Jiannanchun understood the word game

This article outlines ： To reshape “ Five Swords ” The glorious moment of , Jiannanchun played a word game on the slogan , See the essence through the phenomenon , Does Jiannanchun still have a chance to regain the aura of the past ？

“ Imperial wine of the ancient royal family , Famous wine elites in modern society , Jiannanchun , Top three Chinese famous liquor sales .” During the Spring Festival , Once ranked “ Five Swords ” Jiannanchun has become the focus of public criticism because of this advertising slogan .

Although the advertising language is not inappropriate at first glance , But it is self styled “ The top three in sales ” But it is the practice of single product sales to annotate with only very small words , Criticized by people in the industry , Refers to “ Play the word game ”、“ Play sideball publicity ”.

In response to this incident, the legal profession also said , According to the understanding of the audience , The top three refers to the overall sales volume of Jiannanchun brand , And that's not the case , This can already be regarded as false propaganda .

that , How does Jiannanchun, a famous wine once famous in the north and south of the river, play “ Word game ” What about the heat ？

The truth of Jiannanchun word game

For people in the industry , Verify whether Jiannanchun can afford it “ The top three in sales ” Your name is simple , That is, the revenue report card compared with the major famous wines .

Through the release of the major Baijiu brand revenue data to understand , Preliminary accounting of Guizhou Maotai 2021 Expected total operating revenue for the year 1090 Billion yuan , Wuliangye has not released the annual performance forecast , but 2021 The revenue in the first three quarters of the year has reached 497.21 One hundred million yuan , Two families sit still “ Maotai flavor faucet ” and “ Luzhou flavor faucet ” On two chairs .

Who is the third place , According to Yanghe 、 Luzhou Lao Jiao 、 Fen Wine 2021 From the comparison of revenue in the first three quarters of the year , Yanghe achieved... In the first three quarters 219.42 Billion yuan of revenue , Leading position .

Therefore, if Jiannanchun wants to sit in the third position , First of all, the revenue should exceed that of Yanghe .

Although Jiannanchun is not listed , And not disclosed 2021 Annual sales amount , But combine 《 The People's Daily 》 Release about 2021 year 1 to 10 month , Jiannanchun realized the total industrial output value 170.88 One hundred million yuan , Year-on-year growth 38.18%, And Jiannanchun 2020 The overall revenue of the fiscal year exceeded 150 According to the two sets of data of 100 million yuan ,“ Search for flowers ” The location seems to fall on the Yanghe River .

So Jiannanchun's “ The top three in sales ” Where did it come from ？ According to Jiannanchun's official explanation , In the advertisement “ Jiannanchun ” Refers to the crystal sword nanchun piece ,“ sales ” It refers to the sales of single products ,“ Top three ” refer to “ famous Chinese alcoholic drinks ” Top three . Although these have been annotated with a line of very small words at the bottom right of the advertisement , But it is still inevitable that Jiannanchun has “ Edge ball ” Suspicion of publicity .

Belongs to Jiannanchun “ full ”

Why does Jiannanchun crazy emphasize that he is “ Search for flowers ”？ This also starts from the development process of Jiannanchun . Although Jiannanchun's revenue and reputation are not as good as Maotai 、 Wuliangye , But previously, Jiannanchun also had the same capital as maowu .

Jiannanchun is a brand of Sichuan Jiannanchun Group , Produced in Mianzhu City, Sichuan Province . Formerly known as Jiannan Shaochun , It is the imperial wine of the Tang dynasty recorded in official history , Because Mianzhu belonged to Jiannan road in the Tang Dynasty , Therefore calls “ Jiannanchun ”, Zhao Po tea 、 Mianzhu New Year pictures are called “ Mianzhu three wonders ”.

Because Jiannanchun winery was officially established in 1958 year , It's a pity that the factory was built too late and could not compete in the evaluation of China's four famous wines , But the third time 、 The fourth time 、 Won the title of Chinese famous wine at the fifth wine tasting .

The 1950s to 1990s were the golden age in the development history of Jiannanchun , During this period, due to the unique natural conditions and unique brewing technology , And a careful and comprehensive marketing strategy for baijiu. , Let Jiannanchun harvest many awards and prestige , Jiannanchun began to export in the 1970s , Exported to Japan 、 harbor 、 Australia .

In the development of recent years , Jiannanchun was first approved to use “ Pure grain solid fermentation Baijiu ” sign , Its traditional wine brewing techniques have also been selected into the national intangible cultural heritage , Ranked Jiannanchun “ Double National Treasure ” One of the honors .

