Sino-Singapore Jingwei, July 1st (Yan Shuxin Niuchaoge) On the evening of the 30th, Mai Quer announced that the company had removed and sealed the relevant problem products, and the local regulatory authorities had also entered the company, and the testing agency carried out a comprehensive inspection of related products. sampling inspection work.
Due to the detection of low-toxicity additive propylene glycol in pure milk, on the 30th, the news that Mai Quer pure milk was unqualified once rushed to the top search on Weibo, and the Shenzhen Stock Exchange also sent a letter to concern about it.
In the secondary market, after the company's stock price fell by the limit on the 30th, it opened lower and moved higher on the 1st and closed up 0.38%.
In the past two years, Mai Quer has frequently appeared in major live broadcast studios, and has been praised by netizens as "stunning" because of "drinking".
It is worth mentioning that Maiquer is not a new brand. Behind it is a dairy company that has been established for 20 years. So how did it become an "Internet celebrity milk"?
Last year spent more than 9 million for live broadcast
Mai Quer has become an "Internet celebrity milk", which is related to the increase in the popularity of Xinjiang milk in the past two years.
In the past two years, the popularity of Xinjiang milk has increased significantly, and products of major brands have frequently appeared in evaluations and grass-growing articles on major social media.
Since 2021, some leading anchors have also opened special live broadcasts for Xinjiang public welfare, and many Xinjiang milk brands such as Maiquer, Tianrun, and Xiyuchun have gradually become known to more consumers through the live broadcast rooms.
According to Tmall supermarket data, in the first three quarters of 2021, milk sales in Xinjiang increased by nearly 200% year-on-year.
"The rapid development of online live broadcasts has given some established dairy companies a new development opportunity, and they have also begun to use this form to promote product sales." Dairy analyst Song Liang told Sino-Singapore Jingwei.
Macquarie clearly seized the opportunity.
On the one hand, the company cooperates with top anchors, and on the other hand, it also opens flagship stores on live broadcast platforms such as Douyin, claiming that "the factory was built in 1988" and "from the high-quality milk source of Xinjiang Tianshan Ranch".
In May 2021, McQueer also mentioned when answering questions from investors, "The company intends to find Internet celebrities with high Internet traffic to carry out live broadcasts."
Sino-Singapore Jingwei noted that for the whole year of 2021, the sales expenses of Maiquer reached 123 million yuan, an increase of 19.59% over the same period of the previous year. Among them, the new e-commerce live broadcast expenses amounted to 9.062 million yuan, accounting for the proportion of sales expenses. about 7%.
The investment in the live broadcast also allowed Mai Quer to taste the sweetness.
According to media reports, in the 2020 Double 11 Tmall dairy product list, Mai Qier ranked ninth; in 2021 Tmall Double 11, Mai Qier has appeared in the milk drink brand TOP5.
In the just past 618 promotion, Mai Quer ranked first among the TOP10 pre-sale brands of Tmall liquid milk normal temperature dairy products.
The annual report data shows that in 2021, dairy products will achieve a revenue of 733 million yuan, a year-on-year increase of 57.75%, and their proportion in operating income has also increased from 37.92% in 2019 to 63.94%.
Threats to create "the best milk in China"
According to public information, Maiquer was formerly known as Xinjiang Maiquer Dairy Co., Ltd., which was established in December 2002. In December 2009, it was changed to Maiquer Group Co., Ltd. as a whole, and it was listed on the A-share market in January 2014.
Mai Quer was a childhood memory of many Xinjiang consumers.
"I remember when I was in elementary school in the 2000s, I used to do my homework in McQuier's store." Li Wei (pseudonym) from Karamay, Xinjiang told Sino-Singapore Jingwei.
Photo courtesy of the interviewees of the Maiquer store
In Li Wei's impression, Mai Quer's offline store is more like a dessert shop, which sells not only milk, but also ice cream, cakes, etc., and also sells dumplings and moon cakes during the festival.
"I seldom drink McQuier's milk, but I go to their store to buy desserts," Li Wei said.
"The ice cream in the McQuier store is really delicious. I ate it from 3 yuan to 12 yuan a piece. Unfortunately, since about 2014, the ice cream was withdrawn from the McQuier store." Gu Linur (pseudonym) ) is also mentioned.
Gulinur told Sino-Singapore Jingwei that Mai Quer's milk is relatively expensive in Xinjiang.
In Karamay, a box of the most common Maiquer pure milk (200ml) costs about 4 yuan, while other local brands such as Jinlucheng and Tianrun, many of the same specifications of pure milk are less than 3 yuan.
Photo courtesy of the interviewees of Maiquer products
Sino-Singapore Jingwei noticed that in the 2021 annual report, Mai Quer also mentioned its "mid-to-high-end" positioning many times, and said that after years of development, the company has a certain market position and brand influence in the industry. , in the high-end liquid dairy product market segment in Xinjiang region in the industry-leading position.
In addition, Mai Quer also emphasized that the company is located in the economic belt of the northern slope of the Tianshan Mountains in Xinjiang. The sunshine time in the Tianshan Mountains area is as long as 16 hours. It is a veritable golden pasture and has a good foundation for dairy farming.
Just got rid of the risk of delisting
It is worth mentioning that, as a regional dairy company, Maiqer is not large in scale.
According to Wind data, in 2021, Maiquer's revenue will rank 12th among the 18 A-share listed dairy companies, with only 1.146 billion yuan, far less than that of industry giants such as Yili, Mengniu, and Guangming, and lower than the same as Xinjiang dairy companies. The company's Tianrun Dairy.
Not only that, in 2018 and 2019, Maiquer was also issued a delisting risk warning by the Shenzhen Stock Exchange for two consecutive years of losses, and the stock abbreviation was changed to "*ST Maiqu".
In 2020, Maiquer turned losses into profits and realized a net profit of 51.8552 million yuan attributable to the parent; in 2021, although the company's net profit attributable to the parent fell sharply by 65.01%, it also made a profit of 18.4575 million yuan.
In March 2021, Macquarie applied to the Shenzhen Stock Exchange to "take off the cap", after which the company's shares were withdrawn from the delisting risk warning from December 20, 2021.
Song Liang told Sino-Singapore Jingwei that in the past two years, the promotion of online live broadcasts has brought fire to Xinjiang Milk, and the performance of related companies has also improved significantly.
However, for Maichel, the food safety incident may become a major uncertainty for its 2022 performance.
Sino-Singapore Jingwei noticed that at present, McQueer has removed and sealed relevant products in question. On e-commerce platforms such as JD.com and Tmall, the pure milk series products in McQuier's official flagship store have also been taken off the shelves.
In the letter of concern issued on June 30, the Shenzhen Stock Exchange also asked Mai Quer to explain relevant issues such as whether the unqualified food sampling inspection would have a significant impact on the company's daily production and operation.
"In the past two years, the epidemic has had a certain impact on all walks of life. For dairy companies, there may be problems such as untimely distribution of raw materials and delays in commodity circulation, so that certain food safety risks are hidden. However, the more During the special period, the relevant enterprises should strengthen the management of personnel and the management of food safety. At any time, the string of food safety cannot be relaxed." Song Liang said.
(Sino-Singapore Jingwei APP)
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Responsible editor: Li Zhongyuan