Evergrande’s ice spring ceased listing. Four legends began to honor?

To apply for listing at the end of July and terminate the listing at the end of September.

The Evergrande Bingquan with a huge loss of 4 billion yuan, Xu Jiayin wants to give it to the investors in the end, or does it have to fight against the situation? In fact, there are four legends about Evergrande Ice Spring on the rivers and lakes.

Two months of three toss, Evergrande Ice Spring is also fighting

Listed

On the evening of July 21, Evergrande Real Estate announced that its wholly-owned subsidiary Hengda Bingquan has submitted a listing application to the National Small and Medium-sized Enterprise Share Transfer System and received a letter of acceptance on the same day.

The company stated that Evergrande Mineral Springs is an important performance of the group's fast-disposal industry, with natural mineral water and derived beverages as the main business, covering the middle and lower reaches of the industry, and establishing the “Internet Plus” quality and marketing system in China to build production, supply and marketing. Integrated industrial group.

Price reduction

On September 9th, Evergrande Bingquan held a press conference in Guangzhou to announce that all products of Evergrande Bingquan will reduce retail prices in full from now on! After this price reduction, Evergrande Ice Spring and bottled water, which accounted for a major share of the market, such as Nongfu Spring, Ipoh, and Hundred Mountain, officially became the same camp with prices of 2 to 3 yuan.

Termination of listing

On the evening of September 24, 2015, Evergrande Real Estate announced that it had filed an application with China New Third Board on September 24, 2015 to terminate the listing audit of Evergrande Changbai Mountain Mineral Water Co., Ltd.

Regarding the reasons for the termination, Evergrande Real Estate announced that the original application of Evergrande Minerals has been different because of the significant changes in the assets of Evergrande Minerals, the listed issuing entity that applied for the split-listing (Note: applying for the name of “New Three Boards”). For this reason, the company has filed an application to China's New Third Board on September 24 to terminate the listing audit of Evergrande Minerals.

The reason for the termination of the official response

Regarding the termination reason, Evergrande gave the explanation: “In order to optimize the allocation of resources and reduce costs to achieve industrial scale efficiency, the company plans to carry out an internal restructuring and merger of Evergrande Minerals Group’s grain, oil and dairy assets. As the application for split listing The assets of the listed issuer, Evergrande Minerals, have undergone major changes and have been different from Evergrande's original applications, thus ending the listing of the New Third Board.”

Evergrande also stated that it will closely evaluate the operations of the reorganized entity and the requirements of each capital platform, restart application for listing at an appropriate time, or conduct other better capital operations.

At the same time, Evergrande also stated that the termination of Evergrande Minerals' application for listing on the New Third Board does not affect the company's other subsidiaries, Evergrande Taobao Football and Evergrande Cultural Industry's new three-plate listing application.

Four Legends of Evergrande Ice Fountains Listed on Rivers and Lakes

Legend 1, they can not play, listed for the money

The huge loss of 4 billion figures, everyone estimated that they have already gone back to life.

According to financial data, the revenue of Evergrande Bingquan in 2013, 2014, and Jan. 2015 to May 2015 were respectively 34,802,200 yuan, 968 million yuan, and 284 million yuan, and net profits were -5.52 billion yuan, -2.839 billion yuan, respectively - 555 million yuan. Combined, in the two years and five months, the company sold 12.87 billion yuan of mineral water, but not two and a half years, the company lost nearly 4 billion yuan.

Therefore, when Evergrande Bingquan was listed on the market, some people questioned how difficult it was to ride a tiger. They couldn't play, and they wanted to circulate money and give it to investors.

Legend 2 that the opposition is quite strong and Xu Jiayin's heroism does not change

Evergrande has introduced the significance of listing as follows: Listing will allow Hengda Ice Spring to further strengthen its corporate governance structure and improve equity liquidity, help introduce strategic investors, enhance corporate image, and achieve sustainable business development.

Xu Jiayin responded in 2013: "From the Evergrande's long-term development strategy," the people's livelihood housing industry and the FMCG industry are the future direction of Evergrande. “But there will be saturation in any industry. We will spare no effort to make the brand of Evergrande Ice-Cooled Mineral Water, a brand that can only be successful and not fail.”

In response, Zhu Danpeng, a food and beverage expert, believes that this kind of delisting measures is just trying to tell the outside world that the Hengda Ice Spring will not only fail to close the door, but the group will pay more attention and seek even greater development. At the same time, although the reality is very cruel, Xu Jiayin has not forgotten the original rhetoric.

Legend 3, have to cut prices

In September 2015, Evergrande Bingquan publicly adjusted its prices by up to 50% to adapt to the current mainstream bottled water pricing system. At the same time, unofficially disclosed sales data showed that sales volume has improved. Evergrande Bingquan achieved sales of 700 million yuan in July, the highest monthly record since its inception, far exceeding the total sales of some famous brands in 1 to 2 years. August continues to continue this hot trend.

