Jian Nanchun comments

"The royal wine of the ancient royal family, the famous wine elite of modern society, Jiannanchun, the three major sellers of famous wines in China." As the festival approaches, Jiannanchun's brainwashing slogans frequently appear in major media and building advertisements. However, the market is quite controversial about Jiannanchun's title of "third child". Currently, Kweichow Moutai and Wuliangye are the top two brands in the liquor market. However, it has not been determined who the third wine company is.

In 2020, Yanghe Holdings ranked third in the industry with revenue of 21.1 billion yuan. In the first three quarters of 2021, its revenue was 21.9 billion yuan, a record high. Shanxi Fenjiu also earned 17.2 billion yuan in revenue in the third quarter of 2021, and is expected to exceed 20 billion yuan for the full year. Luzhou Laojiao Co., Ltd., the second largest wine producer in Sichuan Province, is not to be outdone. Revenue in the first three quarters of 2021 will reach 14.1 billion, and revenue of 20 billion is just around the corner. It can be said that the battle for the third position among the three wine companies has reached a fierce stage. At this time, Jian Nanchun, who was famous but unknown on the list, jumped out and claimed to be the third largest seller. Everyone raised a question mark.

The top three sales are single product sales.

On the official website of the China Food Industry Association, the article "Development Status and Trends of Famous Liquor Brands in China's Liquor Industry in 2019" stated that "the top three famous liquor brands in China are Tianfei Moutai, Wuliangye, and Jiannanchun." However, this ranking is not the sales volume of wine companies, but the statistics and ranking of the sales of each wine company's main single products. However, Jian Nanchun's unique crystal sword also shows from the side that except for the crystal sword, Jian Nanchun's other items did not make much splash.

The real person involved caused difficulties in listing.

At present, Jiannanchun is the only wine company among the "Six Golden Flowers" of Sichuan Wine that has not been listed and has no plans to go public. The reason is nothing more than equity disputes and actual controllers.

In 2012, Jiannanchun Chairman Qiao launched an employee equity trust plan, replacing the "Trust Certificate" in the hands of employees with the "Investment Certificate", further weakening employee equity. This move pushed Jian Nanchun to the forefront. At that time, an employee representative publicly questioned Jiannanchun's assets, saying that "Jiannanchun may be involved in tax evasion and the loss of state-owned assets."

In 2015, Qiao Tianming was investigated by relevant departments. On September 12, 2018, Qiao, the chairman of Jiannanchun, who had been missing for three years, was put on trial in Leshan, Sichuan. Qiao was prosecuted by the procuratorate for accepting bribes and privately dividing state-owned assets. So far, there has been no verdict in the case. Subsequently, Jiannanchun's equity issuance has been put on hold. On the Alibaba auction platform, the bidding price for 500 shares of Jiannanchun was between 73,600 and 73,800. This can be regarded as a microcosm of the equity battle that year.

To make matters worse, the trademark of Jiannanchun is still owned by the Mianzhu Municipal Government. Without trademark ownership, it is impossible for Jiannanchun to go public because there are systemic risks.

In short, various problems caused Jian Nanchun to shelve his listing plan, causing him to miss the hottest "drinking" market in A-shares in recent years.

An iron-fisted, top-ranked third, and a former third, Jian Nanchun, wants to return to his position. Just shooting the ball is definitely not enough. Whether the next crystal sword can be successfully developed and launched in the capital market is the key to this qualifying competition. Related Q&A: Jiannanchun is listed. Jiannanchun is currently not listed, so it does not have a stock code. Sichuan Jiannanchun Group Co., Ltd. is located in Mianzhu. It is a famous large-scale liquor enterprise in China and is mainly engaged in the production and operation of liquor. It has more than 30 wholly-owned subsidiaries and holding subsidiaries including Sichuan Jiannanchun Foreign Economic and Trade Co., Ltd. and Sichuan Jianhai Investment Co., Ltd. Although Jiannanchun has been growing steadily in recent years, after the restructuring in 2003, Jiannanchun, which has been making "small steps forward", was overtaken by Luzhou Laojiao in the golden decade, and was overtaken by Langjiu in the new decade. In the limelight, its market is constantly being cannibalized and squeezed by other brands. The sub-high-end market, dominated by the advantageous single product "Crystal Sword", is also gradually being replaced. Without disruptive innovations, it will inevitably end in disgrace. In the past, it was Jinjin Ledao's "Mao Wu Jian" is also hard to regain its glory. Around 2000 was the era of "Mao Wu Jian". From the product structure analysis, at that time, the market price of Wuliangye Puwu was 300 yuan, Feitian Moutai was more than 200 yuan, and Jiannanchun was more than 100 yuan. Its high-end liquor brand image has been deeply rooted in the hearts of the people. Today, Feitian Moutai is 2,000 yuan, Wuliangye Puwu is close to 1,000 yuan, and the crystal sword that carries most of Jiannanchun's sales is a sub-high-end product, with an official price of 438 yuan.

Although Jiannanchun is the biggest beneficiary of the continuous increase in sales in the price range of 300-400 yuan, the brand building and market development of Jiannanchun's high-end products Dongfanghong and collector-grade Jiannanchun are not obvious. The Jinjiannan series priced below 300 yuan are also in the cultivation period of market increase. , Jiannanchun's "king" status has slipped. : What are the reasons that affect Jiannanchun’s listing? According to industry insiders, the root cause of Jiannanchun's fall from the "sacred altar" is its long-term "small steps" strategy. Because of cautious price increases, Jiannanchun missed the golden decade of the development of the liquor industry and missed the recovery of the liquor industry. Pick up. In the market, some people even think that "if you want to buy wine from Jiannanchun, you have to buy wine before 2008, because the wine after that is far inferior to that of that year." The most obvious reason for Jiannanchun's "falling behind" is that the high-end impression in consumers' minds no longer exists. Liu Xiaowei said frankly that missing the golden period of development of the liquor industry means that Jiannanchun has lost the dividends from the expansion of high-end and ultra-high-end products. At present, Jiannanchun's high-end image has declined, and consumers perceive it as a sub-high-end product. However, the above-mentioned relevant person in charge of Jiannanchun believes that at present, the company is sorting out the development route of high-end products and creating an environment for the growth of high-end products. After all, in recent years, Jiannanchun has a good user base of products, good consumer cultivation work, and a certain foundation for the promotion of high-end policies. Related questions and answers: Of the six golden flowers of Sichuan Wine, the remaining Langjiu and Jiannanchun are not on the market. Is spring coming for Jiannanchun?

It’s not necessarily good if it’s on the market. For us consumers, it’s most practical to make good wine in a down-to-earth manner.

Jian Nanchun has always been good, without too much hype, advertising, conscientious prices, and the wine is also very good!