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捨得酒業冠名楊笠翻車,股價繼續下跌
格隆匯 01-17 14:53

今日盤面,捨得酒業再度下跌近4%,最低打到188.4元/股,自上週捨得邀請楊笠做嘉賓以來,股價已下跌超8%,市值蒸發了近60個億。

捨得酒業作為白酒賽道的優秀選手,2020-2021年股價一路走高,兩年實現6.6倍,期間還經歷了一輪ST帶帽和摘帽過程,去年公司的盈利水平還在翻倍增長。

定位高端,號稱“中華第一文化酒”的捨得酒,最近卻被罵上了熱搜,且輿論還在持續發酵。

1月12日,捨得與鳳凰網聯合打造的脱口秀《捨得智慧人物》中,請到了脱口秀紅人楊笠作為嘉賓,捨得描述楊笠果敢犀利,是當之無愧的熱梗女王,而舞台背後,她也和普通90後女孩一樣,嚮往愛情美好、追求生活自由…

對於楊笠的人設,由於之前公開表示的“普信男”、“男人有底線嗎”等一些言論,網上一直對她存在較大的爭議,多數網友認為她是故意打壓男性,取悦女性,挑起男女對立,還曾被網友以“涉嫌性別歧視、宣揚仇恨、煽動羣眾內部矛盾、製造性別對立”舉報到廣電總局。

網友對楊笠的不滿和質疑也讓捨得本次的營銷遭到抵制,微博和直播間都遭到網友的辱罵,以致不得不關閉評論,包括捨得酒業股吧也是一陣激烈的討論,有網友留言説“乾脆改名普信酒”、“普信酒,真下頭”“喝捨得酒,做普信男,走下坡路”等。

畢竟捨得酒的大部分消費者都是男性,喝捨得酒卻被冠上“普信男”的帽子,這誰能忍?

回顧捨得這個節目過往的嘉賓,此前節目還叫《捨得智慧講堂》的時候,曾邀請了袁隆平、龍永圖、梁錦松、李稻葵、鄧亞萍、吳曉波、餘秋雨、尤瓦爾赫拉利等名人大咖參與對話,這些人可以説都是時代的標杆。

憑藉與各領域人物深度的交流,捨得酒業品牌IP化的營銷確實給消費者留下了深刻的印象,公司的品牌戰略搶佔了市場先機,這也是捨得發展迅速的貢獻之一。

捨得酒業去年三季報顯示,公司主營收入36.07億元,同比上升104.54%,歸母淨利潤9.7億元,同比上升211.92%,其中Q3單季度營收12.16億元,同比上升64.84%。

近期節目主打“尋找時代最優解”,通過特定的人物看時代,而楊笠作為目前比較有爭議性的人物,確實具有一定的代表性。

有觀點認為品牌方看重的只是她身上的流量,但沒想到成了“反向營銷”,有網友表示,“捨得也是豪橫,為了流量放棄市場”。

其實,在這之前已經有包括海瀾之家、英特爾等品牌由於楊笠的代言而翻車,甚至奔馳曾因宣傳視頻裏出現了幾秒鐘楊笠的畫面,就遭到了網友的攻擊,似乎只要與楊笠扯上關係,就會被默認為是在嘲諷男性,自然也會引起大量男性消費者的不滿。

這些以男性消費者佔主導的品牌與楊笠合作,無非是想借助楊笠的流量給品牌帶來熱度,並且楊笠本就自帶兩性話題,品牌心裏的小算盤不就是想獲得更多女性消費者的支持,擴寬客户羣體。

有爭議的地方就有流量,但流量是一把雙刃劍,在男女平等這類敏感性話題上,隨時有可能暴雷。

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