The first three "bragging" sales were punished for sword Nanchun Advertising "rollover"

Zhongxin Jingwei, September 21st. Recently, an advertisement of "Jiannan Spring Sales" was turned over.

An administrative penalty decision disclosed by the Credit China website shows that Ningbo New Sound Culture Media Co., Ltd. launched Jiannanchun Advertising on eight elevators on Ningxing City Plaza on February 12, 2022.

The content of the advertisement includes the words "Jiannanchun Chinese Famous Wine, the top three sales volume" and the picture of Jiannanchun wine. Under the advertisement, the small words are also marked with "Jiannanchun refers to Jiannanchun single product, sales refer to Jiannanchun sales revenue, the first three refers to the top three Chinese wines, the source of Chinese wine sources For the 1-5 National Wine Festival, there are 17 companies who have won the title of Chinese famous wine. The source of the data is the 2020 statistics of the China Food Industry Association. "

Credit China website screenshot

The penalty letter shows that Xin Sheng Culture Media can only provide an advertising consultation opinion for the advertising content of Jiannanchun Wine. It failed to provide other evidence. The above advertising department was commissioned by Sichuan Huijin Trading Co., Ltd.

In this regard, the Ningbo Fenghua District Market Supervision and Administration Bureau shall order the new sound cultural media to stop advertising, or order advertisers to eliminate the impact within the corresponding range, fined 4221.66 yuan, and confiscated 2814.44 yuan.

According to the official website of Jiannanchun, the wholly -owned subsidiary of Sichuan Huijin Trading Co., Ltd. Jiannanchun was established in 2009 and is mainly engaged in the sales of Jiannanchun series products.

"Today Mianzhu" website screenshot

According to the report of "Today Mianzhu" website "Today", July 11, 2019, Cai Fugu, deputy secretary and deputy general manager of Jiannanchun Group Corporation, said that the development goal of Jiannanchun in the next few years is that the group's operating income will reach 20 billion by 2025 Yuan, strive to move towards 30 billion yuan.

Looking back at the annual report of the liquor listed company in 2020, it can be seen that the top three operating income are Guizhou Maotai, Wuliangye, and Yanghe shares, with a amount of 94.915 billion yuan, 57.321 billion yuan, and 21.01 billion yuan, all of which exceeded Jiannanchun. Top 2025 target.

So, what exactly does the statistics of the China Food Industry Association say?

Screenshot of the website of China Food Industry Association

Seeing the words "Jiannanchun" on the website of the association's website, Zhongxin Jingwei saw that in 2019, the above -mentioned association's published entitled "The Status and Trends of the Development and Trends of the Famous Wine Brand of the Chinese Lye Wine Industry in 2019" mentioned that "according to statistics, the national liquor in 2019 in 2019 The total sales revenue of the industry's famous wine brand exceeds 120 billion yuan, accounting for about 22%of the revenue of the national liquor industry. Among them, the top three national liquor wine brands are the top three are Feitian Moutai, Wuliangye, and Jiannanchun. "

It can be seen that the previous three were not the first three. This "top three sales" is based on the "Chinese Famous Wine" item of the wine evaluation club, not the total corporate revenue of public cognition.

According to the "Sichuan Enterprise Development Report (2021)" launched by the Sichuan Provincial Enterprise Federation, Sichuan Jiannanchun Group Co., Ltd.'s revenue in 2021 was 1.181 million yuan.

Xiao Zhuqing, an expert in the wine industry, told Zhongxin Jingwei that the top three to promote his industry in high profile are a self -entertainment behavior of lonely. In his opinion, consumers are very concerned about the consumer experience and brand value of liquor, as well as the carrier of liquor to bring to the single face consumption and the symbol label that is respected. This symbol label is more valuable than the top three sales.

Public information shows that Jiannanchun's predecessor was the Sichuan Mianzhu Local State State Winery, which was established in 1951. In 1996, the "Sichuan Jiannanchun Group Co., Ltd." was established in 1996.

In fact, Jiannanchun, who is "Sichuan Wine Six Golden Flowers", has indeed glory moments, and it is combined with Moutai and Wuliangye to form a "Mao Wu Jian".

Xiao Zhuqing mentioned that Jian Nanchun ranked the top three in the past history, but in the past ten years, Jian Nanchun missed the price of liquor price increases to increase the brand value. And Moutai, Wuliangye, and Guojiao 1573, seizing the opportunity to make the consumption experience through continuous price increases and controlling the consumption experience, consolidating the psychological price expectations of the top three liquor brands in the minds of consumers. Support becomes the top three performance of the liquor industry.

Jin Yufeng, an analyst at the liquor industry, also told the media that the sword Nanchun in the golden age of the high -end market for sprint sprints, and the chance of recapture the status of the past. Jiannanchun needs to solve the problem that needs to be solved. "

The official WeChat signal of Jiannanchun showed that on April 8, 2022, the board of directors of Sichuan Jiannanchun (Group) Co., Ltd. ("Jiannanchun") was reviewed and agreed. Hire Qiao Yu as the general manager of the company and the legal representative.

Qiao Yu is the son of Qiao Tianming.

According to public reports, Qiao Tianming was born in 1949, a native of Mianzhu, Sichuan. In 1982, he joined the State Sword of Nanchun Winery.

In 2003, Jiannan Chun formulated management as a state -owned property rights reform plan for business team financing holding, employee holding and introducing strategic investment partners. In 2004, the Sichuan Provincial Department of Finance approved Jiannanchun's restructuring plan. At that time, Qiao Tianming, who had been the chairman of the chairman, traded the restructuring of the Swordson Nanchun state -owned enterprise. After that, the investment companies formed by 20 senior management such as Qiao Tianming became the major shareholder of Jiannanchun.

Since May 2015, Qiao Tianming has long been lost for a long time.On the morning of September 12, 2018, Qiao Tianming was tried in the Ledshan Intermediate People's Court in Sichuan Province. The procuratorial organs accused him of swallowing state -owned assets and bribery.(Zhongxin Jingwei APP) Pay attention to the official WeChat public account of Zhongxinwei (JWVIEW) to get more elite financial information.

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