goldmegaways| After the "March 15" roll call, listening to flowers and wine resumed business

Beijing Business Daily

After hearing that Qinghai Spring Medicinal Resources Science and Technology Co., Ltd. (hereinafter referred to as "ST Spring"), the parent company of flower wine, was fined 1.8 million yuan by the market supervision department of Wuhou District of Chengdu for "improper publicity".GoldmegawaysThe "March 15" storm seems to have come to an end. Two months after "March 15", the Flower and Wine tasting Restaurant resumed business. On May 15, a reporter from the Beijing Business Daily visited Beijing Guanhua Wine tasting Hall and learned that the store had opened in early May and was currently selling only standard packages at a price of 5860 yuan per bottle.

If it is lucky to listen to Huajiu to resume business after being named in the "March 15" party, then it is not so lucky to listen to Huajiu's performance in the capital market. In the 37 trading days since March 15, ST Spring has not only changed from "wearing a hat" to "ST Spring", but its share price has also fallen to 3.Goldmegaways.58 yuan per share. It is worth noting that since May 6, ST has harvested six consecutive falling limit boards in spring. Today, when listening to Hua Jiu gradually comes out of the "3 / 15" exposure, how much space will be left for its high-end market in the future?

Unlike the closed doors after the exposure, the tasting hall of Linghua Liquor, located in the World Trade Center, has resumed business. In the course of the visit, a reporter from the Beijing Business Daily learned during an undercover visit as a consumer that the Ling Hua Wine tasting Restaurant resumed business in early May. "We have been working normally, but we are not open to the outside world," the clerk said. "We have been working normally in cooperation with the investigation." It is worth noting that when introducing the products, the shop assistant has avoided talking about the efficacy of health care.

Quietly resume external business at the same time, listen to Hua Jiu also issued a low-key price increase and control notice. A reporter from the Beijing Business Daily learned from the ST Spring official website that Huajiu issued three notices: "notice on adjusting the Standard package Price of Ling Hua Liquor", "notice on the implementation of Limited quota supply of Ling Hua Liquor" and "notice on the export sale of Ling Hua boutique series products only", which made a series of adjustments to the product strategy of Ling Hua Liquor. It is reported that the three "notices" respectively involve three major strategies: price adjustment, limited quantity and export.

In recent years, the layout of high-end products has gradually become one of the important indicators to measure the future development momentum of wine enterprises. Whether it is the head enterprise Guizhou Moutai, Wuliangye, Yanghe shares, or the regional leading enterprise Gujing tribute wine, this world margin and so on are constantly laying out the high-end market. As the liquor industry enters the stage of structural adjustment, the high-end layout logic of liquor enterprises is also gradually changing, and the racing track has changed from the "barbaric cut-in" of the horse racing enclosure to the "intensive ploughing" of the channel market.

From the price point of view, the standard price is 5860 yuan, the boutique price is as high as 58600 yuan, listen to flower wine continue to pick the ceiling of high-end products market. Not to mention the current terminal market transaction price of 2700 yuan per bottle of Guizhou Moutai's Feitian Moutai, compared with other industries, the high-end core products of Wuliangye, Luzhou laojiao, Yanghe shares and Luzhou laojiao are all located in the price belt above 1000 yuan.

Although product pricing continues to challenge the nerves of the consumer market, but from the performance point of view, it has not produced the same harvest. Under such fierce competition, as a high-end liquor devoted to the high-end market, the market space is constantly squeezed under the strength of famous and high-quality spirits. According to the financial report, ST, the parent company of Linghua Wine, achieved revenue of 82.9476 million yuan in spring 2023, down 11.42 percent from 936.432 billion yuan in 2022.

As for the current situation of listening to Hua Liquor in the high-end market, Xiao Zhuqing, an expert in liquor marketing, pointed out that ST Spring's Ling Hua Liquor is currently competing with China's leading liquor companies for a voice in the high-end market. If the brand logic of listening to flower wine supported by "dreams" can be established, then the brand logic followed by many Chinese spirits to establish empathy with consumers and let consumers spend clearly will be subverted.

Beijing Business Daily reporter Liu Yibo Feng Ruonan