Evergrande’s ice springs advertised, and Nongfu Shanquan became the final winner. The same Changbai Mountain mineral water, Evergrande sold 2-3 times as much as the Nongfu Spring, the product value became hollow, and it did not meet the needs of FMCG. The marketing strategy has been highly questioned by the industry. Evergrande suddenly cut prices, the industry speculated that huge losses and dealers a lot of pressure on the expiration of goods, forced the Evergrande to lower prices, but Evergrande price reduction after the death of the dead, still not optimistic about.

Legend 4: Retreat into advancement and seek capital operation again

However, Evergrande’s huge ice loss is known to the world. Among the 5 directors, 3 are from the old part of Evergrande, 1 from China Railway Materials, and one from Nongfu Spring. Professionalism is not supported even if it is successfully listed. It will not be optimistic. There are speculations that Evergrande is now not satisfied with the way of financing the new three boards alone, "or to perform other better capital operations."

Moreover, from the perspective of resource integration, Evergrande Ice Springs integrates grain, oil, and dairy resources, channel-sharing, and cost savings. The three vice presidents synthesize one. After the integration, the Agricultural and Animal Husbandry Group will re-apply for new three-board listings. Worth looking forward.

In addition, people from the financial level believe that, "From the madness of Evergrande's sales figures in July and August, Lao Xu estimates that it is not worthwhile to list the new three boards under the current conditions. It is not as good as the A shares listed overseas or listed overseas."

As early as now, it is known that today, the problem of Hengda Ice Spring is a gene.

In September last year, I was invited to write an in-depth article entitled “Diversification of Hengda: The Hard and Bad of Xu Jiayin”, which was highly concerned and recognized by the industry.

Interlaced, such as every other mountain, Evergrande lack of understanding of marketing rules of FMCG, precision positioning and value creation become a short board.

The management of FMCG is by no means a vigorous advertising campaign. FMCG marketing requires a combination of strategy, precision, standardization, and permanence. Advertising bombing can only solve the problem of consumers buying for the first time. To move up and realize the repeated purchase of products, Evergrande has a long way to go.

In addition, Evergrande's crazy expansion of the company's genes, and the stability of the country to become a stable agriculture has become unsustainable.

Agriculture is an industry that needs to immerse itself in deep-seated cultivation. There is an essential contradiction between the characteristics of the industry and Evergrande's business model. Now, the problems faced by Evergrande are actually the manifestations of this contradiction. Evergrande's management of big agriculture is like letting a person who has gone all the way go all out to suddenly slow down. This is a fatal problem for Evergrande.

Fast-moving consumer goods are difficult to get into the sky in one step, and it is impossible to operate agriculture quickly. In particular, agriculture is currently in a critical period of transition from traditional agriculture to modern agriculture. The mode of breeding and products is not equal to the demand for products, and logistics distribution and market are not equal. Problems such as packaging, depletion, land integration, and farmer management have come one after another. These problems cannot be solved without money.

In April of this year, compared with Evergrande and Lenovo, two giants that have made cross-border agriculture, I also conducted a comparative analysis of the difference between the two's operations and marketing, and wrote “All are not making money. Hengda Agriculture is worse than Lenovo Jiamao’s. Where is it? In this article, I pointed out that when it comes to agriculture, the strategy is wrong. Evergrande just saw a big opportunity for agriculture, but in each subdivided area, it judged it inadequate and its strategy was biased. For example, in the mineral water industry, in terms of strategy, there is no solid value support. The mineral water industry has chosen a high-end water that is not expected to be favored by the entire fast-moving consumer goods industry at around 4 yuan, and daily necessities such as Evergrande are difficult to support its price setting. Certainly, this is a problem that arises in the selection of strategies. The only result is that the more advertisements are made, the more losses are incurred.

In contrast, Lenovo Jiawo, “Sanquan”, that is, the operation of the entire industry chain, traceability of the entire process, and the globalized layout, showed a large agricultural pattern of Lenovo Jiawo and chose to enter the “superfruit” field represented by blueberries and kiwifruit. It shows its professionalism in agriculture. High-end fresh food is an excellent carrier for building brands and achieving online and offline sales. The brand's high-end fruits have already gained certain market recognition and are the pioneers of branded agricultural products.

In terms of brand strategy, Lenovo used the parent brand as an endorsement to officially launch Jiawo as an agricultural brand and demonstrated the professional quality of brand building. Evergrande used its mother brand to make a clean sweep. Evergrande's real estate brand has been deeply rooted in people's minds and it is difficult to meet the agricultural brand. The tone.

Due to the different performance of the two companies in the professionalism of operating agriculture, even if they have not achieved profitability, the industry has remained optimistic about the future of Lenovo Jiawo, and constantly questioned Evergrande.

Therefore, the problem of Evergrande is the root cause of genetic problems. Shennong Island cannot help but wonder. After the reorganization of Hengda Ice Spring and Evergrande Oil and Dairy Industry, whether Hengda Grain and Oil and Dairy Industry will follow the footsteps of the Big Ice Storm, we will wait and see. !