Behind the marketing momentum of Tiandi No. 1 with 520 holiday news, the company’s revenue has declined in recent two years, and the number of employees has lost 2309.
(edited by Meng Shuai)
At the moment when the serious news of layoffs and overtime in large factories has been repeatedly spread, Tiandi No. 1, a company listed on the new third board, has strongly stepped out of the circle with a notice of 520 holiday. The human resources department of the company issued a document to let employees “talk about love, love and make children” on the 520 holiday. On May 11, Tiandi 1 also released a recruitment tweet with “520 paid dates” as a gimmick.
Tiandi one said that the company had previously provided employees with various welfare activities in the form of holidays, movies and tourism. The company hopes to take this activity to enhance the feelings between employees and improve their sense of belonging.
However, behind the marketing momentum of Tiandi No. 1 with 520 holiday news, the company’s revenue has declined in recent two years, and the number of employees has lost 2309.
Radar finance noted that Tiandi No. 1 has been successfully listed on the new third board and is preparing for A-share IPO.
Tiandi No. 1: the company asks you to fall in love
“If you don’t get married, who will pick up the family incense! If I don’t give birth, who will support the national rejuvenation!” Recently, a high-profile holiday notice swiped the screen network, which successfully launched Tiandi No. 1, a beverage manufacturer with a brand history of more than 20 years.
According to the holiday notice circulated on the Internet, on the arrival of 520, Tiandi No. 1 company decided to take a paid holiday for one day after May 20. The notice was signed by the human resources management center of Tiandi No. 1 Beverage Co., Ltd. The notice also said, “according to the reproductive wishes of young people now, China’s population will be less than 100 million in 300 years. If our company wants to be a century old enterprise, we can only invite foreigners from India, Vietnam, Africa and so on.”
Tiandi-1 subsequently confirmed the news. According to the staff of tiandi-1, the company has a large number of young people, many of whom are still single. The company hopes to use such ceremonial activities or benefits to enhance the feelings between employees and improve their sense of belonging.
The staff also said that the company had held many group construction activities such as travel every year when there was no epidemic. It is not suitable for the company to hold similar welfare activities on the day of 520 last year, or other activities that were held on the day before the epidemic. In addition, the company previously provided employees with half a day off or benefits of leaving work 2 hours in advance on special festivals such as women’s day, mother’s day, Valentine’s day and Tanabata day.
In this regard, many netizens expressed envy and called Tiandi No. 1 “someone else’s company”. This move of the company not only won a lot of favor, but also saved a lot of advertising expenses; However, some netizens believe that although the company provides holiday benefits for employees, the wording in the notice makes people feel a little uncomfortable and vulgar.
Radar finance and economics noticed that at present, tiandi-1 has publicized the news of the 520 holiday on its official wechat, official account, Tiktok, video number and other platforms. Even the official flagship store and live studio of tiandi-1 have provided a special publicity area for the holiday news, “don’t ask any more! Our 520 is really on holiday, but the delivery and welfare will not be on holiday! Let’s buy it early and let me go on a date!”
On the home page of Tiandi No. 1 flagship store, the brand directly defined 520 as brand day, packaged it as “520 jealous Festival”, and launched a number of promotional activities as a selling point.
It is reported that this is not the first time that Tiandi No. 1 took the 520 hot express. In 2020, Tiandi No. 1 released a tweet entitled “there is a kind of love, it is called jealous for you” on the official account; In 2021, Tiandi No. 1 held the first “520 jealous Festival”.
Behind the circle: two consecutive declines in revenue and more than 1 / 3 loss of employees
According to the data of the think tank of the new third board, from 2014 to 2019, Tiandi No. 1 ranked first in the market share of fruit vinegar, surpassing Hengshun, Miaoyu and other brands. However, even if it has a relatively leading market position, the revenue of Tiandi No. 1 company has declined continuously in the past two years, and the number of employees has also decreased significantly, with the loss of more than 1 / 3.
According to the financial report of Tiandi No. 1, the company’s revenue in 2020 was 1.899 billion yuan, a sharp year-on-year decrease of 26.52%, and the net profit attributable to the shareholders of the listed company was 251 million yuan, a decrease of 34.23% compared with the same period of the previous year; Last year, Tiandi No. 1 achieved a revenue of 1.817 billion yuan, a year-on-year decrease of 4.33%, and the net profit attributable to the shareholders of the listed company was 255 million yuan, a slight year-on-year increase of 1.64%.
In terms of gross profit rate indicators, the gross profit rates of tiandi-1 in 2020 and 2021 were 58.23% and 59.67% respectively. Although the company’s gross profit margin index showed signs of recovery, compared with 66.53% in 2019, the gross profit margin still showed a significant decline and did not return to the level before the epidemic.
Tiandi No. 1 explained that the year 2020 was mainly affected by the COVID-19. In the first half of that year, retail and catering terminals were basically closed. In addition, Chinese people’s New Year greetings and gatherings were also basically stagnant. Therefore, the sales of goods during the Spring Festival decreased significantly; In 2021, the epidemic prevention and control across the country entered the normalization, which had a great impact on the retail and catering terminal consumption, the consumption habits, consumption ideas and consumption environment of consumers gradually changed, and the consumption expectation weakened.
Although Tiandi No. 1 claims that the company is starting from the initial single product operation of aged vinegar beverage, gradually developing into the multi category operation of aged vinegar beverage + apple vinegar beverage, and exploring the multi brand operation mode of Tiandi No. 1 + other brands, Tiandi No. 1, which started with vinegar beverage, has a relatively single revenue at present. According to the financial report, the company’s revenue of 330 apple vinegar last year was 830 million yuan and 650 apple vinegar was 901 million yuan, accounting for about 95% of the total revenue last year.
In addition, while the revenue of tiandi-1 is declining, it is also facing the loss of a large number of employees. According to the financial report, from the end of 2019 to the end of 2021, the number of employees of Tiandi No. 1 has plummeted from 6446 to 4137, which means that the number of employees of Tiandi No. 1 has decreased by 2309 in just two years,