"The cataract can't be seen clearly, and Sharp loves his eyes." The eye drop advertisement of the listed company Shapu Aisi (603 168) is still circulating in major TV stations. However, in the A-share market, more and more doubts have made Shapu Aisi's share price unable to lift its head.
Yesterday, Shapu Aisi went down all the way after the opening, with the biggest intraday decline of 6.68%. At the close, Shapu AISI closed at 22. 1 yuan, down 3.45%. Shapu Aisi is a black swan again? The National Trust, which has entered the bargain-hunting, is obviously anxious.
National Trust Company entered the market newly.
The top ten tradable shareholders account for four seats.
According to the third quarterly report of Shapu Aisi, Public Offering of Fund did not appear in the list of the top ten tradable shareholders, but the National Trust, which has just entered the market, may be at risk of "stepping on thunder". As of September 30th, 20 17, among the top ten tradable shareholders of Shapu Aisi, National Trust has 4 seats, and its 4 trusts plan to become the top ten tradable shareholders of the stock in the third quarter of this year.
Shapu Aisi's four new trust products are: National Trust Leader No.2 Collective Fund Trust Plan, holding 2,427,400 shares, accounting for1.05438+0%; National Trust Sanxiang Dream No.7 Securities Investment Collective Fund Trust Plan holds 2.4 million shares, accounting for 65,438+0.049%; National Trust Leader No.7 Securities Investment Collective Fund Trust Plan holds 654.38+0.4 million shares, accounting for 0.665,438+0.2%; The National Trust Sanxiang Dream No.9 Securities Investment Collective Fund Trust Plan holds 65,438+0,269,700 shares, accounting for 0.555%. The four trusts are the top 5, 6, 7 and 8 tradable shareholders of Shapu Aisi.
Brainwashing medicine is in a crisis of trust.
Advertising costs as high as 260 million yuan, and research and development costs are only 29 million yuan.
On February 2, 65438, an article on the popular media platform "Doctor Clove" pushed Shapu Aisi to the forefront. The article entitled "Selling 750 million" brainwashing drugs a year, please spare the old man China "said that many ophthalmologists did not recognize the" cataract prevention and treatment effect "of Shapu Aisi Eye Drops. Skeptics believe that Shapu Aisi Eye Drops are "fake popular science, real marketing" and mislead patients through advertisements.
On February 4, 65438, Shapu Aisi's share price plunged at the opening. On the same day, the company issued an announcement to respond that the video advertising content of Shapu Aisi Eye Drops complies with the relevant provisions of the Advertising Law and has been approved by Zhejiang US Food and Drug Administration, and obtained the approval number of relevant drug advertisements; Advertisements published outside Zhejiang Province have been filed with the provincial food and drug administration that published the advertisements.
Yesterday, Sina Finance's investigation on this matter showed that nearly 70% of netizens did not believe Shapu Aisi. Among them, as many as 69.2% of netizens questioned the company's "advertising expenses are as high as 260 million yuan, and drug research and development expenses are only 29 million yuan". They think this is the embodiment of the company's "putting the cart before the horse".
The article published by Dr. Lilac also questioned Shapu Aisi's behavior of "brainwashing with various advertisements". According to the data released by Shapu Aisi, from 20 14 to 20 17, the company's advertising expenses were 265.438 billion yuan, 240 million yuan, 260 million yuan and 220 million yuan respectively, accounting for 27%, 26% and 2.688 billion yuan of the company's revenue respectively. The advertising expenses of listed companies in the same industry will basically not exceed 20%.
Shapu Aisi responded in the announcement that the company's advertising expenses accounted for a high proportion of operating income, mainly because the company's products were relatively single. At present, eye drops account for more than 75% of the company's income (20 16 audit). Compared with other diversified listed companies, the company has improved its brand awareness through advertising investment and made up for the lack of single product variety.
Not a case.
123 A-share companies spent more than 1 100 million yuan on advertising in the first half of the year, with the pharmaceutical industry accounting for the most.
Shapu Aisi's huge advertising investment is not a case. Wind statistics show that a large amount of advertising promotion expenses are eroding the net profit level of listed companies. In the first half of 20 17 alone, as many as 123 companies in the A-share market spent more than 1 100 million yuan on advertising. Among them, there are 45 listed companies, 24 listed companies and 12 listed companies in the pharmaceutical business, food and beverage and real estate industries, ranking the top three.
Among many advertisers, there are 10 listed companies whose advertising expenses exceed 10 billion yuan, which come from the pharmaceutical, biological, food and beverage, automobile and real estate industries respectively. Among them, SAIC (600 104) ranked first with 4.7 billion yuan, while Hengrui Pharma (600276) and Health Yuan (600380) ranked second and third with 2 1 000 yuan and1090 million yuan respectively. The advertising expenses of these companies account for the proportion of the company's net profit, and some even exceed 100%. For example, the advertising cost of Health Yuan accounts for 581.54% of the net profit; The lowest is Kweichow Moutai (6005 19), and the proportion of advertising fees to net profit has also reached 10.78%. Wang Jie, chief reporter of Beijing Morning Post.