Blue Whale financial reporter Zhu Xinyue.
Following Moutai and Wuliangye, Jian Nanchun has also increased in price.
March belongs to the off-season for the sale of liquor, Jiannan Spring Selection at this time to increase prices, some channels believe that Jiannanchun price increase can be described as "killing two birds with one stone", on the one hand, Jiannanchun intends to stimulate dealers to press goods before the Spring Festival peak season, in addition, it is also to prevent dealers from dumping goods at low prices or stringing goods in the off-season, in order to protect the product.
Now, the prices of Mao, Wu, and Jian have all risen, and the pressure has been put on Luzhou Laojiao.
The ex-factory price of the crystal sword will be raised.
According to ** reports, Jian Nanchun's core product, the crystal sword, will officially increase in price on March 1, and the ex-factory price will be increased by 15 yuan per bottle.
A dealer in Zhengzhou Bairong wholesale market told the Blue Whale financial reporter that he had received a price increase notice from the factory, and the ex-factory price of Jiannanchun crystal sword was about to **, and now the wholesale price of the product is 2450 yuan box, about 410 yuan per bottle.
Will the channel profits after the price increase be further diluted, the dealer said that with the manufacturer's policies and rebates, there is still something to earn, but the channel profit is very thin, and the profit per bottle is 5 yuan, sometimes even as low as a dollar. "Sometimes you even lose money, but it's a lot. ”
Another Henan dealer told the Blue Whale financial reporter that the crystal sword is almost invincible in the 400 yuan price range. Jiannanchun has two better products, one is Jinjianan K6, with a market size of about 2 billion, and the wholesale price per box is 710-720 yuan, which has robbed a lot of markets in the blue of Yanghe and Hai. The other is that the crystal sword market size is more than 20 billion, which is hard currency, and after the price increase, it can be passed on to the market at most 5 yuan per bottle, and other competing products such as Luzhou Laojiao Tequ 60 or Fen 20 are still difficult to compete with at this price, so the ex-factory price of Jian Nanchun will not affect its sales.
It is understood that March belongs to the off-season for the sale of liquor, Jiannan Spring Selection at this time to increase prices, some channels believe that Jiannanchun intends to stimulate dealers to press goods before the Spring Festival peak season, in addition, it is also to prevent dealers from dumping goods at low prices or stringing goods in the off-season, in order to protect the product.
Some dealers pointed out to the Blue Whale financial reporter that Jiannanchun has to raise prices every spring, about 10 yuan, 20 yuan or so, the effect is still good, and its wholesale price has climbed all the way to 2400 boxes in recent years. It is expected that after the price increase, the wholesale price in the market will continue to rise slightly.
Regarding the channel measures after Jian Nanchun's price increase and the sales scale discussed by the above-mentioned dealers, the Blue Whale financial reporter called Jian Nanchun to confirm, but has not been answered.
The historical baggage of Jian Nanchun.
Jian Nanchun is known as one of the "Six Golden Flowers of Sichuan Wine", and was once as famous as Moutai and Wuliangye, and was known as "Mao Five Swords", but in recent years, it has fallen behind from the first-line wine companies. One of the reasons is the restructuring of Jiannanchun.
After the restructuring in 2003, Tongsheng Investment, which was established by Qiao Tianming and other executives, held 69 shares54%, Sichuan Lanjian Company holds 861%, Sichuan Rongxin Investment *** holds 538%, Jiannanchun Group trade union on behalf of all employees to hold 1647%。
It is reported that according to an industrial and commercial registration data at that time, Qiao Tianming personally contributed 32.8 million yuan and actually held 41% of the shares of Tongsheng Investment.
Therefore, it has been reported that in the asset audit, "Jian Nanchun may be involved in tax evasion and loss of state-owned assets" and other issues.
By August 2012, Jiannanchun Group proposed to replace the "capital contribution certificate" obtained by employees during the company's restructuring with "certificate of beneficiary rights of trust shares". The problem is that the plan turns employee ownership into a right to income, and employees are no longer shareholders.
For this reason, Jian Nanchun's employees even took to the streets to Chengdu to defend their rights, which once caused an uproar, and the aftermath has not stopped, and some employees have filed lawsuits against Jian Nanchun's restructuring equity issue.
Since 2015, Qiao Tianming has been investigated by relevant departments and once "lost contact", and his personal files in the Human Resources and Social Security Bureau and the information related to the overall restructuring of Jiannanchun in 2004 have been transferred. At the beginning of 2017, Qiao Tianming was released on bail pending trial due to physical reasons. At the end of 2017, bail was revoked.
