On the evening of July 4th, Qingqingli Liquor released the semi-annual performance forecast for 2121. The net profit attributable to shareholders of listed companies was negative, with a loss of 33 million to 37 million yuan, compared with a profit of 22.45 million yuan in the same period of last year.

In this regard, Qinghighland barley wine revealed that in the first half of 2121, affected by the epidemic situation in COVID-19, retail and catering terminals in various places were basically closed from the beginning of the Lunar New Year, and traditional visits to relatives and friends and large-scale family gatherings were basically stagnant during the Spring Festival, which had a great impact on the product marketing during the Spring Festival and the income in the first quarter; In the second quarter, although the Qinghai market is gradually recovering, the company's semi-annual operating income decreased by 31%-41% year-on-year due to the off-season of sales in the second quarter.

However, before this, in the face of the current epidemic situation, Zhao Jie, the director of Qingqingqing Liquor, vowed that Qinghai Province had resumed work on February 3, and other areas resumed work according to local requirements, and some employees worked remotely; The company's products are mainly sold in Qinghai area, where the epidemic situation is not serious and the company's market spread rate in Qinghai is high, which has limited impact on the company.

In fact, before the outbreak suddenly came, the performance of Qinghighland barley wine was already shrinking. The industry believes that this is directly related to the strategic misjudgment of the management team.

In 2119, for example, the business income of Qinghighland barley wine dropped by about 7% year-on-year. The Shenzhen Stock Exchange also specifically inquired about this issue, and the reply of Qinghighland barley wine was that due to the company's failure to grasp the consumer consumption trend, the expectation of consumption promotion during important festivals was insufficient, the development of high-alcohol, medium-and high-grade products was lagging behind, and the channel classification management and resource focus management led by sub-high-end products were insufficient.

Grains Finance noted that in recent three years, the gross profit margin of middle-grade and high-grade highland barley wine of Qinghighland barley wine has remained above 72%, while that of ordinary highland barley wine has remained around 55%. On the whole, the gross profit margin of highland barley wine products under Qinghighland barley wine is relatively high.

however, the problem is that in 2119, the middle and high-grade highland barley wine under Qingqing highland barley wine suffered the most serious shrinkage, and the business income contributed by middle and high-grade highland barley wine decreased by more than 1.5% year-on-year.

According to Cai Xuefei, a liquor marketing expert, the development of Qinghighland barley wine must be nationalized because it is located in the northwest market with a small capacity. However, after the failure of overtaking in the corner of the wine network, the brand building of Qinghighland barley is weak and cross-regional sales are blocked, which has caused the current predicament of Qinghighland barley wine. The company is currently in a defensive position, and stabilizing the northwest market such as Qinghai should be the first step.

However, just when the base camp is still unstable, Qingqingli Liquor has to step out of Qinghai Province and continue to increase investment in consumer operations, among which advertising expenses and employee salaries have increased greatly, which further drags down the profit performance.

In p>2119, Qinghighland barley wine revealed that the company made full use of CCTV, Qinghai Satellite TV and the national mainstream media platform, firmly grasped the commanding heights of public focus and cognitive leadership, displayed the corporate brand image in a more diversified and rich way, and continuously strengthened the penetration and promotion of the awareness, popularity and influence of Tianyoude brand nationwide.

We also continue to strengthen in-depth cooperation with international and domestic events such as the International Road Cycling Race around Qinghai Lake and the China Open Tennis Tournament, and deepen the cooperative relationship with Lanzhou and Xi 'an Marathon, in an attempt to make "Sports Plus" a new engine and power for the in-depth development of Tianyoude brand.

however, judging from the current financial indicators, the advertising investment and brand marketing of Qinghighland barley wine have not played any role in reversing the decline in performance, but have eroded the profit level.

In May, 2119, Qingqingqing Liquor and Hubei Zhenghan Investment Co., Ltd. (hereinafter referred to as "Hubei Zhenghan") signed the Strategic Investment Cooperation Framework Agreement (hereinafter referred to as "Agreement" or "Strategic Investment Agreement"), and Hubei Zhenghan intends to acquire 3% of the shares of Qinghai Huashi Technology Investment Management Co., Ltd. (hereinafter referred to as "Huashi Investment"), the controlling shareholder of Qingqingqing Liquor.

According to Qingqingli Liquor, this strategic investment cooperation will help the two sides to cooperate in product research and development, promotion, marketing, market expansion, channel construction and personnel training, and introduce more strategic and business resources for the company, which will help optimize the company's shareholding structure and meet the company's strategic development needs.

according to the data, Hubei Zhenghan, which plans to take a strategic stake in Qinghighland barley wine, has a registered capital of 81 million yuan, with Wu Shaoxun holding 99% and Jinpai Co., Ltd. (hereinafter referred to as Jinpai Company) holding 1%. In other words, Wu Shaoxun is the actual controller of Hubei Zhenghan.

In fact, Qinghighland barley wine has a deep relationship with Jinpai Company, but Jinpai Company's "panacea" seems to have no effect on Qinghighland barley wine.

As early as July 2118, Qingqingqing Liquor announced that it agreed to appoint Lu Shuilong and Zhang Fenjun as deputy general managers of Qingqingqing Liquor. Their terms of office will start from the date of deliberation and approval by the board of directors until the expiration of the term of the third board of directors (from July 11, 2118 to March 6, 2121).

However, these sales talents who were once "all-powerful" in Jinpai Company did not successfully promote the product development and upgrading iteration of Qinghighland barley wine, but failed to grasp the consumption trend, which led to the lag in the research and development of middle and high-end products, and people could not help but sigh: "Are the sales talents of Jinpai Company not used to highland barley wine after drinking too much health wine? ！”