Financial Services Association, May 6 (Reporter Luo Yichen) On the evening of May 3, news that “Japanese supermarkets are surprised to oppose nuclear sewage discharge labels” began to spread on the internet and soon became popular. Since then, with popular searches such as “Xiang Piaopiao responds,” “Xiang Piaopiao says the employees are good,” and “President Xiang Piaopiao rewards employees with 100,000 yuan,” traffic on the company's live broadcast room increased dramatically, and the stock price rose and stopped on the first trading day after the holiday.

Looking at financial data, overseas markets, including Japan, had a weak impact on the performance of Xiang Piao Piao (603711.SH). According to the 2023 annual report, the company's export business revenue was less than 18 million yuan, accounting for only 0.48%.

The reporter noticed that the product on the hot search this time was not the company's traditional brewed milk tea, but the ready-to-drink juice tea. The former was sold during the fall and winter, and the latter was first launched in 2017. It was originally intended to fill the company's market gap in spring and summer, but its sales did not improve significantly for a long period of time. In this context, Xiang Piaopiao also launched bottled drinks in 2022, continuing to create a second growth curve.

Considering that the peak consumption season is just around the corner, the sudden popularity of “unpopular” juice teas may mean that Q2 will “not be light in the off-season.” Due to the strong seasonality of products, Q2 has always been the traditional off-season for Xiang Piaopiao. Taking 2023 as an example, the company's Q2 revenue was 492 million yuan, a clear gap with Q4's revenue scale of 1,647 million yuan in a single quarter, ranking at the bottom of the four quarters of the year.

Third-party data shows that in April of this year, Xiang Piaopiao's performance on live e-commerce channels has improved markedly. According to Sandalwood Rosewood e-commerce data monitoring, based on data from the three major platforms of Tmall, JD, and Douyin, in the first and second weeks of April this year, Xiang Piaopiao's GMV increased 1.9% and 54.8%, respectively. “The year-on-year increase in the second week of April was mainly supported by popular sales on the Douyin channel.” Sandalwood related analysts said in an interview.

After the hot search incident occurred, Xiang Piaopiao's traffic dividend peaked on May 5. On the afternoon of May 5, thousands of people watched Xiang Piaopiao's live broadcast online at the same time. The anchor was dressed in red clothes with Chinese hearts, and various products were sold out. On the evening of the same day, Yang Dongyun, president of the company, entered the live broadcast room to interact with netizens and distributed live broadcast room benefits. According to reports, Yang Dongyun became the company's president at the end of 2023. He has a background in Procter & Gamble, and his performance after joining the company also received attention from many investment institutions.

Currently, Xiang Piaopiao's traffic dividend has not declined significantly. At around 14:00 today, the number of people online on the company's official Douyin live broadcast room was around 1,000. At the same time, beverage giants Nongfu Spring and Wahaha had less than 50 people online. However, after yesterday's big sale, the company's main “domestic light cup holder” showed that it was sold out and needed to be reissued after arrival.