Text|Sina Finance Hara Yiming

Tinghuaju, which sells for as much as 50,000 yuan per bottle, was named at the CCTV 315 gala.

Dramatically, just two hours before the party aired, listening to Huaju still advertised “how to be praised” on official WeChat...

However, according to CCTV reports, its international patent has not been recognized, and the fact that the “high-tech” cooling agent is only a common peppermint extract has been determined.

Soon, e-commerce platforms such as JD, Tmall, Taobao, and Pinduoduo quickly removed their related products, and the official WeChat account for listening to flower wine was also suspended. Even Capital Airport removed billboards to listen to flowers and wine overnight.

In fact, according to financial data from Qinghai Spring, the parent company of Tinghua Liquor, Qinghai Spring will soon lose money for 4 consecutive years, and the loss amount may reach 1.12 billion yuan. The previous three years had losses of 320 million yuan, 249 million yuan, and 288 million yuan, respectively. The net loss is expected to be up to 270 million yuan last year.

This brand, which was previously “ordered by the boss”, really needs to be “cool.”

Just by calling it “praised”, the lie was debunked

A bottle of Tinghuaju, which sells for as much as 50,000 yuan, was finally named at the CCTV 315 gala. This liquor brand, which was previously selected for the “Brand Power Program to Help the Revival of Made in China”, was still introducing “the top three reasons why listening to flower wine was praised as 'a great drink I've never experienced before” on official Weibo two hours before the 315 gala began.

In its official introduction, Huaju invented patented technology for rebrewing old wine, created a targeted ingredient editing process system to reduce harm and benefit the wine to obtain a rich, rich and precious wine; a unique natural taste enhances taste perception; fully upgraded the flavor, and the taste comparison before and after brewing is remarkable.

However, just two hours later, the “lie” of listening to flower wine was publicly debunked. In fact, its international patent was not recognized, and the “high-tech” coolant was just a common peppermint extract.

E-commerce platforms such as JD, Tmall, Taobao, and Pinduoduo quickly removed their related products after hearing that Huaju was revealed at the CCTV 315 gala.

Furthermore, the official WeChat account of Tinghuajiu has been suspended due to “excessive marketing and user harassment.”

Customer service bluntly said: No health product logo

Historically, the biggest reason why Tinghuaju can flaunt its high price is its “curative effect.” It also found two Nobel Prize winners to collaborate on the effects of the ingredients in wine on the body, and then optimize the winemaking process of listening to flower wine to reduce harm and increase benefits.

In January 2020, a research report released by Qinghai Spring and the Liquor School of Sichuan University of Light Chemical Technology showed that healthy adult men drank 50 ml of flower wine every day for 7 consecutive days, and healthy adult women drank 50 ml of flower wine every day for 14 consecutive days. The two groups showed significant increases in immune indicators, deep sleep ratio, sex hormone levels, and nitric oxide levels that guarantee male erectile function, and nitric oxide levels felt by women.

On November 15, 2021, the “Listen to Peanuts Experience Research” report commissioned by Tsinghua Wine from Sichuan Yibin University was released again: “There were 26 male and 17 female participants. “Listening to flower wine has an obvious calming effect, and the average number of people who feel fresh when drinking flower wine reached 93%”.

Li Sicheng, a pharmacology expert and former Beijing Kaizheng Biology researcher, publicly explained the mechanism of listening to peanuts in pharmacology and molecular biology — after the parasympathetic nerve is activated, it releases the neurotransmitter acetylcholine (Ach), which binds to M3 receptors distributed in tissues such as glands, increasing the signaling substances phospholipase C (PLC) and 1,4,5-triphosphate inositol (IP3) in cells, producing corresponding biological effects, such as increased expression of aquaporin (AQP5).

Furthermore, boosting immunity, improving sleep, and safeguarding male erectile function are also the results of Huaju achieving “benefit and harm reduction” through so-called “innovative processes.”

Although Tinghua Liquor's customer service has responded to Sina Finance's claim that Tinghua has not obtained a health product logo, data from previous experiments showed that Tinghua Liquor has certain functions, but the individual's physical condition is different, and the functionality shown is also different. However, listening to flower wine continues to pass through various industry research, expert endorsements, and promotion, which suggests that its products have health benefits to a certain extent, and are wandering in the grey area of the law.

According to the provisions of China's “Advertising Law”, alcohol advertisements must not include content that clearly or suggests that drinking alcohol has the effect of relieving stress and anxiety and enhancing physical strength. The “functionality” promoted by Huaju, as well as the functions of preventing and treating diseases such as immunity and sleep, are also explicitly prohibited by law.

With “Taishang Laojun's direction”, the parent company lost more than 1 billion dollars in 4 years

According to Tinghuaju's official website, Tinghuaju is known as “spring in a bottle” and has spring-like drinking value.

According to Tinghua's official website, Tinghua wine is 5,860 yuan/bottle (750 ml) for standard packaging, and 58,600 yuan/bottle (750 ml) for boutique Tinghua wine. After conversion, it costs more than 780 yuan for every 10 milliliters of premium wine.

The story of the founding of this expensive wine is also quite “fascinating.” According to information, the parent company of Tingting Huaju is Qinghai Chuntian. The founder of Huaju is Zhang Xuefeng. He is known externally as the chairman of Qinghai Spring and the designer of Huaju.

According to the company's official website, one day at 4 a.m., Zhang Xuefeng was resting on a chair in the lab. In his dream, he seemed to be looking for something on a snowy mountain. An old man with a golden rope around his waist came to him, waved the dust and wrote the word “live” on his palm and walked away. When he woke up, he subconsciously covered his finger in his palm, and a phrase popped up in his mind: “Water on the tongue is a living thing”. It inspired them a lot, and it took 4 years to finally develop “Namatsu Baijiu” and flower wine.

However, Taishang Laojun didn't really “bless” to listen to flower wine.

Sina Finance learned that Qinghai Spring is a liquor company listed on A-shares. On January 31, Qinghai Spring issued a pre-loss announcement for 2023 results. The company expects net profit attributable to shareholders of listed companies in 2023 to be -222 million yuan to -287 million yuan; net profit attributable to shareholders of listed companies after deducting non-recurring profit and loss is -205 million yuan to -270 million yuan; it is expected to achieve operating income of 232 million yuan to 248 million yuan, an increase of 72.276,900 yuan to 88.2197 million yuan compared with the same period last year, an increase of 45.12% to 55.08% over the same period last year.

According to the data disclosed in the performance forecast, Qinghai Spring is about to lose money for four consecutive years. Revenue for the previous three years was $124 million, $128 million, and $160 million, respectively, but net profit lost 320 million yuan, 249 million yuan, and 288 million yuan, respectively.

On a cumulative basis, Qinghai Spring's four-year cumulative losses have exceeded 1 billion yuan.