Black Swan!Employees' improper remarks were fired, and Haitianwei industry officers were banned. The sponsored variety shows were stopped

Haitianwei official Weibo has been banned

China Times (chinatimes.net.cn) reporter Liu Chuan Chen Feng Beijing reported

A few days ago, a circle of friends who were released by a employee of Haitian Weiye "to celebrate her successful landing, all anchor commissions are full of the highest mechanism, losing money", which has triggered a crisis of public opinion, and public opinion is fermenting online.

In the middle of the night on August 6, Haitian Weiye issued an apology statement on the official Weibo, saying that the relevant employees had fired. As of the closing of August 5, Haitianwei Industry's stock price was reported at 83.2 yuan/share, with a total market value of over 380 billion. As of the end of March, the number of shareholders of the company was 176,800. Many shareholders leave a message at the stock bar and wait for the opening of the market to open tomorrow, fearing that the stock price will be affected by the "black swan".

In this regard, the reporter of the Huaxia Times called Hai Tianwei, but as of press time, it failed to get in touch.

Employees have been fired

In the middle of the night on August 6, Haitian Weiye issued an apology statement on the official Weibo.

Haitianwei said that after verification, the content was published in his personal circle of friends. The employee joined for one year. It takes improper methods in the personal circle of friends to obtain attention. The improper content published is seriously departing from Haitian's corporate culture, which is inconsistent with the values ​​of Haitian, which hurts the feelings of the Chinese people and caused bad social impact. Here, Haitian apologized to the public and partners of the public.

"Given the seriousness of the incident, our company has launched the investigation and processing process on the day of the incident. At present, the employee has fully recognized his behavior. According to our rules and regulations, our company has decided to terminate its labor. Contract and actively cooperate with relevant departments in relevant national laws and regulations for follow -up treatment. Next, our company will further strengthen employee management and do a good job of employee ideological education. "Statement said.

Haitian Weiye emphasized that Haitian is a ethnic enterprise with hundreds of years of history. At any time, it is proud of love and patriotism.

"Huaxia Times" reporter noticed that after issuing the above apology statement, the official Weibo of Haitianwei Industry has been banned. At the same time, Haitian Weiye sponsored "What to do!" The latest issue should be broadcast on August 3, but the relevant playback platforms have suspended the broadcast on the grounds of related technical reasons.

It is reported that this is the original committee. On the evening of August 2nd, a salesman named "Haitian Guan Fantong" released the following sales advertisements in the circle of friends.

The sales advertisement shows that "in order to celebrate the successful landing of 'her', all anchors have been full of commissions to the highest mechanism and lose money." Then this advertisement was reposted by netizens and caused online public opinion. Soon, the topic of "Haitian Guan Banner" appeared on the Internet, and the current reading volume has exceeded 5.6 million.

Some netizens have published such comments: "A brand that has been eaten for decades is too disappointing. Here is the recommendation of other delicious domestic soy sauce ... What is the matter of Haitian? Happy look ... those who sell soy sauce also come to die. Fortunately, I have never used its products in the past ten years ... others can't control it, but my kitchen has since said to Haitian ... This makes me loyal to me, the loyalty of Hai Tian's loyalty. How can fans feel so embarrassed? In the future, lightning protection, soy sauce is not your family ... These business, do not sell well, have been put on hot spots, do not do business ... selling a soy sauce is crazy? The group is really unscrupulous. "

It is reported that at present, the above -mentioned salesperson of Haitian Weiye has deleted the document documents of relevant friends and apologized.

"Play" a farce?

"Huaxia Times" reporter noticed that not long ago, the official public account of Haitianwei Industry posted that the company's brand value reached 37.249 billion yuan, ranking first among condiment brands.

Recently, the "Nineteenth)" World Brand Conference ", hosted by World Brand Lab (the 19th), released the 2022" China 500 Most Valuable Brand "analysis report at the meeting. In the report, Haitian ranked 236th in the overall list with the brand value of 37.249 billion yuan, ranking first among the condiment brands.

Compared with the report released in 2021, Haitian's brand value increased by 6.096 billion yuan, and the ranking rose from 256 to 236. It is the fastest brand in the condiment industry.

In the past year, the new crown epidemic has local counterattack, affected by factors such as demand and rising costs. The development of the condiment industry has faced huge challenges, but the brand value of Haitian has not been affected. What is the reason?

