulan Mountain was 54.86%, 49.63%, 48.08% and 39.22%, respectively, showing a continuous decline.
Among them, taking 2019 as an example, when NiulanShan created a 10 billion army camp with a gross profit margin of 49.63%, it was getting farther and farther away from other liquor companies. According to the data of China Industry Information Network, the average gross profit margin of domestic liquor in 2019 was 76.86%.
In this regard, Zhu Danpeng pointed out to the interface reporter, "The positioning of Niulan Mountain is relatively popular, so its low gross profit margin is actually related to this category and its positioning." This also leads to its gross profit margin is incomparable with other liquors, and the difference is large. ”