Recently, Shede Spirits Co.Ltd(600702) ( Shede Spirits Co.Ltd(600702) , SH) has attracted wide attention in the industry to promote preferential wine purchase in return for shareholders. Recently, Jiugui Liquor Co.Ltd(000799) ( Jiugui Liquor Co.Ltd(000799) , SZ) has been asked by shareholders whether there is a policy for shareholders to purchase wine at the shareholders’ meeting, and the sale of wine at the shareholders’ meeting has attracted attention again.
The reporter of the daily economic news noted that in the Baijiu industry, well-known liquor companies such as Kweichow Moutai Co.Ltd(600519) Kweichow Moutai Co.Ltd(600519) (SH), Wuliangye Yibin Co.Ltd(000858) Wuliangye Yibin Co.Ltd(000858) (SZ) have already joined the liquor sales camp of the general meeting of shareholders. Especially in the market where Maotai liquor is selling well, it is undoubtedly very tempting for consumers to buy affordable or commemorative packages. It seems that selling liquor at the general meeting of shareholders has gradually become the “trend” of the industry.
Shede Spirits Co.Ltd(600702) re promotion of preferential purchase of wine by shareholders
Recently, in order to thank investors for their support, Shede Spirits Co.Ltd(600702) will carry out preferential alcohol purchase activities for equity investors from May 7 to 18:00 on May 26. It is reported that the event is limited to the number of shares held and sold to all willing shareholders.
Shede Spirits Co.Ltd(600702) in terms of this wine selling activity, including 6 main products such as 64.5 degrees of longevity · tianzihu (Chen Xiang) and 52 degrees of reluctance (golden cover). The suggested retail price is 12354 yuan / set, and the preferential price for investors is 7500 yuan / set. In addition, the company also launched personalized customized old wine exclusive to shareholders, with a limited edition of 1000 boxes, 4 bottles per box, 2400 yuan per box (retail price 3600 yuan / box).
In fact, this is not Shede Spirits Co.Ltd(600702) the first time that has carried out commemorative wine sales activities for investors.
From June 25 to 30, 2021, on the eve of the 2020 shareholders’ meeting held by Shede Spirits Co.Ltd(600702) held in Shede Spirits Co.Ltd(600702) , Shede Spirits Co.Ltd(600702) launched the commemorative wine set of the shareholders’ meeting for the first time, including six main products such as tunzhihu (Maotai flavor, red porcelain painting gold) and wisdom · shede (Collection), with a limited distribution of 5000 sets. The recommended retail price of the set is 4482 yuan / set, and the preferential price for shareholding investors is 3800 yuan / set.
In terms of price alone, the purchase policy of Shede Spirits Co.Ltd(600702) this year has nearly doubled compared with last year. The reporter noted that today, some media questioned that the preferential price of Shede Spirits Co.Ltd(600702) this year’s shareholders’ purchase of wine was higher than the market price.
Xiaozhuqing, a Baijiu marketing expert, told the daily economic news via wechat today that the implementation of selling liquor at the shareholders’ meeting is a very good path for listed companies to actively promote their brands and actively taste, photograph and appreciate new products. It is also through this form that all shareholders can understand the company’s product status, business model and consumption experience of new products, enhance shareholders’ understanding and recognition of the company, and enhance shareholders’ confidence and business expectation of the company.
expert: the wine purchase policy needs to consider the needs of all parties in the enterprise ecosystem
In fact, last year’s annual general meeting of shareholders Wuliangye Yibin Co.Ltd(000858) also launched preferential alcohol purchase activities for shareholders.
In the industry, the liquor purchase policy of the general meeting of shareholders of Maotai has attracted much attention, and shareholders hope to purchase affordable Maotai liquor.
In June 2021, the Kweichow Moutai Co.Ltd(600519) 2020 annual general meeting of shareholders sold eight kinds of products produced by the company to shareholders, including Feitian 53% vol 500ml Kweichow Moutai Co.Ltd(600519) liquor, 53% vol 500ml Kweichow Moutai Co.Ltd(600519) liquor (xinchou year of the ox liquor), and 53% vol 500ml Maotai Prince liquor (xinchou year of the ox liquor). Each shareholder was limited to one set, totaling 10000 sets, with a price of 6666 yuan / set.
Jiugui Liquor Co.Ltd(000799) which has been developing rapidly in recent years was also asked on the investor platform recently: “what is the policy of this year’s shareholders’ general meeting on shareholders’ alcohol purchase?” The company replied that there was no alcohol purchase policy for the shareholders’ meeting.
Shareholders’ purchase of liquor was originally intended to repay investors and enhance their recognition and confidence in the enterprise. However, the reporter noted that the “welfare” of purchasing liquor was “roast” from time to time. Taking Kweichow Moutai Co.Ltd(600519) as an example, compared with previous shareholders’ meetings, the “one box of Feitian Maotai + two bottles of Chinese Zodiac Maotai” that shareholders are most concerned about can only get one bottle of Feitian Maotai + one bottle of Chinese Zodiac Maotai at the 2020 annual shareholders’ meeting. At the same time, it is matched with a series of wines that we don’t want, and the “welfare” of shareholders is undoubtedly seriously reduced.
Now, with Shede Spirits Co.Ltd(600702) being questioned, how to price the benefits to shareholders has also become a knowledge.
In this regard, Xiao Zhuqing said that the sustainable operation of listed companies needs to take into account the price balance between offline channels and online. Therefore, selling wine to shareholders should reflect wisdom in pricing. If the price to shareholders is too low, it will shake the price difference of offline channels and have an adverse impact on long-term operation; The price to shareholders is higher than the channel, which will also cause the dissatisfaction of shareholders. He further added: “I think enterprise development needs a good ecosystem, not only the trust and support of shareholders, but also the support of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) channels and suppliers. Therefore, a listed company needs to fully consider the needs of all parties in the enterprise ecosystem, find a combination point among the needs of all parties, and strive to do a good job in its main business in the future.”
