Original title: 58,600 bottles!

The "high-priced" liquor is here, and the inspiration is Taishang Laojun?

The listed company behind it lost money last year, or was *ST

　　"Tonight at 19 o'clock, CCTV-5, Tinghuajiu invites you to cheer for the women's Asian Cup final", the slogan has recently made Tinghuajiu a little popular, and such a bottle of wine is priced at 5860 yuan / The bottle, the 53-degree boutique package is as high as 58,600 yuan/bottle. As we all know, a bottle of 53-degree Feitian Moutai is priced at 1,499 yuan/bottle.

Why is the price of Tinghua wine so high?

What's behind it?

Listen to the history of flower wine

　　It is understood that Tinghua Wine is a high-end business wine brand under Yibin Tinghua Wine Development Co., Ltd., and the company's information shows that the company is the former Yibin Lianglu Wine Co., Ltd., and Lianglu Wine was launched by Qinghai Spring. The liquor with a price tag of more than 20 yuan is mainly used in hot pot catering consumption scenarios. Qinghai Spring once spent 67 million to promote "cool dew wine". In the past few years, the advertisements were overwhelming, but in the end, a lot of promotion resources did not drive the sales of cool dew wine. Lianglu wine was eventually slowed down by the company to develop channels, and now it is hard to see it online and offline.

　　Until October 2020, Qinghai Spring once again launched the ultra-high-end liquor Tinghuajiu.

According to Zhang Xuefeng, the chairman of Qinghai Spring and the designer of Tinghua Wine, who had a dream in the early morning of a certain day in Kunlun Mountains, a person who looked like an old gentleman came to him without saying a word, but only used a whisk to rub the dust on him. Write a word on your hand, and Tinghua Wine is designed and developed with this inspiration.

Zhang Xuefeng once sighed that "Tinghua wine is not made by us, it is a huge favor from God to drinkers".

　　Liquor marketing expert Cai Xuefei once bluntly said, "Some non-traditional wine merchants will inevitably need some brand stories to enter the wine industry, but the 'dream' and 'people who look like a great old gentleman' mentioned by Zhang Xuefeng definitely cannot enter the formal publicity level. The brand story can only be communicated as colloquialism.”

　　At present, there are four products for sale on the e-commerce platform, two of which are strong-flavored flavors and two kinds of sauce-flavored flavors. Both flavors are priced at 5,860 yuan per bottle for the standard version and 58,600 yuan per bottle for the boutique package.

According to reports, its premium version is made of premium wine aged more than 10 years. After more heavy rectification and directional concentration, only about 1/16 of the essence of the wine can become a Tinghua boutique.

　　The ultra-high price will inevitably discourage most consumers. Below the product of Tinghua wine, some netizens asked, "What kind of wine is five thousand per bottle?" "Can you live to be two hundred years old after drinking it?"...

　　Qinghai Spring did not disclose the revenue data of the liquor business in the third quarterly report of 2021, but its semi-annual report for 2021 showed that the fast-moving consumer goods business segment of wine (mainly the sales business of the "Tinghua" series of commercial wines) obtained business The income is only 8.5917 million yuan.

　　Qinghai Spring made a loss last year

　　In fact, Qinghai Spring is not a pure liquor company.

In the spring of 2014, Qinghai was listed as the "first share of Cordyceps" backdoor listing. At that time, it was the peak of Cordyceps, and the company's annual revenue exceeded 2 billion yuan.

However, as the popularity of Cordyceps waned, the company's main business shrank, and revenue also fell sharply.

　　Recently, Qinghai Spring’s 2021 performance pre-loss announcement stated that it is expected to achieve attributable net profit of -265 million to -325 million for the year, and deduct non-net profit of -254 to -308 million.

This is the company's huge loss for two consecutive years in 2020 and 2021.

　　The company stated in the risk warning that if the final audited company’s operating income in 2021 after deducting business income unrelated to its main business and income without commercial substance is less than 100 million yuan, the company will be delisted in accordance with the regulations of the Shanghai Stock Exchange. Risk warning.

　　Qinghai Spring's net profit attributable to shareholders of listed companies in 2020 is -319 million yuan, and non-net profit deducted is -329 million yuan; the expected loss in 2021 also means two consecutive years of losses.

The company stated that the main reason for the loss was the loss of the company's foreign investment business, the provision for asset impairment on some assets, the market development of Chinese patent medicine and liquor business, and the increase in sales and management expenses.

(Author: Zhang Li)