The procuratorate alleged that from 2006 to 2012, Qiao Tianming successively gave a total of 380,000 yuan to Li Chengyun, the former vice governor of Sichuan Province, and his wife Huang Quanfang. Li Chengyun served as the secretary of the Deyang Municipal Party Committee of Sichuan Province for more than five years from January 2001 to June 2006, before being transferred to the director of the State-owned Assets Supervision and Administration Commission of Sichuan Province and promoted to vice governor of Sichuan Province in January 2008. In September 2011, Li Chengyun was dismissed from his post as vice governor on suspicion of disciplinary violations, and according to Caixin, Qiao Tianming argued in court that the 380,000 yuan was just a normal human relationship, and that "if the 380,000 yuan was to thank Li for helping to restructure, it would be a big joke (the money given was too little)."
Until 2023, Qiao Tianming was sentenced to 5 years in prison and fined 400 million. The sword of Damocles hanging above Jian Nanchun's head can be considered to have landed.
In addition to the above factors, the reason why Jian Nanchun fell behind was also attributed to Wenchuan in 2008. In that year, the old cellar of Zhongjian Nanchun was destroyed, and the loss of high-quality base wine was three or four percent, with an estimated loss of more than 1 billion yuan. The destruction of high-quality base wine directly impacted the development of Jiannanchun.
The shortcomings of the king of mid-range wines.
Now, the actual controller of Jian Nanchun is Qiao Yu, the son of Qiao Tianming. In April 2022, with the help of Cai Fafu, the "Minister of Care", Qiao Yu walked to Jiannan Chuntai and served as the vice chairman and general manager of the company, presiding over the overall work of the company.
or affected by the previous historical baggage, Qiao Yu is extremely low-key and rarely appears or speaks in public.
In May 2022, a report by Jian Nanchun published by Sichuan ** mentioned Qiao Yu, and when talking about future development, he said, "While developing, enterprises must not lose their original intentions. Thinking about the source of drinking water, we must sincerely repay the society with practical actions; To continue to struggle, we must have a deep understanding of the new development concept and the requirements of high-quality development. The manuscript also mentions Jian Nanchun's new goal, "Focusing on the '14th Five-Year Plan' development goal, we will strive to achieve sales revenue of 30 billion yuan by the end of 2025." ”
In fact, Jian Nanchun's sales revenue is also a mystery in the industry.
It is also publicly reported that Jian Nanchun's total sales revenue in 2021 will exceed 20 billion.
However, the data released by the Sichuan Provincial People's ** Information Office "Sichuan Release" shows that Jian Nanchun's revenue for the full fiscal year of 2021 is only 111$8.1 billion. It is also reported that from 2018 to 2021, Jiannanchun Group's revenue was 9.3 billion yuan, 10.2 billion yuan, 11.1 billion yuan, and 15.4 billion yuan respectively.
The data of all parties are different, but Jian Nanchun has not officially come forward to clarify.
The 2022 data is also mixed. According to the data released by the China Liquor Industry Association, there are 8 enterprises with liquor revenue of more than 20 billion yuan in 2022, and Jian Nanchun is one of them. However, the list of the top 50 non-public enterprises in 2022 released by the Deyang Federation of Industry and Commerce shows that Jiannanchun's revenue is 154200 million yuan.
In any case, it is an indisputable fact that Jian Nanchun of "Mao Wujian" has fallen from the echelon of high-end liquor, and now the most popular high-end liquor is "Yi Mao Wu" (Luzhou Laojiao 1573, Moutai, Wuliangye).
In order to make up for the shortcomings of the high-end, Jian Nanchun has also launched high-end new products many times, such as Dongfanghong, which costs 1799 yuan for a single bottle, and Jiannanchun old wine, which costs 1,000 yuan, but there are no big waves.
Cai Xuefei, an analyst in the liquor industry, told the Blue Whale financial reporter that the legacy of Jian Nanchun has seriously interfered with the development of Jian Nanchun during the first ten years of the liquor industry, and has profoundly affected the company's strategic formulation. Missing the first 10 years in the liquor industry has also slowed down the high-end process of Jiannanchun and the opportunity to enter the high-end market. However, in the past two years, Jian Nanchun has performed steadily and steadily, its brand influence and market foundation are solid, and it has solved the problem of synergy with local policies and other relevant stakeholders, and it is still a leader among second-tier wine companies.