With the improvement of the economic level, the people's awareness of physical health has gradually awakened, and the health wine track has also come into being. However, in recent years, there have been a series of "overturning" incidents in the health wine industry.

In addition to the false propaganda of the sky-high price of Tinghua wine last year, Jinpai Co., Ltd. (hereinafter referred to as "Jinjiu"), which has been immersed in the health wine industry for many years, has also been caught in a "pesticide" turmoil.

The subsidiary was found to have problems with seeds, pesticides and fertilizers

In recent years, Jin Liquor has been promoting the continuous improvement of consumers' physical fitness and quality of life by providing healthy products and services. Committed to becoming a world-class health product company.

At the first meeting of the Spring Festival recently, Jinjiu also said that enterprises exist because of "users", only "friendly" is sustainable, and enterprises should take "user-friendly" as the basis and traction to create a "user-friendly, employee-friendly, social-friendly, customer-friendly" friendly business ecology, so as to achieve healthy and sustainable development of enterprises.

However, it is worth mentioning that the liquor that claims to "put user-friendliness first" to build a friendly ecology may not be very user-friendly, and its claimed "health connotation" has also been "overturned".

According to the black cat complaint platform, up to now, there are 11 complaints about Jinjiu, only 0 complaints about logistics problems and 0 problems with sudden abnormalities in the account, and the other 0 are complaints such as non-redemption, invalid vouchers, and non-delivery of winning prizes.

去年11月5日，有消費者投訴勁酒虛假宣傳，其稱：“在中國勁酒的勁友家兌換5張20元的抵扣券，顯示可以在勁牌商城購買時使用的，但實際購買時發現無法使用，勁牌商城與勁友家帳號一致。”

In recent years, many liquor companies have put a lot of thought into their publicity strategies in order to expand their brand influence and market share. In addition to promoting with the help of online hotspots, various marketing activities are also frequently launched and emerge one after another.

"Prizes for opening the lid" are popular because they can bring practical benefits to consumers. However, if consumers of strong liquor are unable to redeem their prizes after winning the lottery, this is not only contrary to their eco-friendly concept, but may also have a significant impact on their brand image.

而勁酒自稱的“具有健康內涵”方面，據新浪財經等媒體報導顯示，2021年10月，2021年度黃石市第三次對種子、農藥、肥料進行監督檢查，結果湖北勁酒在種子、農藥和肥料上全部存在問題，並被責令更改。

In this regard, Bai Wenxi, chief economist of China Enterprise Capital Alliance, said: "This reflects that there may be loopholes in the procurement and management of raw materials. This may not only affect the quality stability of the product, but also may cause potential risks to the health of consumers, which needs to be paid close attention to and rectified in time. ”

It is worth mentioning that although the relevant media have said that this news was searched on the Qichacha platform, as of now, the relevant news on Qichacha has disappeared; Not only that, but a related post posted on 12/0/0 has also shown "does not exist".

For the fourth year in a row, performance has almost stagnated

公開資料顯示，勁酒的前身是1953年10月在湖北大冶成立的大冶縣新建酒廠，最初以生產清香型白酒為主。

在計劃經濟時期，由於酒廠產品單一、經營僵化，到了80年代，勁酒的負債“成功”達到了700多萬，一度瀕臨破產。

It wasn't until 1987 that Wu Shaoxun took over the spirits and added health elements to the spirits, which gradually "pulled" the spirits back from the brink of bankruptcy.

自2015年開始，勁酒開始大手筆佈局醬酒，並在貴州茅臺鎮建立酒廠。2017年11月8日，勁牌茅臺鎮酒業掛牌暨二期投產。

Although in the same year, Jinjiu also officially put forward the strategy of "one sauce in ten years", that is, "only make wine and not sell wine" within 10 years, but it may be that the competition in the liquor industry is becoming more and more fierce.

數據顯示，2017年，勁牌靠104.9億的營收躋身“百億俱樂部”，而在2018年勁酒的銷售額就下滑至102億元。

Although in 162 years, the sales of jin liquor rose slightly to 0 billion yuan, but it is still a long way from the goal of Jin brand chairman Wu Shaoxun in 0 years to achieve annual sales of 0 billion yuan in 0 years.

2021年，勁酒實現銷售額110億元，僅較五年前上漲了5億元上下；雖然2022年、2023年數據暫無從得知，但可以知道的是提升並不是很大。

據吳少勛曾在2023年坦言稱：“勁牌2017年過了百億，在茅臺、五糧液、洋河之後位列第四，但不到十年時間，五糧液業績七八百億，汾酒、瀘州老窖今年都過300億了。但去年勁牌才恢復到2019年的水準，等於說這麼多年，我們一直停滯不前。”

Although the strong wine is popular all over the country with the sentence "Although the strong wine is good, don't be greedy for a cup". But in fact, the liquor itself is "greedy for a cup" in the liquor industry, and in recent years, the liquor has laid out a variety of flavor types such as clear fragrance, strong fragrance and sauce flavor.

In 95 years and 0 months, Jinjiu spent 00 million yuan to acquire 0% shares of Guizhou Taixuan Liquor, and renamed it Maopu Health Liquor after the acquisition; In the same year, Jinjiu acquired the National Treasure Distillery in Moutai Town, Guizhou, and continued to lay out soy sauce wine.

2016年5月，勁酒進軍清香白酒，其子公司毛鋪健康酒業和西藏天佑德青稞酒業、西藏天麥力健康品有限公司，共同投資設立西藏納曲青稞酒業有限公司。

其中，毛鋪健康酒業出資3500萬元，占出資總額的35%，西藏納曲青稞酒業有限公司主要用來運作青稞酒專案。

而到了2019年，勁酒又再度進軍濃香白酒，斥資25億元在宜賓成立宜賓六尺巷酒業。截至目前，勁酒擁有“保健酒、草本白酒、中藥業”三大業務板塊，旗下有“中國勁酒、毛鋪草本酒、持正堂”三大核心產品品牌。

想當年，吳少勛曾給勁酒制定的20年、30年規劃，即“到2042年勁牌銷售額要過800億，到2053年勁牌銷售額要突破1000億。”未來能否實現，又將如何實現，還有待市場後續觀察。