中新财经1月28日电(记者 谢艺观) “中国名酒销售前三。”剑南春的这句广告语，最近引发了争议，不少人质疑，“茅五泸”咋就变成“茅五剑”了？

截图自剑南春淘宝官方旗舰店

为何会是“中国名酒销售前三”？

　　中新网记者为此咨询剑南春客服，其解释，广告语中的“剑南春”指的是剑南春的单品；“销售”指的是剑南春销售额的收入；“前三”指的是中国名酒前三；“中国名酒”的来源是1至5届全国品酒会获得中国名酒称号的企业，一共是17家；相应的数据来源是食品工业协会2020年度的统计数据。

　　记者在中国食品工业协会官网搜索，只找到一篇名为《2019年中国白酒行业名酒品牌发展现状及趋势》的文章。

　　文章中称，据统计，2019年全国白酒行业名酒品牌销售收入合计超过1200亿元，占全国白酒行业营收比重约为22%。其中，全国白酒名酒品牌位居前三的为飞天茅台、五粮液、剑南春，分别占白酒名酒品牌的营收比重为49.89%、16.23%、9.35%。

图片来自中国食品工业协会发布的《2019年中国白酒行业名酒品牌发展现状及趋势》文章。

　　按照这篇文章的表述，剑南春为“全国白酒名酒品牌销售前三”。但“中国名酒销售前三”的宣传是否存在问题？

　　对此，白酒行业分析师蔡学飞表示，这个本身没有问题，是有理有据的。“按照目前行业内了解到的情况，水晶剑南春单品销量已突破150亿，成为行业内排名前三的超级名酒产品。”

　　在蔡学飞看来，之所以会有一些误解，是因为剑南春的主力产品水晶剑南春目前售价在500块钱左右，为次高端产品，大家惯性认为排名前三的一定要是高端产品，可能与消费认知存在一定偏差。

　　“但需承认的是，由于剑南春目前属于非上市公司，很多信息并不透明，所以可能会产生一些消费者的误解与市场的误导。”蔡学飞说。

截图自剑南春官网

总营收难进行业“前五”

　　《2019年中国白酒行业名酒品牌发展现状及趋势》这篇文章，按照全国白酒名酒品牌销售情况进行了排名。

　　However, judging from the total revenue disclosed by liquor companies, Jiannanchun not only failed to enter the "top three", but even the "top five" was difficult to be shortlisted.

　　Kweichow Moutai’s financial report shows that in 2021, it is expected to achieve a total operating income of about 109 billion yuan, a year-on-year increase of about 11.2%; although Wuliangye has not announced its 2021 results, its revenue in the first three quarters of 2021 has reached 49.721 billion yuan.

　　In addition, according to the revenue ranking of liquor companies in 2020, Yanghe shares ranked third in the industry with a revenue of 21.101 billion yuan.

Its third quarterly report for 2021 showed that the revenue in the first three quarters was 21.942 billion yuan, which has exceeded the annual performance of 2020.

　　In addition, the revenue of Shanxi Fenjiu and Luzhou Laojiao in the first three quarters of 2021 will be 17.257 billion yuan and 14.11 billion yuan respectively.

　　According to the data released by the WeChat public account of "Sichuan Release", among the top 100 Sichuan enterprises in 2021, Jiannanchun ranks 62nd with a revenue of 11.181 billion yuan.

　　This also means that Jiannanchun may need to work harder if he wants to enter the "top three" in terms of revenue.

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