"At 19 o'clock tonight, CCTV-5, listening to flower wine invites you to cheer on the women's Asian Cup finals" has been a small fire for listening to flower wine recently. The price of such a bottle of wine is 5860 yuan / bottle, and the price of 53 degree boutique package is as high as 58600 yuan / bottle. As we all know, the price of a bottle of 53 degree flying Maotai is 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 the Yibin flower wine is the high-end business wine brand of Yibin hearing Flower Wine Development Co., Ltd., and the company checks information shows that the company is the Yibin cool dew Wine Co., Ltd., which is the liquor price Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) that the price of wine is more than 20 yuan, and the main hot pot consumption scene. The Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) has spent 67 million of its time on promoting "Baijiu". A few years ago, advertising was once overwhelming, but in the end, a large number of promotion resources did not drive the sales of Lianglu wine. Lianglu wine was finally developed by the company, and now Wuxi Online Offline Communication Information Technology Co.Ltd(300959) is hard to see again.
Until October 2020, Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) introduced super high-end Baijiu to listen to flower wine. According to Zhang Xuefeng, chairman of Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) and designer of listening flower wine, in an interview earlier, one morning, he dreamed that a man like a great old gentleman came to him on Kunlun mountain. Without saying a word, he just wrote a word on his hand with a brush, and listening flower wine was designed and developed based on this inspiration. Zhang Xuefeng once lamented that "listening to flower wine is not made by us. It is a great favor from heaven to drinkers".
Cai Xuefei, a Baijiu marketing expert, once said, "some non-traditional wine merchants enter the wine industry. They will inevitably need some brand stories. But what Zhang Xuefeng calls" dream "and" too old Laojun "are definitely not able to enter the formal propaganda level, and can only serve as a story of oral communication.
At present, there are four products on the e-commerce platform, including two Luzhou flavor and two Maotai flavor. The pricing of both flavors is 5860 yuan / bottle for the standard version and 58600 yuan / bottle for the boutique. According to the introduction, its quality version uses over 10 years of super alcohol mature raw wine. After more heavy distillation and directional enrichment, only about 1/16 of the essence of wine can become a fine quality of listening to flowers.
Ultra high pricing is bound to deter most consumers. After listening to flower wine, some netizens asked "what wine is five thousand a bottle?" "Can you live to be two hundred years old after drinking?"...
Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) did not disclose the revenue data of Baijiu business in the three quarterly report of 2021. However, its semi annual report in 2021 showed that the sales volume of the fast food business segment (mainly for the "listening to flower" series of business wine sales) was only 8 million 591 thousand and 700 yuan.
Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) loss in advance last year
In fact, Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) is not a pure Baijiu enterprise. In 2014, Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) was backdoor listed as the "first share of Cordyceps sinensis". At that time, it was the peak of Cordyceps sinensis, and the annual revenue of the company exceeded 2 billion yuan. However, as the popularity of Cordyceps decreased, the company's main business shrank and its revenue also fell sharply.
Recently, Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) announced the performance loss in 2021. It is estimated that the annual attributable net profit will be - 265 million yuan to - 325 million yuan, and the deducted non net profit will be - 254 million yuan to - 308 million yuan. This is the company's two consecutive years of huge losses in 2020 and 2021.
In the risk warning, the company said that if the final audited company's operating income in 2021 after deducting the business income irrelevant to the main business and the income without commercial substance is less than 100 million yuan, the company will be subject to delisting risk warning in accordance with the provisions of Shanghai Stock Exchange.
Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) in 2020, the net profit attributable to shareholders of listed companies was -319 million yuan, and the net profit deducted from non net profit was -329 million yuan; It is estimated that another loss in 2021 also means a loss for two consecutive years. 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 Chinese patent medicine and beverage business, and the increase of sales expenses and management expenses.