At the same time, series products crystal Jiannanchun 、 Collection level Jiannanchun 、 Jin Jiannan 、 Dongfanghong is in the Baijiu market and consumers' minds. “ Out of circle ”, Gradually with Maotai 、 Wuliangye juxtaposed to form “ Five Swords ” The situation of , And Wuliangye 、 Luzhou Lao Jiao 、 Tuopai Liquor 、 Quanxing Daqu 、 Langjiu , with “ Six golden flowers of Sichuan wine ” The nickname of .

Jian nanchun pressed it himself “ Pause key ”

But it has developed in the Baijiu industry. “ Golden decade ” after , Jiannanchun has a bad luck , The situation is frequent , Gradually falling behind “ Five Swords ”.

One reason for the decline is , Be the national cellar of Luzhou Laojiao 1573 And the Shuijingfang of Quanxing was born , Its Chinese cellar 1573 The price is even higher than that of Maotai and Wuliangye , Quickly entered the high-end Baijiu field. , Mao five followed up gradually to raise prices and stabilize the position of high-end baijiu. . However, Jiannanchun slowed down the pace of price increase and failed to realize the transformation of ultra-high-end brands together , Stay in the ranks of secondary high-end .

On the other hand , Qiao Tianming, chairman of Jiannanchun, was investigated by relevant departments on suspicion of bribery , And the stock reform problem leads to various reasons, such as the instability of internal asset management , As a result, Jiannanchun is not listed . Although vice president Yang Dongyun was in 2008 Year of 《 Chengdu shangbao 》 In the said ： Jiannanchun will never consider listing , But it's quite rhetorical .

Another reason that cannot be ignored is , Jiannanchun in 2008 The Wenchuan earthquake in not only lost about 10 One hundred million yuan , Also lost near 40% Precious aged base wine , Although the old cellar was not damaged , But Jiannanchun still needs time to recover , It will naturally go farther and farther with Mao Wu , Facing the competitive products with the same price band at that time, it also lost some competitive advantages .

For the above reasons, it is not difficult to see , Jian nanchun stressed that he is “ Search for flowers ” Behind the , I want to revive “ Five Swords ” Ambition of the situation .

As mentioned at the beginning “ The top three in sales ”, Jiannanchun is interpreted as the revenue of single crystal Jiannanchun .2020 In the fiscal year, Jiannanchun's overall revenue exceeded 150 One hundred million yuan , Among them, the sales of crystal sword is as high as 130 One hundred million yuan , Such achievements have indeed given Jiannanchun the foundation for rejuvenation , Also let Jiannanchun see the recovery “ Five Swords ” Hope .

From various published 2021 In the third quarter of the year , Except Maotai and Wuliangye , Yanghe revenue 219.42 One hundred million yuan , Fen Liquor revenue 172.57 One hundred million yuan , Luzhou Laojiao revenue 141.1 One hundred million yuan . With Jiannanchun 2020 Revenue as a reference , Already close to Luzhou Laojiao , It's one step away from Fenjiu .

2020 year 7 month , An organ publication of Mianzhu municipal Party committee reported that , Deputy Secretary of the Party committee of Jiannanchun Group 、 Cai FAFU, deputy general manager, said ：“ The development goal of Jiannanchun in the next few years is , To 2025 The annual operating income of the group reached 200 One hundred million yuan , Strive to 300 Billion yuan forward .”

Combined with Jiannanchun's development strategy , It has the blessing of crystal sword nanchun's core strategic item , And treasured sword 、 Dongfanghong is a two-way development with high-end support , There is indeed hope 2025 reach 200 A goal of 100 million yuan , This is also Jiannanchun dare to play “ The top three in sales ” One of the reasons for this word game .

But what can't be ignored , Due to the problem of share reform in Jiannanchun, it is doomed to have no chance to be listed , The road of future development can be seen as arduous . Secondly, there are still many problems in enterprise management , According to Tianyan Chajian nanchun, there are as many legal proceedings involved 337 Many articles ,2020 year 8 In June, it also discharged water pollutants due to exceeding the standard , In violation of the 《 Water pollution prevention and control law 》 Article 83 (2) , Be fined 61.3 Ten thousand yuan .

Maybe for Jiannanchun , Want to go back to “ Five Swords ” The situation , The first thing to solve is not external problems , But many problems existing in internal problems , After all, only by laying a solid foundation can we add bricks and tiles . Challenges from internal causes will not be solved in one day , Jiannanchun can not be stable in the Baijiu market for a day. 、 Solid development situation , Then it is difficult to achieve “ achieve 200 Billion , Strive to 300 Billion ” Our business objectives . Jiannanchun still has a long way to go in the future , Will the king return , It remains to be seen .