One thing has attracted the attention of reporters. Haitian Weiye once said: "Can play! Break the dimension of the dimension wall to turn cross -border linkage. How can the old -fashioned brand capture the favor of young people? While taking the initiative to integrate into the young cultural circle, more and more young people understand Haitian and love Shanghai. "

Treating serious business behaviors and social affairs with the "play" mentality may be the reason why the Haitianwei industry farce occurs.

Haitian Weiye said in the 2021 annual report: "The influence and reputation of the Haitian brand have been further improved. Relying on the planning of the CCTV brand strong country, brand stories, and brand action short films, in -depth communication with consumers, through the name" Youth Tourist Journey, "Chinese Poetry Conference", "Who is Treasure Singer", "Tucao Conference" and other popular variety shows accumulate brand voices to enhance the popularity of the brand; Forms interact with consumers to grasp the new consumption and new trends. "The Kaidu consumer index" 2021 Asian Brand Footprint Report "was released. Haitianwei Industry has been selected as a number of consumers with a number of consumers touching the number and 79.4%penetration rate. The top ten preferred brand list. The company once again won many high-quality honors in the 2021 China Brand Power Index (C-BPI) list, bravely won the "four crowns" of soy sauce, oyster sauce, sauce, and vinegar.

In 2021, the company's sales cost was 1.357 billion yuan, of which the advertising expenditure was 453 million yuan, a slight decrease in the 480 million yuan in 2020.

Profit decline in the first quarter

According to the data, Haitianwei Industry will be engaged in the production and sales of flavors, and implements related diversification in the condiment industry. The products cover seasonings such as soy sauce, oyster sauce, sauce, vinegar, chicken essence, monosodium glutamate, and cooking wine. At present, soy sauce, seasoning sauce and oyster sauce, cooking wine, and vinegar are the main products of the company.

In 2021, the company's operating income was 25.04 billion yuan, an increase of 9.71%year -on -year; net profit attributable to shareholders of listed companies was 6.671 billion yuan, an increase of 4.18%year -on -year; net assets belonging to shareholders of listed companies were 23.402 billion yuan, an increase of 16.61%year -on -year; The net interest rate was 26.68%, a year -on -year decrease of 1.44 percentage points.

In the first quarter of 2022, the company achieved sales revenue of 7.21 billion yuan, a slight increase of 0.72%year -on -year, and a net profit of 1.829 billion yuan, a slight decline of 6.36%.

It is worth noting that the operating cash flow in the same period has a significant outflow of 1.082 billion yuan, a significant decrease of 779.75%year -on -year. The company said that this is mainly due to the year -on -year increase in prices and increased procurement expenditures in this period; second, the year -on -year increase in payable payable at the end of the previous year; third, the operating expenditure of advertising fees and promotional expenses in this period increased year -on -year.

Regarding the stagnation of performance, a retail researcher told the reporter of "Huaxia Times": "The soy sauce of Haitianwei Industry is the industry's boss, but with the increasing production capacity restrictions and competition, it has obviously touched the ceiling. This is how many companies do. The core reasons for the layout of brands, multi -product, multi -scenario, multi -channel, multi -channel, multi -consumer population layout. "

Recently, China Merchants Securities has published a research report on Haitian Weiye's "Crisis Highlighting Power and Layout Opportunities". China Merchants Securities believes that through the form of case re -inventory, why can Haitian be traced back to the impact of the impact, excellent, excellent, excellent, excellent, excellent, excellent, excellent, excellent Behind the brand and team.

China Merchants Securities said that short -term tracking feedback, Haitian has made breakthroughs in terms of expenses, new products, and channels this year. The industry has gradually recovered since May of June. The faucet is more hoped to enjoy bombardment dividends. At the same time The big recommendation is surprisingly the target Haitianwei industry, adjusting the EPS of 2022-2024 to 1.59, 1.93, and 2.23 yuan. The current stock price corresponds to 54 times PE in 2022, and the target price is 106 yuan, corresponding to 55 times PE in 2023.

Huaxin Securities believes that other sub -industry tracks have now been deployed, seasoning sauce is developing rapidly, and vinegar is expected to enter the top three in the industry after the three -five planning. -2024 EPS was 1.81, 2.06, and 2.33 yuan.

Editor -in -chief: Ma Xiao Chao Editor: Xia Shencha

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